I Domestic tourism inNDIA REPORT September 2013.pdf · Knowledge Partner gir lion safari gujarat I...

Knowledge Partner

gir lion safari gujarat

Domestic tourism in

IND AIS e p t e m b e r 2 0 1 3

lotus temple, new delhi

paragliding, himachal pradesh

gateway of india, maharashtra

khajuraho temple, m.p.

chaarminar, hyderabad

Partner Association

Table of Contents

Executive Summary ....................................................................................................................1

1.0. Introduction .....................................................................................................................15

2.0. Present Dynamics of Domestic Tourism Industry in India ...........................................27

3.0. Trends & Preferences.......................................................................................................37

4.0. State Initiatives to promote Domestic Tourism ............................................................41

5.0. FICCI - Roots Research Ten Point Roadmap for............................................................63

sustainable growth of Domestic Tourism in India

6.0. Bibliography.....................................................................................................................67

1.1. Indian Domestic Tourism Industry ...........................................................................16

1.2. Evolution of Domestic Tourism Industry in India .....................................................18

1.3. Development of Domestic Tourism in India.............................................................19

1.4. Role of Ministry of Tourism towards promoting tourism in India.............................20

2.1. Most Visited States .................................................................................................28

2.2. Factors Influencing Tourism Industry.......................................................................33

2.3. Benefits of Tourism..................................................................................................34

3.1. Emerging Products..................................................................................................38

3.2. Changes in Domestic Tourist Profile........................................................................39

3.3. Socio-Economic Impact of Tourism .........................................................................40

4.1. Andhra Pradesh.......................................................................................................42

4.2. Tamil Nadu...............................................................................................................44

4.3. Uttar Pradesh ..........................................................................................................47

4.4. Karnataka.................................................................................................................48

4.5. Maharashtra ............................................................................................................49

4.6. Gujarat.....................................................................................................................50

4.7. Madhya Pradesh......................................................................................................52

4.8. Rajasthan.................................................................................................................55

4.9. Uttarakhand.............................................................................................................56

4.10. West Bengal............................................................................................................57

4.11. Himachal Pradesh....................................................................................................59

Executive Summary

With 28 world heritage sites, 25 bio-geographic zones and a big coastline;

India offers a variety of attractions to tourists such as adventure, rural,

wildlife and heritage tourism.

India holds tremendous potential in terms of a tourist destination both

from inside & outside. This potential is evidently palpable both in terms of

overall development & growth of our economy. Tourism is a multi-billion

industry in India & promises to mature into a more lucrative one. With its

profitable linkages with other industries like transport, hotel etc., its

impact is now directly reaching out to other vital areas like education,

health, finance etc. Today, the tourism industry is not only being measured

in terms of number of tourist arrivals but its impact is also assessed

pertaining to the inclusive growth it has fostered.

The domestic tourism industry in India is growing at an exponential pace.

The official figures periodically recorded & shared by the Ministry of

Tourism, India exhibits an uninterrupted growth story in the domestic

tourism sphere. According to the latest figures released by the ministry,

the number of domestic tourist visits to states/UTs recorded a growth of

19.87% from the year 2011 to 2012. The same growth percentage was

recorded as 15.6% from 2010 to 2011. In addition, the yearly figures

shared by the ministry of the total number of domestic travellers to

states/UTs are 1036 million, 865 million & 748 million for the years 2012,

2011 & 2010 respectively.

2

Executive Summary

Evolution of Domestic Tourism

Travelling for the purpose of pilgrimage and learning has been an integral

part of Indian culture.

Our country saw development of centers of learning and religious worship

since ancient times. This was one of the main reasons why people

travelled from one place to another within the country.

The ancient rulers also built a lot of facilities like inns, sarais, and

dharamshalas for the benefits of the travellers. This acted as an

infrastructure in India for tourism. This led to the massive movement of

domestic tourists for several centuries.

The idea of pleasure tourism was introduced by Mughal Rulers by building

luxurious palaces and gardens in places of natural scenic beauty.

3

1997 159.88 14.1

Year No. of Domestic Tourist

Visits (in mn) to States/UTs Percentage (%) change over

the previous year

1998 168.20 5.2

1999 190.67 13.4

2000 220.11 15.4

2001 236.47 7.4

2002 269.60 14.0

2003 309.04 14.6

2004 366.27 18.5

2005 392.01 7.0

2006 462.32 17.9

2007 526.56 13.9

2008 563.03 6.9

2009

668.80

18.8 2010

747.70

11.8

2011

864.53

15.6 2012(P) 1036.35 19.9

Source: Ministry of Tourism, India

The Britishers looked at tourism from a very different perspective. They

developed railways and export/import houses at port towns which

redefined the Indian business tourism. The infrastructure was

strengthened with the building of circuit houses, dak bungalows and

forest lodges which helped development of leisure and wild life tourism.

Today, the emergence of a large 'urban middle class' coupled with better

transport and communication facilities has created a new class of holiday

and leisure tourists in contemporary India.

Domestic tourism helps in unifying the entire country. It helps to bring

people closer. It enhances the unity of a diverse country, like India.

Unfortunately, in spite of being such an important phenomenon in the

national integration of our country it has not received the attention that it

deserves for its development. However, in spite of not getting any

attention the domestic tourism has grown in an unobtrusive way.

From a mere 310 million domestic visits in 2003, the number rose to 865

million in 2011. The ministry of tourism had anticipated that it would be

1000+ million by 2013 and it would keep growing at an average growth

rate of 12%. So far, the tourism industry has not disappointed with its

performance.

The role of the government in managing the tourism industry has

drastically changed with time. The role has metamorphosed into being of

an 'aggressive promoter' from that of being a regulator. The weightage

given to tourism as an industry has gradually been increasing in the

policies framed by the centre. Over a period of time, the states have

received most of the control to promote tourism in their respective

territories and the role of the centre changed into that of a facilitator.

The Ministry of Tourism, India has played a very active role to promote

inclusive tourism in our country. By inclusive, we mean both geography

and sections of the society. The annual report released by the ministry for

the period of 2012-13 clearly discusses the role played by the ministry.

Role of Ministry of Tourism towards promoting tourism in India

4

The target to be achieved by 2016 is set to be 1450 million domestic

tourists. The government has been very inclined towards 'pro-poor'

tourism. The main intention behind this stance is alleviation of poverty.

Under the rural tourism projects of the government, projects in 186

villages in 29 states/UTs have been sanctioned. 56 out of these 186

villages are situated in the region of North East. The states have also

received equal focus of the government for identifying and sanctioning

major projects. In the period of 2012-13, the Tourism Ministry considered

54 major projects and sanctioned 40 of them by Jan, 2013. These

sanctioned projects are spread over different territories within India and

encompasses variety of tourism based themes. Out of these projects

10% have been approved for the region of North East & 2.5% for the tribal

areas.

The top ten states which enjoyed the arrival of the major chunk of tourists

contributed 84.5% to the total number of domestic travellers in the year

2012. Topping the charts was Andhra Pradesh with 206.8 million domestic

tourists thronging its landscapes. The other top destinations along with

their figures (in millions) were namely Tamil Nadu (184.1), Uttar Pradesh

(168.4), Karnataka (94.1), Maharashtra (66.3), Madhya Pradesh (53.2),

Rajasthan (28.6), Uttarakhand (26.8), Gujarat (24.4) and West Bengal

(22.7). There have been some displacements noticed in state's rankings

with respect to number of domestic tourist arrivals. For instance, Andhra

Pradesh replaced Uttar Pradesh for the first position. Likewise, Uttar

Pradesh was nudged to the third position by Tamil Nadu.

The top ten states in terms of domestic tourist arrivals remained the same

compared to 2011, however, a few states exchanged positions marginally.

Most Visited States

5

Source: Roots Research

Factors affecting Tourism Industry

Tourism can be influenced by multiple factors, both domestic & foreign,

which can impact the sustainability of this industry. These factors need

not be under the direct control of the sector and commonly constitute the

issues concerning the

t o u r i s m s e c t o r .

Understanding of such

factors, especially when

they are negative in nature,

i s impor t ant so that

adequate & effect ive

measures can be taken in

the time of need. The

below given figure depicts

the trends/issues affecting

the industry:

6

West Bengal 2%

Gujarat 2%

Uttarakhand 3%

Rajasthan 3%

Madhya Pradesh 5%

Maharas tra 6%h

Tamil Nadu18%

Andhra Pradesh20%

Others 16%

Uttar Pradesh 16%Karnataka 9%

Percentage share of top ten domestic touristdestinations in India 2012

Source: Data – Ministry of Tourism, Graph – Roots Research

Industry

Technology Environment

Economic &Political

Social

Trends/Issues

7

Benefits of Tourism

Deriving inference from the growth story of other popular tourist

destinations across the globe, we can see that domestic tourism paves

the way for promoting international tourism. Certain advantages of

domestic tourism which not only proves beneficial for the economy of the

country but also prepares it to handle international tourism inflow

efficiently are:

Infrastructure

Growth

With increasing number of domestic tourist & their rising

buying capacity, new accommodations are fast coming up.

These also include 3 star accommodations for matching the

profile of visitors. Eventually, they would impact matching

the affordability profile of international travellers as well. In

addition, due to domestic tourism health, financial, social

etc. infrastructure profile of the area also grows

Inflow of new

ideas

Tapping the potential of the domestic tourism market, the

promoters are always coming up with novel & unique ideas

to further boost this industry. This would help to prepare

attractive models for the foreign tourists as well.

Economic

Boost in non

foreign tourist

arrivals season

In times of lean season, where foreign tourist arrivals are

less, domestic tourism industry helps to convert this

industry into a permanent one.

Environment With Eco-Tourism popularly rising among domestic

travellers, the local flora & fauna of a habitat are being

preserved & developed.

Social

Inclusion

Tribal Tourism, Rural Tourism etc. are products which are

again taking marketers to the rural areas, therefore,

providing boost to such areas in terms of economy &

exposure

Emerging Products

Most of the products in India have been there for quite some time and

considering the demographic dividend of the country being one of the

8

youngest country in the world these products would continue to be there

and grow, albeit go through evolution and get transformed with the

changing requirements of the domestic tourists.

The Domestic Tourism industry will have to come up with new and more

innovative offers as that are what would be necessary to keep the

customers excited. One major trend that has emerged in recent times is

to have shorter but multiple holidays. Some of the emerging tourism

products are Health/Wellness, Spiritual/Faith, Rural tourism etc.

Broadly tourists can be categorized as:

a) Evolving family: The family travelling is changing today. At one end of the spectrum the industry is seeing multi

generation families taking over whole floors in the hotels,

whereas, at the other end of the scale the growth of the

single person household is driving the need for stimulating

independent travel.

b) Expansive mid-lifer: The growing numbers of adventurous

over-50 travelers have emerged as the fastest growing and

the most affluent age group for the first time. These middle-

aged travelers seek new experiences yet demand services

that respect their needs without labeling them as old.

c) Hyper–personalized travelers: These are evolved travelers who need personalized and customized service. From service staff who can speak multiple languages to chefs who can provide vegan meals at short notice, the Industry will need to learn to cater to this niche but growing category that are demanding but also have money to spend.

Domestic Tourism boosts economy by generating income, employment,

investment thus stimulating growth of the region. It has also generated

valuable spin off benefits by either developing infrastructure that the other

industries can use or by creating positive publicity for the individual

destination.

Tourist Profile

Socio Economic Impact of Domestic Tourism

For tourism to be sustainable it is very important that the development should be in line with the local community needs and aspirations. It is very essential for the local region to monitor the impact of the tourism activities on a regular basis.

The state governments have realized the potential of domestic tourism

and are aggressively marketing its tourism offerings. The products initially

developed for the international tourist market are coming handy to woo

the domestic tourists as well. Steps towards attracting domestic tourism

are not only being noticed in the advertising campaigns of the states but

also in various other prominent areas like policy making, devising

strategies to lure tourists, developing products etc.

States are taking vital steps to ensure they are relevantly & abundantly

marketed in their targeted areas. Signing of MoUs between states,

spending on projects & development of products, investment in

technology etc., all evinces the interest the state governments are

showing in domestic tourism industry.

In the light of such endeavours being taken in the industry we have

presented the key initiatives taken by some of the most widely visited

states as per domestic tourist arrivals.

Rs. 221 crore grant from centre

Rs. 40 crore for marketing budget

Rs. 175 crore investment in beach properties

Promotion of lesser known destinations

Full-Fledged focus on Domestic Tourism

Short Term Strategy – “Discover Tamil Nadu” – 2012-16

Long Term Brand building & promotion strategy – Vision 2023

State Initiatives to promote Domestic Tourism in India

Andhra Pradesh

•

•

•

•

Tamil Nadu

•

•

•

9

ADB project investment of Rs. 500 crore

Development of East Coast & South Circuit

Rs. 250 crore Oceanarium proposed in Mamallapuram

Stress on Heritage & Eco Tourism

Rs. 5 crore investment each in Lion Safari, Etawah & Dudhwa

National Park

Dedicated Eco Tourism policy proposed

Tree Plantation drive to sensitize public

Proposed Eco Tourism Policy

Major focus on Mumbai, Ahmedabad, Pune, Kolkata,

Chennai and other metros

Education & Training of Manpower

Rs. 50 crore marketing budget up from Rs. 18 crore

Identification of 10 cities for marketing

Rs. 300 crore for infrastructural development

Rs. 1300 crore project through PPP model

Proposed Oceanarium

Outlay of Rs. 730 crore for tourism infrastructure in 22 districts

Rs. 1200 crore sanctioned for development of coastline

Promotion of fairs & festivals

Investment in technology like Quick Response Code & Near Field

Communication

•

•

•

Uttar Pradesh

•

•

•

•

Karnataka

•

•

•

Maharashtra

•

•

•

•

•

Gujarat

•

•

•

Madhya Pradesh

•

10

Tax Exemptions like luxury tax, entertainment tax, motor vehicles tax,

electricity duty & cess

Focus on entertainment, adventure, wildlife, nature, history and

spiritualism

Public Private Partnership projects

Tax Exemptions

Vision of 20 year for cultivating sustainable tourism

“Rajasthan Calling” – 22 city campaign

Focus on converting Uttarakhand to all season destination

Proposed launch of “777 days of Indian Himalayas”

Fairs & Festivals related to pilgrimage (Maha Kumbh Mela, 2013)

Project worth Rs. 3700 crore through PPP model

Aggressive tourism campaign

Focus on nature, cultural, religious and contemporary tourism

Development of three new airports

Aggressive Tourism Campaign

Focus on Nature, Pilgrimage, Adventure and Eco Tourism

– The community which includes the general

populace of a tourist destination has a strong and active role to play in

the promotion and development of tourism in their area. A tourist

destination needs to have attributes like tolerance, friendliness,

•

•

Rajasthan

•

•

•

•

Uttarakhand

•

•

•

West Bengal

•

•

•

Himachal Pradesh

•

•

•

FICCI - Roots Research Ten Point Roadmap for

Sustainable Growth of Domestic Tourism

1. Community Involvement

11

understanding etc. amongst its people so that it encourages visitors. The

Ministry of Tourism, India has supported such ad campaigns which

disseminates the idea of sensitizing the general public as to how tourism

is important for the growth of their area socially as well as economically.

Such campaigns should be increased not only at the national level

through commercials but also at the tourist destination levels through

other communication channels.

– Unfortunately, the feeling of safety and security

among the general public in India is not very high. There is a lot of

apprehension sensed among people when it comes to their feeling safe

at a new destination. More measures are required to be taken in this

regard both at the centre as well as the state level. The states which can

win the trust of its visitors pertaining to the feeling of safety & security

can attract high numbers. Certain steps like educating & sensitizing the

community (community policing), beefing up security at tourist spots,

increasing security personnel at the city/district level of the tourist

destinations etc. could be taken towards achieving this.

– Tremendous job opportunities are being created

by the tourism industry. Directly & indirectly it is playing a crucial role in

generating such opportunities. Unfortunately, the employability quotient

of the manpower in India is not up to the mark. Investing into

development of training schools & institutions will really help the states

to channelize its manpower resources. Many tourist destinations lack

well qualified guides. These training schools will also increase the

employability quotient of the manpower in the respective states and also

make destinations more tourist friendly & supportive.

– 'Know your customer' is an

important concept. A marketer can define & customize products, attract

right kind & number of people etc. through understanding its customers

and develop its offerings to increase popularity. There is lack of data

availability when it comes to domestic tourist arrivals in various states.

Some of the states have taken up research assignments to understand

the visitor's profile but still a considerable amount of insights can be

gained if proper & systematic gathering of data is conducted. Important

aspects to understand the tourists could be their demographic profile

(age, place, education, occupation), Socio-Economic profiling, reasons of

travelling etc. Such information will really contribute towards customizing

product offerings at the level of states.

2. Safety & Security

3. Training & Education

4. Research & Market Segmentation

12

– It is important to club tourism products offered by various

states so that the tourists elongate their stay and even visitors can be

converted into tourists. For instance, Andhra Pradesh is aggressively

advertising and communicating with the business visitors directly &

indirectly (through channel partners like tour operators, associations etc.)

so that they have an overnight stay at Hyderabad. Much better if their

families accompany them. Through offering other products (destinations)

Hyderabad intends to convert the business visitor into a tourist through

elongating their stay.

– Technology is governing most of the

workplaces in the urban landscape of this country. It is also present in

the tourism industry but it can be further utilized for making this country

more tourist friendly. For instance, Maharashtra tourism division is

making its website supportive to international languages. It is believed

that the state has plans to support all Indian languages as well. With e-

guides and virtual tours as its website offerings, we feel it can really

stimulate a potential tourist. In addition, many states are installing

electronic information kiosks at its tourist destinations for the purpose of

providing guidance to tourists. More such steps should be taken towards

leveraging technology at different touch points.

– We have seen increased budget

allocated to state tourism boards for marketing & promotion, more

aggressive advertising campaigns, more fairs & festivals etc.,

nevertheless, we still feel there is need for more. There is a need to

market lesser-known destinations so that the tourist's arrival figures are

not very skewed. These initiatives can also be taken at tourist destination

levels, wherein, efficient communication should be done to promote

areas falling in the vicinity of that particular destination.

– Many state governments have signed MoUs with other

states to promote domestic tourism. These understandings include tax

benefits, rebates, low cost of travelling etc. And such agreements have

paid well. It is proposed that such measures should be scaled up at the

state level to attract tourists from neighboring states.

– Every fiscal year the infrastructure

development projects are being commissioned by the centre as well as

the state government. Oceanariums, budgeted accommodation, circuit

5. Up Selling

6. Leveraging Technology

7. Increased Marketing Initiatives

8. Policy Reforms

9. Infrastructure Development

13

routes, roads & highways etc. are being planned and developed.

Infrastructure development is vital for this industry and there is need to

invest more in the same.

– Like lesser known destinations, niche

products should also be marketed actively. These products can be

clubbed with bigger products and offered. There is a strong chance that

the number of tourists inclined towards such niche products may be less,

nevertheless, when clubbed with other offerings it can be developed

well.

10. Promotion of Niche Products

14

Introduction | 1

1.1. Indian Domestic Tourism Industry

With 28 world heritage sites, 25 bio-geographic zones and a big coastline; India

offers a variety of attractions to tourists such as adventure, rural, wildlife and

heritage tourism.

India holds tremendous potential in terms of a tourist destination both from

inside & outside. This potential is evidently palpable both in terms of overall

development & growth of our economy. Tourism is a multi-billion industry in India

& promises to mature into a more lucrative one. With its profitable linkages with

other industries like transport, hotel etc., its impact is now directly reaching out

to other vital areas like education, health, finance etc. Today, the tourism industry

is not only being measured in terms of number of tourist arrivals but its impact is

assessed pertaining to the inclusive growth it has fostered.

The domestic tourism industry in India is growing at an exponential pace. The

official figures periodically recorded & shared by the Ministry of Tourism, India

exhibits an uninterrupted growth story in the domestic tourism sphere.

According to the latest figures released by the ministry, the number of domestic

tourist visits to states/UTs recorded a growth of 19.87% from the year 2011 to

2012. The same growth percentage was recorded as 15.6% from 2010 to 2011. In

addition, the yearly figures shared by the ministry of total number of domestic

travellers to states/UTs are 1036 million, 865 million & 748 million for the years

2012, 2011 & 2010 respectively.

16

1. | Introduction

The influx of foreign tourists to a country is an important thrust factor for the

overall development of the tourism industry and that nation's economy.

However, international travelling is affected by multiple factors which are hard to

keep in check to ensure the constant rise in numbers. For instance, rumours of

swine flu eroded a high percentage of expected foreign tourist arrivals from our

country's kitty. Such unwarranted episodes may have a bearing on our

international tourist numbers; but they have had no influence on the movement

of our domestic tourists.

The Economic Survey of India tabled in the year 2012-13, mentioned the Tourism

Satellite Account (TSA) data 2009-10 which demonstrates that tourism

contributed 6.8% to India's GDP out of which 3.7% was direct and 3.1%

indirect. Tourism also contributed significantly towards generating employment.

Directly it contributed 4.4% towards employment generation & 5.8% indirectly.

These figures are inclusive of the affects of both international as well as

domestic tourism. However, one can deduce that domestic tourism industry has

a pivotal role to play in this growth story as its numbers and growth rate has

mostly been more than its international counterpart.

17

1997 159.88 14.1

YearNo. of Domestic Tourist

Visits (in mn) to States/UTs Percentage (%) change over

the previous year

1998 168.20 5.2

1999 190.67 13.4

2000 220.11 15.4

2001 236.47 7.4

2002 269.60 14.0

2003 309.04 14.6

2004 366.27 18.5

2005 392.01 7.0

2006 462.32 17.9

2007 526.56 13.9

2008 563.03 6.9

2009 668.80 18.8

2010 747.70 11.8

2011 864.53 15.6

2012(P) 1036.35 19.9


1.2 Evolution of Domestic Tourism in India

Travelling for the purpose of pilgrimage and learning has been an integral part of

Indian culture.

Our country saw development of centers of learning and religious worship since

ancient times. This was one of the main reasons why people travelled from one

place to another within the country.

The ancient rulers also built a lot of facilities like inns, sarais, and dharamshalas

for the benefits of the travellers. This acted as an infrastructure in India for

tourism. This led to the massive movement of domestic tourists for several

centuries.

The idea of pleasure tourism was introduces by Mughal Rulers by building

luxurious palaces and gardens in places of natural scenic beauty.

The Britishers looked at tourism from a very different perspective. They

developed railways and export/import houses at port towns which redefined the

Indian business tourism. The infrastructure was strengthened with the building of

circuit houses, Dak Bungalows and forest lodges which helped development of

leisure and wild life tourism.

The emergence of a large 'urban middle class' coupled with better transport and

communication facilities has created a new class of holiday and leisure tourists in

contemporary India.

18

Growth Rate (Domestic Tourist Arrivals)

25.0

20.0

15.0

10.0

5.0

0.0

1997

1998

1999

2000

2001

2002

2003

04

20

2005

2006

2007

2008

2009

201

0

201

1

201

2(P

)


Domestic tourism helps in unifying the entire country. It helps to bring people

closer. It enhances the unity of a diverse country, like India. Unfortunately, in

spite of being such an important phenomenon in the national integration of our

country it has not received the attention that it deserves for its development.

However, in spite of not getting any attention the domestic tourism has grown in

an unobtrusive way.

From a mere 310 million domestic visits in 2003, the number rose to 865 million

in 2011. The ministry of tourism had anticipated that it would be 1000+ million by

2013 and it would keep growing at an average growth rate of 12%. So far, the

tourism industry has not disappointed with its performance.

The Indians travel thousands of miles to different places in India. This travelling

takes place predominantly in the summer months which is the time when

foreigners do not want to come to our country. The diversity of our country

makes an Indian traveller move even during the winter months.

If we go by the latest available government figures, in 2010, the total number of

foreign tourist visiting India's states/UTs was 17.91 million, a growth of 24.6%

over 2009. Domestic tourist visits (in 2010) on the other hand, stood at a

whopping 747 million, an increase of 11.8% over the previous year. We can see

very clearly that the absolute numbers in domestic tourism merits more

attention. It is even more interesting to note that in the year, 2009, when foreign

arrivals actually fell 0.1% from 2008, globally, tourist arrivals fell 4% that year

because of the economic crisis and the swine flu pandemic, according to the

World Tourism Organization. In India, domestic tourism in 2009 showed an

increase by 18.8%.

Development of Domestic Tourism in India has passed through various phases.

Historically 1956, 2nd five year plan, was the year when for the first time in India

development of the historical places was taken in a planned manner.

In the 6th Five year plan, it was realized that tourism was very important for

economic development at one end and social integration at the other.

Formation of India Tourism Development Corporation (ITDC) in the year 1966 was

a major step.

National Policy on tourism was announced in the year 1982.

1.3 Development of Domestic Tourism

19

National Committee was constituted on Tourism in 1988 to formulate a

comprehensive plan for achieving a sustainable growth in tourism.

Tourism Finance Corporation was constituted in the year 1989 to finance the

Tourism Projects in the country.

National Action Plan was prepared for the development of tourism in India in

1992.

In 1996, the National Strategy for Promotion of Tourism was drafted. The present

focus of the Government of India is to have a very well integrated activity with

the active participation of the various bodies which can benefit from the tourism

viz. Panchayati Raj Institutions, non government bodies, local bodies, and local

youth bodies in creation of tourism facilities.

In the year 1998, 25th January was declared as the Indian Tourism Day clearly

showing the intent of the government of India in promoting tourism.

Tourism is the 2nd Largest Net Foreign exchange earner for the country.

The role of the government in managing the tourism industry has drastically

changed with time. The role has metamorphosed from being of an 'aggressive

promoter' rather than of being a regulator. The weightage given to tourism as an

industry has gradually been increasing in the policies framed by the centre. Over

a period of time, the states have received most of the control to promote

tourism in their respective territories and the role of the centre changed into that

of a facilitator.

The Ministry of Tourism, India has played a very active role to promote inclusive

tourism in our country. By inclusive we mean both geography and sections of the

society. The annual report released by the ministry for the period of 2012-13

clearly discusses the role played by the ministry.

The target to be achieved by 2016 is 1450 million domestic tourists. The

government has been very inclined towards 'pro-poor' tourism. The main

intention behind this stance is alleviation of poverty. Under the rural tourism

projects of the government, projects in 186 villages in 29 states/UTs have been

sanctioned. 56 out of these 186 villages are situated in the region of North East.

The states have also received equal focus of the government for identifying and

1.4 Role of Ministry of Tourism towards promoting tourism in India

20

21

List of Mega Destination/Circuits Identified/Sanctioned (in INR lakh)

1.

S. No. State/UTName of

Mega Project/CircuitsYear of

SanctionAmount

SanctionedAmountReleased

Charminar Area ofHyderabad - Destination

2007-08 994.75 796.79

2. Triputi Heritage Circuit 2008-09 4652.49 2326.25

3. Kadapa Heritage TouristCircuit

2008-09 3692.89 1846.44

4. Development ofBuddhavanam project

at Nagarjunasagar

2012-13 2224.23 1112.12

5. Development ofVishakhapatnam

Bheemunipatnam BeachCorridor as a Mega Circuit

2012-13 Identified

6. National Park MegaCircuit covering Manas,

Orang, Nameri, Kaziranga,Jorhat, Sibsagar & Majouli

2010-11 Identified

7. Bodhgaya-Rajgir-Nalanda-Circuit 2006-07 1922.42 961.21

8.Jagdalpur-Tirathgarh-

Chitrakoot-Barsur-Dantewada-Tirathgarh Circuit

2008-09 2347.39 870.30

9.Illumination of

monuments-Circuit2006-07 2375.09 1187.54

10. Development of

Dilli Haat-Janakpuri2010-11 Identified

Churches of Goa Circuit 2008-09 4309.9111. 2154.95

Dwarka-Nageshwar-Bet Dwarka Circuit

2008-09 798.9012. 394.95

Shuklatirth-Kabirvad-Mangleshwar-

Angareshwar Circuit

2011-12 4650.9713. 2325.48

AndhraPradesh

Assam

Bihar

Chattisgarh

Delhi

Goa

Gujarat

sanctioning major projects. In the period of 2012-13, the Tourism Ministry

considered 54 major projects and sanctioned 40 of them by Jan, 2013. These

sanctioned projects are spread over different territories within India and

encompasses variety of tourism based themes. Out of these projects 10% have

been approved for the region of North East & 2.5% for the tribal areas. It is

evident from the below given table the importance which has been laid down by

the centre to boost infrastructure development in the industry.

22

Panipat-Kurukshetra-Pinjore Circuit

Phase-I2006-07

(S-1630.03)(R-1161.23)

Phase II2008-09

(S-1545.22)(R-35.54)

3175.2514. 1196.77Haryana



SanctionAmount


Eco and Adventure Circuit(Kullu-Katrain-Manali)

2009-10 Identified15. HimachalPradesh

Panchkula-Yamunagar(Haryana)-Ponta

Sahib

2010-11 3253.0616. Haryana-HimachalPradesh

1626.53

Mubarak-Mandi HeritageComplex, Jammu -

Destination

2010-11 Identified17. Jammu &Kashmir

Naagar Nagar Circuit(Watlab via Hazratbal,

Tulmullah, Mansbal andWullar Lake), Srinagar

2011-12 3814.5618. 722.12

Development of Leh as aMega Tourist Destination -

Setting up of TransHimalayan Cultural Centre

in Leh, J&K

2010-11 2242.9519. 448.59

Mega Destinationat Deoghar

2011-12 2371.1920. 1185.59Jharkand

Development of RacnhiSaraikela Karshwan -

East Singhbhum,Mega Circuit

2012-13 3812.5321. 500.00

Hampi Circuit 2008-09 3283.5822. 1641.79Karnataka

Development of TourismInfrastructure at theWorld Heritage Site

Pattadakal and Badami/Rihole in (Bagalkot District)

2011-12 Identified23.

Muziris Heritage Circuitconnecting historically

and archaelogicallyimportant placesof Kodungalloor

2010-11 4052.8324. Kerela 2026.42

23

Development ofBackwater CircuitAlppuzha in Kerela




SanctionAmount


Development of Chitrakootas Mega Destination

2009-10 2401.9826. MadhyaPradesh

Jabalpur as Mega Circuit 2012-13 4937.1027. 2468.55

Bundelkhand comprisingof Tikamgarh, Damoh,Sagar, Chhatarpur andPanna as Mega Circuit


Maharashtra VidarbhaHeritageCircuit

2008-0929. 3738.19 1869.10

AurangabadDestination

2008-0930. Identified

Mahaur-NandedVishnupuri - BackWater Kandhar

Fort as Mega Circuit

2010-1131. 4510.99 2255.49

Destination Developmentof Nashik (GangapurDam, Nashik City),

Kalagram at Goverdhan(Nashik City and

Gondeshwar) as aMega Project

2011-1232. 2489.51 954.27

INA Memorial 2010-1133. 1238.59 619.30Manipur

Integrated MegaCircuit Project -

Marging Polo Complex,Keina and Khongjom

2011-1234. Identified

Umiam (Barapani)as Mega Destination

2011-1235. IdentifiedMeghalaya

Development of MegaDestination at Dimapur

2011-1236. 2370.45Nagaland 1135.23(Token

amount ofrupee lakhreleased)

Bhubaneshwar-Puri-Chilka Circuit

2008-0937. 3022.80Orissa 1511.40

24

38.

S. No.AmountReleased

2255.50

39. 542.30

40. 319.84

41.

42.

43. 973.00

44. 1823.97

45. 737.50

46.

47. 3561.74

48. 2500.00

49. 2770.11

50. 1336.96

Puducherry Destination 2010-11 4511.00

State/UTName of


SanctionAmount

Sanctioned

Puducherry

Amritsar Destination 2008-09 1585.53Punjab

Ajmer-Pushkar Destination 2008-09 1069.68Rajasthan

Desert Circuit (Jodhpur-Bikaner-Jaisalmer)

2010-11 Identified

Gangtok Destination 2008-09 2390.70Sikkim

MahaballipuramDestination

2002-03 1039.00Tamil Nadu

Pilgrimage Heritage Circuit (Madurai-Rameshwaram-Kanyakumari)

2010-11 3647.95

Thanjavaur 2010-11 1475.00

Mega Lake Circuitincluding Mata Bari

2010-11 IdentifiedTripura

Haridwar-Rishikesh-Munikireti-Circuit

2008-9 4452.22Uttarakhand

Niram Gangotri 2010-11 5000.00

Agra Circuit Phase IEast Gate2005-06

(S-848.49)(R-848.49)West Gate2006-07

(S-933.40)(R-933.40)Phase II2009-10

(S-1976.44)(R-988.22)

3758.33Uttar Pradesh

Varanasi-Sarnath-Ramnagar Circuit

Phase I2006-07\

(S-786.00)(R-628.80)Phase II

(S-1416.31)(R-708.16)

2202.31

25

51.

S. No.AmountReleased

1589.33

52. 1021.18

2334.23

Development ofMathura-Vrindavan

including renovation ofVishramghat (Mathura)as Mega Destination

2011-12 3178.66

State/UTName of


SanctionAmount

Sanctioned

Ganga HeritageRiver Cruise Circuit

2008-09 2042.35WestBengal

Dooars (JalpaiguriDistrict)

2012-13 4668.46

Kolkata Heritageand River-Front

Mega Tourism Project

2011-12 Identified

Source: Ministry of Tourism, Annual Report 2012-13 )India (

A major initiative taken by the government was the implementation of the

scheme 'Hunar Se Rozgar'. Under the purview of this scheme, 21175 persons stcompleted their training before 31 Jan, 2013 since the beginning of the last

fiscal year. This initiative to fill the skill level gaps in the present scenario will

immensely fuel the tourism sector. Job opportunities like drivers, golf caddies,

stone mason, tourist facilitators, security guards etc. are being filled by the new

trained workforce. This initiative also provided same kind of focus on the

disadvantaged sections like sentenced prisoners at jail, physically challenged

(deaf & dumb), children home inmates etc.

Ministry of Tourism is also focusing on promotion of 'Hospitality Education'. In

the process of promoting this area it has given grants to 31 ITIs, 7 degree

colleges, 4 polytechnics, 26 schools and 15 universities.

Some of the other initiatives taken by the government are listed below:

üPromoting campaigns like 'Clean India' and 'Atithi Devo Bhava'

üPromoting campaigns highlighting tourism potential of 'North East' and

Jammu & Kashmir

üPromotion of niche products to develop India as an all-season destination

(which has also promoted domestic tourism)

Present Dynamics ofTourism Industry in India | 2

2.1. Most Visited States

The top ten states which enjoyed the arrival of the major chunk of the tourists

contributed 84.5% to the total number of domestic travellers in the year 2012.

Topping the chart was Andhra Pradesh with 206.8 million domestic tourists

thronging its landscapes. The other destinations along with their figures (in

millions) were namely Tamil Nadu (184.1), Uttar Pradesh (168.4), Karnataka (94.1),

Maharashtra (66.3), Madhya Pradesh (53.2), Rajasthan (28.6), Uttarakhand (26.8),

Gujarat (24.4) and West Bengal (22.7). There have been some displacements

noticed in state's rankings with respect to number of domestic tourist arrivals.

For instance, Andhra Pradesh replaced Uttar Pradesh for the first position.

Likewise, Uttar Pradesh was nudged to the third position by Tamil Nadu.

The top ten states in terms of domestic tourist arrivals remained the same

compared to 2011, however, a few states exchanged positions marginally.

28

2. | Present Dynamics ofthe Tourism Industry in India

West Bengal 2%

Gujarat 2%

Uttarakhand 3%

Rajasthan 3%

Madhya Pradesh 5%

Maharashtra 6%

Tamil Nadu18%

Andhra Pradesh20%

Others 16%

Uttar Pradesh 16%Karnataka 9%

Percentage share of top ten domestic touristdestinations in India 2012


29

Domestic & Foreign Tourist Arrivals - State Wise

S. State Domestic Foreign Domestic Foreign Domestic Foreign Domestic Foreign

No.

1 Andaman & 202221 15814 238699 17538 18.04 10.90 31 25

Nicobar Islands

2 Andhra Pradesh 153119816 264563 206817895 292845 35.07 10.69 1 12

3 Arunachal 233227 4753 317243 5135 36.02 8.04 30 28

Pradesh

4 Assam 4339485 16400 4511407 17543 3.96 6.97 21 24

5 Bihar 18397490 972487 21447099 1096933 16.58 12.80 11 7

6 Chandigarh 909904 37181 924589 34130 1.61 -8.21 24 21

7 Chhatisgarh$ 14320503 3973 15036530 4172 5.00 5.01 16 30

8 Dadra & 422265 1412 469213 1234 11.12 -12.61 28 32

Nagar Haveli

9 Daman & Diu 832906 4484 803963 4607 -3.47 2.74 25 29

10 Delhi*# 15428865 2159925 18495139 2345980 19.87 8.61 14 3

11 Goa 2225002 445935 2337499 450530 5.06 1.03 22 11

12 Gujarat 21017478 166042 24379023 174150 15.99 4.88 9 15

13 Haryana 5988062 130435 6799242 233002 13.55 78.63 20 14

14 Himachal 14604888 484518 15646048 500284 7.13 3.25 15 10

Pradesh

15 Jammu & 13071531 71593 12427122 78802 -4.93 10.07 17 18

Kashmir

16 Jharkhand 10796286 72467 20421016 31909 89.15 -55.97 12 22

17 Karnataka 84107390 574005 94052729 595359 11.82 3.72 4 9

18 Kerala 9381455 732985 10076854 793696 7.41 8.28 18 8

19 Lakshadweep 9424 567 4417 580 -53.13 2.29 35 35

20 Madhya Pradesh 44119820 269559 53197209 275930 20.57 2.36 6 13

21 Maharashtra* 55333467 4815421 66330229 5120287 19.87 6.33 5 1

2011 2012 Growth Rate Rank in 2012

Note: (i) $ - DTVs (Domestic Tourists Visits) & FTVs (Foreign Tourist Visits)

figures of 2012 have been revised

(ii) * - Figures of DTVs to Delhi and DTVS & FTVs to Maharashtra have

been estimated using all India growth rate

(iii) # - Figures of FTVs to Delhi have been adjusted using information

available with Ministry of Tourism


30

S. State Domestic Foreign Domestic Foreign Domestic Foreign Domestic Foreign

No.

22 Manipur 134505 578 134541 749 0.03 29.58 32 33

23 Meghayalya 667504 4803 680254 5313 1.91 10.62 26 27

24 Mizoram 62174 658 64249 744 3.34 13.07 33 34

25 Nagaland 25391 2080 35915 2489 41.45 19.66 34 31

26 Odisha 8271257 60722 9052871 64719 9.45 6.58 19 19

27 Puducherry 897896 52298 981714 52931 9.33 1.21 23 20

28 Punjab 16416638 150958 19056143 143805 16.08 -4.74 13 16

29 Rajasthan 27137323 1351974 28611831 1451370 5.43 7.35 7 5

30 Sikkim 552453 23602 558538 26489 1.10 12.23 27 23

31 Tamil Nadu 137512991 3373870 184136840 3561740 33.91 5.57 2 2

32 Tripura 359515 6046 361786 7840 0.63 29.67 29 26

33 Uttar 155430364 1887095 168381276 1994495 8.33 5.69 3 4

Pradesh

34 Uttarakhand 25946254 124653 26827329 124555 3.40 0.08 8 17

35 West Bengal 22256968 1213270 22730205 1219610 2.13 0.52 10 6

Total 864532718 19497126 1036346657 20731495 19.87 6.33

2011 2012 Growth Rate Rank in 2012

Top ten tourist states visited by domestic travellers and their

main attractions

31

Andhra Pradesh - The Tirumala Tirupatitemple of Lord Venkateswara. Tamil Nadu – Chennai, Elagiri

Uttar Pradesh – Agra (Taj Mahal),

Allahabad, Varanasi

Karnataka – Bangalore,

Mysore, Hampi

32

Maharashtra – Mumbai, Shirdi Madhya Pradesh – Wildlife, Khajuraho

Rajasthan – Ajmer

Uttarakhand – Char Dhams,

Haridwar, Rishikesh

Gujarat – Dwarka, Somnath

West Bengal – Darjeeling,

Beaches, Sunderbans

2.2. Factors influencing the Tourism Industry

Tourism can be influenced by multiple factors, both domestic & foreign, which

can impact the sustainability of this industry. These factors need not be under

the direct control of the sector and commonly constitute the issues concerning

the tourism sector. Understanding of such factors, especially when they are

negative in nature, is important so that adequate & effective measures can be

taken in the time of need.

33

Issues/Trends – Influence on Tourism

• Accessibility, Increase in marketing, Increased Buying capacity

• Tourism becoming region specific

• Upcoming tourism products or niche markets

• Emergence of low cost travel

Issues/Trends Overview

Industry

• Gyrations in the economy

• Financial policies of the government (interest rates etc.)

• Demands posed by tourism hosting areas

• Upcoming elections or change in government expected

Economic &

Political

• Access to new technology (social media) & booking channels + popularity of shorter travelling vacations

• Emergence of transport with more speed, comfort and affordability

Technology

• Feeling of adding to pollution as tourism is perceived as biggest contributor to pollution

• Certain attractive sites being declared as non-travel zone because of pollution

Environment

• Rumours; Risk of diseases etc.

• Increase in that economic classification which has the buying capacity

• Perception of safety & security of a destination

• Emergence of travel as a leisure activity

Social

Source: Primary Survey, Roots Research

It is evident from the measures & steps taken by the different state

governments that some of the factors related to safety & security, niche

products, environment issues etc. are being considered before

formulation of policies pertaining to tourism.

Deriving inference from the growth story of other popular tourist

destinations across the globe, we can see that domestic tourism paves

the way for promoting international tourism. Certain advantages of

domestic tourism which not only proves beneficial for the economy of the

country but also prepares it to handle international tourism inflow

efficiently are:

2.3. Benefits of Tourism

34


Industry

Technology Environment

Economic &Political

Social

Trends/Issues

35

With increasing number of domestic tourist & their rising buying capacity, new accommodations are fast coming up. These also include 3 star accommodations for matching the profile of visitors. Eventually, they would impact matching the affordability profile of international travellers as well. In addition, due to domestic tourism health, financial, social etc. infrastructure profile of the area also grows

Advantages Perceived Benefit

Infrastructure

Growth

Tapping the potential of the domestic tourism market, the promoters are always coming up with novel & unique ideas to further boost this industry. This would help to prepare attractive models for the foreign tourists as well

Inflow of new

ideas

In times of lean season, where foreign tourist arrivals are less, domestic tourism industry helps to develop this industry into a permanent one

Economic Boostin non foreigntourist arrivalsseason

With Eco-Tourism popularly rising among domestic travellers, the local flora & fauna of a habitat are being preserved & developed

Environment

Tribal Tourism, Rural Tourism etc. are products which are again taking marketers to the rural areas, therefore, providing boost to such areas in terms of economy & exposure

Social Inclusion


Trends & Preferences inDomestic Tourism Industry in India | 3

3.1. Emerging Products

Most of the products in India have been there for quite some time and

considering the demographic dividend of the country being one of the youngest

country in the world these products would continue to be there and grow albeit

go through evolution and get transformed with the changing requirements of the

domestic tourists.

The Domestic Tourism industry will have to come up with the new and more

innovative offers as that are what would be necessary to keep the customers

excited. One major trend that has emerged in recent times is to have shorter but

multiple holidays.

The domestic traveler is shifting his focus to more unexplored and offbeat

destinations and unique experience-based itineraries, the Indian travelers are

seeking to explore the most exquisite travel options. "We expect the luxury

domestic travel sector to grow by 20-25 per cent. In next 5-10 years, India will

see a greater amount of travel spends," said Mr. Sunil Hasija, Executive Director,

TUI India.

The few emerging products in tourism are:

Health Tourism: Although it was targeted at the foreign tourist but domestic

tourist has also taken liking for it as it helps one to explore alternative ways of

treatment to enhance general well being. Yoga, Ayurveda & Spas have become

attractive not only because of the health benefits but also because of the exotic

locations at which they are being performed.

Spiritual/Faith Tourism: It should be remembered that pilgrimage is a very

strong motivator for travel. From the ancient times the 'Char Dham Yatra' is

being considered auspicious. Faith tourism is "recession-proof" and, realizing this,

the government is making efforts to promote spiritual tourism.

38

3. | Trends & Preferences inDomestic Tourism Industryin India

There are also plans to connect pilgrimage centers in the North with those in the

South. The government has appointed a national level consultant to identify the

spiritual tourism circuits. For instance, hotels set up in Jain religious centers

should address the values and food habits of those people.

Rural Tourism: The tourist in this comes face to face with India's rural traditions.

It is becoming very popular with the people who stay in cities and they want to

have the feel of rural life. So far, 153 rural tourism projects in 28 States/Union

Territories have been sanctioned by the Ministry of Tourism including 36 rural

sites where UNDP has supported for capacity building. The objective is to

showcase rural life, art, culture and heritage at rural locations and in villages,

which have core competence in art & craft, handloom, and textiles as also an

asset base in the natural environment. The intention is to benefit the local

community economically and socially as well as enable interaction between

tourists and local population for a mutually enriching experience.

With changes like increase in disposable income, better educated traveller,

improvement in standards of living, fewer working hours and more leisure time

and curiosity of the youth as well as the mid-age to explore; the profile of

tourists is evolving.

Broadly these tourists can be described as:

1. Evolving family: The family travelling is changing today. At one end of the

spectrum the industry is seeing multi generation families taking over

whole floors in the hotels whereas at the other end of the scale, the

growth of the single person household is driving the need for stimulating

independent travel.

2. Expansive mid-lifer: The growing numbers of adventurous over-50

travelers have emerged as the fastest growing and the most affluent age

group for the first time. These middle-aged travelers seek new

experiences yet demand services that respect their needs without

labeling them as old.

2. Hyper–personalized travelers: These are evolved travelers who need

personalized and customized service. From service staff who can speak

multiple languages to chefs who can provide vegan meals at short notice,

3.2. Changes in the domestic tourist profile

39

the Industry will need to learn to cater to this niche but growing category

that are demanding but also have money to spend.

Domestic Tourism boosts economy by generating income, employment,

investment thus stimulating growth of the region. It has also generated valuable

spin off benefits by either developing infrastructure that the other industries can

use or by creating positive publicity for the individual destination.

For tourism to be sustainable it is very important that the development should be

in line with the local community needs and aspirations. It is very essential for the

local region to monitor the impacts of the tourism activity on a regular basis.

The Indian tourism sector needs an urgent image makeover and higher

investment in infrastructure, including through public-private partnership (PPP)

mode to capitalize on opportunities provided by overall growth in world tourist

arrivals, according to the Economic Survey 2012-2013.

Development of the destination would involve the following components:

• Attractions – manmade features, natural features or events that provide

motivation to visit.

• Access – local transport facilities.

• Amenities - accommodation, food, beverages, entertainment and

retailing.

• Auxiliary services in the form of local organisations.

It is imperative that the local governments should be involved in the

development of the destinations as they would be the biggest beneficiaries of

that destination if it is managed well. Moreover, they understand the nuances of

the culture of that place and that would act in a positive way for the development

of that destination.

3.3. Socio Economic Impact of Domestic Tourism

40

| 4 State Initiatives to

promote Domestic Tourism in India

State Initiatives

4.1 Andhra Pradesh

The state governments have realized the potential of domestic tourism and are

aggressively marketing its tourism offerings. The products initially developed for

the international tourist market are coming handy to woo the domestic tourists

as well. Steps towards attracting domestic tourism is not being only noticed in

the advertising campaigns of the states but also in various other prominent areas

like policy making, devising strategies to lure tourists, developing products etc.

States are taking vital steps to ensure they are relevantly & abundantly marketed

in their targeted areas. Signing of MoUs between states, spending on projects &

development of products, investment in technology etc., all evinces the interest

the state governments are showing in domestic tourism industry.

In the light of such endeavours being taken in the industry we have presented

the key initiatives taken by some of the states in India:

Andhra Pradesh was the favourite destination among the domestic travellers in

2012. With 206.8 million tourists visiting the state it held the first position in the

list of states as per domestic tourist arrivals. Considering the fact that the spatial

distribution in terms of domestic tourist visiting different regions of Andhra

Pradesh is uneven; the state is aggressively promoting lesser known

destinations.

For the current fiscal year, the centre has decided to infuse Rs. 221 crore for

various tourist development projects in the state. The Andhra Pradesh tourism

department has decided upon 40 crore as their budget for marketing &

promotional activities with respect to tourism. However, the stress is going to be

more on promoting offbeat & lesser known destinations. For instance, ‘Araku

Valley’ & ‘Dindi’ are being promoted to draw tourists inclined towards Eco-

Tourism. With the maximum number of pilgrimage tourists coming from Gujarat

& Maharasthra; Andhra Pradesh government is looking to woo tourists who may

club their pilgrimage tours with other recreational activities. Andhra Pradesh &

42

State Initiatives to promoteDomestic Tourism in India

4|

Maharashtra have also joined forces to promote the tourism in their states.

Similar to Mumbai, Hyderabad has a strong film industry influence where the

latter is often dubbed as ‘Tollywood’. A lot of Hindi films have also been shot in

Hyderabad. Promotion of lesser known destinations will also help Andhra

Pradesh to attract film tourism based travellers.

Similar understanding has also been established between Andhra Pradesh and

Karnataka. Under the presence of this agreement, hotel train bookings will be

facilitated for tourists coming into Andhra Pradesh from Karnataka. Moreover,

these tourists will also be offered discounts up to 50% on such bookings. An

additional possibility of extending the route of the luxury train ('Golden Chariot')

of Karnataka across some select regions in Andhra Pradesh is also being

considered.

I n a d d i t i o n , i n f r a s t ru c tu r e

development pertaining to 3 star

accommodat ion & bus iness

convention centres is supporting

business related tourists but the

other initiatives are attracting the

same tourists to spend more time

in the state. The coast line of

Andhra Pradesh has long been

ignored by domestic travellers.

With 1000 kms of coastline and

Vizag which offers one of the best beaches in the southern part of India; the

state is anticipating to tap the full potential of these destinations. Other places

which have been chosen as special destinations are Horsley Hills, Bhavani Island,

Suryalanka, Vikarabad, Nagarjunasagar and Bhadrachalam.

Further, to the endeavours of the state towards developing its coastline nine

beach properties are being worked upon which has already received an

investment of Rs. 175 crore. The properties are namely Baruva and

Kalingapatnam (Srikakulam district), Chintapally (Vizianagaram), Kakinada (East

Godavari), Perupalem (West Godavari), Ramayapatnam (Prakasam), and

Tummalapenta, Maypadu and Kotta Kudur (all in Nellore).

The state government anticipates Rs. 1000 crore investment to be made through

the PPP (Public Private Partnership) mode. Along with the beach properties the

state is also focussing on developing eco-tourism in the areas of Maredumilli

(East Godavari District), Nelapattu (Nellore District), Mamandur, Talakona,

43

Initiatives – Andhra Pradesh

•

•

•

•

Rs. 221 Crore grant from centre

Rs. 40 Crore allocated for marketing budget

Rs. 175 Crore investment in developing beach properties

Promotion of lesser known destinations

Nanniyal (Chittoor District), Balapalli (Kadapa District), Ettipotala (Guntur District),

Kambala Konda (Visakhapatnam District).

The tourism policy of the state, 2010 offers the following incentives &

concessions:

1. 20% investment subsidy for all tourism ventures above an investment of

US $ 50,000

2. Tax holiday on Sales Tax for tourist units established in the Special

Tourism Areas for a period of five years, subject to a maximum relief

equivalent to fixed capital

3. Projects with above US $ 2.2 million investment anywhere in the State

are treated as special projects. They will be eligible for special incentives

which are decided on a case-to-case basis

4. 100% private investment on leased Government land ( Build-operate-

transfer basis )

5. Joint venture with Andra Pradesh Tourism initiatives.

The only twist or a potential setback the state received was the emergence of

Telangana as a new state. With constant threat of protests & agitation lingering

over different parts of the state, the tourism industry might get affected.

Nevertheless, the active role played by the state and their involvement would

ensure that the tourists will experience a smooth & seamless visit.

The efforts put in by the state's tourism division paid off well in the last fiscal as

the state was among the top three most widely visited states in India as per the

domestic tourist arrival figures. Last year, the state had also introduced 10

special tour packages along with one-day tour to all important temples in the

state. The packages consisted of a tour to nine Nagarathar temples in Sivaganga

district -Illaiyathangudi, Illupaikudi, Iranikoil, Mathur, Nemam, Pillaiyarpatti,

Soorakudi, Vairavankovil, and Velangudi temples near Karaikudi. Trekking & Hiking

tours were also included which covered areas like Yelagiri and Kolli Hills.

Realizing the potential of the state to attract domestic tourists, Tamil Nadu is

especially focussing on tapping the domestic tourism market in India. As per the

Policy Note 2013-14 prepared by the Tourism, Culture and Religious Endowments

Department, Government of Tamil Nadu a special need is there to roll out a full-

4.2 Tamil Nadu

44

fledged strategy for attracting the domestic tourists. Any strategy adopted by the

state's tourism division needs to keep both domestic as well foreign tourists in

mind. The identified factors upon which the strategy is based are the following:

• Publicise the State as an all season destination.

• Project that Tamil Nadu is not only the land of temples but also a state

endowed with many tourist attractions to enhance quality and

comprehensive visitor experience. (It is anticipated that by the time, this

campaign rolls out, many additional attractions for all age groups will be

created).

• Art & craft and cuisine of the State to be given eminence and

• The fact that Tamil Nadu is one of the best in infrastructure, transport

facilities, urbanization, telecommunication, etc., will have to go as a

subtle message to the target audience.

The same policy note discussed rolling out of a short term strategy “Discover

Tamil Nadu (2012-2016)” campaign and a long term strategy “Long Term Brand

Building and Promotion (2012-2023)”. The vision 2023 entails an investment of Rs.

10, 000 crore through government and private investments. Currently, the state

tourism board has entered into an understanding with the Asian Development

Bank (ADB), wherein, an investment of Rs. 500 crore approximately will be made

by the latter party. The total amount of the project will be shared in the ratio of

70:30 between ADB and Tamil Nadu state respectively. 15 sub-projects have

been finalized in Tranche I of this project. Two important circuits have been

identified by the tourism board for development. The first circuit is the East Coast

Circuit (keeping Pilgrimage & Heritage tourism in mind) which includes areas

Kancheepuram, Cuddalore, Villupuram, Tiruvannamalai, Nagapattinam, Tiruvarur,

Thanjavur, Pudukkottai and Tiruchirappalli Districts. The other circuit is the

Southern Circuit (Pilgrimage and Eco Tourism) which consists of areas like

Madurai, Theni, Dindigul, Ramanathapuram, Sivagangai, Virudhunagar, Tirunelveli,

Thoothukudi, Kanniyakumari Districts and Western Ghats area.

The following festivals are celebrated by the state with much vigour to attract

tourists:

• Pongal Tourist Festival (Tamil Nadu)

• Chithirai Vishu Festival (Papanasam, Tirunelveli)

45

• Tea & Tourism Festival (Udhagamandalam)

• Chithirai Festival (Madurai)

• Mango Festival (Krishnagiri)

• Summer Festival (At Hill

Stations)

• Kandhoori Festival (Nagore)

• Saral Thiruvizha(Courtallam)

• T h i r p a r a p p u V i z h a

(Kanniyakumari Dt.)

• A a d i p e r u k k u V i z h a

(Hogenakkal)

• V e l a n k a n n i F e s t i v a l

(Velankanni)

• World Tourism Day (All

Tourist Centres)

• D a s a r a F e s t i v a l

(Krishnapuram, Palayamkottai)

• Sathaya Vizha (Thanjavur)

• Deepam Festival (Tiruvannamalai)

• Indian Dance Festival (Mamallapuram)

Apart from these initiatives there are some other effective measures that

are being taken up by the tourism board of Tamil Nadu. For instance,

buying of modern kitchen equipment, passenger lifts being installed in

Hotel Tamil Nadu, Tiruchi & Tiruchender, provision of modern furniture,

New Tourist Home etc. are part of the steps to be taken in the state

tourism's policy note of 2013-14. Further, an Oceanarium has been

announced which will be coming up in Mamallapuram. The investment for

this project will be Rs. 250 crore and it will be developed with the

technical guidance of the Fisheries Department.

Uttar Pradesh, with 168.4 million domestic tourist arrivals, held the third position

among the most visited states in India in 2012. With regular visitors flocking Taj

4.3 Uttar Pradesh

46

Initiatives – Tamil Nadu

•

•

•

•

•

•

Full-fledged focus on domestic

tourism

Short term Strategy – Discover

Tamil Nadu 2012-16

Long term brand building &

promotion strategy – Vision

2023

ADB investment project of Rs.

500 crore

Development of East Coast &

South Circuit

Rs. 250 crore proposed

Oceanarium in Mamallapuram

47

Mahal and other pilgrimage sites ensured Uttar Pradesh to be in the top most

visited states by domestic tourists in India. The Maha Kumbh Mela, 2013 added

to increased number of tourists visiting the state for pilgrimage purposes.

However, the state is reciprocating to the need required to develop other

potential tourist destinations and products as well. The current government is

laying significant emphasis on promoting Heritage and Eco Tourism in the various

parts of the state.

Uttar Pradesh is rich with the number of Sufi sites it houses. With the increasing

interest in 'Sufism' among the younger generation there is a lucrative

opportunity upon which the state can capitalize. Round of meetings have also

been convened between the present government officials and other

stakeholders for discussing the

matter of promoting heritage

tourism in the state.

Various steps are also being taken

to promote Eco tourism in the

state by the present government.

Development projects are being

t a k e n t o m a k e s e r v i c e s ,

accessibility and experience of the

following destinations better for

the tourists:

• N a t i o n a l C h a m b a l

Sanctuary

• Katarniaghat Wildlife Sanctuary

• Sarsai Nawar

• Sita Dwaar

• Lakh Bahosi Bird Sanctuary

• Kannauj

• Nawabganj Bird Sanctuary

• Lion Safari, Etawah

• Dudhwa National Park

Initiatives – Uttar Pradesh

•

•

•

•

Stress on Heritage & Eco Tourism

Rs. 5 crore investment each in Lion Safari, Etawah & Dudhwa National Park

Dedicated Eco Tourism Policy proposed

Tree Plantation drive to sensitize the public

A budget of Rs. 5 Crore each has been allocated to develop the areas of Lion

Safari, Etawah and Dudhwa National Park. In addition, the UP government

conducted a plantation drive under the banner of 'Van Mahotsav' which

consisted of planting 3.15 lakh trees in 80 identified sites. Along with promoting

greenery, the intention of the drive was also to sensitize the general public for

eco tourism and its offerings. It has also been noted that the tourism division of

the state government has been advised to work on an Eco Tourism Policy.

The Karnataka Tourism Policy 2009-14 was launched with an ambitious plan to

raise Rs. 25, 000 crore in investments. With 94.1 million domestic tourists

visiting the state, Karnataka is the fourth most visited state in India. The main

thrust areas with respect to tourism according to the tourism policy of the state

are:

• Culture/ Heritage Tourism

• Cruise Tourism

• Eco Tourism

• Health/Wellness Tourism

• Adventure Tourism

• Heli Tourism

The state has been divided into four

zones and special incentives have

been provided to promote Heritage,

Adventure and Pilgrimage tourism.

The state is also on its way to announce an Eco Tourism Policy. The state attracts

significant number of tourists for its Eco tourism but they want to safeguard the

environment as well. The key notes of the policy are expected to deal with

responsibility and accountability of safeguarding the environment. The major

identified markets from where the state receives its domestic visitors are

Mumbai, Ahmedabad, Pune, Kolkata, Chennai and other metro cities. The state

also identified 30 sites where they proposed to set up their concept of 'Green

Police' for providing safety and guidance to the tourists. Stress has also been laid

at educating the manpower for the promising growth witnessed in the tourism

industry.

4.4 Karnataka

48

Initiatives - Karnataka

•

•

•

Proposed Eco Tourism Policy

Major focus on Mumbai, Ahmedabad, Pune, Kolkata, Chennai and other metros

Education of Manpower

4.5 Maharashtra

Being the most visited state as per the figures of foreign tourist arrivals in India

in 2012; Maharasthtra welcomed a noticeable number of domestic tourists with

Mumbai and Shirdi being its most

p o p u l a r d e s t i n a t i o n s . T h e

Maharashtra tourism department is

leveraging technology to make

i tse l f more tour is t f r iend ly

destination. The 'Maharashtra

Tourism Development Corporation'

is deploying technology to provide

e-guides in different languages both

national and international which will

provide a virtual tour to the website

visitor.

The publicity budget of the state

has been increased to Rs. 50 crore

for the current fiscal from Rs. 18 crore allocated to it last year. The budget will be

aggressively spent on television commercials, events and road shows. 10 Indian

cities have also been pre-identified by the state to promote its tourism products

& services. In addition, Rs. 300 crore has been allocated for developing various

tourism related infrastructure. A Rs. 1300 crore project, based through the PPP

mode, is expected to be executed wherein a metro rail will connect the theme

park (situated at Vyangani-Tondavali in Sindhudurg district) to the proposed Chippi

airport.

The state has also joined hands with Andhra Pradesh to jointly promote tourism

sector in both the states. Maharashtra intends to capitalize on its 720 km long

coastline by building marinas at some identified places. Some of these identified

locations are Mumbai, Mandawa, Malvan, Vengurla, Guhagar, Ratnagiri,

Shrivardhan and Ganapatipule.

Recently, Rs. 79.84 crore has been approved for the state by the centre for two

mega circuit projects viz. Solapur - Pandharpur – Akkalkot – Tuljapur mega circuit

and Aurangabad mega circuit. Two additional circuits, namely Satara Circuit that

includes Mahabaleshwar-Kaas-Bamnoli along with Agashiv Gunfa and Panshet

Spot Development, have also been sanctioned by the centre for the state. The

state is also hopeful to get two other circuits to be approved at Nasik. The

49

Initiatives - Maharashtra

•

•

•

•

•

•

Rs. 50 crore marketing budget up from Rs. 18 crore

Identification of 10 cities for marketing Maharashtra

Rs. 300 Crore for infrastructural development

Rs. 1300 crore project through PPP model

Oceanarium proposed

2 new upcoming mega circuits

Solapur-Tuljapur circuit has received an investment nod of Rs. 43.87 crore which

will include development works related to setup of tourist information facilities,

parking facilities, face uplift, roads, toilets, drinking water facilities etc. The

Aurangabad circuit is being invested with Rs. 23.50 crore. The development work

in this circuit includes setting up of taxi stands, parking facilities, toilets,

information & signage boards, sewage plants etc. An amount of Rs. 90 lakhs has

also been sanctioned by the centre for acquiring and running green buses at

Ajanta & Ellora.

The Satara circuit has received an investment of Rs. 8.1 crore for works related

to solid waste management and drinking water facility, tourist information

centres, parking facility etc. Panshet, in Pune district, has been allotted with Rs.

3.60 crore for developing itself as a tourist destination.

An Oceanarium is also proposed to come up in the state. A land parcel of 1400

acres is proposed to be acquired for Rs. 100 crore.

Gujarat has moved up from 10th position last year to 9th position this year in

terms of domestic tourist arrival. Gujarat tourism has built a three –pronged

strategy to develop tourism sector:

1. Infrastructure

2. Promotion

3. Policy

Gujarat government has laid an

outlay of Rs. 730 crore to develop its

tourism infrastructure in 22 districts

across the state.

The campaign “Khusboo Gujarat Ki”

with Amitabh Bachchan as its brand

ambassador has resulted in increase of 54 lakhs visitors in last two years. This

campaign was responsible for a huge increase in the traffic of domestic tourists

to the state.

The Tourism of Corporation Gujarat Limited (TCGL) is focussing on developing

infrastructure and systematic planning for promotion of different popular

destinations of Gujarat under the banner of “Khushboo Gujarat Ki”.

4.6 Gujarat

50

Initiatives - Gujarat

•

•

•

Outlay of Rs. 730 crore for tourism infrastructure in 22 districts

Rs. 1200 crore sanctioned for development of coast line

Promotion of fairs & festivals

51

Gujarat has the longest coastline of 1600 kilometres; the planning commission

for the five year plan has sanctioned Rs. 1200 crore for development of coastal

Tourism.

For the convenience of the tourists visiting Gujarat eight Tourism hubs have been

created in Gujarat: Ahmedabad metro, Ahmedabad Rural (North Gujarat), Surat

(South Gujarat), Vadodara (Central Gujarat), Rajkot, Junagadh and Jamnagar

(Saurashtra) and Bhuj (Kutch). These hubs are well equipped with modern

infrastructure, facilities and services in the areas of commerce, communication,

connectivity, hospitality, transportation, medical facilities etc.

Gujarat has won 3 prestigious National Awards in Tourism:

• The state government's scintillating tourism campaign, "Khushboo

Gujarat Ki", featuring the actor Mr. Amitabh Bachchan, received the

prestigious National Tourism Award 2011-12 in the category of Award of

Excellence - Best Tourism Film.

• Gujarat was adjudged the third best state in the category of

Comprehensive Development of Tourism.

• Tourism Corporation of Gujarat Limited (TCGL) received the award for

most innovative use of Information Technology.

Gujarat Tourism has adopted a multi-pronged strategy to promote some of the

world class tourist destinations in the state. Firstly, it has created infrastructure

facilities like excellent connectivity by roads and trains, security apparatus in

place, information centres, sanitation and other amenities to ensure safety and

comfort of the tourists. Secondly, leveraging the PPP mode, it has roped in the

private sector to invest in Gujarat by setting up commercial ventures like hotels

and resorts.

1. Gujarat Tourism Corporation of Gujarat Ltd. and India Oil Corporation has

signed a special Memorandum of Understanding (MoU) on 07 March,

2013. Now, Tourists can get information and support on highways. This is

the first instance in the entire country wherein such an agreement has

been entered into to promote tourism. This MoU will establish new

benchmarks for tourism facilities in the country. Every IOC facility will

have tourism extension services. It is envisaged that such facilities will

be available every 100 kms on National Highways and every 75 kms on

State Highways. Work is expected to begin in the next six months

52

towards this end. A complete, prosperous and safe destination like

Gujarat with its agreement with IOC will provide even better facilities to

the tourists visiting Gujarat.

2. The Eco Tourism Centres (ETCs) at forest reserves that are emerging as

tourism hotspots in central Gujarat are likely to get a major facelift. MoUs

have been signed between private parties and the state government to

develop these ETCs on the PPP model. Such collaborations are expected

to bring in professionalism in the management of these centres. Private

players will work in tandem with the Eco Development Committees

(EDCs), provide them training, improve infrastructure at the centres and

market these destinations.

3. The Gujarat government will offer incentives to Bollywood film producers

if shooting is done in the tourism destinations of Gujarat

Gujarat Tourism has been able to create a very strong marketing strategy that is

Destination & Event centric. To name a few destinations they have Gandhi circuit,

forest and natural ecosystem, heritage monument and structures, religious sites

etc. Some of the important events and the fairs that are being promoted are Kite

festival, Modhera dance festivals, Bhavnath fair, Navratri festivals, Ram Utsav etc.

Madhya Pradesh which is at 6th rank in India in terms of Domestic Tourist with

53 million domestic tourist arrivals in 2012 has focussed very intelligently on

history, culture, nature and wildlife. Madhya Pradesh Tourism Development

Corporation (MPTDC) has decided to provide ultramodern techniques like quick

response code (QRC) and near filed communication (NFC) to domestic tourists in

their own language; this will help domestic tourists to get the detailed

information on their mobile phones about the concerned tourist destination.

Madhya Pradesh Tourism has focussed on entertainment, adventure, wildlife,

nature, history and spiritualism. The advertisement campaign “MP ajab hai,

sabse gajab hai” has really been a hit with the target audience and has captured

the essence of MP tourism. MP tourism has always pitched itself as heart of

Incredible India which has been very well accepted. Its many abandoned cities

provide an intriguing window to the past, so different to the rest of congested

India of today. In farther contrast, the national parks of Madhya Pradesh offer

some of the best wildlife spotting opportunities in India.

4.7 Madhya Pradesh

Madhya Pradesh government is one

of the state governments which have

taken serious initiatives to give

government incentives to promote

tourism:

1. Luxury Tax Exemption

2. Entertainment Tax Exemption

3. Motor Vehicle Tax Exemption

4. Electricity Duty And Cess

Exemption

5. Registration and Stamp Duty Fees exemption

6. The state government has also made specific provision to promote Film

Tourism, and Water Tourism in the state.

Madhya Pradesh Tourism: Unifying Wildlife, Heritage, Pilgrim and Leisure.

The state has 9 national parks and 28 sanctuaries. It is also known as the “Tiger

State of India” with four tiger reserves: Kanha, Bandhavgarh, Pench and Satpura

National parks.

Bhandhavgarh has the highest density of tiger population in India.

The state is home to three world heritage sites namely Khajuraho, Anchi and

Bhimbetka. Other heritage sites include Ater Fort, Chhatris of Shivpuri, Jai Villas

Palace etc.

Some of the famous leisure places in Madhya Pradesh are Panchmarhi, Bhopal,

Shivpuri, Bhedaghat etc.

Panchmarhi is a hill station famous for forests of the Satpuras, with their streams

and waterfalls.

Bhopal, the capital city of Madhya Pradesh, is known as the City of Lakes for its

various natural as well as artificial lakes.

53

Initiatives – Madhya Pradesh

• Investment in technology like

Quick Response Code & Near

Field Communication

• Tax exemption related to Luxury,

Entertainment, Motor Vehicles &

Electricity duty & cess

• Focus on entertainment

adventure, wildlife, nature,

history and spiritualism

54

Ujjain, Omkareshwar, Maheshwar, Chitrakoot and Amarkantak are the holy cities

of Madhya Pradesh which attracts millions of pilgrims from all over the world.

Ujjain is one of the Seven Sacred Cities of Hindus, and also hosts the famous

Simhasth Mela.

Cultural Tourism Gwalior, Orchha, Khajuraho, Sanchi, Mandu

Important Tourists Destinations of Madhya Pradesh

Heritage Hotels, Museums, Craft Villages

Wildlife and Adventure Tourism

Panchmarhi, Kanha, Bandhavgarh, Satoura, Pench Valley National Parks, Tigra Lake(Gwalior) , Upper lake (Bhopal), Gandhi Sagar (Mandsaur)

Log Huts, Camping Grounds, Trekking, Water Sports, Aero Sports, Angling, Cruises, Caravans, Tents etc.

Leisure and Business Tourism

Panchmarhi, Khajuraho , Bhopal Gwalior,Indore, Manipat, Tamia, Raipur, Jabalpur,etc.

Convention centers, Exhibition grounds, Shopping, Evening entertainment, Clubs, weekend gateways etc.

Pilgrim Tourism Ujjian, Omkareshwar, Maheshwar, Chitrakoot and Amarkantak, Rajim, Sanchi,Bhopal, Orchha etc.

Budget Accommodation, Day Shelters, Cafeterias etc.

Places of Importance Facilities

Air Taxi-First State in India to start air taxi service: With the objective of

establishing better connectivity for the development of tourism in the state, the

government of Madhya Pradesh started the air taxi service in September 2011.

Madhya Pradesh government has given Industry status to the Tourism Sector

and is focussing on tourism as key area of growth which has yielded very

promising results.

4.8 Rajasthan

Rajasthan is rightly said to be incredible state of India. Its heritage, culture,

safaris, sand dunes, lush forests and wildlife-makes it an unparalleled

destination. With Indias’ oldest mountain range as its backdrop, Rajasthan truly

is magical as a tourist destination for anyone.

With 28 million domestic tourists arrival last year it occupies the 7th position in

India in terms of tourist’s arrivals.

It is an incredible destination for the outdoor tourist – taking safari on horses,

camels, elephants or even jeeps, with the Aravalis. You can also choose to

pamper yourself with the lavish heritage properties. Rajasthan has something for

everyone- one just has to choose an activity appropriate to one’s temperament.

Rajasthan is often portrayed as one vast open air museum.

Rajasthan government has taken lot of progressive initiative to help tourism in

the state. They have encouraged PPP (Public Private Partnership) in various

development projects. Lot of tax exemptions is part of the strategy to improve

tourism in the state.

The tourist hub cities of Rajasthan

are Jaipur, Jodhpur, Bikaner, Udaipur

and Mount Abu. Each of these hubs

usually forms part of a tourist circuit

which as follows:

1. Jaipur is part of the popular

'Golden Triangle' circuit

(Delhi-Agra-Jaipur) that is

very popular both with

foreign and domestic tourists.

2. Jodhpur, Bikaner and Jaisalmer form the popular 'Desert Circuit' in

Rajasthan.

3. Mount Abu is the only hill station in Rajasthan.

4. Udaipur is the entry point into south of Rajasthan and forms the hub for

tourist activity in the Mewar region of the state.

55

Initiatives - Rajasthan

• Public Private Partnership projects

• Tax Exemptions

• Vision of 20 years for cultivating sustainable tourism

• “Rajasthan Calling” – 22 City Campaign

56

Rajasthan is one of the states that has drawn 20 years perspective plan for

Sustainable Tourism.

The government has focussed on many interstate packages for pilgrimage and

the emphasis has been more on the Gujarati and Bengali tourists as they are the

majority of domestic tourists that visit Rajasthan. To make things more tourists

centric the travel literature is being published in the vernacular languages.

In its bid to further attract domestic tourists from various parts of the country,

the Rajasthan Tourism Department organised a 22 city campaign under the

banner "Rajasthan calling." A three day 'Rajasthan calling Festival' showcasing the

state culture in each city was the major highlight of the campaign.

Uttarakhand - Simply Heaven is at 7th position in terms of domestic tourist's

arrivals with 26 million domestic tourists' visits in 2012.

Pilgrimage has traditionally been the major segment of tourism in Uttarakhand.

With enormous resources Uttarakhand is an apt destination for:

1. Cultural Tourism

2. Adventure Tourism

3. Wildlife Tourism

4. Eco-Tourism

5. Amusement and Leisure Tourism

U tt a r a k h a n d h a s Ba d r i n a t h ,

Kedarnath, Yamnotri, Gangotri,

H e m k u n d S a h i b , L o k p a l ,

Nanakmatta, Meetha-Reetha Sahib,

Piramn kaliyar, Pungyari as some of

the important places of pilgrimage of

various religions.

Uttarakhand has a rich and vibrant

cultural heritage. Innumerable local

fairs and festivals like Jhanda Mela

4.9 Uttarakhand

Initiatives - Rajasthan

• Focus on converting

Uttarakhand to all season

destination

• Proposed launch of “777 days

of Indian Himalayas”

• Fairs & Festivals related to

pilgrimage (Maha Kumbh Mela,

2013)

(Dehradun), Surkanda Devi Mela (Tehri), Magh Mela (Uttarkashi), Nanda Devi

Mela (Nainital) make Uttarakhand an apt state for the cultural tourism.

Uttarakhand has traditionally been a tourist destination predominantly for

summer months. The challenge is to convert it into a destination that has a year

around appeal for the tourists. Winter sports like skiing, ice skating etc. are being

promoted by the state government which would bring traffic during the winter

months.

In order to provide succour to the tourism industry in the flood-ravaged

Uttarakhand, the Ministry of Tourism (MoT), Government of India, will launch its

proposed '777 days of the Indian Himalayas' campaign from Uttarakhand in

September, 2013 on World Tourism Day. Although a final decision has not been

taken, Anand Kumar IAS, Joint Secretary, Ministry of Tourism, Government of

India informed that the popular ski destination in Uttarakhand, Auli, is under

serious consideration for the launch of the campaign. “Himalayas are quite rich in

Uttarakhand, and therefore we are seriously considering the option. A final

decision will be taken in a couple of days,” he said

West Bengal with its fascinating culture, rich history and heritage on one hand, it

has modern, techno-savvy, upwardly mobile people on the other hand. In one

word it is – Metamorphosis.

With the memory of that rich history West Bengal boasts of different ethnicity,

culture, religion and languages and most importantly the diverse landscape -

flanked by the Himalayas at the top and decorated by the natural beaches and a

unique biosphere, the Sunderbans in the south. Let us unfold the true Bengal –

its history, its real nature, its culture - the canvas with all colours. Indeed it is

Beautiful Bengal.

West Bengal is at 10th position in terms of domestic tourists’ arrivals. With 23

million domestic tourists arrivals it makes West Bengal an important state on

tourism map of India.

West Bengal has focused on its assets and has developed tourism products

which are:

1. Nature Based Tourism

2. Cultural Tourism

4.10 West Bengal

57

58

3. Religious Tourism

4. Contemporary Tourism

Sunderbans Delta, tea plantations,

beaches, mountains and wild life

g i ve s We s t Be n g a l a h u g e

competitive advantage in building

tourists products around these

assets.

West Bengal is considered as cultural capital of India. It has produced thoughts,

ideas and events which have brought forth freshness and rejuvenation in the

society, both in India and the World. The components of this tourism that are

being promoted are Fair and Festivals Tourism, Heritage Tourism, Art and Craft

Tourism, Cuisine Tourism, Film Tourism. To promote film tourism, the state has

offered a refund of Rs. 2 lakhs on submission of relevant bills. Three new private

studios have also been set up in the state. With these offerings clubbed with a

promise of supply of cheap labour the state is interested in attracting 'Bollywood'

as well as 'Tollywood'. Road shows are also being conducted in different

identified cities to promote tourism and investment opportunities for private

players.

The West Bengal tourism division is making regular efforts to promote its less

visited destinations. Investments are being made in various locations to maintain

and develop the property. For instance, investments of Rs. 3.45 crore, Rs. 1.5

crore and Rs. 1.83 crore have been proposed for Gour, Adina & Jagjibanpur

respectively. Introduction of a cruise on the river Ganga covering places like

Farakka, Rajmahal, Mayapur and Nabadip is also on the anvil. Further, happy with

the returns witnessed by the development of Lamahatta tourist destination, the

state is adding two hot properties in its current tourism circuit routes namely

Gajoldoba near Siliguri and Jharkhali in Sundarban. In Jharkhali, a budget hotel

covering a land area of 100 acres is also proposed. Both these development

projects expect to witness an investment of Rs. 5000 crore. A possibility of an

air link is also being discussed to connect places like Digha, Malda,

Shantiniketan, Asansol and Durgapur. An allotment of 150 acres of land has also

been done at Rajarhat New Town to Shapoorji Palonji for low cost housing. An IT-

Hub has also been proposed at Rajarhat New Town spread over an area of 50

acres.

Initiatives – West Bengal

• Project worth Rs. 3700 crore proposed through PPP model

• Aggressive tourism campaign

• Focus on Nature, Cultural, Religious and Contemporary tourism

West Bengal government has moved forward with the PPP (Public Private

Partnership) model with the projects on the offer to the tune of Rs. 3,700 crore.

The main investments would be in the Kolkata Giant Wheel, Sylee Tea Tourism

Hub, Kunjangar Nature and Adventure Park and Eco-Tourism in Jhadkhali

Sundarbans. The tea tourism initiative in Darjeeling has been personally

promoted by Ms. Mamata Banerjee, the Chief Minister of the state.

To promote the West Bengal Tourism Shah Rukh Khan has been roped in which

definitely is a bold and aggressive step to attract domestic tourists. 'Chalo

Chalen Bengal' would be first-ever five month long campaign for tourism

promotion in West Bengal.

Himachal Pradesh is a beautiful state in India, popularly known as Devbhumi-

“Land of Gods”, nestled in the north-west region of western Himalayas. From

vast tracts of high-altitude Trans-Himalayan desert to dense green deodar forests,

from apple orchards to cultivated terraces, from snow capped high Himalayan

mountain ranges to snow fed lakes and gushing rivers. In terms of its sheer

topographic diversity it is in contrast to its neighbours.

Himachal Pradesh has focused on its assets and has developed tourism products

which are:

1. Nature Based Tourism

2. Pilgrimage Tourism

3. Adventure Tourism

4. Eco Tourism

5. Rural Tourism

Himachal Pradesh plans to develop three new airports in the state – Ranital,

Nadong and Kandaghat. These are to be on a PPP and a BOT mode. Currently,

surveys are going on as well as dialogue between the state and government of

India and Airports Authority of India is also on.

The state is also looking out for private investors to develop tourism projects. Mr.

Subhasish Panda, director, Department of Tourism and Civil Aviation, Himachal

Pradesh and MD Himachal Pradesh Tourism Development Corporation said , “We

have small land banks which we are open to give out to private companies for

4.11 Himachal Pradesh

59

60

tourism related projects like golf

courses and amusement parks.”

There are seven of these land banks

which are open for the taking. As to

whether HPTDC will be looking at

divesting in their resorts Mr. Panda

was clear that they will not.

Himachal Pradesh is a natural

attraction for people he continued,

government's intervention is only to

develop capacity and maintain sustainable tourism. “We are working on a

perspective and anticipative planning. A tunnel is being built by the ministry of

defence on the way to Lahaul Spiti. This will reduce travel time by 1.5 hours also

making it a year round destination,” Mr. Panda said.

Mr. Subhasish Panda said, “The existing three airports are also to undergo

expansion.

The various circuits that have been developed by Himachal Pradesh government

are:

1. Beas Circuit: The Beas River, with its clear water gurgles and sloshes

through the famous tourist destination, Manali. One sees well-defined

snow capped peaks, deodar and pine trees, tiny alpine fields, rocky

slopes amid grassy meadows carpeted with wild flowers and fruit

orchards across Kullu Valley

2. Dhaulandhar Circuit: Also known as the Outer Himalaya, Dhaulandhar

range begins from near Dalhousie of Himachal and extends as a necklace

through the state near the bank of the Beas River in the Kullu before

ending near Badrinath. Its distinctive profile is best seen from Kangra

valley as it seems to shoot up vertically.

3. Satluj Circuit: starts from the foot hills of Shivalik Mountains, the

southernmost and geologically youngest foothills, and extends towards

the higher hills. The stone and apple fruit orchards, pine forests, deodars,

majestic mountains, snow covered ski slopes and the furious Satluj river

make this region a must see for visitors.

4. Tribal Circuit: The cold mountains, mighty glaciers, icy frozen lakes, high

passes, snow capped peaks, spectacular monasteries, lamas and yaks –

this region is marked by rich cultural traditions. The breathtaking

adventurous terrain remains the prime destination for all nature and

adventure lovers all over the world.

Initiatives – Himachal Pradesh

• Development of three new airports

• Aggressive tourism campaign

• Focus on Nature, Pilgrimage, Adventure and Eco tourism

61

Bilaspur

Major Tourism Destinations in Himachal Pradesh

Tourist destinations

PilgrimagesDistrict Wildlife sanctuaries

Other places of interest

New Bilaspur Town, Swarghat,Salasi village

Naina Devi Bhakra dam, Gobind Sagar Lake, Deoli Fish Farm

Chamba Dalhousie,Khajiar Chamba town,Saho village

Laxmi Narayan Temple,Vajreshwari Devi Temple

Manimahesh Lake, Chamera Lake

Hamirpur Hamirpur town, Bela village

Baba Balak Nath, Deotsidh Temple, Markanda

Sujanpur Tira

Kangra Dharamshala, Mcleodganj, Palampur, Nerti village

Jwala ji, Chamunda Devi, Bajinath Temple

Tibet Museum, Kangra Fort, Kangra Valley, Pong Dam

Kullu Kullu, Manali Manikaran, Naggar Vashishth, Shamshar village

Hadimba Temple Great Himalayan National Park, Majathal Sanctuary

Museum of Himachal Culture & Folk Art, Gu Chu Sum Movement Gallery, Rorrich Art Gallery

Lahaul & Spiti

Spiti, Kaza, Keylong, Udaipurvillage

Trilok Nath Temple

Pin Valley National Park

Kunzam pass, Kye Monastery, Rohtang Pass, Godhla Fort

Mandi Sundernagar, Sh Bagi village

Shikari Devi Temple

Shikari Devi Wildlife Sanctuary

Rewalsar Lake, Prashar Lake

Shimla Shimla, Kufri, Hattu Peak, Narkanda, Hiun village

Kalibari Temple, Jakhoo Temple, Tara Devi

Chai Sanctuary

Shimla state Museum, Prospect Hill, Chadwick Falls

Solan Kasauli, Parwanoo, Barog, Chail, Baniya Devi village,

Jatoli Temple Gorkha Fort, Karol Tibba and Meteol Tibba, Sadhu Pul

Una Una Town, Nari village

Chintpurni Devi, Shiv Bari Temple

Dera Baba Rudru Nand ji Ashram

Kinnaur Rekongpeo, Pooh, Chhitkul, Sangla, Brua Village

Kinnar Kailash

FICCI - Roots Research Ten PointRoadmap for Sustainable Growth of

Domestic Tourism| 5

FICCI - Roots Research- Ten Point Roadmap for Sustainable Growth of

Domestic Tourism

1. Community Involvement – The community which includes the general

populace of a tourist destination has a strong and active role to play in

the promotion and development of tourism in their area. A tourist

destination needs to have attributes like tolerance, friendliness,

understanding etc. amongst its people so that it encourages visitors. The

Ministry of Tourism, India has supported such ad campaigns which

disseminates the idea of sensitizing the general public as to how tourism

is important for the growth of their area socially as well as economically.

Such campaigns should be increased not only at the national level

through commercials but also at the tourist destination levels through

other communication channels.

2. Safety & Security – Unfortunately, the feeling of safety and security

among the general public in India is not very high. There is a lot of

apprehension sensed among people when it comes to their feeling safe

at a new destination. More measures are required to be taken in this

regard both at the centre as well as the state level. The states which can

win the trust of its visitors pertaining to the feeling of safety & security

can attract high numbers. Certain steps like educating & sensitizing the

community (community policing), beefing up security at tourist spots,

increasing security personnel at the city/district level of the tourist

destinations etc. could be taken towards achieving this.

3. Training & Education – Tremendous job opportunities are being created

by the tourism industry. Directly & indirectly it is playing a crucial role in

generating such opportunities. Unfortunately, the employability quotient

of the manpower in India is not up to the mark. Investing into

64

1. | FICCI - Roots Research TenPoint Roadmap forSustainable Growth ofDomestic Tourism

development of training schools & institutions will really help the states

to channelize its manpower resources. Many tourist destinations lack

well qualified guides. These training schools will also increase the

employability quotient of the manpower in the respective states and also

make destinations more tourist friendly & supportive.

4. Research & Market Segmentation – 'Know your customer' is an

important concept. A marketer can define & customize products, attract

right kind & number of people etc. through understanding its customers

and develop its offerings to increase popularity. There is lack of data

availability when it comes to domestic tourist arrivals in various states.

Some of the states have taken up research assignments to understand

the visitor's profile but still a considerable amount of insights can be

gained if proper & systematic gathering of data is conducted. Important

aspects to understand the tourists could be their demographic profile

(age, place, education, occupation), Socio-Economic profiling, reasons of

travelling etc. Such information will really contribute towards customizing

product offerings at the level of states.

5. Up Selling – It is important to club tourism products offered by various

states so that the tourists elongate their stay and even visitors can be

converted into tourists. For instance, Andhra Pradesh is aggressively

advertising and communicating with the business visitors directly &

indirectly (through channel partners like tour operators, associations etc.)

so that they have an overnight stay at Hyderabad. Much better if their

families accompany them. Through offering other products (destinations)

Hyderabad intends to convert the business visitor into a tourist through

elongating their stay.

6. Leveraging Technology – Technology is governing most of the

workplaces in the urban landscape of this country. It is also present in the

tourism industry but it can be further utilized for making this country

more tourist friendly. For instance, Maharashtra tourism division is

making its website supportive to international languages. It is believed

that the state has plans to support all Indian languages as well. With e-

guides and virtual tours as its website offerings, we feel it can really

stimulate a potential tourist. In addition, many states are installing

electronic information kiosks at its tourist destinations for the purpose of

providing guidance to tourists. More such steps should be taken towards

leveraging technology at different touch points.

65

7. Increased Marketing Initiatives – We have seen increased budget

allocated to state tourism boards for marketing & promotion, more

aggressive advertising campaigns, more fairs & festivals etc.,

nevertheless, we still feel there is need for more. There is a need to

market lesser-known destinations so that the tourist's arrival figures are

not very skewed. These initiatives can also be taken at tourist destination

levels, wherein, efficient communication should be done to promote

areas falling in the vicinity of that particular destination.

8. Policy Reforms – Many state governments have signed MoUs with other

states to promote domestic tourism. These understandings include tax

benefits, rebates, low cost of travelling etc. And such agreements have

paid well. It is proposed that such measures should be scaled up at the

state level to attract tourists from neighboring states.

9. Infrastructure Development – Every fiscal year the infrastructure

development projects are being commissioned by the centre as well as

the state government. Oceanariums, budgeted accommodation, circuit

routes, roads & highways etc. are being planned and developed.

Infrastructure development is vital for this industry and there is need to

invest more in the same.

10. Promotion of Niche Products – Like lesser known destinations, niche

products should also be marketed actively. These products can be

clubbed with bigger products and offered. There is a strong chance that

the number of tourists inclined towards such niche products may be less,

nevertheless, when clubbed with other offerings it can be developed

well.

66

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Rahul ChakravartyDirector, FICCIFederation House 1, Tansen Marg,New Delhi 110001Tel: 91-11-23311720-Direct/ 23738760-70 (Ext.342)Fax: 91-11-23765333Email: [email protected] Web: www.ficci.com

Roots Research Pvt. Ltd. 2, Aspen Greens,Nirvana Country,Sector 50, Gurgaon 122018Tel: +91 9811352666, +91 9873016722Email: [email protected] [email protected]: www.rootsresearch.co.in

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