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Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
MODI’S BRAND INDIA FOCUS FIVE “T” CAMPAIGN
TOURISMPREPARED BY,MEGHANAMAYURVIGNESH(Team Leader)
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Vision, Mission, Objectives Gap Analysis : Where India is …Where India want to be FTA and FEE SWOT Analysis External Analysis: Resources and Capabilities, Five Force Driving PESTE Analysis Market Segmentation Internal Analysis: Value Chain Analysis Control
Outlines of Presentation
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
VISION
With Adoption of Sustainable Tourism approach, Tourism and Travel industry will be bought to a leading position for leveraging the rate of employment and regional development and it will be assured that India becomes a world brand in Tourism and major destination in the list of top ten countries receiving the highest number of tourist and highest tourism revenue by 2025
MISSION
(i) To develop India as one of the most preferred tourist destinations and to increase the number of Foreign Tourist Arrivals (FTAs) to 156million by 2019.(ii) To promote more vigorously the domestic tourism in the country and to increase the number of Domestic Tourist Visits to 1 billion by 2025(iii) To substantially reduce the gap in the availability of skilled manpower in the hospitality sector and to create necessary educational and training infrastructure.
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
MISSION
(iv) To facilitate the improvement in the quality of existing tourism infrastructure and encourage the creation of new infrastructure. (v) To facilitate the augmentation of accommodation for the tourists specifically budget category accommodation.(vi) To promote sustainable tourism in the country and development of niche tourism products.(vii) To further strengthen the measures for tourist’s safety and security and improving the quality of tourism services
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04/15/2023 INDIAN TOURISM - SMBP
OBJECTIVES
(I) Development of Tourism Infrastructure in the country including niche products.
(ii) Promotion and marketing to increase the visibility of Indian tourism sector.
(iii) Developing HRD infrastructure in the hospitality sector to meet the growing demand of quality human resource.
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04/15/2023 INDIAN TOURISM - SMBP
OBJECTIVES
(iv) Develop hotel accommodation of requisite standards in the country to meet the growing demand.
(v) Undertaking Surveys, studies and compilation of statistics in the field of tourism for policy advice and knowledge sharing with stakeholders.
(vi) To facilitate quality of services to tourists in the country
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Where India is …..??????Population: 1.3 bn peopleArea : 3.29 Millions square kilometers
Top Tourism Destination Rank : 42Total GDP Contribution : 7.5% (2014)Foreign Travel Arrival : 74.62lakhs (2014)Foreign Exchange Earning : $19.657Bn (2014)
Employment Contribution : 22.36Millions Jobs (4.9% of Total jobs, 2013)Investment : $32.3Bn (6.3% of total in 2013)
World Ranking(2013) : Absolute 13 Contribution to GDP : 135
Long Term Growth : 24
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Tourism industry-where are we 6.8% Contribution to GDP. 42nd position globally and 16th most visited country. Domestic tourism contributes to th of the tourism economy
with 6.97 Million foreign tourist arrivals in 2013 Annual Growth of 5.9% over the previous year. Becoming a promising sector for FDI’s. All these can be accounted to GoI’s initiative Incredible India
which Marketed and Promoted to next level in Tourism.
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Foreign Tourist Arrivals(FTA) AND Foreign Exchange Earnings(FEE)
After the launch of Incredible India, India saw considerable increase in arrival of Foreign Tourists.
Foreign tourist inflows in India is predicted to grow at an average annual rate of 8.8 percent in the coming decade.
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04/15/2023 INDIAN TOURISM - SMBP
Contd., Foreign exchange earnings
(FEE) from tourism grew by 19.8 percent in rupee terms in February 2013.
This also indicates an impressive growth in the exchange earnings per tourist.
Foreign tourists tend to spend more in India than almost any other country worldwide.
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04/15/2023 INDIAN TOURISM - SMBP
India wants to go by 2025…..
Total GDP Contribution : 10% Foreign Travel Arrival : 1.5Crs Foreign Exchange Earning : $30Bn Employment Contribution : 40 Millions Jobs
Investment : $80Bn
Tourism Destination Rank : IN Top 20 Countries
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04/15/2023 INDIAN TOURISM - SMBP
STRENGTHSSWOT Analysis of Indian Tourism
India’s Major Strength is its Geography. Vast diversity in Population and Historic attractions are important drivers of Tourists arrival.
Climate of India is also a inviting dimension. In most places weather it is tolerable and Monsoon doesn’t delay much.
Local Blend makes India a unique place to visit. Natural Resources are abundant in India, but Infrastructural
Development is needed very importantly which can be a main Competitive Advantage.
In terms of Banking Facility India has a sound banking system.
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
WeaknessSWOT Analysis of Indian Tourism Sanitation and Infrastructure has to be seriously concentrated
which is highly attributed to Competitiveness. Incase of Railways and Airways India is constantly developing and
trying to match International Standards. Better Roadways and Ease of access to places are to be Improved. In Security & safety-India is highly lacking on this attribute of
competitiveness. The major reasons being the internal community riots and also the terrorist attacks faced from time to time.
Behavior of country residents-India is particularly lacking on this ground as there is lack of education among the taxi/auto rickshaw drivers and the service providers of tourism in India.
Man-Made attractions like Amusement Parks, adventure sports need strengthening.
Tour Guiding Series
Prospects of Indian Tourism The industry can benefit from introduction of new forms of
tourism and development of niche segments. Indian Medical Strengths are vast and it has a great potential in
this. Medical Tourism can attract many Foreign Tourists. India holds immense potential in adventure and cruise tourism.
India’s greatest adventure tourism assets are Himalayas and its mighty river
Development of adventure tourism can make India a round-the-year tourist destination, However strong efforts need to be made to develop this industry
Frequent depreciation of Rupee and developing nations attention towards development of Tourism can be a threat.
Prospects of Indian Tourism
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04/15/2023 INDIAN TOURISM - SMBP
Competition(2014)
External Analysis
India France Turkey China
Destination Rank 42 1 7 3
FTA(Millions) 7.462 82 27 128.5
Revenue($Bn) 19.6 35 22 56
Contribution to GDP(%)
7.5 6.3 6 10
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04/15/2023 INDIAN TOURISM - SMBP
Resources and CapabilitiesFinancial Resources Physical Human Technological
FDI Unique Architectures
Large Population E-Connectivity in Cities & Rural Area*
Central Govt. Tourism Grant
Hill Stations& Adventures
Adequate Skill Persons
Ease of Internet Excess
State Govt. Tourism Grant
Deserts Connectivity with Major CitiesBy Air
Tie up with Foreign Countries for Joint Ventures
Beaches Longest Railway and Road network
Temples
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External Analysis-Five Force Driving
• Competition • Customers
• Providers• Barriers
From Popular
Destinations
FranceChinaTurkey
Tourists!!!Inbound
and outbound
• New EntrancesVietnamMalaysiaPhilippines
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Political Impact Current political party has a strong Majority and Political Instability cannot be a
affecting Factor.
Relationship with neighboring countries can greatly help in development and current PM is taking lots of initiatives to build relationship with many countries.
Recent development plans has created a International Representation for India which is a major Advantage.
External Analysis-PESTE Analysis
POLITICAL
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Economic factor Economic conditions has been getting better from last decade and so people
are now spending much on tours and travelling.
The domestic tourism has also been spreading its wings and adding much more to tourism industry.
FEE is also a increasing which is a positive factor.
Which in turn will also helps in Improving GDP.
External Analysis-PESTE Analysis
ECONOMIC
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Social Impact India is a country of various religion and has oldest culture which drives more and
more foreigners to visit the country.
Vastness of the Culture make tourists to feel India a better place to visit.
Huge population is a advantage and majority of Young population is a added advantage.
This has helped Tourism Industry to grow is a faster Phase.
External Analysis-PESTE Analysis
SOCIAL
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Social Impact Ease of doing E-transaction for payments
Mobile Apps for destination information
Connect leading destination’s information within single window.
External Analysis-PESTE Analysis
TECHNOLOGY
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External Analysis-Collaboration
FRANCHAISES:
Identifying Potential Destinations for development collaboration with International Tourism Leaders( i.e. French, USA, Turkey ) i.e. ; Hong Kong had in partnership with U.K. for its Development i.e. ; North East Destination for Architecture Forest Tourism Western India for rural and Desert Tourism South India for Hill station and temple Tourism
PARTNERSHIP
PPP model for infrastructure and sustainable development (i.e.; Hotels, Hill stations) Tie up with Key National and International Tour Operators for Ease of Excess Strategic Alliance of Flights between Key Cities across the Globe
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04/15/2023 INDIAN TOURISM - SMBP
External Analysis-Tourism Industry
Key Activities
Facilitating transportation , Accommodation , Food and beverages, Regional Tourist Guides Coordinating Between Different Departments for Foreign Tourists. (Ministry of external Affairs, Ministry of Home Affairs, State Governments)
Key Outputs
Employment generation , contributing to economy , sustainable Tourism Development,
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External Analysis- Market Segmentation
According to Type of Products
Adventure Tourism Medical Wellness Cruise Meeting Incentives Conferences and Exhibitions(MICE)* Pilgrimage/Spiritual Film Tourism Eco/Wild Life/Caravan Tourism Sport Tourism
Targeted Tourists
Special countries from where tourist flow is very high i.e. ; Russian Tourists arrival in Goa Visa On Arrival (Pan Asian Countries , i.e. Thailand, japan, South Korea ) E-Visa policy as alternative for every country
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04/15/2023 INDIAN TOURISM - SMBP
Key Success Factors
Promoting “ Incredible India” for accelerating Indian Tourism
Visa On Arrival (boosted up Foreign Tourists Arrival)
E-Visa policy ( Accelerating ease doing documentation process)
100 % FDI in Tourism Sector
Approval of Hotel Projects , Classification of heritage hotels, Stand Alone restaurants
Introducing of contemporary international standards in Hospitality Sector.
Introduction of new themes like Camping Sites, Heliports, ConventionCenters, Caravan Tourism, medical tourism, cruise tourism, Festival Tourism
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04/15/2023 INDIAN TOURISM - SMBP
Key Success Factors
Providing licenses to various service providers namely, tour operators, travelagents, travel transport, etc.
Shooting Short Documentary Films on “ Padharo Mhare Desh”( Welcome to my country)
Participating International travel Fairs, Seminars ,Conferences etc.
Adopting International Tourism Standards
Promoting “ Film Tourism “
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04/15/2023 INDIAN TOURISM - SMBP
LInternal Analysis-Inter Linkages
Industry/Person Linkage Key Factors
Airline Travel and Tourism(Central) FTA data
Travel and Tourism Hotel Association Tourist’s requirement
Tourists Help desk at Each Airports Travel and accommodation alternatives
Airports Local cab , hotel guest House
Ease of access basic necessity
Hotels, Airports Tourist Guides, Tour Operators
Information about local and interstate tourist spots
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04/15/2023 INDIAN TOURISM - SMBP
Strategic Directions
Access
Workforce development
Tourism Product Development
Safety & Security
Research &
Planning
Natural Resources
Marketing
Culture & Tradition
Strategic Direction
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Tourist buysAdvice, information, sales knowledge, ease of booking, price, etc.
Tourist prepares for visitVisa, internet, information, etc.
Promise promotedImage, sounds, language, etc.
Tourist travels and arrivesAirport, airline, immigration, forex, transfers and transport, etc.
Tourist returnsAirport, taxes, CRM, regular communication, etc.
Tourist experiencesAttractions, service levels, shopping, accommodation, food, friendliness, roads, transport, infrastructure, safety, environment, etc.
Tourism supply chain
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Outline of Strategies
Development of tourism infrastructure
Strategic marketing and publicity measures under the established ‘Incredible India’promotional brand with National and International Brand Ambassadors .
Development of human resources
Development of niche tourism products like medical & wellness tourism, adventure, rural and MICE tourism
Market research to facilitate policies and programmes.
Effective monitoring of tourism projects
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Competition with Key Leaders
ATTRIBUTES INDIA FRANCE TURKEY CHINA
Marketing Campaign
Asian Global ,Media, International Channel
Middle East, Asian
Asian
Status Developing Developed Country
Developed Developing
Strategy Narrow Focus Differential Penetration Cost
Area of Focus US,U.K.France NATO, EURO Zone, Asia
Asia, US, US Europe
Tour Guiding Series
04/15/2023 INDIAN TOURISM - SMBP
Implementation FrameworkOverall Management Plan
Tourism Liaison between Central Government and State tourism authority Involvement of Public Private Partnership Tourism Board coordinate with stake holders Local Tourism board monitors the stake holder’s action plan and measure success.
Development of Action Plan
Establishing Tourism Bank (in collaboration with SBI )
Feasibility : Yes ( SBI has spread-out across the country) Capability : Yes ( SBI has its own Forex reserves & Provides service to its customers) Suitability : For Foreign Tourist only
Travel Credit Debit Card
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04/15/2023 INDIAN TOURISM - SMBP
Implementation Framework
The approach for large infrastructure development should be based onintegrated development of tourism.
Accommodation for Tourists
Travel Trades
Publicity and Marketing
Market Research
New Tourism Products
Human Resources Development
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04/15/2023 INDIAN TOURISM - SMBP
Development of Tourism Infrastructure
Integrated development Concept Close collaboration with states and Central Government
Accommodation of Tourism
Take measures against high cost and low availability of land hamperinggrowth of hotels.
Creation of Hotel Development and Promotion Board (HDPB) for facilitationof hotel projects
Implementation Framework
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04/15/2023 INDIAN TOURISM - SMBP
Ose
Travel Trade
To bring different categories of service providers of the travel trade, includingtourist guides, under organized sector and to encourage high quality service, soas to promote accelerated growth of tourism sector
Code of ‘Safe & Honorable’ Tourism to be adopted in the guidelines ofapproval of service providers and hotels
Implementation Framework
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04/15/2023 INDIAN TOURISM - SMBP
Ose
Publicity and Marketing
Trips of media persons, TV teams, film makers, trade representativesunder hospitality scheme.(v) Provide Brochure / Media Support.(vi) Distribution of Literature, Posters, Calendars.(vii) Printing Newsletters.(viii) Tackle Visa Issues
Overseas Marketing
Evaluate options of opening new offices versus strengthening existing officeswith more manpower and / or funding
Implementation Framework
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04/15/2023 INDIAN TOURISM - SMBP
Control of Activities
SR NO
Stake Holder Group Issues Mode of Interaction
Periodicity Responsibility
1 Industry and Trade Association
New Ideas Meeting with MOT
2 times a year
TT divisionProblem & Issue with State
Meeting with Organization As arranged
by association
2 ApprovedTourismestablishments
Comments on the quality ofapprovalprocess
Feedbackfrom applicantestablishment
Aftercompletionof approvalprocess ineach case
H&R Division/TT Division
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04/15/2023 INDIAN TOURISM - SMBP
Control Of Activities
SR NO
Stake Holder Group Issues Mode of Interaction
Periodicity Responsibility
3 Hospitality &TravelInstitutes
Quality ofphysicalinfrastructure
Visitors toinstitutes &meetings withstudents &teachers of theinstitutes
At least 2 a year
HRD Division
Interactionwith industry
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04/15/2023 INDIAN TOURISM - SMBP
Control Of Activities
4 Architectural sites/ museums – Maintenance and cleanliness at these sites, disabled friendliness of the sites
ASI, State Government
5 Safety and Security of tourists – Setting up of Tourist security organization
State Government
6 Hotels and Restaurants – Making available land for hotels, facilitating development of new hotels through single-window clearance, rationalizing luxury tax
State Government
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04/15/2023 INDIAN TOURISM - SMBP
Strategic Recommendations
ORGANIZATION AND COOPERATION
Formation of Tourism Development Board
National and State Tourism Department should strengthen its marketing research.
Encourage active participation of private player in regional planning and implementation to meet diverse demand of tourism demand.
Reviewing approach in promoting tourism products
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04/15/2023 INDIAN TOURISM - SMBP
Strategic Recommendations
PRODUCT DEVELOPMENT
Long term phase vise product development ( Like global Peers France, Turkey)
Identifying New Target Destination
Consultation with Stake Holders
Visitor Information programs , guides broachers
Lucrative incentives and protection of business operators
Higher Investment in Infrastructure Development
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04/15/2023 INDIAN TOURISM - SMBP
Strategic Recommendations
MARKET EVALUATION AND STRATEGY
promotional and advertising campaign focus on trade , Consumer directed public relation
Increase in budgetary allocation to promotional and advertising campaign
Increase in promotional activities
Competitive pricing product policy with international Standard.
Joint Ventures with Aviation industry to promote Tourism Products Partnering with Indian MNC’s with international presence in automotive and FMCG andConsumer Durable segments to promote Brand India along with their products through packaging
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04/15/2023 INDIAN TOURISM - SMBP
Strategic Recommendations
HUMAN RESOURCES DEVELOPMENT
Special efforts should be made to reach out to the local communities through awareness campaigns and workshops to better inform local bodies, parents, teachers, citizen’s groups and individuals seeking gainful employment
Training, capacity building and sensitization specific to different categories of service providers should be carried out as part of ‘tourism awareness programs
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04/15/2023 INDIAN TOURISM - SMBP
ReferencesI. www.incredibleindia.orgII. www.discoveramerica.comIII. www.statistica.comIV. http://www.travelchinaguide.com/tourism/2014statistics/inbound.htmV. http://www.safariplus.co.in/KanjilalArticle.aspx?GId=11VI. A research report by AC Nielsen to Ministry of Tourism, Government of IndiaVII. Economic Impacts on Economy -2014, Travel and Tourism Tourism Journal ,U.K