IATO’s letter to the Prime Minister has pointed out how inaction and indecision on the part of the government in launching global marketing campaigns and activities would cost India dearly in its tourism revival in post-Covid times
National tourism boards of countries around the world have started global campaigns to lure international tourists to their shores, the Indian tourism board has not. The Indian Association of Tour Operators (IATO) in a letter to the Prime Minister has pointed out how inaction and indecision on the part of the government in launching global marketing campaigns and activities would cost India dearly in its tourism revival in post-Covid times, reported ETTravelWorld.
IATO President Rajiv Mehra has said that promotion and marketing of Indian tourism was very important at this stage as international travel and tourism has restarted from scratch. While destinations like Malaysia, Singapore, Thailand, Dubai, etc. have rolled out their global campaigns aggressively, India is totally missing in action with destination promotion campaigns and activities.
“We need to tell the world that India is safe to travel and ready to welcome the foreign tourists. Also we need to highlight that India is the only country where the highest number of citizens are double vaccinated. We need to project this at every platform and give wide publicity,” Mehra said in his letter.
The letter suggested, funds for the tourism promotions should be allocated to the Ministry of Tourism and Overseas Embassies to cover such marketing and promotional activities on regular basis
As delay in approvals from the government is leading to uncertainties around participation in the important global travel fairs and events, IATO President has suggested permissions to showcase Incredible India in all the travel marts and events which the Ministry of Tourism used to participate in pre-Covid times.
Mehra also made an important suggestion: to make the overseas marketing activities coordinated and effective between the Ministry of Tourism and the Ministry of External Affairs, IATO has proposed deputing a dedicated Ministry of Tourism official in all the embassies to help the MEA appointed Tourism Nodal officers and the Ambassadors/High commissioners.
Funds for the tourism promotions should be allocated to the Ministry of Tourism and Overseas Embassies to cover such marketing and promotional activities on regular basis, the letter suggested. IATO has also proposed organising Incredible India events, evening cultural programmes, food festivals, handicraft exhibitions etc.in important overseas markets. It also proposed hosting Fam trips of foreign tour operators, travel writers, bloggers.
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