Goa OOH on a sticky wicket as tourism prospects nosedive

Currently, Goa has among the fewest active Covid-19 cases (just two as on date) in the country. That’s a considerable administrative achievement considering the state had been a major tourism destination – for overseas and domestic tourists alike. However, today as the state gears up for the post-Covid-19 period, and with government offices and other establishments swinging back to full-fledged action, a big question still remains unaddressed – that is, how the gaping hole left by the tourism segment will get filled. With stringent curbs on travels, tourism business is not likely to revive in the near future.

As OOH advertising in Goa had been highly dependent on tourism-related brand participation, the OOH operators in the state are deeply concerned about their future business prospects. Pradeem Palyekar, founder of Primeslot Event commented, “Although the virus has not affected Goa severely, it should be remembered that the OOH industry here depends heavily on the tourism industry where casinos and resorts contribute a large chunk of the advertising revenues. And we do not see them operating fully until the end of July.” Moreover, the challenge will remain further until September – the period that is an off-season for the OOH business.”

There are also fears that the state government could impose stringent restrictions on tourism in the state until September which might add to the challenges facing the media operators.

The casinos are facing estimated losses of Rs 5-6 crore a month, so they are not likely to engage in any advertising until September. This makes the business heavily dependent on the seasonal campaigns.

Moreover, the state has very few regional advertising brands, so staying afloat with regional advertising is also not the way out for them.