Following in the foot steps of Gujarat, the state government is strongly pushing an initiative to create brand `Goa`.

E-tenders have been floated to appoint a consultant to draw a strategy and develop the brand image of the state.

While talk on promoting brand `Goa` has been on for quite some time, this is the first time that the tourism department is in action to see that a brand image of the state is developed and stamped.

Sources in the department said while the last date of accepting entries is on March 18, they have already received a couple of entries from top brand consultants from Mumbai.

The appointed consultant will have to draw a comprehensive brand strategy for Goa as a tourist destination and also develop a brand identity for Goa tourism.

It will also require to recommend, plan, create and critically evaluate various advertising campaigns.

The exercise will also involve tracking and effectively communicating the results and impacts of works of the tourism department.

There is also a possibility of the government appointing an ambassador for promoting the brand. Though a few years ago, the state had appointed then television actress, Prachi Desai, no evaluation was done subsequently if the appointment of Desai had helped to increase the flow of tourists to Goa. Ralph de Sousa, spokesperson of travel and tourism association of Goa (TTAG), appreciating the step taken by the government, said, "The state is at crossroads. It`s high time, we re-brand Goa through a professional agency."

He said though Goa itself has been known as a brand, there is a need to promote USPs of the state and it will happen once the brand is defined and promoted in the right direction