Tourism: can this be the next big thing for India?
| Introduction | India’s tourism sector, already among the fastest-growing economic sectors in the country, is poised for exponential growth. With a projection to support 31 million jobs by 2029 and generate over $59 billion in revenue by 2028, the industry is set to become a pivotal economic driver, impacting employment and regional development substantially. |
| Strategic Growth and Global Integration | Tourism in India stands as a burgeoning sector, marked by a strategic alignment towards sustainability and community engagement. Emphasized by the World Tourism Day theme ‘Tourism and Green Investment’, and India’s own ‘Rural and Community-Centric Tourism’ focus for National Tourism Day 2023, these initiatives aim to invigorate local economies and upskill the rural workforce. This not only enhances the appeal of rural destinations but also ensures that the benefits of tourism development reach a broader spectrum of society.
· Strategic Growth through Thematic Circuits: The Swadesh Darshan Scheme, a pivotal initiative by the government, focuses on the development of thematic tourist circuits. Notable circuits such as the Sufi Circuit, Ramayana Circuit, and Brindavan Circuit enhance the thematic exploration of India’s rich spiritual and cultural heritage. These circuits not only attract domestic and international tourists but also preserve and promote the nuanced history associated with these themes. |
| Diversification into Specialized Tourism Segments | India is diversifying its tourism offerings to capture a wider audience:
· Adventure Tourism: India boasts 70% of the Himalayas, over 7,000 Km of coastline, Number of beautiful islands, National parks (106), Wild life sanctuaries (573), Biosphere reserves (18) and ranks 10th globally in total area under forest cover. It is one of the only three countries in the world featuring both hot and cold deserts. These diverse natural settings provide vast opportunities for adventure tourism. · Medical Tourism: Medical tourism and wellness retreats attract 21% of international travellers to India, leveraging its world-class healthcare facilities coupled with traditional healing practices. This segment continues to grow as it offers a unique blend of modern medical expertise and ancient wellness philosophies. · Cruise Tourism: The cruise sector in India is poised for significant growth with passenger traffic expected to rise from 0.4 million to 4 million by 2032. The economic potential of this sector is also projected to surge from $110 million to $5.5 billion, indicating a promising future for maritime tourism. · Eco-Tourism: Eco-tourism in India is expected to grow at a rate of 15.7% between 2019 and 2027, potentially reaching $4.55 billion. India’s rich flora and fauna along with its pristine natural areas offer unique destinations for those looking to explore and engage with the environment responsibly. · MICE Tourism: MICE market currently holds less than 1% of the global share, initiatives such as ‘Meet in India’, the National Advisory Council for MICE, and the India MICE Board are expected to double the sector’s size within the next five years. State-Specific Initiatives and Testimonials Various states have successfully harnessed their unique attributes to improve tourism: Examples:
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| National Initiatives and International Exposure | · Adding to this sustainable momentum, India has hosted several significant events in 2023 that have further showcased its commitment to enhancing its tourism sector. Notably, the G20 presidency and the Azadi ka Amrit Mahotsav celebrations declared 2023 as a ‘Visit India’ year, an initiative aimed at promoting India’s rich cultural heritage and diverse attractions. Such high-profile events have significantly amplified India’s visibility on the global stage. Moreover, the upcoming Miss World 2023 event in New Delhi is set to attract further international attention and tourism, which will likely boost the sector even more. |
| Infrastructure Development for Enhanced Accessibility
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· In terms of infrastructure, the Indian government has made substantial improvements that facilitate access and enhance the overall tourist experience. The expansion in road connectivity, which grew by 59% in the last decade, and the development of civil aviation routes, particularly in the Northeast, are pivotal. Additionally, the launch of new Vande Bharat trains by Prime Minister Narendra Modi aims to improve connectivity and services, further boosting tourism. More than half of the Ministry of Tourism’s budget is channelized for funding the development of destinations, circuits, mega projects as well as rural tourism infrastructure projects. |
| Sustainability and Digitalization in Tourism | On the digital and green tourism front, India is making substantial strides with the Goa Roadmap on Tourism, endorsed at the G20 Leaders’ Summit. This plan focuses on five priority areas:
1. green tourism, 2. digitalization, 3. skills, 4. tourism MSMEs, and 5. destination management. These initiatives are aligned with the sustainable development goals and are set to promote sustainable tourism practices across the country. |
| Cultural Heritage as a Tourist Attraction | India’s tourism sector, crucial for economic growth and making up about 4.6% of GDP, leverages its rich heritage and natural beauty to attract global visitors. Managed by the Archaeological Survey of India, over 3,650 sites including 40 UNESCO World Heritage Sites enhance its tourism appeal. Initiatives like the Swadesh Darshan Scheme develop thematic tourist circuits, while the PRASHAD Scheme improves pilgrimage sites. The Dekho Apna Desh and Adopt Heritage projects promote domestic travel and maintain heritage sites, respectively. Collaborations with foreign missions aim to tailor marketing strategies, enhancing India’s stature as a leading global tourist destination. |
| Recognition and Economic Contributions | · All these factors contribute to the tourism and hospitality sector’s substantial impact on India’s economy, accounting for approximately 4.6% of the nation’s GDP. This significant contribution underscores the vast potential of tourism as a pivotal economic driver, poised for further growth with continued investment in infrastructure, marketing, and sustainable practices. By integrating green investments and focusing on community-centric tourism, India is not only enhancing its appeal as a tourist destination but also ensuring that tourism development is sustainable and inclusive, benefiting both the environment and local communities. Through these concerted efforts, tourism is poised to be the next big thing for India, driving substantial economic growth and cultural exchange. |
| Diversifying Tourism to Enhance Safety and Seasonality
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· India is diversifying its tourism offerings to include Medical and Adventure Tourism to address the challenges of seasonality. Furthermore, the implementation of an official guide system and initiatives to encourage respectful treatment of tourists aim to enhance safety and ensure a positive experience for all visitors. |
| Future Outlook and Sustainable Development
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· The continuous focus on integrating green investments and fostering community-centric tourism initiatives ensures that the growth of India’s tourism sector is sustainable and inclusive. The emphasis on developing infrastructure, promoting diverse forms of tourism, and ensuring tourist safety are part of a comprehensive strategy to elevate India as a global leader in tourism. |
| Way forward | · The rapid development of infrastructure—physical, social, and digital—is crucial for India’s tourism sector.
· Prioritizing tourist safety through an official guide system, alongside promoting respectful treatment of tourists by residents to prevent fraud, is essential. · Expanding into diverse tourism forms like Medical and Adventure Tourism can address seasonal fluctuations, with off-season concessions providing additional incentives. · India’s vast natural and cultural diversity presents significant opportunities for its tourism industry to capitalize on. |
| Conclusion | With its strategic focus on sustainable and inclusive growth, India’s tourism sector is poised to become a significant economic force. The sector’s integration with global sustainability goals, coupled with substantial investments in infrastructure and a rich cultural heritage, positions it to drive significant economic growth and cultural exchange, establishing tourism as potentially the next big thing for India. |