Well-timed event calendar can boost revenue, say tourism stakeholders

Events like the ongoing 50th International Film Festival of India (IFFI) brings in lot of people from outside the State which ultimately helps rev-up the economy. 

The increased consumption creates demand for local services and products. Consumption could be in terms of hotel stays, travel, food and even buying souvenirs. Spending by the visitors does generate a tourism multiplier effect that is the main link to the touristic expenditure. The multiplier is a catalyst of the region that creates jobs, growing yield, promotion of the region and improvement of its infrastructure and leisure facilities. 

Similarly, tourism stimulates the local economy by creating work, market and income for the locals. Tourism consumption is generated by importing consumers to the region through various highlighted events. The tourism industry also draws with it supplies of services and goods. This provides leverage for economic activities and promotes local distribution in various sectors and by creating demand for local services and goods.

Jack Ajit Sukhija a hotelier in Goa believes that largely tourism in Goa has been taken over by events, whether it is Serendipity, Gartner conference and MICE tourism etc which has a huge multiplier effect everywhere in the State.

“It is difficult to quantify in terms of figures. Events like IFFI have nearly thousand delegates and if they stay here for a minimum of three to four days, it churns a lot of business. When one is travelling there are basic three things to look after – stay, transport and food and fourth is whatever one spends on shopping, entertainment etc. What the Goa Tourism Development Corporation (GTDC) needs to do is to have a good website with updated information and then create a buzz around it through bloggers and writers. Instead of spending so much money on these marts and road shows, if the budget can be separated and allocated, it would really help. We also need to identify 10-12 major annual events in Goa and then create a buzz around it,” said Sukhija.

President of the Travel and Tourism Association of Goa (TTAG), Savio Messias who had presented a 25-page white paper ‘Reinvent Goa’ to the Tourism Department in June this year is of the opinion that they had presented before the government of Goa that every month there should be some activity in the State which would attract the tourists. 

“We have to make Goa a vibrant place with festivals and activities which will draw more footfalls. We have IFFI, Sunburn, Serendipity, food festivals, grape escapade, wine festivals etc. We need to have a fixed calendar of events,” said Messias.

When asked about GTDC already having its calendar of events, Messias said, “The GTDC calendar never follows the dates, except for Carnival because you cannot change the dates. If one cannot have a fixed date then they should fix it on any fixed day of the month or a week. It will help people plan their travel and stay better. For example, a World Cup match or a football tournament dates are announced well in advance so that people can plan their travel, even if many would not watch it in the stadium.”

He further went on to add that we made a demand before the Tourism Minister with a white paper that they must stick to their calendar of events and leverage it for the tourists to know well in advance. 

Francisco de Braganca the past President of the TTAG said, “Big events add value to Goa’s economy. Hotels, restaurants, taxis, event organisers, party organisers and all those engaged as a service provider in the tourism eco-system gets to benefit with events like IFFI etc. We do have our calendar of events but it seems it is mostly for the local people, like what we see during food festivals. Instead of holding events like food festivals only in Panjim, it should be spread out. GTDC must concentrate to host these events in hinterlands too.”

Ernest Dias, chief operating officer of TCI and Sita Travels felt that people who come to attend such big events like IFFI, Vibrant Goa etc they get their rooms in hotels blocked which means business for the hotels and the boost for entire eco-system of tourism in the state. 

“Imagine if we did not have these events, the life for these businesses would have been tougher. I think the event calendar must be timed properly and there is no point bringing it out after the year starts. The calendar for 2020 should be out by October 2019 and season must be kept in mind. It should be out well in advance so that people can plan their travel and stay well in advance. There is delay in starting of the Arpora night market, why? In season one should have all these activities up and running simultaneously.  If it is publicised in advance we also will have full flights,” said Dias.