Destination Branding – India’s North East – “Paradise Unexplored”
Destination Branding:
Destination branding in a way can be said to be creating value and favorable opinion of a place or destination in the minds of the people by way of images, advertisements, blogs and travel diaries to promote the place and harness its tourism potential. Through destination branding people try to communicate the cultural, behavioral and aesthetic aspect of the places so that the tourism industry in the place grows and in turn helps the GDP of the country to grow as well as provide employment to local population and promote the local culture.
Some notable examples of destination branding campaigns are – Malaysia Truly Asia, Incredible India, Uniquely Singapore …show more content…
This reaped in huge benefits and the campaign has been quite successful. But the North East part of India was left out from the campaign at that time. This hurt the tourism industry of NE. Subsequently in 2010, the North Eastern council which is a union government entity tasked with promoting economic and social development of NE region roped in Tata Consultancy Services Ltd. to make up for the lost time and find ways of attracting domestic and international tourists to these landlocked states. This led to the establishment of a ten year plan and the campaign called “Paradise Unexplored” was launched which was also the marketing tagline for NE tourism …show more content…
The number of international tourists increased from about 30000 in 2010 to about 60000 in 2012. Also the number of domestic tourists increased from 45 lakhs in 2010 to 65 lakhs in 2012. This campaign has helped put the NE into the tourism map of the world. Well known travel magazines like Lonely Planet which is the world’s largest travel guide book publisher in the world rated Sikkim as the best place to visit in 2014. Discovery channel made a full 60 minute documentary on North East India titled “Wildest India – India’s lost world”. Travel and Living Channel aired 6 episodes entirely based on NE India in one of their popular seasons featuring well known people in the tourism and travel industry. Leading travel blogs talk about the experience in NE. Travel magazines and blogs have also extensively talked about the adventure sports and mountaineering in NE and how NE possesses some of the most difficult trekking routes in the world thus promoting NE as an adventure tourism hub.
“Paradise unexplored” is an ongoing campaign. Within just 4 years it has made a huge impact and helped in the branding of NE India. I am sure within few years North East India is going to be a very popular travel and tourism destination and people from foreign countries as well as other states of India will come and experience this unexplored
Destination Branding:
Destination branding in a way can be said to be creating value and favorable opinion of a place or destination in the minds of the people by way of images, advertisements, blogs and travel diaries to promote the place and harness its tourism potential. Through destination branding people try to communicate the cultural, behavioral and aesthetic aspect of the places so that the tourism industry in the place grows and in turn helps the GDP of the country to grow as well as provide employment to local population and promote the local culture.
Some notable examples of destination branding campaigns are – Malaysia Truly Asia, Incredible India, Uniquely Singapore …show more content…
This reaped in huge benefits and the campaign has been quite successful. But the North East part of India was left out from the campaign at that time. This hurt the tourism industry of NE. Subsequently in 2010, the North Eastern council which is a union government entity tasked with promoting economic and social development of NE region roped in Tata Consultancy Services Ltd. to make up for the lost time and find ways of attracting domestic and international tourists to these landlocked states. This led to the establishment of a ten year plan and the campaign called “Paradise Unexplored” was launched which was also the marketing tagline for NE tourism …show more content…
The number of international tourists increased from about 30000 in 2010 to about 60000 in 2012. Also the number of domestic tourists increased from 45 lakhs in 2010 to 65 lakhs in 2012. This campaign has helped put the NE into the tourism map of the world. Well known travel magazines like Lonely Planet which is the world’s largest travel guide book publisher in the world rated Sikkim as the best place to visit in 2014. Discovery channel made a full 60 minute documentary on North East India titled “Wildest India – India’s lost world”. Travel and Living Channel aired 6 episodes entirely based on NE India in one of their popular seasons featuring well known people in the tourism and travel industry. Leading travel blogs talk about the experience in NE. Travel magazines and blogs have also extensively talked about the adventure sports and mountaineering in NE and how NE possesses some of the most difficult trekking routes in the world thus promoting NE as an adventure tourism hub.
“Paradise unexplored” is an ongoing campaign. Within just 4 years it has made a huge impact and helped in the branding of NE India. I am sure within few years North East India is going to be a very popular travel and tourism destination and people from foreign countries as well as other states of India will come and experience this unexplored