Upload
nikita-gavaskar
View
561
Download
1
Embed Size (px)
Citation preview
TOURISM SECTOR
INTRODUCTION
Tourism is the act of travel for the purpose of recreation and
business, and the provision of services for this act. Tourists are people
who are "traveling to and staying in places outside their usual
environment for not more than one consecutive year for leisure,
business and other purposes not related to the exercise of an activity
remunerated from within the place visited" (official UNWTO definition).
The distance between these two places is of no significance.
A more comprehensive definition would be that tourism is a
service industry, comprising a number of tangible and intangible
components. The tangible elements include transport systems - air,
rail, road, water and now, space; hospitality services - accommodation,
foods and beverages, tours, souvenirs; and related services such as
banking, insurance and safety and security. The intangible elements
include: rest and relaxation, culture, escape, adventure, new and
different experiences.
Many countries depend heavily upon travel expenditures by
foreigners as a source of taxation and as a source of income for the
enterprises that sell (export) services to these travellers. Consequently
the development of tourism is often a strategy employed either by a
Non-governmental organization (NGO) or a governmental agency to
promote a particular region for the purpose of increasing commerce
through exporting goods and services to non-locals.
Sometimes Tourism and Travel are used interchangeably. In this
context travel has a similar definition to tourism, but implies a more
purposeful journey.
1
TOURISM SECTOR
The term tourism is sometimes used pejoratively, implying a
shallow interest in the societies and places that the tourist visits.
Wealthy people have always traveled to distant parts of the world to
see great buildings or other works of art, to learn new languages, to
experience new cultures, or to taste new cuisine. As long ago as the
time of the Roman Republic places such as Baiae were popular coastal
resorts for the rich.
2
TOURISM SECTOR
DEFINITION
DEFINITION OF TOURISM
One of the earliest definitions of Tourism was given by the
Austrian Economist Hermann Von Schullard in 1910. He defined it
as,
"Sum total of operators, mainly of an economic nature, which
directly relate to the entry, stay and movement of foreigners inside
and outside a certain country, city or a region."
Hunziker and Krapf, in 1942, defined Tourism as,
"Tourism is the totality of the relationship and phenomenon
arising from the travel and stay of strangers, provided that the stay
does not imply the establishment of a permanent residence and is not
connected with remunerative activities."
In 1976, Tourism Society of England defined it as
"Tourism is the temporary, short-term movement of people to
destination outside the places where they normally live and work and
their activities during the stay at each destination. It includes
movements for all purposes."
In 1981,International Association of Scientific Experts in
Tourism defined Tourism
“In terms of particular activities selected by choice and
undertaken outside the home environment.”
3
TOURISM SECTOR
DEFINITION OF TOURISTS
The terms tourist and tourism were first used as official terms in
1937 by the League of Nations. Tourism was defined as people
traveling abroad for periods of over 24 hours.
The origin of the word “tourist” date back to 1292 AD. It has
come from the word “tour”. A number of experts have defined the
term:
“Tourist is a person who makes a journey for the sake of curiosity
for the fun of traveling”.
“Tourists are the voluntary temporary travelers, traveling in the
expectations of pleasure from the novelty and change experienced on
a relatively and non-current round-trip”.
Tourists are:
Persons traveling for pleasure, health and domestic reason.
Persons arriving in the sea of sea cruise.
Persons traveling for convention.
4
TOURISM SECTOR
TOURISM: THE INDUSTRY
Tourism emerged as the largest global industry of the 20th
century. In the new millennium global economy will be governed by
Technology, Telecommunication and Tourism. Tourism has a potential
to create the maximum number of jobs. According to an assessment,
in India alone, 100 million additional jobs will be created by the
Tourism industry in the next 25 years. It helps to earn valuable foreign
exchange.
The tourism industry comprises of the following main and
distinctive sectors:
Transportation
Tourism industry is heavily dependent on the transportation
industry which comprises of airlines, cruise and ferry lines, passenger
railways, coach and bus travel, car hire. Thanks to the increase in
tourist traffic, over the years, the range of airline services has
considerably, not only in terms of frequency of flights and number of
destinations, but also in terms of different services, and differing levels
of service to meet different passenger needs. This shows the important
role marketing plays as competition and demand intensifies.
Accommodation
Accommodation includes hotels, ranging from the biggest
international chains recognizable worldwide such as Hilton and Holiday
Inn to small independent establishments. In order to gain recognition
in an increasingly competitive marketplace, many smaller independent
hotels have grouped together, adopting a consortium approach. Under
5
TOURISM SECTOR
a central brand name, they can offer central reservations services, for
e.g. and present a recognizable identity to consumers which enables
them to compete against the larger, more established chains. Other
types of accommodations are also well established in tourist markets,
notably self-catering apartments and club type complexes.
Tour operators
Tour operators are the firms which specialize in providing the
whole holiday package, incorporating travel and accommodation needs
for the consumer. They range from highly specialized operations such
as Indianvisit.com, who customize every kind of trip that you can
dream of, to large operators offering services at all different levels to
cater for budget, family, or singles holidays to ‘near’ or ‘faraway’
destinations.
Thomas Cook is one of the best known of such operators; they
also offer travel agency and financial services to their consumers. An
independent local coach firm may also be a tour operator, and many
transportation companies also offer holiday packages.
Tourism Destination Operators/ Destination Management
This is new category in many senses, as it is an area of the
tourism industry which has seen a massive growth in the development
of theme parks and other types of artificial tourist destinations in the
recent years. However Disneyland and Disneyworld in America were
the forerunners of this development in tourism marketing, and they
have been well established for decades.
6
TOURISM SECTOR
It is due to the recent growth, and the continuing trends, which
make it area which should be considered separately as a tourism
industry. The new Euro Disney theme park in France is an example of a
tourism destination operation. On a smaller scale, heritage parks which
being developed from Britain’s industrial wasteland such as Wigan
Pier, which attracted over half a million tourists in 1991, and similar
attractions now represent a significant amount of tourism activity.
7
TOURISM SECTOR
CHARACTERISTICS OF TOURISM INDUSTRY
INFLEXIBILITY
The tourism industry is highly inflexible in terms of capacity. The
number of beds in a hotel or seats on a flight is fixed so it is not
possible to meet sudden upsurges in demand similarly restaurants
tables, hotels beds and flights seats remain empty and unused in
periods of low demand.
PERISHABILITY
An unused hotel bed or empty flight seat represents an
immediate loss of that service as a means of earning profit. Tourism
product is used as a time of availability. It cannot be preserved. Incase,
the tourist cannot visit the place the opportunity is lost. Hence, this
becomes one of its important characteristics.
FIXED LOCATION
Tourism destinations are fixed locations so effort must be taken
in communicating the facility to the potential consumer. Relatively
large financial investment; every modern tourist establishment and
facility requires large investment frequently over a long time scale.
RELATIVELY LARGE FINANCIAL INVESTMENT
Every modern tourist establishment and facility requires large
investment, frequently over a long time scale. This means that the
8
TOURISM SECTOR
level of risk and the rate of return are critically important to tourism
management.
PEOPLE ORIENTED
Tourism Services are high contact services, as people interact
with people at virtually EVERY stage of the way. Tourism services are
very people-oriented services, and the service people are plenty and
have high contact with the consumers. The consumer interacts with a
myriad of service people starting from when he books his ticket and
throughout the course of his holiday.
BENEFITS TO CUSTOMERS
Since the economy opened up in 1991, several foreign chains
have entered the Indian market, including Hyatt, Four Seasons, Hilton,
Regent, Radisson and Holiday Inn. The result is that the quality of
service has improved. The overseas players have brought in efficient
systems and service standards from Europe and the US. Competition
has forced Indian hotel groups to improve their standards. The
customer has benefited in many ways. The influx of foreign players has
led to major price wars in the industry. In an attempt to woo
customers, Indian hotels have reduced their tariffs significantly.
According to one hotelier, "India has become a normal market -– like
others in the West or in Southeast Asia – with demand and supply
determining the price".
9
TOURISM SECTOR
CLASSIFICATION
Tourism may be classified into the following types:
1. INBOUND INTERNATIONAL TOURISM: It means visiting to a
country by non-resident of that country.
2. OUTBOUND INTERNATIONAL TOURISM: It means visiting by the
residents of a country to another country.
3. INTERNAL TOURISM : It means visiting by residents of a country to
their own country.
4. DOMESTIC TOURISM: It consists of inbound international tourism
plus internal tourism.
5. NATIONAL TOURISM: It consists of internal tourists plus outbound
international tourism.
10
TOURISM SECTOR
SPECIAL FORMS OF TOURISM
For the past few decades many forms of tourism are becoming
more popular, particularly:
1. ADVENTURE TOURISM
This type of tourism involves travel in rugged regions, or
adventurous sports such as mountaineering and hiking (tramping).
2. CULTURAL TOURISM
It includes urban tourism, visiting historical or interesting cities,
such as Delhi, Amritsar, Mumbai, Banglore, Chennai, Ahmedabad, etc.
and experiencing their cultural heritages. This type of tourism may also
include specialized cultural experiences, such as art museum tourism
where the tourist visits many art museums during the tour, or opera
tourism where the tourist sees many operas or concerts during the
tour.
3. EDUCATIONAL TOURISM
It may involve travelling to an education institution, a wooded
retreat or some other destination in order to take personal-interest
classes, such as cooking classes with a famous chef or crafts classes.
4. GARDEN TOURISM
It means visiting botanical gardens, famous places in the history
of gardening, such as Versailles and the Taj Mahal.
5. HERITAGE TOURISM
11
TOURISM SECTOR
It is visiting historical (Rome, Athens, Cracow) or industrial sites,
such as old canals, railways, battlegrounds, etc.
6. HEALTH TOURISM
It means usually to escape from cities or relieve stress, perhaps
for some 'fun in the sun', etc. often to "health spas".
7. MEDICAL TOURISM
It is used for advanced care that is not available in one's own
country, in the case that there are long waiting lists in one's own
country for use of free or cheap health care organisations for what is
illegal in one's own country, e.g. abortion, euthanasia; for instance,
euthanasia for non-citizens is provided by Dignitas in Switzerland.
8. HOBBY TOURISM
Tourism alone or with groups to participate in hobby interests, to
meet others with similar interests, or to experience something
pertinent to the hobby. Examples might be garden tours, square dance
cruises, etc.
9. POP-CULTURE TOURISM
This tourism refers to tourism by those that visit a particular
location after reading about it or seeing it in a film.
10. PERPETUAL TOURISM
12
TOURISM SECTOR
It is mainly for wealthy individuals who are always on vacations;
some of them, for tax purposes or to avoid being resident in any
country.
11. PILGRIMAGE TOURISM
Pilgrimage tourism refers to ancient holy places (Rome and
Santiago de Compostela for Catholics, Temples and stupas of Nepal for
the Hindus and Buddhist, Mount Athos or Painted churches of northern
Moldavia for the Orthodox), religious sites such as mosques, shrines,
etc.
12. SPORT TOURISM
Skiing, golf and scuba diving are popular ways to spend a
vacation. Also in this category is vacationing at the winter home of the
tourist's favorite baseball team, and seeing them play everyday.
13. ECO TOURISM
It means sustainable tourism which has minimal impact on the
environment, such as Safaris (Kenya), Rainforests (Belize) and Hiking
(Lapland), or national parks.
14. GAMBLING TOURISM
This tourism refers to tourism to Atlantic City, Las Vegas, Macau
or Monte Carlo for the purpose of gambling at the casinos there.
13
TOURISM SECTOR
TYPES OF TOURISTS
One such way of classifying the users is by dividing them into categories such as
General, Sex, Region, Education, etc.
General: Domestic, Foreign Kids, Teens, Youths, Seniors
Students, Executives, Artists Politicians, Movie stars
Sex: Men, Women
Region: Rural, Urban
Education: Literate, Illiterate
Status: Rich, Poor
Profession: Executives, Academics, Sportsmen, Artists
Occupation: White collar, Blue collar.
Another method of classifying users of tourism services is on the basis of the
frequency of usage of services:
Non-users: They lack the willingness, desire and ability (income &
leisure time).
Potential Users: They have the willingness but the marketing
resources have not been used optimally to influence their impulse.
Actual Users: They are already using the services generated by the
tourist organizations
Occasional Users: They have not formed the habit of traveling
Habitual Travelers: They have formed a habit and avail of the
services regularly.
14
TOURISM SECTOR
Marketing Mix
PRODUCT
Product is the combination of tangible and intangible elements. The
tourism product, which is mainly the destination, can only be experienced. The
views of the location travel to the destination, the accommodation and facility as
well as the entertainment at the destination all form the tourism product.
Thus it is a composite product combination of attraction, facilities and
transportation. Each of these components has its own significance in the product
mix and in the absence of even single components, the product mix is
incomplete.
Components Of Tourist Product.
BENEFIT MEANING WITH RESPECT TO THE TRAVEL AND TOURISM
INDUSTRY
1. CORE BENEFIT
The fundamental benefit or service that the customer is buying
Traveling
2 BASIC PRODUCT
Basic, functional attributes Ticketing, hotel reservation
3 EXPECTED PRODUCT
Set of attributes/conditions the buyer normally expects
Customer friendliness, good food
4 AUGMENTED PRODUCT
That meets the customers desires beyond expectations
Prompt services, comfortable and convenient trip, spectacular sights, music
5 POTENTIAL PRODUCT
The possible evolution to distinguish the offer
Totally customized tour packages, A grade service at every stage
15
TOURISM SECTOR
PRICE
Pricing in tourism is a complex process. Pricing includes the
prices of other services like Air travel, Bus, Railways, Hotels, etc. All
are included in tourism package. Pricing also depends on the
Geographic location of the destination.
Pricing also depends on Seasonality. Seasonality is the most
important factor in pricing. To match demand and supply tourist
managers try to get either discount. E.g. Taj is the tourist attraction in
India. Pricing is also based on competitors pricing. Pricing is also
subject to government regulations. E.g. Air price changes tourism
package also changes, if Hotel charges change then also tourism
package changes.
Pricing of the tourist product is a complex matter because of its
composite nature. Geographical location of the destination affects the
pricing decision. At the same time, seasonality factor and varying
demand cannot be overruled. The objective of pricing in any other
firms is to fetch a target market share, to prevent competition, and to
take care of the price elasticity of demand.
A very important way, in which the travel and tourism business
responded to their highly complex pricing circumstances, is to operate
at two levels. The first level is corresponds with the marketing
strategy, which concerns with the product positioning, value for the
money, long run return on investments etc. The second level
corresponds to the marketing operations or tactics where the prices
are manipulated to match the current demand and competition.
PLACE
16
TOURISM SECTOR
Different distribution strategies can be selected for Tourism
marketing. Tourism as a product is distributed as a travel. Internet is
also used widely. There is also small agents spread all over the town
who plays a role of place. Large travel companies like Thomas Cook,
Cox & Kings, SOTC, etc they act as a wholesalers and these
wholesalers also act as a retailer.
The tourism marketer may not have adequate choice of the
tourist center, because in most of the case the tourist destinations
many be natural, historical attraction. But, infrastructure facilities,
transportation, communication are important for the development of
the tourist center. The major decision that the tourism marketer takes
regarding distribution is relating to the channel of choice and channel
members. The uniqueness of tourism industry is predominant position
of intermediaries. The two major functions performed by the
distribution system in tourism marketing are:
To extend the number of points of sales or access, away form the
location at which services are performed or delivered
To facilitate the purchase of service in advance
Different distribution strategies may be selected to reflect the
company’s overall objectives. The middleman may be tour operators,
who buy tourism products in bulk and make them available to travel
agents who are retailers. The range of tourist products, which are
bought by the tour operators are airline seats, hotel accommodation,
bus for local sight seeing, etc. they may also sell directly to customers.
The latest mode of reaching the tourist is through Internet. Ticket
booking can also be done through the Internet and payment is made
with credit card.
17
TOURISM SECTOR
PROMOTION
Advertising and sales promotion in Tourism can be very effective
when supplemented by publicity and personal selling. They use
electronic, print all sorts of media they use; and it is highly promoted
industry. Public or PR (Public Relation) plays an important role in
tourism. It is also through recommendation of friends and relatives this
is a biggest promotion.
Creation of awareness is an important factor in the formulation of
marketing mix for the tourism industry. The promotion task simplifies
the activities of informing, persuading and influencing the decisions of
potential tourists. The promotion mix plays a vital role as the users of
service feel high degree of involvement and uncertainty about the
product and their role in buying process. Some of the important
aspects of promotion are advertising, publicity, sales support and
public relation.
Advertising and sales promotion activities in tourism can be very
effective when supplemented by publicity and personal selling.
Advertising messages may range from subtly attractive visual
messages and symbols designed to appeal and stimulate travel desire
and needs to simple sales announcements drawing attention to
specific product offers.
Word-of-mouth is a very important tool of promotion in tourism.
Research shows that about 80% of the tourist visited different places
on the persuasion of their friends and relatives and also their own
judgments. Brochures are another form of communication provided by
tour operators to stimulate customers and motivate them to buy. They
18
TOURISM SECTOR
are used to demonstrate in pictures and words the images and
positioning of the product and the organizations.
PEOPLE
It plays a most important part in tourism. In people local people
are very important, that how they treat tourist. The travel agents,
guides, staff of travel companies, sales staff, etc they are the people.
Travel Company also like Railways, Air, etc. is included in people.
Normally a tourist assures a tourism quality like hotels, Travel
Company.
The personnel who attend to the needs of the tourists form an
essential ingredient in tourism marketing. The sales personnel are
responsible for dealing with the customer behind the counter. The
airline and transportation crew interact with customers while traveling.
The resort or hotel representatives enter to the needs of the tourist
when they reach the destination.
The tourist guides, who interact with the customers at the tourist
location, all form the people element in tourism marketing. These
contract persons must be trained on interpersonal skills as well as
knowledge of the product. In the tourism industry the travel agents
and the travel guides are the two most important people who speak a
lot about the industry. Hence it is imperative that they have to be at
their best at all times. Travel guides especially, are expected to have a
lot of patience, good sense of humor, tact to transform the occasional
tourists into habitual ones, thorough knowledge of the places, linguistic
skills etc.
PROCESS
19
TOURISM SECTOR
The operation process of the tourism firm will depend on the size
of the tourism firm. The sequential steps involved in the delivery of the
tourist products are:
Provision of travel information --- The information regarding the
travel is provided at a convenient location where the potential
tourist seeks clarification about his proposed tour.
Preparation of itinerates------ It is a composition of series of
operations that are required to plan a tour.
Liaison with providers of services--- Before any form of travel is
sold over the counter to a customer; contracts have to be entered
with the providers of various services including transportation
companies, hotel accommodation, coaches for local sightseeing etc.
Planning and costing tours------ Once the contracts and
arrangements are entered into, then the task of planning and
costing the tour, this will depend on the tour selected as well as
individual requirements.
`Ticketing----- The computerized reservation system has in recent
years revolutionized the reservation system for both rail and air
travel.
Provision of foreign currency and insurance--- In case of
foreign travel the final task provide foreign currency as well as
insurance
PHYSICAL EVIDENCE
20
TOURISM SECTOR
The tourist attraction, which is an expensive for the customer
must be tangibilised with the help of tangible items like, comfortable
seats while traveling, layout, and design of the resort, natural service
scope, etc. the sign posts that indicate directions, route maps,
information regarding rules and regulations of the tourist spot and the
sign regarding the public utilities like toilets, telephone booth also form
a part of the physical evidence.
Printed matters such as brochures also play an important role in
the development of tourism. As the product, in tourism is intangible.
There is a need to describe fully the product, which is done by
providing an elaborate brochure, which shows how different elements
of the programmes are carefully planned to include all necessary
information to make holiday establishes expectation of quality value
for money, product image and status, which must be matched when
the product is delivered.
21
TOURISM SECTOR
SEGMENTATION
Though there are a number of bases for segmentation of tourists,
one of the most important is Lifestyle. Traveling decisions are fantastically
influenced by changing lifestyles. They are also affected by other factors
such as level of income, availability of leisure time, etc.
BASE OF
SEGMENTATION
CATEGORIES
Holiday Mass marketPopular marketIndividual market
Demand PrimarySecondaryOpportunity
Geography InternationalOn the basis of regions, cities, etc.
Psychography LifestylePersonality motiveKnowledge
Demography AgeSexReligion
Socio-economic Rich, PoorRural, UrbanLiterate, Illiterate
Purpose Business TravelCultural TourismCommon Interest Convention
Age TeensYouthSeniors
22
TOURISM SECTOR
Such segmentation is useful when deciding the offerings to target a
particular segment. For example,
The mass market consists of vacationists that travel in large groups and
prefer all-inclusive tours. They are generally conservative.
The popular market consists of smaller groups going on inclusive or semi-
inclusive tours. This group includes pensioners and retired people.
The individual market consists of chairmen, senior executives, etc.
As the lifestyle changes, consumption of services might change. For example,
a newly married couple might prefer romantic holidays, but once they have
children they would prefer family vacations where there are plenty of activities
to entertain kids. Teens and youth might prefer adventure holidays whereas
senior citizens would probably prefer more relaxing vacations.
23
TOURISM SECTOR
SWOT ANALYSIS
STRENGTHS
India’s geographical location,a culmination of deserts, forests,
mountains and beaches:
India is not only a vast country but also a beautiful country with world
famous natural locations, which attracts lots of foreign tourist everyday.
India has all types of seasons at the same time because of its tropical
nature, as you will find the climate hot, humid, cold and warm all at the
same time in different locations. Also its location is not very out of reach
but easy to travel, as there are many modes of transport to reach here.
Diversity of culture, a blend of various civilizations and their
traditions:
India’s diversity is its greatest strength. There is so much to
explore in India. One cannot be tired of exploring its diverse culture,
heritage and locations. The different languages, dialects and other
religious and cultural customs and traditions are all the sources of
attraction in India.
WEAKNESSES
Lack of adequate infrastructure:
It is a major drawback. It is not the case of less money but the
money is not being utilized in the right places and in the right manner. The
airlines in India, for example, are inefficient and do not provide basic
facilities at airports. The road condition in India is very bad.
An intolerant attitude among certain sections of people:
24
TOURISM SECTOR
This is among the people who do not like the foreigners and their
entry into the Indian Cultures as they feel that they will change the Indian
Culture and attitude and replace it with foreign culture.
No proper marketing of India’s tourism abroad:
Foreigners still think of India as a land of snake, villages, beggars
and elephants. The Indians have not made any efforts to change this
image and this has proved very costly as foreigners still think of Indians as
illiterates and narrow-minded
OPPORTUNITIES
More proactive role from the government of India in terms of
framing policies:
The government is supporting India tourism industry with the recent
appointment of Mrs. Renuka Chaudhary a very intelligent and practical
woman who would like to develop India tourism. The Indian tourism
industry should take this as an opportunity and push forward its plans.
Allowing entry of more multinational companies into the
country giving us a global perspective:
This is going to develop and build the confidence in the minds of the
foreigners who would like to explore India.
Growth of domestic tourism:
Indian tourism will only develop if the roots are strong. So if the
Indians themselves travel around India the foreigners will feel confident to
come to India.For eg: Thomas Cook says “Travel Now Pay Latter.”
Affordable traveling at leisure, plenty of job opportunities.
25
TOURISM SECTOR
Threats
Economic conditions and political turmoil in the other countries
affects tourism:
As a result of this people are afraid to venture outside their own
homes for fear of terrorist attacks and threats to their lives.
Aggressive strategies adopted by other counties like Australia,
Singapore in promoting tourism:
There are hardly any tourists who confidently come to India and if
the other countries offer better packages and places then there is no
reason why the tourists should visit India
The important task is to get tourism accepted as an instrument of
development and national integration. For this it is necessary to create
awareness of India’s charms as a tourist paradise and simultaneously
addressing the important issue of toning up infrastructure and then getting
down to marketing the product in a pragmatic and result oriented manner.
All segments of the tourism trade should get together ands hammer out a
strategy taking into account the ground realities and demands of the future.
PEST ANALYSIS
26
TOURISM SECTOR
Environmental influences can be analyzed by using the PEST
analysis.
Political/Legal
Political factors are the main driving force of the industry. Govt.
support & co-operation to Indian Tourism Industry, railways and roads,
hotel industry, airline industry, tourist operators. Downfall of tourism
industry because of unconducive political environment e.g. Kashmir, Law
is different for different country & is the major determinant for the industry.
“Tax paid by tourists in India is the highest in the world. Indian hotels
charge about 40% tax compared to other Asian countries where it varies
between 3% and 6%".
Economic:
The criteria here is the more the people spend the more the industry
grows. As we are concentrating on the International tourists, this has led to
the tourism boom. Increase in spend has led to increase in the number of
luxury hotels, & increase in air industry.
Social:
The general perception for tourism destruction of the social fabric of
a place. The more the tourists coming at the place the more the risk of that
place loosing its identity.
Technology:
Better technology in cheaper cost to remote and inaccessible area. It
can help the country to get connected to the world. It is very much
necessary to have better technology to have that place on world tourist
map.
GOVERNMENT POLICES
27
TOURISM SECTOR
The New Tourism Policy released in May 2002 has outlined the
following policy initiatives for the tourism sector:
1. The new policy is built around the 7-S Mantra of Swaagat
(welcome), Soochanaa (information), Suvidhaa (facilitation),
Surakshaa (security), Sahyog (cooperation), Sanrachnaa
(infrastructure) and Safaai (cleanliness).
2. The new policy envisages making tourism a catalyst in employment
generation, wealth creation, development of remote and rural
areas, environment preservation and social integration. The policy
also aims to spruce up economic growth and promote India’s
strengths as a tourism destination that is both safe and at the same
time exciting.
3. The policy proposes the inclusion of tourism in the concurrent list of
the Constitution so as to enable both the central and state
governments to participate in the development of the sector.
4. No approval is required for foreign equity of up to 51 per cent in
tourism projects. Enhanced equity is considered on a case-to-case
basis. NRI investment is allowed up to 100%.
5. Approvals for Technology agreements in the hotel industry are
available on an automatic basis, subject to the fulfilment of certain
specified parameters.
28
TOURISM SECTOR
6. Concession rates on customs duty of 25% for goods that are
required for initial setting up, or for substantial expansion of hotels.
7. 50% of profits derived by hotels, travel agents and tour operators in
foreign exchange are exempt from income tax. The remaining
profits are also exempt if reinvested in a tourism related project.
8. Approved hotels are entitled to import essential goods relating to
the hotel and tourism industry up to the value of 25% of the foreign
exchange earned by them in the preceding licensing year. This limit
for approved travel agents/tour operators is 10%.
9. Hotels located in locations other than the four major metro cities
are entitled to 30% deduction from profit, for a ten-year period.
10. The expenditure tax has been waived in respect of hotels located
in the hills, rural areas, places of pilgrimage or specified place of
tourist importance.
29
TOURISM SECTOR
TOURISM IN INDIA
India is one of the popular tourist destinations in Asia. Bounded
by the Himalayan ranges in the north, and surrounded on three sides
by water (the Arabian Sea, Bay of Bengal, and the Indian Ocean), with
a long history and diverse culture, India offers a wide array of places to
see and things to do. In 2004, foreign tourists visiting India spent 15.4
billion USD - the ninth highest in the world. India is also ranked among
the top 3 adventure tourism destinations. One can expect to spend
about $1,750 in 2005 dollars for a two week visit, staying in
accommodations equivalent to Western ones.
Perhaps India's best-known site is the Taj Mahal, one of the
world's greatest architectural achievements. It was built between 1631
and 1653 by Emperor Shah Jahan in honor of his wife, Arjumand Banu,
more popularly known as Mumtaz Mahal. The Taj Mahal serves as her
tomb.
30
TOURISM SECTOR
One of the popular tourist circuits is called the Golden Triangle:
the cities Delhi; Agra (site of the Taj Mahal); and Jaipur. Delhi is
approximately 200 kilometers away from Agra, and 250 kilometers
from Jaipur.
India also has a large variety of protected wildlife. The country's
protected wilderness consists of 75 National Parks of India and 421
Sanctuaries, of which 19 fall under the purview of Project Tiger. Its
climatic and geographic diversity makes it the home of over 350
mammals and 1200 bird species, many of which are unique to the
subcontinent. Some well known national wildlife sanctuaries include
Corbett, Kanha, Sariska, Periyar, Ranthambore, and Bharatpur.
31
TOURISM SECTOR
Some of the popular tourists places are as follows:
JAMMU AND KASHMIR-THE LAND OF HEAVENS
The Manasbal Lake near Srinagar, Jammu and Kashmir is 2000
meters above sea level.Tourist destinations in Jammu and Kashmir
include:
1. Srinagar
2. Jammu
3. Leh
4. Amarnath
5. Vaishno Devi
Other cities of interest in Northern India include Gwalior,
Khajuraho, Varanasi, Mathura, and Haridwar.
DELHI
32
TOURISM SECTOR
Delhi,known in India as the "Lotus Temple", the Bahá'í House of
Worship is one of the most famous landmarks in the Delhi.
Delhi, the capital of the vast, mystic subcontinent that is India. A
fine blend of old and new, ancient and modern in every stream of life is
the soul of Delhi. A melting pot of cultures and traditions, religions and
castes Delhi is true to its democratic nature. Delhi has ruled always
from the mythological days to the present, the Aravali ridges and the
Yamuna river stand a mute witness to it. The rulers left behind their
trade marks in the architecture. Tughlakabad fort and the Qutab Minar,
the Jama Masjid and the Lotus temple, The Humayun's tomb and the
Red Fort, and India Gate and the Magnificent President's house. Delhi
is famous for its wide roads and crisp winters. One of the few places in
India where colours of nature changes with the seasons. Kerala to
Kashmir and from Gujarat to Assam all the mouth watering delicacies
and shopping goods are found in Delhi. The cosmopolitan nature of the
city has only added to the beauty and glory of it. Big gardens, wide
roads, ancient structures, and power of politics is what Delhi is all
about.
GOA
33
TOURISM SECTOR
The sunny beaches of Goa attracts millions of tourists every
year.Goa is another popular destination, famous for its excellent
beaches, churches, and temples.
Goa, a tiny emerald land on the west coast of India situated
between the borders of Maharastra and Karnataka, is better known to
the world at large as the former Portuguese enclave on the Indian soil.
With the rule of the Portuguese for over 450 years and the
consequential influence of the Latin culture, Goa presents a somewhat
different picture to the foreign visitor than any other part of the
country. Not only the proportion of Christians (almost all of whom are
Catholics) in the total population of Goa much higher than that
obtaining in most of the other States; the general way of living is also
markedly different. Western influence is evident in the dress and food
habits, and the general life of the people is quiet and peaceful. A
striking feature of Goa is the harmonious relationship between the two
principal religious communities, the Hindus and the Catholics, who
have lived together peacefully for generations.
RAJASTHAN-THE LAND OF KINGS
34
TOURISM SECTOR
Rajasthan has a rich history and culture making it one of the
most popular tourist destinations in India. Shown here is the Hawa
Mahal in Jaipur, Rajathan.Rajasthan, the "Land of the Kings", is one of
the most attractive tourist destinations in Northern India. The vast
sand dunes of the Thar Desert attract millions of tourists from around
the globe every year. Major visitor attractions in Rajathan include:
1. Jaipur - The capital of Rajasthan, famous for its rich history and
royal architecture.
2. Jodhpur, fortress-city at the edge of the Thar Desert, famous for its
blue homes and architecture.
3. Jaisalmer is famous for its golden fortress.
4. Barmer and surrounding areas offer perfect picture of typical
Rajasthani villages.
5. Bikaner is famous for its medieval history as a trade route outpost.
6. Mount Abu is also one of the world famous tourist place.
```
ORISSA-SPIRIT OF Buddhism
35
TOURISM SECTOR
Orissa has been a preferred destination from ancient days for
people having interest in spirituality, religion, culture, art and beauty of
the nature. Ancient and medieval architecture, pristine sea beaches,
nature at her beautiful best, the classical and ethnic dance forms and a
variety of festivals, all in combine attract tourists from far off places to
explore this state to a have a divine exposure of love and hospitality.
Orissa has kept alive Buddhism and the Buddha in its ancient
womb. The spirit of Buddhism still haunts the very air of Orissa. Rock-
edicts that have challenged time stand huge and over-powering by the
banks of the river Daya. The silent stones sing out songs of peace and
non-violence. The torch of Buddhism is still ablaze in the sublime
triangle at Udayagiri, Lalitgiri & Ratanagiri, on the banks of river
Birupa. The surrounding hills of Langudi and Kayama stand as mute
witness to the quirks and twists of history. Precious fragments of a
glorious past come alive in the shape of stupas, rock-cut caves, rock-
edicts, excavated monastries, viharas, chaityas and sacred relics in
caskets. Rock-edicts of Ashoka are a bonus for your eyes.
TAMIL NADU
Tamil Nadu has a rich culture and offers a wide selection of
temples famed for their architectural beauty. Some of the more
popular temple tour destinations include:
36
TOURISM SECTOR
1. Chennai - The capital of Tamil Nadu has the second longest beach in
the world, the Marina Beach.
2. Madurai is known for the beautiful Meenakshi temple.
3. Rameshwaram is famous for the longest corridor in the world.
4. Kanyakumari, located at the tip of India, is at the confluence of the
Bay of Bengal, Arabian Sea and the Indian Ocean. Recently a
massive statue of Thiruvalluvar has been installed here.
5. Kumbakonam, known for the numerous temples in the town. The
Mahamaham festival is held here once in every twelve years and
attracts millions of devotees to the place.
6. Tiruchirapalli known for its Akhilandeshwari temple and Rockfort
temple.
7. Thanjavur has the famous Brihadeeswara temple.
8. The famous hillstations Kodaikanal and Nilgiris offer the visitors a
welcome relief from the usually hot climate in the state.
KARNATAKA
The southern state of Karnataka offers:
1. Bangalore, the IT capital of India, is also significant for its history;
2. Mysore, about 140km from Bangalore, has palaces, KRS Dam,
several temples, a Hindu temple atop Chamundi hills;
3. Srirangapatna, where nearby fortresses can be found (Tipu's);
4. Hampi the city of ruins (1500's when the Muslim kings destroyed
the prosperous Vijayanagar empire);
5. The Belur and Halebid temples are famed for their sculptural
beauty;
6. Sravanabelagola has a Jain temple dedicated to king Bahubali. The
statue is massive and a Maha Masthaka Abhishekham performed
one every year, attracts a huge number of pilgrims;
37
TOURISM SECTOR
7. Sringeri, located in the western ghats, has a wonderful temple
dedicated to Sarada devi;
8. The Western Ghats offer many other places of exceptional beauty
like Agumbe, Horanadu etc.;
9. Madikeri, Kodagu, Talakaveri, Kemmanagundi all places of immense natural beauty.
KERALA-GOD'S OWN COUNTRY
Kerala, nicknamed as "God's own country", is one of the most
beautiful states in Southern India. Shown here is Munnar, in
Kerala.Kerala is an evergreen lush state, tucked away in the southern
corner of India. It is one of the most haunted visits of tourists in India.
The state has its own tourism brand name - "God's Own Country",
which has super-brand status. Kerala is famous for its backwaters and
lagoons. Kerala is also known for its Ayurveda. The state was nicked as
one of the "10 paradises of the world" by the National Geographic
traveller. The government of Kerala offers tourism packages related to
Ayurveda also. The major attractions in Kerala include:
1. Backwaters, lagoons, tropical beaches and spice farms.
2. Hill stations at Thekady and Munnar
3. Enchanting waterfalls at Athirapilly and Vazhachal
4. An exquisite flora and fauna at its wildlife santuries.
5. Its historical monuments.
6. The housboats of Alapuzha.
MAHARASHTRA
Maharashtra with its diverse
geographical features provides a range
of tourist centres. The state has a 720-
km coastline dotted by rugs standing
as mute witnesses down the ages to
38
TOURISM SECTOR
the march of warrior kings, foreign trading vessels and invaders from
across the seas.
The beauty of Maharashtra is in its forts, caves and temples, so
much so that it is called 'Dagd-Ancha Desh', meaning the Land of
Rocks. It has a lot to offer to a visitor, its features are such that any
tourist will definitely find something of his interest from among its
beaches, forts, caves, temples, cities, wildlife sanctuaries, bird
sanctuaries etc. The intricately carved caves of Ajanta, Ellora and
Elephanta highlight the Indian heritage and the spellbinding Indian
Culture. Religious places like Pandharpur, Nashik, Shirdi,
Trimbakeshwar, Tuljapur, Ganapatipule, Bhimashankar etc are a
refreshing experience and make a fascinating whole.
Mumbai, the capital, can well claim to be (after Kolkata) the
second cultural centre of India. Also known as the First city of India, it
is one of the world's truly great cosmopolitan metropolises. Being the
economic powerhouse of India Mumbai is the most affluent and
industrialised city in the country today. Its tradition of glamour and
showbiz makes it the city of dreams. Lively and pulsating, Mumbai is
India's answer to Hollywood, producing more films each year than any
other county in the world. It is also the centre of a healthy theatre
culture.
MAJOR PLAYERS IN TOURISM
SOTC - A DIVISION OF KUONI TRAVEL INDIA LTD. (VISITED)
A pioneer and market leader in outbound group travel, this
division markets and operates foreign holiday packages under the
SOTC World Famous Tours brand in India and in the big NRI markets of
the Middle East, USA and UK. It is also active in the Incentive Tours and
39
TOURISM SECTOR
the Trade Fair Tours segments. SOTC operates from 26 branches with
over 400 employees in India.
Highlights of SOTC
1. Pioneered Package Tours in India. Today, India's largest Outbound
Tour Operator with a distribution network of 116 points across the
country.
2. First to introduce package tours to NRI's. Today, 13 General Sales
Agents in 14 countries abroad: USA, Canada, UK, UAE, Saudi Arabia,
Bahrain, Kuwait, Oman, Kenya, Qatar, Tanzania, Hong Kong and
Singapore.
3. Turnover in excess of Rs.200 crores.
4. Has a special tour for Pure Vegetarians and Jains.
5. Launched Happy Holidays in 1997. Customers Holiday Abroad and
Pay Later in easy monthly installments.
6. Has a Customer Club called SOTC Holiday Club patronized by over
20,000 frequent travelers.
7. Introduced Namaste India Holiday Club in year 2002 giving
opportunity to NRI's to discover India.
8. Awarded for Outstanding Performance in South Asia at the World
Travel Mart 1999.
9. Honoured by Switzerland with the renaming of Engel berg town as the '
SOTC Indian Village '.
40
TOURISM SECTOR
VISIT REPORT
In the afternoon conversation started with Mr. Hemant
Manchekar, Assistant Manager, Retail Service of SOTC. Speaking about
Tourism, he explained us how important it is to provide best services and
make the tourist satisfied.
According to his views, tourism sector is fast booming resulting
in market competition among tour operators, he spoke about various
services offered like individual tours, group tours to various destinations
like Europe, Australia, New-Zealand, Egypt, China and so on , also about
the special packages that are on discounts for families individuals
packages as per the schemes.
Further about the segmentation of the company, he informed us
that they have to look at the market level, strategy, age-group, seasons,
and so on. They provide the customer services as per the tourists’ desires.
About the additional value to tourists, he said that they apply
various strategies, like wishing them on the occasions like Birthdays,
aniversies and so on. And also providing extra facilities and special
packages to regular customers. He informed about their Strength of the
company that “Sky is their Limit” as they are based on multinational
support from Swiss company, they have huge turnover and has captured
almost a big part of the tourism industry.
In India, their major competitors being Thomas Cook, Coxs And
Kings, Raj Travels and so on. Asking about the competitors strategy, he
replied that they provide various incentives and facilities like Group Tour,
Incentive Tour, Awards, Cricket Matches, corporate Travel. Etc. are
provided to customers.
At last, talking about the Indian economy, he stated that, it is
resulting in higher growth level of economy. Also other important factors
contributing to rising tourism sector are fall in air fares, ease getting of
visas, embassy support and give-take relations.
41
TOURISM SECTOR
(OTHER PLAYERS/COMPETITORS OF SOTC)
COX & KINGS
Cox & Kings is the longest established travel company in the
world. Its distinguished history began in 1758 when it was appointed as
general agents to the regiment of Foot Guards in India under the
command of Lord Ligonier.
By 1878, C&K were agents for most British regiments posted
overseas, including the Royal Cavalry, Artillery and Infantry, as well as
the Royal Wagon Train and the Household Brigade. The Royal Navy
was next and in 1912, The Royal Air Force came under its wings.
Between 1750's and 1950's, Cox & Kings was witness to an
exciting era in Indian history, and, in its own way, helped to shape it. In
1947, the British administration departed, but bound by strong ties to
India, Cox & Kings stayed on and flourished. Today, Cox & Kings is a
premium brand in all travel related services in the Indian subcontinent,
employing over 800 trained professionals.
THOMAS COOK
Thomas Cook is one of the world's leading international travel
and financial services groups and serves over 20 million customers a
year. They provide services to customers at 4,500 locations in more
than 100 countries and employee over 20,000 people.
The Thomas Cook Holiday comes with a 150-year-old
guarantee of eternally sunlit memories. They couldn't expect any less
from the people who invented travel for leisure. They offer the world's
most enjoyable holidays, to exotic destinations in India and abroad
where everything is taken care of from beginning to end. Customers
don't have to do a thing except, of course, have a good time.
42
TOURISM SECTOR
They strategic mergers and alliances with the world's leading
leisure travel agencies allow the company to offer the Indian travelers
a choice of world-class international holidays. The tempting array of
choices includes budget tours with Cosmos; resort holidays with Club
Med and luxury cruises with Star Cruises, Cunard and others. For those
customers traveling in India, they provide the entire gamut of services
from customizing guided tours to arranging theme evenings.
KESARI TOURS
Established in 1984, Kesari Tours is a premium travel company,
which offers world-class holidays in India and around the world. Kesari
have perfected their tour itineraries to meet the special needs of the
Indian tourist abroad.The motto of organization is 'No compromise
on quality'.
At Kesari Tours, they have made a promise to us; if they make a
promise to their customers, they honor it. They believe in honest,
transparent deals. No hidden costs and no compromise on sightseeing.
They strive for 100% satisfaction of tourists. Immense goodwill. That's
what they earned out of their beliefs.
Whether travelers visit their corporate office or any of their
branches across Maharashtra and India, they will experience the same
level of service and commitment. All their business associates, branch
offices and preferred sales agents are connected online and each one
has complete access to the sophisticated reservation system for up to
date information.Totally dedicated, hard working team strives for total
customer satisfaction. Their team has a way of winning over hearts
effortlessly with their professionalism and warm behavior.
At Kesari tours, from youngsters to senior citizens, from couples
to families, everyone enjoys their tours to the fullest. Their personal
43
TOURISM SECTOR
touch ensures maximum repeat passengers. Many lifetime friendships
begin on a Kesari tours holiday.
RAJ TRAVELS
A passion for Travel & a vision for creating innovative travel
packages, two driving forces saw the beginning of a Travel Company in
a very modest way in Mumbai’s Masjid Bunder.
Raj travels started with conducting & managing tours to Srinagar
(the Switzerland of India) & to South India. The aggressive marketing
combined with several add-on features like inclusions of maximum
sightseeing, using top class hotels, catering to good food, innovative
ideas, a pre-departure get-together, games on tour, library, mobile T.V
& intercom, were some of the inclusions, which were unheard of. This
was their Unique Selling Point & it spoke for itself. A quality product
had to be with a high price tag. Customers chose it.
In 3 years time (1979), Raj Travels introduced International tours.
PATTAYA, BANGKOK, HONGKONG, MACAU, MANILA, SINGAPORE,
PENANG, and KUALA LUMPUR-the maiden tour was fully packed with 44
people!!! A big number in those days. The tremendous success &
satisfaction of this tour paved way for Raj to hold its banner high & it
continues to do so till date. They are proud to say that year after year
they have improved on the product, adding new destinations, new
attractions, pro-active marketing, & building customer confidence.
The growth & success can be attributed to its constant
improvisation and introducing new features - be it the choice of Hotels,
choice of Airlines, or choice of Destinations. Awareness of the growing
trends in travel trend, up to the demands of the more educated and
savvy travelers.
44
TOURISM SECTOR
Orlando, Madame Tussauds, Kukenhof Gardens, Fantasia land,
Holiday Park, TGV train ride, Hovercraft ride Safari, Helicopter ride,
Balloon ride, Ski flight, Dinners at Planet Hollywood, Hard Rock Café,
Rainforest Café, James Bond Breakfast at Schilthorn, Mt Titlis, Mt Rigi,
Dinner on 107th floor of World Trade Center, Para Sailing, Submarin
ride, Ride on MTR, the Singapore Zoo, Night all these and more were
brought to the discerning traveller, only in a Raj Tour.
45
TOURISM SECTOR
BOOMING TOURISM INDUSTRY
The year 2004-05 saw tourism emerging as one of the major
sectors for growth of Indian economy, the foreign exchange earnings
increased from Rs. 16,429 crore to 21,828 crore up to December.
Similarly in the last year, tourism industry registered a growth rate of
17.3% in foreign tourist arrivals, which has been the highest in last 10
years. Foreign exchange earnings grew at an even higher rate 30.2%.
India's tourism industry is thriving due to an increase in foreign
tourists arrivals and greater than before travel by Indians to domestic
and abroad destinations. The visitors are pouring in from all over the
world: Europe, Africa, Southeast Asia and Australia. At the same time,
the number of Indians traveling has also increased. Some tourists
come from Middle East countries to witness the drenching monsoon
rains in India, a phenomenon never seen in desert climates.
Domestic tourists are also fueling the industry's revival. Many of
them escape from the summer heat on the plains to resorts in the
Himalayan Mountains. One of the major beneficiaries this year is
Kashmir, where a cease-fire between India and Pakistan has reduced
violence, if not completely, at least enough to help revive the state's
sagging tourism industry.
Among the most favoured tourist destinations in India, Kerala for
its scenic beauty, Agra for Taj Mahal, Khujraho for its sculptures and
temples, Goa for its beaches and some pilgrimages are the most
important.
Interesting feature of this growth is that it has come even as
global tourism has dropped, due to the September 11 terrorist attacks
in the United States, the outbreak of Severe Acute Respiratory
Syndrome in East Asia, and the Iraq war. Even the disastrous tsunami
didn't affect India's tourism industry, as tourist arrivals in India rose
46
TOURISM SECTOR
23.5 percent in Dec 2004 and tourist arrivals crossed 3 million mark for
the first time in 2004. The disaster was expected to have a negative
impact on India's tourism in terms of large-scale cancellations of
tourists to India but nothing of that sort was seen.
REASONS FOR THIS BOOM
There could be several reasons for the buoyancy in the Indian
tourism industry. First, the upward trend observed in the growth rate of
Indian economy has raised middle class incomes, prompting more
people to spend money on vacations abroad or at home. Also, India is
booming in the information technology industry and has become the IT
center. Aggressive advertising campaign "Incredible India" by the
government has also had contribution in changing India's image from
that of a land of snake charmers, and sparking new interest among
overseas travellers.
TOURISM’S CONTRIBUTION TO INDIAN ECONOMY
It is not hidden that tourism is among India's important export
industries. Even with comparatively low levels of international tourist
traffic, tourism has already emerged as an important segment of the
Indian economy. Tourism also contributed to the economy indirectly
through its linkages with other sectors like horticulture, agriculture,
poultry, handicrafts and construction. Foreign exchange earnings from
tourism during 2003-04 were US $ 3,533 million ( Rs 16,429 crore).
Besides being an important foreign exchange earner, tourism
industry also provides employment to millions of people in India both
directly and indirectly ( through its linkage with other sectors of the
economy.) It is estimated that total direct employment in the tourism
sector is around 20 million.
47
TOURISM SECTOR
MEASURES TAKEN FOR TOURISM PROMOTION
Recently, Indian government adopted a multi-pronged approach
for promotion of tourism, which includes new mechanism for speedy
implementation of tourism projects, development of integrated tourism
circuits and rural destinations, special capacity building in the
unorganized hospitality sector and new marketing strategy.
A nation wide campaign, for creating awareness about the
effects of tourism and preservation of our rich heritage & culture,
cleanliness and warm hospitality through a process of training and
orientation was launched during 2004-05. The aim was to rebuild that
sense of responsibility towards tourists among Indians and re-enforces
the confidence of foreign tourist towards India as a preferred holiday
destination. More than 6500 taxi drivers, restaurant owners and guides
trained under the programme.
Government also took several other initiatives to promote Indian
tourism industry and increased the plan allocation for tourism i.e. from
Rs 325 crore in 2003-04 to Rs. 500 crore in 2004-05. Road shows in
key source markets of Europe, Incredible India campaign on prominent
TV channels and in magazines across the world were among the few
steps taken to advertise Indian tourism. In addition a task force was set
up to promote India as prominent health tourism destination.
However, in order to attract more visitors, India still needs to
upgrade its airports, roads and other infrastructure to global standards.
Even with the recent surge, tourist arrivals are just a mere percentage
of those in such popular Asian destinations like Bangkok and Thailand.
RECENT DEVELOPMENT IN TOURISM INDUSTRY
48
TOURISM SECTOR
India Tourism office at Tokyo won two International Awards in
Tour Expo held at Daegu in Korea for excellent tourism promotion.
Indian Pavilion won the Best Booth Design Award as well as Best
Folklore Performance Award competing with major players in tourism
such as China, Japan, Thailand, Malaysia and Canada.
The theme of pavilion was the Buddhist pilgrimage in India. Multi
promotional activities undertaken by Tokyo office drew a large crowd
to India Pavilion, which added colours to the entire travel show. The
Korea’s leading newspapers published on the front page the Incredible
India booth’s photographs highlighting various aspects. The live Yoga
performance and Indian traditional snacks at the pavilion were enjoyed
very much by the visitors.
49
TOURISM SECTOR
ARTICLE
TOURISM – THE FIRST COMMERCIAL VENTURE.
A religious Englishman called Thomas Cook in 1841 arranged, for
a fee, a one –day rail excursion from Leicester to Lough borough for
540 members of a temperance league. Thus the first bona fide travel
agent was Thomas Cook.
While Cook himself did not make a profit on this first venture, he
was a man of vision and was convinced that there was a need for a
skilled “travel arranger”. So by 1845 he had become the first full-time
travel agent, operating train excursions from Leicester.
The next year he chartered a train and steamer for an excursion
to Scotland for 330 people. In 1851 Cook arranged ocean steamship
travel and accommodations for more than 1,50,000 visitors to the
World Exposition in London and in 1856 he operated the first escorted
“grand tour” of Europe. Tours to Europe and Middle East were also
conducted and, in 1872, the first around the world tour was conducted.
50
TOURISM SECTOR
CONCLUSION
Wars, tsunami and bird flu etc. are serious problems that have a
significant affect on tourism. But, these are not the elementary
problems. Infrastructure is one primary problem to many industries in
India. Infrastructure in India has improved but still it is far from what is
required to become a world tourist destination. Another one is the
infamous corruption of India, which is a major obstacle to the tourism
industry.Resolving these issues will itself help in overcoming other
smaller problems mentioned above.
Government of India has a target of 10% GDP growth rate, with
the present growth rate at around 8%. To maintain such a high growth
rate and increase the employment opportunities also at the same rate,
it has to exploit the highly potential and growing sectors like Tourism.
And, to fully exploit these sectors, problems related to these sectors
should be addressed along with the fundamental issues like
infrastructure and corruption.
51