30 minute interview

‘Our primary target will be leisure business travellers’

John H Percy Jr, president and CEO of Niagara Tourism & Convention Corp, speaks about the plans on entering the Indian market. By Anupama Sushil

John H Percy Jr

What are your primary markets in India?

Currently we would be looking at cities like Delhi, Mumbai and Bengaluru that have a high number of travellers to the USA. Our primary target will be leisure business travellers followed by MICE groups. Last year, Niagara was visited by about 1,47,000 visitors from India. According to the US Department of Commerce Office of Travel and Tourism Industries, over 5,67,000 Indians visited the US in 2007, an increase of 39 per cent over 2006. Visitors from India to the US spent nearly US$ 3.6 billion last year, an increase of 40 per cent over 2006. Indians are now the sixth highest spenders in the country.

How are you looking at promoting the destination in India?

We are promoting the Niagara Falls area as a region and not just a destination. It is surely a standalone region and offers numerous activities. It boasts of several attractions that make it at least a two-day stay region. It has tie-ups with numerous hotel partners that provide travellers with a wide range of choice.

How will the corporation work with the travel agents and tour operators?

Our first and the foremost aim is to create awareness about the potential and the offering of the area. Even when almost everyone knows about the Falls, travel agents still don't know about the places around it. While Sartha Marketing Communications has been appointed as the India office representative, it will conduct regular educational trips and product updates for the agents and operators and work on consumer promotions to enhance awareness of Niagara, USA for the FIT. Additionally, we will be represented at relevant fairs and seminars.

Niagara Tourism & Convention Corp is also looking at tying up with several airlines for in-flight promotion of the destination. The India airlines that we are eyeing are Air India and Jet Airways and several other American airlines.