The basic premise for the central government’s push towards tourism is an acknowledgement of the fact that the travel and tourism sector needs multiple means of support to prop it up.
With a National Tourism Board, India could become part of the top three travel and tourism economies
Written by Puneet Chhatwal
March 10, 2023 07:42 IST
As one of the fastest-emerging tourist destinations in the world, India’s travel and tourism sector will be the key axis of development in the coming years. Prime Minister Narendra Modi’s reiteration of the importance of tourism in driving growth in the Budget Session is a testimony to the immense possibilities of the sector. Budget 2023, at the beginning of Amrit Kaal or the period of intense robust growth, has outlined the path to developing tourism in mission mode.
India’s G20 presidency together with Prime Minister Modi’s vision to develop 50 destinations across the country has provided the right fillip to the tourism sector and is certain to dramatically improve India’s global ranking on the World Economic Forum’s Travel & Tourism Development Index.
There is a clear tilt towards collective action by industry stakeholders and the government to shape an ever-brighter future for the sector — that’s a pillar of development, accounting for 10 per cent of the total employment directly, and providing 8 per cent of the overall GDP.
The basic premise for the central government’s push on tourism is an acknowledgement of the fact that the travel and tourism sector needs multiple means of support to prop it up. The Union budget has listed six themes for the development of the sector — convergence, public-private participation, creativity, innovation, digitisation and development of destinations.
The power of collaboration between the government, private sector, and local communities in developing and promoting tourism cannot be emphasised enough. It stimulates creativity, enhances competitiveness and achieves visionary results, which may be difficult if all parties were to operate in isolation.
The Prime Minister gave the examples of Kashi, Kedarnath, the Statue of Unity and Pavagadh, to show how a unified approach put the wind in the sails of these regions. The Kashi Vishwanath Dham temple, for instance, saw footfalls increase from 80 lakh a year on average to seven crore last year. The newly-developed site around the Statue of Unity saw 27 lakh visitors within a year of its completion. This approach is aligned with his call for Aatmanirbhar Bharat and the initiative of Dekho Apna Desh that spurred domestic tourism.
Technology and tourism will go hand-in-hand. Travel experiences are becoming more personalised, immersive, and interactive. The last two years have given us a glimpse of how blockbuster digital technologies, AR/VR, and artificial intelligence will revolutionise the travel and tourism industry.
AR/VR can help travellers explore destinations before they even arrive, providing virtual tours and simulations of famous landmarks, historical sites, and cultural experiences. AI-powered chatbots and digital assistants can help travellers plan their trips, recommend personalised activities, and offer real-time assistance while travelling.
A coordinated approach boosted by the adoption of technology can also help India beat the bugbear of low-spending foreign tourists. On average, we find, foreign tourists spend 33 per cent less than what they would in the US; when compared to Australia, it is lower by more than 60 per cent.
Unlocking India’s immense tourism potential requires a comprehensive strategy that addresses the six key pillars of planning, place, people, policy, process, and promotion. The Budget Session addressed all these “6Ps” effectively by covering destination planning and management, infrastructure development, sustainability and safety, development of human capital, policy and process interventions to align the Centre and states as well as promoting the narrative of Indian tourism.
Constitutionally, too, tourism remains a state subject, and the central tourism department has been batting for it to be moved to the Concurrent List, to allow policy-making both at the central and state levels. Granting tourism infrastructure status will provide further impetus to the growth of the sector. It is understood that the idea of a National Tourism Board is under consideration by the government. Matched with the right policies and initiatives, it’s the ideal time now for India to turbo-charge efforts to be among the top three travel and tourism economies globally.
The writer is president, Hotel Association of India (HAI) and chairman, CII National Committee on Tourism and Hospitality. Views expressed are personal
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