The eclectic ilk of events, promoting less-travelled destinations, improving budget accommodations and stakeholders leveraging multifarious aspects of the industry, can holistically enrich India’s tourism landscape.
By Janice Alyosius
In the competitive domain of global tourism, countries are fighting for tourists’ attention by offering incentives such as free visas or enticing travellers through allied verticals such as wedding tourism, M!CE events, conferences, and adventures. Focusing on diverse verticals can scale tourism in India to new heights. In fact, bringing dream weddings to India is another way of showcasing the country as a premier destination with a captivating tapestry. As the government is all geared up to unfold the potential of India’s wedding and M!CE industry through ‘I-Do’ campaign and ‘Meet in India’ respectively, opening less-travelled destinations for such events can display the beauty and diversity of India to travellers as well as can entice the domestic market. It can also bring business to the small-scale native traders in tier II or III cities.
On similar lines, Manisha Saxena, Director General, Ministry of Tourism, Government of India, discusses the balance between promoting tourism, alongside strategies for diversifying attractions and improving accommodation standards. Besides highlighting the potential of the wedding industry, she pointed out some concerns as well. “In India, weddings can occur anywhere, yet the hotel industry’s role is to ensure they are truly memorable. It is encouraging to see not only 5-star hotels but also smaller venues coming up with unique ideas to enhance wedding experiences. With the vastness of the industry and the number of weddings in India, there is room for everyone to contribute. While high room rates in India may be prompting some weddings to move abroad, it is crucial to offer venues that cater to various budgets. While 5-star hotels are ideal for large weddings, affordability remains a consideration for many,” she said.
Moving beyond mainstream destinations
To attract more inbound to India, Saxena emphasises the importance of targeted marketing to diversify tourist footprints beyond the quintessential destinations such as Delhi, Agra, and Jaipur. By highlighting gems such as wildlife reserves and heritage sites like Khajuraho, she underscores the potential lying dormant in India’s tourism landscape. She proposes expanding tourism to less-visited regions such as Northeast India, coastal areas, and islands, targeting niche crowds and high-end tourists. Saxena ascertained the potential for diverse events beyond business conferences, such as art and literature events.
Quality & affordable stays haul tourism
“While people are travelling to the country for business, we need to have all those events mapped, what are their interests, and what we can offer them in advance in terms of leisure activities and sightseeing as a package,” she said.
She insisted on the micro-level planning in the tourism sector, stressing the need to identify the target clientele during events. She pointed out the disparity between the availability of luxury hotels and the condition of budget accommodations. “As travel is becoming aspirational, we need to look at the budget hotel segment; they may not have luxurious amenities, but a clean bed and toilet is what people look out for.”
“In India, it’s encouraging to see not only five-star hotels but also smaller venues coming up with unique ideas to enhance wedding experiences.” – Manisha Saxena, Director General, Ministry of Tourism, Government of India
