Despite the heavy pre-monsoon rains lashing Goa since May 20, the state is not winding down for the season. Instead, it's gearing up for a tourism surge.
Determined to turn the traditionally off-peak monsoon months into a high-revenue period, Goa’s tourism industry is rallying behind an ambitious goal: to achieve "full-house" occupancy from June to October, while being well aware of the stiff competition from international destinations.
In a meeting chaired by Tourism Minister Rohan Khaunte and attended by key industry players, including the Travel and Tourism Association of Goa (TTAG), airline partners, and hoteliers, a collaborative roadmap was laid out to transform Goa’s off-season into a peak-period experience.
COLLABORATIVE CAMPAIGN
Speaking about the meeting, TTAG President Jack Sukhija outlined the core of the strategy: “We’re working closely with airlines, hoteliers, and OTAs to jointly promote Goa during the monsoon. The idea is to offer combined packages—flights, stays, and experiences—at competitive rates that make Goa irresistible.”
Sukhija added, “Occupancy is a goal—but even if we hit 80 per cent in the monsoon, that would be a great success. That’s what we’re all aiming for.”
The Department of Tourism is backing the industry push with a strong thematic campaign centred on Goa’s lush, rain-washed landscapes. “Monsoon in Goa is not just about rain; it's about rejuvenation, greenery, and peace,” said Khaunte. “We want to promote the state as a place to relax and unwind, beyond the beaches and parties.”
FESTIVALS, CUISINES, AND NATURE
Among the initiatives discussed was the introduction of a Goa Restaurant Week in July, which will showcase Goa’s diverse culinary offerings. “We are probably the food capital of India in terms of the diversity and variety of restaurants,” said Sukhija. “This is the perfect chance to spotlight that, with curated menus and promotional tie-ups across digital platforms.”
The campaign also plans to lean heavily on Goa’s cultural calendar and natural beauty. Festivals like Sao Joao, Chikhal Kalo, and Bonderam, along with monsoon treks and visits to waterfalls and sanctuaries, will be central to themed monthly promotions.
“There will be specific themes each month to highlight different facets of Goa—from its food and heritage to trekking trails and eco-experiences,” Sukhija explained. “These campaigns will run across platforms to keep the destination fresh and exciting throughout the season.”
TARGETING THE MIDDLE EAST, DOMESTIC MARKET
Goa is also aiming for international attention, particularly from the UAE and Middle East, while continuing to target middle and upper middle-class domestic tourists, a group known for higher spending.
"When we speak of competition from Sri Lanka, Vietnam, and Indonesia, it’s about pricing and also about extending the tourist’s stay in Goa,” said Khaunte.
“We must ensure that the experiences we offer are not only unique but also affordable and accessible.”
Sukhija added, “Our advantage lies in excellent connectivity. Goa is just an hour to 90 minutes away from most western and southern Indian metros. For the domestic market, that makes it the most convenient monsoon escape.”
OVERCOMING ROADBLOCKS
While the outlook is optimistic, challenges remain—most notably Goa’s long-standing taxi issue. However, a new set of app-based taxi guidelines introduced by the state government has sparked fresh hope.
“We are studying the new guidelines,” said Sukhija. “They seem promising as they balance fair pricing for taxi operators while encouraging them to join digital platforms. This could finally bring some resolution to a long-standing problem.”
On coordination between stakeholders, Sukhija acknowledged the past limitations but noted progress: “We’ve always found ways to sell Goa, but now we are working even more closely with the government and airlines. With everyone aligned, I believe we can hit strong occupancy figures, even during the rains.”