An Overview of The

Indian Tourism Industry

Tourism

Tourism is the temporary, short-term movement of people to destination

outside the places where they normally live and work and their activities

during the stay at each destination. It includes movements for all purposes.

India is poised to emerge as the 2nd fastest growing (8.8%) tourism

economy in the world over 2005-14 according to the World Travel &

Tourism

India is now recognized as a year round destination

According to World Tourism Organization estimates, India will lead in

South Asia with 8.9 million arrivals by 2020

New Up-coming Tourism Products

Monsoon magic - focus on months from April to October

Rural & village tourism - the tourism ministry is laying special emphasis on

infrastructure development in various rural destinations in India.

Medical tourism - the Indian Healthcare Delivery market is estimated at US$

18.7 billion. The industry is growing at about 13 per cent annually.

Wellness & Spa tourism – luxurious world class health spa’s are mushrooming

across the country.

Luxury tourism – e.g. Palace on Wheels, Palaces

Adventure tourism – with emphasis on eco-tourism

MICE – convention centers coming up in the metro cities

Government Policies

Goals and Objectives

• To increase the share in international tourist arrivals, which is estimated at

around 0.5 %.

• To have active participation and investment from private sector in

tourism industry.

• Special attention for infrastructure development in North East India and Jammu & Kashmir.

• To have improvement and environmental up-gradation of the protected monuments.

• To give greater focus to rural tourism with the objective of eliminating poverty and creating employment, with specific emphasis on the status of the women and to encourage tribal and local crafts.

• To impart a special thrust to eco tourism in all developmental activities.

• To give due importance to domestic tourism, particularly tourism connected with pilgrimages.

• To encourage Adventure Tourism for the new class of young tourists, having marked preference for adventure sports and distant destinations.

• To effectively encourage special products that can attract tourists i.e. Yoga, Siddha , Ayurveda, Indian cuisine etc.

• To conduct effective training programmes for capacity building of tourism service providers and to increase employability of existing tourism service providers.

• Training of State Police to act as „Tourist Police.‟

• To actively participate in activities of international organizations related to tourism such as UN World Tourism Organisation and World Tourism and Travel Council.

Reform measure and policy initiatives

• Travel & tourism industry in India is marked by considerable government presence. Each state has a tourism corporation, while the central government runs the India Tourism Development Corporation.

• In the year 2002, New Tourism Policy was launched. It was built around 7 mantras – Swagat (welcome), Suchna (information), Suvidha (facilitation), Surakhsha (security), Sahyog (cooperation), Sanrachna (infrastructure) and Safai (cleanliness).

Some salient features of tourism policy are –

• The policy proposes the inclusion of tourism in the concurrent list of the Constitution to enable both the central and state governments to participate in the development of the sector.

• No approval required for foreign equity of up to 51 per cent in tourism projects. NRI investment up to 100% allowed.

• Concession rates on customs duty of 25% for goods that are required for initial setting up, or for substantial expansion of hotels.

• 50% of profits derived by hotels, travel agents and tour operators in foreign exchange are exempt from income tax.

• A multi-pronged approach has been adopted, which includes new mechanism for speedy implementation of tourism projects, development of integrated tourism circuits and rural destinations.

• In order to give greater impetus to development of tourism through public partnership, a National Tourism Advisory Council has been constituted.

• The public private partnership is also being encouraged in the form of capital subsidy.

• Several small schemes of 9th Plan have been merged into one scheme of project/infrastructure development for destinations and circuits to create world class tourism infrastructure in the identified destinations and circuits all over the country.

Tourism sector towards globalization

• The Asian American Hotel Owners Association (AAHOA) has

committed to promote India as a tourist destination in the US through

its network of 22,000 member hotels. Strategic tie-ups with such

associations could be a significant factor in the years to come, since

over 40 per cent of American hotels are owned and operated by People

of Indian Origin (PIO).

International Recognition

• India has been elected to head the UN World Tourism Organisation (UNWTO), the highest policy making world tourism body represented by 150 countries.

• The world's leading travel and tourism journal, "Conde Nast Traveller", ranked India as the numero uno travel destination in the world.

• The "Incredible India" campaign has been ranked as the Highest Recall Advertisement worldwide by "Travel and Leisure".

• India was adjudged Asia's leading destination at the regional World Travel Awards (WTA).

• India's Taj Mahal continues to figure in the seven wonders of the world.

• Bangalore-based Leela Palace Kempinski has been rated as the favourite business hotel in the world in a Readers' Choice Awards by Conde Nast Traveller.

Technology1. Database and computer reservation Sys (CRS): 'lost cities'

2. Home video and TV video texts: BBC's Ceefax Service "Travel

Advice Countries'

3. Transport innovations: high speed trains

4. 66% of American users believe that

eTourism web sites provide better

services than travel agents!

5. Samosa!!

Tourism Finance Corporation of India Ltd.

“ Helping Tourism Grow”TFCI provides financial assistance to enterprises for setting up and/or development

of tourism-related projects, facilities and services, such as

• Hotels

• Restaurants

• Holiday Resorts

• Multiplexes and Entertainment Centers

• Education and Sports

• Safari Parks

• Convention Halls

• Transport Travel and Tour Operating Agencies

• Air Service

• Tourism Emporia

The coverage under project-related services and tourism-related studies by

TFCI include:

• Project-Related Services

• Tourism-Related Studies/ Services

• Govt Sector

• Private Sector

Suppliers Of Indian Tourism

• Lonely Planet Guidebooks

• Websites like www.incredibleindia.org,

• www.indiatourism.com, www.tourindia.com,

www.coxandkings.com, www.makemytrip.com ,

www.makemytrip.com , www.lonelyplanet.com ,etc.

• official websites like www.tourisminindia.com,

www.keralatourism.com, and other state websites

• Previous Travelers especially Hollywood personalities and

Statesmen

• Indian Consulates –besides their other functions also provide

information related to tourism in India.

Total Tourist Arrivals

0

500000

1000000

1500000

2000000

2500000

1 2 3

Series1

Scheme wise Government

Expenditure on Tourism

Total Revenue Earned

0

1000

2000

3000

4000

5000

6000

January February March April May

Series1

Series2

Series3

CustomersIn tourism, customers are TOURISTS, the purview of tourists does not

only include ‘foreign’ tourists but also tourists from within India.

It has become a challenge to please customers. With extreme availability

of information and variety of options, it has become even more difficult

to please customers in tourism industry.

The customer satisfaction can be gauged on these parameters :

1. Infrastructural factors:

• Accommodation

• Transport

• Accessibility

• Shopping facilities

• Informative

2. Services and Safety factors:

• Catering

• Entertainment

• Local people

• Safety

3. Necessities:

• Food

• Water

• Amenities

4. Cost related factors:

• Prices

• Value for money

5. Natural or unique factors:

• Scenery

• Climate

• Overall satisfaction

SWOT ANALYSIS

Strengths:• Rich culture heritage and colorful festivals.

• Scenic beauty of the country draws tourists from far off places.

• Terrain is ideally suited for various adventure activities.

• Well known Indian hospitality.

Weaknesses : • Inadequate infrastructure to match the expectation.

• Restrictive Airline Policy of the Government of India.

• Overcrowding of popular tourist centres.

• Inadequate marketing and information channels.

• Some places are inaccessible, especially in winter.

Opportunities• GOI is giving special attention to certain regions like Northeast India.

• Asian Development Bank is preparing a Sub- Regional Plan for

development of tourism in India.

• Potential for private sector's investment in tourism projects.

• Availability of high quality human resource.

Threats• Strong Competition within states of India and abroad.

• Terrorism is a major setback of the region.

• Disorganized tourism development.

• Environmental factors also impose a threat.

Key Findings

• India is expected to see an influx of 10 Million international tourists by 2010, up from just 5 Million in 2007

• Andhra Pradesh, Uttar Pradesh, Tamil Nadu, Karnataka and Rajasthan are the leading tourism destinations in India in terms of total tourist arrivals

• India has been promoting its healthcare tourism by providing the visitors with private healthcare facilities. It is expected that the total market for medical tourism will reach US$ 2 Billion by 2012, representing a CAGR of 60.69%

• Indian outbound tourist flow is expected to increase at a CAGR of 13.30% over the five-year period spanning from 2008 to 2012

• India’s share in the global tourism is expected to reach 1.5% by 2010

• The growth in India’s tourism market is expected to serve as a boon, driving the growth of several associated industries, including hotel industry, medical tourism industry and aviation industry

• Personal disposable income during 2002-2007 grew at a CAGR of 14.16%, thereby driving domestic as well as outbound tourism

Incredible India Campaign

The ‘Incredible India’ Campaign implemented by the Government of

India has proved a catalyst in attracting record tourists into India.

Being the first B2C campaign of its kind, it has created a unique brand

and identity of India in the world travel & tourism space.

Presented By-

Pallavi Chaturvedi

Namrata Srivastava

Nishtha

Kavita

Abhishek Solanki

Ashish Agarwal

Manu Pant