This document provides an executive summary and action plan for promoting Indian tourism. Some of the key points are:
1) It outlines why tourism is important for India's economic growth and addresses factors currently limiting tourism such as inadequate promotion, infrastructure, and policies.
2) It proposes an integrated strategy including putting tourism on the concurrent list, increasing tourism budgets, branding and marketing initiatives, and facilitating tourist arrivals through improved visas and infrastructure.
3) Specific action plans are provided for both the government and industry, focusing on strategic initiatives like recognizing tourism as a priority industry and operational improvements around branding, infrastructure, and pricing/taxation.
Tourism and its contribution to the Economy - Article by B.S Rathor - Advisor...Sharath Bhat
Maharashtra Economic Development Council, Monthly Economic Digest February 2017
Tourism is an activity difficult to define and more difficult to comprehend in view of its complexities. It is not a product nor a service but a rare blend of both or neither. In simple terms and as best understood it is travel for an objective - be it leisure, business or other purposes. I call it a unique experience through the combination of multitudes of objects bordering from the mundane to the spectacular under its umbrella. More than its definition it is important to know that this amalgam has the capability to deliver an experience which only can be felt by the traveling mass that are ever ready to savor its glory.
Growth prospects and concerns of hospitality industryNikita Oswal
The document discusses the growth prospects and concerns of the hospitality industry in India. It notes that the hospitality industry includes lodging, event planning, theme parks, transportation, and cruise lines. The tourism sector contributes significantly to India's GDP and employment. However, India's potential in the tourism sector remains largely untapped due to challenges like a shortage of skilled workers, intense competition, and a lack of infrastructure and marketing. The document provides suggestions to address these challenges and boost the tourism industry in India.
The document outlines an action plan for unleashing India's potential for tourism. It notes that tourism currently contributes 6.2% to India's GDP but recommends steps to improve safety, infrastructure, skill development, and ease of travel to attract more domestic and international tourists. Key recommendations include expanding electronic visas and visa on arrival to more countries; prioritizing tourism infrastructure development; increasing tourism budget allocations; and addressing issues like assaults on women tourists to improve perceptions of safety.
"• National Financial Services Operation hub
• Regional/Functional head quarters for financial service players
• National headquarters for players
• Private banking hub for NRIs/Regional HNWs
• International Micro-finance hub
• International commodity trade hub
• Participation in global capital markets
• Global hub for IT services for financial services sector
• Global hub for BPO services for financial services sector
A market overview including trends in the leisure and business travel market in India, as well as information on the most relevant Indian operators.
Presentation prepared for the Master of Science Strategic Event Management and Tourism Management, Skema Business School, 2012
The document outlines the Andhra Pradesh Tourism Policy 2010. It discusses establishing institutional arrangements like the State Tourism Promotion Board and State Tourism Promotion Committee to oversee tourism development. It emphasizes involving the private sector in developing tourism products through public-private partnerships. The policy also aims to position Andhra Pradesh competitively for investments, promote tourism across the state not just a few destinations, and maximize job creation in the sector.
This document outlines Andhra Pradesh's tourism policy. The key objectives of the policy are to position Andhra Pradesh as a globally recognized tourism destination, encourage private investment in tourism infrastructure projects and services, and create employment opportunities through skill development and capacity building initiatives. The policy provides various incentives for tourism-related infrastructure projects and services costing over 20 crores rupees, such as investment subsidies ranging from 5-15% of total project cost and support for complementary infrastructure development. It also details plans for marketing and promotion campaigns, skill development programs, and enhanced safety and security measures for tourists.
This document discusses foreign direct investment (FDI) in the tourism industry in India. It provides background on the importance of tourism to the Indian economy, noting that tourism contributes over 6% to GDP and supports millions of jobs. The paper examines the positive and negative impacts of tourism development as well as the need to attract more FDI into the sector. It recommends measures to do so, such as rationalizing taxes, establishing single-window clearances, increasing tax holidays, and adjusting depreciation rates to incentivize environmental protection. The overall aim is to leverage FDI to further develop tourism and realize its economic and employment benefits.
Tourism and its contribution to the Economy - Article by B.S Rathor - Advisor...Sharath Bhat
Maharashtra Economic Development Council, Monthly Economic Digest February 2017
Tourism is an activity difficult to define and more difficult to comprehend in view of its complexities. It is not a product nor a service but a rare blend of both or neither. In simple terms and as best understood it is travel for an objective - be it leisure, business or other purposes. I call it a unique experience through the combination of multitudes of objects bordering from the mundane to the spectacular under its umbrella. More than its definition it is important to know that this amalgam has the capability to deliver an experience which only can be felt by the traveling mass that are ever ready to savor its glory.
Growth prospects and concerns of hospitality industryNikita Oswal
The document discusses the growth prospects and concerns of the hospitality industry in India. It notes that the hospitality industry includes lodging, event planning, theme parks, transportation, and cruise lines. The tourism sector contributes significantly to India's GDP and employment. However, India's potential in the tourism sector remains largely untapped due to challenges like a shortage of skilled workers, intense competition, and a lack of infrastructure and marketing. The document provides suggestions to address these challenges and boost the tourism industry in India.
The document outlines an action plan for unleashing India's potential for tourism. It notes that tourism currently contributes 6.2% to India's GDP but recommends steps to improve safety, infrastructure, skill development, and ease of travel to attract more domestic and international tourists. Key recommendations include expanding electronic visas and visa on arrival to more countries; prioritizing tourism infrastructure development; increasing tourism budget allocations; and addressing issues like assaults on women tourists to improve perceptions of safety.
"• National Financial Services Operation hub
• Regional/Functional head quarters for financial service players
• National headquarters for players
• Private banking hub for NRIs/Regional HNWs
• International Micro-finance hub
• International commodity trade hub
• Participation in global capital markets
• Global hub for IT services for financial services sector
• Global hub for BPO services for financial services sector
A market overview including trends in the leisure and business travel market in India, as well as information on the most relevant Indian operators.
Presentation prepared for the Master of Science Strategic Event Management and Tourism Management, Skema Business School, 2012
The document outlines the Andhra Pradesh Tourism Policy 2010. It discusses establishing institutional arrangements like the State Tourism Promotion Board and State Tourism Promotion Committee to oversee tourism development. It emphasizes involving the private sector in developing tourism products through public-private partnerships. The policy also aims to position Andhra Pradesh competitively for investments, promote tourism across the state not just a few destinations, and maximize job creation in the sector.
This document outlines Andhra Pradesh's tourism policy. The key objectives of the policy are to position Andhra Pradesh as a globally recognized tourism destination, encourage private investment in tourism infrastructure projects and services, and create employment opportunities through skill development and capacity building initiatives. The policy provides various incentives for tourism-related infrastructure projects and services costing over 20 crores rupees, such as investment subsidies ranging from 5-15% of total project cost and support for complementary infrastructure development. It also details plans for marketing and promotion campaigns, skill development programs, and enhanced safety and security measures for tourists.
This document discusses foreign direct investment (FDI) in the tourism industry in India. It provides background on the importance of tourism to the Indian economy, noting that tourism contributes over 6% to GDP and supports millions of jobs. The paper examines the positive and negative impacts of tourism development as well as the need to attract more FDI into the sector. It recommends measures to do so, such as rationalizing taxes, establishing single-window clearances, increasing tax holidays, and adjusting depreciation rates to incentivize environmental protection. The overall aim is to leverage FDI to further develop tourism and realize its economic and employment benefits.
India has 28 world heritage sites and 25 bio-geographic zones. The country’s big coastline provides a number of attractive beaches, diverse offerings such as adventure, rural and wildlife tourism.
India ranked 12th among 184 countries in terms of travel & tourism’s total contribution to Gross Domestic Product (GDP) in 2012. The sector’s direct contribution to GDP totalled US$ 34.7 billion in 2012 and is expected to grow to US$ 40.8 billion in 2013. Over 2013–23, the direct contribution is expected to register a growth of 7.8 per cent per annum.
Over 6.6 million foreign tourist arrivals (FTAs) were reported in 2012, expanding at compounded annual growth rate (CAGR) of 7.8 per cent during 2005-12. The total foreign exchange earnings (FEEs) from tourism grew over US$ 17.7 billion in 2012, registering a CAGR of 13.1 per cent during 2005-12. In February 2013, FEEs increased by 11.4 per cent to reach US$ 3.4 billion from US$ 3.1 billion in the same period in 2012.
Strong growth in per capita income in the country is driving the domestic tourism market. A shift in demographics with rising young population (coupled with changing lifestyles) is leading to greater expenditure on leisure services. The tourism policy of Government of India (GOI) aims at speedy implementation of tourism projects, development of integrated tourism circuits, special capacity building in the hospitality sector and new marketing strategies. In the hotel and tourism sector, the government has also allowed 100 per cent foreign direct investment (FDI) through automatic route.
Maharashtra has the highest GSDP and per capita GSDP in India. Its GSDP in 2016-17 was Rs. 22.57 trillion (US$ 336.4 billion), accounting for 18.51% of India's GDP. Mumbai is India's financial capital and Pune is an educational hub. The state has well-developed infrastructure including the largest container port in India. It is a leading producer of sugarcane, cotton, and pomegranates. Maharashtra also has the highest FDI and is the most industrialized state in India.
Multiattribute attitude measurement of incredible india campaignAlexander Decker
The document summarizes a study that evaluated India's "Incredible India" tourism campaign. It used a questionnaire to measure foreign tourists' attitudes toward various elements of the campaign. The study found the mean overall attitude score was 184.29 out of a possible 300, indicating a generally positive attitude. The campaign was launched in 2002 to boost India's struggling tourism industry after several crises. It has since helped significantly grow tourism in India and increase its share of GDP and employment.
This document discusses India's inbound tourism potential and opportunities for growth. It notes that India has emerged as a tourism powerhouse in recent years as the 8th largest country in terms of travel and tourism GDP contributions. Inbound tourism involves people traveling to a country other than their own for tourism purposes, and many countries rely on it. India is rich in religious sites, culture, heritage sites for Hinduism, Buddhism, and Jainism that attract religious pilgrims. Inbound tourism is important for India's development as it generates government revenue, improves infrastructure, and provides employment. It is also an opportunity for growth as it spreads tourism spending throughout the year and exposes India's offerings to a global audience through marketing networks. States like Raj
Maharashtra is the most industrialized state in India with the highest GDP and FDI. It accounts for 14.8% of India's GDP. Mumbai is India's financial hub while Pune is an educational hub. The state has well-developed infrastructure including ports and power. Maharashtra is a leader in sectors like automobiles, pharmaceuticals and IT/ITeS. It is also a major producer of agricultural crops like sugarcane, cotton, rice and fruits. The state government is focused on further boosting the economy through policies supporting industry, infrastructure, agriculture and skill development.
The document discusses how Just India, a marketing firm based in India, can help businesses grow by leveraging the growing Indian outbound travel market. It outlines Just India's expertise in the Indian market, the tools and strategies it uses, and objectives like connecting businesses to Indian travelers and developing strategic alliances. Statistics are provided on India's growing economy and outbound travel, showing large potential for tourism to the US. The benefits of partnering with Just India, an India-based company, over other providers are also highlighted.
Indian Tourism Sector and Union Budget 2011The Other Home
India travel market is growing at the rapid pace. However, the recent budget announcement may negatively impact the growth of Tourism Sector in India. The presentation tries to highlight the key statistics of Indian Travel and Tourism Market and Union Budget 2011-12 from the industry perspective.
India Outbound Tourism Market and Forecast to 2018iGATE RESEARCH
The document provides an overview and analysis of the Indian outbound tourism market. It finds that despite economic issues, outbound tourism from India has continued to grow rapidly, making India the second largest outbound tourism market after China. Thailand is the most popular destination for Indian travelers, followed by Singapore, the United States, and China. The document then provides detailed analysis of tourist visits, spending, purposes of visits, and forecasts for the top 15 destination countries as well as emerging countries. It identifies low cost carriers and countries opening visa policies as key drivers of continued growth in Indian outbound tourism.
This document provides an overview of tourism in India. It begins by defining tourism and discussing international tourism statistics such as the top destinations worldwide based on arrivals and earnings. It then discusses India's potential as a tourist destination due to its diverse landscapes, cultures, and heritage. Some key types of tourism in India are mentioned like heritage, ecotourism, adventure, wildlife, pilgrimage, and medical tourism. Government policies to promote tourism in India are also briefly outlined. The main points are that tourism is an important industry for India's economy and foreign exchange earnings, and that the country is expected to become a leading tourism destination in South Asia by 2020 due to its variety of offerings.
Growth and development of indian tourism and ministry of tourismKalyan S Patil
The Indian tourism and hospitality industry has significant growth potential and is a major employment generator. It is expected to generate over 13 million jobs. The government has implemented several initiatives to boost tourism such as increasing the number of countries under the e-visa scheme, approving infrastructure projects, and organizing tourism investment summits. Foreign tourist arrivals and earnings have grown in recent years, supported by India's rising middle class. The Ministry of Tourism is the nodal agency that facilitates tourism growth through various policies, planning, promotion, and coordination activities.
Maharashtra has the highest GDP contribution among Indian states and the highest FDI. It is India's financial hub due to Mumbai and an educational hub due to Pune. The state has large production of sugarcane, pomegranates, and cotton. It is highly industrialized with many SEZs and manufacturing. Infrastructure includes the largest container port and highways.
Maharashtra has the highest GDP contribution and FDI of any Indian state. Mumbai is India's financial hub while Pune is an education center. Jawaharlal Nehru Port is India's largest container port. The state is highly industrialized and a leader in sectors like cotton, sugar, and pomegranates. The government is focused on further developing infrastructure, agriculture, industry, and tourism to drive economic growth.
The document provides an overview of the tourism and hospitality industry in India. Some key points:
- India's tourism industry has grown significantly in recent years and is a major contributor to the country's GDP and employment. Foreign tourist arrivals reached 10.55 million in 2018.
- Domestic tourism will be a major driver of future growth in the sector. Spending from domestic travelers is expected to account for around 88% of total tourism spending by 2028.
- The government has implemented several initiatives like e-visas and infrastructure development schemes to boost tourism. Emerging areas like wellness, cruises, and adventure tourism are growing segments.
The document discusses recent developments in the Indian real estate sector:
- Private equity funds are once again raising investments in Indian real estate, but this time seeking more control over projects.
- The real estate market has matured since 2005 and now faces more international competition for investment.
- The Modi government has restored confidence in India among international investors. Commercial office space leasing in major cities is growing.
Maharashtra has the highest GDP contribution and FDI of any Indian state. The state accounts for 12.98% of India's GDP and received $100.16 billion in FDI between April 2000 to December 2016. Mumbai is India's financial hub and Jawaharlal Nehru Port is the largest container port. Maharashtra is a leader in industry, agriculture, and ports, and has well-developed infrastructure and a skilled workforce to support business.
Maharashtra has the highest GDP contribution and FDI of any Indian state. The state accounts for 12.98% of India's GDP and received over $100 billion in FDI between 2000-2016. Mumbai is India's financial capital and largest port, while Pune is an educational hub. Maharashtra is a leader in industries like cotton, sugarcane, and pomegranate production. The state government is focused on further developing infrastructure, agriculture, industry, and skill development to continue economic growth.
The document provides an overview of Assam's tourism potential and the need to develop the tourism industry in the state. It notes that Assam is blessed with natural beauty, wildlife, tea gardens, and a rich culture. However, its tourism industry has not been properly developed to attract large numbers of tourists and boost the state's economy. Key points discussed include the various types of tourism that could be promoted, the role of the government in transforming potential into productivity, and examples of initiatives like homestays that could benefit local communities. The document argues that tourism, if properly developed, could drive socio-economic change in Assam.
This report covers New Tourism Policy of Gujarat, 2015. This Policy covers Framework, Incentives, Initiatives, Focus area for Travel, Tourism & Hospitality.
Tourist Inflows in Gujarat has risen from 6.16 million in 2002-03 to 32.7 million in 2014-15 with a CAGR of 13.7%. This Tourism Policy has a objective to position Gujarat as a vibrant tourist destination, make Gujarat one amongst the top five tourist States of India in terms of tourist footfalls and promote employment opportunities for additional two million peoples by 2025.
The August-September 2015 edition of the CII's Multilateral Newsletter focuses on the economic integration of the South Asian Region. In addition, the newsletter also covers some of the key highlights and happenings at International Trade Centre (ITC), B20 Coalition, World Bank (WB), Asian Development Bank (ADB) and the World Trade Organization (WTO).
The document outlines the hierarchy of Cambodian law, beginning with the Constitution as the supreme law. It then discusses international treaties and agreements, laws passed by the National Assembly and Senate, royal decrees, sub-decrees, proclamations, and circulars. Laws have the broadest scope and application, while circulars are only advisory. Higher instruments in the hierarchy require more time due to review processes. The Constitution can only be amended through special processes.
This document summarizes four techniques for approximating logarithms in a base-agnostic way: integration, derivation, Taylor series, and Chebychev polynomials. The derivation technique produced the best approximation, with an error of ±4.2% at x=50 that grows with increasing x. Applications include comparing algorithm runtimes, such as determining that an O(nlogn) algorithm is faster than an O(n^1.5) algorithm.
India has 28 world heritage sites and 25 bio-geographic zones. The country’s big coastline provides a number of attractive beaches, diverse offerings such as adventure, rural and wildlife tourism.
India ranked 12th among 184 countries in terms of travel & tourism’s total contribution to Gross Domestic Product (GDP) in 2012. The sector’s direct contribution to GDP totalled US$ 34.7 billion in 2012 and is expected to grow to US$ 40.8 billion in 2013. Over 2013–23, the direct contribution is expected to register a growth of 7.8 per cent per annum.
Over 6.6 million foreign tourist arrivals (FTAs) were reported in 2012, expanding at compounded annual growth rate (CAGR) of 7.8 per cent during 2005-12. The total foreign exchange earnings (FEEs) from tourism grew over US$ 17.7 billion in 2012, registering a CAGR of 13.1 per cent during 2005-12. In February 2013, FEEs increased by 11.4 per cent to reach US$ 3.4 billion from US$ 3.1 billion in the same period in 2012.
Strong growth in per capita income in the country is driving the domestic tourism market. A shift in demographics with rising young population (coupled with changing lifestyles) is leading to greater expenditure on leisure services. The tourism policy of Government of India (GOI) aims at speedy implementation of tourism projects, development of integrated tourism circuits, special capacity building in the hospitality sector and new marketing strategies. In the hotel and tourism sector, the government has also allowed 100 per cent foreign direct investment (FDI) through automatic route.
Maharashtra has the highest GSDP and per capita GSDP in India. Its GSDP in 2016-17 was Rs. 22.57 trillion (US$ 336.4 billion), accounting for 18.51% of India's GDP. Mumbai is India's financial capital and Pune is an educational hub. The state has well-developed infrastructure including the largest container port in India. It is a leading producer of sugarcane, cotton, and pomegranates. Maharashtra also has the highest FDI and is the most industrialized state in India.
Multiattribute attitude measurement of incredible india campaignAlexander Decker
The document summarizes a study that evaluated India's "Incredible India" tourism campaign. It used a questionnaire to measure foreign tourists' attitudes toward various elements of the campaign. The study found the mean overall attitude score was 184.29 out of a possible 300, indicating a generally positive attitude. The campaign was launched in 2002 to boost India's struggling tourism industry after several crises. It has since helped significantly grow tourism in India and increase its share of GDP and employment.
This document discusses India's inbound tourism potential and opportunities for growth. It notes that India has emerged as a tourism powerhouse in recent years as the 8th largest country in terms of travel and tourism GDP contributions. Inbound tourism involves people traveling to a country other than their own for tourism purposes, and many countries rely on it. India is rich in religious sites, culture, heritage sites for Hinduism, Buddhism, and Jainism that attract religious pilgrims. Inbound tourism is important for India's development as it generates government revenue, improves infrastructure, and provides employment. It is also an opportunity for growth as it spreads tourism spending throughout the year and exposes India's offerings to a global audience through marketing networks. States like Raj
Maharashtra is the most industrialized state in India with the highest GDP and FDI. It accounts for 14.8% of India's GDP. Mumbai is India's financial hub while Pune is an educational hub. The state has well-developed infrastructure including ports and power. Maharashtra is a leader in sectors like automobiles, pharmaceuticals and IT/ITeS. It is also a major producer of agricultural crops like sugarcane, cotton, rice and fruits. The state government is focused on further boosting the economy through policies supporting industry, infrastructure, agriculture and skill development.
The document discusses how Just India, a marketing firm based in India, can help businesses grow by leveraging the growing Indian outbound travel market. It outlines Just India's expertise in the Indian market, the tools and strategies it uses, and objectives like connecting businesses to Indian travelers and developing strategic alliances. Statistics are provided on India's growing economy and outbound travel, showing large potential for tourism to the US. The benefits of partnering with Just India, an India-based company, over other providers are also highlighted.
Indian Tourism Sector and Union Budget 2011The Other Home
India travel market is growing at the rapid pace. However, the recent budget announcement may negatively impact the growth of Tourism Sector in India. The presentation tries to highlight the key statistics of Indian Travel and Tourism Market and Union Budget 2011-12 from the industry perspective.
India Outbound Tourism Market and Forecast to 2018iGATE RESEARCH
The document provides an overview and analysis of the Indian outbound tourism market. It finds that despite economic issues, outbound tourism from India has continued to grow rapidly, making India the second largest outbound tourism market after China. Thailand is the most popular destination for Indian travelers, followed by Singapore, the United States, and China. The document then provides detailed analysis of tourist visits, spending, purposes of visits, and forecasts for the top 15 destination countries as well as emerging countries. It identifies low cost carriers and countries opening visa policies as key drivers of continued growth in Indian outbound tourism.
This document provides an overview of tourism in India. It begins by defining tourism and discussing international tourism statistics such as the top destinations worldwide based on arrivals and earnings. It then discusses India's potential as a tourist destination due to its diverse landscapes, cultures, and heritage. Some key types of tourism in India are mentioned like heritage, ecotourism, adventure, wildlife, pilgrimage, and medical tourism. Government policies to promote tourism in India are also briefly outlined. The main points are that tourism is an important industry for India's economy and foreign exchange earnings, and that the country is expected to become a leading tourism destination in South Asia by 2020 due to its variety of offerings.
Growth and development of indian tourism and ministry of tourismKalyan S Patil
The Indian tourism and hospitality industry has significant growth potential and is a major employment generator. It is expected to generate over 13 million jobs. The government has implemented several initiatives to boost tourism such as increasing the number of countries under the e-visa scheme, approving infrastructure projects, and organizing tourism investment summits. Foreign tourist arrivals and earnings have grown in recent years, supported by India's rising middle class. The Ministry of Tourism is the nodal agency that facilitates tourism growth through various policies, planning, promotion, and coordination activities.
Maharashtra has the highest GDP contribution among Indian states and the highest FDI. It is India's financial hub due to Mumbai and an educational hub due to Pune. The state has large production of sugarcane, pomegranates, and cotton. It is highly industrialized with many SEZs and manufacturing. Infrastructure includes the largest container port and highways.
Maharashtra has the highest GDP contribution and FDI of any Indian state. Mumbai is India's financial hub while Pune is an education center. Jawaharlal Nehru Port is India's largest container port. The state is highly industrialized and a leader in sectors like cotton, sugar, and pomegranates. The government is focused on further developing infrastructure, agriculture, industry, and tourism to drive economic growth.
The document provides an overview of the tourism and hospitality industry in India. Some key points:
- India's tourism industry has grown significantly in recent years and is a major contributor to the country's GDP and employment. Foreign tourist arrivals reached 10.55 million in 2018.
- Domestic tourism will be a major driver of future growth in the sector. Spending from domestic travelers is expected to account for around 88% of total tourism spending by 2028.
- The government has implemented several initiatives like e-visas and infrastructure development schemes to boost tourism. Emerging areas like wellness, cruises, and adventure tourism are growing segments.
The document discusses recent developments in the Indian real estate sector:
- Private equity funds are once again raising investments in Indian real estate, but this time seeking more control over projects.
- The real estate market has matured since 2005 and now faces more international competition for investment.
- The Modi government has restored confidence in India among international investors. Commercial office space leasing in major cities is growing.
Maharashtra has the highest GDP contribution and FDI of any Indian state. The state accounts for 12.98% of India's GDP and received $100.16 billion in FDI between April 2000 to December 2016. Mumbai is India's financial hub and Jawaharlal Nehru Port is the largest container port. Maharashtra is a leader in industry, agriculture, and ports, and has well-developed infrastructure and a skilled workforce to support business.
Maharashtra has the highest GDP contribution and FDI of any Indian state. The state accounts for 12.98% of India's GDP and received over $100 billion in FDI between 2000-2016. Mumbai is India's financial capital and largest port, while Pune is an educational hub. Maharashtra is a leader in industries like cotton, sugarcane, and pomegranate production. The state government is focused on further developing infrastructure, agriculture, industry, and skill development to continue economic growth.
The document provides an overview of Assam's tourism potential and the need to develop the tourism industry in the state. It notes that Assam is blessed with natural beauty, wildlife, tea gardens, and a rich culture. However, its tourism industry has not been properly developed to attract large numbers of tourists and boost the state's economy. Key points discussed include the various types of tourism that could be promoted, the role of the government in transforming potential into productivity, and examples of initiatives like homestays that could benefit local communities. The document argues that tourism, if properly developed, could drive socio-economic change in Assam.
This report covers New Tourism Policy of Gujarat, 2015. This Policy covers Framework, Incentives, Initiatives, Focus area for Travel, Tourism & Hospitality.
Tourist Inflows in Gujarat has risen from 6.16 million in 2002-03 to 32.7 million in 2014-15 with a CAGR of 13.7%. This Tourism Policy has a objective to position Gujarat as a vibrant tourist destination, make Gujarat one amongst the top five tourist States of India in terms of tourist footfalls and promote employment opportunities for additional two million peoples by 2025.
The August-September 2015 edition of the CII's Multilateral Newsletter focuses on the economic integration of the South Asian Region. In addition, the newsletter also covers some of the key highlights and happenings at International Trade Centre (ITC), B20 Coalition, World Bank (WB), Asian Development Bank (ADB) and the World Trade Organization (WTO).
The document outlines the hierarchy of Cambodian law, beginning with the Constitution as the supreme law. It then discusses international treaties and agreements, laws passed by the National Assembly and Senate, royal decrees, sub-decrees, proclamations, and circulars. Laws have the broadest scope and application, while circulars are only advisory. Higher instruments in the hierarchy require more time due to review processes. The Constitution can only be amended through special processes.
This document summarizes four techniques for approximating logarithms in a base-agnostic way: integration, derivation, Taylor series, and Chebychev polynomials. The derivation technique produced the best approximation, with an error of ±4.2% at x=50 that grows with increasing x. Applications include comparing algorithm runtimes, such as determining that an O(nlogn) algorithm is faster than an O(n^1.5) algorithm.
This document summarizes the history of automatic MOD installation for phpBB forums. It discusses early methods like GNU patch and EasyMOD for phpBB 2.0, as well as later solutions like AutoMOD for phpBB 3.0 and the in-development Ascraeus installer. The Ascraeus installer aims to improve the user interface and experience over previous options by utilizing a wizard interface and collecting all necessary prompts upfront.
Este documento apresenta uma pesquisa sobre o uso do Twitter como plataforma de Serviço de Atendimento ao Consumidor (SAC 2.0) por empresas. A pesquisa analisa perfis de empresas no Twitter, identificando estratégias para gerar relacionamento com clientes, promover a marca e interagir com públicos. Destacam-se os casos do Bradesco, que criou o perfil "@alobradesco" para atender clientes, e de um vídeo de um cliente insatisfeito com a Brastemp, gerando grande repercussão. A
This document discusses content strategies for delivering content across connected devices. It provides an overview of the mobile ecosystem and how ubiquitous connectivity is transforming user behaviors and content consumption. Key points covered include a brief history of mobile technology, different mobile platforms and devices, the importance of understanding user behaviors and contexts, and strategies for developing content that can be optimized across multiple devices.
Social Media Storytelling Webinar PresentationLeonardo
Visual storytelling is the best way to succeed on social media today. Here’s why: 44% of people are more likely to engage with brands if they post visuals (according to Forbes) and videos are shared 12 times more than text posts on Facebook (according to HubSpot). This webinar, Get Social: How to Use Social Media to Tell Your Hotel’s Story explores how hotels can tell visually compelling stories to engage their social media communities.
Speakers:
Daniel Edward Craig, Founder, Reknown Travel Marketing
Danielle Valenchis, Transient Sales Manager, North Point Hospitality
Still wondering if social media is relevant for your hotel? Or what travel shoppers are looking for on social channels?
In this webinar, you’ll learn about why social media is a valuable tool to help hotel marketers visually tell their story and engage travel shoppers. The speakers will offer insights on how to leverage social media to improve your online presence and what travel shopper want to see online.
State Succession (Public International law)Sourabh Ubale
Political entities are subject to change over time. When one state replaces another, it is known as a successor state. There are various reasons for state succession, including mergers, annexations, cessions, decolonization, and wars. State succession can be either universal, where the predecessor state is completely replaced, or partial, where only part of a state gains independence. There are differing theories on the extent to which the successor state assumes the rights and obligations of the predecessor state. The law of state succession continues to develop based on principles of equity, reason, and justice.
The national territory of the Philippines according to the 1987 Constitution comprises:
1) The Philippine archipelago including all islands and waters within;
2) Other territories over which the Philippines has sovereignty or jurisdiction; and
3) Terrestrial, fluvial and aerial domains, including the territorial sea, seabed, subsoil, insular shelves, and other submarine areas.
The document further discusses the Philippines' claims over the territories of Sabah and Spratly Islands based on historical rights. It also outlines the boundaries of the country's territorial sea, contiguous zone, and exclusive economic zone under international law.
1) The document discusses the opportunity for technology to improve organizational efficiency and transition economies into a "smart and clean world."
2) It argues that aggregate efficiency has stalled at around 22% for 30 years due to limitations of the Second Industrial Revolution, but that digitizing transport, energy, and communication through technologies like blockchain can help manage resources and increase efficiency.
3) Technologies like precision agriculture, cloud computing, robotics, and autonomous vehicles may allow for "dematerialization" and do more with fewer physical resources through effects like reduced waste and need for transportation/logistics infrastructure.
Tourism Industry : New Managerial Practices & Technology Implementation (India)IJTEMT
Tourism industry with its second position in
all industries after petroleum is now with the new
strategic horizons to explore the resources and optimize
the available options of tourism. Increasingly,
organizations and destinations, which need to compete,
will be forced to manage. Unless the current tourism
industry improves its competitiveness, by utilizing the
emerging innovative management methods and IT skills,
there is a danger for exogenous players to enter the
marketplace, jeopardizing the position of the existing
ones. Only creative and innovative suppliers will be able
to survive the competition in the new millennium. This
paper provides a framework for the utilization of
managerial practices and technology in tourism by
adopting a strategic perspective. A continuous business
process re-engineering is proposed in order to ensure that
a wide range of prerequisites such as vision, rational
organization, commitment and training are in place, so
they can enable destinations and principals to capitalize
on the unprecedented opportunities emerging through
managerial practices and new technology.
“A vision is not a project report or a plan target. It is an
articulation of the desired end results in broader terms.”
A. P. J. Abdul Kalam
February 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Tourism Industry
Brand Analysis: Apple
Case Study Analysis: Kellogg's
Concept of the month: Boomerang Effect
The document provides an overview of the hospitality and tourism industry in India. It discusses that India offers a diverse portfolio of niche tourism products and has been recognized as a destination for spiritual tourism. Some key points mentioned are that the industry has emerged as a key driver of growth among services in India, foreign tourist arrivals are increasing, and the government has implemented several initiatives to boost the industry such as developing tourism circuits and increasing the e-visa scheme.
This document outlines a presentation on tourism in India. It begins with the vision, mission, and objectives of increasing tourism in India. It then analyzes where India currently stands in tourism and where it wants to be by 2025. A SWOT analysis identifies strengths like geography and climate, as well as weaknesses in infrastructure and security. External factors like resources, competition and trends are examined. Market segmentation, value chain analysis, and opportunities in areas like medical and adventure tourism are also discussed. The presentation provides an overview of India's tourism industry and plans for its future development.
Cox & Kings is the oldest travel company in the world founded in 1758 and operates in three key verticals - Leisure, Education, and Hybrid Hotels. Peter Kerkar is the Group CEO who has overseen the company's expansion from selling tours of India to global geographies. Under his leadership, Cox & Kings has transformed into a diversified, multinational travel conglomerate focused on the new-age global consumer.
10 most trusted corporate travel management companiesMerry D'souza
In the issue of “The 10 Most Trusted Corporate Travel Management Companies”, we have presented the pioneer corporate travel organization providers, who have accomplished trademark by providing state-of-the-art travel solutions and are well equipped for continuing the travel-industries future. The journey of our magazine begins with Cover story, Kesari Tours which is corporate travel ability provider, which believes in evolution and affluence of Indian traveling.
This document outlines a business plan for a start-up travel and tourism company in India called "Invigorating India". The company aims to cater to foreign travelers visiting India, focusing on the leisure and recreation market segment worth $9.68 billion. It will offer luxury travel packages priced between $1,000-$5,000 per day including high-end accommodations, transportation, activities and other amenities. The business aims to become a billion dollar company within 5 years by leveraging the growing Indian tourism industry and government support, while facing little competition in the luxury segment. It is seeking $5 million in initial funding.
This document provides an executive summary and business plan for a start-up in the travel and tourism industry in India. The key points are:
- The start-up aims to cater to the luxury segment of foreign travelers visiting India for leisure and recreation, a market size of $2 billion that is growing at 35% annually.
- Services will include high-end accommodations, transportation, activities, and 24/7 support. The value proposition is that customers pay a single price and the start-up takes care of all expenses during travel.
- There is little competition in this luxury segment in India currently. The business will utilize a CRM and multilingual website and call center to attract customers from key
The document discusses India's services export promotion council (SEPC). It defines the four modes of exporting services: cross-border, consumption abroad, commercial presence, and movement of natural persons. It outlines SEPC's role in promoting India's service exports and lists the 14 sectors it covers, including healthcare, tourism, and consulting. Major export destinations and producers are also mentioned.
Evolution of Tourism Policy in India: An overviewIRJET Journal
- India's tourism policy has evolved since independence, with the first formal policy announced in 1982 aimed at promoting sustainable tourism for economic growth and social benefits.
- Subsequent policies in the 1990s and 2000s continued to liberalize the tourism sector and encourage partnerships between the public and private sectors to develop tourism infrastructure and promote domestic and international tourism.
- The government has implemented various initiatives like the "Incredible India" campaign, developing tourist circuits and destinations, investing in infrastructure, and allowing 100% FDI in hospitality sectors.
The project is on digital marketing for hospitality industry with main reference to hotels. The project also looks into keeping track of generation Y and Z, also understanding their importance.
The document discusses the concept of tourism and the tourism industry. It defines tourism as activities that take place when people travel to places other than where they live for at least 24 hours for leisure or business purposes. The tourism industry comprises small firms that provide holiday packages within and between countries. It outlines some key government initiatives to promote tourism in India such as Incredible India campaign and focuses on guest hospitality. It also discusses various internal and external factors that affect the tourism business environment.
India Tourisms New Destination 1192717555707079 4ss.samad
The document discusses India's growing tourism industry. Some key points:
- India's tourism industry is growing rapidly and is poised to become the 2nd fastest growing tourism economy by 2020 according to the World Tourism Organization.
- Foreign tourist arrivals grew by over 13% in 2005 and foreign exchange earnings from tourism grew by over 20%.
- India is working to promote itself as a year-round destination and is developing new tourism products focused on areas like wellness, rural tourism, and adventure tourism.
- Investments are being made in aviation and airport infrastructure to support the growing tourism industry and make more destinations accessible. The "Incredible India" campaign has also helped promote tourism within India and abroad
The document discusses India's growing tourism industry. Some key points:
- India's economy and tourism numbers are growing rapidly, with GDP projected to exceed countries like Italy, France and Germany in the coming decades.
- Foreign tourist arrivals grew by over 13% in 2005, with foreign exchange earnings from tourism up over 20%.
- India is working to change perceptions of only being a winter destination by promoting new products like monsoon tourism.
- Infrastructure is improving through modernization of airports and a growing aviation industry, increasing accessibility across the country.
This document summarizes the logistics industry in India and the UAE, as well as the trade relationship between the two countries. In India, the logistics industry is growing at over 16% annually and is expected to be worth $301.89 billion by 2020. The UAE logistics sector is also growing and is projected to increase by 4% in 2016. Bilateral trade between India and the UAE stands at $60 billion annually, and both countries aim to increase this to 60% in the next five years. The document also provides an overview of past events organized by Tomorrow's India Global Summit on connecting business leaders across countries.
The document discusses India's tourism industry. It notes that tourism contributes significantly to India's GDP and employment. India receives over 17 million foreign tourists annually and over 700 million domestic tourists. The tourism industry is expected to grow substantially in the coming years. The document outlines some of the characteristics of the tourism industry, key initiatives by the Indian government to promote tourism, strengths and weaknesses of India's tourism industry, emerging trends in tourism, and some of the major players in India's tourism industry.
List of Profitable Leisure & Entertainment Industry. Recreation, Entertainmen...Ajjay Kumar Gupta
The travel and leisure industry comprises of several industries that make up its network. These industries include art and attractions, exhibitions and dining, travel music and leisure activities, gambling, sports activities, lodging options and vacation destinations apart from companies that offer various forms of recreation and leisure. The travel and leisure industry is supported mainly because the general public places utmost importance upon taking annual vacations for the purposes of relaxation or education. Overall the travel and leisure industry can be summed up into four main sectors: entertainment, tourism, travel and recreation.
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The long-awaited and much-delayed mid-term review of the Foreign Trade Policy (FTP) 2015-2020, was released by the Ministry of Commerce in December last. While the government enhanced rewards under its flagship export promotion schemes and addressed some issues that had come into play after
the implementation of GST, there wasn't anything that exceeded expectations of India's EXIM community. In its zeal for ticking the right boxes, the review seems to have given radical structural reforms a miss. Will the revised FTP help deliver a 'sustained' export growth? The Dollar Business takes stock.
- India's travel and tourism industry contributed $208.9 billion to GDP in 2016, accounting for approximately 9.6% of India's total GDP, making India the 7th largest tourism economy in the world.
- The travel and tourism industry in India is growing rapidly, with outbound travel from India growing 15-18% annually and expected to reach 50 million tourists by 2020. Domestic tourism in India is also growing at around 16% per year.
- IITT is a major travel and tourism exhibition in India that has grown from 50 exhibitors in 2014 to over 500 exhibitors currently, with 28,000 visitors over 3 days in 2018. It covers all aspects of the tourism industry.
India International Travel & Tourism - India's leading exhibition with focus on travel trade, corporate incentive travel, corporate conference travel, MICE, wedding planners & much more.
Leading B2B Exhibition in India
1. WHITE PAPER ON
AN INTEGRATED APPROACH FOR PROMOTION AN INTEGRATED APPROACH FOR PROMOTION OF INDIAN
TOURISM OF INDIAN TOURISM
Prepared for THE BOMBAY CHAMBER FOR COMMERCE & INDUSTRY BUSINESS CONSULTING GROUP
309/310 Mhatre Pen Bldg, Senapati Bapat Marg, Dadar (West) Bombay 400 028 Phone : (22) 430 1745,
437 1823, 431 3914 Fax : (22) 430 1655 E-Mail : bomoff@businessconsultinggrp.com Website :
www.businessconsultinggrp.com
2. About Bombay Chamber
The Bombay Chamber of Commerce & Industry is one of the oldest Chambers of Commerce in the
Country. The Bombay Chamber for over 165 years of its existence, since its inception in 1836, has been
serving Trade & Industry. It is well respected for its balanced and studied approach to matters pertaining
to development of trade and industry, promotion of government – industry inter-linkages and for
pursuing radical trade policies. Bombay Chambers’ membership comprises predominantly the most of
large and medium size companies from manufacturing and service sectors, leading banks and financial
institutions and the multinationals having their corporate headquarters in Mumbai. The Chamber’s
membership, therefore, contributes almost a quarter of India’s Gross Domestic Produce in
manufacturing and service industries.
Bombay Chamber of Commerce & Industry 1 An Integrated Approach for Promotion of Indian Tourism
3. INTRODUCTION
The Bombay Chamber seeks to reflect the views, perceptions and interests of their constituents in a
proactive and constructive manner. In recognition of its changing role, the Chamber initiated debate on
various important issues, such as future direction of economic reforms and integrated approach for
promoting of Indian Tourism. The Tourism Committee of the Bombay Chamber of Commerce and
Industry therefore, engaged the services of Business Consulting Group to develop a White Paper on
Indian Tourism The objective of the White Paper is to generate action in the Government and the
Industry in terms of policy and operational initiatives that will help promote the growth of Indian
tourism - inbound as well as domestic tourism. Several reports have lamented the low share of India in
world tourism and have made meaningful suggestions. Nothing much has changed on the ground
despite all that. It is expected that the Bombay Chamber’s White Paper which that offers practical
direction for change will spur action for change and growth.
Bombay Chamber of Commerce & Industry
2
An Integrated Approach for Promotion of Indian Tourism
4. ACKNOWLEDGEMENT
. Bombay Chamber would like to express its gratitude and sincere thanks to the Sponsors of this White
paper:
The Indian Hotels Co. Ltd. Thomas Cook (India) Ltd Kuoni Travel (India) Ltd. BCC&I Trust for Economic &
Management Studies
Secretariat: Bombay Chamber of Commerce & Industry Mr. L.A.D’Souza, Executive Director Ms. Kavita
Sharma, Deputy Director Bombay Chamber of Commerce & Industry Oficial Travel Agents Jet Airways
India Pvt. Ltd. Consultants: Business Consulting Group Mr. Raj Nair, Chairman Mr. Utpal Ashar,
Consultant
3
An Integrated Approach for Promotion of Indian Tourism
5. ADVISORY COMMITTEE
Mr. R. K. Krishna Kumar, Managing Director, The Indian Hotels Co. Ltd. Mr. Ranjit Malkani, CMD, Kuoni
Travel India Ltd. Mr. Adi Katgara, Chairman, Travel Corporation of India Mr. Ashwini Kakkar, MD,
Thomas Cook India Ltd., Mr. Lalit Sheth, CMD, Shree Raj Travels, Mr. Reyaz Mama, Director, Ratan
Mama Consultants Mr. Vishambher Shewakramani, Managing Director, Ras Resorts, Mr. Anil Kaul,
General Manager, The Oberoi Hotels, Mr. Yogesh Dhawan, General Manager, The Regent Mumbai. Mr.
Rajan Divekar, Director, A.F. Ferguson & Co., Mr. P.J. Crasta, Sr. General Manager, Jet Airways India Pvt.
Ltd. Mr.Ajoy Misra, Sr. Vice President The Indian Hotels Co. Ltd. ( Chairman, Tourism Committee) Mr.
Zubin Karkaria, Sr. Vice President & COO, Kuoni Travel India Ltd. ( Co-Chairman, Tourism Committee) Mr.
U.K. Mukhopadhyay, Secretary,Department of Tourism, Maharashtra Mr. Ashish Kumar Singh,
Managiong Director, MTDC Mr. M.M. Jain, Asst. Director, Govt. of India Tourism Office Mr. B.B. Gomre,
Asst. Director Govt. of India Tourism Office, Mr. Alok Awasthi, Jt. Director, MP Tourism Development
Corporation Mr. Bimlesh Kumar, Regional Manager, UP State Tourism Development Corporation
Bombay Chamber of Commerce & Industry
4
An Integrated Approach for Promotion of Indian Tourism
6. CONTENTS
Executive Summary Action Plan - Government Action Plan - Industry Why India Needs Tourism Indian
Tourism Industry - Growth Analysis An Integrated Strategy - Strategic & Operational Initiatives -
Influence & Facilitate Tourist Decisions - Branding & Marketing Strategy - Facilitate Tourist Arrival, Stay
& Movement - Tourism Infrastructure - Pricing & Taxation Organisational Mechanism for Development
of Tourism
Bombay Chamber of Commerce & Industry 5
1 11 15 18 26 37 38 43 49 56 59 61
An Integrated Approach for Promotion of Indian Tourism
7. EXECUTIVE SUMMARY
Why India Needs Tourism Indian Tourism Industry - Growth Analysis - Factors Affecting Tourism Industry
in India An Integrated Strategy : Strategic & Operational Initiatives Influence & Facilitate Tourism
Decisions Branding and Marketing Strategy Facilitate Tourist Arrival, Stay & Movement Tourism
Infrastructure Pricing & Taxation 1 2 4 5 6 7 8 9 10
Operational Mechanism for Development of Tourism
Bombay Chamber of Commerce & Industry
6
An Integrated Approach for Promotion of Indian Tourism
8. EXECUTIVE SUMMARY
Why India Needs Tourism
• • Tourism is the largest sector in the worldwide exports of goods & services. At over $ 500 billion, it is
larger than automotive, chemicals, fuels and every other sector. Recognise Enormous potential of the
Hotel, Travel, Entertainment, Transport and other allied industries. As per WTTC, the travel and Tourism
economy in India which includes all the above stated industries as well as supporting industries currently
account for 17.4 million jobs in India or 5.8% of total employment. This has a potential to rise to 25
million jobs or 6.8% of total employment by 2010. Developing economies are benefiting more than
developed economies because inbound travel dollars exceed outbound travel dollars for them, but in
India’s case the travel account balance per year has declined from $ 1.5 billion in 1997-98 to $ 0.9 billion
in 1999-2000 because the increase in forex outflow due to outbound travel is much higher than the
increase in forex inflow on account of inbound travel. The total world tourist arrivals is 664 million
tourists and the dominant destinations are Europe & America. South Asia gets a very small share. Only
some part of it can be addressed by India because it is a long haul destination for the key countries and
long haul tourism has only 18% share of the world tourism pie. International arrivals into any country
depends upon the level of it’s International trade. India’s low level of international trade limits its
inbound tourism potential further. But its ability to fully exploit the tourism potential will depend upon
its ability to develop customer segment focussed strategies through co-ordinated approach by the
government, hotel, airlines, tour operators etc. Other countries like Thailand, Brazil, Turkey, etc.
demonstrated this. Tourism industry can boost India’s GDP and forex earnings significantly 7 An
Integrated Approach for Promotion of Indian Tourism
•
•
•
•
Bombay Chamber of Commerce & Industry
9. EXECUTIVE SUMMARY
Indian Tourism Industry - Growth Analysis
• International tourists arrival in India was 2.66 mn according to published statistics, growing at 4%
CAGR over the past decade but stagnated somewhat over the last 4 years. Though India’s earnings from
inbound travel have shown a growth in rupee terms, they have stagnated in absolute dollar terms
during the past 4 years. • In India, growing income over the years has led to an increase in consumption
expenditure on recreation, education and cultural services, transport and communication increasing
from 24% to 28%. This and the growth in disposable income has resulted in the total domestic tourist
movement in India to more than double over a period of 7 years. Growth in disposable incomes is also
one of the major factors responsible for increase in the number of outbound tourists from India. The
number of outbound tourists will increase further, especially due to lack of availability of well developed
and reasonably priced tourist destinations within the country. Tertiary benefits of tourism are huge. The
trickle down benefits of the travel & tourism industry on the economy go beyond what is apparent. The
Satellite Accounting figures of WTTC suggest that the $ 11.33 bn Travel &Tourism industry in India
(2000) supported a $ 23.8 bn Travel & Tourism related economy. Unless the Government and Private
sector come together and develop a clear strategy, India will continue to be ignored as an interesting
long haul destination by leisure and business travelers and India will become, gradually one of the few
developing countries with a negative travel account balance.
•
•
Bombay Chamber of Commerce & Industry
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An Integrated Approach for Promotion of Indian Tourism
10. EXECUTIVE SUMMARY
Factors Affecting Tourism Industry in India
• Leisure Tourists : India’s low leisure tourist numbers (inbound as well as domestic) could be attributed
to: • Inadequate Promotion & Marketing Poor Infrastructure Restrictive Policies Other Obstacles
Business Tourists: India’s low business tourist numbers (inbound as well as domestic) could be
attributed to: Inadequate Magnets to attract business groups and facilities for business conventions
Attitude towards potential business investors Inadequate Promotion & Marketing Poor Infrastructure
Restrictive Policies
Bombay Chamber of Commerce & Industry
9
An Integrated Approach for Promotion of Indian Tourism
11. EXECUTIVE SUMMARY
An Integrated Strategy : Strategic & Operational Initiatives
• Put Tourism on the Concurrent List of the Constitution of India • Government should declare Tourism
as a ‘Priority Industry’ like Information Technology • Government should increase outlay on Tourism -
India spends only 0.9% of GDP on Tourism compared to 4-9% in most other countries. • Lay down a
master plan to implement planned and phased development/ upgradation of infrastructure and areas of
tourism potential with private sector participation • Policy initiatives for the same • Aimed at improving
the operational efficiency by focussing on infrastructural constraints and optimising existing
infrastructure with the available resources.
Bombay Chamber of Commerce & Industry
10
An Integrated Approach for Promotion of Indian Tourism
12. EXECUTIVE SUMMARY
An Integrated Strategy : Influence & Facilitate Tourist Decisions
• • • • • Focus on select target countries, which account for most of the outbound tourists and most of
the world tourism expenditure e.g. UK, USA, Germany, Japan, France, & Italy Need to have detailed
market research data to identify socio-economic profile, their tourism needs, etc. For these countries
deploy a country specific Push-Pull Strategy to influence their choice of holiday destination Target Non
Resident Indians (NRIs) too because they are large in number and they can influence nonIndians to visit
India Promotion through multiple channels. Several suggestions have been made in the report, ranging
from Indian restaurants, airlines to creation of an interactive website for Indian tourism
Bombay Chamber of Commerce & Industry
11
An Integrated Approach for Promotion of Indian Tourism
13. EXECUTIVE SUMMARY
An Integrated Strategy : Branding & Marketing Strategy
• Indian Tourism needs Branding - Several countries have specific themes to attract tourists and their
entire marketing strategy and offerings are in sync with the theme. e.g. Land of Smiles (Thailand), 1%
water, 99% fun (Mauritius), etc. The ‘Experience India’ project is a step in the right direction. A theme
could emerge out of it. Develop ‘National Tourism Logo’ that can be used by industry players in their
communication and publicity materials. Introduce the concept of ‘Debit Cards’ like prepaid Phone cards
to facilitate tourist spending. ‘Interactive website’ which could be made to pay for itself through fees
from industry participants Quality information dissemination through contemporary & innovative means
using multiple channels e.g. Select Indian restaurants in target markets, airlines and other channels. Co-
marketing/ Co-Selling with key travel operators Outsourcing promotion and marketing activities to
private players based on target fulfillment criteria The product on offer need to be packaged for relevant
customer segment in the target countries and the various industry participants in the value chain must
co-ordinate their efforts to provide a seamless and consistent experience which is congruent with the
theme.
•••••••
Bombay Chamber of Commerce & Industry
12
An Integrated Approach for Promotion of Indian Tourism
14. EXECUTIVE SUMMARY
An Integrated Strategy : Facilitate Tourist Arrival, Stay & Movement
• Visa procedures are seen as a hindrance. Countries competing with India for tourists provide visa on
arrival (SriLanka, Maldives, Thailand, Nepal, Seychelles, etc.). India too should provide visa on arrival for
certain categories of tourists/ for specific duration. Reputed inbound travel operators to be permitted to
bring in group of tourists without any visa, subject to submission of guarantee by concerned operator By
categorising the countries, India could do away/ facilitate visa requirements for certain countries
Upgrade Tourism Infrastructure and address areas of prime concern (e.g. safety, security, language,
cleanliness, hygiene quality of tour guides, etc.) in order to make the tourists’ experience memorable
Eliminate various irritants eg. discriminatory monument entry fee for foreign tourists
••••
Bombay Chamber of Commerce & Industry
13
An Integrated Approach for Promotion of Indian Tourism
15. EXECUTIVE SUMMARY
An Integrated Strategy : Tourism Infrastructure
• The Government does not have adequate finance for the upkeep of the 3700 protected monuments
and 10,000 unprotected monuments. The annual budget of Rs.156 crores amounts to a paltry sum of
Rs.7600 per year per monument. Suggestions: - involve the private sector for upgrading and maintaining
the key monuments of tourist interest. 38 have been identified. The Government need not spend money
at all on these, e.g. The Indian Hotels Group has adopted the Taj Mahal - use Government funds to
upgrade other protected monuments • Remove procedural bottlenecks for creation of tourism
infrastructure. This has restricted the supply of facilities, reduced competition and made India a more
expensive tourist destination than several places in S. E. Asia which offer superior facilities Since the
infrastructure in the whole country cannot be upgraded simultaneously, identify and develop certain
areas as ‘Special Tourism Circles’ which can be tendered to bidders from the private sector just like
other infrastructure is, e.g. Telecom
•
Bombay Chamber of Commerce & Industry
14
An Integrated Approach for Promotion of Indian Tourism
16. EXECUTIVE SUMMARY
An Integrated Strategy : Pricing & Taxation
• It will help if the State and Central taxes are rationalised taking into account the fact that wide
difference between states create operational problems and high taxation which pushes up the pricing
dampens the the growth of tourism. Tourism is price elastic. Tourism earnings could be deemed as
Exports to the extent of the Net Foreign exchange earned Tax Deferment in case of ‘Currency
Fluctuation Reserve’ to the extent of Net Foreign Exchange (NFE) earned can be provided to encourage
investment in tourism.
••
Bombay Chamber of Commerce & Industry
15
An Integrated Approach for Promotion of Indian Tourism
17. EXECUTIVE SUMMARY
Organisational Mechanism for Development of Tourism
Create an apex professional body modeled along the lines of ‘NASSCOM’ could be called ‘National
Association for Tourism Promotion’ (NATPRO) or whatever. The Council of the ‘NATPRO’ could include
senior representatives of associations of all the tourism related industries. ‘NATPRO’, can co-ordinate
and act as prime catalyst to promote the interest of the tourism and related industry. ‘NATPRO’ would
act as the advisory, consultative and co-ordination body for the tourism industry through
representatives in various committees of the Government of India including various Ministries like
Ministry of Tourism, Ministry of Finance, Ministry of External Affairs etc. ‘NATPRO’ will be a private
sector initiative with Government support.
Bombay Chamber of Commerce & Industry
16
An Integrated Approach for Promotion of Indian Tourism
18. ACTION PLAN
Action Plan - Government Action Plan - Industry 11 15
Bombay Chamber of Commerce & Industry
17
An Integrated Approach for Promotion of Indian Tourism
19. ACTION PLAN - GOVERNMENT
A. Strategic Initiatives by the Government
1. Recognise Tourism as ‘Priority Industry’ for the Country
Government should declare Tourism as ‘Priority Industry’ like Information Technology
2. Put Tourism on the ‘Concurrent List’ of the Constitution of India
3. Give ‘Tourism’ the desired importance in economic and budgetary planning process
Government should increase outlay on Tourism - currently, India spends 0.9% of GDP on Tourism
Government Travel & Tourism Expenditure (%of the total GDP)
India China Spain Singapore China Malaysia 0.9 3.8 9.5 9.1 7.4 5.1 France Sri Lanka USA UK Thailand
Germany 4.7 4.0 3.9 2.9 2.6 3.3
4. Recognise Enormous Employment Potential of the Hotel, Travel, Entertainment,
As per WTTC, the Travel & Tourism economy in India which includes all the above stated industries as
well as supporting industries currently account for 17.4 mn jobs in India or 5.8% of total employment.
This has a potential to rise to 25 million jobs or 6.8% of total employment by 2010. Bombay Chamber of
Commerce & Industry 18 An Integrated Approach for Promotion of Indian Tourism
Transport and other Allied Industries.
20. ACTION PLAN - GOVERNMENT
5. Lay Down a Master Plan to implement planned and phased Development/Upgradation of
Infrastructure and Areas of Tourism potential with Private sector Participation Develop ‘Special Tourism
Circuits’ (like Telecom circles)
ϖ Identify and create ‘Special Tourism Circles’ based on categorisation of regions depending upon
selected parameters of infrastructure development index and potential. ϖ These areas could be
tendered for infrastructural development to bidders from private sector, on similar basis as ‘Telecom
circles’ ϖ Develop a master plan through a Special Area Development Authority constituted for the
region identifying boundaries for notification and development ϖ Provide basic infrastructure in terms
of roads, transport network, electrical grids, water supply etc. ϖ Facilitate private investments through
fiscal incentives, removal of restrictions preventing foreign ownership and leasing of infrastructure
through special legislation in these areas.
6. Taxation Policy
ϖ ϖ ϖ Introduce uniform taxation across the States and do away with multiple taxation. Tourism
Industry be deemed as Exports to the extent of the Net Foreign exchange earned Tax Deferment in case
of ‘Currency Fluctuation Reserve’ to the extent of Net Foreign Exchange (NFE) earned. A fixed
percentage of each years’ profit can be transferred to this reserve account, subject to a monetary limit
on the aggregate amount of such reserve not exceeding the Foreign Exchange exposure. The annual
contribution to such reserve should be tax deductible at the time of transfer of amount to reserve
account. After a period of, say, 5 or 8 years, such amount transferred to reserve account can be released
on payment of tax. Bombay Chamber of Commerce & Industry 19 An Integrated Approach for
Promotion of Indian Tourism
21. ACTION PLAN - GOVERNMENT
B. Operational Measures as Components of the Strategy
1. Brand Indian Tourism Through Development of ‘National Tourism Logo’
Tourism needs Branding. There has to be a promise that appeals to the relevant population. Therefore,
India’s National Tourism Logo’ need to be developed which represents tourist interest in India.
2. Develop an integrated long- term strategy for Marketing
2.
ϖ Idetifying countries for targeting, ϖ Promoting India in the target markets identified based on a
concept of promotion for India aimed at creating an ‘Indian Tourism Brand’, through ‘Theme’ promotion
ϖ Develop ‘National Tourism Logo’ ϖ Adopt ‘innovative marketing strategy’ : ‘co-selling and co-
marketing with key travel operators’ ϖ Introduce the concept of ‘Dollar Tourism Debit Cards’, similar to
‘pre-paid telephone cards’ ϖ Facilitate tourist arrivals, movement & stay as well as keeping the tourist
occupied and interest. ϖ Strategically plan to attract investments in infrastructure
Bombay Chamber of Commerce & Industry 20 An Integrated Approach for Promotion of Indian Tourism
22. ACTION PLAN - GOVERNMENT
3. Recognise the Need for an Organisational Mechanism - ‘NATPRO’
ϖ Support the formation of ‘NATPRO’ (National Association for Tourism Promotion), a tourism industry
initiative based on the NASSCOM. ϖ Recognise ‘NATPRO’ as the single united voice of the tourism
industry Recognise NATPRO in the role of an advisory, consultative and coordinating body representing
the tourism industry by including representatives of NATPRO on the committees of various Ministries
concerning the tourism industry
4. Relax Visa Requiremnts
ϖ Relax visa requirements and facilitate unrestricted tourist movement (domestic as well as inbound)
involving removal of obsolete laws, restrictions and licence permits
5. Other Initiatives
ϖ Address basic areas of concern of tourist like security, language, safety, hygiene conditions in the
promotions as well as on the ground. ϖ Involve the private sector in the upgradation and maintenance
of heritage sites. Bombay Chamber of Commerce & Industry 21 An Integrated Approach for Promotion
of Indian Tourism
23. ACTION PLAN - INDUSTRY
Lobby with the Government for Tourism to be given a Priority Status
ϖ Tourism is world’s largest Export Industry but South Asia, & India in particular, gets a very low share.
India’s dismal performance is due to variety of reasons. It needs examination and analysis why the
implementation has been elusive and in creating an enabling mechanism for proactively implementing
the solutions.
Promote Establishing ‘NATPRO’ (National Association for Tourism Promotion)
NATPRO will be a tourism industry body, modeled on the lines of NASSCOM, as per the steps listed
below: - Draw up charter for ‘NATPRO’, complete all the legal and procedural formalities, develop the
organisational framework required and prepare a Business Plan - A few visionaries from the travel and
tourism industry should form an Interim Council - Recruit top flight professionals and set up the
elected / nominated Executive Council which replaces the Interim Council - Draw up a detailed long term
action plan - Present Bombay Chamber’s White Paper on Tourism to the PMO and if possible to a group
of key functionaries including Ministers from all the relevant ministries. - Through ‘NATPRO’, work in
close interaction with the government in the role of an advisory, consultative & coordinating body for
the tourism industry. This could be through various activities aimed at fulfilling objectives laid down.
Bombay Chamber of Commerce & Industry 22 An Integrated Approach for Promotion of Indian Tourism
24. ACTION PLAN - INDUSTRY
Creation of ‘Special Tourism Circles’
Since it is impractical to raise the quality of infrastructure across the entire country, this paper suggests
the creation of ‘Special Tourism Circles’ around anchor destinations. The ‘Special Tourism Area’ would
have to be identified for development by evaluating & categorising various regions based on laid down
parameters indicating extent of infrastructure development and potential for further development.
Private sector may bid for infrastructural development, on a similar basis as ‘Telecom Circles’.
Develop Interactive Web-site for information
ϖ To help tourists select India as an attractive destination, decide on itinerary, city specific details to
decide on
specific activities, hotels to stay, the transport to book, etc. ϖ Interactive facility to query and get
information and action such as reservation etc. ϖ To be made available in different languages of target
countries. ϖ Such an initiative to pay for itself by subscription fees from industry participants (similar to
the concept of ‘Tata yellow pages’).
Maintenance & Development of Tourism Infrastructure
Actively participate in the maintenance & development of tourism infrastructure through investments in
tourism infrastructure, preservation of heritage sites by adoption etc.
Bombay Chamber of Commerce & Industry
23
An Integrated Approach for Promotion of Indian Tourism
25. ACTION PLAN - INDUSTRY
Theme Promotion - ‘Experience India’ & ‘India Tourism Logo’
Prepare a promotion campaign based on the theme and provide support to the government for its
promotion in target countries
Promotion of ‘Tourism Debit Cards’
ϖ
ϖ ϖ Private sector may bid for exclusive rights similar to the concept of pre-paid telephone cards and
credit cards Participants may give token discounts Cost may be recovered by way of advertisements
Bombay Chamber of Commerce & Industry
24
An Integrated Approach for Promotion of Indian Tourism
26. WHY INDIA NEEDS TOURISM
Tourism & World Trade Travel Account Balance India’s Travel Balance World Tourism India: Long Haul
Destination Tourism Arrival vs. International Trade Tourist Arrival vs Country Size 18 19 20 21 23 24 25
Bombay Chamber of Commerce & Industry
25
An Integrated Approach for Promotion of Indian Tourism
27. WHY INDIA NEEDS TOURISM Tourism & World Trade
Tourism has the largest share in the worldwide exports of goods and services
Worldwide exports of goods and services ($ bn)
600 500 400 300 200 100 0 Food Computer & Office eqpt. Automotive products Textiles & Clothing
Telecommunication eqpt. Tourism Mining products other than fuels Iron & steel Chemicals Fuels 9 503
7.5 443 399 6.6 5.9 344 5.1 331 283 4.9 4.2 8 7 6 5 4 158 2.3 141 2.1 3 2 1 0
% of total worldwide exports of goods and services
532 7.9
525 7.8
Ë Tourism is one of the five top export categories for 83 % of countries worldwide and the main source
of foreign currency for at least 38% of them. Ë For India, tourism earns over $ 3 bn but is the 4th largest
forex earner after gems & jewellery, garments, software.
Source : World Tourism Organisation
India should take a holistic view to encourage the growth of Tourism rather than view it as separate
pieces like aviation, hotels, airports, entertainment complexes, etc.
Bombay Chamber of Commerce & Industry 26 An Integrated Approach for Promotion of Indian Tourism
28. WHY INDIA NEEDS TOURISM Travel Account Balance
Developing economies are benefiting more than developed economies because inbound travel dollars
exceed outbound travel dollars for them.
Increasing Travel Account Balance for developing countries
Declining Travel Account balance for India 1477 1250 $ million 897
1997-98
1998-99
1999-00
Source : Reserve Bank of India
India has not been able to benefit from this trend
Bombay Chamber of Commerce & Industry 27 An Integrated Approach for Promotion of Indian Tourism
29. WHY INDIA NEEDS TOURISM India’s Travel Balance
Increase in the level of outbound travel has resulted in corresponding increase in the forex outflow, the
rate of which is much higher than the forex inflow due to inbound travel.
1991 Total forex inflow (inbound tourism) $1842 mn. 2000 $3036 mn. % change 65%
Forex outflow (outbound tourism)
$434 mn.
$2138 mn.
393%
Net forex earned by travel industry
$1408 mn.
$897 mn.
(36%)
India’s Net Foreign Exchange Earnings from Travellers K Industry experts estimate that the travel
account will become negative by 2002 if no concrete steps are taken by the government to arrest this
slide.
Source : Data Reserve Bank of India
30. If proper steps are not taken, the travel account balance may soon become negative, thereby becoming
a drain of source of precious foreign exchange.
Bombay Chamber of Commerce & Industry 28 An Integrated Approach for Promotion of Indian Tourism
31. WHY INDIA NEEDS TOURISM World Tourism
There is a slight shift from Europe & America ( developed countries) as a prime travel destination
towards developing countries, but …..
America 100% Tourist arrival (% of total) 80% 60%
61.84 40.4 60.03 60.29 59.31
Europe
EAP
0.74 2.18 14.39
Middle East
3.75 0.78 2.31 14.28
South Asia
3.92 0.82 2.4 13.73
Africa
4.05 0.85 2.58 14.62
3.27 0.69 1.96 11.94
3.56
32. No. of Tourists (‘000) ‘90 14959 Africa ‘95 20155 4200 12353 81355 ‘97 23205 4834 14258 88254 ‘98
24937 5219 15281 87428 ‘99 26878 5655 17157 97158
South Asia 3158 Middle East 8959 EAP 54598 America
ϖ
40% 20%
20.3 19.27 18.85 18.84 18.5
Europe 282744 228382 371104 383777 394115
92799 108939 116558 119939 122874
East Asia Pacific has almost doubled the number of tourists and taken 75% of the loss suffered by
Europe & USA
Source Data : World Tourism Organisation
0% 1990
ϖ
1995
1997
1998
1999
33. Europe & USA have dropped from 82% to 78%
… East Asia Pacific region is the biggest gainer of this trend, largely because South Asia (India in
particular ) has not been proactive.
Bombay Chamber of Commerce & Industry 29 An Integrated Approach for Promotion of Indian Tourism
34. WHY INDIA NEEDS TOURISM World Tourism
The total world tourist arrivals is 664 million and the dominant destinations are Europe and America.
South Asia gets a very small share.
International Tourist Arrivals 1999
400 350 Million 300 250 200 150 100 50 0
Europe Americas EAP Africa Middle East South Asia
International Tourist Arrivals Share of World Trade (%) -1999
Americas 18.5%
Europe 59.3%
EAP 14.6% Africa 4.0% South Asia Middle East 2.7% 0.9%
Source : Data WTTC
• International tourist arrivals cover the number of arrivals of visitors and not the number of persons
Why does this happen to South Asia and India in particular ? There are 2 major reasons
Bombay Chamber of Commerce & Industry 30 An Integrated Approach for Promotion of Indian Tourism
35. WHY INDIA NEEDS TOURISM India : Long Haul Destination
Firstly, India is a long haul destination for the key countries and long haul tourism has only 18% share of
the world tourism pie
Distance in km from India Share of long haul travellers in total international traveller numbers
Long haul 18%
USA Japan Germany UK 0 5000 6,758 6,306 7,193 10000
12,565
15000
Short haul 82%
Source : Data: World Trade Organisation / World Tourism Organisation/ WWW
Does this mean that India cannot become a tourism major ?
Bombay Chamber of Commerce & Industry 31 An Integrated Approach for Promotion of Indian Tourism
36. WHY INDIA NEEDS TOURISM Tourist Arrivals vs. International Trade
Secondly, international arrivals depend upon the level of international trade. Ability to fully exploit the
tourism potential will depend upon India’s ability to develop customer segment focussed strategies
International trade ($ bn) (1999) 2500 2000 1500 1000 500 0
Japan Germany UK USA
Norway South Africa Brazil Turkey Indonesia Thailand India 0
4.481 6.253 5.107
International trade ($ bn) (1999) 117 64 116 93 94 8.651 128 114
6.893 4.7
Hong Kong Korea Singapore Thailand India
China
2.48 2 4 6 8 10 Tourist arrivals (1999) (mn nos.)
0 20 40 60 Inbound international traveller (mn nos.) (1999)
Source : Business Consulting Group Analysis data from World Trade Organisation/ World Tourism
Organisation
37. ϖ *India needs to step up the pace of reforms to encourage global trade and international investment in
India ϖ Smaller countries with high international trade have much high tourist traffic Bombay Chamber
of Commerce & Industry 32
ϖ Countries with similar international trade level have implemented focussed integrated tourism
strategies to exploit the potential offered by international trade ϖ India has not done that An Integrated
Approach for Promotion of Indian Tourism
38. WHY INDIA NEEDS TOURISM Tourist Arrivals vs. Country Size
Ë The level of international trade and not size of the country is important. That is why smaller developed
get more tourist arrivals than larger developing countries like India, Brazil, South Africa, etc. 80
70
France
Source : Data : World Tourism Organisation / WWW Analysis : Business Consulting Group
Tourist Arrivals (in mns.)
60
Spain
The number of travellers coming to India is far lower than for many other countries much smaller in size
than that of India. Therefore it is argued that India remains significantly under exploited as far as its
carrying capacity is concerned.
50
Developed countries
USA
40
30
UK
39. China
20
Germany
Developing Countries
Australia India Brazil
Ë Australia, China & South Africa have recognised this & have become very aggressive in tourism. Others
like HK, Thailand, Malaysia have initiated special efforts to woo tourists Ë Dubai has gone further and
has a single organisation called ‘Dubai Tourism & Commerce Marketing’
HongKong 10 Thailand Malaysia South Africa Singapore Japan Indonesia Dubai 0 Bahamas 0 2000000
4000000
6000000
8000000
10000000
12000000
Total country area (sq.kms)
40. India’s tourism strategy should recognise the importance of co-promoting leisure and business tourism
Bombay Chamber of Commerce & Industry 33 An Integrated Approach for Promotion of Indian Tourism
41. INDIAN TOURISM INDUSTRY
GROWTH ANALYSIS
Inbound Arrivals Indian Tourism (Value Growth) World Tourism - Tourist Density vs Average Daily Spend
Tourism Statistics Need for Strategy Changing Pattern of Consumer Spend Domestic Tourism Indian
Outbound Tourism Satellite Accounting Factors Affecting Tourists - Leisure & Business 26 27 28 29 30 31
32 33 34 35
Bombay Chamber of Commerce & Industry
34
An Integrated Approach for Promotion of Indian Tourism
42. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Inbound Arrivals - India
The total tourist arrivals in India was 2.66 mn according to published statistics, growing at 4% CAGR over
the past decade but stagnated somewhat over the last 4 years
3000 Tourist Arrivals (000. nos) 2500 2000 1500 1000 500 0
-9 2 -9 3 -9 5 -9 6 -9 7 -9 8 -9 9 -9 4 -2 0 91 92 93 94 95 96 97 98 00 -0 1 00
ϖ
CAGR 4.11%
ϖ
Tourist arrivals actually refer to all visitors to India. This number is way below the targeted number of
arrivals of 5 mn. tourists by 2000-2001.
19
19
19
19
19
19
44. INDIAN TOURISM INDUSTRY- GROWTH ANALYSIS Indian tourism (Value Growth)
Though India’s earnings from inbound travel have shown a growth in rupee terms, they have stagnated
in absolute dollar terms during the past 4 years
14000 12000 10000 8000 6000 1.50 4000 2000 0 1991 1992 1993 1994 1995 1996 1997 1998 1999 0.75
Rs. Crore
3.75
$ billion Tourist earnings ($ bn)
3.00
Tourist earnings (Rs. Crores)
θ This stagnation is partly due to business travel not growing … political and business environment has
not been condusive and , there have been events like riots, earthquakes, insurgency in parts of India
which tarnishes the image of India from the leisure tourists perspective
2.25
0.00
Source : CMIE /GOI Department of Tourism
Bombay Chamber of Commerce & Industry
36
46. INDIAN TOURISM INDUSTRY- GROWTH ANALYSIS World tourism : Tourist Density vs. Average Daily
Spend
In addition to increasing inbound tourist traffic, there is also a need to increase the average tourist
spending
120
Average spend per tourist per day ($) High ( ≥ $ 100 )
Singapore
Thailand USA UK
C
Country
Tourist density (no Average spend of tourists per sq per tourist per km of total country day ($) area)
100 80
India China Thailand USA UK South Africa (1998) Brazil Malaysia Singapore Australia Dubai
41.89 N. A 101.65 98.42 81.23 26.68 57.93 N. A 288.13 64.91 N. A
0.75 2.82 5.04 5.04 105.14 4.83 0.60 24.05 9664.86 0.58 24.02
Medium ($ 50 to $ 100 )
47. Australia Brazil
B
60
India
40 20
Low (< $50)
A
South Africa (1998)
0
Low (<1) Medium (1-5) High (> 5) Tourist density (no of tourists per square km of total country area)
Source : Data : World Tourism Organisation/ country tourism body site
India gradually needs to move from A to B diagonally on the graph to tourism revenues
Bombay Chamber of Commerce & Industry 37 An Integrated Approach for Promotion of Indian Tourism
48. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Indian Tourism Statistics
Industry experts opine that India’s tourism strategy is based on unreliable and misleading
Inbound
ϖ
Outbound
ϖ
Of the 2.65 million arrivals the tourists are about 1.2 million (45% of which are leisure tourist,
numbering around 0.7 million) One estimate is that the 2.65 million includes the following categories
Million MLeisure tourists 7 Non-tourist arrivals from Pakistan, Bangladesh & Nepal P NRI returning to
meet family i Airline staff Business visitors on tourist visas, backpackers, etc. 0.7 0.5 0.7 0.25 0.5 2.65
38
Of the 3.9 million tourist departures, genuine tourists are probably 0.4 million only. Of this group tours
are probably as low as 50,000 Nearly 2 million are travelling out for their jobs in the Gulf, etc.
Government & business travellers classified as tourists, Haj pilgrims, etc. probably account for 1.6
million Actual forex outgo under BTQ in 2000 was $ 379 m (RBI). If tourist departures were indeed 3.9
million, the average tourist spend would have been less than $ 100 per head per trip ! RBI statistics of $
2139 million forex outgo on outbound travel (often quoted by tourism related publications as outbound
tourism dollars) actually shows a breakdown by category of travel. Business accounts for 60%
An Integrated Approach for Promotion of Indian Tourism
ϖ
ϖϖ
ϖ
49. ϖ
Source : Data : Field Interviews, RBI Publications,
Bombay Chamber of Commerce & Industry
50. INDIAN TOURISM INDUSTRY- GROWTH ANALYSIS India : Need for Strategy
Domestic tourism is essential to balance seasonality of inbound tourism
ϖ
Being a long haul destination, the flow of inbound tourists is seasonal for India. Only domestic tourism
can balance that to make investment in infrastructure viable Fortunately India’s domestic tourism is
rising for reasons explained in the next two slides
ϖ
Bombay Chamber of Commerce & Industry
39
An Integrated Approach for Promotion of Indian Tourism
51. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS India : Changing Pattern of Consumer Spend
In India, growing disposable income over the years has led to an increase in consumption expenditure
on recreation, education and cultural services, transport & communication increasing from 24% to 28%*
of consumption expenditure
6.32 3.05 11.26 80% 3.38 3.05 12.27 60% 6.06
Private final consumption expenditure (% of total)
6.51 3.15 11.60 3.86 3.00 11.84 6.20
6.75 3.23 11.69 3.98 3.20 11.15 6.48
6.51 3.07 12.18 3.85 3.02 10.34 5.86
6.82 3.40 13.30 4.26 3.04 10.34 6.05
6.69 3.53 13.66 4.39 2.97 10.18 5.23
increasing
100%
Item Misc. Goods & services Recreation, education & cultural services Transport & Communication
Medical & Healthcare
Increase / decrease (1998-99 to 93-94) + 0.37 +0.48 +2.4 +1.01 -0.08 -2.09 -0.83 -1.26
52. θ
40% 54.61 20% 53.84 53.52 55.17 52.79 53.35
declining
Furniture, fuel and power Gross rent, fuel & power Clothing and footwear
Although these activities, conventionally considered the preserve of the classes, can now be afforded by
the masses, the government’s policy initiatives have not changed. * In the case of middle and upper
income groups this presents a much higher share
θ
0% 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99
Food, beverages & tobacco
Source: Data : CMIE
There are huge implications of this shift in consumption for the tourism industry
Bombay Chamber of Commerce & Industry 40 An Integrated Approach for Promotion of Indian Tourism
53. INDIAN TOURISM INDUSTRY- GROWTH ANALYSIS Indian Domestic Tourism
The growth in disposable income has resulted in the total domestic tourist movement in India to more
than double over a period of 7 years.
θ Drivers of domestic tourism
ϖ
Tourist (mn. nos)
Growing size of the Indian middle class with increasing levels of disposable incomes. Increasing chunk of
the salaried class eligible for LTC (a tax free component) Stressful professional life and frequent need for
breaks Pilgrimage Migration for employment
180.00 160.00 140.00 120.00 100.00 80.00 60.00 40.00 20.00 0.00 1993 90.00
CAGR 11.83% 139.13 141.78
159.88
168.20
176.08
*
127.12
56. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Indian Outbound Tourism
Growth in disposable incomes is also one of the major factors responsible for increase in the number of
outbound tourists from India.
ϖϖ
ϖϖ
ϖ
ϖ
ϖ
The number of outbound tourists from India will go up further, especially due to lack of availability of
well developed and reasonably priced tourist destinations within the country.
Bombay Chamber of Commerce & Industry 42 An Integrated Approach for Promotion of Indian Tourism
Growing size of the Indian middle class with increasing levels of disposable incomes. Lack of good,
developed domestic tourist destinations as well as high cost of quality domestic travel Indian psyche &
the social prestige associated with foreign travel Influence of the increasing number of movies shot
overseas as also other channels in the media Aggressive promotions by foreign tourist offices in India
through road shows and regular focussed trade promotions With outbound charter being allowed by the
government, overseas travel will become affordable to many more Indians. Several good international
destinations are cheaper than domestic holidays
CAGR 6.03% Outbound Tourist* (mn. nos)
5.00 4.00 3.00 2.00 1.00 0.00
58. (* These figures are unreliable as explained in Slide 18 but the real outbound tourist numbers have
grown from a low base in 1993 to about 4,00,000 in 2000)
Source : Data : GOI - Department of Tourism
19
99
59. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Satellite Accounting
Not only is tourism per se important for an economy but the trickle down benefits of the travel &
tourism industry on the economy go beyond what is apparent . As a whole, they are too vast to be
ignored
Multiplier effect of tourism: K Transport Accommodation Catering Entertainment Recreation and other
travel related service The secondary & tertiary effects of tourism in the form of increased purchases of
Indian goods, benefits to the transport industry etc, which in turn drives the demand in the
manufacturing sector & creates employment. Increased employment further drives demand due to
higher disposable incomes.
Travel & Tourism industry
T&T Economy
Food/ beverage supply, Laundry Services, Oil/ Gas supply, Wholesalers, Printing/ Publishing, Utilities,
Financial Services, Sanitation Services, Furnishings & Equipment Suppliers, Security Services, Rental car,
manufacturing, Transportation Administration, Tourism Promotion, Ship Building, Aircraft
Manufacturing, Resort Development, Glass Products, Iron & Steel, Computers, Utilities, Concrete,
Mining, Plastics, Chemicals, Textiles, Metal Products, Wood
Source: WTTC
The satellite accounting figures suggest that the $ 11.33 bn. T&T industry in India (2000) supported a $
23.8 bn. T&T economy
Bombay Chamber of Commerce & Industry 43 An Integrated Approach for Promotion of Indian Tourism
60. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Factors Affecting Indian Tourism - Leisure Tourists
India’s low leisure tourist numbers (inbound as well as domestic) could be attributed to 4 major reasons
Inadequate Promotion & Marketing
ϖ Poor image ϖ Inadequate targetting (country & type of tourist) ϖ Concept (diffused & no continuity)
ϖ Poor co-ordination between various marketeers and Government ϖ Inadequate information on
several tourist destinations ϖ Potential marketing channels not exploited ϖ Major fun magnets for
tourists (e.g. Disney etc. in USA, France, Japan, etc. which draw tourists by the thousands) have not been
created in India
Poor infrastructure
ϖ Inadequate in quantity due to ϖ low investment by Government and private sector, ϖ cumbersome
procedures for creating infrastructure, etc. ϖ ϖ Inadequate quality due to lack of focus on customer and
poor co-ordination ϖ Poor VFM due to high taxation ϖ and high price caused by low competition ϖ
Poor functioning of Railways, ϖ Government owned airlines, etc. ϖ Lack of well co-ordinated top quality
tour packages (intra & ϖ intercity) with door-to-door service
Restrictive Policies
Cumbersome visa procedures Interstate movement of tourist vehicles Bureaucratic processes for getting
clearances to set up infrastructure Hurdles for foreign ownership of tourism infrastructure Hurdles in
private sector management of heritage sites (Taj Mahal is an exception) Prohibition laws in certain
states
Other Obstacles
ϖ Perceived low safety, cleanliness, reliability ϖ Obstacles for tourists (visas, bookings, language, etc) ϖ
Inadequate entertainment and shopping opportunities ϖ Poor upkeep of tourist attractions ϖ
Discriminatory pricing of historical sites for foreigners ϖ Exploitative attitude of some service providers
ϖ Poorly trained guides, lack of signages/ information disseminating mechanism ϖ Sudden changes in
tariff and taxes affecting even pre sold tours
61. Source: A listing of issues that came out in Focussed Group Discussions with experts in the tourism
industry Bombay Chamber of Commerce & Industry 44 An Integrated Approach for Promotion of Indian
Tourism
62. INDIAN TOURISM INDUSTRY - GROWTH ANALYSIS Factors Affecting Indian Tourism : Business Tourists
India’s low business tourists numbers (in bound and domestic) could be attributed to
Inadequate magnets to attract business groups
ϖ Very few Trade Fairs to attract business tourists (except a few at Pragati Maidan) unlike, say for
example, Germany which holds 2/3rd of all major international trade fairs & attracts 1.8 mn tourists
from outside Germany alone. ϖ Lack of nightlife & entertainment ϖ Since India remains largely isolated
from global trade (nonconvertible currency, low foreign trade, severe restrictions even for transit of
goods, etc.) international business tourists do not need to visit India
Inadequate facilities for business conventions
ϖ India is not equipped to handle very large international business conventions unlike destinations in
USA, Europe & East Asia Pacific ϖ Even for smaller conventions, facilities exist only at a few 5 Star hotels
in a few locations ϖ Other competing countries in Asia are able to offer better value packages
Attitude towards potential business investors
ϖ Barring a few notable exceptions, the business traveller to most parts of India faces a disinterested
bureaucracy, inadequate information, an attitude that smacks of being given permits as a favour and not
as a welcome guest
The 4 reasons listed for leisure tourists
ϖ Same as for leisure tourists
Source: A listing of issues that came out in Focussed Group Discussions with experts in the tourism
industry 45 An Integrated Approach for Promotion of Indian Tourism
Bombay Chamber of Commerce & Industry
63. AN INTEGRATED STRATEGY
Strategic & Operational Initiatives Influence & Facilitate Tourist Decisions Branding & Marketing Strategy
Facilitate Tourist Arrival, Stay & Movement Tourism Infrastructure Pricing & Taxation 37 38 43 49 56 59
Bombay Chamber of Commerce & Industry
46
An Integrated Approach for Promotion of Indian Tourism
64. AN INTEGRATED STRATEGY: STRATEGIC AND OPERATIONAL INITIATIVES Tourism as a Priority Industry
Strategic & Operational Initiatives
Operational initiatives
ϖ
Strategic initiatives
ϖϖϖ
Operational measures aimed at improving the operational efficiency by focussing on infrastructural
constraints & how best can the existing infrastructure be better utilised with the available resources
Tours to be packaged for relevant customers as one complete experience Brand Indian Tourism through
development of ‘National Tourism Logo’
Government should declare Tourism as a Priority Industry as Software industry Put Tourism on the
Concurrent list of the Constitution of India Government should increase outlay on Tourism: India spends
only 0.9% of GDP on Tourism as compared to 49% in most other countries Lay down a master plan to
implement planned & phased development / upgradation of infrastructure & areas of tourism potential
with private sector participation Policy initiatives for the same aimed at improving the operational
efficiency by focussing on infrastructural constraints and optimising existing infrastructure with the
available resources
47 An Integrated Approach for Promotion of Indian Tourism
ϖϖ
ϖ
ϖ
66. AN INTEGRATED STRATEGY : INFLUENCE & FACILITATE TOURIST DECISIONS Target Countries & Needs
India should focus marketing efforts on just six countries
Country target
ϖ
International tourism expenditure % (1998)
USA 12.7% Germany 10.6% Others 50.0% Japan 6.5% UK 7.3% France Canada Italy 4.0% 2.4% 4.0%
Netherlands 2.5%
There is a clear need for focus on a limited number of countries because India’s financial resources for
marketing are limited. India should focus on just six countries (USA, UK, Germany, Japan, France and
Italy) which account for 53% of the outbound tourists and 45% of the world tourism expenditure. That
will be all long haul tourists. To counter balance their traffic seasonality India needs to look for load from
some special segments of those countries and other source countries. In the target countries, India
needs to have a ‘push-pull’ strategy which will pull potential tourists to travel agents and tour operators
and incentivise the travel trade to push for India since they play a big role in helping a tourist to decide
on the destination, itinerary, planning, etc.
45%
ϖ
International tourism supply % (1998)
USA 14.8% Others 41.6% Germany 12.4% Japan 7.6% UK 8.5% France 4.7%
Push-Pull Strategy
ϖ
67. Canada 2.8% Netherlands 2.9% Italy 4.7%
53%
Source Data : World Tourism Organisation
Bombay Chamber of Commerce & Industry
48
An Integrated Approach for Promotion of Indian Tourism
68. AN INTEGRATED STRATEGY : INFLUENCE & FACILITATE TOURIST DECISIONS Target Countries & Needs
We need a clear and distinct strategy for each country
ϖ
In those few countries there is a clear need to have detailed market research data which identifies the
consumer segments for which a long haul travel will be relevant, understand the socio-economic profile,
demographic profile and tourism interests and habits of each segment. Without that marketing efforts
could go awry. For instance: USA
East Asia 29%
ϖ
American outbound tourists American outbound tourists
Govt./Military 2% Craftsmen/ factory 3% Clerical/ sales 4% Homemaker 5% Others 2% Manager/
Executive 31%
Religion/ pilgrimage 2% Study/ teaching 2% Convention conference 2%
Asia 2% Middle East 5% Africa 2%
VFR 39%
Central America 3% South America 8%
Europe 51%
69. Student 6%
Professional/ technical 38% Retired 9%
Business 28% Leisure/ recreation/ holiday 27% Purpose
Destination Country
Source : Data : Travel Industry Association of America
Occupation
ϖ
These statistics suggest that 36% visit East Asia Pacific, South Asia and the Middle East but only 2% head
for South Asia. Would it be possible to club India with a trip to East Asia (29%) through suitable
incentives and marketing? Many of them travel in Aug / September when it rains heavily in many parts
in India. Which destinations should India market in August / Sept? Others travel around Christmas, New
Year.
49 An Integrated Approach for Promotion of Indian Tourism
Bombay Chamber of Commerce & Industry
70. AN INTEGRATED STRATEGY : INFLUENCE & FACILITATE TOURIST DECISIONS Target Countries & Needs
Each of India’s target countries will have its own characteristics and each relevant segment within it will
have its own idiosyncrasies. Example : Japan
Japanese outbound tourists Japanese outbound tourists
Other New Zealand 23% 1% Australia 5% Europe 13% Hong Kong 5% 50-59 years 16% Korea 10% China
6% Taiwan 5% USA 32% over 60 years 12% 0-4 years 3% 10-19 years 5% 40-49 years 17% Individually
Arranged 29% Group Travel 11% Others 7% 20-29 years 28% Package Tours 53%
30-39 years 19%
Destination Country Source Data : www.tradeport.org
ϖ
Age Profile of Outbound tourist
Type of Travel
Most Japanese travel around end Dec - early Jan, the Summer OBON (around August 15) and the Golden
week (April - May). They take short vacations and head largely to Korea, Taiwan, Hong Kong, China and
USA (where Hawai is the key destination). The rest of America and Europe have a good mix of leisure,
student and business travel. India neither fits in as a leisure spot nor a business magnet. The Japanese
traveller is not as religious as he is made out to be. If India has a Buddhist trail to offer, the target is
probably the ‘over 60 year old’ Japanese who account for 12% of the Japanese outbound tourist. What
are this segment’s specific needs for mode of travel, type of experience, food requirements, cleanliness
requirements, tour guide and other facilities? Unless this is known, marketing India to Japan may be a
waste of money 50 An Integrated Approach for Promotion of Indian Tourism
Bombay Chamber of Commerce & Industry
71. AN INTEGRATED STRATEGY : INFLUENCE & FACILITATE TOURIST DECISIONS Target Countries & Needs
A clear strategy is required for the other target countries as well
ϖ
The Germans, French and Italians are known to be travel-friendly and may seek warm destinations in
July-August. Neighbouring countries like Maldives and Sri Lanka have exploited their beaches to lure
tourists from these destinations with well co-ordinated strategies. India for some reason, has restricted
tourist arrivals in the Lakshadweep which is next door. Barring Goa, the much talked about beautiful
coast line brings in more drift wood than tourists. The beaches of Thailand, Malaysia and Indonesia take
in tourists by the millions, whereas the Andamans and Nicobar remain largely ignored …. and probably
intentionally, due to the Governments perceived security threat. We need to realistically assess whether
islands around India are particularly vulnerable, whereas it is not so for the rest of the world.
India should focus on relevant consumer segments in a few focussed countries and offer all the
attractions that are relevant to them based on serious market research
Bombay Chamber of Commerce & Industry 51 An Integrated Approach for Promotion of Indian Tourism
72. AN INTEGRATED STRATEGY : INFLUENCE & FACILITATE TOURIST DECISIONS Target NRIs
Persons of Indian Origin should be targeted
• It is estimated that there are over 20 million NRI’s the world over . Only 3.5% travelled to India last
year, even if it is wrongly assumed that there are no multiple trips. The 1987 statistics reveal that of the
12.5 million Indians living abroad, two thirds were in other Asian Countries who would tour India
without much prodding if there are interesting and economical tourist packages. It is significant that
there may be more than 3 million Indians living in the 6 target countries for world tourism. They are
known to travel like others living in the country of residence, to various parts of the world. There is a
case for motivating them to visit their roots through a targetted marketing strategy because anecdotal
evidence suggests that the second and third generation NRIs have little desire to travel to India due to
loss of roots. If they travel to India and have a good experience, they are likely to become better brand
ambassadors for Indian tourism in their country of residence than many others. Location of Persons of
Location of Persons of Indian Origin Indian Origin
Middle East 8.5% Africa 13.4% Oceania & Indonesia 3.7% America 13.1% Europe 7.7%
Source Data : Statistical Outline of India 1992-93
•
Asia 53.5%
•
The opportunity exists.
Bombay Chamber of Commerce & Industry 52 An Integrated Approach for Promotion of Indian Tourism
73. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Product Packaging
Tours should be packaged for the relevant customers as one complete experience.
• India no doubt, has several good hotels, at least one good domestic airline, one good rail experience
for tourists, many good beaches, several outstanding historical monuments, entertainment spots,
several brilliant people in the travel & tourism industry with good ideas, a well intentioned tourism
ministry. But put these in the chain from travel booking to visit to return to home country & what you
get is a mixed experience, with service gaps, joy killers and some delightful movements. Even to connect
these islands of excellence requires someone to co-ordinate all the linkages. This need not be the case if
a tour is understood to be a complete experience and is served as a one single continuum. The Kerala
package offered by a five star hotel group and a private airline is an outstanding example of what can be
done to create a great tourism experience for domestic or international tourists.
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An Integrated Approach for Promotion of Indian Tourism
74. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Branding
Indian tourism needs Branding that will reflect the experience that the tourist can expect
ϖ
Tourism needs branding no less than any consumer product. There has to be a promise that appeals to
the relevant population. There has to be a theme/ logo that is relevant and one that can be actually
experienced during the visit. Several countries have adopted certain themes and positioned tourism in
their countries in a manner that attracts the target segments. See the box alongside. ‘Experience India’ a
joint initiative of the private sector and the Government appears to be a step in the right direction. A
theme for marketing India could emerge from it. The ‘Maharaja’ logo could represent the tourists’
experience in India. Various organisations in the tourism business should be allowed to use the Indian
Tourism Logo provided they adhere to certain norms and policies that are laid down.
Thailand - “Land of Smiles” Malaysia - “Malaysia truly Asia” Mauritius - “1% water, 99% fun” Maldives -
“The sunny side of life” Dubai - “Discover Dubai” Srilanka - “A land like no other” Seychelles - “Seychelles
magic”
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An Integrated Approach for Promotion of Indian Tourism
75. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Multi-Channel Approach
Multi-channel approach to promotion of the concept of Indian tourism using a unified theme for
promotion
Channel Dollar Debit Cards Approach to promotion/ information dissemination Debit cards can be
issued to Foreign tourists on payment in foreign exchange by approved agencies e.g. Forex Dealers,
select tour operators, etc. ‘Debit Cards’, to be acceptable for all tourism related purposes - air, train,
hotel and restaurants, monument entry, shopping etc. Companies who participate, will have to provide
the necessary infrastructure to handle debit cards, give token discounts/ facilities and portray the
‘Tourism Logo’ at their company premises. A booklet giving names of all participant agencies will have to
be provided to the tourists on purchase of’ ‘Debit Cards’. The cost of this ‘Debit Card’ should be
recovered through advertisements Popularity of Indian cuisine overseas is undisputed. At peak hours
there is considerable waiting time at a majority of these restaurants. This waiting time could be utilised
to promote India as a tourist destination by screening of theme videos & disseminating information
through information kiosks. This also ensures that the promotion is addressed to the right audience.
Select Indian restaurants in target markets should be tapped
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An Integrated Approach for Promotion of Indian Tourism
76. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Multi-Channel Approach Channel
Concept of co selling / co marketing with key operators Approach to promotion/ information
dissemination Underwriting the media costs of promotion. This would not only incentivise the tour
operators to promote India as a destination amongst the tourists but also help depict India much more
prominently in the media (brochures, information booklets, billboards etc.) Identifying destinations of
high tourist traffic in the same region as India and pursue tourists coming to these destinations to come
to India through attractive fares, targeted promotions. Plan joint charter flight with neighboring SAARC
countries like Nepal, Sri Lanka, Maldives on one leg of their journey and take Indian destinations like
Goa, Agra, Jaipur on the other. Offer attractive fares for tourists visiting South East Asian countries
(could be to visit Andaman & Nicobar islands) Plan joint promotional initiatives with Indian and other
willing carriers & promote India as a tourist destination. Outsourcing promotion and marketing activities
in the target countries to private players with periodic targets to be fulfilled by the agency. This would
also help provide much needed accountability towards fulfillment of targets. It is not practical to expect
the Government of India’s Tourism Department alone to get the required reach
56 An Integrated Approach for Promotion of Indian Tourism
ϖ
Airline Schemes
ϖ
ϖϖ
Outsourcing promotion and marketing activities in the target countries
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Bombay Chamber of Commerce & Industry
77. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Multi-Channel Approach Channel
Approach to promotion/ information dissemination
World Wide Web site for information and action
ϖ
An interactive website that carries the India brand, conveys the proposed theme, and helps tourists with
all kinds of information which will help a tourist from all the relevant segments in the target countries to
know all that is relevant to select India as a destination, decide on the itinerary, city specific details to
decide on the specific activities, the hotels to stay in, the transport to book, the shopping that can be
done, the entertainment available, etc. Interactive facilities to query and get information or action such
as reservation, etc. There are websites in India which partially meet these requirements or deal with just
one state. A comprehensive effort is called for, with hyperlinks to the service provider sites. It should be
available in the languages of the target countries. Such an initiative could be made to pay for itself by
subscriptions fees from industry participants. PIO’s/ NRI’s can serve as goodwill ambassadors for the
country. With the increasingly large number of Indians overseas and their knowledge about the country,
they can be a good source of promotion. The expatriate community is very strong overseas. They have a
lot of community activities and celebrations during various Indian festivals. These can be used to
promote India as a tourist destination amongst the people interested to know more about India and its
culture.
57 An Integrated Approach for Promotion of Indian Tourism
PIO’s/ NRI’s in overseas countries
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Bombay Chamber of Commerce & Industry
78. AN INTEGRATED STRATEGY : BRANDING & MARKETING STRATEGY Multi-Channel Approach Channel
Approach to promotion/ information dissemination
Expatriates in India (includes foreign consulates in India) Indian consulates abroad Business Travelers
visiting India Media/ sports celebrities Incentivising tour operators Mass media (TV, radio, movies etc)
ϖ
Expatriates could be a very good source of promoting India as a tourist destination to a large overseas
destination. For this, the domestic tourist destinations should be promoted aggressively within the
expatriate community. Indian consulates abroad could be used as a medium of information
dissemination / promotion Business travelers, if provided with a good experience, could serve as an
excellent word of mouth publicity for India. India has always attracted celebrities from the west who are
in search of spiritual solace. These people could be not only targeted for promotion but also they could
be used as a channel to promote India as a tourist destination. Tour operators could be incentivised
lucratively for selling packaged tours to India Establishing contacts with TV program producers, travel
writers, adventure societies, religious groups, film producers (to encourage them shoot in India)
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Bombay Chamber of Commerce & Industry
80. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Facilitate Visa Issuance
Having identified target countries remove obstacles
Situation
ϖ
Suggestions
ϖ
Indian missions are located in a few cities in the overseas countries. Tourists willing to tour India need to
get a visa for which either they have to personally travel to the city where Indian mission is located or
send their passport to the Indian mission through post or some other form of delivery. For example a
tourist in Manchester has to either send his passport to Edinburgh or personally go there in order to
obtain a visa. Individuals are not very comfortable parting with their passports.
Visa on arrival for certain categories of tourists/ countries at least for a limited duration of stay.
Facilitate entry of foreign tourists, visiting India in large groups, by allowing inbound travel operators to
bring these tourists into India without any visa requirements on the guarantee of the tour operator. This
facility can be extended only to reputed tour operators with an established track record.
ϖ
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82. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Facilitate Visa Issuance
Visitors/ tourists of all nationalities (except Nepal) require visas for visiting India
Nationality American Australians British Canadian European/ Other Indian Bangladesh Nepal Singapore
Sri Lankan Japanese Nepal Y Y Y Y Y No Y NA Y Y Y India Y Y Y Y Y NA Y No Y Y Y Sri Lanka Maldives #
Bangladesh @ No No No No No No No No Y No No No No No No Yes No No No NA No No No No No No
No Y NA No No Y Y Singapore No No No No No Y No No NA No No Japan No Y No No No Y Y Y No Y NA
Canada No No No NA No Y Y Y No Y No Greece No No No NA NA Y Y Y No Y No UK No No NA No No Y Y Y
Y Y No Australia * Y NA Y Y Y Y Y Y Y Y Y USA NA Y No No No Y Y Y Y Y No
* Australia is ETA - Electronic Travel Authority # Visa on arrival on presentation of health papers @ For
items marked ‘No’ visas are issued on arrival at Colombo Airport
Source : WWW
Visa on Arrival is available in countries like Bhutan, Sri Lanka, Nepal, Singapore, Seychelles, Maldives,
Macau, Thailand, Turkey, Taiwan, etc. who are competing with India for tourists
Bombay Chamber of Commerce & Industry 60 An Integrated Approach for Promotion of Indian Tourism
83. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Facilitate Visa Issuance
By categorising countries, India could do away/ facilitate visa requirements without compromising
security concerns
Country Category
Visa Criteria
Identified markets for promoting India as a tourist Category 1 destination in terms of tourists interest,
disposable No visa requirements income, historical data e.g. USA, select European countries, Japan, etc.
Category 2 Tourists from countries seen as a potential hazard from the point of health or some other
factors e.g. African countries, Middle East, etc. Category 3 Tourist from countries seen as a potential risk
in terms of illegal migrants, national security, e.g. Afghanistan, Pakistan, Bangladesh etc. Visa on arrival
based on laid down criteria (presentation of required documents, certificates, etc.) Stringent visa
requirements in the interest of issues like national security, illegal migration, etc.
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84. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Remove Obsolete Laws
Without Compromising Security
Obsolete laws & restrictions obstruct tourism.
Indian visitors have to procure permits to go to some parts of the North Eastern region due to the
enforcement of ‘Inner line permits (ILP’s)’ in some hilly states. Restricted area permits for foreign
tourists to be procured in addition to visa requirements. Restrictions like prohibition of photography on
dams & installations like All India Radio (AIR) stations could be done away with after proper assessment
of security & related issues. The recent rule requiring Indian citizens to report their foreign visitors to
the nearest police station if they stay more than a certain number of hours is another case of unrealistic
policy.
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85. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Infrastructure - Soft
Issues
Need to address negative impressions about India
ϖϖϖ
Security Language Quality of tour guide Safety standards Quality of lodging & boarding Cleanliness &
hygiene conditions
ϖ
It is very important for India to deal with problems and also address misinformation in their promotions
too. Lack of information could result in the tourist decision being influenced by adverse media reports
which may talk about some trouble/ calamity in some state of India which may not even be of concern
to the tourist since he may be visiting some other state albeit within India. The fact that India’s cultural
& geographical diversity is so vast that some trouble happening in Kashmir or some natural calamity in
Orissa does not in any way affect the tourist planning to visit Rajasthan. The international image of India
is that of a country that epitomies poverty, poor hygiene & low safety standards. There is always a fear
within the tourists that they would contract some disease when they visit India. This needs to be
countered. Stray experience of being taken for a ride gets blown out of proportion. This needs to be
curbed but that alone does not keep tourists away from India. How does Italy with a similar reputation,
get tourists?
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86. ϖ
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An Integrated Approach for Promotion of Indian Tourism
87. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Maintenance of
Heritage Sites
Like Italy and Greece, India too, can attract tourists to our monuments / heritage sites
Ground realities/ facts/ Issues :
ϖ
The need
ϖ
India has 3700 protected monuments and 10000 unprotected monuments. Archaeological Survey of
India. Does conservation, illumination, penetration, creating public facilities, and publications/
promotions. ASI’s annual budget is Rs. 156 crores i.e. Rs. 7600/- per monument per year (after providing
for salaries and expenses of the ASI). This amount is not at all sufficient to fulfil even the basic
preservation and maintenance of monuments and sites.
ϖ
Restoration and maintenance of world heritage structures and the surroundings like approach roads,
non ticket areas etc. Ensure that people other than tourists (beggars, urchins, encroachers etc) do not
get inside the monument premises. Provide a safe and secure environment to enable the tourists to
have a memorable experience inside the monument. No amount of increase in gate collections will solve
the problem 38 sites have been identified. Get the private sector to participate in funding (and
managing the property if possible)
ϖ
ϖ
88. ϖ
Source : Data : India Today 9th July, 2001 Bombay Chamber of Commerce & Industry 64 An Integrated
Approach for Promotion of Indian Tourism
89. AN INTEGRATED STRATEGY : FACILITATE TOURIST ARRIVAL, STAY & MOVEMENT Preserving Heritage
Sites
Preserving the participation.
heritage
of
India
closer
government
private
sector
Action Plan : List of 38 sites prepared, which are in need of fiscal support. Sites include the likes of
Ajanta/ Ellora, Fatehpur Sikri, Hampi, Red Fort, Alchi monastery Ladakh. Start action with private sector
help quickly
Govt. benefits from increased tourist turnout : - Benefit to the local economy and the country as a
whole. An ideal way to solve out regional economic balance - Prevent heritage property from falling to
pieces - Can avail of best possible advice and services of experts in the fields of restoration and
conservation
90. Private sector benefits : - Guarantee mileage at the site like signages, etc. - Use of monument’s image in
their advertisements - Private players have a say in the management of their money - Corporate and
individual donations under ‘Adopt a Monument’ scheme, eligible for full income-tax exemption as also
other benefits which may be site or project specific
Source : Data : India Today 9th July, 2001
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An Integrated Approach for Promotion of Indian Tourism
91. AN INTEGRATED STRATEGY : TOURISM INFRASTRUCTURE Strategic Measures - Special Tourism Circles
Since it is impractical to raise the quality of infrastructure across the whole country ‘Special tourism
circles’ could be developed around anchor tourist destinations and promoted under a unified theme of
India.
ϖ
Specific products, (represented by destinations) covering various interest areas to be identified
alongwith anchor destinations in a number of regions for development. The anchor destinations and the
surrounding ‘destinations’ representing the products should be classified as ‘Special Tourism Circles’.
ϖ
ϖϖ
ϖ
ϖ
ϖ
ϖ
‘Special Tourism Circles’ should satisfy the needs of a variety of needs of target tourist interest groups by
offering a mix of conventional & contemporary destinations & activities. Personalization &
individualization of itineraries wherein the tourists should be able to pick & choose, to suit individual
tastes, from a basket of offerings. Each designated area should be provided with full fledged
infrastructure facilities. Package of monetary & financial assistance/ incentives for private participants
should be conceived to provide impetus to tourism. There is no need to prevent foreign ownership or
92. leasing of infrastructure. The anchor tourist destination for each ‘Special tourism Area’ should be the
focus of all promotions & should serve as as gateway city for that particular ‘Special Tourism Circle’.
‘Special Tourism Circle’ should specifically address basic areas of concern of inbound tourists like safety,
security, hygiene & cleanliness etc., should be kept clear of beggars Concept of ‘Project in the Box’
wherein tourism & related projects are cleared subject to the parties agreeing to comply to a given set
of regulatory conditions.
The final objective for this is to be able to offer & deliver to the tourist, an ‘Experience’ comparable to
the best in the world & not a destination
Bombay Chamber of Commerce & Industry 66 An Integrated Approach for Promotion of Indian Tourism
93. AN INTEGRATED STRATEGY : TOURISM INFRASTRUCTURE Strategic Measures - Special Tourism Circles
Various regions within India need to be evaluated for potential of developing them into ‘Special Tourism
Circles’.
‘Special Tourism Circles’ should be selected after evaluating the regions in terms of the ‘Infrastructure
Development Index’ & ‘Potential for Exploitation’ which should be based on the following parameters:
ϖ Carrying capacity of the region (in terms of number of tourists) ϖ Connectivity/ infrastructure (tourist
specific/ general) ϖ Extent of investment required for building/ upgrading the necessary infrastructure
to world class levels. ϖ The attractiveness of returns in terms of return on capital employed, time for
breakeven etc (tourist specific/ general infrastructure) ϖ Assessment of the region (in terms of safety,
manpower availability, tourist interests it can satisfy) ϖ Popularity amongst the domestic tourists ϖ
Identify boundaries for these areas for necessary notification ϖ Master plan for the area for the purpose
of development
ϖϖ
Develop & allot land for hotels & tourism related services at reasonable rates To constitute Special Area
Development Authority
Facilitate private sector participation through fiscal incentives & by allowing private companies to bid for
development rights in various circuits/ areas which could cover various tourism related infrastructure
Bombay Chamber of Commerce & Industry 67 An Integrated Approach for Promotion of Indian Tourism
94. AN INTEGRATED STRATEGY : TOURISM INFRASTRUCTURE Strategic Measures - Special Tourism Circles
Based on such evaluation we would have four categories of regions for development. Some places in
each cell need to be identified
High
Infrastructure Development Index
Regions already exploited like the Golden Triangle
1
2
Goa Kerala
There needs to be different strategies for each of the three categories. Policies should facilitate relevant
action on the ground by hotels, airlines, tour operators, etc. The overall game plan is to move places in
category 3 to 2, and then to category 1 over a period of time by planned development of domestic and
inbound tourism. This paper does not seek to classify individual regions. That requires a detailed study.
The places mentioned in the cells are merely illustrative
4
3
Low priority for tourism
95. North East Andaman & Nicobar
Low Low Potential for further exploitation High
Goa & Kerala, for instance, could provide the platform for the government to start promoting tourism
on the international scene
Bombay Chamber of Commerce & Industry 68 An Integrated Approach for Promotion of Indian Tourism
96. AN INTEGRATED STRATEGY : PRICING & TAXATION Pricing
High cost of tourism in India despite indifferent infrastructure is a result of high taxation and inadequate
competition.
ϖ
Restrictive policies and the maze of permits / clearances that are the legacy of the licence Raj continue
to hamper the travel and tourism industry. This naturally reduces the infrastructure on the ground and
leads to higher pricing due to shortage. Multiplicity of taxes, high licence fees, etc. raise the cost of
hotels and travel services. It is a case of the Central and State Government killing the goose that lays
golden eggs. Much more can be earned by taking inbound travel to India from the measly 2.6 million per
year to 5 times that (China : 27 million, Turkey : 7 million, Thailand : 9 million) than by charging 30-40%
taxes which stunt the industry. One should not forget the domestic tourists (including business) who
automatically cut down on such expenses. Government should look at the elasticity of demand for
tourism and not do simplistic revenue budgeting. Discriminatory pricing of air travel, entry to historical
sites and sanctuaries weighed against foreigners is not taken to kindly. We are well within our rights to
do so, but the question is, what message does one want to convey to foreign tourists?
ϖ
ϖ
Tourism demand is price elastic
Bombay Chamber of Commerce & Industry 69 An Integrated Approach for Promotion of Indian Tourism
97. AN INTEGRATED STRATEGY : PRICING & TAXATION Taxation Policy
Tax Deferment through creation of a ‘Currency Fluctuation Reserve’
The Tourism Industry, one of the largest foreign exchange earners for the country. Income from Tourism
in Foreign Exchange should be ‘Deemed as Exports’. It is crucial for the country to enhance foreign
exchange reserves. As an incentive, Government should permit the Tourism and thousands of related
industries to create “Foreign Exchange Fluctuation Reserve” to the extent of Net Foreign Exchange (NFE)
earned. A fixed percentage of each years’ profit can be transferred to this reserve account, subject to a
monetary limit on the aggregate amount of such reserve not exceeding the Foreign Exchange exposure.
The annual contribution to such reserve should be tax deductible at the time of transfer of amount to
reserve account. After a period of, say, 5 or 8 years, such amount transferred to reserve account can be
released on payment of tax. This tax deferment will provide financial support to the Foreign Exchange
earner to meet any foreign exchange risks, which may arise and improve their margins to some extent.
At the same time the Government will get its tax revenue, though after a specified period. A similar
incentive mechanism was operating earlier for investment in plant & machinery as “Development
Reserve”.
Tourism Industry could be ‘deemed as Exports’ to the extent of Net Foreign Exchange earned’ by the
Industry
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98. Organisational Mechanism
For Development of Tourism
Government & Industry to Unite Strategically Possible Models Why a Professional Body ? - ‘National
Association for Tourism Promotion’ (NATPRO) ‘NATPRO’ - Aims and Objectives Action Steps for
‘NATPRO’ 64 65 61 62 63
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99. ORGANISATIONAL MECHANISM FOR DEVELOPMENT OF TOURISM Strategic Government & Industry
Partnership
Strategies & policies for development of Tourism in India requires an effective body for co-ordination
between government and industry
Issues
ϖ
Action areas/ decisions concerning the tourism industry are out of the jurisdiction of the Ministry of
Tourism & involves other ministries as well. (such as the Ministry of External Affairs, Ministry of Finance,
Ministry of Urban Development, Home Ministry, Ministry of Environment at the centre and various
Ministries and Departments at the State level). They often retard or work at cross purposes despite the
best intentions. Policy initiatives by the GoI through a series of National Tourism Policies as well as fiscal
incentives like tax breaks etc. have failed to bring life to this industry primarily due to lack of any action
at the ground level There is a clear need to build & sell the brand of Indian tourism worldwide but there
is no single body depicting the united face of the tourism industry in India Presently, the tourism
industry is represented by a large number of associations/ bodies. These associations / bodies are either
a part of a larger industry body or are tourism industry related trade bodies (either an industry
association or a trade body). Each association/ body works independently with its own agenda. e.g.
ASSOCHAM, FICCI, CII, IATO, TAAI, FHRAI, apart from Bombay Chamber of Commerce & Industry None of
the bodies currently monitor, maintain & update detailed reliable data related to the tourism industry
ϖϖϖ
ϖ
The need is for a mechanism whereby development and implementation of various strategies & policies
are ensured.
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100. ORGANISATIONAL MECHANISM FOR DEVELOPMENT OF TOURISM Possible Models
There are three models for developing a unified body to represent the tourism industry
Federation of the various trade Associations that belong to Travel and Tourism ϖ Danger of getting
labelled or positioned as yet another trade body for lobbying, a constant internal tussle for turf for
prioritisation of issues, etc.are the inherent dangers of this model ϖ A co-ordinated panel of the
Tourism cells of CII, FICCI, Assocham, etc. is not being considered because these association do not as
yet have a track record of joint working except on specific issues. ϖ What is required is a fully
operational organisation and not a panel, and it needs to be headed by people who will rise above the
sectarian interests of one trade or the other, even if they belong to one Board of Tourism Development
in India ϖ Not recommended because in India, Boards tend to be quasi Government bodies with a good
charter but little power or funds to provide action. The organisational format too is not conducive. e.g.
Coffee Board, Rubber Board, Tea Board, etc. ϖ However, the Singapore Tourism Promotion Board and
Dubai Tourism are outstanding examples of success A NASSCOM like format with industry leaders
working in close touch with the Government ϖ A fully professional private sector initiative with a
functioning organisation with clear objective and plans ϖ What NASSCOM did for the IT sector can be
done for the tourism sector ϖ The GOI understands this model and can be persuaded to support it
For convenience, the suggested body is referred to as NATPRO
Bombay Chamber of Commerce & Industry 73 An Integrated Approach for Promotion of Indian Tourism
101. ORGANISATIONAL MECHANISM FOR DEVELOPMENT OF TOURISM Why a professional body - ‘National
Association for Tourism Promotion (NATPRO)’
Prima facie there is a case for the creation of ‘National Association for Tourism Promotion (NATPRO)’ an
apex professional body which can coordinate & promote the interest of the tourism industry with a
single voice
Why a professional umbrella body for the Tourism industry ?
ϖ
There is a need to co-ordinate the needs and activities of the various trade bodies on the one hand and
co-ordinate the actions of various ministries which act independently but impact the tourism business
The option of vesting of all possible powers / responsibilities related to the tourism industry with a
single ministry is also not a practical solution, because of the nature of issues involved. Will effectively
function as an apex body representing all the major tourism industry related trade Associations.
Therefore a full time professional body is required to deal with issues and work for Indian tourism in a
co-ordinated manner.
ϖ
ϖ
ϖ
Such a body would act as the prime catalyst for the growth of tourism & related industry.
Bombay Chamber of Commerce & Industry 74 An Integrated Approach for Promotion of Indian Tourism
102. ORGANISATIONAL MECHANISM FOR DEVELOPMENT OF TOURISM ‘NATPRO’ - Aims and Objectives
The Government needs to encourage the creation of such a body as it will complement the role of the
Tourism Ministry
Aims & Objectives of ‘NATPRO’ ϖ Vision and Strategy: Build a brand of Indian tourism & work towards
building & delivering what the brand promises to offer ϖ Maintain close interaction & work actively with
the GoI in formulating National Tourism Policy & other related issues ϖ Maintain & disseminate
information & statistical database of tourism & hospitality services related activities ϖ Take effective
steps to create awareness about the economic & social benefits of tourism ϖ Promote the concept of
travel as a leisure activity domestically. ϖ Encourage members to provide world class quality products &
services by laying down industry standards of service, manpower quality & infrastructure. ϖ Actively
help in the development of tourism related service infrastructure by assuming the role of certifying/
accreditation body for various tourism industry related vocation & training institutions. ϖ Provide an
ideal forum for overseas & domestic players to explore the vast potential of Indian tourism through joint
ventures, strategic & marketing alliances, joint product development by organising business meets with
delegations of various countries. ϖ Provide members with opportunities to participate at major tourism
events across the world & organise tourism events in India. Involve membership participation in various
forums on subjects like HRD, Export, Food & Nutrition, Housekeeping etc.
Act as advisory, consultative and co-ordination body for tourism industry through representatives in
various committees of the Government of India including various Ministries like Ministry of Tourism,
Ministry of Finance, Ministry of External Affairs etc. The government should be convinced on the need &
utility of such a body to partner the Tourism Ministry
Bombay Chamber of Commerce & Industry 75 An Integrated Approach for Promotion of Indian Tourism
103. ORGANISATIONAL MECHANISM FOR DEVELOPMENT OF TOURISM Actionabl;e Agenda - ‘NATPRO’
Action steps for the setting up of a NATPRO
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A few visionaries from the travel and tourism industry who enjoy respect within their respective trade
bodies and the Government should form an Interim Council The Interim Council should make a
presentation of BCCI’s White Paper on Tourism to the PMO and if possible to a group of key
functionaries including Ministers from all the relevant ministries. The objective of which will be a) to get
the Government of India to incorporate some of the suggestions in the proposed tourism policy b) to get
the Government of India to bless the formation of NATPRO
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With the help of an initial corpus, the Interim Council should get the charter for NATPRO drawn up,
complete all the legal and procedural formalities for creating NATPRO, develop the organisational
framework required and prepare a Business Plan Presentations to the Trade Bodies for a ‘buy-in’ and to
start the membership drive Recruitment of top flight professionals and setting up of the elected /
nominated Executive Council which will replace the Interim Council NATPRO to prioritise activities for
the first 6 months and to develop a detailed action plan
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Bombay Chamber of Commerce & Industry