Indian Tourism Industry : Exploring The Unexplored By : Kalpit Rai

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Contents :

• Introduction• Major Tourism Type in India• Marketing in Tourism• Unexplored Destination in Karnataka• Finding and Conclusion

• Tourism in India has significant potential considering the rich cultural and historical heritage, variety in ecology, terrains and places of natural beauty spread across the country.• The industry is expected to generate 13.45 million jobs• Restaurants (10.49 million jobs)• Hotels (2.3 million jobs) • Travel Agents/Tour Operators (0.66 million).

• India is having 52nd rank in Tourism & Travel competitive index.• Market Size = Rs7.64 trillion in 2015

• Foreign Exchange Earnings (FEEs) = Rs 12,903 crore

Introduction :

• Positive Impact :• Generating Income and Employment• Source of Foreign Exchange Earnings• Preservation of National Heritage and Environment• Developing Infrastructure

• Negative Impact:• Undesirable Social and Cultural Change• Depletion of Natural Resources• Pollution

Impact of Tourism :

• Adventure Tourism• Himalaya, Himachal Pradesh etc.

• Wildlife Tourism• Corbett National Park• Pench National Park

• Medical Tourism• US$ 8 billion by 2020

• Pilgrimage Tourism• Eco Tourism• Cultural Tourism• Pushkar fair, Taj Mahotsav

Major Tourism Type In India :

Targeting International

visitors

Targeting Domestic visitors

Marketing In Tourism :

• Advertisement in Tourism • MP me dil hua Bachhe Sa, God’s Own Country, One State Many Worlds

• Celebrity Endorsement• Shah Rukh Khan :West Bengal • Amitabh Bachchan : Gujarat State Governments

• Government Initiatives• MoU between India and South Africa• Exempted homestays from service tax or commercial levies and make their licensing

process online.• The Heritage City Development and Augmentation Yojana (HRIDAY)

• Incredible India

Marketing In Tourism :

Year Expenditure (Rs. in 

Crore)

FTA in Million

2012-13 182.83 6.58

2013-14 195.29 6.97

2014-15 166.35 7.68

2015 24.99 -

Marketing In Tourism :Expenditure on Advertisement

Billboard at Ernst-Reuter-Platz.Berlin,Germany.2007

One of the Incredible India branded taxis : India Now Campaign,London,2007

Billboards Lincoln Center.New York 2007

•St. Mary's Island

Unexplored Destination In Karnataka:

•Anegundi

• Strength: • Historical importance.,Sceneric beauty, clean water ,Different shapes of the rock

formation.• Direct Transport: Boats are available ,Large number of visitors (80000 in Eight

Month)

• Weakness:• Distance between Malpe to Island is 6 km. sometime due to bad weather condition

there is no transport facility available.• Poor construction and less support from Government.• Weather Condition: It is hot most of the time • Potable water and eatables are not available.• Jetty needs to improve which lacks basic facility. They don’t provide life jackets

while travelling from jetty to island.

St. Mary's Island:

• Opportunities:• There is opportunity for water sports . Festival can be organized to increase its

visibility.• Shooting of Short film, Web Series and regional means of digital entertainment

shooting can be done at this place.• Improvement in jetty and the boats. Harbour can increase from 1 to 5-10 and ferry ₹ ₹

charges can reduce, which currently 150-200 per person for return journey.₹• Stay option around island can be develop. Place can be marketed as “Night Stay with

rocks and Waves” and restaurant can be developed. Basic requirement such as eatables, potable water is not available not in the island as well as near the jetty. Government can open one or two.

• Challenges:• Local government and state government have clash in development. • Local people do not accept any changes. • Journey is difficult for women, children and old people, as boat has to be changed in

mid-way. • Tourist are throwing their belongings, plastic bottles etc. Expenses on security,

lighting are high.

• Strength: • Hampi is world heritage site by UNESCO • Historical and religious significance, monuments, river, rocks etc.• Road, train and air connectivity is available to reach Hampi.• Beauty of rural culture, folk tradition, Art and Craft

• Weakness:• Transport for local visit is not available. • Language is barrier for tourist from other states and for foreigners.• Location are not easy to find, as well as no mobile network expect BSNL.• Money withdrawal availability is not there.• People seeking for Luxury Hotels have to stay in Hospet which 27 km far from

Anegundi.

Anegundi :

• Opportunities:• Hotels, resorts have business opportunities, as place is visited by most of the foreigners,

every year.• Government can implement transport facility/tour packages. For example: Busses availability

for tour packages twice a day.• Illumination of monuments, rocks, sound and light shows can be arranged during night time.• To promote local art and craft, government can tie up with local manufacturers and promote

through various ways.

• Challenges:• Since Hampi has a UNESCO tag, any construction activity in its vicinity requires the ASI's

approval, for constructing toilets at major tourist destinations," Karnataka tourism had to meet Union tourism minister and implementation was not done according to what state government wanted.

• Local people use river’s water for washing clothes. Tourist also litters things here and there that is a challenge in maintenance of beauty.

Anegundi :

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