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CII Encourages Monsoon Tourism Promotion
Neeti Chopra - New Delhi
In order to give the tourism sector a fillip and extend its
marketability beyond the traditional season, the Confederation of Indian Industry
(CII) has called for Monsoon Tourism promotions both in inbound and domestic
markets. The monsoon season, though vital for the Indian economy, has so far
been a wet blanket for the tourism industry with hotel and resort occupancies
falling by nearly 50 per cent and a sharp reduction in revenues, for travel
and tour operators servicing the domestic segment.
According to a report prepared by CII, India's share in global tourism was dismal,
hovering at 0.4 per cent. The report suggests that there is an urgent need to
look at ways to increase this figure to respectable levels in consonance with
variety of products, attractions and services that India has to offer.
While suggesting strategies to promote monsoon tourism, CII has recommended
that it is imperative to identify states that can be positioned as monsoon destinations.
The report also pointed out states that could initially be considered to promote
monsoon tourism such as Kerala, Madhya Pradesh, Karnataka, Goa, Jammu and Kashmir,
Uttaranchal, Sikkim, Himachal Pradesh and Orissa.
"Monsoon tourism should be looked at as a product that requires niche marketing.
Our focus should be on opening up new areas and look at promoting the tourism
period between April to October. This would in turn open up a whole new segment
like plantation holidays, tea estates, etc. But the challenge is to convert
the existing infrastructure to tourism infrastructure.
 If
this CII initiative can bring together states and private sector in creating
the product and innovative packages, the government will definitely play its
role in promoting and marketing international markets by launching a campaign
next year promoting monsoons in India," said Amitabh Kant, joint secretary,
ministry of tourism.
Surjya Narayan Patro, minister for tourism, energy and IT, Government of Orissa,
said that his government was drawing up extensive plans to promote the monsoon
season in the state. "The famous Rath Yatra does very well during the monsoon
season due to which hotels have shown a gradual increase in their occupancy
rates. With increased investments from the private sector, and strong emphasis
on infrastructure development, the state is set to become a strong tourist hub
throughout the year," informed Patro.
The CII paper states that it would also be necessary to devise various monsoon
packages for these destinations. Special marriage packages and honeymoon packages
could be developed for places like Pachmarhi in Madhya Pradesh. It could also
be promoted as an ideal destination for special writing and art camps, while
Mandu would be ideal for honeymooners. These packages should be competitively
priced by providing heavily discounted rates for boarding and lodging.
According to T P S Rawat, minister of excise, tourism and Sainik welfare, Government
of Uttaranchal, “It is important to draw up innovative plans and package
them properly to project India as a monsoon destination. We need to target honeymooners,
group travellers, weekenders, corporate and various institutions wanting to
hold conventions and conferences from April to October. We can also tap the
Middle East and South East Asian markets along with other hot and dry regions,"
Uttaranchal Tourism is planning to organise a monsoon-based theme fashion and
jewellery festival at easily accessible places like Dehradun, Mussoorie and
Nainital to promote the season.
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