Creating A Total Visitor Experience

The coveted number one destination slot can be ours as we have the potential, resources and the professionals to make this a reality, but for this, a long-term plan for sustained growth must be developed feels Ranjit Malkani

Most distinguished journals mention that India has so much to offer that it is impossible to journey across it in a single lifetime. The rich cultural heritage, beauty and diversity of the landscape, the architecture together with the colours, sights, sounds and tastes, all play their part in making any visit to this country memorable. It has the ability to get into the very soul of the traveller and remain forever a part of the psyche.

India has been ranked 6th among the top ten destinations worldwide by Conde Nast traveller, and is among the top five favourite international destinations from 134 countries as reported in a global survey conducted by Lonely Planet. India is the favoured travel destination and features on the itinerary of the biggest and best agents worldwide.

Why is it that we then, find ourselves at the lower end of the visitor numbers, graph. Here's, the good news, the industry is changing dramatically. With the marketing of brand "India" and investment on infrastructure the future is bright. The clouds of uncertainty of the past few years have lifted and projections indicate a boom ahead.

A lot still needs to be done if we are to live up to the global travellers expectation. We have to Think Best-Think Big-Think Out Of The Box. This will require vision, commitment and effort. The canvas is ready lets paint the picture.

A long-term plan for sustained growth must be developed. Infrastructure and connectivity must be improved further. Safety, security, hygiene, better facilities, quality of service and value for money, the main concerns of today's traveller must be tackled. We must concentrate on shoulder season strategies, visitor satisfaction and retention. India must be promoted as a year round destination.

Our stewardship of the resources that both attract and are threatened by tourists-our cultural and natural heritage will be crucial for long-term sustainable growth. The growth of tourism therefore depends on sound planning, strategic direction and partnership between government and industry.

It is clear that the economics of travel and tourism cannot be left to chance. Travellers in all segments seek safety; fewer hassles, more personal comfort and more nurturing travel experiences. Today's visitor actively compares options and emphasises on value. In conclusion, the long-term market outlook remains positive. We will face downturns but these will not affect the basic need of people to travel. The coveted number one destination slot can be ours as we have the potential, resources and professionals to make this a reality.

(The author is chairman & CEO - South Asia and Middle-East, Kuoni Travel Group India)