Tourism: Can this be the next big thing for India - UPSC PDF Download

Introduction

India’s tourism growth has been exponential in the last decade. India attracts domestic and international tourists as a preferred destination. Tourism lets the international tourists understand and experience firsthand India’s cultural diversity. Official estimates paint a rosy picture of the Indian tourism industry. It has outperformed the global tourism industry in the context of growth in the volume of foreign tourists, including the corresponding revenue growth. The growth in Indian tourism has been commensurate with the growth in the Indian economy. The economic upsurge is perhaps the main reason for the growth in tourism in India. Nonetheless, the infrastructural constraint must also be admitted. If the current growth is to be sustained, the government needs to invest in infrastructure projects like hotels, transport, lodging and accommodation, improved roads, healthcare and hygiene, internet connectivity, etc. With the aim of sustaining the growth, the industry has, on the other hand, investing in new technology like CRM tools and state-of-the-art security systems.

Segments within Tourism

There are several segments within tourism; medical tourism, cultural heritage tourism, and eco-tourism, to name a few. India’s rich and diverse cultural heritage attracts millions of tourists each year to its monumental attractions led by the Taj. The traditional Indian way of life, simple and calm, appeals in a big way. India is also one of the popular eco-tourism destinations in the world, promoting conservation of nature, responsible travel, and sustainable environmental growth with minimum destruction. Its luxuriant flora and fauna and breathtaking biodiversity heritage from the wetlands in the Himalayan region to the natural caves in the Khasi and Garo hills, the backwaters of Kerala, and shifting sand dunes of Thar Desert draw tourists and academics from every corner of the world. Adventure tourism gives the Youth the thrill of trekking on challenging terrain, while Pilgrimage tourism explores the origins of religion and spirituality.
Medical Tourism is one of the fastest growing segments within tourism. India has successfully leveraged its competitive edge in comparison with the other countries. India has the advantage of a strong pool of skilled doctors backed by a sound medical infrastructure. The quality of private healthcare here is world class, and the treatment and procedures cost-effective. Overseas patients flock to India for common treatments that India can offer at a competitive price. The most common of these include bypass and other heart surgery, hip and knee transplant, cosmetic surgery, and dental care, among others. India’s traditional therapies, including yoga and Ayurveda, are also popular rejuvenation therapies attracting foreign tourists.

Economic Importance of Tourism

The economics of tourism in India is mind boggling. The World Travel & Tourism Council calculated that tourism generated 8.31 lakh crore (US$120 billion) or 6.3% of the nation’s GDP in 2015 and supported 37.315 million jobs, 8.7% of its total employment. The sector is predicted to grow at an average annual rate of 7.5% to 18.36 lakh crore (US$270 billion) by 2025 (7.2% of GDP).
In October 2015, India’s medical tourism sector was estimated to be worth US$3 billion. It is projected to grow to $7–8 billion by 2020. Domestic tourism has witnessed an exponential rise from 2000 to over 1.85 billion in 2018 and growing.

Tourism Challenges and Solutions The biggest challenge is to enhance nationwide tourism infrastructure. Upgrading the existing hotels and building many more with a focus on quality and target groups is essential. Cities that attract a large number of international tourists should be upgraded with world-class amenities, while participation of residents and the local community should be promoted in rural tourism. Another challenge is that ecotourism is fragile, and without proper regulations, it can unsettle the harmony between man and nature.
There is an urgent need to develop human resources to meet the needs of the tourism and hospitality industry, both quantitatively and qualitatively. This would also check the fleecing of unsuspecting tourists by tricksters. More hotel management institutes should be established and more HM graduates absorbed in the sector. A pan India vocational training system should be established to harness local drop-outs and semi-literate youth in tourist hotspots to employ them as official tourist guides and other related profiles. Employment and rising incomes will also curb crimes against tourists, a problem that takes away a little too many footfalls in India and hurts the image of the country as well.
Publicity and marketing is another area that needs re-thinking. “Incredible India!” campaign seems to have outlived its utility, for even Vietnam and Indonesia have a greater share in international tourist arrivals than India. We need to think beyond traditional means and emphasize rural tourism and adventure tourism, taking advantage of thrifty and extravagant classes.
Lack of cleanliness is a major problem. Insanitary conditions and a dirty environment drive tourists away. Swachh Bharat Mission is a good step in this regard. World class amenities at major Ghats and cleaning of major rivers Ganga, Yamuna, etc., will definitely increase footfalls in the cities they flow by, namely Varanasi, Delhi, Agra, and so on.

National Tourism Policy

Recognizing these problems, the Government of India has drafted National Tourism Policy, 2015. More than 50% of the Ministry of Tourism’s expenditure on Plan schemes is incurred for the development of tourism infrastructure at various tourist destinations and circuits, e.g., PRASAD scheme for pilgrimage tourism augmentation, development of Buddhist circuit, etc. Such schemes need to be converged with other related schemes. For example, efforts of PRASAD could be converged with that of the HRIDAY scheme of the Ministry of Urban Development for heritage city augmentation. E-recognition of travel service providers such as travel agents, tour operators, etc., bodes well for the tourism trade. Market research is equally important for policy-makers for planning/ policy formulation and monitoring the progress of schemes and evaluating their impact. Cooperation with international organizations such as the United Nations World Tourism Organization (UNWTO), Association of Southeast Asian Nations (ASEAN), and South Asian Association for Regional Cooperation (SAARC) could further help increase international tourist arrivals and receipts. On this particular front, the easing of the Indian tourist visa regime has been a positive development.

India’s Tourism Competitiveness

India seems to be heading right despite challenges. It has shown the maximum growth in global tourism, jumping from the 40th rank in 2017 to 34th among 140, the only lower-middle-income nation among the top 35, in the Travel and Tourism Competitiveness Report 2019 published by the World Economic Forum. It shows India also greatly improved its business environment (89th to 39th), overall T&T policy and enabling conditions (79th to 69th), infrastructure (58th to 55th); and information and communications technology (ICT) readiness (112th to 105th),

Conclusion

Thus, tourism has the potential to transform the economy. With the right policies, requisite budgetary allocation systematised planning, and targeted action, it can indeed prove to be the next big thing for India.