The association has also decided not to focus its efforts on globally-diffused mass activities; instead, it will train its guns on niche segments and in fewer markets with the use of local media vehicles. It is also extending its reach beyond regular markets like Europe.

The government's less-than-enthusiastic and incohesive initiatives, the association feels, are to blame for the industry's belied growth figures.Pacific-Asia Travel Association Worldwide chief executive officer Joseph A McInerney says the association will invite officials in the centre, the states and the Planning Commission to sit through a presentation on tourism awareness some time next month. The association has also targeted the ministries of finance,environment, surface transport and human-resource development for interaction.

Though Asia accounts for nearly seven-tenths of the worldwide tourist inflow, less than a fifth of that traffic is into India, McInerney pointed out. The association, which had lobbied support for a five-fold increase in budget allocation to the industry, has had to content itself with the 60 per cent raise in outlay.

In keeping with its plan to branch out into newer markets, the association is targeting newer segments, including non-resident Indians in North America and tourists from within south Asia. The expatriates' market is seen as one with the greatest potential what with the country being positioned as a heritage destination.

According to Pacific Asia Travel Association India's Arjun Sharma, while traditional tourist packages like the golden triangle -- Delhi, Jaipur and Agra -- still form the vortex of the industry, the association will strive to promote ecological and adventure tourism in the country. Theassociation has set up full-fledged environment, eco-tourism and heritage committees that will work with the industry to further its objectives.

Advertising for destinations within the country to the new target segments will be done chiefly through the association's web sites. The association also plans to conduct frequent training programmes for its members in a bid to make their sales calls more effective through the use of better-suited media tools.