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Study to assess impact of International Media Campaign of Ministry of Tourism

A study Assessment of International media campaigns of the Ministry of Tourism was conducted in 3 countries namely USA, France and Australia to assess the impact of media campaigns launched in these countries from August, 2011 to March, 2012.

The findings of the study revealed that the campaigns were rated as excellent in terms of quality, theme and appearance with the overall perception being rated as good. The findings also revealed a positive impact of Incredible India campaigns on the targeted masses.

The survey covered travellers planning to visit other countries in the coming one year, which revealed significant impact on respondents, who decided to change their travel bookings to visit India in the coming one year after watching the Incredible India campaign advertisements.

To facilitate development of tourism in a systematic and holistic manner, the Ministry of Tourism had commissioned preparation of 20 Year Perspective Plans for States/Union Territories (UTs) at the beginning of the 10th Five Year Plan. During the 10th Five Year Plan, overall allocation of Rs. 20.00 crore was made for the Market Research activities including 20 Year Perspective Plan. However, no separate allocation was earmarked for preparing the 20 Year Perspective Plans for States/UTs. An expenditure of Rs. 2.70 crore was incurred in preparing the 20 Year Perspective Plans for States/UTs.

Preparation of 20 Year Perspective Plans was commissioned with the objective of development of tourism in the States in a systematic manner.

These perspective plans, which give action plans for tourism development in the short-term and long-term, were sent to the State Governments/UT Administrations to guide them in initiating action for development and promotion of tourism.

This information was given by the Union Minister of State for Tourism (Independent Charge), Dr. Mahesh Sharma in reply to a starred question in the Lok Sabha today.

NB/PS

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