Iittm Itc Report 2011 Rev.

Indian Institute of Tourism and Travel Management

(An Organisation of Ministry of Tourism)

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Indian Chamber of Commerce Ministry of Tourism, Govt. of India

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Indian Chamber of Commerce

Founded in 1925, Indian Chamber of Commerce (ICC) is the leading and only National

Chamber of Commerce operating from Kolkata, and one of the most pro-active and forward-looking

Chambers in the country today. Its membership spans some of the most prominent and major

industrial groups in India. ICC is the founder member of FICCI, the apex body of business and

industry in India. ICC’s forte is its ability to anticipate the needs of the future, respond to challenges,

and prepare the stakeholders in the economy to benefit from these changes and opportunities. Set

up by a group of pioneering industrialists led by Mr G D Birla, the Indian Chamber of Commerce was

closely associated with the Indian Freedom Movement, as the first organised voice of indigenous

Indian Industry. Several of the distinguished industry leaders in India, such as Mr B M Birla, Sir

Ardeshir Dalal, Sir Badridas Goenka, Mr S P Jain, Lala Karam Chand Thapar, Mr Russi Mody, Mr Ashok

Jain, Mr.Sanjiv Goenka, have led the ICC as its President. Currently, Mr. Shrivardhan Goenka is

leading the Chamber as it's President.

ICC is the only Chamber from India to win the first prize in World Chambers Competition in

Quebec, Canada. ICC’s North-East Initiative has gained a new momentum and dynamism over the

last few years, and the Chamber has been hugely successful in spreading awareness about the great

economic potential of the North-East at national and international levels. Trade & Investment shows

on North-East in countries like Singapore, Thailand and Vietnam have created new vistas of

economic co-operation between the North-East of India and South-East Asia. ICC has a special focus

upon India’s trade & commerce relations with South & South-East Asian nations, in sync with India’s

‘Look East’ Policy, and has played a key role in building synergies between India and her Asian

neighbours like Singapore, Indonesia, Bangladesh, and Bhutan through Trade & Business Delegation

Exchanges, and large Investment Summits.

ICC also has a very strong focus upon Economic Research & Policy issues - it regularly

undertakes Macro-economic Surveys/Studies, prepares State Investment Climate Reports and Sector

Reports, provides necessary Policy Inputs & Budget Recommendations to Governments at State &

Central levels. The Indian Chamber of Commerce headquartered in Kolkata, over the last few years

has truly emerged as a national Chamber of repute, with full-fledged offices in New Delhi, Guwahati

and Bhubaneshwar functioning efficiently, and building meaningful synergies among Industry and

Government by addressing strategic issues of national significance.

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Title: Travel and Tourism Industry in India: Looking East

Authors: Prof. Manjula Chaudhary, Director, Indian Institute of Tourism &

Travel Management, Gwalior.

Dr. Sutheeshna Babu S, Nodal Officer, National Institute of Water

Sports, Goa

Dr. Pawan Gupta, Nodal Officer, Indian Institute of Tourism and Travel

Management, Delhi Campus

Published in: August 2011

Copyright: No part of this document may be reproduced in any form by photo,

photoprint, microfilm or any other means without permission of

Indian Institute of Tourism and Travel Management (IITTM)/ Indian

Chamber of Commerce (ICC).

Disclaimer: The information and details contained in this document have been

taken from different reliable secondary sources. It has been prepared

for purpose of providing a perspective as well as some context

specific information and its authors are not liable for accuracy or

correctness. The readers may take these details as source of

information and not to be constituted as substitute for professional,

technical or legal advise. The views and opinion furnished are

personal in nature and subjects to change, which the authors shall

have prerogative to do so.

Neither IITTM nor other institutions figured in this report such as ICC

shall be responsible for collateral damage, if any directly as

consequence of use of this information contained herewith. Any claim

for such damage/loss liability shall be null and void and rejected

summarily.

Acknowledgement: IITTM and ICC appreciate and acknowledge the articles and reports

referred for preparing this document. The assistance of Mr. Manjeet

Sahrawat, Teaching Associate and Mr. Vidya Sagar, Project Assistant

of IITTM is also duly recorded.

Contact: IITTM, Govindpuri, Gwalior – 474011, (M.P)

Indian Chamber of Commerce, ICC Towers, 4 India Exchange Place,

Kolkata – 700001

For Further Info.: [email protected]

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Foreword

India represents one of the most potential tourism markets in the world. Tourism

today is the most vibrant tertiary activity and a multi-billion industry in India. Traditionally

known largely for its historical and cultural dimensions, tourism today is highlighted for its

immense business opportunities. With its lucrative linkages with transport, hotel industry

etc., the potential and performance of India’s tourism industry needs to be gauged in

terms of its socio-economic magnitudes.

This report - prepared jointly by IITTM and ICC - traces the progress made by India’s

tourism industry in the planning era, and the emerging issues under globalization. The

report also tried to give a direction to the policy measures by Government of India to

address the constraints in promoting sustainable tourism in India.

Dr. Rajeev Singh

Director General

Indian Chamber of Commerce

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Tourism is an important catalyst in the socio-economic development in the modern

times, contributing in multiple ways and strengthen the inter-connected processes. While

often portrayed as panacea for many evils such as underdevelopment, unemployment,

poverty eradication, social discrimination and so on; its contribution in creating a global and

regional socio-political environment for peaceful co-existence of the cultures and societies has

been equally established at various levels. Perhaps, this realisation took many advocators to

position tourism as one of the biggest ‘peace industries’, a means to strike equilibrium of

global peace process though development. Because, tourism practiced in responsible and

sustainable manner bring about the peace and prosperity of the people and that its

stakeholders share benefits in fair manner, which is a necessary condition for the equilibrium

of sharing to sustain.

Due appreciation of such key role of tourism in development and global solidarity is

forthcoming in recent years. The U.N systems have been well on record about the growing

significance of tourism, which can be traced back to the 1980s. The latest being the candid

endorsement of U.N Secretary General who went on to state as precursor to his World

Tourism Day 2011 message: “tourism’s ability to generate socio-economic opportunities and

help reducing the gap between rich and poor is more important than ever”. This statement

acquires significance in the face of the economic crisis in recent times. Hence, any formulation

on tourism and its role in the society and economy must be rooted in due cognizance to the

contribution of tourism in the development process and according its rightful place and

position in the economic planning and programming.

Understanding Present Status of Global Tourism

The phenomenon of tourism since 1950 has been remarkable in terms of growth,

spread and diversification. The international tourist arrivals since then have grown from mere

25 million to reach 940 million in 2010. The fast growth and spread not only resulted the

globalisation of people’s movements as never before but also contributed in creating a vibrant

industry and opportunities for millions of people.

Fig- 1: International Tourist Arrivals and Receipts- 1990-2010

(Source: UNWTO)

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It is equally remarkable that irrespective of many challenges- at times far reaching in

nature like economic threats, war and political instabilities, natural calamities and the like-

tourism as an economic activity could withstand the test of the time and demonstrated its

resilience as well as positioning in the modern way of living.

Figure- 1 is revealing of the contemporary nature of tourism. During 1990-2010,

international tourist arrivals grew from 435 million to 940 million, recording an average

annual growth of 5.8%, hiccups in some years notwithstanding. During this period, the

international receipts also recorded considerable growth from USD 262 bn. to USD 919 bn.,

and its average growth has been more than double to that of the arrivals at about 12.54%.

Regionally, international arrivals can be seen growing faster in emerging economies at a rate

of about 7% compared to the world average of 4.45% during 2005-2010 (Table-1).

Table-1: Regional Trends in International Tourist Arrivals

International Tourist Arrivals (Million) Market

share (%)

Avg. Annual

growth (%)

Region/ Year 2005 2008 2009 2010 2010 ‘05’-‘10’

World 798 917 882 940 100 4.45

Advanced economies 453 495 474 498 53 2.48

Emerging economies 345 421 408 442 47 7.0

(Source: UNWTO Barometer)

Tourism Industry, World GDP and Employment

With passage of time, the travel and tourism industry has evolved to become one of

the largest and most dynamic industries of the global economy. A WTTC study has estimated

in 2010 that the contribution of travel and tourism to the world GDP was to the tune of 9%,

whereas, its total employment effect was more than 235 million jobs, representing 8% of

global employment (Table-2).

Table-2: Economic Effects of Global Tourism and Travel Sector (WTTC)

World 2005 2006 2007 2008 2009 2010

Travel & Tourism Direct Contribution to GDP

In US$ bn 1377.85 1471.67 1647 1755.23 1641.27 1757.54

2011 Price (US$ bn) 1692.25 1732.33 1787.9 1763.93 1711.85 1768.77

Real growth (%) 0.4 2.4 2.8 -1.5 -3.4 3.2

% share 3 2.9 2.9 2.8 2.8 2.8

Travel & Tourism Total Contribution to GDP

In US$ bn 4415.35 4768.24 5366.87 5807.13 5408.68 5701.95

2011 Price (US$ bn) 5424.19 5618.8 5853.46 5852.7 5652.89 5754.96

Real growth (%) 3.3 3.6 3.6 0 -3.9 1.7

% share 9.6 9.6 9.6 9.4 9.3 9

Table Contd…

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Travel & Tourism Direct Contribution to Employment

Real growth (%) 1.1 3.3 -0.6 -0.2 -2.3 0.9

% share 3.5 3.5 3.4 3.4 3.3 3.3

In thousands 95307.4 98473.9 97794 97527.6 95260.1 96130.5

Travel & Tourism Total Contribution to Employment

Real growth (%) 0.6 2.7 3.1 -4 -3.1 -0.8

% share 9.4 9.5 9.6 9.1 8.8 8.6

In thousands 256508 263553 271805 260838 252720 250565

Further, the employment effect of international tourism appears to be optimistic in

the medium to long-term. According to the UNWTO forecasts, the sector is expected to

provide nearly 296 million jobs by 2019 given that there would be sustained growth of global

tourist arrivals and the major economies maintain its momentum.

Recent Trends in Indian Tourism

The tourist numbers and activities in India seem to suggest more of an optimistic

scenario. The gloomy phase of 2008-09 has been mediated successfully with focused policy

interventions and industry initiatives that in turn added momentum to the growth process.

From a negative growth of -2.2% in 2009/08, foreign tourist arrivals increased considerably to

register a growth of 8.1% in 2010/09. This turn-around is indeed encouraging given the fact

that global economy was still recovering and has not reached its usual growth trajectory.

Notwithstanding this, it is not heartening to mark that India’s share in the world tourism pie

has never crossed the threshold of 0.7% at any point in time.

The reversal of foreign tourist arrivals was equally evident in the strong momentum

being observed in the foreign exchange earnings post 2008. For, the earnings in rupee terms

recorded an increase of around 28%, i.e. from Rs. 50730 crores in 2008 to Rs. 64889 crores in

2010. In the contrary, the increase in dollar terms was comparatively less at about 20.8%

during the same period. This could perhaps be attributed to the factors like variations in the

exchange rate as well as reduced tourist expenditure.

Another pertinent dimension worth noticing is the relationship between the growth in

tourist arrivals and the earnings during this period. For instance, in rupee terms, the annual

increase in earnings has been much faster to that of arrivals with the figures for 2009/08 and

2010/09 recording 8.3% and 18.1% respectively. Further, while examining the monthly

change, it was also observed that the earnings were fairing much better with only first three

months of 2009 accounting a negative change over corresponding months previous year. But,

when it came to the arrivals, barring December, as Fig. 2 would suggest, the scenario in 2009

was that of either negative or negligible growth compared to 2008.

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Fig- 2: Percentage Change in Monthly International Tourist Arrivals and

Revenue- India

Post-recession trend in domestic tourism is rather poised for a leap if the growth of

18.8% (2009/08) and 10.6% (2010/09) in the subsequent years are any indication (Table-3).

However, we often tend to underestimate the massive nature and significance of domestic

tourism in the country despite the fact that it generates nearly three-fourth of total tourism

revenue and that it acts as the backbone of Indian tourism industry. Needlessly, negating the

contribution of the segment could jeopardize overall momentum of growth of tourism sector,

both in short and long terms.

Table-3: Trend in Domestic Tourist Arrivals in India

Years Domestic Tourists (in

millions)

Percentage (%) change

2005 391.95 7.0

2006 462.31 18.0

2007 526.56 13.9

2008 562.98 6.9

2009 669.02 18.8

2010 740.0* 10.61

(Source: Tourist Statistics, GoI); * Provisional

The domestic tourist data further reveals a pattern of a few states garnering a larger

chunk of the growing traffic. For instance, top five states namely Andhra Pradesh (155.8 mil),

Uttar Pradesh (144.4 mil), Tamil Nadu (111.6 mil), Maharashtra (48.5 mil) and Karnataka (38.2

mil) constitute around 67% of the total traffic in 2010. This is indicative of a trend in spatial

concentration of tourist activities, which indeed has been consistently observed over many

decades owing perhaps much to the religious/pilgrim tourism and location of important

cultural attractions in those states.

Not that Indians are touring only within its national limits. It is rather interesting to

observe two main features of their overseas travel patterns. First and foremost is a consistent

increase in the numbers of Indians taking international vacation travel over the years, which

Table- 4 would suggest growing from 7.2% in 2005 to 12.3% in 2010. Even when the global

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tourist movements fallen substantially as a result of global recession, Indian outbound traffic

has been growing with consistency and stability. Second, rather more pertinent from the

perspective of travel account balance, is the difference in terms of inbound and outbound

tourist numbers where the later can be seen double to inbound numbers. The phenomenal

growth in outbound travel could be a by-product of many economic and social factors, most

important being material prosperity and urge for travel and life styles. Other contributing

factors being ease of travel documents like passport, visa, relaxation in foreign exchange

regulations, better awareness of destinations and benefits of travel etc. As regards travel

segments, the MICE and business travel are arguably growing faster compared to the leisure

segments. The quantum of Indian nationals on overseas vacations increased from 6.2 million

in 2004 to 11 million in 2009.

Table-4: Indian Nationals Going Abroad

No. of Outbound visits (in millions)

Year 2005 2006 2007 2008 2009 2010

Growth (%) 15.6 16.1 17.3 11.1 1.8 11.4

Total 7.18 8.34 9.78 10.87 11.07 12.28

An emerging tourism demand scenario of this nature seems to suggest that 2011 may

benefit India economically much better if one was to go by the WTTC (World Travel & Tourism

Council) figures. For, direct contribution of tourism and travel to India’s GDP at constant prices

for 2011 is estimated to be about 1.9% or Rs. 1570.5 billion and the same might reach 2% by

2021. Perhaps, total economic impacts of the sector is estimated to be much higher at Rs.

3680.4 billion (4.5% of GDP) and Rs. 8523.1 billion (4.9%) respectively during this period

(Table-5).

Table-5: Contribution of Travel and Tourism Sector in India (WTTC)

1. 2011 constant prices & exchange rates; 2. 2011 real growth adjusted for inflation (%); 3. 2011-2021

annualised real growth adjusted for inflation (%); 4. '000 jobs

As regards to employment generation in 2011, the sectors’ direct contribution worked

out to be 5% and the total effects- direct and indirect together- to stand at 7.5% in the

country’s total employment pie. Respective figures might rise to 5.2% and 8.1% by 2021 and

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such prospects need to be taken as an important indicator for concerted policy interventions

and programming for tourism sector. Because, as already established, the sector has a key

role to play in the eradication of poverty and underdevelopment by way of creating

employment and income opportunities for millions of the marginal and less empowered

sections across the country.

As it evolves, what is encouraging is an atmosphere of growing confidence for

investments in the travel and tourism sector in India. Instantaneous being, as revealed by

WTTC estimates, India ranks 4th in terms of travel and tourism investment in 2011 with a total

of USD 26.7 billion (Table-6). The Table would further suggest that in terms of investment,

India is much ahead of most countries in the Asian region. Many factors can be attributed to

this like a consistently growing economy, fast expanding travel and tourism demand and

supply, dynamic business environment, global integration and so on.

Table-6: Investment Scenario of Travel and Tourism Sector in Asia (WTTC)

Industry Perspective

The opening of the Indian sky to private players has resulted considerable dynamism

in India’s aviation market. Along with the national carrier, entry of 12 private domestic airlines

has not only resulted expansion of the networks and capacities but it also brought in intense

competition and made air travel accessible to millions of people. Further, with 454 airports

(including grass runways), of which 16 with international status, India may also be rated as

one of the leading countries in Asia with regard to airport density. Perhaps such concomitant

processes became instrumental in fast growth and expansion of India’s domestic passenger

traffic to reach 44.51 million mark in 2009. Understandably, a huge chunk of this, amounting

to over 75% has been garnered by private airlines.

However, it is also widely known that the airline economics is very sensitive and some

airlines continue to suffer from losses owing largely to vagaries of global economic cycles and

consistent rise of oil prices. Perhaps, this is not just an Indian phenomenon rather many

leading airlines in the world are also falling as victims of the global economic doldrums and

spiralling oil price besides other factors like lack of appropriate business models adequate

enough to factor in such vagaries and market dynamics. Despite a volatile environment, the

aviation sector in India is gaining confidence and is posed for further growth and expansion as

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being evident in the bulk orders for aircraft procurements by Air India, Indigo and other

airlines. The air passenger traffic is estimated to grow at a CAGR of 15% in 2010-11.

Under the new economic policy regimes, the aviation sector is a critical enabler and

enhancer of the overall business environment and economic growth. The growing optimism in

the aviation business is also becoming instrumental for substantial investments flow in the

form of new investments and/or for merger/ take-over. Investors also smell enough

opportunities in aviation infrastructure and putting in huge money for creation and/or

modernisation of the airports and aviation infrastructure in the country made it possible as an

ongoing process.

The hotel industry, another major component of tourism, is also moving northward

consistently notwithstanding some occasional hiccups. For instance, during 2005-2010, it grew

at an impressive compound annual growth rate (CAGR) of 9.5% with Rs. 131 billion earnings in

2010 (Fig-3). The sector is also expected to provide over 400,000 jobs (FHRAI).

Fig-3: Economics of Hotel Sector in India

(Source: FHRAI)

India’s vibrant economic development is needlessly a catalyst for generation of more

business and leisure travels and that is driving the hotel industry to greater heights.

Customers are also becoming diverse, more demanding, value conscious and that make the

hotel business more challenging. In such a market environment, differentiation, customisation

and efficient delivery are keys and that the hotel industry is in throws of deploying all critical

tools of competition. New technology has also been greatly leveraged in almost every

functional domain to remain sustainable and relevant. Customised softwares and customer

relationship management systems are also being used to monitor satisfaction and

preferences.

As per WTTC estimates, tourist demand in India would be growing at the rate of 8.2%

between 2010- 2019 but the major constraint is that the hotel room availability in not even

half to meet such burgeoning demand. At present, room available in the approved category is

only around one lakh and the scarcity is reportedly huge in the budget categories, especially

to cater to an expanding middle class tourists. This offers great opportunities as well as many

challenges. The culpable challenges are long gestation period and scarce supply of suitable

land for hotel projects. However, a recent survey offers optimism and states India's hospitality

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sector expected to see an estimated investment of US$11.41 billion in the next two years (Ma

Foi Management Consultants). Around 40 international hotel brands would also make their

presence in the country by 2011.

Quest for New Tourism Products

India’s Tourism Policy (2002) has accorded great importance for tourism product

development and diversification to increase the numbers of domestic and international

tourists. It goes without saying that India’s ancient civilization, cultural diversity, unmatched

heritage sites and other cultural manifestations have allured the tourists through ages and

would continue to be its prime USP. But, the tourist motivation and purpose of holidaying are

undergoing fast changes and that makes it imperative to create new tourism product offerings

to satisfy the new tourist class. The environmental consciousness among a large section of

travellers, many are even transforming it as their lifestyle preferences, pose both

opportunities and challenges to create environment-friendly products and practices. They are

also strongly inclined for such tourism practices optimally contributing to local economy and

therefore travel trends can no longer be taken as fads.

To address fast changing tourist consumer preferences, India is also in the race for

creating and re-creating diverse tourist attraction portfolios but that understandably should

position around its core competence of cultural endowments. The continental characteristics

as being manifested in the diverse geography, culture, people and way of living would enable

India‘s endeavours much easier to position it as one of the most vibrant tourism destinations

globally. Some of the latest tourism product development initiatives being pursued in this

direction have been listed below to have a perspective of the country’s diversity and

potential.

Rural Tourism: India is a country of villages and showcasing the rich rural life, art, culture and

heritage in villages in responsible manner would be mutually beneficial since tourism and

conservation complement each other. Rural tourism schemes in India envisage encouraging

and promoting the villages that have inherent strengths in art & craft, handloom, and textiles.

The main purpose is to benefit the local community economically and socially, diversifying the

local development opportunities as well as enable interaction between tourists and local

population for a mutually enriching experience. The promotion of rural tourism is also aimed

to arrest the migration from rural to urban areas.

Golf Tourism: Golf is considered to be a game of rich and is quite popular in advanced

countries. A potentially viable market segment is also emerging in the country. Recognizing

the potential to develop golf as a niche tourism product for attracting both international and

domestic tourism, Ministry of Tourism took many bold initiatives to identify and strengthen

the development. Recently, it organized a workshop (January 2011) in New Delhi on

“Promotion of Golf Tourism” to evolve a road map for formulating strategies for development

and promotion of golf tourism in India. (Annual report 2010, MOT)

Adventure Tourism: The urge for adventure is there in every human-being. Perhaps due to

this innate nature of man that adventure tourism is one of the most popular niche segments

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of tourism industry. It is both a leisure pastime and serious hobby and entails in general

travelling to remote areas and exotic places to indulge in learning and experiencing through

activities with offering of higher risk and thrills. Owing to India’s enormous geo-physical

diversity, it has taken a big shape over the years. Adventure tourism is very much a part of

India’s tourism policy and almost ever State has definite programme to identify and promote

its adventure tourism potential.

Camping Sites: Promotion of Camping sites has been encouraged with adequate

acknowledgement of its adverse effects on environment. Besides providing unique rewarding

experiences, responsible conduct of camping can be a major source for both additional

economic opportunities in remote areas as well as an instrument of conservation.

Medical Tourism: Medical tourism or health tourism is often described as rapidly growing

segment in the country. India is adequately equipped with state-of-the-art hospital

infrastructure and facilities to treat many critical illnesses. By now, India has been able to

establish as a favourite destination for many complex surgeries like cosmetic surgery, joint

replacement surgery, cardiac surgery and like at very low cost in comparison to the developed

countries. This indeed gives great momentum for the hospitals in particular and tourism in

general. Many specialised hospitals and tour operators have already come up to promote the

medical tourism.

Wellness Tourism: The core of wellness tourism in India is the ancient medical system of

Ayurveda combined with the system of Yoga. Indeed, many states in the country have already

taken great strides to promote wellness as a tourist product. Wellness tourism may be

described as travelling for the purpose of revitalizing one’s health and spiritual well-being

especially through alternative healing practices.

Ecotourism: India is often termed as hotspot of bio-diversity and this rich natural heritage is

unparallel in many ways. Such valuable resource base gives impetus for the practice of variety

of alternate tourism forms and many of which are already in existence. The national parks,

wildlife sanctuaries, biosphere reserves and a multitude of other natural settings are indeed

avenues for not only learning and experiencing the natures’ splendity and life systems but also

a major source for great variety of adventure offerings. If planned and practiced in mutually

complementing manner, ecotourism would be an important instrument for ecologic

conservation and source of livelihood for people living in those areas. India has some

successful examples of such complementarity of nature and tourism to further experiment

with and Thenmala Ecotourism Project in Kerala is an interesting case in point.

Highway tourism: Highways are like veins in the symbolic body of a country. Even in the

most ancient times, the kings have well envisaged the importance of highways and

constructed numerous inns and wells to facilitate the travellers. In modern times too,

initiatives has been taken to develop tourism infrastructure along the highways so that it

caters the travellers and provides income and employment opportunities along the

hinterland. Haryana has been pioneering this concept in successful fashion.

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Rail tourism: Indian Railway Catering and Tourism Corporation (IRCTC), a public sector

enterprise under Indian Railway, promotes rail tourism in India. From luxury trains to steam

locomotive trains, hill charters and Char Dham trains; it offers the tourists with attractive

options and at the reasonable costs. Maharaja Express, Mahaparinirvan Express (Buddhist

circuits), Bharat Darshan and Bharat Tirth are some of its famous train journeys. It also has

provisions for charters and exclusive tour packages. Besides IRCTC initiatives, state-level

corporations and private operators also operate tourist trains. Indeed, the world famous

Palace on Wheels and Deccan Odyssey are part of successful rail tourism initiatives in the

world.

Heliport tourism: In India, there are plenty of exotic places but reaching them out those is

an uphill task. Viewing this, the States and union territories with the help of central financial

assistance, identifies such places where helipads could be constructed to harness the tourism

potential.

Policy Principles and Framework

The potential of tourism as an important development option was underlined in the

11th Plan and that tourism was accorded the status of high growth sector during this Plan

period. In pursuance, the budgetary support was increased to the tune of Rs. 4558 thousand

crores, about 60% over previous Plan. ,

Cardinal Principles for Tourism Development

� Tourism has been recognized as a primary means for achieving high economic growth to

deliver the social objective of ensuring quality life for all stakeholders.

� Focus on integrated development of tourism through development of mega projects,

circuits and destinations, based on India’s unique civilization, heritage and culture, in

partnership with States, private sector and other agencies.

� To build India’s competitiveness as tourism product through enhancing the visitor

experience across all dimensions. The essence of this being the tourists to gets “physically

invigorated, mentally rejuvenated, culturally enriched, spiritually elevated” and “feels India

within him”.

� According due importance to Domestic Tourism.

� Positioning India as a ‘value for money destination’ that delivers a superior visitor

experience as compared to its competitors.

� Widespread partnerships between development agencies (Governments, PRIs, and NGOs)

as the key to achieving decentralized but integrated tourism development and promotion.

� Building robust tourism market development through regional cooperation between

tourism destinations, both domestically and internationally.

� Ascending information technology to the status of primary medium for the marketing and

distribution of tourism products.

� Enhancing economic impact of tourism through furthering the linkages of tourism across

the economy.

� The role of Government is to create an enabling environment where private sector

investment can occur, as well as to take a leadership role in product development.

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The cardinal principles adopted by the Central Government for the tourism

development strategy are many pronged and rooted in the seven key areas envisioned in

2002 Tourism Policy: Welcome (swagath), Information (suchana), Facilitation (suvidha), Safety

(suraksha), Cooperation (sahyog), Infrastructure (samrachana) and Cleanliness (safai).

The principles and approach for tourism development can be seen reflected in the

11th Plan allocation and provisioning for various schemes. For instance, over 40% of allocation

has been apportioned to Product/ infrastructure development for identified destinations and

circuits and another 20% for overseas promotion, publicity and marketing development

assistance (Table. 7).

Table-7: Outlays on Product Development, Human resource Development and

Promotion

Scheme/Programmes 11th

plan

outlay

2008-09

(actual)

2009-10

(actual)

2010-11

(RE)

2011-12 BE

Domestic promotion & publicity,

Hospitality 426.00 77.31 53.86 75.00 75.00

Assistance to IHMs/FCI/IITTM

/NCHMT 495.00 70.00 90.70 90.00 102.00

Assistance to large revenue

generating projects 200.00 9.99 5.00 9.20 20.00

Market research plus 20 years

perspective plan 29.00 2.87 2.50 3.00 4.00

Incentives to accommodation

infrastructure 235.00 20.42 1.17 1.50 2.00

UNDP- Endogenous tourism

projects (ETP) 2.00 1.55 0.18 0.00 0.00

Assistance to central agencies

for tourism infrastructure

development

25.00 7.26 5.00 0.01 5.00

Product infrastructure

development for destinations

and circuits

2381.00 545.00 501.38 545.13 562.99

Overseas promotion & publicity

plus Marketing Development

Assistance

1010.00 211.35 242.67 250.00 280.00

Sub-total 4803 945.75 902.46 973.00 1050.99

Total outlay 5156.00 980.47 934.48 1000.00 1100.00

Reform Measures and Policy Initiatives

To further the economic reforms policy of the Government, the Ministry of Tourism

has endeavoured upon many concrete measures and initiatives. The thrust areas have been

creating meaningful public private partnerships, alternate delivery mechanisms, social and

14

gender empowerment, greater decentralization and transparency. Major steps being taken to

the furtherance of these are as below:

Fiscal and monitory initiatives:

� 2.5% of total outlay projected for 2011-12 has been earmarked for development of

tourism in the tribal areas.

� With a view to boost the tourism industry an investment linked deduction under

Section 35 AD to the hotel sector allowing 100% deduction in respect of the whole of

any expenditure of capital nature excluding (land, goodwill and financial instruments)

incurred during the year for establishing new hotel of 2 star category and above, all

over India has also been made in the Union Budget 2010-11 announcements.

� The Ministry of Finance in the budget of 2008-09, had announced a Five Year Holiday

from Income Tax to two, three and four star hotels established in specified districts

which have UNESCO declared ‘World Heritage Sites’. The hotels should be constructed

and start functioning during the period April 1, 2008 to March 31, 2013.

� For the Commonwealth Games 2010, a Tax Holiday for 5 years under Section 80-ID(1)

of Income Tax Act for new hotels of budget category coming up between 01.04.2007

and 31.03.2010 in the National Capital Region had been announced.

� The guidelines for External Commercial Borrowing (ECB) have been relaxed which will

solve the problem of liquidity crunch being faced by the hotel industry for setting up

new hotel projects.

� Reserve Bank of India (RBI) has de-linked credit for hotel projects from Commercial

Real Estate (CRE), thereby enabling hotel projects to avail credit at relaxed norms and

reduced interest rates.

Product & Infrastructure Development:

� For promotion of MICE (Meetings, Incentives, Conventions and Exhibitions) the

Ministry of Tourism provide assistance for construction of one convention centre at

any well connected and accessible tourist destination in each State/UT.

� Assistance for construction of heliports for opening up of destinations in inaccessible

remote areas.

� Development of nationally and internationally important destinations and circuits

through Mega projects. To date 38 mega projects have been identified and of these

23 have been sanctioned. Efforts are being made for convergence with Jawaharlal

Nehru National Urban Renewal Mission (JNNURM) and development

programmes/projects of other Ministries.

� A total of 23 tourism destinations/circuits have been identified in Phase-1 of the

convergence scheme of the Ministry of Tourism.

� For facilitating development of international tourism infrastructure, provision of 2%

architect’s fee as part of the project cost has been made.

� FAR / FSI has been enhanced and development charges for hotels in Delhi have been

rationalized.

15

� The guidelines of the Voluntary Scheme for Approval of Guest Houses in the country

has been announced to ensure good, clean and hygienic facilities as well as address

safety and security concerns of tourists.

� The guideline for Classification of hotels was revised to incorporate the Code of

Conduct for Safe and Honourable Tourism.

� The basic minimum standard for adventure tourism related activities, to ensure safety

of participants/tourists in such activities as well as minimum acceptable standards in

terms of equipment and human resources as per the guidelines of the Ministry has

been formulated for the benefit of tourists and stakeholders.

� The “Best Civic Management” has been instituted to encourage eco-friendly practices

by various civic bodies in cities/towns/villages for the maintenance and upkeep of

tourist sites/parks, etc.

Manpower & Social Sector:

� The Scheme titled ‘Earn While You Learn’ with the primary goal to increase the

number of student escorts for the travel trade is being pursued.

� The Hunar Se Rozgar Tak” has been launched for training of the poor youths to create

employable skills in them.

� The Ministry of took several initiatives for developing tourism through bilateral and

multilateral mechanisms.

� The efforts for providing assistance to tourism infrastructure in rural areas including

capacity building of rural inhabitants to ensure development of rural tourism

products, which fall on the way to well-known tourist circuits in the country is being

continued. As a responsible tourism initiative, 168 rural sites are being developed as

rural tourism products.

� Steps have been taken to prohibit discrimination of any form against women and to

provide for equal opportunity and equal pay for equal work, irrespective of sex as

enshrined in the Articles 15, 16 and 39 of the Constitution of India.

Understanding Tourism in East India

India’s east is a splendid mix - historically, culturally and naturally. Going by any count,

the North-eastern states are natures’ wonder. The mighty Himalayas, Bramhpmutra, one-horn

rhinos, rain-fed forests, pristine environment, Bihu, ethnicity and many more embodiments of

the region are just manifestations of this richness. As regards to the main Eastern states like

West Bengal, Orissa and Bihar, many would claim these to be India’s cultural capital and it

deservingly so in many ways with their millennium-old religious and cultural history and

natural heritage. Given these, the whole of East should ideally provide a ground for vibrant

tourism activities, both domestic and international. Nevertheless, a proper understanding and

perspective of tourism in the East India is still wanting and that necessitated a brief attempt

here is to sketch out the regions’ position in India’s tourism mosaic.

16

Tourist arrival pattern is understandably an important indicator of prevailing demand

scenario and that indirectly suggests the strength of tourism industry including the supply-

side. To suffice this, tourist visits in the Eastern states and its comparison with the national

scenario has been attempted first. It can be observed that domestic tourism is the dominant

form in the region but the distribution is skewed towards two major states of West Bengal

and Bihar, accounting for about three-fourth of the traffic (Table-8). Whereas, the share of

North-east states including Assam in only about 11% and a large chunk of that is attributable

to Assam. As regards to the regions’ share in national domestic tourism pie, it is about 7.5% of

the total traffic.

Table-8: Domestic Tourist Arrivals in the States of Eastern India

State/

region

2005 2006 2007 2008 2009 2010

West

Bengal

13566911 15808371 18580669 19314440 20528534 21072324

(P)

Bihar 8687220 7774732 10352887 11889611 15685581 -

Orissa 4632976 5239896 5944890 6358445 6891510 -

Assam 2467652 2768824 3436833 3617306 3850521 -

Other

N.E

States

1003459 1188618 1289385 1378413 1658582 -

Total-

Region

30358218

(7.8%)*

32780441

(7.1%)*

39604664

(7.5%)*

42558215

(7.5%)*

48614728

(7.5%)*

-

All India 390466880 461762847 526564364 562915569 650038673 740214297

(P)

Source: Tourist Statistics, Govt. of India

* Figure in the parenthesis represents proportion to all-India arrivals. (P): Provisional

Further examination suggests that Bihar has been the fastest growing state in the

region and recorded average growth of 20% per annum during 2005-09 compared to national

average of 16.6%. However, average growth in Eastern India was less than the national

average and stood at about 15% per annum. The trend in North-east region also remained

more or less in the range of regional average.

Perhaps, the incidence of foreign tourist arrivals reveals a somewhat different story of

the region. When arrival of foreign tourists in the states was compared with the total foreign

tourist arrivals in the country, West Bengal reportedly had an incidence of around 23% of

arrivals (Table-9). The case of Bihar is indeed remarkable, for it has demonstrated a

substantial increase in the share in a span of just four years from 1.6% in 2005 to around

18.6% in 2009. It has been very negligible in other states.

In terms of growth, foreign arrivals in Bihar increased many fold in four years time.

Other than N.E states, growth trend in the region has been almost in tandem with the national

average of 8% per annum during 2005-09. The overall scenario thus emerging enables to

17

suggest that tourism demand and supply in the region is not very encouraging. And, many

plausible explanations can be attributed to this: Firstly, West Bengal has the locational

advantage of Kolkota international airport, which many tourists might be using as entry point

for their movements in Eastern India. It may also be benefiting from inbound tourism from

Bengladesh, which constitute nearly 9% of country’s arrivals in 2009. As regards to Bihar,

Buddhist tourism may be an important factor besides having proximity to Ranchi airport.

Table-9: Foreign Tourist Arrivals in the States of Eastern India

State/ region 2005 2006 2007 2008 2009 2010

W. Bengal 895639

(22.9%)*

998029 1154770 1133671 1180418

(22.8%)*

1292187

(23.1%)* (P)

Bihar 63321

(1.6%)*

84942 177362 345572 423042

(18.6%)*

636000 (R.E)

Orissa 33310

(0.85%)*

39141 41880 43966 45684

(0.6%)*

50000 (R.E)

Assam 10782

(0.3%)*

10379 12899 14426 14942

(0.3%)*

15000 (R.E)

Other N.E

States

26060

(0.7%)*

27322 30159 30115 28771

(0.56%)*

35000 (R.E)

All India 3918610 4447167 5081504 5282603 5167699 5583746 (P)

Source: Tourist Statistics, Govt. of India

* Figure in the parenthesis represents proportion to all-India arrivals; (P): Provisional; (R.E): Rough

Estimate

Second, the region in general has a locational disadvantage viz-a-viz India’s inbound

tourism as the tourist traffic continues to be dominated by the developed western countries

and from Srilanka to some extend. For these markets, entry points in the north, west or south

India becomes more accessible physically and economically. Third, there have been different

types of permits required for visit of both domestic and foreign tourists to N.E region, but the

states like Assam, Tripura and Meghalaya eased those in the late 1990’sand that perhaps

helped tourist flow picking up to certain extent. But for visit to other states in North-east, one

would still require prior permission/permits. Indians have to obtain inner line permits (ILP)

where foreigners are governed by restricted area permits (RAP). Obtaining these permissions

is time consuming and the financial costs are more since it involves the fees and well as

application procedures. Needlessly, restrictions on movements could be discouraging for

tourists and it is natural for the visitation to be low.

Four, lack of awareness, proper access, tourism facilities and infrastructure and

overall development scenario of the region might be causes that may discourage higher

incidence of tourist visitation. Last but not the least, the region also encounters image of an

unfriendly political environment with many divisive and extremist groups often unleashing

disturbances of life threatening in nature even though such actions are restricted to certain

pockets. But, the danger is that its frequent occurrences could sustain a perception that the

events are culpable enough to impair with the personal safety and security of tourists.

18

Approach for Development of Tourism in East India

Some of the critical bottlenecks of the region have been highlighted above. In reality,

the region is not yet in a position to do so in manner commensurable to its potential.

Overcoming the impediments is a pre-condition for sustained development of tourism in the

region and that warrants concerted efforts from all stakeholders, be it government agencies,

industry operators or the other interest groups. While concerned agencies have started

viewing tourism seriously as a development option, required level of thrust and actions are

something still calling for focused attention at the policy and programming levels. Specific to

N.E region, the 11th Plan positioned tourism as one of the critical parameters of its growth.

Given these, some specific steps have been proposed for taking tourism in Eastern India to a

promising level.

Infrastructure creation: This is a critical ingredient in any development process and more

particularly so in case of tourism. Network of good roads connecting important tourist

attractions, creation of wayside amenities and facilities along major tourist arteries,

strengthening of airports and air connectivity and setting up of budget hotels are some of the

areas warranting immediate attention. Accommodation shortage is an area of major concern

as can be found in Table-10 with the entire region having a share of just about 5% of total

approved rooms in the country. Of these, about two-third are in West Bengal alone and the

share of N.E states is insignificant. While the figures need not represent the actual room

availability since it captures only the approved hotel units and mostly classified ones; these

certainly indicates the development stage of hotel sector in the region.

Table-10: Approved Hotel Rooms in the States of Eastern India

State/ region 2005 2006 2007 2008 2009

W. Bengal 2366 2960 2756 2796 2796

Bihar 743 216 294 373 373

Orissa 512 898 768 876 876

Assam 272 272 464 638 638

Other N.E States 106 134 258 335 335

Total- Region 3999

(5.9%)*

4480

(5.9%)*

4540

(5.4%)*

5018

(5.3%)*

5018

(5.3%)*

All India 67613 75502 83781 98087 98087

Source: Tourist Statistics, Govt. of India

* Figure in the parenthesis represents share in all-India fig.

At the level of policy, focused fiscal and monitory incentives and provision of land at

reasonable prices would be needed to stimulate the accommodation development. As regards

to other components like the roads and air transport, concerted efforts is called for to harness

the existing Central and State government schemes. Further, there are funding provisions for

development of Buddhist heritage but such avenues have not been properly utilised yet and

that could be further explored.

19

Product Development: This should be taken as priority area since mere existence of even

most valuable resource attractions may not amount to augmenting the attractability of the

region. Hence, the approach should be to first prepare attraction/product development plan

by each state based on the inherent strengths and attractiveness and then evolving a scheme

for focused development. Needlessly, prime attractions in each State should get priority in the

initial stage. For any tourism development to be successful, hierarchy of attractions prepared

on the basis of their drawing power is important because the scarce resources available for

development initiatives cannot be spread over in unjudicious manner as it would amount to

such spending becoming unproductive. Further, while developing attraction portfolio, care

must also be taken to have a diverse range of offerings to cater to all tourist segments and

motivation types. This would require proper investigation of the attractions and its potential

for considering at a specific stage of development and promotion.

Marketing & Promotion: A reality check would suggest the laggardness in these initiatives.

Compared to other regions in the country, Eastern India is arguably least visible both

domestically and internationally when it comes to tourism. Three things are important: First

and foremost is to have tourism policy prepared on the basis of sound understanding of the

opportunities and challenges.

While one goes through existing policy document, it gives a very generalist feeling and

that may not suffice to compete in a highly competitive market place. Second, preparation of

product development plan and strengthening such initiatives coupled with focused

promotion. Third, joint marketing and promotion by the states is called for to synergise the

efforts. In this exercise, revitalising the institutions and frameworks should be made integral.

Fourth, the resource endowments of the region make a strong case for ‘Look East’ approach

because the East and South East Asia have sufficient resources and motivations to visit these

states, especially the states rich in Buddhist heritage. Tourism promotion is a collective

responsibility, wherein, the Govt., industry and other stakeholders play varying roles. Give

this, the approach itself must undergo qualitative change and orientation to bring in those

connected directly and indirectly. This in other words makes a strong case for the

stakeholders to assume respective roles and delivering the same in desired manner.

Some Central Govt. Initiatives for Tourism Development in East India

In the tourism development schemes of the central tourism ministry, Eastern India

can be seen figuring prominently and that was amply evident in product development,

promotion or human resource initiates. As per available data, about 31% of the total

development projects sanctioned by the Central Tourism Ministry up to 2008-09 had gone to

the states in Eastern India, which is worth 26% of the total sanctioned amount (Table-11).

When it came to actual release, it has been much higher at about 30%.

Specific to promotion, steps taken for Buddhist sites are worth recording here. Under

external assistance scheme, Japan International Cooperation Agency (JICA) assistance for

development of tourism related infrastructure for the Buddhist sites of the country have been

20

availed to provide an enriching experience to the tourists from both within India and

overseas. It has also taken initiatives to promote these areas through International Buddhist

Conclave (in every two years) and promotion of Mahaparinirvan with IRCTC. An exclusive train

service for Buddhist Circuit, Familiarization Tour for scholars, media people etc. were also part

of concerted efforts to properly position the Buddhist tourism.

Table-11: Status of Infrastructure Projects Sanctioned to Eastern States by

Central Tourism Ministry up to 2008-09- Rs. in Lakhs

States No. of Sanctioned

Projects

Sanctioned

Amount

Released

Amount

Arunachal Pradesh 39 12209.97 11494.27

Assam 31 9765.14 8300.74

Manipur 16 5071.90 3986.25

Meghalaya 15 4399.61 3503.25

Mizoram 19 7883.11 6779.98

Nagaland 33 11464.66 10746.98

Sikkim 57 19227.5 1 5712.84

Tripura 17 3017.56 2715.67

Odisha 32 14191.52 10609.60

West Bengal 35 11799.34 8736.97

Bihar 34 9972.08 7773.22

Eastern states 328

(31.2%)

89774.89

(26.15)

80359.77

(29.4%)

All India 1052 344106.64 273066.73

Source: Outcome Budget- 2010-11, Min. of Tourism;

(Figures in the parenthesis represent proportion to all India figures.)

Needlessly, North Eastern Region is a major focus under various scheme of the Central

Ministry of Tourism. It encourages and funds the states in this region for development of

infrastructure in the identified destinations and circuits. The new emerging areas like Rural

Tourism, Heritage Tourism, Eco-Tourism and Wellness Tourism have been given priority under

this scheme. As per Table-12, though earmarked amount was about 10% of the Ministry’s

total allocation, actual release for the region has been much higher during the 11th Plan.

The Central budget provisioning for N.E region has also gone up in the recent years.

Total outlay for the region stood at 88 crores and 93 crores respectively for product/

infrastructure development in identified destinations and circuits during 2010-11 and 2011-

12, representing around 16% of central allocation under this head.

Table-12: Allocation Central Tourism Ministry for North Eastern Region- Rs. in Crore

Year Plan

allocation

10% Earmark

for N.E

Actual

Expenditure

% to Total

Expenditure

2008-09 1000 100 160.52 10.5

2009-10 950 95 178.61 18.8

2010-11 1000 100 208.48 20.84

2011-12 1100 110 - -

Source: Outcome Budget- 2010-11, Min. of Tourism

21

.

Epilogue

This brief review is essentially an attempt to evolve a perspective of the ongoing

tourism development with a focus on Eastern India. The trends and patterns emerged during

the course of discussion merits attention as it could enable forming qualified perspectives to

strengthen the tourism development process and linkages. For, it came out very convincingly

that tourism has been a low priority activity in the schemes of the Governments as well as

investors, which is not justified considering the socio-economic benefits that tourism has

brought in over the years irrespective of less concerted efforts. But, the scenario is gradually

changing for better and major beneficiaries and stakeholders began noticing the potential

ahead.

There is a growing realisation that tourism is no longer a pursuit of the rich or a fad of

the selective groups; billions of people from all walks and shades of the society have already

embraced it as a means to fulfil their social needs and psychic gratification. The time has come

to duly acknowledge the potential of tourism in the development schemes of the country and

position of as one of the engines of socio-economic progress. While it may not be a panacea,

it is certainly an effective tool to negotiate with many issues of development that the country

is facing today. The Central and State Governments must come up with more inclusive tourism

policies and programmes to take the momentum forward and derive better synergy of

tourism and development. There is no dearth of attractions, resources or manpower; rather

the country has all of that in plenty and in huge diversity. Leveraging these vast resource

bases of the country for building a qualitatively better and stronger tourism industry should

provide a winning proposition for all stakeholders, especially the common man.

---xxx---

22

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Indian Institute of Tourism and Travel Management

Indian Institute of Tourism and Travel Management (IITTM), an autonomous organization of

the Ministry of Tourism, Government of India, is one of the premier institutes in the country offering

education, training, research and consultancy in sustainable management of tourism, travel and

other allied sectors. The stakeholders’ realization that the country is in need of such professionals

who can provide an excellent standard of products and services, resulted in the creation of IITTM in

1983 at New Delhi. It is devoted to the pursuit of higher knowledge in tourism and its dissemination

to a diverse audience. Over the years, Institute has established a distinguished identity of its own

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framework for tourism education and training in the country as it exists today. The Ministry of

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Having set the benchmark in Tourism sector, we have begun the journey to define

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