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<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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'description' => 'Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India',
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'title' => 'Vision Tourism : Let’s Achieve: Naturally Nepal',
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'content' => '<p>
</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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'created' => '2013-09-23',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.
This country needs to move away from low value marketing strategy to high value strategy.
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC).
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India.
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years.
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:
Tapping the Market
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs.
Every Crisis is an Opportunity & Campaign
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability.
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity.
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2).
Communication Strategies
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc.
Making of God’s Own Country: Kerala
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation.
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country.
The Way the World Sees Kerala
• One of the 50 must see destinations of the world - National Geographic Traveler
• One of the ten exotic paradises on earth - National Geographic Traveler
• One of the 100 great trips of the 21st century - Travel & Leisure
• One of the 10 hot spots of the millennium - Emirates In-flight
• Where smart travelers go – Financial Times, London
• One of the 10 love nests in India – Cosmopolitan
• Best Performing State - Government of India Award
Journey & Results:
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year.
On Nepal Tourism
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)
Key marketing strategies
• Position tourism as major engine of economic growth
• Harness the direct and multiplier effects of tourism for employment generation
• Focus on domestic tourism as a major driver of tourism growth
• Position India as a global brand
• Acknowledge the critical role of private sector
• Tapping the tourist directly
• Create and develop integrated tourism circuits based on India’s unique civilization
Key Marketing Challenges
• Moving from low value marketing strategy to high value marketing strategy
• Defend and enhance India’s share in traditional long-haul markets
• Develop strong short-haul markets
• Penetrate the key source market in Asia
• Position and differentiate strongly vis-à-vis key competitors in the region
• Develop spending an avenues to capture higher value from each tourist
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<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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'created' => '2013-09-23',
'modified' => '2013-09-23',
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'description' => 'Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India',
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'title' => 'Vision Tourism : Let’s Achieve: Naturally Nepal',
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'content' => '<p>
</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
'published' => true,
'created' => '2013-09-23',
'modified' => '2013-09-23',
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'description' => 'Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
'published' => true,
'created' => '2013-09-23',
'modified' => '2013-09-23',
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'description' => 'Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India',
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</p>
<div>
<strong>Amitabh Kant delivering his speech on ‘Incredible India’ at Hotel de l’ Annapurna.</strong></div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
<strong>This country needs to move away from low value marketing strategy to high value strategy.</strong></div>
<div>
</div>
<div>
Call him a thinker, a visionary or simply a bureaucrat who gave India a new identity — Incredible India. Amitabh Kant is a name in India’s tourism sector and he is the man who drove India towards the global tourism map. He shared his views on how to ptomote tourism and hospitality infra-structure in Nepal to generate more revenue and employment and also the story and challenges behind Incredible India. Branding India was not an easy task for him who was the joint secretary in the tourism ministry from 2001 to 2007 and a secretary of tourism in Kerala from 1997 to 2001. He is presently the Chief Executive Officer and Managing Director, Delhi Mumbai Industrial Corridor Development Corporation (DMICDC). </div>
<div>
</div>
<div>
When he took the challenge to change India’s image portraying its vibrant colours, the world was reeling under serious crises. Starting from the World Trade Centre (WTC) terrorist attack, Afghanistan war and the attack on the Indian Parliament — tourism was down in the dumps in India. </div>
<div>
It was at the peak of this crisis, the Incredible India campaign to position India as a tourist destination was launched. And, this was only happened due to his precise and well researched plan for several years. </div>
<div>
</div>
<div>
Excerpts (below) from his speech and presentation at Hotel Annapurna in the first edition of Tourism & Aviation Next 2013 event:</div>
<div>
</div>
<div>
</div>
<div>
<strong>Tapping the Market </strong></div>
<div>
</div>
<div>
Last year a billion people travelled across their borders i.e. one seventh of the world’s population was crossing boundaries from one country to another. It’s the world of tourism that contributes 6 % of global GDP. One of every 11 job across the world is created by tourism which makes it the biggest employment creator. And for country like Nepal and India, the critical challenge is how do we create the jobs for the youths? We are passing through the window of democratic transition and our population is young. And the challenge of job creation has to be done by tourism. The more tourists you have, more people you’ll lift above poverty line as you’ll create more jobs. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Every Crisis is an Opportunity & Campaign </strong></div>
<div>
</div>
<div>
During the Incredible India campaigns, there were several crises going through country and worldwide. The WTC attack, Gujarat earthquake, coalition force attack on Afghanistan, attack on Indian Parliament and so on. And if we look at the index of travel and tourism competitive index of worldwide, India was very low in several aspects. And several international concerns were raised in India for cleanliness, hygiene, safety, security, transportation, promotional support and affordability. </div>
<div>
</div>
<div>
At those times, destinations used to be seen through travel packages. There was no demand of India and the challenge was how to get the demand back? We didn’t go the international market but decided to hit the consumer directly through exhaustive campaigns, communications, documentaries and it started giving results. Then the key international concern was transportation, affordability. In terms of tourist the image of the country was not really good. But every crisis is an opportunity. </div>
<div>
</div>
<div>
Image perception of India however was tourist friendly and also the air connectivity was increased gradually. Innate perception of India in terms of its rich and vibrant culture was an added advantage in the campaign. Globally India was considered good in terms of its authenticity, history, art and culture. We positioned India as a global brand through some of the key marketing strategies and its challenges (see box 1 & 2). </div>
<div>
</div>
<div>
</div>
<div>
<strong>Communication Strategies </strong></div>
<div>
</div>
<div>
To achieve the goal, communication strategies was also required and in long term it gave a momentum to our campaign. After series of thoughts, consistency in communication strategy was finalised. Training for taxi drivers through documentaries to consider tourists as our guest and awareness to prevent people from scribing names on historic monuments started yielding results. We also focused on clear definition of value proposition, constant research and innovation and constant interaction with travelers, travel writers and editors. The most innovative part of the campaign was turning tourism officials into brand ambassadors and documentary on keeping the city clean. Tourism is a multi-sectoral activity and we have to look with whole range of people. You have to work with people in the home ministry, external ministry, art, culture, aviation etc. </div>
<div>
</div>
<div>
</div>
<div>
<strong>Making of God’s Own Country: Kerala </strong></div>
<div>
</div>
<div>
Our mission was to develop Kerala into a premier destination on the world tourism map for defined niche tourists. We wanted to make it a stand-alone destination, a global brand, with instant brand recognition and high brand equity. The government played role of facilitator and catalyst. We worked on a Public Private Partnership (PPP) model. We focused on up-market clientele with more focus on quality than quantity. We focused on conservation, preservation and sustainability. We promoted innovative products and projects and adopted transparent, competitive policy on privatisation. </div>
<div>
</div>
<div>
And the whole world of Kerala tourism has changed. We focused on traditional and unique aspects of Kerala. Like backwaters, Ayurveda, its Innovative products, Elephant pageants, boat races, Tiger trail, eco tourism, Kerala’s traditional martial arts, cuisine. Basically we did everything which west did not do. We went back to roots of Kerala and build a — Gods Own Country. </div>
<div>
</div>
<div>
</div>
<div>
<strong>The Way the World Sees Kerala </strong></div>
<div>
</div>
<div>
• One of the 50 must see destinations of the world - National Geographic Traveler </div>
<div>
• One of the ten exotic paradises on earth - National Geographic Traveler </div>
<div>
• One of the 100 great trips of the 21st century - Travel & Leisure </div>
<div>
• One of the 10 hot spots of the millennium - Emirates In-flight </div>
<div>
• Where smart travelers go – Financial Times, London </div>
<div>
• One of the 10 love nests in India – Cosmopolitan </div>
<div>
• Best Performing State - Government of India Award </div>
<div>
</div>
<div>
</div>
<div>
<strong>Journey & Results: </strong></div>
<div>
</div>
<div>
Our campaign and determination triggered and gave a mileage to the Indian tourism industry, supported by industries like aviation; hotels etc. Infrastructure grew in tandem and in 2008 India got 5.38 million visitors compared to 2.54 million in 2001 and the figure is increasing every year. </div>
<div>
</div>
<div>
</div>
<div>
<strong>On Nepal Tourism </strong></div>
<div>
</div>
<div>
It has always been pleasure to be in Nepal. I long admire Nepal as a unique destination. I have always believed that there are very few destinations in the world with such a diverse nature, adventure, culture and Himalayan peaks. But I believe the positioning and branding strategy of Nepal is not an ideal one. Nepal is exporting its product extremely cheap. This country needs to move away from low value marketing strategy to high value strategy. Nepal in many ways is very unique and it has a great potential to deliver. But there is a huge challenge between potentials and performance and therefore it is very important to understand that world of tourism is very big. There is a need to raise Nepal’s service standards, creating premium brand of experiential tourism, positioning of exotic Nepal, adding new international airport, additional terminals and new air-routes, domestic and foreign investments in tourism services etc. (Amitabh Kant former joint secretary in the tourism ministry from 2001 to 2007 in India and a secretary of tourism in Kerala from 1997 to 2001.)</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key marketing strategies </strong></div>
<div>
</div>
<div>
• Position tourism as major engine of economic growth </div>
<div>
• Harness the direct and multiplier effects of tourism for employment generation </div>
<div>
• Focus on domestic tourism as a major driver of tourism growth </div>
<div>
• Position India as a global brand </div>
<div>
• Acknowledge the critical role of private sector </div>
<div>
• Tapping the tourist directly </div>
<div>
• Create and develop integrated tourism circuits based on India’s unique civilization</div>
<div>
</div>
<div>
</div>
<div>
<strong>Key Marketing Challenges </strong></div>
<div>
</div>
<div>
• Moving from low value marketing strategy to high value marketing strategy </div>
<div>
• Defend and enhance India’s share in traditional long-haul markets </div>
<div>
• Develop strong short-haul markets </div>
<div>
• Penetrate the key source market in Asia </div>
<div>
• Position and differentiate strongly vis-à-vis key competitors in the region </div>
<div>
• Develop spending an avenues to capture higher value from each tourist</div>
<div>
<br />
</div>',
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