Times of India | 6 hours ago | 27-09-2022 | 07:56 am
PANAJI: In the seventies, tourism happened to Goa effortlessly and after European tourists, the Russians made a beeline to the state and by 2012-13 charter tourism was at its peak. However, post-pandemic, the industry faces several challenges as it sets out to explore new markets. The state has not seen a new market in the last few years. But with the tourism policy setting 2030 as the deadline to make Goa a world-class destination, stakeholders said the industry cannot afford to repeat its past mistakes, especially today when travellers' tastes have changed. The present-day traveller is hungry for more, stakeholders said. "The concept of reels has brought to light hidden places. Tourism is not just about staying in a room, it is an experience of events. There has to be out-of-the-box thinking to discover markets," chairman of the Kudchadkar group Nandan Kudchadkar said. It's not that Goa tourism is not aware that attracting a new market is not just difficult, but is also like being in a race with several competitors. "Promotion and marketing of the destination cannot be done in the same fashion as in the past. We need to showcase our products- culture, cuisine, hinterlands, along with sun and sea- at road shows and trade fairs," tourism minister Rohan Khaunte said. The legacy, Khaunte said, has kept Goa dependent on two markets - Russia and the UK - and it has failed to penetrate a new market in recent years. As the international season is set to begin next month, e-visa issues linked to core markets are yet to be sorted out and tour operators want it to be handled on a war footing lest they lose another season. A tour operator said the state would do well to ponder on why it has failed to find a new market in the last one decade despite Goa tourism never ceasing to participate in international trade fairs. "I'm not talking about charter tourists alone, but of free independent travellers (FITs). Since Goa tourism has a target to achieve, it cannot afford a hit and miss approach," he said. The tourism minister said Goa will be on a good footing if it's able to draw the attention of even 10 of the 150 countries. "We see a huge potential in western Europe besides South Korea and the US. We have started moving in the right directions to tap those markets," Khaunte said. Ernest Dias, chief operating officer at Sita, said besides Europe, Goa should also focus on Asia. "Though a huge number of Americans visit India, I do not see Goa's beaches holding any attraction for them," Dias said. Before the pandemic, Goa would receive around eight to nine lakh foreign tourists annually with around two to two-and-a-half lakh charter arrivals. Its real test begins now even as the starred hotels are no more dependent on international arrivals. Vice president of the Travel and Tourism Association of Goa, Jack Sukija said brand Goa is still strong in European countries and it should capitalise on it. "If we maintain the pristine beauty of the state and 'sussegado' way of life, travellers from European countries will visit Goa once their economies stabilise. Goa is already the country's favoured destination and we have to build on it." President of Goa Chamber of Commerce Ralph de Souza said an attempt has to be made to revive old markets even as new markets are explored.
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