Culture and tourism have a mutually beneficial relationship that can strengthen regions and make them more attractive and competitive. Tourism provides income to support cultural heritage and creativity, while culture enhances tourism. India has seen rapid growth in tourism, generating 9.2% of GDP in 2018. India offers cultural diversity and heritage, with 38 UNESCO World Heritage sites. The government is working to promote niche tourism products and improve infrastructure to further boost the tourism sector.

1. BRITISH COUNCIL
ISA - INTERNATIONAL SCHOOL AWARD
ACTIVITY NUMBER 7
TITLE : TOURISM
Uniting the World through the Unbridled Spirit of Diversity

2. OPTIMAL STRATEGIES
TO REDUCE CULTURAL
AND ENVIRONMENTAL
DEGRADATION

3.  Culture and tourism have a mutually beneficial relationship which can
strengthen the attractiveness and competitiveness of regions and countries.
 Culture is increasingly an important element of the tourism product, which
also creates distinctiveness in a crowded global marketplace.
 At the same time, tourism provides an important means of enhancing culture
and creating income which can support and strengthen cultural heritage,
cultural production and creativity.
 Creating a strong relationship between tourism and culture can therefore help
destinations to become more attractive and competitive as locations to live,
visit, work and invest in.
 Culture is a major factor in the attractiveness of most destinations , but also
in attracting residents and inward investment.
 Culture has been increasingly employed as an aspect of the tourism product
and destination imaging strategies, and tourism has been integrated into
cultural development strategies as a means of supporting cultural heritage
and cultural production. This synergy between tourism and culture is seen as
one of the most important reasons for encouraging a more direct relationship
between these two elements.
 People want to go to destinations which are associated with particular famous
people, ideas or events, and they want to experience the sights, sounds and it
seems especially the tastes of the destinations they visit.

4.  It is clear that tourism and culture have become increasingly closely linked as
their role in regional attractiveness and competitiveness has become clearer.
 Culture in all its forms is likely to feature strongly in the tourism product and
promotion of most regions, even those which have traditionally relied on their
natural assets, such as sun and beach or mountains, for their attractiveness.
 Destinations are also trying to increase their comparative advantage by adding
to their stock of cultural attractions (e.g. building new museums or heritage
centres).
 They are also trying to develop their intangible culture and creativity (e.g.
selling “atmosphere”, cultural events and gastronomy).
 Increasingly, destinations are also developing competitive advantage in culture
and tourism through new forms of organisation and marketing.
 For example, local communities are beginning to come together to develop
cultural products for tourism rather than competing directly with one another
(see Box 3.16).
 New policies are likely to feature new structures and projects involving public-
private partnership and bringing together a wider range of stakeholders to
utilise culture not just to make destinations attractive for visitors, but also to
promote regions as destinations to live, work and invest in.

5. INDIA
Tourism is the biggest industry in the world from the point of view of
turnover. The capital investment in this industry is now even more than oil-
industry. Many countries in Europe and Asia now completely depend on the
income coming from tourism. Again being labour oriented industry, tourism
generates maximum number of employment directly or indirectly.
Tourism in India is in such a position which is driving the country’s
economy. From the civil aviation to hotel industry, everywhere the
infrastructural development is remarkable.
Tourism & Hospitality sector has been universally recognised as an
agent of development and an engine for socio-economic growth. According
to WTTC’s India Benchmarking Report 2015, every $1 million in travel and
tourism spending in India generates $1.3 million in GDP. According to a
report released by the government, “Tourism & Hospitality sector has been
a harbinger of ‘more inclusive growth’ in India by promoting other industries
in the economy through backward and forward linkages and generating
employment in various sectors such as hospitality, travel, and
entertainment, wellness and other sectors.”

6. INDIA – A CULTURAL EXTRAVANGZA

7. Tourism in India is important for
the country's economy and is
growing rapidly. The World
Travel and Tourism Council
calculated that tourism
generated ₹16.91 lakh
crore (US$240 billion) or 9.2%
of India's GDP in 2018 and
supported 42.673 million jobs,
8.1% of its total
employment.The sector is
predicted to grow at an annual
rate of 6.9% to ₹32.05 lakh
crore (US$460 billion) by 2028
(9.9% of GDP).In October
2015, India's medical tourism
sector was estimated to be
worth US$3 billion, and it is
projected to grow to US$7–
8 billion by 2020.In 2014,
184,298 foreign patients
traveled to India to seek medical
treatment.

8.  India, one of the oldest civilizations of the world with its socio-cultural
uniqueness, vast physiographical theatre, highest levels of natural biodiversity,
is the obvious and evident destination oftourists.
 Historical monuments, great cultural diversities and marvelous cuisines, etc.
also attract peoples towards India from all around the world. Tourist influx in
India is in abundance.
 Total tourists were 2.65 million in the year 2000 which increased to 7.68 million
in the year 2014,8.89 million in 2016 and rose to 10.56 million in 2018.
 The total increase was about 2.9 times with 7.90 per cent of compound annual
growth rate (CAGR) from the year 2000 to 2014.
 Presently, the country is cultivating the benefits of rising tourism industry with
severe socio-economic disparities, and environmental and infrastructural
constraints.

9.  The Travel and Tourism Competitiveness Report 2019 ranked India 34th out of 140
countries overall. India improved its ranking by 6 places over the 2017 report which was
the greatest improvement among the top 25% of countries ranked. The report ranks the
price competitiveness of India's tourism sector 13th out of 140 countries. It mentions that
India has quite good air transport infrastructure (ranked 33rd), particularly given the
country's stage of development, and reasonable ground and port infrastructure (ranked
28th). The country also scores high on natural resources (ranked 14th), and cultural
resources and business travel (ranked 8th).
 Concerted efforts are being made to promote niche tourism products such as rural,
cruise, medical and eco-tourism. The Ministry of Tourism maintains the Incredible India
campaign focused on promoting the tourism in India.
 There are 38 World Heritage sites in India that are recognized by the United Nations
Educational, Scientific and Cultural Organization (UNESCO) as of August 2019.These are
places of importance of cultural or natural heritage as described in the UNESCO World
Heritage Convention, established in 1972.

10. Article published in
TIMES OF INDIA
Dated:
12 September,2019

11. Many case studies indicate that the main drivers for
developing culture and tourism policies are:
• Enhancing and preserving heritage.
• Economic development and employment.
• Physical and economic regeneration.
• Strengthening and/or diversifying tourism.
• Retaining population.
• Developing cultural understanding
• Improving the problem of physical accessibility.
• Infrastructure improvement.
• Heritage preservation.
• Enhancement of economic performance.
• Development of regional identity and enhancement
of region image.
• Spread of tourism to new areas.
• Improvement of the quality of tourism and tourism
facilities.

12. In the last two years, the Ministry of Tourism has undertaken
several initiatives to provide a further boost to the sector such
as launch of new schemes like
• Creation of world class tourism related infrastructure:
Swadesh Darshan scheme was launched by the Ministry of Tourism for the
development of theme based tourist circuits to cater to both mass and niche
tourism. Under this scheme that aims to develop world class infrastructure to
promote cultural and heritage value of the country and enhance the tourist
attractiveness, 27 projects for Rs. 2261.50 crore have been sanctioned for 21
States and Union Territories since its launch in January 2015.
• The National Mission for Pilgrimage Rejuvenation and Spiritual Augmentation
Drive (PRASAD) scheme, was also launched by the Ministry for the development
and beautification of pilgrimage sites to tap the growth of domestic tourists
driven by spiritual/religious sentiments.
• Growth in tourist footfalls: Foreign Tourist Arrivals (FTAs) during the period
January- July, 2016 were 49.22 lakh with a growth of 10.0% over the same
period in 2015. In January-July 2015, FTAs of 44.73 lakh were registered with a
growth of 4.6% over the same period in January- July, 2014. Foreign tourist visits
(FTVs) to the States/UTs was 23.3 million in 2015, as compared to 22.3 million in
2014, registering a growth of 4.4% over 2014.

14.  Ease of doing business: Ministry of Tourism has set up a Web-based Public Delivery
System for recognition of Travel Trade Service Providers and for classification of hotels
in order to ease the process of filing applications by Travel Trade Service Providers
seeking recognition from the Ministry.
 Introduction of a Mobile App: The Ministry of Tourism launched a mobile application
called Swachh Paryatan on February 22, 2016, which will let citizens report any
hygiene issues at various tourist destinations across the country.
 Multilingual Tourist Helpline: The Ministry of Tourism launched the 24×7 Toll Free
MultiLingual Tourist Helpline in 12 languages on February 8, 2016. It can be accessed
on Toll Free Number 1800-11-1363 or short code 1363. The languages handled by the
Tourist Helpline include ten international languages besides English and Hindi, namely,
Arabic, French, German, Italian, Japanese, Korean, Chinese, Portuguese, Russian and
Spanish.
 Adarsh Smarak: ASI has identified 100 monuments to be developed as Model
Monuments. These monuments would be provided necessary tourist facilities including
Wi-Fi, security, signage, encroachment free area, interpretation centres showing short
films about the importance of monuments and signboards of Swachh Bharat Abhiyan.
Some of the monuments included in Adarsh Smarak scheme are Leh Palace (Leh),
Humayun’s Tomb(New Delhi), Red Fort,(Delhi), Shore Temple (Mahabalipuram),
Elephanta Caves (Mumbai), Taj Mahal (Agra), Rani-ki-Vav (Gujarat) among others.
 Skill development: In 2014, Tourism & Hospitality sustained a total of 36.7 million
direct, indirect, and induced jobs in India, which is more than the jobs created in
banking, automotive manufacturing, chemicals manufacturing, education, financial
services, and mining sectors.

15. 1
1} Plans for regional development with the help of tourism where other industries
are not in their best.
2} Started one – window policy to boost the direct and as well as indirect
investment in tourism.
3} Plans preservation of cultural, heritage and environment at tourist destinations
to attract more tourists.
4} Development of infrastructure to meet the present and future needs of tourist.
5} Started different types of luxurious trains like Palace on Wheels, Royal Orient
or Deccan Queens.
6} Developing basic infrastructure.
7} Started overseas offices at different countries to promote India as a tourism
destination.
8} Proper coordination between the states and central tourism departments been
ordered to develop the destinations.
9} Started different packages to attract for those destinations attracting more
tourists.
10} Developed different Tourism Circuits like Golden Triangle or Buddhist Circuit
to attract more tourists.
11} ITDC is now taking part in different tourism fairs all over the world.
12} Trying to provide best of the services in Air India and in Indian Rail.
13} Building accommodation in Govt. level and encouraging the private companies
to invest in accommodation sector by giving them different tax benefits.
Some more steps taken by Govt. to promote tourism in India.

17. Foreign exchange earnings from tourism in India(1997–2018)[27][29]
Year Earnings (US$ million) % change Earnings (₹ crores) % change
1997 2,889 2.0 10,511 4.6
1998 2,948 2.0 12,150 15.6
1999 3,009 2.1 12,951 6.6
2000 3,460 15 15,626 20.7
2001 3,198 −7.6 15,083 −3.5
2002 3,103 −3.0 15,064 −0.1
2003 4,463 43.8 20,729 37.6
2004 6,170 38.2 27,944 34.8
2005 7,493 21.4 33,123 18.5
2006 8,634 15.2 39,025 17.8
2007 10,729 24.3 44,360 13.7
2008 11,832 10.3 51,294 15.6
2009 11,136 −5.9 53,700 4.7
2010 14,193 27.5 64,889 20.8
2011 16,564 16.7 77,591 19.6
2012 17,737 7.1 94,487 21.8
2013 18,445 4.0 107,671 14
2014 20,236 9.7 123,320 14.5
2015 21,071 4.1 135,193 8.8
2016 22,923 9.1 154,146 14.3
2017 27,310 19.1 177,874 15.4
2018 28.585 4.7 194,882 9.6

21. Some suggestions to attract foreign
tourists in India
1} Overseas publicity – Department of tourism and ITDC now participating in
various tourism festivals in different countries allover the world to promote
different tourism detonations in India. Simultaneously different states are also
participating in these festivals in domestic and regional level to promote their
states tourism.
2} Production of tourist literature – Different literatures should be published to
advertise any particular destination. Different guide books, tour brochures,
posters, folders need to be distributed to inform tourists about the countries
reach tourism destinations.
3} Guide Training – Proper training programmes to be arranged for the guides
and service providers to meet the need of foreign tourist. Guides should know
different languages which will allow them to provide good service to the foreign
tourists.
4} Collection of tourist statistics – Collection of tourist statistics and research of
those statistics will help to find out the problems of foreign tourists and the ways
to solve those problems.
5} Service under one roof – Coordination with air and train services with a view
to facilitate both air and train journey and to make it comfortable in India. Such
coordination will definitely help the tourists to get the best of the service. Such
coordination is available in Europe which helps the tourist a lot.

22. OPTIMAL STRATEGIES TO REDUCE
ENVIRONMENTAL DEGRADTION
To protect environment, we have taken initiative to practice important steps
which can make a big difference:
(i) Social Awareness
It is the need of the hour to spread social awareness about the dangers of
pollution. It is also required how each individual can contribute to check this
problem.
(ii) Population Control
If environment is to be protected it is essential to check population growth.
(iii) Strict Application of Environment Conservation Act
The Environment (Protection) Act was passed in 1986 in India. Its objective was to
check deterioration in the quality of environment. This legislative measure should
be strictly enforced.
(iv) Control over Industrial and Agricultural Pollution
It is necessary for environmental protection that air and water pollution caused
by industrial development should be controlled properly. To avoid agricultural
pollution, use of pesticides and chemical fertilizers should be minimized.

23. (v) Afforestation Campaign
Extensive afforestation campaign should be launched in the interest of environment
protection.
(vi) Water Management
River waters should be made clean. Moreover, provision should be made to supply
clean drinking water to the rural population.
(vii) Management of Solid Waste
Planned management of solid waste is very essential. It is suggested that rural
garbage be converted into compost.
(viii) Improvement in Housing
Living places of the people should be made neat and clean. Slums should be replaced
by airy and well lighted dwelling houses. To conclude the discussion, it is said that
economic development and environment protection should be made complementary
to each other. Clean environment is the basic requirement of healthy living.

24. We should practice these steps at our own level to reduce environmental degradation :
Reuse All the Resources and Materials That We
Possibly Can
Reduce Our Over All Consumption of Resources
Recycle What We Can, Whenever We Can

26. FRANCE
• Basically France offers something for everyone. While the Germans may come
for the beaches, the Brits for the countryside the Americans come for the
chateaux and the culture.
• France is extremely proud of its long and often tumultuous history, from the
French revolution to Napoleon and the two world wars, and historical sites
are often on the itinerary for visitors. There’s the famous battle sites of the
Somme and the D-Day landings, as well as the stunning chateaux, churches
and cathedrals that decorate the landscape.
• France has many cities of cultural interest, some of them are classified as
"Town of Art and History" by the French Ministry of Culture . All major cities in
France are worth seeing since they all have cultural and historic attributes.
• Les Plus Beaux Villages de France (English: "The most beautiful villages of
France") is an independent association, created in 1982, that aims to promote
small and picturesque French villages of quality heritage. As of 2008, 152
villages in France have been labelled as the "Plus Beaux Villages de France".

27. France is the world’s most popular tourist destination. Its appeal is due to
the wide variety of things it has to offer in every area, especially its
culture and tangible and intangible heritage, its flourishing artistic
creations and its cultural and creative industries, its language and its art
de vivre.
 Key areas to reduce cultural degradation:
1. The quality of hospitality and safety of our sites are essential to satisfying
tourists and ensuring they will be back;
2. The structuring of tourism possibilities to attract a growing number of
international tourists;
3. Government investment support, a fundamental component of the
Government’s strategy;
4. Training and employment, key areas in terms of quality tourism services
offered;
5. Support for digitization and information sharing to make the tourism sector
more competitive;
6. Access to holidays for as many people as possible.

28. New initiatives for developing the tourism
offer
Cultural tourism and structuring of regional tourism clusters: the Government’s
new initiatives for widening France’s tourism offer.
Strengthen cooperation between tourism professionals and culture
professionals and foster development of lasting partnerships by creating a context
favourable to their exchanges towards achievement of a common goal.
The drafting of a ministerial strategy to promote cultural tourism, in
collaboration with public institutions and regional directorates of cultural affairs
(DRACs).
Launch of the “cultural season” in February 2017, in order to raise tourists’
awareness of the exhibitions and shows set to take place during the year and
which are integral to France’s cultural wealth and attractiveness.
The Ministry is also committed to improving safety in public cultural
institutions receiving French and foreign tourists
NEW PROJECTS PROMOTING TOURIST DESTINATIONS OF EXCELLENCE

29. The Government’s priority is to keep France’s position as the world’s top tourist
destination and consolidate the French tourism market.
 The determination to work collectively in implementation of a common
strategy, the relevance of the selected theme, the attention paid to the
offer’s quality and tourists’ expressed interests all characterise the
submissions selected.
 State support has widened to encompass new areas, so helping increase the
attractiveness and reputation of French destinations, in all their quality and
diversity.

31. STRATEGIES TO REDUCE ENVIRONMENTAL
DEGRADATION
• Environmental policy effectively protects, preserves and enhances the
sustainability of natural resources and quality of
the environment. Environmental policy largely protects and preserves the
sustainability of natural resources and quality of the environment.
• Despite a mixed record on energy and emissions, France scores relatively well
(rank 12) with regard to environmental policy. Its score in this area has improved
by 0.5 points relative to 2014.
• The country has a good record on carbon emissions overall, but this is largely
due to strong dependence on an aging nuclear-energy sector. Plans to reduce
the nuclear-power generation share from 75% to 50% by 2025, accompanied by a
strong increase in renewables, appear unlikely to be realized in full.
• Until the recent Volkswagen scandal, the government refused to deviate from
incentives for diesel cars, as French companies have a marked preference for
diesel engines. Following public pressure, the government decided to end the
tax privilege it afforded to diesel fuel in October 2016.
• France supports a water policy and has set up water agencies to monitor the use
and protection of its water resources. However, the objectives set out in the
Ecophyto plan (2009) to enhance water quality have not been met by 2015.
French authorities have been unable to resist the agriculture lobby, which is the
largest consumer of water. The use of pesticides has increased by 29% (2008 –
2014).

32. While France is still coping with the legacy of its industrial past, pressures of its
massive agricultural sector and high resource demand, it appears the country is
aggressively pursuing a cleaner future in both the public and private sectors.
Over the next few years, France is expected to take the following steps to continue
their dedication towards improving the environment:
 Increase taxation on high emission vehicles to improve air pollution
 Provide a sustainable form of financing both water infrastructure programs and
wastewater services
 Continue to support the R&D and dissemination of clean technologies
 Promote agroecology by increasining the training, researching and financing
programs

35. SINGAPORE
Though physically small, Singapore is an economic giant. It has been Southeast
Asia's most modern city for over a century. The city blends Malay, Chinese, Arab,
Indian and English cultures and religions. Its unique ethnic tapestry affords
visitors a wide array of sightseeing and culinary opportunities from which to
choose. A full calendar of traditional festivals and holidays celebrated throughout
the year adds to its cultural appeal. In addition, Singapore offers luxury hotels,
delectable cuisine and great shopping!
No matter when you choose to visit, warm weather will be abundantly
available. The visitor is struck immediately by Singapore's
abundance of parks, nature reserves, and lush, tropical greenery.
Singapore's progress over the past three decades has been remarkable,
yet the island has not been overwhelmed by development. Visitors will discover a
wealth of historical treasures from the past, in the beauty of older buildings,
values and traditions that have survived in the face of profound social and
geographical change.
Singapore is a clean, safe place to visit, its amenities are second to none and its
public places are smoke-free and hygienic.

36. SINGAPORE
Culture is playing an increasingly important role in promoting tourism in
Singapore, according to a tourism official from the Lion City,
which is celebrating its golden jubilee this year.
Geraldine Yeo, director of industry marketing at the Singapore Tourism Board,
said compared with Hong Kong, Singapore has a greater
mix of Southeast Asian cultures in addition to its Chinese heritage.
She said promoting the country's culture helps attract a diverse group of
tourists and strengthen the country's identity as "more than just a business
city".
She emphasized:Culture is unique to a destination. It is important because it is
what offers [visitors] the authentic experience.
"As we have come of age, it's also the time now to celebrate the different facets
of our country besides shopping and eating with the rest of the world. And the
soul of the people is expressed through their arts and culture.“

39. STRATEGIES TO REDUCE ENVIRONMENTAL
DEGRADATION
 Companies going green: Sustainability strategies that also make good business
sense
 Use of renewable energy resources like solar panels in all tourist attractions
 Safeguard Biodiversity
Actions:
 Implement species conservation and recovery programmes
 Rehabilitate areas that have previously been degraded
 Extend green corridors to counter fragmentation
 Utilise parks for ex-situ conservation and to house or re-create ecosystems that
have been lost
 Consider Biodiversity Issues in Policy and Decision-making
 Improve Knowledge of Our Biodiversity and the Natural Environment
 Enhance Education and Public Awareness
 Strengthen Partnerships with All Stakeholders and Promote International
Collaboration

40. Marine Rehabilitation Programme: Coral Nursery Project
Coral reefs in Singapore, though small in size, boast a relatively high
biodiversity. These reefs are however, threatened by various human activities. In
order to enhance and restore the current coral cover in Singapore, a coral
nursery was established off Pulau Semakau in 2007.

41. SUN Club: Special Projects to Understand Nature
A variety of programmes are available for anyone wanting to be
involved in nature conservation. This includes volunteering as guides at
our nature areas, participating in habitat monitoring and giving a hand
in reforestation projects.
Species Conservation and Recovery Programmes
Many programmes are being carried out in Singapore, designed to
conserve and recover native species.

42. D.A.V. PUBLIC SCHOOL,THANE
2019-20