PANAJI: The tourism department has embarked on a new mission to attract the youth, particularly domestic, to the state from the upcoming tourist season beginning in just over one and half month from now, even as efforts are on to promote the state as a wholesome, safe and unique destination.

Addressing a press conference here on Wednesday, the state Tourism Minister, Mr Nilkanth Halarnkar told reporters that Goa has been a favourite holiday destination for the family for a long time now and that the state authorities have now decided to attract the youth, who comprise almost half of the country’s population.

Mr Halarnkar further said: "Goa would try to get its share of the ‘goldmine’ by evolving a special strategy to target them." Stating that various measures have been taken to provide safety and security to the tourists, he went on to add that the state received around 50 per cent repeat clients, which indicated that the people have faith in the system and have been coming repeatedly to the state.

The tourism department has also appointed youthful and noted Bollywood actor Prachi Dessai as its brand ambassador to promote state tourism in a bid to attract the tourists. Besides, a special campaign lasting over two months has been launched in association with Zee TV to woo domestic tourists to the state.

Earlier, in his opening remarks the Tourism Secretary, Dr M Modassir said that the state has taken various measures to counter the negative publicity and security has been provided at the beaches till 11 p.m. He also said that Tourist Security Force would be a reality soon and its personnel (comprising of retired army men) would man the beaches to provide security to the tourists.

The director of Tourism, Mr Swapnil Naik said that the ‘Love Aaj Kal’ Go Goa contest would be held on August 15 to coincide with the global premiere of the film on Zee TV. The campaign would cost the state Rs 1.75 crore. He also said that several other measures have been adopted to attract tourists to the state including online promotion, retail activation and advertisement campaign and celebrity involvement.

He also said that the services of a search engine have been hired at a cost of Rs 2 lakh annually to help the authorities search all the news on Goa tourism and counter negative publicity that the state has been getting. He further said that following some negative stories, the authorities have already countered the same and given official version/clarification through phone-in interviews etc.

Prachi Dessai said that she was honoured to be associated with Goa and promote it as a tourist destination. She said that Goa has a lot to be explored other than beaches and that she would love to come to the state again and again. She further said that tourists have to be more responsible to be safe.

Later, responding to questions on her association despite cases against tourist women reported in the state, she said that it was the duty of the tourists to take personal responsibility. "The youngsters need to be more responsible or else they could lose the way," she added. Taking a dig at those seeking to give negative publicity to state tourism, she said that positive events were not highlighted by them and more coverage was being given to rumours, half-truths etc. "The media should give a realistic picture and information and not frighten the people."

The Tourism director said that if the tourists were not feeling safe they would not have come to the state again and again. He also said that in all the cases involving attacks on tourists the government has acted fast and put the cases on fast track to provide speedy justice.

Responding to a question on promotion of hinterland, heritage and eco-tourism, the Tourism Minister said that steps have already been taken in that direction and results would be seen over the next one and half year. He also said that the department was trying to undo the damage done by "others" as regards to Goa being a rape capital of India.

Replying to a question on changing strategy from attracting families to attracting youth, Dr Modassir said that the strategy needed to be changed with changing times and hence the focus has been shifted to youth while still attracting the families. He also said that water sports accidents would be made cognisable offence by amending Tourist Trade Act and that action would be taken under Criminal Procedure Court against the operators. On the issue of casinos, Dr Modassir said that they were part of additional facilities (one of the options that the wealthy people coming to the state could use). He also said that more facilities would be added to promote Goa as a wholesome tourist destination.