Tourism Governance in India 

Tourism Governance in India 

Context:

The 2020 Tourism Policy in Jammu and Kashmir led to a significant rise in tourist numbers, reaching 1.2 million by early 2024. This influx has caused environmental strain, including unregulated construction, deforestation, and waste buildup, especially around pilgrimage sites.

 The resulting damage has reignited the debate on the need for a sustainable tourism policy in India to safeguard its fragile ecosystems.

Current state of Tourism In India 

• India was ranked 39th on the World Economic Forum Travel & Tourism Development Index (2024) and 6th in terms of Travel & Tourism’s total contribution to Gross Domestic Production (GDP) in 2021 according to the World Travel and Tourism Council (WTTC)
• India has earned over Rs 2.3 lakh crore in foreign exchange from tourism, reflecting a 65.7% year-on-year increase.
• share of foreign exchange earnings in world tourism receipts increased from 1.38 per cent in 2021 to 1.58 per cent in 2022.

Key Challenges in Tourism Governance in India:

• Inadequate Infrastructure:
• India ranks lower in the health and hygiene component of the WEF Travel and Tourism Competitiveness Index (2019).
• Many tourist sites lack basic amenities such as clean water, sanitation, and healthcare services.
• Safety and Security Concerns:India ranked lower  in safety and security in the WEF Travel and Tourism Competitiveness Index (2024).
• Reports of sexual abuse, theft, and public violence significantly impact tourism.
• Lack of Skilled Manpower:High demand for skilled workers in the tourism and hospitality sectors.
• India ranked lower in ICT readiness in the WEF Travel and Tourism Competitiveness Index (2024), showing a gap in digital skills.
• Poorly Regulated Health and Hygiene Standards:Inconsistent health standards in accommodations and food services pose risks.
• Complex Tax Structure:High taxes on airlines, hotels, and tour operators make India less competitive.Different tax rates across states complicate air ticket pricing.
• Inefficient Marketing and Promotion:
• India’s digital marketing for tourism is underdeveloped compared to other destinations.
• Focus is primarily on cultural and heritage tourism, overlooking adventure and ecotourism opportunities.
• Environmental Concerns:Rapid tourism growth has led to pollution, deforestation, and carbon emissions.

Tourism Governance in India:

• The National Strategy for Sustainable Tourism (2022) 
• Initiated by the Ministry of Tourism aims to promote resilient, inclusive, carbon-neutral tourism 
• It focuses on seven pillars: environmental sustainability, biodiversity protection, economic and socio-cultural sustainability, certification, capacity building, and governance.
• It emphasises collaboration across 16 ministries, state governments, NGOs, and local communities.
• The National Strategy for Ecotourism (2022) focuses on developing an ecosystem for ecotourism, with pillars such as state assessment, capacity building, marketing, public-private partnerships, and governance. It aims to rank states on ecotourism competitiveness.
• The Travel for LiFE campaign (2021) encourages responsible and sustainable travel among 300 million domestic tourists.
• The Sustainable Tourism for India Criteria and Indicators (STCI) benchmarks sustainable tourism practices for certification, focusing on effective management, heritage protection, local benefits, and environmental conservation.
• The Draft National Tourism Policy (2022) promotes niece tourism practices like sustainable and responsible tourism to position India as a leading destination. It targets a $1 trillion GDP contribution by 2047.

Niche Tourism:

Niche tourism refers to specialised forms of tourism that cater to specific interests, preferences, or demographics. Unlike mass tourism, which targets a broad audience, niche tourism focuses on a narrower segment of the market.

Sustainable tourism –

• According to UNWTO Principles of Sustainable Tourism contains :
• Economic Viability : Fair returns to all stakeholders, including local communities.
• Environmental Protection :Preserving natural resources, biodiversity, and minimising waste.
• Cultural Respect :Valuing local cultures, traditions, and promoting intercultural understanding. 

Sustainable Tourism includes community based tourism – 

• Community-Based Tourism: Engaging local communities in tourism activities is a priority. Examples include:
• Initiatives like homestays and community-led tours empower locals economically and culturally. 
• Examples include the City Walk program by Salaam Baalak Trust, which trains youth as guides
• Women with Wheels initiative, which trains women in professional driving.

Medical and Wellness  tourism

It involves travel and accommodation of foreign tourists staying at least one night in a destination for medical treatments aimed at maintaining, improving, or restoring health.

Rural Tourism in India:

Eleventh Five-Year Plan Prioritised rural tourism with a focus on infrastructure development and enhancing villages as tourist destinations, showcasing India’s rich culture, crafts, and agricultural traditions.

Ministry of Tourism Strategies:

• National Strategy and Roadmap for the Development of Rural Tourism: Aims to harness the potential of rural tourism.
• National Strategy for the Promotion of Rural Homestays: Encourages rural homestays to boost local economies and enhance tourist experiences.

Tribal Tourism in India:

• Tribal tourism in India focuses on promoting the unique cultures, traditions, and lifestyles of the indigenous tribal communities. Examples:
• Chhattisgarh: Bastar Dussehra festival and Tribal Museum showcasing art and culture of the Gond, Baiga, and Muria tribes.
• Odisha: Odisha organises tribal tours to regions like Niyamgiri and Koraput to highlight their indigenous practices.
• Nagaland: Hornbill Festival in Nagaland is a major tribal tourism attraction.

Last Chance Tourism Definition: Last chance tourism refers to travel to destinations at risk of disappearing due to climate change, natural disasters, or human development. It’s also known as  “disaster tourism“. Rise in Popularity: With growing awareness of climate change, more tourists are eager to witness its effects first-hand. This interest has fueled the rise of last chance tourism. Examples:Arctic and Antarctic,Great Barrier Reef,Amazon Rainforest and Himalayan Glaciers.

Challenges in Promoting Tribal Tourism

• Cultural Commodification: Tribal traditions are often reduced to tourist attractions, distorting their authenticity (e.g., ceremonies performed just for tourists).
• Economic Disparity: Less than 30% of tourism income benefits the broader tribal community.
• Lack of Connectivity: Poor roads and healthcare facilities hinder tourism, particularly in remote areas like the Andaman Islands.

Initiatives:

• Tribal Circuit (Swadesh Darshan Scheme 2.0): A Ministry of Tourism initiative to develop tourism circuits focused on tribal culture and heritage in states like Chhattisgarh, Telangana, and Jharkhand.
• Aadi Mahotsav: An annual festival by TRIFED that showcases tribal crafts, arts, and culture, providing tribes with a platform to market their products.
• Tribes India E-Marketplace: TRIFED’s platform to enable tribal artisans to sell their crafts globally, promoting both tribal products and tourism.     

As per the Economic Survey 2023-2024, India needs to seize the opportunity provided by the tourism sector, as it represents a relatively low-hanging fruit for job creation in the face of a challenging environment in services and manufacturing industries due to the rise of AI, protectionism, and supply concerns.