PROMOTIONAL ACTIVITIES OF STRATEGIC TOURISM

DEVELOPMENT WITH SPECIAL REFERENCE TO NORTH-EAST

STATES

Sanjay Kumar Dr. Shahnawaz ChowdharyResearch Scholar, (SOTHSM) Academic Counsellor, IGNOU IGNOU, New Delhi - 110068 New Delhi- 110068 __________________________________________________________________________________Abstract

North-east India is a blend of eight perfect jewels, namely Arunachal Pradesh, Assam,

Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura collectively called as seven

sister states and one brother state because of their proximity and cultural affinity. Due to its

geographical, political and diverse cultural conditions the region is abundance of natural

resources, these States have tremendous potential to become tourist hubs.

The present paper examines the promotional activities of the planned tourism development of

north-eastern states of India. The term promotion means the encouraging of sales of products

and services of tourism by broadcasting of information through careful planning of activities

used to communicate products and services viz. brochures, newspaper, advertisements and

billboards etc. The advertising and publicity of tourism products available in the State can be done

through advertising media which includes News Paper, Television, Radio, Brochures, Pamphlets,

Magazines, Websites, E-mails, personal contacts etc.

These medium of publicity helpful to motivate the actual and potential customers to get

information through promotion and convinces them to use their services. In this background

an attempt is made to explore the factors which influence promotional activities of the

planned tourism development of north-eastern states of India.

Keywords: - North-east, Brochures, broadcasting, Sikkim, resources, geographical, political

__________________________________________________________________________________

INTRODUCTION

North-eastern region of India comprised of the states of Assam, Nagaland, Manipur, Tripura,

Meghalaya, Mizoram, Arunachal Pradesh, and Sikkim. Between Sikkim and Assam lie the Darjeeling,

Jalpaiguri, and Cooch Behar Districts of West Bengal. A narrow corridor in Darjeeling District is all

that connects the Northeast to the rest of India, which is called 'chickens neck'. The region is

surrounded by Bangladesh, Bhutan, China (Tibet), and Myanmar.1

North-East India is well blessed by Nature. It lies at the centre of one of the world’s richest bio-

graphic areas. It is the treasure trove of various economic resources and rich cultural and ethnic

heritage. Blending of flora and fauna makes the region rich in bio-diversity. Wildlife sanctuaries at

various places, snow-capped mountains of great Himalayas, grandeur of mighty rivers and rivulets,

suitability for golf tourism and tea tourism attract tourists from all over the world. However there is a

strong bond which holds this region together with the rest of the country.2

N.E. region is mostly inhabited by separate tribes having their own languages and cultural traditions

but with the passage of time they are now adopting contemporary lifestyles. The range of

communities, geographical and ecological diversities, hilly areas and dense forests and scattered

inhabitation could not impress the Govt. of India to publicise the beauty and bounties of the region

which are immense for economic and tourism related activities. Now the time has come to resort to

marketing the gifts of Nature the region has through various tools of advertisement, publicity and

marketing.

Since independence much could not be done for the development of this region mainly because of

lack of political foresightedness and also because of financial constraints. Before 1962, the region was

not accorded its due importance. It was after Chinese aggression the region started gaining care and

that too in lackadaisical manner. Intrusion, infiltration, insurgency and other such anti- national

activities have forced the Govt. of India to create a separate Ministry of Development of North

1 Sharma, S.K. (2005): Discovery of North-East India (New Delhi: Mittal Publication)

2 http://web.worldbank.org/archive/website01062/WEB/IMAGES/PAPER_13.PDF

Eastern Region to fast track the economic growth of the region. Matters relating to planning,

execution and monitoring development schemes/projects of the North-East Region including projects

in roads, power, and irrigation and communication sectors are on the priority list. Planned

development of the region as contemplated by the Ministry would lead to boost tourism sector in the

region creating immense employment opportunities to tackle poverty and to remove economic

disparities.

The North east states have progressing in infrastructure development and air connectivity

which has marketed the states a favourite sport for travellers and are expected to grow by

10-12 per cent in 2019.3

STUDY AREA

The study area is not concentrated to any particular state or destination; it has covered the

whole North-East India in general and highlighted the potentiality of tourism and promotional

activities of the planned tourism development of north-eastern states of India.

Figure 1: Tourist Gide Map- North East India

Source: - https://www.mapsofworld.com/india/north-east-india-map.html

OBJECTIVES OF THE STUDY 3 http://www.newindianexpress.com/business/2018/jun/17/north-east-tourism-expected-to-boost-by-12-per-cent-by-2019-1829472.html

To study the present scenario of strategic tourism development of North East states of

India.

To review the various tourism destination and its potentialities in NE States.

To analyse the mode of advertising and publicity adopted by the tourism stakeholders in

NE States.

To suggest the effective marketing strategies for planned tourism development of north-

eastern states of India.

METHODOLOGY

To cope with the objectives of the study, an evaluative and descriptive method has been

adopted for the study. The current paper is intended to analyse the potentiality of tourism and

promotional activities of the planned tourism development of north-eastern states of India.

The study is based on information and data collected from various publications including

books, journals, magazines, reports as well as views sought through interaction with officials

and individuals from tourism departments of the North-East States. Experiences gained

during personal visits of the researcher to some of the N.E. States also corroborate the

potentiality of the tourism development in the region. The findings were discussed in the light

of published literature.

TOURISM AND DEVELOPMENT

Travel and exploration are the basic to human nature. People have travelled since the earliest

time although the term tourism was first used only in the early nineteenth century. The word

is derived from the Hebrew word torah, which means studying, learning, searching.4

Tourism is an economic activity which provides direct benefits to the local community and

also has a significant impact on the economic and environment. It is a major economic driver

which has multiplier effect on other economic activities and helpful to generate direct and

indirect income for the skilled, semi-skilled and unskilled people.5

4 Lionel Casson, Travel in the Ancient World (London: Allen & Unwin, 1974, 32.5 Kumar A., (2005) “Tourism Administration and Management”, by Team of Experts, under the guidance of A. Kumar, Vol.1, University Book House Pvt. Ltd. Jaipur.

Tourism has been fund as a major area for revenue generation and regional economic growth

in North-east India. The state Government with the understanding of Central Government in

the Northeast has taken several policy initiatives with the twofold objectives of promoting

industrial development and investment in the Northeast and projecting the region as a

potential driver of the Look East Policy (LEP) (Vibhanshu Shekhar, 2008). In 2008, the NEC

(North-eastern Council) formed the North Eastern States Tourism Forum (NEST) with

representation from the various states to coordinate intrastate and inter-state tourism plans,

such as consolidation of circuits and marketing.6 The overviews of the arrivals of domestic

and foreign tourists in North Eastern States are discussed as below.

Domestic Tourist footfalls of North-East States during 2015-2016

Table no 1:- Domestic Tourist footfalls during 2015-16

Domestic Tourists

State 2015 2016 Growth RateArunachal Pradesh 352067 385875 9.60Assam 5491845 5160599 -6.03Manipur 146169 150638 3.06Meghalaya 751165 830887 10.61Mizoram 66605 67238 0.95Nagaland 64616 58178 -9.96Sikkim 705023 747343 6.00Tripura 363172 370618 2.05Source: India Tourism Statistics, 2017

Table - 1 reveals that the inflows of tourists in the North-eastern states of India form 2015-16.

From the above table it is clear that the numbers domestic tourist’s footfalls per year in states

of North-east region are totally different. There is a wide variation in the total number of

tourists’ inflow among the states. Data revealed that the total number of inflows of tourists in

Assam state is much higher as compared to the other eight states of North-east region. But in

Assam the annual growth rate is decreasing with -6.03% from the previous year.

Moreover, the Nagaland has been shown as a least visited state in 2015-16 with -9.96%

decreasing rate from the previous year.

6 Ruhee Neog, Linking with Southeast Asia: Developing Northeast India’s Tourism Potential. Southeast Asia Research Programme (SEARP), Institute of Peace and Conflict Studies, IPCS Issue Brief, No. 176, October, 2011.

According to the facts drawn from Market Research Division, Ministry of Tourism, Govt. of

India, the figure of growth rate of tourist influx is quite different. The annual growth rate of

tourist influx is projected more in case of Meghalaya (10.61%) and Arunachal Pradesh

(9.60%), followed by Sikkim (6.00%) Manipur (3.06%) and Tripura (2.05%). Similarly in

Mizoram has been recorded as the least growing state of North-East India with a growth rate

of (0.95%).

Foreign Tourist Visits to North-East States during 2015-2016

Table no 2:- Foreign Tourist footfalls during 2015-16

Foreign TouristsState 2015 2016 Growth Rate

Arunachal Pradesh 5705 6598 15.65Assam 24720 12685 -48.69Manipur 3260 3064 -6.01Meghalaya 8027 8476 5.59Mizoram 798 942 18.05Nagaland 2769 3260 17.73Sikkim 38479 66012 71.55Tripura 34886 36780 5.43Source: India Tourism Statistics, 2017

From the above table no. 2, it is clear that the numbers foreign tourist’s arrival per year in

states of North-east region is totally different. There is a wide variation in the total number of

tourists’ inflow among the states. Data revealed that the total number of inflows of tourists in

Sikkim state is much higher as compared to the other eight states of North-east region.

According to the facts drawn from Market Research Division, Ministry of Tourism, Govt. of

India, the figure of growth rate of tourist influx is quite different. The annual growth rate of

tourist influx is projected highest in case of Sikkim (71.55%) and Nagaland (17.73%),

Mizoram (18.05%), followed by Arunachal Pradesh (15.65%) Meghalaya (5.59%) and

Tripura (5.43%). Similarly in Mizoram has been recorded as the least growing state of North-

East India with a growth rate of (0.95%).

Moreover, in Assam the annual growth rate is decreasing with (-48.69 %) followed by

Manipur (-48.69 %) change over from the previous year.

THE WAY FORWARD: Promotion of North East region

In recent years, various strategies have been adopted for the development of North East

region of India which is discuses in points.

Media Campaigns: - Ministry of Tourism Government of India on June 2016 lunched

one month television campaign for the promotion of North East tourism sectors on

Doordarshan.

Phase- II was lunched on November 2016 on the same pattern.

MOT started a documentary series in collaboration with the Discovery Channel with

special tagline ‘Go North East’ on the eight states of North East.

Annual International Tourism Mart: - MOT has taken a special innovative to promote

the North East region by organising the annual International Tourism Mart which is

attended by global buyers besides others.7

Creation of the separate Ministry of Development of North Eastern Region is a step in

the right direction. Provisions of Non-Lapsable Central Pool of Resources (NLCPR)

and NON-Lapsable Central Pool of Resources (NLCPR) Scheme (State and Central)

tend to handle paucity of funds tactfully.

Significant affords has been made by the Ministry (DoNER) to boost the economy of

the region while promoting sustainable tourism, in the first phase five major

destination on the feedback of the parent department have been identified.

The Ministry of DoNER was to successfully move a proposal for relaxation of LTC

Rules.

Ministry of DoNER have closely interacted with the stakeholders of the tourism

industry for supporting and organising different events.

The Ministry of DoNER has finalised a Media Strategy for giving wide publicity

about the natural beauty of the North East, North East as a tourist destination, cultural

uniqueness, investment opportunities, and developmental programmes of the

Government in both print and electronic media. The Scheme is being finalised for

launch in the current financial year.8

MAJOR TOURIST DESTINATIONS

The seven sisters and one brother states also called "Paradise Unexplored" is a name given to

the contiguous states of Arunachal Pradesh, Assam, Meghalaya, Manipur, Mizoram,

Nagaland, Tripura and Sikkim in north-eastern India. There is great ethnic and religious

7 e - Book of the Ministry of Tourism Government of India 2016 -17

8 Handbook of Ministry of Development of North Eastern Region

diversity within the eight states; they also have similarities in political, social and economic

contexts.

These states are spread across the foothills of the Himalayas form the rich landscape of North

East India. With crystal clear blue waters, endless verdant greenery and the unexplored hill

ranges, one cannot find the time to list out the infinite tourist places in North East India. The

unspoilt and untouched natural beauty of Meghalaya, the numerous National Parks of Assam,

including the famous Kaziranga National Park, and the cultural wonderland of Nagaland and

Mizoram and Sikkim added grandeur to the beauty of the region

Table 3:- Checklist of Major destination of North-East.

STATE MAJOR DESTINATION

Arunachal Pradesh Tawang, Itanagar, Daporijo, Namdapha National Park and Pasight.

Assam Kajiranga National Park, Kamakhya Temple, Majauli River Island, Manas

National Park and Nameri National Park.

Manipur Loktak Lake, Govindajee Temple, Kangla palace, Kaibul National Park and Siroi

hills.

Meghalaya Shillong, Cherrapunjee, Mawlynnong, Dawki and Mawphlang

Mizoram Aizawal city, Reiek, Hmuifang, Phawngpui, and Chalfilh Mountain

Nagaland Kohima, Mon, Mokokchung, Perch, and Wokha.

Sikkim Tsomgo Lake and Nadhu La Pass, Rumtek Monastery, Dzongri, Ban Jhakri Falls,

Solophok Chardham and Himalayan Zoological Parks.

Tripura Agartala, Matabari, Udaipur, Unakoti, Neermahal, and Sepahijala Lake.

Besides, these tourist sites there are so many sports which are not discovered yet, the researcher also

took feedback for the officers and staff of the tourist departments on most attracted tourist

destinations in the North Eastern States and based on their feedback, these most attracted tourist

destinations in state wise discussed under.

a. Assam: Kajiranga National Park, Majuli Island and Majuli Satras for dance & drama;

b. Manipur: Loktak lake, Kaibul National park;

c. Meghalaya: Destinations well connected by roads, tourist friendly local people and

availability of budget hotels;

d. Mizoram: Beautiful hilly terrains with thick forests presenting soothing view;

e. Nagaland: Culture, Nature, Textile, Indigenous cuisine;

f. Sikkim: State is gifted with immense natural beauties and bounties; and

g. Tripura: Matabari, the mother Godess and 51st Peeth of hindu pilgrimage and principal deity

of the State.

Moreover, the animals and the birds of various kinds roaming, chirping and playing in the green vast

forests, the region has many ornamental, rare plants, medicinal herbs and exotic orchids. It has Jatinga

Hill where thousands and thousands of birds commit suicide every year. This mystery has remained a

mystery yet to be unfolded. North-East India is very rich in cultural heritage. It is a heavenly abode of

various tribes, castes and communities having their own religious and cultural festivals. Foreign

visitors are interested more in understanding culture and civilisation of various people than in

watching and enjoying natural beauties which are in abundance in their own countries. All this is

available in the region.

COMMUNICATION TOOLS USED IN PROMOTIONAL ACTIVITIES

After raising infrastructure of required level and removing all hindrances including adverse and

hostile propaganda it becomes imperative to bring to the fore the presence of hidden treasure of tourist

destinations in each State. The spectacular and grandeur of each destination has to be brought forth to

the public with a view to attract more of them to see themselves and satisfy their quest for knowledge

and beauty. Here comes in the role of publicity and marketing of tourism products to popularise them.

The respondents of the research study were also asked to give details of promotional communication

tools currently utilised by the Tourism Departments and their viewpoints on the promotional tools are

summarised as below:

Arunachal Pradesh: All print media, electronic media and all other mode.

Assam: Print media, electronic media, road shows and other modes.

Manipur: All print media, electronic media and other modes.

Meghalaya: Print and electronic media.

Mizoram: All print media, electronic media and other modes.

Nagaland: All print & electronic media and tourism & travel exhibitions.

Sikkim: All print media, electronic media and all other modes.

Tripura: Print and electronic media.

Publicity and marketability of tourism products available in the State can be done through advertising

media which includes News Paper, Television, Radio, Brochures, Pamphlets, Magazines, Websites,

E-mails, personal contacts etc. Although each one has its own merits and limitations, use of Websites

and E-mails are cheap and quick. TV serials, sponsored programs, films, commercials, documentaries,

promotional films etc. are the important sources of tourism promotion. Personal contact particularly

narration of ones experience to another ones popularly called “Word of Mouth” leaves long lasting

impact on the listeners. All the stakeholders in tourism development should take special care in

preparing publicity materials for wide circulation within and outside N.E. States.

STRATEGIES FOR PROMOTING TOURISM

From the above discussions in the earlier sections of this paper, it is crystal and clear that the NE

States of India have tremendous potential of Tourism however, it needs concerted and coordinated

efforts to develop a full scale Tourism Industry in this part of NE India. The tourist Official of the

Tourism Departments gave their valuable inputs on the suggestive course of action and these are:

By attending international travel mart.

Organizing tourism & travel shows, exhibitions in and outside country, food festivals &

cultural shows.

Organising Annual State festival for attracting tourists.

Through Participation in national and international tourism festivals.

Construction of tourist lodges and building roads.

Participation in national and international tourism fairs, use print & electronic media.

Posters, Hoardings, Advertising through T.V., and Radio.

Organizing cultural activities, food festivals and creating new tourist destinations.

SUGGESTION

In addition to the above stated suggested strategies, it is also opined that the potential of tourism

industry could also be enhanced by adopting such approaches given below.

The Government should involve private industries to build up and improve rail, road and air

connectivity and strengthen communication infrastructure to improve mobility.

Organizing travel mart for cultural activities & food festivals; Law and order to be improved,

tourist police to help tourists.

Ensure safety of women tourists.

Organizing festivals, improving communication facilities, increase in print media publications.

Participation in TTF, ITM festivals involving all NE States and Nepal and Bhutan; and

Extensive use of print and electronic media including TV. Channels

Investors from within and abroad especially from ASEAN countries should be invited to join

the tourism development ventures to make NE Region a heavenly abode.

On law and order point of view, review of Restricted Area Permit/ Special Area Permit

regime is also imperative from time to time to facilitate movement/ visit of the travellers.

To give impetus to promote tourism in N.E. the region could be treated as a separate entity

and developmental steps taken therefor as such under the separate caption similar to

Incredible India.

As suggested above, special shows to showcase the tourism scenario of all the North Eastern region

needs to be arranged through magazines, pamphlets, mini literature etc. even in foreign countries

besides subsidised air fare and infuse sense of fraternity and togetherness amongst all citizens of the

country to wean them away from divisive tendencies. Live and Let Live need to be embraced by all.

CONCLUSION

There is no hesitation to conclude that each part of the country is splendid enough to hypnotise the

tourists visiting the country for various reasons. The development of tourism industry in North-East

Indian states largely depend upon the formulation of tourism policy, advertising and publicity with

consciousness.

In recent past, various strategies have been adopted for the development of tourism in the region in

which Ministry of Tourism Government of India has played a vital role while lunched the media

campaigns in two different phases in Doordarshan. Moreover a documentary series in collaboration

with the Discovery Channel was speeded up with special tagline ‘Go North East’ on the eight states of

North East.

On other hand The Shukla Commission has suggested for the instituting of North-East Tourist

Development Corporation for the development of the region. Further Commission has proposed the

issue related to the safety and the security of the potential costumer while solving the Inner-Line

Permits and Restricted Area Permits issue in the region. The Ministry of DoNER was to successfully

move a proposal for relaxation of LTC Rules and have closely interacted with the stakeholders of the

tourism industry for supporting and organising different events. It’s also finalised a Media Strategy

for giving wide publicity about the natural beauty of the North East, North East as a tourist

destination, cultural uniqueness, investment opportunities, and developmental programmes of the

Government in both print and electronic media. The Scheme is being finalised for launch. In some

resent past some innovative approaches were adopted to boost the economy of the region while

promoting sustainable tourism, in the first phase five major destination on the feedback of the

parent department have been identified. Hence, adoption of a sustainable tourism strategy is an

urgent need to utilize the tourism potential of the north-eastern region of India.

It is true the NE part is lagging behind other parts because of various factors contributing to its

backwardness, yet it has potential to grow at a faster speed to stand at the same pedestal at which

other parts of the country stand.

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