Download - Gujarat a Potential Indian Tourism Destination

STRATEGY FOR PROMOTING GUJARAT AS AN

ATTRACTIVE TOURISM DESTINATION IN INDIA

Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 1

Sr. No. Contents Pages No.

1. Broad outline of methodology for implementing the strategy 3

2. Our Understanding of Tourism Market in India 16

3. Tourism in Gujarat: Overview 25

4. Benchmarking with other Indian States 32

2Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com

BROAD OUTLINE OF METHODOLOGY

FOR IMPLEMENTING THE STRATEGY

― TO PROMOTE GUJARAT

AS THE MOST ATTRACTIVE TOURISM DESTINATION FOR IN-COUNTRY AS

WELL AS FOREIGN TOURISTS‖


Implementation of Strategy

From operators to industry bodies, the government and Tourism Gujarat have to recognize what

needs to be

• Built,

• Developed and

• Improve to ensure a bright future for the state‘s operators

Our vision is to ensure:

• Gujarat becomes a leading, vibrant and innovative tourism destination

• We exceed visitor expectations with experiences that are distinctly ―Gujarat‖

• Tourism generates business growth and profitability, creates jobs and is a key driver of the

Gujarat economy

• Tourism improves the lifestyle of communities in Gujarat

• Tourism celebrates and protects our culture, heritage and magnificent natural environment and

• To have a tourism industry built upon partnerships and mutual respect.


Implementation of Strategy

Key Themes

To simplify the approach to growing and improving our tourism industry, six key themes have

been identified to represent the main areas of focus:

1. Coordination, partnerships and community engagement

2. Investment, infrastructure and access

3. Workforce development

4. Developing and marketing Gujarat- style visitor experience

5. Natural environment and culture

6. Future insights and research.


Action points to be implemented for Gujarat Tourism Strategy

1. Implement the tourism network review in Gujarat:

An independent review of the structure of the tourism industry—both government and

private industry—to improve tourism effectiveness

2. Identification of the themes in Gujarat and build the tourism destination

Identification of theme across the state and identification of specific projects to make each

region an even better tourism destination i.e. increase tourism to regional Gujarat

Build the destination by implementing development and marketing plan for each destination

3. Build new tourism infrastructure

By driving investment in tourism infrastructure from private and public sectors. This involves

government working more closely with councils and private organizations to identify key

projects and turn plans into reality



4. Create a highly skilled tourism workforce

Through a coordinated approach to education and training, in partnership with the Gujarat

Tourism Industry, delivering employment training programs that will build on a highly

skilled tourism workforce. Tourism will be positioned as a career of choice in Gujarat

5. Develop new market segments and experiences

Developing strategies to broaden the Gujarat tourism message to drive even greater numbers

of visitors to the state.

New strategies will target tourists interested in Arts and Culture, Food, Medical, Health,

Adventure and Sports, Rural Tourism, Eco-Tourism and Wedding Tourism

6. Implement a digital marketing revolution i.e. Aggressive Marketing

By using state-of-the-art online technology and digital marketing tools in partnership with

our industry partners, Gujarat Tourism can increase its focus on digital communication as a

key marketing platform.



7. Increase focus of feeder market like U.K, USA, Middle East and South East

Asia

Increase the focus on the feeder market by promoting the Gujarat as most attractive tourism

destination by doing Road shows, Exhibitions, Promotional Campaigns etc.

8. Protect Gujarat’s precious natural environment and culture

Increase our focus on our most important physical asset—Amazing natural environment

, forests and culture. Protect the environment, culture and heritage properties of Gujarat

9. Increase focus on high –yield visitors

By identifying high-spending visitors and shifting our research, marketing and product

development focus toward them.


Formulation of strategy

1. Identification of uniqueness in the themes

2. Building infrastructure at following levels:

a. On ground Infrastructure like Roads, Railways, Airports

b. Marketing Infrastructure

c. People Infrastructure

d. Funding Infrastructure

3. Bring the stake holders and create sustainable partnership

a. Government Bodies

b. Local community

c. Private players like Real Estate companies, Hospitality companies, Tour & Travel

operators, etc

d. Associations

4. Identification of target audience

5. Become part of tourist circuits

6. Execution strategy


Bringing the stake holders

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Land owners

Hotel Developers

Private Players

Operators

Tour Operators

National International Airlines

Local Community

Site owners

Heritage Site

Horticulture Site

Forest Department

Police Department

Restaurants

Security companies

Coastal Zonal Department

Luxury Resort

Five Star

3 & 4 Star

Bread n Butter

Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com

Increasing the inflow inside Gujarat

11

• Tourist within Gujarat

• Tourist from connecting states

• Tourist from major

consumption centers

• NRI‘s

• MICE

(Meeting, Incentive, Conferen

ces and Exhibition)

• Foreign tourist (Inbound) S

USA

Europe

Australia

South-East Asia

Middle East

Domestic Tourist

Foreign Tourist


12

Product Development:

i. Leveraging core strengths,

ii. Creating new products,

iii. Building USP,

iv. Focusing on sustainable development to

offer products of international quality,

v. Creating enabling investment environment,

vi. Stimulating demand,

vii.Promoting partnerships to ensure the flow of

funds into the tourism sector

Contents for the Vision document ( Strategy document)

Private Sector:

i. Incentives for the private sector

participation

ii. Successful JV Initiatives

iii. Land allotment for hotels and other

tourism activities

iv. Land Lease Policy

Infrastructure Development:

i. Development of road links for key tourist

destinations in Gujarat

ii. Development of international airports near key

tourist destinations

iii. Connecting Gujarat to all parts of India by rail

iv. Focusing on the core and linkage infrastructure

v. Investing in strategically focused capacity to

support development priorities

Tourism Services:

i. Building a critical mass of tourism workers,

ii. Increasing technical skills,

iii. Strengthening community entrepreneurial skills,

iv. Augmenting managerial capacity to build a

v. service sector sensitive to tourists


13

Facilities & Conveniences:

i. Accommodation & Stay

ii. Facilities at Tourist Locations

iii. Building network of national & international

tour operators

Coordination & Cooperation:

i. Active Role of District-level Institutions

ii. Active Cooperation between Departments

iii. Cooperation between the state and private

sector

iv. Cooperation with other states/regions

v. Active relationship with PATA

vi. Bilateral development cooperation agreement

with European & Asian countries

Contents for the Vision document ( Strategy document)

Security of Tourists:

i. Training of Tourism Police

ii. Training of Coast Guards

Environmental Protection:

i. Make environmental impact assessment for all

the major projects

ii. Identify special tourism zones and enforce the

Act to regulate developments and to conserve

heritage

Quality Assurance & Control:

i. Certifications for tourism products & services

ii. Tourism training institutions


14

Marketing & Promotion:

i. Allocating large sums of money on marketing & promotion of the state

ii. Focus on international markets like Europe, US, South East Asia, Middle East

iii. Initiating focused marketing efforts directed at the media and tour operators in select markets

iv. Direct interaction with the key international players like Marriot, Four Seasons, Ramada, Radisson for

entry in Gujarat

Brand Building:

i. Quality promotional materials

ii. Advertising focus on source markets

iii. Participation in international fairs

iv. Road shows at national & international locations

v. Events

vi. Festivals

Promoting tourism through various channels

Information Centers

i. Well planned tourism information centers

ii. Dynamic Tourism Websites

iii. One-to-one interactions with international

tour operators

iv. Quality fairs & festivals


SUSTAINABLE TOURISM

• Sustainable tourism development requires a partnership among the stakeholders of the local

tourist destination.

• Promotiong broad based sustainable development through tourism while safeguarding the

integrity of local culture & protecting the environment.

• Influence consumer behaviour to promote sustainable tourism.

• Promote non-polluting and degrading forms of transportation.

• Promotion of ‗Green Tourism‘ i.e. travelling within the region.

Issues in Sustainable development Solutions

Interruption of local customs Educating tourists about local culture &

traditionsCulture clashes & demographic changes

Environmental degradation & Pollution Effective waste management & disposal with

the responsibility with the local

government.

Spread of diseases Medical testing of tourists & declaration


India has diverse theme of tourism

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Tourism

Traditional

Themes

Upcoming

Themes

• Heritage Tourism

• Wildlife Tourism

• Nature & Mountain

Tourism

• Beach Tourism

• Spa Tourism

• Rural Tourism

• Eco-Tourism

• Health Tourism

• Adventure Tourism

• Wedding Tourism

• Cultural Tourism

• Pilgrimage Tourism

• Cruise Tourism

• Motoring & Weekend

Described in

further slides


Health tourism: Health tourism is growing by 30% per year in India.

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A. Health tourism in India could become a US $ 1.2billion industry by 2012 as per recent McKinsey

Consulting study.

B. Over 150000 people travelled to India for their medical requirements and its growing

C. India boasts of several good private owned hospitals with facilities second to none.

D. Hospitals have some of the best doctors, with most top end being educated in USA and UK.

D. India is promoting the "high-tech healing" of its private healthcare sector as a tourist attraction.

E. With the introduction of the medical visa, it will now be easier than ever to travel to India. If your

treatment requires an extension, the medical visa can be extended without any problem.

F. Medical Tourism companies in India such as Health Line have introduced several packages for

patients travelling to India which include

• Holidays

• Hotel stays

• Airport pickup,

• Meetings with doctors post and pre-surgery etc.


With the introduction of the medical visa, it will now be easier than ever to travel to India

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• The government hopes to encourage a budding trade in medical tourism, selling foreigners the

idea of travelling to India for low-cost but world-class medical treatment.

• The costs are much lower than most countries and most importantly, there are no waiting lists

• India has established world-class expertise in practices such as cardiac care, cosmetic

surgery, joint replacements and dentistry.

Country Gastric bypass Heart bypassHeart valve

replacement

Hp

replacement

Knee

ReplacementMastectomy Spinal Fusion

US 48000 122000 159000 44000 41000 24000 63000

Singapore 15000 20000 13500 12000 12000 12000 9000

Thailand 15000 12000 10500 12000 10000 9000 7000

India 11000 10000 9500 9000 8500 7500 5500

Health price (US $)


Rural tourism

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Rural Tourism:

Any form of tourism that showcases the rural life, art, culture and heritage at rural locations, thereby

benefiting the local community economically and socially as well as enabling interaction between the

tourists and the locals for a more enriching tourism experience can be termed as rural tourism.

Characteristics of Rural Tourism:

• It is experience oriented

• The locations are sparsely populated

• It is predominantly in natural environment

• It meshes with seasonality and local events and

• It is based on preservation of culture, heritage and traditions.

Urban India Rural India

Rural craft villages in

urban locations

Still unexplored

Focus Area

for Rural

Tourism

Often the focal centre for

tourism activities

Tourist

Destinations

Bridging Urban -Rural Gap


Rural tourism : Concept

20

Learning &

Education

(Eco Tourism)

Rural

Tourism

Scenic Value

(Nature Tourism)

Adventure/ Sports based

Activities

(Adventure Tourism)

Religious Value

(Pilgrim Tourism)

Heritage & Culture

(Ethnic Tourism)

Rural/ agrarian

lifestyle

(Farm Tourism)

Benefit to

local

community

Non-urban

setting

Rural

essence

Preservation of

assets,

values & heritage

Traditional accommodation (Farm

stays, camps etc.), Local

Cuisine, Local Farming Methods, etc.

About Rural Lifestyle,

Art & Culture, etc.

Natural

landscape, Wildlife, etc.

Fishing, Hunting, Trekking, Bird watching, etc.

Pilgrim sites, Festivals etc.

Fairs & Melas, Haats, Local

arts/crafts etc..


Adventure tourism in India

21

U.S. based Adventure Travel Trade Association defines Adventure

Tourism as any tourist activity, which includes two of the following three

components:

a) a physical activity,

b) a cultural exchange

c) interaction and engagement with nature.

Adventure Tourism involves exploration or travel to remote, exotic and

possibly hostile areas, where the traveler should "expect the unexpected".

Adventure Tourism is classified in the following ways:Adventure Tourism

Land Based

Soft Adventure: Wildlife Safari Skiing, Cycling

Risk Adventure: Rock Climbing

Mountain Biking

Water Based

Soft Adventure: Fishing

Scuba Diving

Risk Adventure: Rafting

Air Based

Soft Adventure: Hot Air

Ballooning

Risk Adventure: Bungee Jumping


SPORTS TOURISM

• Gujarat has 3 international cricket stadiums at Ahmadabad, Vadodara & Rajkot &

from 2011,Ahmedabad will be added to the IPL.

• This will directly add to the arrivals due to its close proximity to Mumbai and other

neighboring states not having IPL matches.

•Golf is a major draw in Sports Tourism as many resorts around the world are built around world

class golf courses.

•The culture of ‗Golf Weekend‘ is fast catching up in India.

•Over 70 per cent of Indians settled abroad are Gujaratis, many of whom are keen on playing golf.

• Though the government has sanctioned new golf courses ,resorts should be built around golf

courses designed by world class players

• Outdoor Shooting ranges is another trend catching up with Sports Tourism

enthusiasts.

• Having the adequate infrastructure is not possible in the cities, therefore building

these ‗Resorts‘ will attract shooting enthusiast and can also be used for events


Eco-tourism

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Eco-Tourism:

• Tourism to protect natural resources, as a means of economic gain through

natural resource preservation

• Responsible travel to natural areas that conserves the environment and

sustains the well-being of local people

• Tourism that sustains or enhances the geographical character of the place

being visited -- its environment, culture, aesthetics, heritage and residents'

well-being

Concept of Eco-Tourism:

ECO-TOURISM

Education

&Interpretation

Benefits Local People

Economically

Ecologically

Sustainable

Nature Based

Source: www.ecotourismindia.com

Types of Eco-Tourism

MarineMarine protected areas, Coral

reefs, Islands, Beaches, Bays

TerrestrialMountains, Volcanoes, Caves,

Trails, Forest areas

Fresh WaterLakes, Rivers, Hot & Cold

Springs, Waterfalls,

CulturalChurches, Historic sites,

Festivals


Wedding tourism

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Wedding Tourism:

• Wedding tourism in India is becoming popular as more and more

foreigners are taking interest in the grand wedding functions held in

India.

• It is gaining popularity due to the distinctive celebrations and

religious ceremonies that are held in the course of a wedding.

• It make you realize that any wedding ceremony in India is celebrated

with full gaiety and that traditional rituals and customs form an

important part of the event.

• There are a number of pre-wedding and post wedding ceremonies

that add to the glory of the main day

Type of Wedding

Royal Wedding

Beach Wedding

Traditional Wedding

Exotic Wedding

a. Adventure Wedding

b. Temple Wedding

c. Wildlife Sanctuary Wedding

d. Mountain Wedding


TOURISM IN GUJARAT


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Gujarat offers diverse themes of tourism

Location: Ahmedabad Metro

Population: Around 45,00,000

Themes: Religious, Heritage, Nature

Places of interest: Akshardham, Jama Masjid, Sundarvan, Dada Harir Vav

Location: Ahmedabad Rural



Places of interest: Ambaji Temple, Jessore Sloth Bear Sanctuary, Poshina

Location: Surat


Themes: Religious, Beaches

Places of interest: Parsi Agiari, Mughal Sarai, Nargol Beach, Dandi Beach

Location: Vadodra


Themes: Religious, Heritage

Places of interest: EME Temple, Sri Aurobindo Niwas, Chhota Udepur, Dabhoi


27

Gujarat offers diverse themes of tourism

Location: Rajkot


Themes: Nature, Wildife

Places of interest: Rampara Wildlife Sanctuary, Dasada, Bajana

Location: Junagadh


Themes: Wildlife, Nature, Mountain, Heritage, Beaches

Places of interest: Girnar Mountain, Sakkarbaugh Zoo, Ashok Shilalekh, Madhavpur Beach

Location: Jamnagar


Themes: Religious, Nature, Wildlife, Beaches, Heritage

Places of interest: Lakhota Palace, Rozi & Bedi Ports, Peter Scott Nature Park

Location: Kutch



Places of interest: Aina Mahal, Kalo Dungar, The Black Hills, Swaminarayan Temple


Gujarat as a tourist destination hosts multiple themes

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Pilgrimage

Beaches

Hill Station

Wild Life Sanctuary

Heritage


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Cultural Beach Tourism Hill Pilgrimage

• Lothal -

• Ahmedabad

• Palitana

• Junagadh.

• Champaner

(Pavagadh)

• Ahmedpur-Mandvi

• Kutch-Mandvi

• Chorwad

• Gopnath

• Tithal

• Dumas

• Ubrahat

• Porbandar/Dwarka

• Somnath

• Satpura

• Somnath,

• Dwarka,

• Ambaji,

• Dakor,

• Palitana,

• Girnar,

• Pavagadh,

• Vishwamitra,

• Kapila,

• Dadhichi and

Akshardham


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Festivals

• Navratri Festival

Fairs

• Uttarayan Kite Festival

• Modhera Dance Festival

• Bhavnath Fair

• Chitra Vichitra Fair

• Tarnetar Fair

• Bhadraprasad Ambaji Fair

• LiliParikrama Fair

• Shamlaji Fair

• Vautha Fair

• Kavant Fair

• Rann Utsav

Art & Craft

• Handicraft Heritage

• Ethnic Flair Embroidery

• Heer Bharat

• Kathi Embroidery

• Bead Work

• Woodcarving

• Utensils

• Terracotta

• Jewelry

Art, craft and festivals integral part of Gujarat


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Gujarat – a possible hub of medical tourism

1. Zero waiting period

2. 1/10 to 1/20th of the costs involved for medical treatment in USA or UK

3. Specialized hospitals and clinics

4. Gujarati doctors participating in world medical conferences help them to know about the latest

developments in the medical field.

5. Knowledge of English language

6. Large percentage of NRG's among NRI's

7. Direct air connectivity between Ahmedabad and London

Cost comparison – Major medical costs between India & UK (US $)

Treatment USA / UK India (Gujarat)

Cardiac Surgery 20000 – 40000 4000 – 8000

CT Scan 1200 50

Cornea Transplant 18000 – 20000 800 – 1500

Joint Replacement 17000 – 20000 3300

Angiography 3000 300

IVF 5000 1500

Root Canal 600 - 700 33


Benchmarking with other tourist destination in India

3232

Theme Gujarat Rajasthan Kerala Goa

Beach 14 0 27 14

Wild life/hills 10 12 44 4

Heritage 40 62 64 6

Holy Places

(Temples/Churches) 49 11 144 19

Nature/waterfalls 17 4 10 4

Festivals/fairs 12 36 12 7

Total Tourist Destinations 144 125 301 54

Year Gujarat Rajasthan Kerala Goa

2003 0.07 0.63 0.29 0.31

2004 0.06 0.97 0.35 0.36

2005 0.12 1.13 0.35 0.34

2006 0.21 1.22 0.43 0.38

2007 0.22 1.40 0.52 0.39

2008 0.28 1.55 0.57 0.43

Foreign tourist arrivals in key States (Figs. in million)Tourist attractions in key States

Airports Gujarat Rajasthan Kerala Goa

International 1 - 1 1

Domestic 8 5 3 -

Non-operating 4 1 - -

Airport comparison in key States

• In terms of tourism Gujarat has many destinations which can attract tourist from all over the world.

• Even if Gujarat leads in no. of airports compared with key tourism cities, it has not been able to attract foreign

tourists as compared to Rajasthan, Kerala & Goa.

• Gujarat leads in domestic tourist arrivals compared with other key tourism states mentioned above.


Star category hotels in key States

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Category

Gujarat Rajasthan Kerala Goa

Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms

5 Star & Up 6 525 20 2126 10 888 16 2434


34

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