Calling India over

Niche destinations such as Turkey and Monaco are targeting high-end Indian travellers as well as Bollywood

With the success of Swit­zerland in at­tracting high spe­nding In­dian to­urists, more to­urism authorities worldwide are trying to market their countries attractions in India to attract a discerning audience.

While India has had promotions from UK and Australia tourism that have succeeded in attracting large numbers of tourists from the world’s second most populous country, now niche destinations such as Turkey and Monaco are targeting high-end Indian travellers. These niche destinations are offering to stage grand Indian weddings and relying on the familiar mix of getting Bollywood films shot in their countries to enhance the appeal of these destinations.

Turkey, for instance, is banking on Bollywood films such as John Abraham and Deepika Padukone starrer Race 2 and the Salman Khan blockbuster Ek Tha Tiger, both of which were shot partially in Turkey to pique the interest of the high end Indian traveller.

“We are in touch with the Bollywood sector leaders such as big production houses and we want to go about targeting shooting of Indian films in Turkey in a more systematic manner. We are encouraged by the opinion of the actors who have been there and find it the most beautiful country,” Ceylan Ozen Erisen consul general of Turkey told Financial Chronicle.

Turkish Hoteliers recently mounted a multi-city tour of India to try and attract high-end weddings to be hosted in their country.

Iqbal Mulla, president of the Travel Agents Association of India, said, “Turkey has a lot of culture and is an amazing place. Hotel rates there too are economical.” Similarly, the niche destination of Monaco is targeting high-end Indian travellers by spending almost 30 per cent of the budget it has earmarked for the BRIC countries here. “We expect Indian tourist arrivals to grow by 25 per cent in 2012,” Patrick Medecin, ambassador of Monaco to India said in a press statement recently.

Like Turkey, Monaco too is flaunting its Mediterranean natural beauty and developed infrastructure to attract Indian tourists to the world’s second smallest country.


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