In order to enhance Indian tourist arrivals, Mauritius Tourism Promotion Authority (MTPA) has announced its new destination marketing initiatives for India. Under the `Look East Approach,’ which focuses on integrated consumer branding and mutually beneficial business partnership with the Indian travel trade, MTPA has increased its overall India market budget allocation for destination promotion and marketing. Robert Desvaux, Chairman, MTPA who is currently visiting India said, “We are looking at promoting the destination through tactical initiatives, joint marketing and destination branding specifically for the Indian market and our target segments include honeymooners, leisure and family holiday makers.” For Mauritius, India topped the Asian market chart with 43,911 tourists in 2008. India is the seventh largest source market for the destination. The tourism board is targeting a 10 per cent growth this year from the Indian market.
On the marketing front, the tourism board has increased overall budget allocation for the Indian market, tactically driven by both product appeal and price, |