TOURISM ARRIVAL
STARTS REGISTERING POSITIVE GROWTH
36
TOURISM HUBS THROUGHOUT THE COUNTRY INITIATED
Global recession in
tourism following September 11th , 2001 episode together
with global advisories recommending tourism enthusiasts to avoid
India as a destination failed to have a major impact on tourism
growth in India. Against global perception, international tourist
arrival in India registered a growth of more than 16% in November.
The Government of China’s decision to accord "approved destination
status" to India to allow Chinese to travel in larger groups
to India has in fact added yet another feather to the potential
of pilgrimage tourism in India. Direct flights to Gaya from Colombo
and Bangkok were started to facilitate tourists to visit Bhudhist
circuits. Japan invited an exhibition of Indian artifacts, which
proved a major attraction at Tokyo. Japanese empress and emperor
also visited the heritage exhibition.
Regeneration of Ajanta,
resurrection of Red Fort, revamping of cultural legacy of Kurukshetra,
Haridwar and Rishikesh, rediscovery of intellectual and spiritual
heritage of Buddhism and jainism and development of new tourism
circuits were the highlights of the year.
NEW TOURISM CIRCUITS
Six tourism circuits
with great tourism potential identified this year for integrated
infrastructure development in consultation with the State Governments.
A new work culture and result oriented style of governance for
speedy implementation adopted for this purpose. A team lead by
Tourism and Culture Minister took study tours to the places along
with State governments and other agencies to take decisions on
the spot, ensure speedy follow up by cutting out unproductive
channels. Circuits being developed include Buddist Circuits (Bodhgaya,
Rajgir, Nalanda and Varanasi), Himalayan Circuits (Chandigarh,
Bilaspur, Kullu-Manalii, Rohtang La and Leh, Shimla, Sangla, Keylong,
Sarchu, Yashi), Central Circuits (Gwalior, Shivpuri, Chanderi,
Khajuraho, Jhansi, Sanchi and Kanha Jabalpur), Western Circuits
(Bombay, Allibagh, Vijaydurg, Mithibad, Shiroda, Amboli, Goa,
Karnataka and Bekal), Southern Circuits (Cochin, Kumarakom, Kottayam
and Trivandrum) and Eco-Tourism Circuit (Shillong, Guwahati, Kaziranga,
Tezpur, Majuli, Sibsagar and Kohima). These circuits within the
next 2-3 years will become great attractions for tourists.
Initiative was
also taken to develop a world heritage tourism corridor
connecting 10 world heritage sites out of the 16 declared by UNESCO
in India. The tourists would be able to have glimpses of rich
Indian heritage passing through the corridor. The scheme to develop
places associated with great sons of India-Mahatma Gandhi, Swami
Vivekanand and Philosopher Saint Swami Shankracharaya was also
taken up to introduce younger generation with the values and work
of these great figures.
NEW TOURISM POLICY
The long pending
need to replace tourism policy of 1982 was fulfilled this year.
The previous policy was framed in an environment of a closed economy
with licensing procedure. New Tourism policy announced during
2002 attempts to position tourism as a major engine of economic
growth, harness the direct and multiplier effects of tourism for
employment generation, economic development and providing impetus
to rural tourism. It also acknowledges the critical role of private
sector with government working as pro-active facilitator and catalyst.
CREATING INDIA
TOURISM BRAND AND NEW MARKETING STRATEGIES
As a follow
up of new tourism policy, a positioning statement "incredible
India" announced to capture the essence of variety of tourism
products. Simultaneously, a new website ‘Tourism of India’
launched to convey a unique image of Indian tourism to potential
consumers. Internet marketing also initiated through overseas
offices to attract more tourists. New sets of tourism literature,
CDs and videos produced to target various overseas markets.
TOURISM AND CULTURAL
HUBS
In order to synthesize
elements of tourism and culture the Centre has decided to set
up at least one hub in each State. These hubs will work as a centre
to project art and heritage of the area. Places of tourism interest
and art-cultural heritage will be linked. Documentation centre,
handicraft emporiums and other similar facilities with improved
infrastructure will be created at places. These hubs are being
created at Mahabalipuram, Arikamedu, Hampi, Fort Cochin, Ajanta,
Bhimbetka and Gwalior Shivpuri Complex, Kumbhalgarh fort and Chittaurgarh
Fort, Kurukshetra, Dholavira and Modhera, Rishikesh-Badrinath-Kedarnath-Gangotri,
Udaygiri-Khandigiri and Raghurajpur, Bodh Gaya, Varanasi, Leh,
Leh Palace, Monasteries, Dal Lake, Nagarjuna Konda, Upchi-Manali
road and other areas, Amritsar, Sunderban, Kamakhya and Majuli
Islands, Tawang, Shillong, Monasteries, Kanchenjunga and Tiesta
River, Buddhist Sites and Red Fort and Quila Rai Pithora. The
hubs would act as a pacesetter for the entire country to develop
cultural tourism and would provide an insight into the great heritage
of the country in a healthy and elevating environment.
Under the scheme,
Ajanta Caves have already been given totally new look with improved
ambience. All the activities around the caves have been shifted
to a newly created centres, 3 kms away from the caves to ensure
siren surroundings while appreciating Buddhists paintings in the
newly installed fibre optical light system. Similarly, Red Fort
have been totally chemically washed, gardens have been laid at
the backside with fountains and number of other steps taken to
restore the grandeur of the old monument.
PRESERVATION OF
JAIN HERITAGE AND BUDDHIST ART
88 Jain monuments
taken up for preservation, improvement of ambience and other infrastructure.
An amount of Rs. 100 crore sanctioned for this purpose. Restoration
of Buddhists painting spread over in Leh, Tawang, Bomdilla was
also initiated with an amount of Rs. 27 lakhs.
UDAYA SHANKAR
ACADEMY FOR DANCE AND MUSIC
In October
foundation stone for Udaya Shankar Academy for Dance and Music
was laid at Uttaranchal. The Academy being set up in Almorah in
the background of siren, snow capped surroundings would become
a Centre for learning dance, music and study heritage of the area.
The Government’s
intention for promoting tourism as major engine of economic growth
in view of its vast potential was manifested in the budget allocation
also. This year it was increased from Rupees 150 crore to Rupees
225 crore. Tenth Plan allocation also five fold enhanced from
Rs. 595 crore (Ninth Plan) to Rs. 2900 crore.
The year witnessed
great events like Pacific Asia Travel mart in India attended by
about 2000 delegates from all over the world. The event was an
occasion for opinion makers in tourism sectors to see various
facets of Indian tourism. This was the largest gathering of tourism
industry anywhere in the world after 11th September,
2001. Exhibition of Nizam’s jewellery, one of the richest treasures
of the world, painting of Picasso and ‘Nicholas Roerich: A Himalayan
Saga’ were some of the other highlights of cultural calendar of
the year.
The new initiatives
taken during the year aims not only at promotion of tourism arrival
but also have a larger purpose, too. It is to project an image
of India, which is inspiring and elevating. According to Minister
of Tourism and Culture, Shri Jagmohan, " overall
objective is to ensure that the tourist to India should get physically
invigorated, mentally rejuvenated, culturally enriched and spiritually
elevated and on return to his country, he should feel India within
him".
