1. Jaipur International Tourist Survey
April 2011

2. Introduction
With its extraordinary history and culture, Rajasthan holds a
prominent position within India’s tourism industry.
In the region, Jaipur has always been a major tourist destination with
its many prized cultural assets. However, the economic boom India is
witnessing is dramatically reshaping the tourism landscape, from the
arrival of international hotel chains to the development of new
transport infrastructure, new challenges and opportunities are
confronting the domestic tourism industry.
This report displays the results of the Jaipur International Tourist
Survey 2011. It is based on over 100 extensive face-to-face
interviews Kanvic conducted with international tourists across the
city.
This report is intended to form a sound basis for all the stakeholders
in Jaipur’s tourism industry to improve service delivery and increase
revenues through a better understanding of the expectations of
international tourists.
2

3. Understanding the behaviour and preferences of international tourists is
important for the key stake-holders in Jaipur’s tourism industry
Government
Tour agencies
& Hotels
operators
Key stakeholders
Restaurants & Bars Retailers
3

4. Contents
1 Overview of the tourism industry
2 Key findings
3 Survey results
4 Implications for key stakeholders
5 Methodology
4

5. Tourism is a significant contributor to the Indian economy
Breakdown of Indian GDP by industry Annual international tourist arrivals in India
sector and the foreign exchange earnings they
contribute
64578
8.6% 54960
17% 50730
44360
39025
52 54 56
51
46
28.2% 46.2%
2006 2007 2008 2009 2010
Tourism Other Services Number of International Tourist Arrivals (lakhs)
Industry Agriculture Foreign Exchange Earnings from tourism (Rs. Crore)
The tourism industry is the largest In 2010, India’s tourism industry bounced back
service industry in India, contributing from the global economic crisis with around 56
8.6% to the national GDP. lakhs of foreign tourists visiting the country.
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis
5

6. Rajasthan attracts approximately one quarter of all arrivals in India but as
international tourists become increasingly aware of other regions it has
faced tougher competition
International Tourists Arrivals (Lakhs)
Percent of
international tourists
in India visiting 28 26 27 28 22 23
Rajasthan (%)
54 56
52
46 51
40
12 14 15 13
11 11
2005 2006 2007 2008 2009 2010
Rajasthan India
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis 6

7. Jaipur remains one of the major tourist destinations in the region
International Tourists Arrivals (Lakhs)
% of
international
tourists in 27 33 36 27 27 31
Rajasthan
visiting Jaipur
As a city in the Golden
Triangle, and with its
14 extraordinary culture
15
13 a n d h i s t o r y, J a i p u r
12
holds a prominent
11 11
position in Rajasthan,
attracting more than
one in three of the
5 international tourists
3 4 4 3 4 visiting the region.
2005 2006 2007 2008 2009 2010
Jaipur Rajasthan
Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis 7

8. Contents
1 Overview of the tourism industry
2 Key findings
3 Survey results
4 Implications for key stakeholders
5 Methodology
8

9. Almost 60% international tourists come from Europe and spend over $200
in Jaipur during an average stay of 2.8 days
Key findings of the survey - 1/2
Almost 60% of international tourists come from Europe. France
1 and the United Kingdom are the major contributing countries.
The average stay of international tourists is 28.7 days in
2 India and 2.8 days in Jaipur.
The average spend of an international tourist is US $2,118 in
3 India and $207 in Jaipur.
4 Heritage pink city is the main tourist attraction in Jaipur.
Source: Jaipur International Tourist Survey 2011 9

10. Textiles, handicrafts and jewelry are the major shopping draws for
international tourists in Jaipur
Key findings of the survey - 2/2
Textiles, handicraft and jewelry are the major shopping draws
5 for international tourists.
The majority of international tourists stay in 3 star and guest
6 house accommodation
Price is the most important criteria in choosing a hotel. It is
7 followed by location and cleanliness.
Source: Jaipur International Tourist Survey 2011 10

11. Contents
1 Overview of the tourism industry
2 Key findings
3 Survey results
4 Implications for key stakeholders
5 Methodology
11

12. The large majority of tourists visiting Jaipur arrive in Delhi
Entry point for international tourists
coming to Jaipur, n=107
8% 1%
11%
New Delhi airport
Mumbai airport
Other airport
Not arrived by plane
80%
With its airport capturing 80% of the arrivals of international tourists visiting Jaipur, Delhi clearly
constitutes a strategic advertisement area for stakeholders of the tourism industry.
New Delhi airport, main railway stations, ISBT, Bikaner House bus station, and Delhi-Jaipur highways
should be highly considered to promote the unique experience offered in Jaipur.
Source: Jaipur International Tourist Survey 2011 12

13. Guide books, internet, and friends and relatives are the main sources of
information used by an international tourist when planning their trip to Jaipur
Sources for planning the trip, n=107
A strong presence in guide
Guide books 70
books appears to be a
prerequisite for success as
more than two thirds of the
international tourist
Internet 47 surveyed declared using
them when planning their
trip.
Friends & relatives 42
Travel agencies & operators 24
Brochures 6
Magazines 5
Source: Jaipur International Tourist Survey 2011 13

14. Foreign tourists tend to make an extended stay in India generating high
revenues for the tourism industry
Time spent in India by International Expenditure ($) per day,
tourists, percent of respondents, n = 101 percent of respondents, n = 66
16% 12%
18% 18%
24%
15%
31%
31%
20% 15%
< 2 weeks 2 to 3 weeks < 24 25 - 49
3 to 4 weeks 4 to 5 weeks 50 - 99 100 - 199
> 5 weeks > = 200
Source: Jaipur International Tourist Survey 2011 14

15. Tourists stay on average almost 3 days in Jaipur, and spend around $207
in the city
Time and money spent in India by International tourists
Location Average stay (days) Average spend ($)
India 28.7 2,118
Jaipur 2.8 207
With such a short average stay, stakeholders must make every effort to increase the visibility
of their services if they are to tap into this market.
Source: Jaipur International Tourist Survey 2011 15

16. Accommodation is the largest single expenditure for foreign tourists in
Jaipur
Distribution of international tourists’
expenditure, n = 63
On an average,
accommodation represents
11% one third of an
13% 35% international tourists’ total
budget.
21% Food and beverages, and
19% transports represent each
around 20% of their
expenditures.
Accommodation Food and beverages Transport inside India
Visit to cultural sites & entertainment Shopping
Source: Jaipur International Tourist Survey 2011 16

17. The majority of international tourists stay in cheaper accommodation and
make their booking independently, either with the hotel or via the internet
Accommodation by type, n = 107 Methods of booking accommodation,
Number of respondents n = 107
3%4%
11%
26%
31% 11% 22%
16% 7%
31%
38%
Heritage hotels Travel Agencies
5 star and above Tour Operators
4 star Directly with the hotel
3 star Internet
Hotel/Guest House At the station
Other
Source: Jaipur International Tourist Survey 2011 17

18. Price, location, and cleanliness are the top three factors influencing
international tourists’ choice of hotel
Main factors influencing international tourists’ choice of hotel (%), n = 107
Price 65
Location 61
Cleanliness 60
Comfort 41
Brand 16
Whilst hotel brands do not feature prominently in the decision making of international tourists,
the arrival of major chains like Marriott in Jaipur is likely to alter their preferences.
Source: Jaipur International Tourist Survey 2011 18

19. Almost half of all transport bookings are made through travel agents and
tour operators while internet bookings remain relatively low
Method of booking transport, n = 107
Over one third of international
8% tourists book their transport
with the travel agent.
12%
25% tourists even go directly
38% to the station and book on the
spot.
8%
There is a clear lack of internet
2% booking facilities for local
travel.
It is very difficult to book
7% travel online for international
25%
tourists due to the lack of
payment options.
Travel agent Through hotel
At the station Did not book yet
Tour Operator Internet
Other
Source: Jaipur International Tourist Survey 2011 19

20. The city’s cultural sites are the overwhelming attraction for foreign tourists
while its shopping opportunities feature strongly
Major activities for international tourists (%), n = 107
Visit to cultural site 97
There is an absence of
evening entertainment
Shopping 62 that could increase tourist
expenditure in the city
and create a more diverse
Bars 14 experience.
Theatre/Cinema 11
Developing leisure and
entertainment activities
Others 5 could be a way for Jaipur
to differentiate from other
Yoga/Mediation 4 cities in Rajasthan.
Source: Jaipur International Tourist Survey 2011 20

21. Textiles are the favoured purchase of international tourists, with
handicrafts and jewelry also being popular
Buying preferences for international tourists,
n = 63
Textiles 44
Handicraft 22 Despite Jaipur’s reputation as
a centre for the gem and
jewelry trade, textiles are by
Jewelry/Gems 21 far the most common
purchase for international
tourists reflecting their
Food/Spices 18 quality, price and ease of
transporting on multi-city
tours .
Carpets 5
Others 1
Source: Jaipur International Tourist Survey 2011 21

22. While international tourists consider Jaipur safe and people friendly, they
also find it crowded, noisy and dirty
International tourist perceptions of different
aspects of their experience, n = 107
Goods restaurants are available 23 37 33 6 1
Prices are expensive 9 11 45 34 1
It has a pleasant weather 21 47 22 9 1
People are friendly 20 63 16 2
It is a safe place 21 58 20 2
It is easy to move inside the city 12 46 20 21 2
It is a polluted city 21 41 24 12 1
It is too crowded 10 38 27 23 1
It is a noisy city 26 41 26 7
It is a dirty city 22 36 28 13
Totally Agree Agree Neutral Disagree Totally disagree
Source: Jaipur International Tourist Survey 2011 22

23. 7.67 is the average grade given to the overall visit to Jaipur
Jaipur’s overall rating on a scale
of 1 to 10, n = 107
5% 2%
10%
15% The average grade international
tourists gave to their experience
visiting Jaipur is 7.67.
96% of foreigners interviewed
would recommend to visit Jaipur.
32%
36%
5 6 7
8 9 10
Source: Jaipur International Tourist Survey 2011 23

24. Contents
1 Overview of the tourism industry
2 Key findings
3 Survey results
4 Implications for key stakeholders
5 Methodology
24

25. We have highlighted the main implications from our survey for each of the
major stakeholders in Jaipur’s tourism industry
Government
Hotels
Restaurants & Bars
Retailers
Travel Agents & Tour Operators
25

26. Government plays a crucial role in providing infrastructure, enforcing
standards and setting the city’s tourism strategy
1 With around 60% of international tourists perceiving Jaipur as ‘dirty’
Government and ‘polluted’, measures to improve air quality and sanitize public
spaces could reap dividends for the city’s international appeal.
Hotels
2 With 74% of respondents describing Jaipur as ‘noisy’ and 49% as
‘crowded’, strategies to improve mobility around the city and to
reduce traffic near prime cultural sites would improve the experience
of international tourists.
Restaurants & Bars With an average stay of only 2.8 days, reducing journey times
3
between Jaipur and other cities in the region could increase the
likelihood of a visit as well as extending time spent in the city. This
would create increased opportunities for Jaipur’s tourism industry to
Retailers generate extra revenue.
As more and more international tourists use the internet as their
Travel Agents & Tour
4
primary resource for planning and booking their holiday in India,
Operators providing online reservation and payment facilities for public
transportation and cultural sites should be a priority.
5 With international tourists regularly complaining of being hassled by
vendors and touts and being subjected to attempted scams, better
enforcement by public authorities could improve the visitor
experience.
26

27. Hotels will need to adapt to the booking practices of independent travelers and
provide a more diverse range of entertainment to attract more international tourists
1 With 70% of those surveyed using guide books to plan their trip,
Government having a presence in this ‘go to’ resource for international tourists is
paramount.
As only one third of international tourists booking their
2 accommodation via tour agents and operators, an online presence
Hotels
and the ability to book directly over the internet is increasingly
important as more visitors plan their trip independently
3 Cleanliness and price are the overriding priorities of international
Restaurants & Bars
tourists when choosing their accommodation.
4 A location close to the main cultural sites is important given the
short length of stay of international tourists.
Retailers
5 With night time activities barely featuring in our survey, hotels could
boost their revenues from international tourists by providing late
Travel Agents & Tour night dining, drinking and entertainment.
Operators
6 With Delhi Airport acting as a gateway for 80% of international
tourists that come to Jaipur, the capital’s transport hubs, cultural
sites and hotels appear to be a strategic place for promoting a stay
in Jaipur.
27

28. The city’s bars and restaurants could attract more international tourists
1 Because guide books are the primary source for planning a stay in
Government Jaipur, a presence in this popular resource is the primary generator of
international tourist business for bars and restaurants in the city.
Hotels 2 With cleanliness a major concern for international tourists, having high
hygiene standards and effectively communicating these standards to
foreign tourists would be a good way for restaurants to attract
international clientele.
Restaurants & Bars
3 While the majority of international tourists are content with the number
of restaurants in the city, bars and other evening activities barely
feature in their stay. Increasing the range of evening leisure activities
Retailers targeted at the international tourist market could be lucrative for the
hospitality sector.
Travel Agents & Tour
Operators
28

29. Providing products that are suitable to the international traveler and raising the
standard of business conduct could boost tourist spending in the city
60% of international tourists list shopping as a major activity during
Government
1
their stay in Jaipur however, it represents only 11% of their average
expenditure. It clearly demonstrates that there is room to generate
increased revenues from this activity.
Hotels
2 With a short average stay, the proximity of retailers to prime cultural
sites and hotels as well as their presence in guide books are an
important factor in generating international tourist revenues.
Restaurants & Bars
3 Furthermore, as Jaipur only features as a short part of a wider trip
around the region and /or India, goods that are both durable and
compact are more likely to capture the interest of international
Retailers tourists.
With some international tourists reporting being subject to attempted
4 scams by retailers, an industry code of conduct with an identifiable
Travel Agents & Tour
Operators logo for participants could attract international tourists to the majority
of retailers who comply with ethical business practices.
29

30. Local travel agents and tour operators must adapt to withstand increasing
competition from the entry of organized players
Government
Hotels
Restaurants & Bars
Retailers 1 With international tourists increasingly booking transport and
accommodation through the internet, local tour operators and travel
agents will need to increase their online presence.
Travel Agents & Tour
Operators 2 As local travel accounts for almost one third of an international
tourist’s daily budget, travel agents and tour operators will need to
ensure that pricing is competitive and communicated clearly.
3 As organized players enter the sector, local travel agents and tour
operators will face stiffer competition. Obtaining internationally
recognized status such as IATA membership will increase the
confidence of international tourists when booking with local agents.
30

31. Contents
1 Overview of the tourism industry
2 Key findings
3 Survey results
4 Implications for key stakeholders
5 Methodology
31

32. We interviewed 107 international tourists in Jaipur with a structured
questionnaire
Jaipur
107 Sample
Number of tourists A cross - section of
interviewed for survey countries all over the
world
Face to face interviews
with International
Tourists
fdefds
7 Tools
Number of Tourists Face to face interviews
destination covered with International
Tourists
32

33. Respondents had a diverse profile including men and women from various
occupations and age groups
Under 20 20-40 Male
Above 60 40-60 Female
Age distribution
10%
Gender
24% 47%
53%
66%
Respondent’s
profile
15%
21%
Occupation
5%
Countries
36%
12% 44%
19%
1%
7% 16% 6%
6%6%6%
Business Government work
UK France
Retired Housewife
USA Netherlands
Student Currently unemployed
Australia Germany
Other work
Others
33

34. Acknowledgments
Kanvic would like to acknowledge those people who have designed, conducted and carried out the Jaipur
International Tourist Survey, as well as written and refined the final report. Special thanks to...
Adele Antonin Gehan Maxime Shiv Kumar
Fondeux Benisti Wanduragala Assedo Sharma
34

35. About Kanvic
Kanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growth
and achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with C-
level executives to develop innovative solutions for business challenges of 21st century India by bringing in leading
edge management thinking informed by in-depth research and sound analysis.
Contact
Jaipur Bangalore London
Deepak Sharma Ravindra Beleyur Bharat Vagadia
M: +91 99283 77800 M: +91 94481 46963 M: +44 7711 898089
E: deepak@kanvic.com E: ravi@kanvic.com E: bharat@kanvic.com
www.kanvic.com