Tamil Nadu to leverage its Tourism Strengths to achieve more footfalls

According to the India Tourism Statistics 2022 report, Tamil Nadu ranked first in domestic tourist arrivals in 2021 and also reflected good numbers in international arrivals, albeit, there was a slump in inbound travel. With a great mix of ancient civilization, heritage, rich history and culture, grand temples, colorful festivals, vibrant art forms, urban disposition, and natural beauty, Tamil Nadu has carved a unique position for itself as one of India's most-visited destinations. The Tamil Nadu Tourism Development Corporation (TTDC) is optimistic about more tourist footfalls into the state as they are giving impetus to many tourism initiatives and laying special focus on improving infrastructures and amenities. In this exclusive interview with TTJ, Sandeep Nanduri, IAS, Director of Tourism and Managing Director, TTDC, shares how they are promoting Tamil Nadu in the domestic and international arena and the initiatives taken to strengthen the state to become a much more fascinating travel destination than it is.

- Prashant Nayak

What kind of domestic and international footfalls has Wannad your State been able to take advantage of the potential of trends like revenge travel and staycations?

Tamil Naduhasexperienced significant domesticand international footfalls in 2022, demonstrating the state's appeal as a tourist destination. The emergence of new trends like 'revenge travel' and 'staycations' has been leveraged effectively, alongside the rise in domestic tourism. To revive the travel industry and meet the evolving consumer behaviour, the Department of Tourism has redesigned the official website to enhance user-friendliness and responsiveness. The department has also actively promoted its offerings on social media platforms through influencer marketing campaigns like Discover Tamil Nadu, staying ahead of the trend curve and creating awareness.

In 2021, Tamil Nadu contributed 17.02 percent to India's domestic tourism, attracting over 115 million visitors and its maintaining top position in domestic tourism for six out of the past seven years. Despite the challenges posed by the pandemic, domestic tourism in Tamil Nadu has shown a steady recovery, with visitor numbers reaching around 45 percent of prepandemic levels in 2022.

In terms of international tourism, Tamil Nadu ranked second in Foreign Tourist Visits in 2021, with 1.23 million foreign visitors. The state's UNESCO World Heritage Sites, particularly the Group of Monuments at Mamallapuram, were popular among foreign tourists.

The Department of Tourism has focused on segmenting the target audience on digital platforms and organising engaging activities like WoW Tamil Nadu and MyTNMyHeritage. Additionally, the state has been proactive in uncovering hidden attractions and launching diverse tour packages to promote tourism.

What are the new experiences and initiatives your state tourism in the state?