“If there is one place on the face of earth where all the

dreams of living men have found a home from the

very earliest days when man began the dream of
existence, it is India”
French scholar Romain Rolland
A PRESENTATION ON “TOURISM INDUSTRY”
 Introduction
Tourism is travel for recreation, leisure or business purposes.
The World Tourism Organization defines tourists as people who
travel and stay in places outside their usual environment for
more than 24 hours and not more than one consecutive year
for leisure, business and other purposes, not related to the
exercise of an activity remunerated from within the place
visited.
 Tourism Industry Scenario
In India, inbound tourist expenditure per head is third highest in the world and
even more than global average tourist spending.
 It is expected to increase to US $ 275.5 billion by 2018 at a 9.4% annual
growth rate.
 India has been promoting its healthcare tourism by providing the visitors
with private healthcare facilities. It is expected that the number of tourists
visiting India for the purpose of medical treatment will reach one million
by 2012, representing a CAGR of 28.09% from 2007.
 Tourist influx to India is expected to increase at a CAGR of 22.65%
between 2007 and 2011.
 India’s share in global tourism is expected to reach 1.5% by 2010.
 The growth in India’s tourism market is expected to serve as a boon,
driving the growth of several associated industries, including hotel
industry, medical tourism industry and aviation industry.
 Types of Tourism In India
Previous Trends
 Adventure tourism
 Wildlife tourism
 Medical tourism
 Pilgrimage tourism
 Eco tourism
 Cultural tourism
Adventure Tourism
This involves exploration of remote areas, exotic locals
and engaging in various activities. For adventure
tourism in India, tourists prefer to go for trekking to
places like Ladakh, Sikkim, and Himalaya. Himachal
Pradesh and Jammu and Kashmir are popular for the
skiing facilities they offer. Whitewater rafting is also
catching on in India and tourists flock to places such as
Uttranchal, Assam, and Arunachal Pradesh for this
adrenalin-packed activity.
Surfing
 Kite surfing
 Wakeboarding
 Skate boarding
 White-water rafting
 Caving
 Water-skiing
 Diving
Wild life Tourism
This has boosted wildlife
tourism in India. The
places where a foreign
tourist can go for wildlife
tourism in India are the
Sariska Wildlife
Sanctuary,
Keoladeo Ghana National
Park, and
Corbett National Park
Medical Tourism
There are several medical
institutes in the country
that cater to foreign
patients and impart top-
quality healthcare at a
fraction of what it would
have cost in developed
nations such as USA and
UK. It is expected that
medical tourism in India will
hold a value around US$ 2
billion by 2012. The city of
Chennai attracts around
45% of medical tourists
from foreign countries.
Pilgrimage Tourism

India is famous for its temples

and that is the reason that
among the different kinds of
tourism in India, pilgrimage
tourism is increasing most
rapidly. The various places for
tourists to visit in India for
pilgrimage are Vaishno Devi,
Golden temple, Char Dham,
and Mathura Vrindavan
Eco Tourism

Ecotourism is entirely a new

approach in tourism. Ecotourism is
a preserving travel to natural
areas to appreciate the cultural
and natural history of the
environment, taking care not to
disturb the integrity of the
ecosystem, while creating
economic opportunities that make
conservation and protection of
natural resources advantageous to
the local people
Cultural Tourism
India is known for its rich
cultural heritage and an
element of mysticism,
which is why tourists
come to India to
experience it for
themselves. The various
fairs and festivals that
tourists can visit in India
are the Pushkar fair, Taj
Mahotsav, and Suraj Kund
mela
Recent Trends

Rural tourism
Cruise Tourism
 Ocean Cruise
 River Cruise
Wellness Tourism
Development of Camp Sites
Rural Tourism

The objective is to showcase

rural life, art, culture and heritage
at rural locations and in villages,
which have core competence in
art & craft, handloom, and
textiles as also an asset base in
the natural environment. The
intention is to benefit the local
community economically and
socially as well as enable
interaction between tourists and
local population for a mutually
enriching experience.
Cruise Tourism
1. Ocean Cruise

To attract the right

segment of the foreign
tourists to cruise
shipping in India; to
popularize cruise
shipping with Indian
tourists; to achieve a
target of 6 lakh cruise
passengers landing per
year by the end of
2010
2. River Cruise

Development of Ganga
Heritage River Cruise in West
Bengal

Development of Brahmaputra
River front and Cruise vessels
on Brahmaputra River in Assam

Development of Circuit on
rivers Godavari and Krishna in
Andhra Pradesh
Wellness Tourism
India as a centre of Ayurveda,
Yoga, Siddha, Naturopathy,
etc. together with the spiritual
philosophy that is intrinsic to
Indian way of life. The
Ministry is promoting
wellness tourism in a big way
through publicity and
promotional activities.
Development of Camp Sites
Increasing demand for
eco, adventure, wildlife and
pilgrimage tourism. These
tourism products involve
visiting and staying in remote
areas, forests, deserts and
river side. There is an overall
shortage of accommodation at
tourist destinations, especially
in remote areas.
Ajanta Ellora
 Key Players
 ITDC Public ltd.,
 Thomas Cook India Pvt. Ltd.,
 Kuoni India Ltd.,
 Cox & Kings India Ltd.,
 Raj Travels & Tours Ltd.,
 prominent Hotels & Resorts such as Taj Hotels, The Oberoi
Group, Hyatt Corporation, ITC Welcomgroup.
India Tourism Development Corporation of India
(ITDC)
 The three hotels in Delhi were nominated as the Family Hotels
for Commonwealth Games 2010 Ashok Hotel, Samrat Hotel,
and Janpath Hotel and an MoU between ITDC and CWG was
signed to this effect on 4th June, 2009.
 The Corporate Marketing Division has been handling
promotion and marketing of ITDC hotels and the reservation
of ITDC hotels is undertaken by its Centralized Reservation
Service.
 Participation in IATO Meet in Bangalore in September 2009
where the ITDC hotels were promoted to travel agents and
special rates were offered. Brochure kit was also distributed to
the agents world wide;
 5 Organization of the product familiarization visits for the
individual Indian Travel Agents to the Jan path and Ashok
Hotels so as to apprise them of the new developments;
 6 Undertaking Sales Blitz in different source market in NCR,
Mumbai and Bangalore by the Corporate Marketing and the
hotel executives; 7 Formulation of tariff for all the ITDC hotels
for the year 2009-10.
Foreign Exchange Earnings
 Incredible India !!

" Incredible India" campaign, created by Ministry of tourism in

2002, had created a distinctive brand image in the minds of
people across the world. Ministry of Tourism, Govt. of India,
is using this ancient adage to promote tourism by a publicity
campaign. They are selling ‘Incredible India’.
 Atithi Devo Bhavah
The ministry also started a at campaign ‘Atithi Devo Bhavah’, which
they claim, is ‘A nation wide campaign that aims sensitizing key
stakeholders towards tourists, through a process of training and
orientation’. The main components of the campaign are training
and orientation to taxi drivers, guides, immigration officers, police
and other personnel directly interacting with the tourists; while
simultaneously creating a brand equity for the trained persons.
"Atithi Devo Bhavah" involves Sensitization, Screening,
Induction, Training and Orientation, Certification and Feedback
of key stakeholders of the Tourism industry in India.” Bollywood
actor Aamir Khan to be brand ambassador for 'Atithi Devo Bhava'
Campaign for the Union Ministry of Tourism.
Globally recognized Incredible India brand, now supported by the
Ministry’s new Explore Rural India subbrand, is strengthening the
visitors’ attraction to India as a multiple-interest, all-season
destination targeting higher visitor yields. Community
participation in rural tourism has been strengthened through the
site artisans’ structured involvement in Dilli Haat, Mega Craft
Mela in cities such as Bhubaneswar, Aurangabad etc.
 Incredible India: A Private Initiative
To Rural India
 The Rural Tourism Network Enterprise (RTNE) is here to
make life simple, yet attractive.
 RTNE, a social enterprise, is offering tourist retreats to those
who cannot afford to spend more than Rs 300 a day.
 Rural Eco-holidays: 15 rural tourism sites have been selected
as rural eco-holidays sites for Visit India Year 2009. Under
this marketing campaign of Visit India Year 2009 foreign
tourists are offered one night stay with breakfast on
complimentary basis in any one of the chosen rural eco-
holiday site. The booking can be done through the Tour
Operators approved by the Ministry of Tourism.
 Thomas Cook

 The company launched its Indian operations in 1881 and is

celebrating its 129 years of world-class service in India.
Thomas Cook (India) Ltd offers a broad spectrum of services
that include foreign exchange, corporate travel, leisure travel
and insurance.
   It is one of the world’s leading leisure travel groups with
sales of around £9 billion (€12 billion), 19 million customers,
30,000 employees, a fleet of 97 aircraft, a network of over
3,000 owned or franchised travel stores and a number of hotels
and resort properties.
 The USP of Thomas Cook franchise system lies in its brand name
and its business model. It franchise model allows the franchisees to
bring in the investment only, rest is taken care of by the company
itself. It offer complete help to the franchisees in conducting daily
operations of the franchises.
 Approaching customers directly on the basis of previous bookings
and reservations enables Thomas Cook to create extremely targeted
marketing campaigns that achieve high conversion rates.

AWARDS:
 Thomas Cook (India) has received several prestigious awards such
as the Golden Peacock Award for Excellence in Corporate
Governance and the Pacific Asia Travel Association (PATA)
Golden Award for Best Travel. Recently, the company won the Best
Tour Operator for the second time in a row and the Best Forex
Company at the CNBC Awaaz Travel Awards 2009
 Cox & Kings Ltd.

 Cox & Kings Ltd. (CKL), is the longest established travel

company in the world since 1758 and in December 2009
successfully listed on the stock exchange in India. Established
in India in 1978
 Biggest asset: trust and comfort that clients have in it
 Won several awards and recognitions
 C&K has created brand awareness among travelers through its
products like “Duniya Dekho”, “Bharat Deko”
 Association of India Travel Awards (2009)
 “Best Domestic Tour Operator” by TAFI-abacus Awards for
Business Leadership in Tour Operating (2009)
Bharat Deko

Cox & Kings is amongst the first travel organisations to brand

domestic holidays - 'Bharat Deko'. Under this brand its market
exclusive products that range from religious pilgrimage tours,
education tours, weekend breaks, activity holidays, spa
holidays, budget holidays, summer and beach retreats, train
vacations, coaching and touring holidays.
Segmentation of Tourists
Base of Segmentation Categories

Holiday Mass Market, Popular Market,

Individual Market

Demand Primary, Secondary, Opportunity

Geography National, International

Psychographics Lifestyle, Personality, Knowledge

Demography Age, Sex, Religion

Socio-Economic Rich-Poor, Urban-Rural, Literate-

Illiterate
Purpose Business, Leisure, Culture tourism

Age Teens, Youths, Senior Citizens

 Target Audience Segmentation
Base of Segmentation for Cox & Kings Categories

Non Users Lack willingness and ability (in terms of

income and leisure time)

Potential Users Have the willingness but the marketing

resources have not been used in an
optimum way to influence their impulse

Actual Users Already using the services generated by

tourism service providers

Occasional Users Although they do possess the requisite

income and leisure, they have not formed
a habit of traveling
Habitual Users Frequent travelers
Brand Vision of Cox & Kings
Short Term (in 2 years) Long Term (in 5 years)
Promoting various tourism segments Full-fledged branding & promotional
like medical tourism, adventure tourism, Initiatives (Integrated Marketing
ecotourism, etc by designing segment Communication)
specific packages in addition to country
and region specific packages

To concentrate on capacity building by To provide an umbrella of services

improving the quality of services associated with travelling to the
offered, infrastructure, manpower by customers.
benchmarking with competitors

Use of Information Technology

(eTourism) to
complement branding and promotional
initiatives
Growth
Cox & Kings has developed an online portal, which is a web
enabled dynamic system that includes holidays, sightseeing,
cars, hotels, transfers, insurance and other ancillary travel
services. Most of the products and services are available on a
real time basis and is backed by a 24x7 call centre. With the
company's online access system, one can complete all
processes using just one window, just one simple booking
system
Strategies

 The company caters primarily to the high-end segment of the

inbound market and conducts a range of group and individual
tours throughout India for its clients from across the world.

 It also provide specialized services to foreign participants

visiting India for international meetings, conferences, ad hoc
incentives and exhibitions and cater to domestic conferences
and corporate incentives as well
USP
 With strong presence across the globe, rich experience of over
250 years, in-depth understanding of the travel industry,
unmatched customer offerings, a staff of travel experts, an
exhaustive network of ground operators makes Cox & Kings as
one of the world’s leading travel companies.
 Each of its franchisees offer a range of holidays and travel-
related services offered by Cox & Kings (India) Ltd under one
roof. These include domestic and outbound holidays, foreign
exchange, airline tickets, overseas insurance and trade fairs.
 Online and Offline Medium will be used for the marketing of
Cox & Kings Products and to create the brand awareness and
reach out to the clients.
 WHY COX & KINGS
 Brand Equity & Expertise:
 Training:
 Technology and Total Support:
 Easy-to-use One Window bookings
 24 hour call centre:
 Customer Relationship Management:
 Enjoy Cox & Kings Purchasing Power:
SOTC (SITA ONLINE TOURISM
CORPORATION)
SOTC is Kuoni India's key outbound travel brand. SOTC,
India’s largest outbound tour operator was acquired by
Kuoni Travels - World's leading premium Tour Operator
in the year 1996 and is a leader in all segments, namely
Escorted Tours, Free Individual Travel, Special Interest
Tours and Domestic Holidays amongst others.
World Famous Tours is the flagship brand of SOTC,
 USP
 Delicious Indian Meals with a choice of vegetarian, non vegetarian
& Jain menus.
 On SOTC Do-It-Yourself holidays you travel only with your
companion, your family and friends, at your own pace. You can
holiday at an incredible range of holiday destinations. With SOTC
Do-It-Yourself holidays, we customize the holiday especially for
you. You can fly the airline of your choice; choose your stay at
hotels from budget to deluxe category. Transfer in the luxury of
your private car or enjoy meeting an international mix of co-
travelers on the seat-in-coach (SIC) transfers offered by us. We
offer a large variety of sightseeing options and excursions for you to
experience and explore your holiday destination. For the 'foodie' in
you, choose to experiment with the local cuisine or have an Indian
meal.
 USP
 SOTC Holidays of India has categorized all holiday packages
into Standard, First and Deluxe Class categories.
 SOTC Holidays of India also offers a wide range of
customized holidays thereby giving individual travellers the
complete freedom and flexibility to define their preference for
the destination, length of stay and pace of travel.
 Travel with the Finest Indian families.
 Stay at the finest hotels all over the world.
 Exciting Sightseeing.
 IRCTC
 IRCTC offers “Bharat Darshan Special Tourist Train”, one of the most
affordable all inclusive tour package, covering all the important tourist
places in the country.
The Bharat Darshan tour packages costs Rs. 500/- Per Person Per day,
which is inclusive of providing comfort of travel by train in IInd Class
sleeper coaches, besides it, the cost is inclusive of following:
 1. Hall accommodation at places of night stay / morning freshening up.
2. Quality vegetarian meals.
3. Tourist buses for visiting sightseeing spots.
4. Guides / Tour escorts for announcements and information.
5. Security arrangement for each coach.
6. A Railway Staff on train as Train Superintendent.
 Currently Bharat Darshan tours commence from South and West zone
only.
Booking of Bharat Darshan Special Tourist Trains is available online on its
website. Booking can also be done through the Tourist Facilitation Center,
Zonal Offices and Regional Offices.
 Indian Railway
Palace on Wheels
 The Palace on Wheels was India's first luxury train. It was launched by the
Indian Railways to promote tourism in Rajasthan, and has been highly
popular since its launch. The Palace on Wheels was started on January 26,
India's Republic Day, in 1982.
 The train departs from New Delhi and during its eight day journey, travels
around Rajasthan with stops in Jaipur, Jaisalmer, Jodhpur, Sawai
Madhopur, Chittaurgarh, Udaipur, Bharatpur, and Agra
 The Golden Chariot
 The Golden Chariot is a luxury tourist train that connects the
important tourist spots in the Indian states of Karnataka and
Goa. It is named after the Stone Chariot in the Vitthala Temple
at Hampi.
 The train offers a 7-day/8-night tour of Bangalore, Kabini,
Mysore, Hassan, Hospet, Badami and Goa, before returning to
Bangalore.
 India’s National Tourism Policy
 In order to develop tourism in India in a systematic manner,
position it as a major engine of economic growth and to
harness its direct and multiplier effects for employment and
poverty eradication in an environmentally sustainable manner,
the National Tourism Policy was formulated in the year 2002.
Broadly, the “Policy” attempts to:-
 Position tourism as a major engine of economic growth;
 Harness the direct and multiplier effects of tourism for
employment generation, economic development and providing
impetus to rural tourism;
 Focus on domestic tourism as a major driver of tourism
growth.
 Position India as a global brand to take advantage of the
burgeoning global travel trade and the vast untapped potential
of India as a destination;
 Acknowledges the critical role of private sector with
government working as a pro-active facilitator and catalyst;
 Create and develop integrated tourism circuits based on India’s
unique civilization, heritage, and culture in partnership with
States, private sector and other agencies; and
 Ensure that the tourist to India gets physically invigorated,
mentally rejuvienated, culturally enriched, spiritually elevated
and “feel India from within”.
 Conclusion
 India’s tourism industry is experiencing a strong period of growth,
driven by the burgeoning Indian middle class, growth in high spending
foreign tourists, and coordinated government campaigns to promote
‘Incredible India’.
 Though it is yet to be marketed to its full potential as a tourist
destination. The first step in any marketing exercise is to identify the
customer and his or her needs and inclinations. Tourism is a leisure
occupation for those who can afford it.
 The tourism industry of India is based on certain core nationalistic
ideals and standards which are: Swaagat or welcome, Sahyog or
cooperation, Soochanaa or information, Sanrachanaa or infrastructure,
Suvidha or facilitation, Safaai or cleanliness and Surakshaa or security.