National Tourism Organization India
National tourism organization India
Table of contents
1. Introduction 3
2. Vision 3
3. Mission 3
4. Discussion 3
4.1. External factors affecting Indian Tourism industry 3
4.2. Students and teachers of hospitality and tourism institutes 4
4.3. Other Central Ministries/ Departments 5
5. Control, interdependence and inseparability 5
6. Challenges 6
7. Implementation Plan 9
8. Potential strategies 9
9. Recommendation 9
The NTO (national tourist organization) is the body mainly in charge to form and implement the national tourist policy in India. It is also in charge for controlling, directing and promoting the tourism industry. Every country which is engaged indirectly in tourism possesses a program. The NTO might be a full-fledged ministry or a directorate general etc. (Ray, 2008).
For achieving a higher quality of life for Indian People through tourism’s promotion and development, which might offer a unique possibility for cultural enrichment, mental rejuvenation, physical invigoration etc. (Khare, 2010).
To build India as one of the most preferred destinations of the tourist as well as to enhance Foreign Tourist Arrivals’ number to 8 million.
To encourage more energetically country’s domestic tourism along with increasing Domestic Tourist Visits’ number to 800 million by the year 2015
To decrease considerably the space in skilled manpower’s availability in the hospitality sector as well as to create essential training and educational infrastructure.
To allow the enhancement in the quality of current tourism infrastructure along with encouraging new infrastructure’s creation
To allow accommodation’s augmentation for the tourists mainly budget accommodation category.
To encourage sustainable tourism in India and growth of niche tourism goods
To make stronger further the steps for safety and security of the tourist and to enhance the tourism services’ quality
5.1. External factors affecting Indian Tourism industry
Chief global incidents such as natural or man-made environmental disasters, terrorist strikes and war have direct influence on global travellers’ movement. Economic conditions and political events across the globe cause a bearing on traffic of the tourism South Asian region as well as across other parts of the World.
Tourism infrastructure’s strengthening, which includes rail, water, air and road transport, entertainment facilities and tourist accommodation etc. have a powerful association with the rise in tourists’ number.
Industry as well as trade organizations needs to offer good services to the tourists at prices that are competitive. They need to develop self-regulation’s systems of their members. They also need to generate and offer guidance to their members in implementing newest technological, managerial as well as sustainable best practices. Associations anticipate Tourism Ministry to intervene on their behalf with State and Union Governments for providing economic motivations for tourism activities (Khare, 2010).
Individual generosity and travel deal establishments accepted/ seeking endorsement from Tourism Ministry. Tourism Ministry anticipates that approved establishments abide by the standards on the base of which sanction was provided. Seeking approval for establishments, Tourism Ministry anticipates that they would put forward their applications for sanction complete in every respect with the intention that the process of approval is done in the least possible time (Ray and Teckchandani, 2008).
There are exist a very big service providers’ number in the travel trade and hospitality sector in this country which includes restaurants, auto drivers, taxi drivers, shopkeepers, inns, dhabas, and guides. Their behaviours ruins or enhances tourism sector’s image in average tourist’s eyes. Tourism Ministry anticipates that such service providers offer competitively-priced quality services and goods to tourists; and they don’t cheat them and behave properly. Most of such service providers don’t possess sufficient skills or knowledge to interrelate with the vacationers as indicated by the standards preferred by Tourism Ministry. Tourism Ministry could develop and adopt programmes and policies to provide training to these entities (PR, 2012).
5.2. Students and teachers of hospitality and tourism institutes
For tourism sector’s sustenance and its long-term development, it is very important to ascertain regular supply of semi-skilled and skilled manpower to this sector. Tourism Ministry necessitates evolving programmes and policies, which could lead to strong HRD Infrastructure’ creation for this sector. In addition to creating physical infrastructure, this needs well-planned syllabus evaluated regularly, attractive remuneration for attracting and retaining quality trainers and faculty, generating possibilities for faculty for improving their abilities, intimate interaction with industry to maintain the appropriate equilibrium between theory and contemporary practices of the industry (Khare, 2010).
The students and teachers commitment levels in carrying out their liabilities will considerably influence manpower’s quality available for this sector in coming future.
5.3. Other Central Ministries/ Departments
Several services utilized by tourists relate to fields which come under other organizations’ or other Ministries’ jurisdiction of the Central Government, such as immigration & visa services, rail travel, air travel, and communication facilities. A few of such services are utilized by non-tourists also. The companies providing these services require having a tourist-friendly approach and offer sufficient training to their staff for enabling them to communicate with the tourists in a well manner. Such companies and Tourism Ministry also require having meaningful and steady interactions in their programmes and policies’ formulation (Chand and Katou, 2012).
Since Tourism Ministry tries developing and promoting new tourism items, it would interact with varies entities linked with growth and management of activities associated to these items.
5. Control, interdependence and inseparability
Tourism is a powerful social and natural occurrence. India’s domestic tourism has been widespread, with several pilgrimage centres all around this country which have been the central places of domestic tourism all through the year. After India’s emergence as a powerful political and economic power on this planet, arrivals of foreign tourist in this country have increased in the past few years. After the realization of the tourism’s potential as a motivator of financial development and ‘Incredible India’ promotional brand’s establishment, additional significance is being provided gradually to the tourism sector in the policies of the government. Overseas networks as well as India tourism’s domestic office offer the foundation to expand tourism promotion activities within and outside India (Ray and Teckchandani, 2008).
The current infrastructure of this country’s tourism sector is quite insufficient to meet the requirements of the ever growing domestic and foreign tourists’ number who are additionally demanding due to rising purchasing power and higher quality standards. Besides fundamental physical infrastructure, educating the masses is also required regarding the significance of maintaining our natural, cultural and historical assets and instilling higher level of discipline and hygiene in our society. Hence to achieve this, it’s essential to enhance the degree of awareness and education (PR, 2012).
To be capable in offering quality services in this progressively more competitive world, the sets of skill are needed to fulfil the needs of the tourists at rational prices. Decrease in tourists’ number in different countries because of their political unsteadiness gives a chance to attract these foreign tourists to this country. The increasing political and economic status of this country has enhanced its visibility across the globe. This enhanced visibility could be utilized for inbound tourism’s development in India (Ray, 2008).
India’s huge population and the increasing disposable earnings in people’s hands too have generated possibilities for domestic tourism’s growth. Political Turmoil in several parts globally could affect the global financial and security scenario unfavourably, causing decrease in international travel. Political or social agitations inside any country could upset domestic plus foreign visitors’ free movement, which would result in decline in arrivals of tourists in a few areas (Chand and Katou, 2012).
Various challenges/issues faced by the domestic travel and tourism industry in India:
Shortage of appropriate infrastructure, HR, Service degrees, Shortage of sufficient marketing and publicity, Security and Regulatory issues etc.
Lack of proper infrastructure
The sectors associated to the travel and tourism industry involve surface transport, airlines, hotels accommodation, along with infrastructure and facilitation systems, amongst others.
Access and connectivity
To tie together tourism potential of India, various efforts have been taken for starting fresh destinations as well as discovering niche segments. Nevertheless, infrastructure facilities like road connectivity, rail, air and hospitality services at such destinations and the linking cities are insufficient. This continues to be a chief obstacle for the growth of tourism. Roadways structure a very important network in this sector since more than 70% tourists in this country travel by road (Mishra, 2013).
However, several tourist circuits rely on roads. In spite of several efforts for improving road infrastructure, connectivity stays a chief crisis. There is a larger requirement for strengthened rail and road network, growth of extra expressways, along with tourist-specific routes for improving connectivity to several locations across several regions (Ray, 2008).
Aviation infrastructure too is important because it’s a chief entry mode for inbound tourism. The traffic of passenger has been anticipated to go high in coming future; nevertheless facilities of infrastructure at the airports also are reasons for the concern. Development and expansion of airports at chief gateway cities is in progress for catering to the rising passenger traffic. Nevertheless, additionally, airport facilities at vital tourist destinations and secondary cities too require to be enhanced to be capable in handling higher passenger traffic.
Facilities and services available at several en route and tourist locations require to be enhanced. These involve fundamental amenities like clean and well maintained waiting rooms, drinking water, first aid and wayside amenities, toilets etc. (Mishra, 2013).
India has insufficient infrastructure facilities that influence inbound tourism. It might drive to a rise in domestic tourists’ outflow from this country to the other competitive neighbouring nations. Therefore, for this sector to register healthy development, issues associated with every related sector require to be dealt with.
Skilled manpower’s availability is a key requirement encountered by the tourism and travel industry. To continue development in the tourism and travel industry, trained workforce or manpower is needed at each stage — supervisory, managerial, semi-skilled or skilled. Challenges encountered at every stage are different (Mishra, 2013).
A study carried out by Tourism Ministry states that current human resources’ supplies don’t cater even to 40% of the requirement. Consequently, the industry is not left with any substitute other than filling the void with resources that are even untrained. So much untrained manpower is surely going to affect adversely the services’ quality that would be provided to the visitors.
In addition, lack of qualified trainers, tourism training infrastructure, and shortage of suitable policies and strategies for human resource growth also influence this sector. The industry requires dealing with such problems as early as possible.
Over and above hotel staff, tour operators and tourists come from diverse backgrounds. Even their occupations and experience vary. A few people involve staff at airports; railway stations or bus stands, travel agencies, coach or taxi operators, small dhabas or hotels’ staffs, staffs at heritage sites, tourists’ guides etc. The level of service provided by these different investors has a noteworthy influence on deciding the overall experience of tourist of India as a tourist place.
The government has initiated in promoting responsible tourism by sensitizing tourism industry’s chief stakeholders through orientation and training, for developing a sense of liability towards the tourists and encourages foreign tourists’ confidence in this country as a preferred tourist place. One such chief initiative is the campaign of “Atithi Devo Bhava” promoted by Aamir Khan. However, additional efforts are needed for improving the level of service across several operators (Jithendran and Baum, 2000).
Security is also one chief problem in the way of the development of tourism industry for a number of years. Several tourists have been molested and raped in the past which has scared several tourists to visit this country. In addition, attack like terrorist attacks or political disturbances in different parts of this country have affected adversely foreign tourists’ sentiments. 2008 terror attacks at Mumbai adversely affected a lot to this country’s tourism sector. Additionally, rebellion in various parts of India too scared tourists who preferred to stay away from this country. For regaining the tourists’ confidence after the Mumbai terror attacks, security at various places such as airports, tourist spots, and hotels has been tightened. Nevertheless, the government requires taking a practical attitude in dealing with such issues and in preventing the potential influence on this industry.
Cyber-crime is one more chief challenge this tourism industry has to face regularly. Internet use in the tourism sector has gone up speedily in past few years and has appeared as one of chief segments for online shopping. Nevertheless, a few biggest frauds have come to light in this area and online security’s issue has gained noteworthy importance.
Since the online tourism industry has seen robust development, chief concerns with regards to safety of online transactions continue. This industry requires taking steps to make the procedure of online bookings extra safe and transparent. It also requires creating awareness with regards to this (Jithendran and Baum, 2000).
Visa processes are also observed as a hindrance for inbound worldwide tourists. Several nations competing with India for tourists give visa only on arrival. India needs to offer visa on arrival for more countries.
Healthy financial development recorded in the recent years, particularly in the services sector, has caused to rise in travel business. Higher disposable earnings along with affordability have enhanced domestic holiday travel in this country. Arrivals of foreign tourist in this country have grown too. The performance of this industry was hit in the year 2009 because of the worldwide economic slowdown as well as the consequence of terror attacks in Mumbai in the year 2008. Swine flu panic was also one major cause to affect the tourism industry during that period. Nevertheless, this sector had indicated recovery signs in the first half of the year 2010. Hence it clearly indicates that the long-term prediction for the Indian tourism industry is bright (Renuka, 2010).
Worldwide inbound traffic is anticipated to develop speedily with growing investment and trade activity. India is recognized as one of the fastest-growing nations in terms of demand of tourism.
7. Implementation Plan
There is requirement to know the central areas with the intention that the restricted resources available to Tourism Ministry could be used or allocated optimally. Tourism Ministry requires finding methods and techniques to ensure union of financial and physical resources of several State and Central organizations for the development of the infrastructure of tourist’s places (Renuka, 2010).
8. Potential strategies
India in the past few years has efficiently achieved considerably higher growth than the world’s average in global arrivals. This could be increased further by:
_ Growth of tourism infrastructure
_ Growth of human resources
_ Growth of niche tourism items such as medical & wellness tourism, MICE tourism etc.
_ Market research for facilitating programmes and policies
_ Effectual supervising of tourism projects
The aggressive marketing and promotional steps carried out by the government is anticipated to support tourists’ influx.
Medical tourism in this country has attained substantial popularity in the past few years. India possesses a chief cost advantage in this area in comparison to other nations. Hence, medical tourism possesses huge potential in this country. Possibilities also exist in cruise tourism, adventure tourism and ecotourism. Eco-tourism’s popularity is growing day by day (Renuka, 2010).
India holds massive potential in cruise and adventure tourism. The greatest adventure tourism assets of India are Himalayas as well as its mighty rivers.
Marketing and promotion
Promotion and marketing of India as a chief tourist place is important for this sector for achieving its potential. Shortage of ample budgetary support for publicity and marketing, in comparison with competing tourist places, is a chief factor for this country lagging behind like a tourist place. Promotion campaign as “Incredible India” assisted this country as a good tourist place on the worldwide map of tourism. Products of Indian tourism are publicized and marketed mainly by the Tourism Ministry; however it involves state governments too through the State Tourism Development Corporations (Ray, 2008).
Currently it is required developing an exclusive market position. Additionally, the brand positioning statement needs capturing the spirit of the tourism products of the country.
In India, travel and tourism is a high-taxed sector. This makes India costly as a tourist place. This factor is influencing the development of tourism industry in India and eventually as a consequence this country is losing many tourists to other low-cost places. The most affected sector is inbound tourism. Several taxes are charged across the whole industry which includes transporters, tour operators, airline industry, and hotels etc. where taxes are charged as tax on transportation, luxury tax, service tax, and different forms of other taxes. Additionally, rates of these taxes tend to differ across various states in the country.