SATTE 2024: Unveiling Unprecedented Networking Initiatives and Innovative Experiences

Safari Plus INTALK with Mr. Yogesh Mudras, Managing Director, Informa Markets in India -

Q1. SATTE is always known for its unique networking platform. What are your plans for this year's event and new initiatives?

It is our unwavering commitment to maintain SATTE's reputation as the foremost platform for fostering invaluable connections within the travel and tourism industry. In preparation for this year's event, we have meticulously crafted a strategy geared towards enhancing networking opportunities, ensuring that our attendees forge enduring connections that transcend the event itself.

As the pinnacle event for shaping the landscape of the travel and tourism sector in South Asia, SATTE is poised to attract a substantial gathering of industry mavens, buyers, and sellers spanning diverse sectors. This vast and varied assembly presents a wealth of prospects for targeted networking endeavors.

SATTE offers a multitude of tailored networking avenues, including bespoke business-to-business (B2B) meetings and designated networking zones. With the esteemed backing of the Ministry of Commerce & Industries, our collaboration with the Services Export Promotion Council (SEPC) opens doors to an abundance of networking possibilities, welcoming close to 250 international buyers from over 50 nations.

This year, we are pushing the boundaries of engagement with innovative formats such as workshops, panel discussions, and interactive Q&A sessions, enriching the event experience for all participants.

Central to this year's agenda is our groundbreaking initiative "ATITHI" – an exclusive Reverse Buyer-Seller Meet organized in collaboration with the Services Export Promotion Council (SEPC). Serving as the cornerstone of the event, "ATITHI" offers a holistic platform for buyers and sellers to converge, exchange insights, and unearth novel opportunities. Anticipated to catalyze inbound tourism in India, this initiative shines a spotlight on the nation's hidden treasures, captivating international participants with niche offerings such as adventure tourism, wellness retreats, and spiritual odysseys. By showcasing India as the quintessential travel destination, "ATITHI" sets the stage for SATTE to realize Vision@2047.

Q2.   Considering the unique perspective of Gen Z towards tourism, what are SATTE's thoughts on targeting this market, and what strategies are in place to engage and cater to their preferences?

It's crucial to acknowledge the profound shifts occurring within the tourism industry, particularly driven by the rise of Generation Z travelers. This generation, born between 1997 and 2012, has emerged as a dominant force in the travel sphere, reshaping conventional travel norms and preferences. Unlike their predecessors, GenZ travelers prioritize authentic, immersive experiences over mere sightseeing, fostering a profound shift towards spiritual and culturally enriching journeys.

Comprising approximately one-third of the global population, Gen Z travelers wield significant influence in shaping industry dynamics and trends. Consequently, the tourism sector has undergone a paradigm shift, embracing technological innovations to cater to their evolving needs. Hotels and travel brands have embraced cutting-edge technology to deliver seamless experiences tailored to Gen Z's preferences.

Moreover, Gen Z's inherent commitment to sustainability has catalyzed the emergence of responsible tourism practices. With a strong emphasis on eco-consciousness, this demographic actively seeks out environmentally friendly travel options, as highlighted by Booking.com's findings.

In light of these transformative trends, SATTE, through a diverse assembly of industry stakeholder, insightful discussions and collaborative efforts aims to explore the evolving consumer behaviors and emerging trends that are reshaping the travel industry's trajectory. By providing a platform for dialogue and innovation, SATTE endeavors to empower businesses to showcase their offerings and thrive in this dynamic and ever-changing landscape.

Q3. Recognizing the importance of sustainable and responsible tourism for the future, how is SATTE highlighting and incorporating these aspects into the event?

A commitment to minimizing the negative effects of tourism on the environment, local cultures, and communities while maximizing its positive effects has led to the rise in the importance of protecting and preserving our environment for future generations. The world’s tourist destinations are in a serious decline, which should serve as a sobering wake-up call. By adopting responsible tourism, we recognize the delicate balance between exploration and preservation, realizing that the places we visit are not just commodities but essential components of a global ecosystem.

As part of this year’s theme, SATTE is prioritizing sustainable and responsible travel above all else. We know how important this is in light of the current state of the environment, which is why SATTE has always been at the forefront of initiatives to contribute towards a greener environment. In the run-up to this year’s event, SATTE has partnered with the MAD Foundation, and together we planted 1,500 saplings, with a goal of planting an additional 15,000 saplings before the next edition of SATTE. The purpose of this was to reaffirm SATTE’s commitment towards the environment and the urgent need for its conservation. In addition, we intend to send out a similar green mandate for the exhibitors at the upcoming edition of SATTE. 

Q4. In light of the current global situation, how has SATTE adjusted its approach for 2024 compared to previous years?

As leaders in the tourism industry, we've witnessed a remarkable display of resilience amidst the unprecedented challenges posed by the global pandemic. Despite the setbacks, recent projections from UNWTO indicate a promising rebound, with both international arrivals and inbound tourism within India expected to surge by at least 85 per cent by year's end compared to pre-COVID levels. This resurgence signals a positive trajectory in the sector's recovery, underlining its enduring strength and adaptability.

The hiatus in international travel has afforded the tourism industry a unique opportunity to realign its priorities, placing a renewed emphasis on climate action and responsible tourism practices. Collaboration with regional and international associations, including Destination Management Organizations and regional bodies, is deemed integral to achieving our shared goals of fostering inclusive, resilient, and sustainable tourism.

While outbound travel from India has already surpassed pre-COVID levels, inbound tourism is steadily gaining momentum, reflecting growing confidence and interest in the country as a destination of choice.

Against this backdrop, SATTE stands as a beacon of opportunity, bringing together over 1200 exhibitors, 35,000 trade visitors, 28 State Tourism Boards, representatives from over 50 countries, and more than 800 VIPs and delegates, with a specific focus on inbound tourism. Our platform is meticulously curated to address the evolving needs and aspirations of the industry, offering invaluable insights gleaned from informative conference sessions, knowledge forums, and destination briefings led by esteemed industry experts.

By fostering collaboration, facilitating knowledge exchange, and championing responsible tourism practices, SATTE remains steadfast in its commitment to driving the sustainable growth and prosperity of the tourism sector in India and beyond.

Q5. Regarding the role of technology, especially AI, in the travel industry, how does SATTE envision it shaping the sector, and what measures is SATTE taking to incorporate these technological advancements into its event?

Nowadays, the advent of AI and online platforms has streamlined entire processes for individuals around travel, planning and booking, allowing people to do it all with the touch of a button. The ease of access to information has never been simpler than it is now. At SATTE, we recognize the potential of AI and plan to showcase AI-powered travel assistants and chatbots that can plan entire itineraries for users with just a click. AI has the power to heavily customize user experience. It has reduced the processes that need to be carried out manually.

Q6. Considering India's rapid growth on the global stage, what strategies should major stakeholders employ to promote tourism both nationally and internationally, as per SATTE's perspective?

India’s tourism potential is undeniable, but in order to fully realize it, stakeholders must develop a nuanced strategy. Domestic travelers seek regional experiences and sustainability, while international audiences are drawn to a variety of offerings, such as adventure tourism, among others. To leverage this unique diversity, targeted online campaigns and immersive content are essential. 

Promoting experiential tourism beyond sightseeing and emphasizing sustainable practices will attract eco-aware travelers. Public-private partnerships and a focus on regional tourism will further enrich the landscape. Constantly measuring and adjusting plans based on data ensures we reach the right audience with the right message, solidifying India’s position as a global tourism leader.

Secondly, the Government and its associations organize a dynamic campaign across its overseas offices, strategically positioning India as the premier tourism destination in key global markets. The Ministry adopts a comprehensive marketing strategy, fostering collaboration with the Travel Trade, State Governments, and Indian Missions to drive a unified promotional effort.

Using a multimodal approach, the overseas promotional campaigns require impactful print and electronic media advertising, involvement in major fairs and exhibitions, and organizing engaging seminars, workshops, road shows and India Evenings. Rich content is also distributed and invitations to the media and travel trade, which enable trips to India through the Hospitality program, encourage firsthand experiences.

One of the most important pillars of this strategy is participation in global travel fairs and exhibitions. These platforms act as dynamic showcases for India's diverse and vibrant tourism offerings, reaching both established and emerging markets.

Lastly, specific guidelines and strategic initiatives must be established to incentivize tour operators, improve tourist arrivals, and strengthen India’s position as a secure global tourism powerhouse with promising infrastructure.

Q7. What new opportunities is SATTE introducing for buyers and customers in 2024?

The revenue in the Indian travel and tourism market is projected to be US$23.72bn in 2024 and shows an annual growth rate (CAGR 2024-2028) of 9.62% while the largest market is the Package Holidays market with a projected market volume of US 10.48bn in 2024. As a result, we anticipate that buyer-seller platforms will promote packages that feature eco-friendly destinations and experiences; sustainable travel gear and services; technology for sustainable travel, niche travel segments; and cultural and heritage tours.
We are thrilled that SEPC has chosen to partner with us for SATTE 2024. This partnership will undoubtedly spur innovation, create connections, and influence travel and tourism in South Asia, particularly in terms of marketing lesser-known Indian destinations to international travellers.