Panaji: The Department of Tourism, Government of Goa, held its 21st Empowered Committee Meeting on Marketing and Public Relations under the chairmanship of Minister for Tourism, Shri Rohan A. Khaunte. The high-level meeting brought together key stakeholders including Secretary Tourism Shri Sanjeev Ahuja, IAS, Director of Tourism Shri Kedar Naik, GTDC Managing Director Shri Kuldeep Arolkar, TTAG President Shri Jack Sukhija, COO of Travel Corporation of India Shri Ernest Dias, Bigfoot Museum Founder Shri Maendra Alvares, GTB Board Member Mr. Mark Mendes, representatives from Mopa Airport, and other tourism industry leaders.
The committee conducted a comprehensive review of ongoing and proposed marketing initiatives, with a sharp focus on maximizing impact, efficiency, and year-round engagement across diverse tourism verticals.
A key highlight of the meeting was the strategic realignment of roadshows and trade shows—both domestic and international. It was unanimously agreed that all such promotional activities must be restructured with clear performance metrics and measurable outcomes to ensure accountability and optimal use of public funds.
The discussions also spotlighted two emerging tourism segments: MICE (Meetings, Incentives, Conferences, and Exhibitions) and Destination Weddings. With its scenic coastlines, heritage architecture, and robust hospitality infrastructure, Goa aims to position itself as a premier destination for both business and celebration travel.
In a move toward greater transparency, agencies that executed previous campaigns presented post-event audit reports. These reviews offered valuable insights, helping identify successes, challenges, and key lessons to inform future strategies.
Another significant agenda item was the proposed Airline Incentive Scheme, which was earlier introduced in the Goa Legislative Assembly. The scheme seeks to boost scheduled and charter connectivity from new international markets through a performance-linked disbursement model based on passenger volumes—ensuring targeted and responsible investments that drive inbound tourism.
The committee also addressed the importance of tapping into emerging source markets, especially considering evolving geopolitical and domestic travel trends across India. This included discussions on how global dynamics and changing traveler behaviors should influence Goa’s market engagement strategy.
As part of its long-term vision, the Department unveiled “Vision 365”, a comprehensive roadmap for sustained global marketing efforts. The initiative aims to maintain a consistent communication cycle across peak and off-peak seasons, supported by KPI-driven strategies targeting high-potential international markets. The goal: to transform Goa from a seasonal getaway into a globally recognized, year-round destination.
Speaking at the meeting, Minister Shri Rohan A. Khaunte stated,
“Goa’s tourism roadmap must be strategic, performance-driven, and future-ready. Through smarter marketing, enhanced connectivity, and sustained engagement, we aim to reposition Goa as a diverse, world-class destination with year-round appeal and strong economic impact.”
TTAG President Shri Jack Sukhija added,
“The meeting reaffirmed the need for results-oriented planning in tourism marketing. With a focus on measurable outcomes, stakeholder synergy, and smart incentivisation, we are building a more resilient and responsive tourism ecosystem.”
Shri Ernest Dias, COO of Travel Corporation of India, remarked,
“Our targeted international outreach and participation in major global travel fairs have already shown promising results. We’ve seen a rise in charter operations, signaling growing confidence among international partners. With continued strategic engagement, Goa’s position as a leading leisure destination will only grow stronger.”
Goa International Airport (Dabolim) Director Shri George Varughese noted,
“Our discussions on the airline incentive scheme are both timely and essential. As Goa’s global visibility rises, infrastructure readiness and diversified connectivity will be critical to unlocking our full tourism potential.”
The Department of Tourism concluded by reaffirming its commitment to evidence-based planning, stakeholder-driven execution, and smart investments—anchoring Goa’s place as a leading destination on the global tourism map.
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