2013
Thapar University

[Marketing Management Project Report On]

Marketing Strategies for Northeast India Tourism
Submitted To : Dr. Girish Jaswal (Marketing Management Professor) Submitted By : Amit Gill (501204003) Gaurav Bisht (501204009) Savpreet Ramana (501204040) Shivam Kohli (501204042) Sumit Vyas (501204047)

CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project report Marketing Strategies for Northeast India Tourism submitted by Amit Gill, Gaurav Bisht, Savpreet Ramana, Shivam Kohli & Sumit Vyas students of MBA 1st year bonafide work carried out by them.

During their tenure at the project, they were found to be sincere and meticulous in their work. I appreciate their enthusiasm & dedication towards the work assigned to them. I am hopeful that they will prove to be a good professional and wish them grand success for the future.

Date: 3 April 2013

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ACKNOWLEDGEMENT

The success of any research study depends upon a number of factors among which the proper guidance from the experts in the industry and a faculty plays an important role. We would like to express our heartfelt thanks to many people. This Project is an effort to contribute towards achieving the desired objectives. In doing so, we have optimized all available resources and made use of some external resources, the interplay of which, over a period of time, led to the attainment of the set goals. We take here a great opportunity to express our sincere and deep sense of gratitude to Dr. Girish Jaswal for giving us an opportunity to work on this project. The support & guidance from Sir, was of great help & it was extremely valuable. We express our sincere thanks to all the people who, directly or indirectly, contributed in time, energy and knowledge to this effort.

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Table of Contents
ACKNOWLEDGEMENT ...................................................................................................................ii 1. Executive Summary ......................................................................................................................... 1 2. Seven Sisters Brief: .......................................................................................................................... 2 2.1. Arunachal Pradesh: ................................................................................................................... 2 Places of Interest: ......................................................................................................................... 2 2.2. Assam: ....................................................................................................................................... 3 Places of Interest: ......................................................................................................................... 3 2.3. Manipur: .................................................................................................................................... 4 Places of Interest: ......................................................................................................................... 5 2.4. Meghalaya: ................................................................................................................................ 5 Places of Interest: ......................................................................................................................... 5 2.5. Mizoram: ................................................................................................................................... 6 Places of Interest: ......................................................................................................................... 6 2.6. Nagaland: .................................................................................................................................. 6 Places of Interest: ......................................................................................................................... 7 2.7. Tripura:...................................................................................................................................... 7 Places of Interest: ......................................................................................................................... 7 3. Objectives of the Strategic Plan ....................................................................................................... 8 4. Market Demographics ...................................................................................................................... 8 4.1. Geographics .............................................................................................................................. 8 4.2. Demographics ........................................................................................................................... 8 4.3. Behaviour Factors ..................................................................................................................... 8 5. Strength and Weakness of Tourism in Northeast India ................................................................... 9 5.1. Key Strengths: ........................................................................................................................... 9 5.2. Key Weakness: .......................................................................................................................... 9 6. Opportunities and Needs of Tourism in Northeast India ................................................................. 9 6.1. Key Opportunities: .................................................................................................................... 9 iii | P a g e

6.2. Key Needs: .............................................................................................................................. 10 7. Principles of Geotourism ............................................................................................................... 10 8. Core Principles of the Strategy ...................................................................................................... 11 8.1. General: ................................................................................................................................... 11 8.2. Product Development .............................................................................................................. 11 8.3. Market ..................................................................................................................................... 11 8.4. Education/Training.................................................................................................................. 12 8.5. Infrastructure ........................................................................................................................... 12 8.6. Access ..................................................................................................................................... 12 8.7. Support Services ..................................................................................................................... 13 9. Strategic Approach ......................................................................................................................... 13 10. Marketing Strategy....................................................................................................................... 14 10.1. Partnerships and Alliances: ................................................................................................... 14 10.2. Marketing Tools: ................................................................................................................... 14 10.3. Media Relations: ................................................................................................................... 15 10.4. Travel Trade: ......................................................................................................................... 15 10.5. Promotions: ........................................................................................................................... 15 10.6. Marketing Support Initiatives: .............................................................................................. 16 11. Conclusions .................................................................................................................................. 17 References .......................................................................................................................................... 18

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1. Executive Summary
North-East India comprises of seven states commonly known as the “Seven Sisters”. They are Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland and Tripura. A place renowned for its magical beauty and bewildering diversity, North East India is the home for more than 166 separate tribes speaking a wide range of languages. Some groups have migrated over the centuries from places as far as South East Asia; they retain their cultural traditions and values but are beginning to adapt to contemporary lifestyles. Its jungles are dense, its rivers powerful and rain, and thunderstorms sweep across the hills, valleys and plains during the annual monsoons. Each state is a traveller’s paradise, with picturesque hills and green meadows which shelters thousand of species of flora and fauna. In addition, the states provide scope for angling, boating, rafting, trekking and hiking. Besides, there are a number of wild life sanctuaries and national parks where rare animals, birds and plants which will surely provide fascinating insight to the visitors.

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2. Seven Sisters Brief:
2.1. Arunachal Pradesh: Arunachal Pradesh is acknowledged to be one of the most splendid, variegated and multilingual tribal areas of the world. Arunachal is the largest state (area-wise) in the north-east region. It is believed that sage Vyasa meditated here and also that the remains of the brick structure scattered around two villages in the hills north of Roing was the palace of Rukmini, the consort of Lord Krishna. The sixth Dalai Lama was also born on the soil of Arunachal Pradesh. A wide variety of wild life flora and fauna with concomitant life form has now started gaining acclaim as a world biodiversity heritage spot. Arunachal Pradesh is endowed with thick evergreen forests with numerous streams, rivers and gorges and hundreds and thousands of species of flora and fauna covering more than 60% of the total area. Its rivers are ideal for angling, boating and rafting and its terrain is suitable for trekking, hiking and holidaying in a serene atmosphere. The upper reaches offer an ideal landscape for promoting adventure tourism of all kinds and are best suited for the tourist, looking for such opportunities. More than 500 species of birds have been recorded, many of which are highly endangered and restricted to this state, such as the white Winged duck, Sclater, Monal bangal florian, etc. Trees of great size, plentiful climbers and abundance of cane and bamboo make Arunachal evergreen. Out of about a thousand species of orchids in India, over 500 are to be found in Arunachal alone. Some of the orchids are rare and classified as endangered. The wildlife is equally rich and varied, which includes elephants, tigers, leopards, jungle cats, white gibbon, red pandas, musk and the “Mithun” (Bos Forntails) exists both in wild and semi domesticated form. The land is mostly mountainous with the Himalayan range along the northern borders criss-crossed with ranges running north- south. These divide the state into five river valleys: the Kameng, the Subansiri, the Siang, the Lohit and the Tirap. All these are snow fed from the Himalayas and so are countless rivers and rivulets. The mightiest of these rivers is the Siang, called the Tsangpo in Tibet, which becomes the Brahmaputra after the Dibang and the Lohit in the plains of Assam joins it. Nature has provided the people with a deep sense of beauty that finds delightful expression in their songs, dances and crafts. Places of Interest: Along, Annini, Bhismaknagar (archaeological sites), Bomdila (at a height of 2530 mts provides a panoramic views of the Himalayan landscapes and snow clad ranges), Changlong, Doparijo, Itanagar (capital, with excavated ruins of historical Ita Fort and attractive Ganga lake [Gekar Sinyi], Pasighat, Malinithan (archaeological sites), Sessa (orchid park), Namdhapha (wildlife sanctuary in Changlang district), Parasuramkund (place of pilgrimage), Tawang (at a height of 12,000 ft, 400 year old Buddhist Monastery, associated with the famous Torgva festival, is the largest of its kind in the country and is the birth place of the 6th Dalai

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Lama.), Ziro, Tipi (orchidarium with over 7500 orchids), Akashiganga ( bird’s eye view of the Brahmaputra), Talley Valley ( eco tourism), Roing and Miao.

2.2. Assam: Assam is the gateway to the north-east, a state known for its breath taking scenic beauty, rarest flora and fauna, lofty green hills, vast rolling plain, mighty waterways and a land of fairs and festivals. Known in the ancient lore as the kingdom of Pragjyotisha and Kamrupa, the capital having been Pragjyotishpura situated in or near Guwahati. It originally included in addition to modern Assam, parts of modern Bengal and modern Bangladesh. The name Assam is of recent origin. It came into use after the conquest of Assam by the Ahoms. It is also known that “Assam” is derived from the word “Asama” meaning uneven. Assam is almost separated from central India by Bangladesh. Nagaland, Manipur and Myanmar bound it in the east, west by West Bengal, north by Bhutan and Arunachal Pradesh and south by Meghalaya, Bangladesh, Tripura and Mizoram. It is dominated by the mighty Brahmaputra, one of the great rivers of the world, which not only has a fertile alluvial plain for growing rice, but also is famous for tea. Earthquakes are common. It forms part of a global bio-diversity “hotspot”, out of 41 listed endangered species of wildlife are found in Assam, which includes Golden Langur, Hoolock Gibbon, Pygmy Hog, Hispid Hare, White-Winged Woodduck, Tiger, Clouded Leopard, Swamp Deer, Gangetic Dolphins, etc. Moreover, during season, flock of resident and migratory birds make Assam their natural habitat. Rainfall, one of the highest in the world (between 178 and 305 cms), is concentrated in 4 months, June to September. Straddling either banks of the Brahmaputra, Guwahati-said to be the legendary Pragjyotishpur or City of Eastern Light was said to have been founded by King Narakasur, who is mentioned in the Puranas and Epics, is a bustling, busy and crowded city. It is the commercial capital of the North-East. Guwahati are actually two words: Guwa meaning areca nut and Hat meaning market or market for areca nuts. Places of Interest: WILDLIFE SANCTUARIES 1. Kaziranga National Park: Kaziranga, the world-renowned park lies in Golaghat and Nagaon district. It covers an area of 430 sq kms. It is the home of the great Indian one- horned rhino, breeding place of pelican. 2. Manas National Park: The only Tiger Reserve of Assam. Manas is one of the most magnificent National Parks of India. It is also a world heritage site. 3. Nameri National Park (on the border of Arunachal and Assam). 4. Dibru-Saikhowa National Park. 5. Orang (Rajiv Gandhi) National Park. 3|Page

6. Pabitora Wildlife Sanctuary 7. Bura-Chapori Wildlife Sanctuary 8. Laokhowa Wildlife Sanctuary Guwahati (gateway to the Assam and N.E. region & principal city of Assam.). Kamakhya & hubhaneshwari temples; Basistha Ashram; Navagraha Temple; State Zoo; Museum; Regional Science Centre; Planetorium; Tirupati Balaji Mandir; Srimanta Sankardev Kalakshetra; Umananda Temple; Shree Shyam Mandir, etc. Dispur (capital of Assam); Diphu (centre of Karbi art and culture). Sibsagar (seat of Ahom rule in Assam- Shivdol, Vishnudol, Devidol, Rang Ghar, Talatol Ghar, Joysagar, Ahom Museum, Gargaon, Kareng Ghar, Charaideo, etc.); Sualkuchi (famous for Assamese silk-Muga & Pat); Chandubi (a natural lagoon and picnic spot); Barpeta (Vaishnava Monastery, Shrine of Shri Madhab Dev). Hajo (where three religions meet- Hinduism, Buddhism & Pao-Mecca, a mosque for Islam); Jorhat and Dibrugarh (major tea producing areas); Tezpur (temples, ancient ruins and monuments-Da Parbatia, Agnigarh, Bamuni Hills, Bhairavi and Mahabhairava temples and the twin tanks of Bar Pukhuri and Padum Pukhuri and Cole Park). Madan Kamdeva (famous for erotic sculpture of 12th century); Sri Surya Pahar(rock- cut images); Digboi ( one of the world’s oldest oil refinery); Majuli (largest river island of the world, centre of Vaishnava culture. There are many satras, which are regarded as the main centres for Assamese art, music, dance, drama, etc.); Jatinga (famous for the bird mystery near Haflong), Haflong (only hill station in Assam); Bhalukpong (famous for scenic beauty, picnic and angling spot); Bhairavakunda (a picnic spot at the border of Arunachal Pradesh, Assam and Bhutan); Daranga (famous winter mela held every year); Bordoa (birth place of Shri Sankardev, famous Vaishnavite reformer of Assam).

2.3. Manipur: Manipur is the land of rich valleys surrounded by beautiful hills and lakes, a land of gentle people full of laughter and joy. Manipur means the 'land of gems'. This north-eastern state was described as the land of gold or ‘Suvarnabhu’. The wet forests, the temperate forests and the pine forests occur between 900-2700 m above sea level and they together sustains host of rare and endemic plant and animal life. In Manipur natural habitat growing in soil or on trees and shrubs, spreading their beauty and colour, stunning the eye that is not used to seeing them in such profusion. There are 500 varieties of orchids, which grow in Manipur of which 472 have been identified. 4|Page

The Hooklock Gibbon, the Slow Loris, the clouded Leopard, the spotted Linshang, Tragopan, four different types of Hornbill, etc. forms only a part of the rich natural heritage of Manipur. However, the most unique is the ‘Sangai- the dancing deer’. The floating mass of vegetation on the Loktak Lake sustains small herds of this endemic deer. Places of Interest: The most important places which are worth seeing is the Govindajee temple, a Vaishnavite temple, adjoining the royal palace of the former rulers of Manipur. The other places whish are worth seeing are the war cemetery, Khwairamband Bazar, Shaheed Minar, Manipur state museum, Manipur zoological park, Langthabal, Khonghampat Ochidarium. The largest fresh water lake of northeast India is located in Manipur. It is called the Loktak Lake and Sendra Island. On the western fringe of the loktak, lake is Phubala. The only floating National park in the world is the Keibul Lamjao National park on the Loktak Lake. This is the last natural habitat of Sangai the dancing deer of Manipur.

2.4. Meghalaya: Meghalaya, a Sanskrit word meaning "the abode of cloud", it is bound on north and east by the state of Assam, and on south and west by Bangladesh. The three physical division in the state are Garo (Western), Khasi (Central) and Jaintia (Eastern) hill divisions. Meghalaya is endowed with a rich variety of flora and fauna. Of about 17,000 species of orchids in the world, around 3000 varieties are found in Meghalaya. A botanical wonder, the pitcher plant, an insect eating plant is found in the district of Jaintia hills, West Khasi hills and South Garo hills of the state. Animals and birds that are found in the state are elephants, tigers, bear, jackal, leopard, golden langurs etc . The interesting birds found in the state include Hornbills, King Vulture, Crested Serpent, Eagle, Partridges, Teals, Snipes, Quails etc. Places of Interest: Wards lake - Situated right in the heart of the city (Shillong), this artificial lake is named after William Ward the chief commisioner of Assam. Wei tdem (sweet falls) -It is a beautiful fall on the Umkhen stream. Entomological Museum (Butterfly museum) - is privately owned museum of M/S Wankhar, Riatsamthiah,Shillong. Nartiang - is a cluster of giant monoliths is about 65km from Shillong and 24kms from Jowai. Syndai or Syndai Caves were used as hide-outs during war times between the Jaintia king and foreign intruders is located at Jowai. Siju Caves - located at Garo hills on the cliff overhanging the bank of the Simsang river, is locally known as Dubakhol or Cave of Bat. Imikhang Dare - A waterfall with electrifying cascade of water. 5|Page

Rongrengiri - located at a distance of about 79kms from Tura is a historical place where the Garos fought their final battle against British. Cherrapunji, Mawsynram (highest rainfall in the world).

2.5. Mizoram: Mizoram, a mountainous region is sandwiched between Myanmar in the east and the south and Bangladesh and Tripura in the west with its northern frontiers touching Assam and Manipur states. Located in a strategic position, it has an 1100 km international boundary with Myanmar and Bangladesh. Mizoram literally translated means "Land of the Highlanders". The hills are steep with an average height of 900 metres. The highest peak in Mizoram is the Blue Mountain (Phawngpui) with a height of 2210 metres. The tropical forests of Mizoram abound in a wide variety of flora and fauna. The thick bamboo groves strewn with wild plantations dominate the lower altitude, slowly giving way to dense woods festooned with creepers and canes as the hills rise higher. Orchids of various hues, pinkish- white bauthinia, sparkling rhododendrons, yellow sunflowers and many other colourful wild flowers, add a touch of delightful tonal contrasts to the greeneries. Besides being an ornithologist's delight, the jungles are home to tigers, wild boars, leopards, monkeys, barking deers, sambars and elephants. Places of Interest: Aizawl (capital; religious and cultural centre of Mizoram); Champhai (beautiful resort on the Indo- Myanmar border, 192 kms away from Aizawl); Lunglei (hill station); Tamdil Lake (natural lake with virgin forest around); Vantawng Waterfalls (near the town of Thenzawl); Saitual (tourist resort); Rengdil (bird sanctuary).

2.6. Nagaland: Nagaland is almost entirely inhabited by the Naga tribes except some Kukis,
Kacharis, Garos, Mikris, Benglalees, and Assamese etc. in the plains sector. There are several views expressed by scholars regarding the origin of the word Naga. Some believe that the word Naga has evolved from the Sanskrit word Nagna which means naked. It is so because the Nagas are proverbially known by the paucity of their clothes. Another view is that the word Naga originated from Naga meaning Snake or king of snakes. Mythlogically, princess Ulupi was a Naga Kanya, that is daughter of the king of snakes. Ulupi’s residence is generally identified in the south-west of Nagaland. Since this area was under the Naga raj, the people are known as Naga. Nagaland is a hilly state. The hills are a continuation of the Burma Arc being joined with the SubHimalayan ranges in the north and stretching into the hills of Manipur. Forests cover the main part of the land and jungles it is natural that there will be lots of animal life. In fact, there are plenty of birds and animals and reptiles. The birds found are: White vulture, Black partridge, Grey Partridge, Common peafowl, Blue rock pigeon, Spotted dove, Hoopoe, Malabar pied hornbill, Common babbler, Mahratta woodpecker, Koel, Spotted owlet, Great horned owl. Among the animals the 6|Page

most common are: wild boar, barking deer, Himalayan black bear, wild goat, jackal, jungle cat, royal Bengal tiger, wolf, leopard, wild dog, python, stag, elephant, land tortoise and other snakes. Places of Interest: Four districts of Nagaland have been recently opened up for international visitors. They are Kohima, Dimapur, Wokha and Mokochung. Kohima is the state capital situated at the height of 1495 meters above sea level. It is an enchanting hill station presenting wide panoramic views. The war cemetery is a symbolic memorial raised in honour of the officers and soldiers who sacrificed their lives during World War II. The epitaphs are moving. There are few mountains and peaks in Nagaland, which are worth seeing. The Japfu peak situated at a height of 3048 mts. above sea level is the second highest peak in Nagaland after Mt. Saramati. Watching sun rise from this peak is memorable. Mt. Tempu is another peak worth visiting. It is at a height of 3000 mts. From this peak, you can have an eye view of the Dzukou valley. The Dzukou valley is at a height of 2433 mts. above sea level. It is a favourite haunt of young trekkers and meditation groups. There are few villages, which can be of interest. The Khonoma village is known for its valour, as its residents had fought a pitched battle against the Britishers who came on an expedition to the Naga Hills in Oct. 1879. Another important village is the Shangnyu village, ruled by the chieftain Angh. It is popular for the wooden monument located in this village, which is believed to have been constructed by the divine angles. Another place, which can be of interest, is Impur. At this place, the early American Baptist Missionaries set up a mission center. It is 18 km from Mokokchung and a pilgrimage center is proposed to be set up here.

2.7. Tripura: Tripura, the ancient home of the Bodos, is the northeastern state of India located by the side of Bangladesh. Politically, now it is a part of the area comprising seven states aptly called `Seven Sisters`, because of many similarities in the social milieu, cultural mosaic and economic landscape. Places of Interest: Ujjayanta Palace - It was built by the Radhakishore Manikya Bahadur in1901 in the heart of the city. Sepahijala Wild life Sanctuary - Endangered species like spectacle monkey, or Chasma Badar the state boasts of is only found in this sanctuary. Other attractions are zoo, recreation-ground, botanical garden, etc. Neer Mahal - A palace in water, Neer Mahal is 53km away from Agartala looks like a fantasy castle. Deatamura - A panel of crude images engraved on the face of hills facing the river Gumati, in Deatamura, a hill range 75km from Agartala. Jampui Hills - An orange producing zone, besides the enthralling landscapes, one’s eyes and mind 7|Page

will be glued to the lifestyle of aborginals mainly at Lushai with their traditional customs,dance,song and hospitality. Unakoti - There is a profusion of the rock cut images, belonging to the 11-12th centuries A.D. This is as such an open-air gallery. It is also a Shaiva Tirtha. Thousands of people from all over the region visit it particulary, on Ashokasthami Mela in March-April. Matabari, Pillak, Dumboorlake ,etc. are other interesting places for sight-seeing.

3. Objectives of the Strategic Plan
The objectives of the Strategic Plan for Northeast India are meant to support the planning and development of tourism in the region to accomplish the following:       Generate increased visitation and expenditures Increase length of stay Create jobs for local residents Generate economic activity through product development Stimulate investment Provide quality products and services linked to the region’s unique selling points

 Optimize marketing opportunities aimed at target niche markets  Preserve the natural and cultural heritage of the region.

4. Market Demographics
4.1. Geographics
One target is the geographic target of the rest of India. Another target population is travellers that typically come from developed countries.

4.2. Demographics
Male and Female Ages 25-55 Graduate education

4.3. Behaviour Factors
Enjoys travelling for the sake of seeing new things and meeting people.

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5. Strength and Weakness of Tourism in Northeast India
Northeast India’s numerous strengths as a destination are linked to the many unique selling points associated with the natural and cultural heritage and associated recreational opportunities found in the region. In addressing the key weaknesses of tourism in Northeast India, local residents in the public consultations mentioned most often the lack of access to and within the region.

5.1. Key Strengths:
Great location Nature Wildlife Sanctuaries/ Waterfalls Peace and stillness Less traffic

5.2. Key Weakness:
Room availability Security Poor transportation Shortage of service Poor telecommunication network

6. Opportunities and Needs of Tourism in Northeast India
Key opportunities for planning and development most often mentioned were focused largely on expanding the tourism product in the region along with improving the quality of secondary services, access, and marketing. Marketing experts identify that a successful brand incorporates six general principles as criteria for success: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. These factors will be important considerations in developing a brand for Northeast India that is recognized in the marketplace.

6.1. Key Opportunities:
Employment More financial resources No mass tourism, but quality personalised tourism Improve road system Be prepared for more visitors (recreation/accommodation/signs)

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6.2. Key Needs:
Greater participation/collaboration/cooperation in planning/management between public and private sector Themed routes, walks and attractions for tourists in region Marketing strategy aimed at niche markets with a well-defined brand Information to direct and control visitor behaviour/use of guides Improve access: air/road Protect local natural and cultural resources that are the basis of the industry Evaluate needs for secondary support services across region (hotels, restaurants, craft-shops, public washrooms, information centres) Training programs needed targeted at specific needs of tourism industry/increase professionalism and customer service

7. Principles of Geotourism
Integrity of place International codes Market selectivity Market diversity Tourist satisfaction Community Involvement Community Benefit Protection and Enhancement of Destination Appeal Land Use Conservation of Resources Planning Interactive Interpretation Evaluation

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8. Core Principles of the Strategy
There are a number of key tourism development principles that will form part of the tourism strategy for Northeast India.

8.1. General:
 Initially the focus of the strategy must be on sustainable tourism in an effort to adopt practices in the region that are market driven while being environmentally supportable, economically viable, and culturally acceptable. Overall the industry should make every effort to promote “green” strategies for development.  The strategic plan must foster the adoption of a set of guidelines that will enhance the character of the local environment, culture, aesthetics, quality of life and well-being of host communities in the region.  The strategy must assure that tourism is complementary to other economic activities in the region.

 Critical to the success of the strategy will be the “buy in” and support for the plan by local tourism leaders, government agencies, and local residents.

8.2. Product Development
A focus will be on identifying what is special and distinctive about the tourism product in Northeast India to enhance the unique selling propositions (demand generators) through theme-based packages.  An important focus of the strategy will be to enhance existing attractions/activities and packages that are already built on developed natural/cultural/recreational assets that have proven to be demand generators such as the national park.   Priority will also be given for the development of new attractions and activities that will provide the greatest economic impact for the region. Finally a secondary focus will be on providing secondary support services (demand supporters) that offer quality customer service and hospitality that will ensure a memorable experience and help to promote the region through word of mouth.

8.3. Market
 The marketing of Northeast India must be supported by the development of a clear and recognized brand.

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The tourism strategy will be market-driven with practical recommendations on how to reach and sell to potential clients based on their market profiles. Target markets will include the general touring, hiking, photography, cultural heritage, bird watching, meetings/conferences/incentives/events, outdoor adventure and creative tourism.



The primary marketing strategy will focus on an interactive, web-based marketing approach that optimizes the website for Northeast India, integrating it with the overall web based marketing. The strategy will incorporate Web 2.0 interactive technologies in order to build a sense of community with target markets.

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A secondary focus of the marketing strategy will require building partnerships with regional destination marketing organisations, the travel trade and media and internationally to maximize distribution channels and marketing opportunities through a personal and customized approach that provides a maximum return on marketing investments.

8.4. Education/Training
 Education/training and research into the current trends and impacts of tourism in Northeast India will be a priority for the region to increase the professionalism, quality of service, and competitiveness of the tourism industry.  Partnerships will be fostered with local research and academic institutions to enhance their involvement in supporting tourism planning and development efforts through professional development workshops aimed at key themes for the industry such as wellness, slow food, and geotourism.

8.5. Infrastructure
 Infrastructure upgrades and assessments that address sewage and solid waste disposal, water supply, energy needs, and telecommunications for the region will be analysed to identify present capacity and future needs as the tourism industry grows. This assessment will also assist in contributing to the development of an environmentally-friendly, green tourism industry for Northeast India.

8.6. Access
 The strategy supports the need for more efficient access to and within Northeast India by improving linkages between air, water, and land transportation as well as through improving the linkages.

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8.7. Support Services
 The GIS mapping of secondary support services in the region outlined in the State of Affairs document will be used as a tool for supporting strategic investment and development of tourism. The presence of tour and travel operations, restaurants, handicrafts, convenience store, banks, tourist information offices, public safety facilities will be evaluated to ensure that there is adequate support of facilities and services across the region for tourists. The mapping will also serve as a tool for way finding and pre trip planning as part of the marketing of Northeast India.

9. Strategic Approach
The Northeast India Strategic Plan will be based on a product-market match approach to tourism development. This approach integrates a product analysis of the destination and its unique selling points (USPs) with a market analysis of potential target segments, trends, and competition. Figure illustrates that customers drive the overall strategy, and their feedback is critical in achieving market readiness. Through a market and product analysis, opportunities and trends are considered so as to identify market, product, training, infrastructure and service elements that can be developed that are market ready. These elements are then tested in the market place through promotion strategies to determine their appeal with potential customers. A more concerted effort will be made to develop a profile of visitors to the region based on the coordination of annual surveys to identify tourist arrival numbers and characteristics that include: place of origin, purpose of visit, length of stay, age, gender and number in travel party, type employment and income, places visited, expenditure patterns, mode of transport, and satisfaction levels. This information will assist in better understanding target markets.

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10. Marketing Strategy
The initial marketing effort should be focused on developing an interactive web-based strategy that maximizes use of Web 2.0 technologies. The focus of the marketing strategy recommended in this report adopts a highly targeted approach, designed to reach those specific markets that have been identified as having greatest potential for the region. As part of the overall marketing strategy, local residents should work with marketing agency in defining a new image or brand for Northeast India that will provide the region with a competitive advantage in the marketplace. This image/brand should be reflective of the unique natural assets in the region. The image/brand should incorporate six general principles as criteria for brand success: simplicity, unexpectedness, concreteness, credibility, emotions, and stories.

10.1. Partnerships and Alliances:
 As part of the marketing strategy, the marketing coordinator should build cooperative marketing partnerships with regional and national marketing groups and associations. These include partnerships with associations in North East IndiaMarketing Organisation, the Tourism Board, and the National Geographic Society.    Partnership activities should focus on: Ensuring that Northeast India is incorporated into collateral material such as brochure, websites, publications, and joint ad campaigns. Making sure that collateral material from Northeast India is provided to these associations when then attend select travel trade and consumer shows that are of benefit to Northeast India.    Placing paid advertisements in travel guides of these associations. Participating in travel media and travel trade familiarisation tours organised by these associations. Supporting market-ready tourism operators in Northeast India so that they can be promoted to international markets.

10.2. Marketing Tools:
 The adoption of new Web 2.0 new technologies should be considered to enhance the usability and functionality of the regional website. These interactive technologies (e.g. blog, twitter, facebook, You Tube, My Space) will also assist in promoting the region through an attractive and aesthetically pleasing website that supports the brand and principles of the Geotourism Charter. Once the new brand is developed for the region, changes to the website should be made to reflect new image for the region. 14 | P a g e

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The lure brochure and regional guidebook should be updated annually and changed as needed to reflect the new brand, the geotourism charter, and the new products being developed for the region.

 A web audit of the website for Northeast India should be conducted to optimise the site, adopt a content management system, and improve traffic and online booking and reservations for the region. A secure booking system should be offered as part of the online services.

10.3. Media Relations:
  A list of media contacts should be generated by the marketing coordinator. The tourism strategy provides an initial list of potential options based on target markets. A media kit should be developed and distributed that includes professional photography, information on the unique appeals of the area on tourism businesses and packages, as well as contacts for more details.

10.4. Travel Trade:
 A list of national and international tour operators based on target markets should be generated by the marketing coordinator. Partnerships should be developed with these companies to assist Northeast India in development and marketing destination packages for the region.

10.5. Promotions:
 The marketing coordinator should request specific readership and demographic profiles from potential advertising venues linked to target markets to determine which provide the best coverage for marketing rupees invested. Examples of potential marketing vehicles are identified in the specific strategies.

 Each year a few selected promotional efforts should be identified that will increase awareness of Northeast India in key target markets. These will include a mix of purchased half-page advertisements in regional/national travel guides, recognition in international travel guides, and the purchase of ads in the Specialty Travel Index showcasing specific packages and tours (http://www.specialtytravel.com/).

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10.6. Marketing Support Initiatives:
 Development of a database on inquiries, including basic information on their travel interests. A database should be built not only from inquiries but also through trade shows, and lists from special interest clubs.   Coding promotions to see which ones are generating the highest call to action, web hits, and inquiries via phone and mail. Other evaluation techniques should include monitoring media coverage, visitor counts at information centres and area attractions, trends based on occupancy data, an surveys of tourism businesses

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11. Conclusions
In the tourism strategy for Northeast India we have tried to show that a successful tourism destination involves linking and clustering the many interrelated components of the industry (eg. markets, attractions, transportation). The future basis for building sustainable tourism starts with well thought out planning and a clear vision. Geotourism is defined as tourism that sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents. Even so, this strategy focuses on adopting a systematic product-market match approach to future development that is based on building on present attractions to create new theme-based touring routes, clusters of secondary activities, and a diversity of quality experiences that will ensure increased visitation, return on investment, local employment, and revenue generation through new products aimed at visitors interested in hiking, photography, outdoor adventure, birding, culture and events, and creative tourism opportunities. In the tourism needs assessment, the sustainability of tourism will first depend upon having the “buy in” and support for the plan by local tourism leaders, government agencies, and local residents. Finally, it will also depend upon future development that is market driven and environmentally supportable, economically viable, and culturally acceptable.

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References
 http://www.north-east-india.com/  http://www.toptourguide.com/seven-sisters-india.html  http://ignca.nic.in/craft002.htm  http://www.specialtytravel.com/  Principles of Marketing 13th edition by P. Kotler, Armstrong, Agnihotri, Haque

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