Published on : Tuesday, March 13, 2018
Anytime soon, the Tourism Ministry will be hiring a public relations firm to perk up the image of the country and to endorse it as quite a safe place for international tourists, as confirmed by the senior official of the ministry.
Rashmi Verma, the Tourism Ministry Secretary explained that the ministry was talking to the stakeholders to confirm the RFP (Request for Proposal) document.
To quote Verma as informed PTI, “We will hire a central public relations firm to promote India, to promote its various facets as well as show the world that India is a safe destination. Its job will be to give out positive message about India, sell positive stories. It will be a private firm with credentials to promote India internationally.”
For promotional activities worldwide, the ministry has come to the conclusion to go the whole hog worldwide with the budget being raised from Rs 400 crore in 2017-2018 to Rs 600 in 2018-2019.
“We have completely changed the way we looked at promotional activities. While earlier we concentrated on promoting tourism seasonally, now we are promoting India through the year. Instead of releasing generic advertisements, we are now focusing on themes,” she said.
Lately, the ministry released an ad film on yoga. In the coming days, six more on ayurveda, Indian cuisines, culture and heritage, cruise tourism, eco and adventure tourism will be followed. All of them are made by famous agencies for international markets.
For overseas operations, Verma said that a hub and spook model will be utilized for promotional activities. Side by side, the ministry also determined to bring down its international offices from 14 to 8, thus targeting on specific markets.
“A hub will overlook the operation in the region. We will have eight offices in key and emerging markets, and they will be supported by our marketing representatives and PR agencies. We, in conjunction with Indian missions abroad, are in the process of appointing marketing representatives and local PR officials,” she said.