Recently, my friend Rohit Hangal posed an interesting question on one of the Tourism Groups on Linked In. His question was:
If we had to chose among one ‘attraction/destination’ in ‘Bangalore/Karnataka’, what would that be and the reasons for it – Scouting for that one ‘Star Tourism Product’.
I love the question, because I believe the bane of Indian tourism is trying to ‘sell’ too many things at the same time.
Therefore, let me attempt an answer:
I don’t think I know Karnataka well enough to pop up all of the options. But having spent too many years in Management Consulting, I cannot avoid the temptation to develop a framework to find an answer. So, here is my 2-bit on this.
It should be:
- Relevant – relevant to the target market. If we assume the target market is the 25 to 45 year old India urban-dweller, then we better make sure s/he is truly interested in what we come up with. if we assume that the market is 60+ year Caucasians, that is another story.
- Defensible – we must be able to able to ‘defend’ it from other competing offerings. that is, there should be no threat of it becoming a ‘me-too” product. Would any World heritage work? Unlikely, since many other states also have ‘world heritage sites’
- Desirable – the people of Bangalore / karnataka (ie. the ‘owners’ of the attraction) must feel that this is a ‘desirable’ facet to promote. If ordinary folks are in some way not quite convinced, all of the effort will go in vain. For, every time the tourist comes into contact with the real product, there will be a strong possibility of disappointment.
- ready – the product must be ready for sale. Which means, a reasonable amount of necessary infrastructure (both core & tourism infrastructure) should already be in place