After Kerala Tourism hiring seven ad agencies, Himachal Tourism followed suit by hiring six creative agencies after a month long multi agency pitch, which included names like Percept and Lowe Lintas. It’s apparently the new mantra for success for state tourism departments to help expand states’ tourist footfalls. Himachal attracted more than 1.1 million tourists in 2009. Kerala District Tourism Development Officer, Kamal Chand says, “This step was essential as we want more and more people to come. We have hired the best for our promotions to help boost arrivals and create awareness about the destination.” Regional tourism is evolving in India; yet, India is far from being rated amongst the top global tourist attractions of the world – leave of course exceptional destinations like Goa.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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