Poor marketing bogs down tourism ventures

March 30, 2015 12:00 am | Updated 07:39 am IST - KOCHI

New campaigns are being launched to get more tourists interested in the hop-on-hop-off boats and water taxis launched last November. File photo

New campaigns are being launched to get more tourists interested in the hop-on-hop-off boats and water taxis launched last November. File photo

Hop-on-hop-off boats and water taxis launched in the Kochi backwaters in November 2014 by Kerala Tourism Infrastructure Limited (KTIL) are hoping for better days as a campaign is on the anvil to step up marketing.

This follows inadequate patronage for the six modern, air conditioned vessels (three each), which were built at a total cost of Rs 2.83 crore under State government’s Mission 676 programme. The daily fare for hop-on boats is Rs 350 per head, while water taxis are used to operate tour packages.

The agency’s MD Anilkumar S. said that apart from backwater cruises, they were being relied on for making television documentaries about Muziris, an ancient port located near Kodungaloor). “A promotional campaign will be held with the help of tour operators and hoteliers, in the days after Easter. Guests can also avail the online booking option,” he said.

A programme has been charted out to step up marketing of the vessels, for which concurrence of departments concerned is expected. A special package will be rolled out for Kochi-Kumarakom trips on water taxis. Trips to Alappuzha would be chalked out based on demand.

Paucity of trained drivers is another issue since they are to be certified by Mercantile Marine Department and also have to conform to Kerala Inland Vessel Rules.

DTPC interested

In the meantime, Ernakulam District Tourism Promotion Council (DTPC) has shot off a letter to KTIL citing the council’s interest in operating the vessel from its boat terminal near Kerala High Court. “The vessels can be promoted through our visitor facilitation centre, which provides information to tourists. Such vessels operated by government agencies can prevent fleecing by private boat operators who have set up unsafe, ramshackle wooden ‘jetties’ all along Marine Drive waterfront,” a senior council official said.

0 / 0
Sign in to unlock member-only benefits!
  • Access 10 free stories every month
  • Save stories to read later
  • Access to comment on every story
  • Sign-up/manage your newsletter subscriptions with a single click
  • Get notified by email for early access to discounts & offers on our products
Sign in

Comments

Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.

We have migrated to a new commenting platform. If you are already a registered user of The Hindu and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.