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Chattisgarh tourism embarks on new marketing initiative

Chattisgarh Tourism Board (CTB) has initiated a major marketing blitz to promote its brand as a land of surprises, its USP being eco and…

Chattisgarh Tourism Board (CTB) has initiated a major marketing blitz to promote its brand as a land of surprises, its USP being eco and ethno tourism.

Being a new state, Chattisgarh is yet to find its niche.

So its initial tourism promotion strategy focuses on integrated development of a specific tourism area and a tourism circuit. The CTB is also documenting the lesser known or unknown aspects of Chattisgarh for suitable projection later, CTB officials say.

To promote its brand, CTB has also launched an all new logo and has even produced ad films. The all-new logo has the byline-full of surprises. Three short commercial films have been made to highlight these surprises, says Dr A Jayathilak, Managing Director, CTB.

Initially only three of the surprises figure in the brand building exercise – these include Chitrakote Waterfalls, the biggest in the country, Indira Sangeet Vishwavidyalaya, Asia`s only exclusive university of music and rare Bastar hill Mynah, he says.

The commercials will be shown on Discovery and National Geographic Channels. Also, these commercial films will be shown through overseas Tourism offices of the Indian government for brand building of Chattisgarh tourism, he says.

The whole marketing and communication strategy revolves around first creating awareness about the state rather than driving tourist traffic.The new state of Chattisgarh, earlier a part of the undivided Madhya Pradesh, did not find a place in the product development or promotion, says Jayathilak.

However, the government now is capitalising on its `new state advantage` effect, and has taken a conscious decision to put the thrust on eco and ethno tourism, officials say.

The state is endowed with a rich heritage and attractive natural diversity. It has a breathtaking landscape and an assortment of wildlife and rare animal species. The untapped potential of Chattisgarh is so vast that it can easily beat other major tourist attractions.

Jayathilak says we will be focussing on eco and ethno tourism and facilitate private sector initiatives, while promoting a scientific approach to planning, management and development of sustainable tourism.

To promote eco tourism, the state will focus on wildlife areas. Camping and trekking facilities would be a few of the prime attraction facilities.

Tourism officials say as per a plan to develop circuits, Bastar has been identified and a museum will be established there. It will focus on tribal handlooms and handicrafts.

However, they say the prime focus of CTB would be to create awareness about the location and existence of Chattisgarh.

The thrust is also on promoting mass domestic tourism rather than concentrating on 5-star tourism, says Dr K K Chakravorty, additional chief secretary, state tourism.

CTB, meanwhile is conducting special tourism surveys, distributing publicity material and participating in national and international tourism fairs to promote its brand.

State government officials say tourist infrastructure is being developed in a big way. All major tourist destinations are being linked with a road network at the cost of Rs 1050 crore. State-of-the-art convention centres, hotels, amusement parks, malls, multiplexes and golf courses will also be developed to woo business travellers visiting Chattisgarh. (PTI)

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Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.