We have become so dependent on the Russians to make up numbers of foreign tourists as, first the Germans and then the British and the Europeans were bypassing Goa as their holiday destination. Did anyone in Government pause to think why this was so? One of the reasons given for the decline in arrivals is a faulty marketing strategy. One gets the impression that those involved with tourism have much to understand of what tourism is all about and what is required to attract the right type of tourists year after year. Ministers and Government officials on their so called Sales Drives certainly cannot produce the desired results. A schoolboy could tell you that!
To evolve a marketing strategy and effectively sell a product, you need to have a good saleable product- a product crafted to draw the type of customers we truly seek. Sadly we had (and I am emphasizing the past tense) an excellent basic product which attracted the British, the Germans and other Europeans, and most of them were dedicated visitors who came to Goa year after year, many of them becoming part time residents of Goa. So what drove them away? Did we willfully drive them away? -If not, what did? Before we seek answers to these questions let us ask ourselves what attracted them to Goa in the first place. Why was Goa touted (not by us but by travel and tourism agencies abroad) as one of best holiday destinations in the World. All the popular holiday destinations around us in Asia who attract high spending tourists, were in existence then. And they have not had to attract them with gambling casinos, rave parties and drugs. In fact in many countries around us, possession of drugs invites a death penalty.
I am a Goan and more than anything else extremely fond of Goa, so what I am going to say next may be biased, but it comes from the heart. Goa had a distinct identity which attracted foreign tourists –be it the friendliness of the people, their life styles, their honesty and lack of greed, the pristine beaches –even the houses, the temples and churches had a distinct look. Most importantly, Goa was a safe place – declared as one of the safest places for single women to move around at night. All these attributes overrode the deficiencies such as lack of good roads, inconsistent electricity and water supply and an inefficient sewerage system. All that was needed was attention to these deficiencies and strict garbage control. Further bearing in mind the popularity of the destination and the prospective growth of the industry a comprehensive Tourism Plan should have been drafted. A Plan that would incorporate strict standards with regards to accommodation, pricing, cleanliness and all else that makes up the hospitality business. There are holiday destinations where even the look of the building and the colour of the walls and roofs is laid down! All we appear to have done is mindlessly destroy this once excellent product and be overtaken by greed at all levels. And for this Government is not solely to blame –the entire trade has displayed little concern for the long term health of the tourism business.
Sri Lanka our nearest neighbor, which lost out to Goa during the conflict, has come back with a vengeance. I visited the country recently and there did not appear to be any shortfall in foreign tourist arrivals. On the contrary, now that the conflict is over, they are even opening up new areas –beautiful beach resorts which were formerly under the control of the LTTE. I used to be a regular visitor to Sri Lanka around 30 years ago – and I was pleasantly surprised that nothing had been done to mar its beauty –in fact it was better than I had known it before. What struck me was the cleanliness of the entire country –I travelled the entire length of the country –saw no garbage, no plastic bags or paper on any road, whether a highway, tiny road or back lane. In view of dengue, owners of buildings and properties are held responsible to ensure that there are no breeding grounds for mosquitoes within their control. The roads were a delight to travel on, not because the roads were excellent, but because all laws were strictly observed. I saw no violations in the three weeks I was there- not one vehicle dared cross a single full or double line in the centre of the road, regardless of whether there was traffic in the opposite direction or not. There were very many well marked zebra crossings and I saw no attempt by any car to move whilst there was anyone on it, even if the person had only just stepped on it. All taxis and even auto rickshaws (known as tuk tuks) have meters and rates are reasonable. Goa is a smaller place than Sri Lanka and if they can do it there why can’t we in Goa?
So, where do we go from here? Instead of sending our Ministers and Senior Officials on foreign ‘junkets’ let those actually involved in the nitty gritty of tourism go to Sri Lanka and study how they manage the tourism business so successfully. Nearer home, Kerala’s tourism policy is worthy of replication.
Finally although we have laws galore, whether it concerns road rules or drugs or anything else, it is in the implementation of the laws that we appear to fail. Is it because of a lack of will to do so –or lack of understanding of the laws? Instead of embarking on some grandiose schemes, let’s set about getting the basics sorted out first. For a place that gets almost the heaviest rainfall in the World it is a crying shame that most of us receive water for only a few hours, if we do get any at all, and that too, not every day.(The Saudis hardly have any rain, and they have 24 hours water supply! Makes one wonder!). We still have too many power cuts –possibly due to rationing of the limited supply available. Garbage is our single largest problem and therefore needs maximum attention. The senior most Minister in Government should be given charge of this portfolio and be held accountable for performance. All my overseas friends who used to visit Goa regularly, almost without exception, now refuse to come to Goa because of the garbage. Garbage everywhere and nobody seems to bother. ‘Keep India Clean’, ‘Keep Goa clean’ just appear to be slogans. Then, there is the case of safety of person and property. Goa’s reputation as a safe destination has taken a lot of beating. Of late, despite Government’s pronouncements to the contrary, there have been many thefts, rape and other crimes which have deterred many from coming to Goa. Crimes against women and rapists in particular should be summarily and severely dealt with.
One newspaper has as headline news that had it not been for Casinos and EDMs the tourist scene would have been much worse. So, is gambling, prostitution and drugs all that we have to attract foreign visitors ?–(could it also account to some extent to the shortfall of the type of tourists we really wish to attract to Goa –and did in fact attract earlier?). If so then as Remo in an article he wrote some years ago said-’Goa, Going, Going, GONE’. Sad. My heart bleeds.
The writer is retired managing director of a Multi National Group in Chennai
