“Public Relations strategy to resurrect Tripura’s Tourism Industry” – Mihir Bhattacharjee, a former BSF personnel

Tripura – the last virgin and unexplored Shangri-La of India is unfortunately lagging behind when it comes to Tourism, but the vital role that Public Relations can play in promoting tourism in India’s North East can’t be denied. North East India’s inherent tourism potential and the reasons why the region has not been able to flourish in spite of its rich and diverse attractions is a matter worth pondering. Public Relations has a lot to offer in resurrecting the tourism industry of Tripura and the North Eastern States of India and bringing this region at par with mainland India. Subhasish Chakraborty, a native of the North Eastern state of Assam, boasts a deep understanding of the region’s geography, culture, and heritage, having been raised amidst its rich tapestry. His acquaintance with Assam’s intricacies was greatly influenced by Mihir Bhattacharjee, a former Border Security Force (BSF) personnel, who introduced him to the uncharted beauty of this territory. Below, are the thoughts from a man who has been burning the midnight’s oil for the betterment of Tripura, his home State – a State where he was born and raised, a State that offers stupendous cultural and natural diversity and a State that beckons today’s discerning world traveler to come on a visit and discover the hidden gems. Subhasish Chakraborty in an Exclusive interview with Mihir Bhattacharjee, an Ex- BSF armed forces personnel and a native of Tripura – Q: As a much travelled armed forces personnel, you have had the privilege of being posted in different regions of India and have seen how States like Rajasthan and Goa have prospered through Tourism. What are your views about Tripura ? A: Public Relations or PR is a powerful tool when it comes to “branding”, and hailing from an armed forces background has meant that I have had quality exposure by way of being posted on tough assignments in a vast country like India. Being a Rastrawadi/Nationalist campaigner, I am definitely in favour of a well laid out PR plan for resurrecting the image of Tripura Tourism at the national as well as at the international arena. Tripura is one of India’s last natural, unspoiled destinations. This region is renowned for its pristine splendor, undulating hills, valleys and myriad streams that course through it. The North East region is the most varied and at the same time the least visited part of India. Q: What according to you is Tripura and the North East of India’s unique selling point? A: In many ways Tripura & the North East is quite unlike the rest of India. It is the chief tribal belt of India with a great number of tribes who speak many different languages and dialects – in Arunachal Pradesh alone over 50 distinct languages are spoken! In many ways these tribal people are similar to the hill tribes found right across the sweep of the country at the eastern end of the Himalayas, which extends from India through Myanmar and Thailand into Laos. Q: You have all along been laying stress on PR as a tool to resurrect Tourism in the North Eastern States of India. Why is Public Relations or PR so important? A: In the case of North East India’s tourism industry, it is a case of utter negligence on the part of the previous dispensation and ignorance of the people regarding the aspect of tourism There seemed to be a complete lack of confidence in the precious tourism assets that the region possessed in abundance on the part of the administration and the people in general. To be precise, there was a lack of awareness about the beneficial effects of tourism. However, under the visionary leadership of Prime Minister Shri Narendra Modi, the entire North Eastern region is witnessing unprecedented developments in every sphere. In fact, he considers the North Eastern region as – “India’s Engine of Growth” and refers this region of India as “Asthalaxmi”. What is basically required is a will to excel, the drive and the determination to succeed in spite of all odds. PR is a tool that can effectively reposition the North East of India as a much preferred tourist destination. PR in tourism is oriented towards creating and maintaining an ambience whereby the traveling public at large are convinced of the advantages of visiting the concerned destination”. Q: In mainland India, there is a perception that the North Eastern region is remote and the level of infrastructure availability is poor. What is your take on this matter? A: There is no doubt, infrastructure wise the North Eastern States lag behind as compared to mainland India, but that in itself should not be a cause for hindrance when it comes to the matter of tourism growth. The mountainous State of Sikkim, which is an integral part of the seven-sister States of the North East has amply demonstrated over the past decade how one can overcome all odds like – remoteness, transport bottlenecks, lack of hotels and resorts etc... to carve a niche for itself in India’s burgeoning tourism map. There is no reason why the rest of the North Eastern States can’t be a success story in tourism. Having done his homework like a professional PR practitioner, Mihir Bhattacharjee is of the opinion that for PR to play an effective role in the tourism industry of Tripura & the North Eastern States, a complete understanding of the background is necessary before steps can be taken to modify and solve them. Q: In case of North East India, what are the major hindrances that the Tourism industry is faced with? A: In case of North East India, the major lacunas that emerge are enumerated below – Adverse political Events Wrong public perception of tourism Inadequate and improper portrayal of North East as a destination The role of media underutilised Having identified the grey areas, the task at hand is to adopt the right kind of PR strategies for each of the specific problems that the tourism [...]