Tourism dept to review foreign roadshows & trips

Panaji: The tourism department’s empowered committee met on Thursday, calling for a rethink on the department’s participation in roadshows and expos, particularly in foreign countries. The department agreed to “restructure and streamline” roadshows and trade shows — both domestic and international — based on a cost-benefit analysis.
Concerns about the expenditure on roadshows were raised by tourism stakeholders, who said that international trade shows did little to boost international inbound numbers.
“It was agreed that all such engagements must be aligned with clear performance benchmarks and measurable outcomes, ensuring optimal utilisation of public resources,” said the department in a statement.
The empowered committee conducted a thorough review of ongoing and planned marketing initiatives, placing emphasis on maximising impact, ensuring efficiency, and fostering year-round engagement across diverse tourism segments. “By doing so, we’re building a resilient tourism ecosystem,” said president of the Travel and Tourism Association of Goa, Jack Sukhija.
A post-audit review by marketing agencies responsible for executing previous roadshows and trade shows was presented to the empowered committee. These evaluations helped identify outcomes, challenges, and key learnings, said an official.
“Last year’s focused international outreach and participation in key global travel fairs have begun to yield measurable results. We’re already witnessing a notable uptick in charter flight operations for this season,” said COO of Travel Corporation of India, Ernest Dias.
Talks focused on MICE and destination weddings, two areas with high potential. “With targeted investments in connectivity and smarter marketing, we are positioning Goa as a global destination,” said tourism minister Rohan Khaunte.
The committee also discussed a scheme designed to strengthen scheduled and chartered air connectivity through a performance-linked incentive based on actual passenger numbers. “Our discussions are timely and essential for penetrating emerging markets, expanding destinations, and diversifying inbound traffic,” said Goa International Airport director, George Varughese.