STBs: Going Beyond Promotions

Are promotions the most effective formula for success with regards to state tourism boards, or are there other factors that result in the success of a destination? Reema Sisodia delves further

There has been a sudden spurt in tourism promotions and marketing by state tourism boards, where each one is coining their own promotional formulas for success. Some states have just started on a fresh foot while the seasoned players are trying new methods to stay in news.

Chhattisgarh tourism board recently launched their new logo and documented three ad films on their state and its tourism products, Himachal Pradesh Tourism has made efforts to re-establish its contacts with the trade by holding seminars and interactive business meetings, Jammu & Kashmir has gone all out with an aggressive marketing and promotional campaign to clear all doubts about it being a sensitive tourist destination. While the most prominent amongst the boards in terms of marketing and promotions, namely Kerala and Goa are re-inventing the wheel to sustain themselves in the public eye. The new tourism minister of Kerala, P Sankaran has also expressed interest to further strengthen and improve their promotional strategy.

The role of the state tourism boards have become highly significant especially since the Indian domestic and inbound market looks very buoyant. Highlighting the importance of the boards, Dr Harsh Varma, World Tourism Organisation WTO, says, "State Tourism Boards or Corporations have their significance because they are based at the grassroots level, i.e. where the tourism resources/products are located. It would therefore not be an exaggeration to say that they are in a much better position when it comes to operation and management of various tourism services and facilities on a day-to-day basis. They have a much better appreciation not only of the potential of the resources but also of the associated problems - problems relating to planning, development, marketing and human resource development. There is therefore no doubt that they have an essential and important role to play when it comes to development and promotion of tourism in a federal structure like India." Development and promotions are the two most essential responsibilities for the state tourism boards to ensure the success of their particular region. But there exists a general option that state boards have gone aggressive with respect to their marketing initiatives. But are promotions and marketing the only vital ingredient that can help states to taste success or is there a recipe that is essential to make the product desirable? Has development taken a back seat?

Opines Varma, "While promotions may be a tool towards attaining success, they are definitely not the tool. What is the use of all the marketing and promotion efforts when the product is not right? There has to be an equal emphasis on pragmatic planning, sustainable development and efficient education and training of personnel to serve the requirements of the industry." Varma strongly believes that, "One must not lose sight of the fact that marketing is the end-point of a planning process. We are therefore of the view, all the elements of a development process must proceed in a logical sequence and any effort or expenditure on marketing should be incurred only after the product is in place. States must focus on either new product development or on enhancing the appeal of a destination. This would include accessibility; basic infrastructure such as roads, water supply, electricity, telecommunication, health and medical facilities; superstructure such as accommodation units of various categories; training of personnel including guides; setting up, and operation of, information centres; maintaining general cleanliness in and around monuments etc."

Apart from the emphasis on product development, there has also been a general opinion amongst tour operators and agents that, to ensure the success of any state's tourism offering, it is extremely important for the states to work in close co-operation with the tour and travel operators and agents. Tour operators in general feel that there are very few states who make the effort to maintain constant contact and dialogue with the tour operators who are their important arm in the selling and promotional chain. They are of the opinion that, it is very important for the states to offer a valuable and well developed product which would be a treat to the buyers. Infrastructure development, connectivity, accommodation facilities, is what every traveller looks for apart from the beauty and grandeur associated with the product. Client complaint regarding a holiday destination is the last thing any tour operator would want to encounter.

Expressing her thoughts, Meher Bhandara, general manager-corporate communications, TCI says, "It would be a great boon to the state boards if they work in close co-operation with the tour operators. We are infact of great value to them as we function as their active retailing arm. It is important for the states to keep us in the loop about the new ventures, activities and developments that take place in their respective states. Their new policies, programmes, plans and initiatives should also be shared with us. Short sighted policies need to make way for concrete long term improvements that would be implemented at the earliest. Each state have their own set of guidelines and rules which need to be clearly highlighted and discussed. In general it is a sound tourism product, coupled with focused marketing and promotional activities that would go a long way in the success of a destination."

She further adds that, "The success of Kerala tourism was not build on only the pillar of marketing and promotions. They have at the same time been extremely proactive with the sellers. They have gone beyond promotions and strengthened their product in every angle, developing various facets of the product."

Kerala tourism is considered a pioneering success in destination marketing in the volatile world of tourism. It is now India's tourism Superbrand with its iconic strapline "God's Own Country". Apart from its consistent marketing efforts, it was public-private partnership and a vision that helped Kerala to become one of the most talked about destinations in Asia from an unknown entity fifteen years back. Says Alkesh Kumar Sharma, director department of tourism, Kerala and Managing director, Kerala Tourism Development Corporation (KTDC), "A strong brand equity has helped us weather the recent setbacks in the tourism industry with equanimity and post record growths. A lot of factors have contributed to the state's success as a most sought after tourist destination. Infrastructure development including roads, area improvement and beautification, public amenities, parks, information centres etc all have helped to leverage the natural advantages of the state. A strong public-private partnership has synergised the tourism development activities of the state, unleashing entrepreneurship and enterprise. Another key contributor to Kerala's success has been the tremendous media coverage garnered by Kerala over a period of time. Our preservation and conservation efforts like Fort Kochi Heritage Zone and East Fort Heritage project have helped us to leverage the increasing popularity of heritage holidays. Likewise our focus on eco-friendly environment and Quality Classification Systems for our products like Ayurveda, houseboats etc have attracted repeat visits to the state."

Thus a product with the most ambitious marketing and promotional scheme would fail to meet its objective if the basic infrastructure and other development activities are not in place. Concluding in the words of Dr A Jayatilak, managing director, Chhattisgarh Tourism Board, "All marketing and promotional initiatives are in vain, if the basic product is not ready. Development and a sound tourism product definitely precedes all other initiatives. Marketing and promotions has an extremely essential role to play but once the product to be marketed in strong and dynamic."