Goa’s tourism market very dynamic: Fernandes

One of Goa’s young operators in the travel business is making his mark in a decisive manner. Atish Fernandes, director, First Class Holidays spoke to Ajit john about his vision for the  business and his hopes for Goa.

Herald: As a second generation in the business did you want to  join the business?

Atish Fernandes: I worked in five star properties in Mumbai after passing out of the hotel management institute in Dadar. I spent five years at the Oberoi hotel in Rajasthan and Jaipur but in 2004 circumstances arose which resulted with me leaving and returning to Goa. I joined the family business since there were a lot of opportunities. I helped out in the operations side of it all. In the early part of this century, tourism was in a bit of a slump and then the Incredible India campaign happened and it resulted in a sharp increase in the number of tourist coming into the country as well as the state.

Herald: What are the challenges for you as a travel agency operating in the state?

AF:  Like I said business has increased in the past four or five years. There is a lot of opportunity but yes, there are a lot of challenges. There are new segments that are emerging in the state. The domestic tourists across economic classes are coming here and spend a lot of money and we also have people who like the five star experience. Then you have the casino crowd a new segment which makes it very interesting.

Herald: Tourism is a trickle down business but not so in Goa , what do you do to make it so?

AF:  Yes, I would agree with you on that score, one has to only look at the examples of other states that have done a better job at marketing themselves. Kerala comes to mind with their God’s own country campaign. It changed the fortunes of that state and more importantly made tourism a part of peoples lives in that state. Another example internationally one can think of is Singapore. Tourism in Goa today benefits a few people instead of being mass based. We have to look at promoting areas away from the beach, look at medical tourism, wedding destination and yes also promote Goan cuisine in a professional manner. This will bring in a different kind of tourist which will bring in more people into the umbrella of the tourism business. The monies will then spread around more people instead of the usual suspects.

Herald: What do you think Goa needs to do boost numbers?

AF:  I come back to the example of Kerala, they are so focussed. We have to learn to imitate a model communication strategy. They identified 4-5 markets and focussed on them. We have to do the same.  We have to be smart about our campaign and conduct campaigns in places we are focussed. Recently a decision was made to provide visas on arrival which will be a big boost. We have to provide them with very good service when they come in and it has to start on the day we promise them it will. At the end of the day when we interact face to face we have to convince them that we welcome them and we want them to return.

Herald: What are your plans for you company in the next five years?

AF:  Simple, I would like to increase business by 50% and move into different spaces of the travel industry.