Goa Growth Guide

Government Of Goa
Department Of Tourism
Comments of the general public on the Interim submission on Module

3-Goa Tourism Master Plan are invited.
Comments may be sent on the e-mail ID:

[email protected] on or before 4th September 2016
© 2016 KPMG Advisory Services Pvt. Ltd., an Indian Limited Liability Company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 1
Preparation of Goa’s Tourism Master Plan and Policy
Interim Presentation - Tourism Master Plan for Goa excerpt
Department of Tourism, Government of Goa
24 August 2016
KPMG.com/in
© 2016 KPMG Advisory Services Pvt. Ltd., an Indian Limited Liability Company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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Table of contents
Development Strategies for Goa
Qualitative Tourism goals
• Positioning
• Products
1. Development model • Markets
Quantitative Tourism Goals
Development principles &
Guidelines
Development programs
2. Master Plan
Transversal Infrastructure Needs
Guidelines and SWOT Analysis
Commercialisation
3. Destination C&P
& Promotion (C&P)
Products C&P

• Positioning
Development • Products
1.
model • Markets

KPMG.com/in
guidelines
Main strategies for preparation of the Master Plan
Build a unique and competitive
Create positive economic impact
positioning
Diversify product portfolio and

Improve quality across the
reduce dependence on the North Goa Generate a tourism value chain
beach belt higher quality
and more
Improving type of tourist demand diversified offer
Encourage SME businesses
and reduce seasonality for a HIGHER
SPENDING
TOURIST
Build social and environmental Support business development
sustainability and attract investment
While safeguarding and improving tourism and general socio-

economic interests of Goan stakeholders

• Positioning
1.
model • Markets
KPMG.com/in Development principles &

guidelines
Positioning matrix – Goa’s positioning vs type of visitor
High intensity Current Future
Medium intensity Marketing
International Domestic International Domestic
Low intensity Strategy
1 Establish new
strategy to attract
Coastal Tourism high spending
visitors
2 Develop an
innovative cultural
Culture & Heritage offering, especially
in the hinterlands
3 Use this product

Nature Based category mainly for
Tourism diversification
purpose
4 Focus on families
Leisure &
entertainment &
Entertainment activities portfolio
Geographical markets’ strategy
Markets Very Short Short Medium Very Short term Short term Medium term
Term Term Term
USA X Keep addressing Depending on
UK domestic market & Develop the cultural identified new
X
current nationalities tourism offer of opportunities,
Germany X but with a different further
Goa to attract these
France X proactive marketing diversify
approach nationalities. This markets such
Russia X would be the main as Australia,
Higher-spending motivation to visit
Australia X segments within through a
the coastal tourism India – and Goa as multi-product
China X product with a an extension destination,
Japan X better and more where cultural
diversified offer, tourism
Middle Though most tourists would play a
X including culture would still stay on the
East and nature tourism major
coast, culture and differentiation
Domestic X nature-based tourism role.
Tap into the would be a main
markets for short travel motivation for
Very short term: on going/ current markets breaks and holidays some tourists and
Short term: 2 - 4 years with new direct complementary
Medium term: within 5 years flights from the products for others.
Middle East.
© 2016 KPMG Advisory Services Pvt. Ltd., an Indian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All 11
rights reserved.
Products / geographical market strategy: attractiveness levels
High intensity Very short term markets (existing/ current) Short term markets Mid term
Medium intensity
Low intensity
Coastal
Tourism
Culture &
Heritage
Nature –
Based Tourism
Entertainment
& Leisure
rights reserved.
Repositioning Goa as a multi-product destination
• Evolve from a majorly Sun & Beach tourism destination to a Coastal tourism destination
Proposed • Develop a multi-product destination where Culture & Heritage will play a major role to attract
evolution both international and domestic tourists.
of Goa as a
Tourism • More diversified and quality leisure & entertainment offer, mainly addressed for domestic
Destination tourists
• Nature-based tourism will be a focus product

• Positioning
1.
model • Markets

KPMG.com/in
guidelines
Development principles and guidelines
• Elaborate a tourism development plan that is acceptable to the stakeholders of Goa, with an emphasis on
enhanced quality and quantity of higher spending tourists, both domestic and foreign
• Achieve this goal through a strong diversification of the tourism product using all relevant and varied tourism
assets, wherever they are located
• Consider the entire State as a potential tourism development area, which implies changing the past and
current development pattern focused on the coast
• Conserve the natural and cultural assets deemed of high value by stakeholders which act as major attractions
for tourism, on the coastal stretches not yet developed and in the hinterlands
• Address existing and future development requirements highlighted in Modules 1 and 2 by creating physical
Principles plans that respond to that direction.
• Phase tourism development so that there are opportunities in the near term (2-5 years) and for a 10 year period
from now.
• Take a broad look at sustainability, which implies ensuring low scale tourism development in the hinterlands of
the State respectful not only with nature but also with the local culture, in line with the principles established
in the Goa Regional Development Plan
• Provide a conceptual tourism planning model that considers all these principles at State, Taluka and local
specific levels.
• Identify specific potential locations or locations’ profiles for redevelopment, enhancement and/or new
development.
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Development guidelines for the coast and the hinterlands
Protected Areas Low - Medium Tourism Development Mass Tourism Development
Tourism Development
• Nature sanctuaries in the • Coastal areas: applies to parts of the coast, mainly in • Is already present on the Goan
hinterlands and the coast, the upper North and mid/ extreme South, where no/ coast in stretches, as well as in
Intensity
• Pristine beaches in certain limited development is present. some urban areas

talukas to be protected • Hinterland areas (Ghats and Midlands): Applicable for • “Mass” development could
from high pressure in developments in designated areas to create “clusters” also be authorised in new
terms of possible of nature/ culture-based attractions/ activities designated places such as next
to airport or areas that are not
development through • Low density should also be paired with low rise attractive for any development
high quality offerings buildings (Ground floor only or GF+1)
Density models – Built up units (such as apartment/ room) per hectare, thus shaping the landscape and scenery
Area Development Density
In some Coastal/ Urban

Applicable to Hinterlands And Coastal Areas
Areas/ near Airport
Low density (5 - 20 units / Medium density (21- 50
(units/ acres)
Untouched nature High density (60+ units /ha)

per ha) units/ ha)
Applies to designated fully In the hinterlands, low-medium density development should be

protected areas, where no allowed in specific projects contributing to the creation of tourism
In present state highly developed
building is authorized and day clusters or singular projects. It is essential to allow for derogation of
areas
access to visitor shall be the Regional Plan specifications to enable socio-economic
regulated and monitored development of the hinterlands Talukas (Midlands and Ghats).
rights reserved.
2. Master Plan
Transversal infrastructure needs
KPMG.com/in
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28 programs have been defined to develop the Master plan
Coastal Culture & Nature- Leisure & MICE &
Heritage based Entertainment Weddings
6 programs 8 programs 6 programs 5 programs 3 programs

• Forts
• Regeneration/ Up • Nature Clusters • Family Entertainment • Mass Events
gradation of • Villages (EF) District
• Convention Centre
beaches • Handicrafts • Nature Sanctuaries • Golf courses
• Weddings and
• Fishermen Market • Cultural Events (EF)
• Waterfront Incentive Trips
and F&B Court
• Monuments • Discovery River Promenades
• Eco-beach Resort (Temples, Cruises (EF)
• Gaming District
• High-end music Churches, • Adventure &
Museums & other • Upgrading of
venue paired with Sports Tourism
Archeological Nightlife
luxury lifestyle
Sites) • Agro tourism
resort
(spice farms and
• Marinas • Old Goan Houses homestays and
• High-end lifestyle • Culinary walks in agro
farms)
beach club paired • The Goa
with luxury Multimedia • Wellness
lifestyle resort Experience destination centers
Core products Complementary products Flagship programs Quick wins EF = Eco-Friendly
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Understanding the programs’ structure
Process: In order to develop each of the core and complementary tourism products determined in Module 2, 28 specific
programs have been identified in order to support them.
These programs are of different nature:
- Scope: Short or broad
- Investment: requesting potentially low or high investment
- Flagship and quick win qualifications for some of the programs
• Identified as such because of the potential for a high impact on the new vision for Goa tourism in terms of
differentiated positioning, product diversification, product improvement and for the achievement of the
attraction of higher spending tourists.
Flagship • 13 flagship programs have been identified (almost 50% of the programs)
Programs
• As shown in the scheme presented in the former slide, there is at least one flagship program for each main
tourism product category.
• Identified as such because their implementation timeframe is estimated to be up to 3 years and they can be
showcased immediately based on changes in Goa tourism through implementation of the Master Plan.
• This will encourage the local stakeholders to undertake other programs and initiatives as they will see
Quick tangible results.
Wins
• There are 16 quick win programs (almost 60% of all the programs)
• As shown in the scheme presented in the former slide, there are at least 2 quick win programs for each main
tourism product category.
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Rationale for the Master Plan development phasing
Programs and projects that can be implemented in limited time because they refer to:
• Existing products, facilities and services that need to be improved – e.g. improvement of existing beaches
(pilot projects) and relocation of casinos
Short term • The establishment of “soft” schemes, based on commercial labels, standards, training, etc. to recognize,
(within 3 enhance and promote already existing products, facilities and/or services - for example, certification labels for
years) accommodation in old Goan houses, homestays, or culinary labels; creation of new events, permanent
cleaning and maintenance service for key attractions
• New development which imply light construction or building that can be implemented in less than 3 years –
such as fishermen markets and F&B courts
Programs and projects that need 3 to 5 years to be implemented because they refer to:
Medium • New developments implying complex building or time for planning, design and construction
term (3 -5 • Complex programs because they need consensus between many stakeholders and/or have a broad scope –
years) like full completion of beach regeneration program, not only of a pilot project that can be implemented in the
short term.
Long term
(5 years/ • All programs that have not been able to be implemented within the 5 years timeframe, whatever the reasons.
above)
Though programs will need different timeframe for full implementation, it is recommended that all programs get started at
the same time, at least in terms of planning and consultation with relevant stakeholders; however “quick wins” should be
given maximum priority in terms of efforts, resources and real implementation
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Development programs (DP) –
DP – Coastal Tourism
DP - Culture & Heritage Tourism

2. Master Plan DP - Nature Tourism
DP - Leisure & Entertainment
DP - MICE & Weddings

KPMG.com/in
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Coastal Tourism Programs
1 Regeneration/ Up gradation of Beaches
Across Goan beaches. Pilot Projects – N. Goa: Calangute, Candolim and Baga. S. Goa: Colva and Palolem
2 Fishermen Market and F&B Court

Brittona, Chapora Bay, Siridao and Mobor
3 High-end music venue paired with luxury lifestyle resort

At a suitable location in Baga, Calangute or Candolim
4 High-end lifestyle beach club paired with luxury lifestyle resort

At a suitable location in Arambol, Vagator or Anjuna; and Cavelossim or Palolem
Eco-beach (Resort)
5 Pure Eco-beach: Galgibag, Morjim turtle stretch and Talpona. Resort: Agonda, Patnem, Palolem (part), Morjim,
Mandrem and Querim
6 Marinas
Nauxi, Chicalim and Brittona
Flagship programs Quick Wins

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1/ 2

2 Fishermen Market and F&B Court
1 Regeneration/ Up gradation of Beaches
Pernem Karnataka Pernem Karnataka

Pernem Pernem
Bardez Bicholim Bardez Bicholim
Baga beach Mapusa Bicholim Sattari Mapusa Bicholim Sattari

North Goa Britona
Calangute beach Sattari North Goa Sattari
Panaji Panaji
Candolim beach Tiswadi Tiswadi
Siridao
Vasco da Gama Ponda Vasco da Gama Ponda
Dharbandora Dharbandora
• Raising the Mormugao
Ponda Dharbandora • Goa’s number
Mormugao
Ponda Dharbandora
quality, safety one source of
and sanitation Margao premium fresh Margao
level of the most Colva beach Salcette seafood and local Salcette
popular beaches Sanguem
cuisine
Sanguem
Quepem Sanguem Quepem Sanguem
in Goa Arabian Sea Arabian Sea
• Implement across South Goa Mobor South Goa
Goan beaches. Quepem Quepem
• Pilot Projects in
Chaudi Chaudi
N. Goa and S.
Palolem beach Canacona Canacona
Goa
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3/ 4

3 High-end music venue paired with luxury 4 High-end lifestyle beach club paired with
lifestyle resort luxury lifestyle resort
Pernem Karnataka Pernem Karnataka

Pernem Pernem
Arambol
Bardez Bicholim beach Bardez Bicholim
Mapusa Bicholim Sattari Vagator

Baga beach Mapusa Bicholim Sattari
beach
Calangute beach
North Goa Sattari North Goa Sattari
Anjuna beach
Panaji Panaji
Candolim beach Tiswadi Tiswadi
Mormugao Mormugao
Ponda Dharbandora Ponda Dharbandora
• Envisioned to • Featuring a
be one of the Margao blend of Margao
Salcette Salcette
most exclusive Sanguem
music, art and
Sanguem
and biggest Quepem Sanguem fashion with Quepem Sanguem
Arabian Sea Arabian Sea
clubs in India South Goa
day and night
Cavelossim beach South Goa
• At a suitable Quepem
atmosphere
location in one • At a suitable Quepem
of the beaches Chaudi location in one Chaudi

Canacona
specified of the beaches Palolem beach Canacona
specified
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5/ 6

5 Eco-beach (Resort) 6 Marinas
Pernem Karnataka
Querim Pernem Karnataka
Pernem Pernem
beach
Mandrem
beach Bardez Bicholim
Bardez Bicholim
Morjim Mapusa Bicholim Sattari

Mapusa Bicholim Sattari
beach Britonna
North Goa Sattari
North Goa Sattari
Panaji Panaji
Tiswadi Nauxi Bay Tiswadi
Vasco da Gama Vasco da Gama Ponda

Ponda
Mormugao Mormugao
Chicalim Ponda
Ponda Dharbandora Dharbandora
Margao Margao
Salcette
• Pure Eco-beach and Salcette • Understood as an Sanguem
Sanguem
Eco- Resorts Quepem Sanguem anchor of a mixed- Quepem Sanguem
Arabian Sea
• Built in harmony Arabian Sea use development South Goa
South Goa
with nature and which includes
Quepem Quepem
hence with minor Agonda beach accommodation,
impact on Patnem and Chaudi retail, F&B and Chaudi
Palolem beach
entertainment Canacona
environment Talpona beach
Canacona
Galgibag beach
premises
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Coastal Tourism Programs – Summary
Implementation Financing model Operations model
Flagship ‘Quick Short Medium Long
Program Public Private Public Private
program win’ term term term
1- Regeneration/ Up gradation of Service
   Lead Support Lead
Beaches contract
2- Fishermen Market and F&B Court    PPP Support Lead
3- High-end music venue paired with

  Support Lead Support Lead
luxury lifestyle resort
4- High-end lifestyle beach club

 Support Lead Support Lead
paired with luxury lifestyle resort
5- Eco-beach (Resort)  Support Lead Support Lead
6- Marinas  Support Lead Support Lead
Short term: within 3 years

Medium term: 3 - 5 years
Long term: 5 years/ above
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Coastal Tourism

KPMG.com/in
Culture & Heritage Programs
1 Forts
Reis Magos, Tiracol, Chapora, Aguada and Cabo de Rama
2 Monuments
Key Pilot projects: Old Goa Churches, Mary Immaculate Church, Mangueshi & Shantadurga Temples,
Tambdi Surla, Pansaimol rock carvings, Heritage site at Selaulim
3 Villages (arrive and walk)

Siolim, Sangolda, Divar, Chorao, Pomburpa, Aldona, Chandor
4 Old Goan Houses

Aldona, Siolim and Colvale, Chandor, Curtorim, Raia and Sanguem
5 Culinary
Across Goa
6 Cultural Events
Kala Academy and state monuments wherever possible
7 The Goa Multimedia Experience

Old Goa Church Complex/ environs or Kala Academy
8 Handicrafts
Sale of products via GHRSSIDC (Aparant) in dense tourist locations & online channels
1 Forts 2 Monuments
Tiracol
Pernem Karnataka
Pernem Karnataka Pernem
Pernem
Bardez Bicholim
Chapora Bardez Bicholim
Mary Immaculate Sattari
Mapusa Bicholim
Mapusa Bicholim Sattari Church
North Goa Sattari
North Goa Sattari Old Goa Church
Aguada Panaji
Panaji Complex
Tiswadi
Tiswadi
Reis Magos
Mangueshi & Vasco da Gama Ponda
Vasco da Gama Ponda Shantadurga Temples Dharbandora
Mormugao
Dharbandora Mormugao
Ponda Tambdi Surla Temple Ponda Dharbandora
Dharbandora
Kurdi temple
Margao Pansaimol Rock Carvings Margao
Salcette Salcette
• Providing a Sanguem Sanguem
memorable visitor
Quepem Sanguem • Key pilot projects Quepem Sanguem
Arabian Sea
journey South Goa
• Showcase 3 categories: South Goa
experience. Cabo de Rama
‘must see assets’; ‘nice
Quepem Quepem
• Enhancement with to see assets’ and
complementary
Chaudi ‘assets for specialized Chaudi
Canacona Canacona
offer such as F&B, tourism’, in order to
retail and events prioritize budgets and
actions to be undertaken
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3 Villages (arrive and walk) 4 Old Goan Houses
Colvale
Pomburpa
Pernem Pernem Karnataka
and Aldona Karnataka Aldona
Pernem Pernem
Divar
Siolim Bardez Bicholim Siolim Bardez Bicholim
Mapusa Bicholim Sattari Mapusa Bicholim Sattari

Sangolda North Goa Sattari North Goa Sattari
Panaji Panaji
Chorao Tiswadi Tiswadi

Mormugao Mormugao
Curtorim and Raia

Margao Margao
Salcette Salcette Sanguem

Chandor Sanguem Chandor Sanguem
Quepem Quepem Sanguem
• Highlighting authentic Sanguem
Arabian Sea
features while providing South Goa • Designed to stir the South Goa
multi-experience (walking, Quepem imagination and allow Quepem
discovery, Food & history lovers to stay in
Chaudi Chaudi
Beverage, interpretation Canacona some of the most historic Canacona
centres and storytelling, buildings
etc. )
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Culture & Heritage Programs – Summary

5 Culinary 6 Cultural Events
Riverside
Promenade Culinary tourism in
homestays, house visits
Pernem and spice villages/ farms Pernem Karnataka
Pernem Pernem
Beach
Shacks Bardez Bicholim Bardez Bicholim
Mapusa Bicholim Sattari Sattari

Mapusa Bicholim
Restaurants Old Goa
North Goa Sattari North Goa Sattari
e.g. Spice Goa Panjim Panaji
Riverside Tiswadi Panaji Tiswadi
Promenade
Dharbandora
Agro farms Mormugao Mormugao
Dharbandora
Ponda Ponda
e.g. Yogi Farms Dharbandora Dharbandora
Spice Farms e.g.

Margaon Margao
Sahakari spice
Salcette Salcette
farm
Sanguem Sanguem
Arabian Sea
Farmers markets South Goa South Goa
• Goan food and drinks: Quepem • Featuring a blend of Quepem
reviving traditional Chaudi

music, art and fashion
Chaudi
with day and night
recipe's paired with Canacona Canacona
atmosphere
modern creation
7

7 The Goa Multimedia Experience
Pernem Karnataka
• A showcase of all the experiences available to Pernem
tourists visiting Goa

Bardez Bicholim
• The Goa Multimedia Experience is a show that Mapusa Bicholim Sattari

narrates the history of Goa. It can be part of a Old Goa Church
Complex North Goa Sattari
kind of interactive interpretation centre aimed to Panaji
Tiswadi
raise awareness of Goa's assets (culture, nature, Kala Academy
Vasco da Gama
lifestyle, villages, food, drinks, UNESCO World Ponda
Dharbandora
Mormugao
Heritage Sites, Among Others). Ponda Dharbandora
• It is the “entry gate” to Goa or, a showcase of all

Margao
the experience offering available to tourists. For Salcette
this reason, it should be ideally located in the Sanguem
Quepem Sanguem
capital or close to one of the most visited Arabian Sea
cultural attractions in the state. South Goa
Quepem
Chaudi
Canacona
Service
1.- Forts    Lead - Lead
contract
Service
2.- Monuments    Lead - Lead
contract
3.- Villages (arrive and walk)   PPP Support Lead
4.- Old Goan Houses   PPP Support Lead
5.- Culinary   Support Lead Support Lead
6.- Cultural Events   PPP PPP
Service
7.- The Goa Multimedia Experience   Lead - -
contract
8.- Handicrafts  PPP Support Lead

Coastal Tourism

KPMG.com/in
Nature Based Programs
1 Discovery River Cruises (EF)
Rivers Mandovi, Zuari and Chapora; Cumbarjua Canal
2 Agro tourism (spice farms/ homestays and agro farms)

In the areas of Molem, Ponda outskirts, Netravali and Quepem
3 Nature Sanctuaries (EF)

Bondla, Bhagvan Mahaveer, Netravali, Cotigao, Molem National Park and Dr. Salim Ali Bird Sanctuary
4 ‘Slow Movement’ Wellness Centres

Divar; Also mainly around the hinterland under certified eco-friendly accommodation
Nature Clusters (EF)

5 4 main clusters: one in each of the hinterland talukas: Satari, Dharbandora, Sanguem and Canacona
6 Adventure & Sports Tourism

Bogmalo – Grande Island and its environs; Baga, Majorda for water based sports; Dudhsagar Base Camp and Vagueri hills
Base Camp
1 Discovery River Cruises (EF) 2 Agro tourism (spice farms/ homestays
and agro farms)

Karnataka
Pernem Pernem
Chapora
Bardez Bicholim Bardez Bicholim
River
Cumbarjua Canal North Goa Sattari North Goa Sattari

Panaji Panaji
Tiswadi Tiswadi
Mandovi River
Vasco da Gama Ponda Vasco da Gama Ponda Molem
Mormugao Mormugao
Zuari River Ponda Dharbandora Ponda Dharbandora
Ponda outskirts
Margao Margao
Salcette Netravali and Salcette
Sanguem Quepem Sanguem
• Discovering the Quepem Sanguem • Offering the real Quepem Sanguem
destination in a South Goa
life of the Goans South Goa
relaxed manner to tourists eager
Quepem Quepem
on a vessel taking to discover their
in the lush greens, Chaudi culture Chaudi
Canacona Canacona
calm waters and
varied fauna
3 Nature Sanctuaries (EF) 4 ‘Slow Movement’ Wellness Centres
Pernem Karnataka
Pernem
Bardez Bicholim
Bardez Bicholim
North Goa Sattari
North Goa Sattari
Panaji
Panaji
Tiswadi
Tiswadi
Vasco da Gama Ponda
Vasco da Gama Ponda Dharbandora
Mormugao Ponda Dharbandora
Ponda Dharbandora
• Based around local
fauna/ flora with an Margao • Goa as the “Center for Margao
Salcette
orientation towards Salcette the Slow Movement” Sanguem
Sanguem
environmental Quepem Sanguem
Culture Arabian Sea
Quepem Sanguem
promotion Arabian Sea • Focus on a new South Goa

South Goa
• Bondla Zoo; Bhagvan development in the Quepem
Mahaveer, Netravali, Quepem hinterlands
Cotigao, and Dr. Salim Chaudi • Divar; and in Eastern Chaudi
Canacona
Ali Bird Sanctuaries; Canacona Goa
Molem National Park
5 Nature Clusters (EF) 6 Adventure & Sports Tourism
Pernem Karnataka
Pernem
Bardez Bicholim
Bardez Bicholim
Mapusa Bicholim Sattari Baga beach
North Goa Sattari
North Goa Sattari Panaji
Panaji Tiswadi
Tiswadi Dudhsagar
Vasco da Gama Ponda Base Camp
Vasco da Gama Ponda Dharbandora
Mormugao
Dharbandora Ponda
Mormugao Dharbandora
Ponda Dharbandora
• Nature-based hubs Bogmalo – Grande
Island Margao
located in the Margao Salcette
hinterland comprising Salcette Majorda beach Sanguem
Quepem Sanguem
nature and culture Quepem
Sanguem
Arabian Sea
Sanguem
assets, man-made Arabian Sea South Goa
South Goa
• Focus on safety and
attractions and Quepem
standardization
accommodation Quepem
Chaudi
• 4 main clusters: one in Chaudi Canacona
each of the hinterland Canacona
talukas
Nature Based Programs – Summary
1.- Discovery River Cruises (EF)    PPP Support Lead
2.- Agrotourism (Spice farms and

   Support Lead Support Lead
homestays and walks in agro farms)
Service
3.- Nature Sanctuaries (EF)   Lead - Lead
contract
4.- ‘Slow Movement’ Wellness Centres   Support Lead Support Lead
5.- Nature Cluster (EF)  PPP PPP
6.- Adventure & Sports Tourism  Support Lead Support Lead

Coastal Tourism

KPMG.com/in
Leisure & Entertainment Programs
1 Waterfront Promenades
Panaji, Colva, Chapora, Old Goa and Mayem Lake
2 Family Entertainment District (inclusive of Themed Park)

In the vicinity of the proposed Mopa airport
3 Gaming District
Organised gaming clusters along with shifting of the offshore casinos to the Chapora
or Chicalim Bay
4 Up gradation of Nightlife
Across Goa.
Key Pilot projects: mainly for beaches from Vagator to Sinquerim
Golf Courses
5 1 in the hinterland/ 1 in vicinity of Mopa airport subject to space availability and Govt. norms
1/ 2

1 Waterfront Promenades 2 Family Entertainment District
(inclusive of Themed Park)
Proposed Mopa
airport
Pernem Mayem Karnataka Pernem Karnataka
Pernem Lake Pernem
Chapora Bardez Bicholim Bardez Bicholim
Old Goa North Goa Sattari North Goa Sattari

Panaji Panaji
Tiswadi Tiswadi
Panaji
Mormugao Mormugao
Colva
• A leisure &
Margao Margao
beach Salcette Salcette
Sanguem entertainment hub for Sanguem
Arabian Sea
the family offering a Arabian Sea
South Goa themed park, F&B, South Goa
Quepem shopping and Quepem

accommodation
Chaudi Chaudi
Canacona Canacona
3/ 4

3 Gaming District Up gradation of Nightlife
4 Across Goa.

Karnataka Pernem
Pernem
Chapora Bardez Bicholim

Bardez Bicholim
Bay Vagator
Mapusa Bicholim Sattari beach
North Goa Sattari
North Goa Sattari
Panaji
Panaji Sinquerim
Tiswadi Tiswadi
beach
Vasco da Gama Vasco da Gama Ponda
Ponda
Chicalim Dharbandora
•
Bay
Mormugao
Ponda Dharbandora
To be Ponda Dharbandora
conducted
Margao across Goa. Margao
Salcette Salcette
Sanguem
Key Pilot Sanguem
Quepem
Arabian Sea
Quepem Sanguem projects: Arabian Sea
Sanguem
South Goa mainly for South Goa
Quepem beaches Quepem
Chaudi
from Chaudi
Canacona Vagator to Canacona
Sinquerim
5

5 Golf Courses
Proposed
• The aim of the programme is not to Mopa airport
turn Goa into a renowned golf Pernem

Pernem Karnataka
destination, but to offer

complementary golf activities to Bardez Bicholim
tourists that demand it as a Mapusa Bicholim Sattari
secondary activity. North Goa Sattari

Panaji
Tiswadi
• 1 in the hinterland/ 1 in vicinity of Vasco da Gama Ponda
Mopa airport subject to space Mormugao
Dharbandora
Ponda Dharbandora
availability and Govt. norms
• Construction of a golf course with Margao
Salcette
due regard to the Goan landscape Sanguem
Quepem Sanguem
and environs. Arabian Sea
South Goa
• Facilities and requirements - 30 ha / Quepem
9-hole golf course Chaudi
Canacona
Leisure & Entertainment Programs – summary
Service
1.- Waterfront Promenades    Lead Support Lead
contract
2.- Family Entertainment

District (inclusive of Themed   Support Lead - Lead
Park)
3.- Gaming District   Support Lead - Lead
4.- Up gradation of Nightlife   Support Lead Support Lead
5.- Golf Courses  - Lead - Lead

Coastal Tourism

KPMG.com/in
MICE & Weddings Programs
1 Convention Centre + Ancillary facilities (including Hotels)

Vicinity of proposed Mopa airport (Pernem) or Panaji in Dona Paula area – subject to
availability of land
2 Mass Events
Shyama Prasad Indoor Stadium, Vagator and Candolim
3 Weddings and Incentive Trips

All across Goan Hotels and ancillary facilities at the Convention Centre
1/ 2

1 Convention Centre + Ancillary facilities 2 Mass Events
(including Hotels)
Proposed Pernem Karnataka
Mopa airport Pernem
Pernem Karnataka
Pernem
Bardez Bicholim
Bardez Bicholim Mapusa Bicholim Sattari

Mapusa Bicholim Sattari North Goa Sattari
Panaji
North Goa Sattari Vagator beach
Dona Panaji
Tiswadi
Paula Tiswadi Candolim beach Vasco da Gama Ponda
Dharbandora
• A world-class Vasco da Gama
Mormugao
Ponda
Dharbandora • Mass events Mormugao
Ponda Dharbandora
Convention Ponda Dharbandora should focus on Shyama
Centre in the the low season Prasad Margao
Margao Indoor Salcette

vicinity of the Salcette and be Stadium Sanguem
Quepem Sanguem
proposed Mopa Quepem
Sanguem
supportive to Arabian Sea
Sanguem
airport to launch Arabian Sea Goa’s tourism South Goa
South Goa
Goa as a positioning Quepem
Quepem
competitive Chaudi
destination for Chaudi

Canacona
Canacona
MICE tourism
3

3 Weddings and Incentive Trips
All across Goan Hotels and ancillary facilities at the Convention Centre
• Goa by virtue of its lush green Proposed Mopa
airport
forests and fields, as well as its
picturesque beaches is a key Pernem
Pernem Karnataka
venue for destination weddings

Bardez Bicholim
• Goa is already a popular wedding Mapusa Bicholim Sattari

North Goa
destination, which can multiply its Panaji
Sattari
potential, also for incentive trips Tiswadi
destination with its range of Vasco da Gama Ponda

Dharbandora
Mormugao
tourism assets. Ponda Dharbandora
• Dissemination of information on Margao

Salcette
key modalities and procedures Sanguem
Quepem
including public performance Arabian Sea
Sanguem
license, sound restrictions, Visa South Goa
formalities and wedding Quepem
registration would facilitate Chaudi
development of this product Canacona
MICE & Weddings Programs – summary
Operations
Implementation Financing model
model
1.- Convention Centre + Ancillary
  PPP PPP
facilities (including Hotels)
2.- Mass Events   PPP PPP
3.- Weddings and Incentive Trips   Support Lead - Lead

2. Master Plan
KPMG.com/in
Accommodation Strategy: principles
• Today Goa offers a good range of urban and coastal accommodation establishments, covering the
whole spectrum of categories and different types of needs: urban business/leisure hotel; small and
large coastal resorts; boutique hotels; etc.
• However, the hinterlands do not provide this level and variety of accommodation, with some rare
Diversification exceptions.
of the tourism • Therefore it is important to:
accommodation • Further diversify the tourism accommodation offer throughout Goa (see next slide)
experience • Develop upscale and eco-friendly accommodation if a requirement is identified in some coastal
areas
• Develop accommodation in the hinterlands: at a low and medium-density scale in selected
places of interest; encourage homestays in different types of accommodation
• Though Goa enjoys some of the well established international standard luxury hotels, the current
classification system is not consistent with international standards resulting in:
• Imbalanced competition within the same official category of hotels - Some tourism
Quality of the accommodation not meeting the international standards of a category would actually fall by
tourism one or sometimes even 2 category levels
accommodation • Lackluster tourism image regarding quality of the destination negatively impacting its capacity
supply to attract higher spending tourists.
• A reclassification based on the star-rating system is needed, which has to be paired with an uplifting
of the general standards of the Goa tourism accommodation
Accommodation Strategy: Diversification of the tourism experience
Accommodation typologies applicable to Goa’s Tourism Value Proposition
Low and medium density

Hotel Destination Resort Other Accommodation
developments
• >200 keys • 100 - 200 keys • <100 keys on the coast • Surf camps
• Rooms and suites • Rooms, suites and villas • Up to 50 keys in the • Camp sites
• Provides a focused • Large number of captive hinterlands • Vacation cities
experience around one guest attractions and • Rooms, suites and villas • Beachside shacks
signature amenity or activities • Boutique hotels combined with
anchor attribute • Real Estate component/ • Located in special interest and accommodation facilities
• Beach club as a potential development (optional) preserved / protected areas • Low impact
facility • Nautical activities • Nature and culture activities accommodation
• Direct access to the beach • Sustainability focus
Accommodation strategy – standards and classifications
High service disparities in accommodation infrastructure

• Serviceability levels among accommodation options within the
same star/ DoT hotel categories
• Traveler expectations and actual services offered, especially in
bookings made though online media
• Basic traveler requirements not serviced at lower category
establishments
Key solutions proposed
• Re-establishing standards for each classification (e.g. A, B, C, D and
Heritage) in order to make them relatable to globally recognized
classification standards (e.g. European Hotelstars Union, World
Hotel Rating, AAA Diamond Ratings or Forbes Travel Guide ratings)
• Ensuring an enforcement mechanism for adherence to required
service standards
Benefits of re-establishing standards and monitoring
• Higher customer satisfaction, promoting repeat visits and positive
word of mouth dissemination in the industry
• Higher value realization for travelers at accommodation
establishments
rights reserved.
Connectivity Strategy – International, National and Intra State
Modes of Transport
Air Water
• The Mopa airport is expected to have a passenger • The cruise terminal at the Mormugao Port Trust is
handling capacity of 13.1 million per annum by 2036 currently attracting international cruise travelers
• Goa is well connected to major states across the country. • Domestic tourists can also be attracted through short
Better connectivity to major cities besides Mumbai and duration inter state cruises
Delhi is the need of the hour • Intra state connectivity can be developed through
• The Regional Connectivity programme of the Govt. of infrastructure improvements/ development at the Tiracol
India would also boost tourist arrivals from across India Fort, Chapora river basin, Fort Aguada, Dona Paula /
• Goa currently has direct flight connectivity to destinations Panaji - Old Goa, Mormugao Port, Colva Beach, Mobor
in the Middle East which forms a hub for international Beach/ River Sal/ Cabo De Ram, River Talpona/ Polem
arrivals. jetties
• The proposed airport is expected to be capable of • These jetties can support Ferry Services, Catamaran Ferry,
handling B777 and A380R aircraft types, making it Sea Buses, Speed Boats and Seaplanes to ferry tourists
accessible practically from a significant number of • Seaplane services can function as feeder points for high
international tourist markets via non stop flights. end tourists to the coastal regions with fast road
• Charters are an important mode of transport preferred by connectivity to the interiors of Goa, increasing
international travelers. However, greater emphasis needs accessibility
to be laid on attracting Free Independent Travelers (FITs)
Source: RFQ Document for the Mopa Greenfield airport project

Connectivity Strategy – International, National and Intra State
Modes of Transport
• Konkan and South Western Railways with a Single Track
Broad Gauge railway line are operational in Goa.
• Trains run at speeds up to 120 km/h (design – 160km/h)
• The Konkan Railway railway track when doubled could
Rail accommodate 120 (both passenger and goods) trains/ day.
• These works are expected to be completed in five years and
would boost connectivity to North and South India.
• The proposed track doubling for the South Western Railway
would also facilitate connectivity to East India.
• Goa is connected to the rest of India through two major

highways – NH17 and NH4A
• Phased augmentation through four and six laning of highway
stretches would boost road connectivity greatly
Road • An important link road of 30 m R/w is proposed to link NH4
A (near Corlim) and NH17 (at Agassaim).
• NH-4A is planned to be extended in two directions
promoting hinterland connectivity
• Private vehicles, Taxis, Buses, Rent-a-bike/car are key forms
of transport
Connectivity Strategy – Tourism signage system
Modes of Transport
• Today, the state has a limited general signage and indeed a tourism signage
system.
Current • A good and consistent sign posting system is extremely relevant in any tourist
situation destination but even more for those like Goa, which is and can be visited mostly
and by road, thanks to short distances between attractions.
needs • Many of the new products that have been proposed for the Master Plan invite
tourists to enjoy them best through circuits, mostly by road, though some also
using river transportation.
• In this context, a clear, visible, permanent, consistent sign posting shall be

adopted and developed.
• Besides regulations established at State and Taluka levels for general signage, a
specific tourism sign posting system should be reinforced and developed.
• Tourism signs and symbols should express their meaning in the most universal
and simple language possible using international standards, as mentioned by the
Way UNWTO to facilitate tourism experience, especially from international visitors.
forward • Tourism signs and symbols are mainly found at:
• Ports of entry/ exit such as airports, seaports, bus and railways stations and
terminals
• Buildings, roads, streets, paths and trails
• Maps, orientations diagrams, guidebooks, tourism pamphlets; and now more
and more on Internet portals and web sites
Connectivity Strategy – tourism circuits infrastructure needs – Transversal
Transversal/ combined circuits: Facilitating Infrastructure:
• River Cruise • Interpretation Centres
• Train route from N to S and W to E • Information Kiosks and marketing
• Bicycle tracks near rivers/ in material
Natural Parks • Signage's with asset details
• Trekking routes • Local guides and interpreters
• Beach circuits: • Transportation Hubs
• Forts
• Circuit Itineraries, including travel
• Old Town
options (possibly posted on the
• Turtle nesting
website)
• View Point
• Hinterland circuits: • Multiple accommodation types for
• Spice Farms various target travellers
• Wildlife • Food and drinking water facilities
• Waterfalls
• River Cruise • Town/ City/ Village walking routes
• Wellness in nature • Quality, safety and hygiene
• Panaji Circuit programs for food safety/ water
• Mandovi River Cruise sports/ adventure sports
• Bird Sanctuary • Garbage management
• Old Goa
• Best of Goa
Infrastructure Strategy – preparing Human Capital to adapt to and make the most of the Tourism Master Plan
opportunities
Human Resources Service
Creation of Human Resources Service Centres with 3 main functions:
Centers (HRSC) will be the
center point to provide the
training, support and
Support programs
Awareness programs Training programs awareness required to
(Companies Incubator) develop human capacity for
Goa.
• HR Service Centres provide skills and support to local people so that they can create new businesses, or
improve existing ones, by providing awareness, training and support programs HRSCs will aim to train and
• Service Centers link the demand from local population to create Micro and Small Enterprises and the upskill current and future
supply which take into consideration the gaps that exist in the rural tourism sector and the employment in professionals composing the
Goa, especially in the hinterlands. tourism workforce.
• The implementation of Services centers for Human Resources Development will:
There should be at least 3
• Increase awareness of the importance of the development and at the same time competitiveness of
Centers to the serve the
tourism in Goa as a whole destination, as well as in the different coastal and hinterland tourism Northern Coast, the Southern
destinations. Coast and the Hinterlands.
• Increase the professionalism and know-how of the local stakeholders and public administrations for the
development of a marketable higher-end and sustainable tourism in Goa. Increase the quality of services A website, on-line courses
by providing skilled and educated human resources and an employment database,
• Increase the opportunities for local residents to take advantage of the development of tourism in Goa, should also link all the centers
especially those located in the Hinterlands. and further facilitate human
• Provide support to entrepreneurs, professional improvement and creation of employment resource development
Infrastructure Strategy – focus on some key transversal services
Travel • Assistance to smaller tourist trade ventures towards investing in network infrastructure or subscribing to
organization / travel portals given the rising demand for online travel bookings
booking • Awareness programs towards ensuring service levels difference between expected and actual service
infrastructure quality from offline partners is minimal
• Certification courses for tour guides to meet industry requirements pan Goa, including taxi drivers who
could serve as tour guides
• Identification of trainers to give specialized short time courses at villages / Panchayats having key culture
Tour guides
and heritage or nature tourism sites/ projects
• Formalization and stringent implementation in terms of certified tourist guides providing services to
travelers
• Majority of the restaurants are concentrated in few cities owing to high tourist footfalls
Food &
• The demand needed to support quality restaurants is low in other potential tourist places in Goa
Beverage
facilities
• Ramping up hinterland infrastructure and introduction of tourism products subject to feasibility would
then be supported by F&B facilities.
• Regulation of the tourist taxi services in the state is important to intra state connectivity
Tourist Taxi • Govt. measures to install fare meters with printers along with Global Positioning System (GPS) devices is
Services a key measure required for seamless transport across the state
• The meters combined with the rate card issued by the Govt. Dept. would help in formalizing taxi services
Infrastructure Strategy – Support Infrastructure
• Goa has statewide coverage in drinking water
• Water demand from tourism is expected to almost double to 15 MCMY (Million cubic meter per year) by
2030
Water supply • Tourism currently contributes to 8.4% of solid waste produced in the state
& Waste • Poor waste management is seen to be causing a strain on the tourism sector
management • Utilization of new age waste water disposal methods are required, especially in mass tourism areas
• Works have been initiated for a 100-tons per day ultra-modern municipal solid waste management facility
at Saligao which is expected to handle waste from the North Goa coastal belt
• The Govt. plans to have a similar plant in South and Central Goa for garbage management by 2017
• The energy requirement of the tourism establishments is around 210 mn kWh annually which is 7% of the
total energy consumed in the state
Electricity • Shortfall of 100MW during peak hours adversely effects the tourism industry through frequent power cuts
Supply • 24X7 electricity should be provided at key tourism assets and establishments in the long term
• In the short term means should be undertaken to provide 24X7 supply at tourist accommodation, flagship
products and tourism hotspots
• Goa has a sound health infrastructure in place to cater to the health needs of locals and tourists alike in
terms of the Doctor population and Bed population ratios
Healthcare
• Increased number of emergency healthcare and first aid services would be required at tourism hotspots
with tourism growth
Source: Public Works Department ; T E R I. 2012, Directions, Innovation and Strategies for Sustainable Development in Goa, National Health Mission
Brand enhancement
Commercialization
3. and Promotion Destination C&P
(C&P)
Products C&P
KPMG.com/in
Enhancing the Goa brand: Adding a Baseline and Story telling
Context & • Recently a new brand was designed for Goa, development of which included a new logo and application manual
objective • As per international practice of many world destinations, there is an opportunity to further enhance the brand by
adding a tag or baseline to the logo
• Moreover, a “story” or short text of Goa as a tourist destination could be written in order to describe the aspirational
Goa tourism
• Finally, the brand could be still enhanced by adapting Goa’s defined colors to promotion materials, physical assets,
merchandising, handicraft, etc. to be used as “symbols” that people will remember and associate with Goa’s
destination personality.
Base line • A baseline, aims to highlight and summarize under a single word, group of words or sentence, the essence of what
Goa can offer to tourists.
• While it is advisable to keep the same logo for a long term (10 years or more), baseline can be changed and adapted
every 5 years, if needed, to reflect what Goa wants to enhance as a destination.
• A short text written by a Goan journalist or writer to synthetize the essence of Goa’s experience, could take Goa’s
history as a guideline and introduce other concepts. This story /text, should be used as in introduction to all online
and offline materials used to describe and differentiate the whole tourism destination
• Though visuals are important, if a story is character and narrative driven it has a better chance at striking an emotional
Storytelling chord with an audience. If a destination can tell a story that resonates emotionally with an audience, they can
overcome just about anything.
• The strategic importance of storytelling for a tourism destination:
• Stories are hard for others to copy
• Good stories can result in lots of word-of-mouth
• Myths can be created
• Fascinating stories create curiosity
• Stories as catalyst of destination development
Enhancing the new Goa brand: baseline and Story telling
• A baseline, aims to highlight and summarize under a single word, group of words or sentence, the essence of
what Goa can offer to tourists. While it is advisable to keep the same logo for a long term (10 years or more),
baseline can be changed and adapted every 5 years, if needed, to reflect what Goa wants to enhance as a
destination.
• Some examples of relevant domestic and international tourism destinations have been shown below
• Implementation guidelines:
Base line • The baseline should serve to highlight the desired evolution of Goa from a pure beach destination towards
an integrated coastal, cultural and nature-based destination, likely to attract higher spending tourists from
both India and abroad. The tag or baseline should put forward the unique “blend” of natural and historic
features, all present and enjoyable within short distances.
• Creative part to be developed by a specialized creative agency, under the guidance of and validation by
Goa tourism stakeholders, from the public and private sectors.
Brand enhancement
Commercialization
Destination Commercialization and
3. and Promotion
Promotion
(C&P)
Products C&P
KPMG.com/in
Promotion strategy – Goa’s expenditure in marketing & promotion
International Domestic
International Domestic Total in INR Total in
Total Marketing Marketing Others*
Arrivals Arrivals (*) US$
Budget* Budget*
527,569 3,530,657 13.70 24.30 2.00

2014 4,058,226 40.00 611,515
(13%) (87%) (34%) (61%) (5%)
541,480 4,756,422 14.04 24.91 2.05

2015 5,297,902 41.00 733,800
(10%) (90%) (34%) (61%) (5%)
Detailed Marketing Budget FY 15/16 * Amount in ‘000,000 (INR) Tourism Marketing budgets Goa
Miscellaneous 0.51
Advertisements, souveniers etc. 0.51 • The overall budget has been
Printing of brochers, pamplets, banners and other such items 1.03
State events - (e.g. Grape escapade, coconut and cashew festival) 5.13 increased by 21% from 2014 to 2015,
State events - (e.g. GITM, heritage and tripurari) 6.15 in line with total arrivals growth
Infrastructure for State events 4.10
State events - (e.g. Carnival and Shigmo) 5.13 • Marketing budget is today oriented
Media campaign spreads - Domestic 1.54
Media campaign spreads - International 3.08 to promotion of domestic tourism
TA - DA Domestic 0.31 (61% of total expenditures), as this
TA - DA International 1.23
Domestic exhibitions - space booking 1.03 market is represents 90% of total
Domestic Road Shows 1.54 arrivals.
International exhibitions - space booking 1.03
Road show/ Exhibition - International 8.71
Promotion strategy – Benchmark on marketing expenditure
Foreign Arrivals per Average Marketing Average marketing Key takeaways
year Budget (USD) spend per arrival
• Countries with large amounts of
1 international tourists arrivals spend
Large Destinations
(e.g: France, Spain, + 50 M 50 M 1 USD or less around 1 dollar per arrival though they
China, Italy, UK) have the highest budgets
• In second-tier volume tourist destinations,

2
Medium the less tourist arrivals, the more average
Destinations spending per arrival reaching around 8
+20 M 40 M 3-4 USD
(e.g: Malaysia, Mexico,
Germany) USD
• Goa needs to invest a larger amount in

3
Small Destinations international budget in order to get closer
(Costa Rica, Cyprus, +2 M 15 M 5-6 USD to the average spending. Nowadays it
Malta)
seems to be far away from the standards:
0.4 US$ versus 5 to 8 US$ per arrival in
4 comparable sample of destinations
1 M Less
1 or less M 5M 7-8 USD • On the other hand, it is true that this
Destinations
highest spending needs to be mitigated
because India’s marketing budget would
5 to a certain extent cover this need, as it
Goa 0.5 M 0.57 M 0.4 USD
promotes the country as a whole
SWOT on Goa’s Marketing Promotion & Communication
Strengths Weaknesses
• High brand recognition among domestic tourism
• High brand recognition among international tourism for Sun &
Beach, Nightlife and “Living Life to the Fullest” way of life
• Recent brand change
• Brand positioning not clear; some of the brand attributes are not
• Land of contrasts with wide range of offerings to be promoted, conducive to attracting high-end tourists
easily reachable due to short distances
• Low marketing budget
• Website oriented to direct sales of specific products and
availability of destination app
• Marketing expenditure addressed to both domestic and
international markets
• Availability of Multiple Tourist Products & Resources to

Develop Goa into a Top Destination
• Promote tourist arrivals from markets with high number of • Several Indian states are running aggressive international
arrivals in India but low for Goa (USA, Canada) marketing campaigns and have potential to compete with Goa
• Attract tourists by launching a segmented communication by (Kerala is today the strongest competitor using aggressive and
travel motivation and nationality focused marketing & promotion techniques)
• Develop a strategy for marketing and communication by • Visibility in trade shows is increasing significantly for several
product Indian states
• Take profit of social media marketing to increase awareness
and personalization without relevant additional spending
Opportunities Threats
Marketing Destination Goa as a whole: Proposed approach
Smart Tourism Destination
Customer intelligence & Campaigns
Integration of all technologies into an Omni–channel Platform for a
Storage visitors information to launch seamless digital experience for the end user throughout the whole
segmented campaigns and increase repeat customer journey Website
8
tourists’ rate Good information platform but there’s a long
7
path to deal with according to relational
B2B, Events & Congress
1 service, real time information and
It is important to share with
transactional agreements
intermediaries the new strategy, which 6
could be channeled through a newly
established Convention Bureau for all
Mobile APP
MICE products
Explore the possibilities that bring new
Social Media 2 mobile apps such as, geolocation, beacons or
Today Goa already has a good presence customized contents. It is a good mean to
5
on Facebook, Twitter or Instagram extract valuable information about the
customer
3
4
Press, Publicity & Programmatic Marketing Key physical Contact Points
A step forward needs to be done to develop a Implement ake advantage of key contact
segmented and efficient communication through points in order to understand, relation and
traditional channels and modern one inform our visitors
1 Marketing G0A Destination - Website
It is the destination image on the internet and a commercialization tool. This website has to be dynamic, interactive and
efficient for visitors but also useful for tourism stakeholders. The website should be structured by a tourism product menu,
gathering all services that support the visitor motivations.
Frequent actions to be done Website of the future
The web 2.0 is a channel of communication between all

• Update the website periodically to maintain the quality of
stakeholders and new formats and tools will arrive to enhance
the information and use the latest technologies
and improve the experiences. It will be a key factor of success
• Propose a page with recent news of the tourism industry to keep marketing updated on all opportunities coming from
and of the country on the website
innovative technologies
• Create a restricted area for professionals and press
• The website should be adapted to the different key

customer segments (language and design preferences)
• The website should be available from all main searching

engines optimization (SEO) (Google, Bing, etc)
• Visitor reports and statistics should be extracted each Digital Travel Photo sharing, Forum where Real stories of real
month of the website in order to verify the frequency of Planner interactive maps, customers share customers
wikis, widgets… its experience (Malaysia web)
visits and the visitor characteristics
1 Marketing G0A Destination – Website evaluation
Area Detail Mark
Area Detail Mark
How to get here • Accommodation •
Visa • Museums •
Arrivals Customs • Rentals (car, bicycle, boats, …) •
Currency • Products (at
Transaction Events and Shows •
Time Zone • destination)
Restaurant bookings •
Routes, Schedules & Price (Taxi, Train, Services
• Transport tickets •
Local Trips Bus) Souvenirs, maps, guides… •
Car rental & Guides information • Activities & Tours •
Prices and value of goods • Packages Accommodation and activities package •
Cultural tips •
Newsletter •
Real Time Weather predictions & Quality of air / water •
Relation Personal Area •
Traffic condition •
•
Services APP info •
Season factors
Information USP / Claim • Social Media •
Services Brand Story telling • Phone Number •
Mission, vision & objectives • Contact Form •
Regions •
Services Direct Chat •
Where to go Cities / Villages •
FAQ •
Main Sights •
Cultural Tourism •
Business & MICE • • Goa’s website is focused on providing basic information to visitors.
Sport Tourism • There’s a low developed section that offers packages and
What to do Leisure & Entertainment • accommodation to customers
Nautical Tourism • • Relational services such as social media connection, newsletter or visitors
Eco Tourism • blog are still to develop
Others • • There’s also a progress area in Real Time Services
Accommodation Hotels, Hostels, Camping, Cruise, Spa •
Special features Disabled info, families, sustainable tourism •
2 Marketing G0A Destination - App
Mobile applications offers Goa a new relationship channel with customers and stakeholders. This new channel includes a
wide range of new possibilities to interact with customers, build awareness, improve loyalty and strongly complement their
whole experience.
App technology solutions
• Real time information such as social media, tourist

information (traffic, events), advertising or reminders
• Vehicle tracking (bus , metro, taxi, shared cars)

Proximity marketing Use of beacons
• NFC tags and QR codes to access information about nearby
points of interest
• Tourist Complaints Management System
• Multi-languages travel guide app which also offers

available packages Customized digital contents
In te ra c ci ón Natural Cl a s i fi c ac ió n
p e rs o n a s
•Gé n e ro
•Ed a d
•Gru p o s
•Fa m i l i a s
De te c c i ón
Bi o m é tri ca Vi su al
p a ra s a be r dó nd e
e s tá m ira nd o
De te c c i ón
e m o c i o ne s
d e l u s u ari o
Interactive Audio guides
•Pa re j a s
•Am i g o s
• Proximity marketing with beacons (special discounts, Current Goa’s app has a great potential to develop. It seems to be an
information platform with some useful services like checking availability in
upgrades or cross selling)
hotels or calling for a cab. It should move towards a digital and relational
platform in order to improve customer experience and loyalty. Moreover
• Customized digital contents (self segmentation)
this platform should enable gathering valuable information from visitors
3 Marketing G0A Destination– Key contact points
Today tourism information offices should not be only attended by physical persons but greatly complemented by virtual
and interactive “offices”. It is important to place them in strategic points such as airports / train stations / ports, famous
attractions or hotel areas. These virtual information points become also strong cross selling marketing tools throughout the
destination
Strategic methodology
• By knowing the locations of your signs, you will
Sign Location also be able to consider in the environment of
the sign
• Identify your main audience and understanding
exactly who you are creating content for.
Target
Measure how long will be your audience in front
of the sign
• Do they need information to guide them? To
Needs educate them (tech them about products /
services)? To entertain them?
• What do we want our visitors to do? (follow our

Mission social media, buy a product, visit a sight). Call-
to-actions should be include in our content
• Content change frequency, who creates the

Others
content, brand voice / message guidelines…
4 Marketing G0A Destination – Press, Publicity & Programmatic Marketing
Press & Publicity: Activities should be developed to communicate the tourism offer, the products and the brands to targeted
audiences. In the case of Goa, it seems important to focus on the accessibility of information to journalist and also to create
advertisements available to the corporate sector. Moreover, it is increasingly important and cost-efficient to use more online
materials and campaigns rather than offline and physical promotion materials and campaigns. Though, offline promotion
cannot be eluded.
Specific actions
• Press trips
• Media database (gathering information on international

travel writers and journalists)
• Resource library including photos, brand imagery, video

clips of local attractions, photo CD
Travel bloggers Effective online press room
• Press clipping
• Targeting on specialized press and journals to place

effective advertising
• Newsletter to international travel writers and journalists
• Strategy for celebrities, key opinion leaders or travel

bloggers (strong influencers) Target and segmented publicity
4 Marketing G0A Destination – Press, Publicity & Programmatic Marketing
Programmatic Marketing: target what types of audience you wish show your advertising to. Which can encompass
segments across demographics such as age, gender, social standing, to geographic in certain areas of the country. You can
also limit the ads to times of day and frequency, decide which publishers you want your ads to show on. This way you are
only paying for highly effective ads, delivered to the right people at the right time
Strategic methodology Example

• The path to programmatic begins with the choice of
DSP selection your demand-side-platform (DSP). good DSP must be 1. Target: Germans between 25 – 35
transparent in their capabilities and data sources 2. Product: Nightlife and Beach&Sun
3. Promotion: 20% less on early booking
• A data partner should be able to clearly
Data partners articulate the value of their data and how it will
selection assist you in targeting your campaign to achieve
your KPIs
• Upon setting the KPIs for any individual
campaign, you should then work backwards
Metrics • Filter: target with
from your goals to see which measurements
align travel & leisure
cookies last
• Programmatic is all about delivering the right month
Creativity message to the right audience at the right time. • KPIs: click on ad,
Creativity is capital visit main page,
booking
• The programmatic opportunity can only be fully
Post – Buy
exploited if there is a strong post-campaign
analysis
reporting and analytics system
4 Goa’s Marketing superstructure – Press, Publicity & Programmatic Marketing
Design of relevant marketing collateral is essential to support the selling and promotion of products. A specialized team
should be in charge of building this type of materials and a strategic promotion plan must be designed to give vitality
through the different promotion channels
Types of collaterals
• Sales brochures and other printed product information
• Visual aids used in sales presentations
• Web content (photos, 360º views, video)
• Sales scripts
• Demonstration scripts
• Product data sheets
• Product white papers
• promotional pictures
Kerala’s collaterals in website and social media
5 Marketing G0A Destination– Social media
Social media is the one of the key areas for destination marketing managers. GTDC should actively encourage user content
about destination and integrate it in its own channels. One of the most important factors that we take into account when
planning a trip is friends recommendations. Social media is plenty of these recommendations and that’s why Trip Advisor is
one of the decisive stakeholders of our time
How to measure success in social media Some inspiration facts
• Number of visitors viewing user-generated content (UGC) on the

website
• Number of visitors viewing UGC on third party sites
• Number of identified blogs that support the destination
• Blog activity
• Tags / Hashtags
• Volume of tags that include optimization engines keywords with

presence in websites from priority markets
• Specific statistics, such as “Trending topic” or number of “retweet”
5 Marketing G0A Destination– Social media
Kerala is the destination that spends more effort on social media means. However Goa is already performing well in this
field
Sri Lanka Bali Ibiza Kerala Maldives Mauritius Thailand Goa
1
Facebook
6.033 903 23.420 1.284.078 NA 38.235 39.146 615.468
(page likes)
2
Twitter
1.149 11.200 14.700 70.300 12.600 15.400 70.400 30.200
(followers)
3
Instagram
59.300 4.000 13.900 57.900 42.400 NA 52.700 20.300
(followers)
4
Youtube
529 NA 52 18.440 NA NA 2.045 618
(channel subscriber)
6 Marketing G0A Destination – B2B, Events & Congresses
To develop an international tourism marketing and representation network is crucial for Goa’s performance for the next
years. It will market and promote Goa tourism at the market origin, inform the customers and intermediaries on their travel
possibilities and the tourism offer in Goa
Objectives B2B stakeholders
• Definition of office/representation model: according

Tour Operators & Travel
to budget and market priorities, the first step is to Agencies
define the kind of office model among the following (TUI, Thomas Cook)
options: BTB satellite offices, Tourism Trade
Representative, Destination Marketing or PR
Company Travel websites,
Convention Blogs & Travel
• Selection of source markets for offices: identification OTAs Bureau Influencers
(Booking, Expedia, (Trip Advisor, Lonely
of priority markets and specific locations (cities), Airbnb) Planet)
where to settle the defined marketing office
MICE
• Assessment and revision of network map every 4 (specialized travel
years, in order to optimize efforts and resources, agencies, MICE
organizers, Big
redefine the priorities and office models, according to
Companies)
trends, market’s changes and competitiveness
situation
7 Marketing G0A Destination– Customer Intelligence (CI) & Campaigns
Identify actions which will be dedicated to further research and target Goa’s loyal customers and repeat visitation, to
improve destination experience It is also important to encourage and facilitate active recommendation of our destination,
even on behalf of non repeat visitors. This project will provide inputs to the Marketing Intelligence System and it is based
on the idea of being a software user.
Objectives Customer journey map
CONSIDERATION ACQUISITION PRE-TRIP TRIP POST-TRIP
Develop a customer relationship management in order

to save financial resources and enhance the loyal Awareness &
Inspiration
Doesn’t
book
Budget
download
Acquisition
communications
Doesn’t
buy
Pre-trip
communications
Port
check-in
Check-out Post-trip
communications
visitors’ profitability rather than constantly targeting

new visitors and new target markets
Manage the CRM via an IT system which would collect
and organize the different data collected about loyal
customers
Manage the platform to distribute personalized
information to customers such as newsletter, special Cruise search Select Choose
Cruise/budget optionals
Booking
& payment
E-docs
delivery
Online
check-in
Trip
communications
Medallia
satisfaction
survey
offers to instate a link with them and stimulate repeat MOBILE APPLICATION
business
Customer journey analysis allow us to identify every touch point
The CRM system should monitor the use and with our visitors. We should decide which information is critical to
enjoyment of the new products collect for future campaigns and reporting
8 Marketing G0A Destination –
integrating it all into a “Smart Tourism” Destination
Bringing Smartness into Tourism Destinations requires dynamically interconnecting stakeholders through a technological
platform on which information relating to tourism activities could be exchange instantly. This integrated platform is having
multiple touch points that could be access through a variety of end-user devices which will support the creation and
facilitation of real-time tourism experiences and improve the effectiveness of tourism resources management throughout
the destination at both the micro and macro level.
Integration of different technologies into an omni – channel Smart Tourism Destination beneficiaries
tourism destination Tourists are not the only ones taking advantage from innovation.
Many stakeholders involved in the process of creating Smart
Tourism Destination are also gaining benefits
Local
Government
Public Sector
Smart Tourism GTDC Beneficiaries

destination
Tourists /
visitors
Companies
from Tourism
VC Citizens
Types of destination marketing and customization level -
Key take-away
All means of mass commercialization and promotion not addressed to any

General Marketing specific public. No specific focus and broad market targeting. No limited
timeframe
Communication Customization
Specific positioning /selling messages containing a unique differentiation

message related to one destination’s feature but addressed to a general
Special Campaigns
public: for instance Kerala's campaign on backwaters tourism. Campaign with
limited time frame until another campaign is launched
Specific positioning /selling messages focused on one type of

Marketing by products product /main travel motivation and addressed to visitors
responding to this interest profile. No limited timeframe
Omni-channel and personalized

communication focused on target profile with
Business intelligence and targeted specific contents catering for his/her
marketing preferences. Limited timeframe for each
message, as communication is on-going and
responsive to personal feedback
82
Building awareness among local stakeholders:
A key success factor
Sustainable tourism development in Goa is a responsibility of everyone: civil society, public and private sector. Campaigns
with state coverage should be undertaken to inform citizens and raise their awareness on the importance of tourism and
tourism hospitality. In addition, a civic pride campaign should promote the uniqueness, protection and the importance to
conserve the national Natural and Cultural heritages of Goa (either monuments or living culture and nature) while
encouraging Goans to travel and visit destinations within their Taluka and others.
Objectives Types of campaigns

• Goan pride: encourage domestic travels within the state in order to
• Definition of different campaigns per year: identification of transmit the importance for Goans to know and feel their State
awareness needs and key audiences to tap; definition of goals • Tourism awareness in schools: promote the importance of tourism
for the State of Goa among young people and highlight the career
and strategies; definition of messages per target and opportunities in tourism
communication tools for each one; definition of seasons and • Community awareness: This action could help the community to
days for domestic tourism campaigns. understand the need of the tourism industry in Goa and the benefits
of this industry to the local community
• Define the strategic partners per campaigns, such as public- • Sustainable tourism awareness: This project plans and programs
private partnership with local tourism companies on sustainable tourism for the population of the tourist destinations
aimed at promoting and disseminating a culture which respects
• Define implementation schedule of each campaign environment, natural resources and the cultural heritage of the
country, by strengthening the national identity and pride
• Define the financial schemes and alternatives for funding • Goan hosts: This project develops training programs on customer
service techniques for staff not directly employed in the tourism
• Monitoring system for campaigns industry but who have contact with tourists.
Promotion & Communication - Key take-aways
Use the web with the aim to build the brand, obtain awareness, attract new customers, transmit experiences and gather useful
Website
visitor information. Focused efforts are needed on new and updated content to align with new positioning and products
Utilise advantages offered by Mobile App technologies like proximity marketing (partnerships), use of beacons,
Mobile App
customized digital content or real time information. 85% of visitors use their smartphone when travelling
Key physical Place key physical contact points in strategic areas (airport, port, famous attractions…) in order to guide,
Contact Points inform, educate and improve visitor experience
Press, Publicity
and Prog. Change advertising / publicity strategy into a cost – effective, targeted and experiential advertising plan
Mark
Goa’s social media performance needs to be continued. Focus on quality of materials (video sharing, photos),
Social media
interaction with visitors and gathering information about them
B2B, events &

Congress Define and establish a consistent plan for all intermediaries, from OTAs to specialized agencies.
Customer Goa needs to know more about its visitors and launch campaigns in order to increase revenue (repetition,
Intelligence & upgrade, cross selling), improve experience and increase loyalty including visitors’ proactive recommendation
Campaigns to other potential tourists
Smart Tourism All the above tools should be integrated with each other and share valuable information and bring the visitor a
Destination modern omni – channel destination marketing that give quality experiences
In order to increase not only the volume of higher spending tourists but also to boost international tourism, Goa will need to invest more and
dedicate a higher % tage today of its marketing budget to international marketing and promotion
Brand enhancement
Commercialization
Destination C&P
3. and Promotion
(C&P) Products Commercialization and
Promotion
KPMG.com/in
Marketing by products / markets: A new way forward
Now that Goa wants to focus on several products, a strategic marketing by products needs to be developed. The advantage
of Marketing & Promotion on specific products is that can be done mainly through direct marketing based on specific
experiences.
Target
1. Individual end user
2. Specialized Tour Operators (offering segmented

experiences)
Horse riding Trips Cuisine Holidays Golfing Holidays
3. Associations & Clubs of members for a specific
activity
Promotion tools
1. Sample itineraries
2. Social media Rail Holidays Cultural & Art Holidays Painting Holidays
3. Influencers blogs & fam trips

4. Advertising in specialized websites for each activity
5. Attend specialized trade fairs and congress

Photography trip Bird watching trip Cycling holidays
Marketing by products / markets: Creating Marketing Clubs
It is important to develop product clusters of public and private tourism service providers sharing the same customer
target, the same product market (nature tourism, cultural tourism, cruise tourism, etc); the same type or the same category.
The aims of the clubs are to structure the touristic offer and to help increase quality, in such a manner to provide easy
marketable products and answer the expectation of the market customers. The quality is reached by a set of membership
standards that have to be accomplished, if any company or destination wants to be part of the club
Tourism Product Club Development & Promotion

The following process proposed is adapted to obtain dynamic and attractive clubs to customers and companies. This project
aims to create marketable and successful product clubs following the process below:
• Coordination of the initiative by a designated product manager
• Use of market studies to define adapted clubs to the industry and identification of club concepts with specific market needs
• Identification of company prerequisites to join a club – The club must welcome tourism companies and organizations with a
minimum of quality requirement
• Identification of the activities and benefits of the club to members

• Selection of the different promotion channels for the club (brochure, roadshow, website, etc)
• Management of the schemes and definition of roles
• Identification of the type of business to be represented and integrated to the clubs
Thank you
This draft report has been submitted solely for
discussion purposes to the client
© 2016 KPMG Advisory Services Pvt. Ltd., legal

member firm name, a jurisdiction legal structure and
a member firm of the KPMG network of independent
member firms affiliated with KPMG International
Cooperative, a Swiss entity. All rights reserved.
The KPMG name and logo are registered trademarks

or trademarks of KPMG International.

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Department of Tourism, Government of Goa

Qualitative Tourism goals

Quantitative Tourism Goals

Diversify product portfolio and

While safeguarding and improving tourism and general socio-

Qualitative Tourism goals

Quantitative Tourism Goals

KPMG.com/in Development principles &

3 Use this product

• Nature-based tourism will be a focus product

Qualitative Tourism goals

Quantitative Tourism Goals

• Pristine beaches in certain limited development is present. some urban areas

In some Coastal/ Urban

Untouched nature High density (60+ units /ha)

Applies to designated fully In the hinterlands, low-medium density development should be

6 programs 8 programs 6 programs 5 programs 3 programs

Core products Complementary products Flagship programs Quick wins EF = Eco-Friendly

DP - Culture & Heritage Tourism

DP - Leisure & Entertainment

DP - MICE & Weddings

2 Fishermen Market and F&B Court

3 High-end music venue paired with luxury lifestyle resort

4 High-end lifestyle beach club paired with luxury lifestyle resort

Flagship programs Quick Wins

Coastal Tourism Programs

Pernem Karnataka Pernem Karnataka

Bardez Bicholim Bardez Bicholim

Baga beach Mapusa Bicholim Sattari Mapusa Bicholim Sattari

Coastal Tourism Programs

Pernem Karnataka Pernem Karnataka

Mapusa Bicholim Sattari Vagator

of the beaches Chaudi location in one Chaudi

Coastal Tourism Programs

Morjim Mapusa Bicholim Sattari

Tiswadi Nauxi Bay Tiswadi

Vasco da Gama Vasco da Gama Ponda

2- Fishermen Market and F&B Court    PPP Support Lead

3- High-end music venue paired with

4- High-end lifestyle beach club

5- Eco-beach (Resort)  Support Lead Support Lead

6- Marinas  Support Lead Support Lead

Short term: within 3 years

DP - Culture & Heritage Tourism

2. Master Plan DP - Nature Tourism

DP - Leisure & Entertainment

DP - MICE & Weddings

3 Villages (arrive and walk)

4 Old Goan Houses

7 The Goa Multimedia Experience

Margao Pansaimol Rock Carvings Margao

Culture & Heritage Programs

Mapusa Bicholim Sattari Mapusa Bicholim Sattari

Chorao Tiswadi Tiswadi

Vasco da Gama Ponda Vasco da Gama Ponda

Curtorim and Raia

Salcette Salcette Sanguem