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Eurosport partners with tourism ministry for a special show
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MUMBAI: In its bid to attract international tourism in India, the Ministry of Tourism, in association with Eurosport, has launched a show, Sports Trip. This globetrotting format looks at local sports and sporting hotspots around the world.

Earlier this year, the Ministry had given its nod to European sports channel Eurosport to shoot this special show in India.

The first series, Sport Trip India, concentrates not only on Indian sporting passions as cricket but also travels the length and breadth of the 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.

Sports Trip went on air with the thought of positioning India as a sports 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 only highlights the breathtaking scenery, travel, and social and cultural diversity but also focuses on how sport impacts on the lives of the local people playing it.

Mediascope Publicitas 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, Mediascope Publicitas India CEO Marzban Patel says, “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 and indulge in different experiences."

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