fTourism and Econonmic

Opportunity s's' 55
Concept

Nerv

NEW NE CONCEPT OF TOURISM

New
tourism Policy
.1
n the Indian Government presented its first
In 1982, the
ism policy. It took the government until 2002 to present
pdated olicy document.
an
in the early days of independent India, quite rationally,
he Government didn't pay much attention to tourism. The
first public milestone in the history of tourism was the
eation of the Indian Tourism Development Corporation
in 1966. This federal organization was meant to
(ITDC),
develop tourist intrastructure and services. On a state level,
similar Corporations were established, although unwillingly
and after considerable delay. Their budgets were small and
the scales of their operations were limited. Moreover, the
tourist services they offered were generally considered
substandard and indifferent.
12 The first Tourism Policy (1982)
The first significant policy initiatives were taken in the
early 1980s. With the prospect of hosting the Asian Games of
1982, the Indian Government had to start thinking about
accommodating, transporting and entertaining the large
number of visitors attracted by the event. This awakeneda
Serious public interest in tourism, which was enhanced by
tne tact that tourism was India's
largest earner of foreign
currency. The objectives of this policy is to so develop
rism industry in such a way that it :

.Becomes a unifying force nationally and

internationally fostering better understanding.
2. and
ielps preserving Indian heritage and culture
projecting the same to the world.
3. Brings of
5rings socio-economic benefits in terms
employment, income generation, revenue

generation, foreign exchange etc.

 Travels and Tourismm- (E.Y.B.Com
and opportunity to the o. em.
4. Gives direction th of th
country to understand the aspirations and
point of others and
d vie
helps
in
greater
er natiOna
integration
Offers opportunities to the youth of count
t only
for employment but also for taking up activities for On
for nation
building and character building like sports, adventure

1982 gave
etc.
The national tourism policy,
tourism and suggested improvements on various
a
boos
like infrastructure to support increasing tourist arrivaloAsectin
India, promotion of tourism so that India's
destinations become popular worldwide and
focus tourism
on #.
various types of tourism potential in the
country.
The New Tourism Policy (2002)
In the Chief Minister's
Conference held on October 3
2001, the then Prime Minister of
India, Shri. AtalBihari
Vaipayee had highlighted the importance of tourism
growth and development of the country. for the
new tourism
policy was formulated Followingin
in
this, a
2002. The
Government announced the
India as a worldwide policy with an aim to
projecd
brand so as to ensure
escalating travel and trade globally and the benefits from
in India that infinite potentia
has not been
tapped
the National Tourism tourist destination
The objectives of as a

follows Policy, 2002 are as

i) Placing tourism as
a main
i1) Harnessing economic growth enginee
multiplier effects of tourism besiu
direct effects
for generating employment,
development
rural tourism;
of
economy providing momentu m to

ii)As a main tourism

being laid on domesticgrowth driver,
nore focus 15
more
iv) tourism.
Placing India as a worldwide benefit
trom brand so to SO as
escalating travel and trade asnd
globally a
the
the
 ConceptofTourismt and Economic Opportunity

potential in India that has not been

Neare

57
infiinite
a tourist destination: tapped as

Private sectors critical role is

ministration working as a
acknowledged with
facilitator; catalyst and
pro-active
vi) Developing and
creating integrated circuits of
tourism the basis on
on
heritage, culture and unique
civilization in India in
sector, states and other
partnership
with private
agencies;
and
vii)Ensure that tourists
coming to India get mentally
rejuvenated, physically invigorated, spiritually
elevated, culturally enriched and "feel India from
within".
The policy takes into consideration seven keys that will
provide the thrust to tourism development. These are
Swagat (welcome)
Soochna (information)
Suvidha (facilitation)
Suraksha (safety)
Sahyog (cooperation)
Samrachana (infrastructuredevelopment)
Safai (cleanliness)
he policy suggests the following:
3)
The Improving and Expanding Product Development:
policy has made suggestions for the development of
tourism destinations in India by giving region specific
cable ideas. For example : Develop sustainable beach
AnCOastal tourism resort products based on a more flexible
pproach to developments in the coastal zone. These sites
should primarily in the regions of Goa, Kerala,
Karnataka. The unique
he uni fairs and festivals of India like the
 Travels and Tourism-1 (F.Y.B.Co
58 ''* m.) (Sem-
KumbhMela should be promoted as unique tourism n.

of India as "Festivals of India"

b) Creation of World Class Infrastructure
infrastructure ranges from ports of entry, to :The
to modec
modes of
transport to destinations, to urban infrastructure
tourism facilities such as access roads, power electrici supporting
water supply, sewage etc. New Tourism Policy suggests
*
to
improve the same so that tourism can be supported wel.
cStrategies for Effective Marketing : To effectively
compete in tourismn markets India will have to shift
shift itits
current traditional marketing approach to one that is more
aggressive and competitive.
d) Creating India Tourism Brand Position: In the
an
international market India requires a positioning statement
that captures the essence of its tourism product to convey an
image of the product to a potential consumer and which will
become brand India. For e.g. "Amazing Thailand"
"Malaysia, truly Asia.". Thus India came up with its
campaign called Incredible India'.
Conducted globally and received appreciation froOm
tourism
industry observers and travellers alike. Iconic Indian actor
and former Miss World have replaced as the brand
ambassador of Incredible India.
22. CONCEPT OF ECOTOURISM AND ECONOMIC
OPPORTUNITIES
Ecotourism is an entirely a new approach to tourism. It
involves travel to natural areas to appreciate the cultural and
 nd Econ
and Economic
Nerw
Concept of Toura Opportunit 's* 59
bary of the environment in such a
natural
way that care is
taken not to disturb the
integrity of the ecosystem while
creating economic oppo ortunities that make conservation and
of natural resources advantageous to the
tection of
rotection
local
people. In
other words, ecotourism is an integrated
wOram that is "Nature-based, ecologically sustainable,
programn

where education and interpretation is a major constituent

where education

and where local people are benefited."

 Eco-Tourists
Do's and Don't's for
*Source: Incredible India: Dos and Don'ts for Eco-tou sts.
There are numerous Botanical and Zoological Gard
in India, which are working towards the enhancement oe the
Ecosystem. Poaching has stopped to a large extent. There
illegal
aare
severe punishments for poachers, hunters, and illeoal
traders of animals and trees. Tree plantation drives drives are
taking place in several places. There are several animal and
plant rights organizations, that fight for the rights of animals
and plants. Numerous organizations and NGOs are coming
forward to provide environmental education to the common
people at the grass root level.
1. Define the term Ecotourism and give a brief account
of the development of eco-tourism in India.

2 2. What are Do's and Don't's in eco-tourism?

 UtU l d l d
Communities in biodiversity
conservation
through
through
incentive based mechanisms).
Great Himalayan National Park, HP-Eco
Development Project (promoting participation of
local in biodiversity
communities Conservation
through incentive based mechanisms).
3. SUSTAINABLE TOURISM IN INDIA

Sustainable tourism in India is an approach to travel and

tourism that seeks to maximize the positive economic, social
and environmental impacts of tourism while minimizing its
 Economic pportunity g'99
of
Touris

69
Conceyt

Nia tive effects.

India, wvith its rich cultural heritage, diverse
ndscapes, a n d historical significance, is a popular tourist
destinat Hon wever, it faces various challenges related to
in
inability in the tourism sector, such as environmental
sustaation, cultural erosion, and uneven economic
degradation,

dege Here
benefits. H are some key aspects of sustainable tourism in
e r e ar

ndia:

Environmental Conservation

Protected Areas and Wildlife: ndia is home to

o national parks and wildlife sanctuaries.
several
Sustainable tourism involves promoting responsible
wildlife viewing and conservation efforts. Visitors
to follow ethical guidelines and
are encouraged
support conservation initiatives.

Eco-Tourism: Many regions in India promote eco-

o
tourism, focusing on low-impact activities, such as
and sustainable
nature walks, bird-watching,
environment.
trekking, to minimize harm to the
Sustainable tourism
O Energy and Resource Efficiency:
energy consumption and
also involves reducing other
transportation, and
resource wastage in hotels,
tourism-related services.

Cultural Preservation
Sustainable tourism emphasizes
Cultural Awareness: and
local cultures
the importance of respecting
to learn about the
Tourists a r e encouraged
rdaitions. customs.
and
ocal way of life, traditions, local
O Community Involvement: Engagin8
ensures that
ensures
activities
tourism
Communities in distributed
more equitably.
Tnomic benefits
are initiatives
tourism
community-based
e s t a y s and involve
locals directly.
are
becomingpopular to
70 Travels amd Tourism-I F.Y.B.Com.) (Sem.-
Economic Development em-l)
OSupport for Local Businesses: Encouraging
to buy local products and tourig
support local businesse
helps boost the local economy. This can busines
purchasing handicratts, locally grown produce,includ
using local services. and
and

o Job Creation: Sustainable tourism can

employment opportunities in rural and remote create
areas
reducing urban migration and
livelihoods. supporting8
supporting
Infrastructure and Planning
O Infrastructure Development:
sustainable infrastructure, Investment in
hotels, waste management
including eco-friendly
sensitive transportation systems, and eco
options, can enhance the
sustainability of tourism.
o Tourist Flow Management: Sustainable
tourism
involves managing tourist flows to
prevent
overcrowding and degradation of sensitive areas
Implementing visitor quotas and permits may be
necessary in some places.
Promotion of Responsible Practices
O Education and
Awareness: Both tourists and tourisu
operators should be educated about responsiD
tourismn practices. This includes waste disposa
Conservation of natural resources, and respecu
local cultures.
ecr
O Certification and Standards: The adoption ot
certifications and sustainability standards for no nore
m
and tour operators can consumers make
help
informed choices.
 Concept
fourism and Economic Opportunity
ofTour
Neav
71
vernment and Policy Support
Regulation ana Entorcement: The government
crIcial role in regulating and plays
tourism practices. enforcing sustainable
encourage
Legislation
businesses to
and incentives can
approaches.
adopt more responsible
o Tourism Master Plans:
tourism master plans that Developing long-term
incorporate sustainability
principles can
guide the growth of tourism in a
sustainable manner.
Sustainable tourism in India is essential not
only for
preserving its natural beauty and cultural heritage but also
for ensuring that the benefits of tourism are shared equitably
among communities and that future generations can
continue to enjoy these resources. It requires collaboration
between government bodies, the private sector, local
communities, and tourists themselves to make
significant
strides toward a more sustainable and
responsible tourism
industry in India.
3.2 Role of Tourism
Organisations
Introduction
lourism in a multi-faceted activity that needs support
O various allied sectors like transport, accommodation,
hotels,
s etc and
, etc a a large variety of other service providers.
h rapid increa:
ncrease in number of travellers both nationally
and increasing need to framne
eth:eationally there was an
ethicalValues
values amongst those agencies and a framework that
could
t is for
be followowed internationally to make them responsible.
t is for IATA,
this; world organisations like the UNWTO,
PATA, AFTA etc. were
were formed. This chapter
looks into
format O f these organisations and their functions.
 Travels and Tourism-l
72 (F.Y.B.Com.) (Se
Role of Tourism Organisation in promotino

development:
tourism
the specific aspects
Monitoring
development, such as HA monitors the Hotel
of touri
tourism
India.
Hotels of
Help to position the policies at the national
international and the local level through expertisei
nationa,
the sector
Develop policies that can facilitate tourism
development and get support for it as well from the
governments as well

Establishing educational training for the industry or

sector

Promote activities to develop the sector and prepare

them for the newer trends
Maintain documents and share common facts with
the partners
Collaborate and mediate between the different
stakeholders on different aspects of the tourism
sector and provide solutions.
 e n t agencies. 5
Ihg
8 the
O-ordination
investors as perbusiness
6. Data citizenapprovals
the citizen char
charter.
are
are provided
provide
collection, market
publish to
periodical
the tourism research and
in the reports on analysis, andof
on the developments
state.
8 TOURISM OPPORTUNITY developments of
India's G20 UNDER G-20
Presidency
advance its vision of provides an
economy by 2047, with becoming opportunity to
a
specific
trillion-dollar
aa
tourism
tourism, trade, and
technology. emphasis leveraging
sector, adventure tourism
on
Within the broader tourism
is
achieve Sustainable Development recognized as a means to a
Goals (SDGs) by 2030.
This article aims to explore the
requirements and challenges
 Travels and
Tourism-I (F.Y.B.C
122 in India aass it striv
B.Com.) (Sem-)
tourism
adventure s to contribute
facing objectives.
ambitious
to these
Organization (UNWT
World Tourism
The
the narrative of rethinking and reforming tourism on WNorl launched
in 2022 in Indonesia,
and it is still
India's G20 Presidency. The Presidency going
Tourism Day
during offersstrong
In
to broaden
its explanation of incoming tourindia
withchance
the a special emphasis on adventure tourism
urism
and
responsible and sustainable tourism, which has also oeen
underlined in the meetings of the tourism working groun

This strategy attempts to use sustainable tourign

as a
driver of economic growth, sustainable travel habits, and i
creation. The 2024 G20 summit in India is anticipated to
accelerate the tourism industry's growth.
India's G20 Tourism Track is focused on advancing the
tourism sector through the etforts of the Tourism Working
Group. This group is working on five interconnected
priority areas, each of which plays a crucial role in shaping
the future of tourism in India and globally. Here's an
overview ofthese priority areas
Green Tourism:
o Sustainable Practices: Green tourism emphasizes
sustainability, focusing
on minimizing the
environmental impact of tourism activities. This
includes eco-friendly practices in transportation
accommodation, and tourism attractions.
O Conservation: Promoting Conservation efforts in
tourist destinations, such as protecting natural
carbon
habitats and wildlife, and reducing
emissions.
and
OAwareness Raising awareness amoilg importance
tourists

of
tourism
operators about the ortance
responsible and sustainable travel.
 t of Tourism and lconomie Opportunilu
Ner Concept of
12.3
Digitalization:

Technology Adoption: Leveraging digital technology

for tourism promotion, booking, and
This includes the use ot online management.
and data analytics.
platforms, mobile
apps,
Connectivity: Ensuring that tourists have access to
reliable digital services and information while
traveling, including internet connectivity and digital
payment options.
O Data Management: Utilizing data-driven insights to
enhance the tourism experience and
improve
marketing strategies.
Skills:
o Workforce Development: Enhancing the skills and
training of the tourism worktorce, includin8 guides,
hospitality staff, and tourism operators.
O Quality Service: Ensuring that tourists receive high-
quality services and experiences through well-
trained professionals.
Promotion of Local Talent: Encouraging the
development of local talent in tourism, contributing
to
employment and community growth.
Medium
Tourism MSMEs (Micro, Small, and
urism
Enterprises): and
o Support for Small Businesses: Providing support
sector, which
centives to MSMEs in the tourism tourism local
o
often Play a significant role in driving
o
economies.
apacity Building: Assisting MSMEs in improving
to financing.
their Operations, marketing, and access

and
o
Innovation:
innovation

Encouraging
tourism sector.
entrepr
preneurship within
the
 Travels and Tourism-I (E.Y.B.Com.)
124
Destination M a n a g e m e n t :
(Sem-)
n-1)

O Sustainabie
Development:
Managing tourist
destinations in a sustainable manner to ensi.ure
ural and
term viability while preserving cultural and natura long-
assets.

OInfrastructure Development: Developing neces

infrastructure in tourist destinations to meet sary
meet thee
needs of visitors.

o Local Community Involvement: Engaging local

local
communities in the marnagement and decision-
making processes related to tourism development in
their areas.
These five
priority areas reflect a Comprehensive
approach to shaping the future of tourism in India and align
with global trends in sustainable and
responsible tourism.
By addressing these interconnecteed aspects, India's G20
Tourism Track aims to
promote tourism sector that not
a
only contributes to economic
growth but also respects tne
environment, supports local communities, and provides
high-quality experiences for travelers. proVIue

9'g'g