BANGALORE: Karnataka is making steady inroads into the minds of the global travel fraternity, according to a recent study on the Indian tourism industry. The state has seen stark increase in awareness and rankings among the target audience. While the India State Ranking Survey 2011 witnessed Karnataka’s largest rank increase, an HVS study to measure marketing effectiveness on internet puts Karnataka Tourism’s website in the 6th position in India.According to India State Ranking Survey 2011, Karnataka is now ranked 4th, from the 12th place it secured in 2009, as a tourist destination in India. The state’s fabulous growth as a brand and destination is being attributed to greater exposure in established and growing tourism markets across the world. In addition, it is inferred that the HVS Study which proved the tremendous online presence of the brand has also been responsible for its success.This study on effectiveness of marketing placed Karnataka in the 6th position, a drastic change of position compared to last year’s 13th position. “What makes this achievement even sweeter is the fact that we managed to achieve this amount of effective publicity with merely two short bursts of mass media communication”, said Viswanatha Reddy, IAS, Director, Department of Tourism, Karnataka. As a direct result of these bursts of communication, compared to just about 20000 site visits between April and August 2010, the period of September to March saw more than 5.5 lakh visitors to the Karnataka Tourism website. By creating awareness about the cultural heritage, natural resources and tradition of Karnataka, the state aims to open a whole new horizon for the international travelling community to reach out to, he added.
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