Odisha mulls robust plan for branding tourism products

State's tourism policy offers both fiscal and non-fiscal incentives for boosting tourist infrastructure

The state tourism department is working on a robust plan for branding of tourism products to position the state as a preferred destination for tourists.

The plan is aimed at long-term branding of the tourist hot spots. The campaign for the state tourism will be finalized after due consultation with all stakeholders including Hotel & Restaurant Association of Odisha (HRAO), the apex body of hospitality sector in the state.

The delegates from the travel trade have suggested to the state government to adopt a sound strategy for branding and advertising of the tourism products by roping in a professional advertisement agency.

It has been decided to redesign the advertisement policy.

Already, the tourism department is on the job for an aggressive promotion campaign with specific themes and defined communication strategies.

The state chief secretary J K Mohapatra has stressed on treating branding of tourism products as an investment and not an expenditure.

Odisha has unveiled its revised tourism policy that offers both fiscal and non-fiscal incentives for boosting tourist infrastructure.

With an eye on private investment, the policy offers subsidy from 20 to 35 per cent on investment ranging from ~10 lakh to ~ 20 crore and beyond. The quantum of subsidy will depend on the zone on which the tourism project is coming up.

Land for tourism projects will be alloted at concessional rates as per the Industrial Policy Resolution (IPR).

However, the government may allot land by auction or any other mode in specific tourist destinations to be notified from time to time.Under the revised policy, all tourism projects are eligible for availing 50 per cent exemption in stamp duty on purchase of land for the project.

New tourism projects can also reimburse 30 per cent of actual net VAT (value added tax) paid subject to a ceiling of ~10 lakh per annum.

Areas with high potential for tourism will be notified as Special Tourism Zones (STZs). In such regions, the state government will develop quality infrastructure like roads, sanitation, power supply and water supply through convergence of resources.

Among the non-financial incentives, the tourism department will facilitate obtaining of various permissions and clearances required from statutory bodies.

The department will also make use of the provisions of the Single Window to fats track the tourism projects.

The policy, which aims at putting Odisha on the international tourist map, focuses on employment generation and promotion of small and medium enterprises.

It targets a footfall of 28 million domestic visitors and 400,000 foreign tourists by 2020.