When babus don a seller’s hat...

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Apart from escalating tourist arrival numbers (In 2005, 3.9 million international tourists visited India and close to 350 million Indians embarked on domestic holiday), it is the Incredible India campaign that has paved the way for tourism advertising in India to come out of the closet. In as much, tourism advertising is now no more boring and straight jacketed. Tourism has acquired the dimension of a fast moving consumer good and is being sold like a product!

The Kerala Tourism Board is one of the front runners when it comes to marketing itself. Apart from unleashing a series of campaigns and promoting Kerala at international forums, the government is now positioning the state as a medical tourism destination. “We are looking at a tie-up with CII, to accredit our hospitals, so that foreigners may get insurance benefits. Ayurveda will remain our main product, but developing spirituality hospitals is also on the cards,” informs, P. A. Mohan, Deputy Director of the Kerala Tourism Board. According to Mohan, Kerala has witnessed an average growth rate of 11% in tourist arrivals, the highest in the world.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)