Geographical Indications : a new destination marketing mantra

What is common to Basmati rice, Darjeeling tea, Kanchipuram Silk saree, Alphonso mango, Kolhapuri chappal & Bikaneri bhujia? Answer – these are all Indian products or produce closely associated with a particular place and are all patent protected as Geographic Indications (GI). Which means chappals made other than in Kolhapur or Silk sarees made outside Kancheepuram cannot pass themselves of as the real thing. Now, what does this have to do with tourism?Destination marketing in tourism is about building an exciting “story” around a destination that promises every visitor a unique perspective. For instance, the Napa Valley Vineyard tours in California (incidentally Napa Valley Wines are GI protected). India with its plethora of current & possible GIs offers an almost unending source of unique & interesting options for destination marketing. How about an Aphonso train, that goes along the southern coast of Maharastha through the verdant land of the Aphono mango? Or maybe a school for Bikaneri bhujia, with cooking classes, rajasthani history movies and vists to the market?

(Here is a video of the Napa Valley Wine Train)


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