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Objective
To strategize and bring across Bhutan’s unique product offerings; increase brand visibility and awareness thereby bringing across an aspirational value in the Indian Market and establishing India as the top source market for Department of Tourism, Bhutan
Challenges
Delayed Market Opportunities: Bhutan faced challenges due to delayed market opportunities, especially post-COVID, as it was the last country to open up to the world. This delay impacted the timing and effectiveness of marketing initiatives compared to other destinations
Limited Connectivity and Airfare Concerns: Limited direct connectivity and high airline prices posed significant challenges in promoting Bhutan as a desirable destination for Indian travellers. The suspension of the SAARC fare further hindered access from key Indian cities
Strategy & Actionable
B2B and Influencer Segment Visibility: The strategy focused on enhancing visibility across B2B and influencer segments through strategic participation in industry events, travel trade engagements, and social media initiatives
Targeting Multiple Travel Segments: Comprehensive outreach initiatives targeted multiple tiers of the travel segment, including broad market activations at events like SATTE, OTM and exclusive engagements with premium travel partners
Influencer Activation and Social Media Engagement: Leveraging the power of social media, celebrity travel experiences, and influencer activations were highlighted organically across platforms like LinkedIn and Instagram to inspire and influence travel to Bhutan
ROI-driven Marketing Initiatives: Select campaigns with key partners such as Thomas Cook and MakeMyTrip were executed to facilitate visibility and drive substantial return on investment (ROI) through focused efforts and cost-effective strategies
Addressing Ease of Travel Challenges: Market challenges related to airline prices and connectivity were addressed through strategic advocacy efforts, resulting in the re-introduction of the SAARC fare by the Ministry of Aviation, thereby enhancing accessibility and attractiveness for Indian tourists
Key Results (Objective and Subjective)
Despite challenges related to connectivity and airfare concerns, Bhutan continued to thrive as a top destination for Indian tourists, with India remaining one of the largest source markets for Bhutan
Increased Market Outreach: Through a combination of offline and online initiatives, the Department of Tourism, Bhutan achieved significant market outreach, engaging approximately 6500+ stakeholders in the B2B segment
Celebrity and Influencer Engagement: Organic engagement with celebrities like Deepika Padukone, Shahid & Mira Kapoor, and others enhanced brand visibility and aspirational value among the target audience, contributing to increased interest in travelling to Bhutan
ROI-driven Campaign Success: Marketing campaigns with OTA’s like Thomas Cook and MakeMyTrip resulted in substantial increases in pre-campaign yield for Foreign Tourist Arrivals (FTA’s), demonstrating the effectiveness of ROI-driven marketing strategies
Positive Industry Response: Advocacy efforts led to the re-introduction of the SAARC fare, reducing airfare by almost 30% - 40%, thereby improving accessibility and reinforcing Bhutan's appeal as a preferred destination for Indian travellers
Through strategic planning, targeted marketing efforts, and effective advocacy, the Department of Tourism, Bhutan successfully positioned itself as an aspirational destination for Indian travellers, establishing India as a top source market and fostering sustained growth in tourism arrivals