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British Airways, which flies 49 flights a week to India, invest significantly in the in-flight products and service enhancement. Recently, the airline has invested GBP 600 million and partnered with The White Company to enhance the bedding of their Club World product. In the coming few months this upgradation will be done also for the India market.
Speaking about the development, Robert Williams, Head of Sales - Asia Pacific and the Middle East, British Airways said, “In 2017, we introduced new aircrafts into our fleet, launched new routes, and we have done a significant investment in development of our products. Last year, we invested GBP 600 million in revolutionising our club world. We have been rolling Wi-Fi on our long haul aircrafts this year, offering full streaming capabilities. As part of the Club World investment, we have introduced a partnership with the White company, which is a high end English bedding company. We are rolling out this product onboard our aircraft to enhance our customer sleep preposition. We will bring this in the Indian market in the next few months.”
British Airways is the first airlines who are all set to introduce non reclining seats in their short haul flights. This move will allow the airlines to accommodate more travellers on-board. Williams said, “We don’t make any business decisions without testing the waters and without knowing the customers’ needs. Customers are not so inclined for the seats to recline in short haul routes. The key thing is to get a seat. This brings a new design of seats which will be comfortable for all.”
As a part of the enhancement programme, earlier this year British Airways had announced a multi-million pound investment in its World Traveller (long-haul economy cabin) catering, introducing an expanded new menu, which provides more quantity and quality to both meals and snacking options throughout the flight.
“The investment in enhancing the in-flight catering has got some very good response from the customers. We have specifically in detail changed the Club World catering and we have changed the service style and catering preposition in the cabin to be more restaurants like. The response has been extremely positive. We are also changing the catering in our economy cabin to make sure that people are getting the food they expect,” Williams added.
The airline has no plans to further expand geographically in India. “We have 49 flights a week from India to UK which is a significant number. Outside of the US, India is the biggest international market that we have. We fly twice a day to Delhi and Mumbai and once to Bangalore, Hyderabad and Chennai. We are always changing the aircraft types to India. In summer, we bring one of the larger aircrafts to Delhi. We are always looking for more such opportunities. We had a good load factor. The Indian market is a core market for us in all of the cabins. We are positioning ourselves to all segments of travellers. India has a booming middle class segment. People are looking more and more to travel. Whenever we introduce new routes we always get a very good response from this market. We are launching Seychelles, Nashville, Tennessee this year. We are providing connectivity to the Indians through London, which is very well received,” he said.
Students and VFR has emerged as a big segment for British Airways from India. Students are also a huge segment when it comes to transiting through UK. Williams said, “Students remain to be a very important segment to British Airways, a lot of students here wants to go and study in the United States and Canada. We also see a large student population who go and study in UK. We have world-class universities in UK. When students go, their families come to visit and they go home, which again is an opportunity for us. It is important for us to engage with students today, as they are business customers tomorrow. VFR remains a big segment for us, the links between India and US and the US is strong.”
Dana Urmonas, Regional Director (India & Southeast Asia), South Australian Tourism Commission speaks about the upcoming ATE which is all set to be held in Adelaide and about the growth from India market
In 2016, there was a slight dip in footfall to South Australia from India but an increase in spend by Indian travellers. In 2017, once again the destination has witnessed growth, what was the key strategy behind this growth?
India is one of our top ten international markets and we have been making conscious efforts to increase visitation and spend ever since we entered the market three years ago. The increase in visitors as well as spend by Indians in 2017 is a reflection on the steady efforts we have put in through our airline and trade partnerships, training programs for tour operators, influencer campaigns and consumer-targeted programs via digital and public relations. We have also been actively participating in the Indian Travel Mission organised by Tourism Australia year on year and this has helped us engage with hundreds of tour operators each year.
This time ATE is all set to be held in Adelaide, how do you see this event and what kind of boost will tourism South Australia get out of it?
The ATE was last held in Adelaide in 2010, so we are excited about the opportunity to host it again this year. We will have over 2,000 delegates visiting from over 30 countries and the 700 international travel wholesalers and retailers and over 80 international and Australian media attending ATE in Adelaide. The impact for tourism in South Australia goes beyond just numbers as the participants attending the ATE will also have an opportunity to explore the unspoilt nature, world-class food and wine regions and native Australian wildlife in Adelaide and its charming surrounds such as the Barossa, Adelaide Hills, Kangaroo Island and Fleurieu Peninsula. This particularly helps the trade understand the distinctions between destinations like Adelaide or Kangaroo Island as opposed to other common Australian destinations and why should Indian travellers choose them over the rest.
Which are the segments you are targeting in India?
In India, we are targeting travellers typically between the ages of 25-45 who are from metropolitan areas like Mumbai, Delhi, Bangalore and Chennai. Our focus is to attract honeymooners, families, independent travellers and particularly cricket lovers.
What was the average length of stay and average spends by Indians in 2017?
Typically, we see Indians spending anywhere between 7-10 nights in Adelaide and its surrounding regions given the vastness of experiences on offer. This was no different in 2017. The spends by Indians for the year ended September 2017 was at AUD 37 million, which was a steep 33% more than the AUD28 million spent for the year ended September 2016.
Which are the new attractions that you are showcasing for the India market?
Two big attractions that we want to showcase for the India market will be the RoofClimb experience at the Adelaide Oval, the only cricket stadium in the world where you can do this and the recently launched food and wine experience at d’Arenberg Cube in the Fleurieu Peninsula, which is being touted as one of the most exciting wine experiences in the world. Also with the first ever day/night test match between India and Australia being played at the Adelaide Oval later this year, our focus will be on highlighting city experiences in Adelaide and nearby regions, like swimming with the tuna in Fleurieu Peninsula, holding a koala at wildlife parks in the Adelaide Hills and food and wine experiences in the Barossa. We will also be showcasing the variety of experiences on offer on Kangaroo Island, which is one of the most sought-after destinations in Australia among Indians. Qantas recently started their seasonal flight service over the months of December and January between Adelaide, Melbourne and Kangaroo Island, making accessibility to this remarkable island even easier.
Are you planning any trade engagement activities in India market in 2018?
We will continue to build trade and airline partnerships and invest in training our trade partners on the experiences that South Australia has to offer in 2018. This year again we will be participating at the ITM organized by Tourism Australia with the aim to attract a higher yield of international travellers, delve into the big issues and ways in which to address these issues of today’s most important tourism marketing questions
How much growth in footfall do you aim to achieve from India this year?
We are aiming to increase our visitor numbers by 10% this year through our upcoming trade and consumer programs.
Which are your major source markets globally and where does India stand?
Our major source markets include the United Kingdom, China, USA, New Zealand, Germany and Singapore and these are followed by India which currently stands as the seventh largest international market overall. We foresee tremendous scope for growth in India as Indians are gravitating more towards experiential, off-beat and adventure travel of late and South Australia’s offerings beautifully bring the three together all in one destination.
The capital of Spain, Madrid is the first destination to offer a visitors loyalty programme based on a catalogue of exclusive advantages and offers that can be redeemed through a points system. It is called “Vuelve a Madrid” which means Return to Madrid, a programme developed by Madrid City Council’s Tourism Office to encourage visitors to return to the city, this initiative was introduced by Luis Cueto, the General Coordinator of Madrid’s Mayor Office recently along with Miguel Sanz, Director of Tourism.
The programme is aimed at more than 9.9 million visitors who come to the city each year and particularly to those who regularly travel to it for professional reasons. At the time of its launch, Cueto said, “What we are doing with this really innovative initiative is promoting Madrid, making the city grow, making its tourist offer even more attractive and making all the players in the tourism industry shine even more brightly. We have no doubts as to the importance of public-private collaboration.”
This programme, which rolled out in March 2017 and has been co-financed by the European Regional Development Fund through the ERDF operational programme has made Madrid the first major destination to have its own loyalty programme. The objectives of the programme are four-fold; It allows companies and institutions to join the tourism value chain and helps them to increase the consumption of their products and/or services amidst a much wider audience. Its aim is to promote repeat visits to the capital, boost tourism expenditure, diversify consumption and foster sustainable tourism by deseasonalising visits by tourists. In this way, everyone is able to join the tourist value chain.
Moreover, it offers special experiences, opportunities and discounts. More than 1,700 people have already signed up for Vuelve a Madrid and more than 50 companies and institutions in Madrid have expressed their interest and confidence in the programme by adhering to it. These include major cultural gatherings such as ARCO; leisure and entertainment references in the capital such as the tour of the Bernabéu Stadium, La Zarzuela Racecourse, the Wax Museum, and musicals and shows staged by the production companies Stage (responsible for the Spanish adaptation of The Bodyguard -El Guardaespaldas-) and Som Produce (currently staging Billy Elliot and El Mago Pop); flamenco venues like El Corral de la Moreria and Casa Patas, as also gastronomic establishments and events (La Esquina del Real, La Bola, Palacio de Cibeles or Madrid Fusion), shops (Seseña Capes) or mobility companies such as Tuk Tour Madrid and Segway Trip Madrid.
Membership is free of charge. All that is required is that you be of legal age and reside outside the city of Madrid. The programme allows visitors to enjoy experiences in gastronomy, leisure and entertainment, shopping, art, culture and nightlife, through special offers, opportunities and discounts obtained through a points redemption system.
Technology is emerging as a key differentiator for the hotel industry
In the recent years, hotels have evolved from being just a mere lodging or accommodation for travellers. With the entry of technology into the hospitality industry, the demand of traveller has increased manifolds. Some of the trends in industry are leading to great improvements and savings for hotel companies; while some are changing how hotel developers plan their buildings, infrastructure, management structure and staffing requirements. Today, technology has become a key component of the overall hotel experience.
According to a recent report by Cognizant, by 2025, many technologies that are just emerging today will have moved into mainstream operation. Robotic process automation (RPA), for example, will disrupt hotels’ booking and loyalty processes in positive ways. Chatbot services will integrate with booking and purchasing, forming a new notification channel for guests. Biometrics will keep us more secure, robots will bring us breakfast, and drones will deliver us hamburgers. Loyalty and streamlined rewards redemption will be another key focus. Hotels will actively partner with other providers as they expand their role in the travel experience, leading to loyalty networks among hotels, airlines, restaurants and retailers.
Speaking about the importance of technology in hospitality industry Jan Tissera, President International, Travel Click said, technology has brought in convenience for guests. One challenge that hotel industry is facing is that 80 per cent of the customers are first time customers. How do they start getting to know before they come to the hotel? Hotels have long amassed data but underused it. Data is the most valuable asset for many brands, and tapping into it will be a priority to deliver the personalisation that travellers want. It is very important to understand the use of big data. Offering right price, right product at right time is very important. Hotel needs to know from where demand is coming in. Localisation is extremely important. Hospitality industry is the second largest employer in the world. Technology is the enabler and human touch is very important for personalisation aspect. The aspect of touch points with consumers is very important.”
Personal data is fast becoming the number one commodity for organisations. With all this data comes a wealth of insights, which can help hotel operators deliver a personal touch for every guest. Technology can play a huge role in the effort to make the stay as easy and hassle-free as possible. Social network data can take personalization to the next level. Social networks such as Facebook and Instagram may be the key to achieving true personalization. Every day, users of these networks reveal intimate information about themselves that could give hotel companies a better lens into customer travel preferences.
Presently majority of the hotels are investing big time into enhancing the technological aspects of their existing hotel. Earlier, technology such as Wi-Fi and keyless entry has now become a basic feature for most of the hotels. In 2017, there were a lot of new features which is now being added such as Big Data, eConcierge, Virtual Reality. All these features further adds towards personalisation.
Speaking about the trends in the last couple of years, Nilesh Patel, Director of IT – AccorHotels India said, “The major trends hospitality industry saw in terms of technology were; there was a surge in direct bookings through brand websites. Websites were also improvised for seamless functioning both for the teams as well as the guests. There was an increase in presence and interaction on social media platforms by new campaigns and contests. Big Data – Data consolidation or sharing between hotel technologies in use viz. PMS, POS, CRM, MIS, BI Tools, Door Keys, Concierge, Marketing Tools for promotional campaigns, etc. Mobile PMS – PMS on mobile devices; In-Room Technologies to use in room controls and other equipment like TV, AV devices, In-Room Dining ordering, Guest Requests, Key through Mobile devices, etc. eConcierge- Large format touch screen kiosks situated in a prime location in the hotel lobby and accompanying mobile applications on iOS and Android to provide guest details about the hotel, the city and other details and Improvised platform for guest satisfaction feedback and scores.”
Smartphones has played an extremely important role in linking the customers to various features of the hotel. More hotels are now looking to personalised provide mobile apps. According to a recent research study conducted by Travelport, The Indian Digital Traveller Research, Indians rank one by combining the main indicators of digital usage by travellers in each country. The findings reflect overall smartphone, fixed-line and mobile internet penetration levels locally. The study found that in India 67 per cent use voice searches, 87 per cent use videos and photos and 91 per cent use review sites as part of their travel research, 75 per cent choose hotels with free Wi-Fi, 71 per cent use smartphone to research and book their hotels, 58 per cent look for best priced rooms and so on.
Speaking about the use of smartphones as a key hospitality technology Sandeep Dwivedi, Chief Operating Officer, InterGlobe Technology Quotient said, “The key trend that demarcated 2017 as an excellent year of ubiquitous growth for the travel industry are: the rampant use of technology, booming digitalisation, and the burgeoning of the middle class. Due to the internet revolution, we have perceived a huge shift of device preference: from desktop to laptop and now from laptop to the mobile. The use of digital is also quite high for the Indian travellers who like to remain connected while travelling, use their mobile for passes and e-tickets and prefer airlines that offer good digital tools. Most importantly the traveller now uses an average of 19 different categories of apps are used while travelling. Therefore, today’s travel industry and especially the technology needs to gear up and start taking note of this new gen traveller in order to provide what they are looking for.”
Today, distribution of rooms has also evolved to an advanced stage. Traditional travel distribution in which high brick and mortar agencies played a dominant role was revolutionised with online travel agencies and direct distribution through airlines and hotels’ websites acquiring a key role. This space has witnessed a lot of disruption.
Rajesh Magow, CEO, MakeMyTrip said, “The first level of disruption came around 2005 followed by internet economy. Internet was basically disrupting the old conventional brick and mortar model business. This, literally, changed everything. With internet, the structure and functioning of the market saw a disturbance. Over last decade or so, there has been massive introduction of new technology and there was different kind of disruption that was happening. Now, there is second phase of disruption where within the technology space where even the existing businesses were disrupting. The first disruption was in supply side. Technology has not only changed the way travel is distributed, it has also affected the way travellers experience it. Travellers are getting more comfortable with accessing services and conveniences online. Today, customers are fairly confident of purchasing travel-products online from their preferred portals, or through mobiles.”
In the new age distribution era, Big Data will play a major role. Today even small function like saved unique hotel messages and personalised functionalities have become important.
Speaking about the GDS systems Dwivedi said, “Although being one of the earliest distribution model entrant GDS has kept evolving itself with the changing times. We no longer resemble just as the aggregator of content. We stand now as the effective means of helping travel agents transform their business model. No longer does a traveller want, just a low cost airlines option or a room booked for a few nights. Now he has to be offered complete packages as per his preferences and we are the means to understand and offer, best fit options through our technology. In addition, with changing preferences we have come up with point and click technology for our GDS which helps travel agents to do away with cryptic commands and straight away search travel through easy search options.
Along with the enhancement of technology, one of the downside is the increase in digital attacks. Enhancing security is also a key issue for the hotels. As the hotel has sensitive data stored on the server, an attack can damage an entire ecosystem.
Implementation of Security device at entry / exit point of internet is the most important thing, which we have to look upon. “We usually keep our Internet secured and safe by regular upkeeps and updating our network infrastructures for safety and security of our critical and sensitive data. Thanks to PCI-DSS process, which is a great help in providing stringent guidelines, which supports us to plan more secured platform. We have a dedicated team which monitors our network and any anomalies, if detected, are raised with the concerned team to take immediately counter measures,” Patel said.
Is faceless concierge or staff-less hotel the future? Is one question often asked to the hospitality industry. One of the most important points which the industry believes is that despite the rise in technology, human touch is a very important part of the personalised experience. Technology helps to fill the void.
Patel said, “Faceless concierges and receptions are increasing with pace in hotels, where the guest movement is very high and there is not enough human resources, technological resources and physical spaces available, where these digital faces helps a lot, which are very much accepted by guests. Of course human touch is very much required to have a feel of personalisation, but this can be achieved by the team members by helping and assisting guest while they are using technology and also they can talk more with guest on points apart from the hotel routine questionnaire without using standardised phrases.”
Speaking about the future trends he further added, “In coming years, we see the major trends in technology which will enter in Hospitality sector would be IoT - Fueled by the breakneck pace of innovation, the latest must-have technologies would be on the Internet of Things (IoT). Though it would take some time to adopt and deploy but few hotels already have virtual voice assistants in guest rooms which actually marks the IoT-driven shape of things to come. Virtual Reality will be used for virtual tours and also using it as a marketing tool. Robotics – for guest assistance and POS outlets; More and more application and data over Cloud instead On-Premise; Secured and robust architecture for handling guest information and other data; and eConcierge.”
“If high speed internet was the defining factor in the disruption of the offline travel market, Big Data and Artificial Intelligence surely looks the next phase of the disruption in future. In the initial phase until now, the online travel sector required human intelligence to perform tasks in the online travel operations. But the kind of evolution computation is seeing, we are gradually inching towards a new level of automation that would require little or no supervision. Artificial intelligence (AI) and machine learning are reaching a new level of maturity and are poised to transform how consumers plan travel, as well as offer travel businesses a way to slash operating costs,” Magow said.
Many technology players have geared up themselves and have come up with futuristic products for the industry. The use of Big Data and Internet of Things will play a cruicial role in the future investments.
Dwivedi said, “With the new age travellers wanting more choices, we offer not just immense number of options but the best fit ones. It always goes back to the type of traveller, their unique preference and streamlined big data that helps us offer the best in class options, which automatically translates into revenue growth for our travel partners.”
Marketing, management and hotel developers can no longer work in silos and these technology trends are giving them the opportunities, tools and solutions they need to create memorable experiences that can lead to positive change and growth in the industry.
Experts are of the opinion that there is no doubt that technology has a huge role to play in shaping the hotels of the future but there are some things it can never completely replace: the human touch. The reality is that whilst human interactions are becoming less and less common, when they do take place they are more precious than ever before. Hotel operators must remember to still provide a positive human interaction.
Data is the most valuable asset for many brands, and tapping into it will be a priority to deliver the personalisation that travellers want
Although being one of the earliest distribution model entrant GDS has kept evolving itself with the changing times
Faceless concierges and receptions are increasing with pace in hotels, where the guest movement is very high and there is not enough human resources
2017 has been a roller-coaster year mainly due to GST for tourism in India. Industry awaits a better growth in 2018
The year 2017, has indeed been an eventful year for the tourism and hospitality industry. There have been lots of bullish movements with the Government implementing the Regional Connectivity Scheme (RCS), investment into development of circuits and tourism infrastructure under PRASAD scheme, and introduction of ‘Paryatan Parv’, to showcase tourism and culture of the country, have gone extremely well with the industry. Also this year the Government introduced the Medical and Wellness Tourism policy which was a very important move in promoting India as a medical and wellness hub. Even the cruising segment has witnessed a boost, with Ministry of Shipping now focusing to develop major ports in India and open it up for tourism. Meanwhile, the Government has also taken some steps which the industry sees as a growth deterrent, at least as of now but could emerge as a growth driver in the long run. The implementation of GST has been a historic move and was necessary for the nation, but for the tourism and hospitality industry it can lead to a stunted growth if not reworked upon.
Despite these policy measures, inbound arrivals witnessed a upward surge. According to the latest available statistics from the Ministry of Tourism, the Foreign Tourist Arrivals (FTAs) during the January - October 2017 were 7.9 million with a growth of 15.8 per cent over same period of the previous year. This growth trend is much higher than global average growth which stands at 4 -5 per cent. Moreover, the image of India as a tourism destination also got a shot as India jumped 12 places to 40th rank globally in travel and tourism competitiveness list by World Economic Forum. India has seen continued growth in international arrivals over the past 15 years, reaching the 8 million mark in 2015, WEF said, adding the country’s vast cultural and natural resources, and its price competitiveness advantage also attracted international tourists.
Also, the inclusion of NRIs among international tourists enabled India to jump 16 places in the revised World Tourism Organisation (UNWTO) rankings to settle at 24th for 2014 and 2015. Earlier, it was ranked 41st and 40th in 2014 and 2015, respectively, as per the global ranking. So far only the figures of foreign tourist arrivals (FTAs) were compiled in India. However, now India has started compiling the data arrivals of Non-Resident Indians (NRIs) also. “Due to this inclusion, India’s improved rank reflecting the true and comparable scenario has now been acknowledged by the UNWTO,” the release said. With this inclusion, the share of India in the ITAs has also increased from 0.68% (based on FTAs) to 1.12% in 2015.
The year that was
2017 can be termed as a melodramatic year where there were surprises for every segment. The hospitality industry has witnessed significant growth in terms of occupancy, steady ARR, and growth in MICE. The tour operators have seen a growth in outbound as well as the domestic travel market has boomed. Interestingly, this year has been a fruitful year for corporate travel and has also fuelled growth into the newly evolved Bleisure segment. On the contrary, some of the policies which may have a positive effect on the long run have hit the industry this year. The implementation of GST has majorly impacted the industry, for some segments negatively. GST for the tourism and hospitality segment is much higher as compared to neighbouring destination, which can seriously impact the inbound traffic.
Peter Kerkar, Group CEO, Cox & Kings said, “The domestic and outbound tourism has grown quite significantly. The inbound tourism could have done better. However, other arms such as the outbound MICE and Business Travel have grown in the higher double digits.”
Even the airline industry is on a growth trajectory. But, some airlines feel that the excess capacity in the market will lead to lower profits in 2018. Mark Sutch, Regional General Manager, South Asia, Middle East and Africa, Cathay Pacific Airways said, “The world of travel has evolved significantly, and it’s showing no signs of slowing down in the year to come. We expect to see a growth in “bleisure” with travellers merging business and leisure trips. Consumers continue to want greater choice, certainty, and value for money in all aspects of their travel, be it booking a hotel or choosing an airline. On the business side, the Indian aviation market holds tremendous potential for growth. From an airline perspective, excess capacity will place downward pressure on yields, pushing airlines towards lower profits and increased losses. Until the market catches up with capacity growth, we can continue to expect yield to remain under pressure.”
This year there has been a significant growth in the corporate travel segment. Event the SMEs are now booking through the organised segment. Rajesh Magow, Co-founder and CEO-India, MakeMyTrip said, “The travel and tourism industry is on a high growth path-all thanks to the industry effort and various policy initiatives to promote the sector. The growing demand is a clear consequence of the growing consumer income and the behavioural shift among consumers to make travel central to their lifestyle. Corporate travel is another reason why the travel sector is seeing a massive upswing. Self help corporate travel tools are adding to the ease and convenience for SMEs and start ups to take up travel more frequently to grow their business. Pilgrimage travel is another area where we have seen significant uptick.”
In terms of economic policies, in the last fiscal year the lightning struck twice at the same place. First the form of demonetisation which was announced in November 2016 and next the historic implementation of GST. Both these policies have impacted the tourism and the hospitality segment, but the negative impact is just a temporary phase. These policies will in fact drastically reduce the unorganised sector. Also there was a liquor ban which was announced in this year which had a major impact for a few months before it was revoked. “These are transformational changes that have impacted the tourism industry. The demonetisation of 2016 and the implementation of the GST in 2017 will go a long way in lifting the fortunes for the organised players in the travel industry. In some states, there is a clamour to restrict alcohol consumption. However, the states should be prudent in their approach and ensure that it does not impact the travel and tourism industry,” Kerkar said.
To tackle the impact of demonetisation, some of the players have implemented various new online systems. Industry feels that demonetisation will only grow the digital payment space.
Ashish Dhruva, VP Marketing, Cleartrip, “At Cleartrip, we have been pioneering the comprehensiveness of online payment options. We offer one of the most exhaustive sets of payment options and have created benchmarks in the travel world with payment related innovations like stored card solution- Expressway. Consequently, our dependency on non-digital payments has been minimal. Within digital payments, the share of transactions through wallets has increased by post demonetisation. Overall we didn’t have any impact of demonetisation. We believe that progress with digitisation will only improve. Travellers today are looking at creating experiences out of the places they visit.”
Some of the industry experts feel that the liquor ban policies in a few states of India will disturb the inbound numbers. Hector D’souza, President, L'orient Travels said, “I personally feel liquor ban in many parts of India does not bode well for inbound tourism. More than the liquor, I feel it’s the word ‘ban’ that creates uneasiness among visitors. Taxation is an issue especially for first class hotels offering boarding & lodging. This has been generating debate, much before GST began. The net effect is neighbouring countries stand to benefit from this. As regards to demonetisation, a breed of travellers has been created, post the ban. This is the double income, nuclear family high earning segment in the range of 28 to 45 years with fair amount of disposable income, weighted towards spending for experiencing, will bargain hard for the best deal; on the down side time is a constraint - thereby resulting in shorter but more frequent breakaways.”
Segments like cruising have picked up steam in India market. Government is now focusing to improve the port infrastructure and are looking for ways to make this segment seamless. Earlier this year, the Ministry of Shipping, in conjunction with the Ministry of Tourism, had announced reforms to the regulatory processes governing the cruise tourism industry in the country. The objective of the ministry is to revolutionise this industry which has a high employment generation potential, by simplifying the rules and procedures pertaining to various aspects of cruise port operations like security, immigration, and customs. Also the Government is now investing huge amount into development of existing major ports with world class amenities.
Ratna Chadha, Chief Executive, TIRUN, India representative of Royal Caribbean Cruises said, “Government is diligently working on improving the ports and infrastructure and is serious to make cruise tourism a success in India. Major ports are set to cut berthing charges for cruise ships and there will be e-landing and e-visa facilities for the tourists. This year, the country witnessed 60,000 cruise tourists through 55 ships and there is a potential to increase it to 30 lakh cruise tourists in the coming years. As we all know that the cruise business is cyclical, we hope for promising years ahead.”
Expectations from 2018
With a more optimistic vision, the industry is anticipating a better year ahead. With the economic policies steadying, next year should be a smooth year for the industry.
Speaking about the trends for 2018 Ankur Bhatia, Executive Director, Bird Group & Member of CII’s Core Committee on Aviation said, “2018 for aviation, travel and hospitality industry will be a promising one as domestic travel and MICE picks up resulting in business growth. With the upcoming Union Budget for 2018-19, we are looking forward to reforms supporting the industry. While the government is aggressively marketing brand India globally, it is imperative to focus internally and address issues around taxation, infrastructure and inconsistent regulations imposed by various states to achieve the potential of these industries. We also hope the Union Budget will empower each of the industries to take full advantage of varied opportunities ahead.”
Hotels look at 2018 as a positive year for growth. The power of domestic market has helped hotels to have a better occupancy rate and a slightly better ARR compared to previous year. This year will also witness a growth in millennial travel which will boost the demand for hotels.
Rishi Puri, Vice President, Lords Hotels & Resorts said, “We anticipate that in 2018, we’ll see a sharp increase in travellers within the country which will be driven by the millennial. The destinations will no longer be limited to the popular choices but also will include the lesser explored places including smaller cities and towns that are connected by flights. The millennial’ decision will mostly be based on the perception of value which includes a new experience, little known history about the destination, and its food and culture against the cost of such an expedition. The year 2018 looks promising and ideally would have been something 2017 would have witnessed but for the unfortunate series of events in the year.”
Echoing similar opinion Sanzeev Bhatia, VP & GM, The Metropolitan Hotel & Spa said, “Since there will not be much increase in inventory in Delhi, we are hopeful of a better business in Delhi. The trends of increased tourism will continue in 2018 resulting in better ADR and occupancy in hotels. MICE and corporate business is also expected to grow multifold in 2018. So in total we will be expecting an excellent growth in terms of business for Delhi Hotels.”
Indian outbound market has matured leaps and bounds in the last decade. Now travellers are not only looking to visit destinations for sightseeing, but are looking for a unique experience. This has given rise to demand for lesser known or non-traditional destinations. The trend continues and travellers are looking for the lesser explored paths.
Magow said, “While Goa, Kerala and Manali continue to remain popular around the year. We expect higher growth across off-beat locations like Serbia and Croatia amongst others. Cities like Shillong, Pondicherry, Neyveli which are being connected through airports due to Civil aviation ministry’s Udaan scheme will also see an increasing traction amongst travellers.”
Another trend in 2018 will be that there will be travellers who will repeat destinations, but only for novel experiences. People will travel for more for niche products apart from new destinations.
Kerkar said, “For many travellers, it's the experience that matters rather than a destination. For example, people will travel to the UK for the second or third time to seek newer experiences such as wine tours, castle holidays or just enjoy the countryside on self-drive vacations. It does not mean that newer destinations will not be explored. South America, Eastern Europe, East Africa, the Balkans are the new emerging destinations for the Indian traveller.”
In terms of cruising travellers are now exploring various new far away destinations. With the growing popularity of this segment short fly-cruising to countries like Singapore and Hong Kong have witnessed growth. In 2018, long-haul destinations like Alaska, Caribbean will see demand from India market. Chadha added, “Singapore and HongKong are fast becoming hubs for cruising in India. We are the currently largest source of business for Singapore cruises from India. With our new builds, we are witnessing a growing demand for cruises to Alaska, Europe, and the Caribbean.”
With advanced technology, competitive pricing and better infrastructure, India is emerging as one of the fastest growing medical tourism hubs globally.
Over the years, India has gained a lot of attention globally for its tourism diversity. India has got all the elements to attract tourists. Medical tourism is one of the hidden treasures which the nation has recently started promoting aggressively. India has emerged as one of the most cost effective destinations with skilled manpower and advanced infrastructure for the medical tourism segment. Healthcare and wellness has become one of the largest sectors of India - both in terms of revenue and employment comprising hospitals, clinical trials, outsourcing, telemedicine, wellness, health insurance and medical tourism etc. The Indian healthcare sector is growing at a brisk pace due to its cost effectiveness, strengthening coverage, services and increasing expenditure by public as well private players. With healthcare cost in developed countries increasing, cost consciousness among patients seeking treatment and availability of accredited facilities has given rise to many global medical tourism corridors. Among these, India is one of the countries which have a large number of accredited facilities.
A latest knowledge paper by FICCI and QuintilesIMS shows over 5,00,000 foreign patients seek treatment in India each year. SAARC countries such as Bangladesh, Afghanistan, and Maldives are the major sources of medical value travel, followed by African countries such as Nigeria, South Africa and Kenya. Proximity, cultural connect and connectivity are the key reasons for inflow of patients to India from these regions.
Medical tourists to India typically seek joint replacement surgeries, heart, liver and bone marrow transplants, spine and brain surgeries, cancer and kidney treatments, and in vitro fertilisation (IVF). According to various study, treatment costs in India start at around one-tenth of the price of comparable treatment in the United States or the United Kingdom. Speaking earlier to T3 about the scope of orthopaedic surgeries under medical tourism, Dr. Darius Soonawala, Orthopaedic and Joint replacement surgeon, Jaslok Hospital said, “Orthopaedic is very ideal and relevant for medical tourism in India. It is a fast track surgery with less complications and speedy recovery rate. In United Stated an average hip or knee replacement costs around Rs. 35 lakhs, in UK close to Rs. 15 lakhs and in India the surgery can be done in Rs. 3.5 lakhs. Companies in India should tie-up with insurance companies abroad and tap this segment.”
Medical tourism in India is projected to be a US$9 billion opportunity by 2020. Currently, medical tourism industry is pegged at US$3 billion. Globally, the medical tourism market is estimated at around US$40-60 billion. According to the Confederation of Indian Industries (CII), the primary reason that attracts medical value travel to India is cost-effectiveness, and treatment from accredited facilities at par with developed countries at much lower cost.
India currently ranks 5th on the Medical Tourism Index globally and 2nd in Asia as per the International Healthcare and Research Centre statistics. This portrays a potential opportunity for India in becoming a future leader in medical tourism given the fact that it focuses on building infrastructure, technology & services, and a seamless experience for buyers.
Speaking about the current status of this sector, E.M. Najeeb Founder and Chairman, ATE Group of Companies and an expert in this segment stated, “Medical Tourism in India is on a faster pace of growth compared to the previous years. The growth percentage is almost 25 per cent in Medical Tourism. The specialising hospitals in India also are gearing up their Patients Relations Protocols to make the patient experience comfortable. The official figure of the Ministry of Tourism suggests that there was an increase of 1,27,142 foreign patients during 2016 compare to the figures of 2015. In 2016, Medical Tourism arrivals was 3,61,060. The Indian Medical Tourism Industry is expected to grow to US$8 billion by 2020 from the US$3.9 billion of 2016.”
Echoing similar opinion, Somnath Shetty, Head – International Business Vertical, Wockhardt Hospitals said, “India has one of the finest medical infrastructure when it comes to treating patients in terms of quality with best in class equipment’s, doctors and nurses. We do have excellent infrastructure. Maybe some work needs to be done in few areas on logistics and translators. Visa issues for patients do exist but the govt. is willing to work around it to smoothen the medical visa process. It is a booming industry in the current scenario and growing at 13 per cent CAGR.”
In terms of technology, India is one of the most advanced nations with all the start-of-the-art medical equipments. But promotion is the need of the hour, the tourism board along with key stakeholders need to promote it aggressively in the international markets. Speaking earlier in a conference Dr. Nikhil Parchure, Cardiologist, Apollo Hospital said, “Awareness is a key challenge for the Indian market. For example, a cardiovascular surgery in the United States costs around Rs. 80 lakhs, whereas in India it is between Rs. four to five lakhs. Also, in US the mortality rate in during a bypass surgery is around 2-2.5 per cent, and in India it is as low as 0.5 to 0.7 per cent. Most aren’t aware that we also perform Robotic surgeries in India. It is very popular in south India. We have done a lot of Robotic surgeries for people from the Middle-East, US, UK, etc. We also do a lot of heart transplants for people from Russia.”
The Ministries of Health, External Affairs, Tourism and Culture are working to increase the number of medical tourists. The government provides online visas, multiple entries, extensions of stay, and accreditation to more hospitals. Several other measures are under way, according to the Indian Medical Association (IMA).
Earlier this year, e-Visa has further been sub-divided into three categories i.e. e-tourist visa, e-Business visa and e-Medical visa. The scope of e-tourist visa has been expanded to include short- term medical treatment. Separate immigration counters and facilitation desks have also been planned at major Indian airports to boost the medical travel industry. Separate immigration counters and facilitation desks to assist medical tourist have been provided at Indian airports namely, Delhi, Mumbai, Kolkata, Chennai, Bengaluru and Hyderbad.
Recently, the Union Ministry of Commerce and Industry along with ministries of Tourism and Health has launched a website designed to promote India as a premier healthcare destination. The website is a single-source platform providing a comprehensive information to medical travellers on the top healthcare institutions spread across major cities of the nation —highlighting its speciality in various medical treatment, wellness and rejuvenation, and Ayurveda & Alternative medicine. “Over the years, India has grown to become a top-notch destination for medical value travel because it scores high over a range of factors that determines the overall quality of care,” the website, indiahealthcaretourism.com reads that also supports Arabic, Russian and French languages.
Mahesh Sharma, Former Union Tourism Minister (I/C), Govt. of India had said, “India in today’s time is specifically known for medical tourism. We are trying to address all issues related to medical tourism through a single clearance window. India now has a simplified e-medical visa facility which allows you three visits to the country. We will try to address more issues in time to come, like standardisation and accreditation of services. We want to make the processes transparent, to rationalise services and make them all of them available in a transparent manner so that no one is deprived of much needed healthcare services.”
The triple entry multiple visa for medical tourists has attracted newer destinations. Also, Government is carrying out campaigns to increase more awareness about the medical e-visa. Appreciating the efforts by Government Najeeb said, “From the part of the government there is a combined effort to develop medical tourism in the country. Ministries of Tourism, Health and External Affairs are putting their efforts together to increase the flow of Medical Tourists. The online Visas, multiple entry Visas and accreditation of hospitals etc make travel easier for the travelling patients. ”
He further said, “The ‘e-Visa-on-Arrival’ Scheme for tourists from select countries facilitate foreign nationals stay in India for 30 days for Medical reasons. In 2016, citizens of Bangladesh, Afghanistan, Maldives, Republic of Korea and Nigeria availed maximum number of Medical visas. The Union Government and most of the state Governments are supporting Medical Tourism, and are carrying out campaigns.”
Earlier, the Ministry has formed a Medical and Wellness Tourism Board with a seed capital of Rs two Crore to make this segment more organised.
Key focus markets
Traditionally, India has been attracting a lot of medical travellers from its neighbours in the Indian subcontinent. One of the primary reasons for this traction is the cost-effectiveness and lack of medical infrastructure in these nations. According to a CII-Grant Thornton report, Bangladeshis and Afghans accounted for 34 per cent of foreign patients, the maximum share, primarily due to their close proximity with India and poor healthcare infrastructure. Russia and the Commonwealth of Independent States (CIS) accounted for 30 per cent share of foreign medical tourist arrivals. This trend has been changing over the years and now a lot of new source markets have been created.
Najeeb stated, “In India, 34 per cent of the total Medical Value Travel is from Bangladesh and Afghanistan. Africa, GCC and CIS regions constituting 30 per cent of current share, create maximum opportunity for the Indian Health care sector. Medical Tourists from these countries favour the South-East Asian Medical Corridors. For Kerala, the GCC countries and Maldives are major sources. The CII White Paper suggests to attract the African, Asian and Middle East Patients and also the domestic Medical Tourist from other regions of the country through effective marketing campaigns supported by the Government.”
Speaking about the traditional source markets for hospitals Shetty, “Traditional sources has been geographies like SAARC (Bangladesh, Afghanistan, Myanmar, Pakistan )countries, Middle East (Oman, Yemen, Saudi Arabia, UAE, Iraq) , CIS (Kazakhstan, Kyrgyzstan, Russia, Ukraine) and Africa (Kenya, Tanzania, Ethiopia, Nigeria, Sudan, Zimbabwe, Zambia, Congo). Also these travellers come for specific treatments in India. Some of the popular treatments are Orthopaedics (knee and hip replacements), Cardiac (angioplasty and CABG) Spine surgeries, Oncology treatment ,Urology procedures, gastro procedures ,transplants and cosmetic surgeries including bariatric and metabolic surgeries.”
Major metro cities with excellent infrastructure have already started reaping benefits of this niche segment. Apart from these some of the Tier II cities are also competing for a share of the pie. According to statistics, 27 per cent of medical tourism in India happens in Maharashtra with Mumbai leading from the front with 80 per cent. Chennai has emerged as the next biggest destination with 15 per cent. “In India out of the major Medical Tourism attracting locations like Chennai, Mumbai, Hyderabad, National Capital region and Kerala all these places have very high potentials to grow in this sector. Among these locations the State of Kerala stands high in growth potential. Kerala is emerging with a focus on increasing its visibility as a healthcare destination. Kerala attracts about five to seven per cent of the Medical Tourists coming to India and has the potential to increase its share to a 10-12 per cent with a focused marketing strategy. Kerala already has 26 NABH accredited hospitals. Moreover Kerala is one of the most preferred tourist destinations in the country. Among the destinations India competes with Singapore, Thailand, Malaysia, Taiwan, Mexico, and Costa Rica,” Najeeb said.
The potential of the medical tourism in India and making India a hub is still at the nascent stage. The stakeholders and the government have only been able to scratch the tip of the iceberg. Promoting and spreading awareness about the facilities has been one of the major challenges India is facing. Also a lot of new destinations have posed strong competition to India.
Throwing light on challenges, Shetty opined, “Medical visa issuances process has been a difficulty till now. Hope there is some ease in this front. In the recent years, a lot of new competition has come up from new territories such as Malaysia, Poland, few South American countries with low cost option. Few countries are entering into capacity building and resisting on allowing patients to travel and in the process creating policies against medical travel, which is again a challenge. In India, there is a lack of cohesiveness amongst the major players in the industry to come together and represent India on a world platform to acquire newer geographies. Apart from these, Inconsistent fee structure and lack of transparency in billing to foreign patients, and absurdly high margins to trade to refer patients are some of the challenges.”
Najeeb believes that Medical Tourism has a great future and is evident from the figures and projections we need to have facilities of world standard with national and international accreditation. He added, “Government should give more support to this industry. I suggest that Hospitals should be given industry status for power, import of machinery and equipment to make it cost effective. Public Private Participation (PPP) Model should be followed in promoting Medical Tourism. Central Government should help popularise Medical Tourism through Embassies, and Health Ministries in various foreign countries. Special efforts should be targeted at SAARC countries. We have to do the needful to develop reliable referral contacts to route travellers from across the globe. Top priority should be given to the safety and security of the travellers.”
A delegation including ministers and investors community from Canada led by the Prime Minister Justin Trudeau, recently visited India on an official state visit. During the visit, Tourism segment was one of the key growth topics for the delegation. India has been one of the fastest growing growth markets for Canada. Last year close to 250,000 Indians visited Canada with a growth of around 18 per cent.
Speaking about the latest development Bardish Chagger, Minister of Small Business and Tourism, Government of Canada said, “PM Justin Trudeau and our ministers are here on our first official state visit. People to people ties will further develop the relationship between Canada and India. Our tourism numbers have further increased from India in 2017. Tourism is a CAN$90 billion industry in Canada and is the largest service exports. Our primary source of tourists is the United States as we share a border. There are other countries around the globe that we are tapping into and India is one of the markets we see more potential. We spoke to MICE operators in India and we are looking at how to increase MICE tourism from India to Canada. People come to visit family as over half a million people in Canada are linked to India. We want to increase more business travel from India to Canada.”
With a high percentage of youth population, in 2018, Canada is aggressively focusing to tap the millennial segment from India. Also the destination is looking to tap the 55 age plus travellers from India.
Speaking about the target segment and growth from India Rupert Peters, Regional Managing Director, Europe, India & Australia, Destination Canada said, “We were 18 per cent up last year with close to 250,000 visitors from India. Next year our forecast is to see a good growth somewhere around seven per cent from India. In terms of leisure market, we have three key segments first millennial, which we haven’t tapped yet, we are aggressively looking at this segment. We are also interested in the family segment which includes the multigenerational travel segment. Lastly we are also looking to tap the 55 year old plus segment, the professional couples.”
Recently, Canada has invested significantly in developing the Aboriginal tourism or indigenous tourism segment. With this new investment, the destination is looking to cater authentic experiences to the global travellers. Chagger added, “As a federal minister, we work closely with all provinces. Indigenous tourism is a part of my mandate to work with underrepresented groups such as young and women entrepreneurs and indigenous groups. We are proud that we have invested money to develop indigenous tourism. Visitors are looking for authentic experience and we can serve that by developing products around indigenous tourism. We also want to build capacities and opportunity for indigenous community, one way is tourism. We want all the communities to benefit from this. Our job is to ensure opportunity exists there and we will work closely with destination Canada and develop products around this.”
Destination Canada is all set to promote the cities and urban tourism in India. Currently the open spaces and wildlife products are popular amongst the travellers.
Peters said, “We have been a little shy in promoting the cities. When people think about Canada they think about the open spaces and the wildlife. We want to educate the travel trade and the people more about our cities which are vibrant and have so much to explore. We will try and promote experiential tourism in the cities. We know that there is a lot of increasing demand from the Tier II and III cities from India. We will discuss this with our partners and finalise on these cities.”
Air India will begin nonstop flight operations from New Delhi to Tel Aviv in Israel starting March 22nd onwards in an official statement released by the airline. The carrier has confirmed flying thrice a week on Tuesday, Thursday and Sunday on Air India’s Boeing 787 Dreamliner that has 18 business class and 238 economy seats. This announcement has come at a time when Israel Ministry of Tourism has recorded a growth of 50 per cent in January and 25 per cent in February, 2018 of Indian arrivals to Israel vis-à-vis the same period in 2017.
Hassan Madah, Director, Israel Ministry of Tourism India & Philippines said, “In light of the significant increase in incoming tourism from India over the past few years, the Ministry of Tourism has been in talks with Air India and other airlines to increase their flights and seat capacity into Israel. Air India’s direct flight connectivity from New Delhi to Tel Aviv is great news especially with its shorter flight duration and the airline’s strong domestic network within the country. With direct flights now from both Mumbai and New Delhi by El Al and Air India respectively; this will help meet the growing demand and enable us to achieve our target of one lakh Indian arrivals in 2018.”
The aircraft will depart from New Delhi at 4.50 pm and arrive in Tel Aviv at 8.25 pm. On its return leg, the plane will depart from Tel Aviv at 10.15 pm and land in Delhi the next day at 9 am. With one way duration of 7 hours and 10 minutes, Air India will be the fastest nonstop flight between India and Israel taking a straight route between the two countries.
In addition to Air India, Israel’s national carrier El Al currently has four weekly nonstop flights from Mumbai to Tel Aviv and will soon increase its frequency furthermore. Arkia has also expressed interest to begin operations soon and introduce direct flights between Israel and India. The Ministry of Tourism along with the Ministry of Foreign Affairs will continue to facilitate similar introductions including relaxing visa requirements and express visa services through VFS to encourage Indian travellers to visit Israel.
Akquasun Group, a destination marketing company based in India is all set to aggressively focus on technological investments in 2018. In 2017, the company has witnessed a growth of around 30 per cent in terms of business.
Speaking about the growth BA Rahim, Group Director, Akquasun Group said, “In 2017 there were a lot of changes in the Government and economic policies such as introduction of GST. Despite these challenges, Akquasun Group has witnessed 30 per cent growth in overall business strategy. All our DMCs especially Hong Kong, Mauritius, Maldives, Sri Lanka, Russia, Dubai have grown significantly. We saw a growth of 30 per cent in MICE as well as leisure.”
In 2017, the company added Morocco to its network by opening an office. The company has also changed its strategy and is working on a complete or a partial ownership model.
Rahim added, “We have 18 offices across the globe. Last year we opened an office in Morocco and also have strengthened our business into the European market. We have adopted a new strategy for Aqkuasun, wherein we either own a DMC or do a partnership. We no more do networking. All our 18 offices are owned by us completely or with an equal share as per that country’s law. Also, 2017 ended with a good note as we were awarded as the World’s leading DMC by WTA, which is one of the most prestigious hospitality award globally recognised.”
This year the group is looking to invest into the technology segment and plans to introduce home grown systems. The company is also eyeing expansion into Australia and New Zealand markets.
Speaking about the development Rahim added, “We are now only left out in Australia and New Zealand, which we will fulfil by this year. Then we will completely move into Technology after completing 20 DMCs. It will be our own online system and our own hotel beds by us which are contracted. This will be a unique system, with our own contracts implanted in the portal. We want to be Asia’s largest bank for beds. For 2018, the main strategy is all about developing our online portal efficiently.”
The group has also recently tied up with Tourism Malaysia for a joint promotion which includes a comprehensive promotion in major cities such as Mumbai, Delhi, Kolkata and Chennai. The promotion will also reach other cities including Bangalore, Lucknow, Surat, Ahmedabad, Nagpur, Pune, Hyderabad, Mysore, Cochin, Coimbatore, Chandigarh, Rajkot, and Ahmednagar.
Speaking about the trade engagement activities for the year, Rahim said, “We have planned a lot of trade activities in India by participating in key travel trade shows. We have tied up with Malaysian Tourism Board for one to one promotions across India. We will cover around 12-14 cities under this joint promotions. Overseas we will be attending ATM, ITB and close to seven exhibitions by taking our own stands.”
Sri Lanka has witnessed a seven per cent increase in Indian arrivals in 2017. The destination welcomed 284,000 Indian travellers and India still remains the top source market for Sri Lanka.
Speaking about India market, Viranga Bandara, Assistant Director-Marketings, Sri Lanka Tourism Promotion Bureau said, “The year 2017 was a record breaking year for Sri Lanka in terms of footfall from India. We have recorded the highest numbers ever which is about 284,000 travellers from India. We witnessed a seven per cent growth over the previous year.We are looking to further grow numbers from India in 2018.”
In 2018, the Bureau is looking to tap the niche segments from India market. Cinema tourism and destination weddings have emerged as prime focus amongst others.
Bandara said, “We are looking at niche segments this year like the wedding tourism, Ramayana tours, cruise and film tourism. These are some of the features we have added to our portfolio and will aggressively promote in the India market. Also, MICE is one of the biggest segment we are looking at the India market. There are new convention centres, halls and infrastructure coming up with some new hotel facilities in Sri Lanka. There is a large potential for the MICE segment to grow from the India market. In terms of film tourism, we are supporting for approvals and incentive scheme. Soon we will come out with a structured policy for film tourism segment.”
Sri Lanka introduced the Ramayana Tours in India market two years ago. After tasting success in this circuit, Sri Lanka is all set to organise Ramayana specific roadshows in India market. Sri Lanka is also set to promote unexplored destinations in India market. “Ramayana tours is one of the most important segments when it comes to the Indian market. We are planning to do more marketing and promotions about this segment. We will be doing roadshows in different cities only focusing on Ramayana tours in India. Northern East coastal area is open for Indians and they can explore this destination. This is one new area we are showcasing to the Indian travellers,” Bandara added.
In 2018, Sri Lanka is all set to organise roadshows in tier II cities like Chandigarh, Jaipur, Surat, Pune and Vishakapatnam and Coimbatore.
Speaking about the key source markets in India Bandara said, “In India our top source markets are Mumbai, Hyderabad, Bangalore and Delhi. These are the main key hubs for Sri Lanka Tourism. We are now trying to attract travellers from smaller cities.”
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