Social Awareness Program to Boost Tourism in India

Details

Case Code : CLMM063
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Tourism, Social awareness program, Ministry of Tourism, innovative campaign, Incredible Indiacampaign, Atithi Devo Bhavah, training, changing attitude, changing perceptions, media campaign, publicity campaign

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Abstract:

Tourism is in a high in India thanks to India's Ministry of Tourism's innovative campaigns such as the 'Incredible India' campaign, 'Atithi Devo Bhavah', etc. While the 'Incredible India' campaign strove to attract discerning tourists to India, 'Atithi Devo Bhavah' was a domestic social awareness program aimed at changing attitude and perception of Indians with respect to the way they interacted with tourists.

Introduction In 2002, the Ministry of Tourism in India (MoT) initiated a conscious effort to increase the tourist inflow into the country. The innovative campaign called ‘Incredible India' campaign helped increase the tourist inflow to India from 2.65 million in 2000 to 3.3 million in 2004. But India with its diversity and huge tourism potential still attracted far lesser number of tourists when compared to smaller countries like France and Singapore. Experts felt that India had to solve its infrastructure problems and undertake other capacity-building initiatives to realize its full tourism potential. In addition to problems such as poor connectivity, high taxes, visa problems, unsanitary conditions, and shortage of affordable, good quality accommodation, the treatment meted out to the tourists by the various stake-holders of the tourism industry was also not too great...

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