‘Tour operators need to reinvent biz models in order to survive’

Jaipur: Over 10 crore tourists visited Rajasthan in 2022 compared to nearly 5 crore in 2019, but there are some segments like tour operators that still struggle to survive. Industry representatives said many small tour operators have perished for good.
Speaking at an event of Association of Domestic Tour Operators of India (ADTOI), Rajiv Arora, chairman of Rajasthan Small Industries Corporation and Rajasthan Exports Promotion Council, said, “Rajasthan tourism did well to bounce back sharply, but the pandemic has raised questions for some segments of the sector.” Arora said the tour operators need to reinvent their business models in this age of technology and information to survive and be relevant. “They have to innovate their way out. There will be few takers for the traditional offerings as there is a vast amount of information already on the internet for the travellers to curate their itinerary.”
Echoing similar sentiments, chairman ADTOI-Rajasthan, Syed Wali Khaled said, “Domestic tourism has brought in the much-needed respite. Yet, tourism service providers couldn’t benefit much from the surge as they were equipped to meet the market’s demands. Many small tour operators have folded their offices for good.”
Khaled said that selling tickets and hotels are passé and so is the case for traditional tourist circuits. He added, “Tour operators now need to curate theme-based itineraries and use digital platforms. Similarly, they must identify groups like retirees and others. Everybody knows about the golden triangle. People do not need a tour operator unless they get some unique personal experiences.”
The demand for experiential tourism is growing but it needs a personal touch. Mahavir Sharma, vice-president of REPC said, “ These days, price is not the barrier. What travellers need is exclusivity and experience.” tnn