We welcome you all to the world of LOVE, CULTURE, HERITAGE, bounties of NATURE & SPIRITUALITY…..

UTTAR PRADESH… the heartland of India

Team 3

• Renzil D Cruz• Sejal Visawadia• Vidhi Shah

UP at a glance -

• Uttar Pradesh, the heartland of India, is known for its rich Heritage, Culture and bounties of Nature. It is home to some of the greatest monuments like Taj, the most ancient civilisations in the world, the seat of Buddhism and the colours of all faiths.

• Uttar Pradesh is one of the favourite destinations for both foreign and domestic tourists. It is a common destination for a quarter of all foreign tourists to India and all domestic tourists within India.

• It is the land that gave a new meaning to etiquette and continues to redefine the true meaning of love. 

There is this and much more to Uttar Pradesh.

About U.P Tourism

• In order to prepare schemes relating to the development of tourism and to execute them, the Directorate of Tourism was established in the year 1972 of which the Director General was an I.A.S. officer.

• In 1974 the Uttar Pradesh State Tourism Development Corporation was established to look after the commercial activities which are a part of development of tourism.

• The Tourism Development Policy has been framed in Uttar Pradesh under which Tourist circuits are being developed in the following manner :-

1. Buddhist Circuit2. Bundelkhand Circuit3. Braj (Agra-Mathura)Circuit4. Awadh Circuit5. Vindhya- Varanasi Circuit6. Water Cruise 7. Wild Life -Eco Adventure Circuit

Digital Strategy

For promoting UP Tourism

Objective

• Promoting Uttar Pradesh Tourism

• Creating awareness about the tourism destinations in Uttar Pradesh and induce response.

• Establishing UP Tourism’s credentials across various demographics & geographies and promulgate the potential of tourism in Uttar Pradesh

Some Statistics• Visits to travel sites in India has witnessed 50% increase as compared to

last year

• Travel Sites are now reaching more than 1/3rd of the Internet population in

India

• Leading travel sites all witnessing double-digit growth to their websites

• Travel sites in India witness strong engagement levels >10 minutes per visit.

• Internet is primary source of information for 95% of travelers globally

• Globally, an average of 48% of bookings are made over the internet

• 78% of all air tickets sold by airlines in India online.

UP Tourism presence on Web

Critical Evaluation of the Website

• Very dynamic.

• Too many spotlights.

• Site not verified by Google.

• Blogspot not active.

• Not enough backlinks.

• Well Optimized for Google

search on UP tourism.

• Needs optimization on

heritage, India, tourism,

culture, religion etc.

Traffic statistics

Google.com &.in search Results:• Not on 1st page for India tourism.• 1st for Taj Mahal.• Not on 1st page for incredible India.• Not on 1st page for heritage India tourism.

CREATING PULL Strategy

WHAT OTHER STATES HAVE DONE RIGHT??

Look at other States

Look at other States

UP’s USP-

Vast Heritage

Immense Religious importance

Royal factor

Rich Architecture

Handicrafts

Only F1 circuit

More Palace Hotels than Rajasthan

Largest no. of Airports in India

Biggest Road network than any state

Maximum rail Junctions after Bihar

UP-ull

• Diverse.

• Better tourism infrastructure than other states.

• Large number of tourist destinations.

• Can attract more International tourists.

Upull- Lacking

• Right promotion

• Luxury angle to promotion (80% mass tourists spend 20% and vice versa)

• Religious Circuit promotion

• Heritage and handicrafts Promotion

Creating UPull

• SEM- keywords with India travel, incredible India, Buddhism, heritage and architecture.

• Sponsored alliance with HolidayIQ– Microsite– Contextual Display advertising

• Mobile app- 1st in the category by a government authority for tourism.

Creating Properties for UPull

• A Luxury train like: Palace on Wheels, Deccan Odyssey and Golden Chariots – Brings in cream of International tourists.

• Benares festival such as Pushkar Mela.

• International Handicrafts Expo.

• Legacy Circuit- Heritage and History of India.

Creating Properties for UPullWhat tourists Looks for?

International• Rustic India

• Culture

• Heritage

• Handicrafts

• Luxury

Domestic• Religious

• Quick Getaway

• Handicrafts

• Economical Stay

• Connectivity

CREATING UPULL

Get International Tourists, Domestic will follow

That is what happened with Goa, Kerala, MP, Rajasthan and

Maharashtra

CREATING DIGITAL UPULL

More than 70% of Internet population worldwide is receptive to travel ads

A fresh look at the Website

• Revamp the Website with Clean and 1click navigation.• Wordpress CMS (Content Management system) – does

40-50% of SEO.• Easy to manage and administer.• Millions of Plug-ins available.• Implement Google Analytics for measuring and analysis

of the performance of website.• Implement photo blogging and social sharing.• International Language Support.

References

Our Target Geographies- International

U A E

Jap an

C h in a

K orea

A s ia & M id d le eas t

F ran ce

G erm an y

U K

S p a in

Ita ly

E u rop e

A u s tra lia

N ew Z ea lan d

A u s tra las ia U .S .

C ou n try w ise

Servicing the tourist

Attract Tourism

Investment

Increase the number of

tourists

Brand Building

And Positioning

•Website

•Social Media Presence

•Alliances on travel portals & high traffic destinations

•Targeted positioning for each travel genre (religious, adventure, wildlife etc.. )

•Online Display Marketing

•SEM

•SEO

•Mobile

•Website

•Online classifieds & tender

• E -Guide

• Live Events Information

•Facebook for live interaction

•Essential Emergency Information through mobile app

Amplifying the Promotion

Promoting UP Digitally - Advertising

• It all starts with Search

• SEM – Incredible India, India Tourism, Heritage, Mughal and other tourism related

• On Google (60% budget), Yahoo (25%) and Bing (15%)!

Promoting UP Digitally- Advertising

Domestic• Travel sites

– Holiday IQ – MakeMyTrip– ClearTrip– Yatra– IRCTC

International• Travel Sites

– Wego– LonelyPlanet– Expedia– Conde nast Traveler

HOLIDAY IQInfluential tie-up

HolidayIQ

Social Media

• Promote Destinations on FB via Picture contests and ‘Share your Experience’ posts.

• Winners to be tagged.• Initiate Blogs.• Announce blog winners every fortnight.• Promote handicrafts via amazing facts and pictures.• FaceBook Ads aimed at frequent travelers.

Social Media- Picture Blogging

• Initiate International Photo blogging contest during Kumbh Mela.

• Invite Professional photographers and amateurs.

• Tag pictures with UP, Incredible India, travel India and post on FB and Up tourism blogs.

• Get international coverage, publish these pictures.

Mobile App

• Why Mobile app?

– Smartphones market growing

@ 52% PA

– Current penetration of 23%

– App resides in the phone and

hence return visits are high

– Reflex on seeing a URL, 40%

visits are from mobile

– Tablets alone will surpass PC sales

in 2.6 years

Smartphone pene-

tration

usage 0-3

months

usage 4-6

months

usage 7-12

months

usage 1-2

years

usage >2

years

0

5

10

15

20

25

30

35

Source: Google Mobile

Travel App reference

The Uttar Pradesh App

• App to have tourist information on all destination theme wise

• Integrated with google/yahoo maps- with GPS• Area guide• Emergency numbers & information• Travel advisory• FB place check in, Tweet Pic synced• UP Tourism contact details• Resorts listing with contact details• User driven ratings

“Shubh Yatra”!!!