Just saw a post on Quartz titled ‘Foreign tourists are seeing a different India than locals‘. Arguably having been the keenest watcher of Indian tourism & particularly Indian domestic tourism over the last 10 years, I can say this with confidence – the article gets its basic premise right but does not go anywhere near enough in exploring the fundamental differences between the two. So let me give it a whirl & explore one big difference in this post.
Indians take vacations to get way from crowded & dirty cities as often as possible. This quest more often that not compels us to take short weekend breaks to nearby destinations. Data of traveller behaviour on HolidayIQ.com (every month almost 5 million Indian travellers plan breaks using travellers reviews shared on HolidayIQ.com) suggests that weekend getaways number more than 10x of long vacations in India. Such weekend getaways, are therefore by definition, not to the great big tourist attractions of the nation but to the small peaceful enclaves near cities with some greenery left. This includes places like Araku Valley in Andhra Pradesh where hordes of people from Hyderabad, Vizag and Bhubaneshwar run to on weekends, Tarkarli in the south konkan coast of Maharashra, a favourite of people from Mumbai & Pune, Pachmarhi in Madhya Pradesh which offers respite to travellers from Nagpur, Bhopal & Indore and Mandarmani, the beach to which people from Kolkata flee regularly. Contrast this with the behavior of foreign (inbound) tourists. There are two dominant categories of foreign tourists to India – (1) the backpackers and (2) the geriatrics. The backpackers are youngsters mostly from Israel & the west who come looking for instant spirituality, undiscovered beaches and great weed, although not necessarily in that order. Most of them end up in Goa, Gokarna, Manali, & Rishikesh. The geriatircs are retired folk, mostly from Europe who come to India as a once-in-a lifetime experience to either do the golden triangle (Delhi, Agra, Jaipur) or over the last decade, Kerala.
So the biggest difference lies in the fact that the core motivation of domestic & inbound tourists are quite different which leads them to drastically different destinations in India. But there is one place in India that both domestic & inbound tourists go to in large numbers – click here to find out 🙂
Tourism advertising is usually pretty ho-hum. Videos with beautiful pictures of scenic spots, the odd ‘local’ with a wide grin (if you can believe that the pearly set of 32 teeth are not that of a professional model!) and ‘inspiring’ music is pretty much where most reach.
The Tweeting badger breaks this mould in two important ways; but before I get into that, let me tell what the tweeting badger is all about. The smart folks at Johannesburgh zoo have hooked up a light activated gizmo that triggers a pre-written tweet every time the badger moves about in its cave. Which results in a steady stream of sassy (and sometimes surprisingly informative) tweets that I for one absolutely want to Follow.
Now how does this break the mould in tourism advertising? For one, this moves away from video as the standard format of tourism advertising to the emerging area of ‘ambient advertising’. Secondly, it recognises that ‘attractions’ of a destination can go well beyond natural beauty and the odd local and, if led by a sure & adventurous hand, can go into really varied territory.
Now, how about a stream of tweets from ol’ Shah Jahan triggered by the movement of birds above the Taj Mahal?
India has always sold itself well to ‘seekers’, never really to ‘indulgers’. And in this lies our inability (not withstanding the regular self congratulatory blurbs emanating from our tourism ministry) to jump-start our inbound tourism.
‘Indulgers’ look for experience and that means they are looking to do something now – the Today matters to them. ‘Seekers’ on the other hand are looking for answers and are very likely to look for them in the past. And practically no country on earth has so much mind-share of Seekers as India.
The real question I guess is – can India be relevant to both?
Comscore has reported its independent list of the Top 10 travel websites in India. And HolidayIQ is one of them. And with that, we have joined the leadership group led by the venerable (and massively visited) Indian Railways booking site.
What is particularly gratifying is that HolidayIQ being a niche tourism site with information only relevant for holidays, unlike most of the other sites which offer broad travel or transport solutions/bookings, managed to make it to this list. What is also good for HolidayIQ is the fact that we are probably the only site in that list (excluding of course Indian Railways) that has practically no advertising used to drive its traffic. On the whole, a good place to be 🙂
The commonwealth games were to be the coming-out party for Delhi’s small hotels, home-stays and B&Bs. But as we all know, things did not quite turn out that way. Not too many tourists in Delhi converts into despairing house owners & desolate premises. Not a good situation. But if the experience of places like Coorg in Karnataka and Kochi in Kerala are anything to go by, there is no reason to despair. The emerging breed of travellers – both domestic and international – seem to like alternate accommodations. The better ones among these little places in Delhi will get filled up in time. They just have to hold on.