Meghalaya Tourism Mission

Introduction

The tourism comprises a complex set of components, which activate actions of a

number of socio-economic variables that have significant impact on the quality of life of
the people and over all environment of a region. Tourism industry provides government
with tax revenues and spurs economic developments through investments in new
infrastructure in various tourism destination including backward areas. In the process to
tourism development, a number of spin-off benefits like optimal utilization of local
resources of work force, upgrading of human resources etc. accrue to the economy which
in turn enhances the purchasing power of local community along with rapid monetization
of the economy through advancement of trade and commerce. In fact, tourism development
can be described as “an economic activity with social impact”.

Rationale

Meghalaya, described as the “Abode of the Clouds” has rich potential for growth of tourism
industry with lot of features such as rolling hills, meandering rivers, cascading waterfalls,
lush forest, diverse flora and fauna and unique culture and tradition. Tourism is a multi-
sectoral activity and hence has the capacity to stimulate different sectors of the economy.
Tourism can also make a positive impact on conserving the environment, cultural enrichment
and development of rural areas. Hence the state of Meghalaya must be placed in a strategic
position to take advantage of growth in the tourism industry in India, which is emerging as an
employment generator.

Objectives

The objectives of the State Tourism Mission are:

- To establish a holistic growth of the tourism industry with the co-operation of the
private sector/community and other stakeholders

- To develop an effective marketing strategy to project a positive identity of Meghalaya

in the national and international tourism markets as a unique and preferred
destination.
- To enhance the quality and attractiveness of tourism experience in the state including
improvements to be brought about in the conservation of the environment

- To map and locate new opportunities for the future development of tourism in the
state on a sustainable basis.

- To strengthen community based tourism in the state

- To develop a Tourism plan for the state

- To ensure more emphasis on the capacity building to local youth and other tourism
stakeholders

- To develop courses and modules on tourism for various categories of service

providers related to tourism

- To establish a set of best practices in relation to responsible tourism in the state

- To provide essential infrastructure facilities for the promotion and sustainability of

tourism in the state.

SWOC analysis of the tourism sector

i. Strength

- Meghalaya provides the best nature trek through rain forests to the river front at the
bottom of the valley, to living root bridges which are exclusive to Meghalaya in the
entire world. The topography and weather of the State are ideal for canoeing and
paragliding. These are feasible and unique therefore, there is a huge demand for them.
- There are certain natural features like caves, waterfalls, fossil parks, etc which are
unique to the state, which can attract tourists.

ii. Weakness

- Specialized and professional manpower required for different sub-sectors of the

travel and hospitality industry related to tourism are lacking

- The poor infrastructure and low capacity inhibits the travel and tour trade to take
aggressive stance to promote tourism in the state
- Good quality road connectivity to destinations is a pre-requisite and non-negotiable.
iii. Opportunities

- The State can be a strong contender for hosting international events on Cultural and
Heritage tourism, Eco-tourism and Adventure tourism.
- Tourism linked activities and programmes of regional associations like, SAARC,
BIMST-EC etc. and SAARC Adventure Camp held in Darjeeling in West Bengal can
be held in Meghalaya, which has immense potential for adventure tourism.
- Employment opportunities (direct and indirect) can be generated in the tourism sector

iv. Challenges

- Tourism to Meghalaya needs to be promoted by an aggressive and well co-ordinated

marketing strategy and to be successful as a Brand in the market place.
- Land is the most critical issue in the development of the tourism infrastructure. The
complex and unresolved issue of land ownership and lease by the private sector is the
single biggest barrier to investments by the local or outside the state investors. It also
does not allow the projects to access funds from the financial institutions and / or
banks, even if they are viable and sustainable.
- The current infrastructure does not allow the tourists to spend money for
accommodation, at destinations, entertainment, shopping and restricts the income
transfer for the benefit of the people in the state

Basic Principles underlying the Mission

1. Government will create basic infrastructure for tourism development in the state
and also act as a facilitator for private investment in tourism industry.
2. Private sector will provide quality products and offer support services for
promotion of tourism industry.
3. Full advantage of the opportunities presented by strategic regional policies and
development agencies will be taken.
4. Entrepreneurship with local communities in the field of tourism will be promoted.
Emphasis will also be given to tourism projects which are based on community
participation.
5. Tourism development will be undertaken in a manner so as to ensure
sustainability and conservation of the state’s environment and natural resources.
6. The state will build on its existing strengths to develop tourism by promoting a
clean, healthy and safe environment along with efficient and friendly services
7. Minimum acceptable standards with regard to hygiene, sanitation, environmental
cleanliness, etc will be adhered to be followed by the hotel operators.
8. The tourism industry in the state will develop a unique brand identity focusing on
selected niches and products to attract the visitors
9. The infrastructure and construction of works relating to tourist destinations will be
designed to merge with the surroundings and natural environment.
10. Capacity building through formal and specialized trainings will be organised for
various categories of service providers related to tourism industry.

Strategies
1. Survey and mapping of potential areas of tourist attraction in the state in order to
prepare a Master plan for integrated tourism development
2. Facilitate state of the art tourism infrastructure and efficient transportation
facilities
3. HRD plan to train tourism related professionals and service providers so as to
develop efficient and professional manpower
4. Developing brand image/unique products for different tourism destinations as
joint ventures
5. Including tourism as an industry to take advantage of various incentives under the
Industrial Policy of the state
6. Identification and promotion of new opportunities and products for the better
development of tourism in the state
7. Developing an efficient marketing strategy to project a positive image for tourism
industry in the state
8. Upgradation of visitor facilities in all tourist destinations in the state
9. Convergence with other state departments to strengthen the quality and
attractiveness of tourism experience in the state

Potential areas for development of tourism in the state

 - Adventure/Sports tourism- rock climbing, para gliding, zip lining, mountain
cycling, canoeing, water skiing, caving, water sports and angling
- Wild life / Eco-tourism-
- Balpakram National Park (South Garo Hills)
- Nokrek Biosphere Reserve (West Garo Hills)
- Siju Wildlife Sanctuary (South Garo Hills)
- Nojkhyllen Wildlife Sanctuary (Ri Bhoi district)
- Cave tourism

- Cultural Tourism (Fairs & Festivals)

- Wangala dance (Garo)
- Nongkrem dance festival (Khasi)
- Behdeinkhlam festival (Jaintia)
- Golf tourism
- Pilgrimage tourism
- Legend/ Heritage tourism
- Village/ Rural tourism
- Waterfall tourism
- Package tourism (to premium tourist destinations in the state)

Implementation plan
- Sustainable tourism plan for Meghalaya must be prepared to strengthen primary
sector (agriculture and allied activities) and secondary sector (manufacturing and mining)
for rapid inputs and raw materials in order to improve overall productivity of the
economy. The development of the tertiary sector in turn gives a fillip to the primary as
well as the secondary sectors from the respective sources to the production centres and
from the production centres to the warehouses/wholesale/terminal markets.
- The focus is to be given to local community mobilization for the development of
tourism awareness, brand development through tourism promotion, setting up tourist city
centre, wayside amenities, accommodation, city tours and tour packages.

- A well designed plan for capacity building and manpower training local, regional,
national and international experiences will help make tourism development successful.
Capacity building through formal and specialized training should be a part of the planning
exercise.

- Human Resource Development initiatives for promoting and developing

education programmes can enhance awareness about nature conservation and sustainable
use, local and indigenous cultures and their relationship with tourism.

- Various types of vocational courses should be organized on different tourism

related subjects for various stakeholders, like, tour operators, taxi, operators, hotliers,
guides, personnel in the hotel and catering services and media.
- There is a need for the training of the travel agents in the key areas of the current and
emerging market states of India besides the dominant domestic tourist state of West Bengal.
The well equipped travel agents can better promote the state as a destination.

- The tourism development plan to achieve the above key objectives and have a
significant impact in the medium term of 3-5 years will be based upon the
following principle:
- Build Upon the Existing – short to medium term initiatives
- Create New Infrastructure and Markets- medium to long term initiatives
- "Brand Build Up" plan to be launched by the State
- A key need is the availability of clean and secure accommodation, more so in
the case of eco-tourism and village tourism.. Shillong, capital of the state, has to enhance
its availability of rooms. Towns on Garo Hills and Jaintia Hills need special attention in
view of their high tourism potential. The standard of the entire hotel industry in the state
needs to be improved. The quality of the hotel and restaurant industry with proper
grading is vital. The staff needs to be trained for all the services in the hospitality sector
and also given proper attire.
- Special packages are to be developed for this segment of the tourist market as this
attracts mostly the foreigners. The packages besides the ecotourism, wild life tourism, river
rafting would cover community living experience and hospitality in their traditional
environments.
- For the success of the tourism development and the comfort of the tourists the local
community should take the ownership of the facilities and also the skills of the local youth
are to be developed for meeting the needs of the tourism sector.
- The most important need of connectivity – telecom and internet for information,
communication and confirmations etc is not included in these projects.
- Tourism depends on the basic infrastructure of roads and these leave a lot to be desired.
In some areas of interest to high paying tourists the roads are almost nonexistent as they are
of extremely bad quality and back breaking.

Sustainability
Initiatives proposed will be designed and implemented with appropriate technology, skills
development and management for:
i. Economic Sustainability
Meet the norms for funding by the financial sector and
Comply with good governance practices
ii. Social Sustainability
Participation of the local community and direct benefits to the community and
the youth employment and income generating opportunities
Social workers are integral part of the project design for rural tourism and
home stays to ensure no side effects of tourism are created
iii. Environment Sustainability
Projects to be designed with local materials and green technology usage

Pollution Control and Waste Management practices in place on operation.

Risk Management

A governance plan for tourism has to be set in place to manage the risks involved in the
tourism sector. The success of the Tourism Development Plan will depend upon managing
the following:
i. Structural Risks
- Tourism Development Policy to be pro-active and play the vital role of a
facilitator beyond the normal role of a regulator
- Government of India special encouragement for the North East States for LTC
needs to be continued for at least another 5 years if not 10 years to build the
nascent tourism in the region.
- Remove procedural hassles which in getting investors and investments
- Structural changes are required for managing TOURIST arrival and the risk
factors of infrastructure, connectivity, medical aid &evacuation etc need both lead
time and funds.
ii. Operational Risk

Attitude of the state towards the TOURIST has to be positive.

Tourism industry should be recognized as the key driver for inclusive growth in the state
and reflected in allocation of funds for the tourism sector in the development plans for the
state.
Security perceptions of the tourist need to be addressed by “Brand Build Up”
Good planning will reduce and/or eliminate the risk factors to enhance the quality of
experience of the tourist.
Mandatory training and certification of all the service providers in the tourism sector-
transport, accommodation, Food & beverage, guides etc.
Specify and enforce safety guidelines for all tourist activities.

Convergence with Basin Development

This could be in relation to development of the natural resources such as land, water, flora
and fauna and physical infrastructure (eco-development centres including markets for niche
products) in the tourism destinations and skill trainings for the various stakeholders of
tourism, including tourist guides. ( Convergence plan can be prepared after finalisation of the
document)

(Note prepared based on the available reports and documents for discussion and further
refinement – Dr. R M Prasad)