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Despite assurances, the long-awaited new national tourism policy seems to be facing further delays, leaving the travel fraternity frustrated. The policy has been in the making for the last two years.
Earlier this year, The Minister of Culture, Tourism, and Development of North-Eastern Region, G.Kishan Reddy, had indicated towards the unveiling of the policy around the Union Budget announcement. Now three months on, the status remains the same.
If a recent Lok Sabha response by Reddy is to be quoted, ‘The Ministry of Tourism has drafted a National Tourism Policy incorporating suggestions received from Central Ministries, State Governments/UT Administrations and Industry Stakeholders.’ However, no timeline for its unveiling was mentioned.
Rajeev Kohli, JMD, Creative Travel, spoke out expressing his disappointment with the government’s handling of the situation. He highlighted the importance of the critical export portion of Indian tourism, which has been struggling in recent years. According to Kohli, the lack of a credible, open, transparent, and world-class tourism board policy has been hindering the growth potential of the industry.
“Additionally, the Ministry of Tourism has been promising the National Tourism Board for years, but their actions seem contradictory to their words,” lamented Kohli. “What they have come up with after so much delay is uninspiring, inefficient in structure and appears to be bound by bureaucratic red tape, setting it up for failure from the very start,” he added.
The proposed National Tourism Policy aims to achieve several strategic objectives, including enhancing the contribution of tourism to the Indian economy by attracting more tourists and increasing their spending throughout the year.
It also focuses on job creation and entrepreneurship opportunities in the tourism sector, enhancing competitiveness to attract private investments, and preserving and enhancing the country’s cultural and natural resources. The policy also highlights sustainable, responsible, and inclusive tourism development.
Amaresh Tiwari, Vice Chairman of ICPB & Managing Director, A T & Seasons Vacations Travel Pvt. Ltd pointed out that the draft of the National Tourism Policy is long complete and awaiting approval. However, the policy is pending endorsement from a group of Ministries, given its national significance.
Tiwari shared that the next crucial phase involved publishing the draft and inviting feedback from all stakeholders and the general public. Regrettably, this important consultation process is yet to be initiated which will further result in a delay of several more months before the policy’s official release can be expected.
On the National Tourism Board front, despite a renewed momentum in discussions last year, little progress has been made, leaving the industry in a state of uncertainty. The primary mandate of the board will be to collaborate with overseas Missions for the promotion and marketing of India as a top-notch tourist destination.
However, with the recent closure of all overseas tourism offices by the Ministry, the urgency to establish the National Tourism Board must be escalated.
Kohli expressed his perplexity over the government’s lack of interest in implementing the National Tourism Board despite referring to it frequently in recent times. The ministry, he pointed out, seems to be dragging its feet on the matter.
“The private sector has lost faith in the government’s commitment to the industry’s growth,” Kohli stated. “We, as stakeholders, no longer feel valued, and yet, Indian tourism has managed to achieve a limited success based on its own merit, despite the government’s lack of support.”
Another industry expert told ETTravelWorld that with India’s current G20 presidency, there is a pressing opportunity to showcase the country’s diverse tourist attractions to a global audience, making it an ideal time to expedite the board’s implementation. “We have been actively voicing our concerns, stressing that a well-functioning board is essential for the growth and success of the Indian tourism sector in the face of intense global competition,” he added.
The delay in the notification of the policy and delivering an effective tourism board have raised concerns among industry insiders with time. Without a robust and forward-thinking policy in place, the potential of the Indian tourism sector may remain untapped, they all agree.
It remains to be seen how the government will address these concerns and regain the confidence of the private sector to drive the growth and success of Indian tourism.
To attract tourists from Southeast Asia, Odisha Tourism conducted the third leg of its International Tourism promotional campaign with a Roadshow in Hanoi, Vietnam. Director of Tourism, Sachin Ramchandra Jadhav, emphasised on attracting tourists from Vietnam, especially those interested in exploring the Buddhist Circuit. Indian Ambassador to Vietnam assured full support from the Embassy in promoting Odisha’s diverse tourism offerings in Vietnam and boosting collaboration.
On the other hand, Reddy, in his recent Lok Sabha session, highlighted how the Ministry of Tourism has taken significant steps towards promoting tourism and encouraging private sector engagement in the industry. One of its initiatives, the “Adopt a Heritage: Apni Dharohar, Apni Pehchaan” project, aims to develop tourist-friendly amenities at heritage, natural, and tourist sites spread across India in a planned and phased manner. To achieve this, the Ministry even invited companies from the public sector, private sector, trusts, NGOs, and individuals to become ‘Monument Mitras‘ and take on the responsibility of upgrading these sites, using a sustainable investment model under Corporate Social Responsibility (CSR) and other funding mechanisms, Reddy added.
He also spoke about strategies to enhance public-private partnerships in the tourism and hospitality sector. As a result, a dedicated steering committee has been established, featuring representatives from key Ministries, industry associations like CII, FICCI, HAI, HHAI, and Invest India, to drive increased investments and collaboration within the flourishing tourism industry, he said.
Moreover, to attract foreign investments, the Ministry now allows 100 per cent Foreign Direct Investment (FDI) under the automatic route in the tourism and hospitality industry, including tourism construction projects like hotels, resorts, and recreational facilities, shared Reddy.
While the government’s efforts to encourage investments and public-private partnerships are noticeable, the lack of a comprehensive policy and timely implementation may hinder the growth potential of the Indian tourism sector. The Ministry of Tourism is now under increased pressure to take decisive action and demonstrate its commitment to promoting India as a world-class tourist destination while maximising the industry’s contribution in the tourism economy.
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