UNIVERSITY OF PETROLEUM & ENERGY STUDIES

Dissertation on TOURS BY YATRA

GUIDED BY: MR. PRAVEEN JADHAV

SUBMITTED BY: ISHAAN BHANDARI SAP ID: 5000 !0"

RO## NO.: R$%0 & 0&$

BONA'IDE (ERTI'I(ATE
This is to certify that the project titled )TOURS BY YATRA *submitted to Uni+ersit, o- Petro.e/0 an1 Ener2, St/1ies3 De4ra1/n , by Nishant Gupta, in partial fulfillment of the degree of Ba54e.or in B/siness A10inistration in A+iation Mana2e0ent , is a bona fide work carried out by him under my guidance and supervision. This particular work has not been submitted anywhere else for any other degree. To the best of our knowledge, he has made an earnest and dedicated effort to accomplish this project. I wish him all the very best for his future endeavors.

Mr . PRAVEEN JADHAV niversity of !etroleum and "nergy #tudies $ehradun

(ERTI'I(ATE O' ORIGINA#ITY

I, hereby, declare that this dissertation report entitled )TOURS BY YATRA * which is being submitted in partial fulfillment for the award of degree of BBA in A+iation Mana2e0ent is the result of project carried out by me under the guidance and supervision of &r Pra+een Ja14a+ I further declare that I or any other person has not previously submitted this project report in any other Institution' niversity for any other degree'diploma.

Is4aan B4an1ari "nrollment No( )*+,%11,1#.! I$( /,,,10%%/ 11.2.viation &anagement niversity of !etroleum 3 "nergy #tudies $ehradun

Table of Contents .45N678"$G"&"NT999999999.* !)":.4"99999999999999...../ ";"4 TI<" # &&.)=99999999...+ INT)6$ 4TI6N T6 T>" IN$ #T)=999? INT)6$ 4TI6N T6 T>" 46&!.N=99..1/ )"#".)4> &"T>6$686G=9999991@ . . 6bjective of study #cope of study

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E6e5/ti+e S/00ar, The internship is an integral part of the Travel 3 Tourism Industry. The organiAation that I choose for my internship project is =atra , New $elhi. This #iB2week period of my internship in such a huge organiAation gave me a real time eBposure to know about the organiAational working process I made many itinerary and tour packages over there with the help of my seniors specially &r. .nsh &ehta CmanagerD they gave me a lot of knowledge how to talk with new customer .ll types of tourism in India have registered phenomenal growth in the last decade ever since the Indian government decided to boost revenues from the tourism sector by projecting India as the ultimate tourist spot. The reason why India has been doing well in all types of tourism in India India has always been known for its , uniEueness, and charm F attributes that have been attracting foreign travelers to India in hordes Indian history can be roughly divided into the + periods of .ncient India >eritage Tourism, "cotourism, .dventure Tourism, 7ildlife Tourism, !ilgrimage Tourism, &edical tourism In India we have many policies, the very famous policy of the ?2# &antra T4e 7asi5 o78e5ti+es o- 0, st/1, 9ere: . To know how to sell tourism in market
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. .

To gain different destination knowledge To know more corporate clientGs

&ain summery in this project is Indian tourism growing day by day I came to know with the help of my seniors and secondary data that India has everything landscapes, beaches, valley, forest mountain everything is here in India, thatGs why India is one of the famous tourist place in this world

Intro1/5tion to t4e In1/str, Histor, o- t4e In1ian To/ris0 Tourism industry in India is on a great boom at the moment India has become a major global tourist destination and Indian tourism industry is eBploiting this potential to the hilt. Travel and tourism industry is the second highest foreign eBchange earner for India, and the government has given travel 3 tourism organiAations eBport house status. T4e In1ian to/ris0 in1/str, 5an 7e attri7/te1 to se+era. -a5tors. 'irst.,3 the tremendous growth of Indian economy has resulted in more disposable income in the hands of middle class, thereby prompting increasingly large number of people to spend money on vacations abroad or at home. Se5on1.,3 India is a booming IT hub and more and more people are coming to India on business trips. T4ir1.,3 aggressive advertising campaign HIncredible IndiaH by Tourism &inistry has played a major role in changing the image of India from that of the land of snake charmers to a hot and happening place and has sparked renewed interest among foreign travelers. Travel 3 tourism industryIs contribution to Indian industry is immense. Tourism is one of the main foreign eBchange earners and contributes to the economy indirectly through its linkages with other sectors like horticulture, agriculture, poultry, handicrafts and construction. Tourism industry also provides employment to millions of people in India both directly and indirectly through its linkage with other sectors of the economy.

.ccording to an estimate total direct employment in the tourism sector is around %, million. Travel 3 tourism industry in India is marked by considerable government presence. "ach state has a tourism corporation, which runs a chain of hotels' guest houses and operates package tours, while the central government runs the India Tourism $evelopment 4orporation. T4e :o.i5, is 7/i.t aro/n1 t4e $;S Mantra #waagat CwelcomeD, #oochanaa CinformationD, #uvidhaa CfacilitationD, #urakshaa CsecurityD, #ahyog CcooperationD, #anrachnaa CinfrastructureD #afaai CcleanlinessD.

So0e o- t4e sa.ient -eat/res o- t4e To/ris0 Po.i5, are: The policy proposes the inclusion of tourism in the concurrent list of the 4onstitution to enable both the central and state governments to participate in the development of the sector. No approval reEuired for foreign eEuity of up to /1 per cent in tourism projects. N)I investment up to 1,,J allowed. .utomatic approval for Technology agreements in the hotel industry, subject to the fulfillment of certain specified parameters.

 4oncession rates on customs duty of %/J for goods that are reEuired for initial setting up, or for substantial eBpansion of hotels. /,J of profits derived by hotels, travel agents and tour operators in foreign eBchange are eBempt from income taB. The remaining profits are also eBempt if reinvested in a tourism related project. T,:es o- To/ris0 .ll types of tourism in India have registered phenomenal growth in the last decade ever since the Indian government decided to boost revenues from the tourism sector by projecting India as the ultimate tourist spot. The reason why India has been doing well in all types of tourism in India India has always been known for its , uniEueness, and charm F attributes that have been attracting foreign travelers to India in hordes T4e 1i--erent t,:es o- to/ris0 in In1ia: Herita2e To/ris0 India has always been famous for its rich heritage and ancient culture. IndiaGs glorious past and cultural diversity make a potent blend which attracts millions of tourists each year to its heritage tourist attractions IndiaIs rich heritage is amply reflected in the various temples, palaces, monuments, and forts that can be found everywhere in the =atra

T4e 0ost :o:/.ar 4erita2e to/ris0 1estinations in In1ia are: Taj &ahal in .gra &andawa castle in )ajasthan &ahabalipuram in Tamil Nadu &adurai in Tamil Nadu 8ucknow in ttar !radesh $elhi, the Indian capital E5oto/ris0 "cotourism entails traveling to places that are renowned for their natural beauty and social culture, while making sure not to damage the ecological balance. "co2tourists have been thronging India in large numbers for it has a rich source of flora and fauna. . great number of endangered and rare species are also to be found in the various national parks in India. T4e 0a8or nationa. :ar<s in In1ia -or e5oto/ris0 are: 4orbett National !ark in ttar !radesh 1andhavgarh National !ark in &adhya !radesh 5anha National !ark in &adhya !radesh Gir National !ark and #anctuary in Gujarat )anthambore National !ark in )ajasthan A1+ent/re To/ris0

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.dventure tourism is recently growing in India. tourists prefer to go for trekking to places like 8adakh, #ikkim and >imalaya. >imachal !radesh and Kammu and 5ashmir are popular for the skiing facilities they offer. 7hitewater rafting is also catching on in India and tourists flock to places such as ttranchal, .ssam, and .runachal !radesh for this adrenalin2packed activity. =i.1.i-e To/ris0 India has a rich forest cover which has some beautiful and eBotic species of wildlife, The places where a foreign tourist can go for wildlife tourism in India are the #ariska 7ildlife #anctuary, 5eoladeo Ghana National !ark, and 4orbett National !ark. Pi.2ri0a2e To/ris0 India is probably the ultimate destination of all kinds of pilgrims following any faith around the world. he great religions like >induism, 1uddhism, Kainism, Islam, 4hristianity and #ikhism are the integral part of Indian culture and heritage whose values and faiths are mingled with the air, soil and the sky of India 'a0o/s Pi.2ri0a2e > :.a5es in In1ia . . . . . . . . . . . .jmer !ushkar >aridwar .marnath 1adrinath Gangotri 5edarnath =amunotri 4hardham =atra )ishikesh &anikaran

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. . . . . . . . . . . . . .

!aonta #ahib )ewalsar 6mkareshwar .jmer #harief )ameswaram &athura <rindavan !uri Guruvayur #hirdi #aibaba .marnath 4ave <aishno $evi Kagannath Temple 5onark #un Temple Tirupati Temple

Pi.2ri0a2e P.a5es . . . . . . . >imachal !radesh )ajasthan ttranchal 5erala &aharashtra Tamil Nadu Kammu .nd 5ashmir

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. . . . . .

&adhya !radesh &adhya !radesh 5arnataka .ndhra !radesh Temples &osEues

#ast -i+e ,ear 4istor, o- In1ian To/ris0 In1/str, Jan "3 00% 2 7ith the travel industry going great guns, religious sojourns seem to be the latest flavour and according to tour operators like Thomas 4ook, 4oBs 3 5ings, #ita C5uoniD India, this season has witnessed a number of inEuires for specific religious tours from overseas traveler, foreign tourists spent around #L 1/.* billion during their trips to India. 1eing a =atra with tremendous diversity, India has a lot to offer in terms of tourism and related activities. Jan &03 005 ; The tsunami tragedy, which has destroy the tourism activity of countries like #ri 8anka and &aldives, will not lead to a crisis for Indian tourism, according to the industry. #ubhash Goyal, president, Indian .ssociation of Tour 6perators J/n "3 00? ; . %2day meet on 6verseas &arketing of Indian tourism will begin tomorrow at New $elhi under the aegis of &inistry of Tourism. .part from >eads of 6verseas offices of India Tourism, various stakeholders in travel industry will participate in the %2day &eet and will have a review of Tourism 'e7 3 00$ ; @These numbers also include the non2resident Indians that make more than one trip to India every year. That should not be counted as growth in tourism. 7e are

1-

way behind other countries. . small place like &acao registered %1.@@ million tourist arrivals in %,,+,H No+ &03 00" 2 Global tourism industry has witnessed a notable shift towards emerging markets including India, India was featured in siB segments such as22 authenticity, history, art and culture, value for money, most impressive last year

Foreign Tourist Arrivals In India, 1996 - 2006

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Source : (secondary data)

Foreign Tourist Arrivals In India, 1996 - 2006

Source : secondary data

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Top 10 Source Countries for Foreign Tourist Arrivals to India in 2006.

Source : secondary data ercentage S!are of Top 10 Source Countries for Foreign Tourist Arrivals to India in 2006.

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Source : secondary data

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INTRODU(TION TO THE (OMPANY A7o/t ItIs an event management firm catering to industry for corporate as well as individual. They are travel consultant but they assist you as personal travel concierge. India is a land with vivid and pleasant contradictions. This has made it one of the most sought2 after destinations in almost all types of theme tours. :rom magnificent monuments to towering shopping malls, from luring beaches of 5erala and Goa to the mighty peaks of >imalayas, India from all corners is GodIs very own. =atra has brought together some great tour packages, which mostly comprises must see destinations of India like Taj &ahal tour, Great Ganges Tour, )oyal )ajasthan tour and so on.

(o0:an, :ro-i.e =atra was started by &r. Naveen &ehta C&$D in 1@@?, on his own without any was incorporated as put lied with - employees and few corporate

helping hand. >e took this bold step and entered into industry as travel consultant. In %,,1 =atra clientIs like #hri ram group, $abur, 7ipro, !arle etc. 7e delivered 1,,J what we promised at competent rate and become trustworthy. Till %,,/ we were limited to conference and meeting but after that we eBpanded our arms and entered into "vents, 4orporate dinners, $ay 4onference and much more. )ecently in %,,@ we entered on a larger basis in :reEuent Individual Travel C:ITD. 7e have 0? respected corporate now. 7ord of mouth from corporate helped us building relationship with other clientIs in the industry. The Euality of H#tick to evennessH In the employees never let 4) to step back and since 1@@? till now it has tasted the
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fruit of success without any downfall. =atra

was started by &r. Naveen &ehta was incorporated as

C&$D in 1@@?, on his own without any helping hand. >e took this bold step and entered into industry as travel consultant. In %,,1 =atra put lied with - employees and few corporate clientIs like #hri ram group, $abur, 7ipro, !arle etc. 7e delivered 1,,J what we promised at competent rate and become trustworthy. Till %,,/ we were limited to conference and meeting but after that we eBpanded our arms and entered into "vents, 4orporate dinners, $ay 4onference and much more. )ecently in %,,@ we entered on a larger basis in :reEuent Individual Travel C:ITD. 7e have 0? respected corporate now. 7ord of mouth from corporate helped us building relationship with other clientIs in the industry. The Euality of H#tick to evennessH In the employees never let 4) to step back and since 1@@? till now it has tasted the fruit of success without any downfall.

Mission3 Vision > Va./es Mission;To push the leading edge of and giving added value to our clientIs Vision2 To be among top three and event management company Va./eAs;To create value for customers'clientIs 1e ethical Trust and respect each other 7ork in team 4ollaborate, communicate and be accountable "ach employee responsibility for contributing to the company success #ervice

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UniB/e se..in2 :oint

2 !ackages as per clientGs budget 2 #erves as personal travel concierge 2 4ommunication route is simplified

Ser+i5es

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=atra

is a well2known travel consultant in the =atra M provide you wit a wide range of

services. 7e make sure to keep you updated with information about hotel reservation, tour packages, corporate'incentive tour packages etc. 7e make every effort to ensure that you are offered with the best of . 7e offer corporate'incentive tours. If a company needs to set out on a tour with its staff and employees, we are here to give the best value to your money. 6ur cost2effective and well2 organiAed tour packages are sure to satisfy one and all. .part from organiAing tours to other parts of India

It o--ers 2 2 2 2 2 2 2 2 2 2 2 2 2 6ff2#ite &eets $ealer &eets $ay 4onference Gala "vening Training !rograms 8eisure Trips Tailor &ade <acations >otel )eservations #ervices .dventure Tours >ill #tation Tour 4ar )ental #ervices 4orporate ' Incentive Tour 7ildlife #ervices

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INTRODUCTION :rom Gandhi to the Ganges, 1ollywood to the Taj &ahal, India is a land of mystiEue, contrasts and contradictions. 7hile it appeals to the romantic imagination, it is a =atra where tourism has huge potential to be unleashed. The means to achieve this goal is tourism marketing in India. The mission of tourism marketing in India should be to promote India as a desired destination to the traveler, not simply as an attractive vacation but as an eBperience to cherish. :rom the earliest historical periods, travel has been a fascinating activity for people all over the world, be it for eBploration, trade or pleasure. Nowadays, travel has become a way of life. 6wing to industrial development, evolution in transportation and rise in disposable income, the urge to travel has become irresistible. &ore so in the face of increasing globaliAation. Tourism is a human activity of great significance. It involves a temporary break from normal routine to engage with eBperiences that contrasts with everyday life, with the mundane. 6ver the years, the 1e-inition o- to/ris0 has undergone a change along with the historical changes. .ccording to >imAiker and 5rapf tourism is Nthe sum of the phenomena and relationships arising from the travel and stay of nonresidents, in so far as it does not lead to permanent residence and is not connected to any earning activity.

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7ith the increasing growth of tourism and its associated opportunities, the concept of 0ar<etin2 to/ris0 in In1ia assumes a lot of significance. In making an attempt to eBplore the potential of marketing tourism in India, the report focuses on the analysis of the Indian tourism sector while drawing parallels from other parts of the world. . few marketing strategies to market tourism in India have been discussed. The report also discusses innovative approaches to marketing tourism like rural tourism marketing. The scope of the report includes governmental role, international organiAations, types of tourism India can promote and opportunities as well as the challenges associated with them.

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THE INDIAN SCENARIO Tourism has major potential for India at our stage of transformation and development. It puts eEual value on our untouched natural resources and culture. .s India opened her gates towards a more open economy, tourism has evolved into a highly structured industry with the potential to earn immense revenues. 1eing in the services industry, it offers high value2added markets with considerable returns on investments. Tourism has a multiplier effect on people involved in , transportation, travel agencies, proprietors of tourist business and entrepreneurs supporting the tourism industry. IndiaGs tourism industry has also recorded phenomenal growth. The rate of international arrivals in India in recent years has been to the tune of about 1@ lakh arrivals per year. The unprecedented growth in tourism in India has made it the se5on1 .ar2est -orei2n e654an2e earner. This is not surprising since India possesses a whole range of attractions normally sought by tourists and which includes natural attractions like landscapes, scenic beauty, mountains, wildlife, beaches, major rivers and manmade attractions such as monuments, forts, palaces and havelis. >owever, in global terms, inspite of such attractions, tourist arrivals in India are a mere 0.!0C o- t4e 9or.1 arri+a.s. )eceipts are similarly low, just a 0.50C o- t4e 9or.1 re5ei:ts. 7e are still Euite far from the target of /, lakh tourist arrivals per year. Most :o:/.ar 1estination

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Ra8ast4an has emerged in the last decade as one of the favorite tourist destinations for domestic and foreign tourists alike. The state receives +,,,,,, foreign tourists and ?,,,,,,,, domestic tourists every year. The world famous H2o.1en trian2.eH, comprising De.4i, A2ra and Jai:/r, has put Kaipur on the world tourism map. .lmost +, percent of foreign tourists visiting India visit these places. )ajasthan has registered record tourist arrivals in the first half of %,,* of over *,,,,,, foreign tourists and /./ million domestic visitors. This has effectively meant a +- percent rise in foreign tourists and -- percent increase in domestic visitors to the state over the previous year.

#ome additional statistics are presented below in order to reinforce the fact that Indian tourism is one major sector to look out for investors and entrepreneurs alike.

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8I&IT.TI6N# 6: #T $=

The data is not available on the net CstatisticalD. The Euestionnaires made were artificially filled. The customers showed fake response. There was no originality.

Resear54 Met4o1o.o2, $ata can be classified under the two main categories, depending upon the sources used for the collection purposes, i.e., O!rimary dataG and O#econdary dataG. The validity and accuracy of final judgment is most crucial and depends heavily upon how well the data is

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gathered in the first place. The methodology adopted for date gathering also affects the conclusions drawn there from. !rimary data( !rimary data are those data, which are collected by the investigator himself for the purpose of a specific enEuiry or study. #uch data are original in character and are generated by surveys conducted by individuals or research institutions. Thus we can say that the data that is being collected for the first time is called primary data. In this project report, primary data is collected by the help of Euestionnaires. #econdary data( 7hen a person uses data, which has already been collected by someone else, then such data is known as secondary data. #econdary data should be used with eBtra caution since someone else has collected it for his'her use. 1efore using such date the investigator must be satisfied with regard to the reliability, accuracy, adeEuacy and suitability of the data to the given problem under investigation. In this project report, secondary data refers to the brochures and the data collected from the website of the company and other documents which are used in completion of this project report

O78e5ti+e o- t4e st/1, 2 To know how to sell your products, tour packages in tourism industry and in corporate sector
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2 To understand what customer wants in their trips, events and meetings and how to organiAe or modify according to there choice and taste for the customers. 2 To know very new ideas to selling their products in market

S5o:e o- st/1, 7hen I was working there as a trainee in =.T). , there was a limitation for us that we canGt able to meet all the customers CeBisting and newD from $elhi 3 N4) only, and we have to complete our project within a period of siB weeks from ,@,, hrs to 10-, hrs. 7e had limited area there for practically research and completing our project

SUB-SECTORS OF TOURISM India is so diverse geographically as well as culturally that the tourism marketers can offer innumerable segmentation to the prospective tourists all over the world. The following is a list of the types of tourism in India, which offer a plethora of entrepreneurial opportunities. The packaging and marketing of each of these types have to be done considering the target audience, the attractions being marketed and available

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resources. &ost of these forms of tourism are eBistent for Euite a few decades, however, their categoriAation and segmented packaging for different sets of audience has been a recent trend. The list is not eBhaustive, as more forms can evolve along with the changing eBpectations of the people. Adventure Tourism: Tre<<in23 an2.in23 ra-tin23 8ee: sa-ari3 e.e:4ant sa-ari are the in2things. The desert 5a0e. sa-aris of India, being a great way to see the desert and to enjoy a novel and adventurous holiday are now one of .siaIs fastest selling adventure holidays. Mo/ntaineerin2 has always been a popular tourist activity, owing to the presence of mountain ranges like >imalayas, Nilgiris and .ravallis. The packages that would attract adventure seekers in big numbers are :ara2.i1in23 s5/7a 1i+in2 C.ndaman 3 Nicobar, 8akshadweepD, skiing C>imachal !radeshD and ro5< 5.i07in2 C>imalayas, 5umaon, Garhwal regionsD. #uitable attractions do eBist for almost all adventure activities. The issue is to develop facilities and showcase to the world in an appealing manner.

#ince adventure sport is already an established tourism product worldwide, 0aintainin2 2.o7a. stan1ar1s in product Euality and service standards is essential to develop sustainable advantages. In India, this high2risk segment leaves much to be desired in terms of technical and safety standards. There is a 1i54oto0, 7et9een t4e state an1

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5entra. 2o+ern0ent a::ro+a. stan1ar1s for adventure service providers. In fact, state government approval standards are perceived to be Euite diluted, leading to mushrooming of adventure tour operators not properly eEuipped to service the niche segment. A7sen5e o- 5erti-i5ation 5o/rses for instructors and guides for mountaineering, trekking, skiing, river rafting or paragliding leads to a scarcity of properly trained manpower. Introduction of standard communication gadgets is necessary in order to meet the international safety standards. .s India is on the growth platform, lapses of this sort would be deterring. Heritage and Cultural Tourism India is hailed to have a diverse culture and a rich heritage dating back to several centuries. The domestic and international campaigns are aimed at showcasing the diversity while promising the Na/t4enti5 e6:erien5eP of the cultures that tourists around the world look for. It is important to understand through eBperience and analysis what eBactly is perceived as authentic by the outsiders. .n observation of the ways through which cultures represent their food, music, dance, holidays and other eBpressions to tourists and a thoroughly comparing and contrasting each from a global perspective would prove helpful in enhancing the tourist interest in Indian culture.

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The Indian culture is so diverse that there is lot of untapped potential in this segment in the 1o0esti5 se5tor too. 7hile the national campaigns address the diversity aspect, the state level campaigns should bring out the uniEue aspects of the stateGs culture and aim them at both foreign and domestic tourists. Te6ti.e 5ir5/its are offered as a #! by those tour operators who want to offer

something beyond the regular heritage sites. Indian designs and works like the tie and dye, tussar silk weaving are looked at as eBotic and being increasingly adopted by leading western designers in the fashion circuits. This could provide etc thrust to the local community and the much needed encouragement for a variety of dying crafts. These activities being labor intensive would result in a greater income multiplier, influencing larger number of people. This is one area where encouragement of direct sales from the local craftsmen is possible so as to minimiAe leakages and maBimiAe the benefits of tourism to the local communities. Arts an1 5ra-ts too play a major role with them being a significant reflection of the culture. The government and the tour operators need to promote these aspects. They can add more content to their packages as well as help increase the income levels of the artisans. M/si5 an1 1an5e are already being incorporated into the tourist packages to display greater variety. The local artists are benefiting from the support. 1ut the preservation of authenticity that translates into the eBperience to the tourists is a concern as very often the motives to perform tend to get commercialiAed.
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Re.i2ion is a dominant aspect of the Indian culture. In fact, the west views India as a land of mystics and hermits. This image can be eBploited to promote :i.2ri0a2e to/rs an1 s:irit/a. to/ris0. The demand is increasingly owing to the attraction to all cultures oriental and the increasing stress in the lifestyles. The variety of temples in India is probably unmatched. .rchitecture and rituals across the =atra enable a wider offering. The sheer number of -airs an1 -esti+a.s throughout the year give enormous number of themes and opportunities for promotion. .s most of the festivals are local in nature, the campaigns might be designed by the local organiAations and operators, while the promotion can be done on a national level when attracting people from different parts of the =atra and the world. The occasions being distributed throughout the year would be able to re1/5e t4e seasona. nat/re of the tourism industry. The Indian )ailways is acting as a unifying factor and doing its bit to promote the different regions. #ome of the well2received initiatives include !alace on 7heels and the )oyal 6rient. These offer luBury eBperiences through facilities, dQcor, comfort and style. The trains are playing an increasingly important role in connecting the destinations, while offering tourist facilities on board too. Health Tourism India is gradually gathering popularity as a health tourist destination. It attracted approBimately 10,,,,, medical tourists in %,,*. The growth in this segment was %/J

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during the year. .ccording to a recent &c5insey study, India would be in a position to generate health2care tourism revenues to the tune of L%.% billion by %,1,. The =atra needs to eBploit the 5ost a1+anta2e it can offer to a health tourist, a 4II study has said. #ome facts in this regard(

. heart surgery in the # costs L-,,,,, as compared to L+,,,, in India. . bone marrow transplant in the # costs L%/,,,,, and L%+,,,, in India. 4linical outcomes in India are at :ar 9it4 t4e 9or.1Ds 7est 5enters, besides having internationally Eualified and eBperienced specialists. :urther growth in the sector will be fuelled by the development of the Golden Ruadrilateral highways project, the upgrades suggested for the metro airports and improved air connectivity. The proposal to introduce special medical visas is eBpected to boost the health care tourism. nder the new systems, patients may have to provide only medical records and

proof of appointment at healthcare institutions for getting visas which might be upto a duration of 1% months. 7ith ,o2a3 0e1itation3 a,/r+e1a, and other indigenous systems of medicine like /nani an1 si114a, India offers a uniEue basket of services to an individual that is difficult to match by other countries. =oga has unprecedented levels of acceptance in the 7est, owing to stressful lives and increasing health2conscious.
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=oga can also be offered to patients undergoing treatment for asthma or arthritis as a part of health packages. The increase in the number of 0assa2e 5enters an1 s:as has led to an increase in the local incomes as well as the attraction of a destination. The competition in these services is tense, with Indonesia and Thailand being the leaders. )ather than catering to specific ailments, in order to target a wider set of audience the health tourism can be offered as way to rejuvenate and re2strengthen physically, psychically and spiritually. Networking with hospitals, hotels and travel service providers is essential. There is still a nee1 -or .e2is.ation in these areas, drawing the lines of responsibility of different parties involved F the foreign patient and the local medical organiAations. It is important to eBplain the intricate issues in the procedure and package as it deals with peoplesG lives so that they do not feel deceived. The ethical aspects need to be taken care of to sustain the growth in this sector. Eco Tourism In the 1@@,s, tourism received increasing attention especially in developing countries as it is has potential for 2eneratin2 in5o0e while creating in5enti+es -or 5onser+ation. It is argued that tourism allows for the use of areas, which are otherwise of low value, such as remote beaches, but perfectly meet the demands of the growing travel industry. 7ith increasing awareness about nature, India is serving as an eco2tourism destination. The attractions are a wide variety of 9i.1.i-e3 -.ora an1 -a/na in idyllic surroundings. It

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is considered an ideal development keeping in tandem with ecological development globally. !rivate entrepreneurs have also taken up tourism schemes in this belt. !romotion of this sector reB/ires a n/07er o- 5.earan5es for the concerned authorities as most of the destinations are protected reserves. Nature2based tourism a sub2sector of tourism can be an important channel for redistributing resources from countries who demand higher nature based vacation to developing countries, which comprise mega2biodiversity regions and protected parks. This is because an overwhelming majority of species is located in developing countries. 1ut these developing countries face more serious problems like rapid population growth, debts, over2eBploitation of wild resources, agricultural eBpansion, deforestation etc., which result in the loss of valuable biodiversity and degradation of national parks. IndustrialiAed countries on the other hand are characteriAed by high and increasing demands for nature2based vacations, with protected areas representing first2rate attractions. Tourism could therefore be a 0eans o- re1istri7/tin2 e5ono0i5 reso/r5es , mitigating the socio2economic situation both at local and national scale and contributing to biodiversity conservation. The 7orld 4onservation nion CI 4ND and ecotourism society define e5oto/ris0 as

Nresponsible travel to natural areas that conserves the environment and sustains the well2 being of the local people.N >owever for tourism to be called ecotourism, it should be fully compatible with the conservation goals of the =atra , while at the same time pose
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minimum threat to the continuation of local culture and society. &oreover, it should contribute by means of income and education to the contribution of ecosystems. The 5riteria for ecotourism are( &inimum physical and social impacts on the visited area "cological education of the tourist at the natural site Notable economic participation by local tourists.

The o:ti0isti5 +ie9 is that tourists are an economic force that can promote the conservation of the natural attractions that entice the tourists in the first place. nder this concept, revenues from tourists, in the form of entrance fees, domestic airfares, accommodation and food, hiring charges of the guide, sale of local goods such as handicrafts and souvenirs and taB revenues levied on the above, are distributed among the population that is most likely to eBploit the natural areas. #uch a transfer of revenue establishes a 1ire5t .in< 7et9een 5onser+ation an1 :ersona. in5o0e . The :essi0isti5 +ie9 has been that ecotourism 5annot .ea1 to s/staina7.e 1e+e.o:0ent. 1y creating economic disparities between tourist destinations and the economies that surround them, the eBpansionary influences of tourism also create pressures for population growth through migration to fill jobs linked directly or indirectly to tourism. In addition to these due to flying, tourism causes significant environmental damage costs.
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.nother issue of concern is as more and more tourists arrive in the =atra , governments in developing countries often turn to ecotourism as the major option to generate economic benefits without adeEuate planning. This can lead to /ns/staina7.e 2ro9t4 in the =atra , which can be avoided only through appropriate measures. The economic potential of ecotourism has remained unrealiAed so far because a major proportion of the nature2based tourism is characteriAed by non2use values. These non2use values often accrue to tourists from the global community, while the developing countries face the costs for preservation. &any nature based tourist destinations in India charge a nominal fee or no fees at all. .t present, most ecotourism spots do not even generate enough financial resources to cover their maintenance costs. nless the costs of maintenance of the parks and the opportunity cost of protection of these nature2based tourist destinations are realiAed in the form of entrance fees, this would result in a huge burden on host countries. Thus, effective planning, management and control are a precondition for the sustainable growth of ecotourism. ANALYSIS AND INTERPRETAITON T4e to/ris0 se5tor in In1ia is 9itnessin2 an i0:ressi+e 2ro9t4 5/r+e. T4is is e+i1ent -ro0 t4e ta7.e 2i+en 7e.o9. In1ia Esti0ates an1 'ore5asts 00% 0&%

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J Growth India IN) bn of 1 Tot !ersonal Travel @%?.3 Tourism 1usiness 11*./ Travel Government -+ "Bpenditures 4apital *0/.Investment <isitor "Bports %,%.6ther "Bports 01 Travel 3 Tourism $emand T3T Industry +10.* G$! T3T "conomy 1,*??.*, *.@ 0.? G$! T3T Industry 11,*,*., %.+ % % @.1 1,0*+.-, 222 1, *.0 11.@ 1.@ 1*.1 ??@.* *0?.@ ?.% ?.? 1 *.@+.% 222 1-.@ -0?.* / 1,.-

J Growth IN) bn of % Tot -,+1%.@, +.1 @.1

222 ?.+

/.1

1,++-.@, ?.0 ?.? -.- @ %.1 1*

?,,%?.?, 222 0.0

%,,,%.-, %.1 ?.1

*,@?%./, /.% ?./ 1%,**1.% %.+ ,.@

-@

"mployment

, /.+ %.1

, %?,?@,., /.? 1.,

T3T "conomy %*,*/+.+ "mployment ,

Source: World Travel and Tourism Council 6ver the years, tourism has emerged as a major segment of Indian economy contributing significantly to the foreign eBchange earnings which have increased from )s. -% crores in 1@?*2?/ to more than )s.1,,,, crores by %,,1. In the year %,,,, / million tourists visited India. The highest number of foreign tourists i.e. *-J visited India for pleasure, %/J for business and 11J for meeting friends and relatives. The tourists below the age of -, years are predominantly pleasure seekers. The pride of place continues to be the Golden Triangle i.e. $elhi, .gra, Kaipur circuit. IndiaIs visibility on the world tourist map has just got better. The 7orld Travel and Tourism 4ouncil C7TT4D selected New $elhi to host its fifth Global Travel and Tourism #ummit in .pril %,,/.

India has the potential to become the number one tourist destination in the world with the 1e0an1 2ro9in2 at &0.& :er 5ent :er ann/0 , the 7TT4 has predicted. In India, the Go+ern0ent s:en1in2 on tourism is 1/-rd in the world at ,.@ per cent. 4hina spends -.0

*,

of its budget on tourism and rates fifth in receiving the largest tourist arrivals C-1.% millionD after :rance, .#., #pain and Italy.

Indian Travel 3 Tourism Total $emand C1@@, constant #L billionD

Indian T3 T Total $emand Ccum. real growth, JD

Indian &kt #hare of #..sia Total $emand Ccum. real growth, JD

#..sia T3 T Total $emand

*1

Indian &kt #hare of 7orld Total $emand Ccum. real growth, JD

7orld T3 T Total $emand

*%

SECTOR 7ith the spurt in tourism, it is only natural that Indian is witnessing a boom. "arlier, top Indian companies were restricted to the major towns and cities. 1ut today the scenario has changed. The top companies are setting up hotels in smaller towns and cities. #everal foreign chains have entered the Indian market. The result is that the Euality of service has improved. The overseas players have brought in efficient systems and service standards from "urope and the standards. #ome of the re5ent e6:ansions announced by the major players are listed below(
The IT( =e.5o02ro/: has invested )s 1,/,, crore and will further invest )s 1,,,,2

#. 4ompetition has forced Indian hotel groups to improve their

1,/,, crore with thrust on super deluBe luBury properties in the key metros.
The #ee.a Pa.a5es an1 Resorts plans to invest over )s @,, crore in three more hotels

in daipur, 4hennai and >yderabad.

The Gran1 Gro/: o- Hote.s has announced a )s 1,,,, crore eBpansion taking its

presence to 1/ from the current seven.

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WAYS TO MARKET TOURISM India receives three million foreign tourists a year while a small =atra like Thailand, with much more limited geographic and historical attraction, receives more than three times that number and they plan to double it to %, million tourists in the neBt decade. The importance of tourism is not only the foreign eBchange it brings in but, more importantly, in the employment it generates at several locations and in several layers of society 22 ranging from airline staff to hotel employees and scooter2taBi wallahs. India is yet to be marketed to its full potential as a tourist destination. The first step in any marketing eBercise is to i1enti-, t4e 5/sto0er an1 4is or 4er nee1s an1 in5.inations. The major sources of such tourists are the three richest regions of the world, viA. the #, 7estern "urope, and Kapan. .nd in those regions, the target groups

we have to attract are people who have the time and the money. These are usually people who have retired and can afford to eBplore the world outside their own immediate reach. The younger backpackers or student2type tourists are not sufficiently well funded. Taking our primary target group of retired people, there is one common characteristic among such people throughout the world. They like to play golf and eBplore history, religions, and arts, for which they had little time when they were busy with their careers.
**

#o far, the Indian tourism industry has focused on selling ancient, medieval, and &ughal India, the temples and forts of ancient days. This is good but it isnIt enough. #econdly we need to e6:.ore o::ort/nities -or .eis/re to/ris03 an1 -or :.a,in2 2a0es .i<e 2o.-. There are people who will come to enjoy IndiaIs winter sun, and so Goa has been marketed, but India has many more beaches. &ore recently, Eera.a has successfully marketed itself for everything 22 from the a,/r+e1i5 0assa2e to its 7a5<9aters. IndiaIs 4i.. states can easily attract more tourists than Nepal does, especially now that Nepal is in trouble, but Nepal is much better organiAed for trekkers and mountain2lovers than ttaranchal or >imachal !radesh. The Kapanese and 4hinese will willingly do the 1uddhist circuit in much greater numbers, if we can organiAe a pleasant eBperience for them in 1ihar. Then, our colonial history presents its own opportunities. :ortunately, we as a nation have become confident enough in our own standing and achievements that we can rise above anti2colonial feelings and talk about the colonial period without inhibitions or resentment. .lthough the &ughals colonised India and even converted our people to their religion four centuries ago, today we take pride in showing tourists monuments like the Taj &ahal as the pride of India.

*/

7ith the passage of time, the same is happening to the monuments and cities built by our "uropean colonisers 22 the !ortuguese, the $utch, the :rench, and the 1ritish. :or a "uropean tourist it is often more interesting to see remnants of the adventurers from their own countries. "ven for the .mericans, it is easier to relate to such sites as most of them are descendants of "uropeans. :ortunately, we have several such monuments and sites bearing witness to the history of our "uropean colonisers. 7e should use them to market our =atra . 8ets take the case of !ondicherry. It has several :rench remnants, including the use of the :rench language. In :rance schoolchildren are still taught about the :rench empire in India, which consisted of !ondicherry, &ahe, 5araikkal, and 4handannagar. 1ut perhaps the people who have most historical connections with India are the 1ritish and through them their cousins from the operations in &adras. The other legacy of the 1ritish is the plantations of the Nilgiris on the "astern side and &unnar on the 7estern side. The pioneering 1ritish planters braved malaria and wild animals to create the rubber, coffee, and tea estates which are totally Indian2owned today. There are very few locations in the world where this can be seen. . tra+e. -i.0 on this section of India in itself can be a great advertisement for India. #. The 1ritish "ast India 4ompany began its

*+

In short, if we were to look at different parts of India against the canvas of the history of the "uropean merchants in India, we can create a whole saga of great interest to 7estern tourists. No ot4er Yatra in Asia 4as t4is asset an1 it is ti0e -or /s to e6:.oit it 7, 0ar<etin2 t4is :art o- o/r 4istor,. PA(EAGING: A To/ris0 Mar<etin2 Too. Time is a valuable commodity for todayIs travelers. $ual2 income families find it difficult to schedule vacation timeM family members often have jobs or activities that conflictM or an individualIs job makes long vacations impractical. !ackaging is a popular techniEue used for attracting these customers, because packages make travel easier and more convenient. In the and tourism industry, HpackagingH is the process of combining two or more

related and complementary offerings into a single2price offering. . package may include a wide variety of services such as lodging, meals, entrance fees to attractions, entertainment, transportation costs Cair, auto, train, cab or busD, guide services, or other similar activities. !ackaging can also create a variety of benefits for participating businesses. =4, Pa5<a2es Are Po:/.arF

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Travel packages have become increasingly popular over the years. They are attractive because they benefit both the customer and participating businessesM packaging provides convenience and value to the customer, and added revenue for participating businesses. Benefits to the Custo e!" !ackaging can be an effective marketing tool to provide several customer benefits. These may include(
.bility to budget for trips. !ackages include most of the components a customer must

pay for during a trip. The customer pays at one time and has a good idea of the tripIs total cost.
Increased convenience. Trips can be time consuming and difficult to arrange. #everal

telephone calls and letters may be reEuired to arrange for tickets, accommodations, reservations, and other components of a trip.
Greater economy. 1usinesses that package can freEuently purchase tickets, meals, and

other package components at wholesale prices.

!opular programs and activities. <isitors and travelers are often unfamiliar with many

of the activities and attractions in an area( a package can help customers find them easily.
#pecialiAed interests. !ackaging provides a uniEue opportunity to design components

of a package for specialiAed interests.

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 !ackaging can be used by businesses to help improve profitability and build customer

volume.
#mooth business patterns.

se packaging during low demand periods to add attractive

features to the businessIs service or product, thus generating additional business.

Koint marketing opportunities. !ackaging can allow the business to reduce marketing

costs or start a new program one could not normally afford by joining with one or more businesses to conduct a marketing or advertising program.
Improved target marketing. !ackaging can be an effective tool to tailor tourism and

travel products for specific target markets.

Greater holiday weekend business. !ackaging can be used to highlight special holiday

weekends by developing services appropriate to the theme of the weekend.

niEue recurring events. 1usinesses can create their own events that can occur throughout the year. "vents could be tournaments such as chess or bridge or crime re2 enactments that let guests do the detective work.

)edirected traffic to lesser2known attractions. $irecting visitors to often overlooked

attractions can help in two ways( heavily visited attractions may be offered some relief, while newly discovered attractions may thrive and prosper. Ite s to Consi#e! in De$e%o&in' ( P()*('e"

*@

1efore developing a tourism packaging program, the business should devise a marketing plan through practical marketing research. The business owner should ask him'herself the following Euestions(
.re you willing to do market research to determine who your customers are and what

they wantS
7hat are the potential attractions, businesses, or marketing service firms that could

provide a part of the packageS

7hat are potential marketing and promotional networks that will help spread the word

about your productS

7ill the physical appearance and service skills of your business match the target

audienceS
$oes your business have the ability to manage and service the customers you generate

through your packaging programS

.re you prepared for a riskS 1ecause you will be including customer service activities

that are not under your direct control, you will be reEuired to develop formal, written agreements between the cooperating businesses. E%e ents of ( Su))essfu% P()*('e"
Include attractions or demand generators.

/,

 !rovide value to the customer. 1e well planned and coordinated. 6ffer consistent Euality and compatibility among elements. !rovide a distinctive customer benefit. 4over all the details. Generate a profit.

R/ra. To/ris0: St!(te'ies fo! M(!*etin' Ru!(% Tou!is

in In#i(

/1

India, traditionally, has been a long haul tourist destination and provision of rural tourist destinations in its basket of destinations will go a long way in showcasing and marketing India in a better perspective. :urther, tourism can also be sold as post2convention destination not only for the conventions held in India but also for neighbouring countries. .s tourism becomes established as an economic activity, marketing strategies concentrate on increasing the volume of tourists. This, at times, creates a host of unforeseen conseEuences. Thus, it is necessary that the objectives of tourism development in relation to a region, city or Ca rural areaD leisure spot be clearly stated. In fact, the developmental role of marketing has to be kept in mind while marketing regions, cities or leisure spotsCa rural areaD. This developmental role is to be further strengthened by socially responsible marketing. 7hen it comes to cities and leisure spots'heritage sites 2 particularly in the rural areas, marketing becomes a major problem. This is because the local bodies are either not aware about the developmental role of tourism or are constrained by their own politics or lack of funds. 1efore we go further in dealing with these aspects it must be noted that in the
/%

marketing of a destination Cregion, city or leisure spotsD we should consider the following aspects(
.ttractions 2 like promotion of rural tourism around a heritage site Infrastructure Caccommodation, cuisine, hygiene, clean water Cbasic amenities etc.D .ccessibility C , means of transportationD2I gather should not be too far from railhead

or airport( %2%1'% hr.

4arrying capacity of the destination, "nvironmental issues C!ollution, "co2fragility, etc.D #afety, law and order situation Cfor both the local population as well as touristsD, etc.

In India we find different destinations in different stages of what is termed as the :ro1/5t .i-e 5,5.e. :or eBample, a region like Goa, a city like #himla or a leisure spot like the 1adkal 8ake have reached a maturity level. They no more reEuire promotion and have similarly eBhausted their carrying capacity Cinfrastructural, environmental or social impactsD. Their problem on the contrary is of retaining their image, checking the decline and doing away with the negative impacts of tourism. In marketing jargon what they reEuire is internal marketing, product improvement, checking the decline, proper maintenance, etc. 6n the contrary look at a region like 5umaun which is struggling hard to promote its attractions in different cities Cother than NainitalD and rural areas and develop its tourism
/-

products. If proper Euestions are not posed and answered, the planners and developers blindly imitate outside concepts and models of development without taking into consideration the local needs, customs, attitudes and constraints. In such a situation the destination may not take off at all or the entire developmental investment may go waste. The Euestions to be answered and the issues to be resolved would be many but we take a few here for consideration( 1. 7hat type of attractions Cnature, adventure or cultural etc.D within the region have to be developed into tourism packagesS %. 7hether these attractions have to be packaged and promoted as a miB or as separate attractionsS -. $o we have a market for themS *. 7hat type of infrastructure is to be createdS /. Is the local population receptive to tourismS +. If the destination is highly seasonal, should huge investments be made or CweD one should develop alternate and subsidiary accommodationS ?. >ow to ensure that the ecology and environment at the destination are not damaged by tourismS 0. 7hat type of tourists are to be attractedS "tc. >aving resolved issues submitted for your consideration regarding enhancement of rural tourism, we could have a destination with uniEue selling preposition e.g.
/*

 .athiti $evo 1hava is more practiced in rural India than anywhere else .n eBperience one cannot have anywhere in the world 2 eEuate with west .ctually living with people $iversity of culture, language, food, craft "Bposure to heritage sites 4oming back to nature >ealth 2 physical and mental both( yoga, eBposure to local medicine or Indian system

of medicine e.g. .yurveda, nnani. Then there is yoga, various types of massages TranEuillity 2 away from humdrum, stressless and strain free stay
Not necessarily though promoting vegetarianism can also be a "nvironment friendly :reshness in food ingredients when procured locally 2 may be organically cultivated 8ocal crafts and cottage industry can provide uniEue shopping eBperience

#!

CineBpensiveD :or investors also, promotion of rural tourism investment could bring in higher returns on comparatively low investments.

//

'a5ts an1 'in1in2s 2 In =.T). trainee 2 6ur company deals with corporate sector only, Now itGs moving to individual traveler 2 6ur company find data from the net Ccontacts 3 name of the companyD which is new for our company 2 6ur neBt approach was calling to new clientGs and find out the concerns person and them about our companyGs business and Try to fiB meetings and eBchange their business to each other from new clientGs. 2 7hen we called to the clientGs, .t that time )esponse from the clientGs was not same 2 There are too many responses which I got from the customer( . . . . . . . I am not interested, &ail your companyGs profile I will check it, 4all me tomorrow IGll back to you 7e have own event management :irms 3 travel agents 6ur company never organiAe these types of events 3 trips 3 few positive responses also. >6#!I.T.8IT= we were in basically with corporate sector as a

/+

Then we fiB meetings with the customers, meet them and then eBplain our services 7e always organiAe meetings, gala evening and these types of events according to customer demand and their taste what they want to do.

Re5o00en1ations They should improve their Ideas, packages Itineraries an attractive offers according as per customer demand to grow their image in the tourism market They should improve their staff member, they have to improve way of talking C>ow to introduce their self 3 companies profile to new customerD They should improve their infrastructure for meetings in their own office They should publish there itineraries new packages on internet to get more business from new customers They should improve their advertisement style and try to publish their products in market in a new style They should modify there website, their packages on website information regarding tourism time to time with new innovative ideas They should move to travel consultant to travel agent it will make lil more profit to their company

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BIB#IOGRAPHY 7ebsite2 www.=atra .co.nr www.tourismofindia.com www.travelindia.com

/0

.NN"; )"# Itinerar,

.<.86N )"#6)T, & ##66)I" TI&1") T).I8 >"IG>T#, !.)7.N66 AVA#ON RESORT3 MUSSOORIE % Night' - $ays !ackage )s.@@,,'2 per 4ouple Pa5<a2e In5./sion 7elcome drink #tay at the property 1ed tea, 1uffet breakfast 3 dinner :ruit 1asket ' 4ookies, ' 4hocolate platter Tea'4offee maker and &icro wave in the room !ool table for % hrs 4omplimentary pick up and drop from &all road for check in and check out 1, coupons of video games TaBes 4hild between + to 1% yrs T )s.%*,,'2 for % nights with "1 'or More Detai.s:; http(''www.avalonresorts.com'

TIMBER TRAI# HEIGHTS3 PAR=ANOO

/@

% Night' - $ays !ackage )s.11,%1'2 per 4ouple Pa5<a2e In5./sion 7elcome drink 4ookies in the )oom #tay at the propertyU 1uffet breakfast 3 dinner In2house facilities 4.18" 4.) transfers Conce to 3 froD 4hild between + to 1% yrs T )s.%%,,'2 for % nights without "1 4hild between + to 1% yrs T )s.-@,,'2 for % nights with "1

+,