The Travel & Tourism Industry is one of the most buoyant industries at the current moment. We at AdEx India, have also been witnessing reports that as per the latest forecasts released by the World Travel & Tourism Council in London, India has been ranked the second fastest growing travel and tourism economy in the world. The graph below shows the growth in advertising expenditure on this category since the Year 2000.

The graph shows that if the spends on this category was 100 in 2000 it has risen to 266 in 2003. This means a growth of 166%. Even if we consider that AdEx India has expanded its Publication Monitoring base this is quite an awesome growth.

Another interesting analysis on this category would be to study its seasonality. Let's look at the graph below to get a clearer picture.

The similar trends exhibited for each year in the graph instantly confirms that advertising in this category is quite seasonal in nature. Advertising pump in a big part of their budgets during the first quarter i.e., just before the Summer Holidays when maximum returns are expected. Spends decline in the second and third quarter with another rise in the last quarter, which is the festive season and again time for Holidays.

Let's now take a look at the Sales Promotions in this category in 2003.

Nearly One-Fifths (20%) of advertising in this category is Sales Promotional in nature. Amongst the Sales Promotions, Price Promotional offers are the most favored accounting for a 9% share followed by Add-On Promotions (6%) and Contest Promotions (4%).

In the coming week, we shall look at the Top Advertisers in this category in 2003

(Analysis from AdEx India- A Division of TAM Media Research)