gujarat tourism

kuch din toh gujaro gujarat mein

1. Marketing Strategy Presented By : Pratiksha Singh Submitted to : Prof. Lokesh Kumar

2. History of Gujarat Tourism Vision and Mission Goals and Objective Top Management Board of Directors Operation and Branches Marketing Strategies Adopted Suggestions Ye hai khushboo gujarat ki …… Contents

3. History of Gujarat Tourism Located on the western most part of India’s coastline (1600Km ). Bestowed with beautiful beaches, mountains, vast sand desserts, thick forest covers & rich wildlife. Historically, it has been the main centre of Indus Valley Civilisation. Has innumerable monuments of architectural and archaeological importance. Temples and shrines of great religious significance.

4. Colorful lifestyle of the people of Gujarat. Wildlife sanctuaries, fascinating handicrafts. Mouth watering cuisine. It is also the birthplace of Mahatma Gandhi and Sardar Vallabhbhai Patel iconic figures of India's independence movement. History of Gujarat Tourism

5. Amitabh Bachchan is currently the brand ambassador of Gujarat Tourism. The ‘ Khushboo Gujarat Ki ' campaign by celebrity Amitabh Bachchan has increased tourism in Gujarat by 4 per cent per annum, twice that of national growth rate. History of Gujarat Tourism

6. Vision and Mission Vision To position Gujarat as a vibrant tourist destination, with an emphasis on improving visitor experience, livelihood linkages, environmental concerns and enhancing investment opportunities, thus catapulting tourism as one of the most important economic drivers , leading to sustainable development and inclusive growth in the State.

7. Mission ( a)To unlock the immense untapped / under tapped potential of tourism in the State; (b)To develop tourism products and strengthen infrastructure; (c)To undertake tourism specific skill development leading to gainful employment and self employment especially for the local populace; (d)To preserve and upgrade environment as also to encourage responsible tourism in the State; (e)To create an investment friendly policy framework and suitably ensure access to requisite tourist infrastructural facilities; (f)To showcase the infrastructure and institutions, achievements and accomplishments, entrepreneurship and hospitality of Gujarat in order to attract investments in the State and, thereby, espouse the cause of ‘Make in India’; and (g)To focus on promotion and branding of Gujarat as a leading tourist Destination the world over.

8. Goals and Objective Goals Good basic Infrastructure like roads, power, rail, airport, ports etc. Variety of attractions – heritage sites, beaches, Archaeological sites, leisure activities, wild life, hills etc. Very high buying power in the state. High standard of living. Very large Non-resident Gujarat’s population visiting Gujarat every year. Variety of flora and fauna available. Well-developed port network for cruise’s to dock. Virgin places for development of eco tourism (Like pirotan islands etc) Government policies for promotion of private sector finance.

9. Objectives (a)To make Gujarat one amongst the top five tourist States of India in terms of local, national and international tourist footfalls by 2025; (b)To attract the MICE segment, by creating convention/exhibition facility and support infrastructure; (c)To leverage innovative forms of tourism such as adventure, cruise, event based, inland waterways, medical and others; (d)To provide tourism infrastructure in terms of tourist information, transport services, accommodation and way side amenities; (e)To enhance the use of ICT in the sector and further improve the quality of services; (f)To upgrade skills, knowledge & professionalism and promote employment opportunities for additional two million persons by 2025; (g)To promote responsible tourism in the State and develop tourism products in an environment friendly manner; and ( i )To create enabling framework for public private partnerships in developing tourism products, projects and services.

10. SOME FACTS ABOUT GUJARAT Ranks 10 th in domestic tourists arrivals and 15 th in foreign tourists arrivals. Whereas other states like Kerala making 173 billion INR from tourism in 2010. Could not carve a distinct identity as a tourist gateway like Rajasthan, Kerala or Goa. The share of tourism in its GDP is merely about 3.5 percent Most people of Gujarat preferred travelling to other states or countries for leisure and entertainment Lack of quality accommodation and transport facilities across the state. Archaeological sites, beaches and wildlife sanctuaries were neglected to such an extent that local people had also forgotten their grandeur. Lack of partnership between tour operators and travel agents.

11. Top management and Board of Directors Shri. Ganpatsinh Vasava - Minister for Tourism Shri.Kamleshbhai Patel – Chairman Mr. S.J.Haider  (IAS) - Principal Secretary (Tourism) Mr. N. Srivastava (IFS) - Commissioner of Tourism and Managing Director   Mr. M.S.Joshi - General Manager, Secretarial, Privatization, Budget, Finance and Accounts Mr. K. Biswas - Manager (Marketing, IT and Personnel Manager) Mr. Nirav Munshi - Manager (Tours, Travels and Hotels) Mr. Akash Rathod - Manager Event

12. Operation and Branches Ahmedabad - Tourism Corporation of Gujarat Ltd, H. K. House, Opp : Bata Showroom, Ashram Road, Ahmedabad Gandhinagar - Tourist Information Bureau, Nigam Bhavan , 1st Floor Sector 16,Gandhinagar . Rajkot Hyderabad Lucknow Bangalore Vadodara Surat Mumbai New Delhi Jaipur Kolkatta Bhuj -Kutch Chennai

13. Marketing Strategies Dynamic tourism policy with an aim to make the state a prime attraction for Indian and foreign travellers. Developing airports of the state. Developed 41 large & small ports. Worked to layout a road network exceeding 74000KM. Increased private sector participation in building large tourism related infrastructure project. Attracting film producers to shoot in Gujarat. Tourism Corporation of Gujarat Limited also set up a stall at the Cannes Film Festival. An “Integrated Tourism Development Plan” for 37 destinations.

14. INTENSIVE MARKETING Since 2010 January they have signed Amitabh Bachchan to promote the state. His credibility as a brand ambassador is very strong since he is a superstar across the globe. Reasons for choosing him was of course PR coverage and higher degree of recall Since he becoming the brand ambassador destinations like Dwarka , Somnath and Gir National Park are seeing double digit growth in tourist arrivals including 30% increase in foreign tourists . The tagline “ Khushbu Gujarat Ki ” is created by well known ad guru Piyush Pandey , Executive chairman of Ogilvy & Mather, South Asia.

15. INTENSIVE MARKETING

16. MEDIA – TV, RADIO, PRINT & OUTDOOR ADVERTISING Gujarat is present in the major in flight and travel magazines of repute. Campaign has run on channels like CNN, Sky News etc. Campaign has basically run on TV, Radio, Print or Outdoor, everywhere and it cannot be missed.

17. OTHER MARKETING STRATEGIES Joint Promotions States get together and offer better packages to the tourists and understand their needs. Gujarat is tying up with Karnataka and other states for co-branding. Road Shows Road shows were organised in Maharashtra promoting the Satpura Monsoon Festival. Metro Train Branding They took over an entire Reliance Metro Airport Express Train. Gujarat Tourism ads covered these coaches for a period of three months, spreading flavours of Gujarat across Delhi.

18. Suggestions Implement the tourism network review in Gujarat. Identification of the themes in Gujarat & build the tourism destination. Build new tourism infrastructure. Develop new market segments and experience. Protect Gujarat precious natural environment and culture. Identification of target visitors.

19. THANK YOU આભાર ……. kuch din to gujaro gujrat mein !