Devising strategy in Tourism Marketing

Published Date: 23 Mar 2015

Critically analyze the existing trends and devising strategy in Tourism Marketing

Tourism industry in India is on a great boom at the moment India has become a major global tourist destination and Indian tourism industry is exploiting this potential to the hilt. Travel and tourism industry is the second highest foreign exchange earner for India, and the government has given travel & tourism organizations export house status.

Tourism in India has received a major boost in the past decade since the Indian Government realized the great potential of tourism of India during vacations. Tourism of India during vacations has grown by leaps and bounds with a great influx of tourists from throughout the world who have been irresistibly attractive to the travellers.

India has the right tourism potential and attractions to captivate all types of tourists whether it is adventurous tour, cultural exploration, pilgrimages, visit to the beautiful beaches or to the scenic mountain resorts, Tourism of India has it all for you.

Travel through Indian states and cities bring to light, the cultural and the geographical richness of India. We provide you a glimpse to the richness of tourism in India with information on all the major tourist destinations of India and tourism services of India that will take care of all your problems while you are in India.

Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to airlines, multi-national hotel chains and major international tour operators. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry. The tourism industry is now one of the largest sectors earning foreign exchange for the exchequer. In the face of such benefits, many countries have started assigning due weight age to the tourism industry in their national development agenda. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry.

• Tourism is one of the world's fastest growing industries at present and holds the status of the world's no. 1 industry.
• Spending on tourism amounts to 5%-10% of total consumer, spending in a year worldwide.
• The industry creates a job every 2.4 seconds with every one of those direct jobs creating another 11 indirect ones.
• The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide.
• India's share of the total market is a pittance at 0.51%. The non-tourist countries like Malaysia and Indonesia get much more tourists than India.
• The Tourism industry's foreign exchange earnings in India are around $3.2 billion. Tourism is the highest foreign exchange earner if we consider the fact that net value addition in Gems and jewellery is less than 30 % whereas, in tourism it is more than 90 %.

Tourism statistics:

Recent statistics have revealed that during the first quarter of 2008, the performance of the tourism industry has been very encouraging which has registered a 19% increase in foreign tourist arrivals. India Tourism office at Tokyo won two International Awards in Tour Expo held at Daegu in Korea for excellent tourism promotion. Indian Pavilion won the Best Booth Design Award as well as Best Folklore Performance Award competing with major players in tourism such as China, Japan, Thailand, Malaysia and Canada.

• Tourism is one of the world's fastest growing industries at present and holds the status of the world's no. 1 industry.
• The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide.
• The industry creates a job every 2.4 seconds with every one of those direct jobs creating another 11 indirect ones.
• Spending on tourism amounts to 5%-10% of total consumer, spending in a year worldwide.
• India's share of the total market is a pittance at 0.51%. The no tourist countries like Malaysia and Indonesia get much more tourists than India.
• However, the average duration of stay of foreign tourist in India is one of the highest in the world. On an average, it exceeds 27 days in the case of non-package tourists and is 14 days in the case of package tourists.
• Tourism has the distinction of being the third largest export industry after gems and jewellery and readymade garments in India.
• The Tourism industry's foreign exchange earnings in India are around $3.2 billion. Tourism is the highest foreign exchange earner if we consider the fact that net value addition in Gems and jewellery is less than 30 % whereas, in tourism it is more than 90 %.

The Indian tourism industry can be attributed to several factors:

Firstly, the tremendous growth of Indian economy has resulted in more disposable income in the hands of middle class, thereby prompting increasingly large number of people to spend money on vacations abroad or at home.

Secondly, India is a booming IT hub and more and more people are coming to India on business trips.

Thirdly, aggressive advertising campaign "Incredible India" by Tourism Ministry has played a major role in changing the image of India from that of the land of snake charmers to a hot and happening place and has sparked renewed interest among foreign travellers. Travel & tourism industry's contribution to Indian industry is immense. Tourism is one of the main foreign exchange earners and contributes to the economy indirectly through its linkages with other sectors like horticulture, agriculture, poultry, handicrafts and construction.

Tourism industry also provides employment to millions of people in India both directly and indirectly through its linkage with other sectors of the economy. According to an estimate total direct employment in the tourism sector is around 20 million. Travel & tourism industry in India is marked by considerable government presence. Each state has a tourism corporation, which runs a chain of hotels/ guest houses and operates package tours, while the central government runs the India Tourism Development Corporation.

Some of the salient features of the Tourism Policy are:

• The policy proposes the inclusion of tourism in the concurrent list of the Constitution to enable both the central and state governments to participate in the development of the sector.
• No approval required for foreign equity of up to 51 per cent in tourism projects. NRI investment up to 100% allowed.
• Automatic approval for Technology agreements in the hotel industry, subject to the fulfilment of certain specified parameters.
• Concession rates on customs duty of 25% for goods that are required for initial setting up, or for substantial expansion of hotels.
• 50% of profits derived by hotels, travel agents and tour operators in foreign exchange are exempt from income tax. The remaining profits are also exempt if reinvested in a tourism related project.

Strengths:

Tourism will expand greatly in future mainly due to the revolution that is taking place on both the demand and supply side. The changing population structure, improvement in living standard, more disposable income, fewer working hours and long leisure time, better educated people, ageing population and more curious youth in the developed as well as developing countries, all will fuel the tourism industry growth. The arrival of a large number of customers, better educated and more sophisticated, will compel the tourist industry to launch new products and brands and re-invents traditional markets. The established traditional destinations founded on sun-sea-sand products will have to re-engineer their products. They must diversify and improve the criteria for destinations and qualities of their traditional offers. Alongside beach tourism, the tourism sector will register a steady development of new products based on natural rural business, leisure and art and culture. Thus the study of new markets and emerging markets and necessity of diversified products are the basis of our strategy, which can enhance and sustain, existing and capture new markets.

It is India's vastness that challenges the imagination: the sub-continent, 3200km (2000 Miles) from the mountainous vastness of the Himalayas in the north to the tropical lushness of Kerala in the south, is home to one sixth of the world's population, a diverse culture and an intoxicatingly rich history. Desert in Rajasthan, tropical forests in the north eastern states, and arid mountains in the delta region of Maharashtra and Karnataka and vast fertile planes in northern states of Uttar Pradesh, Haryana etc are just some of the geographical diversity that can be observed. We have a wealth of archaeological sites and historical monuments. Manpower costs in the Indian hotel industry are one of the lowest in the world. This provides better margins for any industry which relies on man power.

One of the fascinations of India is the juxtaposition of old and new; centuries of history -

From the pre-historic Indus civilization to the British Raj - rub shoulders with the computer age; and Bangalore's 'Silicon Valley' is as much a part of the world's largest democracy as the remotest village is.

Weaknesses

Lack of adequate infrastructure is the biggest problem that India faces. The aviation industry in India, for example, is inefficient and does not provide even the basic facilities at airports. The visitors are appalled by the poor sanitation in the public restrooms at the international airports. The road condition in India is very worse. The population has grown exponentially since 1947 but we still use the same rail system constructed by the British.

Even now the government spends next to nothing on proper marketing of India's tourism abroad. As a result foreigners still think of India as a country ridden by poverty, superstition, and diseases with snake charmers and sashes at every nook and cranny. Case in point Thailand; where in spite of the huge problem of bird flu disease the tourists arrival only dropped by less than 15% where as in India when cases of plague started occurring in Seurat in 1994 the arrival of foreign tourists in India decreased by almost 36%.

Opportunities

More proactive role from the government of India in terms of framing policies. Allowing entry of more multinational companies into the country giving us a global perspective. Growth of domestic tourism. The advantage here is that domestic tourism and international tourism can be segregated easily owing to the different in the period of holidays.

Threats

Political turbulence within India in Kashmir and Gujarat has also reduced tourist traffic. Not only that fear of epidemics such as for malaria, cholera, dengue, plague etc are foremost in the mind of European and America patient's .Aggressive strategies adopted by other countries like Australia, Singapore in promoting tourism are also not helping. Economic conditions and political turmoil in other countries affect tourism.

AYURVEDA:

India has a rich heritage in the areas of traditional and natural medicines. The earliest mention of Indian medical practices can be found in the Vedas and Samhitas of Charaka, Bhela and Shusruta. A systematic and scientific approach was adopted by the sages of the time leading to the development of a system that is relevant even today. India is the land of Ayurveda. It believes in removing the cause of illness and not just curing the disease itself. It is based on herbals and herbal components without having side effects.

Ayurveda considers that the base of life lies in the five primary elements; ether (space), air, fire, water and earth. And the individual is made up of a unique proportion of the five elements in unique combinations to form three doshas (vata, pita and kapha). When any of these doshas become accute, a person falls ill. Ayurveda recommends a special life style and nutritional guidelines supplemented with herbal medicines. If toxins are abundant, then a cleaning process known as Panchkarma is recommended to eliminate those unwanted toxins and revitalize both mind and body. Ayurveda offers treatments for ailments such as arthritis, paralysis, obesity, sinusitis, migraine, premature aging and general health care. Kerala is a world tourist destination and part of the reasons lies with the well- known stress-releasing therapies of famed Ayurvedic research centers. The climate along with the blessing of nature has turned Kerala into the ideal place for ayurvedic, curative and rejuvenating treatments.

YOGA

If Ayurveda is the science of body, yoga is the science of the mind. Practiced together they can go a long way in making an individual fit. The word yoga means to join together. The ultimate aim of yoga is to unite the human soul with the universal spirit. Yoga was developed 5000 years ago and the base of yoga is described in the Yoga Sutra of Patanjali.

This describes eight stages of yoga. These are Yam (universal moral commands), Niyam (self purification), Asana (posture), Pranayama (breathing control), Prathyahara (withdrawal of mind from external objects), Dharana (concentration), Dhyana (meditation), and Samadhi (state of superconsciousness). To get the benefits of yoga, one has to practice Asana, Pranayama and Yoganidra. With the regular practice of asanas one can 327 control cholesterol level, reduce weight, normalize blood pressure and improve cardiac performance. Pranayama helps to release tensions, develop relaxed state of mind and Yoganidra is a form of meditation that relaxes both physiological and psychological systems. Today, yoga has become popular in India and abroad and in a number of places including urban and rural areas yoga is taught and practiced.

SPA TREATMENT

Most of the other parts of the world have their own therapies and treatment that are no doubt effective in restoring wellness and beauty. New kinds of health tours that are gaining popularity in India are spa tours. Spas offer the unique advantages of taking the best from the west and the east combining them with the indigenous system and offering best of the two worlds. In hydropathy, Swedish massages work with the Javanese Mandy, lulur, aromatherapy, reflexology and traditional ayurveda procedures to help keep the tourist healthy and enhance beauty. Combining these therapies with meditation, yoga and pranayama make the spa experience in India a new destination for medical tourism. The spas are very useful for controlling blood pressure, insomnia, cure tension, depression, paralysis and number of other deadly diseases.

Ananda Resort in Rishikesh, Angsana Resort, Golden Palm Spa and Ayurgram in Bangalore offer ayurveda, naturopathy, yoga and meditation packages. (Gaur Kanchilal) Allopathy India has made rapid strides in advanced health care systems, which provides worldclass allopathic treatment. This has become possible because of the emergence of the private sector in a big way in this field. More and more foreign tourists are realizing that India is an ideal place for stopover treatment. Indian Multi-specialty hospitals are providing worldclass treatment at an amazingly economical cost as compared to the west. Quality services and low price factor primarily go in favour of India. The cardio care, bone marrow transplantation, dialysis, kidney transplant, neuron-surgery, joint replacement surgery, urology, osteoporosis and numerous diseases are treated at Indian hospitals with full professional expertise. Apollo hospital group, Escorts in Delhi, Jason Hospital, Global Hospital, and Max Health Care are catering to medical care for international patients in the areas of diagnostic, disease management, preventive health care and incisive surgeries.

The tourism department has devised websites in order to provide information. Many Ayurveda health resorts that are owned and rum by traditional Ayurveda Institutes have come up. Ayurgram is a novel concept that not only offers heritage accommodation but also offers a whole range of Ayurvedic treatments and rejuvenating packages. Similarly hotels have also included these types of packages in their holidays. Some of the tour operators have worked out all-inclusive medical treatment package that include treatment, accommodation, food, airport transfers, post operation recuperative holidays, along with a host of other facilities. 328 This in fact shows our product offers true value for money for service. Many world-class state-of-the-art furnishing and equipment are being added to our Ayurveda Resorts to welcome international guests. Along with these hospitals there are many centers which offer not just physical but emotional and spiritual healing to patients. With all these India is going to be one of the leading medical health care destinations in the near future.

All types of tourism in India have registered phenomenal growth in the last decade ever since the Indian government decided to boost revenues from the tourism sector by projecting India as the ultimate tourist spot. The reason why India has been doing well in all types of tourism in India India has always been known for its hospitality, uniqueness, and charm - attributes that have been attracting foreign travelers to India in hordes

The different types of tourism in India:

Heritage Tourism

India has always been famous for its rich heritage and ancient culture. India's glorious past and cultural diversity make a potent blend which attracts millions of tourists each year to its heritage tourist attractions. India's rich heritage is amply reflected in the various temples, palaces, monuments, and forts that can be found everywhere in the country

The most popular heritage tourism destinations in India are:

• Taj Mahal in Agra
• Mandawa castle in Rajasthan
• Mahabalipuram in Tamil Nadu
• Madurai in Tamil Nadu
• Lucknow in Uttar Pradesh
• Delhi, the Indian capital

Ecotourism

Ecotourism entails traveling to places that are renowned for their natural beauty and social culture, while making sure not to damage the ecological balance.Eco-tourists have been thronging India in large numbers for it has a rich source of flora and fauna. A great number of endangered and rare species are also to be found in the various national parks in India.

The major national parks in India for ecotourism are:

• Corbett National Park in Uttar Pradesh
• Bandhavgarh National Park in Madhya Pradesh
• Kanha National Park in Madhya Pradesh
• Gir National Park and Sanctuary in Gujarat
• Ranthambore National Park in Rajasthan

Adventure Tourism

Adventure tourism is recently growing in India. Tourists prefer to go for trekking to places like Leach, Sikkim and Himalaya. Himachal Pradesh and Jammu and Kashmir are popular for the skiing facilities they offer. Whitewater rafting is also catching on in India and tourists flock to places such as Uttranchal, Assam, and Arunachal Pradesh for this adrenalin-packed activity.

Spiritual Tourism

Globally people are increasingly mentally disturbed and looking for solace in spiritual reading, meditation and moments of divine ecstasy. Our country has been known as the seat of spiritualism and India's cosmopolitan nature is best reflected in its pilgrim centres. Religion is the life-blood for followers of major religion and sects. Hinduism, Islam, Buddhism, Jainism, Zoroastrianism and Christianity have lived here for centuries. The visible outpouring of religious fervor is witnessed in the architecturally lavish temples, mosques, monasteries and Churches spreads across the length and breadth of the country. India is not only known as a place rich in its culture with varied attractions but also for many places of worship, present itself as embodiments of compassion where one get peace of mind. Thus India has been respected as a destination for spiritual tourism for domestic and international tourists. Spiritual tourism is also termed as religious heritage tourism. It includes all the religions mentioned above; religious places associated with, emotional attachment to these centers and infrastructure facilities for the tourists. This can also be referred to as pilgrimage tourism, as clients are not looking for luxury but arduous journeys to meet the divine goal or simple life.

The essence of spiritual tourism is inner feeling through love. Love should not be rationed on the basis of caste, creed and economic status or intellectual attainment of the recipient. Religions come into existence for the purpose of regulating human life; what are common to all of them are the principles of love. Thus through religious tourism there is a sincere effort to bring better understanding among various communities, nations and thus foster global unity.

Hinduism is one of the oldest religions of India. Over 5000 years of religious history created wonderful temples and survived through ages all over India. The most popular spiritual tours are those that are centered on holy Ganges River. Badrinath, Kedarnath, Haridwar, Gangotri, Yamunotri, Allahabad, Varanasi. Jaganath temple at Puri, Bhubaneshwar, Konark in Orissa, Mata Vaishnodevi of Jammu and Kashmir, are some of the important pilgrim centers in north India. There are many spiritual sites in South India as well which dates back beyond the 10th centaury. Rameshwaram, Mahabalipuram, Madurai Meenakshi temple in Tamilnadu and Tirupati in Andhra Pradesh are some pilgrim centers. Every year millions of tourists, both domestic and international, visit these places. India is special to Buddhists all over the world and India is the destination for pilgrimage because Buddhism emerged in India. The country is dotted with places that are associated with the life and times of Gutham Buddha; Lumbini-the birthplace of Buddha, Saranath where Buddha delivered his first sermon, Buddha Gaya where lord Buddha attained enlightenment and Vaishali where he delivered his last sermon and announced his nirvana. Sikhism also emerged in India.

The Golden Temple in Amritsar, the Hemkund Sahib, and Gurunanak Devji Gurudwara at Manikaran, which is also known for its hot water springs with healing properties, the holy city of Patna Sahib and Anandpur Sahib are important for Sikhs. The Jain temples of Dilwara and Mount Abu in Rajasthan, the Gomateswara temple at Karnataka, draw thousands of Jain followers. Even small communities like the Bahais have their own Lotus Temple at Delhi. The Sultanate and Moghul empires built many historical monuments and mosques during their reign, all over the country. Red Fort, Fatehapur Sikri, Jama Masjid, TajMahal, Charminar etc., bear testimony to the blend of the Indian and Islam traditions of architecture. The followers of Islam have many mosques and shrines of Sufi Saints, like Moin-Uddin Chisti and Nizamuddin Aulia. For Christians, spiritual tours to Goa among other place like Mumbai and Kolkata are must. Among the most popular sites in Goa is the church of Our Lady of Rosary, the Rachel Seminary, and Church of Bom Jesus. In addition to pilgrim centers there are personalities like the Satya Sai Baba, Osho, Shirdhi and others. This shows that spirituality and religion in India is a serious pursuit. The State Governments concerned, charitable trusts, temple trusts have made elaborate arrangements for accommodation, transport and ritual ceremonies. These organizations are also running hospitals, educational institutes, ashrams, meditation centers which benefit local community. More than 500 religious places have been identified and efforts are being made to develop these centers by Central and State Governments with private participation.

Adventure Tourism

Youth tourism has been identified as one of the largest segments of global and domestic tourism. The young travellers are primarily experience seekers, collecting, enquiring unique experiences. Adventure and risk have a special role to play in the behaviour and attitudes of young travellers. The growing number of young travellers is being fuelled by a number of factors such as increased participation in higher education, falling level of youth unemployment, increased travel budget through parental contribution, search for an even more exciting and unique experience and cheaper long distance travel. Youth and adventure tourism appears to have considerable growth potential. The rising income in some major potential source markets such as the Central and Eastern Europe, Asia and Latin America, combined with the lower travel cost, growing student populations around the world particularly in developing countries, has fuelled the demand. India: a heaven for adventure tourism India has been an attraction for travellers from all over the world. Though in the field of international tourism, the segment of adventure tourism in India is getting only a fraction of such traffic. The trend has been showing an increased movement year after year with the development of facilities and greater awareness about adventure tourism options.

Indian tourism offers both international and domestic adventurers a wide choice of adventures. Water sports, elephant safari, skiing, yachting, hail-skiing, gliding, sailing, tribal tours, orchid tours, scaling the high peaks of Himalayas, trekking to the valley of flowers, riding the waves in rapids, and camel safari in the deserts are breath taking opportunities for nature enthusias. Ladakh, the Garwal hills, the Himachal hills, Darjeeling, Goa, Lakshadweep, Andaman and Nicobar, Jaisalmer and wildlife sanctuaries and reserves are some of the places that offer adventure tourism.

Rural tourism:

Rural tourism has been identified as one of the priority areas for development of Indian tourism. Rural tourism experience should be attractive to the tourists and sustainable for the host community. The Ninth Plan identified basic objectives of rural tourism as: -

• Improve the quality of life of rural people

• Provide good experience to the tourist

• Maintain the quality of environment.

Indian villages have the potential for tourism development. With attractive and unique traditional way of life, rich culture, nature, crafts, folk-lore and livelihood of Indian villages are a promising destination for the tourist. It also provides tourism facilities in terms of accessibility, accommodation, sanitation and security. Rural tourism can be used as a means to:-

• Improve the well being of the rural poor

• Empower the rural people

• Empower the women

• Enhance the rural infrastructure

• Participate in decision-making and implementing tourism policies

• Interaction with the outside world

• Improve the social condition of lower sections of the society.

• Protection of culture, heritage, and nature.

To tap the immense opportunities, coordinated actives of all agencies involved in the development are required. A carefully planned and properly implemented development will definitely benefit the community economically and improve the quality of life in the villages. The success of such development depends upon the people's participation at grass root level for the development of tourist facilities and for creating a tourist friendly atmosphere. Development of rural tourism is fast and trade in hotels and restaurants is growing rapidly. Increase in the share of earnings through rural tourism will no doubt; provide an attractive means of livelihood to the poor rural community. It increases the purchasing power at all levels of community and strengthens the rural economy. Development of infrastructure facilities such as rail, electricity, water, health and sanitation will definitely improve the quality of life.

Wildlife Tourism

India has a rich forest cover which has some beautiful and exotic species of wildlife; the places where a foreign tourist can go for wildlife tourism in India are the Sariska Wildlife Sanctuary, Keoladeo Ghana National Park, and Corbett National Park.

Pilgrimage Tourism

India is probably the ultimate destination of all kinds of pilgrims following any faith around the world. The great religions like Hinduism, Buddhism, Jainism, Islam, Christianity and Sikhism are the integral part of Indian culture and heritage whose values and faiths are mingled with the air, soil and the sky of India

Famous Pilgrimage & places in India

• Ajmer
• Pushkar
• Haridwar
• Amarnath
• Badrinath
• Gangotri
• Kedarnath
• Yamunotri
• Chardham Yatra
• Rishikesh
• Manikaran
• Paonta Sahib
• Rewalsar
• Omkareshwar
• Ajmer Sharief
• Rameswaram
• Mathura Vrindavan
• Puri
• Guruvayur
• Shirdi Saibaba
• Amarnath Cave
• Vaishno Devi
• Jagannath Temple
• Konark Sun Temple
• Tirupati Temple

Pilgrimage Places

• Himachal Pradesh
• Rajasthan
• Uttranchal
• Kerala
• Maharashtra
• Tamil Nadu
• Jammu And Kashmir
• Madhya Pradesh
• Karnataka
• Andhra Pradesh
• Temples
• Mosques

Types of Tourists

One such way of classifying the users is by dividing them into categories such as General, Sex, Region, Education, etc.

General: Domestic, Foreign Kids, Teens, Youths, Seniors Students, Executives, Artists Politicians, Movie stars

Sex: Men, Women

Region: Rural, Urban

Education: Literate, Illiterate

Status: Rich, Poor

Profession: Executives, Academics, Sportsmen, Artists

Occupation: White collar, Blue collar.

Another method of classifying users of tourism services is on the basis of the frequency of usage of services:

• Non-users: They lack the willingness, desire and ability (income & leisure time).
• Potential Users: They have the willingness but the marketing resources have not been used optimally to influence their impulse.
• Actual Users: They are already using the services generated by the tourist organizations
• Occasional Users: They have not formed the habit of traveling
• Habitual Travelers: They have formed a habit and avail of the services regularly.

Demand in Tourism Sector

• Qualitative Aspects
• Motivation
• Composition
• Typologies
• Life styles

• Quantitative Aspects
• How many
• When
• How often
• How and where to?

Quality in tourism

• Quality is to deliver what you promised; So make it clear what you are going to deliver;

• Quality is objective: amount of complaints;

• Quality is subjective: different persons, different standards;

• Quality is value based: Price / quality relation.

Functions of the tourism distribution channel

• Identify consumers' needs, requests and expected experiences

• Assemble tourism products from different providers according to customer expectations

• Reduction of prices by negotiating and pre-purchasing tourism products in bulk

• Issue and deliver travel documentation, i.e., ticketing, vouchers, etc.

• Assistance in legal requirements for consumers (e.g., visas) and suppliers

• Provision of information by using leaflets, maps, brochures, video, CDs

• Spreading the commercial risk involved between channel members

• Arranging details and ancillary services, such as insurance, visa, currency, etc.

• Promotion of particular products or packages, in co-operation with suppliers

• Complaint handling for both customers and industry

Distribution Channels in tourism Industry

• Consensus channels
• Vertically integrated channels
• Vertically coordinated

Intermediaries

• Stimulators
• NTO's, Regional & Local Tourist Offices
• Producers
• Generating Country: Wholesalers or Tour operators
• Receiving Country: Destination Management Company
• Distributors
• Travel Agencies
• Facilitators
  • Touring Clubs, Banks

Who all are the target audience in B2B?

• Individual Business Travelers
• Sales, Service, Training etc.
• Corporate Hospitality (Grand Prix, Sky Box)
• Meetings
• Incentives
• Conferences
• Exhibitions or Events

Tourism and healthcare, being an integral part of many economies services industry are both important sources of foreign exchange. Globalisation has promoted a consumerist culture leading to the mushrooming of corporate healthcare settings seized with the necessity to maximise profits and expand their coverage. However, the constraint lies in the fact that these services can be afforded by a relatively small size of population in developing countries.

Low insurance penetration, lack of standardisation of services, poor information base, ineffective monitoring leading to low quality, high levels of fraud and corruption, misallocation of investments and low efficiency of existing hospitals have impeded effective performance leading to a stagnation of the healthcare sector. In this scenario, corporate interests in the medical care sector are looking for opportunities beyond the national boundaries.

This is the genesis of "Medical Tourism" industry. The term medical tourism refers to the increasing tendency among people from the UK, the US and many other third world countries, where medical services are either very expensive or not available, to leave their countries in search for more affordable health options, often packaged with tourist attractions.

Long waiting lists, decline in public spending and rise in life expectancy and non communicable diseases that require specialist services are some of the factors directing a wave of medical tourists to more affordable healthcare destinations. Most countries are tapping the health tourism market due to aggressive international marketing in conjunction with their tourism industry. In this rat race, Thailand, Malaysia, Jordan, Singapore, Hong Kong, Lithuania and South Africa have emerged as big healthcare destinations.

India is unique as it offers holistic healthcare addressing the mind, body and spirit. With yoga, meditation, ayurveda, allopathy and other Indian systems of medicine, India offers a vast array of services combined with the cultural warmth that is difficult to match by other countries. Also, clinical outcomes in India are on par with the world's best centres, besides having internationally qualified and experienced specialists. CII believes that India should capitalise on its inherent strengths to become a world player in medical tourism. According to a CII-Mc Kinsey study, medical tourism in India could become a USD 1 billion business by 2012. Instead of adopting a segmental approach of targeting a few states such as Maharashtra, Kerala, Andhra Pradesh, Chennai, efforts are now being made to project "Destination India" as a complete brand ideal for medical tourists.

Countries from where people head for India are the UK, Bangladesh, Oman, Sri Lanka, Indonesia, Mauritius, Nigeria, Kenya, Pakistan, etc. Visitors, especially from the West and Middle East find Indian hospitals a very affordable and viable option to grappling with insurance and national medical systems in their native lands. There are thousands of expatriates without any social security and health insurance cover who usually compare the costs before going for treatment and India has a cost advantage for this segment.

Although, the existing market for medical tourism in India is small, it can grow rapidly if the industry reorients itself to lure foreign patients from all potential regions such as SAARC, Central Asia, Middle East, Africa, Europe, OECD besides the UK and the US. The annual health bill of people from Afro-Asian countries seeking treatment outside their countries is USD 10 billion. If India can even tap a fraction of that market, the potential is enormous. The price advantage is however offset today for patients from the developed countries by concerns regarding standards, insurance coverage and other infrastructure.

The question being asked by many is that how India can become an international destination in healthcare, when the clientele at home is bristling with dissatisfaction. Hence, arises the need to define minimum standards at national level, compulsory registration and adoption of these standards by all providers and regular monitoring and enforcing of such standards at the local level. Quality assessment should combine evaluation of infrastructure as well as outcomes.

An obvious answer to all this is accreditation. This will ensure transparency in the way a hospital performs, and everything from the operating to the cleaning procedures will be monitored, audited and recorded. With an aim to boost the much talked about medical tourism, many corporate hospitals in India are looking to international agencies such as JCAHO/JCI for accreditation. Accreditation will even make tie ups with overseas health insurance agencies such as BUPA and CHUBS easier to route patients to India. As the medical tourism industry is growing exponentially, government and the private players need to join hands in order to act as a catalyst to build infrastructure for hospitals, create specialty tourist packages to include medical treatment, promote accreditation and standardisation, enable access and tie-ups with insurance companies, provide state of art facilities and improve quality of in-patient care and service to meet the requirements of foreign patients and to attain sustainable competitive advantage.

Many fear about the serious consequences of equity and cost of services and raise a fundamental question on the very existence of medical tourism- why should developing countries be subsidising the healthcare of developed nations? For them, medical tourism is likely to further devalue and divert personnel from the already impoverished public health system. However, with good planning and implementation, medical tourism besides being an economy booster can surely help India maintain good cross border and trade relations, exchange of manpower and technology among countries.

Strategies are thus needed not just to project India as a major healthcare destination, but also to create a system to conduct proper market research and feasibility studies in order to quantify the "How many", "From where", "To where", and most importantly the "How" of medical tourism. Only then can we leverage and channelize all efforts in the right direction. In the absence of proper planning, formulation, implementation and evaluation of coherent strategies, the much created hype and all the talk may just go in vain.

Cost Competitiveness - The Key driver of Medical tourism:

The main reason for India's emergence as a preferred destination is the inherent advantage of its healthcare industry. Today Indian healthcare is perceived to be on par with global standards. Some of the top Indian hospitals and doctors have strong international reputation. But the most important factor that drives medical tourism to India is its low cost advantage. Majority of foreign patients visit India primarily to avail of "First World Service at Third World Cost".

Source: Business World India and Indian Brand Equity Foundation

As the table above shows, India has significant cost advantages in several health procedures making it a preferred destination.

Market Players in Medical Tourism:

The major players in Indian medical tourism are: the Apollo Hospitals, Escorts Hospital, Wockhardt Hospitals, Arvind Eye Hospitals, Manipal Hospitals, Mallya Hospital, Shankara Nethralaya etc. AIIMs, a public -sector hospital is also in the fray. In terms of locations - Delhi, Chennai, Bangalore and Mumbai cater to the maximum number of health tourists and are fast emerging as medi-tourism hubs.

Last five year history of Indian Tourism Industry:

Jan 8, 2004 - With the travel industry going great guns, religious sojourns seem to be the latest flavour and according to tour operators like Thomas Cook, Coxs & Kings, Sita (Kuoni) India, this season has witnessed a number of inquires for specific religious tours from overseas traveler, foreign tourists spent around US$ 15.4 billion during their trips to India. Being a country with tremendous diversity, India has a lot to offer in terms of tourism and related activities.

Jan 10, 2005 - The tsunami tragedy, which has destroy the tourism activity of countries like Sri Lanka and Maldives, will not lead to a crisis for Indian tourism, according to the industry. Subhash Goyal, president, Indian Association of Tour Operators

Jun 28, 2006 - A 2-day meet on Overseas Marketing of Indian tourism will begin tomorrow at New Delhi under the aegis of Ministry of Tourism. Apart from Heads of Overseas offices of India Tourism, various stakeholders in travel industry will participate in the 2-day Meet and will have a review of Tourism

Feb 2, 2007 - "These numbers also include the non-resident Indians that make more than one trip to India every year. That should not be counted as growth in tourism. We are way behind other countries. A small place like Macao registered 21.99 million tourist arrivals in 2006,"

Nov 10, 2008 - Global tourism industry has witnessed a notable shift towards emerging markets including India, India was featured in six segments such as-- authenticity, history, art and culture, value for money, most impressive last year.

PESTEL Analysis of Tourism Industry:

Political:

The political factors are the main driving force of the industry. The Indian tourism industry is built on the backbone of Government support and the industry cannot sustain itself without it. The various archaeological sites and the places of historical importance, the roads and the railways are all in the hands of the Government. All the support services like the hotel industry, the airlines industry and the tourist operators to name some are heavily dependent on the support and the cooperation of the Government.

The major reason as to why tourists visit India is for the vast and rich heritage that our country has. That is under the control of the Government, through the Archaeological Survey of India. Any policy change that comes into force can have dramatic effect on the way the industry players perform. For example, the Government charges high rates of taxes on the luxury and the star category hotels and this has always been a cause of disagreement between the hotel associations and the Government. There are many areas where the growth of tourism has not been rapid or has seen dramatic fall because the political environment has not been conducive. Examples are the North East for the former and Kashmir for the latter. The neglect of the Government in developing the North-East has led to a situation where there is practically no tourism in the seven states. Similarly, the political turmoil in the state of Kashmir and now in Gujarat has caused a virtual decimation of the flourishing tourism industry.

However, there has been a change in many of the policies of the Government with regard to the tourism industry. The hotel industry has been getting many incentives and many State Governments are encouraging the growth of major hotels in their states. After years of tight control over airport infrastructure, Government has finally taken the decision to privatize the airports.

Economic:

The tourism industry not unlike the other industries grows with the increase in the spending of the people. The more the people spend the more the industry grows. The spending power of the people has been increasing in the country and all over the world. Since we are concentrating on the international tourists, the large increase in the spending power in most developed countries has left a large amount of idle cash in their hands. This has led to a tourism boom the world over and India has been no exception. There have been more people coming into the country with more cash than ever before. This has lead to an increase in the demand for better hotels. People who previously used to come to the country on a shoestring budget and hunt around for the cheapest accommodation can now afford to go in for luxury hotels.

This has led to an increase in the number of hotels in the country. However, an increase in spending does not only limit itself to accommodation. The increase in the spending is also evident in the increase in the number of people travelling by air. Even the number domestic tourists travelling by air has dramatically gone up.

Social:

Tourism was always looked upon as something that led to the destruction of the social fabric of a place. The more the amount of outside people coming into a place, the more the perceived risk of that place losing its identity. A good example is Goa. From the late 60's to the early 80's when the Hippy culture was at its height, Goa was a haven for such hippies. Here they came in thousands and changed the whole culture of the state. This had a ripple effect on the country. People became cautious, especially of the international tourists. Whenever a certain place became famous, the example of Goa was cited to discourage the inflow of international tourists.

However some places such as Kerala and Rajasthan have been able to strike a balance between their own culture and the demands of the international tourists and have profited handsomely in the bargain. People are now adopting themselves to the fact that tourism pays and it can be a major source of income for them. In addition, tourism as a form of recreation has really caught on. People themselves have started traveling and are willing to travel to a place that is out of the way and exotic. While traditionally traveling on a holiday meant going to a hill station or a beach, now people are willing to go in for adventure tourism and also visit places that might be exotic and cannot really be called hospitable. For example, now places like Leh and Lakshwadeep are mentioned in the same breath as Goa or Kashmir.

Technological:

Although technology does not seem to be a major influence at first glance, it plays a major part in the promotion of a place. Better communication facilities are one of the first prerequisites for growth in the inflow of tourists. This has been made possible with technology. Improved technology in the field of communication at cheaper costs has resulted in many remote and inaccessible areas of the country getting connected to the rest of the world. This connectivity has made these places visible to the world. Better communication means access to media. And that is very important if any place wants to be on the world tourist map.

Similarly better transportation facilities have lead to a dramatic increase in the number of tourists visiting any particular place. The presence of an airport and the availability of frequent flights are a great convenience to any traveller.

Environmental:

Environmental factors include the weather and climate change. Changes in temperature can impact on many industries including, tourism, farming and insurance. With major climate changes occurring due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms to consider. The growing desire to protect the environment is having an impact on many industries such as the travel and transportation industries (for example, more taxes being placed on air travel and the success of hybrid cars) and the general move towards more environmentally friendly products and processes is affecting demand patterns and creating business opportunities. Some of the factors affecting the environmental factors in tourism industry are:

• Global Warming
• Urban air quality
• Energy dependence & Quality
• Clean drinking water & facility
• Go green ideology / Sustainable development

Legal:

The laws that govern the industry are not the same in all the parts of the country. Many of the laws that are in effect are old and archaic, and not geared to meet the challenges of the 21st century. With respect to taxation, the World Travel and Tourism Council has observed that "Tax paid by tourists in India is the highest in the world. Indianhotels charge about 40% tax compared to other Asian countries whereit varies between 3% and 6%". Such high taxation renders the tourism sector as a whole uncompetitive. Further, there is considerable disparity between state level taxes, especially on food and beverages. In fact, the sales tax on imported beverages varies widely, e.g. 63% in Karnataka to 28.75% in West Bengal.

With respect to Foreign Investment in any tourism related venture, clearance must be obtained from the Central government (RBI or Foreign Investment Promotion Board). 51% foreign equity is automatically approved subject to meeting certain prescribed criteria, including having a capital base proposal below US $143 million (Rs. 6 billion). In the case of NRIs, 100% foreign equity is automatically approved. Foreign equity holding above 51 percent are possible, but are subject to FIPB approval. It is to be noted that the Ministry of Industry provides final clearance of FIPB approvals. Dividends on such investments are reparable.

The National Policy on Tourism lays emphasis on sustainable development of tourism. In accordance, the Government hasbrought out a comprehensive Eco Tourism Policy and Guidelines. There are several Acts and laws, which ensure sustainable tourism.These are the Wild Life Protection Act 1972, the Environment(Protection) Act 1986, and Prevention of Cruelty to AnimalsAct 1986. These do not set aside any specific area for tourism, butsuch areas have to be identified by the State Governments and obtainthe required approvals/relaxations.Eco-tourism policies and Guidelines have been formulated by theGovernment in consultation with the industry and are beingimplemented on a voluntary basis.

A land with a long and deep historical past, and accordingly, a wide variety of customs, communities, religions, and ideologies, India is a favourite choice of many travellers. Several foreign invasions and influences have resulted in various artistic and structural depictions, suggestive of the respective influences. These depictions comprise the various tourist places in India, which are, in turn, some of the prime reasons for the advent of thousands of tourists to this country of universal appeal.

Owing to the variety that the country of India exudes in terms of climate, culture, topography, cuisine, art and architecture, you will have at your disposal a number of tourist places in India deserving a visit or two. To the north lie the states of Uttar Pradesh, Uttaranchal, Himachal Pradesh, Sikkim, Lehn, Leach, Jammu and Kashmir and northern West Bengal which are just the right places to be in to fulfil adventure quests. The Himalayas to the north are ideal destinations for trekkers and mountaineers. Trudge through the rough terrain of the steep ranges amidst green and pristine valleys. The backwaters of Kerala are some of the other natural tourist attractions in India that lure one and all.

The cultural quests in the country of India will open up wide-ranging options, offering an array of different architectural styles. The states of Delhi, Rajasthan, Uttar Pradesh, and Gujarat are the perfect choices in North India while Madurai, Tirupati and Chennai are the main centres of temple architecture in South India. The various fine and elaborate architectural and artistic specimens, bearing the Mughal and Hindu styles of art, are of utmost pleasure for genuine art connoisseurs. The Taj Mahal, the Red Fort, Agra Fort, the Bulund Darwaza, the Hawa Mahal etc are some of the remarkable instance of Mughal architecture. On the other hand, the Ajanta and Ellora Caves, temples of Khajuraho and Konark, Madurai and Tirupati etc are examples of Hindu architecture. The churches of Goa are again instances of Portuguese art and culture, offering a wide range of choices on a tour to India. Beaches - exotic, serene, fascinating, and tranquil - you get all kinds of beaches in India along its eastern and western coasts. Goa beaches are extremely vibrant, vivid and exotic, exuding an air of imposing vivacity. The cool breeze blowing through the swaying palms, the golden sands and the crystal clear waters will appeal to your senses. Chennai beaches are the same but the Puri beaches are more on the lines of tranquillity. Make a trip of the various tourist places in India on your India tour and you will know the huge variety that the country offers, in the various forms and shapes.

North India refers to the set of states located on the non peninsular region of the republic of India. It includes Delhi, Jammu and Kashmir, Punjab, Uttaranchal, Himachal Pradesh, Rajasthan and Uttar Pradesh. North India has been a bystander of some of the major historical and cultural development in India over the past 3500 years.

This region witnessed the evolution of Buddhism, Hinduism and Jainism. The sacred rivers Ganga, Brahmaputra and Yamuna along with numerous other rivers originate from the North. The Himalayas stretching from Himachal Pradesh to Arunachal Pradesh cut India off from the rest of Asia and safeguard the country. Another dominant geographical feature of Northern India is the vast Indo Genetic plain.

North India has been the historical centre of many great Empires including the Mauriac, Guts, Munhall and the Indian Empires under British Rule. The region has witnessed some of the biggest battles fought on Indian land. Outstanding monuments mark different places of North India, reminding us of the many empires that have ruled this country.

The states of North India have rich and diverse ethnicity and customs. Monuments like the Red Fort and Homerun's Tomb in Delhi and Taj Mahal in Agra are brilliant examples of Mughal Architecture. Qutub Minar built by Qutubbudin Aibak is another wonder of North India. The city of Jaipur in Rajasthan is known for its forts and palaces. Uttar Pradesh is home to some of the famous wild life sanctuaries in India.

North India forms a wonderful tourist destination due to its varied culture, religion, monuments, rivers, mountains, deserts, wild life, flora and climatic variations. Tourism of     North India includes enchanting tourist destinations like Jammu and Kashmir, Delhi, Punjab, Himachal Pradesh, Uttaranchal, Rajasthan and Uttar Pradesh.

Delhi, the capital of India, is a very important part of North India tourism. The city houses some of the most brilliant monuments like the Red Fort, Qutab Minar, India Gate, Jama Masjid, the Lotus Temple and The Parliament house. The city has some famous museums, namely, the National museum, the rail museum, the National Gallery of modern art and Gandhi museum.

Himachal Pradesh is the abode of some of the best known hill resorts of India namely Kulu Manali, Shimla and Dharamshala. Jammu and Kashmir is known as paradise on earth because of it breathtaking beauty. Punjab, Uttar Pradesh and Uttaranchal are some of the other tourist destinations in North India. Rajasthan is one of the most colorful and vibrant states of India, dotted with numerous forts and palaces. One of the most famous tour packages of North India is the golden Triangle package which includes a tour of Delhi, Agra and Jaipur.

Transportation to any state or city of North India is varied and convenient. The cities are very well connected to all the major cities around the world by airways, roadways and railways. All types of accommodation facilities are available at every corner of the cities. Normally transportation and accommodation facilities are included in the tour packages of North India.

Touristplacesinindia.com gives you information on North India and other tourist destinations in India.

Tourism in east India:

Eastern India or "East India" comprises of the states of West Bengal, Bihar, Orissa and Jharkhand. This region lies between the North India and the North Eastern Part of India. This region is famous for its rich cultural heritage which is reflected in the temples and other monuments of architectural importance. This region has also many pilgrim centres for the Hindus, Buddhist and Jains. A tour to this region takes us to the architectural excellence that prevailed during the ancient and medieval India history. We at Touristplacesinindia.com provide you with complete information of all that you want to know about the history and culture in East India.

The eastern part of India is famous for its beaches, temples, and Monasteries. The four major states in East India draw a large number of tourists from all around the world each year. The major attractions in these states are as follow:

West Bengal: Kolkata, the Capital of the State served as the Capital of India during the British rule and was the source of all political powers during that time. The British rule in India saw a number of wonders in the city of Kolkata like the Howrah Bridge - one of the largest cantilever bridge in the world, the Victoria Memorial and the Indian Museum. Besides, there are also other places in Kolkata which are worth visit by every tourist. They include the St Paul's Cathedral, Dakshineswar Kali temple, Kalighat, Belur Math, Science city to name a few. Other places of interest in West Bengal include the city Murshidabad, Rabindranath Tagore's Shantiniketan, and the Mountainous beauty of the Darjeeling, Kalimpong, Kurseong and Mirik.

Bihar: The landlocked state of Bihar is another attraction of the Eastern Part of India. This state is considered to be the land of Gautam Buddha, the founder of Buddhism. Nalanda, perhaps the world's first seat of higher learning is located here. The Capital of the state, Patna, stands on the banks of the holy river Ganga. Some of the Buddhist and Jain sites in the state include the Vaishali, Patna, Rajgir, Pawapuri, Buddha Gaya, and Nalanda. There are also Muslim sites in and around the city, important among them include the Maner Sharif, Khankah Mujibia, Dargah Sharif, and Khankah Emadia to name a few.

Jharkhand: It is the 28th State in India carved out of Bihar in the year 2000. The state is rich in minerals and its forests and woodlands occupy more than 29% of the total land area of the state. It is an industrial city with its capital at Ranchi. The tourist destination in the city includes the Palamou, Netarhat, Shahpur and the Betla districts.

Orissa: Popularly known as the "Soul of India", Orissa is located in the Eastern coast of India with Bhubaneswar as its capita. The city has numerous wildlife sanctuaries and pristine lakes, beaches, temples and waterfalls. The two most prominent temples in Orissa which are frequently visited by the tourists include the Sun Temple at Konark and the Jagannath Temple at Puri.

Tourism in West India:

Western India comprises of the states of Goa, Gujarat and Maharashtra, and is primarily famous for places like Mumbai, Goa, Rann of Kutch, the cave temples of Ajanta and Ellora and the Wildlife Sanctuaries in Gujarat. Boasting of a rich cultural heritage, this part of the country houses some exemplary tourist sites including magnificent monuments, which are embodiments of the glorious architectural heritage of ancient India. Besides, the temperate climate in west India supports the growth of uniquely varied flora and fauna. Hence, some of the finest and best known wildlife sanctuaries are located in West India.

The third largest state in India, Maharashtra overlooks the Arabian Sea and forms an integral part of West India. This coastal state presents a fine blend of tradition and modernity, and is home to several enchanting tourist attractions. Maharashtra's rich cultural tradition is magnificently reflected in its palaces and monuments which lure hundreds of tourists to Maharashtra from all corners of the globe. Prominent among these monuments are the Gateway of India, Mumbai; Elephanta Caves, Mumbai, Aga Khan Palace, Pune; Aurangabad Caves; and the rock cut caves at Ajanta and Ellora. Home to some of the finest embodiments of rock-cut architecture, Ajanta and Ellora are archeological sites, lying about 30 km from Aurangabad in Maharashtra. This World Heritage Site is renowned for its monumental caves built by the Rashtrakutas and other ruling dynasties of ancient South India.

Lying on the western coast of India, Goa is one of the main states in West India and an endearing abode of scenic charm and beauty. A vacationer's paradise, Goa presents an exhilarating combination of an unending expanse of spectacular beaches, sensuous golden sands, rich cultural heritage, varied flora and fauna, beautiful churches and magnificent temples. You simply don't need to look beyond the magical land of Goa for the perfect holiday, be it fun, adventure, sunshine, spirituality or just relaxation.

No West India tour can be complete without a visit to the coastal state of Gujarat which flaunts the longest coastline (1290 km) in India. Home to some of the foremost tourist places in West India, Gujarat is known for its ancient temples, spectacular beaches, colorful people and the rich cultural heritage. The home state of Mahatma Gandhi, the Father of the nation, Gujarat boasts of beautiful temples, sunny beaches, the Rann of Kutch, several historic sites, well planned cities, national parks and sanctuaries.

Tourism in South India:

Experience