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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
Source: Ministry of Tourism, India
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
)
Source: Data – Ministry of Tourism, Graph – Roots Research
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
S. No. State/UTName of
Mega Project/CircuitsYear of
SanctionAmount
SanctionedAmountReleased
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
2011-12 Identified25.
S. No. State/UTName of
Mega Project/CircuitsYear of
SanctionAmount
SanctionedAmountReleased
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
2011-12 Identified28.
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
Mega Project/CircuitsYear 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
Mega Project/CircuitsYear 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
Source: Data – Ministry of Tourism, Graph – Roots Research
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
Source: Ministry of Tourism, India
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
Source: Roots Research
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
Source: Roots Research
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