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Emerging Issues of Tourism Industry in India Under Globalised Era-Libre
Emerging Issues of Tourism Industry in India Under Globalised Era-Libre
ABSTRACT
Introduction
Tourism has become the world's largest industry, generating wealth and
employment, opening the minds of both visitors and the visited to different ways of
life. Worldwide, the industry currently employs more than 200 million people.
Tourism, as an instrument of economic development, will steadily assume an even
greater importance in the future. There are grounds for optimism about what
sustainable tourism development can mean for poor nations in the 21st century. But
coordinated and consistent efforts, to achieve it, in the face of soaring tourism
demand, are rare. Sustainability carries the idea of self-regulating societies in which
economic and social changes are broadly accommodated. The Second Global Summit
of Institute for Peace Through Tourism held in Geneva, Switzerland, acknowledged
Dr. Nawab Ali Khan is Professor in the Department of Commerce, Aligarh Muslim
University, Aligarh. He can be reached at nawabalikhan@indiatimes.com and Prof.
M. Mushtaque Ahmed is Principal, College of Management Studies, GLAITM,
Mathura. Earlier he was Dean, Faculty of Commerce and Chairman, Department of
Commerce, Aligarh Muslim University, Aligarh.
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that tourism has an increasing pressure on local society, economy and environment.
The summit tackled the pressing issues that are pertinent to the current situation in the
travel and tourism industry. Among these issues, poverty reduction was one of the
major issues. Tourism can help poor countries develop by increasing employment
opportunities.
India has a lot of potential in the field of tourism and travel as compared to
some of the countries like Malaysia, Thailand, Singapore, Hong Kong and Mauritius
which earn more foreign exchange than what we do. It is a matter of concern,
however, that a country which supports more than sixteen per cent of the world
population had just one per cent share of the global tourist arrival. The major
problems faced by the tourists are the terrorist activities, war-like situations and
safety and security. Under the circumstances tourists prefer short-haul destinations
with established reputation for safety and their decisions are hardly influenced by
financial considerations, though, in normal situations, cost considerations do affect
the decision of inbound tourists to a large extent. At the international level 9/11
September attack on the World Trade Centre, Afghanistan and Iraq Wars, continued
war-like situations in Palestine and Jammu & Kashmir and also SARS have
adversely affected the movement of foreign tourists.
During the last few years tourists have witnessed good amount of violence
and killing almost in every country including India. Kashmir, historically known as
'Heaven on the Earth', appears to be deserted on account of terrorism and violence. A
large number of tourists, who used to visit and stay for a longer period in the
Kashmir valley, do not tour the State of Jammu & Kashmir for fear of violence and
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aggression. The business travelers also schedule their business trips only when it is
absolutely essential. In fact, terrorism and violence have become the first and the
foremost problem for tourists everywhere and India is no exception. The problem has
assumed such alarming proportions that the world community must find its lasting
solution. The injustices done to the people in various parts of the world have resulted
in great damage to tourism industry all over the world Tourists, especially of the
developed countries; have been avoiding such destinations where there is any chance
of violent activities against them. The problem has become so acute that the
Governments in UK and the USA, in the recent past, had to issue travel advisories to
their tourists. Though these travel advisories were, later on, withdrawn but the
damage had already been done. India is not a preferred destination now for most of
the Western tourists who spend, from our standards, a lot of money on tourism.
Tourists are also irritated on account of unwanted paper work, time wasting
compliance of rules and regulations and red-tapism in India. In addition to customs
and immigration formalities, language barriers are also the major problems faced by
the foreign visitors. The difficulties of entry and exit too spoil half of the holiday
charm. Again, our poor infrastructure, shortage of packaged tours, lack of
connectivity between places, lack of transportation, our failure to create mass
awareness throughout the world, polluted environment, discriminating economic and
social behaviour, inadequate and inexperienced staff, uneasy current convertibility
and lack of multi-linguistic guides come in their way of pleasant tour and make the
foreign tourists reluctant to come to India.
India has strong signs of becoming one of the emerging giants in world
tourism because its economy, particularly in the areas of Information Technology and
Telecommunications, is undergoing enormous growth. India’s outbound travel
volume, which is twice as large as its inbound number, would increase significantly
in the near future if tourism becomes State driven. The most imperative factors for
successful tourism development include product enhancement, marketing, regulations
and human resource development. The role of the State is pivotal because a large
number of tourism resources like foreshore lands on the coast, heritage monuments,
forest and wild life, inland water bodies and major infrastructure like airports, roads,
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ports vest with it. Therefore, in order to promote tourism industry in India in the wake
of aforementioned challenges, the following strategies will go a long way to welcome
visitors to explore, see and take back home the cherished, true and lively memory of
exploring India from North to South and West to East.
First of all, to succeed and counter the challenges, there is need to develop the
required human resources in various segments of tourism industry. It has become
imperative as a consequence of the rapid growth in tourism, fast changing technology
and dynamic changes in the international tourism market. At present, major problems
and constraints, involving human resource development in the tourism sector are
shortage of qualified manpower, shortage of tourism training infrastructure and
qualified trainers, working conditions in the tourism sector and lack of strategies and
policies for human resource development in the tourism sector.
While tourism can be a catalyst for development, it is of the utmost importance that
government plans and develops tourism carefully so that the benefits can be
optimized without creating social and environmental problems.
It has already been mentioned in the beginning that no sound Tourism Policy
existed in India till 1992. The central government should formulate a comprehensive
tourism policy and put it before the Parliament for approval and implementation. The
state governments can also do so on the similar lines. Such policy measures will have
a long term bearing on the tourism development in India.
Finally, lack of awareness in the field of tourism can also be treated as a major
challenge. This awareness is, at present, limited to few enlightened people in our
society. It must be extended into a felt need of the masses. Only then it will become
the national goal. The Indian publicity is unimaginative and weak. So far, it covers
only the tourists and the potential tourists with the purpose of luring them to visit
various places in India. Such publicity has no persuasive pressure on the people of
these places to welcome the tourists. For the common citizens, a visiting tourist group
is no concern at all. They are strangers for the local people. These guests are either
avoided or exploited.
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Thus far it has been observed that tourism industry serves as a means of
economic development. Eminent scholars and economists have been paying serious
attention to economic development throughout. According to Meier and Baldwin
maintaining development is a problem for rich countries but accelerating development
is even more pressing matter for the poor countries. It has been rightly remarked by
the same authors that ‘a study of the poverty of nations has even-more urgency than a
study of the wealth of nations. In more advanced phases of capitalistic development,
economists have been attempting to spell out the precise conditions necessary for
maintaining steady growth and avoidance of chronic conditions of general over
production or under production resulting in a clear-cut divide between the ‘haves’ and
the ‘have-nots’. Instead of bringing about a more equitable and just economic order,
the developed West has been trying to pacify the poor by a number of social security
means, which it can very well afford.
in India has huge contribution to the country’s economy, still it has failed to some
extent in attracting more investments to the sector. More over the coming budget
2008-09 is expected to draw more attention on consumption led growth, which is
needed for strengthening and sustaining the economic growth of the country.
Dudley Seers is also of the same opinion about the meaning of economic
development. He puts three basic questions in this connection. What has been
happening to poverty? What has been happening to unemployment? What has been
happening to inequality? If all three of these have declined from high levels, then
beyond doubt this has been a period of development for the country concerned. If one
or two of these central problems have been growing worse, especially if all three
have, it would be strange to call the result ‘development’ even if per capita income
doubled.
The late ‘Eighties’ and beginning of the ‘Nineties’ of the last century
witnessed revolutionary changes of far reaching consequences, which nobody could
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have dreamt of. Dismemberment of the erstwhile Soviet Union, demolition of the
Berlin Wall and re-unification of Germany changed the whole economic philosophy
in the world. Closed economies gave way to the open economies. We also introduced
economic reforms through liberalization, privatization and globalization without
taking into confidence at least 300 million urban and rural poor as to whether they
support such reforms or not. Even now, the opportunity is not lost and we should
think twice before going in for wholesale opening up of the rest of our economy to
international competition. While the touchstone of competition can create heaven, it
can more easily lead to hell also. The WTO largely ensures unequal and unsustainable
competition between the developed and the developing nations.
There are other serious implications of the WTO agreements. While the
developed countries can strengthen their control over their own agriculture by keeping
their food security intact, the developing countries like India are called upon to
ultimately dismantle their Public Distribution System (PDS). How to call quotations,
how to advertise, how to charge price, how to ensure transparency and for whom are
some of the basic questions for which the Third World countries have to find answers.
In a nutshell, the most important question is whether to retain or surrender our
sovereignty. On the other hand, when it comes to their own commitments, the
industrialized nations of the North conveniently ignore the issues. The US itself has
turned back on Kyoto Protocol on global warming, much to the dismay of the rest of
the world, particularly the European Union and Japan.
The important point to be noted here is that whether the fast progress of this
leading IT sector(s) or the developed tourism industry will be able to pull up the rest
of the economy as propounded by W.W. Rostow in his ‘Stages of Economic Growth’.
His thesis seemed to work fairly well in an earlier world where different countries
concentrated on varying packets of specialization. In the contemporary situation,
almost all the countries are over-focusing on, virtually, the same field. To become an
IT or TELCOM professional is the wish of every youth today but such lucky persons
are no more than one million in India with a population of more than one thousand
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The aforementioned situation brings us to the conclusion that, in the long run,
sustainability of ‘brick-and-mortar economy’ is the precondition for the continued
prosperity of IT professionals. Whom will they advise if their clients stood denuded of
their paying capacity or disappeared from the seen altogether? In the wake of market-
led globalization, particularly since 1991, the world has already witnessed a number
of financial scams, terrorist attacks and other forms of criminalisation. The basic
question is: What about the numberless leftovers left behind in the competition
struggle? Who will take care of them, in this age of privatization, if not the
Governments? Or, we leave them to take the law into their own hands?
Concluding Remarks
Keeping in view the diverse emerging trends evident in the Global Tourism
Boom, which regrettably remains elusive for India despite its high quality product, it
is through the aforementioned strategies that the Indian tourism can be made stable by
making a special strategic framework of promotional policy in and outside India. All
it requires is that India should promote adventure tourism, concentrate on domestic
tourism, rather than inbound tourism, and launch a publicity campaign for tourism
promotion. Besides, more and more travel writers should be invited and Indian
operators should be encouraged to participate in promotion activities abroad also.
Conventions of travel and trade organizations like PATA and ASTA can give India
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In fine, the beaches should be promoted as ‘Indian Beaches’ rather than Goa
Beach and Kerala Beach separately. Liberal policies and reduction in taxes along with
a comprehensive package for attracting tourist and foreign investment are the need of
the hour. There is also a need to increase the government’s role in promoting India as
a brand. Just like exports and other sectors, tourism will grow only if the India brand
is established in the global market. Hence, we must have an open mind on alliances
with other countries, which might help in adopting better promotion strategies,
marketing, services and packaging. Only overall growth can help in improving
revenue generation, which needs to grow in line with the additional capacity being set
up by the hospitality industry. The government should not slowly withdraw from
every field and leave the poor masses to the mercy of private sector alone. The
governments in the developed world are directly and indirectly helping their masses in
a large measure by providing them various kinds of subsidies worth billions of dollars
every year and India must follow suit.
Selected References:
7. www.economywatch.com