PR firms managed by women focus on crafting narratives to which their audience resonates
In this male-dominated world, women are making strides in many fields, be it medicine, engineering, management, or entrepreneurship. But in no other domain have women taken such a dominating control as is visible in destination marketing.
Even though the travel industry still largely remains male-dominated with men leading most of the largest tour operators, airlines and hotels, when it comes to destination marketing, it is clearly the women who are in the command, and firmly so. And this is especially true of India, where most of the large PR firms are led by women.
Many public relations (PR) firms handling marketing for leading destinations, hotels and attractions from around the world in the Indian market, are owned and managed by women. It is not just about promoting the destination but driving tourism in a unique way through marketing, storytelling, and cultural immersion.
These women not only focus on selling the destinations but also on building a deeper connection between the travellers and their experiences. The PR firms managed by women focus on crafting narratives to which their audience resonates.
Alpa Jani
“Bringing a destination to prominence requires strategic market research, industry collaboration, and impactful storytelling. My 12-year journey with South African Tourism transformed its image in India from a wildlife-centric destination to a diverse travel experience encompassing adventure, wine tourism, and city life. When I started, South Africa was sold as a seven-night itinerary. Today, it is positioned as a 14-night immersive destination, leading to significant growth of Indian arrivals from 64,821 in 2010 to 95,621 in 2019, with a tourism spend of INR 750 million in 2013 to INR 1.47 billion in 2019,” Alpa Jani, CEO and Founder, Ace Connect, a representation and marketing firm that handles numerous African clients.
Jani tells India Outbound that through Ace Connect she brings unique tourism experiences like Grootbos Private Nature Reserve and Neptune Hotels to India, tailoring market entry strategies and connecting with the right stakeholders to drive tourism growth.
“My clients have seen measurable business growth and recurring contracts, proving the effectiveness of our tailored strategies. Ultimately, my role has been to shape destination narratives that resonate with Indian travellers, ensuring long-term success and sustainable tourism development,” Jani adds.
Ellona Pereira
Jani is hardly the only woman in the game in India. There are over a dozen leading PR firms that are being led by women and one of them is Ellona Pereira, General Manager, Aviareps India, the Indian division of German representation firm Aviareps.
“Throughout my career, I have had the privilege of working with several global destinations, but one that holds particular significance is Brussels, Belgium. When Brussels entered the Indian market in 2018, it was like nurturing a newborn—full of potential but requiring careful positioning. Despite being the capital of Europe and centrally located, Brussels was often seen as just a short stay destination, with most travellers spending only a day or, at most, 2-3 nights. Changing this perception was both a challenge and an opportunity,” Periera tells India Outbound.
Periera talks about repositioning Brussels as a standalone destination or clubbing it with just one neighbouring country. “We implemented a multi-faceted strategy combining trade engagement, consumer outreach, and media influence. We conducted educational programs and collaborated with travel companies to equip frontline advisors with the confidence to sell Brussels beyond a short stopover. Simultaneously, we executed consumer activations, influencer campaigns, and media outreach, showcasing the city’s culture, cuisine, Art Nouveau heritage, European history, student offer, music festivals, and luxury experiences,” Pereira adds.
Talking about her journey in the travel industry, she says, “While I have played a key role in promoting various international destinations in Aviareps India, my most significant achievement has been contributing to outbound tourism from India. By building strong partnerships between global tourism boards and the Indian travel industry, crafting impactful marketing strategies, and deeply understanding Indian traveller preferences, I feel privileged to have contributed to redefining how destinations engage with this dynamic market.”
Creative strategies are central to the operations of these companies. Women in leadership positions within PR are not solely advertising destinations, but also these destinations hold an important role in their lives.
Neeti Sharma
Neeti Sharma, Director, Allknown Marketers, tells India Outbound that promoting a destination is about crafting the right story, building connections, and showcasing its unique appeal. “I have had the opportunity to highlight several incredible destinations in India, bringing their hidden potential to the forefront through strategic campaigns, media collaborations, and immersive experiences,” says Sharma.
Sharma highlighted her landmark achievements. “In the most recent times, it has been with Morocco, a new destination in the Indian market that recorded a 40 pc growth story. Positioning Morocco as an aspirational yet accessible destination for Indian travellers required a fresh approach, and the results speak for themselves. This journey has reinforced my belief that the right vision and execution can transform how the world sees a destination,” she says.
Indiva Marketing is yet another successful tourism marketing firm led by a woman. One of the key clients handled by Indiva is Washington DC.
“We have been working with Destination DC, the official destination marketing company for Washington DC, since 2018. Washington, DC, is truly a special city with its marvellous museums, the Smithsonian initiatives, and access to art, often overshadowed by political matters, being the capital of US power,” Beate Mauder Kakkar, Founder and Managing Director, Indiva Marketing, tells India Outbound.
Beate Mauder Kakkar
“Working with Destination DC on their ‘There’s only one DC’ campaign since last year has been fantastic as we got to collaborate with some of India’s biggest, most reputed media houses and travel partners, enhancing the visibility of our message multifold and making sure that the potential travellers are made aware of the diverse offerings of Washington DC, especially for families looking to vacation in the US,” adds Kakkar. She also says that apart from the ongoing online digital campaign across various platforms, for their breakthrough campaign with Tata CLiQ Luxury, the results have been brilliant.
With several able and dynamic women at the helm, women-led PR firms are making noteworthy progress in influencing its development. These PR agencies use their distinct viewpoints to promote tourism via creative marketing tactics, narrative development, and cultural engagement. These companies aren’t simply advertising locations; they are creating stories that connect with travellers, nurturing stronger bonds between tourists and the sites they explore.
Christine Galle Luczak
“India is a very large and diverse market and also one of the top producers for our portfolio of hotels. Heavens Portfolio started off with one office in India, in Mumbai, and over the years we have developed deep inroads within the country with several boots on the ground and a widespread network of partners. I would say the biggest landmark achievement for us has been in enabling this penetrative reach for our hotels and building awareness across diverse consumer segments throughout the country, which has translated into significant business conversion,” says Christine Galle Luczak, Founder and CEO, Heavens Portfolio.
Similar is the story of Think Strawberries, a PR and representation firm with offices in India and the GCC region.
“For me, each destination that Think Strawberries represents is unique and incredibly close to my heart. The way I see them, all the destinations are more than just travel spots; they’re transformative experiences with a rich repertoire of heritage and traditions that I’m proud to share with the world,” says Munnmunn Marwah, COO, Think Strawberries, India and GCC.
“I want people to feel and experience the real vibe of the place and build on their uniqueness. At the same time, I believe in taking a 360-degree approach where there is something for everyone to savour. I want people to explore, build memories, and want to go back again. On the business front as well, every travel to the destination has to be ‘worth the money spent.’. It must be fuelled by the desire to delve deeper into the destination, carry an additional value, and have happiness having lived an experience,” Marwah adds.
Munnmunn Marwah
Marwah tells India Outbound the biggest landmark achievement for her in destination promotion in India has undoubtedly been the trust her clients place in them. “This trust is the foundation of everything we do at Think Strawberries, and it motivates us to continue delivering exceptional results. Our ability to consistently be at the forefront of marketing initiatives for the destinations we represent is something I’m incredibly proud of. We don’t just promote destinations; we craft stories, create experiences, and build lasting relationships,” says Marwah.
These accomplishments show that women in PR are not only overcoming obstacles; they are establishing new benchmarks for destination marketing. By focusing on authenticity, sustainability, and community involvement, they are influencing the future of travel promotion. As we commemorate International Women’s Day, it is evident that the role of women in the travel sector will increasingly expand, creating a significant impression on the ways destinations are viewed and experienced globally.
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