ISSUE 4 / VOLUME XII / FEBRUARY 2021 Rs.350 / Pages 42
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Let’s Take Matters into Our Own Hands! It’s been said that the best way to predict the future is to create it. Considering the events of the past year, it’s the perfect time to stop and consider what that means. Instead of wondering what the future will bring, perhaps we should strive on being the lead actors in our own lives. Like our story ‘Budget 2021: No End to Official Apathy towards Tourism Industry’ (pg.31) suggests, there is no point in lulling ourselves into thinking that the answers to our problems will emerge from the capitals of the world or parliament. You, our readers, are leaders and experts of your businesses, with many having years of experience, so you strike me as the most capable lot to figure out the way to create our collective future. To make your task easier,
FROM
EDITOR we have inferred 5 questions that every person in the travel and tourism industry must ask while planning for the impending future. To learn about these five questions, read our story ‘Leading in 2021: 5 Key Questions Travel Companies Should Address’(pg. 9). In the attempt to revive our industry’s fortune, it is more important than ever to stay well informed. One subject that has become more important and challenging in the post-Covid world is destination marketing. So, in this issue we have tried to decipher the responsibilities and strategies of Destination Marketing Organizations, in our story, ‘A Peep Inside the World of Destination Marketing: A Guide to the Roles of DMOs’ (pg.19). Hope you gain from these stories and the rest of the issue and continue working hard. It’s inspiring to see that in spite of all the challenges that we are facing, our readers in particular and the entire industry in general, are showing a lot of strength and grace. You all are proof that in a world where lots can go wrong, there is plenty going right.
Publisher & Editor Srishti Jindal
CONTENTS 09
LEADING IN 2021: 5 KEY QUESTIONS TRAVEL COMPANIES SHOULD ADDRESS
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19
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JOURNEY OF A LIFETIME!
A PEEK INSIDE THE WORLD OF DESTINATION MARKETING: A GUIDE TO THE ROLES AND RESPONSIBILITIES OF DMOS
2020: THE YEAR OF LESSONS AND INNOVATIONS FOR SOUTH AFRICAN TOURISM
BUDGET 2021: NO END TO OFFICIAL APATHY TOWARDS TOURISM INDUSTRY
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TIME TO BET ON MICE
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09 Strategy
Leading in 2021: 5 Key Questions Travel Companies Should Address At a time when we are still in the nub of steering through one of the most extreme crises to hit the global markets, a lot of questions pop up while looking ahead to determine the imminent future of the travel and hospitality industry.
Words by Ramsha Akhtar
UNCERTAINTY AHEAD ?
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At a time when we are still in the nub of steering through one of the most extreme crises to hit the global markets, a lot of questions pop up while looking ahead to determine the imminent future of the travel and hospitality industry. The statistics suggest that there might be a swift and ascending economic turnaround in 2021. Beyond the statistics the most important question still lingers around that how will the travel and hospitality industry sculpt itself in terms of the new trends, change in operating procedures and the end-user services once the pandemic is left behind? Unquestionably the pandemic has made sure that certain practices may be restored as the business springs back. However, it has also ascertained that many habits and procedures will be unalterable for the coming years. Will this unfamiliar order of business with uncertainty be the new normal? Here are the 5 questions that every person in the travel and tourism industry must ask before entering 2021.
1) How to prepare in case of an unforeseeable shift in the economy and how it will impact the travel and hospitality industry? A sudden shift in the economy can lead to a significant spurn in the travel and tourism demand globally. Although the overall demand may reduce, there is a good possibility that domestic tourism will be on the rise during the adventitious change in the economy while the global demand recovers from the current state of affairs. For a travel and tourism company, this is the best time to strengthen the internal pillars by fully auditing the current data and make sure that it is GDPR compliant. It is also very important to be updated on the current market trends. If there is a change in the economy, we need to follow the contemporary trend in order to yield maximum results. For example, 2021 has paved the ways for wellness retreats for travellers and due to the shifting economy, drive-in or drive-to destinations by road have gained popularity since people want to travel cost-effectively.
The travel and tourism industry has always bounced backed historically during similar economic shifting events like the 2009 H1N1 pandemic, the global financial crisis from 2007 to 2009 and during war and political instability. Hence, it is of utmost importance that expenses should be minimized to the most and make the current internal state of the company up to date. Ultimately wait for the travel and tourism industry to peak and be prepared to supply services to the increased demand during the end of the economic shift.
2) What measures to incorporate in order to add more value to the travel and hospitality industry in 2021? The travel and hospitality industry has shown its fortitude in 2020 buy rising to the occasion and surviving no matter what. Due to the lockdowns, the customers will be more priceconscious and will try to get a bang for their buck. Hence, the rates should be adjusted according to the customer profile. Since the online travel agencies will be more dominant it will be paramount to create a good online presence and easing the booking experience. Office space can be cut down since the entire marketing will shift online. Google’s pay per stay advertising will be a huge help to the travel and hospitality industry by seizing the demand while curtailing the risk in 2021. Bringing health and wellness to the front line through contactless technology will assure the consumer of good practice. No-touch options should be introduced. It will be very
important to re-evaluate the customer service, exhibit empathy and improvise the inventory. These measures are quintessential to add value to the travel and hospitality industry in 2021
3) Which are the next big opportunities to arise for the travel and hospitality industry hit hard by the pandemic?
One of the best opportunities has arised out of the shift from international to local. Due to work from home, people have started to work while on vacations and look around for hotels that are ideal for remote work. Setting up workstations at tourist attractions can be the next big thing. The use of virtual reality in the travel and tourism industry seems very lucrative since it can be crucial during the decisionmaking phase for a customer. Through web-based VR tours customers can experience hotel interiors, restaurant interiors, outdoor tourist attractions and much more, from the comfort of their home. This trend has surely gained a lot of momentum during such times and also become a hassle-free experience. Robots, chatbots and automation are also an area to look out for and capitalize on. Travel bubbles are on the rise since these days people want to travel in a private group of friends and family with only one tour guide. Knowing the best places in the locality can lead to a huge advantage to businesses targeting this audience.
4) What the travel and hospitality industry must do today to mitigate the risks that were born out of the coronavirus?
Restoring the traveller’s confidence by providing clear and up to date information is a starting point. Keeping a strict health protocol is vital. Providing the customer with newly available technologies to monitor vital signs is expected in the industry. Increased automation will achieve the goal to limit human contact. Voice-activated kiosks to self-operating cleaners are the new trends that help reduce physical contact. Approved smart rooms are a popular trend that lets the user operate every single device in their room from a single place or a mobile app. Educate the consumer about the new travel stamp introduced by the World Travel and Tourism Council. These protocols dictate the inbound and outbound measures to be taken to ensure a safe trip. Alternative travel options like private transportation and vacation rentals help ease the traveller’s mind. Flexibility with accommodation, transport and tours and activities should be provided based on consumer preference. Regular insights must be shared within the members of the industry on how to make the travelling and tourism industry risk-free in today’s world.
5) What are the uncertainties existing around the vaccine and how it could impact the travel and hospitality industry?
Uncertainties exist around the vaccine’s effectiveness and safety; information regarding who will get vaccinated first; which vaccine will be received and in what time frame will it be administered, especially if multiple vaccines are available. Will the citizens have to pay? How will they deal with the rollout for this giant scale of delivery? Such unanswered questions bring out uncertainties about the vaccine. The travel and hospitality industry will hugely benefit once the vaccine is administered globally. It is still a long journey towards a risk-free service. Although looking at the pace of how the vaccine has been invented it can be said that the good times are ahead and there is a lot of hope for the travel and hospitality industry in 2021. Patience and keeping one updated on the latest trends and
BE PREPARED
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policies regarding the vaccine is crucial to gauge the impact of this on the travel and hospitality industry.
Bibliography
https://www.statista.com/topics/962/global-tourism/ https://www.tourwriter.com/travel-software-blog/ data-privacy/ https://wttc.org/COVID-19/Safe-Travels-GlobalProtocols-Stamp
While it is unknown and debatable to ascertain if the world will be able to freely travel once more, there would be a lot of people across the globe who are already making plans to travel and reunite with their loved ones and chase their dreams. We can expect that there will be a rise in socially distant tourist spots. There is a sporting chance that the market popularity may skew towards places that are offering safer travel. A lot of new emerging niches are expected within the travel and tourism industry. Less numbered groups and more fitness-oriented itineraries are expected to make a firm ground in the industry and pave a path towards bubble travel as a new norm. Reunion travel may be the next most exciting avenue since it has been almost a year since people have met their distant friends and family. Amidst all this a travel and tourism-based business needs to focus on being well connected with the market and brew ideas on how to make a trip safe. This is a gambit that is expected to pay off in the looming future that lies ahead of us. As one must always remember “Patience is not the ability to wait, but the ability to keep a good attitude while waiting.
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15 Destination Guide
Journey of a lifetime! “The journey not the arrival matters,” T.S. Eliot had said. The poet probably had India in mind when he penned the great thought. The diversity of India has fascinated travellers from time immortal. At a time when international tourism is still a far cry, visiting domestic destinations offers all of us a great opportunity to explore richness of our country and satiate our wanderlust. This is certainly the time to be ‘Vocal for Local’.
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“The journey not the arrival matters,” T.S. Eliot had said. The poet probably had India in mind when he penned the great thought. The diversity of India has fascinated travellers from time immortal. At a time when international tourism is still a far cry, visiting domestic destinations offers all of us a great opportunity to explore richness of our country and satiate our wanderlust. This is certainly the time to be ‘Vocal for Local’. And, what could be a better way than visiting Madhya Pradesh, the ‘Heart of India’ to start exploring this incredible country. With its stunning landscapes and vivid culture, the state has few parallel in India. Endowed with rich history, culture and nature, the state has a whole range of tourist attractions mesmerising every kind of tourists. Innumerable historical sites such as monuments, forts, palaces, archaeological remnants, ancient temples and Buddhist monuments adorn the state’s vast landscape, which has three UNESCO-recognised World Heritage sites that include famous Khajuraho temples. Historical places like Mandu and Orchha have their own charm that makes them favourite spots for tourists. Besides its rich archaeological marvels, Madhya Pradesh also scores quite big when it comes to natural beauty. It is blessed with vast forests, numerous flora and fauna, rivers, waterfalls and hill stations. If you are a wildlife enthusiast or an avid nature-lover, the Central State of India is a perfect retreat for you as it has fascinating array of wildlife options, offering you some incredible experiences. The state has highest number of national parks (11) in India that include six tiger reserves, besides 24 wildlife sanctuaries. Madhya Pradesh is also called as the tiger state because a large number of India’s tiger population live in its forests. The state is undoubtedly the best place to spot tigers including India’s national animal, the Royal Bengal Tiger. From majestic tigers to wild boars to deer, countless number of wild animals and birds has made Madhya Pradesh their natural habitats. Kanha and Bandhavgarh National Parks for being home to Bengal Tigers are the most popular parks among the all the national parks in the state. The best way to explore national parks is by jeep safari made available by the parks themselves. So, if you are wildlife enthusiasts or have interest in nature-based tourism, do visit the Heart of India and explore its nature, the best of wildlife besides the state’s culture and cuisines. If that is not enough
and you are also interested in religious places, the state also has some famous temple towns to visit. To be precise, MP offers myriad options for excursions, sight-seeing, wildlife experiences, adventure and pilgrimage. We provide you here a list of some of the finest destinations in Madhya Pradesh:
Bandhavgarh National Park
Spread over an area of 100 square Kilometres, Bandhavgarh National Park is home to more than 50 tigers. It is densely populated with Royal Bengal tigers. Bandhavgarh is dwelling of a large variety of trees, animals and birds. Besides the big cat, animals like leopard, chital, wild boar, sambar, barking deer, antelopes, Indian Bison, wild dogs, blue bull, Indian fox and bear can be found in Bandhavgarh. The best time to spot tigers in the state’s most popular national park is between April and June. If you want to catch the sight of majestic tigers from the close quarter, the park will not disappoint you, and that close-up sight will fill you with a sense of awe and joy as well.
Kanha National Park
A well-maintained National Park with well-developed infrastructure facility, Kanha National Park is located in the state’s Maikal range of Satpuras. Spread in the core area of 940 square kilometres, Kanha National Park will fascinate you with amazing sightseeing experiences. Counted among the finest wildlife preserves, this park is an ideal habitat of wild creatures such as tigers, Barasingha, wild Dog and the swamp deer. This natural habitat of wild creatures also abounds with the innumerable species of plants, birds, reptiles and insects. The park offers your jungle safari experience by elephant ride or jeep safari, but jeep safari offers you better view of wild animals. The best time to visit Kanha Park is from October to June.
Pench National Park
Located in the districts of Seoni and Chhindwara, Pench National Park is another popular national park in Madhya Pradesh, where hordes of wildlife lovers throng every year to catch the glimpses of its rare wildlife. Spreading over a massive forest area, Pench National Park is the perfect preserve of numerous wild creatures such as the Royal Bengal tiger, jackal, peafowl, wild dog, wild boar, sloth bear, Indian leopard, fox, striped hyena, monkey, gaur, barking deer, four-horned antelope, Indian wolf, and more such enthralling species. A visit to this park will enthral with the incredible sights of its stunning wildlife.
Khajuraho
One of three UNESCO World Heritage sites in Madhya Pradesh, Khajuraho is an iconic archaeological site that radiates impeccable grandeur and artistic finesse. Nestled in Vidhya Mountain Ranges, in the Chhatarpur District, the heritage town of Khajuraho is famous for its ancient temples having stunning sculpture and sensuous carvings that leave you incredibly amazed and awestruck. One of the most popular tourist attractions in the state, Khajuraho temples are the finest blend of art and architecture and recognised among the world’s great artistic marvels. Be there and get spellbound with the grandeur of this place, its intriguing arts, architecture and aesthetics.
Mandu
Mandu is a historic town located 100 kilometres from Indore, in Dhar district. The centre of many historical events in the central India, Mandu today is a favourite tourist spot for its fascinating history, architecture and unique geography. Mandu is associated with legendary love story of Sultan Baz Bahadur and poet Rani Rupmati. The story of the royal romance still reverberates inside the grand palaces. At this historical site you can see Jahaj Mahal, Rani Rupmati Mahal, Bazbahadur Mahal, Asharfi Mahal, gateways (Darwazas) Hoshang Shah Makbara and Jama Masjid. You will certainly be awestruck with grandeurs of the place.
Orchha
Orchha is yet another fascinating historical town in Madhya Pradesh, located in Niwari District. Located on the banks of Betwa River, Orchha boasts of its stunning landscapes embedded with archaeological sites, natural beauty and much more. The must-see attractions at Orchha are the Fort of Orchha, Jahangir Mahal, the Chaturbhuj Temple, Raja Ram Mandir, Lakshmi Temple and many more. For nature lovers and wildlife enthusiasts, the place has Orchha Wildlife Sanctuary, one of the best sanctuaries in the state, which offers an ideal opportunity for visitors to come face to face with the nature and its varied aspects. The beauty of the place will fill you with ultimate joy and enduring memory.
How to Reach
You can easily reach Madhya Pradesh through major means of transportation like air, train and road. The state is wellconnected with air, railway stations, and roads.
Romit Theophilus Director, German National Tourist Office (GNTO), India
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19 Destination Marketing
A Peek Inside the World of Destination Marketing: A Guide to the Roles and Responsibilities of DMOs Unarguably, a tourism economy thrives on visitor arrivals. In order to enhance their appeal among visitors and attract them in large number, destinations market and advertise their tourism attractions and facilities inclusively through different ways, highlighting their unique tourism attributes. This act of marketing any city, state, territory or country as travel destination by dedicated agencies is called destination marketing. Termed as a major part of the implementation process by PATA, destination marketing includes key activities such as advertising through different modes of communications, organising sales missions, roadshows, participating in exhibitions, conducting FAM trips and so on.
Nishant Kashikar Country Manager - India & Gulf, Tourism Australia
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Unarguably, a tourism economy thrives on visitor arrivals. In order to enhance their appeal among visitors and attract them in large number, destinations market and advertise their tourism attractions and facilities inclusively through different ways, highlighting their unique tourism attributes. This act of marketing any city, state, territory or country as travel destination by dedicated agencies is called destination marketing. Termed as a major part of the implementation process by PATA, destination marketing includes key activities such as advertising through different modes of communications, organising sales missions, roadshows, participating in exhibitions, conducting FAM trips and so on. Destination marketing has become one of the key focus areas in tourism industry in recent years. As a result of this increased focus, the role and responsibilities of destination marketing organisations (DMOs), agencies responsible for marketing travel destinations, have also become more onerous and instrumental in the overall promotion and growth of tourism. DMOs, usually known as tourism boards, authorities or organisations, undertake activities such as consumer behaviour research in potential markets, formulating marketing strategies and implementing those strategies. They spearhead marketing campaigns and monitor response and outcome of their actions. They also serve as crucial links between travel destinations and their markets, between visitors and travel and hospitality service providers. As governments all over the world recognise the role and contribution of the tourism sector in the overall socio-economic development of their people, the importance of destination marketing has grown further. At a time when global tourism industry, hit by the pandemic, is going through its worst phase, destination marketing is bound to assume more significance. In this backdrop, TnH spoke to some senior executives from the leading destination marketing and representation companies to understand their marketing strategies by learning about their responsibilities and more.
DMOs’ Responsibilities Usually, every DMO has a broad mandate to promote a travel destination and generate demands for tourism products. They promote destinations in accordance with vision, values and goals laid down by concerned governments. DMOs work out plans and strategies and implement them to achieve those goals with available resources. Moreover, a DMO also engages and collaborates with key players and stakeholders in the tourism industry to market destination. For example, Tourism Australia conducts partnership activity with state and territory tourism organisations and commercial partners including airlines, banks, travel agencies, etc. Leading DMOs of the world have offices in many countries and metropolises. For example, Tourism Australia, the Australian Government agency responsible for promoting Australia internationally as a world-class travel destination, is active in around 15 key markets. Similarly, German National Tourist Office (GNTO) has offices in different parts of the world including India to promote Germany as travel destination. Some of the key responsibilities and activities of DMOs can be illustrated as below:
Image management According to Romit Theophilus, Director, German National Tourist Office (GNTO), India, since 2006, GNTO’s India office has been working towards promoting Germany as a travel destination and enhancing its positive image by facilitating, strategizing and
implementing the goals outlined by the German National Tourist Board to GNTO, India. GNTO’s India office communicates the diverse appeal of the country to the Indian market, thereby promoting a strong and attractive brand – ‘Destination Germany’.
Strategizing One of the most important responsibilities of DMOs is to draw marketing strategies for promoting tourism in destinations. Wellplanned strategies are prerequisite for successful destination marketing. If your strategy is flawed, your marketing efforts are bound to fail. While every DMO has almost similar responsibilities, they adopt different strategies to market their destinations. Describing the key responsibilities of his organisation, Theophilus says that the GNTO India’s responsibilities and activities include the development of new marketing strategies and concepts based on specific themes, events and attractions and also bringing together and optimising the diverse marketing activities of partners in the German travel industry. Working with the travel trade, organising consumer-led activities and communicating largely through the digital platform have been key features of GNTO’s strategy for the Indian market. “GNTO has always believed in strengthening our partnership both with the travel trade and consumer-led activities to showcase the variety of offering Germany has to offer,” says Theophilus. For Indians travelling aboard, Germany has emerged as one of the most sought-after travel destinations. Since the inception of GNTO’s India Office, visitor overnights from India to Germany have grown by over 300% and the country ranks no. 2 for Indian travellers visiting Europe. “Our innovations and strategies devised for the Indian market have been incorporated world over as a benchmark by German National Tourist Office. Our novelties have brought results both qualitatively and quantitatively for visitor arrivals to Germany,” said Theophilus.
Focus on priority markets Evidences suggest that a successful marketing strategy should be focussed on select potential markets rather than covering each and every one. For example, Tourism Australia invests most of its effort and resources in a portfolio of priority markets that have the greatest potential for long-term visitor expenditure and growth. “Our leisure marketing approach is developed via a framework that responds to the marketing challenge in each market and takes advantage of their forecast value over a mid to long-term period. Markets have been classified on this basis as stars, solid deliverers, distribution focused and rising stars,” says Nishant Kashikar, Tourism Australia’s Country Manager for India & Gulf. For Tourism Australia, India features as a rising star market and has earned the distinction of being the fastest growing inbound market for Tourism Australia for three consecutive years pre-Covid.
Shun one-size-fits-all approach While DMOs should take inspirations from successful strategies adopted by their peers, they should develop their own strategies taking into account their USPs, markets and resources and avoid one-size-fits-all approach, as each destination and market is different from other. That is what organisations like Think Strawberries do. Munnmunn Marwah, Chief Operating Officer of Think Strawberries says that one of the things “we consciously refrain from is following a ‘one-size-fits-all’ approach. We understand that every client is different and so are his needs therefore we try not to restrict ourselves with the singular concept of ‘ideal’.” Think Strawberries, a leading destination representation company, has have the privilege of representing many leading travel destinations and brands in India.
Munnmunn Marwah Chief Operating Officer, Think Strawberries
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Implementation
KEY TAKEAWAYS
While having a well-planned strategies are important for destination marketing, ultimate success lies in effective and seamless implementation of these strategies by DMOs through various activities, Key among them are activities such as communication, marketing, advertising, public relations, press conference, trade shows, digital/social media campaigns. DMOs like Tourism Australia undertakes activities such as social and digital media marketing, traditional advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.
• DMOs promote positive image of destinations through different modes of communication.
“Our marketing campaigns span across social media, content and storytelling, Tourism Australia websites, brand advertising, public relations, promotions, events and advocacy programs. This also includes partnership activity with state and territory tourism organisations and commercial partners,” says Kashikar. Tourism Australia promote marketing communications under the ‘There’s nothing like Australia’ campaign umbrella, highlighting the best attractions and experiences Australia has to offer.
Monitoring Besides deep insights of markets, effective destination marketing also entails constant monitoring and regular review of marketing strategies and campaigns for assessing impact and outcome of all marketing efforts. Underlining the importance of monitoring, Kashikar informed that Tourism Australia monitors its performance through its quarterly consumer demand project and brand tracking research, heightening consumer insights that help inform and improve its marketing activities. The purpose of this research is to provide a holistic picture of how Australia’s destination brand is perceived and to assess the impact of its advertising and communications. Tourism Australia’s marketing impact metrics are supported by a suite of lead indicators and campaign-specific key performance indicators and targets that are included in campaign development. These indicators are reviewed regularly, including ‘live’ monitoring of digital campaign metrics to enable insights and updates to messaging as appropriate during campaign roll-out.
Conclusion Aforementioned points such as image management, strategizing, implementation and monitoring of overall marketing activities form key responsibilities of DMOs, and their proper discharging determines the success of DMOs’ marketing efforts. Success of marketing strategies also depends to a great extent on choice of media. While traditional media such as print and television still matters, with the emergence of Digital Media and Social Media as important channels, DMOs are now aggressively tapping these platforms that are cost-effective and wider in reach. Agencies like GNTO overwhelmingly relies on digital media to communicate their messages in India and other markets. In nutshell, it can be concluded that a robust and well-planned strategy, suitable modes of communication, focus on priority markets and segments, and effective implementation account for a DMO’s marketing success.
• Formulating marketing strategies and implementing them are two important responsibilities of DMOs. • Other key responsibilities of DMOs include conducting activities such as marketing, advertising, public relations, engaging with travel trade and conducting trade shows/sales missions • For optimum results, destinations should invest most of its effort and resources in priority markets that have greater potential. • DMOs should study successful strategies, but develop their own, avoid one-size-fits-all approach, as each destination and market is different from other. • While traditional media still matters, DMOs are aggressively using Digital Media, Social Media. • Effective destination marketing entails constant monitoring, regular review of marketing strategies/campaigns for assessing their impact and outcome.
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25 INTERVIEW
2020: the Year of Lessons and Innovations for South African Tourism 2020 did not only see massive disruptions but also accelerated innovations, brought in new opportunities and widened existing perspectives. For South African Tourism, 2020 provided an opportunity to reinvent itself, says NELISWA NKANI, its Hub Head for MEISEA. According to her, while 2020 took some things away, it also forced them to grow and gain a new perspective. TnH spoke to Nkani to know about South African Tourism’s reopening efforts, its post-Covid strategy and priorities for the New Year. Regarding the Indian market, NKANI says that the SA Tourism is looking at maintaining a consumer-centric approach.
Words by Prem Kumar
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Q. 2020 was a nightmare year for the tourism sector across the globe. How was the experience of South African Tourism?
Replete with major trials and challenges, 2020 was unlike anything we ever witnessed before. However, the year also brought a myriad of lessons and opportunities. It was the year that set the stage for innovations and ingenuity in our systems and processes. For the travel industry, the pandemic was the biggest challenge we ever faced. It stood out from other challenges the industry usually has to face because this time we were fighting the unknown. There were financial and job losses in every sector, which initiated a ripple effect in a situation that was already fluid. While the year took away some things, it also forced us to grow, evolve and gain a new perspective. Moreover, the earth finally had some breathing space and a chance to restore. We saw carbon emissions fall sharply, and wildlife reclaimed niches they once called home even as the air became cleaner. 2020 gave us the opportunity and space to reinvent ourselves. It allowed us the time to bring in disruptions, innovations, adopt sustainable alternatives, and use technology to bring about tangible business solutions and substitutions.
Q. How is South African Tourism meeting challenges caused by the pandemic?
In South Africa, we remain committed to the safety and health of our visitors. Over the last few months, a lot of consultative work and focus has been placed on both, de-risking the sector and putting health and operational protocols in place for the safety of tourists and employees. We have internationally benchmarked bio-safety systems in place at all private game lodges and government-owned national parks, shopping hubs, restaurants and accommodation facilities. These safety initiatives include a lesser number of tourists in a safari vehicle, digital menus, touch-less parking, e-payment systems, hand-sanitization and disinfection stations, individually sanitized and packed takeaways/room service etc. Travellers intending to visit the country will be expected to produce a PCR (polymerase chain reaction) test that is not older than 72 hours from the time of departure from the country of origin to South Africa. Travellers can also expect precautionary and sanitation measures at various transit touchpoints including international and domestic airports, and car rentals.
Q. Tell us about your efforts to restart tourism in the postCovid-19 era.
Indian travellers are resilient, with a large appetite for travel and new experiences. They may, however, now choose to travel differently – we can expect to see a rise in FITs, demands for drivecations, and flexible booking dates. We are looking at introducing newer, customized experiences, products and itineraries for this rising FIT traveller segment. We are aware of the effect the pandemic has on the global economy, and have been repackaging accordingly, with the intent to offer consumers’ excellent deals and discounts. Safety measures are transparent and
well-communicated, have been factored into overall packages, so that there is no surprise or extra-cost. We are also in conversation with several airlines to figure out how best we can optimize and reduce travel costs. We believe that the competitive pricing edge that South Africa has over most other long-haul international destinations will go a long way in aiding travel conversions. Prior to the pandemic, we had announced the rolling out of e-visas for Indian travellers. When pilot runs were on, the pandemic hit us, thus delaying the process. We want to assure Indian travellers that we are committed to issuing e-visas as soon as possible, to make it much easier for Indians to come to South Africa. We want travellers to return home enriched after an easy, fluid journey.
Q. What would be your priorities for the New Year?
With international travel reopening and the hope of a vaccine coming in by the first half of 2021, we intend to focus on the following:
Inspiring consumers to travel again
Consumers will seek assurance and guidance, as they consider and plan to travel. They should be informed of all processes and requirements by the destination or transfer facilities, in order to avoid a mismatch in expectations and allow for smooth journeys.
Promoting new regions & safe experiences
Given that travellers are predicted to seek offbeat destinations, with good connectivity and a large number of activities within confined areas – we anticipate that South Africa’s new regions and geographies will be a hit with Indian travellers in 2021. For the next couple of months, travellers can enter through cities that have restored international connectivity, so either through the Mother City – Cape Town, Johannesburg or Durban, and use these cities as a gateway to the rest of these picturesque new regions, including the stunning and relatively unexplored Port Elizabeth, Robertson, West Coast, the Drakensberg in KwaZulu-Natal, Panorama Route (Mpumalanga) and the Garden Route. With regards to experiences, we will focus on leveraging the USPs South Africa has for the cautious post-Covid travellers. For example, the appeal of a safari holiday has increased given its natural ability to support social distancing. With the natural world as its stage, the essence of a safari has not changed. However, guests will experience enhanced sanitization policies, regular temperature checks for guests and staff, smaller camps and smaller game drive groups to ensure social distancing is maintained even in the safari vehicle. These safety and hygiene protocols can be expected across as all adventure, culinary and cultural attractions.
Targeting niche communities
A large focus area for 2021 will be mobilizing niche communities in India. We expect self-drives to be popular with Indian travellers given that South Africa has some of the most beautiful self-drive routes in the world. Safe car rentals will play an important role in the tourism ecosystem, as a larger number of travellers is turning to self-drives for privacy and safety. The fact that Indian licenses are valid in South Africa is a huge bonus!
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assurance of privacy and safety. Our marketing mix will include consumer campaigns, media and influencer advocacy, as well as engaging easy-toconsume content on owned and earned, digital, print and electronic platforms.
Q. In India, how are you keeping the trade engaged and updated?
We want to invite biking groups to explore the vast, spectacular South African terrain. We are also looking at having more runners from India participate in uniquely South African ultra-marathons like the Comrades Marathon and the Two Oceans Marathon.
Sustainable tourism
We anticipate that the immersive travel trend will continue in the post-Covid world, with a greater focus on sustainability. This means that travellers will be more conscious of where they spend money, what kind of accommodation they choose, where they dine, and how they travel locally. South African Tourism is enhancing efforts to make its itineraries, properties and transport facilities more sustainable. We also intend to showcase our sustainable product offerings and ecotourism experiences, like cycling tours, nature safaris, conservation projects and rural experiences.
Q. Post-Covid, how is South African Tourism changing its strategy to meet new challenges, tap new opportunities?
Our marketing and communication approach is extremely focused – we are looking at maintaining a consumer-centric approach, while also building trust and aspiration, and instilling confidence in consumers intending to travel. Last year we launched our Complete Confidence campaign, where we released a series of videos showcasing our precautionary measures to reassure and invite tourists, as international borders reopen. These short-format videos make for easy digital guides and information sources and educate tourists about mandated protocols in place to ensure they have a safe and memorable experience. We are also looking at videos highlighting safety regulations for MICE experiences, and curating videos displaying precautions that travellers can expect at various transit touch points including airports and car rentals. Car rentals are expected to play an important role in the tourism ecosystem, as a larger number of travellers is turning to self-drives for the
While the pandemic does not come with a predictable timeline, we at South African Tourism, continue to utilize this window of opportunity to proactively and meaningfully engage with our trade partners in India, as well as the local DMCs in South Africa. We are looking at up-skilling and reskilling ourselves and our partners, to identify synergies and sell South Africa in the best possible way to the Indian consumer. We have been constantly communicating with key travel agents and tour operators directly through two-way knowledge exchange webinars, while also conveying timely and focused destination updates. In India, South African Tourism has invested in virtual training of over 150 trade each week – across all travel verticals. We have also been constantly engaging with consumers, corporate CEOs and MICE leaders to understand consumer travel sentiment first-hand. We continue to use digital mediums to educate our trade partners, who ultimately sell the destination. SA Specialist, our fun and interactive online learning programme, has witnessed an increase in the number of Indian travel trade undertaking the training, as trade agents are using the pandemic period to upskill and reskill themselves. At present, we are in the process of setting up a platform for the Indian trade to interact directly with Provinces and local tourism boards in South Africa – we hope to unlock mutually profitable synergies through these associations. We also hope to rework itineraries to ensure consumers get the best possible packages at the best rates.
BUDGET 2021
31 Trade Talks
Budget 2021: No end to official apathy towards tourism industry Tourism industry is deeply disappointed with the Union Budget 2021-22 as it could not live up to their expectations. The Budget did not offer any immediate and direct support to the tourism sector. Words by Prem Kumar
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Finance Minister Nirmala Sitharaman recently presented India’s annual Budget 2021, which came amid widespread hardship caused by the pandemic. Tourism Industry, one among the worst-affected sectors, had high hopes from the budget but that hopes have been belied. Last year, the global outbreak of Covid-19 ravaged the tourism sector, bringing the industry to a standstill, forcing closure of thousands of companies and causing massive unemployment. India’s tourism sector probably suffered the most due to the severe lockdowns and lack of any government support at the time of crisis, although the government did announce packages for other sectors. Facing severe liquidity crisis, today most travel agents and tour operators don’t have cash to restart or sustain their businesses. Being among the worst-affected sectors, the industry had huge expectations from the Budget. But Finance Minister Nirmala Sitharaman’s Budget, belying all the expectations, failed to offer any sector-specific solace or succour to the industry. None of the industry’s budgetary suggestions or proposals such as extending infrastructure status, releasing pending dues under SEIS scheme for 2020-2021, giving tax incentive or offering any financial relief was accepted; the government also did not heed to the industry’s demand to abolish TCS which makes Indian travel agents globally uncompetitive. Naturally there is palpable disappointment and despondency in the fraternity for not getting any consideration in the Budget, which did not offer any support and guidance as to how the sector can be revived and regain its pre-pandemic ground. This is despite associations representing different segments of the industry have constantly been apprising the government about the plight of the sector and pleaded for support. At a time when the level of unemployment is extremely high, GDP is estimated to contract by 7.7% in the FY 2020-21, economic inequality is growing rapidly, capital formation/investment is low and the challenge to create jobs is colossal, overlooking the plight and woes of a key sector like tourism, which is labour-intensive and known for its job creation potential, shows the government’s short-sightedness and lack of proper understanding when it comes to tourism sector. Experts have been advocating that policy-makers should focus on service sectors like tourism for future jobs rather than being obsessed with manufacturing, which, despite so much
support from the government, has failed to create adequate job opportunities to lessen unemployment in the country.
have often been cited as some of reasons for India not attracting adequate number of tourists worth its size and stature.
Coming to the Budget and the industry’s reactions to it, FAITH, the umbrella collective of all the national associations of the India’s tourism industry, is disappointed with the Budget not providing any immediate direct support to the tourism sector. Its Chairman Nakul Anand said that lack of immediate and direct support in the Budget for tourism is disappointing. According to him, from the Budget the industry was looking at immediate and short-term measures for critical revival, which has not happened. He regretted the missed out opportunity of providing immediate support. FAITH was also hoping for budgetary provisions for activating Indian missions abroad in each country to communicate a tourism ready India for maximum reach.
According to Indiver Rastogi, President & Group Head - Global Business Travel - Thomas Cook (India), “Privatisation of smaller airports in tier-2 & 3 cities under the asset monetisation program will serve to extend accessibility to regional circuits and India’s hidden gems, also increase affordability of air travel. This initiative will aid in the creation of a viable hub and spoke model to catalyse the government’s initiatives around project UDAN and boost regional connectivity. He also welcomed the spotlight on disinvestment including that on Air India. The government aims to complete the long-pending process of the privatisation of the debt-laden national carrier, Air India, by the end of the next FY. Benefits towards aircraft leasing provided via a tax holiday and exemption are also welcomed.
While welcoming the Budget’s proposals for augmenting infrastructure such as rail, road, ports and airports, Anand said, “These infrastructure measures may boost tourism over a long term but only once they are implemented.” Anand also welcomed the measures to change the small companies’ capitalisation and turnover and support to single person company, which according to him, may boost the micro and small tourism entrepreneurs in boosting their organised state. Covid has damaged the travel & tour intermediaries. It was critical to protect the business of Indian travel agents and tour operators and a structured mechanism was required to future secure travel agents’ payments. This was key as Travel agents’ payments to principals is unsecured credit and some form of mechanisms whether escrow or guarantee or underwriting based mechanisms was needed to be in place to ensure that travel agents and tour operators money stays secure. FAITH was also looking forward to solutions of the industry’s GST-related woes in the budget that did not happen. Non-fulfilment of any of their expectations in the budget announcement has thrown the industry into a state of shock and dismay; they see no end to the government’s negligence and apathy towards the sector, therefore, no end to their woes. However, everything is not disappointing. From a long-term perspective, the focus on infrastructure, health and hygiene will help in developing a better ecosystem for tourism. Lack of infrastructure and that of hygiene
With its focus on disinvestment and privatisation, the Budget 2021 has reformist direction aimed at boosting growth. The focus on infra and healthcare through public investment is expected to provide much needed impetus to economic growth. The government has more than doubled its health expenditure, increasing it by as much as 137%. The Budget has enhanced infrastructure outlay by 35%. According to Sarbendra Sarkar, Founder & MD, Cygnett Hotels and Resorts, while there is nothing specific on the tourism and hospitality sector in the budget, broader focus on the budget on increasing consumption and infrastructure spend by the government will have a positive impact on the hospitality sector. “The government has done the right thing by not introducing any new tax or COVID cess as some had anticipated. We also believe that the amount allocated for COVID vaccination is a positive for our sector as people getting vaccinated in large number will encourage people to travel,” Sarkar said. An important area that has got attention from the Budget is start-ups including that from the tourism sector. Sandeep Lodha, CEO, OYO’s Weddingz.in, has welcomed the Government’s efforts towards promoting the start-up ecosystem in India. Overall the Budget has addressed many macro issues that will benifit the tourism industry in long-run, but it have not addressed any immediate challenges that the sector is facing.
M I C E
35 Strategy
TIME TO BET ON MICE MICE (Meetings, Incentives, Conventions and Exhibitions), just like tourism, has been hit severely by the pandemic. The plight of India’s nascent MICE sector is no different. “It has been an unprecedented time for the entire MICE industry. The pandemic has severely impacted tourism, of which, the MICE suffered worst. All MICE events were stopped in their tracks; all MICE businesses were lost. The result is that the industry is having ZERO billing since March. With huge cash crunch, the survival of the whole industry is at stake,” said Amaresh Tiwari, Vice Chairman, Indian Convention Promotion Bureau (ICPB).
Words by Prem Kumar
“India’s GST is among the highest in the world; to revive MICE, GST rate for MICE events should immediately be reduced to 12% and then to below 10%.” Amaresh Tiwari Vice Chairman, India Convention Promotion Bureau
“In the next three years, the Government should do nothing but branding India as a MICE powerhouse through sustained brand-building and MICE campaigns.” Rajeev Kohli Joint MD, Creative Travel
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MICE (Meetings, Incentives, Conventions and Exhibitions), just like tourism, has been hit severely by the pandemic. The plight of India’s nascent MICE sector is no different. “It has been an unprecedented time for the entire MICE industry. The pandemic has severely impacted tourism, of which, the MICE suffered worst. All MICE events were stopped in their tracks; all MICE businesses were lost. The result is that the industry is having ZERO billing since March. With huge cash crunch, the survival of the whole industry is at stake,” said Amaresh Tiwari, Vice Chairman, Indian Convention Promotion Bureau (ICPB). Although the world is still reeling under the pandemic, most economic activities including tourism have resumed. Vaccination drives by countries give hopes that MICE tourism will also recommence soon. Foreseeing an early recovery, Tiwari says, “I am strongly convinced that the physical MICE events will bounce back. We all are human beings, so can’t live long without physical interaction.” According to him, return to normalcy is taking time; as stakeholders are examining the ROI from both virtual and physical events. The early resumption of MICE will help the country’s battered tourism sector recover fast, thus saving lakhs of jobs. It is time for MICE stakeholders to plan for the post-COVID world. Being the biggest stakeholder, it is incumbent upon the government to lead the industry in their revival efforts. It is an indisputable fact that the MICE sector is full of possibility. That’s why many countries are promoting it aggressively by developing state-ofthe-art venues along with fitting and finest accommodations and other facilities. Some countries realised its value early on and accorded it high priority. Malaysia, Singapore, Thailand and Hong Kong are among the Asian countries having a thriving MICE Sector. India, with its vast potential, must emulate these countries to become a leading MICE destination. Today, focusing on MICE and other forms of tourism has become more important for the economy.
India’s MICE prowess
Over the years, India has made some progress towards becoming
a leading MICE destination by building world-class convention and exhibition centres and hotels. Cities such as Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata, and Ahmedabad are reasonably equipped for hosting small to mid-size conventions, conferences, meetings and exhibitions. Roads and airconnectivity are better now. Two new world-class exhibition centres, India International Convention & Expo Centre, Dwarka in Delhi, and Jio World Centre in BKC area, Mumbai, are coming soon. “With these two world-class exhibition centres to be launched in the coming years, India is gearing up to compete with the best in the world,” said Rohit Chopra, Accor’s Regional Director for Sales & Distribution in India & South Asia. Besides, the on-going redevelopment of Delhi’s Pragati Maidan as a worldclass Integrated Exhibition-cumConvention Centre (IECC) will further boost India’s MICE calibre. But, the country still has miles to go. Recently ICCA ranked India at 28th globally and 7th position in the Asia Pacific.
Gaps do exist
Recent augmentation of MICE infrastructure notwithstanding, India lacks the kind of MICE eco-system many leading MICE destinations offer. Infrastructure is still wanting inadequate for large-size events. “Over the years, India hosted a number of global events. While we have some state-of-the-art meetings and exhibition venues, the existing infrastructure is not enough,” said Pallavi Mehra, Group Director of Informa Markets in India. She suggests that India needs to focus on developing business and budget hotels in metros where the big venues are commissioned. According to Mehra, though very important, it’s not just venues, but the overall experience and story around the entire destination that count and attract congresses, conventions, exhibitions and other events. Calling for synergy among MICE stakeholders to enhance the overall destination appeal, Mehra said that stakeholders need to come together, develop a long-term vision and collaborate.” One key concern is that most Indian cities have no direct air-link with the overseas markets. The quality of roads mostly remains poor.
Participants expect a hassle-free visit, not multiple transit points or bumpy roads. To position their states as MICE destinations, states need to improve their transport infrastructure. To become competitive, India needs to bridge all its gaps and matches its competitors in offering overall experiences. “India can be an amazing MICE destination provided we bridge all existing gaps that impede our MICE journey,” said Rajeev Kohli, Joint MD of Creative Travel.
Enhancing competitiveness
MICE is a highly competitive, globalized business. Destinations compete globally by offering worldclass facilities, lower-tax and other incentives, but India is unable to compete because of its high tax that results in higher pricing. To become competitive, the pricing should be attractive. Noting that India’s GST is among the highest in the world, Tiwari says, to revive MICE, GST for MICE events should immediately be reduced to 12% and then to below 10%. Kohli also favours cut in GST. He says that the Government should take a short-term hit and reduce GST for business events to boost India’s MICE appeal, Globally, top MICE destinations have attractive incentive programmes to attract meeting planners. India also needs to offer incentives to be competitive. In this regard, ICPB has recommended the Government to create an ‘India MICE Fund’ and under this, launch an ‘India MICE Advantage Programme’, ‘MICE Ambassador Programme’, Subvention Scheme, etc. India’s MICE pricing should not only be competitive but also transparent and predictable. “Hotels should be conscious of competitiveness; not increase rates or put special conditions every time a meeting group comes in,” says Kohli. “We have to be competitive, especially with countries like Thailand, Hong Kong, Singapore, Dubai and Abu Dhabi, which are our direct competitors,” says Kohli.
Aiming 2.5% of the pie
MICE sector has a direct correlation with the GDP, says Tiwari. Considering its GDP, India is way behind in the global MICE business.
“Over the years, India has hosted a number of global events. While we have some stateof-the-art meetings and exhibition venues, the existing infrastructure is not enough.” Pallavi Mehra Group Director, Informa Markets in India
“With these two world-class exhibition centres to be launched in the coming years, India is gearing up to compete with the best in the world.” Rohit Chopra Regional Director - Sales & Distribution, India & South Asia, Accor
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Presently, the global MICE industry is estimated to be more than $800 billons in which India’s share is less than 1%. “In line with our share in the world’s GDP, our first goal postpandemic should be to double our share to 2.5% of the world MICE business in next 5 years, and then doubling it further over medium-term,” said Tiwari. He added that in the ICCA rankings, our goal should be to be among the top 10 countries. “We should also aim to benchmark our cities to the top global MICE cities. Currently, we have only one city in the top 100 ranks. Our goal should be to have at least three Indian cities in the top 100 MICE cities in the next five years and six cities in the top 100 cities in the medium to long term.”
Marketing & other measures
Effective and sustained marketing is imperative to become a global MICE destination, but here too, India’s performance has been disappointing. While all MICE related issues need solutions, the immediate priority should be marketing. “For making India a credible MICE destination, the government must create brand awareness about India globally and do what will make India a choice destination. As of now, India doesn’t figure in the top five destinations,” says Kohli, adding, “In the next three years, the Government should do nothing but branding India as MICE powerhouse through sustained brand-building and MICE campaigns.” He noted that at the moment, India doesn’t have any MICE-focused marketing strategy; everything is clubbed under the Incredible India brand. As a result, the country is losing out on the MICE business. Kohli suggested that the country should give up its old approach, clubbing everything under ‘Incredible India’. “MICE, a vast segment itself, should be marketed separately as many countries do,” he added. A dedicated agency is needed to market MICE tourism. Our MICE markets should be expanded. Big hotel chains should be encouraged to promote India’s MICE. The Government should increase marketing budgets for this, says Chopra of Accor. For marketing states as MICE destinations, state tourism boards should work with travel consultants. “State tourism boards along with travel consultants should identify their target markets; include them in
their tour programs and promotions. State tourism and hotels should work as one team and invest in MICE promotional campaigns,” suggests Chopra. He also feels that state tourism should play an important role in the stimulation of existing and new markets. Calling for joint promotions, he said that the MoT, state tourism boards and private partners should jointly create a campaign to send a message across the world that India is a safe destination. For example, Accor has initiated the ‘Welcome Back Program’ with airlines such as Vistara and IndiGo, inviting their clients for familiarisation trips. “These trips help us showcase our services and the hygiene and safety norms followed by our hotels and airline partners,” informed Chopra. Today, hotels need to emphasize more on social distancing, hygiene, and sanitation. To create immediate buzz, “The MoT along with ICPB should make some bold statements like launching champion sector scheme, creating MICE bidding funds with ICPB, reforming MDA scheme and creating MICE sub-brands as part of Incredible India 2.0,” suggested Tiwari. Post-Covid, marketing should start at the earliest to revive MICE. As conventions and conferences are planned well in advance, stakeholders should immediately start marketing to attract post-COVID events. In this critical time, the government should prepare the MICE sector for new challenges, new opportunities and for its early revival. As Mehra says, Post-Covid, safety and security would be the key concern; “Therefore, we would first need to build confidence among our internal stakeholders before we expect the world to consider us.”
Remove Caps on Attendees
Under the latest government’s guidelines, the number of participants in an event is limited to 50% of the space capacity of the venue with a maximum limit of 50 or 200 depending on local governments’ norms. This underlines the utility and effect of meetings “The current limit on attendees should be replaced and venues should be allowed to conduct events as per their capacity with necessary physical distancing and safety norms,” suggested Chopra. According to him, new-age tech support should be utilized to host
hybrid meetings, streaming meetings live to all those who could not attend physically. Agencies must ensure that all medical parameters are shared with end-clients well in advance before selling the packages. PostCovid, crisis management should be an integral aspect of MICE event planning, according to Tiwari.
Tap domestic market
Now is time to tap India’s growing domestic market for MICE. Indian companies should be encouraged to host their events domestically. “In the post-Covid era, we need to incentivise Indian corporates to undertake domestic MICE. Corporates going abroad to hold events should be encouraged to conduct their events domestically,” suggests Tiwari, adding that Indian companies undertaking MICE events in India should be offered a 200% weighted income tax expense benefit. “We need to enable IGST for our hotels which will complete the end-to-end GST chain. Companies holding MICE events in states other than their state of registration should get GST set-offs,” said Tiwari.
Conclusion
India needs to close all the gaps to position itself as a competitive MICE destination. It has to gear up to compete with the best in the world. The MoT in consultation with the industry and states should formulate a long-term action plan to promote MICE tourism. Starting a high-decibel marketing campaign exclusively for MICE should be the first step to revive MICE tourism post-pandemic. The message should go across the globe that India is safe and ready to host all kinds of business events. Some incentive like a reduction in GST rates and increased benefits under Service Export from India Scheme (SEIS) will help India compete for global MICE businesses, and stimulate the devastated industry. Hotels and other service providers need to be transparent and reasonable. The growth of MICE will create millions of jobs in the country, reducing huge unemployment. The current time should also be utilised to reassess our MICE prowess and redefine vision and strategies to place India firmly on the global MICE map
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RNI NO: DELENG/2010/33723 | DATE OF PUBLISHING: 4th OF THE MONTH