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Use of IMC tools in tourism of India

Submitted to
Mr. Shahriar kabir
Course instructor: Integrated Marketing Communication

Submitted by
Md. Tanvir Nayem
Class ID: 804

Institute of Business Administration
Jahangirnagar University
Savar, Dhaka

Date of Submission: October 19, 2011

Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. India witnesses more than 17.9 million annual foreign tourist arrivals and 740 million domestic tourism visits. The tourism industry in India generated about 100 US$ billion in 2008 and that is expected to increase to US $275.5 billion by 2018 at a 9.4% annual growth rate. In the year 2010, 17.9 million foreign tourists visited India. Majority of foreign tourists come from USA and UK. Maharashtra, Tamil Nadu, Delhi, Uttar Pradesh and Rajasthan are the top 5 states to receive inbound tourists. Domestic tourism in the same year was massive at 740 million. Andhra Pradesh, Uttar Pradesh, Tamil Nadu and Maharashtra received the big share of these visitors. Ministry of Tourism is the nodal agency to formulate national policies and programmes for the development and promotion of tourism. In the process, the Ministry consults and collaborates with other stakeholders in the sector including various Central Ministries/agencies, the State Governments/ union Territories and the representatives of the private sector. Concerted efforts are being made to promote new forms of tourism such as rural, cruise, medical and eco-tourism. The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India and maintains the Incredible India campaign. According to World Travel and Tourism Council, India will be a tourism hotspot from 2009–2018, having the highest 10-year growth potential. The Travel & Tourism Competitiveness Report 2007 ranked tourism in India 6th in terms of price competitiveness and 39th in terms of safety and security. Despite short- and medium-term setbacks, such as shortage of hotel rooms, tourism revenues are expected to surge by 42% from 2007 to 2017. India's 5,000 years of history, its length, breadth and the variety of geographic features make its tourism basket large and varied. It presents heritage and cultural tourism along with medical, business and sports tourism. India has a growing medical tourism sector. The 2010 Commonwealth Games in Delhi were expected to significantly boost tourism in India. Promotion of Tourism in India

In the past decade, tourism has become one of India's fastest growing markets, contributing to millions of service industry jobs. The Ministry of Tourism launched the Incredible India campaign in 2002, promoting India as a premier vacation spot. The campaign was successful, and now India is one of the top destinations for travelers from the U.S. and Canada. In August 2009 outbreaks of swine flu threatened India's late summer tourist season. Many travelers canceled trips rather than risk infection. Still, fears have now subsided and tourism seems to be growing steadily. Incredible India Campaign

The Indian Ministry of Tourism launched the Incredible India campaign in 2002 to encourage visitors from around the world to experience India. The concerted marketing effort included print, radio and television ads. The campaign also included road shows, which were planned for the UK, Canada, Singapore, Malaysia, Russia, Australia and New Zealand. The successful campaign received attention and praise from travel professionals and is credited with increasing the number of tourists to the nation within just a few years.

Transportation and Accessibility
India's crumbling infrastructure is another hurdle to the successful growth of the tourism sector. The Indian government is allocating funds to improve the infrastructure of the nation, improving access to rural areas so they become attractive to visitors. One such improvement has been...
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