Dinesh
MARKETING AND PROMOTION PLAN UNDER SOUTH ASIA TOURISM INFRASTRUCTURE DEVELOPMENT PROJECT
1. Introduction
Sikkim is one of the smallest states in India; most of the state’s activities are centered in the capital city, Gangtok. Rising 300m above the Indian plains, Sikkim borders the edge of the Tibetan plateau (Autonomous Region of China) on its North & East, Nepal on its West and districts of Darjeeling & Bhutan on the South. It is historically a Buddhist kingdom and is home to more than 200 monasteries.
Sikkim is legendary for its peaceful nature & simplicity and for Kanchendzonga, the highest peak at 8586m in the state. Sikkim is described as “the only handsome brother among the seven pretty sisters”, with reference to the North East in the leaflets circulated by Govt. of India tourist offices under Ministry of Tourism. The State is trekker’s paradise and its mighty rivers provide some of the world’s wildest spots for white water rafting. Its trekking trails lead to hidden lakes & ancient monasteries.
Travel & Tourism in Sikkim gained popularity during the last decade with increasing number of tourists visiting this hilly region for its natural beauty and adventure. 2. Marketing & Branding Sikkim as Popular Tourism Destination
Due to some natural calamities in the past, the marketing & promotion activities of Sikkim Tourism had been at a low scale since 2010. As a result, with all the merits of being a perfect holiday destination, Sikkim has not been able to attract large number of tourists, particularly with respect to the high-end tourists.
It is thus important to promote Sikkim taking into account its vast cultural heritage, natural diversity, religious significance and adventure opportunities. The image building of State should be such that it attracts high end tourists with higher spending capacity. The destinations of Sikkim that are lesser known to the general tourists need to be highlighted.
Therefore, it is
1. Introduction
Sikkim is one of the smallest states in India; most of the state’s activities are centered in the capital city, Gangtok. Rising 300m above the Indian plains, Sikkim borders the edge of the Tibetan plateau (Autonomous Region of China) on its North & East, Nepal on its West and districts of Darjeeling & Bhutan on the South. It is historically a Buddhist kingdom and is home to more than 200 monasteries.
Sikkim is legendary for its peaceful nature & simplicity and for Kanchendzonga, the highest peak at 8586m in the state. Sikkim is described as “the only handsome brother among the seven pretty sisters”, with reference to the North East in the leaflets circulated by Govt. of India tourist offices under Ministry of Tourism. The State is trekker’s paradise and its mighty rivers provide some of the world’s wildest spots for white water rafting. Its trekking trails lead to hidden lakes & ancient monasteries.
Travel & Tourism in Sikkim gained popularity during the last decade with increasing number of tourists visiting this hilly region for its natural beauty and adventure. 2. Marketing & Branding Sikkim as Popular Tourism Destination
Due to some natural calamities in the past, the marketing & promotion activities of Sikkim Tourism had been at a low scale since 2010. As a result, with all the merits of being a perfect holiday destination, Sikkim has not been able to attract large number of tourists, particularly with respect to the high-end tourists.
It is thus important to promote Sikkim taking into account its vast cultural heritage, natural diversity, religious significance and adventure opportunities. The image building of State should be such that it attracts high end tourists with higher spending capacity. The destinations of Sikkim that are lesser known to the general tourists need to be highlighted.
Therefore, it is