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West Bengal's Revised Tourism Policy Concentrates On Promotion And MarketingBy siddharth22, Section Tourism
The revised Tourism Policy of West Bengal unveiled recently in Kolkata outlines features that will be instrumental in creating potent business and employment opportunities within the state. Apart from building and packaging various tourism products, West Bengal Tourism is keen on spending the tourism fund in augmenting hospitality infrastructure and various Public-Private Partnership models. The Tourism Policy also outlines strategies for publicity and marketing of the already existing tourism products.
With regards to publicity and marketing, the need to overhaul the West Bengal Tourism website operated by West Bengal Tourism Development Corporation (WBTDC) has been emphasised so that tourists can get better information and also make bookings online. In order to make the website more user-friendly, WBTDC may seek help from the private sector or decide to shift the portal on a PPP model. Professional marketing and communication agencies will be engaged for undertaking publicity campaigns from time to time.
On the products to be marketed, Bijoy Chatterjee, State Tourism Secretary, West Bengal commented, "We already have conducted special studies in most of the prospective destinations in the state and started the process to build tourism infrastructure. We have planned strategic marketing and promotion campaigns for Beach Tourism, Tea Tourism and Rural Tourism. We have already participated as Partner State in the Surajkund Fair, which took place after almost 18 years. We are also taking part in the Great Indian Travel Bazaar organised by FICCI in Jaipur from April 21-23. Participation in a number of such national and international trade fairs is on the cards."
The focus on Mountain Tourism and Fairs and Festivals Tourism has also been sharpened and expanded in the revised Tourism Policy, while some of the new concepts like Arts and Crafts Tourism, Cuisine Tourism, Film Tourism, Medical Tourism and Know-your-own -State Tourism have been incorporated. "We are yet to chalk out and categorise the promotional activities in detail. We plan to engage a substantial part of the tourism budget this year, which has grown by 15 per cent as compared to last year, in promotions and marketing," said Manabendra Mukherjee, Tourism Minister, West Bengal. According to the revised Tourism Policy, a special clearance mechanism will operate, as required, for expediting decisions on tourism projects, while a revised incentive scheme for the tourism industry will be announced separately. An Internal Screening Committee has already been set up for Tea Tourism. "We plan to engage almost Rs 4,000 crore on various PPP projects. We hope to indicate tourism's actual share of GDP by the end of this year," added Mukherjee. Source:www.travelbizmonitor.com
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