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Shayan Mallick

Shayan Mallick

An unexplored tropical paradise and China’s burgeoning resort city, Sanya is soon opening its tourism office in India in order to attract increasing number of Indian visitors to the seaside resort. Sanya is located along the South China Sea at the southern tip of Hainan, an island and the southernmost province of mainland China along the South China Sea.

The picturesque resort city has been working in the Indian market for some time through local travel industry stakeholders and representation office in India and has hosted travel and media familiarization tours, among some of its other initiatives towards developing the Indian market.

Commenting on Sanya’s destination marketing plan for India, Tang Sixian, Consulting Director of Sanya Tourism, Culture, Radio, Television and Sports Bureau, informed, “We use different ways to develop a new market. For India, firstly we would like to cooperate with China Southern and China Eastern airlines to try to create better products for the India market. Secondly, we would like to set up our marketing office in Delhi. This office will start working soon. We have already decided on that. It will be set up at China Southern Airlines’ office in Delhi. We have already signed agreement with them.”

Apart from opening a tourism office, Sixian pointed that there are already Chinese travel companies who have set up offices in Delhi that the tourism board can also work with them along with carriers like China Southern and China Eastern as well local Sanya tourism stakeholders with interest in the Indian market. Sixian was speaking at an interaction with a group of Indian journalists in Sanya on the sidelines of a familiarization tour organized recently.

Furthermore, he also said that the tourism board will cooperate with local Indian companies to do more activities or events. “For example, last year in Sanya we did Asia Television Awards and we invited quite a few Indian stars to come to Sanya. We also did International Yoga Conference and invited quite a few big groups and (Yoga) masters from India to come to Sanya and experience the new Sanya. We can further cooperate on events. Maybe in the future we would like to film TV programmes or even international films to promote Sanya to the Indian people.”

The tourism director particularly stressed the role of connectivity in boosting tourism traffic. “In the future direct flight should come up. We are planning this. If the market growth necessitates we can look at direct air connectivity between Sanya and India. We already have direct flights connecting to quite a few cities in South East Asian countries. For example we have direct flights from Sanya to Singapore and Bangkok. We would like to extend the Bangkok flight to India and that’s very convenient. It all depends on just how the Indian market grows for us,” he pointed.

India, no doubt, is one of the most promising outbound travel market today. International travel surpassed 1.3 billion in 2017 and 1.4 billion in 2018. India’s contribution to this growth has been significant with double-digit growth almost every year in the last six-seven years and a growth rate far exceeding the international average. Currently, nearing 28 million mark, UNWTO predicts India to be a 50 million outbound travel market by 2020 and hailing it as one of the fastest growing outbound travel markets in the world today. And to top that with Indians’ propensity to spend while travelling is what makes India a lucrative travel source market for the National Tourist Offices (NTOs) to develop, reason why we see over a hundred national, regional and city tourism boards with offices in India today.

And while India is one of the fastest growing tourism source markets, and for many the top tourism source market, from countries and regions to leisure and entertainment hubs, from Europe to Middle East to destinations in South East Asia, it is also a fact that it is a complex and a highly diverse market that needs closer scrutiny and understanding. SATTE 2019 brought together an eclectic panel represented by NTOs from short and long-haul destinations to leisure hub and industry body in order to discuss and understand if NTOs are doing it right in India.

Moderated by Karan Anand, Head of Relationships & Supplier Management, Cox & Kings, the panel discussion on “Are NTOs India Ready?” included speakers GB Srithar, Regional Director – South Asia, Middle East & Africa (SAMEA), Singapore Tourism Board; Arvind Bundhun, Director, Mauritius Tourism Promotion Authority; Carl Vaz, CEO & Strategy Director – Destination Canada, India GSA; Sunil Kumar, President, Travel Agents Association of India and Bruno P. Wiley, Vice President of Sales, Experience Hub, the trade and promotion arm of Yas Island Abu Dhabi.

Setting the tone for an engrossing discussion on the topic, Anand, in reference to NTOs present in India or the new ones setting shop here, said, “All of them are coming to India, but are they India ready? Everybody is looking at India, but how is this story evolving? What is the story that each national tourist office needs to put out to the customer to build an aspiration for them to come to their country and not somebody else’s who is also putting out their own story?”

Furthermore, he pointed that not only the outbound numbers are increasing but the outbound Indian travel market itself is changing. “Overtime people will travel increasingly more frequently and their travel planning and preferences, like combining destinations such as Singapore-Malaysia-Hong Kong on a single trip or Dubai-Abu Dhabi-Sharjah, will evolve. How do we ensure that the NTOs who are pursuing the Indian customer get the story right and are they ready to make sure that when an Indian traveler is deciding where does he go, what role do they (NTOs) play in it?”

Top source market

In 2017, India became the third largest source market for Singapore after China and Indonesia, contributing 1.27 million visitors. “In 2018, we are on track of another record year and India will maintain its position as the third largest source market for Singapore. Upto November 2018, we have already welcomed 1.32 million Indian visitors which is about 14 per cent increase over the same period the previous year,” Srithar noted. For Mauritius, Bundhun says that the destination has noticed a big increase in Indian numbers in the past three to four years and the NTO has set a target of 130,000 Indian tourist arrivals by 2020.

Wiley who moved to Abu Dhabi seven years ago and has been working on developing the Indian market ever since for leisure and entertainment hub ‘Yas Island Abu Dhabi’ says that what was around half a million visitors from India to the UAE about the time he moved to Abu Dhabi is today over two million, and expects the number to touch three millions very quickly, within the next 18 to 24 months.

While acknowledging the growth in India’s outbound travel, TAAI’s Kumar said, “We have been hearing it, but there are two important questions that we must be connected with the statement, that is, where are the people going to? And, who decides what should be the destination? In my opinion, it’s only 25 per cent of the Indian outbound that decides for themselves where to go. Remaining 75 per cent is driven by promotions, opportunities and by travel industry. So, the decision of ‘where the outbound traveler must go’ is very important for the NTOs to understand.”

Engaging a changing market

The Indian consumer is a much evolved traveler today. His expectations have changed. The tier II and tier III city travelers have started travelling. Their tastes are also very discerning and they are pampered for choices. Anand says, “I have always maintained that the success of any NTO in pursuing (travelers) they need to have the ‘Three-C’ strategy where there must be ‘Connectivity’, ‘Consular’ services access and ‘Communication.’ When these three Cs are properly aligned what we have observed is that those countries tend to do the best.” Further sharing on his learning, he pointed Indian outbound travelers’ preferences for Indian food, sense of security and the important role that English play in making holiday choices.

Srithar notes, “India is a very-very important source market for a variety of reasons. In terms of audiences, we seek the family travelers, working millennial, cruise travelers, MICE travelers. Therefore, we are trying to constantly engage the consumers in a meaningful manner and continue to make them feel that Singapore is an important and an all-year-round destination, that it is a destination for many purposes, is a huge challenge for us and we do not take that lightly. We know that today the Indian consumer has got many-many choices. Therefore in Singapore Tourism Board’s strategy, connecting effectively with our consumers through various platforms whether it is travel trade partner, non-travel trade partners, airlines and so on and so forth is a very-very important challenge. It is a constant challenge of evolving, transforming, incremental change, incremental communications, and that’s how we are trying to keep pace with the changes in the market.”

Citing Yas Island’s promotional strategies in India, Wiley argued that not only the product diversification but it is also important to diversify the market segments that one wants to tap. “When we were trying to understand what was India market like and what does Indian travelers want, we realized that it became too complicated for us. But with time and experience that we gained, we started creating different persona to different type of clients like FITs, stopover FITs, group business, day tourists, MICE, etc. We have the diversity of products and we are adapting ourselves for each of the segments and it’s no surprise that actually now they starting to come all round the year.” He also informed that in the last few years, India has already emerged as the top source market for the Yas Island.

According to Bundhun, “The Indian tourist have evolved a lot. Gone are the days when we could market Mauritius just as a beach destination. The traveler wants experiences. Therefore our strategy is quite diverse ranging from B2B to B2C and also we have started targeting other niche markets. We will be trying to display authentic experiences this year. People don’t only want to visit Mauritius for the sea, beach and blue water. There is a big Indian diaspora, there is culture and loads of activities besides beach activities which can also be highlighted. Also, this year there would be push for the incentive market and wedding segment from India.”

Engaging the trade

While highlighting some of the key roles that NTOs play in a source market they are located in, Vaz said, “When we look at the stakeholders back home, that is, the incoming companies, the hotels, the attractions, we have to understand that we need to create a platform for them to interact with Indian travel trade community. The second platform that we create as NTOs is how to engage with media in order to take the content out into the market so that the general population then digest that content and that content then translate into sales of packages or package creation. Another role that NTOs perform here in India is developing the destination information, knowledge and the destination skillsets of travel trade community, especially the smaller agencies.

Citing examples like the former Australian Tourism India manager Maggie White, who was very popular in the market, and former Singapore Tourism Board’s India face Vimal Harnal, TAAI’s Kumar also highlighted the need for the NTOs representatives and NTOs themselves to develop deeper and closer inter-personal relations and synergies with the travel industry stakeholders in India. “Vimal Harnal from Singapore Tourism Board was a household name in the travel industry in India a couple of decade ago. The kind of education, the kind of connect, he had with the industry actually got agents to promote Singapore tourism,” he said.

He also pointed that TAAI has been instrumental in supporting a large number of NTOs reach the right audience. “We believe 80 per cent of the road shows are attended because there are too many calls, and you send a frontline staff who is a non-influencer, non-decision maker and if somebody tells you that there are 90 people in the roadshow, it doesn’t happen that way. With Destination Canada, TAAI has got eight roadshows done already and in 90 per cent of the roadshows 90 per cent of the attendance is the travel agents, the owners, the senior managements, who are the influencers. And this is what NTOs must keep in mind,” Kumar stressed.

Way forward

Emphasizing that the NTOs need to act as an effective bridge between the suppliers of the destination that they represent and the local Indian buyers, Vaz said, “I think what NTOs need to do to be India ready is bridging this gap by bringing, from consular services to hotels, airlines, DMCs, attractions and then you bridge that with local stakeholders in India like TAAI, TAFI and other such bodies and impart that knowledge and awareness.”

Stressing the need to learn and adapt quickly and develop resources according to the market needs, Wiley, in reference to Yas Island, said, “The journey (in India) has been quite complicated. I remember when we came and started to approach the market, the first thing that we did on Yas Island side is to talk with the DMCs. Very quickly we realized that the DMCs were not interested in changing the rules that we were building. So what we did, what we have decided to do and we have done with organization like Cox & Kings and with other organization like TAAI when they came to us is to go to India and develop our own network. Six years later, we have our own physical presence covering the North, the South and the Centre of India. We have developed partnership with most of the key organisations that you have in India. We have developed the technology that allows us now to work and to deal directly with partners in India.”

TAAI credits itself with generating massive destination visibility wherever it takes its annual conventions. Citing example of its recent conventions in Abu Dhabi and Kunming, Kumar said, “A customer doesn’t walk into a travel agency and say I want to go to Rocky Mountain. It is for the agent to say that you are anyway going to Montreal or Toronto, how can you afford not to visit Rocky Mountain. This is where a big education is required and TAAI focuses exactly on this point. Our biggest strength is our connect with the members. We would be the right funnel to channel in the education.”

Anand pointed at the need of marrying the three Cs very intelligently, particularly in combining destinations, in view of certain challenges that the NTOs face like being a long-haul destination, a stricter Visa processing rule or connectivity for that matter. He said, “In becoming India ready, sometimes countries have to adopt as well as catch a catchment area and sometimes strategically align themselves with a neighbouring countries.” He also stressed the need for the NTOs to develop strategic focus on attracting repeat visits.

According to Srithar, the rapid pace of the Indian consumer has been for several factors, but one of the biggest factors has been communication with available information out there which is so easy to access. “They are now very cognizant about expectation. And our challenge has always been how to make sure our messaging is right, our pitching is right and we are connecting to right audiences through the right platforms,” Srithar adds.

Responding to the catch phrase and taglines that’s often credited with generating huge buzz, Bundhun said, “It is important to target the right audience with a proper tagline. But I don’t think that taglines does influence the traveler. The Indian traveler who come has a very clear mind, he knows what he wants, he knows what to expect from the destination. It’s not the tagline that will sell the destination,” he opined.

In conclusion

As Wiley suggests, India is a complex market. It’s sub-continental diversity not only encompasses varied tastes, food habits or language but also racial, religious and ethnic features. So, as the discussion stressed on the need to engage with travel industry and consumers with effective outreach, it also pointed at the need to create customized solution keeping the diverse market that India is, in mind. Effective communication with all, be it the trade, consumers or media, was particularly stressed by all. Anand ‘Three-C’ strategy also stressed on this along with ‘connectivity’ and ‘consular services’ for the facilitative visa processing. Other important points that were stressed upon and taken for discussion in order to effectively develop the Indian market and be India ready were combining destinations where it suits, tragetting repeat visits, and last but not the least creating closer and effective synergies with travel trade and industry stakeholders in order to successfully develop the Indian market.

And as the discussion concluded, Anand’s last word were particularly frank and resonated with the topic, as he said, “In my opinion, having sat on a few tourism boards’ as an adviser, I would say that 25 per cent are India ready, 25 per cent more will get there and half (remaining half) of them will find their way. I suggest if they were to sit with the trade, it would help them a lot to become particularly India ready.”

Turkey’s inbound arrival from India grew by a strong around 76 per cent, registering a record number of Indian tourist arrivals at over 150,000 in 2018. About 87,000 Indian tourists had visited Turkey in 2017. Before 2018, Turkey’s best year in Indian arrivals was 2015 when it hosted around 137,000 Indian tourists. As Turkey’s tourism recovery continues, the Turkish Tourism’s India office is confident of registering another year of stellar growth in 2019 as well.

One of the reasons of a better 2019 is increased air capacity with India’s biggest domestic carrier IndiGo announcing direct flights to Istanbul. Besides, Turkey Tourism is keen to closely engage with the trade across India and go the whole hog in order to build on the momentum and has lined up a number of initiatives in 2019 aimed at developing the Indian market.


Internationally, tourist arrivals to Turkey that had steeply declined in 2015-16 as a result of the regional geopolitics, has recorded the second consecutive year of robust growth in 2018, and is close to its peak performance of 2014 when it received 42 million tourists. Turkish tourism had set a target of 40 million international tourist arrivals for 2018 that it did achieve last year.  


“This (2018) is the best year for us, a record in Indian arrival. And we are expecting this to continue in 2019. We have some good news about the direct air connectivity. IndiGo, an Indian carrier, is about to start flight services to Istanbul from two different cities in India, from Ahmedabad and Delhi, by the end of March,” Deniz ERSÖZ, Culture & Tourism Counsellor of the Turkish Embassy in India said. “With the launch of new direct flight to Turkey, the number should be much better. Of course, saying some number is easy, but we want to have 250,000 tourists if we can,” he later added on an optimistic note. Turkish Airlines and IndiGo have also recently entered into codeshare agreement.


In 2016 and 2017, other than participating in fairs like SATTE, the Turkish Tourism Board did not pull out all the stops here. But that has changed from 2018, also reflected in the record arrival of Indian tourists last year. In addition to participating in fairs like SATTE, Turkish Tourism will focus more on roadshows, B2B meetings and having some joint activities with some of the key players of the industry. It also plans to reach out to corporates directly and organise some special events to interact with the corporates.


“We want to come back to do a couple of roadshows this year. We know that India is a big country. The next roadshow will be by the end of February when we plan to come back for the six city road shows in Delhi, Mumbai, Chennai, Hyderabad, Ahmedabad and Pune. In June or July, we want to do one more roadshow covering different cities. Maybe in addition to Delhi and Mumbai, we will go to let’s say Kochi or Chandigarh in place of Hyderabad. We will try to visit as many cities as possible. We know that apart from big cities, tier II and tier III cities also have big potential and we have to increase our visibility there as well,” said ERSÖZ in his interaction on the sidelines of SATTE recently.


Commenting on product push planned for the Indian market, ERSÖZ mentioned that the tourism board will have plans to grow its share of MICE and wedding segments from India as well. He said, “Last year, while we reached the record number, MICE and wedding played a huge role. Istanbul hosted lots of big groups, and the demand this year is much better. But, we also want to showcase Izmir and Antalya as MICE destinations too as Istanbul is already known to everyone. They are very attractive destinations to the corporates and of course the FITs. Also, although we did not have too many weddings but we hosted about 20 Indian wedding which was a record. These weddings had good feedback from the Turkish tourism industry and we think that hosting weddings also plays some role in attracting FITs as well. This year we want to make it 30 weddings.”

According to the recently shared figures by K J Alphons, Union Minister of State (I/C) for Tourism, a total of 139 cruise ships, carrying 1,62,660 passengers, visited India at six major ports in the year 2017-2018. Globally, more than 28 million passengers boarded the cruise ships in 2018. The number is expected to reach 30 million in 2019. In terms of number of visits to different destinations, the 30 million passengers converts into significantly bigger number as the cruise itinerary generally is multi-destinations and touches more than just one country on any trip. India’s share is miniscule, to say the least.

Consultant Bermello Ajamil & Partners who were tasked to prepare a viable plan and procedure for cruise operation in India in their initial report had pointed that India is sitting on a gold mine of cruise tourism with a direct cruise revenue benefit to the government to the tune of Rs. 35,500 crore as against current 712 crore. The report was submitted in 2017.

With a coastline as vast as 7,517 km and dotted with some of the most sought-after destinations on East and West coast, India’s potential to tap the cruise tourism segment is enormous. However, the country is still scratching at the surface with not even 150 cruise lines docking in a whole year. Malaysia and Thailand get almost four times more; China, well over a thousand and Japan, in the region of 2500 ships a year. So what is holding India back?     

SATTE 2019 brought together some of cruising industry’s prominent faces from India and abroad to understand the opportunity and how the sector’s potential can be unleashed for India at a panel discussion on ‘Cruise Tourism: India Ahoy!’ The session was moderated by Peter Kollar, Head of International Training & Development, Cruise Lines International Association. The speakers on the panel included Vinod Zutshi, Former Secretary Tourism, Gov. of India; Ratna Chadha, Chief Executive, Tirun Travel Marketing & India Representative, Royal Caribbean Cruises; Nishith Saxena, Founder & Director, Cruise Professionals; Felix Chan, Vice President of Sales - Asia, Norwegian Cruise Line Holdings and P P Khare, Sr. Consultant, Inland Waterways Authority of India, Ministry of Shipping, Government of India.

Domestic Cruise Landscape

While opening the discussion, Kollar remarked that the cruise tourism sector has certainly seen movements in India in the last few years but then there are also new consumer taxes coming in etc. He remarked, “So as good as the work is going forward, there is still some going back. So where are we at now?”

Shedding light on some of the recent developments for Cruise tourism in India, Zutshi mentioned that Costa Cruise that started operation in December 2016 has continued its operation for the third consecutive year operating Mumbai-Maldives cruise; Angriya, India’s first sea cruise line, was launched last year; Jalesh, a new cruise line by Subhash Chandra’s Essel Group, is expected to begin operation sometime soon and the there is a Indian cruise industry body, INCLA (India Cruise Line Association) that was recently launched to be the voice of the cruise industry in India and moreover there has been some regulatory developments to facilitate easy access of Indian ports by foreign cruise liners.

Furthermore he said, “The emergence of cruise tourism in India will start when Indians start getting attracted to cruising. They are waiting for the best opportunity. They are waiting for affordable tour. They are waiting for a home port.”    

Chan touched on Indian travellers growing propensity for cruising, especially in the short-haul circuits. He however also pointed that more and more Indian travellers are also opting for cruising products in far-off Caribbean and places like Alaska, among others. Chan also touched upon some of the selling tips for travel industry.


Chadha says, “The reason why we are so gung-ho about domestic cruising is because for a country like India our greatest asset we have is our people. If 170,000-180,000 people can fly to Singapore (for cruising), can you imagine what would happen if we have our home ports open here. Our fabric, our culture, our heritage and everything that we have is first for our domestic products. Let them see what is there to see. We need to open our country to our own people first.”

Talking about cruising opportunity for the domestic market in the inland waterways, Khare said, “As far as river cruise is concerned there are many success stories and they are commercially viable too. On Ganga River over 12,000 tourists have already done cruising in 2017-18. The 2018-19 figures will be better than this. There are already 10 cruising vessel in the Ganges. There are three major operators right now. And national waterways starts from Allahabad. And if you add around 220 kms of Sundarbans, it becomes more than 1800 kms of waterways on Ganges itself. And this area is very rich in heritage and monuments. Now what is missing is that all these vessels are targeting European tourists and to some extent Americans and now Japanese and Koreans also.”

He also pointed that after the Indo-Bangladesh joint agreement in this area, now Indian vessels can go from Ganges in West Bengal via Bangladesh to Brahmaputra in Guwahati and this opens a whole new opportunity to further grow the river cruise fleet in these rivers as well as development of the domestic river cruise market. 


For a market of the size of India, the country is barely producing over 150,000 cruise passengers. Whereas the domestic cruising is virtually non-existent at the moment. The cruising generates most of its sales through B2B models and Indian tour operators are yet to truly latch on to the cruising windfall. 

Chadha said, “To be fair the distribution has taken its time. I have been in this trade for now 26 years trying to educate, trying to motivate, trying to instigate, trying to probe, trying to prod, trying to do everything, but I think there was a little bit of apprehension. People did not understand the potential of what we were talking about. They were used to ticketing and hotels and that kind of stuff and this was something new for the country and new for the trade. So they really took their time. But I think they have realised now that this is a great avenue for them to increase their sales. They can’t just rely on pure ticketing and other avenues because the commission levels there are diminishing.”

Pointing at the need for the travel industry to wake up to the cruising opportunity, Saxena said, “They are not realising that they are sitting on a gold mine. There is a degree to which cruise line can do spoon feeding. There is a time when everybody has to do start doing self-learning.”

Way forward

In order to give boost to river cruise in the Inland waterways, Khare pointed at the need to ramp up infrastructures like terminals, dredging and salvaging facilities. Zutshi and Chadha pointed at the need to facilitate the ease of doing business for the cruise liners by relaxing and streamlining the rules and procedures. “This is the way we will be able to attract the cruise liners”, said Zutshi. He also added the need to give boost to the cruise related infrastructure. Chan pointed at the need to facilitate quality partnership between the cruise liners and travel industry.

“To grow cruise business, whether internationally or domestically, we have to create an eco-system around cruising because ultimately it is the end consumer who is the king. It is not only restricted to getting those buzz. It is also about creation of jobs, it is also about creation of supply chain, etc. So if you are able to create, through various stakeholders, the correct eco-system which can support cruising, it will directly help the overall cruise industry, from India for outbound as well as domestic cruising,” said Saxena.

As one of the New Year´s first truly global meetings of the international tourism community, the recently concluded SATTE 2019 set up an excellent stage for a year of strong cooperation, dialogue and meaningful advancement in tourism, in partnership with UNWTO. The UN tourism body has announced India as the host country for this year’s official celebration of World Tourism Day (WTD). WTD is an annual event held on 27 September and serves as a backdrop to underscore tourism’s potential and real economic and social contribution. The event this year has been themed “Tourism and Jobs: A Better Future for All.”

Speaking at the SATTE 2019 inaugural function and acknowledging that the year is particularly relevant with India hosting the 2019 official celebrations of World Tourism Day, Eunji Tae, Officer, Regional Department for Asia and the Pacific, UNWTO, said, “This year´s theme, “Tourism and Jobs: A Better Future for All” could not be more fitting for several challenges and opportunities which cut across sustainable development. It is no longer a secret that tourism is among the leading economic sectors across the world, surpassing 1.3 billion international arrivals per year - and growing. This is particularly true for South Asia, which achieved astonishing growth rate of 9 per cent in 2017, and shows its continued increase in the first 9 months in 2018. But we not only need to grow, we must grow better. That´s the only way we could continue to grow and evolve in a long term. These developments imply responsibility, especially ensuring the growing contribution of tourism to social, economic and environmental sustainability.”

Furthermore Tae added, “As much as the tourism sector are connected globally, this work of economic, social and environmentally sustainable development also needs mutual collaboration between different countries and regions, between public and private sectors, and between tourism industries and community in general. As this year´s theme of World Tourism Day, policies for fostering talents, providing and maintaining decent jobs in the tourism sector are at the core of UNWTO’s work and partnership with its members.”

Tae called for deepening collaboration in order to maximize tourism’s input to the 2030 Agenda and its Sustainable Development Goals (SDGs). “Together let us prove the real power of tourism in achieving the tourism development which leads a better future for all,” she stressed.

Underscoring India’s contribution to the region’s success, she said, “In fact, India´s position in the world tourism map becomes more significant both as a destination and as a source market. South Asia and India have proven the importance of skills development for job creation.”

India’s second largest state, Madhya Pradesh has made great strides in tourism. “Ten National Tourism Awards in the last couple of years is a testimony that tourism is not only the top priority of our Government but the state is already there amongst the leading tourism destinations in the country. And we are not sitting on the laurels. There is a renewed thrust in our effort to promote tourism and investment in the state,” said Yuvraj Padole, Deputy Director, Events & Marketing, Madhya Pradesh Tourism Board.

Increasing participation of the private sector, making them a greater stakeholders and bringing in new investment in state’s tourism infrastructure like hotels, resorts, convention centers and other tourism related areas would be key to achieve further growth. The state is keen to woo new investors. “The work that has been done in the field of tourism in the state is remarkable. Besides all these tourist destination which we have and which have developed, we have also worked on certain other areas. We started investment promotion cell a couple of years ago within MP Tourism which is basically to promote investment in the state’s tourism sector,” said Padole.

“We came up with a new tourism policy two years ago and this tourism policy also invites people to come and partner with the government and develop their projects. We have land banks for projects like hotels, resorts and convention center where an investor can develop their own project. We have six MP Tourism hotels in different part of the state that are for the take on long term lease as well as MP Tourism’s wayside amenities. The policy is investor friendly and offers incentives, subsidies and discount in order to attract investments and make their projects feasible,” Padole ssaid while talking about opportunities for the potential investor in the state.

Commenting on the land bank policy, Padole said that the department has a very transparent system and everything is mentioned and clarified in the policy in black and white. There are certain norms that needs to be fulfilled, the land is allotted and that too at a very nominal rate. “We are working on all fronts to constantly improve state’s tourism appeal and environment. MP is inviting all potential investors to come and invest in the state’s tourism sector. Our department is ready to hand hold on every front and on every step,” Padole promised.

While interacting at SATTE last month he pointed that MP Tourism has got around 25 stakeholders participating under the MP Tourism Pavilion. “They are basically the people who have invested their money in Madhya Pradesh in the tourism sector, may it be a resort or a hotel or a transport or travel agencies or the like. We have taken new initiatives and new investment are coming up, new ventures are coming up in Madhya Pradesh,” he stressed.

Karnataka based Orange Country Hotels & Resorts has invested in the state. The company has taken land and are developing a resort near medieval town of Mandu, one of the state’s best kept tourism secrets near Indore. Oberoi Hotels is taken the majestic Ajaygarh Fort near Khajuraho that it is converting into a hotel. Likewise other companies are coming and they feel that Madhya Pradesh is a better place to invest, says the Deputy Director.

He also stressed that the state has rigorously worked on two things. “One is infrastructure development and you can see that we have world class accessibility and road network to remote areas and wildlife parks and everywhere. The air connectivity has also been increased so now you can see that many low cost carrier have started flights from different airports inside the state. We have five operational airports so far,” Padole said while concluding.

The tourist island of Bali has been the star attraction for Indians visiting Indonesia. However the 17,000 island archipelago country of Indonesia is keen to promote other destinations as well in order to distribute its tourism’s benefits to different parts of the country. With close to 1.5 million Indians visiting the city-state of Singapore annually, Indonesia sees huge opportunity to woo these travelers to parts of the country which is in close proximity of Singapore. Moreover Singapore is well connected with cities across India, and offers connectivity to 14 destinations all over Indonesia as well, and therefore presents Indonesian tourism opportunity to lure these travelers to other parts of its vast archipelago.

“Singapore’s proximity to Indonesia’s Batam and Bintan Island, just about 45 minutes ferry ride, presents us with huge opportunity to target a strong captive travel market. We want to tap into the Indians coming to Singapore. Singapore is connected with cities all over India. In short, if you come to Singapore, then please experience another destination. Not only Batam is very close to Singapore, but one can avail a whole range of services including ferry ride, food, spa, for as low as SGD 33 on week days,” said, Nia Niscaya, Indonesia’s Deputy Minister of Tourism Marketing.

“This is one of the best places for MICE as well as post-events. There are so many MICE events in Singapore, and then they have post events that includes Batam because it is close, hotels are cheaper as is food, with world-class services and exciting fireworks. There is room to grow,” Niscaya further added.

India probably emerged as one of the most resilient tourism source markets for Indonesia after the vast archipelago nation was hit by a series of natural disaster last year. Indonesia had registered a record 500,000 Indian tourist arrival and a robust 29 per cent year-on-year growth in 2017. Encouraged by this growth, Indonesia set an ambitious 40 per cent growth target in 2018 that it looked on course to achieve until a series of natural disaster affected the its inbound arrivals. And despite the tsunami and earthquake that affected the overall inbound arrivals to Indonesia, India has still delivered a double-digit growth in tourist arrivals to the country.

According to Niscaya, 540,000 Indians have already visited the Indonesia from January to November, registering 11 per cent increase over the same period the previous year, and about 8 per cent increase over the whole of the previous year number that was 500,000 in 2017. December figure was still awaited when Niscaya spoke on the sidelines of the SATTE 2019.

In terms of destinations, most of the Indians, 40 per cent, coming to Indonesia are coming to Bali, including holiday makers as well as honeymooners. Bali is also attracting Indian weddings. Some 30 per cent Indians are coming to Jakarta, mostly business travelers and 25 per cent, mostly tourists, are coming to Batam and Bintan islands.

Sidharto Suryodipuro, Indonesia’s Ambassador to India said, “We are working with our Indian colleagues in the government. Now we are working with industry also for doing flights between Indonesia and India. A number of Indonesian carriers are flying to India, but we are waiting for Indian carriers to fly to Indonesia directly. Remember this is a market which is growing by 20 or more per cent so the opportunities are growing and there is good business for everybody all around.”

Tourism is an integral part of the world economy and its role in the global economic activity will only grow in the future. According to UNWTO, more than 1.4 billion people travelled in 2018 generating a staggering US$ 1.4 trillion in international tourism receipts. The employment opportunity the sector is generating is equally impressive. One in every 10 jobs are in the travel and tourism sector, and if we look at the employment opportunities created worldwide in the last five years, one in five jobs have been created in the tourism sector. By 2028, this is further expected to increase to a quarter of all jobs coming from the travel and tourism sector.

With the world tourism body UNWTO announcing India to be the host country for this year’s official celebration of World Tourism Day (WTD) on September 27 themed “Tourism and Jobs: A Better Future for All”, it could not have been more fitting as job creation is something on top of the governments’ agenda in every country. And not only does it create employment but also stimulates new investments in different sectors, creates revenues which leads to taxes and more.

The SATTE 2019 brought together an international panel of tourism veterans to discuss the theme. The session was moderated by Ashish Gupta, Consulting CEO, Federation of Associations of Indian Tourism and Hospitality (FAITH) and panelists were VK Duggal, Former Governor of Manipur and Mizoram; YB Tuan Muhammad Bakhtiar bin Wan Chik, Deputy Minister of Tourism, Arts and Culture, Malaysia; Eunji Tae, Officer, Regional Department for Asia and the Pacific, UNWTO and Subhash Goyal, Member, National Tourism Advisory Committee.

While laying the ground rules and asking the panelist to share their experiences and understanding of the co-relation between tourism and employment, Gupta asked the panelist to specifically focused on three things, that were, how can countries learn from other role models of increasing the indirect employment footprint around tourism? How can countries develop policies which ensure that tourism employment develop more product and becomes ingrained in the mainstream economy? And third, with so much of technology in terms of automation, self-drive and self-service, is that a threat to employment or can that be leveraged better?


Tourism & Jobs

For somebody who has closely watched the tourism sector in India grow and has spearheaded government’s drive to develop the sector in India, Duggal, while sharing his understanding of the sector, said, “Tourism is an all-encompassing activity. It touches the life of people across the board. As economies grow, as the spirit of travel grow, and which is growing continuously, in every field, be it technology, manufacturing or transport industry, tourism will continue to create new job opportunities like nobody’s business, especially in a country like India. Already probably tourism is the largest employer as far as women and youth are concerned.”

Tourism is an integral part of Malaysia’s economy contributing more than 14 per cent in GDP. Replying on his governments approach towards tourism’s role in employment and GDP contribution, Bakhtiar said, “One out of four people working in Malaysia are working in the travel tourism sector and altogether 3.4 million people are working in tourism. So, it is key to us to sustain this number. We are also getting stiff competition from neighbouring countries like Thailand, Vietnam and others because we are in the same neighbourhood. It is also important for us to come up with new products and promotion to sustain the number of tourists and hence the number of employment.”

Industry veteran Goyal added, “Tourism is one industry that’s creating millions of jobs. It’s a labour intensive sector and therefore very important for a country like India. And that’s why India has set a target to double the inbound arrival from 10 to 20 million in three years.



There is huge opportunity to channel tourism in creating rural employment, something all countries struggle with, “In case of Malaysia, the country is more about rural and community based tourism with products like clusters of eco-tourism divisions spread all over the country which are mainly catered by self-employed entrepreneurs running home-stays etc. in these rural areas and therefore not only help in creating rural employment, entrepreneurship and women empowerment but also help in mitigating migration to urban centers. Bakhtiar also pointed that tourism is not only one of the primary reasons of conservation and preservation efforts towards cultural heritage and monuments but also creates reasons for local crafts and artisans to revive and thrive and not to forget creating new employment opportunities for women and less privileged and semi-skilled.

An estimated seven million new jobs was created worldwide in the sector last year alone and close to 313 million jobs is related directly or indirectly to tourism. By 2028, Travel & Tourism is expected to support more than 400 million jobs globally. Most of the new jobs will come from some of the fastest developing tourism source markets like India and China, among others.

“By 2030, India is going to be the second largest economy in the world. With that comes the ambition or the desire to travel, not just within the country but all over the world. As the Indian economy grows, the bigger beneficiary will be the short and medium haul destinations like Dubai, Abu Dhabi, Malaysia, Singapore, Thailand, Korea, etc. driven by the spirit of adventure to try out niche activities like Golf and sports, and not just for weddings. And this in turn will continue to benefit new employment and job creations,” said Duggal.

Highlighting the role of some of the fastest growing tourism source markets like India, Goyal said, “More than 25 million Indians are travelling all over the world and are spending. They are the number one shoppers in Thailand, Malaysia, Singapore, Switzerland and London. These people are travelling in large numbers and with families and are spending a lot of money while travelling and shopping and are helping create lots of jobs in these places they are visiting. Even segments like Indian Wedding market that is more than just a few billion dollars, is going to destinations like Dubai, Spain, Malaysia, Thailand, Sri Lanka, France and elsewhere like Macao, and are contributing tremendously to the job creation and socio-economic upliftment in these destinations.”



There is no debating the fact that travel and tourism sector is not only a significant contributor to job creation, its role will only multiply in new job creation in coming years. If one in every nine people are employed in this sector today, in the coming years one in every four jobs will be created in this sector, which is absolutely staggering. However, challenges remain as the sustainability of these employments and talent retention has been some of the major issues the sector is grappling with. Tae says that the industry needs to look at this huge challenge and find out how it can sustain continuous growth of the industry with good talents.

“It’s not only about the big picture in our industry. No doubt, travel and tourism industry is very friendly for women and youth and also the minorities to enter the job market. But how sustainable is this? When we look at the figures that how long these employment will sustain after six months, the number is not so promising. How good are our retention at maintaining our talents? Australia will need 123,000 jobs by 2020 to sustain the industry. Canada says that by 2030 one quarter of a million jobs will be needed in the industry. But on the other hand, we are losing talents. In the Netherlands 70 per cent of the hotel graduate is leaving after six years of employment in the industry. Hong Kong, Australia say the same thing. Only 50 per cent of the hospitality graduate will stay and develop their career within the sector. What’s wrong? There is a huge gap between what industry needs and what our talents are. We need to address these issues. It is good that tourism is creating employment but we are not really good and succeeding in retaining our talents. Without talent without good leaders, there is no success in the future,” Tae said. 

To overcome the challenge of sustaining trained manpower, Bakhtiar suggested that diversifying tourism offerings and having rural tourism products with facilities like homestays that involves ordinary people and making them stakeholders of tourism can help mitigate the demand of highly skilled and huge number of trained manpower. He added that sustaining the tourism number and ensuring that they travel to rural areas where there are quality products like homestays can ease the demand of trained and skilled manpower in organized industry like hotels. While at the same time, it can help generate quality economic activity and entrepreneurship at the local level leveraging technology. Citing examples of Malaysia’s success with homestays and how they have become popular with all kind of tourist and are also getting good online reviews. Malaysia today boasts of more than 50,000 home stayowners.

He also pointed that destinations will need to continue to explore and develop tourism source markets. He said that despite China producing 135 million outbound travelers last year, only 7 per cent of about 1.4 billion Chinese have passports, indicating untapped potential in the Chinese market.  



Technology has become an integral part of almost every aspect of society and in the business world. Different sectors are increasingly becoming more and more reliant on technology. And when it comes to travel and tourism, technological footprints far exceeds its impact and disruptions than its role in other sectors. Disruption is the new norm in the travel and tourism industry. Two of the biggest disruptors, Airbnb and Uber, in the past decade have both come from travel and tourism sector and have forever changed the accommodation and transportation landscapes. Technology is continued to be viewed with mixed optimism.

The most recent disruptors are the Airbnb, Uber and the likes who have created a lot of unease amongst the traditional businesses. The recent spat between the brick and mortar travel agents, hotel owners and OTAs and aggregators like MakeMyTrip, Yatra, OYO, and the likes, in India, is just one example in this part of the world. Are these technology unicorns threatening new businesses and jobs? How should that be viewed?

Acknowledging that there is a problem as the governments are not yet ready to put in right policies in place, UNWTO’s Tae, said that we cannot just deny the new tendency and pattern as to what the consumer wants as the travellers demography is also changing and more and more young people are travelling. We cannot just deny rural stays and home stays to be distributed through platforms like Airbnb. She said that in the absence of any significant policy guidelines and frameworks, the new technology driven entrepreneurs are creating a market and making a profit out of it and this cannot be stopped. “The industry needs to work together to solve this and this is the responsibility of the international community and the member states (Of UNWTO) to learn fast and quickly and come up with the right guidelines and policy framework,” she insisted. Tae also pointed that there are a number of good case studies in this regard from countries across the world that can be accessed and learnt from.

Duggal suggests TIP (Technology, Innovation and Patience) recipe that he says will hold the industry, as well as new aspirants in the travel and tourism sector, in good stead. Sharing his experiences in the government while arguing that technology is an enabler and not a threat, Duggal said, “When I was DG Tourism we sent a proposal to Home Ministry for giving visa on arrival. Those were difficult days as we had World Trade Centre attack in the US and other terrorist activities elsewhere. So the Home Ministry said no. And as career moved, I myself became Union Home Secretary. And I invited the Tourism Ministry to send the proposal. I will identify the country where there is no fear of incursions or anything and I gave okay to 16 countries around the world who can avail VoA. Now, this was 13-14 years ago and today we have e-Visa for 160 countries. Now this is the gift of technology. And one of the major beneficiary of technology has to be travel and tourism industry.”



The key take away were to develop greater understanding between the industry and policy makers. New products need to be introduced in order to create new growth and employment opportunities, especially true for creating rural employment and entrepreneurship and mitigating migration towards already congested urban centers. Industry and government need to work together to not only create healthy growth opportunity for tourism in the country, but also to develop policy guidelines and framework to create equitable growth opportunity for all especially in the light of the disruptions by the technology driven enterprises. And most importantly, as Gupta said, “To ensure that tourism must not be outcome based but should be based on long term sustainability criteria.”

India’s corporate travel is considered as one of the fastest growing travel markets globally. According to reports it’s a US$ 30 billion market and growing at 11 per cent year-on-year which makes it a very lucrative and important market to get into. At the same time it is also one of the markets which is going to be disrupted the most over the years. And therefore, today in the larger travel & tourism arena, the corporate travel market is the new buzzword that the industry wants to know more about.

South Asia’s biggest travel industry event SATTE partnered with the global powerhouse in corporate travel industry Association of Corporate Travel Executives (ACTE) to do an impactful discussion on Technology that brought together some of the top corporate travel industry minds in an engaging session on the sidelines of SATTE 2019.

Moderated by Varun Bansal, Co-founder, Airlines Technology, the session on “How Technology has Changed the Travel World” had Sandeep Shastri, Regional Director - South Asia, Sabre Travel Network; Rajdev Bhattacharya, General Manager & Global Head: Travel Services, Wipro Limited and Vikram Shukla, Head Strategic Alliance, Dnata India. The keynote address was delivered by Ranjeet Oak, Chief Business Officer – Holidays, MakeMyTrip.    

Keynote: Customer focused innovation

Setting the stage for an engrossing panel discussion Oak in his keynote address said that many of the businesses that we see today did not even exist four-five years ago. And today there are unicorns and billion dollar companies standing in many of the verticals by creating a business models that has disrupted the traditional approach in which the business was conducted by leveraging technology. He further said that what it has also done is that it has kept the consumer in the focus. The end consumer has been at the center of every of these breakthrough ideas that has come out.

“I think it’s a very crucial time for all stakeholders within the corporate travel segment to come together and say how we can look at the consumer one more time and build value for the consumer out of the entire value chain that exists today. It is probably the right time for us to start asking ourselves questions that are we pushing the envelope enough or not,” Oak stressed.

Talking about his ideas of two heroes, namely the ‘corporate traveler’ and the ‘corporate’ itself, that he used to explain his points, Oak said that a large number of times a corporate traveler is not taken into account whenever there is any kind of product that is built out. He pointed that the travelers’ priorities, needs, reasons for being the business traveler, mobility, last minute changes and challenges etc. needs to be rightly understood and accordingly addressed and delivered. Commenting on the second hero, i.e., the ‘corporate’, he said that today the corporate want their employees to have choices, but with controls, and therefore such solutions need to be created or developed and delivered. Furthermore, he outlined that the corporate also want to ensure that travel experience of their employee is hassle-free so that it doesn’t interfere with their productivity.   

Technology: The enabler

While sharing GDS’ perspective on how new technological innovations have helped companies in this space adapt and evolve, Shastri said, “If we go back five-seven years the core focus of GDS was to provide a stable reservation platform for airlines. One of the changes since then, and I find it amazing, is that how new solutions have evolved.” Shukla insisted that instead of viewing technology as a “disruptor”, it should be view as an “enabler.” “It has really supplemented the way we do business,” he said. Coming from the corporate side, Wipro’s Bhattacharya said that technology is all about control, convenience and visibility as it provides greater choice.

So how has technology influenced the consumption? Bhattacharya says, “Ten years ago anything I wanted to do personally was a pain. If I had to buy a Railway ticket I had to go early, stand in queue and etc. And anything from office was easy. And then technology switched. Anything I want to do personally would happen in a jiffy and anything through office will have to go through compliance and all. And now, it is very difficult to tell a guy, who is used to doing everything online, to go through 15 steps to get a ticket or hotel reservation. He is frustrated. So we need to understand that the consumer behavior has changed between Gen X and Gen Y. You need to give these guys things in simplified steps and on a platter.”

Acknowledging that technology has ushered a massive change in the way travel is being purchased, Shastri also argued that the brick and mortar agencies are there to stay and will not be fully taken over today by online agencies as Gen X and older will continue to look for human touch. “And I think both have to make sure that the technology is serving their need and the customer is benefitting from it,” he further added.

Shukla pointed that the technology has covered a lot of things like online booking, auto ticketing, auto cancellation, but there are gaps that remain. Bhattacharya pointed that people tend to overestimate technology for what it can do in the next one year, and really underestimate what technology is going to do in the next ten years. And corporates and suppliers need to focus on that.

Commenting on the cost part of technology, Shukla said, “It’s very interesting. We find ourselves in a market where people are not willing to pay for technology. Fortunately or unfortunately most of the applications that we download are for free. So when we take solutions to our corporates and we ask them to pay for it, they are obviously not very comfortable with the idea, because it’s like who pays for technology. I am not paying for an Uber app or an Ola app.”

Quoting Uber CEO Dara Khushroshahi, Shastri pointed that it’s like an armed race when it comes to investment in technology which is huge. “As an example sabre spent about a billion dollar making sure that from technology stand point we are able to deliver. Investment in technology will go up. And there is a challenge. Customer will want it free of cost. But I think that’s where company like ourselves are there by making sure that we support that growth from a technology perspective.”

Sharing his idea on handling challenges that the industry faces in terms of acceptance of technology or lack of willingness to pay for it, Bhattacharya suggested that the ecosystem need to be developed first as lots of problem cannot be solved inside out, but outside in. Citing cab aggregator Uber’s example he said that first the ecosystem was created and then taxi drivers jumped in.

While concluding the session, Bansal opined, “I think technology has totally shortened the definition of generation also. Probably ten years back I would say a generation gap is between my father and me. Now that is changing every year. Technology is something evolving and what could have evolved in the last hundred years, probably we will see double of that growth in the next ten years.”



One of the newest entry in the Indian market, Azerbaijan as a destination has already tasted a good success in terms of tourist arrivals growth from India in 2018. Around 40,000 Indians visited Azerbaijan in 2018 recording a whopping 175 per cent growth in 2018 despite any noticeable market development activities in India, indicating a latent demand in the Indian market for the country on the Caspian coast.

Azerbaijan Tourism Board (ATB) opened a Representation Marketing office in India last December to grow its share of India’s tourism pie and attended South Asia’s biggest travel show SATTE 2019 in India last month as the “Focus Country.” Around three million international tourists are visiting Azerbaijan annually with Russia, Georgia, Turkey, the GCC and central Europe countries, and now India too, being some its key tourism source markets.


Speaking on the ATB’s growing interest in the Indian outbound travel market on the sidelines of SATTE, Florian Sengstschmid, CEO, ATB, said, “Azerbaijan has seen a great increase in Indian tourists in 2018. One of the reasons for the growth rate was a very active Air Arabia pushing the new destination of Baku with their network here. It also shows that without our support a very interesting market has established and the growth rate proves there is obviously great potential and interest for Azerbaijan. This is all the reason for us in intensifying our activities in the Indian market. We now have an India representation office working from the beginning of this year.”


Furthermore, he informed, “In the pipeline, are non-stop flights between India and Baku by Azerbaijan Airlines in the next few months, very important factor because we are now mainly serviced by the GCC connections. Once the non-stop flight is established, this will also bring new opportunities in terms of new tourism experiences. For now, it was mainly corporate events coming to Baku, the new flight connectivity will bring the target audience we are looking at and the scope of looking beyond Baku.”


Commenting on ATB’s market development plans and product placement for the Indian market, Sengstschmid said, “In terms of marketing strategy, one important step was to identify India as one of our target source markets and the decision to install a representative office of the ATB in India and to work with media in this regard. This means like from the B2B perspective there will be lots of activities following this (Participation in SATTE) like road shows rolling out in certain mega cities in India. These will be targeted campaigns for families, for MICE, for weddings and for the film industry. In terms of product placement this is the four main categories. And beyond this, cooperation strategies with airlines and tour operators.”


Reflecting on the complex Indian market and common touch points, Sengstschmid said, “I think 2017 and 2018 were learning curves in that sense for Azerbaijan. There are a lot of cultural and historical touch points between Indian and Azerbaijan. Ties between India and Azerbaijan are very close. You will find Sanskrit inscriptions in temples in Azerbaijan. This proves that there has been a lot of travel over the centuries. In terms of food, Azerbaijani cuisine is very rich when it comes to vegetables and fruits, also catering to religious or vegetarian demands of Indian guests. A lot of Indian restaurants have opened in capital city and regions. On the other hand, people are very similar in terms of culture and social ties like weddings, daily life, family behaviour and lifestyle.”


Azerbaijan on a very small territory has a lot to offer. Baku, on the shores of the Caspian Sea, is a sea-side city and reflects, from extremely old medieval walled part of the city to very modern architecture, lifestyle and living and cuisine and shopping etc. South of Baku, the countryside offers a desert like landscape dotted with Mud volcanos and UNESCO Heritage Sites, while in the North there is high Caucasus mountains with peaks reaching up to 4500 meters high with beautiful Ski Resorts, all within hour and half or two hours of drive.


“Nine out of eleven climate zones on a very small territory brings along a lot of opportunities for tourism experiences,” said Sengstschmid. Indian nationals are also eligible to apply for e-Visa that can be availed in as little time as three hours. 

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