‘The State's Vision Is Clearer After The Latest Revamp In Branding’

Recently appointed as the commissioner for Karnataka tourism, Yogendra Tripathi, speaks about his plans towards tourism development in the state.

Which direction are you planning to take Karnataka tourism to?

The department has a multi-pronged approach, which includes private participation on a bigger scale. While the priority will be to develop heritage sites, wildlife, nature (beaches, waterfalls and so on), culture/worship and modernity, in that order, the department is developing eight circuits in the State to attract both domestic and international tourists.

Participating in international exhibitions and road shows has definitely been a huge advantage. It has helped in exposing the destination to international travellers. For instance, previously the only destinations that were known in the international market were Bangalore and Mysore. Today places like Hampi are well known too. The very fact that TVI, the world's largest tour operator, has included Hampi in their tour itinerary establishes this fact.

There has been a steady increase in the number of private participants in the international trade exhibitions from the state. The average number of private participants for these events is around six to seven.

A new comprehensive website has also been uploaded, which would help the traveller to get a glimpse of the destination. Online bookings for reservations at KSRTC (Karnataka State Road Transport Corporation), hotel reservations at the KSTDC (Karnataka State Tourism Development Corporation) are some of the unique features of this site.

A new newsletter named "Kontact" was launched by the department early this year. The main objective being to create an ideal forum where the travel trade and government come together to share ideas and issues related to tourism industry. This bi-monthly publication also provides national and international database gathered from various events that the department participates in.

Which are the key markets being explored by Karnataka tourism?

The state is now gearing up to tap potential markets like the European Union, Middle East and the South East Asian markets. A large number of travellers from these regions visit the neighbouring states of Kerala, Goa, Tamil Nadu and certain key tourism destinations from North India like Rajasthan. Their levels of awareness of Karnataka as a destination offering a basketful of tourism options are indeed pretty low. Through our media campaign and our participation in the international events and road shows, we plan to address this issue.

What other plans do you have with regards to tourism development in the state?

The department has big plans to bring a change in improving the quality of the infrastructure at the tourism destinations in the state. The state also plans to convert travellers who come for the many events held in the state, specifically to visit other destinations.

What are your comments on the recent re-branding of Karnataka tourism?

The state's vision is now clearer after the latest revamp in their branding. Creating awareness about Karnataka as a tourism destination, one with many worlds, is indeed a fresh initiative. The benefits of this new initiative would take some time.