PANAJI: The state tourism department will float a tender to appoint a public relations (PR) agency that will be tasked with promoting its activities and lending assistance when the department participates in any international trade fair.
A tourism official said the agency will be required to prepare an estimate of possible returns from participation in the event. It will also help the department avoid a trade fair where its chances of making any gains are nil or inadequate.
The tourism department does not presently have an agency on board. Although a tender was floated more than two times over the past year, the tendering process itself was not completed.
In the absence of an agency or any other help to gauge possible gains of attending any international event, the official said the department is unable to assess possible outcomes in terms of boosting the image of the destination or expected rise in footfalls. “We participate in events without knowing if it (the event) will really help us,” he said.
Goa Tourism has faced criticism several times in the past over its participation in international travel marts without weighing possible gains and losses. Events were allegedly picked on the whims and fancies of some, and only certain people routinely attended those events. This went on for years despite growing demands that an audit be conducted.
The new PR appointee, the official said, will also help the department prepare for participation in trade fairs. It will need to prepare content for the event as well as arrange meetings with buyers or relevant participants.
Unlike earlier, Goa Tourism will not be able to simply pick and choose events as its funds for marketing have been crunched. Its annual budget for marketing and promotional activities is Rs 40 crore.
Since March, however, the department hasn’t participated in any international fair, not even a virtual event. The official said it refrained from participating in virtual trade meets for certain reasons.
“We feel virtual trade fairs are only an interim arrangement till the Covid-19 pandemic ends. We are also not sure whether there will be any gains from participating in a virtual event. It may be just a waste of money,” he said.