Last year, Odisha Tourism revamped its website to position it as a one-stop shop for all needs of tourists.
Software
giant Adobe
Systems has decided to highlight the digital transformation of
Odisha Tourism as a succinct, yet insightful case study. The
selection recognises the one of its kind implementation of the Adobe
stack in the government, or public sector.
Last
year, Odisha
Tourism revamped its website to position it as a one-stop shop
for all needs of tourists. Moreover, the launch of the 5T
(Technology, Transformation, Teamwork, Transparency & Time)
governance framework has accelerated Odisha’s bid to leverage
technologies to unlock its potential in an inclusive manner.
Vishal
Dev, secretary (tourism & sports affairs), led the transition in
Odisha’s digital presence before the Men’s Hockey World Cup was
organised in Bhubaneswar in November 2018.
The
tourism department envisioned the website to be a one-stop solution
for all travellers, supported by an entire ecosystem of tourism
service providers on the same platform. In a span of a little over a
year and three developmental stages, Odisha Tourism’s website,
social media and digital campaign now run as an integrated well-oiled
machine, disbursing uniform brand messaging across platforms.
AEM’s
Adobe Analytics continues to be used to increase the efficacy of
targeting travellers, influence their purchase decisions thereby
resulting in increased tourist footfall in the state. With the use of
an extrapolated Return on Investment (ROI) model, the company aims to
orient digital marketing spending strategies to attract high value
tourists. The website features a travel aggregation portal for travel
and tour operators to showcase their products and services, a
contribution portal for bloggers and vloggers (video bloggers), a
ready reckoner on 50+ tourist destinations in Odisha, along with a
trip planner. It also features booking for Odisha Tourism Development
Corporation (OTDC) hotels, heritage properties and various hotels.
“The
digital initiative has come a long way from its nascent version of
just being an idea backed by will, to a tangible asset positively
impacting tourism. We plan to leverage the website to bring onboard
affiliate travel agents from different geographies to increase the
influx of tourists across the globe”, Dev said.
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