‘Go Goa 365 Days A Year,’ is the new marketing mantra of the tiny state, accredited as being one of the market leaders in the tourism industry in India. The success of Goa lies in subtly reinventing itself as a destination. The new innovative punch line is part of the aggressive marketing campaign aimed at enhancing its image and selling itself as the most versatile destination in the country. Marketing itself as a year round destination has been a natural extension for the state, which managed the feat of selling itself as a monsoon destination with fair amount of success. After years of attracting hordes of tourists for the ‘sun, sand, surf and sea experience’ the state realised that tourism was losing its sheen. The reason was simple, for too long they had put all their eggs in the beach basket, a highly seasonal and in that sense a limiting tourism product.

According to Ronjon Lahiri, assistant director, India Tourism, Goa, the state is best visited during the monsoons. Rainy season in Goa is simply magical and the sudden bursts of torrential downpour are followed by bright sunshine. “It is green and verdant during this season only and there is a plethora of attractions like the Dudhsagar Waterfalls in the Western Ghats and Salaulim Dam in South Goa. The dammed reservoir from two rivers is about 74 square kilometres. A catamaran with 50 people capacity is a wonderful option either for a day long conference or cruise overlooking the Western Ghats,” stated Lahiri.

Conferencing has become a big trend and business during the monsoon for the hotel segment, which first mooted the idea of Goa in the rains. Faced with rock bottom occupancy during this season they devised packages offering ‘Goa in the Rains’ for less than half the seasonal price. The phenomenal discounts on conferences has made Goa a preferred destination for corporates.

The hoteliers also received a new impetus for selling Goa in the rains after tourism was accorded industry status by the government in 1999. Besides lowering luxury tax from 15 per cent to 10 per cent and further to eight per cent, the state government offered a special rebate of luxury tax during the off-season (June-August) slashing the tax to just four per cent, so that the industry could attract more and more tourists by offering better packages/rates.

According to Lahiri, the Union Minister of State for Civil Aviation, Shripad Naik has announced a promotional package, ‘IA Goa Flyways,’ to increase passenger traffic on Delhi-Goa route. Indian Airlines has tied up with 20 major hotels in the state and would provide a package of Rs 16,785, wherein people could avail of accommodation and local travel for four nights and three days within the cost of airfare on the route.

The scheme from May 1 - September 30 will help save Rs 3,000 on the cost of the airfare. The Goa-Delhi direct flight had been suspended a few years ago and the resumed IA flight operates thrice a week. This scheme is expected to attract a large number of domestic tourists from the north during the monsoon.

Apart from according tourism industry status, focus was also shifted on diversification of the tourism product. There has been an increasing thrust on heritage and eco-tourism so as to increase the retention period and quality of tourism the state has to offer. The state has also launched a ‘heritage house’ scheme with the participation of private sector to promote heritage tourism. Goa has over 100 heritage houses (200 years old). Goa Tourism Development Corporation (GTDC) has identified 15 properties in the first phase with ten properties offering accommodation and the rest open for sightseeing. A sum of Rs five lakh will be provided by the tourism department for the restoration of these heritage homes.

Hinterland Goa is quite different to coastal Goa. “Tourists the world over have been attracted to the Portuguese-influenced customs and traditions of the coastal people of Goa. This is Goa’s USP and the need of the hour is to attract tourists into the hinterland, into the dense forests of its Western Ghats, to its wonderful old temples and their colourful festivals,” opined N Suryanarayana, the state tourism director.

He informed that special budgetary provisions have been made by Goa to develop eco-tourism and for developing interior green spots like waterfalls, sanctuaries and lakes. Infrastructural development for adventure tourism along the coast as well as equally magnificent interior hilly areas are also in the pipeline.

The projects of development of Nanda Lake at Curchorem, Alorna Fort and Harvalem waterfalls, which have significant touristic value would also be taken up. According to Suryanaryana, the tourism department is entirely tuned towards promoting comprehensive development of tourism in the state.

“We are making a concerted effort to promote unconventional tourism products like backwaters, heritage houses, eco-tourism and a host of other innovative packages designed to lure each and every strata of our target segment. Considering the kind of reputation we enjoy in the tourism sector, we will certainly be the first choice for every kind of tourist,” he claimed. This claim seems to be backed by the figures provided by secretary tourism, government of Goa. Goa earned Rs 1,500 crore in foreign exchange last year and had 377 charter flights with 93,714 tourists touching down in 2002-2003. In 2002 a total of 15,96,941 tourists visited Goa comprising of 13,25,296 domestic tourists and 2,71,645 foreign tourists, an increase of 15.7 per cent over the previous year.

While there was a fall of around 20 per cent in inbound tourist numbers post September 11, domestic tourism has increased by 18 per cent in the state. This, authorities claim has been achieved due to focused marketing initiatives and brand building of the state as an all weather and all season destination.