Description
SWOT ANALYSIS OF GUJARAT TOURISM
Gujarat Tourism
Parent Company
Tourism Ministry of Gujarat
Category
Branding Campaigns
Sector
Tourism and Hospitality
Tagline/ Slogan
Khushboo Gujarat Ki
The first ever comprehensive attempt to brand Gujarat as a tourist USP destination
STP
Segment
Domestic and International tourists
Target Group
Tourists from neighbouring Indian states and from abroad
The campaign presents Gujarat as offering a variety of attractions for Positioning tourists
SWOT Analysis
1. The campaign has a very strong brand ambassador in the form of Mr. Amitabh Bachchan 2. The campaign has been a great success in terms of its visibility on various media 3. The campaign manages to create a good visual impact Strength 4. The campaign effectively showcases the diversity in Gujarat
1. Gujarat is not traditionally known as a tourist destination, hence the branding is challenging 2. The campaign has been a late starter in the much popular digital Weakness space
1. Gujarat is quite an unexplored state, which the campaign can take advantage of 2. Domestic tourism has bloomed in India over the recent years 3. The campaign can increase its reach by effectively using the social Opportunity media space
1. There are many competing campaigns from other Indian states like Kerala, Madhya Pradesh, Maharashtra etc. Threats 2. The emergence of the neighbouring South-East Asian countries as popular tourist destinations can hamper domestic tourism.
3. Every campaign has a shelf life and so does this one.
Competition
1. Kerala Tourism 2. Maharashtra Tourism Competitors 3. Madhya Pradesh Tourism
doc_395826905.docx
SWOT ANALYSIS OF GUJARAT TOURISM
Gujarat Tourism
Parent Company
Tourism Ministry of Gujarat
Category
Branding Campaigns
Sector
Tourism and Hospitality
Tagline/ Slogan
Khushboo Gujarat Ki
The first ever comprehensive attempt to brand Gujarat as a tourist USP destination
STP
Segment
Domestic and International tourists
Target Group
Tourists from neighbouring Indian states and from abroad
The campaign presents Gujarat as offering a variety of attractions for Positioning tourists
SWOT Analysis
1. The campaign has a very strong brand ambassador in the form of Mr. Amitabh Bachchan 2. The campaign has been a great success in terms of its visibility on various media 3. The campaign manages to create a good visual impact Strength 4. The campaign effectively showcases the diversity in Gujarat
1. Gujarat is not traditionally known as a tourist destination, hence the branding is challenging 2. The campaign has been a late starter in the much popular digital Weakness space
1. Gujarat is quite an unexplored state, which the campaign can take advantage of 2. Domestic tourism has bloomed in India over the recent years 3. The campaign can increase its reach by effectively using the social Opportunity media space
1. There are many competing campaigns from other Indian states like Kerala, Madhya Pradesh, Maharashtra etc. Threats 2. The emergence of the neighbouring South-East Asian countries as popular tourist destinations can hamper domestic tourism.
3. Every campaign has a shelf life and so does this one.
Competition
1. Kerala Tourism 2. Maharashtra Tourism Competitors 3. Madhya Pradesh Tourism
doc_395826905.docx