In a decisive move to position Goa as a year-round premium destination, particularly during the monsoon months, the state’s Minister for Tourism, Shri Rohan A. Khaunte, unveiled a comprehensive 2025 tourism roadmap alongside key industry players, signaling a new chapter in experiential and sustainable travel.
The high-level strategy session brought together an influential cohort—airline executives, online travel agencies (OTAs), hoteliers, and senior tourism officials including Director of Tourism Shri Kedar Naik (virtually), GTDC Managing Director Shri Kuldeep Arolkar, and TTAG President Jack Sukhija. The collaborative dialogue focused on creating a unified marketing push to drive monsoon travel, diversify Goa’s image, and elevate its global appeal beyond its famed beaches.
At the heart of the strategy lies a 20-week thematic campaign, each week spotlighting a unique Goan experience—from vibrant festivals like Sao Joao and Chikal Kalo to immersive local art and culinary experiences. The campaign also aims to introduce a common digital hashtag to streamline messaging across global platforms.
#GoaBeyondBeaches #MonsoonLuxury #CulturalImmersion #TravelReimagined #LuxuryGetaways #SustainableTourism #Goa2025
Monsoon Reimagined for the Elite Traveller
“Monsoon is no longer the off-season,” stated Minister Khaunte at a post-meeting press briefing. “Today’s discerning travelers—be it solo adventurers, high-spending families, or curated group explorers—seek authenticity, culture, and regenerative experiences. Goa is ready to deliver all of that, and more.”
To support this transformation, airline and OTA partners such as Airbnb and Agoda are aligning with local hospitality providers to roll out exclusive weekday and weekend packages. Hoteliers were also encouraged to design bespoke offerings aligned with the campaign’s weekly themes.
Crisis Response, Resilience, and Reputation Management
Addressing recent disruptions following the Pahalgam attack in late April, the Minister acknowledged a temporary slowdown in tourism sentiment. However, he emphasized Goa’s resilience and highlighted robust performance indicators heading into Q1 2025. The state’s recent participation in the Arabian Travel Market (ATM) served as a reaffirmation of its commitment to reposition monsoon tourism as a premium offering.
“We are actively engaging with key international markets—especially the UAE—to ensure continued momentum,” Khaunte added.
A Call for Authentic Representation
Raising concerns about misrepresentations of Goa in digital media, the Minister emphasized the need for storytelling that honors the state’s heritage and culture. The Department of Tourism is set to implement tighter regulations to curb misleading portrayals and promote narrative authenticity.
Next Steps: Strategy, Execution, and Alignment
A high-stakes follow-up meeting with hotel and airline partners is scheduled this week to finalize campaign deliverables under the #GoaBeyondBeaches umbrella. Coordination efforts led by TTAG and the tourism department will align private-sector contributions and finalize rollout timelines.
Additionally, a strategic review with the Chief Minister and tourism leadership is planned for next Monday. This session will focus on long-term seasonal planning, restaurant sector engagement, and new tourism models grounded in local culture and luxury experiences.
“Under the visionary leadership of Chief Minister Dr. Pramod Sawant,” concluded Minister Khaunte, “Goa is poised to redefine monsoon travel. With the right alignment, storytelling, and curated offerings, this season will be not just busy—it will be unforgettable.”
