Be it annual roadshows, updated online training programmes, offline training programmes or additional offices across the country, there seems to be no backing down for Europe as far as wooing the India market is concerned. While the start of the final quarter of 2013’s calendar year was fraught with speculations about lower outbound numbers to traditional destinations, Europe carried on unfased with their activities in India, drawing a more positive outlook for the remainder of the season. At the forefront of these activities is their attempt to reach a wider audience in the tier II cities of India, the section of travellers that have the growing disposable income as well as ambition to explore foreign destinations.
Growing their reach
Statistics are the greatest tool to indicate India’s importance as a source market for Europe. With Turkey, Bulgaria, Spain and Austria welcoming 91,000; 5,000; 60,000 and 89,277 Indians respectively in 2012, it is hardly surprising that these destinations are upping their ante with the travel trade here.
“Turkey has a wide diversification of tourism offerings. The focus is to put the message across to the large traveler base in India spread across the metros and the tier II cities. We have been witnessing increasing number of inquiries from Hyderabad, Ahmedabad, Lucknow, Chandigarh and Amritsar. Long weekends, family holidays, MICE tourism, anniversary celebrations or even a planned beach vacation and a food tour has become a travel norm now,” said Ozgur Ayturk, Culture and Tourism Counselor, Turkish Embassy in India.
Spain has already begun tapping the tier II market with the most recent effort being a familiarisation trip to the World Heritage Cities in Spain. The destination took travel agents from Ahmedabad, Chennai, Kochi, Goa and Ludhania, among others, on the journey. “We do recognise the importance of these cities for the growth of India outbound tourism to Spain,” stated Arturo Ortiz Arduán, Tourism Counselor, Tourism Office of Spain in Mumbai.
According to Christine Mukharji, Marketing Manager India, Austrian National Tourist Office (ANTO), Delhi, Mumbai and Chennai are the destination’s main source markets, but Pune, Ahmedabad and Bangalore also emerge as strong growing markets. In the last few years the ANTO has targeted other regions such as Kolkata, Goa, Hyderabad and Rajkot, among others, through a series of sales calls and B2B presentations, she added.
Even the newest European entrant, Bulgaria, whose focus is limited to the metros so far, has plans to increase their promotional activities to West and South India in the year 2014, revealed Stefan Ionkov, Head of Commercial & Economic Office of Bulgaria to India, Embassy of the Republic of Bulgaria.
Wooing the Indian traveller
Europe is ensuring it doesn’t just talk the talk. Spain has expressed its wish to continue participating in the main B2B events in India. In fact, the Catalan region of Spain is setting up office in Mumbai under the aegis of the Tourism Office of Spain. Turkey has introduced e-visa for 94 countries, including India, and is set to launch their new website soon. They also have an array of contests and activities planned for promoting turkey as the ideal tourist destination for India. Austria is planning events in Mumbai and Delhi for the travel trade in December.
A fairly new destination for India, Monaco has been positioned as an ultimate leisure, Upscale and Luxury destination. According to Rajeev Nangia, Chief Operating Officer, TRAC Representations,Monaco Government Tourist & Convention Authority, the destination plans to initiate new promotional activities for both B2B and B2C market in India along with some exclusive media engagements for the upcoming year apart from consumer promotions. “Monaco intends to target the rapidly growing Indian upper middle class who look for high quality destinations. Hence the primary target markets include HNIs, upper middle class, MICE and families. It is Leisure, Upscale and Luxury destination. Monaco has also been successful in targeting big Indian wedding and will look forward to host more ultra high end weddings from India in future,” he added.
Ionkov stated that Bulgaria wants to invest mainly in first hand experiences for the travel trade and media. “We organised three FAM trips in 2013 for the travel trade from the metro cities of India and one media FAM. We had our first participation in SATTE in 2013 and we are very happy with the results,” he said. Bulgaria is now organising an International Tour operators Meeting in the city of Plovdiv in November with a focus on the Bulgarian wine and Spa.
Turkey is planning a five-city roadshow in association with Turkish Hoteliers Federation and Travel Agents Association of Turkey where they will offer advice regarding accommodation, venues, transportation and other services. “The road show will highlight the assistance the Embassy can offer in terms of material and advice. By bringing tourism trade and road shows to the Indian market, we want to make it clear that we are investing in creating and strengthening trade relationships and consumer demand from India,” added Ayturk.
Soon after in January Austria will invite 10 Indian agents to be a part of the ATB (Austrian Travel Business) which is a travel exhibition held in Vienna, revealed Mukharji. “We are also promoting newer destination like Zell am See – Kaprun, The Lake district, Oetztal, Gastein valley and Ischgl in addition to our well visited cities of Vienna, Salzburg and Innsbruck,” she added.
