Talking tourism

POWER INTERVIEW - KUMARI SELJA

The Commonwealth Games will be like a booster shot for tourism in India

Kumari Selja is the young and dynamic tourism minister in UPA 2.0.Gung ho that Indian tourism has turned the corner after the doublewhammy of the global economic meltdown and the dreadful 26/11 terrorattacks which targeted iconic Indian hospitality centres, she isbuoyed by the fact that tourism in India has begun to show signs ofrecovery with tourist arrivals grwoing by 21 per cent in December2009. "The quantum jump in Foreign Direct Investment (FDI) in theHotel and Tourism sector in the years 2008 and 2009 is also indicativeof the positive scenario. Most of the major international hotel chainsincluding Starwood, Hilton, Carlson, etc. have either already come toIndia or are in the process of doing so," says Selja. In an extensiveinterview with Sandeep Bamzai, she explains the imperatives behind newthrusts in the tourism campaigns to tie up with the forthcomingCommonwealth Games when India expects an additional 100,000 tourists."These factors, coupled with the performance of in-bound tourism inIndia the last few months, are very encouraging for tourism in India.With the global economy too showing signs of recovery, internationaltourism can be expected to revive worldwide," she added. While touristarrivals declined in 2009, foreign exchange earnings from tourism haveactually jumped to Rs.54960 crore as compared to Rs.50730 crore in2008, registering an increase of 8.3%. Excerpts:
*What are the ministry's plans to take tourism to the next level,given that India is hosting the Commonwealth Games which alone expects100,000 additional tourists to land in the country?
Destination India has a lot to offer to the discerning tourist, itsstrength being the immense diversity of its product and touristattractions. India with her rich cultural and historical heritage,beautiful natural bounty, and wildlife parks & sanctuaries offerholistic tourism experiences. However there is great potential forgrowth of new and niche tourism products like adventure, rural, ecoand wellness tourism in different parts of the country offering aunique experience. This will bring about widespread dispersal oftourists and takes tourism to the next level. The ministry is activelyworking to promote these products.
• We have announced a new policy guideline to promote Caravan Tourismin India and to facilitate the infrastructure required for it.
• We have also issued guidelines in respect of Heliport Tourism toextend financial assistance to State Governments/Union TerritoryAdministrations for construction of heliports in order to promotetourist destination in Hilly, Remote and inaccessible areas.
• We are giving the highest priority to the innovative Rural Tourismproducts for the socio-economic benefit of the host communities aswell as to provide much needed support to languishing arts & craftswhile showcasing the rich culture, craft and diverse cuisine of thecountry. More than 150 innovative Rural Tourism projects have beensanctioned across the country.
• India provides state of the art medical services at a fraction ofthe international costs. In addition, traditional systems of healing,including Ayurveda, Yoga, Siddha and Unani provide a complete packageof spiritual healing and wellness. We are promoting Medical andWellness Tourism in the key overseas markets in a major way throughroad shows and participation in major events.
• We are continuously upgrading Meeting, Incentives, Conferences andExhibitions (MICE) facilities to promote India as a major destinationfor MICE. Market Development Assistance (MDA) Scheme has beenextended to provide financial incentive to Professional ConferenceOrganizers (PCO) who successfully organize any internationalconference at an Indian destination. It has also been decided toprovide Central Assistance up to Rs.5 crore to States/UTs fordevelopment of Convention Centers under the Government/Public Sectorinitiatives. MDA scheme has also been extended to Medical andWellness Tourism service providers. The modified MDA scheme alsoprovides incentives for promotion of domestic tourism.
• To promote Cruise Tourism, tourism infrastructure facilities atvarious ports are being developed.
*One of the biggest impediments is the lack of infrastructural supportto our tourism and hospitality industry. While we have islands of topof the line tranquility in the hotels, the surroundings leave a lot tobe desired. Are we trying to improve connectivity, transport amongother things?
Infrastructural facilities in the country are being augmented in awell planned and phased manner, in partnership with the stategovernments and the private sector. As many as 29destinations/circuits which are frequented by a large number oftourists have been identified, for integrated development as megaprojects of which 21 projects have already been sanctioned.Modernization of major airports in the country has been undertakenthrough Public–Private Sector Partnership.
We have introduced the ‘Visa on Arrival’ on a pilot basis for citizenof Singapore, finland, New Zealand, Luxembourg and Japan.
A series of promotional initiatives have been taken in the overseasmarkets for promoting tourism and increasing foreign tourist arrivalsto the country. During 2009, road shows and promotional eventsfeaturing India’s varied tourism products have been organized inAustralia, Singapore, Malaysia, Japan, S. Korea, UK & Ireland, USA,Canada, West Asia, Finland, Sweden, Norway, Australia, New Zealand,Dubai, Riyadh, Kuwait and Doha. In addition, a ‘Visit India Year’Scheme to incentivize travel to India during the year is currently inoperation in collaboration with all concerned stakeholders includingstate governments, hotel & travel industry.
*Are we beefing up the tourism infrastructure in Delhi for the 2010Games, as also in the golden triangle where a lot of tourists areexpected?
Hosting a mega sporting event by any country has given its tourismsector a great boost. The XIX Commonwealth Games to be held in Delhiin 2010 offers a great opportunity for India to showcase itsdiversified culture, rich heritage and vast history to the world. TheMinistry of Tourism has taken the following initiatives to beef uptourism infrastructure in and around Delhi for the Games.
It is estimated that there will be a requirement of additional 30,000hotel rooms. We are actively monitoring the creation of additionalaccommodation for the games. Further, measures are being initiated toaugment hotel accommodation, particularly in Delhi, along with othermajor metros and tourist destinations in the country. A “Bed &Breakfast” Scheme, to accord the tourists the opportunity to stay withan Indian Family and experience the customs and traditions, has beenlaunched recently.
A common ticketing system for the tourists visiting various monumentsin Delhi has also been introduced by the Archaeological Survey ofIndia.
We have also taken several initiatives to bridge the gap betweendemand and supply of trained manpower resources in the Hospitality andTravel Sectors, which include: -
a. Providing trained volunteers to the Hospitality Sector to meet therequirements during the Games under the “Earn While You Learn” Scheme.b. Imparting training to taxi, coach and auto rickshaw drivers withthe objective of making them more tourist friendly.c. Imparting training to owners and service staff of the approvedGuest Houses in Delhi so that there is a quality improvement in theservices being provided.
The Ministry of Road Transport & Highways has agreed to implementCentralized Collection of Road Taxes in the Golden Triangle ofDelh-Agra-Jaipur to facilitate seamless flow of tourist vehicles inview of the upcoming CWG-2010.
Further, a number of historical monuments in and around Delhi arebeing illuminated with a view to exhibit its rich culture andheritage. We have also sanctioned seven projects for development oftourism infrastructure during the current financial year 2009-10.
*The tourism industry/ministry interface is constantly thinking up newschemes. Give us a peep into what is planned?
We are making all out efforts to ensure that the experiences oftourists are worth sharing, so that most of them become repeatvisitors to India in future years. The Ministry of Tourism, withactive involvement of the Industry stakeholders, is focusing ondevelopment and marketing of niche products such as MICE Tourism,Cruise Tourism, Caravan Tourism, Heliport Tourism, Rural & EcoTourism, etc.
Ministry of Tourism sees its primary role as a facilitator. TheNational Tourism Advisory Council (NTAC) which works as a think tankfor the Ministry is involved for making innovative suggestions. Weare also planning to constitute a small group of representatives totake up, with the Industry stakeholders, the issues related todevelopment and promotion of tourism, devise innovative strategies andcoordinate with other Ministries/Departments concerned with theinter-related issues. However, as an interim measure to popularizethe existing schemes of the Ministry, a number of initiatives havebeen undertaken by both the Ministry as well as the stakeholders.