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March 5 I 2008
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Photo Š Dinodia Photo Library/Dinodia Images Anil Dave, Ashvin Mehta, M.Amirtham, Milind Ketkar, Manoj Navalkar, Nitin Kelvalkar, R.K.Makharia, H.R.Modi, Suraj Sharma, Sunil Kapadia, Viren Desai, Akash Banerjee, Sudharak Olve
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March 5 I 2008
NUMBERS COUNT, if you read between the lines
World Travel & Tourism Council, India Travel & Tourism is expected to grow in nominal terms to INR 9,472.7 bn (US$ 158.9 bn) by 2017. The Total demand is expected to grow by 7.9% per annum in real terms between 2008 and 2017. India’s T&T Industry is expected to rise in nominal terms to INR 2,551.3 bn or US $42.8 bn (1.9% of total) by 2017. India’s T&T Economy employment is estimated at 25,607,000 jobs in 2007, 5.5% of total employment, or 1 in every 18.3 jobs. By 2017, this should total 28,322,000 jobs, 5.2% of total employment or 1 in every 19.1 jobs. The 11,003,000 Travel & Tourism Industry jobs account for 2.3% of total employment in 2007 and are forecast to total 11,654,000 jobs or 2.2% of the total by 2017.
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he quintessential drunk, be fore getting over a terrible hangover, says with supreme confidence: “If I knew how to count, I wouldn’t have had so many.” The situation with regard to statistics concerning the Tourism sector in India is hardly different. This alibi, though not verbalized, finds its way unobtrusively into the numbers game. Crystal ball gazing is something that can often yield pro-rata conclusions. Even in well-established companies, this fixation for conclusions that are based on numerical averages is common, if not a country-wide obsession. The saving grace is that it gives the impetus for optimism, particularly when hopes seem to have been in hibernation for long. In India, reputed business houses, esteemed publications, respected media houses and conservative government communiqués regularly dole out statistics that paint India in very
bright colours. The sheer numbers give a tremendous boost to our morale, so much so that nobody dares to bracket India among developing countries these days. To lay it on thick, India does lend money to Third World countries. Unlike in the sunrise sectors like biotechnology, pharma, auto, electronics or ICT, tourism has the inyour-face kind of effect, because India is always there to be experienced, not just described in words or numbers. Therefore, the conclusions one reaches about what India can offer travelers, ought to come from the heart without being influenced by the numbers out there. Tourism can leverage, in more ways than one, India’s growing strength in the areas of IT, Energy, Textiles, Pharmaceuticals, Biotechnology, Agriculture, Urban Development, Education, Healthcare and the like. Going by statistics put out by the
Many such assumptions reduced to bare numbers, distorted or otherwise, are doing the rounds. After sampling these numbers if one tries to smugly conclude that India is destination one for tourists across the world, the complacency is questionable. However, if one considers all such statistics in light of what India has actually achieved in the past few years, the outcome will sound practical. India does have its share of good. A lot however, remains to be done, to set right the bad. No doubt, a start has been made in terms of launching tourism initiatives. Some of the initiatives have translated goals into achievements. Definitely, there is hope – one that assures a better tomorrow. The beginning was good. Now we are somewhere in the middle. Getting noticed is in itself a milestone for India. Far from being an underdog, today India can stand up and be counted in the glare of world tourism. ■
Ruralism takes root Tourism as a service where an intangible experience is being sold is a combination of several services and intermediaries and the revenue spent by the traveller is circulated in the national and regional bracket. But when it is circulated in the local boundary, the benefits largely remain in the area itself for use of uplift. This becomes especially significant in a rural terrain. Thus, the concept of rural tourism and benefiting from it came to being. Realising this aspect, India’s Ministry of Tourism is now going back to its roots and bringing rural tourism to the fore. By Jyoti Koul
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ith almost 74 per cent of its population living in rural India, it’s hard to deny that the real India resides in its seven million-odd villages. So for visitors to really experience this country, they would have to go beyond the star hotels and live in the mud houses. India’s Ministry of Tourism has identified this aspect as a product, which while offering an unforgettable experience to visitors, also serves as a tool to revive the rural economy. This happened in 2002 when India announced its new tourism policy that was initiated with the purpose of promoting rural tourism so that economic benefits from tourism can reach the rural regions. Of course, this requires work – first develop rural tourism, improve accessibility and then promote it while ensuring that the benefits are channeled back to these areas. Developing rural tourism usually means showcasing the ethnic arts, crafts, culture and lifestyle in its traditional setting, farm tourism, eco-tourism, and providing a platform for tourists to experience this. It also means promoting the concept of homestays in the host community. More importantly, however, success lies in how well the rural youth is trained in dealing with international and domestic tourists and maintaining tourism sites. Development and partnership The ministry has identified 125 rural tourism sites so far and has associated itself with the United Nations Development Programme (UNDP), which is confined to 36 sites. According to the ministry, it is using this initiative to increase the number of sites and has already sanctioned 125 sites. It is also partnering with NGOs in this regard.
The ministry gives financial assistance to the state governments for projects after identifying key areas for development. The implementation is done through a convergence committee headed by a district collector and activities like improving hygiene, protecting the environment and building infrastructure are eligible through this scheme. The focus is also on tapping the resources available under different schemes of the department for rural development, state governments and other con-
cerned departments of the Indian government. UNDP invests Rs 20 lakh per site for projects that it develops and the rest is taken care of by the ministry. It has allocated Rs 70 lakh per site to the district collectors for the remaining 89 sites. Ties with trade So far, the ministry has partnered only with UNDP for rural tourism. Leena Nandan, joint secretary, ministry of tourism, however says that, there is nothing that bars it from partnering with the trade. “We work with the trade and industry partners
very closely. For example, when we launched and inaugurated the Pochampally project as a rural tourism site, the minister had taken tour operators with her. Now, the trade is taking tourists to Pochampally. The trade is with us every step of the way and they have been very responsive.” In fact, it is also being promoted by almost all adventure and nature tour operators.
Mandip Singh Soin, MD of Ibex Expeditions, says, “We have been into rural tourism long before the ministry announced it, almost since the mid-90s. We have worked with NGOs and promoted the same in the Himalayan areas and places like Rajasthan. The ministry, however, has done a good thing by institutionalising it. What we do now is weave it in our itineraries in such a
ITB Berlin: Travel Hub The whole world meets at the ITB, Berlin: People, working in the travel industry and people, who want to catch up on the most beautiful travel destinations. The combination of trade exhibition, public exhibition and the biggest professional convention worldwide attracts tens of thousands of visitors, exhibitors and media representatives every year. The Event : 5th March to 9th March.
Last year an outstanding discussion event on climate protection at the ITB Future Days ensured that the global travel trade’s largest convention drew widespread industry attention to the topic of climate change and tourism. At the ITB Berlin 2008 the focus will again be on the environment. About 12 events on climate protection and sustainability will be taking place at this year’s ITB Berlin Convention Market Trends & Innovations.
ITB Future Day – adapting to new realities At the ITB Future Day, UNWTO General Secretary Francesco Frangialli and the subsequent discussion round to be moderated by Geoffrey Lipman will set the stage for
a climate debate. Among those attending will be ministers, CEOs of airlines, the hotel trade and decisionmakers.
ITB Hospitality Day – environment concepts of hotel trade The main topics at the Hospitality Day on Thursday, March 6 will include environmental concepts of the
hotel trade, which an event under the heading of ‘Green Hotels’ will examine. Are these concepts merely a marketing gag or will they have a lasting impact?
Destination forums – climate protection and sustainability On Thursday, March 6 a session under the heading of ’Progress in tourism research’, co-organised by Deutsche Gesellschaft für Tourismuswirtschaft, will be introducing particularly successful methods for developing unique and effective destination products. Also on March 6, leading figures will be taking part in an event on the subject of sustainable tourism in the Mediter-
ranean.
Africa Forum – zero footprint tourism Do travellers from industrial nations honour zero footprint projects in Africa? What does a zero footprint tourism infrastructure look like? The Africa Forum will be taking up these topics on Thursday, March 6.
ITB Aviation Day – is commercial aviation destroying our climate? On Friday, March 7 at the ITB Aviation Day, the showcase event for the global aviation industry, there will be a dual focus on this highly controversial topic, with high-ranking figures attending the Solar Impulse forum chaired by Dr Bertrand Piccard.
New – the ADAC Tourism Forum On March 7, the ADAC Tourism Forum will be taking place for the first time at the ITB Berlin. Leading experts from the tourism and transport industry will be taking part in the debate under the heading ‘Tourism by car in the age of climate change’.■
way that it becomes an important part of our packages.” When asked whether rural tourism is a profitable proposition for tour operators like him, Soin says, “It is profitable in the sense that it adds value to the experience of a tourist. It is for a good cause – the revenue earned goes to the grassroots, allowing our crafts to develop. For instance, in Kumaon we are involved with a War Widow project where women try and become economically independent by weaving shawls. We are associated with it even though it is public domain.” Realising its potential, the newly-formed eco-tourism society has enlisted it as an important activity. There is still one bottleneck however, an absence of a proper conclave by the ministry telling the industry of how to find linkages. Nevertheless, the ministry has been continuously working towards this cause and has launched a new marketing campaign. Its theme – the colours of India. Nandan says, “In both international and domestic campaigns, we have synchronised colours
rural tourism with handcrafts.” This festival will be hosted on rotation basis according to the region and the first one is scheduled for Bhubaneshwar that will be inaugurated by the minister. “We will begin with four festivals and increase it in time, taking it to Hyderabad and Aurangabad. Every festival will integrate rural tourism with shopping festivals,” reveals Nandan. The ministry is currently earmarking funds for this and is working on the cost. This campaign will be launched shortly and will be run on both electronic and print media.
This is being looked upon as a low investment-high turnover model. “We did not start with that idea. What we were looking at is ways in which we could benefit the community. So even when we are investing in building roads and infrastructure, it is an asset and will benefit the local communities whether tourists come or not. Money is not at all a constraint but we do not want to turn these sites into urban jungles. We want to retain its flavour and traditions while improving basic conditions,” she says.
Low investment, high value Although there is no accurate information on the tourist arrival figures to rural India, it has been estimated that there has been an eight to ten per cent increase in arrivals on an average to these sites after the launch of the rural tourism scheme. In terms of revenue, the ministry does have specific information. For instance, Hodka in Gujarat recorded earning of about Rs 8 lakh while a village in Raghurajpur generated an income of about Rs 15 lakh because of rural tourism. “One of our sites in Kerala has received a PATA award. So far, rural tourism has been a success story and there are more marketing initiatives in
with the product where mustard yellow is rural tourism. We also have a dedicated website to promote rural tourism. Apart from this, we are organising a mega shopping festival for the first time that will integrate
the pipeline. We are doing online promotions too, producing literature and putting it up as a new concept. We are really pulling our socks up and promoting event-centric rural tourism,” adds Nandan.
Case Study Karnataka tourism can be likened to a sleeping giant which has just woken up to the immense potential it has. It ranks fourth with 27 million domestic arrivals and 0.62 million international arrivals. Its 21 wildlife sanctuaries, five natural reserves, two World Heritage Sites and world famous waterfalls is proof that the state’s tourism potential lies in its countryside, away from the bustling cities. As part of its rural tourism project, the Ministry of Tourism, Government of Karnataka in partnership with UNDP has identified Anegundi and Banavasi in north Karnataka to be developed for tourism. The ancient city of Banavasi, earlier the capital of the Kadamba kingdom, has found references in Mahabharata. An amount of Rs 55 lakh has been sanctioned by the government of India for its development under the Rural Tourism Project. According to the state’s tourism department, this amount would be utilised for developing: establishing tourist clubs for information, developing the transport system, improvement of roads, illumination of village, developing signage, construction of amphitheatre, and solid waste management. The government has also sanctioned Rs 20 lakh of which Rs 16.00 lakh were released for facilitating training, setting up information centres, health, sanitation and herbal medication preparation and creating awareness on environment and cleanliness for school children and residents. Anegundi, which is part of the World Heritage Site is the second project in Karnataka to be identified under the Rural Tourism Project. According to the tourism department, Rs 54.80 lakh has been sanctioned by the Government of India and Rs 40 lakh released for the development of Anegundi. These funds would be used for beautification and maintenance purposes, waste management, water conservation, setting up signage, promoting locally-made crafts and souvenir shops, landscaping and tourist accommodation. ■
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March 5 I 2008
March 5 I 2008
Photo : R M Modi
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Indian Tourism Industry Forecast (2007-2011) The Drivers Government Infrastructure Support The Indian tourism industry holds immense potential for providing impetus to other industries through backward and forward linkages and can generate huge revenue earnings for the country. In the recent 2007-08 budget, the provision for building tourist infrastructure has been increased from US$ 95.6 Million in 2006-07 to US$ 117.5 Million in 2007-08. 100% FDI in Real Estate In an effort to encourage foreign investment, the Indian government modified its restrictive laws in February 2005 to allow 100% FDI (Foreign Direct Investment) to develop new housing, commercial properties, hotels and hospitals. Foreign inves-
tors aren’t allowed to buy buildings already standing or undeveloped land. India also allows foreign funds to own stakes of as much as 24% in the nation’s publicly traded real esIndia-Infrastructure Support from Government (in Million US$), 2006-07 & 2007-08
tate companies. The lifting of restrictions over the FDI has not only helped in improving the hospitality industry’s infrastructure, but the level of services offered by various players operating in the industry was also improved with
A Report by RNCOS
it. The entry of foreign players has resulted in a healthy competition within the industry benefiting both the industry and the consumer, as they’re experiencing the improved level of services. Booming Aviation Sector The booming aviation industry in India is not only benefiting domestic travelers but also the international tourists who are coming to India. Arrival of low cost airlines has resulted in decline of airfare as well as increase in the connectivity to various locations across India, which are not being catered to by other airlines. These low fare airlines have resulted in a decrease of up to 10%20% in the total traveling packages. These airlines offer discounts up to 35%-50% on airfare for advanced booking up to one month to two months. These low cost airlines are one of the key factors responsible for
increasing domestic tourism, as the travel budget or cost of travel packages offered by various tour operators across the country have dramatically declined due to reduced cost of transportation. Growing Economic Activity in Indian Subcontinent With the booming economy in India and growing economic activities across the Indian subcontinent, business travel has also increased across the region. During 2005 and 2006, India along with China accounted for almost 35% of the business trips in the region. Perceived as a service hub across the globe, India has attracted a large number of global companies to set-up their base here. This has resulted in increased flow of business travelers in the country. Increased Competition in Hotel Sector A number of multinationals have either entered or strengthened their presence in the hotel sector in India. Players like Four Seasons are also likely to enter the Indian market in the future. Besides, Indian hotel chains are also expected to expand their international presence. A combination of all these factors is expected to result in a strong emergence of the budget hotels. This would potentially lower the cost of travel and related costs. Incredible India’ Campaign An increase in the number of tourists in the past years is the result of various aggressive marketing campaigns by the ministry of Tourism, India. The ‘Incredible India’ campaign certainly clicked with foreign tourists -over the past two years, tourist arrivals in India grew at a steady 13.92% annually from 2004 to 2006. The number of tourist arrivals in 2004 was 3476632, which increased to 4512098 in 2005. In 2005, India was ranked fifth on the Conde Nast Travelers Readers Travel Awards 2005 list -up from the 11th slot three years earlier. Personal Disposable Income Personal disposable income per head increased with the CAGR value of 10.11 % for the period spanning 2001-2006. This increasing disposable income has given thrust to both outbound and domestic tourism in India. India-Disposable Income per Head (in US$), 2001-2006
the bulk of their clientele. However, there has been a sharp increase in the importance of four-star hotels over the years. This is because there is a huge and growing market for “budget” hotels catering to the large number of domestic and international travelers who cannot afford to stay in five-star hotels, but would still prefer to have good facilities. Online Tourism The online booking of tickets, hotels, and resorts provides opportunities to travel portals for cashing in on the booming demand for hotel rooms. There has been a surge in hotel booking on travel portals in the past. Online travel industry is a US$ 800 India-Share in Global Foreign Tourism (%), 2006 & 2010F
Million industry in India. Commonwealth Games -2010 & Cricket World Cup -2011 India will host the Commonwealth Games in 2010 and the Cricket World Cup in 2011. The events are expected to increase both inbound tourism and domestic tourism in the country. With more than ten million foreign India-Forecast for Disposable Income per Head (in US$), 2007-2011
visitors expected to visit India for watching the events, India’s share in global foreign tourism would go up almost 1.5% in 2010 as compared to just 0.54% in 2006. Outbound & Domestic Tourism As said earlier, the personal disposable income is one of the significant drivers of the tourism industry. Per head disposable income will increase with the CAGR value of 10.69% for the period spanning 2007-2011. Increasing disposable income will definitely open the opportunities for the outbound as well as domestic tourism.
Challenges
Opportunities Medical Tourism The cost advantage with no compromise on the quality of service makes India a more preferred destination for treatment. For example, if Open heart Surgery costs more than US$ 18,000 in UK and double that in the US, a few Indian hospitals, such as Global in Hyderabad, have the wherewithal to do it in around US$ 4,500. The following table shows the cost comparison of different treatments in India and in United Kingdom in terms of US$. Procedure charges for many surgeries in India are cheaper in comparison to the US. The difference in cost can range from 50% to 70% in most of the surgical procedures. Budgeted Hotels The Indian hotel industry is biased towards luxury five-star hotels, with business travelers constituting
Soaring Real Estate Prices Unremitting increase in real estate prices across India, especially in tier 1 and tier 2 cities, is posing as a barrier for organizations willing to enter the Indian hospitality sector. The developers and hoteliers are forced to build lucrative luxury hotels rather than much-needed economy class hotels. Due to the increasing real estate prices, investment in economy class hotels will yield a low rate of return and longer breakeven period as compared to luxury hotels, which result in higher returns and shorter break-even period. Infrastructure Constraints One of the biggest challenges faced by Indian tourism sector is the infrastructure constraints that range from transportation facilities, connectivity to a specific destination, and technological constraints such as absence of proper communication facilities in rural areas (rural tourism). There are many villages across the country, which can emerge as tourist destinations and can be foreign ex-
change earners for the Indian economy, but prevailing infrastructure constraints are acting as a hindrance for the growth of tourism industry in rural India. Insufficient Hotel Rooms With the booming tourism industry and the upcoming Commonwealth Games in 2010, there exists a demand-supply mismatch in terms of availability of hotel rooms in different categories (both Luxury and Budgeted). There exists an immediate requirement of approximately 100,000 new hotel rooms but only 75% of this demand would be met by the projects that are currently underway. This comes as a challenge for the tourism industry. The insufficient number of hotel rooms will give an impression of non-professionalism to the international tourists and they may drop the idea of revisiting the country. Moreover, it will tarnish the image of the country of being a ‘tourist destination with all facilities in place’. Susceptible to Geo-Political Events Since tourism is a global phenomenon, any adverse development on the geo-political front is likely to impact global tourist flows. India is no exception to the same, as was evident during events like September 11, Iraq war and SARS. Fierce Competition Undoubtedly, there is fierce competition among Asian countries for tourist dollars. India’s new tourism competitors are China, Vietnam, Laos, Cambodia, and Thailand. These countries are putting more strategies in force to earn more income by developing new destinations. Laos launched its own ‘Visit Year’ in 2006. Vietnam is attracting tourists with world heritage sites and China is furAviation Turbine Fuel Price Comparison (in US$), 2006
ther opening up for tourism. Meanwhile, traditional rivals -Singapore, Hong Kong, Malaysia, South Korea, and New Zealand -have been working on more destination highlights. Tour operators expect a tough year ahead as inbound business could suffer due to the lack of new destinations compared to emerging neighboring countries, while hitting outbound business. Though India features various tourist attractions and a good image in terms of safety and cheap destinations, repeated visitors are apparently becoming bored and exploring other choices in neighboring countries. High Input Cost The input costs in India are high as compared to other parts of the world. The high input costs are posing as one of the barriers for various airlines in India. Like fuels costs in India are 50% higher than ‘other locations. ATF prices in India continue to be far higher than global rates, making ATF account for 35% -40% of operating cost, as against global average of 2025%. ■
India-Comparison of Medical Treatment Cost with UK (in US$)
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March 5 I 2008
The Rainmakers
Delhi Sheila Dikshit, the Chief minister of Delhi is committed to make Delhi a truly global city that every Indian could be proud of. She illustrates her plans for Delhi’s tourism.
They are the people, who in their best of capacity, have brought significant changes in their respective states and continue to bring in contemporary ideas and ensure their implementation as well. They represent states which have excelled in the tourism sector and created a new dimension to the whole concept itself. Here, informally, we title them the Rainmakers – those who are known for achieving excellent results in a profession or field, such as business or politics. Their views...
Orissa Naveen Patnaik, Chief Minister, Orissa says that the state is a tourist haven and focus is currently on tourism infrastructure. As far as tourism potential is concerned, Orissa is rich and diverse. To begin with eco-tourism, we could speak about three eco-tourism areas. Chilka Lake, Bhitar Kanika and
I would not like to believe that Delhi is a transit point. Delhi is a hot seat of power and it is one of the oldest cities where culture comes alive. It is a perfect blend of traditions and modern urban culture. It has good infrastructure too, in terms of roads, educational institutions, health facilities, some awesome archeological monuments, garden and parks and now its latest attraction is the metro rail. I have observed that people from far off places come visiting Delhi. It has a vibrant culture. Also Delhi is like a mini India where you see reflections of each and every part of our country. There are endless things that have been done to make Delhi a better place. In the last few years, due to the introduction of CNG, vehicular pollution has gone down considerably. We have focused on providing good health centres; we have very good educational institutions too. Overall infrastructure is good. Our bread and breakfast scheme is doing very well. ■
Jammu & Kashmir
the state. The roads to the Golden Triangle, which is from Bhubaneswar to Konark, and then along the Marine Drive to Puri on to Chilka Lake and back to Bhubaneswar have been improved tremendously. We have also made roads to famous Buddhist circuits which lie in Jajpur, Cuttack and Kendrapara. We are currently focusing on building infrastructure to the places which could be wonderful resorts. ■
Andhra Pradesh G. Sudhir, Principal Secretary, Tourism, Government of Andhra Pradesh outlines the government’s role in the uplift of tourism in Andhra Pradesh. The government has recognised tourism as one important sector and also as a growth engine for the economy. Andhra Pradesh is endowed with a rich history and heri-
Simlipal. As for monuments and historical buildings, Orissa has the world heritage temple - the Sun Temple of Konark near the beach and the great Sri Mandir, the temple to Lord Jagannath at Puri where a million pilgrims arrive at the annual Rath yatra. We are very rich in handicrafts and handlooms too, which are famous in many parts of the world. Our government, which has been in power for the last eight years, has improved the infrastructure within
tage and it has also got a number of important tourist attractions. The aim of the government is to develop facilities for tourists at different locations for their convenience and also to attract more tourists. The government has also initiated the policy of inviting private participation. Our initiatives include: Eco-tourism development for which two important projects have been sanctioned by the GoI, MoT. They are development of Kolleru lake in East Godavari district and Pulicat lake in Nellore district. Development of tourist infrastructure facilities at Horsley Hills has been proposed at a total cost of Rs 591.33 lakhs. Many more are in the pipeline. Other projects are development of tourism at Kolleru lake under Eco tourism at a cost of Rs 862.48 lakhs; infrastructure development works at Bhadrakali Temple as urban tourism project, Development of Heritage circuit at Tirupathi Region; Tourist Infrastructure and Conservation Plan for Historic Core, Development works at Padmakshi Temple, Warangal; Development of Anantharam Village, Mahabubabad, development of Adventure Tourism at Puligundu, Chittoor; and Vana Samrakshana Samithi are the few identified among the eight Eco-tourism destinations.■
Karnataka IM Vittalamurthy, Secretary Karnataka Tourism has big plans for the state and is focussed on the way ahead. Over the last couple of years, the state has realised the significance of
tourism in developing the economy. Tourism has helped in providing employment not only to skilled professionals but also to local artisans and crafts people. It has also helped in the
distribution of income across cross sections of the society. In a nutshell, tourism has gained the required focus and attention. Over the last two years, we have been able to market ourselves aggressively and this has helped attract the attention of the media. Eco tourism development in the state has been gaining momentum. The latest initiative from the Department of Tourism, the Golden Chariot, has joined the select bandwagon of luxury trains of the world. The Athithi or the homestay concept has also been a great success. The draft for the ecotourism policy is ready. We would like to bring to the tourist the experience of nature walks, trekking and other activities without affecting the natural environment.■
After the drastic reduction in tourist traffic in late 80s and early 90s, the state of Jammu & Kashmir is now witnessing a turnaround in tourism, says Naeem Akther, Secretary, J&K Tourism. Tourism is one of the three core segments of the economy of Jammu & Kashmir – the other two being handicrafts and horticulture. The fragile eco-system of the state, which is its USP and needs to be conserved, is not apt for heavy industries and these three industries are perfectly suitable for the local environment. While all the world knows about the Dal Lake, the Mughal Gardens, Gulmarg & Pahalgam - Brand Kashmir is all set to be expanded as new destinations are being brought on to the tourism map. A newly added attraction, which is poised to gain celebrated status and become the next-big –thing in the tourism annals of Jammu & Kashmir, is the Tulip Garden in Srinagar. It will soon be one of the biggest tulip gar-
dens in the world; will rival Holland, and become a means for extension of the peak tourist season. While Jammu & Kashmir is primarily renowned for its scenic splendor, the Government is taking measures to exploit the potential of all segments of tourism. ■