In recent years, Goa’s tourism scene has seen a worrying trend, with the State sliding down in the popularity rankings, particularly among international travellers.
When it comes to tourism, the State faces several challenges — from poor infrastructure to overtourism to being pocket-unfriendly.
However, there’s another factor that’s often overlooked — boredom — bored of the same old wine in the same old bottle, with no new packaging or exciting offerings to look forward to.
While the State has long been famous for its culture and miles and miles of beaches, it’s also slowly losing its appeal among many visitors, who are seeking out new experiences in other destinations across Asia, which comes as no surprise considering that Goa’s tourism business model has scarcely evolved over the decades.
Of late, countries like Malaysia, Macau and Vietnam have found a loyal following of repeat visitors, while Goa appears to be grappling for a share of the tourism pie.
So, what do these destinations have that Goa doesn’t?
Of late, countries like Malaysia, Macau and Vietnam have found a loyal following of repeat visitors, while Goa appears to be grappling for a share of the tourism pie.
It is likely far more than affordability or cleanliness. It's also about how those countries package and market themselves in the tourism market. Take Vietnam, for example. Hanoi, its capital, a virtually unknown destination around 40 years ago, has morphed into a popular tourist spot today. How?
What are these countries doing right? How are they packaging their natural beauty, culture and heritage in a way that makes tourists want to return time after time?
How are they marketing their offerings? What strategies do they use to create diverse, appealing experiences for the discerning traveller?
Southeast Asian countries, such as Vietnam, are proof that well-thought-out planning and implementation can transform a land into a happening destination.
Vietnam, like Goa, is home to UNESCO World Heritage Sites, in addition to a rich culture and beautiful landscapes. Yet, Vietnam’s tourism scene has been on the upswing, which is more than can be said about Goa.
At its core, tourism is a business, and if it is to survive, it should be treated as such. Goa’s USP — its natural beauty, culture, tranquillity — needs no introduction, but has to be better leveraged to not just attract tourists, but also to keep them returning multiple times.
Vietnam, like Goa, is home to UNESCO World Heritage Sites, in addition to a rich culture and beautiful landscapes. Yet, Vietnam’s tourism scene has been on the upswing, which is more than can be said about Goa.
Unfortunately, without evolving, the State's tourism industry runs the risk of stagnation and decline.
Like any business, Goa needs to consistently improve and make the most of its touristy offerings, pay attention to customer (read: tourist) feedback, and adapt to market demands without losing its essence and appeal.
And yes, that also means creating additional diverse experiences for tourists — whether high-end or budget travellers.
A careful study of successful global tourism business models would surely reveal interesting insights, which could well benefit Goa, leading to increased tourist footfalls in the State.
Government representatives as well as stakeholders from the local tourism industry could spend some time examining how top Asian destinations attract both high-spending as well as budget tourists.
This could involve conducting study trips to such locations, analysing what works for them, and replicating doable and practical strategies, here, in Goa.
Let’s face it, Goa needs to be marketed better — whether it’s adventure tourism or wellness retreats or even the same beaches.
If countries like Vietnam can transform their tourism landscape and economy, why can’t Goa? By examining successful business models and tweaking them to suit the State, Goa could well be on its way to reclaiming its status as a top global destination once again.