The Government of Gujarat, after roping Amitabh Bachchan as the brand ambassador for the state and promoting the same through a massive advertising campaign has seen a huge jump in the arrival of tourists in Gujarat, which has gone up by 50 lakhs within two years. At the 47th Annual Convention of Federation of Hotel & Restaurant Associations of
India (FHRAI) held in Goa Vipul Mitra, Principal Secretary Tourism, Government of Gujarat, said, “Gujarat witnessed 1.75 crore tourists two years ago and now it has gone up to 2.23 crore. Gujarat is probably the only state which spends a high amount on promotion of tourism, about Rs 100 crore. The promotional campaign, with Bachchan, has made a difference.”
He added that they adopted the direct approach instead of running indirect or subtle campaigns and hence, when Bachchan said ‘Come, visit Dwarka!’ and it worked. The government has already spent about Rs 60 crore on promotions of Dwarka.
Reacting to the industry demands from FHRAI on relaxation on taxation and other issues, he said that the government should promote tourism which is what the government of Gujarat is doing. Gujarat is expected to add 65,000 hotel rooms from the current number of 45,000 within the next three years and about 1,00,000 rooms by the next five years.