19 CHAPTER – III HISTORY OF TOURISM AND HOSPITALITY INDUSTRY AND AGRO TOURISM History of Tourism and Hospitality Industry: Tourism is one of the world’s major economic success stories, like time, that has no beginning or end. It is a phenomenon that has been created and is difficult to define because of its complexity. When time began so did tourism. With the Babylonian invention of money and the development of trade in 4000 BC, travel and tourism were invented. Not only were the Babylonians the first to grasp the idea of money and use it in business transactions, but according to Goeldner and Brent Ritchie (2006), had they founded the travel business. People could now pay for transportation and accommodation with money or barter. Beginning in 2700 BC, the Egyptians started building pyramids as elaborate burial tombs, including the step Pyramid of Djoser, the Sphinx and pyramid at complexes Ciza and Abusir. So wonderful were these tombs that they attracted large number of visitors. In the words of Casson (1974, P. 32) “As each monument was a hollowed spot, so the visitors always spent some moments in prayer, yet their prime motivation was curiosity or destination enjoyment, not religion.” Around 1500 BC, Queen Hatshepsut took a cruise from Egypt to Punt (on the East Coast of Africa), the journey is recorded in the temples of Deir -el- Bahari at Luxor. Another Egyptian, Hartheuf, was an envoy of the pharaoh to Sudan. They brought home a pygmy trained in native dances as a present for his ruler – the first recorded souvenir. Easily Egyptians also purchased bargains or specialties abroad for their friends and relatives. In 1800 BC, a young Uzalum received this request. “I have never before written to you for something precious I wanted. But if you want to be like a father to me, get me a fine string of beads, to be worn around the head.” Casson (1974, p. 34). Further evidence of Egyptian travelers is reported by Herodotus. “The Egyptians meet to celebrate festivals not once a year but a number of times. The biggest and most popular is Bubastis…, the next at Busiris… the third at
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19
CHAPTER – III
HISTORY OF TOURISM AND HOSPITALITY INDUSTRY AND
AGRO TOURISM
History of Tourism and Hospitality Industry:
Tourism is one of the world’s major economic success stories, like time, that
has no beginning or end. It is a phenomenon that has been created and is difficult to
define because of its complexity. When time began so did tourism.
With the Babylonian invention of money and the development of trade in 4000
BC, travel and tourism were invented. Not only were the Babylonians the first to
grasp the idea of money and use it in business transactions, but according to Goeldner
and Brent Ritchie (2006), had they founded the travel business. People could now pay
for transportation and accommodation with money or barter. Beginning in 2700 BC,
the Egyptians started building pyramids as elaborate burial tombs, including the step
Pyramid of Djoser, the Sphinx and pyramid at complexes Ciza and Abusir. So
wonderful were these tombs that they attracted large number of visitors. In the words
of Casson (1974, P. 32)
“As each monument was a hollowed spot, so the visitors always spent some
moments in prayer, yet their prime motivation was curiosity or destination enjoyment,
not religion.”
Around 1500 BC, Queen Hatshepsut took a cruise from Egypt to Punt (on the
East Coast of Africa), the journey is recorded in the temples of Deir -el- Bahari at
Luxor. Another Egyptian, Hartheuf, was an envoy of the pharaoh to Sudan. They
brought home a pygmy trained in native dances as a present for his ruler – the first
recorded souvenir. Easily Egyptians also purchased bargains or specialties abroad for
their friends and relatives. In 1800 BC, a young Uzalum received this request.
“I have never before written to you for something precious I wanted. But if
you want to be like a father to me, get me a fine string of beads, to be worn around the
head.”
Casson (1974, p. 34).
Further evidence of Egyptian travelers is reported by Herodotus.
“The Egyptians meet to celebrate festivals not once a year but a number of
times. The biggest and most popular is Bubastis…, the next at Busiris… the third at
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Sais and so on. They go there on river, men and women, together, a big crowd one
each in the boat… And when they arrive at Bubastis, they celebrate the occasion with
great sacrifices, and more wine is consumed at this one festival than during the whole
rest of the year.”
The same stories, as mentioned above are repeated in Ancient Greece, the
Roman Empire, and the Silk Road. In Ancient Greece, according to tradition, in 700
BC the citizens of city- stated honoured that led to the Olympic Games. The
Phoenicians carried paying passengers around the Mediterranean. People of the Qing
dynasty paid homage to gods and goddess in sacred sites throughout China. As
countries civilizations and economics developed, travel and tourism grew for business
and pleasure.
Indian civilization, also one of the oldest civilizations in the history of
mankind has been explored by various travelers and traders. Though ancient written
records B.C could not be traced, few books and records lead us through the ancient
discovery of India through travelers’ perspective.
• 40 – 70 AD :- Anonymous author of the periplus of the Erythaen
(Red) sea : A merchant hand book, written apparently by an Egyptian Greek,
about trade routes through Red Sea and involving both East Africa and India.
It includes extensive information on ports and products in India.
• 629 – 645 AD: - Xuan Zang (Hsuan – Tsang): Chinese Buddhist monk and
translator travelling over the HinduKush to India. He returned to China via
southern route. His travel and story became fantastic legends.
• 518 – 521 AD: - Song Yun (Sung Yun) / Huisheng: he was sent on a mission
by the Empress Dowager to obtain the Buddhist scriptures in India in 518. He
travelled through Taklamakan Dessert, then further West into HinduKush,
Kabul, and Peshawar.
• 713 – 741 AD: - Hui Chao: Korean monk but grew up in China. He travelled
to India via sea route. He visited various Buddhist kingdoms in India. His
book ‘ The Record to Five Indian Kingdoms’ provided valuable information
on the Islamic and Buddhist distribution among the central Asian Kingdoms
during 8th century.
• 1316 – 1330:- Odoric of Pordenone: - Franciscan monk who travelled via
Constantinople and the Black Sea to Persia, and then via Indian Ocean to India
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in the Early 1320s. His lengthy travel account which he dictated in 1930
became a “best seller” because of its authentic information.
• 1466 – 1472:- Afanasli Nikitin: - A merchant from Russian city of Tver who
travelled through Persia to India. His travelogue describes India.
• 1490 – 1530 :- Babur : the great, great, great – grandson of Timur, Zahiruddin
Muhammad Babur, wrote a stunning memoir of his early life and struggles in
Central Asia before finally settling down in Northern India and founding
Mughal Empire. He wrote extensive descriptive sections on the physical and
human geography, the flora and fauna, nomands in their pastures and urban
environments enriched by the architecture.
• 1579 – 1584:- John Newbery: a London merchant, he undertook three trips.
On the third trip he reached Mughal Court in India. He never wrote much
about his travel trips.
• 1583 – 1591:- Ralph Fitch: English merchant who travelled with John
Newbery to India. The Indian section of Fitch’s writing is not organized and
haphazard. Clearly he must have known a lot more than what made its way
into the writing.
• 1602 – 1607:- Benedict Go, from Portuguese. In 1554, he joined a mission to
meet the Mughal Emperor Akbar. He wrote the travel notes and letters
describing his journey. His account is an unique record by an European to
travel on the overland trade routes in inner Asia at the beginning of 17th
century. The account details human and natural treats to travel and other
aspects of the inner Asian trade.
• 1615-1616:- Richard Steele and John Crowther, agents for the British East
India Company, travelled from Agra, the Mughal Capital to Kandahar. Their
account highlights important overland trade routes, avoiding Portuguese
controlled areas in India.
These examples are just representatives of various travel accounts by travelers
to India and not a comprehensive study.
The domestic travel scenario in India was not very encouraging one. The first
reason was a social taboo. It was forbidden for a Hindu to cross a sea. A person would
be outcasted or would have to face a severe punishment. This discouraged any
adventurous journey overseas. The local travel would be limited to pilgrimage,
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visiting friends and relatives (occasionally) and trade to known places. The distances
were long, routes not known or not secure enough to travel with families, and need to
explore was never encouraged or promoted. Only rich and wealthy who could afford
to travel by their own bullock – carts, horses or other means, could think of setting off
on a journey on their own. Others, as there was no public or affordable transport
easily available would have to walk to whatever destination they would like to go.
People for whom travelling was absolutely necessary would wait for some rich people
to set off for travel or would join group of merchants travelling from one place to
another. Travelling was expensive affair and a traveler set for a long journey would
return may be after months or years.
Hindus while setting off to Kashi Yatra would assure that their house and
family members were taken care of and would bid them final farewell as returning
back safe from the journey was next to impossible. Thus, travel was a risky and costly
preposition; very few would volunteer to travel for exploring.
Sher Khan, a Pathan ruler, in 15th century before Mughal Empire, built a series
of “Sarai” from Punjab to West Bengal on all major travel routes in his kingdom. A
Sarai was a shelter or overnight accommodation provided for travelers on the route. It
would also provide a traveler food, with water and animal fodder for horses and other
animals. This would be free of cost and separate people would be appointed for Hindu
and Muslim travelers to cook food and serve the travelers. One would find such Sarais
after every 12-15 miles on the major trade and travel routes in his kingdom. Later
many of these Sarais became market places for trading and even few became towns
with human settlements around them.
Even in the period of Mughal Empire, Emperor Akbar built Sarais from
Northern to Central India where Mughal Kingdom was spread. This system continued
and functioned well till Aurangzeb ruled the Mughal Kingdom. Later, with the decline
of Mughal Empire due to lack of maintenance and shortage of funds many Sarais
were either abandoned or closed down.
With the end of Mughal Empire in India, the British East India Company
spread her wings all over the India and slowly British started replacing old federal
system of small kingdoms then existed in India. India being a vast country, distances
to travel from East to West and North to South were enormous. The one who wishes
to rule such a huge country needs to have faster and easier communication from one
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end to the other. So to facilitate their rule in India, British developed roads and faster
means to travel.
India was a major market place for British goods and was raw material
provider for Britain. So, faster and cheaper means to transport goods were essential to
keep the trade going to prosper the British Empire. Local people were encouraged to
educate and join British trading companies, as manpower was required at all levels.
Though British rule in India has destroyed the old established Swadeshi artisan,
craftsmen and trade practices in India, it introduced certain new developments like
railway, post-office, printing press and use of machinery in production. This
development was at a heavy price of 150 years of suppressing British rule in India.
In these 150 years of British rule, many Britishers settled down in India or
they would serve for 10-15 years in India at that time. The concept of summer
vacation was introduced, as they would find Indian summers in the plains too hot to
bear. Hill stations were developed and good accommodation facilities were specially
built at these places. By 19th century even the rich native Parsi and Marwari
community people built their own properties at such destinations. Mahabaleshwar and
Ooty are good examples of such hill stations developed by Britishers.
In 1898, during the British era in India, great freedom fighter Lokmanya
Balgangadhar Tilak travelled to the far south of India and abroad till Sri Lanka. His
travelogue about that journey gives an insight about customs, traditions and political
and social scenario of Madras, Colombo, Pondicherry and Rangoon.
For him travelling means gaining knowledge about people, their customs,
traditions and culture. One can gain more knowledge by observing these things and
being part of it than rather just trying to learn it from the books. It is a way to educate
oneself about social and business environment and give a different perspective to
one’s thought process.
In his travelogue he mentions about ‘Annachatra’ run by the Chetti
community in the desert of Sethu Bandha near Rameshwaram in south India. “It
provides food and water to pilgrims travelling from far off places and cost to run is
borne by rich Chetti Community. The cost of running such charity must be enormous
as miles in each direction; there is nothing but the desert.” So Hindu religion is always
gracious towards pilgrims and pilgrim places. Even the Varkaris who do “Pandharpur
Vari” every year are offered food, shelter and other daily necessities in charity
throughout the journey.
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Great Indian Philosopher “Swami Vivekananda set out his journey in 1886 to
discover India. Till 1897 he travelled from Himalayas to South India. As mentioned
by “Shri Lokmanya Tilak”, travel broadens the minds of travelers and teaches things
that no book can teach you. Swami Vivekananda was deeply moved by the condition
of the people. His journey gave him insight and inspired him in his speeches and
literature for years to come. He could represent India in Chicago depicting true picture
of Indian society and the injustice done by England to India.
One could see “Dharmashalas” and “Annachatras” or “Prasadalaya”
distributing food to pilgrims in charity at many of Hindu pilgrim places like Shirdi,
Kashi, and Varanasi and even in Himalayas at high altitudes where carrying
ingredients itself is a task. “Langars” in Gurudwaras is another example of
community generosity towards pilgrims of all religions.
In ancient India, where travel was mostly limited, pilgrim was a major motive
behind travelling and Dharmashalas and Annachatras would fulfill bare basic needs of
a tourist visiting these places. As discussed earlier, when means of transport were
affordable the other motives behind travelling could emerge.
The roots of today’s tourism industry are found in many religious traditions,
such as making visit to Mecca for Muslims. The French Guidebook “The Travels of
Sir John Mandeville (1975) provided travelers with information about Holy Land,
including itineries. This early guide book was translated into many languages for
international tourists. In 15th century the Venetian government assigned two galleys to
carry pilgrims across the Mediterranean to Palestine.
Saint Ramdas a famous saint from Maharashtra has travelled all over India in
the 15th century and established Maruti temples from Kashmir to Kanyakumari. It was
an adventurous journey considering that there were no transport facilities. But he
travelled on his feet, a maiden journey to understand the social and cultural condition
of people all over the country. He understood that religion can bring people together
and he choose “Maruti” god of strength and power to relate people of different
religions. Even today, these temples stand as a tall mark of our unity in diversity.
Shrines such as Compostela in Spain and healing wells throughout Europe
attracted growing numbers of tourists and spa treatment – with classical origins
traceable back to the Romans (present – day Budapest’s baths are heir to the hot
springs of the spa settlement – that they called Aquinium) – bridged the gap into the
post – Reformation world. Although in these places the older Catholic tradition of
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healing continued, notably at Lourdes, by the 1860’s cures were scientific rather than
miraculous and under the direction of physicians rather than priests. Treatments took
time, which meant that spa resorts had to provide accommodation and entertainment
for invalids and their companions. For example at Bath, promenades, reading rooms
and theatres were added to the pools. The business of health was to remain an
important component in western countries tourism. Resorts such as Vichy in France,
Baden-Baden in Germany and Buxton in Britain catered for invalids and
convalescents, and often specialized in the treatment of particular conditions.
In India people used to travel to the places where well known “Vaidyas” could
cure certain fatal diseases. In 16th century “Ganga vaidya” from Mahad (Raigad
District) could cure T.B and Nava jwar by his medicines and people from far off
places would come to him. But an elaborate accommodation and entertainment
system like Europe was not established. Spas and health resorts concepts were never
on the scene. Till 17th century the scenario did not change much. In 18th century with
the spread of British rule and development in roads, transport and communication
system people could think of travelling to far off places and the time and the risk in
travelling were reduced considerably.
Political scenario in India also encouraged people to travel. Foundation of
congress party and its conferences held at different venues in India every year made
people travel to those destinations. In his speech describing his travel through
Southern India 1898, Shri Lokmanya Tilak mentioned that such travel broadens the
minds of the travelers and people should try and make an effort to mingle with other
people.
By late 18th century, the social taboo attached to overseas travel had been
reduced considerably. People had travelled to England and Europe and saw the
development and progress achieved by western countries. Though their travel was
mostly for education or political reasons, it certainly brought awareness of the world
outside. Still for the foreigners travelling to India, it was a mysterious land of tigers,
elephants and magic which would fascinate them. Even upto the Indian Independence
travel for leisure was considered as a luxury by domestic tourists in India. Basic
infrastructure like roads, accommodation, transport and eateries were not developed.
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Emergence of Tourism as an Industry in India:
Leisure travel was associated with the Industrial Revolution in the United
Kingdom. It gave an opportunity to new middle class emerging due to industrial
revolution to travel for leisure. The first official travel company ‘Cox and Kings’ was
established in the year 1758. Tourism was identified as a revenue generating sector in
western countries.
In India the scenario was totally different. Since her independence in 1947,
Indian policy makers had traditionally neglected tourism industry as it was considered
to be a luxury segment benefiting only few. As then, the Indian economy depended a
lot on agriculture, the government policies had always aimed to develop agriculture
and other allied areas. Tourism was always viewed as an industry serving the elite
instead of being accepted as a means to provide employment with good “multiplier
effect”. In 1955, the first Planning Commission of India had placed tourism
industry 269th in its priority list. As a result in 1950’s the number of International
tourists visiting India was just around 15000. Tourism was considered as an easy way
to correct foreign exchange shortage. Consequently hotel rooms, food and beverage,
handicrafts and many other services in most of the tourist destinations in India had
traditionally been overpriced.
Although in 2000, Global tourism industry represented one of the largest
industries in the world with revenue of $595 billion and the number of tourist arrivals
globally as high as 698 million; India’s share in global tourism remained low.
Global V/s Indian Tourism for the Year 2000
Table No 3.1
World India
Percentage
(Share of India)
International Arrivals 698 Millions 2.64 Millions 0.38%
Tourism Receipts $ 595 Millions $ 3.2 Millions 0.69%
Domestic Tourism
Worldwide
6980 Millions 210 Millions 4.6%
Reference : “Tenth Five Year Plan (2002 -07) Government of India”,
http;// planningcommission.nic.in
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The Indian Tourism and Travel economy contributed 5.3% to its GDP and
India’s global ranking in this aspect was 140. In comparison, tourism sector’s
contribution to the GDP of New Zealand, Malaysia and Singapore was 8.9%, 7% and
10% respectively. It was estimated that if India could raise the contribution of her
tourism and travel economy to 10% of its GDP, it could create 12 million more jobs.
Contribution of Tourism and Travel to Economy and Industry in the Year 2000
Table 3.2
World
Average
(%)
India
(%)
World
Rank
Contribution of Travel and Tourism
economy to GDP
10.7 5.3 140
Contribution of Travel and Tourism
industry to GDP
4.2 2.5 124
Contribution of Travel and Tourism
economy to employment
8 5.6 140
Contribution of Travel and Tourism
industry to employment
3.1 2.9 111
*Contribution to travel and tourism industry refers to only direct impact of the
tourism industry.
Reference : “Tenth Five-Year Plan (2002-07), Government of India,”
http;// planningcommission.nic.in.
It was also estimated that an average investment of Rs. 10 lakh in tourism
would create 89 jobs in the tourism industry alone. This investment in tourism would
also indirectly create 12.6 jobs in the manufacturing sector and 44.7 jobs in
agricultural sector. The same amount of investment in agriculture and manufacturing
sector could create only 45 and 13 jobs respectively.
With the poor backdrop of Indian Tourism development infrastructure, other
South-East -Asian countries were busy developing their infrastructure for world Class
and high-end tourism experiences. Singapore, for example, concentrated on building a
state-of-art airport. Many international tourists were prepared to pay higher for trip to
Singapore because of her top class infrastructure.
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India was still struggling with deplorable road and airport facilities, poor rail
infrastructure, inadequate aviation seating capacity and insufficient hotel
accommodation. India also lagged behind in her brand establishment and marketing
strategies. In 2000, while the “Amazing Thailand” campaign fetched Thailand 10
million tourists, through the “Malaysia Truly Asia” Malaysia attracted 8.5 million,
and the “Live it up Singapore” earned 7 million tourists. Meanwhile India’s arrivals
were stagnant at 2.6 million. Despite being a country filled with varieties of
experiences, India failed to showcase her diversity. After being left behind in the
destination branding for long, the Government of India in 2002 launched her global
“Incredible India” campaign.
Though Indian Tourism ministry was responsible for tourism in India, it had
administrative limitations. Its role was mainly related to marketing its destinations and
guiding the tourism industry while other ministries decided upon core issues which
affected the tourism industry. The Ministry of Civil Aviation handled aviation policy
and airport management, Ministry of Finance allocated the budgetary allocation to the
Tourism Industry and the taxation on the tourism sector, Indian Visa was directly
under control of Ministry of Home Affairs. The lack of coherence between these
ministries reduced the focus of policies and also complicated the web of bureaucracy,
which adversely affected the progress of the tourism industry.
After decades of political indifference, the Indian government started focusing
on the tourism industry towards the end of 2002. The Tenth Five Year Plan
acknowledged the potential of the Indian Tourism industry as a huge employment
generator and foreign exchange earner for the nation and proposed definite initiatives
to give a boost to the tourism industry.
Focus on Tourism in the “Tenth Five Year Plan” (2002-2007)
Table No 3.3
National Tourism Policy was formulated in the year 2002. Broadly the policy
attempts to:
���� Position tourism as a major engine of economic growth
���� Harness the direct and multiplier effects of tourism for employment
generation, economic development and providing boost to rural tourism.
���� Focus on domestic tourism as a major driver of tourism growth.
���� Position India as a global brand to take advantage of increasing global travel
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trade and the vast untapped potential of India as a destination.
���� Acknowledge the critical role of private sector with government working as a
pro-active facilitator and catalyst.
���� Create and develop integrated tourism circuits based on India’s unique
civilization, heritage and culture in the partnership with states, private sector
and other agencies.
���� Ensure that “the tourist to India gets physically invigorated, mentally
rejuvenated, culturally enriched, spiritually elevated and feels India from
within”.
Focus on Tourism in the “Tenth Five Year Plan”
Table No 3.4
Focus on Tourism in the “Tenth Five Year Plan” was
���� To develop a national consensus on the role of tourism in the development
agenda of the nation through National Development Council.
���� To enhance the effectiveness of public sector investment through the cross-
sectoral convergence and prioritization of tourism related infrastructure
programmes in other sector like special tourism trains, rural roads etc.
���� To mobilize the support of primary players viz: the State Governments in
tourism development.
���� To involve the rural sector in tourism and start mobile training units for
service providers in rural areas identified for development of tourism.
���� To augment training facilities in hotel management and food craft and build
the capacity of service providers with cutting edge.
���� To create world class circuits and destinations.
Reference : “Tenth Five-Year Plan (2002-07), Government of India,”
http;// planningcommission.nic.in.
The Union Budget granted the tourism industry much needed “Infrastructure –
Status.”
As a result of boosting rural development from tourism point of view and
encouragement of tourism infrastructure development in rural areas by state
governments, Agri- Tourism Development Corporation was established on 16th May
30
2004 in Maharashtra. “Its aim is to promote Agro Tourism to help rural youth to earn
good respectable living in the village and on the farm itself.
First ever International Agri-Tourism day was celebrated on 16th May, 2008 in
Pune.
The ‘Tenth Five Year Plan’ opened up following opportunities for agro-
tourism in India.
Agro Tourism Opportunities in India:
1. Indian tourism industry is growing @10.1%. The World Tourism organization
has estimated that the tourism industry is growing at the rate of 4% a year and
that by the year 2010 there will be more than one billion tourists visit various
parts of the world. But Indian tourism industry is growing at the rate of 10%
which is 2½ times more than the growth rate at global level. By introducing
Agro-tourism concept, not only present growth rate is sustained but also this
value addition contributes to further growth.
2. India has entered amongst the top 10 tourist destinations list (Conde Nast
Travellor “A leading European Travel Magazine). India is already established
as one of the top tourist destination in the world. Value addition by
introducing novel products like Agro-tourism would only strengthen the
competitiveness of Indian tourism industry in global market.
3. India has diverse culture and geography which provide ample and unlimited
scope for the growth of this business. India has diverse agro-climatic
conditions, diverse crops, people, culture, deserts, mountains, coastal systems
and islands which provide scope for promotion of all seasons, multi-location
tourism products.
4. Increasing number of tourists preferring non-urban tourist spots. Hence, there
is scope for promotion of non-urban tourist spots in interior villages by
establishing Agro-tourism centers. But, adequate facilities and publicity are
must to promote such centers.
5. Government initiatives and policies in X five year plan allocation has been
increased from 525 crores to 2900 crores. Increased financial allocation
reaffirms the government commitment. The increased financial allocation by
six times could be used for capacity building of service providers, creation of
infrastructure and publicity.
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The ‘Tenth Five Year Plan’ also laid emphasis on promoting much neglected
“Domestic Tourists” segment in India. Today the states also want to tap the potential
of domestic tourism. According to estimates, domestic tourism is expected to generate
revenue worth Rs. 600 billion. But this segment is not yet being fully channelized and
explored. According to International standards the ratio between domestic and
international tourism is approximately 10:1, where as in India it is only approximately
equal to 3:1. So in domestic market, there are yet various guest segments need to be
tapped.
Government of India’s “Incredible India” campaign has definitely given a
positive image to the global traveler. Today India has become one of the hot
destinations for foreign tourists. The campaign laid stress of the diversity of India and
its potential to offer various kinds of tourism: adventure, medical, spiritual, beach and
religious to name a few. But the question is, can India sell herself to Indians?
Though India is yet to sell India to Indians, there is a changing trend which has
been observed. With the changing socio-economic profiles of Indian consumers and
emergence of nuclear families, domestic leisure tourism is increasing. Indians are
looking forward to explore the diverse landscape and beauty across various parts of
India. Fortunately every Indian state has unique characteristics in terms of
architecture, art and craft, food, festivals, monuments, landscape and weather. This
rich history and heritage provides an opportunity for the domestic travelers to explore
in their own country. Growing tourism infrastructure like emergence of world-class
hospitality facilities is also expected to facilitate the growing domestic tourism.
Awareness is critical in tapping this enormous domestic potential.
Various states have come up with attractive positioning statements:
States and their Positioning Statements
Table No 3.5
Sr. No. State Positioning
1. Kerala God’s Own Country
2. Karnataka Theatre Of Inspiration
3. Andhra Pradesh Kohinoor Of India
4. Tamil Nadu Enchanting Tamil Nadu
5. Pondicherry Peaceful Pondicherry – Give Time A Break