Empowering Odisha’s tribal products: The role of GI tags in destination marketing

The current study examines the role of Geographical Indication (GI) tags in promoting Odisha’s tribal products. These products, deeply rooted in the state’s cultural heritage, include unique handicrafts and agricultural goods made by indigenous communities. GI tags help authenticate the origin and quality of these items, giving them a competitive edge in broader markets and preserving traditional knowledge. The research highlights the potential of combining GI-tagged products with destination marketing strategies to boost Odisha’s tourism. By linking these tribal products to cultural tourism, the state can attract visitors interested in authentic experiences, benefiting both tourism and local economies. This approach emphasises sustainable development by empowering tribal artisans and promoting their economic growth. The study also calls for collaboration among government agencies, NGOs, and private enterprises to support tribal entrepreneurship and ensure that benefits are fairly distributed. By respecting the cultural values of these communities, marketing strategies can preserve their heritage while encouraging innovation. Overall, GI tags are seen as a tool to enhance the visibility of Odisha’s tribal products, contributing to cultural preservation, economic development, and sustainable tourism.