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In its bid to attract international tourism in India, the Ministry of Tourism in association with Eurosport Group recently launched an exciting show, ‘Sports Trip'. This globetrotting format looks at local sports and sporting hotspots around the world.

The first series, 'Sport Trip India', concentrates not only on Indian sporting passions as cricket but also travels the length and breadth of this magical country taking an in-depth look at sports like Golf in New Delhi, diving in the picturesque Goa, the ancient practice of yoga as well as Kalarippayattu, a mystical martial art. In its bid to explore India as a sports tourism destination, a part of the Incredible India campaign, the Ministry of Tourism had given its nod to European sports channel Eurosport in early 2009 to shoot this special show, in India.

'Sports Trip' went on air with the thought of positioning India as a s ports tourism destination. However since the concept of sports tourism is not restricted to accommodation and logistics but also developing infrastructure and jobs, the show not just highlights the breath-taking scenery, travel, and social and cultural diversity but also focuses on how sport impacts on the lives of the local people playing it.

"For the first time Eurosport has sent a crew around India to produce a great programme about sports and Indian culture. I am thrilled that a major European broadcaster like Eurosport can demonstrate the extraordinary variety of Indian people and culture to the European public. Every person that watched this programme can visit India and enjoy the same activities so it's a great way for us to promote our country differently," says Sujit Banerjee, Secretary, Ministry of Tourism, Government of India.

Talking of the initiatives done by the ministry to attract sport tourism, Leena Nandan, said, "Besides this the Ministry of Tourism has also produced television commercials on Skiing in Gulmarg (Kashmir) and diving in Andaman Islands. We have also been showcasing rural sports. The tourism Industry stake holders are quick to make use of our marketing initiatives and have been promoting sports tourism. The Tour operators have also been organizing Golf Tours etc. We hope the interest in diving will also grow with the show 'Sports Trip' going on air and position India as a sports tourism destination."

Mediascope Publicitas, one of India's largest international media representation houses and also one of the largest custom media specialists in the country introduced the medium to the Ministry of Tourism to use the appeal of sports in Europe to Incredible India's advantage. Mediscope Publicitas also convinced Eurosport to invest in the Incredible India partnership.

Highlighting on the objective of this exercise, Marzban Patel, CEO, Mediascope Publicitas India, said, "The purpose is to highlight sports tourism opportunities in India. This initiative will go a long way in exposing India to the sport loving European nations enticing millions to visit, participate & indulge in different experiences. This is a first effort for India by Eurosport and is in support of a focused communication program initiated by the Ministry of Tourism. It is an attempt to expose India's varied tourism facilities other than cultural, heritage, medical to a European audience thru the No.1 pan European sports channel."

Thanks to Tourism India, Eurosport was granted privileged production access to some of India's most treasured areas as well as profiting from their expert knowledge of the regions, in what is the first time Eurosport has ever filmed in India.

"Eurosport recognises the excellent work of Tourism India in the filming of 'Sport Trip India'. The partnership between Eurosport and Tourism India has created excellent synergies; 'Sport Trip India' showcases the cultural richness of the country as well as the pioneering sporting spirit of Eurosport," says Olivier Fisch, Global Commercial Director, Eurosport Group.

"'Sport Trip India' is an exciting project for Eurosport. It allows us to go deeper into sport, to discover the personalities and cultural histories that contribute to sport's global appeal. A programme such as "Sport Trip India" shows why in Europe we are leading the way in sports-entertainment," says Arnaud Simon, Broadcast Director, Eurosport Group.