1

Sustainability Criteria

for Tourism

in India

An Overview

UNWTO Conference on Sustainable Tourism Development

Hyderabad, 12 April 2013

2

“Tourism is the largest service industry in

the country. Its importance lies in being an

instrument for economic development

and employment generation, particularly

in remote and backward areas.” Source: Planning Commission (11th Five-Year Plan document)

NATIONAL APPROACH

3

12 Five Year Plan recognizes Tourism for inclusive growth and pro-poor

NATIONAL APPROACH

4 4 4

• SOCIO-ECONOMIC DIMENSIONS

• A GENERAL PERSPECTIVE

• A BROAD OVERVIEW AND FUTURE STRATEGIES TO ADDRESS CHALLENGES

STRUCTURE

5

`

SOCIO-ECONOMIC DIMENSIONS

4

6

Revitalizes and preserves culture & ethnic art forms

Sustainable Environment Management

Checks migration to Urban Areas

Access to Markets for

under privileged

Employment through non-

farm livelihood

Reduction of poverty and Community

Development

Benefits Dispersed

Development of Micro, SMEs

TOURISM IS INCLUSIVE

AND SUSTAINABLE

5

7

• National Tourism Policy of 2002 recognizes

environmental sustainability as a key principle

• Carrying capacity assessment bed rock for long-term sustainability

• Stresses for minimizing carbon footprint and mitigating climate change.

TOURISM POLICY

8

No Short Term Gains by

Resorting to the Darker Side of Tourism

TOURISM POLICY

9

Hotel Guidelines for approval and

classification : • Encourage adoption of eco-friendly

practices

• Use of local architecture, material, skills

TOURISM POLICY

10

National Awards for : • Responsible and Sustainable Tourism

Initiatives

TOURISM POLICY

11

SELF SUSTAINABILITY

Vs

SUSTAINABILITY FOR FUTURE GENERATIONS

TOURISM POLICY

12 12 12

GDP

• Direct contribution : 3.7%

• Direct & Indirect contribution : 6.8%

EMPLOYMENT

• Direct contribution: 4.4%

• Direct & Indirect contribution : 10.2%

Source: Estimated using Tourism Satellite Account of India, 2009-10, Ministry of Tourism

CONTRIBUTION OF TOURISM TO INDIAN ECONOMY 2009-10

13

• Employment opportunities for :

•MARGINALISED •DISADVANTAGED • YOUTH •WOMEN

TOURISM IS INCLUSIVE

Source: UN Conference on Trade and Development (UNCTAD) Secretariat Note, Geneva, May 2010

14

A GENERAL PERSPECTIVE

10

15

COMPARATIVE FTAs

World Arrivals in Arrivals India

2011 4.70% (996 mn) 9.2% (6.31 mn)

2012 3.85% (1035 mn) 5.4% (6.65 mn)

2013 (Jan-March) - 2.3%

Source: Ministry of Tourism & UNWTO

India’s share in Global pie of tourist arrivals 2012 0.64%

World Position 2011 38th

16

COMPARATIVE FEE (USD)

Global Receipts India

2011 1030 Billion 16.7%(16.56 Billion)

2012 - 07.1%(17.74 Billion)

2013 (Jan-March) - 11.6%

Source: Ministry of Tourism & UNWTO

India’s share in Global pie of tourist arrivals 2011 1.61%

World Position 2011 17th

17

Domestic Tourism

2010 748 mn (11.8%)

2011 850 mn (13.8%)

Domestic Tourism constitutes 3/4th of Indian Tourism Economy.

18

• Income Generation • Income Redistribution • Social Integration • Community Development • Resource Development • Conservation

Foreign and Domestic Tourism equally important

IMPORTANCE

19

• More pressure on resources • Sustainability assuming new importance

• Carrying capacity to be respected

• New destinations developed

ISSUES

20

Challenges

3. Marketing,

&

Sensitization

2. Infrastructure

Development

1. Skill Development

5. Hygiene &

Sanitation

6. Convergence

7. Land for

Tourism Sector

4. Expand Range

of Products

20

21

STRATEGIES TO ADDRESS CHALLENGES

21

22

• Broad basing - use of existing resources

• Convergence – synergy of efforts

• Hunar Se Rozgar and skill certification – mainstreaming the marginalized

SKILL DEVELOPMENT

25

Radio Jingle

SKILL DEVELOPMENT HUNAR SE ROZGAR TAK

26

INFRASTRUCTURE DEVELOPMENT

28

27

INFRASTRUCTURE DEVELOPMENT

• Integrated Infrastructure Development of Tourist

Circuits : Eco-friendly practices to be

strengthened

• Development of Tourism Parks outside the cities :

Dispersal

• Development of Rural Tourism Clusters : Heritage

preservation and community development

28

LAND FOR TOURISM SECTOR

52

29 29 29

AVAILABILITY OF LAND

• Non-availability of land a MAJOR CONCERN

• Land required for - Hotels - Convention/ Exhibition Centers - Theme Parks - Composite Haats

• Be given on the pattern of industry

• Land may be given on Revenue Sharing basis

• Higher FAR for hotels

30

MARKETING, BRANDING & PROMOTION

38

31

•Launched New International Campaign ‘FIND WHAT YOU SEEK’ - Consumer the focus – Aims at dispersal. • Realistic and experiential •Launched New Domestic Campaign ‘GO BEYOND’ – Aims at development of lesser known destinations.

MARKETING, BRANDING &

PROMOTION

Nature - Pangong Lake, Ladakh, Jammu & Kashmir

Wildlife, Bandhavgarh, Madhya Pradesh

Wildlife, Kaziranga, Assam

Backwaters, Kerala

Beach, Andamans

37

Taj Mahal & Bharatpur Bird Sanctuary

Gateway of India and Ajanta Caves

Kochi and Munnar

Srinagar and Leh

Khajuraho & Kanha National Park

Goa & Panchgani

Sikkim & Darjeeling

Pushkar & Mathura

46

Special Efforts

• To promote Jammu & Kashmir

• To promote North Eastern Region

47

EXPAND RANGE OF PRODUCTS

42

48 48 48

India 365 Day Destination

• Make India Round the year Destination • India for ALL SEASONS and ALL REASONS • Stop over exploitation of Heritage and Cultural

products

• Development of Niche products • Development of lesser known destinations

49 49 49

NICHE PRODUCTS

To overcome seasonality and unsustainable footprint :

• Rural Tourism • Wellness and Medical Tourism • Adventure, Wild life and Eco Tourism • MICE (Meetings, Incentives, Conventions and

Exhibition) Tourism • Film Tourism • Cruise Tourism • Cuisine and Shopping Tourism • Golf, Polo and sports Tourism

51 51 51

Lesser known Destinations

GO BEYOND :

• The OBVIOUS. • Visit lesser known destinations. • Create new infrastructure with the help of

private sector. • Expand range of destinations and products. • Respect Carrying Capacity • Responsible and Sustainable Tourism

52

HYGIENE & SANITATION

36

53

•Sanitation, solid waste management and clean water are major concerns

•Sensitizing and creation of general awareness among all stakeholders, including local communities, required

•Extensive Social Awareness Campaigns under ‘Atithi Devo Bhav’ initiative

HYGIENE & SANITATION

54

•Campaign Clean India started on 20.12.2011

•Qutab Minar adopted by ITDC as first monument.

•More stakeholders coming on board.

•New Awareness Campaign material developed.

Campaign Clean India

58

Electronic, Print, Online and Outdoor

Campaign Clean India

59

CONVERGENCE

42

60

TOURISM A

MULTI SECTORAL ACTIVITY

Tour Operations

Accommodation

Air Travel/ Railways Sports Events

Monuments, Heritage,

Excursions &

Attractions

Food Production,

Food & Beverage

Services

Handicrafts

Consumer

Durables

Food Processing

Gems, Jewellery, Textiles

Transport to & from

destinations

Cultural & Social Events

CONVERGENCE

61

CONVERGENCE AT STATE LEVEL

Roadways

& Transport

Local

Bodies

Town &

Country

Planning

Envt

&

Forests

Police

Health

Rural

Dev

State

Finance Convergence

Defence

62

Road/

Railways/

Shipping

HRD

&

Education

Finance MEA/

Home

Envt

&

Forests

Civil

Aviation

Urban

Dev

Culture

Planning

Comm.

Coord.

with

States

Convergence

Rural

Dev

CONVERGENCE AT CENTRE

Labour

Health

Defence

63 63 63

Inter - Ministerial Coordination Committee on Tourism

Inter – Ministerial Coordination

Committee set up under the chairmanship of Principal Secretary to the PM.

64

Moving Forward

40

65

Initiation of Dialogue

• Conference for developing STCI held on 27.7.2010

• Stakeholders taken on Board

• STCI finalized for Hotel Accommodation and

Tour Operator Sectors

66

STCI

• Effective Sustainable Management • Design and Construction of Buildings and Infrastructure • Maximize Social and Economic benefits to the Local Community and minimize negative impacts

67

STCI

• Maximize benefits to Cultural and Historical Heritage and minimize negative impacts

• Maximize benefits to the Environment and minimize negative impacts [

- Conserving resources - Reducing pollution - Conserving biodiversity, ecosystems & landscapes

68

Implementation

• Voluntary

• Effective communication

• Sensitization

• Based on incentivisation

69

Welcome to