Specialisation In Tourism - Does It Increase Tourist Arrivals?

Neeti Chopra - New Delhi

Given India's vast geographical landscape combined with its growing tourist inflow, it would not be too wrong to assume that travellers, especially first-time travellers, rely heavily on tour operators and travel agents.

The NTOs, therefore, have to make them aware of the importance of customer service and supply them with appropriate products. To this effect, there are training programmes adopted by some international tourism boards that help them market destinations successfully.

But it remains to be seen whether these programmes are really beneficial or not. Here are a few points that speak for and against these specialist training programmes in India.

Specialist Programmes As a Prolific Tool

The Aussie Specialist Programme (ASP) offered by the Australian Tourist Commission (ATC) pioneered the concept of these training programmes. Its 'Aussie Specialist On-Line Training Programme' is believed to be the first completely online national tourist office destination training programme in the world.

It claims to offer consistency in training across markets since it is fully web-based, increased efficiencies, and savings to the ATC. At the same time, it serves as a live reference tool providing the latest information about Australia to travel agents.

Soon after its launch, the South African Tourism (SATour) followed suit. Its SAFundi (South Africa Fundi Tourism Expert Training Course) offers the trade with all the tools needed to sell the country as a remarkable tourist destination. The course is free but is open only to those who are actively selling South Africa as a destination in the industry.

Explaining the benefits of this programme, Lance B Littlefield, country manager for SATour said, "Our specialist training programme is one of the tools we use to convert potential travellers to choose South Africa as their holiday destination. To ensure that they make an informed choice, we need to educate and empower agents with the skill and knowledge to convince a customer to travel to South Africa."

NZ, Singapore Join the League

Not far behind Australia and South Africa is the New Zealand Tourism Board (NZTB). Kiwi-Link India - designed by NZTB - is one of the largest Kiwi trade-training programmes.

Its Kiwi Specialist Programme motivates travel agents to streamline their distribution network and helps them know the destination they are promoting better. On successfully completing the modules, professionals receive the 'Kiwi Specialist Certificate'. It claimed that a total of 207 agents across India had enrolled for its course as of 2004. Singapore Tourism is not too far behind either with its Singapore Tourism Specialist programme that aims to cultivate a pool of travel agents around the world to become "specialists" in promoting Singapore.

Benefits For Agents

Outbound agents have clearly identified their niche and adopted the 'specialist' strategy. Deepak Narula, MD of Aman Travels, explains, "Since it is not possible to promote destinations from all over the world, it makes sense to specialise in one particular destination and sell it aggressively."

Narula feels that specialist programmes act as a medium for travel agents to interact with the embassies every six months and exchange ideas. Moreover, a trade that is accredited as specialist in one particular destination will be able to attract more clients with its professionalism and comprehensive knowledge. Currently, Aman Travels has enrolled itself with ASP but is also planning to opt for the 'Kiwi Specialist Programme' as well as the SAFundi Tourism Expert Training Course.

Alternatively, Saltours International, that specialises in three destinations - Australia, New Zealand and South Africa - has witnessed an increase in the outbound figures after enrolling in these programmes. Sanjiv Nangia, its director, says, "Being a specialist helps us convince a lot of clients to opt for South Africa, Australia and New Zealand instead of the traditional markets like Europe. Everyone is now looking at tourism as a major contributor to the country's GDP. Therefore, it makes sense for more countries to introduce these kinds of training programmes in India."

Non-Specialist Pessimistic Approach

To give the other side of the scenario, the non-specialists in India believe that although competition is fierce, the market is large enough to accommodate everyone.

They feel that Indians, who travel to one destination today, will travel to another one tomorrow. And that it is just a matter of what catches the eye. Therefore, according to them, it is not necessary to be a specialist in one particular destination.

Rajeev Nangia, deputy GM of TRAC Representations (India), says, "These programmes are only a homogenous tool for training. The Internet cannot replace face-to-face interaction in any part of the world. Since these programmes are a new tool, they appear to be very successful. But it will soon lose its value once the market is flooded with them. With new markets coming up in India, it is pointless to master one particular destination. In order to sustain and increase market growth, a quality tourism experience is what makes a destination sell."

Common Goals

But despite what market insiders say, the specialist approach seems to be beneficial for both parties - the agents as well as the tourism boards. The programmes provide a reciprocal preferential partnership whereby both parties support each other and have common goals. So while the agents remain committed to select destinations, the respective tourism board extends support in terms of marketing, research and development, destination information, exposure as well as training to these agents. It not only assists the agents with promoting the destinations but also enhances his entire outlook towards the place.

Littlefield says, "With information becoming freely available, only companies that can craft information into useful tools will succeed. Specialist accreditation is important as it inspires confidence in the agent that the client has chosen. It acts as a stamp of trust and quality."

But all said and done, it is too early to tell whether these training programmes are just a phase or they will really prepare the tourism boards to meet the challenges of tomorrow.

Australia	South Africa
New Zealand