Page 132 - Hospitality Horizon - February-March 2021

PROMOTIONAL FEATURE

Odisha

rising

Campaign Odishaaah! has been an
extraordinary endeavour to showcase the
vibrant state as a tourism hub of global
standards. Vishal Kumar Dev, IAS, Principal
Secretary, Department of Tourism, Govt. Of
Odisha, discussed what has been achieved
and shares what’s in the pipeline.

By Madhulika Dash

EARLY NOVEMBER LAST YEAR WHEN THE DECISION TO HOST aspects more than what the place was known for initially.”
the second edition of Eco Retreat with not one but five new The Air Asia Bloggers Trail in 2019 was one such example that
destinations was taken, it came with a slight sense of set Mr Dev’s new narrative in place. Odisha wasn’t being
trepidation. The pandemic had just loosened its grip but the promoted just as a land of temples, it was a complete package
uncertainty loomed large. It was a tough call but it was made, that had everything from beaches to hills. Another masterstroke
thanks to the Odisha Tourism team which worked tirelessly to was the promotion of sports tourism, where the charge of
boost the glamping experience to a new level this time. The Odisha’s Sports and Youth Services Department helped him
gamble paid off. create world class infrastructure in Bhubaneswar that eventually
Between Odisha On Road, which was devised for tourists to hosted the 2018 Men’s Hockey World Cup. One of his early
explore the state on wheels, and Eco Retreat that upped the ante ambitious projects, it revved up the state’s visibility quotient
on glamping, the state tourism made up for the lost time. Now, – especially of Konark’s beaches which many found an
the man-in-charge, Vishal Kumar Dev and his team are focusing exceptional place for water sports, particularly surfing.
on beach and waterway tourism.
“When I took charge in 2018, I was given the task of
promoting a beautiful state with a tapestry that had to be woven
again,” says Vishal Dev. Early on, he decided to have an
integrated approach to bringing the Kalinga he knew back to
global glory.
Mr Dev elaborates: “Our approach was simple: first we had to
refocus and streamline our visibility across platforms for better
outreach and then create concepts that can market the place for

“What we have done thus far is good

but it is just the tip of the iceberg.”

Vishal Kumar Dev