In my efforts to promote trade, tourism and culture, my thoughts on the the sector which very few of us Indian have given a thought.India’s tourism ministry plans to expand the sector from 9% to 12% of the economy in five years, creating 24.9 million jobs in the process. About time too – if anything, the target is unambitious. Tourism yields many benefits like boosting employment, creating revenue (organised & unorganised sector), placing India on the gloabal map through its diverse culture, food and festivities resulting in spillover effects impacting how societies treat their heritage and people. Accounting for 7.6% of global employment, tourism’s economic potential is highly significant in India. For every million rupees invested in tourism, 78 new jobs get created – a similar investment in manufacturing yields 45. Further, tourism employment stretches across differing levels of skills, pulling in porters to managers, attracting the young and eager as well as the experienced and skilled. Importantly, women account for 70% of travel and tourism’s workforce internationally; the benefits of widening and deepening this sector in India can only accrue across the board.
However, for this to happen, a basic need is more tourists. In 2010 an estimated 17.9 million foreign tourists visited India, when comparatively minuscule Malaysia hosted 24.6 million. For tourism to grow, it’s vital we build on strengths – and correct weaknesses. India is blessed with a vivid palette of attractions, offering history, culture, nature, healing and adventure within the same land. The vast coastline across the western region in India from Maharashtra to Kerala is rich in food(agro as well as coastal cuisines) and diverse in culture as one moves across coastlines of Maharashtra, Goa, Karnataka and Kerela. Like Thailand, we could showcase temples, monasteries and spas. Like New Zealand, we could develop exciting adventure sports. Like Italy, we could present stunning regional cultures through cuisine and crafts. And we could combine these with medical, historical and environmental tourism. Unlike many other nations, we have the resources to fill each of these niches. What we lack is infrastructure, decent hospitality across diverse classes of tourists, the knack to be smart in this line of business and safety for voyagers. For this what we require is just a little more effort from the ministry and the local community.
It’s time we begin devoting serious attention to these – for only then can we be truly
Incredible India.
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