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MODI’S BRAND INDIA FOCUS FIVE “T” CAMPAIGN

TOURISMPREPARED BY,MEGHANAMAYURVIGNESH(Team Leader)

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

Outlines of Presentation

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VISION

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

MISSION

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

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MISSION

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

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OBJECTIVES

(I) Development of Tourism Infrastructure in the country including niche products.

(ii) Promotion and marketing to increase the visibility of Indian tourism sector.

(iii) Developing HRD infrastructure in the hospitality sector to meet the growing demand of quality human resource.

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OBJECTIVES

(iv) Develop hotel accommodation of requisite standards in the country to meet the growing demand.

(v) Undertaking Surveys, studies and compilation of statistics in the field of tourism for policy advice and knowledge sharing with stakeholders.

(vi) To facilitate quality of services to tourists in the country

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Where India is …..??????Population: 1.3 bn peopleArea : 3.29 Millions square kilometers

Top Tourism Destination Rank : 42Total GDP Contribution : 7.5% (2014)Foreign Travel Arrival : 74.62lakhs (2014)Foreign Exchange Earning : $19.657Bn (2014)

Employment Contribution : 22.36Millions Jobs (4.9% of Total jobs, 2013)Investment : $32.3Bn (6.3% of total in 2013)

World Ranking(2013) : Absolute 13 Contribution to GDP : 135

Long Term Growth : 24

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Tourism industry-where are we 6.8% Contribution to GDP. 42nd position globally and 16th most visited country. Domestic tourism contributes to th of the tourism economy

with 6.97 Million foreign tourist arrivals in 2013 Annual Growth of 5.9% over the previous year. Becoming a promising sector for FDI’s. All these can be accounted to GoI’s initiative Incredible India

which Marketed and Promoted to next level in Tourism.

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Foreign Tourist Arrivals(FTA) AND Foreign Exchange Earnings(FEE)

After the launch of Incredible India, India saw considerable increase in arrival of Foreign Tourists.

Foreign tourist inflows in India is predicted to grow at an average annual rate of 8.8 percent in the coming decade.

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Contd., Foreign exchange earnings

(FEE) from tourism grew by 19.8 percent in rupee terms in February 2013.

This also indicates an impressive growth in the exchange earnings per tourist.

Foreign tourists tend to spend more in India than almost any other country worldwide.

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India wants to go by 2025…..

Total GDP Contribution : 10% Foreign Travel Arrival : 1.5Crs Foreign Exchange Earning : $30Bn Employment Contribution : 40 Millions Jobs

Investment : $80Bn

Tourism Destination Rank : IN Top 20 Countries

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STRENGTHSSWOT Analysis of Indian Tourism

India’s Major Strength is its Geography. Vast diversity in Population and Historic attractions are important drivers of Tourists arrival.

Climate of India is also a inviting dimension. In most places weather it is tolerable and Monsoon doesn’t delay much.

Local Blend makes India a unique place to visit. Natural Resources are abundant in India, but Infrastructural

Development is needed very importantly which can be a main Competitive Advantage.

In terms of Banking Facility India has a sound banking system.

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WeaknessSWOT Analysis of Indian Tourism Sanitation and Infrastructure has to be seriously concentrated

which is highly attributed to Competitiveness. Incase of Railways and Airways India is constantly developing and

trying to match International Standards. Better Roadways and Ease of access to places are to be Improved. In Security & safety-India is highly lacking on this attribute of

competitiveness. The major reasons being the internal community riots and also the terrorist attacks faced from time to time.

Behavior of country residents-India is particularly lacking on this ground as there is lack of education among the taxi/auto rickshaw drivers and the service providers of tourism in India.

Man-Made attractions like Amusement Parks, adventure sports need strengthening.

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Prospects of Indian Tourism The industry can benefit from introduction of new forms of

tourism and development of niche segments. Indian Medical Strengths are vast and it has a great potential in

this. Medical Tourism can attract many Foreign Tourists. India holds immense potential in adventure and cruise tourism.

India’s greatest adventure tourism assets are Himalayas and its mighty river

Development of adventure tourism can make India a round-the-year tourist destination, However strong efforts need to be made to develop this industry

Frequent depreciation of Rupee and developing nations attention towards development of Tourism can be a threat.

Prospects of Indian Tourism

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Competition(2014)

External Analysis

India France Turkey China

Destination Rank 42 1 7 3

FTA(Millions) 7.462 82 27 128.5

Revenue($Bn) 19.6 35 22 56

Contribution to GDP(%)

7.5 6.3 6 10

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Resources and CapabilitiesFinancial Resources Physical Human Technological

FDI Unique Architectures

Large Population E-Connectivity in Cities & Rural Area*

Central Govt. Tourism Grant

Hill Stations& Adventures

Adequate Skill Persons

Ease of Internet Excess

State Govt. Tourism Grant

Deserts Connectivity with Major CitiesBy Air

Tie up with Foreign Countries for Joint Ventures

Beaches Longest Railway and Road network

Temples

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External Analysis-Five Force Driving

• Competition • Customers

• Providers• Barriers

From Popular

Destinations

FranceChinaTurkey

Tourists!!!Inbound

and outbound

• New EntrancesVietnamMalaysiaPhilippines

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Political Impact Current political party has a strong Majority and Political Instability cannot be a

affecting Factor.

Relationship with neighboring countries can greatly help in development and current PM is taking lots of initiatives to build relationship with many countries.

Recent development plans has created a International Representation for India which is a major Advantage.

External Analysis-PESTE Analysis

POLITICAL

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Economic factor Economic conditions has been getting better from last decade and so people

are now spending much on tours and travelling.

The domestic tourism has also been spreading its wings and adding much more to tourism industry.

FEE is also a increasing which is a positive factor.

Which in turn will also helps in Improving GDP.

External Analysis-PESTE Analysis

ECONOMIC

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Social Impact India is a country of various religion and has oldest culture which drives more and

more foreigners to visit the country.

Vastness of the Culture make tourists to feel India a better place to visit.

Huge population is a advantage and majority of Young population is a added advantage.

This has helped Tourism Industry to grow is a faster Phase.

External Analysis-PESTE Analysis

SOCIAL

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Social Impact Ease of doing E-transaction for payments

Mobile Apps for destination information

Connect leading destination’s information within single window.

External Analysis-PESTE Analysis

TECHNOLOGY

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External Analysis-Collaboration

FRANCHAISES:

Identifying Potential Destinations for development collaboration with International Tourism Leaders( i.e. French, USA, Turkey ) i.e. ; Hong Kong had in partnership with U.K. for its Development i.e. ; North East Destination for Architecture Forest Tourism Western India for rural and Desert Tourism South India for Hill station and temple Tourism

PARTNERSHIP

PPP model for infrastructure and sustainable development (i.e.; Hotels, Hill stations) Tie up with Key National and International Tour Operators for Ease of Excess Strategic Alliance of Flights between Key Cities across the Globe

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External Analysis-Tourism Industry

Key Activities

Facilitating transportation , Accommodation , Food and beverages, Regional Tourist Guides Coordinating Between Different Departments for Foreign Tourists. (Ministry of external Affairs, Ministry of Home Affairs, State Governments)

Key Outputs

Employment generation , contributing to economy , sustainable Tourism Development,

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External Analysis- Market Segmentation

According to Type of Products

Adventure Tourism Medical Wellness Cruise Meeting Incentives Conferences and Exhibitions(MICE)* Pilgrimage/Spiritual Film Tourism Eco/Wild Life/Caravan Tourism Sport Tourism

Targeted Tourists

Special countries from where tourist flow is very high i.e. ; Russian Tourists arrival in Goa Visa On Arrival (Pan Asian Countries , i.e. Thailand, japan, South Korea ) E-Visa policy as alternative for every country

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Internal Analysis-Value Chain

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Key Success Factors

Promoting “ Incredible India” for accelerating Indian Tourism

Visa On Arrival (boosted up Foreign Tourists Arrival)

E-Visa policy ( Accelerating ease doing documentation process)

100 % FDI in Tourism Sector

Approval of Hotel Projects , Classification of heritage hotels, Stand Alone restaurants

Introducing of contemporary international standards in Hospitality Sector.

Introduction of new themes like Camping Sites, Heliports, ConventionCenters, Caravan Tourism, medical tourism, cruise tourism, Festival Tourism

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Key Success Factors

Providing licenses to various service providers namely, tour operators, travelagents, travel transport, etc.

Shooting Short Documentary Films on “ Padharo Mhare Desh”( Welcome to my country)

Participating International travel Fairs, Seminars ,Conferences etc.

Adopting International Tourism Standards

Promoting “ Film Tourism “

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LInternal Analysis-Inter Linkages

Industry/Person Linkage Key Factors

Airline Travel and Tourism(Central) FTA data

Travel and Tourism Hotel Association Tourist’s requirement

Tourists Help desk at Each Airports Travel and accommodation alternatives

Airports Local cab , hotel guest House

Ease of access basic necessity

Hotels, Airports Tourist Guides, Tour Operators

Information about local and interstate tourist spots

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Strategic Directions

Access

Workforce development

Tourism Product Development

Safety & Security

Research &

Planning

Natural Resources

Marketing

Culture & Tradition

Strategic Direction

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Tourist buysAdvice, information, sales knowledge, ease of booking, price, etc.

Tourist prepares for visitVisa, internet, information, etc.

Promise promotedImage, sounds, language, etc.

Tourist travels and arrivesAirport, airline, immigration, forex, transfers and transport, etc.

Tourist returnsAirport, taxes, CRM, regular communication, etc.

Tourist experiencesAttractions, service levels, shopping, accommodation, food, friendliness, roads, transport, infrastructure, safety, environment, etc.

Tourism supply chain

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Outline of Strategies

Development of tourism infrastructure

Strategic marketing and publicity measures under the established ‘Incredible India’promotional brand with National and International Brand Ambassadors .

Development of human resources

Development of niche tourism products like medical & wellness tourism, adventure, rural and MICE tourism

Market research to facilitate policies and programmes.

Effective monitoring of tourism projects

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Competition with Key Leaders

ATTRIBUTES INDIA FRANCE TURKEY CHINA

Marketing Campaign

Asian Global ,Media, International Channel

Middle East, Asian

Asian

Status Developing Developed Country

Developed Developing

Strategy Narrow Focus Differential Penetration Cost

Area of Focus US,U.K.France NATO, EURO Zone, Asia

Asia, US, US Europe

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Implementation FrameworkOverall Management Plan

Tourism Liaison between Central Government and State tourism authority Involvement of Public Private Partnership Tourism Board coordinate with stake holders Local Tourism board monitors the stake holder’s action plan and measure success.

Development of Action Plan

Establishing Tourism Bank (in collaboration with SBI )

Feasibility : Yes ( SBI has spread-out across the country) Capability : Yes ( SBI has its own Forex reserves & Provides service to its customers) Suitability : For Foreign Tourist only

Travel Credit Debit Card

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Implementation Framework

The approach for large infrastructure development should be based onintegrated development of tourism.

Accommodation for Tourists

Travel Trades

Publicity and Marketing

Market Research

New Tourism Products

Human Resources Development

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Development of Tourism Infrastructure

Integrated development Concept Close collaboration with states and Central Government

Accommodation of Tourism

Take measures against high cost and low availability of land hamperinggrowth of hotels.

Creation of Hotel Development and Promotion Board (HDPB) for facilitationof hotel projects

Implementation Framework

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Ose

Travel Trade

To bring different categories of service providers of the travel trade, includingtourist guides, under organized sector and to encourage high quality service, soas to promote accelerated growth of tourism sector

Code of ‘Safe & Honorable’ Tourism to be adopted in the guidelines ofapproval of service providers and hotels

Implementation Framework

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Ose

Publicity and Marketing

Trips of media persons, TV teams, film makers, trade representativesunder hospitality scheme.(v) Provide Brochure / Media Support.(vi) Distribution of Literature, Posters, Calendars.(vii) Printing Newsletters.(viii) Tackle Visa Issues

Overseas Marketing

Evaluate options of opening new offices versus strengthening existing officeswith more manpower and / or funding

Implementation Framework

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Control of Activities

SR NO

Stake Holder Group Issues Mode of Interaction

Periodicity Responsibility

1 Industry and Trade Association

New Ideas Meeting with MOT

2 times a year

TT divisionProblem & Issue with State

Meeting with Organization As arranged

by association

2 ApprovedTourismestablishments

Comments on the quality ofapprovalprocess

Feedbackfrom applicantestablishment

Aftercompletionof approvalprocess ineach case

H&R Division/TT Division

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Control Of Activities

SR NO

Stake Holder Group Issues Mode of Interaction

Periodicity Responsibility

3 Hospitality &TravelInstitutes

Quality ofphysicalinfrastructure

Visitors toinstitutes &meetings withstudents &teachers of theinstitutes

At least 2 a year

HRD Division

Interactionwith industry

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Control Of Activities

4 Architectural sites/ museums – Maintenance and cleanliness at these sites, disabled friendliness of the sites

ASI, State Government

5 Safety and Security of tourists – Setting up of Tourist security organization

State Government

6 Hotels and Restaurants – Making available land for hotels, facilitating development of new hotels through single-window clearance, rationalizing luxury tax

State Government

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Strategic Recommendations

ORGANIZATION AND COOPERATION

Formation of Tourism Development Board

National and State Tourism Department should strengthen its marketing research.

Encourage active participation of private player in regional planning and implementation to meet diverse demand of tourism demand.

Reviewing approach in promoting tourism products

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Strategic Recommendations

PRODUCT DEVELOPMENT

Long term phase vise product development ( Like global Peers France, Turkey)

Identifying New Target Destination

Consultation with Stake Holders

Visitor Information programs , guides broachers

Lucrative incentives and protection of business operators

Higher Investment in Infrastructure Development

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Strategic Recommendations

MARKET EVALUATION AND STRATEGY

promotional and advertising campaign focus on trade , Consumer directed public relation

Increase in budgetary allocation to promotional and advertising campaign

Increase in promotional activities

Competitive pricing product policy with international Standard.

Joint Ventures with Aviation industry to promote Tourism Products Partnering with Indian MNC’s with international presence in automotive and FMCG andConsumer Durable segments to promote Brand India along with their products through packaging

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Strategic Recommendations

HUMAN RESOURCES DEVELOPMENT

Special efforts should be made to reach out to the local communities through awareness campaigns and workshops to better inform local bodies, parents, teachers, citizen’s groups and individuals seeking gainful employment

Training, capacity building and sensitization specific to different categories of service providers should be carried out as part of ‘tourism awareness programs

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ReferencesI. www.incredibleindia.orgII. www.discoveramerica.comIII. www.statistica.comIV. http://www.travelchinaguide.com/tourism/2014statistics/inbound.htmV. http://www.safariplus.co.in/KanjilalArticle.aspx?GId=11VI. A research report by AC Nielsen to Ministry of Tourism, Government of IndiaVII. Economic Impacts on Economy -2014, Travel and Tourism Tourism Journal ,U.K

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THANK YOU