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Markets will also be analysed in terms of short-haul and long-haul markets. Ministry
will further strategize to grow short-haul markets.
13.4.
Segment Prioritization
The Policy recognizes that visitors want unique, unforgettable experiences. The focus
for marketing has to be segment specific that share similar interests and passions
such
as cultural traveller,
luxury traveller,
nature travellers, family,
outdoor
enthusiasts, business and social events etc. The Ministry
will identify various
segments for precise targeting and positioning. The specific
market segments for
marketing thrust should reflect the type of tourist and type of tourism envisaged.
Ministry will carry out market research to develop an
in-depth understanding of
customer needs and expectations. It will involve attention
to the critical areas of
customer profiling, market segmentation, forecasting, trend analysis and conducting
ongoing visitor surveys and focus groups.
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