SECTORAL SPECIALISATION: TOURISM MANAGEMENT

SUBMITTED BY:Deepika Devarajan

INDEXINDEX

ParticularsParticulars Page no.Page no.

Tourism concepts and types……………………………………… 4

Planning in Tourism……………………………………………… 7

Infrastructure Help and Career Opportunities………………… 13

INDIA the country, INDIA the brand…………………………… 17

The INCREDIBLE INDIA campaign…………………………… 22

A Critique………………………………………………………… 37

Atithi Devoh Bhava……………………………………………… 39

Kerala Tourism- An Analysis…………………………………… 45

2

TOURISM - WHAT IS IT ALL ABOUT?

Tourism is inherently a Regional Enterprise. Successful tourism destinations thrive where there is regional delivery of a balanced mix of quality attractions, accommodations, food and beverage services, retail, and other tourism spending opportunities. Successful tourism destinations build on cooperative networks of local residents, civic leaders and business people. Travel and tourism represents a broad range of related industries such as:

hotels restaurants retailing transportation travel agencies tour companies tourist attractions leisure, recreation and sport cultural industries

It is interesting to note that in 1997 travel and tourism provided 10.5% of the total world employment, with up to 25% of all employment, in some areas, such as the Caribbean. It was estimated that, in 2007, more than 100 million people world-wide had been employed in this sector. Because of this, tourism is now seen to be of importance to most countries of the world.

During this time, the nature of tourism has developed in scope and direction, away from traditional activities, such as the sunshine sand and sea holidays to a wide range of new activities such as cultural tourism, adventure tourism, sports and leisure activities and eco-tourism.

TYPES OF TOURISM

1. Adventure Travel 2. Romance Tours

3. Cultural Tourism 4. Medical Tourism

5. Sports Tourism 6. Heritage Tourism

7. Wildlife Tourism 8. Sacred Travel

3

ADVENTURE TRAVEL:

Adventure travel is a type of tourism involving exploration or travel to remote, exotic and possibly hostile areas, where the traveler should "expect the unexpected". Adventure tourism is rapidly growing in popularity as tourists seek different kinds of vacations. Adventure tourism gains much of its excitement by allowing its participants to step outside of their comfort zone. This may be from experiencing culture shock, or through the performance of acts that require significant effort and involve some degree of risk (real or perceived) and/or physical danger. This may include activities such as mountaineering, trekking, bungee jumping, mountain biking, rafting, zip-lining and rock climbing. Some obscure forms of adventure travel include disaster and ghetto tourism. Other rising forms of adventure travel include social and jungle tourism.

ROMANCE TOURS:

Romance tours are tours usually arranged by a mail-order bride agency or other cyber matchmaking service that men take in search of a bride. Upon arrival at their destination, the men and potential brides are thrown a large "meet and greet" social to get to know one another and meet as many people as possible. Honeymoon Packages also form part of this form of tourism. Special discounts and attractive offers are given to give the couple total privacy at affordable costs. The traditional romance tour, seen by some as superficial, is being somewhat replaced by the Internet as technology evolves.

CULTURAL TOURISM:

Cultural tourism' (or culture tourism) is the subset of tourism concerned with a country or region's culture, especially its arts. It generally focuses on traditional communities who have diverse customs, unique form of art and distinct social practices, which basically distinguishes it from other types/forms of culture. Cultural tourism includes tourism in urban areas, particularly historic or large cities and their cultural facilities such as museums and theatres. It can also include tourism in rural areas showcasing the traditions of indigenous cultural communities (i.e. festivals, rituals), and their values and lifestyle. It is generally agreed that cultural tourists spend substantially more than standard tourists do.

MEDICAL TOURISM:

Medical tourism (also called medical travel, health tourism or global healthcare) is a term initially coined by travel agencies and the mass media to describe the rapidly-growing practice of traveling across international borders to obtain health care. Such services typically include elective procedures as well as complex specialized surgeries such as joint replacement (knee/hip), cardiac surgery, dental surgery, and cosmetic surgeries. However, virtually every type of health care, including psychiatry, alternative treatments, convalescent care and even burial services are available. A large draw to

4

medical travel is convenience and speed. Countries that operate public health-care systems are often so taxed that it can take considerable time to get non-urgent medical care. Factors that have led to the increasing popularity of medical travel include the high cost of health care, long wait times for certain procedures, the ease and affordability of international travel, and improvements in both technology and standards of care in many countries. India is known in particular for heart surgery, hip resurfacing and other areas of advanced medicine. The south Indian city of Chennai has been declared India's Health Capital, as it nets in 45% of health tourists from abroad and 30-40% of domestic health tourists.

SPORTS TOURISM:

There are many different definitions of sports tourism, from those involving travel for the purpose of participating in competitive sports, to those involving more leisure or adventure sporting activities. Thus, the extent of sports tourism may vary quite a bit. Sports tourism involves people traveling to participate or to observe sports. These activities may include people competing in an international event, such as the Olympics, or simply sitting amongst the audience watching the World Cup match.

HERITAGE TOURISM:

Heritage tourism is a branch of tourism oriented towards the cultural heritage of the location where tourism is occurring. Heritage tourism is the fastest growing segment of the tourism industry because there is a trend toward an increase specialization among tourists. This trend is evident in the rise in the volume of tourists who seek adventure, culture, history, archaeology and interaction with local people. Heritage tourism has a number of objectives that must be met within the context of sustainable development such as; the conservation of cultural resources, accurate interpretation of resources, authentic visitor’s experience, and the stimulation of the earned revenues of cultural resources.

WILDLIFE TOURISM:

Wildlife tourism can be an eco and animal friendly tourism in both captive and wild environments. It has experienced a dramatic and rapid growth in recent year’s world wide. Wildlife tourism, in its simplest sense, is watching wild animals in their natural habitat. Wildlife tourism is also a multi-million dollar industry offering customized tour packages and safaris.

5

SACRED TRAVEL:

Sacred travel, or metaphysical tourism, is a growing niche of the travel market. It attracts New Age believers, primarily middle-aged women, and involves tours and travel to "spiritual hotspots" on the Earth. Destinations are often ancient sites where there is a mystery concerning their origin or purpose, such as Machu Picchu in Peru, The Pyramids of Egypt, or Stonehenge in England. These travelers see the journey as more than just tourism and take the trips in order to heal themselves and the world. Part of this may involve rituals involving, (supposedly), leaving their bodies, possession by spirits (channeling), and recovery of past life memories.

PLANNING IN TOURISM

Successful tourism economies synchronize with market demand and operate in a context of supporting community, regional and national infrastructures and services. Delivery of tourism opportunities must be seamless and, most important; there must be a genuine focus on creating desirable and authentic visitor experiences.

Successful destinations don't just happen; tourists happen. Successful tourist destinations are planned and managed by a regional tourism authority. Their most important job is to create, with public participation, the vision that drives a region's short- and long-term tourism destination strategy.

All too often though, tourism destination planning becomes bogged down prematurely in the details of business planning for individual attractions, accommodations, or other tourism "products" long before an overall regional tourism strategy is conceived and adopted.

Sometimes tourism planning is assumed to mean, and then becomes the enthusiastic promotion of a region or a single community. The strategy is to simply increase numbers. Yes, promotion may increase tourist numbers, but unless the increase is integrated into a comprehensive tourism development plan, it rarely generates sustainable tourism growth and community benefit. In fact, the result maybe just the opposite: a marred, oversaturated, degraded destination.

6

TOURISM PLANNING CREATES VALUE!

Planning returns optimal benefit to host communities for the investment of

their resources in tourism development.

Planning integrates tourism into the social and cultural fabric of community

life.

Planning creates community understanding and enthusiasm for tourism.

Planning attracts the right visitors and creates high quality experiences for

them that reflect well on the community and its residents.

Planning gives direction for development of tourism businesses.

Planning generates fiscal and economic benefit through increased tax

revenue, job creation, employment and income.

Planning encourages sustainable resource use.

Planning enhances preservation of the natural and cultural heritage.

Planning retains scenic values and sense of place.

7

GUIDING PRINCIPLES IN PLANNING

Tourism as an Industry may provide rich dividends in the short run, but the key is to sustain it as an ongoing business in the area. For an indigenous culture that has stayed largely separated from the surrounding majority, tourism can present both advantages and problems. On the positive side are the unique cultural practices and arts that attract the curiosity of tourists and provide opportunities for tourism and economic development. On the negative side is the issue of how to control tourism so that those same cultural amenities are not destroyed and the people do not feel violated. Other destinations include historical sites, modern urban districts, theme parks and country clubs, coastal or island ecosystems, and inland natural areas.

It is important that the destination planner takes into account the diverse definition of culture as the term is subjective. Satisfying tourists' interests such as landscapes, seascapes, art, nature, traditions, ways of life and other products associated to them -which may be categorized cultural in the broadest sense of the word, is a prime consideration as it marks the initial phase of the development of a cultural destination.

The quality of service and destination, which doesn't solely depend on the cultural heritage but more importantly to the cultural environment, can further be developed by setting controls and policies which shall govern the community and its stakeholders. It is therefore safe to say that the planner should be on the ball with the varying meaning of culture itself as this fuels the formulation of development policies that shall entail efficient planning and monitored growth (e.g. strict policy on the protection and preservation of the community).

While satisfying tourists' interests and demands may be a top priority, it is also imperative to ruminate the subsystems of the destination's (residents). Development pressures should be anticipated and set to their minimum level so as to conserve the area's resources and prevent a saturation of the destination as to not abuse the product and the residents correspondingly. The plan should incorporate the locals to its gain by training and employing them and in the process encourage them to participate to the travel business. Keep in mind that the plan should make travellers not only aware about the destination but also concern on how to help it sustain its character while broadening their travelling experience.

8

Sources of Data

The core of a planner’s job is to design an appropriate planning process and facilitate community decision. Ample information which is a crucial requirement is contributed through various technical researches and analyzes. Here are some of the helpful tools commonly used by planners to aid them:

1. Key Informant Interviews 2. Libraries, Internet, and Survey Research 3. Census and Statistical Analysis 4. Spatial Analysis with Geographical Information System (GIS) and Global

Positioning System (GPS) technologies.

A Key Informant Interview basically refers to the process of finding out local customs and traditions by interacting with people who have a good knowledge of the area. Other literature compiled earlier on the place also gives an insight into the territory. An example of such kind of data is given below:

Quick Facts about India

Country Full Name

Republic of India

Population1,000,000,000

CurrencyName: Indian

Rupee Code: INR Symbol: Rs

Electrical Plugs

230-240V 50Hz

Languages SpokenOfficial: Hindi, Urdu, Tamil, Bengali, Kashmiri, Kannada, Marathi, Gujarati, Telugu, Punjabi

Time ZonesGMT/UTC

+5.5 

Country Dialing Code

+91

Weights & MeasuresMetric

9

Process Followed in case of Medical tourism

The typical process is as follows:

The person seeking medical treatment abroad contacts a medical tourism provider.

The provider usually requires the patient to provide a medical report, including the nature of ailment, local doctor’s opinion, medical history, and diagnosis, and may request additional information.

Certified medical doctors or consultants then advise on the medical treatment. The approximate expenditure, choice of hospitals and tourist destinations, and

duration of stay, etc., is discussed. After signing consent bonds and agreements, the patient is given

recommendation letters for a medical visa, to be procured from the concerned embassy.

The patient travels to the destination country, where the medical tourism provider assigns a case executive, who takes care of the patient's accommodation, treatment and any other form of care.

Once the treatment is done, the patient can remain in the tourist destination or return home.

Key Institutions

Participating structures are primarily led by the government’s local authorities and the official tourism board or council, with the involvement of various NGOs, community and indigenous representatives, development organizations, and the academia.

10

CASE STUDY

CULTURAL AND ECOTOURISM IN THE MOUNTAINOUS REGIONS OF CENTRAL ASIA AND IN THE HIMALAYAS

Tourism is coming to the previously isolated but spectacular mountainous regions of Central Asia, the Hindu Kush and the Himalayas. Closed for so many years to visitors from abroad, it now attracts a growing number of foreign tourists by its unique culture and splendid natural beauty. However, while this influx of tourists is bringing economic opportunities and employment to local populations, helping to promote these little-known regions of the world, it has also brought challenges along with it: to ensure that it is well-managed and that its benefits are shared by all.

As a response to this concern, the Norwegian Government, as well as the UNESCO, organized an interdisciplinary project called the Development of Cultural and Eco-tourism in the Mountainous Regions of Central Asia and the Himalayas project. It aims to establish links and promote cooperation between local communities, national and international NGOs, and tour agencies in order to heighten the role of the local community and involve them fully in the employment opportunities and income-generating activities that tourism can bring. Project activities include training local tour guides, producing high-quality craft items and promoting home-stays and bed-and-breakfast type accommodation.

As of now, the project is drawing on the expertise of international NGOs and tourism professionals in the seven participating countries, making a practical and positive contribution to alleviating poverty by helping local communities to draw the maximum benefit from their region’s tourism potential, while protecting the environmental and cultural heritage of the region concerned.

The University of TRAVELHOST, Dallas, Texas has an extensive travel library continually gathering travel related research and tourism economic impact studies nationwide

11

INFRASTRUCTURE HELP AND CAREER OPPORTUNITIES

It has a number of sectors or smaller 'industries' as it were, that work in collaboration. Each sector is an important branch of the main industry and has its own special characteristics.

Apart from the various agencies and other infrastructure the most important are the people needed to carry out the designed plan.

COMMERCIAL SERVICES - Government & Travel Agencies

Government : Customs Department where special officers are in charge of checking all luggage for illegal goods or items that are liable for duty.

Guides - young graduates who have an interest in history and languages find this profession quite intriguing, since it gives them opportunities to meet new people, enhance their research skills, get good salaries etc. Knowledge of other languages is generally preferred.

The Indian Institutes of Travel and Tourism Management (IITM) offer short-term courses in this field. - The Immigration Department where a tourist is first given service. Special training courses have started in some universities for learning about immigration procedures, since both the industry and the Government feel that there should be a separate cadre for this purpose.

Travel Agencies : Planning vacations or business trips to new places can be quite tiring and strenuous without the help of a travel agent. They have answers to all possible questions concerning the shortest route to the destination, travel mode, the important documents that will be required (visa, passport, vaccination certificates etc.), suitable places to stay, current exchange rates, tourist spots to visit, climate and they will plan the trip keeping in mind the clients' preferences, budgets and special needs.

A great deal of work is done on the computer where the latest information on flight schedules, departure/arrival timings, hotel ratings etc. can be obtained. Agencies may involve themselves in special discount packages, slide/movie presentations on various places and other promotional work to attract customers.

The four departments of a travel agency are - Accounts (handles the billing for individuals and groups) - - Tours (deal in in-expensive packaged tours, with the accomodation, food, transport etc. all taken care of) - Travel (provide detailed

12

information on routes, costs) - Cargo (covers the booking and recovery of all cargo from the destination points connected by either Air, rail or road).

The Department of Tourism in the Government does major amounts of work for the international market, in formulating policies, developing centres to attract tourists, providing adequate transport, advertising the different spots and publicising the various experiences, providing accurate information on all possible tourist areas.

HOTELS

Attracting a tourist to a place is only half the job done. One must provide accommodation to them. For the duration of the stay at a particular destination, the tourist expects all the basic amenities. In order to magnify the tourist’s experience the entire ambience of the place becomes a vital aspect. The hotel sector is one which requires a large amount of manpower, with a wide variety of skills from housekeeping to computers.

People with specialized training for food and beverage, recreation, marketing, accounting, security, fire-fighting, public relations and so on are much needed. There are many institutes that offer hotel management and candidates from institutes like the one at Pusa, Delhi have good future prospects.

Many hotels also offer overseas training opportunities, which allow young people to gain promotions rapidly. Employment in foreign countries for Indians is also very encouraging. In India alone, about 1, 80,000 vacancies are expected to be filled within the next decade.

Housekeeping: Involves ensuring the rooms are clean, there is fresh linen on the beds and other basic sanitation.

Food & Beverage: This function would involve providing meals at appropriate times or as requested. This also includes planning the menu so that the tourist gets to sample a wide array of local cuisine.

Reception desk: Any queries are generally directed to people at the reception desk, therefore this function is of utmost importance.

In India, we have several well known hotels- The Taj Group of Hotels, The Oberoi’s, The Marriot hotels are the elitist Hotels for the discerning tourist. Also holiday packages include affiliations that resorts have with a travel agency thus the tourist does not have to bother about those aspects of the trip.

TRANSPORT

As we know, transport can mean anything which takes us from one place to another - by air, road, railway, sea etc. The two main areas we will discuss are air and road transport. Travel by air - Post Second World War saw a tremendous change in travel, with the increased access to air travel. People got more opportunities to see other places and tourism advanced at a high pace.

13

Working in an airline, whether on the ground staff or in flight is an exciting option for many people these days. Foreign airlines like Aeroflot, British Airways, Royal Jordanian have all been granted new land rights and additional flights. Many of the top airlines like Cathay Pacific, ones based in Hong Kong, Emirates offer attractive packages and numerous benefits to their passengers. The jobs in airlines are challenging ones but worth the struggle.

Travel by road - Coaches, tourist cars employ numerous people every year. This arena has the added advantage that there is scope for self-employment. Presently, drivers with good conversational skills, who are educated, bi- or multi-lingual are much in demand. Bank loans are available for those wishing to invest in vehicles for this purpose.

CAREER STRUCTURE

Since this industry has so many areas, the requirements for each field will naturally be different. In general, most candidates enter the field through a travel agency or a tour-operating company.

For the government positions, advertisements are usually given in the newspapers regarding the vacancies. Candidates for these positions are only selected after passing a written exam, interview and medical examination. Most private sector companies are flexible in their choosing - focusing more on interest, aptitude and personality rather than academic achievement. Experience is definitely an advantage, but on-the-job training is also given to new entrants. The higher the post one seeks, the better should be the qualifications.

This industry is highly competitive and finally, those with better education in the field of travel and tourism are more likely to move ahead faster. The basic needs are a school-leaving certificate (10+2) for those seeking a position, upto the tourist guide level while candidates aspiring for managerial positions, need a graduate degree, in any of the fields dealing with history, art, languages, geography etc.

The hierarchy that exists in the Travel & Tourism industry is as follows:

Counter Clerk/Counter Assistant - deals with designing itineraries, handling ticketing, reservations, suggesting suitable routes etc.

Senior Assistant - supervises the counter clerks' work. Junior Executive - In charge of counter work as well as certain marketing and

sales projects of the agency services District Sales Manager - Regulates the marketing and sales of all the agencies in a

particular zone or region Deputy General Manager - Assistant to the GM of the department or agency General Manager - manage the agency or departments in a particular company Vice President - Executive head of agency or organisation; designs policies in

consultation with the managers, devises plans and projects to expand the agencies'

14

services; has a responsibility towards the other employees and is answerable to a Board of Directors.

ELIGIBILITY AND TRAINING

It is relatively easy to enter courses designed for Travel & Tourism. The main areas such as travel agencies, transport, jobs at hotels, airline work all have good institutions that give training for about minimum 1-2 years with an adequate amount of practical training. The institutions run on the guidelines provided by the Indian Institute of Travel and Tourism Management and accurate information can be obtained by contacting the institutions directly. Some of the admission criteria is given in the Information on Institutions section.

Eligibility: Students can enter the undergraduate courses with a Higher Secondary Certificate while the post-graduate courses, require graduation in any field.

The Indian Institute of Travel and Tourism Management is a reputed National centre for the education, training and research in the 'travel and tourism' management field. It is an autonomous organisation on the Ministry of Tourism, Government of India. It gives substantial amounts of help to graduates, directly and also via the Universities to enter the careers dealing in tour operation, leisure management, transportation, accommodation and interpretation services. It aims at reaching complete professionalism of all human resources involved in tourism, through the academic courses.

The Institute works in collaboration with the International Institute of Tourism Studies at the George Washington University and receives lot of academic support. Programmes are being developed with many international universities (Univ. of Calgary in Canada, New School of Social Research, New York and many more) for the purpose of faculty-exchange programmes, sharing of facilities and knowledge which will benefit students and faculty equally.

Eligibility & Requirements to enter these courses - - graduate degree; - age should not be more than 28 years SC/ST/OBC/ Ex serviceman + 5 years; - an entrance exam needs to be given at the specific places - Bhubaneshwar, Calcutta, Chennai, Delhi, Gwalior and Mumbai, which consists mainly of General Knowledge questions and secondly, an interview. Number of seats available at each centre is quite limited - only 50 - which makes entry very competitive.

Payscales can vary greatly depending on the company, the city etc. since the travel and tourism industry is so far-spread and competitive. Reputation of the company or firm or airline makes a difference as well.

15

INDIA, a union of 28 States and 7 centrally administered Union Territories, is a Democratic Republic, Sovereign and secular nation governed by Parliamentary System. The Constitution of India extends a single and uniform citizenship throughout its national territories with adult voting rights on its every citizen. With Delhi as its national Capital, the Union Executive Head is represented by the President, acting on the guidance of the Prime Minister and his council of Ministers at the Centre. Governor / Administrator head the Executive at each of the States / Union Territories respectively and act as the representatives of the President.

The territory of India is spread over 32,87,263 sq km extending from the snow-covered Himalayan mountains through the tropical rain forests of the South to the Indian Ocean, Bay of Bengal and the Arabian Sea. India is the 7th largest country in the World, self-sufficient in agricultural production, 10th industrialized country and the 6th nation having entered into the outer space to explore the nature for the benefits to the mankind. Traditionally, being one of the oldest civilizations in the World, India possesses rich and diverse cultural heritage. Each of its States and Union Territories has respective unique demography, history and culture, festivals, foods, dresses and languages among others. Overall, the nation uniquely depicts the un-matching unity in diversity, patriotism to the nation, service to the mankind, spiritual integrity and meaningful assimilation of various cultures and heritage for the good of one and all.

Modern India holds strong human values with fine blending of socio-economic growth. Post independence since 1947, the multifaceted growth in all walks of life, its policies and programmes and constructive approach to the national and international issues has made India an influential Nation in the World.

Given below are some facts about INDIA as on May ‘08

1. India is one of only three countries that makes supercomputers (the US and Japan are the other two).

2. India is one of six countries that launches satellites. 3. The Bombay stock exchange lists more than 6,600 companies. Only the NYSE

has more. 4. Eight Indian companies are listed on the NYSE; three on the NASDAQ. 5. By volume of pills produced, the Indian pharmaceutical industry is the world’s

second largest after China. 6. India has the second largest community of software developers, after the U.S. 7. India has the second largest network of paved highways, after the U.S. 8. India is the world’s largest producer of milk, and among the top five producers

of sugar, cotton, tea, coffee, spices, rubber, silk, and fish.

16

9. 100 of the Fortune 500 companies have R&D facilities in India. 10. Two million people of Indian origin live in the U.S. 11. Indian-born Americans are among the most affluent and best educated of the

recent immigrant groups in the U.S. 12. Thirty percent of the R&D researchers in American pharmaceutical companies

are Indian Americans. 13. Nearly 49% of the high-tech startups in Silicon Valley and Washington, D.C.

are owned by Indians or Indian-Americans. 14. India sends more students to U.S. colleges than any country in the world. In 2004-

2005, over 80,000 Indian students entered the U.S. China sent only 65,000 students during the same time.

15. In a case decided by the U.S. Supreme Court, an Indian-American woman scientist, Dr. Ananda Chakrabarty, won the argument that persons may be granted patents for useful manufacture of living organisms. She defeated the U.S. Patent Office, that argued that living things may not be patented, thus establishing the legal foundation for the biotech industry, (Diamond vs. Chakrabarty, 1980). Dr. Chakrabarty invented a microbe that eats oil spills.

Many people are coming to India for the purpose of work. This transition has taken place due to a variety of reasons. These reasons are as follows:

India continues to be the best place to start a business, says a global services

location index by AT Kearney.

India’s foreign exchange reserves stand at US$ 200 billion.

India has displaced US as the second-most favoured destination for foreign

direct investment (FDI) in the world after China according to an AT Kearney’s

FDI Confidence Index

Poised at a phenomenal growth of 500 per cent, the Indian insurance industry is

expected to reach US$ 60 billion in the next four years.

India adds about five million telephone subscribers every month. The total

number of subscribers is expected to reach 250 million by the end of 2007.

India has one of the largest road networks in the world, aggregating 3.34

million kilometers. It comprises 66,590 km of National Highways, 1,28,000 km

of State Highways, 4,70,000 km of Major District Roads and about 26,50,000

km of other District and Rural Roads.

Indian ports handled cargo of around 570 million tonnes in 2005-06.

17

In 2005-06, the passenger traffic rose by 25-30 per cent and is expected to grow

by 25 per cent year-on-year over the next five years. While international and

domestic air traffic grew by 35 per cent, cargo witnessed a 12 per cent growth.

India is the Sixth largest crude consumer in the world.

India is the Ninth largest crude importer in the world.

India has the sixth largest refining capacity - 2.56 million barrels per day

representing 2.99 per cent of world capacity.

Estimated to be a US$ 350 billion industry, the Indian retail sector is growing at

a growth rate of 47%.

The travel and tourism sector in India is generated a total demand of US$

55,544.5 million of economic activity in 2006, accounting for nearly 5.3 per cent

of GDP and 5.4 per cent of total employment.

International Iron and Steel Institute (IISI) has ranked India as the seventh largest

steel producer in the world with an overall production of about 40 million

tonnes in 2006.

India exports US$ 6 billion worth of garments.

India is the largest consumer of gold jewellery in the world and accounts for

about 20 per cent of world consumption.

India is the largest diamond cutting and polishing centre in the world.

India is the second largest producer of rice and wheat in the world; one of the

largest producers of sugar, sugarcane, peanuts, jute, tea and an assortment of

spices.

The Indian pharmaceutical industry, consistently growing at 9.5 per cent in the

last 5 years, could zip at 13.6 per cent between 2007 and 2010 and reach a

market size of US$ 9.48 billion by 2010 from its present level of about US$ 6.2

billion.

Healthcare delivery is one of the largest service-sector industries in India. The

country will spend US$ 45.76 billion on healthcare in the next five years.

INDIA THE BRAND

18

The Lonely Planet describes INDIA as follows:

“Lonely Planet Destinations: India

Whirl your mind, dazzle your eyes and fall in love with India's extremes.

India will sideswipe you with its size, glamour and diversity - but if you enjoy delving into convoluted cosmologies and thrive on sensual overload, then it is one of the most intricate and rewarding dramas unfolding on earth and you'll quickly develop an abiding passion for it.

Nothing in this country is ever quite predictable; the only thing to expect is the unexpected, which comes in many forms and will always want to sit next to you. India is a litmus test for many travellers - some are only too happy to leave, while others stay for a lifetime.”

Explore the magnificent uniqueness of this great country, its people, places and things.

Becoming a Brand has not come easy. There are several factors that have contributed to this. These factors are as follows:

1. Literacy rate has nearly doubled to 80% in last 20 years. 2. The middle class population has gone up 5 times since 1980 3. Per capita income has more than doubled in last 25 years 4. India is the 4th largest Economy now and in 8 -10 years will be the 3rd largest 5. The entrepreneurs are at the center of successful Indian economic model. 6. More than 100 Indian companies have $1 billion Market cap or more 7. India has young population and knowledge economy

19

8. Workforce will double in 20 years 9. By 2010, India will be largest English speaking nation in the world. 10. India is the largest democratic country in the world.

There is an interesting phrase by Prof. David Crystal of Cambridge,

“When 300 million Indians speak a word in a certain way that will be the way to speak it”.

India has always held an appeal for a foreign tourist who is enamored with the land of snake charmers. But domestic travelers have always had a conservative approach towards holidaying. This was primarily due to the hazards faced by a tourist in some parts of the country. In order to avoid such hassles, the tourist prefers visiting clichéd locations.

Across the Globe the Taj Mahal is very well known. However, India’s rich cultural and geographic diversity provides the basis of a wide range of other tourist attractions and experiences, which include among others - leisure, culture, adventure, spirituality, eco-tourism and wellness & health.

Brand India has come about because of a well advertised campaign known as the INCREDIBLE INDIA campaign. This campaign is an initiative by the Ministry of tourism to attract tourists and to develop a well orchestrated plan to give travelers an experience of a lifetime.

THE INCREDIBLE INDIA CAMPAIGN

20

‘Incredible India’, a multi-pronged promotional campaign launched by the Department of Tourism, aims to position the country as an up market destination for discerning travellers. It focuses on the diversity of India as a holiday destination ‘with something for everyone’, from beaches to mountains, world heritage sites to cultural fairs and safaris to holistic holidays.

The new priorities and initiatives have been actuated with a sound backing of a National Tourism Policy. The earlier setbacks in global tourism have strengthened the Department of Tourism’s resolve to promote India’s tourism through aggressive marketing strategies. With ‘Incredible India’, it is now proactive in approach-responsive and alert to international and national travel trends.

The campaign under the banner of ‘Incredible India’ includes a wide ranging advertisement campaign in all prime print publications besides a global television campaign encompassing prominent English, French, German and Italian channels and an innovative online campaign on the world’s most popular websites. It will also take care of promotional activities through the overseas offices. This convergence of media for promotion has brought great visibility and built up awareness for the India tourism brand. As part of the efforts to consolidate India’s presence in key markets of Germany, France and Spain, the Deutsche, French and Spanish versions of the official website of India tourism – www.incredibleindia.org has also been launched.

The ‘marketing mantra’ for the Department of Tourism is to position India as a global brand to take advantage of the burgeoning global travel and trade and the vast untapped potential of India as a destination. The bounties of nature and great treasures of art and culture besides adventure tourism in hilly-terrains, interiors and wildlife sanctuaries are being offered. It has also planned to promote spiritual tourism and its unique techniques of yoga, siddha, ayurveda and unani system of dealing with mental and physical rejuvenation by placing before the world, through tourist spots.

21

Tourism is a multi-sectoral activity where all components of the tourism system have to work in sync to deliver the product, which primarily comprises of the ultimate visitor experiences. Obviously, obtaining synergies through a combined and co-ordinated effort is the key to deliver in the face of increasing competition.

In this context, the International Travel & Tourism Mart (ITTM) organized by the Department of Tourism in September 2003 in Delhi is seen as a major effort to bring together, under one roof, all the sectors. It included national and regional tourism organizations, travel-trade, accommodation, carrier sector and all the allied services to showcase their portfolio to the buyers and media, both from India and abroad, as well as to the domestic consumers. Attracting over 300 international buyers and media from 38 countries and over 225 exhibitors, the ITTM is now positioned as the foremost tourism industry event in the country.

The Department of Tourism has taken a conscious decision to participate effectively at the major travel industry marts and fairs, internationally involving both State Governments as well as the private sector. The main objective is to raise brand awareness of India as a destination and its tourism products, to develop new contacts, generate sales leads and to launch new products and services. While participation in most of such events is organized through the network of 13 India tourism offices aborad, the major ones are coordinated by the Department centrally to encourage larger industry involvement and participation.

22

Intra-regional tourism has always been the backbone of tourist arrivals around the world due to cultural affinity, affordability and ease of travel to nearby destinations. In fact, travel from Asia has always been important for India as the Asians have shown resilience to global upheavals and kept the Indian tourism industry going even in adverse times.

The Department’s recognition of this important market was evident at the Pacific Asia Travel Association (PATA) Travel Mart held in Singapore in November 2003. As against fragmented Indian participation by various industry members in the past, this year’s participation at this major event for Asia and Pacific marked the Department’s resolve, as an umbrella organization, to put a unified and an impressive show by putting up an ‘India Pavillion’.

The World Travel Market (WTM) held in London is a premier global event for the international travel industry which bridges together more than 5,000 of the world’s leading travel and tourism companies from over 190 countries. The Indian participation at this prestigious event was significant with more than 100 Indian travel and tourism companies participating in the event. The ‘India Pavilion’ built on 770 sq. metres presented bold and striking images of diverse Indian Tourism attractions and, at the same time, presented an excellent ambience for conducting business.

Besides the Minister of State for Tourism addressing the key international players at the WTM, the main highlight of the India’s participation was Jammu and Kashmir Chief Minister’s presentation at this International forum allaying fears and safety concerns of the tourists intending to visit the State.

More critically, the integrated marketing communication campaign with effective organization and participation in tourism events, both at home and in the tourism generating markets, has enabled India re-position itself as a "destination of choice". The

23

focus is on its authentic Indian experience and differentiates itself as a spiritually enhancing, culturally enriching, physically invigorating and mentally rejuvenating travel experience.

The Department of Tourism’s initiatives to provide visitors to ‘Incredible India’ with a world-class experience are bound to continue a gradual increase in India’s market share of global tourism. No wonder the Conde Nast Traveller, a leading International Travel publication has rated India as one of the top ten favourite tourism destinations.

Here are a few “Incredible India” campaign microsites that will give insight on various destinations that a tourist can plan on visiting while travelling to India.

MICE Crafts of India Pilgrimage

Wildlife Buddha Medical Tourism

Adventure 150 years of India ’s Freedom Movement

The Himalayas

Indian Heritage Walk with the Buddha WildLife

24

Central India Come to Paradise Fair and festivals of India

Dividing INDIA into four zones, the description for each zone is as under:

North India Travel

The North India, strategically, most important part of India has shaped the course of India's historical and cultural evolution over the last 3500 years. The three main religions - Hinduism, Buddhism and Jainism; the origin of sacred river Ganga, Yamuna and sources of many other important rivers are in northern India. The mighty Himalayas from Himachal Pradesh to Arunachal Pradesh safeguarding the country are also part of the northern India. Delhi, the capital of India has seen the battle between many emperors and has been ruled by them from time to time. Some of the outstanding monuments like Qutab Minar, Jama Mosque, Humayun's Tomb were built by Mughal Emperors during their regime. Rajasthan, one of the most colourful and vibrant state of India is proudly associated with northern India. Most famous for its Forts and Palaces; Rajasthan's Thar Desert and Cattle Fairs are no less interesting. Uttar Pradesh, the most populated state in the country has beautiful monuments like Taj Mahal; wildlife sanctuaries and is associated with river Ganges as her source of origin from Gaumukh in the Himalayas.

South India Travel

South India is a linguistic-cultural region of India that comprises the four Indian states of Andhra Pradesh, Karnataka, Kerala and Tamil Nadu and the Union Territory of Pondicherry, whose inhabitants are collectively referred to as South Indians. This region includes the entire Indian Peninsula, south of the Vindhya Range. The Narmada and Mahanadi rivers form the northern boundaries of the region, while the Arabian Sea, Indian Ocean and the Bay of Bengal surround the peninsula in the west, south and east respectively. The southernmost point of the region (and of mainland India), is Kanyakumari. The geography of South India is diverse, encompassing two mountain ranges - the Western Ghats and Eastern Ghats and a plateau heartland. The Tungabhadra, Kaveri, Krishna and Godavari rivers are important non-perennial sources of water.

East India Travel

25

East India is a region of India consisting of the states of West Bengal, Bihar, Jharkhand, and Orissa. It is geographically between North India and North-East India, and shares many cultural and linguistic characteristics with Bangladesh, which formed part of this region before Partition. The Indo-Aryan languages spoken in this region descend from the Magadhi Prakrits spoken in the ancient kingdom of Magadha. Of these, Magadhi and Oriya, which remain virtually unchanged for over a thousand years, are considered the most direct descendants.

West India Travel

After the vibrant atmosphere of Bombay, allow the palm-fringed beaches of Goa to warm your spirit in the sun and relax your mind. Or meditate in cool and ancient Buddhist caves tunnelled out of solid rock on the craggy hillsides - a dramatic contrast from the colourful fairs and festivals in unspoiled Gujarat. The choice is once again tremendous in this land that offers everything.

The tourism sector witnessed substantial growth in the first half of 2007, with foreign tourist arrivals rising by 12.7 per cent and foreign exchange earnings (in dollar terms) reaching $9.16 billion in October, a growth of 17.72 per cent over the corresponding period in the previous year.

Foreign tourist arrivals during the year till October 2007 reached 3.89 million. The ministry of tourism attributes the growth to the positive image created by India through the successful advertising and branding campaign run by the ministry has led to the image of the country as a tourist destination as ''Incredible India''. Further, India was unanimously elected chairman of the executive council of the UNWTO (United Nations World Tourism Organisation) for the next one year.

26

The tourism ministry sanctioned 225 projects and utilised Rs460 crore in the current financial year to upgrade infrastructure facilities at important tourist destinations.  It is now focusing on destinations / circuits of national importance, identified as mega destinations / circuits and projects for Nalanda-Bodhgaya- Rajgir, Varanasi-Sarnath, Agra, Charminar (Hyderabad), Delhi, and Kurukshetra have already been sanctioned.

Let’s take a look at some of the attractions that INDIA offers as depicted in the campaign.

Beaches in India

For untold centuries, the powerful triad of the sun, the sea and the sand have pooled their resources to present spectacular effects and memorable experiences to a cross section of people from all over of the globe. India has almost a 6,000 km long coastline, which is home to some of the finest beaches in the world. More and more holidaymakers are beginning to realize the numerous activities that the Indian beaches can offer together with their beautiful surrounding, and making them their preferred destination.

BACKWATERS

Welcome to the Kerala Backwaters. The delightful south; almost untouched by invasions throughout its history, the Indian heritage is more intact here than in other regions of the country. This is a land of temples, a land of the devout where new wonders await - the profusion of orange flowers, the shade of the banyan tree, and the soft beat of distant drums as yet another festival starts... A Myriad of Temples.

27

Religious Places India

The most important places of pilgrimage in Buddhism are located the Gangetic plains of Northern India and Southern Nepal, in the area between New Delhi and Rajgir. This is the area where Gautama Buddha lived and taught, and the main sites connected to his life are now important places of pilgrimage for both Buddhists and Hindus. However, many countries that are or were predominantly Buddhist have shrines and places which can be visited as a pilgrimage.

28

Hill Stations in IndiaThe great Himalayas, Shivalik, Nilgiri, Aravali, Satpura, Vindhyachal, Garhwal etc constitute the mountain ranges and Hill States in India. The Indian states located on these ranges are therefore called the Indian Hill States. The Indian Hill States in north India are Himachal Pradesh and

Uttaranchal dotted completely by tourist places, hill stations and pilgrimages. Within these two Hill States of India are tourist places like - Shimla, Manali, Dharamshala, Dalhausie, Khajjiar, Lahaul Spiti (in Himachal Pradesh) and Mussoorie, Nainital, Ranikhet (in Uttaranchal) frequently visited by travelers.

The great Himalayas, Shivalik, Nilgiri, Aravali, Satpura, Vindhyachal, Garhwal etc constitute the mountain ranges and Hill States in India. The Indian states located on these ranges are therefore called the Indian Hill States. The Indian Hill States in north India are Himachal Pradesh and Uttaranchal dotted completely by tourist places, hill stations and pilgrimages. Within these two Hill States of India are tourist places like - Shimla, Manali, Dharamshala, Dalhausie, Khajjiar, Lahaul Spiti (in Himachal Pradesh) and Mussoorie, Nainital, Ranikhet (in Uttaranchal) frequently visited by travelers.

29

Rajasthan Forts and Palaces

Rajasthan is a land of forts and palaces. Built on high hilltops, in the middle of enormous deserts, and on islands in lakes, the forts and palaces of Rajasthan, India, showcase the architectural heritage of Rajasthan. Many of these Rajasthan forts and palaces look rugged and rough from their exteriors; the interiors take you to an altogether different world. Surprises are the second name of these architectural marvels, which are the Rajasthan forts and palaces spread throughout Rajasthan India. Make sure while you are on a journey to the eternal land of Rajasthan to stay in any of these Rajasthan forts and palaces, as many of these places are again regaining their past glory. Popularly known as the Heritage Hotels, these places are a blend of the royal past and modern world, which you can see on tours to Rajasthan India.

Increasing tourist inflows have also resulted in growing demand for hotel accommodation. Out of the total estimated requirement of 240,000 hotel rooms, the current availability is just 90,000 rooms leaving a requirement of 150,000 additional rooms to be provided. While meeting this demand is one of the major challenges facing the industry, it also offers opportunity to investors and entrepreneurs in the hospitality industry.

30

Media campaign and ''country marketing''The international Incredible India campaign, run through leading print and electronic media showcasing India's rich and diverse heritage and tourist attractions was supported by companion campaigns in the global and domestic markets, which include:           

International media campaign (2006-07 – phase II) was launched in January 2007 in major print and in-flight TV channels targeting European audience. The campaign was launched to coincide with World Economic Forum at Davos and the International Tourism Bourse 2007 (ITB-2007), where India participated as partner country.

Focused print and TV campaign in the UK market from July to September 2007 to provide publicity for the 'India Now' events, an India-centric celebration organised by the mayor of London between July and September.

Four major print and TV campaigns in the international markets, Asia Pacific Region, Europe and the Americas region and a global online campaign from October 2007.   

A print media campaign was launched to coincide with the Singhe Khabab –Sindhu Darshan Festival organised at Ladakh during June 2007.

Domestic media campaigns, Sare Jahan Se Achcha to celebrate 60 years of India's Independence and fourth Phase of  atithi devo bhavah through major   TV channels, print publications, FM radios  and cinema halls to cover the entire country.                  

Branding India as an ideal destination for niche segments of wellness and medical tourism, adventure and youth tourism, business tourism as the partner country at the International Tourism Bourse (ITB) 2007, held in Berlin from the in March 2007.

Incredible India@60, a mega event organised in New York in September 2007, to celebrate 60 years of India's independence and to coincide with the UN General Assembly Session.

Ensuring a visible and effective presence for the country at the World Travel Market (WTM) 2007 held in London in November 2007 with participation of 20 state governments and union territories and 70 travel trade representatives as co-exhibitors in an India pavilion.

The effectiveness of ''country marketing'' through these and other global tourism events ensured that:

31

India was named the winner of three top awards at the World Travel Awards 2007 - (a) the world's leading destination marketing campaign (b) Asia's leading destination and (c) Asia's leading tourism and convention destination.

The prestigious Conde Nast traveller readers' travel awards for 2007 named India as the favorite country of the year

The ministry of tourism won the PATA grand award for marketing for 2007 TTG Asia Travel Group chose India as the destination of the year in the 18th TTG

Travel Awards 2007. Presspace (French National Syndicate for Print Advertising) selected the Taj

creative of the Incredible India international media campaign 2006-07 as the best foreign advertising creative in French newspapers.

Incredible India TV Commercial received Das Goldene Stadttor-2007 award during ITB-2007 at Berlin, Germany

The tourism ministry has announced several initiatives to provide incentives for development of hotels in luxury as well as budget category: It introduced the 'Incredible India bed and breakfast scheme', which was launched all over the country to provide budget home stay facilities to tourists and augmenting incomes of urban middle class having surplus housing accommodation. 

The finance ministry has backed up the tourism ministry by announcing  a 5-year tax holiday under Section 80-ID (1) of the Income Tax Act for new budget hotels coming up between April 2007 to March 2010 in the national capital region.

Tourism being a multi-sectoral activity, with tremendous potential for income and employment generation, the ministry of tourism has undertaken initiatives to remove the

32

existing bottlenecks through inter-ministerial consultations. These efforts are aimed at bringing about the enabling regulatory and policy framework that can ensure that tourists get a world class experience.

Due to the efforts of the Ministry of Tourism, Government of India have led to India winning the following international acclaims:

1. Conde Nast Traveller, the worlds’ leading travel and tourism journal has ranked

India amongst the top 4 preferred holiday destinations of the world

2. India amongst the top 5 favorite destinations – Lonely Planet in a survey of 167

countries

3. ABTA (Association of British Travel Agency) has ranked India as No. 1

amongst top 50 places for 2006.

4. The Incredible India campaign has been the winner of PATA Gold Award for

best Print Ad Campaign and PATA Gold Award for Best Destination Marketing

Campaign

5. The Incredible India Campaign has been ranked as the ‘Highest Recall

Advertisement worldwide by Travel and Leisure.

6. World Travel Awards received for

1. Asia’s Leading Destination

2. World’s leading Travel Destination Television Commercial

3. Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism

Project

4. Asia’s leading tourism and convention bureau

The ‘Incredible India' campaign was built around the brand proposition of "India as a

path to ananda"(wellness, bliss and contentment - in Sanskrit).

When the advertising campaign was launched in 2002, and in the years since, India has

hardly been the peaceful haven that the tourism campaign promised, yet it worked

wonders.

33

T

The campaign used captivating visuals of India, showcasing its exciting diversity in terms

of geography, heritage, culture and cuisine. The ‘Incredible India' campaign went beyond

marketing India as the land of the Taj Mahal to showing a country that offers tourists

sights ranging from spectacular sunsets to ski slopes and adventure sports to a stress-free

lifestyle.

The ‘Incredible India' campaign certainly clicked with foreign tourists - over the past two

years, tourist arrivals in India grew at a steady 13% annually. In 2005, India was ranked

fifth on the Conde Nast Travelers Readers Travel Awards 2005 list - up from the 11th

slot three years earlier.

The increase in arrivals resulted in India's foreign exchange earnings from tourism

touching US $5.7 billion in 2005 - a 20.2% rise over 2004.

Till a few years ago, it was the ‘shoestring budget' tourists who mainly visited India. This

has changed - foreign tourists in India spent an average of $1,470 per person in 2005,

nearly double the global average of $844.

While tourism in the strife-torn parts such as Jammu and Kashmir continued to be hit, the

34

tourism potential of the north-eastern states remained untapped owing to the decades-

long insurgency there.

Goa, a favorite with foreign tourists, especially those from Israel, was reportedly on al-

Qaeda's hit list during Christmas 2006, which prompted the Israeli Government to issue a

travel advisory to its citizens travelling to Goa. Interestingly, Israeli tourists, who also

constituted the largest group visiting Kashmir, have often said that they are used to worse

violence in their own country and are not scared by the situation in India.

Tourism, India's third largest foreign-exchange earner, is also among the sectors that

provides the most employment. The tourism sector in India directly and indirectly

employs about 42 million people, which is 8.78% of the total employment in the country.

Before 2002, the Indian government regularly formulated policies and prepared

pamphlets and brochures for the promotion of tourism; however, it did not support

tourism in a concerted fashion. As a result, the country attracted very few tourists.

A country like France, six times smaller than India, attracted around 20 times the number

of tourists that India managed to draw. That this was the case in spite of France not being

able to offer the sheer variety in terms of geography, cuisine, culture, and experiences

that India could, was perhaps an indication of the extent to which previous governmental

efforts to promote tourism had been unsuccessful. However, in 2002, the tourism

ministry made a conscious effort to bring in more professionalism in its attempts to

promote tourism. It formulated an integrated communication strategy with the aim of

promoting India as a destination of choice for the discerning traveler.

The tourism ministry engaged the services of Ogilvy & Mather (India) (O&M) to create a

new campaign to increase tourist inflows into the country. The 'Incredible India'

35

campaign, as it was called, was launched in 2002 with a series of television commercials

and print advertisements...

Bouquets...

Travel industry analysts and tour operators were appreciative of the high standards of the

'Incredible India' campaign. "The promo campaign is making a powerful visual impact

and creating a perception of India being a magical place to visit," said Anne Morgaon

Scully, President, McCabeBremer Travel, Virginia, USA. Average travelers too appeared

to find the campaign interesting and informative, going by the favorable comments on

blogs on travel websites.

And Brickbats

36

Although the 'Incredible India' campaign was generally well received, industry observers

differed in their opinions on the positioning of India in the campaign. For example,

G.S.Murari, Director, Fidelis Advertising and Marketing Pvt. Ltd., said he was

uncomfortable with the tagline 'Incredible India'.

He was of the opinion that since India was not a uni-dimensional country like Singapore

or the Maldives, using a word like 'incredible' to describe India as a whole was not

appropriate. He argued that a single word could never describe a multi-faceted country

like India. Others felt that it would have been better to build the necessary tourism

infrastructure before launching the marketing campaign, especially as, according to them,

much of this infrastructure was on the verge of falling apart. Still others were of the view

that India was not on the itinerary of millions of tourists not so much because the country

was unable to market itself, but more because of poor connectivity, exorbitant taxes, visa

problems, unsanitary conditions, and shortage of affordable, good quality

accommodation. Some of them even argued that the future of the Indian tourism industry

depended more on solving the infrastructure problems rather than on an extravagant

communication campaign.

37

ATITHI DEVO BHAVAH

What is Atithi Devo Bhavah?

A pioneer initiative by Ministry of Tourism, Government of India that will help tap into

the full potential of tourism in India. Ministry of Tourism, Government of India has

introduced “Atithi Devo Bhavah Program”- A nation wide campaign that aims at

sensitizing key stakeholders towards tourists, through a process of training and

orientation. The endeavour is to boost tourism in India, which in turn would act as a

catalyst for India’s economic growth. To launch a national level initiative that works at

many levels to address all the above issues.

Atithi Devo Bhavah aims at creating awareness about the effects of tourism and

sensitizing people about preservation of our rich heritage & culture, cleanliness and warm

hospitality. It also re-instills a sense of responsibility towards tourists and re-enforces the

confidence of foreign tourist towards India as a preferred holiday destination.

The entire concept is designed to complement the ‘Incredible India’ Campaign.

Why Atithi Devo Bhavah?

Last year we had 3.3 million visitors, but when you consider that

Singapore gets 7 million a year. Thailand 9.6 million a year. Malaysia

11.5 million.

There is no reason why we can’t aim to increase our numbers by

100%. And that too would be just a beginning. However to do this we

need to change our attitude towards those who visit us. Often tourists are mistreated,

38

cheated and rudely dealt with.

Its simple logic, if someone in a house is rude to you, as a guest, you don’t encourage

your friends and relations to go there.

This is perhaps the reason why in spite of an incredible wealth of Tourist spots, Cultural

Attractions, Natural Wonders and Destinations for the soul, India still isn’t amongst the

top 15 tourist destinations of the world. The time has definitely come to get together to

change this.

To change our attitude.

We’ve lost touch with the hospitality we were famous for. Now it’s a time that we make

an effort to make it a part of us again.

Inspiration behind Atithi Devo Bhavah?

Respect has always been an integral part of the Indian soul. From time immemorial we

have always respected - Our teachers, our elders, our parents And our guests

Perhaps this is why a great Indian Emperor once observed

'In Hindustan our manner is very respectful and our hearts are always open'

In many ways, at that time India was the ultimate destination for the enlightened

travelers. Now, thousands of years later, we can bring that golden age back again.

This inspired us to go back to those years, when Indian hospitality set the standard for the

world

And we found the keystone of what we want to do

Or guest is blessed.

39

Our visitor is God.

That is how we arrive at our mission called

'Atithi Devo Bhavah'

The seven point Atithi Devo Bhavah Program

Atithi Devo Bhavah is a 7 point program of hospitality and training

Samvedan Sheelta or Sensitisation-

Here we will sensitise the various sections of the tourism industry about how each of

them to contribute for the growth of the tourism industry and how they will benefit from

it.

Prashikshan or Training and Induction -

This involves explaining to them the needs and expectation of the tourist, how they

should respond and behave in order to satisfy them needs and meet those expectations.

Prerna or Motivation -

This is motivation to participate in this program through various measures e.g. awards for

the best worker in the segment. Because when you are enthused you can do wonders.

Pramani Karan or Certification -

Certification to ensure standards shall be done at an appropriate stage in the training

program

Pratipushti or Feedback -

Feedback shall be obtained from tourists about the Service they have received and the

experience they had, in order to improve the training program on a continuous basis

Samanya Bodh or General Awareness -

40

The mass media communication campaign will be undertaken to create general

awareness among the public about the necessity and the benefits of the Atithi Devo

Bhavah programme.

Swamitwa or Ownership-

The Atithi Devo Bhavah programme is a movement we will urge all segments of the

Indian society to adopt, and look upon as their own.

The Charter of Atithi Devo Bhavah Training Program

Hygiene & Cleanliness:

Hygiene & Cleanliness shall cover the areas of product for e.g. vehicles like taxies, hotel

rooms, restaurants, shops, etc., personal hygiene & cleanliness of the person providing

the service and cleanliness of the monuments / places of tourist interest.

Conduct and Behavior:

The person concerned for e.g. the taxi driver / hotel employee shall behave in courteous

and polite manner towards tourists.

Integrity and Honesty:

The person providing service to the foreign tourists should display honesty and integrity.

Safety and Security:

The safety and security of the tourists shall be ensured.

COMPONENTS OF THE ATHITHI DEVO BHAVAH PROGRAM

Training

In this we are going to train key stakeholders (of the tourism industry) in terms of

41

changing their attitude and behaviour towards foreign tourists. The programme shall

cover 4 areas:

Hygiene - This include personal hygiene of the person and also that of the product /

service.

Conduct and behaviour - Politeness and basic courtesies in interacting with the foreign

tourists.

Integrity - This implies that the person does not cheat the tourists and charges him a fair

price for the service.

Safety and security - Person look after safety and security of the foreign tourists.

Key stakeholders being covered in the training include taxi drivers, baggage handlers at

airport, tourist guides, hotel staff, employees of tour operators, immigration and customs

officials etc..

Since these segments have diverse backgrounds, education and levels of sophistication,

the training is divided into 2 categories:

Level 1 : Covers taxi drives, tourist guides and baggage handlers and porters.

Level 2 : The tour operators, shop owners / staff, hotel staff, immigration and customs

officials.

This training program is initiated at the following places - Delhi, Mumbai,

Hyderabad, Jaipur, Agra, Aurangabad, and Goa. From the next financial year this

programme was rolled out to other important cities in India.

These people are given certificates which shall be valid for about 6 months after which

42

they have to come and get themselves re-trained. Till 31st March 2005, about 26,000

people were trained. From April 2005 to March 2006 these 26,000 people were retrained

and another substantially large number of people were trained. Once a threshold level in

terms of number of people trained was achieved (likely by October 2005), Atithi Devo

Bhavah as a symbol of quality was introduced. Foreign tourists will be told to look out

for the Atithi Devo Bhavah badge / sticker which will mean that the service is of certain

minimum quality.

PR Road Shows

Besides training they are also undertaking PR Road shows with the tourism trade in order

to get their active participation and ownership of the Atithi Devo Bhavah programme.

The contact programmes had been first conducted in 7 cities mentioned earlier. After

April 2005 contact programmes were conducted in other cities in conjugation with the

roll out of the training programme.

Mass Media Communication

Mass media communication in newspapers, TV, cinema and outdoors to create general

awareness about the Atithi Devo Bhavah programme and to communicate to key

stakeholders as to how it is in their own interest that foreign tourists be treated well and

should go back happily from our country would be conducted.

Role of the India Tourism Offices

The India Tourism offices of Delhi, Jaipur, Agra, Mumbai, Aurangabad, Goa and

Hydrabad have a crucial role to play in the campaign. They act as nodal agencies to

facilitate and coordinate the essential part of the program i.e. Training. The nodal offices

as we term it will have the following roles:

a)  Provide their cooperation and support to make the training programs run in an

effective manner

b)  Registering the stakeholders who are contacting them for the purpose of training and

deciphering the information to us, so that they can be contacted and made a part of the

training program

c)  Re-registration of the stakeholders who underwent a training program after six

43

months, the stakeholders will approach them for the purpose of re-training and re-

certification

KERALA TOURISM- A CASE STUDY

KERALA AT A GLANCE

With the Arabian Sea in the west, the Western Ghats towering 500-2700 ms in the east and networked by 44 rivers, Kerala enjoys unique geographical features that have made it one of the most sought after tourist destinations in Asia. An equable climate. A long shoreline with serene beaches. Tranquil streches of emerald backwaters. Lush hill stations and exotic wildlife. Waterfalls. Sprawling plantations and paddy fields. Ayurvedic health holidays. Enchanting art forms. Magical festivals. Historic and cultural monuments. An exotic cuisine... All of which offer you a unique experience. And what's more, every one of these charming destinations is only a two hour drive from the other. A singular advantage no other destination offers.

Kerala, India's most advanced society : A hundred percent literate people. World-class health care systems. India's lowest infant mortality and highest life expectancy rates. The

44

highest physical quality of life in India. Peaceful and pristine, Kerala is also India's cleanest state.

For administrative purpose, the state of Kerala is divided into fourteen districts. Most of

these districts offer all the tourism products typical of the State.

Location Southwestern tip of India.

Area 38, 863 sq km.

Population  3,18,38,619

Capital Thiruvananthapuram (Trivandrum

Language Malayalam; English is widely spoken.

Religion Hinduism, Christianity, Islam

Time GMT +5:30

Currency Indian Rupee

Climate Tropical

Summer February - May (24 - 330C)

Monsoon June - September (22 - 280C)

Winter October - January (22 - 320C)

Names of Districts

OLD NEW

Trivandrum Thiruvananthapuram

Quilon Kollam

Alleppey Alappuzha

Pathanamthitta

Kottayam

Idukki

Ernakulam

Trichur Thrissur

Palghat Palakkad

Malappuram

Wayanad

Calicut Kozhikode

Cannanore Kannur

45

Kasaragod

Major cities Thiruvananthapuram,Kochi (Ernakulam

district)and Kozhikode

Taluks 61

Revenue Villages 1452

City Corporations 5

Grama Panchayat 991

Block Panchayat 152

District Panchayat 14

Population

Population 318.39 lakhs as per the latest 2001 Census 

(31.839 Millions)

Density of Population 819 per sq kms

Kerala's Share in the National Population 3.1 per cent

District Average 22.74 lakhs (2.274 millions)

Sex Ratio 1058 women for 1000 men

LITERACY

Literacy Rate 90.92 per cent.

Male Literacy Rate 94.20 per cent

Female Literacy Rate 87.86 per cent

PHYSICAL QUALITY OF LIFE INDEX

Kerala has had a commendable record in terms of the Physical Quality of Life Index.

Indicators of PQLI like infant mortality (11%), female literacy (87.86%), and life

expectancy at birth for males (68.23) and females (73.62), are well above all India levels.

The major reason for this achievement is Kerala's focus on the service sector. About 37%

of the total annual expenditure of the State is earmarked for health and education.

Another reason for this is the existence of a larger network of hospital infrastructure

under the Directorate of Health Services with 933 primary health centres and 5094 sub-

centres.

46

TRANSPORT:

Air: There are three international airports in the state. They are at Thiruvananthapuram, Kozhikode and Nedumbassery (Kochi) and operate international flights and domestic flights.

Road and Rail : The state is well connected by rail and road.

Seaports: Major : Kochi

Minor : Beypore (Kozhikode), Alappuzha, Kollam.

AlappuzhaAlleppey 'Venice of the East', figures prominently on the tourist trail as one of the major centers for backwater boat trips, served by ferries to Quilon and Kottayam in particular. One of the best-known ports along the coast of Malabar, it is often referred to as the ‘Venice of the East’. Alappuzha has the peculiar geographical feature of having the water in level with the land.

KochiKochi (Cochin) - Queen of the Arabian Sea: Kochi is group of islands on Lake Vembanad, which opens out into the Arabian Sea. Some of the islands are Bolgatty,

47

Vyppin, Gundu and Vallarpadam. Half the fun of visiting Kochi is moving around on the local ferries. A conducted cruise through the winding waterways will take you to several quaint spots. The main tourist attraction of Kochi is visiting these islands on the local ferries.

TrivandrumThe extensive backwaters of Trivandrum provide the picturesque view of a paradise. The intricate lagoons, lakes, canals and rivers are lined up along the dense tropical vegetation of Trivandrum. It is a breathtaking bout to experience a solitary and calm glide through this network of waterways. The backwaters form a specially attractive and economically valuable feature of Kerala. The biggest backwater is the Vembabad lake, some 200 sq kilometers in area, which opens out into the Arabian Sea at Cochin port.

ATTRACTIONS IN KERALA:

Padmanabhaswamy temple: The most impressive landmark in the town, the temple's presiding deity is Vishnu reclining on serpent Anantha. It has a seven-story tower, umpteen number of pillars, intricate carvings and mural paintings.

Museum complex: Art and natural history museums, art gallery and zoological and botanical gardens are located in a plot in the heart of the city. The museum contains paintings and other collections of the royal family.

Kanakakkunnu Palace: Today it is a venue for cultural and other public functions.

Science & Technology museum: Located near Mascot hotel, it is a valuable site for students and researchers.

Sanghumugham beach: A favorite haunt of sunset watchers. A gigantic 35 m sculpture of a mermaid, called Matsya Kanyaka, is a

48

major attraction here. There is facility for recreational activities. The place is near the airport and the Veli tourist village.

Veli tourist village: An ideal picnic spot where the lake joins the sea. Boating facility is available in the lake. A popular retreat, it has a children's park and other attractions.

Neyyar dam: It is a popular picnic spot and has a watchtower, crocodile farm, lion safari park and a deer park, Aruvikkara dam, a picturesque picnic spot on the banks of Karamana river.

Munnar

Munnar - breathtakingly beautiful - a haven of peace and tranquility - the idyllic tourist destination in God's own country. Set at an altitude of 6000 ft in Idukki district, Munnar was the favored summer resort of the erstwhile British rulers in the colonial days. Unending expanse of tea plantations - pristine valleys and mountains- exotic species of flora and fauna in its wild sanctuaries and forests - aroma of spice scented cool air - yes! Munnar has all these and more. It's the place you would love to visit - it's the place you would wish never to leave- so welcome - log on to munnar.com for all information on Munnar anytime, every time.

KERALA, THE LAND OF AYURVEDA

49

Ayurveda, harmony of body, mind and soul

Ayurveda evolved around 600 BC in India. This new system of medicine stressed on the prevention of body ailments in addition to curing them. Followed by the Dravidians and Aryans alike, Ayurveda has been practised ever since. Today, it's a unique, indispensable branch of medicine - a complete naturalistic system that depends on the diagnosis of your body's humours - vata, pitta and kapha - to achieve the right balance.

Ayurveda believes in the treatment of not just the affected part, but the individual as a whole. Making it the natural way to refresh yourself, eliminate all toxic imbalances from the body and thus regain resistance and good health.

Kerala's equable climate, natural abundance of forests (with a wealth of herbs and medicinal plants), and the cool monsoon season (June - November) are best suited for Ayurveda's curative and restorative packages.In fact, today, Kerala is the only State in India which practises this system of medicine with absolute dedication.

Monsoon, the ideal time for rejuvenationTraditional texts reveal that the monsoon is the best season for rejuvenation programmes. The atmosphere remains dust-free and cool, opening the pores of the body to the maximum, making it most receptive to herbal oils and therapy.

The various packages and the places where one can find them are mentioned in the website. The links are as under:

Ayurveda Health Centres (Classified by Kerala Tourism) Rejuvenation Therapy (Rasayana Chikitsa)Therapeutic ProgrammesAyurveda Centres

Cruising through Kerala on a houseboat!

50

Have you ever gone houseboat cruising on the backwaters of Kerala? If you haven’t, make sure you do. This one’s really an absolutely wonderful, unforgettable experience!

The houseboats of today - huge, slow moving, exotic barge used for leisure trips - are the reworked kettuvalloms of olden times. The original kettuvalloms were used to carry tonnes of rice and spices - a standard kettuvallom can hold up to 30 tonnes - from Kuttanad to the Kochi port.

The kettuvallam or ‘boat with knots’- was so called because the entire boat was held together with coir knots only - not even a single nail is used during the construction. The boat is made of planks of jack-wood joined together with coir. This is then coated with a caustic black resin made from boiled cashew kernels. With careful maintenance, a kettuvallom can last for generations.

A portion of the kettuvallom was covered with bamboo and coir to serve as a restroom and kitchen for the crew. Meals would be cooked on board and supplemented with fresh fish from the backwaters. Today, the tradition is still continued and the food from the local cuisine is served by the Kuttanad localites, on board.

When the modern trucks replaced this system of transport, some one found a new way that would keep these boats, almost all of which were more than 100 years old, in the market. By constructing special rooms to accommodate travelers, these boats cruised forward from near- extinction to enjoy their present great popularity.

51

Now these are a familiar sight on the backwaters and in Alleppey alone, there are as many as 120 houseboats.

While converting kettuvallams into houseboats, care is taken to use only natural products. Bamboo mats, sticks and wood of the aracanut tree are used for roofing, coir mats and wooden planks for the flooring and wood of coconut trees and coir for beds. For lighting though, solar panels are used.

Today, the houseboats have all the creature comforts of a good hotel including furnished bedrooms, modern toilets, cozy living rooms, a kitchen and even a balcony for angling. Parts of the curved roof of wood or plaited palm open out to provide shade and allow uninterrupted views. While most boats are poled by local oarsmen, some are powered by a 40 HP engine. Boat-trains - formed by joining two or more houseboats together - are also used by large groups of sight-seers.

What is truly magical about a houseboat ride is the breathtaking view of the untouched and otherwise inaccessible rural Kerala that it offers - while you float!

THE STATISTICS

Tourist statistics – 2007 Foreign Tourist arrival to Kerala during the year 2007 is 5,15,808. It shows an

increase of 20.37 % over the previous year.

52

Domestic Tourist arrival to Kerala during the year 2007 is 66,42,941. It shows an

increase of 5.92 % over the previous year.

Foreign exchange earnings for the year 2007 is 2640.94 Crores which recorded a

growth of 32.82 % over the previous year.

Total Revenue (including direct & indirect ) from Tourism during 2007 is

Rs.11433 Crores, showing an increase of 25.28 % over the last year’s figure.

Considering the district wise Foreign Tourist arrival, Pathanamthitta district

shows the highest variation of 58.09 % over 2006.

Considering the district wise Domestic Tourist arrival, Kollam district shows the

highest variation of 18.31 % over 2006.

MONTH-WISE FIGURES

Sl. No MONTH FOREIGN DOMESTIC

1 JAN 72,814 588620

2 FEB 66,131 501,204

3 MAR 56151 485,722

4 APR 34487 557,785

5 MAY 21098 639,712

6 JUN 18262 502,224

7 JUL 25199 478,781

8 AUG 35563 525,309

9 SEP 24708 529,847

10 OCT 33534 555,721

11 NOV 55647 618,908

53

12 DEC 72214 659,108

TOTAL 515,808 6642,941

EARNINGS FROM TOURISM

Year ForeignExchangeEarnings(Rs. In Crores)

Percentageof Increase

Total revenue generatedfrom Tourism(Direct & Indirect)Rs. In Crores

Percentage ofIncrease

2001 535.00 1.85 4500.00 9.58

2002 705.67 31.90 4931.00 20.42

2003 983.37 39.35 5938.00 12.83

2004 1266.77 28.82 6829.00 15.01

2005 1552.31 22.54 7738.00 13.31

2006 1988.40 28.09 9126.00 17.94

2007 2640.94 32.82 11433.00 25.28

PICTORIAL REPRESENTATION

54

DISTRICT WISE STATISTICS OF TOURIST ARRIVAL

FOR THE YEAR 2007

55

56

Explore Kerala- God’s own Country

57

REFERENCES

www.indiatourismstat.com

www.keralatourism.org

www.neoncarrot.co.uk

www.flickr.com

www.incredibleindiatourism.com

www.hinduonnet.com

www.trak.in

www.hindubusinessline.com

www.images.google.com

58