State Tourism Boards Redefine The Monsoons

Gone are the days when the monsoons were considered a lean phase for the tourism and hospitality business. Tourism today has become an all season phenomena. Reema Sisodia explores what is in store for the upcoming monsoon season

For some monsoons are `magical' and `mystical', while for others its pure `messy' and `mucky'. Tourism service providers especially state tourism boards, travel agents, tour operators would definitely back the former view point. For them apart from being magical and mystical it also spells `money'.

Gone are the days when the monsoons were considered a lean phase for the tourism and hospitality business. Tourism today has become an all season phenomena, where both buyers and suppliers are recognising the monsoon phase as an ideal holiday period. The buyers are seeing value in the deals offered by suppliers, while suppliers are conceptualising new strategies and marketing drives to attract the discerning traveller.

Most state tourism boards have recognised the power of the monsoon shower and are leaving no stone unturned to increase their cash reservoir. The state of Goa's highly popular and extremely effective campaign called `Go Goa' 365 Days worked wonders for the state. Hard selling the state as an ideal monsoon destination worked in favour of the state as statistics of the tourist arrivals shown in the box w reveal this fact.

Says a senior official from the state of Goa, department of tourism, "Our monsoon campaigns and plans has definitely helped us get the required numbers into the state. Looking at the positive response, we intend to continue with the same kind of promotions in future."

Apart from Goa, the state of Kerala has also capitalised on the monsoon season by selling the state as an ideal monsoon destination. They infact went a step further to announce that the authentic treatments of Ayurveda was best suited and also effective during the monsoon period. The state of Kerala has taken advantage of the monsoon season, as mentions T Balakrishnan, secretary tourism, Government of Kerala, "Every destination should take advantage of their seasons and other attractions like events, festivals etc. We have been doing this for quite a while and will continue to do so. For some time now, we have been promoting Kerala as a monsoon destination. While monsoon hits all over India during June / July, we have something more to offer in Kerala. Monsoon time is traditionally the period when Ayurvedic treatments are held, as the weather is cool and the humidity levels are high. The Monsoon Ayurveda Package that we offer in Kerala is something unique."

Kerala too has gained from the monsoon showers as revealed by statistics of the state. The tourist inflow to Kerala in the year 2002, during the period from June to September was 17,68,100 domestic tourists, and a total of 47,225 foreign tourists. For the year 2003, during June to September the domestic tourist inflow to Kerala was 18,38,780 while the foreign tourist arrival accounted for 65,137. The state is expecting a 15 per cent increase in the year 2004.

The state of Maharashtra has always projected its monsoon tourism destinations, positioning the state's tourism spots as the most suited for the monsoons. Selling the beaches and also the hill stations during the monsoon has also been a proven strategy. Announcing deals and packages especially for the monsoons has been practiced by the state since long. The MTDC also recently taken charge of the resort at one if its premium monsoon locations which was till then in private hands. The Shayadris are also popular for its monsoon panorama and hence promoted by the state.

Advantage Monsoons

It is during the monsoon period that the buyers can take advantage of enjoying and cashing in on some great deals and discounts. The properties and units which would be positioned at premium rates during traditional peak seasons are offered at inexpensive rates. Explaining this further, Karl Dantas, managing director, Bombay Travels says, "Monsoon packages are getting popular with buyers because the suppliers provide great holiday deals during the season. The price conscious but adventurous traveller would definitely consider these deals as attractive and hence accept them positively. Short distance getaways and hill stations are also extremely popular, especially for those who live in cites and metros."

Apart from the state tourism boards, there are prominent hotel chains and also tour and travel operators who announce special monsoon packages for clients.

Taj Leisure Hotels has launched monsoon packages, called the Magical Monsoon Retreats wherein guests can avail of special itineraries, at the various properties spread across the country. The group has announced special monsoon packages to their properties in Kerala, Goa and also at Fisherman's Cove, Chennai. Other packages during the monsoon months have also been announced to destinations such as Jaipur, Jodhpur, Agra, Benares, Khajuraho, Ooty, Coonoor, Chiplun, Chikmagalur, and also Kathmandu.

The Sarovar Park Plaza Hotels & Resorts (SPPHR) too has special monsoon offers. Adds Rahat Madhok, marketing manager, SPPHR, "There has been a 20-30 per cent annual increase in travel. The hospitality industry has become far more accessible and affordable. There has been a lot of movement in the mid-market segments and vacations and holidays are no longer purely the realm of the upper segments. Increase in the use of credit cards and other means of credit payments have made it possible for people to avail of facilities previously inaccessible. All this has resulted in a number of changes. Beach resorts have become popular haunts in the monsoons and a lot of families travel to these destinations. The Indians are very fond of the monsoons and rush off to beaches and some hill stations too. Also water destinations in Kerala and Rajasthan are bound to be immensely popular. We have a blend of packages and special offers customised to suit all travel requirements. Our resorts have a variety of attractive deals." Reiterating further, Ajay Bakaya, executive director, SPPHR, says, "We hope to continue with these positive trend. We are tuned into market learnings - evaluating new prospects and availing of existing opportunities. We look to innovate and reinvent our offerings as per the requirements." Hotel chains also work in correlation with tour companies to sell packages.

Adds Madhok, "We are working with many tour companies such as Sita BTI, TCI, D'Pauls, Thomas Cook, ITL and others on packages." Speaking with reference to the travel industry, Jehangir Katgara, director, TCI adds, "We sell a lot of packages during the monsoons especially for the domestic circuit. The rains definitely sell and monsoons also work out as active business periods."

Marketing The Monsoons

What gives the suppliers the much needed push and edge is the effective marketing campaigns and promotional strategies that has worked to their advantage. Goa tourism has already started promotional campaign for the monsoon season through the electronic media like Star TV, Star Plus, National Geographic channel, etc which has already started from May'04 onwards. Most of the star category hotels offer lucrative packages some of which include air fairs, meals sightseeing and other parks which are very economical for tourists. Smaller hotels and Goa Tourism Development Corporation Ltd hotels offer discounts in their rooms tariff which are within the means of common tourists. The department has also envisaged various publicity measures in India and abroad on a massive scale through participation in various travel marts in India and abroad, by organising roadshows, advertisement through print and electronic media like CNN/BBC, Star Plus, Zee New etc. Aggressive advertising and marketing have also been undertaken by hotels, resorts and tourism companies to sell their monsoon products and packages at deals at are attractive. New kids on the block such as Chhattisgarh Tourism Board (CTB) has also recently produced three advertisement films and three documentary films, which are being aired on the major TV channels in view of the coming tourist season. These films are being looked upon as am important medium to send the message across.

New Emerging States

Apart from the regular monsoon destinations, new states are emerging on the scene. CTB has made efforts to also sell itself as a monsoon destination. Says A Jayatilak, managing director, CTB, "Waterfalls like Chitrakote and Tirathgarh are very important aspect of the tourism promotion strategy of Chhattisgarh. Hence the monsoons are naturally the best time to visit the State so as to witness these majestic waterfalls in their full vigor. We promote the season starting from the month of July as the ideal time to enjoy the monsoons with the breathtaking views of the waterfalls. Half of the State is under forest cover and during monsoon these forests become lush green, surely a sight for sore eyes." Apart from Chhattisgarh, Karnataka too has plans in place to sell itself as a monsoon destination. Informs Mahendra Jain, Commissioner, Department of Tourism, Karnataka, "We are promoting Karanataka as a monsoon destination through a campaign which we are going to launch. We are targetting hills and coastal destinations like Coorg, Karwar, Mangalore, Udupi and even Jog Falls. Apart from the monsoon, the campaign will also address other aspects of the season such as the romantic mood and the feeling of togetherness. Even heritage destinations like Belur, Halebid and Hampi is being included though the focus is primarily on hills and the coast. The budget for the monsoon campaign is about 10-15 lakhs. We are a small department and we have certain budgetary constraints, so we really do not have huge budgets, even though we want to do a lot more of promotions. Tourist statistics for the period of June to September 2003 was Domestic - 41,91,495 and International - 13,343 for the state."

Apart from these, there are many other regions and states which are eyeing the monsoon showers. Bangaram a coral island in Lakshdweep, which is the only island open to foreigners is known to have a special charm during the monsoons. Udaipur, Ladakh, the valleys of Lahaul and Spiti in Himachal Pradesh (HP) are also positioning themselves as enchanting monsoons destinations.

So, the showery season is fast approaching and like many it is the tourism suppliers who are waiting to collect every drop of the shower and fill their reservoir. They have their budgets in place where they would invest to only gain back in doubles. Karnataka today a total budget of approximately Rs three crores, which has been sanctioned for this season, to be spent on various tasks of tourism development. In case of Goa the approximate expenditure for the financial year 2003-04 is Rs.2445.38 lakh i.e. 24.45 crores.