Ravisankar K.V.
Modi 3.0, the new government has taken charge under the able leadership of Prime Minister Narendra Modi, with Mr. G.S. Shekhawat and Mr Suresh Gopi assuming roles as the new captains of the tourism ministry.
India’s infrastructure development in the last 10 years is unparalleled, encompassing airports, connectivity, quality road infrastructure, a world-class railway system, and port development for cruise tourism. Despite this, support from the central and various state governments during COVID-19 was meager, and the industry has yet to recover completely from the severe blow.
Tourism is primarily a private sector business, with the government’s role focusing on facilitating infrastructure development and marketing destinations. The recent advancements in infrastructure development across the country have eased the responsibilities of the tourism ministry, allowing it to concentrate more on regulations and marketing initiatives. Tourism is not confined to individual states; it is at least a regional activity, with circuits encompassing various regional destinations.
We must develop regional tourism circuits like the Golden Triangle to foster overall tourism development in India. The ministry should also consider implementing an institutional mechanism, which has been initiated by convening meetings with regional states in the South, West, North, East, and North East. The first Southern Tourism Minister’s conference was held in the early 1990s in Kerala, followed by meetings in various South Indian cities. However, the lack of an institutional mechanism and proper participation of private sector stakeholders in the Regional Tourism Coordination Committee hindered the smooth functioning of this initiative.
In many states, the lack of proper coordination between the government and the industry is a major challenge to advancing tourism to the next level. The ministry and state government tourism departments should consider restarting “Synergy – a public-private sector partnership with community involvement” to tap the huge potential of tourism. This initiative can serve as a tool for poverty eradication, creating new employment opportunities, fostering economic development, and promoting the social upliftment of society.
A few years ago, the Ministry of Tourism closed the overseas Indian tourism offices in many places and shifted the tourism promotion responsibility to Indian embassies and consulates. These India Tourism offices played a pivotal role in promoting India in many countries. Many industry associations, like FAITH, IATO, and TAAI, have expressed concerns about the future branding and marketing of Incredible India in major source markets.
The new government must consider appointing tourist information officers cum public relations officers attached to Overseas Indian Missions in major source markets in Europe, the UK, the USA, and Australia, and appointing reputed PR agencies in our source markets for the promotion of Incredible India. Recently, India moved up 15 places compared to the 2021 global ranking in the World Economic Forum travel and tourism index report. To improve this rank in the future, we need to address many challenges that India tourism faces across the country.
Enhancing Tourism through Skill Development and Synergy: India’s Path to a Global Talent Hub
Skill development is another area that needs focused attention, and the ever-growing youth population in India presents a valuable opportunity to address the demand for trained manpower in the travel, tourism, aviation, and hospitality sectors. India boasts many reputable tourism and hospitality management institutes, but It is crucial to regulate the unscrupulous elements and ensure that every educational institution in this sector is professionally managed. By doing so, we can create a global talent bank in the tourism and hospitality industry.
Unfortunately, even after a half-century of tourism promotion in our country, we couldn’t prepare our society into a tourism-friendly community, even in Kerala. Except for Goa, Rajasthan, and J&K, no other place has a good host community to welcome tourists wholeheartedly. It is high time to develop a good host community across the nation. Through awareness campaigns among students, youth and women and the “Catch Them Young” policy campaign, implementing a tourism-friendly syllabus, which values good traffic behaviour, cleanliness, and civic sense in all primary and secondary school curriculums can make good results.
The development of tourism in India still faces several significant challenges. Despite improvements, regional disparities in infrastructure persist, with many rural and remote areas still facing accessibility issues. Last-mile connectivity to certain attractions remains a problem, impacting the ease of travel for tourists. Safety and security concerns, especially for solo and female travellers, along with health risks such as waterborne diseases and poor sanitation will deter tourists. Bureaucratic hurdles, including complex visa policies and regulatory red tape, can slow down progress.
There is also a lack of sufficient global marketing campaigns and strategic branding, reducing India’s visibility as a tourist destination. Environmental concerns, including pollution and the need for sustainable tourism practices, must be addressed to prevent the degradation of natural and cultural sites.
Service quality in the hospitality industry is inconsistent, and the lack of personnel training affects tourist satisfaction. Insufficient understanding and respect for cultural sensitivities can lead to negative experiences. Economic factors, such as high costs associated with travel and accommodation, make India less competitive compared to other destinations, and economic disparity can limit the ability of domestic tourists to travel.
Connectivity and technology issues, such as inadequate digital infrastructure and lack of reliable and accessible information, can hinder tourism development. Political and social stability is also a concern, with regional conflicts and social issues like crime rates and civil unrest potentially deterring tourists. Addressing these challenges requires a comprehensive and coordinated approach involving government initiatives, private sector participation, and community engagement to create a conducive environment for the growth of tourism in India. While significant progress has been made in recent years, especially in infrastructure, several challenges need to be addressed to ensure sustained growth and development in the tourism sector.
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