Inadequate marketing, low visibility hindering growth of Odisha’s inbound

While speaking about the growth scenario of inbound/domestic tourism in Odisha, IATO State Chapter Chairman, Gagan Sarangi, categorically pointed out at the crucial factors hindering the state to reach its full potential. Inadequate marketing in potential countries, low-visibility, and required extended support to small and medium tour operators are some of the factors need to be addressed with immediate effect.

Apart from that Sarangi feels, IATO members’ wide network and global outreach can play a crucial role to enhance visibility and more traffic to the state. Find out more in an exclusive conversation.

HIGHLIGHTS

1. Focused marketing approach, especially in international markets such as Dubai, Thailand and Singapore is urgently required to counter the low visibility and traffic.

2. IATO support is essentially required as the members’ wide network and global outreach can play a crucial role in boost of Odisha’s inbound traffic, visibility.

3. Initiatives like FAM tours and tourism events must be strategically planned, executed with accountability, and aimed at measurable results.

4. Tourism Department should involve local tour  operators in international marketing campaigns and extend financial support to their participation.

5. Local entrepreneurs, especially small and medium businesses, should be incentivized through dedicated schemes, and extended support is need of the hour.

Q&A

Q1. To start with, how has been the growth of tourism in Odisha after 2020? Has it reached to the full potential or is there still room for improvement?

Ans. After 2020, Odisha has witnessed a significant surge in domestic tourism. Over the past few years, the state has seen remarkable improvements in tourism infrastructure — from the opening of new 3 to 5-star hotel chains to the development of numerous eco-tourism sites by the Forest and Tourism Departments. These initiatives have attracted travellers seeking nature, wildlife, and sustainable tourism experiences.

Beyond The Traditional

Bhubaneswar–Puri–Konark circuit, attention is now shifting towards Western Odisha, known for its unique culture, heritage, and biodiversity. Connectivity has also improved, with Bhubaneswar now linked directly to Dubai, Thailand, and Singapore . Road infrastructure compares favorably with many states in India.

However, foreign tourist arrivals remain low. Odisha’s tourism potential is far from fully tapped. To realize it, we need a more focused approach, especially in international marketing. Initiatives like FAM tours and tourism events must be strategically planned, executed with accountability, and aimed at measurable results.

Q2. How has been the traffic flow from national and international fronts? Which are the potential international markets for Odisha?

Ans. Domestic tourism is on a steady rise, driven by the growing disposable income of India’s middle class. Odisha has also emerged as a preferred destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) and weddings, giving a boost to the hospitality sector.

Unfortunately, inbound tourism is still weak. Odisha offers foreign visitors a truly experiential holiday — blending art, culture, beaches, heritage, tribal life, and warm Odia hospitality. Traditionally, markets like Italy, Belgium, the Netherlands, and Spain have been strong, but with enhanced infrastructure, Odisha is now poised to attract high-spending travellers from all over the world.

Q3. According to you, which are the grey areas that need urgent improvement?

Ans. The development of eco-tourism sites is commendable, but their success depends on skill development, professional management, and sustained maintenance. Amenities like roadside toilets, rest areas, and quality restaurants need significant improvement.

Tourism marketing should be strategic, well-timed, and accountable. Events and roadshows must be planned in advance and yield measurable benefits. Local entrepreneurs, especially small and medium businesses, should be incentivized through dedicated schemes. Odisha’s vast untapped tourism potential can substantially uplift the local economy if promoted with the right focus.

Q4. Are industry stakeholders getting due support from the state government? Is there any proposal in the development pipeline?

Ans. The government provides opportunities for stakeholders to participate as co-exhibitors in national events like TTF, ITM, and SATTE, helping them showcase their products and services. The state’s tourism policy also offers incentives and subsidies for setting up hotels and tourism units.

However, more targeted support is needed for small and medium tour operators. Despite having direct flights to Singapore, Dubai, and Bangkok, we are yet to tap inbound traffic from these regions. The Tourism Department should involve local operators in international marketing campaigns and extend financial support for their participation. Cleanliness, maintenance, and upkeep of tourism sites also need urgent attention.

Q5. What are your expectations from the upcoming IATO Convention? What major changes have you noticed since the 2008 and 2017 conventions?

Ans. I expect IATO, with its wide member network and global reach, to significantly boost Odisha’s visibility in the inbound tourism segment. The convention will encourage members to feature Odisha in their brochures, itineraries, and online platforms, thereby driving more foreign tourist arrivals.

Previous conventions in 2008 and 2017 helped bring Odisha to the national and international tourism map. This time, I hope to see long-term collaborations, stronger partnerships with tour operators, and tangible growth in foreign tourist numbers.