Modi govt 3.0: Making Incredible India tourism a national priority
As a first, budgetary allocation for the Union ministry of tourism must be enhanced. A National Tourism Policy must be launched with much fanfare at the earliest. There is need for tourism synergy at the national level, and the government should consider putting tourism on the Concurrent List. An open skies policy and enhanced air connectivity across the country will expedite the intended boost for tourism.Â
Visitor experience
The 'visitor experience' in India must be taken to the next orbit. As per Indian travel industry estimates, approximately 200 tourism products provide 80 per cent of the business. We need to focus on these products and make them the best in the world. Let us make 'Incredible India' speak for itselfâa safe, clean and transformational experience. Enhance connectivity and facilities at tourist destinations, including better roads, airports and public amenities, to provide seamless travel and showcase India as an emerging global power.Â
We must leverage our rich cultural, natural and historical heritage, identify 100 new tourism products, and develop them to international standards in a sustainable manner while being mindful of the carrying capacity. As an example, the Harappan site Dholavira near the Rann of Kutch in Gujarat could be developed into an international tourism hub.
The Himalayan region has huge potential for adventure tourism, which must be developed in a sustainable manner. Expediting the mega trails for trekking and adventure in the Himalayan region and the Ganga nature and heritage trail will be game changers. After 'Swachh Bharat', 'Surakshit Bharat' is the way forward. India must become the safest place in the world for travellers, especially women.Â
Ease of travel
India must become a 'hassle-free travel experience'. Our online visa process needs an urgent review. Â The government could consider offering visa-on-arrival facilities and shortening of processing time. This will attract more international tourists. The governments of Thailand and Sri Lanka have recently waived visa fees for Indian tourists. To expedite the post-pandemic recovery of the sector, the government could consider free visa on arrival for tourists from the top 10 source countries and top 10 emerging countries for the next three years. Entry and exit from India, safety and security of travellers, road, rail and air travel infrastructure, and health and hygiene have to add up to make 'Incredible India' a seamless travel experience.Â
WEF ranking
India's ranking in the World Economic Forum's Travel and Tourism Development Index has improved to 39 in 2024, from 54 in 2021. While our natural, cultural and non-leisure resources are ranked in the first 10, India must endeavour to be among the top 10 on the index by 2030. The ranking is based on five dimensions, 17 pillars and 102 indicators, and we must focus on each of these to create a world-class tourism experience. Skill development, capacity building, digital transformation, leveraging technology and focused masterplans for niche tourism segments, such as adventure, MICE (meetings, incentives, conferences and events), wellness, cruise, heritage, wildlife, medical, and special interest tourism, are critical.Â
Major promotion
The Incredible India campaign needs a makeover, besides a global launch of Incredible India 2.0. Major tourism promotion in our missions abroad, appointing marketing agencies, reopening our overseas tourism promotion offices, focus on tourism promotion in 20 key source markets and 10 emerging markets, digital marketing, electronic media promotion, roadshows, marketing incentives for tourism MSMEs and support for tourism promotion must be high-priority areas.Â
Sustainable tourism
The tourism ministry has set up the National Board for Sustainable Tourism. Sustainable practices in tourism, carrying capacity determination, and implementation of policies that promote eco-friendly tourism in order to protect natural and cultural heritage while ensuring long-term viability of tourism destinations must be a priority. The government should encourage tourism enterprises to adopt sustainable practices, offer incentives for eco-friendly initiatives and enforce environmental regulations. Government initiatives, such as the Sustainable Tourism Criteria for India and Travel for LiFE, must be promoted.
Miles to go
Streamlining and simplifying regulatory processes at the national and state levels will significantly enhance ease of doing business, policy consistency, easier access to finance, creating a nurturing and supportive ecosystem for tourism MSMEs, simplifying taxation, providing data and insights, digital transformation of the tourism sector, a resolute crisis management mechanism, infrastructure and incentives for rural tourism, tourism to border areas and vibrant villages.
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