With Covid in the back seat, overseas tourism boards lure travelers

The boards are offering discounted tickets, new attractions and experiences

A familiar sight has returned to the Bombay Exhibition Centre. Executives working with tourism boards of several countries can be seen exchanging cards and distributing brochures and maps to customers. After a two-year hiatus, overseas tourism boards are meeting travel agents in person – striking deals, creating product awareness or simply clarifying doubts.
 

With the decline in Covid cases and international passenger flights from India starting on March 27, tourism boards are eyeing Indians looking to travel abroad.
 

Last week, South African Tourism did multi-city roadshows in India – its first in two years. Representatives from a number of countries like Thailand, Singapore and Fiji have gathered at the exhibition.
 

“Accessibility, affordability and safety are our priorities,” says Neliswa Nkani, hub head (Middle East, India and South East Asia) of South African Tourism. It has partnered with airlines to offer discounted fares and has introduced attractions and experiences like glamping (a portmanteau of glamorous and camping) and snorkeling with sharks. 
 

Last November, South Africa reported the first case of Omicron variant, triggering swift global response including flight bans. “We were worried whether travel will pick up,” said Jeanette Delaney, marketing manager, Glamping Adventures.
 

Maldives is also looking to build upon its credentials as a favourite destination for Indian tourists. Nearly 300,000 Indians visited Maldives last year, making the country its top source market.
 

The ongoing Ukraine crisis too is shaping tourism policies of countries. For instance, the crisis has forced countries like Maldives and Seychelles to widen their customer base.
 

Maldives tourism minister Abdulla Mausoom is leading a delegation of local resorts and travel companies, and is targeting tier II and III cities to bring home more tourists.
 

“The Ukraine invasion will hinder growth in tourism (Russia accounted for 15 per cent of its arrivals) but Maldives is tapping new markets,” says Mausoom.
 

“We are looking at markets closer to home such as India, West Asia and South Africa. We plan to introduce another flight to Mumbai from May,” said Air Seychelles chief commercial officer Charles Johnson.
 

Azerbaijan is also coming up with a number of offers. “We share a border with Russia but there is no disruption in Azerbaijan. It is stable and open for visitors,” says Bahruz Asgarov, deputy chief executive officer (CEO) of Azerbaijan Tourism. The country is promoting itself as a destination for weddings and conferences in the Indian market.
 

While destinations like Thailand are luring tourists with special deals and additional flights, Qatar Tourism is planning marketing campaigns to promote an identity that is different from Dubai. Qatar is hosting the FIFA World Cup between November-December and is expecting 1.2-1.5 million visitors for the tournament, said Philip Dickinson, vice president, Qatar Tourism.
 

“With commercial flights resuming, we hope travel will resume like before,” said Cholada Siddhivarn, Tourism Authority of Thailand’s Mumbai office director.