heritage tourism

Industry overview

increasing fta's

• FTA's increased at a CAGR of 7.1 percent from 2005-2015E
• Over 7.75 million foreign tourists are expected in 2015. This figure is expected to increase to 15.3 million by 2025.

Foreign tourist arrivals in India

Rising contribution to gdp

• Tourism is the 3rd largest forex earner for the country
• It accounts for 7.5 percent of the GDP

Direct contribution to GDP

Domestic driving growth

Share of tourists by expenditure (2014)

Expected share of tourists by expenditure (2024)

Leisure & Business Up

Segment wise revenue share (2014)

Expected segment wise revenue share (2024)

Positive Trends

• Rising per capita income is driving domestic tourism market
• Rising young population, coupled with changing lifestyles, is leading to greater expenditure on leisure services
• Domestic expenditure on tourism has grown significantly, and is expected to reach US$332.4 billion by 2025

GOI initiatives

• National Tourism Policy 2015
• Tourism projects
• Hospitality Tourism & Promotion Board to monitor & facilitate hotel project clearances/approvals
• Tax incentive
• E-tourist visa & Visa on arrival

Growth in Visa on Arrival

Opportunity Analysis

existing options

• OTA's
• Offline
• Other initiatives

OTA's

• Large - 'Jack of all'
• Niche, lack balance

Offline

• Large players, interested only in 'easy' sell products
• Medium to small players lack the network

other initiatives

• GOI initiatives are too broadbased
• Independent initiatives are expensive and thus poor ROI

Mapping

Our model

Heritage is the culture of a particular society, such as traditions, languages or buildings, that were created in the past and still have historical importance

'Tangible + Intangible'

the landscape

• No dedicated platform for 'heritage'
• Good & interesting options in 'heritage' excluded from current options
• WoM is still prevalent
• B2B vs B2C

Provenance -> Ihha

why online?

• 402 million internet users by Dec'15, a 49 percent jump over last year
• Of this 306 million would be mobile internet users

Changing trends

• Changing customer behaviour & growth of book-it-yourself platforms prompting legacy offline players to go online - including mobile apps
• Today nearly 50 percent of air and hotel bookings are transacted online!

opportunities maximized

IHHA

• Lineage
• Inventory
• Access to history
• Authenticity

intach

• Credibility
• Validated content
• Unbiased

provenance

• Packaging
• Story-telling
• Leveraging conventional & digital platforms
• Connecting 'local community to consumer'

how are we different

• Customised & Curated, direct to consumer platform
• Clear focus vs. diluted
• Create events & circuits

how will it work?

• Reimbursement
• Subscription
• Commission
• Special projects

benefits

next steps

• Sign MoU (15-45 days)
• Collate/Create content (+30-45 days)
• Ready web/mobile platforms/collaterals (+60 days)
• Go to market

Q&A

Atanu Dutta
+91 98101 02895
adutta@provenance.in