The state tourism department will float a tender to appoint a public relations (PR) agency that will have to undertake promotional activities and lending assistance when the department participates in any international trade fairs.
A tourism official stated that the agency will be required to prepare an estimate of possible returns from participation in the event. It will also help the department avoid a trade fair where its chances of making any profits are nil or inadequate.
Currently, the tourism department does not have a PR agency on board, though a tender was floated more than twice last year, the tendering process itself was not complete.
In the absence of an agency or any other help to gauge possible gains attending any international event, the official said the department is unable to assess possible outcomes in terms of boosting the image of the destination or expected rise in footfalls.
Goa Tourism has faced criticism several times in the past over its participation in international travel marts without weighing possible gains and losses. Events were allegedly picked on the whims and fancies of some, and only certain people routinely attended those events. This continued for years despite growing demand for an audit to be conducted.
The official further stated that the new PR appointee will also help the department prepare for participation in trade fairs. It will need to prepare content for the event as well as arrange meetings with buyers or relevant participants.
Unlike earlier, Goa Tourism will not be able to simply pick and choose events as its funds for marketing have been crunched and its annual marketing budget and promotional activities in Rs. 40 crore.
Since March this year, the department hasn’t participated in any international fair not even a virtual event. The official said it refrained from participating in virtual trade meets for certain reasons.
The official also stated that virtual fairs were only an interim arrangement till the Covid-19 pandemic comes to an end, and they weren’t sure whether there will be any gains from participating in a virtual event and could be just a waste of money.
