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STRATEGY FOR PROMOTING GUJARAT AS AN
ATTRACTIVE TOURISM DESTINATION IN INDIA
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 1
Sr. No. Contents Pages No.
1. Broad outline of methodology for implementing the strategy 3
2. Our Understanding of Tourism Market in India 16
3. Tourism in Gujarat: Overview 25
4. Benchmarking with other Indian States 32
2Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
BROAD OUTLINE OF METHODOLOGY
FOR IMPLEMENTING THE STRATEGY
― TO PROMOTE GUJARAT
AS THE MOST ATTRACTIVE TOURISM DESTINATION FOR IN-COUNTRY AS
WELL AS FOREIGN TOURISTS‖
3Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Implementation of Strategy
From operators to industry bodies, the government and Tourism Gujarat have to recognize what
needs to be
• Built,
• Developed and
• Improve to ensure a bright future for the state‘s operators
Our vision is to ensure:
• Gujarat becomes a leading, vibrant and innovative tourism destination
• We exceed visitor expectations with experiences that are distinctly ―Gujarat‖
• Tourism generates business growth and profitability, creates jobs and is a key driver of the
Gujarat economy
• Tourism improves the lifestyle of communities in Gujarat
• Tourism celebrates and protects our culture, heritage and magnificent natural environment and
• To have a tourism industry built upon partnerships and mutual respect.
4Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Implementation of Strategy
Key Themes
To simplify the approach to growing and improving our tourism industry, six key themes have
been identified to represent the main areas of focus:
1. Coordination, partnerships and community engagement
2. Investment, infrastructure and access
3. Workforce development
4. Developing and marketing Gujarat- style visitor experience
5. Natural environment and culture
6. Future insights and research.
5Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Action points to be implemented for Gujarat Tourism Strategy
1. Implement the tourism network review in Gujarat:
An independent review of the structure of the tourism industry—both government and
private industry—to improve tourism effectiveness
2. Identification of the themes in Gujarat and build the tourism destination
Identification of theme across the state and identification of specific projects to make each
region an even better tourism destination i.e. increase tourism to regional Gujarat
Build the destination by implementing development and marketing plan for each destination
3. Build new tourism infrastructure
By driving investment in tourism infrastructure from private and public sectors. This involves
government working more closely with councils and private organizations to identify key
projects and turn plans into reality
6Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Action points to be implemented for Gujarat Tourism Strategy
4. Create a highly skilled tourism workforce
Through a coordinated approach to education and training, in partnership with the Gujarat
Tourism Industry, delivering employment training programs that will build on a highly
skilled tourism workforce. Tourism will be positioned as a career of choice in Gujarat
5. Develop new market segments and experiences
Developing strategies to broaden the Gujarat tourism message to drive even greater numbers
of visitors to the state.
New strategies will target tourists interested in Arts and Culture, Food, Medical, Health,
Adventure and Sports, Rural Tourism, Eco-Tourism and Wedding Tourism
6. Implement a digital marketing revolution i.e. Aggressive Marketing
By using state-of-the-art online technology and digital marketing tools in partnership with
our industry partners, Gujarat Tourism can increase its focus on digital communication as a
key marketing platform.
7Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Action points to be implemented for Gujarat Tourism Strategy
7. Increase focus of feeder market like U.K, USA, Middle East and South East
Asia
Increase the focus on the feeder market by promoting the Gujarat as most attractive tourism
destination by doing Road shows, Exhibitions, Promotional Campaigns etc.
8. Protect Gujarat’s precious natural environment and culture
Increase our focus on our most important physical asset—Amazing natural environment
, forests and culture. Protect the environment, culture and heritage properties of Gujarat
9. Increase focus on high –yield visitors
By identifying high-spending visitors and shifting our research, marketing and product
development focus toward them.
8Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Formulation of strategy
1. Identification of uniqueness in the themes
2. Building infrastructure at following levels:
a. On ground Infrastructure like Roads, Railways, Airports
b. Marketing Infrastructure
c. People Infrastructure
d. Funding Infrastructure
3. Bring the stake holders and create sustainable partnership
a. Government Bodies
b. Local community
c. Private players like Real Estate companies, Hospitality companies, Tour & Travel
operators, etc
d. Associations
4. Identification of target audience
5. Become part of tourist circuits
6. Execution strategy
9Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Bringing the stake holders
10
Land owners
Hotel Developers
Private Players
Operators
Tour Operators
National International Airlines
Local Community
Site owners
Heritage Site
Horticulture Site
Forest Department
Police Department
Restaurants
Security companies
Coastal Zonal Department
Luxury Resort
Five Star
3 & 4 Star
Bread n Butter
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Increasing the inflow inside Gujarat
11
• Tourist within Gujarat
• Tourist from connecting states
• Tourist from major
consumption centers
• NRI‘s
• MICE
(Meeting, Incentive, Conferen
ces and Exhibition)
• Foreign tourist (Inbound) S
USA
Europe
Australia
South-East Asia
Middle East
Domestic Tourist
Foreign Tourist
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
12
Product Development:
i. Leveraging core strengths,
ii. Creating new products,
iii. Building USP,
iv. Focusing on sustainable development to
offer products of international quality,
v. Creating enabling investment environment,
vi. Stimulating demand,
vii.Promoting partnerships to ensure the flow of
funds into the tourism sector
Contents for the Vision document ( Strategy document)
Private Sector:
i. Incentives for the private sector
participation
ii. Successful JV Initiatives
iii. Land allotment for hotels and other
tourism activities
iv. Land Lease Policy
Infrastructure Development:
i. Development of road links for key tourist
destinations in Gujarat
ii. Development of international airports near key
tourist destinations
iii. Connecting Gujarat to all parts of India by rail
iv. Focusing on the core and linkage infrastructure
v. Investing in strategically focused capacity to
support development priorities
Tourism Services:
i. Building a critical mass of tourism workers,
ii. Increasing technical skills,
iii. Strengthening community entrepreneurial skills,
iv. Augmenting managerial capacity to build a
v. service sector sensitive to tourists
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
13
Facilities & Conveniences:
i. Accommodation & Stay
ii. Facilities at Tourist Locations
iii. Building network of national & international
tour operators
Coordination & Cooperation:
i. Active Role of District-level Institutions
ii. Active Cooperation between Departments
iii. Cooperation between the state and private
sector
iv. Cooperation with other states/regions
v. Active relationship with PATA
vi. Bilateral development cooperation agreement
with European & Asian countries
Contents for the Vision document ( Strategy document)
Security of Tourists:
i. Training of Tourism Police
ii. Training of Coast Guards
Environmental Protection:
i. Make environmental impact assessment for all
the major projects
ii. Identify special tourism zones and enforce the
Act to regulate developments and to conserve
heritage
Quality Assurance & Control:
i. Certifications for tourism products & services
ii. Tourism training institutions
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
14
Marketing & Promotion:
i. Allocating large sums of money on marketing & promotion of the state
ii. Focus on international markets like Europe, US, South East Asia, Middle East
iii. Initiating focused marketing efforts directed at the media and tour operators in select markets
iv. Direct interaction with the key international players like Marriot, Four Seasons, Ramada, Radisson for
entry in Gujarat
Brand Building:
i. Quality promotional materials
ii. Advertising focus on source markets
iii. Participation in international fairs
iv. Road shows at national & international locations
v. Events
vi. Festivals
Promoting tourism through various channels
Information Centers
i. Well planned tourism information centers
ii. Dynamic Tourism Websites
iii. One-to-one interactions with international
tour operators
iv. Quality fairs & festivals
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
SUSTAINABLE TOURISM
• Sustainable tourism development requires a partnership among the stakeholders of the local
tourist destination.
• Promotiong broad based sustainable development through tourism while safeguarding the
integrity of local culture & protecting the environment.
• Influence consumer behaviour to promote sustainable tourism.
• Promote non-polluting and degrading forms of transportation.
• Promotion of ‗Green Tourism‘ i.e. travelling within the region.
Issues in Sustainable development Solutions
Interruption of local customs Educating tourists about local culture &
traditionsCulture clashes & demographic changes
Environmental degradation & Pollution Effective waste management & disposal with
the responsibility with the local
government.
Spread of diseases Medical testing of tourists & declaration
15Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
India has diverse theme of tourism
16
Tourism
Traditional
Themes
Upcoming
Themes
• Heritage Tourism
• Wildlife Tourism
• Nature & Mountain
Tourism
• Beach Tourism
• Spa Tourism
• Rural Tourism
• Eco-Tourism
• Health Tourism
• Adventure Tourism
• Wedding Tourism
• Cultural Tourism
• Pilgrimage Tourism
• Cruise Tourism
• Motoring & Weekend
Described in
further slides
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Health tourism: Health tourism is growing by 30% per year in India.
17
A. Health tourism in India could become a US $ 1.2billion industry by 2012 as per recent McKinsey
Consulting study.
B. Over 150000 people travelled to India for their medical requirements and its growing
C. India boasts of several good private owned hospitals with facilities second to none.
D. Hospitals have some of the best doctors, with most top end being educated in USA and UK.
D. India is promoting the "high-tech healing" of its private healthcare sector as a tourist attraction.
E. With the introduction of the medical visa, it will now be easier than ever to travel to India. If your
treatment requires an extension, the medical visa can be extended without any problem.
F. Medical Tourism companies in India such as Health Line have introduced several packages for
patients travelling to India which include
• Holidays
• Hotel stays
• Airport pickup,
• Meetings with doctors post and pre-surgery etc.
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
With the introduction of the medical visa, it will now be easier than ever to travel to India
18
• The government hopes to encourage a budding trade in medical tourism, selling foreigners the
idea of travelling to India for low-cost but world-class medical treatment.
• The costs are much lower than most countries and most importantly, there are no waiting lists
• India has established world-class expertise in practices such as cardiac care, cosmetic
surgery, joint replacements and dentistry.
Country Gastric bypass Heart bypassHeart valve
replacement
Hp
replacement
Knee
ReplacementMastectomy Spinal Fusion
US 48000 122000 159000 44000 41000 24000 63000
Singapore 15000 20000 13500 12000 12000 12000 9000
Thailand 15000 12000 10500 12000 10000 9000 7000
India 11000 10000 9500 9000 8500 7500 5500
Health price (US $)
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Rural tourism
19
Rural Tourism:
Any form of tourism that showcases the rural life, art, culture and heritage at rural locations, thereby
benefiting the local community economically and socially as well as enabling interaction between the
tourists and the locals for a more enriching tourism experience can be termed as rural tourism.
Characteristics of Rural Tourism:
• It is experience oriented
• The locations are sparsely populated
• It is predominantly in natural environment
• It meshes with seasonality and local events and
• It is based on preservation of culture, heritage and traditions.
Urban India Rural India
Rural craft villages in
urban locations
Still unexplored
Focus Area
for Rural
Tourism
Often the focal centre for
tourism activities
Tourist
Destinations
Bridging Urban -Rural Gap
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Rural tourism : Concept
20
Learning &
Education
(Eco Tourism)
Rural
Tourism
Scenic Value
(Nature Tourism)
Adventure/ Sports based
Activities
(Adventure Tourism)
Religious Value
(Pilgrim Tourism)
Heritage & Culture
(Ethnic Tourism)
Rural/ agrarian
lifestyle
(Farm Tourism)
Benefit to
local
community
Non-urban
setting
Rural
essence
Preservation of
assets,
values & heritage
Traditional accommodation (Farm
stays, camps etc.), Local
Cuisine, Local Farming Methods, etc.
About Rural Lifestyle,
Art & Culture, etc.
Natural
landscape, Wildlife, etc.
Fishing, Hunting, Trekking, Bird watching, etc.
Pilgrim sites, Festivals etc.
Fairs & Melas, Haats, Local
arts/crafts etc..
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Adventure tourism in India
21
U.S. based Adventure Travel Trade Association defines Adventure
Tourism as any tourist activity, which includes two of the following three
components:
a) a physical activity,
b) a cultural exchange
c) interaction and engagement with nature.
Adventure Tourism involves exploration or travel to remote, exotic and
possibly hostile areas, where the traveler should "expect the unexpected".
Adventure Tourism is classified in the following ways:Adventure Tourism
Land Based
Soft Adventure: Wildlife Safari Skiing, Cycling
Risk Adventure: Rock Climbing
Mountain Biking
Water Based
Soft Adventure: Fishing
Scuba Diving
Risk Adventure: Rafting
Air Based
Soft Adventure: Hot Air
Ballooning
Risk Adventure: Bungee Jumping
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
SPORTS TOURISM
• Gujarat has 3 international cricket stadiums at Ahmadabad, Vadodara & Rajkot &
from 2011,Ahmedabad will be added to the IPL.
• This will directly add to the arrivals due to its close proximity to Mumbai and other
neighboring states not having IPL matches.
•Golf is a major draw in Sports Tourism as many resorts around the world are built around world
class golf courses.
•The culture of ‗Golf Weekend‘ is fast catching up in India.
•Over 70 per cent of Indians settled abroad are Gujaratis, many of whom are keen on playing golf.
• Though the government has sanctioned new golf courses ,resorts should be built around golf
courses designed by world class players
• Outdoor Shooting ranges is another trend catching up with Sports Tourism
enthusiasts.
• Having the adequate infrastructure is not possible in the cities, therefore building
these ‗Resorts‘ will attract shooting enthusiast and can also be used for events
22Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Eco-tourism
23
Eco-Tourism:
• Tourism to protect natural resources, as a means of economic gain through
natural resource preservation
• Responsible travel to natural areas that conserves the environment and
sustains the well-being of local people
• Tourism that sustains or enhances the geographical character of the place
being visited -- its environment, culture, aesthetics, heritage and residents'
well-being
Concept of Eco-Tourism:
ECO-TOURISM
Education
&Interpretation
Benefits Local People
Economically
Ecologically
Sustainable
Nature Based
Source: www.ecotourismindia.com
Types of Eco-Tourism
MarineMarine protected areas, Coral
reefs, Islands, Beaches, Bays
TerrestrialMountains, Volcanoes, Caves,
Trails, Forest areas
Fresh WaterLakes, Rivers, Hot & Cold
Springs, Waterfalls,
CulturalChurches, Historic sites,
Festivals
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Wedding tourism
24
Wedding Tourism:
• Wedding tourism in India is becoming popular as more and more
foreigners are taking interest in the grand wedding functions held in
India.
• It is gaining popularity due to the distinctive celebrations and
religious ceremonies that are held in the course of a wedding.
• It make you realize that any wedding ceremony in India is celebrated
with full gaiety and that traditional rituals and customs form an
important part of the event.
• There are a number of pre-wedding and post wedding ceremonies
that add to the glory of the main day
Type of Wedding
Royal Wedding
Beach Wedding
Traditional Wedding
Exotic Wedding
a. Adventure Wedding
b. Temple Wedding
c. Wildlife Sanctuary Wedding
d. Mountain Wedding
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
TOURISM IN GUJARAT
25Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
26
Gujarat offers diverse themes of tourism
Location: Ahmedabad Metro
Population: Around 45,00,000
Themes: Religious, Heritage, Nature
Places of interest: Akshardham, Jama Masjid, Sundarvan, Dada Harir Vav
Location: Ahmedabad Rural
Population: Around 10,00,000
Themes: Religious, Heritage, Nature
Places of interest: Ambaji Temple, Jessore Sloth Bear Sanctuary, Poshina
Location: Surat
Population: Around 55,00,000
Themes: Religious, Beaches
Places of interest: Parsi Agiari, Mughal Sarai, Nargol Beach, Dandi Beach
Location: Vadodra
Population: Around 22,00,000
Themes: Religious, Heritage
Places of interest: EME Temple, Sri Aurobindo Niwas, Chhota Udepur, Dabhoi
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
27
Gujarat offers diverse themes of tourism
Location: Rajkot
Population: Around 10,00,000
Themes: Nature, Wildife
Places of interest: Rampara Wildlife Sanctuary, Dasada, Bajana
Location: Junagadh
Population: Around 2,00,000
Themes: Wildlife, Nature, Mountain, Heritage, Beaches
Places of interest: Girnar Mountain, Sakkarbaugh Zoo, Ashok Shilalekh, Madhavpur Beach
Location: Jamnagar
Population: Around 5,00,000
Themes: Religious, Nature, Wildlife, Beaches, Heritage
Places of interest: Lakhota Palace, Rozi & Bedi Ports, Peter Scott Nature Park
Location: Kutch
Population: Around 20,00,000
Themes: Religious, Heritage, Nature
Places of interest: Aina Mahal, Kalo Dungar, The Black Hills, Swaminarayan Temple
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
Gujarat as a tourist destination hosts multiple themes
28
Pilgrimage
Beaches
Hill Station
Wild Life Sanctuary
Heritage
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
29
Cultural Beach Tourism Hill Pilgrimage
• Lothal -
• Ahmedabad
• Palitana
• Junagadh.
• Champaner
(Pavagadh)
• Ahmedpur-Mandvi
• Kutch-Mandvi
• Chorwad
• Gopnath
• Tithal
• Dumas
• Ubrahat
• Porbandar/Dwarka
• Somnath
• Satpura
• Somnath,
• Dwarka,
• Ambaji,
• Dakor,
• Palitana,
• Girnar,
• Pavagadh,
• Vishwamitra,
• Kapila,
• Dadhichi and
Akshardham
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30
Festivals
• Navratri Festival
Fairs
• Uttarayan Kite Festival
• Modhera Dance Festival
• Bhavnath Fair
• Chitra Vichitra Fair
• Tarnetar Fair
• Bhadraprasad Ambaji Fair
• LiliParikrama Fair
• Shamlaji Fair
• Vautha Fair
• Kavant Fair
• Rann Utsav
Art & Craft
• Handicraft Heritage
• Ethnic Flair Embroidery
• Heer Bharat
• Kathi Embroidery
• Bead Work
• Woodcarving
• Utensils
• Terracotta
• Jewelry
Art, craft and festivals integral part of Gujarat
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com
31
Gujarat – a possible hub of medical tourism
1. Zero waiting period
2. 1/10 to 1/20th of the costs involved for medical treatment in USA or UK
3. Specialized hospitals and clinics
4. Gujarati doctors participating in world medical conferences help them to know about the latest
developments in the medical field.
5. Knowledge of English language
6. Large percentage of NRG's among NRI's
7. Direct air connectivity between Ahmedabad and London
Cost comparison – Major medical costs between India & UK (US $)
Treatment USA / UK India (Gujarat)
Cardiac Surgery 20000 – 40000 4000 – 8000
CT Scan 1200 50
Cornea Transplant 18000 – 20000 800 – 1500
Joint Replacement 17000 – 20000 3300
Angiography 3000 300
IVF 5000 1500
Root Canal 600 - 700 33
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Benchmarking with other tourist destination in India
3232
Theme Gujarat Rajasthan Kerala Goa
Beach 14 0 27 14
Wild life/hills 10 12 44 4
Heritage 40 62 64 6
Holy Places
(Temples/Churches) 49 11 144 19
Nature/waterfalls 17 4 10 4
Festivals/fairs 12 36 12 7
Total Tourist Destinations 144 125 301 54
Year Gujarat Rajasthan Kerala Goa
2003 0.07 0.63 0.29 0.31
2004 0.06 0.97 0.35 0.36
2005 0.12 1.13 0.35 0.34
2006 0.21 1.22 0.43 0.38
2007 0.22 1.40 0.52 0.39
2008 0.28 1.55 0.57 0.43
Foreign tourist arrivals in key States (Figs. in million)Tourist attractions in key States
Airports Gujarat Rajasthan Kerala Goa
International 1 - 1 1
Domestic 8 5 3 -
Non-operating 4 1 - -
Airport comparison in key States
• In terms of tourism Gujarat has many destinations which can attract tourist from all over the world.
• Even if Gujarat leads in no. of airports compared with key tourism cities, it has not been able to attract foreign
tourists as compared to Rajasthan, Kerala & Goa.
• Gujarat leads in domestic tourist arrivals compared with other key tourism states mentioned above.
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Star category hotels in key States
33
Category
Gujarat Rajasthan Kerala Goa
Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms
5 Star & Up 6 525 20 2126 10 888 16 2434
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Thank you !
D‘Essence Consulting
303, Aar Pee Center,
11th Road, Gufic Compound,
MIDC, Andheri (E)
Mumbai- 400093
END OF DOCUMENT
For further queries:
Chandni Sahgal
+91 9820075332
chandni@dessenceconsulting.com
URL: www.dessenceconsulting.com
Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com