09 india tourism scenario

Monday, April 10, 2023 Dr. Nimit Chowdhary

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India tourism scenarioOverview of achievements

Dr. Nimit Chowdhary Professor

Indian Institute of Tourism and Travel Management


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Two important characteristics

Tourism is overwhelmingly an industry of private sector providers and public sector has an important role to play in infrastructure areas either directly or through Public-Private Partnership (PPP) mode.

It is multi-sectoral activity characterized by multiple services provided by a range of suppliers along a supply chain.


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Two important characteristics

Another characteristic of particular significance to India, is its contribution to national integration and preservation of natural as well as cultural environments and enrichment of the social and cultural lives of people. Over 382 million domestic tourists visiting different parts return with better understanding of other people, society and cultures.


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Role of tourism

• Encourages preservation of monuments and heritage properties

• Revival and survival of art forms, crafts and culture

• Instrument for sustainable human development– Poverty elimination– Environmental regeneration– Job creation; and– Advancement of disadvantaged group


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Scale of global tourism

• 800 million plus international tourist arrival (2005),

• Tourism receipts US$ 682 billion (2005) (Source: WTO)

• Generate 234 direct and indirect jobs in 2006, which is 8.7% of global employment

• Contribute 10.3% of global GDP• Global tourism activity is likely to increase

by 4.7% during 2007-16 (Source: WTTC)


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Some achievements

• ‘Conde Nast Traveller’ leading travel journal ranked India among top four tourist destinations

• ABTA ranked India as No.1 amongst top 50 places for 2006

• “Incredible India” campaign ranked as highest recall advertisement world wide by “tourism and Leisure”


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Some achievements

• Euro Effies Award received for the ‘Incredible India’ campaign

• India was elected to represent South Asia on the EC of UNWTO


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Some achievements

• World travel awards received for:1. Asia’s leading destination

2. World’s leading travel destination TV commercial

3. World’s leading Responsible Tourism Project for Endogenous Tourism Project

4. Asia’s leading Tourism and Convention Bureau


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Recent initiatives and priorities

1. Boost to rural tourismi. 102 rural tourism projects sanctioned

ii. Pro-poor tourism

iii. Socio-economic benefits

iv. Capacity building for 43 rural tourism sites so that benefits reaches the community


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2. Efforts to overcome shortage of accommodation

i. Brought out classification of Apartment Hotels, Time Share Resorts and Guest Houses

ii. MoT sanctioned Capital Subsidy for 43 and Interest Subsidy for 86 budget category hotels

iii. 146 new hotel projects with 12,623 rooms were approved


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iv. 29 Foreign Technical Collaboration proposals for hotel projects and 20 cases of FDI were cleared

v. With intention to build up inventory of budget category rooms recognition of spares room through “incredible India B&B establishments” under gold and silver categories was undertaken


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vi. Proposal to create a Land Bank by acquiring land from land owning agencies for building hotels in Public Private Partnership (PPP) mode on build, own, operate, transfer (BOOT) basis. Ministry of Urban Development has agreed to allot 3 sites to MoT.


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3. Converting India into a 365 days-a-year destination

i. Launched integrated international media campaigns covering Europe, US and Canada, Australia, the Far East and the Asia Pacific region to promote India as ‘must-see’ destination

ii. Campaign focused on general and niche areas to convert India into destination for 365 days-a-year


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3. Converting India into a 365 days-a-year destination

iii. “Chasing the monsoon” –theme for West Asian Market

iv. Promoted India’s unique products thru “Incredible India” campaign

v. International campaign backed by a strong net campaign- featured leading international sites and portals like MSN, Yahoo, Google, etc.- also country specific sites in US, Europe, China, Japan.


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4. Domestic campaigni. For domestic audiences focus was to

promote culture and beauty of various regions, pilgrim sites and new tourism products like- adventure and rural tourism

ii. Campaigns on NE (including Sikkim), J&K, Eastern India, Central India, Southern India and Buddhist circuit were launched- with an aim to highlight the 150 years of India’s Freedom Struggle


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4. Domestic campaigniii. With the aim of promoting sustainable and

responsible tourism- Government continued with the concept of Social Awareness Campaign- this year the theme was- Awareness against “garbage and graffiti on monuments”

iv. Other themes launched were pilgrimage, world heritage sites, celebration of 2250 years of mahanirvana of Lord Buddha, Yoga and wellness, etc.


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5. Launch of new products

Ministry launched several new initiatives and products like:

i. Medical tourism, rural tourism, cruise tourism, MICE tourism

ii. Increased use of technology and web-brochures

iii. CD on medical tourism was also launched


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6. Formulation of basic minimum standards for adventure tourism

i. Is becoming increasingly popularii. Government has issued a set of safety

guidelines for air, land and water based adventure tourism

iii. Address issues of not only of tourist safety but also of quality of adventure experience

iv. Addresses issue of impact of these activities on fragile environment


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7. Quality infrastructure development- key focus area

i. During X plan Rs. 1925.00 crores were sanctioned for 1113 tourism projects

ii. During 2005-06 246 projects amounting Rs. 600.44 crores were approved. Special emphasis on- Buddhist circuit, Hampi, Mahabalipuram, Attari-Wagah border & North East


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iii. Under the revised scheme of assisting UT/ States for product/ infrastructure development of destinations and circuits existing upper limit of Rs. 8 crores was enhanced to Rs. 50 crores for identified major circuits and that for Rs. 5 crores has been enhanced to Rs. 25 crores for identified major destinations


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iv. Work for project preparation under way for development of world class infrastructure for 15 destinations/ circuits across country

v. In view of forthcoming commonwealth games MoT has revised scheme for large revenue generating projects- in PPP and partnership with semi-government agencies- max assistance of Rs. 50 crores or 25% of project cost or 50% of equity


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8. Tourism as multi-sector activityi. Wide range of suppliers- airlines, hotels,

connectivity infrastructure and environmental issues- coordination and speedy implementation important

ii. Investment Commission Report (Feb. 2006) has suggested to declare tourism as National Thrust Area with definite goals, all impediments for growth removed and incentives provided to encourage investments


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8. Tourism as multi-sector activityiii. Visa issues were taken up with Mo

External Affairs and Mo Home Affairs

iv. Advance Passenger Information System (APIS) to facilitate security clearances has been introduced on pilot basis on all Air India flights coming from various locations to Delhi

v. Issue of long-term visa (5-10 years) has been agreed in principle


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8. Tourism as multi-sector activityvi. Proposals have been forwarded to Ministry of

Road Transport, Highways and Shipping for up-gradation of roads to world heritage, Buddhist heritage, and key tourism sites.

vii. 15 sites have also been identified for connectivity through 4 laning and un-gradation of existing roads

viii.Improvement of identified ports to promote cruise tourism is also being planned


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8. Tourism as multi-sector activityix. Ministry of Railways has been requested

to explore possibilities of introducing tourist trains in PPP mode to connect identified destinations and circuits

x. The issue of increased air connectivity in the domestic and overseas sectors on the basis of market assessment has been taken up with the Ministry of Civil Aviation


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9. Initiatives for quality tourism manpower development

i. Rs. 17.32 crores for new IHMs

ii. Rs. 37.00 crores for up-gradation of campuses of institutes and up-gradation of teaching

iii. 40,000 people trained under CBSP scheme


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9. Initiatives for quality tourism manpower development

iv. Training and Refresher programmes for guides

v. Special training programmes for women service providers


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10.Tourism Satellite Account (TSA)– TSA enables Ministry to quantify the benefits

of tourism in terms of contribution to GDP and employment

– India is among the few countries in the world to develop TSA

– Results of TSA show that contribution of tourism to GDP (both direct and indirect) is 5.9% and the share in employment both direct and indirect as 8.8%.


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11.Turning around ITDC1. From losses to the tune of Rs. 37 crores in

2001-02 to a net profit of Rs. 51.57 crores in 2005-06

2. Turnover of ITDC up to Dec 2006 was Rs. 360.68 crores against Rs. 265.98 crores in same period previous year

3. Net profit up to Rs. 44.00 crores as against Rs. 15.05 crores in the same period previous years (an increase of 192.3 %)