Year - End- Review 2008
1. Statistics of Growth in
the current year:
The foreign tourist arrivals (FTA) to India up to the month of November 2008
increased by 8.0% over the arrivals for the same period in 2007. The
cumulative arrival figures for the period January to November 2008 reached 4.84 million. During the period, world witnessed 2-3%
increase in foreign tourist arrivals.
The
foreign exchange earnings (FEE) from the tourism sector were Rs.45647.00 crores during the period January-November 2008, an increase
of 16.2% over the corresponding period in 2007.
The important source countries were US, UK, Canada, France, Germany and Japan.
2. Infrastructure
Development:
Infrastructure
Development holds the key to India’s sustained growth in the tourism sector. Therefore,
the Ministry of Tourism has been making efforts to develop quality tourism
infrastructure at tourist destinations and circuits. The Ministry of Tourism
has sanctioned 91 projects for an amount of Rs.503.56 crore
for infrastructure augmentation including rural tourism projects in the year
2008-09 (up to November 08).
The Ministry has launched a scheme
for development of nationally and internationally important destinations and
circuits through Mega Projects. To date 22 mega projects have already been
identified and of these 17 projects have been sanctioned. In the year alone the
Ministry has sanctioned 11 mega projects at Amritsar, Bhubaneshwar-Puri-Chilka,
Tirupati (Nellore-Chittor),
Dwarka, Haridwar-Rishikesh,
Vidarbha Heritage Circuit, Hampi,
Gangtok, Kadapa, Mahabalipuram and Ganga Heritage
Cruise Circuit. The mega projects are a judicious mix of culture, heritage,
spiritual and ecotourism in order to give tourists a holistic perspective.
Ministry of Tourism is also taking
initiatives with other Central Govt. Ministries, such as Railways, Civil
Aviation, Road Transport & Highways, Food Processing and Urban Development
and also the concerned State Governments to achieve convergence and synergy
with their programmes so that the impact of investment
on these destinations is maximized.
Based on continuous coordination and interaction, 6 tourism sites - Agra, Varanasi, Gangtok, Bhubaneswar, Aurangabad and Hyderabad are being developed as mega destinations through the
joint plans of all the key Ministries of Government of India.
With the loan assistance of JBIC,
the Ajanta Ellora
Conservation and Tourism Development Project (Phase-II) is under
implementation.
3. Sustainable
Tourism:
The true potential of
tourism lies in adopting responsible and sustainable practices on both the
demand and supply sides of the tourism chain, enabling an effective response to
climate change. This is closely interlinked with inclusive growth through
sustainable community participation.
This ‘sustainable’ tourism route
has been adopted by the Ministry of Tourism in the innovative Rural Tourism
Project, by strengthening the disadvantaged but skilled rural artisan
communities through support to capacity building and vernacular infrastructure,
while laying emphasis on the role of women. In furtherance of these objectives
and achievements, Ministry of Tourism in association with UNDP and key
stakeholders in the tourism industry organised four regional conferences on
Sustainable Tourism for Inclusive Growth at Shillong,
Chennai, Bhopal and Cochin.
The Ministry of Tourism,
Government of India, was winner of the prestigious “World Travel Award 2008” for its
role in developing and promotion of "Responsible Tourism” at the Award
ceremony held in WTM London.
In addition, Mega shopping
festivals are also being organized in cities of different regions of the
country such as Bhubaneswar, Hyderabad, Aurangabad and Noida
where artisans and artists from rural tourism sites would be given a platform
for exhibition and sale of their handicraft products and for cultural
performances. This kind of exposure to
the domestic and international tourists would have far reaching benefits for
the socio-economic development of the rural artisans.
Ministry of
Tourism on its part has taken several initiatives to make tourism services
accessible to the differently-abled. Ministry of
Tourism has requested all the State Governments to ensure implementation of the
guidelines to provide barrier free environment at the destinations in the
tourism infrastructure projects implemented with the assistance of the Ministry of
Tourism. It is now mandatory for 4
star, 5star &
5 star deluxe hotels to
have special facilities
for physically challenged guests.
These rules are now in the process of being extended to other categories of
hotels. Steps have also been taken to make destinations/tourist places more
accessible to the disabled.
The Ministry
of Tourism has introduced an Award of Excellence from the current year for Most Disabled Friendly Monument / Tourist Attraction in the Annual National Tourism
Awards.
4. Overseas Marketing and
Promotion:
The Ministry
has consistently been working on a two pronged strategy for marketing of
Incredible India brand. The strategy
includes visible branding in the outdoor media such as advertising at airports,
on trams, taxis and buses and through the print, online and electronic media,
as well as through participation in Travel Marts and Road Shows. For promotion of Indian Cuisine, which is an
integral component of the Indian Tourism product, support has been extended to
Indian Food Festivals organized in various countries. With a view to ensuring
that limitation of language does not hamper promotional activities, publicity
is being undertaken in local languages for better impact e.g. in Spanish,
Chinese, French, etc.
Hospitality
has been extended to about 595 guests, including media personnel, travel agents
and tour operators. These guests were also invited to cover important events
such as SATTE 2008, Himalayan Run & Trek Event, as well as on Fam Tours on the Special Buddhist
Tourist Train and the Deccan Odyssey Tourist Train. IBSA Workshop, Great Indian Travel Bazar,
KTM-2008, PATA-2008 and Dedication ceremony of Kalka-Shimla
World Heritage Train.
Ministry of
Tourism finalized the launch of 7 International Campaigns viz. Americas-Print; Europe-Print;
APAC-Print, Global Print; Americas-TV, Europe-TV and APAC-TV to tape the potential visitors/cliental and
to establish Incredible India Brand in the important tourist generating
markets.
Major activities of India Tourism
Offices Overseas
were
i. Ministry of Tourism in collaboration with the
Ministry of Culture and CII organized an “Incredible India @60” event in Singapore from 4th to 7th April 2008. The event was inaugurated by the Minister for
Tourism and Culture Smt. Ambika
Soni. The activities and programmes
organized during the event included
cultural performances from different regions of India, demonstration and display of Indian handicrafts
especially by artisans from rural tourism sites, photographic exhibition on India and an India Evening. Extensive promotion and marketing through
print and outdoor advertising was undertaken to coincide with the event.
ii.
The Ministry of
Tourism opened its Office in Beijing on 7th April 2008. The office was inaugurated by the Minister for
Tourism and Culture Smt. Ambika
Soni. To mark the occasion, Incredible India Cultural
Evenings were organized in Beijing
on 7th April 2008 and in Shanghai on 9th April 2008, which showcased India’s classical dance, music and cuisine.
iii.
The Ministry of
Tourism participated in 14th World Travel Market (WTM) 2008 held at
Excel, London from 10th-13th November 2008
with participation
of 77 co -exhibitors in the Pavilion
which included 16 State Governments / UTs and 61 Travel Agents / Tour Operators / Hotels /
Airlines.
iv.
India Tourism
offices overseas have participated in
140 Travel Fairs and Exhibitions in important tourist generating markets
the world over as well as in emerging and potential markets to showcase and
promote the tourism products of the country. These include the major
international Travel Fairs such as the Arabian Travel Market (ATM) in Dubai, and World Travel Market (WTM) in London.
6. PATA Travel Mart 2008:
India successfully hosted the PATA Travel Mart 2008 in Hyderabad from September 16 to 19, 2008. Approximately 1,089 trade delegates, comprising 374
global buyers from 324 organizations and 715 Asia Pacific seller delegates from
301 organizations participated in the Travel Mart.
India accounted for the largest contingent of sellers,
representing about 28% of the exhibitors at the Travel Mart, with the remaining
72% being international exhibitors from the Asia Pacific Region. As host
destination, India provided the largest single-source market buyer contingent, with strong
growth coming from China (PRC), which will host next year's Mart in Hangzhou.
In addition to the business sessions,
hosted dinners with entertainment programmes,
lunches, sightseeing tours and golf games provide multiple opportunities for
delegates to savour the culture and cuisine of the
country as well as the tourist sites of Hyderabad. Delegates also availed attractive specially
designed pre and post mart tours to different regions of the country.
7. Promotion
of Domestic Tourism:
To
promote domestic tourism
in the country
and to create
social awareness among the
masses, various domestic
campaigns have been launched
during the current year in leading print
publications, TV and
radio channels. Ministry of Tourism has launched 4 Domestic
Media Campaigns viz. Adventure and Wildlife, Jammu & Kashmir, Rural Tourism
and North East in the current year.
Noted film actor, Sh. Aamir Khan will be brand
ambassador of the Ministry of Tourism for the Incredible India Social Awareness Campaign called “Atithi Devo Bhava”. The mass appeal of the noted actor will further
boost the Tourism Ministry’s efforts to make people aware about the safety and
security of the tourists, hygiene, sanitation and vandalisation
of historical monuments. Safeguarding of our rich heritage while promoting
tourism is an important issue and the association of Sh.
Aamir Khan will definitely bring desired results.
8. Hotel
Infrastructure:
Ministry of
Tourism estimated that there is a shortage of 1, 50,000 hotel rooms by 2010 all
over the country. It is also estimated that 30,000 hotel rooms would be
required in the NCR for the Commonwealth Games 2010. Keeping this in view,
Ministry of Tourism has already initiated action by taking up the matter with
Ministry of Urban Development, DDA and State Governments.
Due to the efforts of the Ministry of Tourism, the
Finance Ministry has announced a 5 year Tax Holiday under Section 80-ID to
hotels of 2, 3 and 4 star category and Convention Centres
which will be coming up between 1.4.2007 to 31.3.2010 in the districts of Faridabad, Gurgaon, Gautam Budh Nagar
(NOIDA) and Ghaziabad.
The Ministry
of Tourism also successfully persuaded the Finance Ministry in announcing in
the budget of 2008-09, a five year holiday from income tax to two, three or
four star hotels established in specified districts which have UNESCO-declared
'World Heritage Sites'. The hotels should be constructed and start functioning
during the period April 1, 2008 to March 31, 2013.
The growth of
newer niche tourism products viz. rural tourism, eco-tourism, adventure tourism
and camp tourism etc. has seen the emergence of a new segment of tented
accommodation which provides an altogether new experience. The Ministry of
Tourism, Government of India has introduced a voluntary scheme for project
approval and classification of operational Tented Accommodation in the country
and guidelines for the same has been issued.
9. Quality
Human Resource Development:
It is estimated that to cater for the growing need of
the hospitality sector, over 203 thousand hospitality trained manpower would be
required annually, therefore, it has
been the endeavour of the Ministry of Tourism 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.
The Ministry actively pursued
its efforts to create institutional infrastructure for the training of manpower
to meet the growing demand of the industry.
The Cabinet Committee of Economic Affairs has approved the revised
guidelines for the scheme of assistance to Institute of Hotel Management (IHM),
Food Craft Institutes (FCIs) including setting up of
19 state IHMs and 25 state FCIs. The Ministry of Tourism has already
sanctioned FCIs
at Hoshiarpur in Punjab and Muzaffarpur in Bihar in the current
financial year.
The CCEA also
approved the policy of broad basing hospitality education to ITIs, vocational schools, polytechnics, universities and
colleges to meet the growing demand of trained manpower in hospitality sector.
10. International
Cooperation:
International Cooperation through
tourism has been a hall mark of the Ministry’s efforts to reach out.
- At the ASEAN India Tourism Minister’s Conference
earlier this year, there was a very positive response to India’s initiative
for launching the India ASEAN website, as also to the initiative in organizing
a Workshop for travel agents from ASEAN countries, called ‘Beyond Boundaries’.
- To strengthen
Cooperation between
India and China,
Ministry of Tourism
opened its India Tourism
Office in Beijing.
- Another international forum in which there is progress
is the IBSA dialogue forum between India, Brazil and South Africa. An IBSA
Workshop was organized in Kochi on September 21, 2008, which provided an opportunity for Tour Operators
from Brazil and South Africa to interact with their Indian counterparts and
deliberate on issues related to the promotion of tourism between the three
countries. A total of 26 Tour Operators from Brazil and South Africa participated in this workshop. The IBSA Workshop
was preceded by a Joint Working Group Meeting on Tourism, in which members
agreed to finalization of the tripartite agreement for cooperation in the
tourism sector. This Agreement was subsequently signed at the IBSA Summit
held in New Delhi on October 15, 2008.
- The Minister of Tourism and Culture, Smt. Ambika Soni Chaired the 84th Session of the Executive Council
of United Nations World Tourism Organization which was held in Madrid, Spain on 14-15 October
2008 in her capacity as the Chairperson
of the Executive Council.
11. New Initiatives
i.
Cruise Tourism:
Cruise Tourism
is a relatively new but an emerging sector with a high potential for growth.
With the approval of the Cruise Tourism Policy, the huge potential of this
tourism product has been opened up. Together
with the Port Trust Authorities and the State Governments, the Ministry is
now focusing on infrastructure development as well as motivating cruise operators
to make cruises operational. Ministry
of Tourism has sanctioned Rs.14.50 crore in the
current year for development of tourist infrastructure in Willingdon Island – Cochin port.
ii.
Adventure Tourism:
Adventure
tourism has immense potential for growth.
For experiencing the different types of adventure tourism right from
rock climbing, river rafting, para gliding,
mountaineering and under water diving, the Ministry has been sanctioning
projects to different States. The South Asian
Winter Games being
organized in Feb. 2009 in Uttarakhand marks
the beginning of
several such events
which will bring India
to the International Adventure
Tourism platform.
iii.
Wellness Tourism:
India, as the world knows, is a Wellness destination. The
potential of wellness systems, developed through centuries of wisdom of this
ancient civilization would be fully tapped. This is being done by positioning India as a centre of Ayurveda,
Yoga, Siddha, Naturopathy, etc. together with the
spiritual philosophy that was integral to the Indian way of life. The Ministry of Tourism has highlighted
wellness in a big way through publicity and promotional activities.
12. International
Recognition:
The success of the Incredible India
Media Campaigns won India wide spread international recognition in the field
of tourism.
- Conde Nast Traveller, UK in its Readers Travel Awards 2008 has ranked India among the top 2 most favoured
countries in the world, consecutively for the second year.
- India received the award for the leading destination
at the Asia World
Travel Awards 2008-“Asia and Indian Ocean”
Ceremony, in Shanghai, China.
- Bronze
Lion Award was won at the 55th
International Advertising Festival held at Cannes, France for the creative on the ‘Taj
Mahal’ which was used for Ministry of Tourism’s
Incredible India Campaign in the international market.
- PC World
adjudged the website of the Ministry of Tourism (www.incredibleindia.org) a winner of the PC World Web Award 2008.
- The prestigious “World Travel Award 2008” for
its role in developing and promotion of "Responsible Tourism” at 14th
World Travel Market (WTM) 2008 held at Excel, London from 10th-13th
November 2008.
15. Ministry of Tourism’s efforts to counter
the financial melt-down:
The period January to June of the current year
recorded an 11.5 % increase in FTAs and 22.2 %
increase in FEES (in $ terms) as compared to the corresponding period last
year. However, the impact of the global economic melt down started manifesting
itself subsequently with the dips in growth of FTAs o
8% and FEEs to 13.3 % by November.
To discuss the Industry problems as a fall out of the recent terrorist
attacks in Mumbai as well as issues affecting the industry due to the ongoing
financial melt-down, the National Tourism Advisory Council (NTAC) and the
stakeholders met on December 15, under
the chairpersonship of Minister of Tourism and Culture Smt.
Ambika Soni and in presence
of the Minister of State for Tourism and Culture Smt Kanti Singh.
During the deliberations, it was decided to form a committee of
representatives of trade associations and officers of the concerned ministries
to look for ways by which the visitors experience at important heritage
monuments can be improved. Another committee was formed to look into the civil
aviation related issues like chartered flights.
The following steps were taken to protect the
Indian Tourism Industry from the global meltdown:
- Strengthening the Market Development Assistance (MDA)
Scheme
- Organizing
Familiarization Tours
for Overseas Media and Travel Trade Representatives:
- Incentives to repeat visitors
- Subsidy to the trade and state governments for
participation in international travel fairs and exhibitions:
- Extending the benefit of the Marketing
Development Assistance Scheme of
the Ministry to active Members of India Convention Promotion Bureau
(ICPB):
- Organization of Travel
Mart in April, 2009 – the Great India Travel Bazaar in Jaipur
in association with the State Governments and all stakeholders.
- 2009 is being promoted
as Visit India Year where attractive incentives are being worked out.
The status of the Travel Advisories issued by major tourist generating
countries is being reviewed on regular basis to take suitable measures.
The Ministry of Tourism has also undertaken the confidence building
measures to minimize the negative impact on tourism by putting up the security
updates for foreign tourists in its website, liaising with Indian Missions,
travel industry and media in overseas.
1.
16. Achievements of ITDC:
ITDC has undertaken the renovation of Ashok Hotel, Delhi, and Renovation of other hotels in Delhi has also been planned for providing them the competitive
edge in their respective categories.
The
turnover of ITDC upto November 2008 was Rs. 289.02 crore as against Rs. 259.38 crore during the same period last year, representing an
increase of 11.43 %. The ITDC earned a
net profit of Rs.40.87 crore upto
November 2008 as against Rs.39.88 crore during the
same period last year, representing 2.48 % increase.
AD/SL
(Release ID :46233)