According to Martin Sirk, CEO, International Congress and Convention Association (ICCA), the Incredible India is both a powerful and emotional marketing campaign, probably the most impactful one in the market. While delivering his keynote speech at the recently concluded IT&CM in New Delhi, Sirk opined that the campaign needs to encompass all the segments of tourism, not just focus on leisure tourist appeal. “That is not the business objective; it doesn’t win over the other segments of travellers. India will soon have infrastructure in place for conventions and also have rooms available at low rates, which will finally bring the country at par with the world as a fundamental meeting destination, making it a strong tourism segment,” he added. Sirk further added that destination marketing is of utmost importance to grow the country’s tourism potential.
During his speech, he deliberated on the subject of competitiveness as consistent changes have been taking place in the convention segment of the industry. “The subject of competitiveness is the most intellectually interesting in our field because we are going through a period of enormous change and we are always thinking about how to be competitive. We are constantly being challenged by the changes,” he said.
He went on to say that it really helps business if the players understand the latest marketing strategy the organisation is trying to achieve and what facet of it requires improvement and attention, and what fuels it. He concluded his speech by charting out issues that will become great differentiators in a flat world: Team work, high tech high touch, personalisation, creativity, intellectual destinations and supersmart partners. “India is driven by the private sector, which means a central driving force is required for convention centres. Other countries like Scandinavia pool their resources for conventions. International and experimental collaborations are on the rise too. This is a great opportunity for India and its business and team work will strengthen its possibilities,” he said.
According to him, Asians are known for being tech-savvy and this should be leveraged and the online space used to the trade’s advantage. “PCOs can be your supersmart partners; they are the experts and can advice the industry on what will impact attendance and what makes for a successful convention. Use them,” said Sirk.
