'Atithi Devo Bhavah': Indian Tourism Ministry's Social Awareness Program to Boost Tourism

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Case Details:

Case Code : MKTG180
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note : Available
Organization : Indian Tourism
Industry : Tourism/ public sector
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Rolling Out The Program

MoT rolled out the program nationally in a phased manner. The first phase of the campaign covered tourist destinations such as Delhi, Agra, Mumbai, Hyderabad, Jaipur, Goa and Aurangabad. Nandan said, "The choice of the cities has a lot to do with the attractiveness of these destinations and monuments...

Tourist Inflow to India on The Rise

Soni said that international tourist arrivals to the country had increased by 45 percent during 2005-06 and 2006-07, and the foreign exchange earnings during the same period had increased by 62.2 percent. In 2005 and 2006, tourist arrivals in India grew annually at a steady 13 percent. These were much better growth figures when compared to five years ago (Refer to Exhibit IV for the figures of international tourist arrivals in India: 1991-2006). Foreign exchange earnings from tourism jumped from Rs.141.95 billion in 2002 to around Rs.296.0 billion in 2006...

Success of Adb Spawns Another Campaign

Encouraged by the success of the ADB program, Soni unveiled another mass media social awareness campaign called 'Bunty and Babli' in late 2006. The TV ads featured popular Bollywood actor, Shah Rukh Khan (Khan) and urged the general public to preserve India's heritage sites...


The Indian tourism industry has been doing well and is expected to continue the strong trend. According to the World Travel and Tourism Council (WTTC), the Indian tourism industry will grow at 10 percent annually over the next decade, the highest rate of growth in the world. WTTC also said that India had the potential to earn US$24 billion annual foreign exchange earnings through tourism by 2015. MoT contended that the trend of the first three months of 2007 indicated that tourist inflow into India would increase by a rate 16 percent for the full year compared to what it was in 2006...


Exhibit I: Indian Tourism Policy Initiatives Till 2002
Exhibit II(A): Some 'Incredible India' Print Ads
Exhibit II(B): Some 'Incredible India' Online Ads
Exhibit III: Top Ten Tourist Destinations in the World in 2004*
Exhibit IV: International Tourist Arrivals in India: 1991-2006
Exhibit V: The Success Story of India's Mot


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