GS Paper 3: Indian Economy, Government policies and interventions for development in various sectors and issues arising out of design and implementation.
This post about the Paryatan Mitra and Paryatan Didi initiative is inspired by the article titled “Ministry of Tourism Launches Paryatan Mitra and Paryatan Didi – A National Responsible Tourism Initiative,” published by PIB on September 28, 2024.
Why in the News?
The Ministry of Tourism introduced the new initiatives ‘Paryatan Mitra’ and ‘Paryatan Didi’ on World Tourism Day, celebrated on September 27, 2024.
About the ‘Paryatan Mitra’ and ‘Paryatan Didi’ Initiative:
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Aspects |
Description |
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About |
‘The ‘Paryatan Mitra’ and ‘Paryatan Didi’ program aims to connect tourists with local residents who can serve as ambassadors and storytellers for their regions. |
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Launched by |
Ministry of Tourism |
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Aim |
To enhance tourism through social inclusion, employment generation, and economic development. |
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Vision |
To create a welcoming and memorable experience for tourists by promoting Incredible India through the efforts of Incredible Indians, thereby further solidifying India’s reputation as a premier tourist destination. |
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Key Objectives |
To improve the tourist experience through interactions with locals trained in hospitality, cleanliness, safety, and sustainability. |
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Pilot Program Locations |
The initiative was piloted in six tourist destinations across India: Orchha (Madhya Pradesh), Gandikota (Andhra Pradesh), Bodh Gaya (Bihar), Aizawl (Mizoram), Jodhpur (Rajasthan), and Sri Vijaya Puram (Andaman & Nicobar Islands). |
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Target Groups for Training |
Training will be provided to cab and auto drivers, railway station and airport staff, hotel, restaurant, and homestay personnel, police officers, tour guides, street vendors, shopkeepers, as well as students and other community members. |
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Features |
· Training on developing new tourism products, such as heritage walks, food and craft tours, nature treks, and homestay experiences. · The training is guided by the ‘Athithi Devo Bhava’ philosophy, highlighting the importance of treating tourists as honored guests. · It includes knowledge sharing on local history, stories, and lesser-known tourist attractions to facilitate engaging tourist interactions. · Special emphasis is placed on empowering women and youth to create tourism-based livelihoods. · Training on digital literacy and the use of digital tools to ensure global visibility and discoverability of the tourism experiences crafted by locals. |
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Since August 15, 2023, approximately 3,000 individuals have successfully completed training in these six locations.
The initiative focuses on empowering women and youth to transform their local knowledge into job opportunities. After their training, participants can pursue careers as homestay owners, cultural guides, adventure guides, and more.
The Ministry intends to recognize these trained individuals by designating them as Paryatan Mitra and Paryatan Didi.
Additionally, the initiative incorporates general training in digital literacy to ensure that the experiences offered by locals are easily accessible to tourists online.
Status and Potential of India’s Tourism Sector
Current Status:
Economic Development:
India’s position on the World Economic Forum’s Travel & Tourism Development Index 2024 has improved, ranking 39th globally.
The tourism sector contributes 7% to India’s GDP. Between April 2000 and December 2023, the Hotel and Tourism industry attracted a cumulative FDI equity inflow of USD 17.1 billion, representing 2.57% of the total FDI received across sectors.
According to a report by the India Brand Equity Foundation (IBEF), travel and tourism combined contributed approximately USD 178 billion to India’s GDP, making them among the country’s largest industries.
Employment Generation:
In 2021, the travel and tourism industry created 32.1 million jobs, accounting for 6.9% of total employment. Industries such as hotels, restaurants, and travel agencies provide direct and indirect employment to millions.
Tourist Arrivals:
Domestic tourism has been a major driver, with over 1.8 billion domestic tourist visits in 2019, significantly boosting the economy.
Foreign Tourist Arrivals (FTAs) were reported at 1,070,163 in December 2023, and for the entire year, FTAs reached 9,236,108, up from 6,437,467 in 2022.
Top Destinations:
Popular tourist spots include the Taj Mahal in Agra, the Golden Temple in Amritsar, the beaches of Goa, Kerala’s backwaters, and the hill stations of Himachal Pradesh and Uttarakhand.
Potential:
International Tourist Arrivals:
India’s extensive coastline, featuring numerous attractive beaches, positions it as a significant tourist destination.
The Indian travel market is projected to grow to USD 125 billion by FY27, with international tourist arrivals expected to reach 30.5 million by 2028.
Job Opportunities:
By 2029, the tourism sector is anticipated to generate around 53 million jobs. Between 2019 and 2030, the industry’s direct contribution to India’s GDP is projected to grow at an annual rate of 7-9%.
Business Growth:
India’s travel market is forecasted to expand to USD 125 billion by FY27, up from USD 75 billion in FY20. The airline travel market, estimated at USD 20 billion, is expected to double by FY27 due to improvements in airport infrastructure and increased access to passports.
Noteworthy:
In 2012, National Geographic’s Traveller magazine recognized Kerala as one of the “ten paradises of the world” and a “50 must-see destination of a lifetime.” Travel and Leisure also referred to Kerala as “One of the 100 must-see trips of the 21st century.”
Significance of the Tourism Sector in India
Foreign Exchange:
Tourism plays a crucial role in India’s balance of payments, being the third-largest foreign exchange earner. A prime example is the significant revenue generated by international visitors to the Taj Mahal.
Multiplier Effect:
Tourism has positive spillover effects on other sectors, including food and catering, hospitality, real estate, and transportation. For example, increased tourism in Jaipur has boosted demand for local crafts, real estate, and transportation services.
Inclusive Growth:
Tourism stimulates economic development in rural, tribal, and remote hill areas with limited infrastructure. This promotes the value of cultural heritage and ecological sites. For instance, eco-tourism initiatives in India’s northeastern states have generated jobs and fostered sustainable development.
Inter-Cultural Exchanges:
Tourism encourages cultural exchange, tolerance, and acceptance of diversity, contributing to social cohesion. Events like the Jaipur Literature Festival and the Goa Carnival bring together visitors from across India, fostering unity and cultural dialogue.
Strategic Diplomacy Tool:
Tourism strengthens bilateral relationships and people-to-people connections, creating sustainable bonds that promote peace. For instance, India’s cultural exchanges with countries like Japan and South Korea through tourism have deepened diplomatic ties.
Issues in India’s Tourism Sector
Inadequate Infrastructure:
Many tourist destinations lack proper infrastructure, including transportation, reliable internet, and essential hospitality, health, and sanitation facilities. For example, some remote regions in the North-East struggle with connectivity issues.
Governance Challenges:
The tourism sector faces challenges such as unclear tourist guidelines, poor health and hygiene standards, inefficient tourist information centers, and cumbersome visa regulations, all of which can discourage potential visitors.
Multiplicity of Taxes:
The tourism industry is burdened by a complex tax structure, which includes multiple taxes along the entire value chain. High GST rates on hotel rooms and tour services make tourism more expensive in India.
Unskilled Human Resources:
There is a shortage of skilled professionals in the tourism industry, including multilingual guides and trained staff. This can negatively impact the experience of international tourists.
Safety Concerns:
Tourist safety remains a concern, particularly regarding crimes such as theft and fraud, with women often being more vulnerable. For example, a foreign tourist was tragically gang-raped in Jharkhand’s Dumka district in March 2024.
Initiatives to Promote Tourism in India
Boosting Tourist Destination Appeal:
Swadesh Darshan Scheme: Focuses on the development of theme-based tourist circuits to showcase India’s cultural, historical, and natural heritage.
PRASAD Scheme: Aims at the development and beautification of pilgrimage sites.
HRIDAY (Heritage City Development and Augmentation Yojana): Designed to preserve and revitalize heritage cities.
Paryatan Parv: A nationwide campaign to promote domestic tourism through cultural activities.
Dekho Apna Desh Initiative: Encourages domestic tourism by highlighting India’s diverse landscapes and heritage.
Ek Bharat Shreshtha Bharat: Promotes cultural exchange between states, fostering national unity and enhancing domestic tourism.
National Tourism Policy, 2022: Focuses on five key areas: green tourism, digital tourism, destination management, skilling in hospitality, and supporting tourism-related MSMEs.
Digital Initiatives:
e-Visa Facility: Simplifies the visa application process by allowing tourists to apply online for an electronic visa.
Web-based E-Ticketing: Introduced for major tourist attractions, reducing wait times and improving visitor experiences.
NIDHI (National Integrated Database of Hospitality Industry): Provides up-to-date information on the hospitality sector, offering a comprehensive database of accommodation units across India.
Swachh Paryatan Mobile App: Allows tourists to report cleanliness issues at tourist sites, prompting timely action from authorities.
Conclusion
Capitalizing on India’s rich heritage and diverse cuisine can strengthen its soft power and boost foreign revenue, while also generating employment and benefiting the unorganized sector.
India’s philosophy of “Vasudhaiva Kutumbakam,” which embraces the concept of global unity, aligns with the promotion of multilateralism, and culinary tourism can serve as a reflection of this ethos.
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