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Tourism ads on the rise

Do you feel that you cannot surf television these days without stumbling across travel and tourism advertisements? You are right.

tv Updated: Oct 17, 2010 21:28 IST
Himani Chandna

Do you feel that you cannot surf television these days without stumbling across travel and tourism advertisements? You are right. Travel and tourism ads went up by more than 50 per cent in the first half of 2010 compared to the same period last year, says a report by TAM AdEx.

The Ministry of Tourism topped the list of the top 10 advertisers, accounting for one-fourth of the sector’s ads on TV. It was followed by Malaysia Tourism and South African Tourism.

There were more ads on national channels than regional channels, in a ratio of 79:21, the report observed.

States promoting themselves as tourist destinations also saw an upward trend in TV ads. "States are becoming conscious of their image; they have started marketing their culture and tradition," said ad expert Santosh Desai, who heads Future Brands.

Tourism — leisure and business — in India has registered significant growth over the years. The World Travel & Tourism Council predicts that India’s travel and tourism industry will generate revenues of Rs 1,970 billion (US$ 42 billion) in 2010. This would account for 3.1 per cent of GDP.

Industry experts also point to the increased interest Indians tourists are showing in touring within India, due to the recent recessionary phase. Suvendu Banerjee, president and CEO, Business Images, said, "Indian tourists prefer to travel within the country now because Thailand’s baht has become very strong against the dollar and euro, which makes the conversion unfavourable."

Rajim Kumbh (2010), promoted by Chhattisgarh Tourism Corporation, emerged as the top advertised brand of the sector, followed by Kenya Tourism and Abu Dhabi Tourism.

The changing tourism consumption pattern and the image consciousness among the states are expected to aid the domestic tourism industry’s growth in the future.

"Rising incomes, increasing affordability, growing aspirations, increasing globalisation and a growing airline industry, along with improvement in travel-related infrastructure have supported the industry’s growth," said Sanketh Arouje, leader - economic analysis, Dun & Bradstreet India.