Last week, we had seen that Travel & Tourism was a fast growing category on Print advertising showing a growth of more than 160% over the Year 2000. We had also seen the expected seasonal trends exhibited by this category. The advertising expenditures have been at their peak in the first quarter consistently over years confirming the seasonal nature of this category. Let’s now look at the top advertisers in this category in 2003.

One can see a clear domination by global and Multi-National tour operators. Kuoni Travel (India) was the top advertiser in this category commanding a 10% share. Kuoni operates in India with two divisions, SOTC World Famous Tours and the recently acquired SITA World Travel. Malaysia Tourism Promotion Board and Thomas Cook are a close second and third accounting for shares of 9% and 8% respectively. Cox & Kings, Tamil Nadu Tourism Development Corporation and Raj Travels and Tours, share the fourth place, all contributing 6% to the total advertising expenditure in this category. India Tourism Development Corporation, Kesari Tours, South African Tourism and Goa Tourism Development Corporation complete the list. Noticeably, the Top ten advertisers in this category account for nearly 57% of the total spends in this category.

The Top advertisers analysis done on Magazines only, throws a distinctly different picture.

Advertisers on Magazines in this category, is entirely dominated by State Government run Tourism Departments. Tamil Nadu Tourism, which was at the 5th position on all Print Advertising, tops this chart with a 14% share. Malaysia Tourism Promotion Board and India Tourism Development Corporation, which rank 3rd and 9th in this list, are the only common advertisers amongst both the lists. Pondicherry Tourism is placed second at a 9% share. Tourism Authority of Thailand, Star Cruises and Dept of Tourism and Commercial Marketing (Dubai) are other Outbound Tour Operators, which feature in this list but not in the list on all Print Advertising. Kerala Tourism, Uttar Pradesh Tourism and Madhya Pradesh Tourism grab the 4th, 5th and 8th spots respectively.

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