DEVELOPING
DEPARTMENTAL STRATEGY
FOR
MINISTRY OF TOURISM
VINOD ZUTSHI
J. P. PRAKASH
1.
Introduction and growing importance of tourism
Tourism is one of the most remarkable socio-economic phenomenon of the
twentieth century.
Modern tourism has become a key driver for socio-economic
progress through creation of jobs and enterprises, infrastructure development and
export income earned.
categories.
Tourism has become one of the major international trade
The overall export income generated by international tourism including
passenger transport earned 1.1 trillion $ in the year 2008.
Globally, as an export
category, tourism ranks 4th after fuels, chemicals and automotive products.
The
world-wide contribution of tourism to GDP is estimated around 5% and tourism
contribution to employment is estimated in the order of 6% to 7% of the overall
number of direct and indirect jobs.
2.
Incredible India
India has a huge potential for tourism and has been marketing its tourism
potential aggressively during the last one decade. Earlier the policy of tourism(1982)
envisaged an environment of closed economy with strict licensing procedure and did
not envisage significant role for the private sector and foreign investments.
To be a
part of the tourism revolution taking place across the world, India came out with its
National Tourism Policy in 2002. The policy recognized the need to change strategies
and tools of its machinery of implementation to partake in global tourism revolution
since with the earlier policy India’s share of world tourism traffic remained static at
0.38%.
The policy of Central Govt and
sustained efforts of various tourism-rich
States brought good results and by 2008, India’s share in the world tourist arrivals
increased to 0.58% and its ranking increased to 41. However, the target announced
under the National Action Plan for Tourism in May, 1992 to increase India’s share in
the world tourism market to 1% by the 2000 is yet to be achieved.
The following table which compares India’s share and rank with the
international tourist arrivals provokes us to think as to why despite being such
a large country with a variety tourism destinations, has a dismal share in world
tourism:
The following table-15 shows that even smaller countries like Turkey, Ukraine
and Italy have higher tourist arrivals than large country like ours.
The implications of low tourist arrivals can be seen from the following table-16 which
shows that while USA earned 110 billion $ from international tourism, India got a
meager 11.7 billion $ from international tourism receipts.
The effect that higher
international tourism receipts can bring to foreign exchange earnings and to the
economy need not be emphasized.
.
The tourism statistics discussed above emphasize the
need to
brain-storm and to introspect as to what ails the tourism sector in India and
how to bring about effective changes to achieve deserving share in the world
tourism market. Formulation of an effective strategy on the basis of review of
policies and programmes is one of the key factors which can bring about
desired momentum to the Indian tourism sector.
World Tourism and Trade Council (WTTC) has predicted that the number
of world travelers would go up to 1600 million by the year 2020 as against 922
million registered in the year 2008. Unless annual growth rate of foreign and
domestic tourist registers sizeable increase in the forthcoming years, India will
not be able to seize the opportunity of bright prospects in tourism sector
predicted for the next decade.
3.
Developing departmental strategy
In the backdrop of the present status of international tourism of India’s
performance over the last few decades, an appraisal of the ongoing policies &
strategies and some fresh guidelines have been attempted in this paper based
on the guidelines and checklist provided by LBSNAA as a part of Mid-Career
Training Programme of IAS officers. The format of the strategy paper is based
on identified core components listed in strategy guidelines.
Core Component I
Purpose of the strategy and strategic plan
The objective of the strategy of five-year strategic plan prepared by M/o
Tourism has been stated. However, no substantial change in method of doing
‘business as usual’ has been suggested.
The objectives of the strategy need to incorporate the following:There has to be a specified target of Annual growth rate both for Foreign
& domestic tourist arrivals instead of only having quantitative target
at the end of five year. The annual target growth rates decided for
the country should be based on annual growth rates expected in
various States & UTs of the country.
Increase in arrival of foreign tourists shall largely depend upon increase
in the seating capacity of Airlines arriving into India.
Therefore,
unless there is a regular growth on this account, arrival of foreign
tourists cannot increase. This factor, being important, the strategy
objective should specify expected target annual growth rate in Airline
seating capacity, in consultation with M/o Civil Aviation.
Similarly, bed capacity of Hotel is an important factor for increase in
tourist arrival. Although the strategy objective does mention about
“the augmentation of accommodation for the tourists specially budget
category accommodation”, it does not specify the target growth rate of
hotel bed capacity over the strategy plan-period which should be
based on deficit in supply of hotel bed capacity vis-a-vis the target
arrivals of tourists. In this context, the MOT should also set
standards of accommodation for particular category of hotels.
“Tourism Ministry” does not have anything of its own but it markets
products owned by other Ministries & State Govts.
The success of
Tourism sector, therefore, depends upon Effective coordination and
forward-backward linkages with other Ministries and with State
Govts.
There is also a need to specify “Integrated Tourism
development” at all levels, as one of the important objectives of the
strategy papers.
There is no mention of “capacity building for service providers” in the
strategy paper. Today, in tourism sector, there is an acute shortage
of skilled personnel, and the feedback and experience of tourists (both
foreign & domestic) about the service deliveries, whether in hospitality
services, guides, taxi/auto drivers, entertainment/recreation are very
poor. Greater thrust and greater investment to correct this weakness
is the need of the hour.
Tourism is a state subject. MOT should therefore identify its own
core areas (area of strength) and focus on that. One of the area
where it is advantageously placed is in gathering reliable
statistics, collection of relevant data, its expert analysis and
then mentoring the states for their respective areas of strength
and weakness as identified through such data analysis and
research. For the purpose, MOT should develop an institutional
mechanism (even an institution) for data collection, research
and documentation on a continuous basis. This service followed
by coordination (both vertical and horizontal) and Human
Resource Development (Capacity building) should be the core
focus area of MOT.
One of the most sudden changes in our world that has come to stay
with
us
is
the
communication
technology.
With
internet
becoming the norm rather than an exception, the strategy
cannot afford not to take into account the way it has changed
our behavior. Therefore, one of the priority area of attention
should be a comprehensive portal which is user friendly,
provides at one place an ‘end to end service’ for the needs of a
tourist. The present website is no help for any tourist to
actually plan and get any complete, meaningful or end to end
service from MOT’s website.
Another powerful strategy would be to disseminate the good
practices of one state to another and to upscale them to All
India practices. More so because tourism is a state subject and
most of the activities are taking place at the state level. Success
stories need to be spread (as also the lessons from failures).
Stories like ‘Atithi Devo Bhava’ should be replicated.
This way MOT would be able to strengthen the states and feed in
the exact requirements of a given state.
Core Component- 2
The Vision
The strategy generally contains a clear statement of the vision. The vision is
clearly understood and can be successfully explained. However, it is felt
that the vision statement:Lacks appeal to the public spirit
Is not specific enough to provide guidance in decision making
Does not create a picture of the desired future and lacks mentioning
in terms of end results.
Therefore, the following points need to be added to the vision statement.
“To develop India as one of the most preferred destination in the next
decade”
“”To ensure world class integrated tourism development and tourism
management and bring in quality tourism in the country.””
“Tourism for all.”
Core Component-3
Long term Outcome goals and results that are required to achieve the
vision
The long term outcome goals (as listed in outcome budget 2010-11) and
results are listed and by and large defined. However, some of them:
Are not measurable
Do not have data of targets and achievement
Are not so realistic.
The observations/comments on some of the listed goals & objectives are
as follows:Goal No. 1: “To increase the share in international tourist arrivals and
receipts”
Comment:
“The target increase in the share in international tourist arrival s &
receipt should be well defined specifying annual target growth rate
for both Foreign and Domestic tourists for the next 5-10 years.
Goal No. 2: “To evolve a framework which is Government-led, private-sector
driven and community welfare oriented.
Comment:
“To evolve a framework where Government acts as a catalyst and
facilitator driven by Private sector and community welfare oriented.
Goal No. 3: “To have world class tourism infrastructure in the country through
integrated development of tourism destinations and circuits”
Comment:
“To
have
‘world
infrastructure
class
through
experience’
integrated
and
tourism
development
of
friendly
tourism
destinations and circuits”.
Goal No. 4: “To have active participation and investment from the private
sector in the tourism infrastructure development”.
Comment:
“To catalyse and facilitate larger private sector involvement in all
sectors of tourism industry including tourism infrastructure. To
open additional service areas to private sector and promote Public
Private partnership, wherever required”.
Goal No. 5: “Special attention for infrastructure development in North-Eastern
region and Jammu & Kashmir”.
Comment:
“Special attention for infrastructure in N.E region and J &K and
other lesser known destinations having tourism potential”.
Goal No. 6: “To have improvement and environmental upgradation of the
protected monuments”.
Comment:
“To have improvement and environmental upgradation of the
protected monuments and to make them “living Monuments”
Goal No. 7: “To establish an effective linkage and close coordination with
Ministries of Culture, Civil Aviation, Environment & Forests,
Railways, Home, Road Transport and Highways, etc”.
Comment:
“To have regular linkage and work in close coordination on regular
basis with Ministries of Culture, Civil Aviation, Environment &
Forests, Railways, Home, Road Transport and Highways, etc
Goal No. 12: “To give due importance to Domestic Tourism, particularly
tourism connected with pilgrimages”.
Comment:
“Developing and expanding Domestic Tourism shall be one of the
higher priorities because of its high volume of tourists (almost100
times that of FTA). Integrated tourism development with an aim of
registering a growth rate of 15% annually.
Goal No. 16: “To conduct effective training programmes for capacity building
of
tourism
programme
service
and
to
providers,
increase
including
tourist
employability
of
guides
training
existing
tourism
serviceproviders”.
Comment:
“ To facilitate and promote capacity building of tourism service
providers including tourist guides training programme and to increase
employability of existing tourism service providers”.
Goal No. 17: “ To put in place a system of training and professional education
with necessary infrastructural support, capable of generating
manpower to meet the needs of the tourism and hospitality
industry, both quantitatively and qualitatively”
Comment:
“To put in place a system of training and professional education
with necessary infrastructural support, capable of generating
manpower to meet the needs of the tourism and hospitality
industry both quantitatively and qualitatively and to
promote/facilitate training and education
by involving State
Govts, private sector, Universities & educational institutions.
Goal No. 18: “To actively participate in activities of international organizations
related to tourism such as UN World Tourism Organization and
World Tourism and Travel Council, so as to make best use of these
organizations in order to boost tourism.”
Comment:
To actively participate in activities of international organizations
related to tourism such as UN World Tourism Organization and
World Tourism and Travel Council, so as to make best use of these
organizations in order to boost tourism. And to register presence of
India tourism in all the key international markets by participating
in Marts/Exhibitions etc.
Additional Goals
Goal No. 20: “ To ‘extend the stay/duration’ of tourist and, therefore, realize
greater tourism expenditure through creation of additional satellite
tourist destinations and through integrated tourism(package)
services”.
Goal No. 21. Attempt should be made to harness the presence of foreign
business man or ‘other purpose visitor’ into what could be termed as
“add-on” tourism where a person or a team on business visit is offered a
suitable and convenient package tourism according to their needs and
time availability. For e.g. in Singapore they have developed packages
even for a transit visitor transiting through Singapore for durations as
short as 4 Hrs!
Goal No. 21: “Project ‘Incredible India’ as an ‘All year round” ‘Tourist
destination(365 days destinations) instead of projecting India as
‘September
to
March’
destination.
Smaller
and
lesser
destinations that will diversify the tourist traffic, mitigate the problems
of bunching into limited areas should be identified and vigorous
marketing taken up for them. Examples could be Bhim-Bheteka (to be
tied up with Khjuraho) or Chilika (to be tied up with Puri and Konark
etc.
Component 4
SWOT Analysis
Detailed SWOT analysis has not been made by the Department as a part of
strategy paper. Department has only identified certain strengths and
weaknesses.
(1)
STRENGTHS
Additional points of strength:
(i)
India Tourism is Economical and budget friendly.
(ii)
Variety & Diversity of Tourism products
(iii)
USPs
(a)
Wild Life Tourism
(b)
Taj Mahal
(2)
(c)
Heritage properties (Fort & Palaces)
(d)
Fairs & Festivals
(e)
Yogas/ Indian Culture/ Religion
(f)
Buddhist Circuit
(g)
Desert Tourism
WEAKNESSES
Additional points of Weaknesses:
(i)
Poor infrastructure. Unhygienic.
(ii)
Poor quality of Tourism services including Extortion & cheating
tendencies.
(iii)
Airline seat capacity inadequate to foster desired level of Foreign
Tourist arrival
(iv)
Deficit of Hotel Bed capacity
(v)
“Tourism unfriendliness” amongst people
(vi)
Security problems
OPPORTUNITIES
1.
In the light of Robust Domestic economy, Domestic Tourism can prosper.
2.
By making India as “365 days” destination, higher Hotel/Airline capacity
utilization can be ensured
3.
To develop & promote lesser known destinations
4.
Greater scope in Theme based Tourism like Eco, Rural, Adventure &
Wellness Tourism
5.
Diversities of Tourism destination including J&K, North East, Deserts of
Rajasthan(still not exploited fully)
6.
With more liberal sky policy Airline seating capacity can be increased to
match Tourist arrivals
THREATS
1.
Terrorist threats (Advisories)
2.
Fear (Phobia) of Epidemics H1N1, Bird Flu
3.
Next door Tourism friendly countries of South East Asia posing great
challenge viz. Singapore, Thailand, Malaysia
4.
Dependence of Golden Triangle – attracting 60% of Foreign Tourists (All
eggs in one basket)
5.
Deficiency of “Repeat Tourism” because of inhospitable & unfriendly
attitude towards Tourists, Indecent behaviour of service providers
specially Transport services, guides & local agents.
Component 5
PROPOSED SOLUTIONS & POLICY OPTIONS
The solutions & policy options as proposed by MOT during the next 5 years are
summed up and analyzed as follows:(1)
DEVELOPMENT OF TOURISM INFRASTRUCTURE
In addition to (viii) Agenda points, the following policy options/action points
need to be added in order to meet the desired strategy and goals:
(a)
Coordinate with Civil Aviation Ministry to augment the Airline
seating capacity both on International & Domestic airlines.
Airline seating capacity, which has grown in the last few years due to
liberal sky policy, should not become a limiting factor or a bottleneck, in the
growth of Tourist Arrivals or Tourist movement.
MOT shall also act as a Catalyst in the following manner:
(b)
To persuade state governments & Civil Aviation Ministry to make
Air Strips & Helipads (owned by State Govt. & AAI) operational and
available for Tourism services.
(c)
Private sector investment would be promoted & facilitated to
develop Tourism infrastructure in the following manner:-
(i)
Large Revenue Generating Projects (with or without viability Gap
Funding)
(ii)
Development of new Tourism destinations (Entertainment,
Recreation centre, Disney Land etc)
(iii)
Development of Tourism infrastructure through Public Private
Participation (e.g. Jalmahal, Fort palace in Rajasthan)
(iv)
Adopt a monument/ Tourism destination for maintenance and
operating
(v)
Creating land banks by involving State Govts. and local bodies
(Urban & village)
(vi)
Promoting ‘outsourcing’ of Tourism services to private sector.
(vii)
Leasing out ‘Nazool Properties’ or other Govt. properties having
Tourism potential (e.g. Rajasthan Tourism)
(d)
Development & Promotion of Rural Tourism in the following
manner:-
(i)
PPP by involving Rural Cooperative bodies and Private Sector (Raj
Gramya in Rajasthan)
(ii)
PPP by involving PRI and Private sector
(iii)
Facilitating Private Sector to Development of Tourism Destinations
in Rural set up (e.g. Samod in Rajasthan)
(e)
Rationalisation of Tax structure and license regime in development
and operation of Tourism infrastructure.
(f)
Promote ‘Single Window facilitation’ for projects related to Tourism
infrastructure.
(g)
Close monitoring & review (PERT) and quality evaluation of CSS
projects, sanctioned by MOT. (Presently, it is limited only to
Collection of utilization certificate from the State Tourism
Departments).
(h)
Promote & Facilitate Entrepreneurship/start ups for taking up
Tourism infrastructure projects.
II
Accommodation for the Tourists:
Additional Policy options:-
(i)
To bridge the gap between Demand & supply of Hotel Bed capacity (the
present gap is almost 60000 quality rooms), policy measures need to be taken
for time bound and targetted growth rate of Hospitality industry. These could
include:(a)
Creating Land Banks by State Govts/Local Bodies and
incentivizing by reducing Reserve prices, lower than for commercial
projects. All State Govts to be persuaded to design a Hotel Policy
(eg. Rajasthan) Land should not be purchased by MOT as
mentioned in outcome budget.
(b)
Revisiting the Tax structures/ and provide greater incentives to
various class of hotels.
(c)
Rationalisation & Simplification of procedures for approval of Hotel
projects & their classifications. “Single Window facilitation” for
Hotel Projects.
(d)
Utilizing ‘free capacities’ of Hotels during summer months, by
promoting Domestic Tourism and by attracting Foreign tourists
during this period. (Policy of imaging India as a 365 days
destination).
(e)
Promote “Paying Guest” accommodation, which shall also result in
involving participation & income augmentation of common people.
Utilization of “unutilized room capacities” amongst households and
that too in the center of Town. This will also promote/facilitate
availability of accommodation required for Rural Tourism.
(f)
Single Window facilitation
(g)
Special incentives/concession to Budget Hotels. (Land + Tax +
other Concessions).
(h)
Regularization of unauthorized hotels – State Govts & Urban
Ministry to be persuaded to develop mechanism.
(i)
Review of FAR/FSI & development charge for hotels through out
the country particular in Tourism cities.
(j)
Public – Private - Partnership
By leasing Govt. owned Nazool properties
By leasing state owned hotel/Tourism Bungalows, specially the
ones which have turned un-viable and/or have closed.
(k)
To promote use of Information Technology in Hotel Industry. IT to
be made an important medium for hospitability services. (on line
booking/cancellation etc.)
(l)
Hospitability industry to be promoted to provide “Integrated &
Packaged Tourism Services” to the guests. (Transport, Tourist
Maps, Guides, city tour). Hospitality industry to provide ‘Quality
Service’ and to attempt establish a “complaint & Redressal
Mechanism” with the assistance of State Govts. & Local bodies.
(m)
To take up ‘Capacity building’ of Hospitality Service providers on a
campaign mode by:(i)
Direct intervention of training programmes at MOT owned
IIHMs. Training of Master Trainers & not the trainees
directly.
(ii)
Promoting through hotel industry
(iii)
Promote creation of capacity building Agencies in private
sector (Private Institution of Hotel Management/Food Craft)
by providing concessions/subsidy.
III
TRAVEL TRADE
Additional Policy options/strategic plan.
Actionable agenda (xvii points) under the strategy plan are appreciable and
largely fulfill the Goals/objective of the strategic plan, as also mitigate the woes
of Travel & Trade industry. Few additional policy option as listed below, would
further facilitate Travel Trade Services:(1)
MOT shall promote Foreign Language programmes in the private sector/
universities/colleges for Tourist guides and personnel involved in hospitability
services.
(2)
TRAIN TOURISM:
MOT shall promote:
Improvement in Quality of services in the trains, particularly for
Domestic Tourists.
Package Tours for Foreign & Domestic Tourists.
Luxury Package Trains on the lines of POW etc.
(3)
PROMOTE
INDIA – UNITEDLY:
Marketing & promotion of India Tourism should involve all Private and
Govt. players of Travel Trade under common umbrella. Travel Trade,
(both govt & private) should unitedly work & represent India
unitedely in Foreign Marts & Exhibitions, instead of representing
individually and in fragmented form.
(4)
Capacity building for service providers:
Travel Trade includes Tour operators, travel agents, travel transport,
tourist guides, etc. There is an inherent need not only to augment the
number of skilled personnel in these areas but also to build their
capacity.
MOT shall ensure & facilitate a regular capacity building programme for
such service provides, involving IIHMs, Food Craft Institutes, State
Institutes of Tourism Management, private sector Entrepreneurs,
players of Travel Trade, Universities, colleges and other private
education institutions.
Promote learning of Foreign Languages through Universities/private
institutions.
(5)
IMPROVED TRANSPORT SERVICES:
High quality Public Transport & private Taxi services in the urban area to
be promoted in consultation with Transport and Urban
Development Ministries.
Promote “Stricter discipline” amongst Transport service providers with
the assistance of State Govt. & Local Administration.
Make efforts to streamline the Inter-State movement of Transport service
as also rationalize & simplify the vehicle/road tax/toll tax regime
for vehicles making inter state movement and for tourist vehicles.
(6)
Going Beyond the “GOLDEN TRIANGLE” SYNDROME:
Travel Trade players, as a matter of tradition, promote the Golden
triangle tour to the extent that a large share of Foreign Tourists
remain contained to the triangle destinations. MOT shall ensure
that Travel Trade promotes and markets, various other Circuits
Themes & Tourism destinations to Foreign and Domestic tourists.
This will not only ease the pressure on tourism services in the
Golden triangle, but would also promote equitable distribution of
Tourism revenue and employment. It would also help to get
“Repeat Tourism”.
(7)
Single window facilitation & simplification in the process of approval of
Travel Trade Service licenses.
(8)
TOURISM INFORMATION SYSTEM
Development of “Tourism kiosks” in Tourism cities in private sector
(commonwealth games 2010 pattern)
(9)
TOURISTS SECURITY: Tourist Assistance Force (Rajasthan Experience)
IV
PUBLICITY & MARKETING
Additional policy options/strategic measures:
The strategic plan prepared by MOT covers most of the possible policy options
and strategic initiatives, very comprehensively and all options covered in
strategic paper need to be put into action. However, there can be few more
interventions to promote India Tourism, in the following manner:(1)
NRIs can be a tremendous source in augmenting international
tourist receipts. The large Indian Diaspora can be tapped and suitably
wooed to religious, festival or even ‘home coming’ tourism. Besides, NRIs
should be used as “Tourism Ambassadors”. A regular linkage with millions of
NRIs all over the world, would spread a good word about India tourism as well.
(2)
“Integrated Promotion Campaign” with state governments shall be
emphasized with Revenue participation.
(3)
Integrated promotion campaign with Private Tourism players (PPP model)
(4)
Regular IEC campaign for “Unfriendly and Inhospitable Masses of India”
(on the lines of Atithi Devo Bhava) not only for being friendly to the visiting
tourists but also to educate for the following:(a)
Overcharging by Taxi/Auto drivers
(b)
Unreliable guides
(c)
Indecent behavour of Tourism service providers
(d)
Deceptive local travel agents
(e)
Beggars
(f)
Maintain hygiene & cleanliness in public areas
(g)
“Keep city clean” drive
(h)
Do’s and Dont’s vis-à-vis Tourists
(i)
Sharing Information with information seeking Tourists & last but
not the least.
(j)
(5)
(6)
SMILE WHEN YOU SEE A TOURIST
MOT shall prepare a long term calendar plan for the following for timely
publicity & promotion:(a)
Participation of MOT/DOT & state Tourism departments in various
International & Domestic Marts/Exhibition. (At least 2 year
calendar)
(b)
A five year calendar of National Tourism events like fairs, festivals,
Religious events etc.
MOT shall explore the possibility of having a separate, dedicated
Television channel on Incredible India – capable of being watched both
in domestic and international media.
V
NEW TOURISM PRODUCTS
One of the recent phenomenon is the growth of Indian middle
income families and consequent surplus disposable income with
them. This new-found purchasing power is getting diverted to
‘out-bound tourism’ to destinations such as Dubai, Singapore,
Bangkok, Hongkong, Malaysia etc. Ministry of Tourism should
study this aspect and attempt to come out with incentives so that
these travelers are instead retained and diverted to domestic
tourist destinations. Recent attempt by GOI to allow a LTC to
north-east for government employees was a good and successful
attempt to divert tourist traffic to north-east. On some such similar
lines we need to harness the present out-bound tourist traffic for
retaining them to domestic destinations. One option is to work
jointly with the tour operators of these countries to work out a
joint package with destinations in both the countries mutually
covered. For example for the Buddhist tourist circuit of Bodhgaya,
Nalanda and Varanasi, we can add the cities of Nepal which could
be mutually beneficial to both. MOT can play a coordinating role in
such initiatives.
Besides, following additional Policy options under the heading of new tourism
products is suggested:
(1)
ECO-TOURISM:
In addition to developing Eco-tourism in National Parks/Sanctuaries,
by state intervention, simultaneously, private sector shall be
facilitated & promoted to develop Eco-tourism destinations.
Explore the possibilities of leasing out certain non-functional Rest
houses/ Dak bungalows situated around Ecological zone and
having Tourism potential to the private sector/or under PPP
arrangement.
(2)
MEDICAL AND WELLNESS TOURISM:
Develop Forward – backward linkages with the cooperation of Ministry
of Health to develop Medical Tourism.
(3)
ADVENTURE TOURISM:
Promote ‘Desert Tourism’ (sand dune sports) in private sector on
“Dubai” pattern
‘Water sports’ to be promoted
Hot Air Ballooning & Aero Sports to be promoted.
(4)
MICE TOURISM
The Ministry shall promote setting up of convention centre/
Exhibition centre under PPP and viability Gap Funding
arrangement.
(5)
RURAL TOURISM
Involve PRI and Cooperative net works to partner with Private sector
in developing and operating Rural Tourism projects (e.g.
RAJGRAMYA) in Rajasthan.
‘Rural Tourism Sites’ to be identified around known destinations as
“Satellite Tourism Site” with a view to ensuring extended stay of
Tourist.
(6)
FESTIVAL TOURISM
DIWALI
DUSSEHRA FESTIVAL
HOLI
KUMBH
(7)
RELIGIOUS TOURISM
Pilgrimage Tour packages for Domestic Tourists.
Development of “Pilgrimage & Religious Circuit”
Promote ‘JAINISM CIRCUIT”
(8)
WEDDING TOURISM
Promote ‘Wedding Tourism’ in selected Tourism destinations (e.g.
Jaipur, Udaipur in Rajasthan)
VI
HUMAN RESOURCES DEVELOPMENT
The Ministry has identified large number of policy options in the strategic plan.
Some additional options are:(a)
State Governments and local bodies shall be persuaded to take up
capacity building programme for Travel Trade service providers viz.
Guides, Auto Rickshaws, Taxi Drivers, Sanitary personnel Desired
facilitation shall be done by MOT.
(b)
Mass Awareness & regular IEC programme to be run by MOT,
State Govts and Local Bodies for sensitization of Masses &
educating them to be Tourism friendly. To explore the possibility of
including the subject or chapter of “India Tourism” in school
curriculum.
VII
MARKET RESEARCH
Additional policy options:
An institutional mechanism on a permanent basis to collect
data and undertake detailed analysis and research should
be set by MOT. This institution would be the think tank
and source of information to all the stakeholders – states,
Tour Operators, travel Agencies etc etc.
A “Feed back Mechanism” shall be developed in consultation with
State Govts. and private players to get a regular feed back from
both Foreign & Domestic Tourists.
“Impact Study” of “Publicity Advertisement Campaign” under
‘Incredible India’ shall be done both in Foreign Markets and
Domestic Market to assess the “Value for Money” for the
mammoth expenditure (almost 40% of the budget) done by the
Ministry.
Evaluation & Impact Study of CSS schemes shall (Destination,
Circuit, Mega destination) be done after the completion of the
projects to assess its utility and ‘Value of Money’.
The system of recording Tourist arrivals & other dates both FTAs &
DTAs is far from satisfactory. An improved system on ‘MIS’
pattern shall be developed with cooperation of State Tourism
Departments and private players.
VIII
MONITORING
Additional policy options:
The inordinate delays happening in implementation of CSS schemes shall
be curbed by a coordinated monitoring mechanism(PERT) with stricter
disciplines.
Regular coordination meetings with Ministries of Railways, Urban
Development, Culture, Civil Aviation etc. shall be held at different levels
to review and monitor the implementation of Action plan.
Regular coordination meetings with private sector players.
Regular review of RFD targets and initiating corrective actions.
International cooperation and cultural exchange programmes with
other partner countries and cities should be institutionalized.
COMPONENT-6
PRIORITIZATION OF POLICY OPTIONS
The strategy paper of M/o tourism for the next five years does not
incorporate an explicit prioritization of the proposed policies. No priority level
like high, medium and low have been assigned.
The Departmental strategy
does include the planning template which gives the project and timeline for
some of the activities and sub-activities within the Ministry. However, these
are
not
the
timelines
for
various
policy
options
identified
by
the
Ministry/Department.
Suggested prioritization of the proposed Solutions & policy option
From amongst the various policy options which have been identified by
the Department in its strategy plan and from the additional policy options
identified by the ‘group’ under the core components 1 to 5, following
prioritization of policy options are suggested based on guideline provided for
developing department strategy.
High Priority
Serial
Policy Option
No
1
Fixing of annual growth rate target for foreign and domestic
tourists
2
Effective monitoring and developing forward-backward linkages
with other concerned Ministries and State Govts
3
Capacity building for service providers in hospitality travel trade
4
To evolve a framework where Government acts a facilitator, driven
by private sector .
5
Development and expanding domestic tourism which has a
potential of getting tourist volume 100 times more than foreign
tourist
Project Incredible India as a year round tourist destination & Intensive
6
IEC campaign for unfriendly and inhospitable masses of India
7
Augmentation of airlines seating capacity on international airlines
and domestic airlines
8
Bridging the gap between demand and supply of hotel bed
capacity by taking aggressive policy measures and specified target
annual growth rate.Creating land banks and Revisiting tax
structure.
Medium priority policy options:
Serial
Policy Option
No
1
To make efforts to improve the unhygienic and poor quality of
tourism services and infrastructure
2
To ameliorate security environment for the tourist
3
Proactive actions to prevent countries to issue advisories like
threat of terror and fear of epidemics
4
Promote lesser known destinations to reduce dependence on the
Golden Triangle which attracts almost 60% of the world tourist
5
To accelerate theme based tourism, namely rural tourism, eco
tourism, adventure tourism, MICE Tourism, Medical Tourism &
Religious Tourism.
6
Private sector investment to be promoted to develop tourism
infrastructure in large revenue generating projects and new
tourism destinations
7
Develop
tourism
infrastructure
through
public-private
participation
8
Rationalization of tax structure and licensing in development of
tourism infrastructure and for reforming travel trade
9
Integrate publicity and promotion campaign with State Govts and
Private sector
Low priority policy options:
Serial No
1
Policy Option
Exploring the possibilities of starting a separate dedicated
television channel on Incredible India
2
Preparing long-term calendar plan for participation in marts
and exhibitions as also for national tourism events of the
country
3
Developing
new
themes
of
tourism,
namely
wedding
tourism,.
4
Development of tourism kiosks in key tourism cities to
improve the tourism
5
To raise tourist assistance force in all States on the pattern
of Rajasthan tourism.
6
Leasing out Nazool properties having tourism potential
7
Introduce
“Adopt a monument” scheme for maintenance
and operating monuments of Tourism potential.
Core component-7
IMPLEMENTATION MODULE
The strategy action plan devised by the M/o Tourism does not contain an
explicit module on implementation.
Although the strategy action agenda
points have been comprehensively listed under various sub-heads of tourism
sector, however, there is no clear implementation plan. The RFD has
identified the approach and time lines for some of the activities but that
is limited to ‘spending the allocated budget’ items. But largely the RFD
prepared
by
Tourism
Department
revolves
around
only
the
implementation of budgetary allocation and ensuring fulfillment of
mandatory legal & administrative activities normally done by the
Department every year.
It is suggested that the activities (or at least
the not so finance dependent activities like the coordination and
monitoring related activities) should be clearly spelt out in the RFD and
the timeline and the officials entrusted with the activities should be put
out. For e.g. instead of saying that ‘all the applications received for
accreditation of hotels shall be disposed/completed’ one could indicate
on the lines of citizen charters that applications whenever received shall
be decided upon within 1 month of its receipt. This would lend the RFD
to more meaningful monitoring.
Secondly, the Implementation Module should be aligned to the Plan
Years. This will not only align it to the Plan Objectives and Timelines but
also align the funds flow as envisaged in the Plan.
Thirdly, subsidiary RFDs for subordinate organizations and separate
MOUs with autonomous organizations (even tourism bodies, other
ministries and States!) should be prepared. From the papers made
available to the group, the group could not decipher the status of
subsidiary RFDs with subordinate bodies therefore if there are already
such subsidiary RFDs and MOUs then this comment can be ignored.
To summarize, the RFD document prepared for the period for the
2010-11, therefore, needs to be addressed more on the policy options and
strategy plan rather than on the routine administrative activities which the
Ministry/Department implement as a part of its normal exercise.
The group suggests that the prioritization made under core component- 6
indicated in this paper should be the basis for preparing an implementation
plan. Obviously high priority items identified by the group need to be not only
addressed on priority basis but also monitored closely at regular intervals of
time. Similarly, medium priority options and low priority options need to be
reviewed continually.
The section 2 of the RFD where the functions get translated into
activities needs more clarity and sharper focus. Each of the policy options
should be broken up into measurable activities and a “PERT Chart” specifying
sub-activities involved and timelines drawn for each of the sub-activities
should be drawn up along with fixing of responsibility for each sub-category.
An
institutionalized
mechanism
to
Review
and
Monitor
timely
implementation for each of the policy options irrespective of the fact whether
they are high, medium or low priority policy options should be set up. The
strategy paper need to include the consequence for non-compliance and poor
implementation of each of the policy option and there shall be a mechanism of
performance grading amongst those responsible for the implementation of each
of the policy options.
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