`We Need To Put A Right Strategy In Place To Market AP’

Dr J Geetha Reddy, the new tourism minister of Andhra Pradesh (AP) in an exclusive interview with Reema Sisodia, talks about her plans to put tourism on the centrestage in her state

What are the initiatives planned under the new leadership to boost the position of AP tourism?

I am very happy to head the tourism ministry in the state. Andhra Pradesh is blessed with a confluence of rich and diverse culture. We have planned to focus specially on rural tourism, heritage tourism, district tourism, pilgrim tourism and health tourism. While focusing on these areas, the objective is not merely to generate revenues from them but also to create employment and most importantly to project the richness and cultural diversity of the state. The state has 104 Buddhist sites that would attract a large number of tourists from South-East and Far East Asia. Development of cultural clusters in every district is on our agenda. Various community-based rural tourism projects like Kuchipudi and Pochampalli village will be taken up on priority. We are also planning to introduce a night bazaar in the Charminar area, which can be covered by visitors utilising the 'Hyderabad by Night' tour.

Would new initiatives have an effect on tourist arrivals, both domestic and international?

There was a 17 per cent increase in the inflow of domestic tourists, which increased from 6.33 crore in 2002 to 7.41 crore in 2003, while the inflow of international tourists increased from 2.10 lakh to 4.80 lakh, which also meant increase in employment generation from 47.16 lakh to 53.91 lakh. We need to put a right marketing strategy in place to effectively market our state that would ultimately result in arrival of more tourists. One of the destinations that has not received due attention is Puttaparti, the abode of Satya Sai Baba. Devotees from 172 countries arrive in hordes to this enchanting and spiritual place. In fact, Karnataka has done quite a lot in this area to capitalise on the opportunity available. The state government intends to develop infrastructure and facilities in this area from a tourism perspective.

The previous government had initiated a number of tourism-related ventures. Would they continue? What are the future developments?

All projects that are completed and ready to commence would continue. Only projects that have not yet started have been put under review. This is a normal procedure when a new government comes into power. Andhra Pradesh has a lot of tourism potential that is yet to be capitalised, which means there would definitely be more projects coming up in the future.

Is AP Tourism initiating a new brand image or marketing and promotional plan?

It is too early to answer that. We have just taken over from the previous government. Once we finalise our marketing strategy, we would be in a better position to answer. At this juncture, we would be continuing with the current branding.

What has been the relationship of the state travel agents and tour operators who sell the product? Are there any special discounts and concessions provided to them?

We need to work out a plan with travel agents and tour operators because they are the ones who ultimately sell the product. We need to still work out on the rebates and discounts. Since Goa attracts the largest number of international tourists, we recently invited tour operators from Goa and had a round of discussion with them to promote Andhra Pradesh.

Is there going to be an increase in the state budget? What is the kind of assistance the state government looks forward to from the Centre for tourism projects?

The government of India is supporting state governments through the central financial assistance scheme in developing tourism through destination promotion, circuit promotion, rural tourism and large revenue generating projects. Twenty tourism projects were supported with an assistance of Rs 12.9 crore during 2002-03. Paryathak Bhavan and National Institute of Tourism and Hospitality Management (NITHM) are two major projects supported by the GOI at a total estimated cost of Rs 42 crore. The GOI has agreed to contribute Rs 5 crore to the Paryathak Bhavan and Rs 2.2 crore to NITHM. I am confident that we would get required assistance for our projects. The advantage of also having the Union Minister from Andhra Pradesh works to our benefit.