The Hindu Business Line : States spruce up

EVEN as private players go all out to attract tourists this season, various State tourism boards have also stepped up efforts in this direction this year. Seeking to emulate the success of Kerala and Rajasthan in attracting tourism, tourism boards of many States are now actively marketing new destinations as well as tying up with private players to promote special packages. The focus on domestic tourists too has increased, with the number of foreign tourists declining due to tensions in the region.

Goa's tourism department, for instance, has signed up a new agency to hardsell tourism in the State this year. The department has also come out with a marketing campaign with the punchline of `Go Goa - 365 days on holiday'. According to officials, the department has raised its marketing expenditure this year to about Rs 13 crore.

Meanwhile, though a favourite with investors in other sectors, Maharashtra till now had been unable to project itself as a tourist destination. However, the Maharashtra Tourism Development Corporation (MTDC) seems to have taken note of the opportunity in the sector this year. Among the numerous initiatives planned this year are the upgradation of MTDC resorts to the level of 3-star hotels and at the same time making them more representative of the local culture, and the launch of the Deccan Odyssey (a super-luxury train on the lines of the Palace on Wheels), which will act as a showcase of the major tourism destinations of Maharashtra, by the end of the year.

MTDC has also secured a tie-up with Indian Airlines. "MTDC will ensure that the best rates are offered to Indian Airlines by various properties and transport operators in developing packages. These rates will be exclusive to Indian Airlines. Similarly, Indian Airlines would tie up with various hotel properties through MTDC to formalise holiday packages. The airlines will also develop special packages to Maharashtra through MTDC," says Ashish Kumar Singh, Managing Director, MTDC.

Investments being made this year by MTDC include Rs 8-10 crore in creating tourism infrastructure, about Rs 3-5 crore in publicity, and Rs 5-6 crore in maintenance.

Meanwhile, in the backdrop of the number of foreign tourists dwindling to Rajasthan (a popular destination for international tourists) due to the Indo-Pakistan tensions, the Rajasthan Tourism Development Corporation has decided to make the upmarket train, Palace on Wheels, more attractive to domestic tourists by offering a 20 per cent rebate on the eight-day package tour. Rajasthan tourism officials are expecting the number of domestic tourists to increase significantly as a result.

Karnataka, meanwhile, is aiming to replicate the success of its neighbour. Taking a cue from Kerala, the State will now promote itself as the `theatre of inspiration'. There will also be increased expenditure on developing tourist facilities. While the tourism development budget is believed have already been increased to Rs 40 crore, the State also has plans to invest about Rs 125 crore in sprucing up its roads, airports, railways and other facilities. The State will develop four tourism zones promoting the beach, the heritage, the nature and the adventure aspects. Meanwhile, the tourism board is targeting to double domestic and international tourist arrivals in three years. The State is also offering incentives to private players by making land available at 50 per cent of the market prices and giving 100 per cent tax rebate to multiplex projects for the next three years.

Kerala, though, by far still takes the cake as far as attracting tourism goes. Apart from tying up with major international airlines and conducting promotions, Kerala Tourism has struck upon a novel strategy to rope in celebrities to help encourage tourism to the State.

After getting M. F. Hussain to paint the State's scenic landscapes on canvas, the Kerala Government is in talks with a Hollywood actor to become the State's brand ambassador. According to T. Balakrishnan, Kerala Tourism Secretary, the actor is known for his prowess in martial arts, which will also help in promoting Kalayaripattu, a martial art.

Tourism alone fetched around Rs 5,000 crore for the State, marketed as `God's Own Country' a year ago. The Kerala Government expects to grow seven per cent annually in the foreign tourism segment and nine per cent in domestic tourism. The Government is also organising a three-day Kerala Tourism Mart starting on October 3, which will be attended by delegates from across the world.

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