Significant progress in Foreign Tourist Arrivals

India Tourism : Significant progress in Foreign Tourist Arrivals

An interview with Rashmi Verma | Secretary | Ministry of Tourism | Govt. of India

What is your assessment of the current situation in the tourism sector in India?

Reply: The number of Foreign Tourist Arrivals in India during January – August 2018 were 6.75 million (provisional) registering growth of 7.5% over same period of 2017.

How do you view the Indian tourism sector’s significant progress since independence?

Reply: The Ministry of Tourism has initiated publishing the figures of Foreign Tourist Arrivals in India since the year 1951. There has been significant progress in Foreign Tourist Arrivals in India as the figures has reached to 10035803 in 2017 from 16829 in 1951, registering double digit Compound Annual Growth Rate (CAGR) of 10.2%.

Where does Indian tourism sector stand compared to the international tourism sector?

Reply: Crossing the mark of 10 million, the Foreign Tourist Arrivals in India during 2017 reached to 10.04 million registering double digit growth of 14.0% over 2016 which is more than double the growth of 6.8% of the world.

Which are the thrust areas for tourism sector in India?

Reply: The Ministry of Tourism has taken the initiative of identifying, developing and promoting niche products of the country. This is done in order to overcome the aspect of ‘seasonality’ and to promote India as a 365 days’ destination, attract tourists with specific interest, and to ensure repeat visits for the unique products in which India has a comparative advantage. Accordingly, the following thrust areas have been identified by the Ministry of Tourism for development and promotion:

Cruise
Adventure
Medical
Wellness
Golf
Polo
Meetings Incentives Conferences & Exhibitions (MICE)
Eco-tourism
Film Tourism
Sustainable Tourism

CRUISE TOURISM: ‘Cruise Shipping’ is one of the most dynamic and the fastest growing components of the leisure industry worldwide. It is fast emerging as a new marketable product. With the Indian economy developing at a steady pace, middle class growing in number and increasingly possessing disposable incomes which could be spent on leisure activities, Indians could also take on cruise shipping in a big way. The Ministry of Tourism provides Central Financial Assistance (CFA) to the State Governments/UT Administrations/Central Government Agencies for development of Tourism including Cruise Tourism and Cruising along rivers. Ministry has sanctioned assistance to the Ports for development of Cruise Terminals.

A Task Force with Secretary (Tourism) as the Chairman and Secretary (Shipping) as the Co-chairman has been constituted for the promotion of Cruise Tourism in the country. The Task Force formulated Standard Operating Procedure (SOP) to be followed by the various agencies for handling of cruise ships. A revised version of the SOPs were issued in December 2018 which took into account concerns expressed by the various stakeholders. A sub-committee of the Task Force has also been formed to constantly review the SOPs. E-Visa has been introduced for Cruise Tourists arriving at the five major seaports and the visa regime has been liberalized for the cruise passengers. It has also been decided to waive off biometric requirements for cruise passengers on e-visa for a period of three years upto 31.12.2020.

ADVENTURE TOURISM: Adventure tourism is rapidly growing in popularity as a tourist seeks different kinds of vacations. A task force has been formed under the chairmanship of Secretary (TOURISM) to study the various issues facing the development of Adventure Tourism in the country and suggest the way forward. The Ministry has decided to celebrate 2018 as the ‘Year of Adventure Tourism in India’. Apart from various events during the year, the Task Force is also brought out the Guidelines for basic minimum standards for Adventure Activities in consultation with the various trade associations/ bodies.

SUSTAINABLE AND ECO TOURISM: Ministry of Tourism launched the Sustainable Tourism Criteria for India (STCI) for the tour operators, accommodation and rivers and backwaters sector in 2014. The criteria was formulated after wide ranging discussions with the trade and industry. Ministry is now working at getting the stakeholders involved and adopting the criteria. An MoU has been signed with Eco Tourism Society of India (ESOI) for the implementation of the STCI all over the country.

MEDICAL AND WELLNESS TOURISM: In order to provide dedicated institutional framework to take forward the cause of promotion of Medical Tourism, Wellness Tourism and Yoga, Ayurveda Tourism and any other format of Indian system of medicine covered by Ayurveda, Yoga, Unani, Siddha and Homeopathy (AYUSH), it has constituted a National Medical & Wellness and Tourism Board with the Hon’ble Minister (Tourism) as its Chairman. The Board works as an umbrella organization that promotes this segment of tourism in an organized manner.

GOLF TOURISM: One of the latest trends in golf tourism is the fact that there has been a recent surge in the interest levels amongst youth the world over. India has several golf courses of international standards. Further, golf events held in India also attract domestic and international tourists. With international tourists expected to grow in the next few years, it is important that India has the right product to meet the need of the visitors. In order to tap this growing interest in golf tourism, Ministry of Tourism is creating a comprehensive and coordinated framework for promoting golf tourism in India, capitalizing on the existing work that is being carried out, and building upon the strength of India’s position as a fast growing free market economy.

MEETINGS INCENTIVES CONFERENCES AND EXHIBITIONS (MICE): A large number of conferences are held around the world every year and the MICE industry has emerged as a major niche segment. In order to promote India more effectively as a convention destination, the travel industry, under the patronage of the Ministry of Tourism, set up the India Convention Promotion Bureau (ICPB) in 1988, a non-profit organization, with members comprising national airlines, hotels, travel agents, tour operators, tourist transport operators, conference organizers, etc.

FILM TOURISM: In an endeavour to establish India as a filming destination, the Ministry has issued guidelines for extending financial support to State Governments / Union Territory Administrations, for promotion of “Film tourism’. The Ministry also supports the International Film Festival of India in Goa and India’s participation at the Cannes Film Festival.

What is the key issues facing Indian tourism sector today?

Reply: The main issue faced by Indian tourism is Safety & Security of Tourist. However, Ministry of Tourism has taken several measures to deal with subject and these are enumerated as under: –

As the ‘Public Order’ and ‘Police’ are State subjects as per the Seventh Schedule of the Constitution of India, it has taken up the matter with the State Govt. and UT Administration and has proposed to set up Tourist Police at prominent tourist spots. The State Governments/UT Administrations of Andhra Pradesh, Goa, Karnataka, Kerala, Maharashtra, Himachal Pradesh, Rajasthan, Jammu & Kashmir, Uttar Pradesh, Delhi, Punjab, Madhya Pradesh and Odisha have deployed Tourist Police, in one form or the other. The Ministry of Tourism has written a letter to the Chief Secretaries of States/UTs regarding setting up of ‘Tourist Police’ in remaining States on 11^th July 2018 as tourist safety is of prime importance.

Apart from this the other measures are mentioned as under:

The Ministry of Tourism along with all stakeholders, including the Tourism Departments of all States and UTs, have adopted the ‘Code of Conduct for Safe &Honourable Tourism’ which is a set of guidelines to encourage tourism activities to be undertaken with respect for basic right like dignity, safety and freedom from exploitation of both tourists and local residents in particular, women and children.
Ministry of Tourism is running the Social Awareness Campaign on television to sensitize the masses and the stakeholders on the traditional Indian values and concept ‘Atithi Devo Bhava’. The campaign consists of two commercials; one on sensitizing against misbehavior with tourists and the other against cleanliness of tourist sites and streets.
An advisory has been posted on the Ministry of Tourism website www.incredibleindia.org indicating that India remains safe destination for international Tourists including women tourists.
The Stake holders have identified focal points in their respective organizations to implement the ‘Code of Conduct for Safe & Honourable Tourism’.
The Ministry of Tourism has launched the 24×7 Multi-Lingual Tourist Info-Helpline on the toll free number 1800111363 or on a short code 1363 in 12 Languages including 10 international languages and in Hindi & English in February 2016, for domestic and foreign tourists to provide support service in terms of information relating to Travel in India and also offers appropriate guidance to tourists in distress while travelling in India.
A Welcome card with “Tips to enjoy your stay” is being handed over to foreign tourists on arrival to make the visit of tourists a memorable experience.
The Ministry of Tourism has issued the Guidelines on Safety and Security of Tourists for State Governments/Union Territories and Tips for travellers in September 2014 to stress on the importance of safety and risk management, assist in identifying best practices and encourage closer cooperation for ensuring a pleasant experience to the tourists. The Guidelines are indicative references that may be useful to the States in sharing or adopting the best practices and design their domestic measures to better protect tourists.
The Ministry of Tourism conducts a constant dialogue with State Governments/Union Territory Administrations, various tourism related institutions and stakeholders for drawing up strategies for development and promotion of tourism in the country including safe and honourable Tourism.
Ministry of Tourism from time to time issues advisory to various State Governments and UT Administration to ensure safety and security of the tourist.

What will be the future strategy of “India Tourism”?

Reply: Inputs on Incredible India Global Media Campaigns:

For promotion and publicity in overseas markets, the Ministry of Tourism has launched the Incredible India 2.0 Campaign in 2017. The 2.0 Campaign marks a shift from generic promotions across the world to market specific promotional plans and content creation. The Campaign covers the important source markets for Indian tourism and also takes into account emerging markets with significant potential. Thematic creatives on different Niche products have been produced and are being used in the Campaign.

The following parameters have been considered while finalizing the Global Media Plans for the 2.0 Campaign:

Increased Digital presence through mass reach portals, specific genres and social media.
Television due to large reach offered
Print Media restricted and limited to Travel publications for right environment.

Thematic creatives on Niche products have been produced for the Television, Print and Online media. These include Television Commercials (TVCs) on Yoga, Wellness, Wildlife, Luxury and Cuisine. These TVCs have been produced in 9 international languages. Through these TVCs, niche products are being promoted aggressively on global television channels as well as on social media.

Short Promotional films have also been produced on Medical Tourism, Golf Tourism, Fashion, River Cruises and Heritage Sites. Promotional films on Heritage, Adventure Tourism, MICE Tourism are presently in the pipeline.

Elaborate your plan for the improvement of East and North-Eastern Region.

Reply: Development of Tourism in North Eastern Region is prime area of focus for the Ministry of Tourism. The Ministry is carrying out an array of activities for development and promotion of tourism in the region.

For development of tourism infrastructure in the region Ministry under its schemes of Swadesh Darshan and PRASHAD has sanctioned 15 projects covering all North Eastern states for Rs. 1301.47 Crores. Under these projects Ministry is developing facilities like Tourist facilitation Centres, Golf Courses, Eco Log Huts, Rope Ways, SEL Shows, Illumination, Thematic Villages, Adventure Activities, Cultural Centres, Illumination, Last Mile Connectivity, Jetties, Helipads in the region. The Ministry has recently inaugurated the first ever SEL Show in the region in Imphal in August 2018.

For promotion of North East region Ministry carries out special promotion in domestic and international markets. The Ministry organises International Travel Mart every year in one of the North eastern state with objective of providing platform to North Eastern States to showcase their tourism potential to perspective international and domestic buyers and opportunity to interact with them. This year the 7^th Edition of ITM is scheduled to be held in November in Agartala, Tripura

Similar activities are carried out for whole country including Eastern India. As on date under the SD scheme the Ministry has sanctioned 74 projects worth projects for Rs. 5997.47 Crore to 31 States and UTs. 30 projects / major components of these projects are expected to be completed this year.

How do you see the tourism sector in the year 2022?

Reply: Efforts of Ministry of Tourism for making India among the top 10 countries in terms of tourist arrivals and tourism receipts include:

Position India as a global brand.
Position India as a welcoming, safe and sustainable destination for Foreign Tourists, including women travellers.
Focus on Social Infrastructure (Cleanliness, Safety, Welcome, Accessibility and Responsibility) which is the precedent condition for the growth of tourism in the country.
Develop world class Public and Tourism Infrastructure.
Create an enabling environment for investment in tourism sector.
Focus on established source markets as well as emerging and potential markets, which are contributing significantly to global tourist traffic, with special emphasis on leading source markets like China.
Focus on Market Specific Promotion in the overseas markets.
Focus on Skill development at different levels and across all segments
Emphasise a proactive ICT Culture and ecosystem.
Introduce rigorous and robust certification and accreditation process in the tourism industry. i.e. for all service providers across different categories.
Enter Bilateral agreements / MoUs on tourism cooperation with other countries with a clear tourism enhancement objectives
Actively engage in multilateral forums such as UNWTO, ASEAN, SAARC, BRICS, etc. to further India’s interest.
Focus on Market Intelligence & Market Research

Any comments on Government policy?

Reply: A new draft National Tourism Policy has been formulated by the Ministry of Tourism taking into account the widespread, inter-related global developments and advancements over the last decade, which have had a strong bearing on the Tourism sector. The Draft Policy incorporates suggestions received from stakeholders, State Governments and Union Territory Administrations, eminent personalities in the field of tourism and general public. The draft Policy is currently being reviewed in the Ministry of Tourism prior to seeking Cabinet approval on the same.

Some of the salient features of the new draft National Tourism Policy include:

Focus of the Policy on employment generation and community participation in tourism development.
Stress on development of tourism in a sustainable and responsible manner.
An all-encompassing Policy involving linkages with various Ministries, Departments, States / Union Territories and Stakeholders.
The Policy enshrines the vision of developing and positioning India as a “MUST EXPERIENCE” and “Transformational” Destination for global travellers, whilst encouraging Indians to explore their own country.
Development and promotion of varied tourism products including the rich Culture and Heritage of the country, as well as niche products such as Medical & Wellness, Meetings, Incentives, Conferences and Exhibitions (MICE), Adventure, Wildlife, etc.
Development of core infrastructure (airways, railways, roadways, waterways, etc.) as well as Tourism Infrastructure.
Developing quality human resources in the tourism and hospitality sectors across the spectrum of vocational to professional skills development and opportunity creation.
Creating an enabling environment for investment in tourism and tourism-related infrastructure.
Emphasis on technology enabled development in tourism.
Focus on domestic tourism as a major driver of tourism growth.

(Shilpa Bichitra | Special Edition | 2018)