Panaji: The tourism department has tentatively budgeted Rs 7.7 crore for international roadshows in eight countries, including Japan, England, Portugal and Spain, to promote Goa and India as travel destinations and attract tourists.The proposed outreach will cover Japan, Belarus, Latvia, Lithuania, Estonia, England, Portugal and Spain, with dates yet to be finalised. The department plans to take a delegation of Goan tour operators, travel agents, hoteliers and officials to promote wellness, meetings, incentives, conferences and exhibitions (MICE), leisure, monsoon and medical tourism.The highest allocation of Rs 1.9 crore is proposed for roadshows in Latvia, Lithuania and Estonia, followed by Rs 1.7 crore for Japan, covering Tokyo and Osaka, and Rs 1.7 crore for both Birmingham and Manchester. Portugal and Spain have been allocated Rs 1.6 crore, while Rs 80 lakh is proposed for Belarus. The estimates exclude GST, where applicable.A department official said the markets were selected based on social media data and visitor numbers. The campaign will target independent travellers and visitors across age groups and tourism segments.The proposals come amid criticism over Goa’s spending on overseas promotions. Data tabled in the assembly last year showed the state spent Rs 26.3 crore on international roadshows and travel expos since 2022, with expenditure rising from Rs 1.3 crore in 2020 to Rs 11 crore in 2024.Opposition leaders and tourism stakeholders have questioned whether such events generate measurable tourist arrivals, with some describing foreign trips as “junkets”. In 2025, the department said future engagements would require clear performance benchmarks and measurable outcomes. Govt has maintained that international promotion is essential to compete for tourists and develop new source markets.
