HIRING OGILVY & MATHER FOR PUBLICITY DRIVE
By bappaditya paul
THE NUMBER OF FOREIGN TOURISTS visiting West Bengal is expected to touch 28 lakh (2.8 million) in the current fiscal year ending March 2016, state tourism minister Bratya Basu told the West Bengal Assembly last week.
This is notwithstanding the alleged gang-rape of a Japanese tourist at Digha and other places in the state by a group of touts-turned-guides in November 2014, which many feared would deter foreigners from visiting Bengal.
According to Mr Basu, 5.04 crore (50.04 million) tourists visited Bengal in 2014 as compared to 2.67 crore (20.67 million) in 2013. Apart from the overall growth, the number of foreign tourists also rose to 14 lakh (1.4 million) from 12.45 lakh (1.245 million) in 2013, registering a growth of 12.44 per cent.
“Our estimate is that the overall number of tourists, as well as the number of foreign tourists, will get doubled this fiscal year (2015-2016),” the minister said. “This has been possible because of the high budget allocation in the past four years that led to improvement in tourism infrastructure in the state. The focus now is on medical, film and religious tourism.”
To keep up with the growth pace, Bengal government will soon embark on a publicity drive emulating the Vibrant Gujarat campaign and the famed private advertising agency Ogilvy and Mather was being hired for this, he said.
In fact, of the Rs 317 crore (3,170 million) budget approved by the state legislature for tourism department this fiscal year, 70 crore (700 million) has alone been earmarked for publicity and promotion.
In 2011-12 the budget allocation for tourism was Rs 44 crore (440 million), in 2012-13 Rs 90 crore (900 million), in 2013-14 Rs 120 crore (1,200 million) and in 2014-15 it was Rs 223 crore (2,230 million).