Boosting tourism in India

Monday, 09 February 2015 | Pioneer

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Improve infrastructure to attract more tourists

The Visit India Year, launched by External Affairs Minister Sushma Swaraj in China, is a
welcome initiative that indicates the Modi Government's commitment to developing the
tourism sector to its full potential. However, to realise these plans, it administration has
to look beyond a glitzy advertisement campaign. The Incredible India campaign, though
ground-breaking and very successful in its own right, is now more than a decade old
and past its expiry date. A new idea idea is needed but, more importantly, the focus has
to be on improving the infrastructure of the tourism industry — from making it easier for
foreign tourists to avail Indian visas, to presenting all that the country has to offer in a
palatable and indeed profitable manner, to improving the overall law and situation.

The Government has already made a good start in this regard by easing visa
processes: In November 2014, the visa on arrival facility, available to only 12 countries,
was extended to 43 more and the results are already showing. In December 2013
alone, tourist arrivals jumped by 421.6 per cent, compared to the same period in 2013,
according to the Ministry of Tourism. The Government must also focus on making India
more accessible to the world — this, of course, means more number of flights to Delhi
and Mumbai, but also additional flights to cities like Kolkata and Chennai, as well as
better rail and road connectivity within the country. As of now, only a few States (usually
the ones like Rajasthan and Kerala that derive a large chunk of their revenue from
tourism) have good transport facilities. Most others are plagued by potholed highways
and trains that run several hours behind schedule.

This is also true for hotels, tourist lodges and youth hostels; the entire sector needs a
capacity augmentation. Another aspect that requires immediate attention is law and
order. Popular tourist destinations are often also cesspools of unscrupulous agents
looking to make a quick buck at the cost of the unsuspecting tourist. This, of course, is
not just an Indian problem but it can surely be handled better. We need an enabling
state that will keep a close watch on the sector without destroying entrepreneurial spirit
with over-regulation. Sanitation is also a major put off, especially where tourists from the
luxury segment are concerned. Hope the Clean India campaign will make a difference in
this regard.

The Government also needs to think out-of-the-box to make the most of India's tourism
potential. For example, there is a lot that can be done to make religious tourism more
attractive. Different circuits — such as the Buddhist circuit — need to be developed and
marketed aggressively. Also, given India's huge coast line, tourism on cruise ship can
be promoted. There's also a lot of scope for adventure tourism (think river rafting and
mountain climbing). Medical tourism is also a growing sector and is expected to grow at
30 per cent this year alone.