PANAJI
Against the backdrop of criticism over official foreign tours yielding few tourists, the Empowered Committee on Marketing and Public Relations has called for an overhaul of Goa’s roadshows and trade shows, both domestic and international, to align with measurable outcomes and performance benchmarks.
The decision was taken during a detailed review of the state's marketing and public relations efforts, chaired by Tourism Minister Roham Khaunte.
“Goa’s tourism roadmap must be strategic, performance-driven, and future-ready. With targeted investments in connectivity, smarter marketing, and year-round engagement, we are positioning Goa not just as a seasonal getaway but as a global destination with diversified tourism experiences and sustained economic impact,” the minister said.
High-potential tourism verticals such as MICE (Meetings, Incentives, Conferences, and Exhibitions) and Destination Weddings featured prominently in the discussion.
“The need to restructure and streamline roadshows and trade shows”both domestic and international”was emphasized during the meeting. It will enhance the return on investment. It was also unanimously agreed that all such engagements must be aligned with clear performance benchmarks and measurable outcomes, ensuring optimal utilization of public resources,” reads a statement issued by the Tourism Department.
It further stated that the state aims to tap into the growing business travel segment while simultaneously enhancing its positioning as a premier wedding destination, leveraging its scenic beaches, heritage venues, and robust hospitality infrastructure.
Post-audit evaluations of previous trade and roadshows were also presented by the agencies involved. These reviews highlighted both successes and shortcomings, offering key learnings that will inform future strategies.
The Committee further reviewed the proposed airline incentive scheme, first introduced in the Goa Legislative Assembly. The scheme advocates a performance-linked model based on passenger headcount to encourage connectivity from emerging international markets while ensuring responsible expenditure.
In response to shifting geo-economic dynamics and evolving travel trends within India, special emphasis was placed on targeting emerging markets. The Committee underscored the need for smarter, data-driven engagement that reflects the changing profile of both domestic and international travellers.
Looking ahead, the Committee unveiled “Vision 365”, a strategic roadmap for continuous global market engagement. This initiative aims to maintain Goa’s visibility across seasons through KPI-driven marketing, consistent outreach to trade partners and sustained consumer engagement in high-potential regions.
