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MINISTRY OF TOURISM
VINOD ZUTSHI J. P. PRAKASH
Introduction and growing importance of tourism
Tourism is one of the most remarkable socio-economic phenomenon of the
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 Globally, as an export The
passenger transport earned 1.1 trillion $ in the year 2008.
category, tourism ranks 4th after fuels, chemicals and automotive products.
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.
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”
“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 class experience’ integrated and tourism of friendly tourism
destinations and circuits”.
Goal No. 4: “To have active participation and investment from the private sector in the tourism infrastructure development”.
“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”.
“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 service and to providers, increase including tourist of guides existing training 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) (ii) (iii) India Tourism is Economical and budget friendly. Variety & Diversity of Tourism products USPs (a) (b) Wild Life Tourism Taj Mahal
(c) (d) (e) (f) (g) (2)
Heritage properties (Fort & Palaces) Fairs & Festivals Yogas/ Indian Culture/ Religion Buddhist Circuit Desert Tourism
WEAKNESSES Additional points of Weaknesses: (i) (ii) Poor infrastructure. Unhygienic. Poor quality of Tourism services including Extortion & cheating tendencies. Airline seat capacity inadequate to foster desired level of Foreign Tourist arrival Deficit of Hotel Bed capacity “Tourism unfriendliness” amongst people Security problems
(iv) (v) (vi)
OPPORTUNITIES 1. 2. In the light of Robust Domestic economy, Domestic Tourism can prosper. By making India as “365 days” destination, higher Hotel/Airline capacity utilization can be ensured To develop & promote lesser known destinations Greater scope in Theme based Tourism like Eco, Rural, Adventure & Wellness Tourism 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. 2. 3. Terrorist threats (Advisories) Fear (Phobia) of Epidemics H1N1, Bird Flu Next door Tourism friendly countries of South East Asia posing great challenge viz. Singapore, Thailand, Malaysia 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. Private sector investment would be promoted & facilitated to develop Tourism infrastructure in the following manner:Large Revenue Generating Projects (with or without viability Gap Funding) Development of new Tourism destinations (Entertainment, Recreation centre, Disney Land etc) Development of Tourism infrastructure through Public Private Participation (e.g. Jalmahal, Fort palace in Rajasthan) Adopt a monument/ Tourism destination for maintenance and operating Creating land banks by involving State Govts. and local bodies (Urban & village)
Promoting ‘outsourcing’ of Tourism services to private sector. Leasing out ‘Nazool Properties’ or other Govt. properties having Tourism potential (e.g. Rajasthan Tourism) Development & Promotion of Rural Tourism in the following manner:PPP by involving Rural Cooperative bodies and Private Sector (Raj Gramya in Rajasthan) PPP by involving PRI and Private sector Facilitating Private Sector to Development of Tourism Destinations in Rural set up (e.g. Samod in Rajasthan) Rationalisation of Tax structure and license regime in development and operation of Tourism infrastructure. Promote ‘Single Window facilitation’ for projects related to Tourism infrastructure. 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). Promote & Facilitate Entrepreneurship/start ups for taking up Tourism infrastructure projects.
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. Revisiting the Tax structures/ and provide greater incentives to various class of hotels. Rationalisation & Simplification of procedures for approval of Hotel projects & their classifications. “Single Window facilitation” for Hotel Projects. 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). 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. Single Window facilitation Special incentives/concession to Budget Hotels. (Land + Tax + other Concessions). Regularization of unauthorized hotels – State Govts & Urban Ministry to be persuaded to develop mechanism. Review of FAR/FSI & development charge for hotels through out the country particular in Tourism cities.
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.
To promote use of Information Technology in Hotel Industry. IT to be made an important medium for hospitability services. (on line booking/cancellation etc.) 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. 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. Promoting through hotel industry Promote creation of capacity building Agencies in private sector (Private Institution of Hotel Management/Food Craft) by providing concessions/subsidy.
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. 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)
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) (b) (c) (d) (e) (f) (g) (h) Overcharging by Taxi/Auto drivers Unreliable guides Indecent behavour of Tourism service providers Deceptive local travel agents Beggars Maintain hygiene & cleanliness in public areas “Keep city clean” drive Do’s and Dont’s vis-à-vis Tourists
(i) Sharing Information with information seeking Tourists & last but not the least.
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) 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.
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.
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.
MICE TOURISM The Ministry shall promote setting up of convention centre/ Exhibition centre under PPP and viability Gap Funding arrangement.
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.
FESTIVAL TOURISM DIWALI DUSSEHRA FESTIVAL HOLI KUMBH
RELIGIOUS TOURISM Pilgrimage Tour packages for Domestic Tourists. Development of “Pilgrimage & Religious Circuit” Promote ‘JAINISM CIRCUIT”
WEDDING TOURISM Promote ‘Wedding Tourism’ in selected Tourism destinations (e.g. Jaipur, Udaipur in Rajasthan)
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. 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.
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.
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 No 1 2 Fixing of annual growth rate target for foreign and domestic tourists Effective monitoring and developing forward-backward linkages with other concerned Ministries and State Govts 3 Capacity building for service providers in hospitality travel trade Policy Option
To evolve a framework where Government acts a facilitator, driven by private sector .
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 IEC campaign for unfriendly and inhospitable masses of India
Augmentation of airlines seating capacity on international airlines and domestic airlines
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 No 1 To make efforts to improve the unhygienic and poor quality of tourism services and infrastructure 2 3 To ameliorate security environment for the tourist Proactive actions to prevent countries to issue advisories like Policy Option
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
Preparing long-term calendar plan for participation in marts and exhibitions as also for national tourism events of the country
Developing new themes of tourism, namely wedding tourism,. Development of tourism kiosks in key tourism cities to improve the tourism
To raise tourist assistance force in all States on the pattern of Rajasthan tourism.
Leasing out Nazool properties having tourism potential 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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