‘Our Target Is High Spending Tourists’

N N Prasad, secretary tourism and culture, Uttaranchal Tourism Development Board (winner of the ‘Best State Tourism Board’), in conversation with Reema Sisodia, says that Uttaranchal is aspiring to be a global destination

What does the award mean to Uttaranchal?

We are India’s youngest state and this award is indeed a feature in our cap. From whatever was mentioned, the parameters of judging the winners have been rather in-depth and well-researched. Today, Uttaranchal is aspiring to be a global destination and this award has strengthen our belief and also gives us the feeling that we are on the right track. The conclave for tourism growth and promotions has also proved to be a success, where the state has received encouraging response in terms of tourism investment. Hospitality investment has also taken place in the region, with the Taj group leading the way. They plan to set up chains of Taj properties in almost eight to ten regions of the state.

What has been the secret of your success?

We as a state have a definite advantage to be born in the 21st century. Our entire approach with regards to tourism has been professionally designed, implemented and executed. Working through master plans and promoting, identifying hubs and creating centres of excellence is what we have practiced. We try to outsource. We have come to realise that tourism is an extremely vital segment which cannot be taken for granted.

How do you plan to retain the success?

The entire focus has to be on infrastructure development of international standards. Connectivity to the state is the key to its success, hence, every effort is being made to improve this area. This would help strengthen the position of the state. Recently, the minister of civil aviation expressed interest in developing 28 airports in the country and we are glad that Dehradun is a part of this plan.

What are your future plans?

Our target is to get high spending tourists to the state. Our focus is not on numbers. We get 13 million low spending tourists, but even if you get one million high spending tourists, it is worth it. Tourism is the key GDP driver in the state. with regards to our marketing and promotional campaigns, we do not believe in advertising in magazines etc. In fact, we encourage what I am also working at is to built the destination as a winter option. Today, the state is known more as a summer destination, but we at our end are working on developing the ‘snow and sun’ concept. Developing state-of-the-art ski resort at Uttarkashi is also in the pipeline. We also have to give credit to the Uttaranchal government. Though there have been changes but it has not effected tourism in any way as, there has been no political interference. In fact, there has only been encouragement from every government towards tourism.

The Evaluation Criteria

The award for the ‘Best International Tourism Board’ was evaluated on the following criteria:

• Number of Indian arrivals last year, ie (Between 1st April 2003 to 31st March 2004)
• The Indian arrival growth percentage over last year
• Average duration of stay of Indian visitors to the country
• Average spend per Indian tourist as per their records mentioned in USD
• Number of consular offices and locations in India.
• The value of their marketing spend in the Indian market between 1st April 2003 to 31st March 2004.
• A write up in no more than 500 words, five key specific initiatives that were undertaken by the tourism board to make their country an attractive destination for the Indian tourist (eg visa on arrivals for Indians).

In addition to the above, all financial statements submitted were certified by the Chartered Accountant of the nominee.

The award for the ‘Best State Tourism Board’ was evaluated on the following criteria:

• Every nominee had to describe ten key initiatives (policy, infrastructure, marketing and related aspects) during 1st April 2003 - 31st March 2004 in not more than 1,000 words per initiative.

In addition to the above, all financial statements submitted were certified by the Chartered Accountant of the nominee.