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Travel and Tourism Industry in India:

Looking East

IITTM- ICC Report

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TRAVEL INDIA 2011

Indian Institute of Tourism and Travel Management

(An Organisation of Ministry of Tourism)

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. ICCs 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. ICCs 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 Indias trade & commerce relations with South & South-East Asian nations, in sync with Indias 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.

Title: Authors:

Travel and Tourism Industry in India: Looking East

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 August 2011 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). 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.

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Disclaimer:

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. IITTM, Govindpuri, Gwalior 474011, (M.P) Indian Chamber of Commerce, ICC Towers, 4 India Exchange Place, Kolkata 700001

Contact:

For Further Info.:

manjulachaudhary@gmail.com

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 Indias 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 Indias 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

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: tourisms 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 peoples 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) 3

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 liketourism 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) Region/ Year World Advanced economies Emerging economies 2005 798 453 345 2008 917 495 421 2009 882 474 408 2010 940 498 442 Market share (%) 2010 100 53 47 Avg. Annual growth (%) 05-10 4.45 2.48 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 Travel & Tourism Direct Contribution to GDP In US$ bn 2011 Price (US$ bn) Real growth (%) % share In US$ bn 2011 Price (US$ bn) Real growth (%) % share 1377.85 1692.25 0.4 3 4415.35 5424.19 3.3 9.6 1471.67 1732.33 2.4 2.9 4768.24 5618.8 3.6 9.6 2007 1647 1787.9 2.8 2.9 5366.87 5853.46 3.6 9.6 2008 1755.23 1763.93 -1.5 2.8 5807.13 5852.7 0 9.4 2009 1641.27 1711.85 -3.4 2.8 5408.68 5652.89 -3.9 9.3 2010 1757.54 1768.77 3.2 2.8 5701.95 5754.96 1.7 9 Table Contd

Travel & Tourism Total Contribution to GDP

Travel & Tourism Direct Contribution to Employment Real growth (%) % share In thousands Real growth (%) % share In thousands 1.1 3.5 95307.4 0.6 9.4 256508 3.3 3.5 98473.9 2.7 9.5 263553 -0.6 3.4 97794 3.1 9.6 271805 -0.2 3.4 97527.6 -4 9.1 260838 -2.3 3.3 95260.1 -3.1 8.8 252720 0.9 3.3 96130.5 -0.8 8.6 250565

Travel & Tourism Total Contribution to Employment

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 Indias 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.

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 2005 2006 2007 2008 2009 2010 Domestic Tourists (in millions) 391.95 462.31 526.56 562.98 669.02 740.0* Percentage (%) change 7.0 18.0 13.9 6.9 18.8 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 6

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 Growth (%) Total 2005 15.6 7.18 2006 16.1 8.34 2007 17.3 9.78 2008 11.1 10.87 2009 1.8 11.07 2010 11.4 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 Indias 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 countrys total employment pie. Respective figures might rise to 5.2% and 8.1% by 2021 and 7

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 Indias 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 Indias 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 8

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) Indias 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 9

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

Indias 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 Indias 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 Indias 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 countrys 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 10

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 Indias enormous geo-physical diversity, it has taken a big shape over the years. Adventure tourism is very much a part of Indias 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 ones 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. 11

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 11 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.
th
,

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 Indias unique civilization, heritage and culture, in partnership with States, private sector and other agencies. To build Indias 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. 12

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
Domestic promotion & publicity, Hospitality Assistance to IHMs/FCI/IITTM /NCHMT Assistance to large revenue generating projects Market research plus 20 years perspective plan Incentives to accommodation infrastructure UNDP- Endogenous tourism projects (ETP) Assistance to central agencies for tourism infrastructure development Product infrastructure development for destinations and circuits Overseas promotion & publicity plus Marketing Development Assistance

11th plan outlay 426.00 495.00 200.00 29.00 235.00 2.00 25.00 2381.00 1010.00 4803 5156.00

2008-09 (actual) 77.31 70.00 9.99 2.87 20.42 1.55 7.26 545.00 211.35 945.75 980.47

2009-10 (actual) 53.86 90.70 5.00 2.50 1.17 0.18 5.00 501.38 242.67 902.46 934.48

2010-11 (RE) 75.00 90.00 9.20 3.00 1.50 0.00 0.01 545.13 250.00 973.00 1000.00

2011-12 BE 75.00 102.00 20.00 4.00 2.00 0.00 5.00 562.99 280.00 1050.99 1100.00

Sub-total Total outlay

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

13

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% architects 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. 14

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

Indias 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 Indias 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 Indias tourism mosaic.

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Tourist arrival pattern is understandably an important indicator of prevailing demand scenario and that indirectly suggests the strength of tourism industry including the supplyside. 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 West Bengal Bihar Orissa Assam Other N.E States TotalRegion All India 2005 2006 2007 2008 2009 2010

13566911 8687220 4632976 2467652 1003459

15808371 7774732 5239896 2768824 1188618

18580669 10352887 5944890 3436833 1289385

19314440 11889611 6358445 3617306 1378413

20528534 15685581 6891510 3850521 1658582

21072324 (P) -

30358218 32780441 39604664 42558215 48614728 (7.8%)* (7.1%)* (7.5%)* (7.5%)* (7.5%)* 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 16

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 countrys 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 W. Bengal Bihar Orissa Assam Other N.E States All India 2005 895639 (22.9%)* 63321 (1.6%)* 33310 (0.85%)* 10782 (0.3%)* 26060 (0.7%)* 3918610 2006 998029 84942 39141 10379 27322 4447167 2007 1154770 177362 41880 12899 30159 5081504 2008 1133671 345572 43966 14426 30115 5282603 2009 1180418 (22.8%)* 423042 (18.6%)* 45684 (0.6%)* 14942 (0.3%)* 28771 (0.56%)* 5167699 2010 1292187 (23.1%)* (P) 636000 (R.E) 50000 (R.E) 15000 (R.E) 35000 (R.E) 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 Indias 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 1990sand 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.

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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 W. Bengal Bihar Orissa Assam Other N.E States Total- Region All India 2005 2366 743 512 272 106 3999 (5.9%)* 67613 2006 2960 216 898 272 134 4480 (5.9%)* 75502 2007 2756 294 768 464 258 4540 (5.4%)* 83781 2008 2796 373 876 638 335 5018 (5.3%)* 98087 2009 2796 373 876 638 335 5018 (5.3%)* 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. 18

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 19

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 Arunachal Pradesh Assam Manipur Meghalaya Mizoram Nagaland Sikkim Tripura Odisha West Bengal Bihar Eastern states All India No. of Sanctioned Projects 39 31 16 15 19 33 57 17 32 35 34 328 (31.2%) 1052 Sanctioned Amount 12209.97 9765.14 5071.90 4399.61 7883.11 11464.66 19227.5 1 3017.56 14191.52 11799.34 9972.08 89774.89 (26.15) 344106.64 Released Amount 11494.27 8300.74 3986.25 3503.25 6779.98 10746.98 5712.84 2715.67 10609.60 8736.97 7773.22 80359.77 (29.4%) 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 Ministrys 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 201112, representing around 16% of central allocation under this head.

Table-12: Allocation Central Tourism Ministry for North Eastern Region- Rs. in Crore
Year 2008-09 2009-10 2010-11 2011-12 Plan allocation 1000 950 1000 1100 10% Earmark for N.E 100 95 100 110 20 Actual Expenditure 160.52 178.61 208.48 % to Total Expenditure 10.5 18.8 20.84 -

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

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.

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22

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 and reached at a commanding position among sectoral B-Schools in the country. With its focus in meeting the changing needs of the tourism industry, it has played a pioneering role in the propagation and professionalisation of tourism education. The management of the Institute is entrusted in the hands of the Board of Governors having the Union Minister for Tourism as its Chairperson. The efforts of the Institute have been instrumental in evolving the fundamental framework for tourism education and training in the country as it exists today. The Ministry of Tourism, Government of India has also entrusted the institute to conduct regional level guide training programmes for all the regions of the country. Having set the benchmark in Tourism sector, we have begun the journey to define excellence in field of ever expanding Service sector. IITTM, with its vast resource pool and enormous experience will set trends and create new paths which will set the pattern to be followed in future. IITTM is committed to developing quality human resources for tourism and allied services. The target groups of its educational/ training programmes extend much beyond the organized sectors of the economy. IITTM endeavours to nurture professional and managerial excellence, social and cultural sensitivity, moral and ethical responsibility with concern for the environment and strive for latest techniques to develop decision making abilities with a resolute approach towards productivity, excellence, innovation and value for others to enable its participants to keep pace with the changing scenario of the economy and its environs. The faculty, staff, students and the administration of the Institute contribute to the building up an organizational culture marked by team spirit, confidence, mutual respect and concern for others. The students of the regular courses and the participants of various training programmes enrich the culture of the Institute with their diverse background and experience. IITTM welcomes people working at different levels to attend MDPs and various tailor-made training programmes in IITTM centres at Gwalior, Bhubaneswar, New Delhi, Goa and Nellore as well as in other parts of the country. Courses: 1. 2. 3. 4. 5. Post Graduate Diploma in Management (Tourism & Travel) Post Graduate Diploma in Management (International Business) Post Graduate Diploma in Management (Services) Post Graduate Diploma in Management (Tourism & Leisure) Post Graduate Diploma in Management (Tourism & Cargo)

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