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West Bengal Government has launched Rs 90 lakh promotional campaign to attract foreign tourists in the State. The initiative is particularly aimed at boosting tourism during the forthcoming Durga Puja festival.
According to Vikram Sen, Principal Secretary, State Tourism Department, BBC Worldwide has started airing a 30-second advertisement and a 15-minute documentary on the State from this month onwards.
The promotional will be aired six to seven times a day (including prime, breakfast time) in Western Europe, South Asia, West Asia and Asia-Pacific for three months ending in September.
“We expect the campaign to boost tourism in the State during the ensuing Durga Puja and other seasons,” Sen told Business Line.
According to him, apart from promoting Durga Puja, the campaign will also showcase the life, culture and tourism destinations in the State. The world’s largest mangrove forest in the Sunderbans and the Darjeeling hill station are portrayed as main tourist draws.
Zubin Songadwala, General Manager, ITC Sonar, and Co-Chairman, CII Tourism Sub-committee, Eastern Region, feels the initiative will help the State “reach directly to the sources market” instead of promoting tourism through tour operators.
“I think it is an extremely proactive step in creating awareness about the state,” Songadwala said.
ayan.pramanik@thehindu.co.in
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