CBSE Textbook: Promoting Tourism | Main Course (Communicative English) Book Class 10 PDF Download

 Page 1


UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
191
 
D. PROMOTING TOURISM
Discuss in groups
  What is tourism? •
  Why do tourists visit a place? •
  Do you think Indian tourists and foreign tourists visit places for the same •
reasons? 
  Share your views with your class. •
D.1.  Read the following article about promoting tourism in India.
 The new tourist is Indian
 
Why do 
people visit 
other places?
Page 2


UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
191
 
D. PROMOTING TOURISM
Discuss in groups
  What is tourism? •
  Why do tourists visit a place? •
  Do you think Indian tourists and foreign tourists visit places for the same •
reasons? 
  Share your views with your class. •
D.1.  Read the following article about promoting tourism in India.
 The new tourist is Indian
 
Why do 
people visit 
other places?
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
— by Hugh Colleen Gantzer (The Hindu January 1, 2011)
1. If India wants to make it to the top 10 in the international tourism market, then it 
will further have to revamp its strategies and re-woo its tourists. Today, the need is 
to highlight the potential areas within the country and court the new tourist. 
2. "Indian tourism will soar by 15 to 20%" said Rajji Rai, President of the 2448 
member Travel Agents Association of India. TAAI's interests lie in handling both 
visitors crossing international borders as well as the growing ranks of Indians 
travelling around India. This distinction between foreign and domestic tourists is 
important.     
3. Judging by published statistics earlier, our efforts to attract foreign tourists had 
been consistently unsuccessful. Both Malaysia and China entered the 
international tourism market decades after we did. In 2009, Malaysia was ranked 
ninth with 23.6 million foreign arrivals. In the same year, China was ranked 4th 
with 50.9 million visitors. India did not appeared in the first 10 because it just 
managed to attract less than 10 million tourists.  
 Future, tense? 
4. All of which begs the question "What makes the Tourism Industry take a rosy view 
of the future?" It does so because it has realised that it had been courting the 
wrong tourist. No longer must it run after the brash, demanding, camera-
bedecked foreigner trickling in from recession-hit economies.  
192
Page 3


UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
191
 
D. PROMOTING TOURISM
Discuss in groups
  What is tourism? •
  Why do tourists visit a place? •
  Do you think Indian tourists and foreign tourists visit places for the same •
reasons? 
  Share your views with your class. •
D.1.  Read the following article about promoting tourism in India.
 The new tourist is Indian
 
Why do 
people visit 
other places?
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
— by Hugh Colleen Gantzer (The Hindu January 1, 2011)
1. If India wants to make it to the top 10 in the international tourism market, then it 
will further have to revamp its strategies and re-woo its tourists. Today, the need is 
to highlight the potential areas within the country and court the new tourist. 
2. "Indian tourism will soar by 15 to 20%" said Rajji Rai, President of the 2448 
member Travel Agents Association of India. TAAI's interests lie in handling both 
visitors crossing international borders as well as the growing ranks of Indians 
travelling around India. This distinction between foreign and domestic tourists is 
important.     
3. Judging by published statistics earlier, our efforts to attract foreign tourists had 
been consistently unsuccessful. Both Malaysia and China entered the 
international tourism market decades after we did. In 2009, Malaysia was ranked 
ninth with 23.6 million foreign arrivals. In the same year, China was ranked 4th 
with 50.9 million visitors. India did not appeared in the first 10 because it just 
managed to attract less than 10 million tourists.  
 Future, tense? 
4. All of which begs the question "What makes the Tourism Industry take a rosy view 
of the future?" It does so because it has realised that it had been courting the 
wrong tourist. No longer must it run after the brash, demanding, camera-
bedecked foreigner trickling in from recession-hit economies.  
192
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193
5. The New Tourist is the well-heeled, tolerant, eager Indian: keen to discover India, 
impatient to go abroad.   
6. Mining this market are former Travel Corporation of India employees now in Trail 
Blazer Tours. According to its brisk and affable CEO, Homa Mistry, in the three 
brief years of their existence, they had doubled their business every year 
particularly to the new markets of China, Russia and South America. Indian 
travellers are now also signing up for cruises to exotic destinations in sybaritic 
comfort.      
7. Karnataka, too, had been quick to assess that the rapidly changing demographics 
of India had blurred the line between the assumed needs of foreign tourists and 
those of our domestic ones. The state's glamorous Golden Chariot Tourist train, 
designed for foreigners, now also does a shorter Jewel of the South tour for upper-
middle-class Indian tourists. To quote Vinay Luthra, the MD of the Tourism 
Development Corporation, "Money does not seem to be a constraint with domestic 
tourists interested in the Golden Chariot."  
8. The state's very successful, and luxury class, Jungle Lodges and Resorts had, 
however, created a no-frills clone in their Jungle Camps and Trails for a younger 
clientele, tapping the growing ranks of junior executives still low on the corporate 
totem pole. Karnataka had, thus, broadened the base of its domestic tourism 
market and set another bench-mark.   
9. So, too, has Kerala. Kerala's God's Own Country campaign had been clearly 
designed for the foreign market. But now, Dr. Venu, the then Kerala's Secretary, 
Tourism and Culture, had deliberately shifted his focus. It is to be noted that in 
'06-07 Kerala targeted 60% international and 40% domestic, and allocated their 
tourism resources accordingly. But then it was reversed. By organising 
Partnership Meets between Kerala's tourism stakeholders and tourism 
professionals in non-metro cities all around India, Kerala managed, very 
successfully, to bypass the slump felt by states dependent on international 
visitors. "We provide a strictly Business to Business platform in the cities we visit. 
It's been very successful: our tourism figures have grown while those of states 
dependent on the fickle, demanding, overseas market have remained static," Venu 
said.  
10. This was, logically, a good strategy. In 2009, when we had received 5.11 million 
foreign tourists, 11.07 million Indians went to tourist destinations outside India. If 
Page 4


UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
191
 
D. PROMOTING TOURISM
Discuss in groups
  What is tourism? •
  Why do tourists visit a place? •
  Do you think Indian tourists and foreign tourists visit places for the same •
reasons? 
  Share your views with your class. •
D.1.  Read the following article about promoting tourism in India.
 The new tourist is Indian
 
Why do 
people visit 
other places?
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
— by Hugh Colleen Gantzer (The Hindu January 1, 2011)
1. If India wants to make it to the top 10 in the international tourism market, then it 
will further have to revamp its strategies and re-woo its tourists. Today, the need is 
to highlight the potential areas within the country and court the new tourist. 
2. "Indian tourism will soar by 15 to 20%" said Rajji Rai, President of the 2448 
member Travel Agents Association of India. TAAI's interests lie in handling both 
visitors crossing international borders as well as the growing ranks of Indians 
travelling around India. This distinction between foreign and domestic tourists is 
important.     
3. Judging by published statistics earlier, our efforts to attract foreign tourists had 
been consistently unsuccessful. Both Malaysia and China entered the 
international tourism market decades after we did. In 2009, Malaysia was ranked 
ninth with 23.6 million foreign arrivals. In the same year, China was ranked 4th 
with 50.9 million visitors. India did not appeared in the first 10 because it just 
managed to attract less than 10 million tourists.  
 Future, tense? 
4. All of which begs the question "What makes the Tourism Industry take a rosy view 
of the future?" It does so because it has realised that it had been courting the 
wrong tourist. No longer must it run after the brash, demanding, camera-
bedecked foreigner trickling in from recession-hit economies.  
192
UNIT-5
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TRAVEL AND TOURISM
193
5. The New Tourist is the well-heeled, tolerant, eager Indian: keen to discover India, 
impatient to go abroad.   
6. Mining this market are former Travel Corporation of India employees now in Trail 
Blazer Tours. According to its brisk and affable CEO, Homa Mistry, in the three 
brief years of their existence, they had doubled their business every year 
particularly to the new markets of China, Russia and South America. Indian 
travellers are now also signing up for cruises to exotic destinations in sybaritic 
comfort.      
7. Karnataka, too, had been quick to assess that the rapidly changing demographics 
of India had blurred the line between the assumed needs of foreign tourists and 
those of our domestic ones. The state's glamorous Golden Chariot Tourist train, 
designed for foreigners, now also does a shorter Jewel of the South tour for upper-
middle-class Indian tourists. To quote Vinay Luthra, the MD of the Tourism 
Development Corporation, "Money does not seem to be a constraint with domestic 
tourists interested in the Golden Chariot."  
8. The state's very successful, and luxury class, Jungle Lodges and Resorts had, 
however, created a no-frills clone in their Jungle Camps and Trails for a younger 
clientele, tapping the growing ranks of junior executives still low on the corporate 
totem pole. Karnataka had, thus, broadened the base of its domestic tourism 
market and set another bench-mark.   
9. So, too, has Kerala. Kerala's God's Own Country campaign had been clearly 
designed for the foreign market. But now, Dr. Venu, the then Kerala's Secretary, 
Tourism and Culture, had deliberately shifted his focus. It is to be noted that in 
'06-07 Kerala targeted 60% international and 40% domestic, and allocated their 
tourism resources accordingly. But then it was reversed. By organising 
Partnership Meets between Kerala's tourism stakeholders and tourism 
professionals in non-metro cities all around India, Kerala managed, very 
successfully, to bypass the slump felt by states dependent on international 
visitors. "We provide a strictly Business to Business platform in the cities we visit. 
It's been very successful: our tourism figures have grown while those of states 
dependent on the fickle, demanding, overseas market have remained static," Venu 
said.  
10. This was, logically, a good strategy. In 2009, when we had received 5.11 million 
foreign tourists, 11.07 million Indians went to tourist destinations outside India. If 
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
our Union Ministry of Tourism continues to concentrate on improving facilities for 
the domestic traveller, the outflow of tourists and rupees will diminish. Enhanced 
infrastructure such as roads, airports, hygiene, is also attracting more 
international visitors.   
11. Madhya Pradesh saw this writing on the wall years ago. Its brilliant Heart of India 
campaign and finger-shadows version, overseen by its former Executive Director, 
Guru Chahal, targeted the domestic traveller. Hari Ranjan Rao, the then MD of the 
MPTDC had said: "We have the attractions. When we have the infrastructure.. a 
good network of roads, for instance… domestic tourists will flock in. The others 
will follow."    
12. According to the authoritative trade publication, TravBiz Monitor, the States and 
Union Territories reported that more than 650 million domestic tourists had 
visited them in 2009. Contrast that with the insignificant 5.11 million foreign 
tourists we managed to attract in the same year. 
 Clearly Tourism, like Charity, begins at home. 
D.2.  Based on your reading of the article above, answer the following questions:
1.  What evidence does the author provide to support his view that our efforts to 
attract foreign tourists have been unsuccessful?
2.  What, according to you, may be the reasons for such a bleak scenarao?
3. What is the shift in tourism policy recommended by the author?  What are his 
arguments for such a shift?
4.  What are the two initiatives taken by Karnataka that signify marked change in its 
marketing strategy?
5. Why have Kerala's tourism figures grown while those of some other states have 
remained static?
6.  Why does the author say that we should now make efforts to attract ther domestic 
traveller?  What are the areas that we should focus on to achieve it?
7.  Why does the author say, "Clearly Tourism, like Charity, begins at home?"
D.3.  Find words or phrases from the passage that mean the same as the following.
 a) to renovate, redo, or revise (paragraph 1)
 b) trying to win the favor, preference, or goodwill of (paragraph 1)
194
Page 5


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MAIN COURSE BOOK
TRAVEL AND TOURISM
191
 
D. PROMOTING TOURISM
Discuss in groups
  What is tourism? •
  Why do tourists visit a place? •
  Do you think Indian tourists and foreign tourists visit places for the same •
reasons? 
  Share your views with your class. •
D.1.  Read the following article about promoting tourism in India.
 The new tourist is Indian
 
Why do 
people visit 
other places?
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
— by Hugh Colleen Gantzer (The Hindu January 1, 2011)
1. If India wants to make it to the top 10 in the international tourism market, then it 
will further have to revamp its strategies and re-woo its tourists. Today, the need is 
to highlight the potential areas within the country and court the new tourist. 
2. "Indian tourism will soar by 15 to 20%" said Rajji Rai, President of the 2448 
member Travel Agents Association of India. TAAI's interests lie in handling both 
visitors crossing international borders as well as the growing ranks of Indians 
travelling around India. This distinction between foreign and domestic tourists is 
important.     
3. Judging by published statistics earlier, our efforts to attract foreign tourists had 
been consistently unsuccessful. Both Malaysia and China entered the 
international tourism market decades after we did. In 2009, Malaysia was ranked 
ninth with 23.6 million foreign arrivals. In the same year, China was ranked 4th 
with 50.9 million visitors. India did not appeared in the first 10 because it just 
managed to attract less than 10 million tourists.  
 Future, tense? 
4. All of which begs the question "What makes the Tourism Industry take a rosy view 
of the future?" It does so because it has realised that it had been courting the 
wrong tourist. No longer must it run after the brash, demanding, camera-
bedecked foreigner trickling in from recession-hit economies.  
192
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
193
5. The New Tourist is the well-heeled, tolerant, eager Indian: keen to discover India, 
impatient to go abroad.   
6. Mining this market are former Travel Corporation of India employees now in Trail 
Blazer Tours. According to its brisk and affable CEO, Homa Mistry, in the three 
brief years of their existence, they had doubled their business every year 
particularly to the new markets of China, Russia and South America. Indian 
travellers are now also signing up for cruises to exotic destinations in sybaritic 
comfort.      
7. Karnataka, too, had been quick to assess that the rapidly changing demographics 
of India had blurred the line between the assumed needs of foreign tourists and 
those of our domestic ones. The state's glamorous Golden Chariot Tourist train, 
designed for foreigners, now also does a shorter Jewel of the South tour for upper-
middle-class Indian tourists. To quote Vinay Luthra, the MD of the Tourism 
Development Corporation, "Money does not seem to be a constraint with domestic 
tourists interested in the Golden Chariot."  
8. The state's very successful, and luxury class, Jungle Lodges and Resorts had, 
however, created a no-frills clone in their Jungle Camps and Trails for a younger 
clientele, tapping the growing ranks of junior executives still low on the corporate 
totem pole. Karnataka had, thus, broadened the base of its domestic tourism 
market and set another bench-mark.   
9. So, too, has Kerala. Kerala's God's Own Country campaign had been clearly 
designed for the foreign market. But now, Dr. Venu, the then Kerala's Secretary, 
Tourism and Culture, had deliberately shifted his focus. It is to be noted that in 
'06-07 Kerala targeted 60% international and 40% domestic, and allocated their 
tourism resources accordingly. But then it was reversed. By organising 
Partnership Meets between Kerala's tourism stakeholders and tourism 
professionals in non-metro cities all around India, Kerala managed, very 
successfully, to bypass the slump felt by states dependent on international 
visitors. "We provide a strictly Business to Business platform in the cities we visit. 
It's been very successful: our tourism figures have grown while those of states 
dependent on the fickle, demanding, overseas market have remained static," Venu 
said.  
10. This was, logically, a good strategy. In 2009, when we had received 5.11 million 
foreign tourists, 11.07 million Indians went to tourist destinations outside India. If 
UNIT-5
MAIN COURSE BOOK
TRAVEL AND TOURISM
our Union Ministry of Tourism continues to concentrate on improving facilities for 
the domestic traveller, the outflow of tourists and rupees will diminish. Enhanced 
infrastructure such as roads, airports, hygiene, is also attracting more 
international visitors.   
11. Madhya Pradesh saw this writing on the wall years ago. Its brilliant Heart of India 
campaign and finger-shadows version, overseen by its former Executive Director, 
Guru Chahal, targeted the domestic traveller. Hari Ranjan Rao, the then MD of the 
MPTDC had said: "We have the attractions. When we have the infrastructure.. a 
good network of roads, for instance… domestic tourists will flock in. The others 
will follow."    
12. According to the authoritative trade publication, TravBiz Monitor, the States and 
Union Territories reported that more than 650 million domestic tourists had 
visited them in 2009. Contrast that with the insignificant 5.11 million foreign 
tourists we managed to attract in the same year. 
 Clearly Tourism, like Charity, begins at home. 
D.2.  Based on your reading of the article above, answer the following questions:
1.  What evidence does the author provide to support his view that our efforts to 
attract foreign tourists have been unsuccessful?
2.  What, according to you, may be the reasons for such a bleak scenarao?
3. What is the shift in tourism policy recommended by the author?  What are his 
arguments for such a shift?
4.  What are the two initiatives taken by Karnataka that signify marked change in its 
marketing strategy?
5. Why have Kerala's tourism figures grown while those of some other states have 
remained static?
6.  Why does the author say that we should now make efforts to attract ther domestic 
traveller?  What are the areas that we should focus on to achieve it?
7.  Why does the author say, "Clearly Tourism, like Charity, begins at home?"
D.3.  Find words or phrases from the passage that mean the same as the following.
 a) to renovate, redo, or revise (paragraph 1)
 b) trying to win the favor, preference, or goodwill of (paragraph 1)
194
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195
 c) come in small numbers (paragraph 4)
 d) well-off; rich (paragraph 5)
 e) friendly (paragraph 6)
 f) wanting or enjoying expensive pleasures (paragraph 6)
D.4  Imagine that you are the Director of the Department of Tourism of the State 
of Palwal Pradesh.  You have recently received the following letter from the 
Minister of Tourism.
 GOVERNMENT OF PALWAL PRADESH
 Ministry of Tourism
 13 May 20xx
 Director of Tourism
 121 Janta Avas Gri
 Anandpur, Palwal Pradesh
 Subject-
 Dear…
 As you are aware, local and international tourism is becoming increasingly 
important to Palwal Pradesh.  It is now a major employer, and a significant means 
of earning foreign exchange.  I am therefore anxious to promote and develop the 
State's tourism industry.
 I should like you to study the present trends in tourism and write me a report on 
their main features, with projections for ten years' time.  I should also like to 
receive your recommendations on certain matters.  Specifically, your report 
should deal with the following:
 Origin of Tourists: Where are they from - India and/ or foreign countries?
 What do you predict will be the figures in 10 years' time?
 What action do you recommend?
 I look forward to receiving your report.
 Yours sincerely
 Krishna Mathur
 (Krishna Mathur)
 Minister of Tourism