The Ministry of Tourism’s initiative, “Find the Incredible You,” has been honored with the Pacific Asia Travel Association (PATA) Gold Award 2019 under the category of “Marketing – Primary Government Destination.” This campaign, part of various promotional endeavors rolled out under the ‘Incredible India’ umbrella, leverages multiple platforms such as Television, Print, Digital, and Social Media to reach key and potential markets worldwide. It places a distinct emphasis on digital and social media promotion for the niche tourism products India has to offer.
Understanding Niche Tourism
The “Find the Incredible You” campaign adopts a niche approach to tourism. Niche tourism refers to strategies designed to appeal to a small, specialized group of individuals exhibiting intense interest in a particular area. From Eco & Wildlife Tourism and Medical Tourism to growing trends like MICE Tourism, Golf Tourism, Polo Tourism, Sustainable Tourism, Cruise Tourism and Wellness Tourism, niche tourism caters to a diverse range of interests.
One of the prime examples of niche tourism is the MICE market – Meetings, Incentives, Conferences, and Exhibitions. This sector of tourism is dedicated to planning, booking, and facilitating conferences, seminars, and various other events, proving to be a significant revenue generator within the travel industry.
The Reach of the Campaign
The “Find the Incredible You” campaign positions India as a vibrant and attractive destination for tourists worldwide. By showcasing India’s rich tapestry of culture, heritage, and hospitality, the campaign has been successful in reaching out and appealing to potential travelers in their home markets. The idea behind the campaign is to identify, promote and capitalize on the unique tourism products that India offers, thereby attracting tourists who have specific interests.
PATA Gold Award 2019: A Brief Look at the Facts
| Award Name | Category | Recipient |
|---|---|---|
| PATA Gold Award 2019 | Marketing – Primary Government Destination | “Find the Incredible You” campaign by The Ministry of Tourism |
About PATA
The Pacific Asia Travel Association (PATA), headquartered in Bangkok, Thailand, was established in 1951. It is a non-profit membership association that champions responsible travel and tourism development to, from, and within the Asia Pacific region. With over 800 member organizations globally, including 95 government, state, and city tourism bodies, 20 international airlines, and airports, 102 hospitality organizations, and 70 educational institutions. PATA also boasts a robust presence of young tourism professionals (YTP) spread across the world. The association is committed to providing insightful research, innovative events, and aligned advocacy to all its members.
