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Introduction
With its extraordinary history and culture, Rajasthan holds a prominent position within India’s tourism industry.
In the region, Jaipur has always been a major tourist destination with its many prized cultural assets. However, the economic boom India is witnessing is dramatically reshaping the tourism landscape, from the arrival of international hotel chains to the development of new transport infrastructure, new challenges and opportunities are confronting the domestic tourism industry.
This report displays the results of the Jaipur International Tourist Survey 2011. It is based on over 100 extensive face-to-face interviews Kanvic conducted with international tourists across the city.
This report is intended to form a sound basis for all the stakeholders in Jaipur’s tourism industry to improve service delivery and increase revenues through a better understanding of the expectations of international tourists.
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Understanding the behaviour and preferences of international tourists is important for the key stake-holders in Jaipur’s tourism industry
Key stakeholders
Restaurants & Bars Retailers
Hotels
Government
Tour agencies &
operators
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Contents
Overview of the tourism industry
Key findings
1
2
3
4
Survey results
Implications for key stakeholders
5 Methodology
5
Tourism is a significant contributor to the Indian economy
The tourism industry is the largest service industry in India, contributing 8.6% to the national GDP.
17%
28.2% 46.2%
8.6%
Tourism Other ServicesIndustry Agriculture
2006 2007 2008 2009 2010
4652 54 51 56
3902544360
5073054960
64578
Number of International Tourist Arrivals (lakhs)Foreign Exchange Earnings from tourism (Rs. Crore)
In 2010, India’s tourism industry bounced back from the global economic crisis with around 56 lakhs of foreign tourists visiting the country.
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis
Breakdown of Indian GDP by industry sector
Annual international tourist arrivals in India and the foreign exchange earnings they contribute
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Rajasthan attracts approximately one quarter of all arrivals in India but as international tourists become increasingly aware of other regions it has faced tougher competition
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis
2005 2006 2007 2008 2009 2010
5651
545246
40
131115141211
Rajasthan India
International Tourists Arrivals (Lakhs)
28 26 27 28 22 23
Percent of international tourists in India visiting Rajasthan (%)
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Jaipur remains one of the major tourist destinations in the region
As a city in the Golden Triangle, and with its extraordinary culture and h istory, Ja ipur ho l d s a p rom inen t position in Rajasthan, attracting more than one in three of the international tourists visiting the region.
2005 2006 2007 2008 2009 2010
1311
151412
11
434543
Jaipur Rajasthan
27 33 36 27 27 31
% of international tourists in Rajasthan visiting Jaipur
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis
International Tourists Arrivals (Lakhs)
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Contents
Overview of the tourism industry
Key findings
1
2
3
4
Survey results
Implications for key stakeholders
5 Methodology
9
Almost 60% international tourists come from Europe and spend over $200 in Jaipur during an average stay of 2.8 days
Almost 60% of international tourists come from Europe. France and the United Kingdom are the major contributing countries.
The average stay of international tourists is 28.7 days in India and 2.8 days in Jaipur.
The average spend of an international tourist is US $2,118 in India and $207 in Jaipur.
Heritage pink city is the main tourist attraction in Jaipur.
Source: Jaipur International Tourist Survey 2011
1
2
3
4
Key findings of the survey - 1/2
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Textiles, handicrafts and jewelry are the major shopping draws for international tourists in Jaipur
Textiles, handicraft and jewelry are the major shopping draws for international tourists.
The majority of international tourists stay in 3 star and guest house accommodation
Price is the most important criteria in choosing a hotel. It is followed by location and cleanliness.
Source: Jaipur International Tourist Survey 2011
Key findings of the survey - 2/2
5
6
7
11
Contents
Overview of the tourism industry
Key findings
1
2
3
4
Survey results
Implications for key stakeholders
5 Methodology
12
The large majority of tourists visiting Jaipur arrive in Delhi
With its airport capturing 80% of the arrivals of international tourists visiting Jaipur, Delhi clearly constitutes a strategic advertisement area for stakeholders of the tourism industry.
New Delhi airport, main railway stations, ISBT, Bikaner House bus station, and Delhi-Jaipur highways should be highly considered to promote the unique experience offered in Jaipur.
1%8%
11%
80%
New Delhi airportMumbai airportOther airportNot arrived by plane
Entry point for international tourists coming to Jaipur, n=107
Source: Jaipur International Tourist Survey 2011
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Guide books, internet, and friends and relatives are the main sources of information used by an international tourist when planning their trip to Jaipur
A strong presence in guide books appears to be a prerequisite for success as more than two thirds of the i n t e r n a t i o n a l t o u r i s t surveyed declared using them when planning their trip.
Guide books
Internet
Friends & relatives
Travel agencies & operators
Brochures
Magazines 5
6
24
42
47
70
Sources for planning the trip, n=107
Source: Jaipur International Tourist Survey 2011
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Foreign tourists tend to make an extended stay in India generating high revenues for the tourism industry
18%
15%
20%
31%
16%
< 2 weeks 2 to 3 weeks3 to 4 weeks 4 to 5 weeks> 5 weeks
12%
24%
15%
31%
18%
< 24 25 - 4950 - 99 100 - 199> = 200
Time spent in India by International tourists, percent of respondents, n = 101
Expenditure ($) per day, percent of respondents, n = 66
Source: Jaipur International Tourist Survey 2011
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Tourists stay on average almost 3 days in Jaipur, and spend around $207 in the city
Location Average stay (days) Average spend ($)
India 28.7 2,118
Jaipur 2.8 207
With such a short average stay, stakeholders must make every effort to increase the visibility of their services if they are to tap into this market.
Time and money spent in India by International tourists
Source: Jaipur International Tourist Survey 2011
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Accommodation is the largest single expenditure for foreign tourists in Jaipur
11%
13%
21%19%
35%
Accommodation Food and beverages Transport inside IndiaVisit to cultural sites & entertainment Shopping
O n a n a v e r a g e , accommodation represents o n e t h i r d o f a n international tourists’ total budget.
Food and beverages, and transports represent each a round 20% o f the i r expenditures.
Distribution of international tourists’ expenditure, n = 63
Source: Jaipur International Tourist Survey 2011
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The majority of international tourists stay in cheaper accommodation and make their booking independently, either with the hotel or via the internet
31%
31%
16%
11%
11%
Heritage hotels5 star and above4 star3 starHotel/Guest House
4%3%
22%
38%
7%
26%
Travel AgenciesTour OperatorsDirectly with the hotelInternetAt the stationOther
Accommodation by type, n = 107 Methods of booking accommodation, Number of respondents n = 107
Source: Jaipur International Tourist Survey 2011
Price, location, and cleanliness are the top three factors influencing international tourists’ choice of hotel
Price
Location
Cleanliness
Comfort
Brand 16
41
60
61
65
Whilst hotel brands do not feature prominently in the decision making of international tourists, the arrival of major chains like Marriott in Jaipur is likely to alter their preferences.
Main factors influencing international tourists’ choice of hotel (%), n = 107
18Source: Jaipur International Tourist Survey 2011
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Almost half of all transport bookings are made through travel agents and tour operators while internet bookings remain relatively low
8%
12%
8%
2%
25% 7%
38%
Travel agent Through hotelAt the station Did not book yetTour Operator InternetOther
Over one third of international tourists book their transport with the travel agent.
25% tourists even go directly to the station and book on the spot.
There is a clear lack of internet booking facilities for local travel.
It is very difficult to book travel online for international tourists due to the lack of payment options.
Method of booking transport, n = 107
Source: Jaipur International Tourist Survey 2011
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The city’s cultural sites are the overwhelming attraction for foreign tourists while its shopping opportunities feature strongly
There is an absence of evening entertainment that could increase tourist expenditure in the city and create a more diverse experience.
Developing leisure and entertainment activities could be a way for Jaipur to differentiate from other cities in Rajasthan.
Major activities for international tourists (%), n = 107
Visit to cultural site
Shopping
Bars
Theatre/Cinema
Others
Yoga/Mediation 4
5
11
14
62
97
Source: Jaipur International Tourist Survey 2011
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Textiles are the favoured purchase of international tourists, with handicrafts and jewelry also being popular
Despite Jaipur’s reputation as a centre for the gem and jewelry trade, textiles are by f a r t h e m o s t c o m m o n purchase for international tour i s ts re f lec t ing the i r quality, price and ease of transporting on multi-city tours .
Buying preferences for international tourists, n = 63
Textiles
Handicraft
Jewelry/Gems
Food/Spices
Carpets
Others 1
5
18
21
22
44
Source: Jaipur International Tourist Survey 2011
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While international tourists consider Jaipur safe and people friendly, they also find it crowded, noisy and dirty
Totally Agree Agree Neutral Disagree Totally disagree
International tourist perceptions of different aspects of their experience, n = 107
Source: Jaipur International Tourist Survey 2011
Goods restaurants are available
Prices are expensive
It has a pleasant weather
People are friendly
It is a safe place
It is easy to move inside the city
It is a polluted city
It is too crowded
It is a noisy city
It is a dirty city
23 37 33 6 1
9 11 45 34 1
21 47 22 9 1
20 63 16 2
21 58 20 2
12 46 20 21 2
21 41 24 12 1
10 38 27 23 1
26 41 26 7
22 36 28 13
2
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7.67 is the average grade given to the overall visit to Jaipur
The average grade international tourists gave to their experience visiting Jaipur is 7.67.
96% of foreigners interviewed would recommend to visit Jaipur.
5%
15%
36%
32%
10%2%
5 6 78 9 10
Jaipur’s overall rating on a scale of 1 to 10, n = 107
Source: Jaipur International Tourist Survey 2011
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Contents
Overview of the tourism industry
Key findings
1
2
3
4
Survey results
Implications for key stakeholders
5 Methodology
25
We have highlighted the main implications from our survey for each of the major stakeholders in Jaipur’s tourism industry
Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
Government plays a crucial role in providing infrastructure, enforcing standards and setting the city’s tourism strategy
With around 60% of international tourists perceiving Jaipur as ‘dirty’ and ‘polluted’, measures to improve air quality and sanitize public spaces could reap dividends for the city’s international appeal.
With 74% of respondents describing Jaipur as ‘noisy’ and 49% as ‘crowded’, strategies to improve mobility around the city and to reduce traffic near prime cultural sites would improve the experience of international tourists.
With an average stay of only 2.8 days, reducing journey times between Jaipur and other cities in the region could increase the likelihood of a visit as well as extending time spent in the city. This would create increased opportunities for Jaipur’s tourism industry to generate extra revenue.
As more and more international tourists use the internet as their primary resource for planning and booking their holiday in India, providing online reservation and payment facilities for public transportation and cultural sites should be a priority.
With international tourists regularly complaining of being hassled by vendors and touts and being subjected to attempted scams, better enforcement by public authorities could improve the visitor experience.
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Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
1
5
4
3
2
Hotels will need to adapt to the booking practices of independent travelers and provide a more diverse range of entertainment to attract more international tourists
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With 70% of those surveyed using guide books to plan their trip, having a presence in this ‘go to’ resource for international tourists is paramount.
As only one third of international tourists booking their accommodation via tour agents and operators, an online presence and the ability to book directly over the internet is increasingly important as more visitors plan their trip independently
Cleanliness and price are the overriding priorities of international tourists when choosing their accommodation.
A location close to the main cultural sites is important given the short length of stay of international tourists.
With night time activities barely featuring in our survey, hotels could boost their revenues from international tourists by providing late night dining, drinking and entertainment.
With Delhi Airport acting as a gateway for 80% of international tourists that come to Jaipur, the capital’s transport hubs, cultural sites and hotels appear to be a strategic place for promoting a stay in Jaipur.
Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
1
5
4
3
2
6
The city’s bars and restaurants could attract more international tourists
Because guide books are the primary source for planning a stay in Jaipur, a presence in this popular resource is the primary generator of international tourist business for bars and restaurants in the city.
With cleanliness a major concern for international tourists, having high hygiene standards and effectively communicating these standards to foreign tourists would be a good way for restaurants to attract international clientele.
While the majority of international tourists are content with the number of restaurants in the city, bars and other evening activities barely feature in their stay. Increasing the range of evening leisure activities targeted at the international tourist market could be lucrative for the hospitality sector.
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Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
1
3
2
Providing products that are suitable to the international traveler and raising the standard of business conduct could boost tourist spending in the city
60% of international tourists list shopping as a major activity during their stay in Jaipur however, it represents only 11% of their average expenditure. It clearly demonstrates that there is room to generate increased revenues from this activity.
With a short average stay, the proximity of retailers to prime cultural sites and hotels as well as their presence in guide books are an important factor in generating international tourist revenues.
Furthermore, as Jaipur only features as a short part of a wider trip around the region and /or India, goods that are both durable and compact are more likely to capture the interest of international tourists.
With some international tourists reporting being subject to attempted scams by retailers, an industry code of conduct with an identifiable logo for participants could attract international tourists to the majority of retailers who comply with ethical business practices.
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Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
1
4
3
2
Local travel agents and tour operators must adapt to withstand increasing competition from the entry of organized players
With international tourists increasingly booking transport and accommodation through the internet, local tour operators and travel agents will need to increase their online presence.
As local travel accounts for almost one third of an international tourist’s daily budget, travel agents and tour operators will need to ensure that pricing is competitive and communicated clearly.
As organized players enter the sector, local travel agents and tour operators will face stiffer competition. Obtaining internationally recognized status such as IATA membership will increase the confidence of international tourists when booking with local agents.
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Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
1
3
2
31
Contents
Overview of the tourism industry
Key findings
1
2
3
4
Survey results
Implications for key stakeholders
5 Methodology
32
We interviewed 107 international tourists in Jaipur with a structured questionnaire
SampleA cross - section of
countries all over the world
107Number of tourists
interviewed for survey
7Number of Tourists destination covered
fdefds
Tools
Face to face interviews with International
Tourists
Jaipur
Face to face interviews with International
Tourists
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Respondents had a diverse profile including men and women from various occupations and age groups
66%
24%
10%
Under 20 20-40Above 60 40-60
47%53%
MaleFemale
15%
5%
12%
1%7% 16%
44%
Business Government workRetired HousewifeStudent Currently unemployedOther work
36%
6%6%6%6%
19%
21%
UK FranceUSA NetherlandsAustralia GermanyOthers
Ag
e d
istr
ibu
tio
nG
en
der
Occ
up
ati
on C
ou
ntrie
s
Respondent’s profile
Acknowledgments
Kanvic would like to acknowledge those people who have designed, conducted and carried out the Jaipur International Tourist Survey, as well as written and refined the final report. Special thanks to...
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Antonin Benisti
Gehan Wanduragala
Shiv Kumar Sharma
Adele Fondeux
Maxime Assedo
Kanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growth
and achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with C-
level executives to develop innovative solutions for business challenges of 21st century India by bringing in leading
edge management thinking informed by in-depth research and sound analysis.
Contact
www.kanvic.com
Jaipur
Deepak Sharma
M: +91 99283 77800E: [email protected]
Bangalore
Ravindra Beleyur
M: +91 94481 46963E: [email protected]
London
Bharat Vagadia
M: +44 7711 898089E: [email protected]
About Kanvic