Indian tourism policy

Tour Guiding Series
MODI’S BRAND INDIA FOCUS FIVE “T” CAMPAIGN
PREPARED BY,
MEGHANA
MAYUR
VIGNESH(Team Leader)
6/21/2015 INDIAN TOURISM - SMBP

Tour Guiding Series
Vision, Mission, Objectives
Gap Analysis : Where India is …Where India want to be
FTA and FEE
SWOT Analysis
External Analysis: Resources and Capabilities,
Five Force Driving
PESTE Analysis
Market Segmentation
Internal Analysis: Value Chain Analysis
Control
Outlines of Presentation

Tour Guiding Series
VISION
With Adoption of Sustainable Tourism approach, Tourism and
Travel industry will be bought to a leading position for leveraging
the rate of employment and regional development and it will be
assured that India becomes a world brand in Tourism and major
destination in the list of top ten countries receiving the highest
number of tourist and highest tourism revenue by 2025

MISSION
(i) To develop India as one of the most preferred tourist
destinations and to increase the number of Foreign Tourist
Arrivals (FTAs) to 156million by 2019.
(ii) To promote more vigorously the domestic tourism in the
country and to increase the number of Domestic Tourist Visits
to 1 billion by 2025
(iii) To substantially reduce the gap in the availability of skilled
manpower in the hospitality sector and to create necessary
educational and training infrastructure.

Tour Guiding Series
MISSION
(iv) To facilitate the improvement in the quality of existing
tourism infrastructure and encourage the creation of new
infrastructure.
(v) To facilitate the augmentation of accommodation for the
tourists specifically budget category accommodation.
(vi) To promote sustainable tourism in the country and
development of niche tourism products.
(vii) To further strengthen the measures for tourist’s safety and
security and improving the quality of tourism services

Tour Guiding Series
OBJECTIVES
(I) Development of Tourism Infrastructure in the country
including niche products.
(ii) Promotion and marketing to increase the visibility of Indian
tourism sector.
(iii) Developing HRD infrastructure in the hospitality sector to
meet the growing demand of quality human resource.

Tour Guiding Series
OBJECTIVES
(iv) Develop hotel accommodation of requisite standards in the
country to meet the growing demand.
(v) Undertaking Surveys, studies and compilation of statistics in
the field of tourism for policy advice and knowledge sharing
with stakeholders.
(vi) To facilitate quality of services to tourists in the country

Tour Guiding Series
Where India is …..??????
Population: 1.3 bn people
Area : 3.29 Millions square kilometers
Top Tourism Destination Rank : 42
Total GDP Contribution : 7.5% (2014)
Foreign Travel Arrival : 74.62lakhs (2014)
Foreign Exchange Earning : $19.657Bn (2014)
Employment Contribution : 22.36Millions Jobs (4.9% of Total jobs,
2013)
Investment : $32.3Bn (6.3% of total in 2013)
World Ranking(2013) : Absolute 13
Contribution to GDP : 135
Long Term Growth : 24

Tour Guiding Series
Tourism industry-where are we
 6.8% Contribution to GDP.
 42nd position globally and 16th most visited country.
 Domestic tourism contributes to 3
4th of the tourism
economy with 6.97 Million foreign tourist arrivals in 2013
 Annual Growth of 5.9% over the previous year.
 Becoming a promising sector for FDI’s.
 All these can be accounted to GoI’s initiative Incredible India
which Marketed and Promoted to next level in Tourism.

Tour Guiding Series
Foreign Tourist Arrivals(FTA) AND
Foreign Exchange Earnings(FEE)
 After the launch of
Incredible India, India saw
considerable increase in
arrival of Foreign Tourists.
 Foreign tourist inflows in
India is predicted to grow at
an average annual rate of
8.8 percent in the coming
decade.

Tour Guiding Series
Contd.,
 Foreign exchange earnings
(FEE) from tourism grew by
19.8 percent in rupee terms
in February 2013.
 This also indicates an
impressive growth in the
exchange earnings per
tourist.
 Foreign tourists tend to
spend more in India than
almost any other country
worldwide.

Tour Guiding Series
India wants to go by 2025…..
 Total GDP Contribution : 10%
 Foreign Travel Arrival : 1.5Crs
 Foreign Exchange Earning : $30Bn
 Employment Contribution : 40 Millions Jobs
 Investment : $80Bn
 Tourism Destination Rank : IN Top 20 Countries

Tour Guiding Series
STRENGTHS
SWOT Analysis of Indian Tourism
 India’s Major Strength is its Geography. Vast diversity in
Population and Historic attractions are important drivers of
Tourists arrival.
 Climate of India is also a inviting dimension. In most places
weather it is tolerable and Monsoon doesn’t delay much.
 Local Blend makes India a unique place to visit.
 Natural Resources are abundant in India, but Infrastructural
Development is needed very importantly which can be a main
Competitive Advantage.
 In terms of Banking Facility India has a sound banking system.

Tour Guiding Series
Weakness
SWOT Analysis of Indian Tourism
 Sanitation and Infrastructure has to be seriously concentrated
which is highly attributed to Competitiveness.
 Incase of Railways and Airways India is constantly developing
and trying to match International Standards.
 Better Roadways and Ease of access to places are to be
Improved.
 In Security & safety-India is highly lacking on this attribute of
competitiveness. The major reasons being the internal
community riots and also the terrorist attacks faced from time
to time.
 Behavior of country residents-India is particularly lacking on
this ground as there is lack of education among the taxi/auto
rickshaw drivers and the service providers of tourism in India.
 Man-Made attractions like Amusement Parks, adventure
sports need strengthening.

Tour Guiding Series
Prospects of Indian Tourism
 The industry can benefit from introduction of new forms of
tourism and development of niche segments.
 Indian Medical Strengths are vast and it has a great
potential in this. Medical Tourism can attract many Foreign
Tourists.
 India holds immense potential in adventure and cruise
tourism. India’s greatest adventure tourism assets are
Himalayas and its mighty river
 Development of adventure tourism can make India a
round-the-year tourist destination, However strong efforts
need to be made to develop this industry
 Frequent depreciation of Rupee and developing nations
attention towards development of Tourism can be a threat.
Prospects of Indian Tourism

Tour Guiding Series
Competition(2014)
External Analysis
India France Turkey China
Destination Rank 42 1 7 3
FTA(Millions) 7.462 82 27 128.5
Revenue($Bn) 19.6 35 22 56
Contribution to
GDP(%)
7.5 6.3 6 10

Tour Guiding Series
Resources and Capabilities
Financial Resources Physical Human Technological
FDI Unique
Architectures
Large Population E-Connectivity in
Cities & Rural
Area*
Central Govt. Tourism
Grant
Hill Stations
& Adventures
Adequate Skill
Persons
Ease of Internet
Excess
State Govt. Tourism
Grant
Deserts Connectivity with
Major Cities
By Air
Tie up with Foreign
Countries for Joint
Ventures
Beaches Longest Railway
and Road network
Temples

Tour Guiding Series
External Analysis-Five Force Driving
• Providers• Barriers
• Customers• Competition
From Popular
Destinations
France
China
Turkey
Tourists!!!
Inbound and
outbound
Airlines &
Railways
Travel Agents
Hotel
Government
Cultural issues
Global mindset
Ease of access
Language
Security
• New Entrances
Vietnam
Malaysia
Philippines

Tour Guiding Series
Political Impact
 Current political party has a strong Majority and Political Instability cannot be a
affecting Factor.
 Relationship with neighboring countries can greatly help in development and
current PM is taking lots of initiatives to build relationship with many countries.
 Recent development plans has created a International Representation for India
which is a major Advantage.
External Analysis-PESTE Analysis
POLITICAL

Tour Guiding Series
Economic factor
 Economic conditions has been getting better from last decade and so people
are now spending much on tours and travelling.
 The domestic tourism has also been spreading its wings and adding much
more to tourism industry.
 FEE is also a increasing which is a positive factor.
 Which in turn will also helps in Improving GDP.
ECONOMIC

Tour Guiding Series
Social Impact
 India is a country of various religion and has oldest culture which drives more and
more foreigners to visit the country.
 Vastness of the Culture make tourists to feel India a better place to visit.
 Huge population is a advantage and majority of Young population is a added
advantage.
 This has helped Tourism Industry to grow is a faster Phase.
SOCIAL

Tour Guiding Series
Social Impact
 Ease of doing E-transaction for payments
 Mobile Apps for destination information
 Connect leading destination’s information within single window.
TECHNOLOGY

Tour Guiding Series
External Analysis-Collaboration
FRANCHAISES:
Identifying Potential Destinations for development collaboration with International
Tourism Leaders( i.e. French, USA, Turkey )
i.e. ; Hong Kong had in partnership with U.K. for its Development
i.e. ; North East Destination for Architecture Forest Tourism
Western India for rural and Desert Tourism
South India for Hill station and temple Tourism
PARTNERSHIP
PPP model for infrastructure and sustainable development (i.e.; Hotels, Hill stations)
Tie up with Key National and International Tour Operators for Ease of Excess
Strategic Alliance of Flights between Key Cities across the Globe

Tour Guiding Series
External Analysis-Tourism Industry
Key Activities
 Facilitating transportation ,
 Accommodation ,
 Food and beverages,
 Regional Tourist Guides
 Coordinating Between Different Departments for Foreign Tourists.
 (Ministry of external Affairs, Ministry of Home Affairs, State Governments)
Key Outputs
 Employment generation ,
 contributing to economy ,
 sustainable Tourism Development,

Tour Guiding Series
External Analysis- Market Segmentation
According to Type of Products
 Adventure Tourism
 Medical Wellness
 Cruise
 Meeting Incentives Conferences and Exhibitions(MICE)*
 Pilgrimage/Spiritual
 Film Tourism
 Eco/Wild Life/Caravan Tourism
 Sport Tourism
Targeted Tourists
 Special countries from where tourist flow is very high
i.e. ; Russian Tourists arrival in Goa
 Visa On Arrival (Pan Asian Countries , i.e. Thailand, japan, South Korea )
 E-Visa policy as alternative for every country

Tour Guiding Series
Internal Analysis-Value Chain

Tour Guiding Series
Key Success Factors
 Promoting “ Incredible India” for accelerating Indian Tourism
 Visa On Arrival (boosted up Foreign Tourists Arrival)
 E-Visa policy ( Accelerating ease doing documentation process)
 100 % FDI in Tourism Sector
 Approval of Hotel Projects , Classification of heritage hotels, Stand Alone
restaurants
 Introducing of contemporary international standards in Hospitality Sector.
 Introduction of new themes like Camping Sites, Heliports, Convention
Centers, Caravan Tourism, medical tourism, cruise tourism, Festival Tourism

Tour Guiding Series
Key Success Factors
 Providing licenses to various service providers namely, tour operators, travel
agents, travel transport, etc.
 Shooting Short Documentary Films on “ Padharo Mhare Desh”( Welcome to my
country)
 Participating International travel Fairs, Seminars ,Conferences etc.
 Adopting International Tourism Standards
 Promoting “ Film Tourism “

Tour Guiding Series
L
Internal Analysis-Inter Linkages
Industry/Person Linkage Key Factors
Airline Travel and Tourism(Central) FTA data
Travel and Tourism Hotel Association Tourist’s requirement
Tourists Help desk at Each Airports Travel and accommodation
alternatives
Airports Local cab , hotel guest
House
Ease of access basic
necessity
Hotels, Airports Tourist Guides, Tour
Operators
Information about local
and interstate tourist spots

Tour Guiding Series
Strategic Directions
Access
Workforce
development
Tourism
Product
Development
Safety &
Security
Research
&
Planning
Natural
Resources
Marketing
Culture
&
Tradition
Strategic
Direction

Tour Guiding Series
31
Tourist buys
Advice, information, sales
knowledge, ease of
booking, price, etc.
Tourist prepares for
visit
Visa, internet, information,
etc.
Promise
promoted
Image, sounds,
language, etc.
Tourist travels
and arrives
Airport, airline,
immigration, forex,
transfers and
transport, etc.
Tourist returns
Airport, taxes, CRM, regular
communication, etc.
Tourist experiences
Attractions, service levels,
shopping, accommodation,
food, friendliness, roads,
transport, infrastructure,
safety, environment, etc.
Tourism
supply chain

Tour Guiding Series
Outline of Strategies
 Development of tourism infrastructure
 Strategic marketing and publicity measures under the established ‘Incredible India’
promotional brand with National and International Brand Ambassadors .
 Development of human resources
 Development of niche tourism products like medical & wellness tourism,
adventure, rural and MICE tourism
 Market research to facilitate policies and programmes.
 Effective monitoring of tourism projects

Tour Guiding Series
Competition with Key Leaders
ATTRIBUTES INDIA FRANCE TURKEY CHINA
Marketing
Campaign
Asian Global ,Media,
International
Channel
Middle East,
Asian
Asian
Status Developing Developed
Country
Developed Developing
Strategy Narrow Focus Differential Penetration Cost
Area of Focus US,U.K.France NATO, EURO
Zone, Asia
Asia, US, US Europe

Tour Guiding Series
Implementation Framework
Overall Management Plan
 Tourism Liaison between Central Government and State tourism authority
 Involvement of Public Private Partnership
 Tourism Board coordinate with stake holders
 Local Tourism board monitors the stake holder’s action plan and measure success.
Development of Action Plan
Establishing Tourism Bank (in collaboration with SBI )
 Feasibility : Yes ( SBI has spread-out across the country)
 Capability : Yes ( SBI has its own Forex reserves & Provides service to its
customers)
 Suitability : For Foreign Tourist only
Travel Credit Debit Card

Tour Guiding Series
The approach for large infrastructure development should be based on
integrated development of tourism.
 Accommodation for Tourists
 Travel Trades
 Publicity and Marketing
 Market Research
 New Tourism Products
 Human Resources Development

Tour Guiding Series
Development of Tourism Infrastructure
 Integrated development Concept
 Close collaboration with states and Central Government
Accommodation of Tourism
 Take measures against high cost and low availability of land hampering
growth of hotels.
 Creation of Hotel Development and Promotion Board (HDPB) for facilitation
of hotel projects

Tour Guiding Series
Ose
Travel Trade
To bring different categories of service providers of the travel trade, including
tourist guides, under organized sector and to encourage high quality service, so
as to promote accelerated growth of tourism sector
Code of ‘Safe & Honorable’ Tourism to be adopted in the guidelines of
approval of service providers and hotels

Tour Guiding Series
Ose
Publicity and Marketing
Trips of media persons, TV teams, film makers, trade representatives
under hospitality scheme.
(v) Provide Brochure / Media Support.
(vi) Distribution of Literature, Posters, Calendars.
(vii) Printing Newsletters.
(viii) Tackle Visa Issues
Overseas Marketing
Evaluate options of opening new offices versus strengthening existing offices
with more manpower and / or funding

Tour Guiding Series
Control of Activities
SR
NO
Stake Holder Group Issues Mode of
Interaction
Periodicity Responsibility
1 Industry and Trade
Association
New Ideas Meeting with
MOT
2 times a
year
TT division
Problem &
Issue with
State
Meeting with
Organization
As arranged
by
association
2 Approved
Tourism
establishments
Comments
on the
quality of
approval
process
Feedback
from
applicant
establishment
After
completion
of approval
process in
each case
H&R Division/
TT Division

Tour Guiding Series
Control Of Activities
SR
NO
Stake Holder Group Issues Mode of
Interaction
Periodicity Responsibility
3 Hospitality &
Travel
Institutes
Quality of
physical
infrastructure
Visitors to
institutes &
meetings
with
students &
teachers of
the
institutes
At least 2
a year
HRD Division
Interaction
with industry

Tour Guiding Series
Control Of Activities
4 Architectural sites/ museums – Maintenance
and cleanliness at these sites, disabled
friendliness of the sites
ASI, State Government
5 Safety and Security of tourists – Setting up of
Tourist security organization
State Government
6 Hotels and Restaurants – Making available
land for hotels, facilitating development of
new hotels through single-window clearance,
rationalizing luxury tax
State Government

Tour Guiding Series
Strategic Recommendations
ORGANIZATION AND COOPERATION
 Formation of Tourism Development Board
 National and State Tourism Department should strengthen its marketing research.
 Encourage active participation of private player in regional planning and
implementation to meet diverse demand of tourism demand.
 Reviewing approach in promoting tourism products

Tour Guiding Series
PRODUCT DEVELOPMENT
 Long term phase vise product development ( Like global Peers France, Turkey)
 Identifying New Target Destination
 Consultation with Stake Holders
 Visitor Information programs , guides broachers
 Lucrative incentives and protection of business operators
 Higher Investment in Infrastructure Development

Tour Guiding Series
MARKET EVALUATION AND STRATEGY
 promotional and advertising campaign focus on trade , Consumer directed
public relation
 Increase in budgetary allocation to promotional and advertising campaign
 Increase in promotional activities
 Competitive pricing product policy with international Standard.
 Joint Ventures with Aviation industry to promote Tourism Products Partnering
with Indian MNC’s with international presence in automotive and FMCG and
Consumer Durable segments to promote Brand India along with their products
through packaging

Tour Guiding Series
HUMAN RESOURCES DEVELOPMENT
 Special efforts should be made to reach out to the local communities through
awareness campaigns and workshops to better inform local bodies, parents,
teachers, citizen’s groups and individuals seeking gainful employment
 Training, capacity building and sensitization specific to different categories of
service providers should be carried out as part of ‘tourism awareness programs

Tour Guiding Series
References
I. www.incredibleindia.org
II. www.discoveramerica.com
III. www.statistica.com
IV. http://www.travelchinaguide.com/tourism/2014statistics/inbound.htm
V. http://www.safariplus.co.in/KanjilalArticle.aspx?GId=11
VI. A research report by AC Nielsen to Ministry of Tourism, Government of India
VII. Economic Impacts on Economy -2014, Travel and Tourism Tourism Journal ,U.K

Tour Guiding Series
THANK YOU

Indian tourism policy

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Indian tourism policy

Ähnlich wie Indian tourism policy (20)

Mehr von Krishna Petrochemicals

Mehr von Krishna Petrochemicals (7)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Indian tourism policy