Draft National Tourism Policy 2022 12 th

15.3. 
Research to focus on past, present and future trends for guiding tourism sector 
The research will have equal emphasis on both quantitative and qualitative 
information. The research will cover the past, so that the current condition of the 
tourism industry can be properly analysed; the present, in order to be aware of the 
existent state in the immediate competitive environment and by extension to be able 
to place the tourism industry within this environment; and the future, to facilitate 
strategic evaluation and predict oncoming changes and react sooner than the 
competitors, thus securing a strategic advantage. The more tourism planners, policy 
makers and marketers can understand what is transpiring today within the global 
tourism context, the more confident they will be to plan for the future. 
15.4. 
Tourism Marketing to be driven by Market Research 
15.4.1. Research into Traveller’s perceptions, behaviours and preferences
The Policy envisages that almost every marketing activity should be based on 
research. The positioning of Incredible India Brand in the market will be underpinned 
by research into travellers' perceptions, behaviours, and preferences, which will 
form the basis of strategic planning and decision making in both the local and 
overseas offices. The Policy recognizes that in order to attract and retain travellers, 
it is imperative that the destination has a comprehensive knowledge and 
understanding of travellers’ specific needs. Technology based market segmentation 

---

Page 77 of 96 
will facilitate this process. This will enable the Ministry to determine who their 
customers are, what they like, where they can be found and how they can be 
reached. Comprehensive comparative analysis of competitors and benchmarking 
against their tourism products will identify where new tourism experiences and 
packages can be offered.