While several European destinations have accepted India as an established and successful source market, there are still some that have only recently begun to see an increase in footfall from here. Unsurprisingly though, they seem to have joined the bandwagon of optimism in steady growth from the market. T3 spoke to some of the representatives of these lesser known European destinations at the recently concluded ITB Asia 2014 to understand their interest in the Indian market.
Czech Republic, which had its representation company in India until a couple of years ago, is still keen on the Indian market, said Klara Vyslouzilova, Head of Foreign Offices, Czech Tourism Board. She revealed that the destination welcomed over 25,000 Indians in 2013, and expects a healthy growth of 30-40 per cent in 2014 as well. “We expect to go back to India again, maybe with an office in Delhi sometime next year,” she revealed.
Hungary, which visits India under the European Quartet, has also recognised Asia as a source market that is growing in importance. The destination is also working on tapping the India market, and is planning a roadshow under the European Quartet banner later this year, revealed Maria Vas, International Market Development Manager, Hungarian Tourism. “We are also interested in working with Bollywood and plan to take producers to Hungary to showcase the destination and the modern film studio and facilities we have,” she added.
Lesser visited destinations, too, are either already in the process of, or mooting wooing the India outbound traveller. Mario Krizanovic, Head of Foreign Affairs Department, Slovak Tourist Board stated that Slovakia is still developing as a destination with the India market, but it is taking the effort to increase awareness here. The Board will be a part of the European Quartet roadshow that is visiting five cities in India later this year, and will showcase its chateaus and castles, nature and culture, range of accommodations, as well as strong connectivity between the European Quartet nations.
Slovenia has organised promotional activities in India before but not got the expected results, said Bojan Meden, Head of Sales Promotion, Slovenia Tourist Board. He further added that the Board may try again at a later stage, but not very extensively as the resources are limited. The main focus, however, will be B2B, he stated. “India is still a small market, it has great potential. We have even worked with Bollywood a bit in the last two years. So while India is not a major focus for us currently, it may change over time,” he said.
Scandinavia, which does work with India through an association with a company in Delhi that represents Denmark and Norway, has conducted FAMs for both media and trade in India and conducts roadshows in India. Kjell Ellefsen, Director, Projects and Emerging Markets, Scandinavian Tourist Board admitted that both Denmark and Scandinavia have seen growing numbers from here, although India is a difficult market for Norway to tap due to the Indian dietary requirement, which he added is becoming less of a problem as the Indian traveller is more sophisticated now.
“Denmark and Scandinavia are both capitals but Norway has the fjords which are the main attraction for Scandinavia. Sweden receives about 12,000 bed nights from India, so my estimate would be that Norway gets about half of that. So India is definitely a growth market for us, as well as a filler market for April and May which is the lean season for the West,” he stated.
