Draft National Tourism Policy 2022 12 th

 

---

Page 64 of 96 
Chapter 14 – Marketing and Promotion
13.1. 
Need for a coherent marketing strategy
13.1.1. To follow a strategic, targeted and scientific approach
The Policy recognizes that marketing and promotion are key to generation of 
demand and drive both visitor arrivals and expenditure, which in turn maximizes the 
economic and social contributions of tourism to the country’s economy. Ministry of 
Tourism will develop a coherent marketing and promotion strategy to make India 
top of mind destination and improved conversion rate. It will follow a strategic, 
targeted and scientific approach with high degree of customization by connecting 
with customers and catering specifically to their needs and expectations. 
13.1.2. Market Research
The Ministry of Tourism will carry out market research and surveys to enable the 
Ministry to acquire accurate and timely data that will be required to inform strategic 
planning and decision-making. It will ensure more engaging and effective marketing 
with communications crafted according to specific customer behaviour, specific 
demographics, specific customer locations, and specific feeder markets. 
13.1.3. Promote India as ‘year-round’ destination 
The Ministry of Tourism will work on diversification of the Indian product and 
complement the same with the type of creative marketing and promotion that will 
create a “year-round” tourism industry, based on repeat visitation from satisfied 
customers and increased arrivals initiated by positive word of mouth. 
13.1.4. Product and Experience driven marketing approach 
The Policy recognizes that marketing is extremely important to attract tourists but 
product development provides the anchor for a tourist destination. Marketing 
strategy will take into account the product’s unique selling propositions, its 
differentiation from the competition and visitor satisfaction. The Ministry will 
leverage the experience that a Product or destination delivers as its most meaningful 
promotional tool. It will encourage the States and destinations to shift their 
marketing mix towards product, because improving the visitor experience is the 
most effective way to super-charge positive word-of-mouth.