Goa Faces Tourism Challenges: Policy, Advertising, and Behavior

Goa tourism struggles with issues like cost, behavior, and competition. Explore solutions blending advertising, policies, and responsible practices for sustainable growth.

Goa Faces Tourism Challenges: Policy, Advertising, and Behavior

If Dil Chahta Hai were made in 2024, the protagonists might skip Goa for Sri Lanka or Southeast Asian islands, reflecting shifting tourist preferences. Once a favorite, Goa now faces complaints of high costs, a taxi monopoly (no Ola or Uber), and growing frustration among locals, disenchanted by tourists treating the state as a party hub instead of appreciating its heritage and culture.


Tourism in Numbers

  • Goa welcomed 10 million visitors in the 2023-24 season, with 150% growth in foreign arrivals, as reported by CNBC.
  • Despite this, foreign tourist numbers plummeted from 8.5 million in 2019 to just 1.5 million in 2023 (CEIC data).

Changing Trends

Historically reliant on Russians and Israelis, Goa saw an influx of Indian tourists during the pandemic when international travel was restricted. However, with Sri Lanka and Southeast Asia emerging as affordable alternatives—offering visa-free travel and tailored marketing—Goa’s appeal is waning.

  • Sri Lanka attracted 3 lakh Indian tourists by October 2024, with SriLankan Airlines promoting Ramayana-linked sites to Indian travelers.

Tourism Challenges in Goa

  1. High Costs and Taxi Monopolies:
    Tourists face inflated prices due to a lack of affordable transport options like Ola or Uber.

  2. Cultural Erosion:
    Visitors often disregard Goa’s heritage, focusing on cheap alcohol and parties, frustrating locals.

  3. Growing Competition:
    Neighboring countries offer better value, smoother logistics, and innovative advertising.


Can Advertising Help Goa?

Experts suggest creative campaigns can shift perceptions but cannot resolve systemic issues alone. A holistic approachcombining policiesadvertising, and community engagement is crucial.

Key Insights from Experts:

  1. Nikhil Narayanan, Zlade:

    • Advertising works only if policies back it up.
    • Poor products fail even with great campaigns.
  2. Manish Kinger, Schbang:

    • Behavioral science-led campaigns could inspire change, like Miami’s 2023 campaign curbing rowdy tourists.
    • Goa needs innovative approaches for sustainable results.
  3. Prathap Suthan, Bang In The Middle:

    • Advertising should promote lesser-known destinations and encourage responsible tourism.
    • However, systemic issues like overpricing and local governance need immediate attention.
  4. Pragati Rana, TGTHR:

    • Suggests a two-pronged campaign:
      • One for tourists, resetting their mindset (like Palau’s eco-pledge).
      • Another for Goans, celebrating Goan values and hospitality.

Future Solutions for Goa

  • Policy Reforms: Address taxi monopolies and infrastructure gaps.
  • Responsible Tourism Campaigns: Promote eco-friendly practices and cultural sensitivity.
  • Social Media Transparency: Showcase progress to rebuild trust.
  • Inspiring Ambassador: A credible figure who champions Goa’s revival openly.

Unexpected Coincidences

  • The Goafest 2024, a prominent media awards event, relocated to Mumbai.
  • Rohit Shetty moved the shooting of Singham 3 to Sri Lanka.

Both cases reflect a growing shift away from Goa, emphasizing the urgency of addressing its challenges to reclaim its glory.