8/7/2019 8. Tourism

1/36

DEVELOPING

DEPARTMENTAL STRATEGY

FOR

MINISTRY OF TOURISM

VINOD ZUTSHI

J. P. PRAKASH

8/7/2019 8. Tourism

2/36

1. Introduction and growing importance of tourism

Tourism is one of the most remarkable socio-economic phenomenon of the

twentieth century. Modern tourism has become a key driver for socio-economic

progress through creation of jobs and enterprises, infrastructure development andexport income earned. Tourism has become one of the major international trade

categories. The overall export income generated by international tourism including

passenger transport earned 1.1 trillion $ in the year 2008. Globally, as an export

category, tourism ranks 4th after fuels, chemicals and automotive products. The

world-wide contribution of tourism to GDP is estimated around 5% and tourism

contribution to employment is estimated in the order of 6% to 7% of the overall number

of direct and indirect jobs.

2. Incredible India

India has a huge potential for tourism and has been marketing its tourism

potential aggressively during the last one decade. Earlier the policy of tourism(1982)

envisaged an environment of closed economy with strict licensing procedure and did not

envisage significant role for the private sector and foreign investments. To be a part of

the tourism revolution taking place across the world, India came out with its National

Tourism Policy in 2002. The policy recognized the need to change strategies and tools of

its machinery of implementation to partake in global tourism revolution since with the

earlier policy Indias share of world tourism traffic remained static at 0.38%. The policy

of Central Govt and sustained efforts of various tourism-rich States brought good

results and by 2008, Indias share in the world tourist arrivals increased to 0.58% and

its ranking increased to 41. However, the target announced under the National Action

Plan for Tourism in May, 1992 to increase Indias share in the world tourism market to

1% by the 2000 is yet to be achieved.

The following table which compares Indias share and rank with the

international tourist arrivals provokes us to think as to why despite being such a

large country with a variety tourism destinations, has a dismal share in world

tourism:

8/7/2019 8. Tourism

3/36

The following table-15 shows that even smaller countries like Turkey, Ukraine

and Italy have higher tourist arrivals than large country like ours.

8/7/2019 8. Tourism

4/36

8/7/2019 8. Tourism

5/36

8/7/2019 8. Tourism

6/36

programmes is one of the key factors which can bring about desired momentum

to the Indian tourism sector.

World Tourism and Trade Council (WTTC) has predicted that the number

of world travelers would go up to 1600 million by the year 2020 as against 922

million registered in the year 2008. Unless annual growth rate of foreign and

domestic tourist registers sizeable increase in the forthcoming years, India will

not be able to seize the opportunity of bright prospects in tourism sector

predicted for the next decade.

3. Developing departmental strategy

In the backdrop of the present status of international tourism of Indias

performance over the last few decades, an appraisal of the ongoing policies &

strategies and some fresh guidelines have been attempted in this paper based on

the guidelines and checklist provided by LBSNAA as a part of Mid-Career

Training Programme of IAS officers. The format of the strategy paper is based on

identified core components listed in strategy guidelines.

8/7/2019 8. Tourism

7/36

Core Component I

Purpose of the strategy and strategic plan

The objective of the strategy of five-year strategic plan prepared by M/o

Tourism has been stated. However, no substantial change in method of doing

business as usual has been suggested.

The objectives of the strategy need to incorporate the following:-

There has to be a specified target of Annual growth rate both for Foreign &

domestic tourist arrivals instead of only having quantitative target atthe end of five year. The annual target growth rates decided for the

country should be based on annual growth rates expected in various

States & UTs of the country.

Increase in arrival of foreign tourists shall largely depend upon increase in

the seating capacity of Airlines arriving into India. Therefore, unless

there is a regular growth on this account, arrival of foreign tourists

cannot increase. This factor, being important, the strategy objective

should specify expected target annual growth rate in Airline seating

capacity, in consultation with M/o Civil Aviation.

Similarly, bed capacity of Hotel is an important factor for increase in

tourist arrival. Although the strategy objective does mention about the

augmentation of accommodation for the tourists specially budget

category accommodation, it does not specify the target growth rate of

hotel bed capacity over the strategy plan-period which should be based

on deficit in supply of hotel bed capacity vis-a-vis the target arrivals of

tourists. In this context, the MOT should also set standards of

accommodati on for par ti cula r category of hotels.

8/7/2019 8. Tourism

8/36

Tourism Ministry does not have anything of its own but it markets

products owned by other Ministries & State Govts. The success of

Tourism sector, therefore, depends upon Effective coordination and

forward-backward linkages with other Ministries and with State Govts.

There is also a need to specify Integrated Tourism development at all

levels, as one of the important objectives of the strategy papers.

There is no mention of capacity building for service providers in the

strategy paper. Today, in tourism sector, there is an acute shortage of

skilled personnel, and the feedback and experience of tourists (both

foreign & domestic) about the service deliveries, whether in hospitality

services, guides, taxi/auto drivers, entertainment/recreation are very

poor. Greater thrust and greater investment to correct this weakness is

the need of the hour.

Tourism is a state subject. MOT should therefore identify its own

core areas (area of strength) and focus on that. One of the area

where it is advantageously placed is in gathering reliable

statistics, collection of relevant data, its expert analysis and

then mentoring the states for their respective areas of strength

and weakness as identified through such data analysis and

research. For the purpose, MOT should develop an institutional

mecha nism (even an instit ut ion) for da ta coll ecti on, research and

documentation on a continuous basis. This service followed by

coordination (both vertical and horizontal) and Human Resource

Development (Capacity building) should be the core focus area of

MOT.

One of the most sudden changes in our world that has come to stay

wi th us is the communicati on technology. Wit h internet becoming

the norm rather than an exception, the strategy cannot afford

8/7/2019 8. Tourism

9/36

not to take into account the way it has changed our behavior.

Therefore, one of the priority area of attention should be a

comprehensive portal which is user friendly, provides at one

place an end to end service for the needs of a tourist. The

present websit e is no help for a ny tourist t o actual ly plan a nd get

any complete, meaningful or end to end service from MOTs

website.

Another powerful strategy would be to disseminate the good

practices of one state to another and to upscale them to All India

practices. More so because tourism is a state subject and most of

the activit ies ar e tak ing pla ce at the sta te level. Success stories

need t o be spread (as also the lessons fr om fa il ures). Stori es li k e

Ati th i Devo Bha va should be repli cated.

This way MOT would be able to str engthen the sta tes and feed in th e

exact requirements of a given state.

Core Component- 2

The Vision

The strategy generally contains a clear statement of the vision. The vision is

clearly understood and can be successfully explained. However, it is felt

that the vision statement:-

Lacks appeal to the public spirit

Is not specific enough to provide guidance in decision making

Does not create a picture of the desired future and lacks mentioning in

terms of end results.

8/7/2019 8. Tourism

10/36

Therefore, the following points need to be added to the vision statement.

To develop India as one of the most preferred destination in the next decade

To ensure world class integrated tourism development and tourismmanagement and bring in quality tourism in the country.

Tourism for all.

Core Component-3

Long term Outcome goals and results that are required to achieve the

vision

The long term outcome goals (as listed in outcome budget 2010-11) and

results are listed and by and large defined. However, some of them:

Are not measurable

Do not have data of targets and achievement

Are not so realistic.

The observations/comments on some of the listed goals & objectives are as

follows:-

Goal No. 1: To increase the share in international tourist arrivals and

receipts

Comment: The target increase in the share in international tourist arrival s &

receipt should be well defined specifying annual target growth rate

for both Foreign and Domestic tourists for the next 5-10 years.

8/7/2019 8. Tourism

11/36

8/7/2019 8. Tourism

12/36

Comment: To have improvement and environmental upgradation of the

protected monuments and to make them living Monuments

Goal No. 7:To establish an effective linkage and close coordination with

Ministries of Culture, Civil Aviation, Environment & Forests,

Railways, Home, Road Transport and Highways, etc.

Comment: To have regular linkage and work in close coordination on regular

basis with Ministries of Culture, Civil Aviation, Environment &

Forests, Railways, Home, Road Transport and Highways, etc

Goal No. 12: To give due importance to Domestic Tourism, particularly

tourism connected with pilgrimages.

Comment: Developing and expanding Domestic Tourism shall be one of the

higher priorities because of its high volume of tourists (almost100

times that of FTA). Integrated tourism development with an aim of

registering a growth rate of 15% annually.

Goal No. 16: To conduct effective training programmes for capacity building

of tourism service providers, including tourist guides training

programme and to increase employability of existing tourism

serviceproviders.

Comment: To facilitate and promote capacity building of tourism service

providers including tourist guides training programme and to increase

employability of existing tourism service providers.

Goal No. 17: To put in place a system of training and professional education

with necessary infrastructural support, capable of generating

8/7/2019 8. Tourism

13/36

manpower to meet the needs of the tourism and hospitality

industry, both quantitatively and qualitatively

Comment: To put in place a system of training and professional education

with necessary infrastructural support, capable of generating

manpower to meet the needs of the tourism and hospitality

industry both quantitatively and qualitatively and to

promote/facilitate training and education by involving State Govts,

private sector, Universities & educational institutions.

Goal No. 18: To actively participate in activities of international organizations

related to tourism such as UN World Tourism Organization and

World Tourism and Travel Council, so as to make best use of these

organizations in order to boost tourism.

Comment: To actively participate in activities of international organizations

related to tourism such as UN World Tourism Organization and

World Tourism and Travel Council, so as to make best use of these

organizations in order to boost tourism. And to register presence of

India tourism in all the key international markets by participating

in Marts/Exhibitions etc.

Additional Goals

Goal No. 20: To extend the stay/duration of tourist and, therefore, realize

greater tourism expenditure through creation of additional satellite

tourist destinations and through integrated tourism(package)

services.

Goal No. 21. Attempt should be made to harness the presence of foreign

8/7/2019 8. Tourism

14/36

business man or other purpose visitor into what could be termed as

add-on tourism where a person or a team on business visit is offered a

suitable and convenient package tourism according to their needs and

ti me avai la bil it y. For e.g. in Singapore they have developed packa ges even

for a transit visitor transiting through Singapore for durations as short

as 4 Hr s!

Goal No. 21: Project Incredible India as an All year round Tourist

destination(365 days destinations) instead of projecting India as

September to March destination. Smaller and lesser

destinations that will diversify the tourist traffic, mitigate the problems

of bunching into limited areas should be identified and vigorous

ma rk eting tak en up for t hem. Examples could be Bhi m-Bheteka (to be tied

up wit h Khjura ho) or Chili k a (to be ti ed up with Puri a nd Konar k etc.

Component 4

SWOT Analysis

Detailed SWOT analysis has not been made by the Department as a part of

strategy paper. Department has only identified certain strengths andweaknesses.

(1) STRENGTHS

Additional points of strength:

(i) India Tourism is Economical and budget friendly.

(ii) Variety & Diversity of Tourism products

(iii) USPs

(a) Wild Life Tourism

(b) Taj Mahal

8/7/2019 8. Tourism

15/36

(c) Heritage properties (Fort & Palaces)

(d) Fairs & Festivals

(e) Yogas/ Indian Culture/ Religion

(f) Buddhist Circuit

(g) Desert Tourism

(2) WEAKNESSES

Additional points of Weaknesses:

(i) Poor infrastructure. Unhygienic.

(ii) Poor quality of Tourism services including Extortion & cheatingtendencies.

(iii) Airline seat capacity inadequate to foster desired level of Foreign

Tourist arrival

(iv) Deficit of Hotel Bed capacity

(v) Tourism unfriendliness amongst people

(vi) Security problems

OPPORTUNITIES

1. In the light of Robust Domestic economy, Domestic Tourism can prosper.

2. By making India as 365 days destination, higher Hotel/Airline capacity

utilization can be ensured

3. To develop & promote lesser known destinations

4. Greater scope in Theme based Tourism like Eco, Rural, Adventure &

Wellness Tourism

5. Diversities of Tourism destination including J&K, North East, Deserts of

8/7/2019 8. Tourism

16/36

Rajasthan(still not exploited fully)

6. With more liberal sky policy Airline seating capacity can be increased to

match Tourist arrivals

THREATS

1. Terrorist threats (Advisories)

2. Fear (Phobia) of Epidemics H1N1, Bird Flu

3. Next door Tourism friendly countries of South East Asia posing great

challenge viz. Singapore, Thailand, Malaysia

4. Dependence of Golden Triangle attracting 60% of Foreign Tourists (All

eggs in one basket)

5. Deficiency of Repeat Tourism because of inhospitable & unfriendly

attitude towards Tourists, Indecent behaviour of service providers

specially Transport services, guides & local agents.

8/7/2019 8. Tourism

17/36

Component 5

PROPOSED SOLUTIONS & POLICY OPTIONS

The solutions & policy options as proposed by MOT during the next 5 years are

summed up and analyzed as follows:-

(1) DEVELOPMENT OF TOURISM INFRASTRUCTURE

In addition to (viii) Agenda points, the following policy options/action points need

to be added in order to meet the desired strategy and goals:

(a) Coordinate with Civil Aviation Ministry to augment the Airline

seating capacity both on International & Domestic airlines.

Airline seating capacity, which has grown in the last few years due toliberal sky policy, should not become a limiting factor or a bottleneck, in the

growth of Tourist Arrivals or Tourist movement.

MOT shall also act as a Catalyst in the following manner:

(b) To persuade state governments & Civil Aviation Ministry to make Air

Strips & Helipads (owned by State Govt. & AAI) operational and

available for Tourism services.

(c) Private sector investment would be promoted & facilitated to

develop Tourism infrastructure in the following manner:-

(i) Large Revenue Generating Projects (with or without viability Gap

Funding)

(ii) Development of new Tourism destinations (Entertainment,

Recreation centre, Disney Land etc)

(iii) Development of Tourism infrastructure through Public Private

Participation (e.g. Jalmahal, Fort palace in Rajasthan)

(iv) Adopt a monument/ Tourism destination for maintenance and

operating

(v) Creating land banks by involving State Govts. and local bodies

(Urban & village)

8/7/2019 8. Tourism

18/36

(vi) Promoting outsourcing of Tourism services to private sector.

(vii) Leasing out Nazool Properties or other Govt. properties having

Tourism potential (e.g. Rajasthan Tourism)

(d) Development & Promotion of Rural Tourism in the followingmanner:-

(i) PPP by involving Rural Cooperative bodies and Private Sector (Raj

Gramya in Rajasthan)

(ii) PPP by involving PRI and Private sector

(iii) Facilitating Private Sector to Development of Tourism Destinations

in Rural set up (e.g. Samod in Rajasthan)

(e) Rationalisation of Tax structure and license regime in development

and operation of Tourism infrastructure.

(f) Promote Single Window facilitation for projects related to Tourism

infrastructure.

(g) Close monitoring & review (PERT) and quality evaluation of CSS

projects, sanctioned by MOT. (Presently, it is limited only to

Collection of utilization certificate from the State Tourism

Departments).

(h) Promote & Facilitate Entrepreneurship/start ups for taking up

Tourism infrastructure projects.

8/7/2019 8. Tourism

19/36

8/7/2019 8. Tourism

20/36

(j) Public Private - Partnership

By leasing Govt. owned Nazool properties

By leasing state owned hotel/Tourism Bungalows, specially the

ones which have turned un-viable and/or have closed.

(k) To promote use of Information Technology in Hotel Industry. IT to be

made an important medium for hospitability services. (on line

booking/cancellation etc.)

(l) Hospitability industry to be promoted to provide Integrated &

Packaged Tourism Services to the guests. (Transport, Tourist Maps,

Guides, city tour). Hospitality industry to provide Quality Service

and to attempt establish a complaint & Redressal Mechanism with

the assistance of State Govts. & Local bodies.

(m) To take up Capacity building of Hospitality Service providers on a

campaign mode by:-

(i) Direct intervention of training programmes at MOT owned

IIHMs. Training of Master Trainers & not the trainees

directly.

(ii) Promoting through hotel industry

(iii) Promote creation of capacity building Agencies in private

sector (Private Institution of Hotel Management/Food Craft)

by providing concessions/subsidy.

8/7/2019 8. Tourism

21/36

III TRAVEL TRADE

Additional Policy options/strategic plan.

Actionable agenda (xvii points) under the strategy plan are appreciable and

largely fulfill the Goals/objective of the strategic plan, as also mitigate the woesof Travel & Trade industry. Few additional policy option as listed below, would

further facilitate Travel Trade Services:-

(1) MOT shall promote Foreign Language programmes in the private sector/

universities/colleges for Tourist guides and personnel involved in hospitability

services.

(2) TRAIN TOURISM:

MOT shall promote:

Improvement in Quality of services in the trains, particularly for Domestic

Tourists.

Package Tours for Foreign & Domestic Tourists.

Luxury Package Trains on the lines of POW etc.

(3) PROMOTE INDIA UNITEDLY:

Marketing & promotion of India Tourism should involve all Private andGovt. players of Travel Trade under common umbrella. Travel Trade,

(both govt & private) should unitedly work & represent India unitedely

in Foreign Marts & Exhibitions, instead of representing individually

and in fragmented form.

(4) Capacity building for service providers:

Travel Trade includes Tour operators, travel agents, travel transport,

tourist guides, etc. There is an inherent need not only to augment the

number of skilled personnel in these areas but also to build theircapacity.

MOT shall ensure & facilitate a regular capacity building programme for

such service provides, involving IIHMs, Food Craft Institutes, State

Institutes of Tourism Management, private sector Entrepreneurs,

8/7/2019 8. Tourism

22/36

players of Travel Trade, Universities, colleges and other private

education institutions.

Promote learning of Foreign Languages through Universities/private

institutions.

(5) IMPROVED TRANSPORT SERVICES:

High quality Public Transport & private Taxi services in the urban area to

be promoted in consultation with Transport and Urban

Development Ministries.

Promote Stricter discipline amongst Transport service providers with the

assistance of State Govt. & Local Administration.

Make efforts to streamline the Inter-State movement of Transport serviceas also rationalize & simplify the vehicle/road tax/toll tax regime for

vehicles making inter state movement and for tourist vehicles.

(6) Going Beyondthe GOLDEN TRIANGLE SYNDROME:

Travel Trade players, as a matter of tradition, promote the Golden triangle

tour to the extent that a large share of Foreign Tourists remain

contained to the triangle destinations. MOT shall ensure that Travel

Trade promotes and markets, various other Circuits Themes &

Tourism destinations to Foreign and Domestic tourists. This will notonly ease the pressure on tourism services in the Golden triangle,

but would also promote equitable distribution of Tourism revenue

and employment. It would also help to get Repeat Tourism.

(7) Single window facilitation & simplification in the process of approval of

Travel Trade Service licenses.

(8) TOURISM INFORMATION SYSTEM

Development of Tourism kiosks in Tourism cities in private sector(commonwealth games 2010 pattern)

(9) TOURISTS SECURITY: Tourist Assistance Force (Rajasthan Experience)

8/7/2019 8. Tourism

23/36

IV PUBLICITY & MARKETING

Additional policy options/strategic measures:

The strategic plan prepared by MOT covers most of the possible policy options

and strategic initiatives, very comprehensively and all options covered instrategic paper need to be put into action. However, there can be few more

interventions to promote India Tourism, in the following manner:-

(1) NRIs can be a tremendous source in augmenting international

tourist receipts. The large Indian Diaspora can be tapped and suitably

wooed to religious, festival or even home coming tourism. Besides, NRIs

should be used as Tourism Ambassadors. A regular linkage with millions of

NRIs all over the world, would spread a good word about India tourism as well.

(2) Integrated Promotion Campaign with state governments shall beemphasized with Revenue participation.

(3) Integrated promotion campaign with Private Tourism players (PPP model)

(4) Regular IEC campaign for Unfriendly and Inhospitable Masses of India

(on the lines of Atithi Devo Bhava) not only for being friendly to the visiting

tourists but also to educate for the following:-

(a) Overcharging by Taxi/Auto drivers

(b) Unreliable guides

(c) Indecent behavour of Tourism service providers

(d) Deceptive local travel agents

(e) Beggars

(f) Maintain hygiene & cleanliness in public areas

(g) Keep city clean drive

(h) Dos and Donts vis--vis Tourists

(i) Sharing Information with information seeking Tourists & last but

not the least.

8/7/2019 8. Tourism

24/36

(j) SMILE WHEN YOU SEE A TOURIST

(5) MOT shall prepare a long term calendar plan for the following for timely

publicity & promotion:-

(a) Participation of MOT/DOT & state Tourism departments in variousInternational & Domestic Marts/Exhibition. (At least 2 year

calendar)

(b) A five year calendar of National Tourism events like fairs, festivals,

Religious events etc.

(6) MOT shall explore the possibility of having a separate, dedicated

Telev ision channel on Incredible India capable of being watched both

in domestic and international media.

8/7/2019 8. Tourism

25/36

V NEW TOURISM PRODUCTS

One of t he recent phenomenon is the growth of Ind ia n middle income

families and consequent surplus disposable income with them. Thisnew-found purchasing power is getting diverted to out-bound

tourism to destinations such as Dubai, Singapore, Bangkok,

Hongkong, Malaysia etc. Ministry of Tourism should study this

aspect and attempt to come out with incentives so that these

travelers are instead retained and diverted to domestic tourist

desti na ti ons. Recent a tt empt by GOI t o al low a LTC to north -east for

government employees was a good and successful attempt to divert

tourist traffic to north-east. On some such similar lines we need to

harness the present out-bound tourist traffic for retaining them todomestic destinations. One option is to work jointly with the tour

operators of these countries to work out a joint package with

desti na ti ons in both th e count ri es mut ua ll y covered. For example for

the Buddhist t ouri st circuit of Bodhgaya, Nalanda and Varanasi, we

can add the cities of Nepal which could be mutually beneficial to

both . MOT can pla y a coordi nat ing role in such i nit ia ti ves.

Besides, following additional Policy options under the heading of new tourism

products is suggested:

(1) ECO-TOURISM:

In addition to developing Eco-tourism in National Parks/Sanctuaries,

by state intervention, simultaneously, private sector shall be

facilitated & promoted to develop Eco-tourism destinations.

Explore the possibilities of leasing out certain non-functional Rest

houses/ Dak bungalows situated around Ecological zone and

having Tourism potential to the private sector/or under PPP

arrangement.

(2) MEDICAL AND WELLNESS TOURISM:

Develop Forward backward linkages with the cooperation of Ministry

of Health to develop Medical Tourism.

8/7/2019 8. Tourism

26/36

8/7/2019 8. Tourism

27/36

(8) WEDDING TOURISM

Promote Wedding Tourism in selected Tourism destinations (e.g.

Jaipur, Udaipur in Rajasthan)

8/7/2019 8. Tourism

28/36

VI HUMAN RESOURCES DEVELOPMENT

The Ministry has identified large number of policy options in the strategic plan.

Some additional options are:-

(a) State Governments and local bodies shall be persuaded to take upcapacity building programme for Travel Trade service providers viz.

Guides, Auto Rickshaws, Taxi Drivers, Sanitary personnel Desired

facilitation shall be done by MOT.

(b) Mass Awareness & regular IEC programme to be run by MOT, State

Govts and Local Bodies for sensitization of Masses & educating them

to be Tourism friendly. To explore the possibility of including the

subject or chapter of India Tourism in school curriculum.

8/7/2019 8. Tourism

29/36

VII MARKET RESEARCH

Additional policy options:

An institutional mechanism on a permanent basis to collect

dat a and undert ak e deta iled a nalysis and r esear ch shouldbe set by MOT. Th is insti tut ion would be the th ink ta nk and

source of information to all the stakeholders states, Tour

Operators, travel Agencies etc etc.

A Feed back Mechanism shall be developed in consultation with

State Govts. and private players to get a regular feed back from

both Foreign & Domestic Tourists.

Impact Study of Publicity Advertisement Campaign under

Incredible India shall be done both in Foreign Markets andDomestic Market to assess the Value for Money for the

mammoth expenditure (almost 40% of the budget) done by the

Ministry.

Evaluation & Impact Study of CSS schemes shall (Destination,

Circuit, Mega destination) be done after the completion of the

projects to assess its utility and Value of Money.

The system of recording Tourist arrivals & other dates both FTAs &

DTAs is far from satisfactory. An improved system on MISpattern shall be developed with cooperation of State Tourism

Departments and private players.

8/7/2019 8. Tourism

30/36

VIII MONITORING

Additional policy options:

The inordinate delays happening in implementation of CSS schemes shall be

curbed by a coordinated monitoring mechanism(PERT) with stricterdisciplines.

Regular coordination meetings with Ministries of Railways, Urban

Development, Culture, Civil Aviation etc. shall be held at different levels

to review and monitor the implementation of Action plan.

Regular coordination meetings with private sector players.

Regular review of RFD targets and initiating corrective actions.

International cooperation and cultural exchange programmes with

other par tner countr ies and cit ies should be insti tut ionali zed.

8/7/2019 8. Tourism

31/36

COMPONENT-6

PRIORITIZATION OF POLICY OPTIONS

The strategy paper of M/o tourism for the next five years does not

incorporate an explicit prioritization of the proposed policies. No priority level

like high, medium and low have been assigned. The Departmental strategy does

include the planning template which gives the project and timeline for some of

the activities and sub-activities within the Ministry. However, these are not the

timelines for various policy options identified by the Ministry/Department.

Suggested prioritization of the proposed Solutions & policy option

From amongst the various policy options which have been identified by the

Department in its strategy plan and from the additional policy options identified

by the group under the core components 1 to 5, following prioritization of policy

options are suggested based on guideline provided for developing department

strategy.

High Priority

Serial

No

Policy Option

1 Fixing of annual growth rate target for foreign and domestic tourists

2 Effective monitoring and developing forward-backward linkages

with other concerned Ministries and State Govts

3 Capacity building for service providers in hospitality travel trade

8/7/2019 8. Tourism

32/36

8/7/2019 8. Tourism

33/36

threat of terror and fear of epidemics

4 Promote lesser known destinations to reduce dependence on the

Golden Triangle which attracts almost 60% of the world tourist

5 To accelerate theme based tourism, namely rural tourism, eco

tourism, adventure tourism, MICE Tourism, Medical Tourism &

Religious Tourism.

6 Private sector investment to be promoted to develop tourism

infrastructure in large revenue generating projects and new

tourism destinations

7 Develop tourism infrastructure through public-private

participation

8 Rationalization of tax structure and licensing in development of

tourism infrastructure and for reforming travel trade

9 Integrate publicity and promotion campaign with State Govts and

Private sector

Low priority policy options:

Serial No Policy Option

1 Exploring the possibilities of starting a separate dedicated

television channel on Incredible India

8/7/2019 8. Tourism

34/36

8/7/2019 8. Tourism

35/36

Core component-7

IMPLEMENTATION MODULE

The strategy action plan devised by the M/o Tourism does not contain an

explicit module on implementation. Although the strategy action agenda points

have been comprehensively listed under various sub-heads of tourism sector,

however, there is no clear implementation plan. The RFD has identified the

approach and time lines for some of the activities but that is limited to

spending the allocated budget items. But largely theRFD prepared by

Tourism Department revolves around only the implementation of

budgetary allocation and ensuring fulfillment of mandatory legal &

admini str at ive activit ies norma ll y done by the Depar tment every year . I t

is suggested that the activities (or at least the not so finance dependent

activities like the coordination and monitoring related activities) should

be clear ly spelt out in the RFD and t he ti meline and the offi cial s entrusted

with the activities should be put out. For e.g. instead of saying that all

the applications received for accreditation of hotels shall be

disposed/completed one could indicate on the lines of citizen charters

th at a pplicat ions whenever received sha ll be decided upon wi th in 1 month

of its receipt. This would lend the RFD to more meaningful monitoring.

Secondly, th e Implementati on Module should be al igned to the Pla n Years.

This will not only align it to the Plan Objectives and Timelines but also

al ign th e funds flow a s envisaged i n th e Pla n.

Thirdly, subsidiary RFDs for subordinate organizations and separate

MOUs with autonomous organizations (even tourism bodies, other

ministries and States!) should be prepared. From the papers made

available to the group, the group could not decipher the status of

8/7/2019 8. Tourism

36/36

subsidiary RFDs with subordinate bodies therefore if there are already

such subsidiary RFDs and MOUs then this comment can be ignored.

To summarize, the RFD document prepared for the period for the 2010-11,

therefore, needs to be addressed more on the policy options and strategy plan

rather than on the routine administrative activities which the

Ministry/Department implement as a part of its normal exercise.

The group suggests that the prioritization made under core component- 6

indicated in this paper should be the basis for preparing an implementation

plan. Obviously high priority items identified by the group need to be not only

addressed on priority basis but also monitored closely at regular intervals of

time. Similarly, medium priority options and low priority options need to be

reviewed continually.

The section 2 of the RFD where the functions get translated into

activities needs more clarity and sharper focus. Each of the policy options

should be broken up into measurable activities and a PERT Chart specifying

sub-activities involved and timelines drawn for each of the sub-activities should

be drawn up along with fixing of responsibility for each sub-category.

An institutionalized mechanism to Review and Monitor timely

implementation for each of the policy options irrespective of the fact whether they

are high, medium or low priority policy options should be set up. The strategy

paper need to include the consequence for non-compliance and poor

implementation of each of the policy option and there shall be a mechanism of

performance grading amongst those responsible for the implementation of each

of the policy options.

-------------X------------