Staff Reporter
Panaji
The Goa Tourism Board unveiled its year-round tourism strategy—Vision 365—a roadmap for sustained global market engagement aimed at positioning Goa as a diversified, all-season destination.
The initiative was the special focus of the 21st meeting of the Empowered Committee on Marketing and Public Relations under the Goa Tourism Board.
“This initiative is focused on deploying KPI-driven marketing efforts in high-potential international markets, sustaining continuous engagement with trade partners and consumer segments, and ensuring a consistent communication cycle that maintains Goa’s presence across varying travel seasons,” said the Tourism Department.
The committee conducted a thorough review of ongoing and planned marketing initiatives.
The meeting stressed the need to restructure and streamline roadshows and trade shows, domestic and international, to enhance return on investment. It was unanimously agreed that all such engagements must be aligned with clear performance benchmarks and measurable outcomes, ensuring optimal utilisation of public resources.
Discussions were also held on MICE (meetings, incentives, conferences, and exhibitions) and destination weddings.
“The state aims to tap into the growing business travel segment while simultaneously enhancing its positioning as a premier wedding destination, leveraging its scenic beaches, heritage venues, and robust hospitality infrastructure,” the Department said.
The meeting deliberated on the proposed airline incentive scheme, previously introduced in the Goa Legislative Assembly.
“Goa’s tourism roadmap must be strategic, performance-driven, and future-ready. With targeted investments in connectivity, smarter marketing and year-round engagement, we are positioning Goa not just as a seasonal getaway but as a global destination with diversified tourism experiences and sustained economic impact,” Khaunte said.
The meeting, convened under the chairmanship of Tourism Minister Rohan Khaunte, was attended by Tourism Secretary Sanjeev Ahuja, Tourism Director Kedar Naik, GTDC managing director Kuldeep Arolkar, TTAG president Jack Sukhija, among others.
