KSTDC partners with jewellers to attract tourists

 The Karnataka State Tourism Development Corporation (KSTDC) plans to attract more niche tourists to the State through a unique step of partnering with a jewellery manufacturer.

It recently signed a memorandum of understanding with Derewala Jewellery, a private company, with the aim of attracting 10 per cent of niche tourists from other nations.

Arvind Jadhav, the additional chief secretary (Tourism), said that this was the first time the State had signed such a memorandum. “This is on a pilot basis for a duration of two years. We want to promote our destinations better. We want to target the customers of Derewala Jewellery. Instead of us going to them, Derewala will advertise on our behalf. It will also set up their sales units at every destination, including on the Golden Chariot luxury train and at the Jungle Lodges and Resorts, to generate business.”

According to Jadhav, an estimated 9.4 crore tourists visit Karnataka every year. The State ranks fourth in India (in number of visiting tourists) and ninth in the international market. C D Dyavaiah, Managing Director of KSTDC, said 90 per cent of these tourists were from overseas.

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