Current initiatives in Indian

tourism

Presented by:Nitish Kumar

Singh

TOURISM IN INDIA
Tourism is the largest service industry in India , with a
contribution of 6.23 % to the national GDP and 12.4 % of total
employment in India.
India witness more than 5 million annual foreign tourists
arrivals and 562 million domestic tourism visits.
The tourism industry in India generated about US$ 100 billion
in 2008 and that is expected to increase to US$ 275.5 billion
by 2018 at a 9.4% annual growth rate.

FORMS OF TOURISM
DOMESTIC TOURISM
INBOUND TOURISM
OUTBOUND TOURISM

INITIATIVES TAKEN BY GOVERNMENT TO PROMOTE

INDIAN TOURISM
In the year 2002, the government of India announced a New
Tourism Policy.
The policy is built around the 7-S Mantra of

SWAAGAT (WELCOME)
SOOCHANNA (INFORMATION)
SUVIDHAA (FACILIATION)
SURAKSHA (SECURITY)
SAHYOG (COOPERATION)
SANRACHANAA (INFRASTRUCTURE)
SAFAAI (CLEANLINESS)

 The Ministry of Tourism undertakes various initiatives to promote tourism

in the country. These include:
Infrastructure development:Adequate infrastructure facilities are vital for the tourism industry. Thus, the
Ministry of Tourism has
been making efforts to develop quality tourism
infrastructure at tourist destinations and circuits. The Ministry has launched a
scheme for development of nationally and internationally important destinations
and circuits through Mega Projects. It is also taking initiatives with other Central
Govt. Ministries Railways, Civil Aviation, Road Transport & Highways, and Food
Processing and Urban Development and the concerned state governments to
achieve convergence and synergy with their programmes, to maximise the impact of
investments. The various schemes offered are as follows:

Marketing and promotion initiatives

Incredible India Campaign
To promote India as an ultimate tourist destination on the global tourism
map, in 2002, GoI promoted the Incredible India campaign in the overseas
markets. The campaign was an integrated marketing communication effort to
attract tourists to the country. It projected India as an attractive tourist
destination by showcasing different aspects of Indian culture, history,
spirituality, and yoga. This campaign included visible branding in the outdoor
media such as advertising at airports, on trams, taxis and buses and through
the print, online and electronic media as well as via participation in travel
marts and road shows. The campaign was conducted globally and received
appreciation from industry persons and travellers.

Atithi Devo Bhavah

This is another initiative of the Ministry of Tourism to harness the potential of
the tourism industry in India. It aims to create awareness about the effects of
tourism and sensitise people about our countrys rich heritage and culture,
cleanliness and warm hospitality. The main components of the campaign are

Visit India 2009

In an attempt to boost the inflow of visitors and tourists after the terror attacks in
Mumbai in 2008 and to weather the impact of the global economic slowdown, the
Ministry of Tourism and the World Travel & Tourism Council jointly announced the Visit
India 2009 scheme. The scheme which was valid from April to December 2009 and had
the support of the hospitality sector, tour operators, travel and airline companies, who
offered various incentives and value added services during this period. The incentives
included one complimentary air passage for a travelling companion, one night
complimentary stay in a hotel and complimentary sightseeing tour in a city. Rural ecopackages and wellness packages were also offered to overseas tourists. Road shows
were organised in important tourist markets overseas with participation of different
segments of the travel industry.

Other promotional initiatives

In addition to the aforementioned marketing and promotional activities, the Ministry of
Tourism also organises road shows in important tourist markets overseas; arranges
overseas marketing meets; undertakes familiarisation tours under the hospitality
programme; and participates in major international travel fairs and exhibitions. It also
undertakes online promotional activities on Websites in the US, UK, Germany, Italy,
France, Japan, and China as well as on search portals (Yahoo! and Google). The
Ministry of Tourism has 14 offices overseas, through which it undertakes these
activities. It also generates tourist publications in different foreign languages to
promote India as a tourist destination in other countries.

Initiatives undertaken to promote different

tourism products
Several other initiatives undertaken to promote different tourism products include the
following:

Rural Tourism
Rural tourism showcases rural life, art, culture and heritage at rural locations and
interactions with the tourists benefit the local community economically and socially.
The existing scheme for destination development supports the development of
infrastructure in rural areas. Under this scheme, the thrust is on promotion of village
tourism as a primary product to spread tourism and its socio-economic benefits to
rural and new geographic regions. The Ministry of Tourism has joined hands with the
United Nations Development Programme (UNDP) for capacity building. Around 153
rural tourism projects have been sanctioned in 28 states/union territories including 36
rural sites where UNDP offers support in capacity building. During the Visit India
2009 scheme, around 15 rural tourism sites were selected as rural eco-holiday sites.

Cruise tourism
To facilitate growth in the cruise tourism sector, GoI approved the cruise tourism
policy in June 2008. The objective of the policy is to a make India an attractive cruise
tourism destination. With state-of-the-art infrastructure and cruise facilities across
various parts of the country, the aim is to attract foreign tourists to cruise shipping in
India and popularise the concept of cruise shipping with Indian tourists. The Ministry
of Tourism provides Central Financial Assistance to state governments/union

Adventure tourism

GoI is taking several measures in this regard. These include financial assistance to the
state governments/union territory administrations for development of adventure
tourism destinations and granting of exemption from customs duty on inflatable rafts,
snow-skis sail boards and other water sports equipment. In July 2009, the Ministry of
Defence gave permission for opening of 104 additional peaks in Leh area of Jammu &
Kashmir for adventure tourism.

Medical tourism
Medical tourism has emerged as one of the important segments of the tourism
industry; initiatives taken for promoting this include financial assistance to service
providers under the Market Development Assistance Scheme and issuance of Medical
visas for patients and their attendants coming to India for medical treatment. In
addition, GoI has also requested the state governments to promote medical tourism
by offering suitable packages of identified hospitals and price banding for specific
treatments.

Foreign Direct Investment

In the hotel and tourism industry, 100% FDI is permissible through the automatic
route. Here, the term hotel refers to restaurants, beach resorts, and other tourist
complexes providing accommodation and/or catering and food facilities to tourists.
The tourism industry includes travel agencies; tour operating agencies; tourist

TOURISTS ATTRACTION OF INDIA

Niagara fall,
kerela

Taj Mahal

Maysore
palace

India Gate