More than a decade ago, then Kerala Tourism Development Board chairman Amitabh Kant branded the state ‘God’s Own Country’ and spun a winning tourism campaign around the theme, kicking off a trend in state tourism marketing. Today even Chhattisgarh—a state born at the turn of this century—has a focused campaign to promote tourism in the state, while Haryana, never top of the mind as a leisure destination, is hardselling the fact that its highways have a motel every 30 km.
There’s more: Andhra Pradesh has hiked its tourism marketing budget eight-fold, Tamil Nadu is promoting its lesser known gems like Yelagiri, Megamalai and Yercaud. Karnataka wants to attract more tourists from Asian countries, moving beyond the conventional source market and is planning road shows and advertising in those countries. With glossy ad campaigns, catchy taglines, high-profile ad agencies and brand ambassadors, the state tourism boards are trying every trick in the marketing book to woo domestic and foreign travelers.
Full report here New Indian Express