The moments that matter
The traveller today seeks a journey and not just a destination. Connecting with the story of a place takes precedence over just tick a location on a bucket list. Travel becomes a way of discovering new cultural and natural landscapes, understanding the unfamiliar ways of life and even as a means of self-discovery. This contemporary thinking is fuelling the travel and tourism sector all over the world. With a promise of a surprise at every corner, Odisha seems best poised to emerge as one of the most intriguing tourist destinations on the planet.
Located on the eastern coast of India, Odisha is a treasure trove of rich culture, thriving industry, stunning sights and incredible architecture. Through massive infrastructure upgrade and promotion of longer itineraries such as spiritual walks, temple tours and beach festivals, the state is committed to building Puri as a World Heritage City. Special focus on maintenance of Buddhist sites and community participation in ecotourism have opened up multiple avenues for tourism in Odisha. Major sporting events such as the Commonwealth Table Tennis Championship 2019, Men’s Hockey World Cup 2018 and Asian Athletics Championship 2017 have established the state as a venue for sporting extravaganza.
“The state always had the potential to be recognised as a globally preferred destination for an eclectic mix of traveller,” says Vishal Kumar Dev, Commissioner-cum-Secretary, Department of tourism, Govt. of Odisha. “However, Odisha was synonymous with religious tourism, with the Jagannath culture in Puri acting as the primary magnet for tourist influx. This unidimensional perception had to be broken and the diversity in Odisha’s tourism potential had to be showcased to the world. Here we knew that a strong digital presence and robust digital lead management could have a substantial impact on footfall.
“The traction attained by sports tourism in Odisha in the 2018 Men's Hockey World Cup opened the world’s eyes to the diversity of experiences that Odisha has to offer,” Vishal Dev continues. “Capitalising on the ‘unknown about Odisha’ encompassing heritage, wildlife, culture and arts, we adopted the brand of ‘India's Best Kept Secret’ for tourism. To emphasise this brand positioning and influence explorers to know Odisha more intimately, we conceptualised a one stop digital platform that could assist the explorer in every stage of his journey. Using Adobe Experience Manager and its tools, we could transform our intuitive interventions into a performance driven integrated marketing campaign.”