The Tamil Nadu chapter of the Indian Association of Tour Operators (IATO) is keen on ensuring the state’s visibility on the world tourism map. With this objective, the organisation is actively supporting the Tamil Nadu government in the upcoming World Travel Mart (WTM) in London. For the first time, the state government and IATO will jointly promote Tamil Nadu at WTM, this November.

Nagendra Prasad, chairman, IATO - Tamil Nadu and Pondicherry, looks forward to showcasing Tamil Nadu to the rest of the world. “We will be joining the state government, taking space in the exhibition and promoting the south in a big way. With its rich heritage, there will be a definite emphasis on the state’s ‘cultural’ tourism. With Mahabalipuram declared a world heritage site, the government is giving specific impetus to the state’s cultural landmarks and investing heavily in upgrading related facilities.” While the focus of branding is clear, Prasad says that the Tamil Nadu government is working on attaching a tag line to promotional campaigns that would distinctly convey the state’s USP.

Prasad further adds that, “IATO will use this opportunity at WTM to dismantle misconceptions about the state. We have to highlight the new developments in the state. Visitors are often worried about unsafe drinking water, high crime rates, unreliability of vehicles, etc. We have to show them that we have sorted out these problems and invite them as our guests to experience it for themselves. However, we don’t immediately expect a lot of business generated through the fair right away. It is only by repeated exposure that the product can sell.”

Prasad is also quick to add that while promoting the state, the entire product, from hotels to tour guides, is packaged. With aggressive competition between countries, the most attractive deal that would lure visitors would be ‘destination south India’ - if all four southern states pooling in their tourism resources, then India would have a definite edge. Buoyed by IATO’s backing, the Tamil Nadu tourism is set to make a distinctive mark on an international stage.