CWG 2010 offer great opportunity for India

Brand Equity got in a candid conversation with the Secretary to the government of India and director general on tourism to get an insight into preparations for Commonwealth Games. Excerpts:

What is the roadmap to put India further on the global tourism map?

During the current year, the XIX Commonwealth Games to be held in Delhi in October 2010 offers a great opportunity for India to showcase its vast and diversified culture, heritage and rich history. Tourism in our country derives its strength from the diversity of its product . There is great potential for growth of new and niche products like adventure, rural, eco and wellness tourism which will bring about dispersal of tourists, as each area of the country offers some unique experience and take tourism to the next level.

More vigorous promotion of Incredible India brand will be undertaken in the overseas markets — focused print, electronic, online and outdoor media campaigns in the source markets. Road shows in association with tourism stakeholders would be undertaken to promote niche tourism products such as medical & wellness tourism, cruise tourism, caravan tourism, heliport tourism, MICE tourism, etc. The Visa on arrival scheme has recently been introduced for the citizens of Finland, Japan, Luxembourg, New Zealand and Singapore and this facility is expected to provide a quantum jump in foreign tourist arrivals to India from these markets.

Road shows are being organized in these countries, to generate greater awareness about introduction of the scheme and to ensure that maximum number of eligible tourists is able to avail the benefit of the facility. Infrastructural facilities in the country are being augmented in a well planned manner, in partnership with the State Governments and the private sector. Destinations/circuits which are frequented by a large number of tourists have been identified, for integrated development as mega projects. modernization of major airports in the country has been undertaken through Public - Private Partnership. Measures are being initiated to augment hotel accommodation in major metros and tourist destinations in the country and a "Bed & Breakfast" scheme has been launched which would give tourists the opportunity to stay with an Indian family and experience Indian customs and traditions.

What are the incentives/help extended by the centre to the respective states?

The Ministry of Tourism extends financial assistance to State Governments / Union Territories for the development and promotion of tourism and upgradation of tourist infrastructure at tourism destinations and circuits, on the basis of specific proposals received from them, subject to availability of funds and interse priority, under the following schemes: Product / Infrastructure Development for Destinations and Circuits Assistance for Large Revenue Generating Projects Computerization and Information Technology Fairs, Festivals & Events Rural Tourism - Infrastructure and Capacity Building for Service Providers The Ministry of Tourism also extends support to the North East States, Jammu & Kashmir and the newly formed states of Uttarakhand , Jharkhand and Chhattisgarh for production of publicity collaterals on 50:50 cost sharing basis.

What are the challenges enountered when it comes to developing tourism?

Tourism is a state subject and development of tourism infrastructure is largely the responsibility of the states / UTs. Moreover, tourism as an activity involves not only the ministry of tourism, but a large number of Ministries that are responsible for providing the basic infrastructure and facilities required for development of tourism, e.g. ministries of external affairs, home affairs, railways, civil aviation, road transport, culture, etc.

Very often, the steps required for the development of tourism are not directly under the purview of the ministry of tourism and need to be taken up and pursued with the concerned ministries. Some of the other challenges faced in promoting and developing tourism in the country are : India is a long-haul destination for tourist generating countries such as USA and countries in Europe. High room tariffs in hotels in India Lack of hygiene and solid waste management at tourist places. Lack of world class infrastructure facilities and amenities at all tourist centres. Safety concerns Competition from countries in South and South-East Asia, such as Maldives, Singapore, Thailand and Malaysia. Lack of direct air connectivity from some key source markets.