PANAJI
From electronic music festivals and culinary trails to heritage celebrations, art fairs, comedy nights and affordable coastal escapes, India's competing tourism destinations are pulling out all the stops to make the year-end season an experience in itself.
While Goa is promoting its established attractions, the upcoming International Film Festival of India (IFFI) and a calendar of events to draw year-end visitors, other States are stepping up their own tourism campaigns, offering a competing mix of music festivals, food trails, cultural celebrations and more affordable coastal escapes.
The difference lies in the pitch, with Delhi, Mumbai, Bengaluru and Kerala among other major destinations not merely filling their event schedule but packaging music, food, culture, entertainment and local traditions into reasons to visit at a particular time of the year. Some coastal destinations are going a step further, positioning themselves as quieter, less expensive alternatives to Goa, with cleaner beaches, reasonably priced stays and affordable two-wheeler rentals.
Delhi and Gurgaon are turning up the volume with international electronic music acts, major concert tours and nightlife events, while giving equal prominence to shopping, art and culture.
Through an extensive social media push, the cities are also promoting a packed lineup of events, including the International Trade Fair, Grand Handloom Fair, and Art and Food Festival.
The Qutub Festival of Classical Music and Korea Culture Day -- tapping into the growing nationwide fascination with K-dramas and beauty standards, while stand-up comedy and live entertainment will keep the nightlife buzzing.
Bengaluru, meanwhile, is playing to a different tune, blending technology, creativity and culture. Gaming and creative festivals, literature festivals, music performances, architecture exhibitions, workshops, children's programs and comedy shows ensure that the city offers more than its usual urban attractions.
Mumbai and its satellite cities are equally unwilling to let the season pass without a spectacle. International electronic music and contemporary art festivals, jazz performances and live music concerts share the calendar with the Great Indian Feast Trail. Comic conventions and design exhibitions will be adding another layer to the city's already crowded entertainment landscape.
“Travellers today are increasingly looking for more than sightseeing. They want to experience a city through its food, music, festivals and local culture. Events give them a reason to plan a trip around a particular weekend rather than wait for the holiday season. Goa does have ample events but its publicity is restricted to only a handful,” a senior representative of the travel and tourism industry, told The Goan.
Kerala, on the other hand, is banking on what it has always possessed in abundance – living traditions. The State is turning its religious, cultural and sporting programs including the boat races, into a tourism attraction.
The battle for visitors does not end at concert venues and festival grounds. Karnataka Tourism is also pitching its coastal belt, including destinations bordering Goa, as a more relaxed and affordable alternative. Beaches, water sports, island excursions, local cuisine and cultural experiences form the centrepiece of its campaign.
Lakshadweep, meanwhile, is selling the allure of white-sand beaches, clear lagoons and coral reefs to travellers seeking a quieter island holiday. All this, viral on social media, has been giving a tough challenge to Goa.
“Goa remains a favourite, but travellers are increasingly exploring destinations where they can enjoy a holiday without burning a hole in their pockets. Quieter beaches, affordable accommodation and local experiences can be equally appealing,” another industry stakeholder said, adding, “while accommodation tariffs dipped during off-season till Ganesh Chaturthi, they have shot up several times over during this peak season. Coupled with high taxi fares, shopping and other holiday expenses, this could make visitors reconsider Goa in favour of more affordable destinations.”
