Brand India gets its zing back

India is one of a few destinations where dealing with the odd uncertainty can bring untold rewards. Delegates may require visas and vaccinations,
or have to steel themselves for scenes of poverty, but in return they can be assured of some of the most culturally unrivalled experiences in the world.

Where else can you dine in splendour with maharajahs in decadent ancient palaces, spot tigers in a national park, or recline in a cushioned carriage while being pulled through some of the country’s most exciting and intriguing backdrops? Such unusual incentive options, combined with a decade-long economic boom that has transformed India’s cities into futuristic global hubs, has helped it draw a range of clients including BT, Rolls Royce, Deutsche Bank, L’Oréal and BMW.

But today, the country faces new challenges. Having finally convinced buyers of its unrivalled incentive and event potential, the global economic slowdown of 2008 hit India’s in-bound traffic hard. Just as authorities were dealing with that, the country suffered one of its worst terrorist attacks last November when two of Mumbai’s five-star hotels, the Taj Mahal Palace and the Trident-Oberoi, were among a series of venues that came under siege in an attack that killed 170. It was the first of its kind that seemed purposely directed towards Western visitors, which laid another element of uncertainty on to the perception of India as a C&I destination.

“India was poised for big things but has recently been the victim of rotten luck,” says P&MM Events and Communications sales director Susan Sexton. “Just as it had stated its case with conviction, the pound weakened, long-haul travel stopped and terrorism struck.” The statistics show the extent of the fallout. According to estimates from the India Tourism Office, in-bound visitors slumped by 5.6% in 2008.

Work in progress

India tourism assistant director MV Babu, concedes the country has had a difficult year, but is reluctant to cite the Mumbai attacks as the sole cause. “Terrorism is a fact of modern life and buyers are aware that what happened could have happened anywhere in the world,” he says. “The economic crisis has had a more far-reaching effect because it has lowered purchasing power in some of our strongest markets, including the UK.”

The government, he says, is addressing this. It has labelled 2009 as Visit India Year, finalising a series of packages that will allow delegates to taste some of the country’s ecological, rural, adventure and wellness offerings. “India has more than 100 destinations offering various experiences, not just the cities” says Mr Babu. To make this clear, the tourism ministry is currently investing in six areas, especially Agra, Varanasi, Gangtok, Bhubaneswar, Aurangabad and Hyderabad, so that delegates experience a more diverse flavour of the country than just its cities.

Black Tomato recently held a programme in Kerala for a group of recruitment consultants. “India is superb value at the moment and some of the boutique properties in quieter areas outside of the cities are exquisite, while less likely to be perceived as a potential threat,” says director Matt Smith.

Meanwhile a meeting in Delhi last month saw NTOs from all over the world gather to assess campaigns and finalise ways of promoting India in local markets.

Corporate concerns

Buyers believe that how India moves from here will be crucial in determining its future. Rather than just focusing on the areas of interest outside of the cities, India Tourism has to proactively address the concerns of UK corporates, many of whom are still wrestling with concerns over client indemnity insurance and the 2007 Corporate Manslaughter Act in the wake of swine flu. “After terrorist attacks, many convention bureaux tend to re-promote the destination without any change in the message or even to underline an assurance of security,” says Corporate Innovations managing director David Watt.