Case study: Asian Faces in Europe Mr. Ramkumar Vijayan Nair of the Indian Tourist Information for Benelux and Scandinavia Amsterdam Holiday Fair - one of the most important media to promote India to potential Dutch travellers Challenges as to determine targets and priorities: Focus on name awareness of Indian tourist agencies? Attract extra attention to certain forms of travel and destinations? New networks for Indian airlines? Promote India as one of the most scientific, research-intensive and competitive economies of Asia?

Tourism in India – value of prosperity and wealth

India’s tourism industry Tourism nowadays the world’s biggest industry on virtually any economic measure Government focus on India’s tourism industry started in enormous growth and expansion WTO estimates that tourism accounts for about 8% of total world exports and more than 30% of international trade in services World Travel and Tourism Council organisation (WTTC) forecast for India, in 2006, Travel and Tourism was expected to post INR2,342.7 billions (US53.5 billions) of economic activity WTTC forecasts that in 2016 Travel and Tourism in India will grow to INR8,128.2 billions (US128.0 billions) India tourism positively increased from 17,000 visitors in 1951 to 3.37 million in

India’s tourism industry contd. Tourism - third largest net earner of foreign exchange for Indian economy One of the sectors that employs the largest number of manpower Different regions offering a variety of styles of attractions Deserts, beaches, forests and wild life, landscapes for eco-tourism, snow and mountain peaks, cultural heritage and colourful fairs and festivals, technological parks and science museums, traditional yoga and natural lifestyle resorts for spiritual experience

Tourism industry is a knowledge- based industry Consists of different groups of people and of different services required in each group Tourism industry interacts with a large number of participants such as suppliers, airliners, tour operators and government departments Has to compete with international competitors from any part of the world Complex and demanding environment, where cooperative and competitive relations are jointly embedded in flows of knowledge and information

Ministry of Tourism India Promoting, planning and designing promotional campaigns, based on the “Incredible India” project The organisational objectives are: 1. Positioning and maintaining tourism development as a national priority activity 2. Enhancing and maintaining the competitiveness of India as a tourism destination 3. Improving India’s existing products and expanding these to meet new market requirements 4. Creating tourism infrastructure

Indian Tourist Information for Benelux and Scandinavia Offers meaningful, reliable and informative information through the website Enhance India's visibility in the market through targeted promotional campaign Current India promotion emphasises cultural and spiritual values Advertising in print and electronic media, participation in fairs and exhibitions, organising seminars, workshops, road shows and India evenings, printing of brochures

Culture the biggest asset Cultural theme exploits visuals such as great monuments, spiritual traditions, Indian cuisine, way of life Also a convenient modern country, competitive and advanced in the knowledge- based economy 2001 campaign in Europe seen as effective as significant increase in visitors to India

Visual identity India Tourism’s major challenge is to let people know the diversity of India Diverse visual strategy incorporating a strong cultural diversity theme Visual communication as a main tool as visualization considered to be a powerful instrument to convey experiences to potential customers New logo

“Incredible India” campaign

Colour combinations

The competition - Singapore

Indonesia

Dutch Holiday Fair Enables tourism exhibitors to have direct contact with around 150,000 Dutch travel fans within the framework of 6 days Just as likely to choose destinations in the European Union as further away Looking for guidelines for their orientations, for inspiration and new exotic ideas Challenge facing every exhibitor at the fair

Dilemmas and options What is the dilemma? What does it have to do with IC? What are the options?

Analysis of Incredible India advertisements

Taj Mahal

Indian warriors in the desert

Indian men with elephants in Hampi

Asian and European leisure styles