State Affairs

Odisha fades out in Incredible India campaign


Odisha has not benefited much from Incredible India tourism campaign in the last one decade despite qualifying as a year-round destination.

Even in Incredible India campaign and calendar for 2014, none of the destinations in Odisha find a place. Interestingly, among the 24 tourism sites being highlighted in the campaign this time, the less ornate Jagannath Temple of Tripura replaces the 12th century Jagannath Temple at Puri.

In fact, visibility of Odisha in the campaign has been next to zero all these years. The only highlight, so far, has been the Puri beach, annual Rath Yatra, Konark Sun Temple and Raghurajpur artisans village. No other destination or tourism product of the State has been highlighted either in print and television medium in the global campaign of Incredible India.

Call it lack of interest or poor marketing, the State Government has not been able to milk the benefits of global campaign. In the absence of marketing and branding, tourists inflow to the State continues to be poor despite it having a vast bouquet of tourism products. While India attracts about 6.3 million foreigners in a year, Odisha gets only around 50,000.

Full report here New Indian Express


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