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Lecturer, Department of Geography, Faculty of Science, The Maharaja Sayajirao University of Baroda,
Vadodara, Gujarat, India
Associate Professor, Department of Geography, Faculty of Science, The Maharaja Sayajirao University of Baroda,
Vadodara, Gujarat, India
ABSTRACT
Now a day tourism industry is becoming one of the important economic sectors, which impels the growth &
development of many of the parts of the world. Tourism provides a marketable product, which does not depend on raw
materials from outside. This paper highlights the changing dimensions of tourism industry in Gujarat. The Hospitality, the
foundation on which the edifice of Gujarat tourism built, is indigenous to Gujarat. The changing scenario from hospitality
to leisure, recreation, nature-based ecotourism, environmental, sports etc. are the major features, that makes Gujarat is one
of the important destinations among other states of India notably Rajasthan and Madhya Pradesh. Historically the Gujarat
remained one of the most important tourist destinations among the coastal region of India. From Gujarat every year a huge
number of tourists visit other corners of the world, but its strength to be host is not yet been fully utilized due to the lack of
information highway. Gujarat a mosaic of landforms with various relief features varying in ages starting from pre-cambrian
to recent is a unique landscape endowed with. It offers colourful experience to its travelers packed with pleasant surprises,
endowed with forest & deserts, hills & plains, seas & lakes, tribal hinterlands & special interest destination with a strong
rail, roads, & air networks. The areas where more consideration is required are the poor infrastructure, ineffectual
marketing & efficient management of resource which may ensure the tourist wonder. The Government policies are been
introduced to eradicate the problems associated, but still not implemented. Recently the government of Gujarat has taken
various steps to develop tourism in Gujarat, one of that is making, Mr. Amitabh Bachchan, as a grand ambassador to speed
up the process of tourism development in Gujarat, which has worked up to some extent but not up to the mark. The visit of
Mr. Bachchan has opens up to major loopholes in the infrastructure development. Most of tourism planning in the region
appears to be ad hoc. Therefore it is essential to move away from such an ad hoc approach to draw up definite plans of
action, charting out the future directions clearly.
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while the 21st century tourism concept incorporates their more meaningful activities. Tourism today does not linger only to
economic resource development, but it also includes social and political harmonious relations among people as well as
countries and also more meaningfully to the natural world.
The impact of tourists visit in the destination area and interacting with the local people, itself results in both the
quantitative and qualitative resource development. During their stay in the destination, tourists interact with local residents
and the outcome of their relationship is, the changes in the host individuals and the host communitys quality of life, value
systems, labour divisions, family relationships, attitudes, behavioral pattern, ceremonies and creative expressions (Fox,
1977; Cohen, 1984; Pizam & Milman, 1984). Interactions of tourists do not end here, rather it has multi-facet and has its
implication on the natural surroundings as well. Tourism is a commercial organization dealing with operating, holding & a
visit to places of interest. It is a major socio-cultural phenomena of the new age society & is related with economic
mobility and thereby several consequences. As tourism is a highly competitive industry; the traveler has a wide range of
choices and looks for good value for money 1. At present changing scenario of the tourism required more activity oriented
tourist destinations, where people do not only enjoy by watching but also can participate in various games, sports,
adventures, cultural activity etc. Various ways of marketing strategies are taken into consideration to attract tourists,
especially in Gujarat. The various types of professional planning such as spatial and landuse planning, strict architectural
controls etc. are being carried out for appropriate facilitation of services.
OBJECTIVES
The main objective of the present study is to find out the changing role of tourism development in Gujarat. How
the different ways & type of marketing system is serving in the massive inflow of tourists in the study area. Other than
above mentioned objectives the paper also highlights that how the various resources are helping in the tourism
development and how the tourism is helping in resource development in the region.
METHODOLOGY
The study is based on the personal observations (few places) & available secondary sources. The secondary
sources include the report of provided by Gujarat Tourism Corporation Limited (GITCL), various articles at state, national
& international level. Further the historic approach has also been taken into consideration for the tourism development in
Gujarat. Now days, the places of natural surroundings is becoming a major attraction for tourists interests, because of its
pure natural values. The tourist as observer, have a significant role in changing pattern of utilizing the resources & bringing
the spatial variation in it over a region, which have direct or indirect influence on tourism environment. In this viewpoint,
the present attempt has been generalized to understand the impact of environment on tourism development.
Pratap R., Prasad, k., Tourism Geography, Shree Publishers, New Delhi, 2005, pp. 298.
59
STUDY AREA
The study area is located between the latitude of 20 01N & 24 07N; longitude of 68 04E & 74 04E,
encompassing an area of 196,024 km. Gujarat enjoys dominantly a tropical monsoonal climate. Since the study area is not
concentrated to any particular place or point here the Gujarat as a whole is taken as a study area. The current world tourism
contribution to GDP is 11%. The current Indian tourism contribution to GDP is 1.8% and it is targeted to reach 6% in the
next decade. If this can be re-targeted to reach 10% an additional 1.2 crore jobs can be created. A majority of the 2 crore
NRIs, are Gujarati who are prosperous as professionals and traders. This untapped resource can be motivated to become
prospective tourists and investors in this sector and the GDP level can be improved considerably.
LITERATURES RIVEWS
Not much literature is available regarding the changing dimension of tourism industry in Gujarat. But some of
authors did wonderful job in representing & maintaining Gujarat as important destinations either in the form of poems,
articles or book chapters. Some of them could be explained below:
Vyas Rajnee: In his book originally called as The Asmita of Gujarat, he mesmerizes about wakeful
responsibilities for a Gujarati, to serve the nation. He has covered almost all the aspects of the life of Gujarat. It is obvious
that books which incorporate not hundreds but thousands of details are not going to be completed and total in themselves 1.
The author did not only explains the pride of Gujaratis but also the major attractive features of Gujarat, beginning from its
history of formation to distinguish land, coastline, glittering lamps, folk-life, forestry and ecology etc.
Makarand Maheta: He expresses his ideas on the historical development of tourism in India with special
reference to Gujarat. In the ancient time the ostentatious temples and Kings Palaces were the great attraction for tourists.
He also mentioned that at that time the Gujaratis also did trade in extreme East Asia and regions of Africa and laid the
foundation of trade and travel. Actually the writer tried to give more emphasis on the origin of different tourist places with
lots of ups and downs in India with special reference to Gujarat.
M. J. Parmar: According to him, it will be worth to say that Gujarat is a type of land of travelers. He has given
main emphasis on the religious tourism and on the basis of the political, economic and cultural life of Gujarat he derived
that in every work of human life is full of religion. The people from Shavdharma, Vaishnavdharma, Jaindharma,
Shaktidharma, Islamdharma and Parasidharma came to Gujarat.
Rahman S.A.: In his beautiful India Series of Gujarat, he mentioned about Gujarats land, people, heritage,
history, geography, economy, polity and tourism etc. which is a gift for all scholars, researchers and general readers. He
gave a little idea about the major attractions of Gujarat such as national parks, sanctuaries, temples, hilly places,
archaeological sites etc. In his views Gujarat has 4 national parks and 11 centuries.
Basak Tarak Nath: In his presented article on International Tourism in India, he explains the major causes of
attractions for foreign visitors in India. The great diversity in Geographical, historical, economical and socio-cultural etc.
has augmented international tourism in India. In this paper author has attempted to analyze the character and present trend
of International tourism in India.
Shiv Prasad B. Sajgor: In his book, Gujarat Ek Darshan, he beautifully organizes the ancient cultural and
historical background of Gurjars. During the year of 200, the Gurjars are believed, belongs to be vaishya group. But later
1
Joshi Umashankar, (1988), The Glory of Gujarat. Gujarat Ananda Prakashan. Pg. V.
60
61
concept of tourism has undergone a big change. Tourism basket now consists of numerous packages to sustain the tourist
interest. The heritage tourism, adventure tourism, cultural tourism, sports tourism, health tourism, pleasure tourism,
recreational tourism etc, have all become very fashionable. In recent years whatever can attract a visitor with his purse
open for spending becomes a tourist and the purpose for which he comes becomes the type of tourism. Places and areas
receiving a steady flow of tourists are observed to experience a quick thrift and a big cultural transformation. Every rupee
brought in and spend locally contributes to the local earning. This is why tourism has been given the status of industry. So,
looking to the earnings by the tourism industry the state government formulated a long list of policies to boost the tourism
in the state. The policy makers realizes about the economic importance of tourism activity. The tourism has wide spectrum
phenomena. Authorities taking now more interests in developing the new different types of tourist centers for
entertainment, leisure, recreation etc. The development of various natural parks one of them the Sasan-Gir Sanctuary,
where one might see the nearly extinct Asiatic lions. The Bhuj, with its narrow alleys, carved balconies, old palaces and
royal mausoleum is the most remote & charismatic area of Gujarat. This is also famous for its long Royal history, the
vibrant colours of village life, its music, dance and crafts and the welcoming smiles of the Gujarati people.
The Parsis too belongs to this state where they had landed at a place called Saijan in A.D. 745 and many of them
still live here (Medieval Period). Thousands of them have migrated to Bombay. As the Jains earn, they spend lavishly on
building new temples and on charities like schools and religious trusts. Most Gujaratis are vegetarians as Jainism strictly
prohibit meat-eating1. As if chemicals, diamond cutting, textiles, thermal electricity, pharmaceuticals and other
heavyweight manufacturing werent enough to occupy its teeming 51 million population of Gujarat, this year, the state
began muscling into a type of sector previously dominated by the likes of Katmandu, Agra and the Taj Mahal, Goa and
Delhi along Indias tourist trail. (Mr. P.D. Vaghela, Managing director of Gujarat tourism, 2006) Mr. Vaghela also pointed
out, And Gujarat is very safe, Women can walk alone at night. During Navratri, millions of girls and boys danced
through nine nights and not a single law and order case resulted. This is truly amazing.
Today the tourism development does not remain to only economic strategies but also in the social relation
(Modern period). The development of rural tourism will bolster employment generation2. It is directly related to the
economic & societal upgrading. So, the entrepreneurs strategies to develop socially & economically deprived areas by
providing certain infrastructure and basic amenities to boost tourism there. Banking on the rich traditions of art, craft and
culture in the Gujarat villages and aiming at the sustainable tourism development. The village destinations will be
marketed based on rich traditions, crafts, accommodation, cuisine, hygiene and other basic amenities etc. their
accessibility, environmental issues, Safety law and order situation (for both the local population as well as tourists), etc.
There are number of rural areas have been identified based on their core competency in handicrafts, handlooms and
culture, close to existing destinations and circuits. The rural tourism will bolster employment and revenue generation at the
local level.
The marketing strategies of GTCL, also plays an important role in attracting tourism activity in the State. The
investment of Rs. 1 lakh cror in next five year made by the Govt. of Gujarat after terrorist attack in Mumbai, show an
aggressive marketing of tourism in Gujarat. The Govt. in a bid to attract investors propose an unveil investor tourism
policy announced by Mr. Vyas, Gujarat Tourism Minister, at the roadshow for Vibrant Gujarat on January 11,12,13. He
Seth Pran Nath, India: A Travellers Companion, A Sterling Paperback Reprinted 1998, pp 343.
62
also said that Gujarat, which has emerged as the leading investment destination in the industry sector, has every
potential to become leader in the tourism sector and the tourism policy will provide much needed support.
Looking to that during the VGGIS in 2007 and 2009, as many as 130 MoUs signed and in tourism sector have got
translated into investment of 415 cror till December 2010.
Amitabh Bachchan, a brand Ambassador of Gujarat Tourism, who came under fire from the Congress party for promoting
Gujarat Tourism. Mr. Bachchan did the shooting at different places, such as Somnath, Gir, Bhuj, Ahmedabad etc. and
handed over the DVDs to the Gujarats Chief Minister.
The GT released the ads on internet a week. The impact was that the Gir National Park alone was flooded with
tourists. The actual aim was to release the ads on national and international television. They actually release these ads at
perfect time. During the Kutch Rann Utsav 2010, these ads worked as a major stimulant in attracting tourists from within
the country as well as from outside the country. The Gujarat Govt. also revealed that Mr. Bachchan promoted Gujarat
tourism for free, who charges Rs. 1 cror a day for ad shoot. Last year state government spent 20 crores on the advertising
campaign featuring Amitabh Bachchan named, KHUSHBOO GUJARAT KI.
Statement Showing the Details of Tourists Visited to Gujarat
Months
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
March
TOTAL
Within Gujarat
Other Indian States
2002-03 2010-11 2002-03 2010-11
244156 1132638
85071
383240
330923 1165967 128961
321925
321727 1197942 107066
345542
306903 1116881
83904
321318
409186 1149078 128800
336822
584512 1291769 122648
333846
404705 1250286 122557
367457
469239 1270707 181705
369853
346348 1403329 135971
436605
390213 1389479 136530
373638
418510
0
123736
0
401077
0
115675
0
4627499 12368076 1472624 3590246
Years
Total Domestic
Foreigners/NRI
Grand Total
2002-03 2010-11 2002-03 2010-11 2002-03 2010-11
329227 1515878
8719
30878 337946 1546756
459884 1487892
8321
33507 468205 1521399
428793 1543484
1286
28641 430079 1572125
390807 1438199
2439
27186 393246 1465385
537986 1485900
3530
25200 541516 1511100
707160 1625615
5883
26524 713043 1652139
527262 1617743
4536
30610 531798 1648353
650944 1640560
6110
31815 657054 1672375
482319 1839934
4795
38571 487114 1878505
526743 1763117
5137
40474 531880 1803591
542246
0
7314
549560
0
516752
0
7024
523776
0
6100123 15958322 65094 313406 6165217 16271728
63
Vyas Jaynarayan, Minister of tourism and health and family welfare in Gujarat Tourism Summit 2009 organized by
Confederation of Indian Industry (CII) on Nov. 23, 2009.
64
Figure 2
Source: Website of GTCL
The Rajasthan, Goa, Kerala and Andhra Pradesh nationally and Dubai, Singapore and Malaysia on an
international level are the competitors of Gujarat in terms of tourist location. Government of Gujarat is planning to pump in
around Rs. 172 cror in 2009 compared to Rs. 34 cror in 2005. We plan to reach 2 nd rank in terms of hospitality in coming
years.1 During The Gujarat Tourism Summit 2009, participants also pointed out a few issues like establishing more
budget hotels, creating special tourism zones, creation of Gujarat Travel mart, proper branding of the state tourism,
creating awareness among the stakeholders on all tourism forums, creating more infrastructure through PPP model, rural
heritage development, and special entertainment zones, eco-tourism, theme-based tourism, rural tourism, developing night
life etc. furthermore, the state tourism department is organizing IKF on January 11, 2010 in Ahmedabad and January 13,
2010 in Surat and Porbunder. During a press conference held in Mumbai to promote IKF, Vipul Mittra, Secretary Tourism,
Gujarat said, The Policy is under drafting stage at the moment and we are looking at releasing the same in the next two
months. The Policy will enable us to develop the tourism potential much more efficiently. For IKF festival the state
tourism department has already received confirmation from 105 kite flyers from 34 different countries and 120 Indian kite
flyers from nine different states. It had been organized at the Sabarmati River Front in Ahmedabad. Each year different
venues decided for IKF competition to promote that particular area through the kite festival 2.
Rao Kishor, former tourism secretary and director - general, Gujarat Establishment Golden Jubilee Secretariat (Dec. 30,
2008).
2
Mittra Vipul, Secretary Tourism, Gujarat, during a press conference held in Mumbai to promote IKF on Jan 5, 2010.
65
METROPOLIS OF THE PAST, by Ministry of Tourism, Government of India. Gujarat Received Best Tourism
Pavilion award on 19th April, 2008 at Asias biggest Tourism and Travel Exhibition- SATTE-2008, held at New Delhi.
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