Operation management

Project Report
on
Tourism

Submitted To:- Submitted By:-

Prof. Preeti Narendra Deepak Sain

Asst. Prof. Operations & SCM 1719PGDM-2302

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EXECUTIVE SUMMARY
Tourism in India is a booming industry. Tourism contributes 9.6 percent to the national
GDP and 9.3% of the total employment in India. The Foreign Tourist Arrivals (FTAs) in
India during 2016 were 8.80 million with estimated foreign exchange earnings at US$
21.07 billion till 2015. Despite the recession the tourism industry has shown impressive
growth in the number of foreign tourist arrivals. India is 40th in the world rankings as per
foreign tourism arrivals in the country.

Tourism development aims to position tourism as a major engine of economic growth

and to harness its direct and multiplier effects for employment and poverty eradication in
an environmentally sustainable manner. The Tourism Ministry has also played an
important role in the development of the industry, initiating advertising campaigns such
as the Incredible India campaign, which promoted Indias culture and tourist attractions
in a fresh and memorable way. The tourism industry has helped growth in other sectors
as diverse as horticulture, handicrafts, agriculture, construction and even poultry.

India is a developing nation and in stiff competition from China and Southeast Asia has
been able gain equal parity in tourism. Despite of many favorable factors the countrys
rankings have not increased much. The present study aims to understand and discuss
Indias position in terms of tourism policy, investment and marketing initiatives in
competitiveness in comparison with six similarly China, Indonesia, Republic of Korea,
Malaysia, Singapore and Thailand, and with four developed countries of France,
Turkey, Unites States of America and United Kingdom. The study has been carried out
in two phases involving primary and secondary research.

China is Indias biggest competitor developing at a very fast pace. Chinese people due
to the language problem are considered unpleasant although technology and Chinese
culture are main attractions for tourists. In the last decade, there has been heavy
investments in infrastructure and facilities in China, that have resulted in better facilities
attracting tourists to the country.

India among all these countries lags behind due to its low level of cleanliness, lack of
management, infrastructural blocks in less available star category hotels, roads, lack of
proper dissemination of information, improvement in facilities such as visa, travel
agencies, etc. Safety and security is one of the important concerns of travelers in India.
The hospitality industry in India is still in a nascent stage when compared to many of the
developed countries. The tourism industry is distributed in a number of small and
medium enterprises that act as fly by night operators, thus creating an uncertainty in the
market place. What India lacks in management and infrastructural blocks, it makes up
with its unique diversity, culture, friendly people and sheer variety of cuisine.

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CHAPTER-1: INTRODUCTION TO THE SECTOR
Tourism is travel for recreational, leisure or business purposes.

The World Tourism Organization defines tourists as people who "travel to and stay in
places outside their usual environment for more than twenty-four (24) hours and not
more than one consecutive year for leisure, business and other purposes not related to
the exercise of an activity remunerated from within the place visited".

India is the land of myriad experiences and exotic locales. It is a world of resplendent
colours and rich cultural locales, be it magnificent monuments, heritage temples or
tombs. The Country's ancient cultural heritage is inextricably linked to its technology
driven present existence. The coexistence of a number of religions and cultures,
together with an awe-inspiring topography makes it the perfect place for a complete
holiday experience.

India ranked 3rd among 184 countries in terms of travel & tourisms total contribution to
GDP in 2016. Indias foreign exchange earnings (FEEs) from tourism increased 19.7
per cent year-on-year during January-August 2017 to US$ 17.731 billion.

In India, the sectors direct contribution to GDP is expected to grow by 7.9 per cent per
annum during 201626.

The travel & tourism sector in India accounts for 9 per cent of the total employment
opportunities generated in the country in 2016, providing employment to around 38.4
million people during the same year. The number is expected to rise by 2 per cent
annum to 46.42 million jobs by 2026.

Travel & tourisms contribution to capital investment is projected to grow 6.3 per cent
per annum during 2016 26, higher than the global average of 4.5 per cent.

Contribution of visitor exports to total exports is estimated to increase 7.2 per cent per
annum during 2016 2026 compared to the world average of 4.3 per cent.

CHAPTER 2: SECTORIAL STUDY

RISING CONTRIBUTION TO INDIAS GDP

Tourism in India accounts for 9.6 per cent of the GDP & is the 3rd largest foreign
exchange earner for the country.
The tourism & hospitality sectors direct contribution to GDP in 2016, was US$
71.7 billion. This is expected to rise by 6.9 per cent to US$ 76.6 billion in 2017.

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 During 200617E, direct contribution of tourism & hospitality to GDP is expected
to register a CAGR of 14.05 per cent.
The direct contribution of travel & tourism to GDP is expected to reach US$
148.2 billion by 2027.

FOREIGN ARRIVALS ARE RISING

In 2016, foreign tourist arrival in India stood at 8.8 million.

Foreign tourist arrivals into the country is forecast to increase at a CAGR of 7.1
per cent during 200525.
In 2017, India is expected to attract 9.45 million international tourist arrivals and
by 2027, it is expected to reach 17.3 million.
In December 2016, over 1,62,250 foreign tourists arrived on eTourist Visa, in
comparison with 103,617 foreign tourists in December 2015, registering a growth
of 56.6 per cent over the previous year.
As of December 2016, 8.8 million tourists have visited India, mostly from UK, US
& Bangladesh. This has been due to flexible government policies, developed rail
& road infrastructure, ease in availability of e-visas to foreign tourists.
The number of Foreign Tourist Arrivals (FTAs) in August 2017 were 724,000 as
compared to FTAs of 652,000 in August 2016 and 599,000 in August, 2015. The
growth rate in FTAs in August, 2017 over August 2016 was 11 per cent
compared to 8.8 per cent in August 2016 over August 2015.

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Major companies across segment

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PRIVATE SECTOR PIONEERS: makemytrip.com

The website was conceived and founded by Deep Kalra in 2000

Makemytrip offers airline tickets, hotel bookings, domestic & foreign packaged
tours, bus tickets, corporate travel services, visa assistance, foreign exchange &
travel insurance.
The companys revenues have been increasing at a CAGR of 19 per cent and
reached US$ 274 million in FY17.
As of October 2016, MakeMyTrip Ltd. has agreed to acquire travel business of
Ibibo Group India, at an estimated cost of US$ 720 million.

PRIVATE SECTOR PIONEERS: IHCL

The company was incorporated in 1902 & launched the first hotel in India, The Taj
Mahal Palace & Tower, in Mumbai in 1903

Taj Hotels Resorts & Palaces has 66 hotels in 42 locations across India & 16
hotels worldwide.
IHCL operates in the luxury, premium, mid-market and value market segments
through various brands such as Taj, Taj Exotica, Taj Safari, Vivanta, Gateway
Hotel & Ginger.
IHCL operates Taj Air, a luxury private jet service.
The company operates Taj Sats Air Catering Ltd, the largest airline catering
service in South Asia.
IHCLs revenues stood at US$ 365 million in FY17.
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Government Policies

In order to develop tourism in India in a systematic manner, position it as a major engine

of economic growth and to harness its direct and multiplier effects for employment and
poverty eradication in an environmentally sustainable manner, the National Tourism
Policy was formulated in the year 2002. Broadly, the Policy attempts to:-

Position tourism as a major engine of economic growth;

Harness the direct and multiplier effects of tourism for employment
generation, economic development and providing impetus to rural tourism;
Focus on domestic tourism as a major driver of tourism growth.
Position India as a global brand to take advantage of the burgeoning global
travel trade and the vast untapped potential of India as a destination;
Acknowledges the critical role of private sector with government working as a
pro-active facilitator and catalyst;
Create and develop integrated tourism circuits based on Indias unique
civilization, heritage, and culture in partnership with States, private sector and
other agencies; and
Ensure that the tourist to India gets physically invigorated, mentally
rejuvenated, culturally enriched, spiritually elevated and feel India from
within.

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CHAPTER 3: DATA ANALYSIS
Porters five force framework analysis

Low - Threat of substitute products is minimal as no substitutes are

Threat of
available in the market.
Substitutes

Medium - There is the threat of forward integration; for instance, the

airline starts selling directly to customers.
Bargaining Power The cost of switching suppliers is low.
of Suppliers

High - The Indian hospitality sector is highly fragmented with a large

number of small and unorganised players; this increases competition.
Competitive Customers low switching cost and price sensitivity are increasing
Rivalry competition among players.

High - Low switching cost gives customer high bargaining power.

Customers are price sensitive and have information about the services
argaining Power being provided.
of Buyers

Medium - Entry is easy as it is not capital intensive, but a player needs to

Threat of New
achieve economies of scale and access to distribution channel to compet
Entrants

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SWOT Analysis

Different Variants of tourism.

International cooperation.
Average length of stay.
Rich culture, heritage & colorful festivals.
Strength Scenic beauty of the country attracts tourists from various parts of the
world.
Terrain is ideally situated for adventure activities.
Well known Indian hospitality.
Inadequate infrastructure to match the expectation.
Restrictive airline policy of the GOVERNMENT of India.
Overcrowding of popular tourist centers.
Weakness Inadequate marketing & information channels of information.
Some places are inaccessible, specially in winter.
Lack of professional management.
Lack of basic amenities.
Government of India is giving more attention to certain regions like
North-East India.
Asian Development Bank is preparing a SubRegional Plan for
Opportunities Development of tourism in India.
Potential for private sectors investment in tourism projects.
Availability of high quatily human resource.
Rapid growing middle-class.

Terrorism is the major setback of the region.

Strong competition between states of India & abroad.
Disorganized tourism development.
Threats Environmental factor also impose a threat.
Recession.
Inflation/Deflation

CHAPTER 4: CONCLUSION
Tourism industry has emerged as an important instrument in the economic development
of Indian economy, particularly in remote backward rural areas. Due to its strong
backward and forward linkages it generates employment in different profiles and thus
increases living standard of people who are directly or indirectly linked with this
economically profitable activity. The Indian tourism has a clear bright future because the
demand for travel and tourism in India is expected to grow by 8.2 per cent between
2010and 2019 and will place India at the 3rd position in the world. Besides huge foreign
exchange earnings and escalation of world class infrastructure development Indias
travel and tourism sector is expected to be the 2nd largest employer in the world,

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employ 40,037,000 by 2019..keeping in view its socio-economic impacts of Indian
tourism the need of hour is that supply of tourism Products and services must regularly
be upgraded to meet the changing needs of the market, which is necessary for
continuous in flow and optimum satisfaction of tourists. I want to conclude that tourism
can be used as a catalyst for socio-economic development if Government and other
people involved in tourism pursues sustainable development of tourism in a
comprehensive and planned manner and formulate appropriate market demanding
policies.

BIBLIOGRAPHY
https://tourism.indiabizclub.com/info/tourism/national_tourism_policy
https://www.ibef.org/home/search
https://economictimes.indiatimes.com/industry/services/travel/indias-is-the-
worlds-7th-largest-tourism-economy-in-terms-of-gdp-says-
wttc/articleshow/58011112.cms
http://tourism.gov.in/sites/default/files/Other/India%20Tourism%20Book%20Engli
sh.pdf
https://www.slideshare.net/MayurSurani/indian-tourism-policy
http://tourism.gov.in/sites/default/files/policy/National%20Tourism%20Policy%20
2002.pdf

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