A REPORT

ON
GROWTH OF TOURSIM INDUSTRY IN INDIA AND ITS IMPACT ON ECONOMY

BY
Mekala Kranthi Kumar
Enrolment No : 20FMUCHH010329
ICFAI Business School, Hyderabad
 A REPORT
ON
GROWTH OF TOURISM INDUSTRY IN INDIA AND ITS IMPACT ON ECONOMY

By
Mekala Kranthi Kumar
Enrolment no : 20FMUCHH010329
ICFAI Business school, Hyderabad

A report submitted in partial fulfilment

of
the requirements of
BBA program of
IBS Hyderabad

Distribution list :
1. Pooja Tiwari (faculty guide)

Date of submission :30th july,2021

Authorization:
“The report is submitted as partial fulfilment of the requirement of BBA program of
IBS Hyderabad”

Acknowledgements:
I would like to take this opportunity to express my sincere gratitude to my guide and
mentor Pooja Tiwari for her endless guidance, support and cooperation without which
this report would not have been possible.
I also want to thank my friends Surya and Vishwa who have helped me a lot with their
ideas and suggestions.

Table of Contents

Authorization:..................................................................................................................................i
Acknowledgements:.........................................................................................................................i
Abstract:..........................................................................................................................................ii
Introduction:...................................................................................................................................1
 Summary of tourism industry in India:......................................................................................2
Various Types of Tourism in India:................................................................................................2
Indian tourism statistics:..............................................................................................................7
 Various promotional and marketing techniques used to increase/boost tourism in India:.......11
 At National Level:................................................................................................................11
 At International Level:.........................................................................................................12
 Promotional techniques:.....................................................................................................12
i
  Publicity and Events:........................................................................................................12
 Incredible India 2.0..........................................................................................................12
 Social media.....................................................................................................................13
 Accolades.........................................................................................................................13
 Some of the best state tourism ad campaigns of India:........................................................13
1. Khushbu Gujarat Ki: Gujarat................................................................................................13
2. Sau Rang: Madhya Pradesh.................................................................................................13
3.Devbhoomi: Uttarakhand.....................................................................................................13
4. Revive yourself: Meghalaya.................................................................................................14
5. Its all in it: Telangana..........................................................................................................14
6. Jaane Kya Dikh Jaaye: Rajasthan.........................................................................................14
 Incredible India campaign:......................................................................................................14
 Various Initiatives taken by the government to improve/boost tourism:................................16
 Promoting Sustainable tourism:..............................................................................................19
Benefits of Sustainable Tourism Practices:..................................................................................19
Central Government Initiatives:..................................................................................................20

List of Illustrations
table 1.............................................................................................................................................8
table 2.............................................................................................................................................9
table 3...........................................................................................................................................10
table 4...........................................................................................................................................20

ii
Abstract:
Tourism has been an integral part of Indian culture and tourism. Tourism is the leisure from the
routine life, it is the most vibrant tertiary activity and a multibillion industry in India . Today Tourism
is a mass industry which plays a major role in economic growth of the developing country. India is
emerging as a popular tourist destination. India is attracting tourists all over the world through
different strategies and there by increasing the Foreign Exchange Earnings(FEE) of the country. India
has versatility of tourist regions to attract tourists and it has the large heritage cultural tourist spots.
With the changed scenario and advancement of technology, people can travel around the world just
in very less time period. India may not able to attract the enough overseas tourists only with its
scenic, rich architectural and monumental beauty but also its traditional values and hospitality
attracted thousands of tourists. The Indian values and motto of “Atithi Devo Bhava” is not merely a
marketing strategy to enhance the tourism industry but something inherited from the culture and
ethos. Despite all, Indian Tourism Industry has yet not been able develop to its full potential. Indian
government has always been active in planning the strategies and making policies to develop
tourism. The travel and Tourism competitiveness 2019 report ranked India 34 th out of 140 countries
overall. India improved its ranking by 6 places over the 2017 report which was the greatest
improvement among the top 25% countries ranked. This report examines the strategies of Indian
tourism department to attract the tourists from all over the world, various policies designed by the
government over the years and describes Indian tourism industry in brief.

iii
Introduction:
Tourism is travel for recreational, leisure or business purposes. Tourism in India has grown rapidly
over the years. India is a treasure house of cultural, traditional embellishes as reflected in its
artifacts, scenic beauties of the rivers ,seas and mountains thus enabling it to gain a prestige in
international site. The coexistence of a number of religions and cultures makes it the perfect place
for a complete holiday experience. According to Travel and Tourism competitiveness 2019 report
ranked India 34th out of 140 countries overall.
The Tourism ministry has also played an important role in the development of the industry, initiating
campaigns such as Incredible India campaign which promoted India’s grand culture and traditions
and tourist attractions in a memorable way. The campaign helped to create a colourful image of India
in the minds of the tourists all over the world, which indeed increased the interest among the foreign
tourists.
Whenever the economic growth is slowed down the tourism industry has also seen a fall, when the
economy is rising the disposable income of the people also rises as a result an people will show
interest on holiday trips within the country and abroad resulting in the tourism industry growing
wings.
Tourism industry in India is one of the most profitable industry in the country and also credited with
contributing sustainable amount of foreign exchange. Indian tourism industry also helped the growth
in other sectors like horticulture, handicrafts, agriculture, construction and poultry.
Tourism is not only a growth engine but also a employment generator. According to world trade
organisation tourism provides around 6-7% of the worlds total jobs through multiplier effect.

1
  Summary of tourism industry in India:

 Tourism is not only a growth

engine
 but also an employment
generator.
 According to the Economic
Survey 2011-
 12, the sector has the
capacity to create
 large scale employment
both direct and
 indirect, for diverse sections
in society,

2
 from the most specialized
to unskilled
 workforce. It provides 6-7 per
cent of the
 world’s total jobs directly
and indirectly
 through the multiplier effect
as per the
 World Tourism Organization
(WTO).
 The importance of
tourism as a
 creator of job opportunities
can be
 understood from the fact
that in India
3
 every one million invested
in tourism
 creates 47.5 jobs directly and
around 85-90
 jobs indirectly. In
comparison, agriculture
 creates only 44.6 jobs and
manufacturing a
 mere 12.6 jobs. Tourism is
the third
 largest foreign exchange
earner after gems
 and jewellery and readymade
garments2.
 Tourism is not only a growth
engine
4
 but also an employment
generator.
 According to the Economic
Survey 2011-
 12, the sector has the
capacity to create
 large scale employment
both direct and
 indirect, for diverse sections
in society,
 from the most specialized
to unskilled
 workforce. It provides 6-7 per
cent of the
 world’s total jobs directly
and indirectly
5
 through the multiplier effect
as per the
 World Tourism Organization
(WTO).
 The importance of
tourism as a
 creator of job opportunities
can be
 understood from the fact
that in India
 every one million invested
in tourism
 creates 47.5 jobs directly and
around 85-90
 jobs indirectly. In
comparison, agriculture
6
 creates only 44.6 jobs and
manufacturing a
 mere 12.6 jobs. Tourism is
the third
 largest foreign exchange
earner after gems
 and jewellery and readymade
garments2.
 Tourism is not only a growth
engine
 but also an employment
generator.
 According to the Economic
Survey 2011-
 12, the sector has the
capacity to create
7
  large scale employment
both direct and
 indirect, for diverse sections
in society,
 from the most specialized
to unskilled
 workforce. It provides 6-7 per
cent of the
 world’s total jobs directly
and indirectly
 through the multiplier effect
as per the
 World Tourism Organization
(WTO).
India has as many tourist destinations that attracts tourists from all over the world. Tourism has
emerged has a major industry of Indian economy, contributing substantially to the foreign exchange
earnings and also serving has a major employment generator. With its vast culture, heritage and
natural attractions India has a immense possibilities of growth even though it has only a small share
in world tourism. India is a land of contrasts, it has everything from deserts to snow lands, from
forests to grasslands and astonishing beaches. It has plenty of natural beauty ranging from Himalayas
8
in the north to the beautiful beaches in the south and breath taking beaty of the east to wild forests
in the west . There is great diversity of natural and cultural endowments which makes India more
special and it is the traditional symbol of India. Each area of the country gives you a separate
experience, the 30km you travel everything changes from language to landscapes and food and
coming to festivals nobody in the world celebrates as many festivals as Indians from the “festival of
colours” to “festival of kites” and many more which represents the great culture of the country and
this very rich culture and heritage played great role in developing tourism in the country, foreign
tourists are very much attracted to this rich culture. Coming to food Indian is a heaven for
vegetarians, the types of varieties of food you get in India, you many not get this many varieties
anywhere else in the world. Even though India’s share in International tourism is very
less(1.3%approx) it accounts for almost 6 percent of the employment generated in the country.
India’s long history, its length, breadth and the variety of geographic features make it its tourism
basket both large and varied. It presents heritage and cultural tourism along with medical, business
and sports tourism.

Various Types of Tourism in India:

 Adventure tourism:
As a kind of tourism in India, adventure tourism has recently grown in India. This Tourism involves
exploration of remote areas and exotic locales and engaging in various activities. For adventure
tourism in India, Ladakh, Sikkim, and Himalayas are go to place for trekking. Himachal Pradesh and
Jammu and Kashmir are popular for the skiing facilities they offer. Whitewater rafting is also
becoming a popular attraction in India and tourists prefer places such as Uttarakhand, Assam, and
Arunachal Pradesh for this breath taking activity. Various kinds of adventure on water, land, and air
can be enjoyed in India. The various kinds of adventure tourism in India are: Rock climbing, Skiing,
climbing is relatively new. Due to the presence of climbing rocks in large numbers throughout the
country, rock climbing as a kind of adventure tourism in India is taking off in a big way. The various
places in India where tourists can go for rock climbing are Badami, Kanheri Caves, Manori Rocks, and
Kabbal. Skiing in India as a kind of adventure tourism has become popular recently. The country has a
large number of hill stations which have excellent skiing facilities. This has given rise to skiing
adventure tourism in India. The places in India where tourists can go for skiing are Manali, Shimla,
Nainital, and Mussoorie. White water rafting in India is a relatively newcomer in the domain of
adventure tourism in India. This has been increasing due to the presence of a number of rivers,
waterfalls. The places where a tourist can go for white water rafting in India are Ganga, Alaknanda,
and Bhagirathi rivers. Trekking as a part of adventure tourism in India has grown recently. Many
tourists are coming to India in order to go trekking in the various rugged mountains present in India.
Camel safari in India has also become very popular due to the initiatives taken by the tourist boards
of some Indian states. The most famous destinations in India for camel safaris are Bikaner, Jodhpur,
and Jaisalmer. Paragliding in India has developed recently and paragliding facilities are available in a
lot of places in India. Mountaineering in India is also quite popular in the arena of adventure tourism.
Tourists can go to Garhwal, Himachal Pradesh, and Jammu and Kashmir for indulging in
9
mountaineering. Adventure tourism India has registered a formidable growth in recent years. For
this growth to continue, efforts must be taken by the government of India so that India ranks
alongside international destinations for adventure tourism.

 Wildlife tourism:
India has a rich forest cover which has some beautiful and exotic species of wildlife some of which
that are even endangered and very rare. This has boosted wildlife tourism in India. The places where
a foreign tourist can go for wildlife tourism in India are the Sariska Wildlife Sanctuary, Keoladeo
Ghana National Park, and Corbett National Park, Gir wildlife sanctuary. From Bengal tigers to Asian
elephants, from Indian rhinoceros to Asiatic lions India has wide range of flora and fauna. India is
home to almost 2/3 of the tiger population and 70% of the lions so it is common that tourists from all
over the world are attracted by rare and wide species of India.

 Medical tourism:
Tourists from all over the world have been thronging India to avail themselves of cost effective but
superior quality healthcare in terms of surgical procedures and general medical attention. There are
several medical institutes in the country that cater to foreign patients and impart top-quality
healthcare at a fraction of what it would have cost in developed nations such as USA and UK. India
has ranked 10th in Medical Tourism Industry (MTI) rankings globally. The MTI ranks American
perceptions of 46 International healthcare destinations, providing insight into how customers view
41 criteria across three primary dimensions including Destination attractiveness, safety, and quality
of care. India’s medical tourism sector was estimated to be worth US $5-6 billion. India witnessed a
footfall of 6.97 lakh foreign patients on a medical visa in 2019. This accounts for 6.9% of total foreign
tourist arrivals. Medical tourism sector in the country needs the support from the government to get
back on its feet after being severely impacted by the Covid -19 pandemic.  There are several medical
institutes in the country that cater to foreign patients and impart top-quality healthcare at a fraction
of what it would have cost in developed nations such as USA and UK. The city of Chennai (Tamil
Nadu) attracts around 45% of medical tourists from foreign countries.

 Pilgrimage tourism:
India is famous for its temples and it is the birth place of the four major religions of the world. That is
the reason that among the different kinds of tourism in India, pilgrimage tourism is increasing most
rapidly. The various places for tourists to visit in India for pilgrimage are Vaishno Devi, Golden
temple, Char Dham, and Mathura Brindavan.

 Eco tourism:
Ecotourism India has developed recently, for the concept itself is a relatively new one. Ecotourism
entails traveling to places that are renowned for their natural beauty and social culture, while making
sure not to damage the ecological balance. Ecotourism pertains to a conscious and responsible effort
to preserve the diversity of a naturally endowed region and sustaining its beauty and local culture.
10
Indians have been known since ages to worship and conserve nature. So the growth of ecotourism in
India is nothing but natural. The government of India has set up the Ministry of Tourism and Culture
to promote ecotourism in India alongside other types of tourism.

 Cultural tourism:
India is known for its rich cultural heritage and mysticism, which is why tourists come to India to
experience it for themselves. The various fairs and festivals that tourists can visit in India are the
Pushkar fair, Taj Mahotsav, and Suraj Kund mela. Cultural tourism India is the predominant factor
behind India’s meteoric rise in the tourism segment in recent years, because from time immemorial,
India has been considered the land of ancient history, heritage, and culture. The government of India
has set up the Ministry of Tourism and Culture to boost cultural tourism in India. The ministry in
recent years has launched the Incredible India! campaign and this has led to the growth of culture
tourism in India. One can see the influence of various cultures in dance, music, festivities,
architecture, traditional customs, food, and languages. It is due to the influence of all these various
cultures that the heritage and culture of India is exhaustive and vibrant. This richness in culture goes
a long way in projecting India as the ultimate cultural tourism destination given boost to tourism in
culture in India. The most popular states in India for cultural tourism are: Rajasthan, Tamil Nadu,
Uttar Pradesh and Uttarakhand are also famous for cultural tourism in India. Rajasthan is known for
rich palaces. Tamil Nadu is famous for Dravidian architecture, It has many temples which mirror the
rich cultural heritage of India. Uttar Pradesh has a lot of tourist places which also testify to the rich
culture of the country. The most famous monument is the Taj Mahal in Agra. Cities like Varanasi,
Allahabad, Brindavan, and Ayodhya in Uttar Pradesh also attract a large number of tourists .
Uttarakhand which is also called as Devbhoomi is also famous for cultural tourism India. Rishikesh in
Uttarakhand holds the significant image among the foreign tourists, it is also called as the spiritual
capital of the world. This state has the Himalaya mountains which are called the abode of the Gods.
Many ancient temples are found in the Kumaon and Garhwal regions of the state, popular of them
are Badrinath, Kedarnath , Gangotri , Yamunotri and Tungnath.

 Wellness tourism:
Wellness tourism is one of the fastest growing forms of international and domestic tourism. This
form of tourism involves people who travel to a different place to pursue activities that maintain or
enhance their personal health and wellness, and who are seeking unique, authentic or location-
based experiences. Wellness tourism include massages, body treatments, facial treatments, exercise
facilities & programs, weight loss programs, nutrition programs, pre- and post-operative Spa
treatments and mind/body programs. In India alone, international wellness tourism has grown by
more than 20 per cent between 2013 and 2015, according to Global wellness Institute. The
government has set up a National Medical and Wellness Tourism Board as an umbrella, monitoring
and promoting the sector in the country. To further encourage the practices, the government has
also introduced 'E-Medical Visa' for travellers from 161 countries.
Nurturing ancient practices of Ayurveda, Yoga, Siddha and Naturopathy, India has established itself
as an important wellness retreat among its domestic and international tourists. The global yoga
market alone accounts for USD 80 billion. Besides independent wellness retreats, most hotels and

11
resorts have included wellness facilities in their programmes. This in turn is attracting a lot of foreign
nationals to the country.
Some of the popular wellness destination in India :

 Kerala

Kerala popularly known as God’s own country is known for its vibrant culture and eye catching
landscape that attracts tourists from across borders. Kerala also holds importance as a wellness
tourism destination, Ayurveda being the most prominent attraction. The backwaters are one of the
popular wellness retreats. Among the various centres known for their therapeutic qualities is Kalari
Kovilakom, situated close to the Annamalai Hills. Besides, the Kairali Ayurvedic village in Palakkad
offers Ayurveda and yoga treatments. Niraamaya in Kovalam is another globally acclaimed spa, with
their therapists trained in yoga, meditation, authentic Thai, traditional Asian therapies and Western
relaxation techniques.

 Rishikesh
Rishikesh, the spiritual capital of the world has serene surroundings and soothing weather. The most
famous among the retreats is Ananda in the Himalayas. With several healing programmes and
therapies in Vedanta, spa, yoga and Ayurveda, this retreat helps you integrate traditional, healthy
practices in your lifestyle. Another Vedic retreat is NaturOville that ensures a holistic well-being,
through mediation, and other treatments.

 Business Tourism:
Business tourism can be defined as travel for the purpose of business. Business Tourism can be
divided into three sections Trading for goods to be resold on wholesale basis, Conduct business
transactions e.g. visiting a client, contract negotiations, Attending a conference, exhibition or event
associated with their business.

Popular destinations for business tourism in India

 Bangalore
Undoubtedly the hub for IT and known as the Silicon Valley of India, Bangalore tops the list for the
best business destination. Apart from some of the top schools and colleges it also comprises of world
class infrastructure, good housing locations, great connectivity, world class malls, interesting places
to eat and of course the perfect atmosphere. 

 Gujarat
The westernmost state of India, Gujarat has always attracted businessmen and traders ever since the
ancient ages due to its location right next to the ocean. Its trading, import and export history to the
rest of the world can be traced back to the stone ages and this has carried on till present day. People
from not only from India but also from across the globe come here as a part of their business trip as

12
a lot of production and resources are found in Gujarat. Surat, popularly known as diamond city is
known for diamond trading.

 Heritage tourism:
Heritage tourism India has registered an immense growth in the last few years, ever since additional
initiatives were taken by the government of India to boost India s image as a destination for heritage
tourism. India has always been famous for its rich heritage and ancient culture. India’s glorious past
and cultural diversity make a potent blend which attracts millions of tourists each year to its heritage
tourist attractions. The government of India and the Ministry of Tourism and Culture encourage
heritage tourism in India by offering several benefits to the Indian states that are particularly famous
for attracting tourists. India's rich heritage is amply reflected in the various temples, palaces,
monuments, and forts that can be found everywhere in the country. The most popular heritage
tourism destinations in India are: Taj Mahal in Agra, Mandawa castle in Rajasthan, Mahabalipuram in
Tamil Nadu, Madurai in Tamil Nadu, Lucknow in Uttar Pradesh and Delhi. The maximum number of
tourists who come to India visit the Taj Mahal for it is one of the 7 wonders of the world. It is made
of marble which has intricate inlay work done in an exquisite and meticulous style. The Mandawa
castle in Rajasthan, built in 1775 reflects India's rich heritage and attracts thousands of tourists each
year to Rajasthan which seems especially popular for its antique paintings, jade jewelry, palaces, and
costumes. Mahabalipuram has sculptural and architectural sites which are considered the greatest in
India. Mahabalipuram has cave temples that have been carved from granite blocks and belong to the
7th century. This is the primary reason why many heritage tourists in India visit this place. The
tourism of heritage in India has also increased due to the interest of many foreigners in the temples
of India. Madurai is known as the temple city due to the presence of a large number of temples in
the city. And for this reason, many tourists go and visit the place each year. The most important
temple in Madurai is the Meenakshi temple. Heritage tourism India has grown in recent years but
there is scope for further development which can be attained only through combined efforts of the
government of India and the tourism boards.

 Cruise Tourism:
Rail and road transport are very common among the people. Some tourists go in for Air / Cruise
mode of transport even if it is costlier. At any cost, the tourists desire to enjoy the holiday even
before they reach the actual tourist spot. Cruises are one of the most dynamic and fastest-growing
components of the leisure industry in India. Cruises tourism is the new marketable product for India
to explore the beautiful coastline, undisturbed idyllic islands, and virgin forests. The coastline and
inland waterways of India has the potential to develop cruise or boathouse tourism. The tourist
Cruise circuits in India includes Ocean Cruise, River Cruise, and Lake Cruise.

With over 7,000 km of coastline and vast untapped network of lakes and rivers, India’s potential
in cruise tourism is quite evident. Destinations like Tarkarli, Murud Janjira and Ganpatipule in
Maharashtra, Thiruvanathpuram, Vizhinjam and Calicut in Kerala, Daman, Diu Porbandar and Dwarka
in Gujarat and Lakshwadeep and Kadmat islands became popular for cruise tourism.

 Sports Tourism:
13
 People now from the rich and the poor, the young and the old spare leisure time for sports
activities. One segment of them undertakes tours to nearby cities and abroad for sports activities.
Inevitably Tourism participates in their tour. Sports tourism in India is an absolute must for all the
thrill and adventure seekers. The Historical and geographical diversities of India open up great
avenues for adventure sports and activities. Sports tourism in India is an absolute must for all the
thrill and adventure seekers. The Historical and geographical diversities of India open up great
avenues for adventure sports and activities. Sports tourism is witnessing 10-12 percent growth as
Indians are showing more enthusiasm for visiting a country to attend the sports event, according to
industry experts.

 Educational Tourism:
Educational tourism is one of the fastest growing areas of travel and tourism, students come to India
to get trained on ERP as they don’t get much of the opportunities in their country.
India has remained an important centre for education since ancient period. Taxila, Nalanda
University, Vikramshila University were epitome of knowledge and most preferred destination for
students all over the world. In 2014 Edu- tourism has saw a growth of 10.6 percent in FTAs in India.
There is no dearth of quality education in India and that too at lower tuition fee which is evident
from the number of India’s educated doctors, engineers and managers who are serving abroad. Also
India does not have any strict immigration policy which would deter the prospective international
students from coming to India.
Bangalore, Pune, Mumbai and Chennai are some of the most preferred destinations for foreign
students.
IITs are the most attracted universities for foreign students, which intake students through he
entrance tests.

Indian tourism statistics:

 India tourism 2019

 No. of Foreign Tourist Arrivals in India 10.93 Million

 Annual Growth Rate 3.5%

 No. of Non-Resident Indians arrivals in India 6.98 Million

 Annual Growth Rate 1.6%

 No. of International Tourist Arrivals 17.91 Million

 Annual Growth Rate 2.8%

14
  No. of Indian Nationals departures from India 26.92 Million
 Annual Growth Rate 2.4%

 No. of Domestic Tourist Visits to all States/UTs 2321.98 Million (P)

 Annual Growth Rate 25.3%

 Estimated Foreign Exchange Earnings from Tourism

In INR terms ` 211661 Crore
 Annual Growth Rate 8.6%

Share of India in International Tourist Arrivals in World, and Asia & the-Pacific Region, 2001-2019
table 1
Percentage (%) share
Percentage (%) share and
ITAs (in million) and rank of India in
rank of India in World
Asia and the Pacific
Year

Asia and
World the India % Rank % Rank
Pacific Share Share

2001 683.4 114.5 2.54 0.37 51st 2.22 12th

2002 703.2 123.4 2.38 0.34 54th 1.93 12th

2003 691.0 111.9 2.73 51st 2.44 11th

0.4
2004 762.0 143.4 3.46 0.45 44th 2.41 11th

2005 803.4 154.6 3.92 0.49 43rd 2.54 11th

2006 846.6 166 4.45 0.53 44th 2.68 11th

2007 894.0 182 5.08 0.57 41st 2.79 11th

2008 917.0 184.1 5.28 0.58 41st 2.87 11th

2009 883.0 181.1 5.17 0.59 41st 2.85 11th

2010 948.0 204.9 5.78 0.61 42nd 2.82 11th

2011 994.0 218.5 6.31 0.63 38th 2.89 9th

2012 1039.0 233.6 6.58 0.63 41st 2.82 11th

2013 1087.0 249.7 6.97 0.64 41st 2.79 11th

2014 1137.0 269.5 13.11 1.15 24th 4.86 8th

2015 1195.0 284.1 13.77 1.15 24th 4.84 7th

2016 1241.0 306.6 15.02 1.21 26th 4.90 8th

15
 2017 1333.0 324.1 16.81 1.26 26th 5.19 7th

2018 1409.0 347.7 17.42 1.24 22nd 5.01 7th

2019 (P) 1460.0 360.7 17.91 1.23 23rd 4.97 8th

Share of Top 10 States/UTs of India in Number of Domestic Tourist Visits in 2019

table 2

Domestic Tourist Visits in 2019 (P)

Rank State/UT

Number Percentage Share(%)

1 Uttar Pradesh 535855162 23.1

2 Tamil Nadu 494865257 21.3

3 Andhra Pradesh 237051508 10.2

4 Karnataka 227934714 9.8

5 Maharashtra 149294703 6.4

6 West Bengal 92366025 4.0

7 Madhya Pradesh 88707139 3.8

8 Telengana 83035894 3.6

9 Gujrat 58864661 2.5

10 Rajasthan 52220431 2.2

Total of top 10 States 2020195494 87.0

Others 301787169 13.0

Total 2321982663 100.0

16
Share of Top 10 States/UTs of India in Number of Foreign Tourist Visits in 2019
table 3
Foreign Tourist Visits in 2019 (P)
Rank State/UT

Number Percentage Share (%)

1 Tamil Nadu 6866327 21.9

2 Maharashtra 5528704 17.6

3 Uttar Pradesh 4745181 15.1

4 Delhi 2983436 9.5

5 West Bengal 1656145 5.3

6 Rajasthan 1605560 5.1

7 Kerala 1189771 3.8

8 Punjab 1101343 3.5

9 Bihar 1093141 3.5

10 Goa 937113 3.0

Total of Top 10 27706721 88.2

Others 3701945 11.8

Total 31408666 100.0

Source : https://tourism.gov.in

17
  Various promotional and marketing techniques used to
increase/boost tourism in India:

Right from the beginning, efforts have been made to utilize its heritage to earn economic benefits. It
would not only result into economic growth but also keep the heritage alive. In 1960s, India Tourism
Development Corporation was formed to provide the homely comforts to the international tourists.
The main focus of ITDC was to establish an elaborate fashionable infrastructure. The major role was
played by Air India for the promotion of tourism in India and promotional centres were set up in
London and Frankfurt. It was felt that the fierce competition in the tourism sector at global level,
nations are trying to divert tourists traffic towards their own countries hence the importance of
marketing a promotion was felt. The elements of the marketing and promotional efforts at
international level included advertising, brochure printing in the local languages, production of
advertisement promoting Indian tourism including festivals of India, trade fairs, etc.

 At National Level:
Social Awareness Campaigns have been in action promoting green and clean environment,
infrastructure, hospitality, a good social conduct towards behaviour. “Which side are you in?”
someone who glorifies that nation in front of others or one who adds shame to the nation. The
‘Atithi Devo Bhava” advertising campaign is telecasted on all the television channels across the
country. The campaign is not only limited to television but it is also promoted through websites. An
outdoor campaign is also used to promote the theme by advertising the theme in metro stations,
buses and on road sides. Social awareness campaign in the digital cinemas/ theatres was also
released.

 At International Level:
The ‘Global Print Campaign’ showcasing the varieties of tourism products available to the
consumers. Further, awareness on e-tourist visa was spread in international markets for promoting
Indian tourism. Other than the campaigns certain initiative like celebrating ‘Bharat Parv’ and ‘World
Tourism Day’ would further help in making India as an international Tourist Destination. Apart from
the internet and television, print media and social media has also played a wide role in the marketing
and promotion of tourism in India. Another initiative including the ‘Incredible India’ carry bags
produced for distribution in domestic and overseas offices. This seems little steps but has wider
impact. Also, various trade fairs and travel bazaar were organized.
The introduction of e-visa and visa on arrival etc are incentives to the people to travel across India
with great ease. It is evident from the fact that the inflow of tourists increased after the introduction
of e-visa from 24963 (Jan 2014 to Nov 2014) to 341683 (Jan 2015 to Nov 2015). Today medical
tourism has been rising in India; M-visa has been encouraged by the government.

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  Promotional techniques:
 Publicity and Events:

 Global Media Campaigns in Print, Television, Online and Social Media in important market
overseas.
 Using Print, TV, Radio, Outdoor posters for domestic campaigning.
 Using Social media to promote the theme.
 Production of Creatives and Publicity Material.
 Organising events like Bharat Parv, Paryatan Parv, National Tourism Awards, etc

 Extending Financial Support for Events that have potential for the Promotion of Tourism to
and/or within the Country.
 Participating in Tourism related events and exhibitions.
 Providing Incredible India logo support.

 Incredible India 2.0

The Ministry of Tourism has launched the “Incredible India 2.0” Campaign which marks a shift from
generic promotions across the world to market specific promotional plans and content creation. The
Campaign covers the important source markets for Indian tourism and also takes into account
emerging markets with significant potential. The focus of the campaign is on increased Digital
presence through mass reach portals, specific genres and social media and Television as a medium
due to the large reach offered. Thematic television commercials and creatives have been produced
as part of the campaign.

 Social media

The Ministry of Tourism has its accounts on all major Social Media platforms – Facebook, Twitter,
Youtube, Instagram, Periscope, Vimeo, Pinterest and LinkedIn. The tourism department share the
updates and important information through this platform.

 Accolades

 Promotional films on Yoga, Wildlife, Wellness, Luxury and Cuisine produced by the Ministry of
Tourism won the First Prize in the category of TV Cinema Spot at the International Golden City
Gate Tourism Awards at Berlin in March 2019.

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 The Promotional Calendar 2017 of the Ministry of Tourism on the theme “Go Beyond” won the
PATA Gold Award in the category “Marketing Media – Travel Advertisement Print Media”.

Government is trying to promote tourism from many years. In order to attract new visitors in
different states, most of the states in India encourage people with their advertisement campaigns.

 Some of the best state tourism ad campaigns of India:

1. Khushbu Gujarat Ki: Gujarat

This advertisement campaign has become very popular, starring Amitabh Bachchan ,it displayed the
culture and living style of the people of Gujarat. This ad won the national tourism award for 2011-
2012. Somnath temple, ancient stepwells, Sabarmati, Runn of Kutch and Dwarka are the different
places which are shown in the ad to attract tourists. A famous slogan from this ad was ‘Breathe in a
bit of Gujarat’.

2. Sau Rang: Madhya Pradesh

Madhya Pradesh popularly known as the ‘heart of India’ because of its geographical location in the
country. The ad tries to attract people by showing uniqueness of MP by featuring key tourist
attractions such as Kanha’s tigers, Khajuraho’s famous sculptures, Bandhavgarh national park,
Gwalior fort, Satpura national park, Mandu’s Jahaz Mahal, Sanchi Stupa and Ujjain’s Mahakaal Aarti.

3.Devbhoomi: Uttarakhand

After the tragic event that happened in 2013 Uttarakhand’s popularity for tourism has gone down.
To promote tourism once again in this beautiful state Wilderness Films India made this amazing ad
campaign. The ad tries to attract people by showing the eye catching views, beautiful mountains and
unique landscapes of Uttarakhand.

4. Revive yourself: Meghalaya

Meghalaya offers the tourist to visit the highlands, fog, natural scenery, waterfalls, caves and
important ecotourism circuits in India. The popular tourist locations in Meghalaya includes
astonishing Waterfalls, deep Caves, natural Lakes and living root bridge.

5. Its all in it: Telangana

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Telangana has a major tourist attractions and places to visit like Hyderabad, Warangal, Karimnagar
and Nizamabad. Tourist attractions in Telangana include historical places like Warangal fort,
incredible monuments like Charminar, great forts like Falaknuma palce, many amazing waterfalls like
kuntala waterfalls, dense forests in Adilabad and mesmerizing temples like Jogulamba, one of
asthadasha shakti peetas and ramappa temple which is recently recognised as world heritage site by
UNESCO.

6. Jaane Kya Dikh Jaaye: Rajasthan

Rajasthan tourism always comes up with creative ad campaigns. This ad shows there are many things
in Rajasthan that can surprise anyone. For Arya, this land is Aryasthan, for Meera, Rajasthan
becomes Meerasthan, for Huan, this land becomes Huansthan. The campaign is making a powerful
visual impact and generating an incredible response amongst audiences with the right messaging
that Rajasthan is just how you shall perceive it. Ad contains the soothing Rajasthani music which
attracts Indian tourists and the ad shows the uniqueness of Rajasthan, its people, culture,
landscapes , festivals and etc

 Incredible India campaign:

Incredible India is the international marketing campaign launched by the Government of India in
2002 to boost tourism in the country and project India as a credible tourist destination. The
incredible diversity that exists in India, be it the people, culture, language and their customs or the
topography, lends itself perfectly to the slogan ‘Incredible India’.

 Incredible India

The diversity that India has very unique all over the world. Very few countries in the world have this
varied fusion of the traditional and the modern, the historical and the contemporary, the mountains
and the seas, the deserts and the forests, and the different religions and communities. Yet, India
received only 2.4 million (approx.) foreign tourists in 2001. By contrast, Switzerland received close to
six million tourists and Spain more than 13 million. To check this gross imbalance and exploit the
untapped potential of India as a destination for international tourists, the Government launched the
‘Incredible India’ campaign and formulated the National Tourism Policy in 2002.

 Challenges

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 The Incredible India campaign was launched by Ministry of Tourism to promote India as a world-
class tourist destination. Incredible India was facing numerous challenges including:
• Competing with other campaigns for the attention of their key audience
• Struggling to reach premium and affluent travellers across APAC and EMEA
• Identifying and communicating a distinct side of India that general audiences would not know
about already. The client wanted to inspire and educate audiences that India has something to offer
everyone based on pre-defined audience clusters.
 Off the beaten track travellers seeking unique experiences
 Culture and heritage enthusiasts
 Foody enthusiasts

 Incredible India- the campaign

The campaign marked the first collaborative effort by the government of India to show India has
unique destination to the tourists all over the world. The campaign was launched in 2002,
government has hired professionals and engaged the services of Ogilvy & Mather (India) to
formulate an integrated communication strategy to promote India as the preferred destination for
the international travellers. The campaign highlighted various facets of Indian culture and history
such as yoga, spirituality, festivals, and monuments such as the Taj Mahal and so on.

 Impact of the campaign

The campaign proved to be successful, leading to a 16% increase in tourist traffic in its first year. The
arrival of foreign tourists to India increased from 2.38 million in 2002 to 7.7 million in 2014. Yet, the
campaign did not show the desired result as by the end of 2007, India’s share in the tourism was only
0.52%. China, on the other hand, became the fourth most visited country as of 2015, with 56.9
million international tourists flocking the country. Things are, however, changing. In 2016, the
number of Foreign Tourist Arrivals in India stood at 8.80 million, registering a 9.7% annual growth
rate over last year. India accounts for 1.18% of International tourist Arrivals in the world and ranks
25th in the world.

 Obstacles

The success of any advertising campaign lies in the effectiveness of the brand, in this case, the brand
is India itself. Any strategy to promote the country will only be successful if the country provides
what the international visitors seek, namely a safe and unique experience without much hassle.
Another aspect that the government needs to work on is developing infrastructure to meet the
demands of growing tourism. Tourism could contribute significantly to the country’s GDP and create
millions of jobs, if the government plans well. India definitely has everything that the tourists would
love to experience. The government only needs to ensure safety, build world class infrastructure,
remove bottlenecks and provide a hassle free experience, so that the tourists carry a good
impression of India in their hearts.

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  Road Ahead

Though a lot needs to be done on the ground level to make India tourist friendly, the government is
moving in the right direction by recognizing the limitless potential of tourism in the first place. The
Ministry of Tourism has launched the ‘Incredible India 2.0 Campaign’ during the year 2017-18 to
promote various destinations and areas such as spiritual, medical, and wellness tourism, with a
budget of $46 million. For Incredible India to be credible the country needs to change the on-ground
perception of tourists and improve the infrastructure, then only the idea of campaign will succeed .

 Various Initiatives taken by the government to

improve/boost tourism:

The first Tourism Policy was formulated in 1982 with the concept of ‘Travel Circui’t. During the eight
five year plan a National Action Plan for tourism was presented in the parliament which focused on
the infrastructure and effective marketing and promotional efforts in the domestic as well as
overseas market. Certain specific tourist’s destinations were listed out. Major thrust on tourism was
laid in the ninth five Year plan which talked about the product and human resource development.

 Creation of world class tourism related infrastructure:

 Ministry of tourism has launched Swadesh Darshan to develop theme based tourist circuits to cater
to both mass and niche tourism. This scheme aims to develop world class infrastructure to promote
cultural and heritage value of the country and enhance the tourist attractiveness, 27 projects for Rs.
2261.50 crore have been sanctioned for 21 States and Union Territories since its launch in January
2015.

 The National Mission for Pilgrimage Rejuvenation and Spiritual Augmentation Drive (PRASAD)
scheme, was also launched by the Ministry for the development and beautification of pilgrimage
sites to tap the growth of domestic tourists driven by spiritual/religious sentiments. The scheme
seeks to strengthen tourism infrastructure at places of pilgrimage to provide better facilities to
pilgrims/tourists and enhance their experience.

Growth in tourist footfalls:

 Foreign Tourist Arrivals (FTAs) during the period January- July, 2016 were 49.22 lakh with a growth
of 10.0% over the same period in 2015. In January-July 2015, FTAs of 44.73 lakh were registered with

23
a growth of 4.6% over the same period in January- July, 2014. Foreign tourist visits (FTVs) to the
States/UTs was 23.3 million in 2015, as compared to 22.3 million in 2014, registering a growth of
4.4% over 2014.

 Ease of doing business:

 Ministry of Tourism launched a Web-based Public Delivery System for recognition of Travel Trade
Service Providers and for classification of hotels in order to ease the process of filing applications by
Travel Trade Service Providers seeking recognition from the Ministry. This is also to bring in
transparency in granting the approvals. This online process has also been integrated with payment
gateway with effect from January 2016.

 Introduction of a Mobile Apps:

 The Ministry of Tourism launched a mobile application called Swachh Paryatan on February 22,
2016, which will let citizens report any hygiene issues at various tourist destinations across the
country.

 Multilingual Tourist Helpline: The Ministry of Tourism launched the 24×7 Toll Free Multi Lingual
Tourist Helpline in 12 languages on February 8, 2016. It can be accessed on Toll Free Number
1800-11-1363 or short code 1363. The languages handled by the Tourist Helpline include ten
international languages besides English and Hindi, namely, Arabic, French, German, Italian,
Japanese, Korean, Chinese, Portuguese, Russian and Spanish.

 Promoting the North-Eastern Region:

The International Tourism Mart is organized every year in North-Eastern States with the objective to
highlight the tourism potential in the region. The 4th International Tourism Mart was organized from
14-16 October, 2015 at Gangtok in Sikkim.

Adarsh Smarak: ASI has identified 100 monuments to be developed as Model Monuments. These
monuments would be provided necessary tourist facilities including Wi-Fi, security, signage,
encroachment free area, interpretation centres showing short films about the importance of
monuments and signboards of Swachh Bharat Abhiyan. Some of the monuments included in Adarsh
Smarak scheme are Leh Palace (Leh), Humayun’s Tomb(New Delhi), Red Fort,(Delhi), Shore Temple
(Mahabalipuram), Elephanta Caves (Mumbai), Taj Mahal (Agra), Rani-ki-Vav (Gujarat) among others.

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 E-visa:
E-visa application extended to 168 countries with relaxed application window, duration and
number of entry norms.

 Incredible India 2.0:

Indian government launched Incredible India 2.0 campaign with market specific content and
advertising planned to set up 5 special tourism zones in partnership with states.

 Role of ministries:
Ministry of railways
 IRCTC dedicated agency to promote rail tourism
 Tourist trains are introduced to promote pilgrimage and heritage circuits through railways
 Semi high speed trains like Gatimaan express and Tejas express for enhanced connectivity
between key tourist destinations
 Redevelopment of stations for increased tourist amenities.
Ministry of shipping
 Development of 78 light houses for tourism
 Action plan for development of cruise tourism &cruise tourism policy
 Sagarmala project to modernize India’s ports
Ministry of Road transport & highways
 7-phase ‘National highway development project’ for boosting transport infrastructure of
the country
 Special accelerated road development programme for NE region
 100% FDI allowed under the automatic route in road and highway sector

Ministry of Environment, Forest & Climate Change

 Integrated islands management plans for the 10 islands of Lakshadweep.
 Identified 275 Eco-sensitive zones around National and wildlife sanctuaries
 Launch of Green India mission with the vision of enhancing India’s tree cover to 33% by
2022.
Ministry of culture
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  Launching of project MAUSAM by ministry of culture
 Launching of e-ticketing platform for Archaeological survey of India (ASI) ticketed
monument.

 Promoting Sustainable tourism:

Making tourism more sustainable is not just about controlling and managing the negative
impacts of the industry. Tourism is in a very special position to benefit local communities,
economically and socially, and to raise awareness and support for conservation of the
environment. Within the tourism sector, economic development and environmental
protection should not be seen as opposing forces—they should be pursued hand in hand as
aspirations that can and should be mutually reinforcing, and practices that commensurate
with these values can provide long term benefits to the industry as well as the community.

Benefits of Sustainable Tourism Practices:

1. Tourism enterprises
 Long term profitability
 Corporate image
2. Local communities
 Increased prosperity but without exploitation or damage to their quality of life
3. Tourists
 High quality experience in safe and attractive environments
4. Environmentalists
 Valuable source of income for conservation

Central Government Initiatives:

As we stepped into the 21st century, global warming has not only affected the nature , but also
proving detrimental to tourism industry globally, including many developing and under developed
regions where tourism constituted a major share of the GDP. However, this also put the spotlight on

26
tourism value chains’ increasing share in GHG emissions and other indices negatively impacting the
environment, including accommodation units, tour operators, MSME providers of visitor services,
transporters and nature tour outfitters.

Moreover, tourism is one of the very few service sectors operating in rural areas , where the
conservation of cultural heritage also becomes an important facet apart from the natural heritage.
Recognizing this challenge to create a sustainable balance between visitor numbers and heritage
conservation, the Ministry of Tourism is working to provide policy mechanisms to guide the industry
towards sustainable use of resources and mitigating negative impacts on environment and society. In
1998, the Ministry of Tourism extensively deliberated with the industry and other stakeholders and
came up with “Eco-tourism in India – Policy and Guidelines”, covering:

1. Ecotourism definition and ecotourism resources of India

2. Policy and planning

3. Operational guidelines for Government, developers, operators and suppliers, visitors, destination
population / host community, and NGOs/scientific & research institutions.

In this vein, various parameters were introduced around which issues and solutions would be
identified, including carrying capacity, the polluter pays principle, regulatory issues, environment
care, sustaining heritage (cultural, natural, built, oral, intangible), and inclusive economic growth.

With the institutionalization of Global Sustainable Tourism Council in 2010, the Ministry undertook
to adapt the GSTC criteria for sustainable tourism in the Indian context, specifically taking notice of
India’s attainments in sustainability, while also considering criteria generated by other sources,
including GSTC. In this global stage, sustainable tourism and its various branches were integrated
proactively into the policy framework in the 12th Five Year Plan, with focus on:

1. Major social awareness campaign under the ‘Atithi Devo Bhavah’ initiative

2. Involving schools, NGOs, industry associations, etc. in carrying out cleanliness drives at important
tourist places. Incentives and awards will be provided to all organizations and individuals involved in
this initiative.

3. Top most priority for sanctioning Central Financial Assistance for setting up of way-side amenities,
biodegradable toilets, etc.

A National Workshop on Sustainable Tourism Criteria for India was summoned in July 2010. Based on
the recommendations of this National Workshop on Sustainable Tourism Criteria for India, a sub-
committee chaired by the Joint Secretary (Tourism), Government of India, and comprising expert
stakeholders was constituted in 2010 for defining Sustainable Tourism Criteria for India (STCI) and
Indicators (Ministry of Tourism, Government of India 2016).

In 2016, the Ministry of Tourism launched the Sustainable Tourism Criteria for India (STCI) in
association with Ecotourism Society of India (ESOI), a non-profit organization formed in 2008 with
27
 the sole aim to promote and ensure environmentally responsible and sustainable practices in the
tourism industry25. The criteria were introduced for three major segments of tourism industry, viz.
Tour Operators, Accommodation and Beaches, and Backwaters, Lakes and Rivers.
In august 2014, rising to the opportunities of sustainable tourism, the union minister for tourism shri
Shripad naik launched the Comprehensive Sustainable Tourism Criteria For India (STCI) for
accommodation , tour operators and backwaters, lakes & river sectors. Kerala received UNWTO
Ulysses award for creating initiatives for sustainable tourism.

Further, the Ministry has also formulated guidelines for approval of Hotel Projects at the
implementation stage and guidelines for classification/re-classification of operational hotels under
various categories.

 Hotels at the project stage itself are required to include various eco-friendly measures like
Sewage Treatment Plant (STP), Rain Water Harvesting System, waste management system,
pollution control, introduction of non-Chlorofluorocarbon (CFC) equipment for refrigeration
and air conditioning, measures for energy and water conservation etc.

 Under the guidelines for project level & classification/re-classification of operational hotels, it
has been prescribed that the architecture of the hotel buildings in hilly and ecologically fragile
areas should be sustainable and energy efficient and as far as possible be in conformity with
the local ethos and make use of local designs and material.

Tour operators ,approved by the ministry of tourism have to sign a pledge for commitment towards
safe & sustainable tourism to implement practices that are consistent with the best environment and
heritage protection standards.

State Government initiatives

table 4

Policy and Promotional Institutional Initiatives Infrastructure and Capacity

Initiatives Building, New Products
Andhra Partnered with UNWTO to Coastal Tourism Circuit in Sri
Pradesh promote sustainable Potti Sriramalu, Nellore under
tourism Swadesh Darshan Scheme
Community based eco-tourism
development has been taken up at
a cost of INR 2.5cr at Bairutla and
Pacharla in Nallamala forest
Assam ‘Majuli Sustainable Tourism
Development Project’ to encourage
a carbon free tourism experience in
the island
Chhattisgarh Provisions to promote Eco Tribal tourism circuit has been
tourism, rural tourism, identified for development under
adventure tourism and Swadesh Darshan Scheme
tourism promotion through
Special Tourism
Areas/Zones

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Gujarat Homestay policy Ambardi Lion Safari Park

Himachal Pradesh HP Eco Tourism Policy 2017 Infrastructure Development

Investment Program for Tourism
(IDIPT)
Karnataka Declared “2017 – Year of the Jungle Lodges & Resorts
Wild” - Joint Venture of
Department of Tourism and
Adventure Tourism Policy
Department of Forest
and Homestay Policy
Karnataka Eco-Tourism
under preparation Development Board
(KEDB)
Kerala Re-branding Kerala as ‘Land Introduction of Coracle Ride as
of Adventure’ part of the Seethathode - Gavi
Popular Tourism (SGPT) project
10 forest-centered ecotourism
circuit projects
Madhya Madhya Pradesh Forest Madhya Pradesh
Pradesh (Entertainment and Wildlife Ecotourism Development
Board
experience) Rule 2015
Maharashtra Mahabhraman Scheme Signed MoU with Airbnb to
promote unique experiences
Pustakanche Gaon (village of
Books Concept)
Odisha Odisha Ecotourism Policy 42 eco-tourism facilities across 23
2013 forest divisions
Sikkim Sikkim Ecotourism Policy Sikkim Ecotourism Sikkim Himalayan Home Stay
2011 Council Program
Policy and Promotional Institutional Initiatives Infrastructure and Capacity
Initiatives Building, New Products

Tamil Nadu Vehicle Safari at

Sathyamangalam Tiger
Reserve (STR)
Tree-Top Rest Houses
Mangrove Ecotourism
at Karankadu

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Telangana Telangana Integrated Development
Samskruthika Sarathi of Eco Tourism Circuit
in
Mahabubnagar District with an
outlay of INR 91.62 cr
Tribal Tourism Circuit in
Warangal District

Uttarakhand Draft Uttarakhand Tourism Uttarakhand Tourism

Policy 2017 Development Board
(UTDB)

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31