Tourismfirst august issue

a cross section publication

VOLUME 1. I S SUE 4 . AUGUS T 2 015. ` 5 0

TOURISMFIRST T R AV E L & T O U R I S M I S E V E RY B O DY ’ S B U S I N E S S

DISCOVERING UNIQUE COASTAL PRODUCTS OF INDIA A strong “Make in India” will have positive impact on tourism HABIB REHMAN, Former Director, ITC Hotels

Seeking solutions for the next level in tourism in India.

What happens in next 12 months will determine next two decades of Indian aviation KAPIL KAUL,

Director, CAPA India

We need to put our own house in order first K B KACHRU,

Chairman, Carlson Rezidor India

Cinema and tourism linkage needs to be strengthened AASHISH SINGH, VP (Production)Yashraj Films

Sustainable measures help hotels create unique products and experiences Money gets a virtual twist with online wallets

THE METROPOLITAN HOTEL AND SPA CELEBRATES 15 YEARS OF OPERATIONS The Metropolitan Hotel & Spa aka THE MET, a five star deluxe full service hotel, celebrated 15 successful years with us. On this special occasion, THE MET offered our readers with an exclusive ‘15 years’ celebratory offer’ wherein, they got the chance to enjoy an amazing offer of buy three and get one free on beautiful confections from the celebrated Zing GourMET Shop. The month-long hearty celebration was highly appreciated and cherished by the readers. These 15 glorious years personify a sense of satisfaction, delight and accomplishment. And by providing such 15 Years celebratory offers, THE MET adds a sense of rarity, luxury and unique experiences to the guests.

this issue

AUGUST, 2015

Making Namaste Work

Tourism Currents

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elcoming our guests with Namaste (often accompanied with a broad smile) is deeply ingrained in our culture. Needless to say, it is extensively used at all touch points in the tourism business as well – firstly as a vibrant connecting exchange and then as an underlying assurance that the visitor’s aspirations will be responded at all cost. Unfortunately, it’s on the latter parameter that we are often criticised of failing to deliver leaving our Namaste more of a customary, hollow tool.

Indian tourism is certainly at a juncture today when it needs an all- round transformational approach if it really has to assume the role of a growth engine for the national economy – something that even the government wants now. A day-long conclave organised by TourismFirst recently in Delhi brought together about 40 leading names from both the government as well as private stakeholders’ side deliberating on the possible contours of the next version of Indian Tourism.

Of course, every bit of discussion was linked to the core issue of enhancing our deliverables base in a qualitative sense and there were a series of bright ideas. The just retired tourism secretary Lalit Panwar had made an extensive presentation at the conclave which was quite conspicuous for its details in terms of underlining the transformational approach which the government intends to spearhead in the immediate to medium run.

Going by Lalit Panwar’s narration, a major breakthrough has been made with the initiation of electronic visa authorisation which has begun showing positive results. This is slated to become (nobody is disputing ) a major catalyst to augment inbound arrival numbers as the e-TV facility is expected to have a huge ambit of 150 countries by March end next year. The government now also has a larger strategy of linking tourism’s fortune with national mission programmes like Make in India and Digital India, the talk of the world these days. In terms of tourism-specific initiatives, the two schemes – PRASAD and HRIDAY- which have already been rolled out reflect government’s intentions to make a critical difference in providing superior amenities and infrastructure at our circuit and heritage destinations. These are certainly progressive initiatives which will help our unique tourism jewels to shine as much as they are capable of.

There are several other positive trappings in terms of government’s changing approach in making the most of country’s tourism sector. It is fully aware that we need to have a vibrant talent pool to serve the industry and for this it is setting up a National Tourism & Hospitality University under Central University Act. Ministry of Tourism has recently also pushed a proposal to link tourism infrastructure projects at the grassroot level with the flagship NAREGA programme. A sum total of initiatives undertaken or in the offing clearly draw a picture that after years of dilly dallying tourism is being pushed to its duly deserving point of prominence by expanding its structural base linking it with the larger social and economic causes. And that is what the industry stakeholders have been waiting for a long time, the real empowerment to make Namaste work – both in intent and delivery.

We also are in the last throes of a national tourism policy. Once through, we hope we will move beyond the ground work into an active action mode. There are concerns being expressed that the ‘real’ tourism numbers have been falling in recent months, even as inventory has increased across the country. This is inspite of recorded increases in visitors to India, indicating possibly some disconnect between tourism numbers and arrivals. Activating this policy framework into ‘real’ incoming numbers for Incredible India is the ‘real’ challenge that lies ahead of us.

Navin Berry NAVIN BERRY navin@tourismfirst.org RITWIK SINHA ritwik@tourismfirst.org features editor: PRIYAANKA BERRY priyaanka@tourismfirst.org features desk: SHASHANK SHEKHAR shashank@tourismfirst.org advertising: BALPREET SINGH balpreet@tourismfirst.org circulation: CHANDRA TAMANG info@tourismfirst.org editor:

contributing editor:

05 CAPA forecasts airline operating margins at historic levels 06 Government assures of better policies, doable action plan 12 Money gets a virtual twist with online wallets

Destination India 14 Discovering unique coastal products of India 18 Connecting India through the rural trails 21 Solo travel catches up as young travelers seek new destinations

International 24 Wimbledon’s pull power has many meticulously planned elements 60 The Slovak serenade 64 Dubai: Cruising moves into the fast lane 66 Spain: La Tomatina festival promises more offerings for participants this year

HotelScapes 70 Dashavatara theme unique to Tirupati’s tourism offering 72 Sustainable measures help hotels create unique experiences 76 Delhi Central begins to get the bigger names, signalling a happy revival for CP 78 Hotels allowed to sell residential space in the capital, new law gives industry a breather

Seeking solutions for the next level in tourism in India. PAGE 27 TOURISMFIRST is owned, published and printed by Navin Berry and printed at Anupam Art Printers. B-52, Naraina Phase II, New Delhi. It is published from 36-37, 3rd Floor, Indra Palace, H-Block, Connaught Place, New Delhi – 110 001.

Tel: 011-43784444, 41001622. Fax: 011-41001627.

Total pages 84

August 2015 TourismFirst

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tour ism cur r ents DESERT CIRCUIT

Centre to sanction `84.34 Crore to Rajasthan Tourism

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he Ministry of Tourism will soon sanction funds for the upcoming Desert Circuit in Rajasthan. This was stated by Minister of State for Tourism (Independent Charge) Dr. Mahesh Sharma after a recent meeting with state Chief Minister Vasundhara Raje in Delhi. The project is slated to come up in Sambhar Lake area under the Desert Circuit of the Swadesh Darshan scheme. The project cost is estimated to be in the range of `84 crore and it will have several interesting features including ‘Salt Train & Dining Experience’, a Salt Complex, Light and Sound Show,

Caravan Park, cycle track, cafeteria, night safari among others.

Similarly, another `60 crore sanction is being considered for the project “Integrated Development of Pushkar-Ajmer” under the

RELAXED NORMS

36 more countries included in e-TV list

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ontinuing with its drive to open the visa gates for foreign tourists, the government early this month extended the e-TV facility to 36 more countries. Among the countries that will benefit from the fresh extension of e-tourist visa are the UK, Spain, the Netherlands, Portugal, Malaysia, Tanzania and Argentina. The e-TV facility to tourists from 36 countries became effective from 15th August and with this, the total number of countries covered by the relaxed visa norms progamme now stands at 113.

The government has consistently added new coun-

tries in the relaxed visa list since late November last year when the e-visa facility was available to only 12 countries. By March next year, the total number of countries with e-TV facility is slated to go upto 150.

Meanwhile, in the decision taken early this month, the government has also provisioned for addition of seven more airports in the list of entry points for e-TV holders. With this, the total number of airports where visitors can directly land has gone upto 16. The new inclusions include Varanasi, Ahmedabad, Jaipur, Amritsar, Gaya, Lucknow and Trichy. It is expected that this substantial addition of countries and airports will give a big boost to tourism industry in the country, a government statement said.

INBOUND TRENDS

11.3 percent surge in FTAs in July

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ccording to a data released by the Ministry of Tourism, there was a surge of over 11 percent in Foreign Tourist Arrivals (FTAs) in the last month. The total number in July 2015 stood at 6.33 lakh 4

TourismFirst August 2015

PRASAD scheme of the Tourism Ministry. Another project under the Krishna Circuit for Govind Devji Temple ( Jaipur), K hatu Shya mji (Si k a r) a nd K a ma n (Bharatpur) is also under consid-

as compared to FTAs of 5.69 lakh during the corresponding month in 2014.

FTA s during the period January-July 2015 have been recorded at 44.78 lakh as compared to FTAs of 42.75 lakh during the period January-July 2014. This marks a grow th of 4.8 percent over the seven months period last year.

The percentage share of Foreign Tourist Arrivals (FTAs) in India during July2015 among the top 15 source countries was h ighest f rom t he USA (16.51%), followed by Bangla-

desh (16.44%), UK (12.29%), France (3.43%), Sr i Lan k a (3.36%), Malaysia (3.32%), Canada (2.75%), Germany (2.45%), China (2.33%), Japan (2.25%), A u s t r a l i a (2 . 21%), Ne pa l (2.16%), Singapore (1.71%), Oman (1.57%) and Saudi Arabia (1.55%). These top 15 countries account for 74.33% of total FTAs during July 2015.

Meanwhile, the ministry has reported a modest increase in Foreign Exchange Earnings (FEEs) from tourism since the beginning of this year. FEEs during the month of July 2015 stood at `11,452 crore as compared to `10,336 crore in July 2014 and `8,620crore in July 2013.

eration, Sharma said.

M e a n w h i l e a t t h e m e e ting with the tourism minister, Vasundhra Raje raised various demands including expansion of hospitality infrastructure, financial assistance for several small circuits planned by the state government and development of the Indus Valley site Kalibangan to a world class archaeological site.

The Chief Minister also informed that under the proposed 475th Birth Anniversary commemoration of Maharana Pratap , the state has decided to construct an Indoor Stadium near Udaipur.

SOARING DEMAND

Boeing Forecasts Demand for 1,740 New Airplanes in India

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lobal aircraft manufacturing major Boeing has projected a demand for 1,740 new airplanes, valued at $240 billion, over the next 20 years in India.

The company recently released its annual India Current Market Outlook (CMO) forecasting that the South Asia region will have among the highest traffic growth around the world at 8.6 percent.

“Over the next 20 years, Boeing forecasts India will need 1,740 new airplanes worth $240 billion,” said Dinesh Keskar, senior vice president of Asia Pacific and India Sales, Boeing Commercial Airplanes. “India’s economy and the country’s potential for air travel growth – both for leisure and business – continues to be strong and we remain confident in the Indian commercial aerospace market.”

According to Boeing report, the largest demand from airlines in India will be for single-aisle airplanes such as the Next-Generation 737 and new 737 MA X, while twin-aisle airplane demand, such as the 777 and 787 Dreamliner families will also continue.

The number of low cost carriers is projected to grow to more than 30 percent of the total Indian market.

tour ism cur r ents

CAPA forecasts airline operating margins to reach historic levels

CAPA recently, in its aviation report, brought out important issues influencing the aviation industry and how it will impact businesses in the months to come. We bring you the excerpts of the report. or the first time, CAPA has released forecasts of world RPK growth and world airline operating margins through to 2016. Our base case scenario sees world RPK growth rising above its long term trend rate and airline operating margins approaching historic peak levels. For an industry that has not covered its cost of capital since 1966, historic peak margins are not good enough. Nevertheless, the highly cyclical nature of industry profitability has always meant that even these margin levels have never been sustained, but have soon been followed by a downturn.

The outlook for supply: capacity discipline is loosening, but should hold

In any capital intensive industry with high fixed costs, the balance between supply and demand is fundamental to profitability. Although flown seats are the basic unit of airline capacity, a more reliable outlook can be devised for the number of commercial jet aircraft in the world fleet. Moreover, in the past, growth in the world f leet has shown an interesting inverse relationship with world airline operating profit margins. Capacity analysis based only on flown seats, or ASKs, does not take account of other wider measures of capacity utilisation such as stored aircraft or daily hours flown.

However, fleet growth is now creeping up again. It climbed from 3.0% in 2013 to 3.9% in 2014.

Ba sed on ma nu f ac t u rers’ announced orders and a judgement on retirements (for which, thanks are due to Airline Monitor), we expect fleet growth to be 3.9% again in 2015 and 4.1% in 2016.

Nevertheless, it is set to remain below its historic average rate of 4.5% over this forecast period.

Of course, the airline margin cycle ref lects both supply and demand. We have represented supply as being the number of jet aircraft in the comme rc i a l a i r l i ne f leet globally and forecast its growth i n t he ne x t t wo years. When RPK growth is higher than fleet growth, this is generally good for airline margins and vice versa.

The outlook for demand: set to increase, but economic environment raises concerns

As noted above, capacity discipline seems set to remain broadly in place (although perhaps becoming slightly looser). This means that the shape of the profit cycle will mainly be a function of demand, which is driven by the economic cycle. CAPA’s world RPK growth model is based on the historic close relationship between this traffic measure and world GDP growth.

We take world GDP growth fore-

casts published by the International Monetary Fund (IMF) and most recently updated in Jul-2015.

There is some evidence to suggest that RPK growth has become less sensitive to GDP growth in recent years, but air travel demand remains economically cyclical.

Based on current world GDP growth forecasts, we expect world RPK growth to improve in each of the next two years, rising from

concern, since it may also signal weaker demand for air travel if oi l pr ices rema in lower t ha n expected, or if they fall further.

6.0% in 2014 to 6.1% in 2015 and 7.1% in 2016.

ating margins rising from 4.6% in 2014 to 5.9% in 2015. Much of the margin increase in our model is the result of lower oil prices.

This 2015 forecast would take the global airline industry close to historic peak operating margin levels of around 6% not seen since 1997.

However, with historic peak margin levels in sight and some concerns over the global economic outlook, there seems to be a greater risk of a subsequent decline in margins than of a further increase.

History has shown that the airline industry has not been able to build on its profitability once a 6% margin has been reached.

The outlook for crude oil prices

The fall in crude oil prices in 2H2014 has led to a renewed focus on the impact of this crucial commodity on the airline industry’s profit outlook.

A slightly hazier economic environment may also be playing its part. Certainly, the historic relationship between Brent prices and world GDP raises the possibility that falling oil prices may be a signal of a weaker economic outlook.

T his gives some cause for

The CAPA model for world RPK growth and airline operating margins

In our base case, we forecast world RPK growth picking up a little each year, as previously noted.

Our model sees world airline oper-

August 2015 TourismFirst

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tour ism cur r ents

Government assures of better policies, doable action plan Policy-makers and bureaucrats got together to brainstorm on the possibilities of investment opportunities in sectors that have direct mooring on tourism. As issues like aviation and tourism policy, manufacturing in the core sectors and the need for better public-private tie-ups were deliberated; a better understanding on these issues were developed. Here is an excerpt of who said what at the FICCI Investors Meet.

Addressing concerns in a time bound manner key to success; focus on heritage and rural tourism could help India’s cause: Dr. Mahesh Sharma, Minister of Tourism and Culture Mahesh Sharma talked about initiatives taken by his ministry in the past year. He stressed that tourism was PM’s top priority. He said: “When you take a note you will realize that since assuming charge of the national affairs, tourism has been a recurring theme in our PM’s speeches. Whether he said it from the ramparts of the red fort or from the stage at the Madison square garden – he has always highlighted the importance of tourism in national development.”

Commending the strides made by the private sector in expanding tourism infrastructure, he thanked them for their participation and expressed hope that with their active involvement, tourism would see better days.

“I believe that people sitting here have the key and tools to shape the tourism industry of this country. I am delighted that I will get a chance to listen to the stakeholders of the industry, after all it’s the investors and the state governments’ who are the real pillars of our industry,” he said.

India had been in news in the past months for wrong reasons and lack of women safety. He stressed on the need for tackling perception issue in the right earnest. He had a word of advice for the media too.

Requesting the media to highlight positive stories of nation’s hospitality and service, he said: “It is not always infrastructure, investments and all these technical aspects that decide the state of tourism. The foremost need for a destination to be a successful one depends on its perception on the minds of the visitors. Therefore, we must be mindful of how we project ourselves.”

He shared an experience of his foreign travel and how he was advised against venturing out from a hotel, for morning and evening walks, in Johannesburg, South Africa, because it was not safe to do so. “Had it been India, it would have been in news and sadly that would have been the only news to run for days at once,” he said. It is important for media people, also, to be a little more responsible towards its ramification, especially on tourism.

He, also, underlined the difficulties faced by the hotel industry in 6

TourismFirst August 2015

financing their projects. Lending his unqualified support to help hospitality sector better manage their loans, he said that he was in touch with the finance ministry and working out ways to expand the loan repayment period to a more conducive one.

He hoped that his inclusion in the ministry of civil aviation, as MoS, and by tagging along ministry of culture with tourism, would create a better synergy to best accomplish the task at hand. “I have been given charge of civil aviation along with ministry of culture. I hope that my interface with all these related ministries will help in faster executions of projects and better management of our resources,” he said.

There was a need to take a combined approach to infrastructure, connectivity and aviation. For too long we had seen them in isolation, he felt. “A young couple from India, when plans a vacation to beaches, chooses, Malaysia and Thailand over Andaman & Nicobar because those countries have a combined approach – where hospitality, infrastructure and service industry have aligned themselves together to work in unison,” he said. He sighted the lack of connectivity and expensive air-fare to certain Indian destinations as compared to nearby getaways like Malaysia and Singapore. He said: “Why would not our people go there than paying larger sums to travel domestic destinations? We have to collectively address this malaise if we want to compete in the real sense.”

Calling collective action necessity of the hour, he asked all stakeholders to use their good offices to address issues in a time-bound manner.

“We are here to support you in whatever way we can, the ministry supports you fully in all your initiatives.”

He shared that the idea of rural tourism was close to his heart and he intended to use India’s unique heritage to attract travellers. He, however, asked people to be proud of their culture and heritage. “I envisage hundreds of new destinations showcasing our village lanes; our farmers and farms and daily chores of the village life; our livestock and how they are reared; our ponds and rivers in the hinterland,” he said. But all of this will only happen when we start rejoicing what we have inherited from our forefathers, he reasoned. “Unless we do not have self-pride we can never market our resources, “he said. He concluded by thanking the investors and states for their proactive support; he had a word of praise for FICCI and TFCI too.

tour ism cur r ents

Robust policy Framework will help tide anomalies: Ashok Gajapathi Raju, Minister, Civil Aviation

Dr. Mahesh Sharma Minister of Tourism and Culture

Ashok Gajapathi Raju Minister, Civil Aviation

“Infrastructure expansion remains an issue that has been in limelight for some time now.

It becomes a non-negotiable aspect of growth, for growth cannot occur in isolation. As much as we want to boost arrival figures – and some of that has already happened, thanks to the ETV – we must also find ways and means to augment our infrastructure, he said.” Raju, too, underscored the importance of expansion of infrastructure to meet the ever-growing needs of the nation. Highlighting the mismatch between infrastructural lacunae and the expected growth of inbound tourists to India, with respect to the recently launched ETV, he said that, “It is heartening to see a rise in the number of foreign tourists, especially after the launch of the ETV. But, we need to be prepared to match the footfall with adequate infrastructure in place,” he said.

Infrastructure augmentation is not only “One must understand “It is not always essential to meet the mismatch, it is also an that as government we infrastructure, investments employment generator as it provides many have an obligation to and all these technical direct and indirect avenues of employment. maintain connectivity; aspects that decide the state “Tourism, a direct beneficiary of infrastrucwe cannot shed away our of tourism. The foremost tural growth is also the highest employer for responsibility like private need for a destination to be the capital investors. Of course it takes several carriers – which operate on a successful one depends on forms,” he said. He also mentioned that in the basis of profitability. I do its perception on the minds order to create a perfect situation, there was a not say it is a bad thing. It of the visitors. Therefore, need to build on our strengths and cover the is just that we cannot think we must be mindful of how weaknesses through robust policy framework. like them.” we project ourselves.”

On ways to better achieve the targets, he talked of a ‘team India’ which would be a mix of states and centres working together. “We are a federal structure. States away our responsibility like private carriers – which operate on the basis and central government must work as a team. There is also be a sync of profitability. I do not say it is a bad thing. It is just that we cannot think between what we want to do and what we actually achieve.” like them,” he said. He also appreciated the efforts made by Air India in India’s bid to make its skies safer and less prone to pollution has rescuing Indians from a full-fledged war zones. “Not many can do what also been an issue needing attention from the policy makers. Touching they did, and under such trying circumstances. It was a commendable upon the accomplishments in the field of satellite navigation, he said, effort,” he noted.

“We have made our skies a lot safer and are one of the few countries to He also asked detractors to avoid unnecessary criticism of high fuel have our own satellite navigation system for aviation.” and aviation taxes as “comparing taxes with the neighbors was akin to On the question of Air India’s state of affairs, he said that it was being comparing apples and oranges”, he quipped. He hoped that some action subjected to unnecessary criticism. “One must understand that as gov- plan would be envisaged soon and collective wisdom would take the ernment we have an obligation to maintain connectivity; we cannot shed industry forward.

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tour ism cur r ents

Skilled manpower must to drive ‘Incredible India 2.0’: Amitabh Kant, Secretary – Industrial Policy and Promotion Board

number of tourists’ into our country.

Expand convention and exhibition market

I also want to touch upon the MICE market. Its capacity has been created, that is one segment. Actually, conventions and exhibitions are huge We must understand that tourism is a sector which will develop, only, with areas of business across the world. Destinations like Hong Kong and the collaboration of private sector. Travel and tourism is essentially to be Malaysia have become large, in terms of business revenue and traffic, driven by private players. Hotels, taxi-drivers and guides – all these are because of conventions and exhibitions. They enable tourists to keep managed by private sector. A tourist comes in touch with them. Therefore coming 365 days a year, whether good weather or bad weather. Therewe need to enhance the quality of our experience on ground. There is a fore, we need to create large exhibition and convention centers across huge need to invest in the capacity of tour operators and taxi-drivers. each one of our cities. India needs to have almost 300 odd convention One may get a proficient taxi-driver in Delhi and Mumbai, but across centers; we need a mass movement in creating exhibition and convenregional cities of India the picture is not that rosy. tion centers. Which would then act as the driver of a Same with guides, we need top-class guides. Guides completely new and vibrant industry. create an experience which enables a tourist to come To my mind, tourism is a multi-sectoral activity.

Amitabh Kant again and again. And therefore, capacity building is a It is not isolated; that is why it is the only soft sector very important focus. that has been incorporated in the ‘Make in India’ Secretary – Industrial initiative. We have all the manufacturing sector, Policy & Promotion Time for more skilled and operational staff but the PM himself said that tourism will be the key Board We need to lay a lot of focus on skill development in driver of growth; it will create jobs and therefore we tourism. Look around us. We are creating too many must incorporate tourism in ‘Make in India’. To my managers. All tourism institutes including the hosmind, India can only grow when tourism grows and “We have all the pitality training institutes and Indian institute of flourishes. This would require all of us to converge manufacturing hospitality management – which have been unsung tourism in other sectors. sector, but the heroes – have created a number of great managers.

PM himself said So much so, that many hotels abroad are filled with Inculcate the spirit of hospitality; that tourism will young Indian managers. Swiss tourism is dead. It’s the let us start with schools be the key driver Indians who are taking over the world because they The concept of hospitality is embedded in the minds of growth; it will are travelling in huge numbers. That is all commendof young ones, right from childhood, in countries like create jobs and able. But along with that we need to create a number Japan, Malaysia and Thailand. And therefore, we too therefore we must of skilled workers. We create around 76% managers must look into inculcating the spirit of hospitality. incorporate tourism and, only, about 24% skilled workers. The story has to That culture must come to India, because India, in in ‘Make in India’. be reversed. In reality, India needs only 34% managers terms of realizing its full potential in tourism, is still and 66% skilled and operational staff. in a nascent stage.

Need to augment capacity building

From ‘Incredible India’ to ‘incredible India 2.0’

Community participation will give us new products

The next point that I want to make is that India needs a huge communication strategy; we have done ‘Incredible India’, it has been a long time and we need completely new and innovative ‘Incredible India 2.0’. It will help us penetrate global markets again and I think we need to introduce digital marketing the digital marketing medium in a very big way. All our tour-operators and hotel owners should, then, piggy ride that campaign in a very big way.

Today, we have hotels built up in huge capacity, in the name of commonwealth games, we need to fill them up. And I think it is incumbent upon all of us to launch a very innovative, dynamic and vigorous ‘Incredible India 2.0’ which will penetrate global markets and open up a completely new world of travel and tourism. We must all look to get a large

Tourism cannot thrive with an elitist tag. We need to have a robust community participation. There is enormous growth opportunity, waiting to be tapped, in rural tourism. What we need to do is to create products with unique experiences. This is possible with active participation from the state governments and active liaisioning with the private sector. States much, therefore, ensure that they not only bring up five great destinations but they also are able to attract young entrepreneurs in the process.

Kerala’s success story is a testimony of that involvement. All the resorts and hotels were created, and beautifully managed, by the private parties.

If we are able to achieve this, it will create a completely new and vibrant India. Tourism needs all the thrust it can be given to make it a roaring success story.

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tour ism cur r ents

New tourism policy will attract young entrepreneurs, says Lalit Panwar, Secretary, Ministry of Tourism

Bilateral MoU’s to strengthen tourist footfall

Our PM, in the past 14 months, has visited 25 countries and spoken about tourism, in specific, for over a 100 times. No other PM has given so much impetus on tourism and he is walking the talk.

It is a perfect platform for interface of all stakeholders in the tourism sector.

Now, we have to match two things. There is no dearth of availability Tourism industry is private sector driven. It is the investors who provide a of destinations, which are in plenty, and people are ready to come. The gamut of goods and services. Our role, as the government, is more catalytic job at hand is to provide help to young entrepreneurs who are looking in nature. Govt.’s role is to ensure that there are no barriers and irritants. for fresh opportunities.

I believe that we can scale new heights of success and growth if we have a Any investor will not go to a state to invest motivated or driven by concurrence in our policy and your plans. Together we can do wonders. incentives. I refuse to believe this logic. Incentives can act as a sweetener, Let me assure you that, under the leadership of our dynamic PM and it can act as a garnishing. But, it cannot replace the solid business statourism minister, here are the days for an ideal blend tistics. An entrepreneur or investor will go for profit of policies and plans. Ministries, in association with and there is nothing wrong in it. My only request to state governments’, will assure that all the perspecthe representatives of the state governments’ is to Lalit Panwar tive entrepreneurs are facilitated to realize their true remove the irritants; that to my money will be the potential. When I was going through the literature biggest incentive.

Secretary, related to FICCI and TFCI here, I was happy to see Ministry of Tourism that they have already shortlisted 14 sectors; around A new tourism policy round the corner 140 investors are already here. It is a utopian situation The ministry of tourism has taken a number of steps, for the TFCI, where you have prospective investors 14 to be precise, in the last five-six months. More “Any investor will and bankers along with central and state government importantly, tourism has been given a prominent not go to a state to representatives. It’s a stage where actual action is. place in the national political agenda. Some of them Coming to the recent developments in this sector, are ETV, national tourism policy and skill upgradainvest motivated one single decision that has the potential to become tion. So timing is just perfect. We are on course of or driven by a game changer, and is already creating ripples, is the opening five culinary institutes in the coming five incentives. I refuse electronic tourist visa (ETV). It was launched in last years, with an idea of cultivating a number of quality to believe this October and in the last eight months, the number is chefs, front office staff and helpers – who will form logic. Incentives already touching 2,00,000; and the largest number of the backbone of F&B industry in the days to come. can act as a visas – 41% of the total application - have gone to the We have a helpline by the ministry of tourism pressweetener, it can United States, a long haul destination with minimum ently only in two languages. In the coming months act as a garnishing. flying time of 15 hours. we want to increase this to twelve languages. We But, it cannot There are nationals from about 85 countries that have signed a number of MoU’s with a number of replace the solid have used the ETV and we have received visa requests countries on tourism cooperation, it will again help business statistics. from as far as Ecuador. So Americans are the biggest facilitate bilateral growth of tourism. A 500 crore beneficiary of the scheme, followed by Australia, mega project Swadesh Darshan has been launched – Germany and western European countries. China was the 77th country it will help the growth of domestic products on thematic circuits like to have been brought in the list and the remaining 73 countries will be pilgrim circuit, coastal circuits and desert circuits. We are on course included in this financial year. That means, in all probability, by the time of opening a national tourism university and a centre of excellence we close this fiscal, we will have a list of 150 countries, as announced for hospitality education. We also want to strengthen and promote by the Hon’ble FM in his budget speech, to have been included in the our wellness and medical tourism assets – with active participation EVA. Apart from being a sure shot game changer, it will also improve from people in the medical fraternity. our image as a nation that wants people to come to India. Tourism is I understand that myopic lending policy has created problems for nothing but perception. Everybody wants to go to Dubai and Singapore reputed brands. We are in constant touch with the ministry of finance because they provide a good quality of life; both of them are good tour- to work on rescheduling the payment process to give these hotels an ism products and one is assured of safety and security. In fact, safety opportunity to streamline their finances. I believe that we can achieve and security is not even an issue in these countries. all this and a lot more in the coming days if we are together and work This is our challenge now. How do we improve our perception as a in unison to take Indian tourism to new heights. country? Steps like ETV, I believe, is a step in the right direction.

By SHASHANK SHEKHAR August 2015 TourismFirst

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Tiracol Fort, Goa

Bandhavgarh National Park, Madhya Pradesh

States push tourism agenda with a plethora of initiatives

Driven by a federal structure, India’s tourism is more dependent on states and their respective initiatives than on center’s plans. As the investors and states – in presence of senior bureaucrats and TFCI – got together at the FICCI investors meet, states displayed new initiatives and engagements, at various levels, to augment tourism possibility. The efforts bode well for the tourism industry as it seeks a constant dose of fresh products and inventory to keep the inflow growing.

A state with possibilities galore: Madhya Pradesh Madhya Pradesh has been a visible entity as far as grabbing eye-balls is concerned. Through an aggressive media and films promotion the state has been able to increase its footfall and with the Ardh-Kumbh slated next year, things are decked up pretty well. Madhya Pradesh Tourism Development Corporation highlighted the newly released theme song for MP tourism promotion – a catchy number with a rustic vibe which stresses on various tourist destinations and peculiarity of the state.

Mukesh Kapoor, General Manager, MP state tourism development corporation (MPSTDC), commented, “MP is an ensemble of the very best you will find. The very best of heritage, wild-life and leisure destinations with plenty of water and adventure sport, caravan tourism – we have all the requisites of becoming a hub for investors and travellers alike.”

In a bid to boost investment, MP government has also created land bank and rejuvenated forts and palaces to attract high end leisure customers. Tourism and investment policy has been tweaked and improved upon to attract serious investors. “Brochure films and audio guides are also being used to reach out to the perspective client,” said Mukesh.

Goa: 365 days on holiday, in style Goa has no reason to slow down. It has pretty much all the ingredients that make up a superb tourism destination. High-literacy rate, good infrastructure and connectivity and a weather to die for. The food is lip-smacking; serene beaches are equally good for revellers as for leisure travellers seeking solace and natural beauty. However, it is still upgrading and creating new infrastructure to keep itself a destination for all year around. Abhay Abhyankar, MD, GTDC shared that the state received a healthy 5-6 million tourists per annum with almost a million foreign tourists. “We have a 95% occupancy in flights coming to Goa. Monsoon, which remained a dull season until sometime ago, 10

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is also becoming a busy season now. We are truly a 365 days destination now,” shared Abhay.

To create more attractions around Goa, the state is now looking at hot-air ballooning, amphibious war museums, sea-planes, whitewater rafting and luxury yacht service in the coming days and months.

“We are looking at hop on-hop off bus service to create more day tour opportunity around the city. It will help us augment foot-fall at prominent attractions,” informed Abhay.

Investors have opportunities galore in the coastal state, as the tourism department is, also, looking at developing six mid-sized resort on government acquired land. “A lot of investors hesitate in putting in the money especially with so many environmental regulations and paper-work in place. I want to assure you that all the clearances have been obtained and these properties have tremendous scope in terms of attracting new holidayers to our shore,” he shared with the gathering.

He hoped that with a number of new initiatives and a welcoming government and administration – free from policy paralysis and red-tapism – Goa will find many takers from investors and new tourists alike.

West-Bengal banks on experiential tourism West Bengal has a distinct character. There is something old-school and rustic about its existence. Although parts of it have become as modernized as any other part of the country; a major chunk of it remains frozen in time, oblivious to the change around it. The marshy Sunderbans, historic Teesta barrage and quintessential Kolkata are some of the major attractions that keep keen visitors spellbound.

West Bengal Tourism Development Limited (WBTDCL), now plans to create new assets to boost its tourism prospects. Addressing the gathering, MD, WBTDCL, Rajat Bose shared that he planned to create Terai-Dooars forest circuit to attract wild-life and adventure enthusiasts. “We are on our way to developing the requisite infrastructure and hope to finish the work in sometime. I am hopeful that with its completion, we will see a new fillip in tourism in the region,” he said.

Kolkata also planned to launch a giant wheel give its visitors a panoramic view of the city, on the same lines of the much famed London eye.

He said that they were seeking investment in that regard and hoped that keeping in mind the profitability of such a venture, ample investment would come in.

To boost the state’s infrastructure, the government is planning to develop submerged tunnels between Kakdwip and Sagar Island in

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Tiracol Fort, Goa

Hyderabad, Telangana

West Bengal as a part of the Sagar Island Project. A first of its kind, in India, the government has already floated a tender for a detailed project report. India's first underwater tunnel, which is being mulled in the Muri Ganga River, would stretch over 3.5 km. It is expected to have both rail and road links and is likely to cost around `2,000 crore.

All these initiatives will go a long way in bringing the spotlight on one of the rich treasure of heritage and culture in India – which had been long-caught in an unfortunate crossfire between politics and concept of development perpetual neglect.

Telangana: Seeking a tryst with tourism Telangana was born on 2nd June, 2014; it was after a prolonged and bloody agitation that virtually crippled the erstwhile state of Andhra Pradesh for many months. After plenty of dilly-dallying and political calculations, Telangana finally become the 29th state of the Union of India.

As the state tries to find a footing in tourism sector and starts from scratch to establish itself as a player, it inherits plenty of attractions and tourism products to make a strong case for itself.

It is now seeking to develop eco-tourism in jungle areas of Warangal and Hyderabad. Having Hyderabad as its capital city, it inherits excellent MICE infrastructure by the virtue of a number of IT firms in the vicinity. “We are making Hyderabad a year around destination. We will celebrate 52 weeks of happening Hyderabad,” shared Sumeet Singh, MD, Telangana State Tourism Development Corporation (TSTDC).

Dubbing Hyderabad, also, as a major medical tourism destination, he said that: “we are huge centre for medical tourism especially from Dubai and middle-east in general.”

To facilitate easy investment opportunity, he informed that the state was in the process of developing a new tourism policy which could be out by the end of the year. He also underlined hassle-free clearance and single-window systems that have been put in place to ease the inflow of investment. “We have a self-certification system, faster pollution-clearance and a guaranteed single-window clearance.

We act on the policy of rolling out the red carpet. We, as a state, take pride in being corruption-free and welcoming,” he asserted.

In terms of capitalizing on the rich culture and heritage of the state, he also shared government’s plan of developing Warangal as a heritage city.

Telangana might be a new kid on the block but it sure does pack a punch. Hopefully, with the right policy framework and supportive administration in place, it will create an exciting ensemble of tourism offering.

Andhra Pradesh: Ambitious plan to boost MICE tourism The residual Andhra Pradesh, after its bifurcation from Telangana,

Hampi, Karnataka

is looking at new ways to get back in the thick of action. Despite its loss in territory, it still boasts of having the second biggest coastline in the country – which holds enormous potential in coastal and beach tourism. The state, which was already known for its investor friendly policies, has now gone a step further and declared tourism as an industry in its new tourism policy draft.

Some of the noticeable steps taken in creating an investor friendly atmosphere were listed during their presentation in the meet. It has relaxed land lease to help hoteliers create world-class hospitality centers; full exemption in taxes has been granted apart from fixing the VAT slab at 5%.

As a part of its new investment strategy, AP has also decided to back its tourism products based on nine themes. They were listed by the state representatives as: beach and water, religion, eco-tourism, Buddhist, medical, spiritual, and MICE among others.

MICE remains a top priority for the investor friendly state. It has an ambitious plan to create thirteen MICE centers, each for one district, to give a state-wide boost to corporate and business travel. To create favourable environment, AP government has also doled out a number of other incentives which include exemption from luxury and entertainment tax. VAT has been slashed, as previously mentioned, and the government has, also, decided to expedite necessary clearances.

AP also plans to leverage on its culture and arts by promoting Kuchipudi and authentic cuisines. It is a welcome sign to see AP jostling to recreate its space in tourism industry as it will only help bring more tourists and business to the state.

Karnataka: Robust outreach and policy accommodation on offer Karnataka is a tourism product that has the exuberance of the young India, with a glittering and fast-paced Bangalore, as an IT hub; but it also offers the quaint charm of Hampi and Halebidu to its travelers, seeking a leisurely experience. It has steady inflow of MICE tourists, service sector driven tourists along with leisure and compulsive travelers. Located in the lap of Western Ghats, it also has abundant wild-life and jungles to boast of eco-tourism and adventure sports.

Now, the Karnataka State Tourism Development Corporation Board, as a part of its tourism policy, has chosen eighteen products.

Seeking to enhance its visibility, it has decided to up its ante, focusing on web based outreach – aggressively using Twitter, Facebook and the likes.

In a bid to chalk out a long-term engagement strategy, it has now planned a five year event calendar to clearly spell out its areas of priority. As an investor, one can expect exemption from taxes which include luxury and entertainment tax. It has also, recently, formed a committee, headed by the state’s finance minister to look into bigger investment opportunities, on a case to case basis – ensuring faster clearances.

By SHASHANK SHEKHAR

August 2015 TourismFirst

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Money gets a virtual twist with online wallets With the increasing use of online wallets, that have made transactions hassle-free and rewarding, there is a chance that they will outpace older modes of payment like credit and debit cards in the near future. Its simple design and application has lend it enough attraction to make it the next big thing in the online space.

Numbers speak for themselves!

Since the inception of the digital age, advancements in the field of online shopping have been profound and its trickled own effect has been steadily changing the way we interact with sellers. Plastic cards and online modes of payments are being aggressively replaced by virtual wallets that are increasingly being used in daily chores. Its growing penetration can be better understood by the fact that according to the data released through an RTI application on the Reserve Bank of India, almost 6.7 crore transactions in tune of `1,196 crore were transacted through digital wallets in April as compared with 2.4 crore payments amounting

You are not afraid of losing your entire money because of an online fraud as you can keep a pre-desired amount to pay for your shopping needs. These virtual wallets are linked to a mobile app which can be accessed anywhere and on the go. These are generally expected to be used, at least in India, for small amounts of money and most of the providers have set up a limit of `10,000.

Unique shopping experience and hassle-free payment create the buzz Then there are perks like extra discounts and offers that are provided by sellers to increase their market visibility. Taxi-operator Uber,

lucrative market share has resulted in more spending, and consequently, more travel.

As a result of the unprecedented spurt, companies have started investing serious sums in advertisement to create their own set of trusted clients. Serious players like Paytm and Mobikwik have arranged sums of 375 million dollars and 25 million dollars respectively in recent months. “February was the time when the cricket world cup took place and we first started advertising on television. As a result, we attracted new users,” was quoted Amit Lakhotiya, vice-president at Paytm, in a famous English daily. “W hile existing users have become comfortable in making high-value transactions, new users are still experimenting

• With the concept of extra points and refunds, companies can ensure that customer’s loyalty remains intact and buyers keep coming back to sellers over and over again. `876 crore in February 2015. It has also been stated that that the total number of digital wallets as of April 2015 stands at a whopping 101.86 million.

From booking a cab, paying for a movie ticket, booking air tickets and now even food and drinks are, increasingly, been paid by virtual wallets. There are plenty of advantages of such a system. Firstly, they are hassle free.

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after having trouble in streamlining payments because of legal hassles, has resorted to tying up with Paytm to connect with its customers.

Ola cabs, too, has created its own virtual wallet to facilitate easier cab hiring for their users.

These have been dolling out extra points on recharge and the option of doubling up the money to increase its customer base. This competition to grab a chunk of India’s highly

with the product,” he had added.

However, some skeptics point to the fact that many online wallets are now providing mobile top-up facility and the increase in the numbers could also be partly attributed to it.

They caution against clubbing recharge transactions with true wallet transactions. This, however, does not take away the sheen of the rise of virtual wallets.

tour ism cur r ents Virtual wallets to remain a preferred choice; will eat into debit and credit card’s market share So, is this trend an indication of the movement of market forces towards a more profound engagement with online wallets? Looks likely and industry insiders certainly believe so. Sharat Dhall, President, Yatra.com feels that wallets have become extremely significant in day to day life especially due to the increasing penetration of smartphones in India. “They have enabled offline cusNEELU SINGH BIJU MATHEWS SHARAT DHALL tomers to get online without the worry Director and CEO, COO, Abhibus.com President, Yatra.com and hassle of a bank account,” he says.

Ezeego1.com Neelu Singh, Director and CEO, Ezeego1.com, also, has a similar under“There is also a “To stay “They have standing on the issue. She feels that gradual shift from competitive and enabled offline there has been a rapid growth in the online transactions innovative all customers to get demand and use of virtual wallets and via credit/debit cards companies will online without the its penetration into travel and tourism is or internet banking need to adopt worry and hassle no exception. “Consumers are increastowards electronic or multiple payment eof a bank account.” ingly shifting to online platforms for e-wallets.” payment options.” commercial transactions. There is also a gradual shift from online transactions via credit/debit cards or internet banking that customer’s loyalty remains intact and Now companies have even taken up the task towards electronic or e-wallets,” she says. “To buyers keep coming back to sellers over and of educating their clientele about its applicapay online by card, the consumer has to enter over again. “Several online shopping sites tion in day to day needs. Government, in a bid confidential details such as the card and pin use closed digital wallets to service refund to promote cashless transactions, has also been number, which several shoppers in India are and cancellation issues. So basically the advocating for its use. “Several leading OTAs still not comfortable with. An e-wallet is a customer’s account get credited with the such as Ezeego1.com are gradually educating stronger and less intrusive alternative,” she refund amount or cash back discount that customers to transact online. The government further adds. can be used at a later date by the customer. It has also been propagating cashless transacNeelu tells us that the convenience of car- is a better way to ensure that the customers tions, which has further increased consumer rying a transaction coupled with the freedom come back to the site and makes a purchase to interest in the same. In a country like India from divulging too many details has made it redeem the money in his account than refund- where mobile is penetrating faster than interpopular among consumers and service pro- ing the money,” he argues. He also tells us that net, the ability to transact using innovative viders alike. “The main USP of an e-wallet is it is because the travel portals offer cash back yet secure payment options such as e-wallets the convenience to pay without divulging too discounts and cancellations through digital becomes very crucial,” says Neelu. much personal information. This facility is wallets; it provides immediate benefit being Sharat, too, sounds optimistic. He believes likely to make purchase of small ticket items instant credit to the customer on purchase that though there is still a long way to go, but a lot easier, such as hotel and flight bookings,” or cancellation. these online payment wallets are acting as a she says. She tells us that her company has also The spurt in the use of online wallets can virtual replacement of physical wallet and are tied up with leading virtual wallets demon- also be attributed to the fact that they have supported across devices be it phone, tablet, strating her conviction in the new phenomena. helped reduce transaction declines and pro- PC or laptop. Thus, people can now think of Biju Mathews, COO, Abhibus.com opines vided rich experience to the consumers. “Com- stepping out of their homes literally cashless. that this trend is just the tip of the iceberg. He panies are adopting wallets for easy payments “With the right kind of awareness campaigns, believes that the process is just a beginning and and quick check out process because they they certainly can change the digital buying in the days to come more and more companies reduce transaction abandonments. Digital behaviour of the customer and we at our end will use them to integrate buyers under one wallets provide customers with a rich shopping also are open to introducing online wallets on platform. experience as they support multiple devices our portal,” he shares.

“Digital Wallets are here to stay for long like a tablet, PC, laptop, smartphone that also With the facility of instant clearing of as companies always want to delight their open multi revenue channels for companies,” funds, elimination of payment risks and secure customers with an end to end to end buying tells Biju. But, he steers clear from declaring transaction using strong encryptions, it is experience and online wallets or digital wal- virtual wallet the only way ahead in the future highly likely that it will be an important mode lets empower customers with easy purchase and believes that there will be a healthy mix of business transaction in the times to come. as they remove the monotony of inputting pay- of credit and debit cards along with the much What will remain interesting to observe is its ment and shipping details at time of purchase,” touted virtual wallets for payments. He opines diversification into a number of new services shares Biju. that, “To stay competitive and innovative all and industry. For tourism, as for commerce, it He tells us that with the concept of extra companies will need to adopt multiple pay- certainly is a welcome development. points and refunds, companies can ensure ment e-payment options.”

By SHASHANK SHEKHAR August 2015 TourismFirst

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DISCOVERING UNIQUE COASTAL PRODUCTS OF INDIA

B

eing inspired by famous painter Yusuf Arakkal’s sojourn in his native land, Kerala and the series of paintings he produced which he described as “an intimate dialogue between me and the people and places”, I embarked on this road tr ip mainly to capture the beauty of the southern states of Kerala, Tamilnadu and Odisha once again for the third time simply because these places are so irresistible to experience.

Through the course of my over 1600 kilometre travel along the Kerala’s coastline, through the temple towns of Tamil Nadu and Odisha, I came across pristine beaches like Mararikullam and Varkhalla, lush paddy fields and backwaters everywhere in south Kerala. The scenery was dotted with picturesque villages, little e x plored h i l l stat ions of t he Western Ghats like Thekkaddy; Munnar unique flora and fauna 14

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1. Much of Kerala’s beauty lies in the almost untouched quality of the Western ghats, rising to an height of 1520 metres thickly covered with pristine tropical rain forests; complete with abundant waterfalls, fast streams and hill tracks.

2. Some go there for trekking, some to study its rich flora and fauna, others just pack off for a cool vacation. Munnar’s picture perfect tea estates beckons everyone to take a break and have a cuppa.

3. On the bank of Bharathapuzha at Cheruthurthy stands the Kerala Kalamandalam, seat of classical dance forms like Kathakali and Koodiyattom: the two popular symbols of Kerala culture.

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4. Athirapally Waterfalls is located at the entrance of Sholayar ranges, the major host town is Chalakudy; this waterfall is one of the major picnic spots of Kerala. Affording to the onlookers, one of the most bewitching sights, Athirapally water Falls is 80 feet high and located exactly in the forest area. Combined with the natural greenery.

5. The boat races of Kerala, the largest team sport in the world, impart experience beyond words. In Kerala, the season of boat races starts with the renowned Champakkulam Moolam Vallam Kali (vallam kali means boat race). The festival takes place at Champakkulam, a serene village in Alappuzha district, on the moolam asterism in the Malayalam month of mithunam (roughly June/July).

On the day of the race, people, both locals and travellers from far off places, flock the river bank to enjoy the race.

Venturous spirits will ensure a better vantage point by climbing the nearby trees. As the sun comes straight on top of all gathered, boats in various categories like the chundan (snake boat), veppu, iruttu kuthi, churulan and others from nearby regions assemble at the starting point of the race.

Among these boats, the snake boats with its fascinating design catch the attention of all.

6. Fishermen at the Marari beach. Marari Fishermen Village is an exquisite beach situated at Mararikulam, a local fishing village with endless miles of sand beaches and swaying palms. Here life still goes on much as it did a hundred years ago.

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11 i n Pe r i y a r a n d M u d u m a l a i forests; a rich tradition of dance a nd music in K a la ma nda la m and awe inspiring architecture i n C h e t t i n a d , Ta n j o r e a n d Madurai and above all I met a lot of amazing people all my way.

T he s e i m a ge s a re on l y a few g l i mpses of my jou r ney to inspire you to travel to take this well travelled route; where travellers have come since times in memorial, in search of spices, silk, food and in my case photographs.

But before you pack your bags, a note of caution: be prepared to go back again and again. Having been there once, its tough to resist the tug.

Text and photographs by TANMOY DAS 16

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9 8. Tailors busy stitching at the Tailor’s market right opposite to the famous Meenakshi temple of madurai,The top of the market is lined with Hindu gods and goddess which gives it a very sacred feeling.

9. The interior of one of the residential mansion in Chettinad. Chettinad region is well known for its 18th century mansions, whose wide courtyards and spacious rooms are embellished with marble and teak. Construction materials, decorative items and furnishings were mostly imported from East Asian countries and Europe. The marble was brought from Italy, chandeliers and teak from Burma, crockery from Indonesia, crystals from Europe and wall-to-wall mirrors from Belgium. Many of these mansions were built using a type of limestone known as karai veedu. Local legend has it that the mansion walls were polished with a paste made out of eggwhites to give them a smooth texture.

10. The Brahadeewarar temple, called the Big Temple, is dedicated to Lord Siva. It was built by the great Chola King Raja Raja 1 (985-1012 A.D). It is an outstanding exmple of Chola architecture. Recognizing its unique architectural excellence, UNESCO has declared it a World Heritage Monument.

11. Basilica of the Sacred Heart of Jesus situated on the south boulevard of Pondicherry, is an oriental specimen of Gothic architecture. It contains rare stained glass panels depicting events from the life of Christ and saints of the Catholic Church.[1] In recent years it has become one of the famous pilgrimage spots for Christians.

12. This is one of those unexplained mysteries in science.

At Mahabalipuram the 20 feet high and 5 meter wide rock estimated to weigh over

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250 tons seems to pull off a balancing act like no other.

Known locally as Krishna’s Butter Ball is not a rock that stands on an extremely small and slippery area of a hill. It’s hard not to wonder how such a big structure is stationary at a place where

it’s impossible to be so. And it’s been there for over 1200 years. Yes you heard that right 1200 years seemingly defying the laws of physics.

Its original Tamil name is "Vaanirai Kal" which literally translates to "Stone of The Sky God”.

13. Hoge crowd circumbulates.

Their Lordship Lord Jagannath, Balaram and Subhadra seated atop Their magnificent chariots in Their golden attire (Sonabesha) as apart of the Rath yatra celebration in the temple town of Puri, Orissa.

Puri

Mahabalipuram Wayanad Kollengode

Puducherry Tanjore

Cochin Madurai Fort Kochi Alleppey Thekkadi Chettinad Mararikulam Kumarakom

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CONNECTING INDIA THROUGH THE RURAL TRAILS

With organizations like the grassroots, that have kept the local community in the forefront of its rural tourism initiative, villages are acting as centers for exchange of knowledge systems and art forms. It is also helping the quintessential city dweller understand India in a new light.

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The new traveler wants unique experiences There has been a sea-change in the way we travel now. Times have changed. We live in cities, mostly, coping up with copious amounts of stress and pollution.

With a busy life-style and lesser time to spare for sojourns, the concept of weekend getaway is in vogue. More importantly, in lack of open spaces and incessant concretization, today’s traveler wants to reconnect with nature, village and rustic life. In doing so, he not only understands his roots but also the essence of rural life that he, otherwise, seldom gets to witness and participate.

It is this idea, which has found resonance with Inir Pinheiro – the

founder of grassroots, an organization that facilitates travel to these villages and helps travelers in soaking in the real essence of the quintessential village life. You can choose, for now, among three villages, all in Maharashtra and take a trip to know India better.

There are tailor-made itineraries and engagements that are sure to remain etched in your memory long after you have taken the trip.

It is no surprise, then, that most of their clientele hail from Mumbai, Pune and nearby areas.

“Most of t hem a re t h i rd a nd fourth generation migrants to the city and have lost physical connect with the hamlets. They want to relive these experiences and teach their kids how the village ecosystem is,” tells Inir.

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You will have your hands full, literally!

There are a plethora of activities that you can engage yourself in. You can stand knee deep in mud with the local farmers and learn to grow rice, steering a pair of bullocks. You can choose a quite waterfall, in the middle of a jungle, and let yourself soak in the cold water or celebrate the darkness of a quiet night in your tent staring at a swarm of fireflies – which sometimes resemble a mini-firework display minus the noise. You can learn the art of drawing water from an old well with a rope and bare hands and in the process understand how precious water is; something we tend to ignore in the comforts of our plush homes and expensive faucets. You can learn to pick an edible vegetable from the jungle and how to cook it safely. You could learn pottery or just swim in a pond in the wild.

“For now we are working with 250 household in three villages, namely Dehna, Purushwadi and Valwanda, and hope to expand it to 500 households by the end of the year,” shares Inir. He hopes to spread his good work in the nearby areas and is exploring new opportunities in Raigarh and areas adjoining the Pench tiger reserve.

He tells us that beyond the experience of rural tourism, his organization has also been able to create a profound impact on the lives of the locals involved. “We facilitate home-stay for the visitors, but all the hospitality services are owned, managed and run by villagers. We only help in creating assets for them and let them run their own show,” he says.

His model of operation is based on creating three important assets. Physical assets comprise of tents and toilets to ensure comfort for travellers; while human assets relate to creating the requisite skillset among women and men for carrying out work of a local guide, handling kitchen and maintaining smooth operations. Third and most important is the community asset which 20

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comprises of the land on which tents and other facilities are created; the income of which is distributed, overseen by a village committee formed on a rotational basis comprising of locals.

turing is a time-taking and high invest sector, so much so INIR PINHEIRO that it takes 19 lakhs worth of Founder, Grassroots.co.in investment to create one job!

It is through such experi“We facilitate homeences that the city dweller betstay for the visitors, ter appreciates the hardship of but all the hospitality village life. It also helps bridge services are owned, Positive impact the ditch between the two managed and run by through community very different entities of one villagers. We only engagement country. “People understand, help in creating assets His initiative is slowly changshare value and knowledge for them and let them ing the fortunes of the villagsystems, art forms, village run their own show.” ers. “Regular interactions folk music and culinary styles with outsiders has given them from these experiences. There a new sense of confidence and self-pride. Lot of is so much of exchange of knowledge and ideas youngsters have taken up further studies and are that it actually helps preserve and transmit the keen to do better for themselves,” he says. The knowledge that lies unexplored in our rural areas average annual income has shot up by 25-30% and probably will vanish if not documented or and a lot of womenfolk have also found sustain- shared,” says Inir. There is more empathy towards able employment opportunity. the village and their problems; something that is “The idea behind this initiative is to keep needed to address challenges like insurgency and community in the centre of operations,” shares violence engulfing the country.

Inir. He believes that any initiative pertaining This is where concept of rural tourism to tourism must have community in the centre and community driven initiatives become so to ensure that there is no exploitation and important. It can help us better understand our harassment of the locals. “We have seen that country, our own people, their problems and many famous destinations have systemati- their everyday struggle to make ends meet. cally alienated the local community, this is an In a country like India, which is home to over unhealthy and instable trend and can never be six lakh villages, there is no dearth of opporviable in the long term,” he says. tunities like these. Every nook and corner has There is a reason why initiatives like these its own story, heritage and cuisines to share; need to be encouraged. These are ideal in not traditional art forms and music waiting to only creating employment in the areas where be explored and knowledge systems that can government has not been able to achieve sub- help us better understand our own selves. The stantial results, but also for creating better rural- question is, will we be able to tap this abundant urban linkages. It can help us address our big- opportunity? We can and a lot of villages are gest drawback – lack of livelihood. According enticing products but to become a successful to the government data, India needs to move model, it will need accessibility to markets and almost 200 million people from agriculture to constant feedback. As long as we can give them service sector – which will make both agricul- that, they are destined to succeed. ture and service sector more viable. ManufacBy SHASHANK SHEKHAR

dest i n at ion i n di a

Solo travel catches up as young travelers seek new destinations

The new generation traveler is bereft of inhibitions and open to new experiences and destinations by travelling solo. This desire has also created a space for online companies – that are bringing likeminded travelers under one roof to give them an experience of travel and discoveries.

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ravelling solo has been a lifestyle choice for many, seeking solitude and adventure. These travelers refrain from taking a beaten path and are constantly in search of new and unique experiences. With a rising number of youth, now, taking to travelling alone, as backpackers, and eager to explore countryside, nature and wilderness – companies too have begun designing products to suit such jaunts. Primarily aimed at the youth, these online travel companies are creating a niche market for themselves.

Wetravlsolo.com is such a start-up which has used the online platform to tailor-make solo travel itineraries; while also bringing likeminded travelers under one roof to share experiences.

“The site is easy to understand and operate.

You can log on wetravelsolo.com, subscribe to it with a onetime membership fee valid for a lifetime. Once you are a member, you can choose outings, make payment and socialize with likeminded people,” shares Shifali, founder, Wetravelsolo.com and an avid traveler herself. “The whole thought rotates around connecting with one another and to have an

extraordinary time. Many of these interactions become a trip crafter – where they can comresult in group travel,” she adds. To ensure safe pose and plan the intricate details of their own socialization, each individual’s background trips and then can write about the same. is thoroughly reviewed before an impending There is a reason for this spurt and interest trip. “We take utmost care of the security and in solo travel. It can be attributed to a rise in the review the background of individuals before number of women travelers and better financed taking anyone on a voyage. Thus, undoubtedly, youth with brighter economic prospects –who you will be going with people who you will choose to explore new destinations in the have a gala time with,” she explains. comforts of their own selves. Shefali, though, Another attractive feature of the website thinks that the concept of solo travelling is still is that you can add your pictures to share taking baby- steps in India and has a long way your experiences and othto go. “Solo traveling is at ers can view and share it too. nascent stage in India, howSHEFALI “The organization arranges ever, it is the fastest growFounder, Wetravelsolo.com a trip where they cover all ing market and so far as its the experiences of the zone/ share is concern, it is still area you are going to. Also on its journey to capture a “A lot of our clients the correspondence doesn’t large share,” explains Shefali. are those who have end here, individuals can She tells us that “youth is the returned to India chat on their outing groups after completing their most target oriented market too,” informs Shefali. being witnessed by the solo education abroad and The rising interest has traveling industry.” are, now, exploring brought clients from differOne expects that in a fastthe thrill of solo traveling with us.” ent profiles and geographies paced life such solo advenof India in search of an expetures will become an imporrience. However, most of the travelers hail tant part of self-realization and a way to connect from metros, and are well to do professionals. with one-self. Shefali certainly concurs on this.

“Some are entrepreneurs and some are college On whether she thinks there is a market for it in students too,” we were told. “ Moreover, a lot the future, she says, “Definitely Yes! So far as the of our clients are those who have returned to feedback we have been receiving by our clients, India after completing their education abroad solo traveling is turning to an addiction to many and are, now, exploring the thrill of solo trave- of them. No wonder, solo traveling aids to reviling with us,” she says. Another interesting talize yourself. It is enabling people in boosting concept that is finding traction is that of ‘tro- their self-confidence which is ultimately helping cialising’ which is an unconventional way to a lot of people in self growth, be it personal of socialize and enjoy the vacations; it is being professional. The concept is growing big time liked a lot by many travel bloggers, column- today,” she concludes. ists and travel enthusiasts as it allows them to

By SHASHANK SHEKHAR August 2015 TourismFirst

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i n t er nat iona l NEW MARKET

otana, the leading hotel management company operating hotels across the Middle East, Africa, and South Asia is continuing its ambitious expansion plans with the recent opening of its first two properties in Istanbul, Turkey. Burgu Arjaan and Tango A rjaan by Rotana represent the group’s first foray into the European market.

Situated in the Maltepe district on the Asian side of Istanbul, Burgu Arjaan and Tango Arjaan by Rotana provide a tranquil haven from the hustle and bustle of the city centre. Often referred to as the lesser

discovered side of Istanbul, the cultural hub boasts an array of traditional food markets, elaborate palaces and charming waterside eateries. With a prime location near the coast of the Marmara Sea, the properties offer convenient proximity to the Prince Islands and the historical landmarks on the banks of the Bosphorus.

Boasting striking design elements, Burgu Arjaan and Tango Arjaan feature 319 fully furnished hotel apartments divided across two towers. Offering sleek furnishings and panoramic views, each apartment provides all the modern conveniences of a five star hotel property which make them the perfect option for families and long term guests.

REMEMBERING THE LEGEND

TOURISM BENEFITS

Rotana debut European property comes up in Turkey

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Conservatorium Hotel, Amsterdam celebrates Van Gogh anniversary with special package

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his year marks the 125th death anniversary of Vincent van Gogh (1853-1890) and the Van Gogh Europe Foundation has seized the opportunity to honour the famous Dutch artist with a

top-quality programme. This includes fascinating exhibitions, cycle routes, art events but also digital applications, etc. The activities will take place in the various locations where Van Gogh lived and worked during his life, and also in museums where his works are preserved, examined and displayed.

The Conservatorium, one of the iconic luxury hotels in Amsterdam, has also pitched in the anniversary celebrations and has created a special stay with an immersive Van Gogh experience. This exclusive package celebrates one of the Netherlands’ most revered artists and pays tribute to his life and 125 years since his passing. The common theme that has been chosen is ‘125 years of inspiration’. The idea behind is that the artist continues to inspire many people even today: no wonder that many surveys show that Van Gogh is one of the most popular artists ever.

CAPACITY ADDITION

Emirates’ eight daily London flight to be served by A-380

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mirates’ eight daily flights to London will all be served by the highly popular A380s from January 1st 2016, cementing the airline’s status as the largest international A380 operator into the British capital. An announcement to this effect was made early this month.

Combined with the airline’s double daily A380 services to Manchester, Emirates will offer 70 A380 f lights per week into the UK, more than any other country on the Emirates network. The third A380 into London Gatwick will replace Emirates flights EK011/EK012 from 1st January 2016, providing customers with a 22

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consistent A380 experience no matter what time of day they travel.

“The deployment of a third A380 to London Gatwick now means that travellers to and from London can enjoy our world-class A380 on every f light,” said Hubert Frach, Emirates Divisional Senior Vice President, Commercial Operations West.

Emirates has steadily grown its London A380 operations since first deploying the aircraft on a scheduled service to Heathrow in December 2008 – the second A380 destination to join the airline’s network.

Suez Canal expansion kicks off

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arly this month, the ex pansion drive of new Suez Canal in Egypt was inaugurated amidst an unprecedented festive atmosphere which also included the participation by representatives of many countries. A high delegation from India headed by Nitin Gadkari, Union M inister of Shipping, Road Transport and Highways attended the inauguration ceremonies on behalf of the Indian Prime Minister Narendra Modi.

According to Ismail Amer, the Egyptian Tourism Counselor in Mumbai, there would be multiple positive effect of the new canal on all economic sectors including tourism. “Not only for Egyptians sake, but also it is considered a gift from Egypt to the international sea cruise industry as it will permit larger sea cruises to make longer trips between Europe and further western countries from one side and Asia and further eastern countries from the other side in a shorter time and with a less cost,” Amer said. He also expressed hopes that the new product would help in augmenting number of Indian arrivals too in the near to medium run. According to Egyptian tourism statistics, Indian tourist footfalls to Egypt have increased over the accumulative period January – June 2015 by 35% compared to the same period of the last year and there is a scope of further momentum building during the winter season.

i n t er nat iona l

Chocolate Festival

Oktober Fest

Wine Walk

San Francisco set to greet visitors with unique cultural events

San Francisco, one of the premier tourist destinations in the US, has made elaborative plans to keep the visitors in high spirits with unique cultural and entertainment festivals unfolding in the next two months. Here are the details.

Ghirardelli Chocolate Festival 2015 (September 12-13) A unique sight for all chocolate lovers, the Ghirardelli Festival hosts over 50 vendors, culinary demos by top dessert professionals, a Silent Auction, and the popular Chocolate & Wine Pavilion. The best part? 100% of the profits from this event are donated to San Francisco non-profit, Project Open Hand.

San Francisco International Dragon Boat Festival (September 19-20)

Nearly 100 dragon boat teams and 2,500 paddlers from across North America will race the 500-meter course; festival also features entertainment and children’s activities.

This two-day, admission-free festival has grown to include a colossal offering of cultural activities, games, creative arts, crafts, exhibits, entertainment, live dance and music, performance and immersive experiences for both kids and adults in a family-friendly space.

Oktoberfest by the Bay (September 25- 27)

Celebrating in the true tradition of Munich's famed festival, Oktoberfest by the Bay will include non-stop music, singing, dancing and the very best in German food a nd d r i n k .

The Chico Bavarian Band and the Internationals provide live music for the duration of the event. Also including Deutscher Musik verein of San Francisco.

Oktober fest t raditionally starts in the third weekend in September and ends the first SunHorse Show and Rodeo d ay of Oc tobe r.

This year the 19th Annual Kaiser Permanente San Francisco International Dragon Boat Festival has much in store for everyone!

This event takes place with over 110,000 square feet (4 football fields) of entertainment space; Pier 48 is located on the San Francisco Waterfront across the street from AT&T Park.

The 6th Annual Union Street Wine Walk (October 8, 2015) The 6th A nnual Union Street Wine Walk Tasting event will be located throughout Union Street from Gough to Steiner and on Fillmore Street from Union to Lombard and will include restaurants and merchants offering hors d'oeuvres and wine samples.

The Union Street Wine Street Walk is an ideal event for wine enthusiasts offering opportunities to expand one's knowledge of wine while strolling the street and enjoying the hospitality provided by local merchants.

The entire event is free to the public. Attendees wishing to participate in the sampling program may purchase on-site tickets for $30.

The Grand National Livestock Exposition, Horse Show and Rodeo (October 16-17, 23-24) The spirit of the old west is still alive and well in San Francisco Ca l i for n ia. T he 2015 Gra nd National Livestock Exposition, Horse Show and Rodeo continues its western tradition with the PRCA Rodeo at the Cow Palace for two action packed weekends.

For over 70 years the Grand National Rodeo, Horse Show and Livestock Show has been t he West 's most prest ig iou s western lifestyle event attracting thousands of participants and fans from 7 western states.

The exhibitors and participants have flocked year after year for the coveted Grand National Champion awards. The attendees have returned to witness the best livestock, cowboys and cowgirls the west has to offer.

The Grand National Horse Show is one of the most anticipated indoor equestrian events in the west. The AQHA Horse Show runs Thursday October 16th through Saturday October 24th. Livestock Show exhibitors will enter their best stock competing for top prize money and the holy grail, the honor of showing a Grand National Champion.

3rd I Film Festival October 22-25 and November 1 (PALO ALTO) 3rd i’s programs culminate each year in the San Francisco International South Asian Film Festival (SFISAFF) – an offering of the best independent cinema from South Asia and the Diaspora.

The oldest South Asian Film Festival in the United States, 3rd I’s six-day festival is the premier showcase for documentaries, shorts, narratives and innovative and experimental visions that exemplify the best Indie films – and there’s also a dash of Bollywood!

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tour ism connect

Wimbledon

THIS ICONIC SPORTING EVENT IS ALSO AN UNPARALLELED TOURISM DRAW FOR LONDON, YEAR ON YEAR

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tour ism connect falls from overseas markets. Various global experts do admire Britain’s ability to harness the tourism potential of its big-scale sporting events by meticulous planning and Wimbledon certainly figures in that list of shining examples.

Plenty of tourist attractions around Wimbledon A close examination of the evolution of Wimbledon underlines in no uncertain terms that the larger strategy has been two-pronged: firstly, ensure that the positioning of Wimbledon as the “Mecca of Tennis” is sustained on a permanent basis and secondly, it should be strongly linked with other tourism assets of the country. Lying just 6 miles south of the center of London (world’s top notch metropolis destination in the world today) has been a major contributory factor to this strategy. To those who have not been on the ground to see the engaging grappling on the grass-court may be tempted to believe that Wimbledon is all about tennis. But anyone who has enjoyed the experience of being in the stands will tell you that Wimbledon has plenty of sideways offerings with the tournament being the main draw.

To begin with, adjacent to the main stadium is the world famous Wimbledon Lawn Tennis Museum which apart from a multiple of exhibits also give the visitors the experience of visiting the CentreCourt360.

Apart from experiencing the thrill of being in the middle, it is quite an experience for tennis enthusiasts to visit the dedicated gallery in the museum to see the collection of past trophies. The museum also boasts of a huge collection of related memorabilia dating to the inception of the game – something which no other tennis museum in the world offers.

Wimbledon Park is another popular product which has a dedicated section for an annual music festival. The Wimbledon Village which lies between the Common and the town centre itself is a great tourist destination with its period buildings, stylish bars, antique shops, etc.

The location is endowed with some famous art galleries and for those who would like to indulge in sporting activities, there are ample avenues to play golf or horse riding.

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espite the existence of four well-structured grand slam tournaments, a popular belief in the world of tennis is that you haven’t actually made it to the top league if you have not succeeded in Wimbledon – world’s oldest tennis tournament which had kickstarted in 1877. With a history of over 125 years now, the tournament is considered to be the most prestigious tennis event and is held at a truly mega-scale.

An epic-scale tournament The tournament which runs for nearly two weeks today brings contestants from around 60 countries and draws thousands of spectators from all over the world. According to an estimate, about half a million tennis enthusiasts f lock to Wimbledon every summer, 20 percent of which is accounted for overseas visitors. And this number has been growing steadily. If one has to understand the scale at which this tournament plays out, there here are some statistical testimonials. At Wimbledon 2015 (27th June-10th July), about 39000 spectators were present in the ground at any point of tournament, and a strong management staff force of nearly 8000 personnel served 350,000 cups of tea and coffee,150,000 bottles of water, 130,000 packets of lunch during the course of 662 matches (cutting across various categories).

In tourism sense, Wimbledon is clearly a major asset for Britain which has successfully mastered the art of drawing crowd with its mega scale sports event offerings. For instance according to an estimate, the popular Soccer English Premier League had triggered a staggering 9,00,000 movements last year which also included considerable foot-

Enhancing visitors’ experience It’s a sum total of these products which add to the appeal of Wimbledon as a destination with multiple deliverables. And to cater a holistic, authentic experience to all visitors who are mainly pulled by the center court magic, there is a whole range of meticulously planned services.

To avoid the rush on the streets as the tournament peaks every year, the local authorities advise visitors to extensively use public transportation which are linked to the Wimbledon Tours package. The visitor does not need to shell out any cash to buy ticket anywhere, a common oyster card facilitates his movement all through the course of the trip. For majority of visitors heading for the stadium stands, special Wimbledon-themed arrival hubs at Wimbledon train station and Southfields tube station are deployed which simply enhances the arrival experience of the visitors. There are special services for the physically disabled spectators too. To cater the quintessential feel of watching the greatest tennis tournament unfolding before your eyes, the organisers in the recent years have also introduced Wimbledon iPhone and Android app that allows the users to easily access the content that suits his interest. The apps provide comprehensive mobile coverage of The Championships through real-time live scores and results, news, live blog, photos, live video and radio (Live @ Wimbledon), video highlights and much more, making them the ultimate Wimbledon companion. Nothing surprising with so much efforts going into making Wimbledon a grand success year after the year, the tournament not only continues to retain its numero uno positioning but also contributes significantly to the tourism business of the country.

By RITWIK SINHA August 2015 TourismFirst

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Seeking solutions for the next level in tourism in India.

Following a policy direction, suggesting an action plan.

There are winds of change for Travel and Tourism. How will infrastructural changes and product upgrades impact India’s Tourism? Can Tourism become a Driver for the Indian Economy? For long we have been at the receiving end. Is it time to look for a paradigm shift? And how?

Outside tourism vertical, what factors can influence its growth and how? Reflections from former Secretaries/ DGs and senior officials of Tourism. How Airports can stimulate tourism growth. The India story so far? How each of our tourism verticals can leap frog to create a new level of experience? The lure of Cinema in Marketing of Tourism, Indian states need to be more active. Does India need more tourism products? How can Hotels and Hospitality Drive Tourism across the country? How can Make in India work for Indian tourism? What should be the next version of Incredible India?

TOURISMFIRST ORGANISED A ONE-DAY CONCLAVE OF A CROSS-SECTION OF LEADERS IN THE BUSINESS ON 27 JULY, 2015 AT INDIA HABITAT CENTRE, NEW DELHI

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INAUGURAL SESSION 28

TourismFirst August 2015

Tourism means a lot for our government.

The prime minister himself finds it very important because it is now linked to our other larger national goals – employment generation, community development, women empowerment, etc.

This is an opportune moment to forge a strong partnership between the government and the private sector to take the tourism sector to the next level.

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INAUGURAL SESSION

We are all aware that Indian tourism is at a critical juncture. And that it should be redefined. Our draft tourism policy is a step in that direction – we intend to add vibrancy to the sector with the changing environment. DR. MAHESH SHARMA “We will take all bright ideas to the logical end” Dr. Mahesh Sharma, Tourism Minister We are all aware that Indian tourism is at a critical juncture. And that it should be redefined. Our draft tourism policy is a step in that direction – we intend to add vibrancy to the sector with the changing environment.

I will urge all stakeholders to actively participate in the exercise of new guidelines formulation. You have been part of the industry for decades and I am convinced that you must be having plenty of ideas to share with us. Some of you may be gripped with the feeling that your suggestions will not be taken up seriously at the ministry level. On the behalf of the government, let me assure you that this apprehension is unfounded.

Tourism means a lot for our government. The prime minister himself finds it very important because it is now linked to our other larger national goals – employment generation, community development, women empowerment, etc. This is an opportune moment to forge a strong partnership between the government and the private sector to

take the tourism sector to the next level. This obviously entails upgradation at all levels and we are committed to play our bit in a pro-active manner. The private stakeholders also need to contribute positively and come out with out-of-the-box ideas. I assure you all bright ideas will be taken to its logical end.

A strong partnership has become important to harness our vast tourism potential. We have an enviable tourism portfolio – 7500 km of coastal belt, deserts, wildlife, exotic rural tourism products, religious destinations, etc. Yet the share we have in the global tourism business is too low. We have to change the scenario.

India has to evolve as a round the year destination and enhance its share in the world tourism.

Ver y shortly a new tourism policy will be unveiled which I am sure will set in motion a new phase of structural growth for the Indian tourism industry. To fine tune our tourism marketing, we are also setting up a National Tourism Board (NTB). The broader idea is to address the key issues of both the domestic as well as international tourism segments and offer a progressive eco-system to all tourism stakeholders.

It is no secret to anybody that in PM’s foreign visits, he has repeatedly emphasised on using tourism as a bridge and we are doing our best to make the most of this opportunity. LALIT PANWAR Plenty of action on the platter Lalit Panwar, Former Tourism Secretary Indian tourism is definitely taking a new shape. The present government has made it clear that it is a high-priority area and our intentions to take it to the next level is well reflected in a slew of new initiatives which we have either implemented or are in the pipeline. There have been a host of new measures which have been framed by the present government to push our tourism sector in the new direction.

The initiation of e-TV (electronic Travel Visa) in November last year has clearly emerged as a game changer. I am happy to share with you that over 1,75,000 eTVs have been issued with American tourists being in the forefront of availing this facility followed by Germans and Australians. We are now also talking with the Home Ministry to expand the duration of the visa granted to the foreign tourists – from one month, single entry to 2 months and double entry.

You are already aware of the new tourism policy which will be unveiled shortly. This new policy will be taking the 2002 policy as the base and trying to incorporate new elements which are attuned to the changing eco-system. For instance, technological applications were not so powerful tools thirteen years back. But the new policy will take care of the interests of the recently evolved netizen class of tourists.

You are already aware that we are operating a dedicated 24x7 helpline service to help foreign tourists in any emergency situation. This service is presently available in four languages and on the world tourism day, eight more languages will be added to this service.

We have also signed tourism specific MoUs with most of the coun30

TourismFirst August 2015

tries which have been visited by the Prime Minister. It is no secret to anybody that in PM’s foreign visits, he has repeatedly emphasised on using tourism as a bridge and we are doing our best to make the most of this opportunity.

Within the tourism basket, promotion of domestic theme based circuits (like Buddhist circuit) is on the top of our agenda which will be an ongoing exercise in association with the state governments. To improve the conditions of our noted religious destinations, we have already initiated PRASAD programme with a corpus of `500 crore.

The tremendous thrust on tourism development is also reflected in the fact that it is one of the targeted sector for the ambitious “Make in India” programme.

It is heartening to note that some states are making great progress in tourism development. We have states like Madhya Pradesh which is developing new products and the new Tourism Unit Policy launched by Rajasthan has plenty of incentives for the private sector.

We are also in the process of setting up a National Tourism & Hospitality University under Central University Act. All the existing Indian Hotel Management Institutes (IHMs) will become part of it and we are targeting to commence the first academic session in July, 2017. Our renewed tourism focus is also reflected in the fact that the inter-ministerial committee on tourism which was previously headed by Principal Secretary, PMO will now be chaired by the Cabinet Secretary himself.

Our Incredible India campaign has been a major success in the past.

And now time has come for its second version for which we are talking to leading consultants. At the ministerial level, we are also trying hard to see that the flagship programmes of the government like NAREGA should also incorporate tourism infrastructure projects.

Taking rural tourism to the next level is a must because it is not an end in itself but means to rural development which is in alignment with government’s larger agenda S K MISRA Rural tourism is intrinsically linked to rural development agenda S K Misra, Convenor, Indian Trust for Rural Heritage & Development I must compliment the Ministry of Tourism for coming out with a comprehensive policy package in the form of new Draft Tourism Policy. This would be the third serious policy initiative since 1982 and the last one released in 2002 was remarkable for recognising the importance of the private sector.

The draft new policy which is slated to become a reality soon, however, goes far beyond in the scope in the sense that it will not be just laying some policy provisions but also prescribe a strong action plan.

Unfortunately, implementation of good policy intentions in the tourism sector has been our Achilles Heels in the past and we need to be extremely careful on this point. There is one area, at least, which I can pinpoint where despite immense potential and promises, not much difference has been really made. The segment is rural tourism and this vertical, by and large, has remained a non-starter because of our failure to connect at the community level.

During 12th plan period, an allocation of Rs 720 crore has been

provisioned for development and promotion of rural tourism. But not much action is visible. Earlier, about 107 villages were selected to be developed as model rural tourism projects but it is in 44 village units that some headway has been made. One is bound to ask, why there has been such a poor response? My answer is simple: selection of villages for the model rural tourism projects has not been proper. These villages should be in the vicinity of aviation hubs and major destinations. For instance, villages close to Agra, Varanasi, Jaipur and Delhi would be the ideal locations since the footfall is high in the anchor destinations and there could be some significant spin off to the nearby rural tourism products.

But rightfully choosing a rural tourism location is one part of the solution. It has be backed with a complete revamp of the eco-system in these places with adequate training to the locals vis-à-vis cleanliness and other required amenities which contribute to the experiential quotient of a product. We need to involve local panchayats and evolve an adequate monitoring mechanism as well as periodic evaluation procedures. Taking rural tourism to the next level is a must because it is not an end in itself but means to rural development which is in alignment with government’s larger agenda of the national social growth.

A major element of our tourism marketing is rooted in our heritage products and adding on culinary to this bandwagon will not be too difficult. SUSHIL GUPTA Culinary tourism can be a major addition to our offering basket Sushil Gupta, Chairman, Asian Hotels West It is no secret to anybody that Indian tourism offers a very diversified basket of products. At every 100 miles, you could well notice a change in culinary offerings or even attire. But despite having a formidable base of diversified products, we have somehow failed to make it to the top league of world tourism.

We have plenty of niche verticals within the tourism space which we need to aggressively promote now if we want to successfully respond to the core challenge of taking Indian tourism to the next level. Promotion of culinary heritage is clearly one such promising vertical. A major element of our tourism marketing is rooted in our heritage products and adding on culinary to this bandwagon will not be too difficult. This could well evolve as a major attraction for foreign tourists. A country like Brazil is also grappling with the issue of its tourism sector diversification and now has begun an aggressive promotion of its culinary offerings. We can easily draw lessons from what Brazilians are doing. I have no doubt in my mind that Indian culinary could emerge as a major draw. At the recently held Hannover Trade Fair, we had also organised an expansive treat of Indian cuisines for foreign delegates. And you would be surprised

to know that the next day, they were only talking about the Indian food. Time to tap this unique offering, therefore, has arrived and we should not miss out on it.

There are some other basic things too which need our urgent attention. Safety and security, for instance, have emerged as major challenges and somehow the country’s image has taken a dip on these fronts in the recent years. The government must expeditiously respond to these issues. According to a global ranking, India is abysmally placed at 106th slot on the parameter of health and hygiene even as our overall global tourism ranking is 36th.

We need a significant change in the scenario since health and hygiene are major considerations for foreign tourists. We should not be bogged down by the expenditure worries of creating spick and span amenities around our products which draw high footfalls. The users would not mind paying for them if it helps in giving them a better experience. Our Swachh Bharat Abhiyan is a good initiative and tourism must be linked to it.

My prescription of doing basics right also include positively tinkering with the existing tax structure. Our present tax structure for hotel and food industry is too compound and one of the highest in the world (at around 25-30 percent). It simply deters the middle class tourists. I am hopeful that when GST is finally implemented, a solution will be found and we will be placed in the lowest slab.

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For Madhya Pradesh tourism to go to the next level, we already have a formidable base. And the good news is: we are consistently adding to it, putting in new elements in our offerings basket. ASHWANI LOHANI We are pursuing all-round development in tourism sector Ashwani Lohani, MD, MPSTDC It is no secret to anybody that for the Madhya Pradesh government, tourism is a high-priority area. And we are pursuing an all-round development course to further invigorate our tourism sector. The approach is not only quantitative but qualitative too wherein the emphasis is on giving a much improved experience to the tourists coming to the state.

We are celebrating 2015 as “Visit Madhya Pradesh Year” and a host of new openings are in the pipeline this year. In 2016 (22nd April- 21st May), the ancient city of Ujjain will be hosting the mega Simhastha Kumbh which will result in a major incremental footfall of religious tourists not only from the country but from different corners of the world. We are making all arrangements to make this mega event a grand success.

For Madhya Pradesh tourism to go to the next level, we already have a formidable base. In the recent times, we have opened up a whole new gamut of tourism services – caravan, cruises, special buses, SEL shows, air taxi, some defining technology initiatives, training of coolies and taxi drivers for an improved experience to the tourists and developing new adventure hubs (Bhopal and Panchmarhi). We are also focusing on such basic amenities as improving signages, developing buffer zone tourism and setting up Rail Coach Restaurants on the lines of Bhopal

Express at other locations. We will soon have new rail coach restaurants in Jabalpur and Indore.

We are trying to introduce alternate/renewable energy projects in our tourism offerings and the country’s first off grid resort is slated to be unveiled in Madhai this November. Plus, we are creating two defining watersports destination at Sailani and Indirasagar. Our special initiative list also comprises building a package for Narmada Parikrama.

On the technology initiative front, there is a commendable list of new services. We have introduced a unique Mobile Phone Audio Guide service for the tourists. We are now toying with Occulus 3D VR technology to offer a new experience to the tourists. The trial for the basic 3D VR offering is currently underway at Udaigiri and Bhedaghat.

In our reckoning, Madhya Pradesh tourism has some hidden jewels and its time we unleash them in a major way. Some of the spotted new destinations which we intend to holistically develop include Padawali, Bateshwar, Mitawali, Dubhela and Bhedaghat.

Our all-round development approach also includes making the most of some of the defining social campaigns which have been set afoot by the present government at the center. We have already taken steps to link the “Swachh Bharat Abhiyan” with our tourism development programme and as part of this exercise, monthly cleanliness drive involving local stakeholders has been initiated at six centers- Bhedaghat, Orrcha, Maheshwar, Pachmarhi, Khajuraho and Sanchi.

From my experience, I can simply tell you that creating and running heritage properties involves coping up with all kinds of challenges. AMAN NATH We need to have our basics right to harness the heritage property segment Aman Nath, Co-Founder & Co-Chairman, Neemrana Hotels Heritage is a major pillar of Indian tourism and that makes heritage properties a strong offering. There are a host of consultants in the market who would tell you how to pursue heritage property projects.

But I am a firm believer of the theory that the vision statement should come from the entrepreneurs and not consultants. Could a consultant produce Kumbalgarh Fort telling the Maharana how 10 acres on the drop would be best protection, forgetting that the water source below could so easily be poisoned by the enemy? Or visualise Ellora Temple where 400,000 tonnes of stone were hand chipped from the mountain top, downwards to produce such a wonder?

From my experience, I can simply tell you that creating and running heritage properties involves coping up with all kinds of challenges – most of them systemic and deep rooted. The disquieting fact is that many state governments hardly seem to be sympathetic to our needs and demands.

Just to cite an example, our Tijara Fort Hotel in Rajasthan is ready for past three years and we are facing serious issues from the government machinery.

Forget about the value addition, there is an entire list of basic meas32

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ures which must be initiated urgently if we want to harness our heritage properties which are mostly created in a rural setting. To begin with, all heritage properties need proper road access. If possible, these unique offerings should also have the access to railways and airways to some nearby destination. They must have standardised signages without any interference from the PWD, the Highways Authority, etc.

We must also discontinue with the unnecessary permissions like NOC from the village Sarpanch.

More often than not, it only gives them the license to create obstacles for the heritage property operators every now and then. The state government must draw up clear rules for the use of heritage properties by senior officials of the region – the DMs and SPs- who also contribute to the local bullying factor. I will also strongly recommend to dissolve dual permissions from the center and the states to avoid the inevitable delays when unmotivated departments and bureaucrats are involved.

Unique experience to its visitors is the major calling card of all heritage properties and this would not be possible if same set of rules pertaining to hygiene and cleanliness are not followed in the surroundings as well.

It is imperative to set up same standards and penalties for heritage hotel operators and village panchayats vis-à-vis sewage disposal and treatment, village drainage, street pairing, lighting, etc.

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Recommendations for MoT

The Ministry of Tourism’s initiative to unveil a new policy has once again triggered the hope that after decades of dilly dallying, Indian tourism will be finally pushed to its duly deserving position of prominence. Besieged by “too much but too little” and “more things change, more they remain the same” feelings for years, the stakeholders’ hope this time, however, has a more formidable base given the positive signals coming from the government quarters beginning with none other but the Prime Minister himself.

In the past decade as Indian economy was witnessing decisive and significant uptick in several sectors, the common macro argument for tourism not faring well was: it can’t be the hard component of a hard economy that India has evolved after the initiation of liberalisation programme in 1991. However, we find a dramatic sea change in this position now. In the Prime Minister’s 5T growth mantra, tourism is an integral pillar and ever since this government has taken over, senior government functionaries have made it clear that tourism is now being looked as a vibrant engine for the future growth. That tourism is no longer a peripheral sector in government’s scheme of things is a great relief for this industry which is one of the largest employment generator in the country.

To gauge the mood of the tourism industry vis-à-vis the new policy and initiate a serious discussion on a possible action plan to push Indian tourism to the next level in the medium to long run, TourismFirst magazine recently organised Indian Tourism 2.0 conclave in Delhi at India Habitat Center. The day long deliberation saw nearly 40 speakers representing diverse verticals of the tourism business expressing not only their concerns but also fresh ideas which need to be considered to finally make it happen for Indian tourism. Some of these ideas are directly addressed to the Ministry of Tourism and they form part of our recommendations given below:

village selection to develop rural tourism 1 Right segment:

2 Involving NGOs on a larger scale:

vibrant segments from time to time. More than anything else, it keeps the interest of the end-users intact on a sustainable basis.

Yoga is one such segment which is once again talk of the world today thanks to the mega International Day for Yoga celebrations. The momentum is already there and the opportunity should not be lost in promoting yoga as the next big offering of Indian tourism. We need a well-structured programme initiated by MoT and supported by all stakeholders to make it happen. It is an opportune moment to declare some specific yoga destinations and create right kind of infrastructural support for these destinations. Same holds true of Indian Culinary. Despite being an integral asset of Indian culture since times immemorial, the domain has remained untapped. We are not even talking about them in our promotional campaigns. It’s time to change the scene and initiate mega-scale food festivals to make the world fully aware of our unique cuisine offerings. Equally important would be to take state governments on the board and encourage them to promote food streets in their high tourism density destinations based on standardised set of rules.

When it comes to offering authentic Indian experience, no other segment could probably be more effective than rural tourism products. It had drawn the attention of the government earlier too following which over 100 villages were selected all across the country to be developed as model rural tourism villages. However, the programme, by and large, has remained a non-starter due to some basic structural flaws. We need to select villages which are close to popular destinations. It would be easier to divert a modest chunk of traffic coming to the anchor destination to an attractive add-on like a nearby rural tourism product owing to easy accessibility. Right selection of villages has to be backed with a complete revamp of the eco-system in these places with adequate training to the locals vis-à-vis cleanliness and other required amenities which contribute to the experiential quotient of a product. We need to involve local panchayats and evolve an adequate monitoring mechanism.

If tourism has to spread its tentacles and get ingrained in the livelihood activities at the grassroot level, it would be advisable to make NGOs and civic societies strong partners in the implementation of the tourism projects. Presently, they are out of the stakeholders list but given their reach and positioning in the far-flung areas of the country, their inclusion could make a critical difference.

5 Structural integration of Cinema with Tourism:

3 Leveraging CSR programme for tourism benefits:

The introduction of CSR programme last year has certainly opened a new vista of funding for many social infrastructure requirements which went unattended or grossly neglected in the past due to financial crunch. The government obviously does not have money to pitch in everywhere. However, CSR programme in some way is projected to fill that gap. Among 11 set of activities which broadly come under CSR purview, there is one provision which directly benefits tourism – restoration of monuments. It is advisable that the ambit of CSR is broadened to include more tourism centric initiatives – improvement of wayside amenities, operation and management of the support structure of a tourism product, etc. Some states like Karnataka have begun making moves in this direction.

4 Making the most of yoga and culinary segments:

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A thriving tourism market has this uncanny knack of offering new

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When Mel Gibson starrer Braveheart was released in 1995, the global blockbuster had resulted in a staggering 300 percent incremental footfall to Scotland (where the film was mostly shot) the next year. And there are umpteen number of examples of this nature. Countries with tourism specific emphasis are making the most of this route since cinema is too strong a medium to connect to the world and ignite the interest of the global travellers. But we have largely remained oblivious to this dimension which needs a complete reversal now. We must dole out incentives (including fiscal rebates) to both domestic and international producers by forming a formal body like the Film Commission in the US. Some states like Goa and Delhi have undertaken some initiative on this front by providing single window clearance for the film production. But more states need to align with this idea since the synergy between cinema and tourism can bring incalculable benefits.

capacity should be an encompassing 6 Carrying norm:

For the first time, a policy framed by Ministry of Tourism has talked about bringing in carrying capacity norms for its tourism products and that is laudable. But the draft policy of the government has proposed introducing this norm for two set of

products – wildlife and eco-tourism. Globally, carrying capacity norms are increasingly becoming prominent responding to the larger sustainability concerns and there are studies to prove that every product has a tolerance level beyond which it begins to crack at the seams. It would be quite path-breaking if MoT also includes other 18 categories of tourism products and makes carrying capacity an encompassing norm for the entire tourism spectrum.

7 Promoting STZs in a big way:

Despite an impressive capacity building in the last ten years, Indian hospitality, by and large, remains an under-served market. There are serious challenges going ahead in terms of aligning the demand and supply projections. The hotel industry is besieged with a plethora of challenges – high land cost, high tax structure, cumbersome procedural clearances, etc.

These impediments are making the hospitality business unviable.

A possible solution lies in big-ticket promotion of Special Tourism Zones (STZs) which hold the promises of offering a win, win situation for all concerned stakeholders. For developers it means getting the land on lease (less capital expenditure) and under a fast delivery mechanism, for states they could be pockets for employment generation and consistent rental earnings and tourists would be getting everything under one roof in quite an experiential environment. In a small way, the union government has already given its approval to this concept by giving green signals to 20 such projects in the past and now the process could be further fast-tracked.

8 Forming a National Heritage Tourism Board:

Our heritage assets are clearly the main driver of Indian tourism but we have failed to harness its potential to the possible extent. There are a phalanx of agencies supervising for this class of products and they seem to be creating more confusion that solving the issues. It is advisable to bring into existence a dedicated National Heritage Tourism Board which should act as the nodal agency for every heritage tourism centric activity.

9 Creating a national tourism talent pool:

While tourism business is on an upswing in a quantitative sense, there is an acute shortage of manpower in the industry resulting in lack of professionalism so evident at all touch points. The fresh pool coming in the market are mostly from hospitality background but then one size doesn’t fit all. We need a robust tourism education and training environment which should create a national tourism talent pool preparing future professionals for different vertical of the business on a pan-Indian basis. We need to see a better alignment between Ministry of Tourism and state tourism boards on this front.

10 Doing away with basic bottlenecks in adventure:

Despite having so much to offer in the adventure segment, it is unfortunate that the world at large does not associate India with adventure. A small country like Nepal scores far better than India on this front. Security and accessibility remain the major long-pending concerns and they need to be addressed urgently now. The Ministry of Tourism can take the lead by convincing the concerned ministries to allow the use of satellite phones in remote areas. These remote adventure locations also need to be better served with helicopter services which adventure tourists demand.

11 Promotion of regional connectivity:

Though this does not directly fall within the purview of Ministry of Tourism, given the symbiotic relationship between aviation and tourism, the Ministry should impress upon the Ministry of Civil Aviation to give a big-ticket push to the regional connectivity segment in its

forthcoming policy. The future of several niche tourism verticals like wellness, adventure, MICE, etc. would depend largely upon the kind of shift that new aviation policy would facilitate from metro to emerging destinations.

12 Continuity of policy framework:

We need to have a regulatory regime which should ensure a relentless continuity of policy when it comes to implementation. Annual stock taking of the larger goals becomes imperative for an approach of this nature.

We can tweak the policy periodically in response to the changing dynamics in the market but the goalposts should be sustained at all cost irrespective of change in functionaries which is quite usual.

13 Consolidation of heritage base:

The bedrock of Indian tourism is heritage and in the rush to create new products, this driving segment should not be ignored. Several empirical studies in India clearly prove that heritage, culture and landscape are three primary reasons for tourist movement and traditionally other products have been built around them. There is a scope of further harnessing our heritage assets more with a fresh approach. The ministry must take initiative to upgrade the skill sets of guides at heritage tourism sites for better interpretation and communication.

The private sector should be given a larger chance to participate in the maintenance and management of heritage products which have not been tapped so far. To enliven their experiential deliverables, we may even resort to the strategy of inviting celebrity guests to lead heritage tours.

14 A well-defined strategy for promoting MICE:

A sum total of four separate business activities which trigger innumerable movement across the globe, many countries in Europe and also in Asia have shown the high yielding potential of this segment.

With 70 percent of events not exceeding an attendance of over 700 participants, most of the cities in India today have the potential to host them. Capacity is not the issue, the larger challenge is to promote them and position India as an attractive MICE destination. While bidding for mega-scale event will require government backing (as it happens elsewhere), state governments need to be sensitized to promote this segment in a big way.

15 The PPP projects should be comprehensive:

Several projects in tourism sector being implemented under PPP model are reporting troubles on the ground owing to non-cooperation of local authorities. Private stakeholders are at their wits’ end to deliver seamless experience which the project is capable of catering. Lack of accessibility and poor basic amenities in setting up these projects in far-flung locations are only further adding to promoters’ tale of woes. The scope of these PPP projects should, therefore, be comprehensive not only in expressing intent but more strictly when it comes to implementation.

16 Clear linkage with Make in India:

When Indian economy had registered its fastest growth spell between 2004-07, there were clear evidences of a significant increase in business travellers’ footfall and a substantial chunk had also spun into tourism. The Make in India now anticipates the return of similar growth climate and, therefore, we should not only be better prepared to encash the opportunity but also ensure that Indian tourism is promoted well as an integral linkage of programmes like Make in India and Digital India. Indian tourism should not be seen outside of the purview of these ambitious programmes which have lapped the attention of the world.

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If we are serious in our intent to take Indian tourism to the next level, it is important that product development and not PR should get the first priority. RATHI VINAY JHA Allow NGOs, corporates to participate aggressively Rathi Vinay Jha, Former Tourism Secretary Like every other sector, tourism in India too has its share of good, bad and ugly. No doubt, there are scores of positive developments around us pertaining to tourism development particularly when we look at pro-active approach of some of our states but there are some basic hassle points which are yet to be resolved. Some of them have been in existence for too long and have almost become part of our ecosystem. But you scratch the surface and you know that there are very critical questions waiting to be answered.

We are revisiting our tourism policy after a long time and this should strictly not be the case going ahead. The country can’t afford to have a static action plan for an evolving sector like tourism. I strongly believe that every policy package should be revisited at least after five years and all action plans should be closely monitored and evaluated on an annual basis. When it comes to tourism, I am also a strong votary of having a dedicated National Heritage Tourism Policy since we rely so much on our heritage assets.

Coming back to the issue of basics, there are some outdated norms.

We are so used to conveniently dub every visitor as tourist. But is it really the case? Do all foreigners come as tourists? The answer is no.

But no effort has been made to distinguish between leisure tourists and business travellers. Going ahead its important to have this distinction because it helps the stakeholders to prepare well to cater to aspirations

of different class of visitors.

When it comes to product portfolio, we say it ad nauseam – you name it and we have it. But have we done anything concrete to eliminate the bottlenecks pertaining to safety, security and hygiene? The issues which are basic building blocks of a tourist’s experience. On a more microlevel, can we honestly say that visiting Taj Mahal is a hassle free experience today? Do we even bother to ask our visitors to share their experience? These are the serious questions which remain unanswered and can’t be responded by flashing beautiful images of the country’s destination in our campaigns. We must focus seriously on the experiential quotient and stakeholders should work on this front on a war-footing.

I also strongly believe that the ambit of tourism sector’s stakeholders must be expanded to develop the larger connect within the country. I am baffled why Ministry of Tourism does not partner with NGOs to undertake projects at the grassroot level. They must be involved in the tourism development exercise. Similarly, the scope of CSR activities should also include tourism development as it could fill that critical gap in improving basic amenities and creation of new products. Karnataka government has made a beginning on this front and it deserves to be emulated on a larger scale.

If we are serious in our intent to take Indian tourism to the next level, it is important that product development and not PR should get the first priority. We also need a better collaboration between the center and the states and some of the states which have not made much headway in their tourism sector needs special attention.

With increasing focus on our wildlife and environment, carrying capacity has evolved as a major parameter all across the world in terms of management of our natural tourism assets. SHILABHADRA BANERJEE Carrying capacity norm should be applicable for all tourism categories Shilabhadra Banerjee, Former DG & Secretary, Ministry of Tourism The effort of the Ministry of Tourism to revamp the policy is truly praise-worthy. It is indeed a well drafted document with right intentions. The policy seeks a larger synergy between wildlife and ecotourism which in my reckoning is a remarkable move. Remarkable in the sense that it is probably for the first time that we are acknowledging the merit of facilitating restraint movements to permanently keep our assets in the fine fettle. In popular tourism parlance in the world today, this concept is called carrying capacity.

With increasing focus on our wildlife and environment, carrying capacity has evolved as a major parameter all across the world in terms of management of our natural tourism assets. In simplest terms, it is the scientific measurement of the tolerance of a tourism product. It entails an assessment to facilitate the level of human activity which a tourism product can accommodate without any deterioration – to the product itself and its surroundings which 36

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may also includes local community. As I said this is a scientific study based on the evaluation of four major determinants – physical (limiting the volume of tourists), economic, social and bi-physical.

Carrying capacity has become a major dynamic tool in the hands of tourism managers in the matured markets and there are empirical evidences to suggest that it is resulting in better management regime of precious tourism assets. Analysts, in fact, are even debating that it should be an all-encompassing parameter for the entire tourism universe. I feel there is a lot of merit in this line of argument and this is what the Ministry of Tourism should aim in its new policy.

The policy has suggested applying carrying capacity rules for the wildlife and eco-tourism segments but since the thought has already emerged, it would be quite pathbreaking if it brings in this norm all 18 categories of tourism products.

The Ministry of Tourism and the Ministry of Environment can jointly work on a guideline and then pursue it with the state governments.

I don’t think there is any need to emphasis the point that carrying capacity would lead to better management of our tourism properties which in turn will ensure better experience to the visitors. It should, therefore, become an integral part of our approach in the future.

I am a firm believer that with growing urbanisation in the country, heritage offerings will be more in demand since Indian urbanites will be looking for those momentary outlets from their messy lives. CHUDEN MISRA Don’t tamper with heritage Chuden Misra, Member Secretary, INTACH We are talking of creating the next version of Indian tourism. And in such deliberations we often come across an over-emphasis on creating new, contemporary products. But I strongly believe that we need to take a look at our traditional strongholds with equal focus and try to figure out a way to push them to the next level as well.

Let me come to my point straight. Heritage is the bedrock of tourism in India and it is an undeniable fact. In fact, several research studies clearly point out that heritage, culture and landscape are the three primary reasons for tourist movements in India. Other products in the country have been built around them. Heritage properties have this quintessential element of timeliness – the wonderful legacy of the past which we have the privilege to experience today and it will be passed on to the future generations. There is no gainsaying that the experience they offer is unmatched for tourists of all kinds. They simply make an appeal to your heart and soul. So my humble submission to all stakeholders is – please create as many new products as you want but don’t tamper with heritage. Rather we should be looking at sustaining their eternal appeal by improving the tangible services linked with experiencing our heritage assets. For instance, we should arrange for a battery of well-trained interpreters at the noted heritage sites not leaving the narration part of the experience in the hands of untrained local guides.

Heritage simply has an all- encompassing ambit. It has various intan-

gible components like Yoga, Sufism, etc and if we develop a sense of pride in them, they can very easily evolve as major tourism magnets in their own rights. Why can’t we create music hubs in India and why can’t we organise International Music Festivals in the country which will bring enthusiasts from all over the world. I am a firm believer that with growing urbanisation in the country, heritage offerings will be more in demand since Indian urbanites will be looking for those momentary outlets from their messy lives. Within the larger paraphernalia of heritage tourism, we can also develop some new segments like ancestral and roots tourism.

The good news is: some recent developments indicate that a larger consensus is emerging in terms of further harnessing our heritage tourism assets. For instance, the HRIDAY initiative is quite laudatory since it is for the first time that a focused programme has been launched to develop both the city and its heritage. Some big corporate houses too are now coming forward to contribute positively in the upkeep of our heritage assets. For instance, American Express India is now taking care of Bateshwar Temple in UP and Patna Sahib in Bihar.

Like many successful destinations in the developed world, we too need to strike a right balance between the heritage and contemporary offerings going ahead. The government must also make provision to allow private operators to use the heritage buildings for tourism purposes. Many centuries old unused buildings can simply be restored and turned into museums. To further spread awareness about our heritage offerings, we may also rope in eminent personalities to host the tours from time to time.

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The Ministry of AYUSH, in fact, is now working in close association with the Ministry of Tourism to aggressively promote as many as five ancient healing and wellness streams. JITENDRA SHARMA Tourism feeds into government’s grand design on yoga Jitendra Sharma, Joint Secretary, Ministry of AYUSH The world saw the spectacular sight straight from the Raj Path on 21st June in sheer awe. Initiated by our government, the International Day of Yoga was celebrated in as many as 190 countries. Critics may say anything but with a minuscule investment, we managed to create a sweeping impact all across the globe sending the message loud and clear that this much renowned ancient healing process will now also be a major bridge for us to connect with the world.

Within the government, there is a clear feeling that yoga is a sunrise opportunity with several linkages and tourism could well feed into our grand design to promote yoga. In fact, yoga offerings to international tourists will be bundled with our medical tourism basket since the latter will be the larger, base platform to draw medical tourists. It will be a leading segment in terms of our soul enriching experience offerings. After the spectacular success of International Day of Yoga, we have recently submitted a proposal to the United Nations (UN) to declare Yoga as a global intangible asset. It would be a great fillip to our drive to take yoga

promotion to a new level which quite obviously will reap rich tourism benefits in the future.

The Ministry of AYUSH, in fact, is now working in close association with the Ministry of Tourism to aggressively promote as many as five ancient healing and wellness streams – Ayurveda, Yoga, Unnani, Siddha and Homeopathy. Both the ministries have this common opinion that these five streams are capable to bring in large number of medical tourists from different corners of the world. And we are taking initiatives to translate the intent into reality.

Within our ministry, there is National Medicinal Plant Board which is supervising setting up of herbal gardens in many places in the country. I can assure you that some of these projects are very interesting and they will be large units capable of drawing tourists too. We already have a host of centers of excellence set up by our ministry which are providing services to both domestic as well as foreign visitors.

Our expanding services list obviously entails familiarising the world with our unique offerings and for this we have signed MoUs with many countries in the recent past. We are also setting up AYUSH chairs in some prestigious institutions across the globe. Within the country, we are contemplating a proposal to create medicinal plant conservation pockets in wild areas and they can be easily integrated with eco-tourism.

Improving the picture has the potential to enhance development outcome across entire spectrum including tourism. $1 spent on better sanitation delivers an average of $5 in social, health and economic benefits. DR. LALIT KUMAR Swachh Bharat will lead to Swachh Paryatan Dr. Lalit Kumar, Senior VP, Sulabh International Clean locations with good hygienic conditions are pre-requisites for tourism growth. You fail on these points and the results could be disastrous even if you have most attractive offerings in your tourism basket. We all know that our performance in maintaining cleanliness at our tourism sites in the past has been far from satisfactory.

The good news, however, is: we now have a well- structured, national level programme called “Swachh Bharat Abhiyan” which promises to fire up collective awareness and this bodes well for the tourism sector as well.

If the programme is pursued sincerely, it will also lead to “Swachh Paryatan”delivering incalculable economic benefits.

The biggest plus with Swachh Bharat Abhiyan is that it is evolving in the form of a social mission.

The core message which the programme underlines is: keeping your surroundings clean is everybody’s business. The entire exercise has an expansive scope not only in terms of better management of what we have but also expansion of our basic amenities base including sanitation facilities. 50 percent of India’s population lack access to toilets and this is a very serious shortcoming in terms of the kind of social infrastructure which we have created over the decades. Improving the picture has the potential to enhance 38

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development outcome across entire spectrum including tourism. A study clearly points out that $1 spent on better sanitation delivers an average of $5 in social, health and economic benefits.

As an organisation which has been in the forefront of building low cost toilets across the country for the last four decades, we find a lot of merit in the theory – “toilets first, temples later.” This theory has an underlying message for the tourism sector too. Our unique products may create best of impressions but what if the tourist does not find a neat and clean toilet in the surrounding? While our sanitation-centric endeavours have more been driven by social reasons, Sulabh has also undertaken some projects which are meant for the direct benefit of the tourists. Our largest Sulabh Toilet Complex has been built at Shirdi, Maharastra which draws thousands of pilgrims every day. This complex has the capacity of serving 50,000 visitors daily. We have created similar facility in Pandarpur, another religious site in Maharastra. Earlier, we had also signed an MoU with Archaeological Survey of India (India) and have built state-of-the-art toilet complexes in Agra and near Ajanta caves. These complexes have earned enormous appreciation from the tourists coming from all over the world.

The Swachh Bhart Abhiyan clearly is the right platform to further build on momentum for providing better sanitation facilities to all kinds of end-users including tourists. If we could pick up some strength in Swachh Paryatan, it would be a big boost for Indian tourism.

Global examples clearly prove that cinema can be linked to any tourism destination, bring in more recognition for it and the destination or the product can reap rich dividends for a long time to come. AASHISH SINGH Cinema and tourism linkage needs to be strengthened Aashish Singh, VP (Production)- Yashraj Films At a time when we are looking for new linkages for Indian tourism or new catalysts for its future growth, I think there is a strong case for aligning cinema and tourism. Global examples clearly prove that cinema can be linked to any tourism destination, bring in more recognition for it and the destination or the product can reap rich dividends for a long time to come. This is something which policy makers and film makers in the west have learnt quite well.

Let me explain this with a couple of examples – the benefits cinema can accrue to a tourism destination or a product. Mel Gibson starrer Braveheart (1995), a global blockbuster, was almost entirely shot in Scotland. And in the year immediately after the release of the movie, Scotland had registered a huge surge in the international footfall- to the tune of 300 percent. A large part of Four Weddings and a Funeral (a romantic comedy featuring Hugh Grant and released in 1994) was shot in a hotel in Great Britain. After the films’ success at the box office, the hotel was booked for three years.

In India, however, an effective policy is yet to evolve to push cinema and tourism together. In a general sense, we do not simply know how to support producers (both domestic and international) who would like to shoot their movies in different locations in the country. When

we shot a significant chunk of Dhoom 3 in Chicago in the US, the local administration had provided us with 30 percent rebate on shooting linked expenses. But was it an act of charity? Not at all, since there was a 15 percent appreciation in the visits by Indians to Chicago after the movie went on to become a blockbuster.

We seriously need to dole out incentives of the similar kind. We have so many attractive destinations and diversified products but when it comes to shoot on exotic locations, not too many international producers consider India. Some states like Delhi and Goa have set afoot single window clearance mechanism for producers in the recent years but that is not enough. I wonder what is holding back other states to follow this route.

Linking tourism with cinema will need a larger structural change and in my reckoning we can emulate the example of Film Commission in the US which was formed way back in 1940. It is a knowledge body which provides consultation to the producers helping them with all their production needs. Like them we also need to appoint Film Commissioner who will supervise the assistance to the film fraternity when they are reaching out to far flung destinations within the country.

With India emerging as a major market for Hollywood and there is an global buzz about our ‘Make in India’ programme, it’s time to facilitate greater synergy between cinema and Indian tourism which can draw a win,win proposition for all stakeholders. Nobody in the value chain has anything to lose.

The panacea probably lies in clearing the decks for dedicated Special Tourism Zones (STZs) in the country, especially in destinations which attract substantial tourists’ footfall. ANIL BHANDARI Time to seriously consider Special Tourism Zones (STZs) Anil Bhandari, Chairman, AB Smart Concepts Despite periodic hiccups, tourism sector in India has been consistently registering a positive growth trajectory. According to 12th plan projections, tourism sector is likely to maintain a robust annualised growth rate of 12 percent. This obviously entails demand for more hotel rooms – an area where demand and supply equations have not been in the right equilibrium. India presently has 200,000 rooms in the approved category and another 100,000 rooms in the unapproved category. According to an estimate, we would need additional 180,000 rooms to cater to 20 million tourists by 2020.

But it is no secret to anybody that expanding hotel room inventory base is not an easy process in India.

This is a highly capital intensive business. The land cost is exorbitant and there is no approved land for the hotel construction. A hotelier has to combat with a phalanx of restrictive building laws and has to seek as many 50 approvals to create a hotel from the scratch. The process, in simplest terms, is extremely cumbersome.

In my reckoning, the panacea probably lies in clearing the decks for dedicated Special Tourism Zones (STZs) in the country, especially in

destinations which attract substantial tourists’ footfall. A Tourism Zone is a tract of land with defined boundaries for developing an integrated tourism complex with prescribed carrying capacities offering a host of facilities and they also maintain the environment and retain the culture of the destination.

There could be facilities galore for the tourists coming to these integrated zones. They will have hotel units across various categories, convention centres and amphitheatres, food courts, shopping malls, amusement parks, wellness centres, etc. These zones can be set up under PPP model and the government can offer land to developers on a lease basis to create hotels and other facilities.

Such an integrated unit will simply offer win, win proposition for all stakeholders. For investors, it would mean lower capital investment (since the land will be transferred to him on a lease model with all approvals), a single window clearance process, and some fiscal benefits in the form of tax holidays. For the states, it would result in higher capital inflow, increased employment opportunities, and a sustainable income by leasing and taxes. For end-users or tourists too, there are benefits galore. They will be offered all facilities and services at one place (with competitive pricing) and they will get to experience a clean and regulated environment.

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The opening up of new airports after 2005 saw the old taxis giving way to the smart fleets by the private operators and this was the major point of integration between tourism and car rental business. RAJIV VIJ Self- drive rental service can promote tourism in a big way Rajiv Vij, MD, Carzonrent Nobody would dispute the fact that roads play a critical role in the tourism business. By the virtue of being arteries of a nation, they lead the tourists to the remotest destinations and let them have that quintessential feel of the location. This is a trend worldwide and India is no exception.

The big-bang emergence of the car rental business in last one decade in the country is closely linked with tourism. It has not only been supported by the rising tourism sector but also supported it by bringing in an improved experiential quotient. From our standpoint, we can see a strong mutual feeding trend. The opening up of new airports after 2005 saw the old taxis giving way to the smart fleets by the private operators and this was the major point of integration between tourism and car rental business.

The domestic car rental segment has now matured to the extent that today it can cater to tourists’ road linked travelling requirements with myriads of options. There is personal ground transportation services, local point to point taxis, intercity cabs or even limousine services for the high-end tourists. In all noted destinations, these rental services are available in a 24x7 mode.

A major element of the car rental growth story in India is the growing emphasis on technology. This is something which particularly makes an appeal to international tourists who are well exposed to the seamless applications while travelling on the roads. Tourists clearly want techno-

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logical support in terms of safety, reliability, easy booking and payment, etc. from the car rental operators and this is what the leading players in the fray are trying to do. Even in an evolving market like India, the credibility and reputation of a car rental operator is not built on the basis of his fleet size now but it is linked more to the technological strengths he has picked up and resulting deliverables to the customers.

This could well be the early hours of the association between the car rental business and Indian tourism.

But I would like to believe this linkage will further consolidate with the arrival of new, innovative offerings.

For instance, the self-drive segment could go a long way in promoting Indian tourism. For long, we have been believing that this may not happen in India but there are some initial signs of a possible surge in the coming years. In the west and other matured markets, self-drive options (exploring on your own) is a major attraction for a substantial chunk of tourists and I expect this segment to take off in a major way. Many operators in our line of business have begun preparing for it. This would usher in new applications, for instance, keyless technology.

An international traveller after coming out from the airport can simply pick up the car from the directed parking space and move out on his own. These will be code operated cars and will not need keys. It could be a new thing for us but international travellers are well exposed to such functionalities.

Needless to say, it gives a new dimension to the whole travelling experience.

I also expect Indian car rental operators to significantly contribute to the larger sustainability issues in the coming years by promoting car sharing and car pooling segments even while catering to tourists.

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BUSINESS SESSION 3

The story is quite interestingly poised. The industry is waiting for the new policy which needs to progressively pave the way for the long term growth of the sector. KAPIL KAUL What happens in next 12 months will determine next two decades of Indian aviation Kapil Kaul, Director, CAPA India When we talk of connectivity, we are quintessentially talking about linking people and freight to destinations both within the country and outside in the world. And that makes transport infrastructure a critical component for anykind of national growth objective which has a bearing for all its sectors. There is no gainsaying that the future of Indian tourism too is intrinsically linked to the transport infrastructure and I notice some serious challenges across the board which also includes aviation.

But first, let’s take a look at the broader infrastructure picture. It is no secret to anybody that there is a larger infrastructure deficit across the spectrum in the country and this gap is significant. For both the policy makers and stakeholders, the moot question is: what drivers can actually bridge these gaps? Going by the 12th plan (2012-17) projections, the country needs a staggering $1 trillion of investments in infrastructure alone to reduce the deficit. Out of this, a significant chunk is for the facelift of the transport infrastructure – $350 billion as per government’s estimate.

The government is expecting about 50 percent of this investment from the private sector. But will this fructify? Only time will tell.

As far as aviation sector is concerned, our story is quite interestingly poised. The industry is waiting for the new policy which needs to pro-

gressively pave the way for the long term growth of the sector. In that sense, it is a critical juncture. And that is why I believe that what we do in the next 12 months will determine the future of Indian aviation over the next two decades. Today, we can claim to have six world class metro airports and 35 non-metro airports. But this would be not enough to cater to a unconstrained demand cycle that lies ahead. By 2025, our domestic passenger volume is slated to shoot up to 280 million and international traffic would be in the range of 120 million. So what we are basically looking at in the next one decade is a massive multiplication of passenger volume over the present base. No gainsaying it entails transformational airport capacity addition (existing or new). The big question is: how will this happen?

How enthusiastically will the private sector participate in this capacity addition exercise? What kind of supportive financial regime will be there for the private sector participation? There could be infrastructure players from the private sector who will show willingness to create the base before demand actually comes in. But I don’t think, the current risk and reward formula will work. The government is now talking of reducing airport charges since such demand is there from several quarters. But will that leave enough money in the hands of existing private operators to invest further for capacity addition? Such questions will have to be answered.

We have some serious challenges on the market access front too.

And we are yet to come out from a restrictive regime for our own carriers to expand their wings. It will be very critical to resolve these issues urgently to take Indian aviation to the next stage.

Our ministry has now decided to set up world class wayside amenities at every 50 km on either side of the National Highways. This scheme will be unveiled shortly and we will be spending Rs 600 crore in the current fiscal. ALKESH SHARMA Highway development plan has a tourism component too Alkesh Sharma, Joint Secretary, Ministry of Road Transport & Highways The Ministry of Road Transport & Highways is well aware of the critical role that roads play in promoting tourism. And as we get in an overdrive mode with our National Highways expansion exercise again after a brief spell of policy paralysis, we have a clear vision of creating better road amenities linking tourism hotspots.

But first, here’s a quick take on how our National Highways programme has fared in the recent past. In 2012-13, the total length of National Highways had stood at 79,116 km which went upto to 92, 851 km in the following year and further rose to 96,214 km in 2014-15. In 2015-16, our target is to add another 10,950 km and I am happy to tell you that projects for 10,000 km of road construction have already been awarded. So there is a perceptible momentum in expanding our highways network.

As I said earlier, tourism considerations are now an integral part of our highways development programme and this is well reflected in a host of initiatives kickstarted in the recent past. For instance, we have 42

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come out with a special scheme for NH development in the backward areas and places of tourism importance covering 6000 km length. We have plans to connect Char Dham, desert destinations in Rajasthan and ports in South India with good roads. We have a tourism committee within our ministry which has proposed improvement of these linkages with an investment of `3,500 crore. This will also include coverage of Buddhist circuits. We are aware of the major tourism density zones in the country and have plans to upgrade the roads connecting destinations there. As part of this exercise, the upgradation of Delhi-Jaipur stretch was initiated sometime back and now it will be finished by October end.

We also have a strong focus on improving the experiential deliverable for the tourists moving by roads in the country. For this, our ministry has now decided to set up world class wayside amenities at every 50 km on either side of the National Highways.

This scheme will be unveiled shortly and we will be spending `600 crore in the current fiscal. Our RFID based Electronic Toll Collection system “Fastag” is set to facilitate seamless movement of traffic on the highways and this will also help in enhancing tourists’ experience. Fastag will become operational on a pan-Indian basis before the end of the year. We are also coming out with a new policy on Green Highways.

The high ATF prices have been a pending issue for too long and I think the time has now come to resolve this issue considering the future challenges. AJAY MEHRA Holiday tourism will get a major push with improved regional connectivity Ajay Mehra, Managing Director, Air Bus India As we deliberate the core issue of how to take Indian Tourism to the next level, it is important to take into the account some of the positive elements. Incredible India campaign in the last decade was quite a success which had effectively positioned India as a tempting destination. In the last one year, the new government has upped the ante through big-bang initiatives like ‘Make in India’ and Swachh Bharat programme which are generating interests worldwide. The overall mood about India is positive and this is good news for our tourism sector.

Let me now turn my attention to my core area which is aviation. We all know about the criticality of the aviation business for tourism sector’s growth. The aviation sector in India, I believe, needs more focus and is in dire needs of a cohesive policy which should anticipate the unfolding scenario and should have solutions ready in time. For instance, I don’t understand this restriction in allowing new Indian carriers to fly abroad. They are talking of 5/20 rules (five years of domestic operations and a fleet size of 20 for overseas operations) but such a clause exists in no other country. I am told that when new aviation policy comes into the effect, the government would retain the proposal though with some modification. But will it serve any purpose? I am not sure.

The high ATF prices have been a pending issue for too long and I think the time has now come to resolve this issue considering the future challenges. Too much is being made out of the issue of compelling the airlines in the domestic circuit to connect far-flung, small destinations.

But from a national perspective it is important to have these kind of services. The world would have not known much about Khajuraho and Aurangabad if Indian Airlines had not taken the trouble of connecting these destinations decades ago. Kathmandu is another example of surviving despite a major natural disaster because it is on the world aviation map. In the recent years within India, we have seen the emergence of a destination like Coimbatore as a vibrant business hub thanks to the increased connectivity.

In India, a lot of time is being devoted to debate the proposition of becoming a major international hub. But if India and its major airports are struggling to become prominent international gateways, we can shift our focus to something which can be equally robust – in developing low cost airports which can give a major boost to domestic connectivity. With around 300 million middle class consumers in the coming years, the holiday tourism segment can get a major boost provided our new policy gives a major push to the regional connectivity segment. We need to have a vibrant regime for the operations of smaller aircrafts and must promote new regional airlines by allowing them to have their own hub and spoke model.

We will need a breakthrough, and we can subtly move in this direction by expanding the list of active airports in the country from 10 to 20-25 in the next few years. ASHWANI KHANNA The list of active airports await more inclusion Ashwani Khanna, VP (Delhi Airport), GMR Infrastructure It is no secret to anybody that airports and tourism business go hand in hand. Airport needs tourism to thrive and tourism needs airports to flourish.

Like anywhere else, we notice this symbiotic relations here is India as well.

From our consideration as an airport operator, India is primarily a domestic tourism market. The volume of international tourists’ footfall at the airports is still low. Domestic tourists’ volume is growing at a rate of 10 percent on an annualised basis and that is also compelling the airport operators to consistently improve on their services quality. Our Delhi hub has been recently adjudged as the number one airport in quality standards as per the findings of a prestigious global survey which had covered 260 airports all over the world. This shows our emphasis on delivering a quality experience to every class of travellers (including tourists) passing through our hub.

Going forward, the challenges would be manifold. There would be demand pressure and while fulfilling the quantitative requirements would be a key challenge, equally important would be to improve our services standard across the spectrum. The stakeholders will need to collaborate more closely and there has to be a definitive sense of pride in our endeavours to give better experience to our customers.

When it comes to aviation which, of course, is closely linked to tourism and vice-versa, one set of belief is that we need to massively enhance our infrastructural base considering the rising demand. I would, however, recommend that while capacity addition is an imperative, an equal emphasis would be needed to utilise the existing base. I firmly believe that our existing infrastructure can be utilised more. For instance, we have 140-160 strips in the country which are not fully utilised. India is a large country but it has only 88 operational airports out of which 84 are commercially utilised. But when it comes to traffic sharing, a majority of the airports are not performing at their optimal levels. About 10 airports in the country are sharing the burden of 85 percent of traffic and that explains the scenario.

We are not left with much options today. We have to give a major push to the regional airports and regional connectivity. The total daily frequency between Delhi and Mumbai airports today is 72. How many more flights can be introduced in this sector? It is not helping Indian tourism either. The solution, therefore, lies in developing regional routes. I know it would be easier said than done since we have not met with much success on this front in the past. But we will need a breakthrough, and we can subtly move in this direction by expanding the list of active airports in the country from 10 to 20-25 in the next few years. This exercise will definitely get the support from tourism sector as well since we notice a significant growth in medical tourism and charter operations to various non-metro destinations.

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BUSINESS SESSION 4

We fully realise the fact that tourism is an engine that comprises various verticals and they need to be strengthened to make the engine more powerful. SUMAN BILLA New Policy will change the rules of the game Suman Billa, Joint Secretary, Ministry of Tourism If you go through our draft tourism policy, you will notice a fresh emphasis on some of the verticals which though hold a lot of promises but going by the popular belief, they have yet to fire on all cylinders.

We fully realise the fact that tourism is an engine that comprises various verticals and they need to be strengthened to make the engine more powerful.

MICE is one segment which can be a big-ticket catalyst for the Indian tourism sector and our forthcoming policy will aim to change the rules of the game. To bring more focus to this segment, we have provisioned for setting up a National Convention Bureau at the central level and State Promotion Bureaus at the state level. Our collective target would be to bring some of the biggest conventions to India since they could result in significant incremental footfalls.

Cruise is another neglected area where we strongly intend to make a mark. We are looking at easing up the processes for cruise tourism particularly in terms of disembarkation at the Indian ports so that tourists can have more time at his disposal to experience the surroundings.

We are contemplating to provide electronic travel visa (e-TV) to cruise tourists as well.

The country has so much to offer in the adventure tourism space but the domain remains largely unutilised. The key challenge here is not only to increase the number of tourists but also enhance their average duration of stay. This obviously entails creating a lot of activities in and around adventure destinations for which we need active support of private stakeholders. Saftey/ adequate protection and insurance back-up are two major issues for the growth of adventure tourism in the country and we need to collectively resolve these issues.

The new policy will also have a major stress on environment protection and for this we intend to promote responsible tourism in association with all stakeholders. We are also aware of the fact that Indian rural tourism sector could be another vibrant segment which if developed properly can deepen the base of Indian tourism. But the process of developing rural tourism products has to be subtle – the critical point of community development must not be overlooked in our future endeavours. We have also identified preservation of our culinary heritage as a strategically important area and the new policy will pave the way for a structural regime for the growth of this segment.

A natural outcome of a sincere emphasis on sustainable tourism would be more products in the rural and experiential segments and this will only give a boost to our ability to offer authentic Indian experience. STEVE BORGIA India should look at itself as natural niche tourism country Steve Borgia, MD, INDeco Leisure Hotels Sustainable development in Indian tourism is a current buzzword but things need to be put in a larger perspective to understand how uniquely it can give an edge to our tourism offerings. It requires the thread-bare analysis of our heritage assets which could put us in a huge advantageous position.

India speaks in 2000 languages and writes in 50.

We taught the world the art of counting and introduced air mail to the world. Our holy city Benares is older than history itself. But somehow we have failed to appreciate the natural assets we have and in the past 100 years, we have probably indulged in abject destruction – historical monuments have been destroyed, artefacts have been stolen, cultures have been smashed and many villages have been lost forever. All these elements provide a base for making our tourism products unique. We may not realise that our common development models often destroys art, culture, heritage and ecology and that too very much at the grass root level.

But there is still plenty left in our kitty and preserve by prevention should be the core mantra to harness the intrinsic tourism possibilities. For everything, we should not look at the government but rather 44

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meticulously plan to make the most of our natural resources to cater the optimal authentic experience which we are capable of delivering.

At this stage, we certainly need a larger change in the mindset. As a country, India has to look at itself as a natural niche tourism country with phenomenal potential in the areas like art, culture, heritage, rural, yoga, meditation, ayurveda, etc. We have to sincerely imbibe the principals of sustainable tourism which is on an upward trend globally.

Sustainable tourism rules can easily be absorbed in all verticals of the tourism business including hospitality and this could create a world of difference in terms of deliverables – something which we have done with a fair amount of success in INDeco properties. You simply need to innovate, understand the importance of local art and heritage, should be responsive to the livelihood concerns of the local population, ensure the preservation and conservation of lifestyle, etc.

In my reckoning, sustainable tourism is the way to go and grow since it will become an effective tool for the larger national development. It helps in building a society that protects, cares, conserves, appreciates and sustains for a long, long time. A natural outcome of a sincere emphasis on sustainable tourism would be more products in the rural and experiential segments and this will only give a boost to our ability to offer authentic Indian experience. Believe me, majority of the tourists come for this more than anything else.

We have the ability and capacity to convert MICE business into a big-ticket opportunity. The solution lies in putting our act together, a better collaboration between the players in the value chain. RAJEEV KOHLI Our understanding of MICE business is sketchy Rajeev Kohli, Joint MD, Creative Travels The MICE segment offers huge business opportunity. But unfortunately our understanding of this vertical and its dimensions remain sketchy. The biggest mistake which we usually make is to consider it as one product. The reality is: it’s a sum total of four products, each of the four letters signifying a segment which is a separate product in its own right.

It is no secret to anybody that the MICE business has not taken off in a way which should be in tune with what we are capable of offering. 90 percent of conventions and meetings happening in India have below 1000 participation. I don’t think there is any city in India today which will not have the capacity to hold such events. Yet, the segment has not snowballed to become a major entity.

There is no doubt in my mind that we have the ability and capacity to convert MICE business into a big-ticket opportunity. The solution lies in putting our act together, a better collaboration between the players in the value chain. For this, we can emulate some of the best practices in the world.

In global marketplace, bidding for large-scale events are backed by the city

administrations or even countries. A country like Germany has developed mega-events which have become pillars of its economic strength as well.

We need to do something on the similar lines to draw people.

Opportunities for the growth of MICE business in India is tremendous. But we will need to bring in a new eco-system and the stakeholders will have to align with this. They must understand that MICE is different from leisure and, therefore, the specific requirements of the MICE clients will have to be addressed differently. You go to any global hotspot known for its events prowess, and you will notice stakeholders catering to the MICE clients speaking in a different language. Their entire mode of services is specifically meant to suit the necessities of the MICE customers. We will also have to draw this line while catering to the MICE segment. It is as much important as creating physical infrastructure.

Globally, India is considered to be a new economic power which is a big plus in terms of the required pre-requisite for emerging as a prominent MICE destination. But somehow the world has not bought the theory that India could be a great destination for MICE activities as well. Among international destinations, the UK is our second largest source market but MICE supply is very low. That explains the situation.

Its reversal would quite obviously take a lot from all of us.

It may sound a far-fetched idea but given the immense possibilities which are waiting to be tapped in this segment, I would even go the extent of recommending a robust cruise tourism policy. RATNA CHADHA Cruise segment needs special attention Ratna Chadha, MD, Tirun Marketing Cruise is another major tourism vertical in the country which holds a lot of promises. However, this segment has just begun cruising on the growth path and an analysis of the existing equations clearly underline that it needs to be carefully nourished with right policy prescriptions.

But first let me give you a sense of the global cruise tourism market which is quite enormous and could also subtly indicate how far an emerging cruise market like India could go. Despite cyclical economic pressures in the developed markets, the total revenue of the cruise industry has consistently grown between 2008 to 2015 (barring 2009 when there was a de-growth trend). The cruise industry had reported earning $27.6 billion in 2008 which is projected to grow to $ 40 billion (approx.) by the end of 2015.

Quite naturally, the volume of cruise passengers has also been on a rising curve – from 17.9 million in 2009 to the projected 23 million in the present year.

Now let’s look at the Indian cruise tourism story.

According to an estimate, the volume of cruise passengers from India is currently in the range of 130,000 – too small a share if we look at global cruise tourism volume. But the good news is: Indian cruise market has been growing at a modest rate of 7-8 percent in the recent years and it could further grow at 20 percent plus trajectory in the coming years provided we ensure deployment closer to home mostly coinciding with our peak travel months. Going by a market study, Indian cruisers typi-

cally prefer 2 to 5 nights sailing, generally travel as multi-generational families and friends, and they mostly look for value for money destinations. Weddings and religious groups are being looked as potential source for cruise tourism going ahead.

It is not only the growing interest of discerning Indian travellers (the country is estimated to have 3 million households with an investible surplus of $100,000) which makes cruise tourism a major potential vertical for the future. India is also endowed with some geographical advantages which can give a major boost to this segment. For instance, India has a long coastline and strong port positioning for local deployment. Proximity to popular cruise destinations is another major plus.

It may sound a far-fetched idea but given the immense possibilities which are waiting to be tapped in this segment, I would even go the extent of recommending a robust cruise tourism policy. It should specifically address the core issues pertaining to cruise tourism promotion like easing immigration, visa access and customs procedures; issuance of GLP’s on arrival; easing crew documentation and declaration; and standardization of processes across ports. We also need to significantly reduce port charges here, for instance pilotage is 30 times more expensive than several established European ports. The government should also dole out fiscal incentives for cruise operators. We also need a significant change in port’s operational framework, in India they are more skewed towards freight than passengers. To bring all concerned stakeholders in alignment, we may even create a body like CLIA/ACA. August 2015 TourismFirst

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We have been demanding from the government for a long time that satellite phones should be allowed in remote locations. We know it for a fact that international adventure tourists look at it as a serious shortcoming. MANDIP SOIN The world does not associate India with adventure Mandip Soin, MD, Ibex Expeditions Prime facie, India is a very fertile ground for adventure tourism. But somehow we have not been able to create the image of an international adventure tourism hotspot. The global enthusiasts usually do not associate India with adventure, they rather think Nepal and Himalayas.

Like other tourism segments, we probably also need a new eco-system to harness our adventure tourism potential. This would involve two-pronged approach: improving the quality of our management and doing away with some existing provisions which may not have any validity today. For instance, there should be a strict carrying capacity guideline for the volume of tourists visiting our far-flung adventure tourism destinations based on a realistic assessment of our management capacity. We can’t afford to emulate Alps here which does not follow any such rule. Just to cite an example, we must preserve the sanctity of Himalayas which is a hotbed of adventure activities. The sense of wilderness of adventure tourist spots has to be maintained at all cost.

To make India a popular adventure tourism destination, we must have an aggressive Brand Himalaya India campaign. At the same time, sincere efforts should be made to do away with the provisions

which are believed to be serious deterrents. For instance, we have been demanding from the government for a long time that satellite phones should be allowed in remote locations. We know it for a fact that international adventure tourists look at it as a serious shortcoming. Safety is another major concern in the mind of adventure tourists who would like to come to India. This issue again has been existing for quite long and the time has come that we seriously address it. We need sound helicopter services to pave the way for easy accessibility to remote locations. It is quite doable since it is not too capital intensive. We also need a comprehensive training regime for the personnel deployed in the field to assist adventure tourist groups. For this, the stakeholders have to come up and contribute with more structured education and certification programmes.

Structural issues apart, some serious operational issues have also emerged over the years which also need equal attention. When we talk of niche tourism development like adventure or eco-tourism, we are putting a lot of emphasis on local employment generation. This is a good principal but in many places, we are noticing some kind of unionism of local service providers resulting in bad experience for the adventure seekers coming from the distant corners of the world. We simply can’t afford to have this kind of attitudinal flaw in our services system if the objective is to draw more attention of the world to our unique adventure offerings.

Our culinary strength, however, has not significantly translated into any tourism centric benefit and it has largely remained a huge untapped area. ANDREW SALDHANA Culinary Tourism is a huge untapped area Andrew Saldhana, GM, Pre-Opening Services, ITC Hotels As we are deliberating the next version of Indian tourism, it is quite obvious that a major focus area would also be to spot new product categories which could be added to our offerings basket. And here I believe that culinary tourism deserves a serious consideration given the fact that cuisine has historically been a stronghold of Indian culture. I would go to the extent of saying that our unique cuisine story is as old as history itself which has been ratified from time to time. Portuguese had come to India in the 13th century in search of pepper.

Our strength in cuisine not only remains intact, it has grown manifold in the new age supported by innovations of all kinds. When it comes to the base structure, the culinary experts classify Indian cuisine offerings in six broad categories – north, south, south, east, north eastern and Himalayan. Our culinary strength, however, has not significantly translated into any tourism centric benefit and it has largely remained a huge untapped area. But the moment has now come when we should set afoot the process of letting culinary tourism grow and f lourish 46

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as an independent vertical. This will require a paradigm shift in our approach but the benefits would be manifold. I have no doubt in my mind that local and incredible cuisine is going to be the next big thing in the Indian culinary space and it could easily be linked to tourism.

Our analysis shows that the tourists mostly from the developed markets love to experiment with the local cuisines and by emphasising on it we are only creating one more point of attraction for them.

Developing culinary tourism will need conscious efforts from all concerned stakeholders. For instance, in the big-bang tourism promotion campaigns initiated by either the center or the states, we have hardly noticed any positioning of our culinary offerings. This needs to be rectified urgently. An important aspect of culinary tourism would also be street foods and our states having destinations with high tourists’ footfall also need to create adequate infrastructure for it. To promote this segment on a larger scale, the government may consider according the same status to culinary arts as it gives to dance, music, literature, etc. Furthermore, the stakeholders can also come together and plan international scale food festivals to promote Indian cuisine. Global examples prove that such festivals are a huge draw for tourists and often end up leaving a permanent impression.

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BUSINESS SESSION 5

We all know that the existing financial equations are not in the right equilibrium.

The writing is on the wall: unless investors do not get return on their investments, they will not go on pumping in fresh capital. K.B. KACHRU We need to put our own house in order first K B Kachru, Chairman, Carlson Rezidor India The issue of taking Indian tourism to the next level is intrinsically linked to the proposition of expanding our products profile. But while this is desirable, the larger feeling within the industry is to put our house in order first before we start introducing new products. If I specifically speak in the context of the Indian hospitality, the larger feeling is you can’t go on introducing new products if they are not financially viable. We all know that the existing financial equations for the hotel industry are not in the right equilibrium. The writing is on the wall: unless investors do not get return on their investments, they will not go on pumping in fresh capital in new projects. So this needs to be properly understood. While our hotel fraternity will like to go out and contribute robustly to the imagination of a new version of Indian Tourism, we will have to look at new ideas. Concepts like Special Tourism Zones (STZs) should be seriously considered.

There has to be a strong intervention from the government side and there should be proper communication between the central and the state governments to evolve a preferential real estate structure for important tourism assets like hospitality. At the same time, we have to recognise that gateway cities are very important. If we want to promote our tourism and if we want our inbound numbers to grow to 20 million, we need to address the catchment areas requirements since majority of tourists will travel through our gateways. If we are not equipped there and do not have a proper structure, we will never be able to succeed.

There is merit in the assumption that we urgently need to create an umbrella body for our heritage assets which can help in maintaining the integrity of a destination. Uniformity of taxes is another serious issue which must be addressed expeditiously.

It simply needs more government attention. We also need to examine what kind of incentives or disincentives should be brought in place for the states which do not follow the basics in terms of creating a positive eco-system for tourism.

Some states have been pro-active and brought in measures to ensure the safety and security of the tourists. But why can’t we have a policy which can make it mandatory for all states to set up special tourist police cell? The safety and security issues for tourists can’t be ignored at any cost. We all want to promote new destinations.

But we need to do them in a manner that is right and help us serve the customers with better services standard.

The government should also take a note of giving our Ministry of Tourism more power to enforce the basics. Lastly, it is crucial to shift our attention from international to domestic. International tourism is built on the foundation of domestic tourism. And, therefore, our primary focus should be domestic segment. But unfortunately we have not focused on creating infrastructure for it. We all talk about having a massive religious tourism segment. And I think, 98 percent of it is linked to domestic tourism. But what have we done for it? A place like Haridwar which gets 100,000 visitors a day don’t have sufficient accommodation infrastructure. The majority of the visitors sleep on the ghats. There are many such examples and, therefore, we seriously need to put our own house in the order first before anything else.

There is a clear lack of professionalism at every touchpoint.

Friendliness, courtesy – the most vital attributes in tourism services are missing and that is the larger perception. RAJ RANA We do not have a tourism talent pool Raj Rana, CEO, Carlson Rezidor India Since we are deliberating on the issue of pushing the envelope for Indian tourism, it is quite natural that a major point of attention would be the possible quantitative dimensions. Do we need new products?

That would be a moot point of any discussion of this nature. If I have to respond to this issue, my answer would be yes, though not at a massive scale. We may need new products which should be attuned to the changing times. For instance, it has already begun finding expression in the hospitality sector in a limited way. The stakeholders are aware that going ahead they will have to cater to a growing netizen class and, therefore, products suited to them should be there in the market. From hospitality standpoint, I would equally emphasise on finding more vibrant solutions for packaging.

But there are larger issues, in terms of the kind of management regime we have for the tourism sector in the country. We have a Ministry of Tourism (MoT) which is dependent on so many other ministries. If tourism is so important, then let other ministries commit to provide 48

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full-f ledged support to the Ministry of Tourism. The second thing is about creating an effective pan-global buzz at this stage. It could be another version of Incredible India or a new Namaste India campaign but we simply need an aggressive approach in marketing and promotion to take Indian tourism to the next level.

Apart from these, we have serious challenges on the manpower front. The demand for incoming travellers is growing. But do we have hotel freshers skilled enough to cater to this demand? The problem, in fact, is quite pervasive across the tourism spectrum. There is a clear lack of professionalism at every touchpoint. Friendliness, courtesy – the most vital attributes in tourism services are missing and that is the larger perception and the experience of our guests coming from the distant corners in the world.

We simply do not have a robust tourism talent pool and as a result hospitality graduates are deployed every where in the tourism value chain.

This is a very serious issue and needs attention of the stakeholders on an urgent basis. What is the point in creating new products when you do not have right kind of people to deliver right kind of services or experiences to your customers?

A heritage hotel has to be restored, converted and made operational to serve the clients which is more difficult than creating a normal hotel unit. RAKESH MATHUR We urgently need a National Heritage Tourism Board Rakesh Mathur, Director, CG Hotels & Resorts I don’t think anybody would dispute the fact that the primary strength of Indian tourism lies in its heritage assets. But today we seriously need a paradigm shift in their management if we want to harness their potential for the new emerging scenario for the Indian tourism.

There are a host of organisations involved in the management of our heritage assets and this, in my reckoning is creating more confusion. Time has come for the evolution of a more efficient management structure for heritage properties and we urgently need a National Heritage Tourism Board as an apex body which should also have Eco-Tourism Society of India as its member.

Given the prominence of our heritage offerings in country’s tourism basket, I would recommend a dedicated National Heritage Tourism Policy which should address the key bottlenecks. There are a host of operational and management issues. For instance, a heritage hotel has to be restored, converted and made operational to serve the clients which is more difficult than creating a normal hotel unit. There should, therefore, be a proper support system for them. It is difficult to understand why a heritage property 80 km away from Jodhpur has to pay same bar license fee as any unit in the main city. Land conversion charges for heritage properties can’t be at par with regular hotels. Furthermore, we need

regional skill centers since it is so difficult to find employable locals for heritage properties in most of the places.

In many states, we find government departments operating out of badly managed heritage buildings. What a waste of opportunity? These buildings can be simply turned into heritage properties and they could be major add-ons to promote the local tourism.

There is no end of anomalies which exist visà-vis heritage management. And that is why it has become imperative now to have a dedicated agency like National Heritage Tourism Board. It can work as an efficient co-ordinating agency dealing with stakeholders at all levels. It can deal with an agency like Archaeological Survey of India (ASI) which has not been very forthcoming on the proposals for starting light and sound shows in several monuments in the past. It’s a major attraction for tourists globally but a major missed opportunity for us. Every monument can give a wholesome experience if light and sound show is allowed but somehow it has not taken off in a major way.

The gap between policy and its implementation in the Indian tourism sphere is another serious issue. For instance, we have a well-defined Responsible Tourism code but nothing much has come out of it. The stakeholders continue to ignore it and an example of this general nonchalant attitude is reflected in the fact that our natural reserves like Corbett and Ranthambore are increasingly becoming wedding destinations. Is this how we intend to take our tourism sector to the next level?

Can hospitality development also be ingrained with the larger smart city programme? I haven’t heard anything on this front though it would be quite a positive step to support the capital intensive hospitality industry. SURESH KUMAR Accessibility and security are the key challenges for hospitality development Suresh Kumar, Managing Director, Fortune Hotels Some of the speakers here have pointed out how things have not changed much for Indian tourism in the last three-four decades with the general eco-system remaining challenging. I will tell you what has actually changed - the evolving customer expectation. But it has emerged more in the form of addition to the set of existing challenges because we have fallen way behind in terms of creating an adequate infrastructural base.

Hats off to some exceptional entrepreneurial drive which have resulted in creation of some unique products in the country. Ananda spa in the foothill of Himalayas is a glaring example of a destination property which has redefined the appeal of the location itself. Today, there are 10 MNC hotel brands and scores of sub-brands which have positioned themselves on the country’s hospitality turf despite challenges including serious financial viability issues. So do we need new products spearheaded by a more supportive regime? For instance, can hospitality development also be ingrained with the larger smart city programme? I haven’t heard anything on this front though it would be quite a positive step to support the capital intensive hospitality industry.

The response to the proposition of creating new hospitality products

is mixed if one examines some basic statistical facts. There are seven primary and 12 secondary destinations in the country. And 75 percent of Indian hospitality business is generating in this select list of 19 cities.

Out of this pool of 19 cities, there are trends to suggest that operations in terms of financial yield has begun becoming difficult in seven cities because of over-supply situation. So some kind of price war has already started between the operators in these locations. Does it leave the scope of more products in these high footfall destination? It’s not easy to answer.

With over 3/4th of the contribution to the Indian tourism coming from the domestic segment, the tourism industry by and large seems to be convinced that there is an entire set of new markets within the country waiting to be explored. Hospitality industry too shares similar sentiments and that is why our company has set up five hotel units in Gujarat and is expanding in Karnataka.

But there are two critical challenges which everybody in the industry is facing – accessibility and security. I may open a hotel in Dalhousie but how do I ensure to get clients for the property? Ensuring security at the local level is another major concern. Also closely linked is the manpower challenge. You may open a hotel unit in a far-flung destination but how do you guide the local workforce to get into the groove of a global organisation? Going ahead, it is the response to these issues which will determine the direction of new products development.

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Properties like Udai Villas Palace or Ananda are tough to create but they significantly add to your tourism profile and, therefore, there should be some kind of vibrant support system for such properties as well. NAVJIT AHLUWALIA Long-term assets can’t be created with short-term capital Navjit Ahluwalia, Senior VP (Development)Marriott Hotels India If we talk about the existing base of tourism products in the country, then we simply have miles to go. And this is not specifically in a quantitative sense but more in a qualitative sense, when we tend to indulge in an unbiased judgement of customer expectations and satisfaction. The gap is there both on the demand as well as supply side.

There is no doubt in my mind that Indian tourism has a holistic profile and there are fabulous offerings cutting across the tourism spectrum. We have products of all kinds and there are also some well-defined tourism pockets of excellence in the country. In my segment hospitality too, there are some landmark properties which galvanise the appeal of destination.

But are we, in a cumulative sense, capable of offering the right kind of experience. Just to cite an example, bicycle riding is very popular for tourists in many European countries and there are dedicated lanes for this activity. But can any tourist enjoy this experience on Indian roads?

We have hardly created that kind of eco-system.

Guided village trail, Orange County Coorg

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So from product perspective, there is a great opportunity in all noted segments be it MICE, religious, luxury, medical, etc. There could be no limit for growth if our basic structure is strong and there is a serious commitment to provide superior experience to our tourists.

With hospitality being a major pillar of the tourism business, the obvious question would be on the possible new product addition in the coming years. I am afraid, the scenario does not appear out to be too rosy. There are serious financial constraints and we do need to rectify it expeditiously. We certainly need new hotels and these issues can’t be delayed any further. Hoteliers would definitely want to create new products in and around emerging destinations. For instance, several new MICE destinations are believed to be coming up in the country and hotel companies would want to position themselves there. But the industry would definitely need a more conducive environment to operate. You can’t create long-term assets on the basis of short-term capital. We also need to see some decisive movement for creating destination properties. Properties like Udai Villas Palace or Ananda are tough to create but they significantly add to your tourism profile and, therefore, there should be some kind of vibrant support system for such properties as well.

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VALEDICTORY SESSION

An impacting concept has evolved and it would be very silly for us to sit back doing nothing. The concept is hot, getting the support from most of the states and it must to taken to the next level as a marketing force. V.K. DUGGAL Yoga can become a major asset for Indian Tourism V K Duggal, Former DG and recently Governor of Manipur Product diversification is definitely a critical rule in the tourism game and from my experience I can tell you, we are in a position to do that if tourism issues are first marketed well within the government than outside. A bit of innovation, a bit of collective effort and then we can dazzle the world with our unique offerings.

Take the case of Yoga. It can easily become a new asset of Indian tourism given the interest it evoked worldwide during the recent celebration of International Yoga Day which was spearheaded by India. When our prime minister had addressed the UN General Assembly and suggested a resolution for International Yoga Day, it was ultimately supported by 176 countries excluding India. This resolution also notched the distinction of getting fastest clearance from the UN assembly – in just 75 days.

So there is a clear renewed interest of the world in Yoga and it

needs to be harnessed. We have to derive an effective mechanism to seriously hardsell the message to the world that Yoga and India are synonymous. An impacting concept has evolved and it would be very silly for us to sit back doing nothing. The concept is hot, getting the support from most of the states and it must to taken to the next level as a marketing force.

The exercise needs a meticulous planning and a high degree of precision but it is certainly doable.

We can come out with a marketable, coherent, time bound programme and develop some noted yoga centric circuits in the country. We can even export yoga gurus to international hotels, cruise lines, etc. for its promotion. The lack of satisfaction and peace in the western societies owing to a host of social and economic reasons serve us with a golden opportunity to promote our ancient well-being tool. The timing is just right to do so. We will need a holistic marketing plan and could even rope in our globally renowned celebrities from the world of cinema, sports and other disciplines to join the high-pitched promotion drive of yoga. I would suggest the government to set up an expert group which will provide direction to this entire drive of turning yoga into a tourism asset.

Whatever we choose to do, we must do it well adopting international standards. In army they say, it is better to be a first rate Major than a third rate Major General. HABIB REHMAN A strong “Make in India” will have positive impact on tourism Habib Rehman, Former Director, ITC Hotels We all know that the time for the next version of Indian tourism has come. But while we put efforts to shape a vibrant future, it is imperative not to overlook the lessons of the past. I will touch upon our immediate past – period starting from 1990 as in 1991 the liberalisation programme was launched and it ushered in a significant mind shift in most of the sectors of the economy including tourism.

In 1990, our Foreign Tourist Arrival (FTA) figure was 1.7 million. That was the era when tourism sector was largely looked upon as an elite activity and five star culture was a bad word in the general lexicon. But tourism was also considerably benefitted by the opening up of the economy with the FTA figure progressively shooting up to 2.12 million in 1994, 2.65 million in 2000, 5.8 million in 2010, 7.5 million last year and it is likely to touch 10 million figure in 2018 and by 2020 it would further grow. So if you look at the possible growth scenario between 1990 to 2020, then the annualised average growth in FTA would be in the range of 7 percent.

And this is not a small number given the several jumpy spells due to external and internal factors.

But we have miles to go in terms of stepping up tourists’ footfall.

And this would obviously entail increase in investments in the major verticals of tourism. From my own experience as a hotelier, I can tell 52

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you that among all tourism businesses, the riskiest investment is in hospitality since it is an immovable asset. And, therefore, its issues need to be sympathetically considered by the policy makers. I feel that while hotel is a business of businesses, tourism is an industry of industries. You have all ministries connected to tourism and this strategic importance must be recognised by all stakeholders including the government. The measures like Kerala government banning liquor hardly holds any merit because tourists should have the freedom of choice.

As we collectively gear up to redefine Indian tourism, I would mention five critical areas which we need to focus upon. Firstly, whatever we choose to do, we must do it well adopting international standards. In army they say, it is better to be a first rate Major than a third rate Major General. Secondly, we need to indulge in a widespread awareness programme about our tourism assets starting from the schools to ignite that critical sense of belongingness. We also need to have an empowered structure where all stakeholders should be on board pitching in robustly with their respective responsibilities. To take tourism to the next level, it is equally imperative to have integrated infrastructure planning. For instance, our future smart cities must incorporate tourism concerns. Last but not the least, I would recommend the evolution of a very strong “Make in India” programme. During 2004-08, the fastest growing years of Indian economy, people who were visiting the country for business purposes were also spinning off into tourism. A strong “Make in India” programme will create the same effect.

When it comes to product development, private sector must do its bit and pursue the objective of giving a whole new range of experience. Product development should not be seen as government’s job. AMITABH KANT Tourism can be the biggest growth driver Amitabh Kant, Secretary, DIPP Before talking about tourism, let me emphasise on how the national economy is placed today and its key challenges. Tourism or any other sector for that matter will be driven by the national economic trends.

The critical challenge for us in macro-economic terms is to maintain a sustained growth trajectory of 9-10 percent for next three decades to create millions of jobs. If India grows at that robust pace, then everything else will happen including the desired transformation of the tourism sector which afterall is a sub-set of the economy. The solutions are clear in terms of how to sustain high growth rate pattern. The country has to become easy and simple place to do business by scrapping plethora of existing procedures. We have to accept the fact that we exist in a globalised world and we have to integrate ourselves with the new emerging trading blocks. And this simply entails opening our economy more. This government during its short stint so far has made a serious attempt to further liberalise its economy by paving the way for FDI limit enhancement in sectors like defence, railways, construction, etc. And the immediate results have been too encouraging – the FDI inflow in recent months have grown by 48 percent. This is credible since there are perceptible declining trends in the global FDI. There are plenty of positive trappings which strongly underline that India has the mettle to emerge as an economic powerhouse. We have become the third biggest country in terms of start-ups driven by the youthful entrepreneurial energy. The country has also emerged a major Research & Development (R&D) global hub. About 10,000 MNCs have relocated their R&D units in India and in the process they have created half a million jobs. India’s growth story so far has been on the basis of rapid strides made by the services sector. We now need to engineer a paradigm shift here – manufacturing has to become an equally strong point for us. In China, the global manufacturing powerhouse, the average wage is increasing by 13 percent annually and this provides us the chance to make a significant headway in this segment. In terms of

evolving as a manufacturing dynamo in the world, it is simply make or mar situation for us and next five-six years will be crucial.

Now coming specifically to the issue of giving a serious push to Indian tourism, I think some important steps have already been taken.

But there are other areas where we need to change the policy direction and also the approach of the stakeholders. The opening up of visa regime is a welcome move since we are a long-haul destination which makes visa facilitation a very critical factor. On the aviation front, we need to open our skies more infusing new vigour and dynamism. We must allow more carriers to fly in and out of India. In a globalised world, there is no such thing as a national carrier.

I do not subscribe to the theory of focusing on too many things simultaneously. We must focus on 6-7 circuits, five outstanding destinations first which can demonstrate our capability to expand our portfolio. We also need to take a fresh stance when it comes to opt for the vibrant marketing tools. We exist in a highly digitised and sophisticated world today and our major marketing efforts should be rooted in this medium.

When it comes to product development, private sector must do its bit and pursue the objective of giving a whole new range of experience to the travellers. Product development should not be seen as government’s job. New dimensions should be added to the ‘Incredible India’ campaign and the private sector must pitch in here too. Equally important would be to create a vibrant skill upgradation and training eco-system for the tourism sector.

The global tourism scenario is changing rapidly. 90 percent of Americans have travelled abroad but as against that only 5 percent of Chinese, Koreans and Indians have undertaken overseas trips. And they will be driving the world tourism market going ahead.

Given the unfolding scenario and opportunities, I have no doubt in my mind that tourism in the country can be the biggest driver of growth and biggest employment generator. It simply has all the attributes to successfully integrate with ‘Make in India’ programme.

Compiled by RITWIK SINHA

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AWARDS

Torchbearers of the Tourism First Principle A city, as a tourism product, needs a plethora of infrastructure including hotels and connectivity to create a tourism experience for the visitors. Hotels, especially, play a pivotal role in creating a destination. Some surpass, from being mere enablers, to become a complete destination in itself. These have adopted newer means, pushed for a more sustainable model of operation – involving a number of people from the local community and integrated them in their city’s tourism fabric. These hotels have, through their concerted efforts, helped carve out a better overall tourism experience and enhanced the offering of the city they are based in.

Khyber Himalayan Resort & Spa: India’s Davos in making Having being thrown open to tourists in December 2012, it has given new reasons to the travelers to flock to the picturesque Kashmir valley. Historically, Gulmarg was a one day destination for most tourists, only skiing and trekking enthusiasts would extend their stay in whatever accommodation was available, but with opening of The Khyber, Gulmarg is now attracting top end clientele from across India and the world. “In the last two years, Gulmarg in particular has witnessed a heady rush of travellers and this round-the-year paradise is once again becoming a must visit destination. It is the first property in Gulmarg to offer the discerning traveler facilities and services, which are at par with the best hotels around the world,” shares Sujith Herbert, General Manager, The Khyber Himalayan Resort & Spa, Gulmarg.

Kashmir in the last few years, which was previously marred with ethnic conflicts and terrorism, has been able to regain some of its lost glory. The Khyber has been using a “targeted communication, which helped in bringing Gulmarg and Kashmir back in focus for visitors from India and abroad after a period of almost two decades. Now, with a luxury property like The Khyber and an operational ski lift, the highest in the world, the trend of tourist arrivals in Gulmarg has certainly changed.

We see a lot more adventure tourist coming here be it for skiing or trekking, or even doing off road driving in the snow,” he adds.

It has focused, rightly, on adventure sports and offers a host of activities for the seekers of fun and frolic. From organizing trekking, mountain biking, gondola rides, horse riding, rock climbing, trout fishing, photography safaris, and jeep excursions in spring and summer to snowboarding, sledding, skiing and horse-drawn sleigh rides in winter, the destination now offers something for all visitors.

Following the principle of something for everyone, the resort also offers the opportunity to experience being on the top of the world at Gulmarg’s 18-hole course – the highest green golf course in the world at an altitude of 9000 ft and the longest in India at 7500 yards. It also boasts of other luxurious experiences like spas, wellness retreats, activities for children and ample gastronomic experience.

As mentioned above, these hotels have also collaborated closely 54

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with the local community creating employment opportunities and highlighting local art and craft. Sujith shares that they work closely with the local community in terms of employment and sourcing of art and crafts for their rooms and even ingredients for their F&B outlets.

He says that, “Almost 70 % of the staff working at The Khyber is locally thus giving them an opportunity to earn their livelihood and learn world-class hospitality skills. In addition to this, most of the ingredients used in Kashmiri dishes are sourced from within a 15 km radius -- these include fresh collard greens, lotus stem, potatoes, saffron among others.”

“The local flavors of Kashmir such as Haaq Saag, Nadru Yakhni, Dum Aloo and the aromatic Kehwa or green tea, are served at The Khyber’s restaurant Cloves and Chaikash, the tea lounge,” he adds.

Through their luxurious resort, they have been able to attract high spending tourists besides budget tourists. The Khyber Himalayan Resort & Spa is the first resort in Gulmarg to offer luxury and facilities at a par with international standards that any discerning traveller seeks.

“As Gulmarg’s first and only luxury resort, it has played host to many well-k now n personalities including corporate honchos and actors from the Indian film industry namely, Vidhu Vinod Chopra, Anupama Chopra, the cast and crew of Yeh Jawani hai Deewani and many more stars which will help in reviving the old bond between Bollywood and Kashmir besides boosting the tourism sector,” says Surjit. It also highlights the latent opportunity that lies for many other such hotels in the secyor of cinema tourism. It is a welcome sign that, through this property, Kahsmir is again getting a toehold in the business of cinema tourism – which was a prime source of its revenues in the late 60’s and 70’s and even till the late 80’s.

The J&K tourism department, sensing an opportunity, has been contributing approximately INR 8-10 billion to the state with Gulmarg accounting for close to 20%. The Khyber's success will definitely be an inspiration for others to set up high-end resorts in Kashmir.

Surjit believes that beyond the adventure and leisure seekers, it has ample promise even for MICE and business travel. “Gulmarg, as a destination has made significant improvements in the last few years. So much so that J&K Chief Minister Mufti Mohammad Sayeed mooted the idea at a tourism conclave at The Khyber to promote Gulmarg as ‘India’s Davos’. This could well change the future of Kashmir as a destination in the years to come,” he tells us.

JW Marriott Mussoorie Walnut Grove Resort & Spa: An enchanting experience Mussoorie has been a popular destination for seekers of a pleasant weather, valleys and mountains and quiet, quaint surroundings. As much as it remains popular, there weren’t many renowned properties to speak of. JW Marriott resort, first one in the country, has focused on creating and preserving a unique approach towards its patrons. It boasts of plethora of offerings and highly personalized service.

“At the resort, we aim at creating memories for our guests’ right from the time they arrive. Our aim is to be North India’s most premier family style resort and we have introduced a number of room packages to suit the various needs of our guests such as a spa, sightseeing, honeymoon and adventure packages,” says Chandrashekhar Joshi, GM of the pristine property.

To create a fantastic fine dining experience, the property has five restaurants which include an Italian trattoria, an Asian speciality, a Grill lounge and tea lounge besides all day dining. “We have one of its kind 12,000 sq ft of dedicated entertainment space which includes a two lane bowling alley, gaming consoles, a children’s play den and nap areas. We have tied up with L’Occitane- a renowned brand of international repute from the South of France and launched the Cedar Spa

Fortune Moksha, McLeod Ganj: Redefining the valley’s tourism experience Suresh Kumar, MD, Fortune hotels shares that “McLeod Ganj, a suburb of Dharamshala in Kangra district of Himachal Pradesh, was named after Lord David McLeod who was Lieutenant Governor of Punjab when the British discovered the little hill station in 1850s.” He tells us that “by the early 1900s it had become an important centre of trade, commerce and official work of Kangra District. In 1905, the area was destroyed by a devastating earthquake, leaving it without any significant activity for almost half a century. But from the day His Holiness the 14th Dalai Lama, Tenzin Gyatso stepped here in 1960, McLeod Ganj never looked back and has emerged as an important International destination.”

There is a certain pull factor associated with Dharamshala. It is an important centre of Buddhist activities, besides being a georgeous sleepy hamlet tucked away in the Dhauladhar. Besides, it is also an important centre for adventure tourism-Trekking, Mountaineering, Para-gliding, River Rafting etc.

“Surrounded by pine, deodar and rhododendron forests, McLeod Ganj at the height of nearly 1800m enjoys an idyllic location and is known for its scenic beauty. People from across the globe come here to experience the majestic beauty of nature and tranquil weather,” explains Suresh.

However, there was a definite dearth of quality accommodation to suit the high spending consumers – which remains essential to tap the wealthy and influential travellers. Since Fortune Park Moksha, part of

at the hotel and a salon by Warren Tricomi,” tells Sanjay.

The hotel, by the virtue of its rustic and quaint location attracts leisure seekers the most. To keep them engaged and enthralled the hotel has on offer an activity calendar that includes yoga classes, cooking sessions, interactive games and evening tea in the traditional Garhwali style under walnut tree. There is also an option to order of the menu and customize one’s dining experience.

Apart from these, the hotel has also been pushing for a more robust community participation and sustainable use of available resources.

Since its inception the hotel has been able to absorb a substantial amount of local talent. “Locals of Mussoorie are hired, trained and given further career prospects through transfers within other Marriott hotels. We must make a mention that one of the key ingredients in our success has been the immense contribution from this pool of talent,” believes Joshi.

He further shares that, “In line with Marriott International’s philosophy of ‘Spirit to Preserve’ our environment, we have used LED lighting in all areas of our hotel. We have also installed solar panels in the resort to cater to all water heating requirements across the property.

Our lights also function through sensors and automatically switch off when the room in unoccupied.” the Fortune Hotels, announced the opening of in December 2014 – the first branded hotel in the city, “the hotel has seen an increased flow of guests and all this activity has generated a renewed interest in this quiet yet heavenly hill town,” tells Suresh.

The hotel has roped in local community through a number of initiatives. These initiatives have been multi-pronged. They include local talent acquisition, procuring local farm produce, promoting products from local weavers, traditional handloom products of Himachal Pradesh and Tibetan handicrafts to the guests at the hotel. “Fortune Park Moksha has also shown its commitment to the ‘Swachh Bharat Abhiyan’, India’s biggest ever cleanliness drive, by undertaking the cleanliness of surrounding forest area and relevelling of roads near the hotel,” informed Suresh.

He further stresses that “In line with the group’s initiative, we strive to use the fundamental principle of ‘reduce, reuse and recycle’ materials in our hotels and keep our partners informed on the latest developments in this field.”

Its value addition to the pristine valley has been more than immense. Being the first branded hotel in the area, Fortune Park Moksha has redefined the hospitality landscape of the city and raised the bar for the service standards.

“Fortune Park Moksha is the top rated hotel on TripAdvisor and has received high appreciation for the service quality extended. The hotel has not just steadily developed a regular clientele but has also played a role in turning the town into a preferred locale for ‘destination weddings’, conferences etc.,” shared Suresh.

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INDeco Hotels, Swamimalai: Responsible hospitality at its very best “A town hardly known to even people living in Chennai, about 300 kms away, is not only known to the world but happens to be the first town to have air-conditioned bus stops in the country,” quips Steve Borgia, CMD and mentor, INDeco Leisure hotels. But his statement, made on a lighter note, underlines the true strength of community participation in uplifting a locality and creating a destination.

Community participation, recycling and local entrepreneurship are jargons that are often repeated; many a times given a lip service as it resonates with the latest trend in the market. Responsible tourism and hospitality cannot, and must not, be seen only as a major component of niche tourism but also as a critical tool for national development, believes Steve.

There is a reason why he asserts this idea with great conviction. Under his able mentorship, the per capita income of Kumbakkonam has doubled using social entrepreneurship. Gainful employment has increased and unemployment has been totally eradicated.

Kumbakkonam, today, boasts of about a dozen boutique hotels, all catering to inbound and niche tourism markets.

He, through his unique hotels, has helped create employment for thousands of rural youth by providing support in developing requisite skills. Three historical monuments, in the vicinity, have also been declared UNESCO world heritage sites. “There is a lot of research and documentation activity in process as well,” he shares.

Based on a rural centric theme, “these hotels practices and propagates low impact, educational, ecological and culturally sensitive travel,

Radisson Blu Resorts & Spa, Alibaug: Creating new possibilities for the coastal town Nestled in the Konkan region of Maharashtra, Alibaug in the recent years, has gained steady prominence as the weekend gateway from Mumbai – for it is only a 140 kilometers from the megacity. Home to the rich and famous, Alibaug remained mostly a day tour for the visitors in the absence of a world class hotel.

Santanu Guha Roy, General Manager of the Radisson Blu resorts and spa, shares that there has been a sea- change in the perception of Alibaug as a family weekend getaway from being a mere day destination. “There were no branded hotels where one could stay, even if one had an intention of spending a few days in Alibaug. With the opening of our resort, guests now had an option of staying at a branded international resort, “he says. He asserts that there has been a growth of tourism in the city post after Radisson’s debut. “It wouldn’t be superfluous to state that tourism to Alibaug started in earnest and grew in leaps and bounds after the opening of the Radisson Blu Resort & Spa,”he adds.

The resort has, also, associated itself with a plethora of initiatives and organizations promoting social cause. “We strongly believe that 56

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“emphasizes Steve. “It not only benefits local communities and host countries but also protects, preserves and propagates their nature, heritage, life Style ,and practices all within the frame work of what the villages around know, have and do,” he says.

All these ideals and practices have yielded more than handsome results. Today, Indeco spends nearly 70 percent of its monthly expenditure budget in villages in its proximity and allocates 60 percent of their building budget into labour component – providing substantial employment to the locals.

The value addition that his hotels have brought to the area is worthy of appreciation. His efforts have shown positive results as now – a region previously riddled with unemployment and consequent migration –is now fast becoming a film shooting destination and boasts of better per capita statistics.

But INDeco’s biggest contribution has been inspiring a new generation of entrepreneurs who have opened a number of similar properties in the region. “In a short span of 10 years the Kumbakonnam destination is nearly as popular as historical Tanjore and found its name in the international tourist map,” shares Steve.

He, now, wants the young entrepreneurs to “share and build communities that protects, conserves and preserves our art, culture and heritage.” He also wants this model to be replicated on a national level to use local community’s heritage and strength to their advantage. “The government must look towards a dedicated national commission to steer this task. They must look at rural tourism not as an initiative, to make entrepreneurs of rural people, but to offer them livelihood,” believes Steve. Let us hope that this initiative is replicated and looked into. After all, it is an ideal example of co-existence and responsible hospitality. education and information could play a very important role in acquiring environment-friendly and ethical norms, values and attitudes, activities and style of living, which provide for sustainable development and nature protection. We are associated with deaf and dumb govt. school Alibaug, Nanhikali, NGO and other schools in the tribal areas to ensure that children are educated about nature protection by tree plantations and various eco-friendly practices,” he shares.

With an increase in the number of travellers, additional employment opportunities have been created for the locals in Alibaug.

“Vendors in Alibaug have benefitted as we procure some of our requirements from them, the demand for rental housing has gone up in Alibaug as we need to house our staff, the demand for tourist vehicles have significantly increased on account of tourists wanting to explore the place,” Shantanu proudly tells us.

Local traders, too, have profited from the additional influx. Visitors have been lapping up spices, sea-food and artifacts, creating additional employment and money for the local involved. Alibaug is fast becoming a preferred serene getaway, to beat the hustle and bustle of Mumbai, and the hotel is contributing towards this welcome change with vigor.

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Indigo: Bolstering connectivity of the Indian skies Set up early in the year 2006, Indigo commenced its operation, with an Airbus A320-200, from Delhi to Imphal via Guwahati. In the past nine years, following baby steps, this budget airlines has expanded its foot-prints to 38 Indian cities and five international destinations.

So much so, that, in January 2013, the Centre for Asia Pacific Aviation mentioned in its report that, following Indonesian airline Lion Air, IndiGo was the second fastest growing low-cost carrier in the continent. Today, it is India’s largest airline with 38.4% of market share – it catered to a whopping 21.4 million domestic passengers in 2014. Presently, offering 6183 weekly flights connecting over three dozen cities, it also f lies to Bangkok, Muscat, Kathmandu and Singapore from Delhi and Mumbai. It maintains a high load factor, signaling its demand in the market and currently operates a fleet of around hundred aircrafts.

The reason for its astounding success can be attributed to its topnotch management, as it maintains high-efficiency in flying on-time;

Grand Mercure Goa Shrem Resort & Novotel Shrem Resort: An authentic Goan experience awaits you What differentiates it from other properties is its unique blend of new and old; a fusion between Indian and Portuguese style of architecture.

Besides the décor and themes, essence of local culture, cuisines and ethos have also been imbued with an exclusive array of local offerings including a select Kajahbeedi, Kings Beer and an exotic local weekly bazaar. “There is a signature Goan Saraswat Thali available at the day dining restaurant; also on offer is an interesting welcome drink like the kokum juice. “We enhance the overall Goan experience for the travellers and the visitors by giving them the feel and understanding of local culture along with the comfort of an upscale resort,” says Rohan.

Locals have been given employment in the property; including some at the management level are Goan citizens. Local artisans have been roped in to make hand crafted toys that are available for kids in the play area of the resort. They also conduct special activities to encourage guests to learn and imbibe something from Goa, like a cooking class with a chef or though pottery classes.

As a part of its effort to reduce waste generation and promote sustainable tourism, they have incorporated a plethora of measures in their operations. They have used new generation of ‘intelligent’ HVAC 58

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but due must also be given to the fact that it has created connectivity, especially to the smaller or so-called ‘b’ category cities, like no other airline have in the past. It operates from towns like Patna, Ranchi, Bagdogra and Imphal, creating better linkages and providing affordable alternative to rail journey.

Every airline dreams of creating their own set of clientele; the success of Indigo is partly true also because it has carved out a segment for itself. The first time fliers, low-frills flyers and aspirational flyers – who want to move beyond the perils of train journey – have all found an airline that fulfills their needs without compromising efficiency.

It is the on ly a irl ine in the Indian aviation arena that has, virtually, remained unscathed by the f luctuations of the market in the recent years. Given the cyclic turbulence in the Indian aviation sector, it is no mean achievement.

As it continues to search for new potential markets, it will augment air-connectivity creating needed linkages to boost tourism and services sector in the small towns and cities – which in turn will drive the next cycle of growth.

systems and energy management devices, coupled with a properly managed maintenance regime, which result in significant improvements in thermal comfort and indoor air quality – for both guests and employees.

“We also arrange various F&B programmes to promote the local Goan cuisine cooked by home chefs. As we are in our very first year a huge change would not be noticed within the community, yet we have been able to provide jobs to our surrounding villages and are sourcing fresh produce from the local vendors,” shares Rohan.

No one contests the fact that tourism and Goa are complimentary to each other. Simply because tourism is the second largest industry in Goa; 40% of Goa’s population directly or indirectly derives its livelihood from tourism activities. In midst of all that, it is also true that there is a dearth of policy framework that governs and regulates trade in a manner that benefits local people, communities and entrepreneurs.

“Also all AccorHotels are intrinsically linked to our sustainable development program; PLANET 21. This program strives towards changing our production and consumption patterns with the goal of protecting our planet, its people and their environment. So here we practice the same in all operations be it water usage, consumption of electricity, and encourage the locals to do the same,” Rohan tells us. It is measures like these that will help us create a unique and engaging tourism experience for the travellers and in Goa such an experience is, now, a reality indeed.

Compiled by SHASHANK SHEKHAR

In association with

Get hooked to new destinations to visit and explore. Cinema is the new medium to get glimpses, indeed some of the recent films released have a large share of local flavours of distant lands, both within India and around the world. The more exotic the location, greater is the appeal of the film to attract the masses. Cinema tourism is growing exponentially. The big catcher in this regard is, of course, India’s own Bollywood.

Reaching out to them, year on year, on behalf of destination promotion agencies and their line producers is Cinema Tourism Summit, capturing Cinemascapes for producers. The change in name reflects the focus on conferencing as the major thrust, and also the presence of leaders, from government, industry, and also promoters of locations.

Cinema Tourism Summit, 2015 is being held later this year in Mumbai at the prestigious JW Marriott in Juhu. It will bring together some 300 leading figures representing these verticals, to deliberate on issues concerning film shooting on locations, and also the larger growth of the subject, and its challenges, and also present new choices for Indian cinema producers, for Bollywood in particular.

For additional information, contact: Chander Tamang. Tel: 9818679125. Email: info@tourismfirst.org August 2015 TourismFirst

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Breathtaking Heights-High Tatrus Mountains

In the backyard of Europe lies the abode of tranquil charms.

KRISHNARAJ IYENGAR journeys through Slovakia.

The SLOVAK SERENADE

Local CraftsHontianska Parada

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gentle swell in the Danube, World War II reminiscent trams, cobbled by-lanes and a subtle old-world charm endearing through modern concrete, the refreshing contrast cajoles you out of the ethereal slumber of rural Austria you drive through, to arrive at Bratislava, Slovakia’s capital, from Vienna. But like a gentle yawn, you quickly return to verdant vibes, a sprawling green and yellow Claude Monet canvas of corn fields with local lads selling succulent, farm fresh peaches and apples!

Despite being heavily residual from its communist past and the scars of the second world war, Slovakia’s fairytale tranquility is irresistible in its magnetism. Truly the backyard of Europe, seldom explored by inhabitants of our subcontinent, here, a world of its own unfolds before your eyes, distinctly different from the swank swish of German modernism, the heady romanticism of Paris, the effervescence of sunny Spain and the gregarious warmth of Italy. Formerly known as ‘Czechoslovakia’ , later dissolved into the Slovakia and the Czech Republic, the country, today a part of the European Union, stands as a leading market for tourism.

RURAL RUBIK’S CUBE Driving through the maze of oak and corn brings you to the very soul of Slovak life. Untainted by world events, uninvaded by technology, the simplicity of rural Slovakia and its folks seem to hypnotize a frayednerved new comer who might rightly feel transported to another planet, like in a bizarre dream!

Cut-off from the rest of Europe and the world, it is often like being in a time machine that rewinds back to a medieval era. Serenely beautiful women in colorful frocks, hardy gents in sparkling linen Croy (quite resembling the Indian Kurti), a children’s fairytale seems to come alive!

Not far from the peaceful village of Beladice in western-central Slovakia, home to a few heritage hotel properties, lies Sebechleby, another sleepy one-horse village with charming cottages. At one such cottage lives Madame Maria Cipcerova, a grand old village granny revered for her legendary hospitality, warmth and heart-melting affection. At her neat, cozy, ethnic-style abode, you feel instantly at home despite Madame knowing absolutely no English. Pretty carpets, wall-hangings and table cloth are fine representatives of her ethnic roots and draped in traditional Slovak clothing and a colorful head scarf, she prepares the most mouth-melting homemade delicacies for guests.

Generally, Medovina, a shatteringly potent liqueur is a prelude to cotton-soft home-baked breads and delicious jams. Then, Madame’s signature Bryndza Cheese Halushky, a traditional soft noodle prepara-

tion with a creamy white local sheep cheese is instant manna! A short walk from her home brings you to picture perfect vineyards , and from Madame’s personal cellar come happily dusty and fungoid bottles of red and white home-brewed vintages that exhilarate the senses once the goblets are flushed!

Though generally a quite country, merry making is an essential part of Slovak village life. The cheery Hontianska Parada folkloric village festival in the quaint town of Hrushov effervesces with the spirit of gaiety each year, especially during summer. Strolling through the village is a tryst with the true blue Slovak spirit.

Traditionally dressed folks in every corner, present their culinary talents with home-baked traditional breads, wines from their backyard cellars, ‘mama’s jams’, farmer’s delights and fragrant floral infusions

Cut-off from the rest of Europe and the world, it is often like being in a time machine that rewinds back to a medieval era. Serenely beautiful women in colorful frocks, hardy gents in sparkling linen Croy, a children’s fairytale seems to come alive!

Kosice Cathedral

Traditional Slovak Village Dining-SebechlebySlovakia

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Healing Spa Treatment-Sklené Teplice thermal spa

Sklené Teplice, a small spa town in the Štiavnica mountains of Slovakia houses one of the country’s oldest spas. A magnesium and calcium rich 42 degrees centigrade cave steam bath, sauna, electrotherapy, gas injections, a vast variety of relaxing massages and mud wraps are a part of this celebrated Slovak spa. and spices, a true blue rendezvous with the produce of the soil. Ethnic clothing, eye-catching traditional embroidery, cute, innovative toys and artifacts are among the other rural exhibits that have you invariably splurging.

While diners guzzle local wines and spirits with local cuisine at corner-side cafes and eateries, individual stalls cook-up tantalizing treats drawing-in the hoards. Music being an integral part of Slovak culture, folkloric concerts, bands, soloists and crooners do their bit in enlivening the sprits!

In the medieval town of Levoca (pronounced ‘Le-vo-cha’) in the Prešov region are architectural marvels like the old St. James’s Church and town hall to name a few. Here, wire art, one of Slovakia’s famous crafts by local artisans at reasonable prices leave you spellbound at the sheer masterful designs and shapes that come alive from tough metal wires.

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Traditional Slovak Instrument-Hontianska Parada Festival

RELAX AND REJUVINATE In the east, ‘spa’ generally refers to a dimly lit massage room fragrant with incense, a Chinese-looking masseuse or masseur indulging every one of your muscles with eclectic essential oils. In Slovakia, its much different. Endowed with innumerable natural springs, Slovaks revel in healing spring baths especially during nerve-freezing winters.

Rich in nourishing, health-giving minerals, these highly therapeutic natural springs, often hot springs revitalize and rejuvenate both mind and body, healing individuals with cardiovascular, neurological, respiratory, digestive and other ailments . Apart from many natural springs found in the forests of Slovakia, many are today, spas and wellness resorts that cater to local and international guests with thermal springs, mud treatments, healing massages and thermal swimming pools.

Sklené Teplice, a small spa town in the Štiavnica mountains of Slovakia houses one of the country’s oldest and most famous spas. A magnesium and calcium rich 42 degrees centigrade cave steam bath, sauna, electrotherapy, gas injections, a vast variety of relaxing massages and mud wraps are a part of this celebrated Slovak spa. An in-house doctor, five bath houses, 146 rooms with more than 300 beds, snooker, a canteen and children’s areas offer added benefits to clients.

NATURE’S BOUNTY Blessed with stunning natural beauty, Slovakia’s formidable High Tatras Mountains offer breathtaking views from their lofty peaks. A worldclass tourist spot, one can reach atop by cable cars to get a magnificent panorama of the valleys and grab a bite at the mountain top restaurant.

A hotspot for lovers of winter sports, the High Tatras are home to

i n t er nat iona l sought-after ski resorts and even the Tatra National Park rich in diverse varieties of flora and fauna. Surreally beautiful lakes bless the High Tatras with serenity, the Morskie Oko being the largest of the many.

‘SPIRIT’UAL SLOVAKIA A country known for its fine wines, Slovakia boasts of several lush vineyards and earthy varietals. Known to have six different wine regions, namely in the south, the most well-known of all regions is the Tokaj (pronounced ‘Tokai’) region that is spread over south-eastern Slovakia and north-eastern Hungary, over nearly 11,149 hectares out of which 5,500 are currently planted. Deemed a World Heritage Site in the year 2000, the region is known for its sweet and often even dry wines.

One of the region’s acclaimed wine makers is J & J Ostrožovič. With a massive collection of vintages allowed to age in his underground cave cellars carved inside tuff rocks where the temperatures are lower than on the ground, the tuff soil, which is a result of sedimentation of volcanic ash which is highly essential during both stages, the commencement and conclusion of wine production, contributes to the quality of wine.

“The tuff soil is responsible for the quality of the grape as the roots of the vine grow in it. ” he explains, adding that each wine needs to age for at least three years to allow the flavors and aromas to manifest completely.

Ostrožovič also has a wine retreat with cozy, village-style lodging and boarding where guests from different countries can visit, experience wine tastings and learn about the entire process of Slovak wine making and even but the best of the country’s wines at good prices.

Along with wines, the Slovaks are big on beer. While both, alcoholic and non-alcoholic versions of the Zlatý Bažant (Slovak for ‘Golden Pheas-

Interestingly, the Romani Gypsies trace their origins back to India, namely to Punjab and Kathiawad in Gujarat, as explained by Adam, Romathan’s chief musician. ant’) top the list, several other beer varieties are a subject of intrigue. The non-descript town of Rožňava is noted for the production of beer. Here, highly unique and exiting f lavors like ginger and tobacco (in plastic bottles!) make its breweries among the most fascinating in the country!

HERITAGE FILES Among Slovakia’s many heritage monuments is the legendary Cathedral of Kosice , the country’s biggest eastern city which is known for its multi-denominational Christian population . Known as St. Elizabeth’s Cathedral, this gothic monument offers instant spiritual solace for worshippers and tourists alike. Known as Slovakia’s biggest church, it is also a haven for lovers of Biblical art that houses masterpieces like Jesus in the Garden of Gethsemane, St.John with soldiers and embossed paintings from the life of St. Elizabeth.

The cathedral’s grand organ is an astounding marvel with 4000 pipes of different sizes and pitches! Organist František Beer renderes masterpieces from giants like Bach, the absorbing strains of the organ enveloping the old cathedral arousing devotion in the congregation and pure introspection.

In Bratislava, known to have a Jewish minority, though many immigrated to Israel in the 1940’s, stands the tomb of the towering Ashkenazi Rabbi Chatam Sofer, a symbol of the country’s Jewish culture and a heritage tourist attraction. Born in Germany in 1762, Rabbi Sofer, known to the Jewish world as Moshe Sofer was renowned for his study of the Tanakh (traditional name of the Hebrew Bible), the Talmud and the Hebrew Language and became the chief Rabbi of 1806.

Covering one’s head is mandatory upon the entry into the mau-

soleum and one can hear devout Jews in large black hats tearfully whispering Hebrew prayers. The towering luminary of Judaism died in 1839, his remains are preserved in planks derived from his lecturer’s desk.

MUSICAL MUSINGS

FACT FILE:

- Slovakia is in eastern Europe with Austria, Hungary, Poland, Ukraine and Czech Republic as her neighbors.

-There are no direct flights to Slovakia from anywhere in India. One can fly to either ViennaAustria or BudapestHungary via several Middle-Eastern and European destinations and drive into Slovakia.

-Bratislava is Slovakia’s capital. Cabs, busses, trams and even walking tours get you around the city.

-Driving is the best way to get around Slovakia’s cities and towns.

- The national language is ‘Slovensky’ or Slovak.

English is a problem in Slovakia and having an English-speaking guide is highly recommended.

-The currency is Euro and visas are available to Indians at the Slovak Embassy in New Delhi.

Music is an integral part of Slovakia’s cultural heritage and enjoyed by tourists from the world-over. The country’s national instrument is the Fujara (pronunded ‘Fu-ya-ra’), a tall, indigenous shepherd’s f lute. Ethereal in its tone, it is true to the very spiritual essence of the f lute as an instrument. The first few strains of the Fujara emanate from a soft, caressing drone, unfolding into shrill, celestial strains, as if the call of the shepherd’s soul.

Mostly played solo, the renditions reflect the expansiveness of the wilderness, the humility of a shepherd’s heart and gentles of the cattle he tends to. One of Slovakia’s leading Fujara makers and players Michal Flio demonstrates how this elevating sound can be produced from long reed sticks. At his workshop in the cheerful town of Banska Bystrica, he uses simple implements to hollow the reed and carve holes with masterful precision. The Fujara can be heard by local musicians as well as in large-scale concerts.

A country with a sizable Romani Gypsy population, Romathan, a gypsy theater in Kosice is the country’s prime venue for gypsy arts, music and theater. Interestingly, the Romani Gypsies trace their origins back to India, namely to Punjab and Kathiawad in Gujarat, as explained

by Adam, Romathan’s chief musician. Still retaining many Indian words in their ‘Romani’ language, music is the principle occupation of Slovakia’s gypsies. A typical orchestra comprises of the Cimbalom (like a Santoor), a Cello and violins and the synergy is purely earth-shaking!

Popular rock, pop and electronic groups like Chikiliki Tua and Shto Mukh have risen to fame in recent years.

THE INDIAN CONNECTION Despite its communist past, Slovakia, although quite homogenous in its population, has its share of multi-culturalism; Arabs, Poles, Serbs and Hungarians being among the country’s immigrants . Though a country not known to have a very large Indian diaspora, one might occasionally bump into a few desis, or even enjoy Indian cuisine at restaurants like Ganesh Utsav, Thali, Ashoka, Krishna and Maharadza to name a few.

The most unexpected surprise for an Indian traveler would be a cultural déjà-vu, Janmashtami celebrations on the streets of Kosice!

All-Slavic Manadalis comprising of male devotees in dhotis and kurtas, the females in sarees and tilaks, ‘Hare Rama Hare Krishna’ chants are accompanied by the Khol drum. Vigorous dancing, gyrations and acrobatics adding to the fervor!

In a quiet lane in Bratislava stands an Indian meditation center by the UNESCO affiliated Brahmakumaris World Spiritual Organization with 8500 centers the world over. Brother Tony as he is fondly called, welcomes guests on evenings for meditation sessions and spiritual discourses.

Besides, one might even stumble upon many common Hindi and Sanskrit words in Slovensky, Slovakia’s national language!

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Dubai:

CRUISING MOVES INTO THE FAST LANE

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C

hances are that most of you have either visited Dubai or have diligently marked it in your wish list.

There are ample reasons for its popularity as a tourism destination. Its rise from a dusty sleepy town to a glittering megapolis has been a remarkable one; it now boasts of world’s tallest man-made structure – The Burj Khalifa.

It is a busy transit zone, as lot of airliners layover in the city. Its geographical location is an added advantage, located four hours away from India through a direct flight; it is less than eight hours away for the two-third of the world! It has an envious air-connectivity with the rest of the world and with so many west Asian aviation players in the Indian aviation sector now, India is connected to Dubai, better than ever before.

It is a shopping paradise and has plenty for the adventure seekers in form of camel safari and desert safari; it has theme parks and a snow park too!

Well you can enjoy all of that, but there is more for the seekers of luxury and leisure.

Cruise tourism in Dubai is proving to the show stealer. So much so, that it has now emerged a cruise hub of the western Asia, it handled 110 ship calls in 2014 and boasts of 22 cruise termi-

Cruise tourism in Dubai is surely giving us new reasons to travel. Cruise tourism and its uber luxury at a very affordable pricing will attract drifters to Dubai’s shore to experience sea in the most majestic way possible. nal. Only last year, Dubai catered to a whopping 4,55,000 cruise tourists.

You can expect these terminals to be equipped with the best and most sophisticated facilities in the entire region. The cruise terminals can handle six cruise ships simultaneously.

Whether you are heading for a leisurely trip or for a board meeting, or for attending corporate affairs, you can expect a memorable trip under clear blue skies, bright shining sun and sparkling water visible as far as eyes go.

These cruises are have every facility on board you can think of. You can take Yoga lessons in the middle of the sea, or simply soak in the sun while getting a spa treatment done. You can take dancing classes, learn to cook new dishes or catch a movie in the cruise’s theatre. One can also play a round of golf to unwind. Therefore, there is no dearth of activities to find engagement in.

By the virtue of being located so close to the Mediterranean, you can opt for a trip to that region or choose to float towards the western tip of Africa and experience Africa’s existence in a completely new perspective; with so many options the traveler is surely spoilt for choices.

Cruise tourism in Dubai is surely giving us new reasons to travel. We often choose to go to Singapore, Thailand or Malaysia for a little jaunt.

Why not Dubai? Maybe, Cruise tourism and its uber luxury at a very affordable pricing will attract those drifters to Dubai’s shore to experience sea in the most majestic way possible.

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tour ism connect

SPAIN

LA TOMATINA – A TRADITIONAL FESTIVAL, A BIG TOURISM ATTRACTION, IS BEING MANAGED SO AS TO RETAIN ITS ORIGINAL FLAVOUR

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hen two young men in the then non-descript Bunol in 1945, a Velencian town in Spain, had used tomatoes as a tool to attack each other in a fit of anger in the town square, they would have hardly imagined that their fracas would become a reason of annual celebration luring thousands of visitors from all over the world trying to emulate their fight – though in an extremely friendly and fun-filled environment. This is how several historical accounts testify the origin of the globally renowned La Tomatina festival though the names of the two Spaniards have been forgotten. But over the past seven decades, the event has evolved into a major tourism offering from Spain and today is quite a case study in terms of how to groom an authentic experience product.

In many other countries, attempts have been made to emulate La Tomatina with varying degree of success and some serious failures too. But nothing has affected the glory of the original which stemmed on Bunol’s turf and has flourished considerably. The event has been captured in umpteen number of global blockbusters which have only magnified the awe appeal of La Tomatina. It was also vividly depicted in Bollywood flick Zindagi Na Milegi Dobara which was released in 2011.The event is part of the week of festivities of Bunol which is held in the last week of August every year.

Gaining scale with active participation of local stakeholders It has been quite a puzzle for many observers of the world tourism as what had made this tomato throwing event such a huge success over the years? While a commonplace response to this question is that it allows unbridled and unhindered experience to the participants in the fray in an unusually unique setting, at another level La Tomatina’s success is also reflective of how stakeholders have played their bit responsibly and moved in tandem. Historical accounts further suggest that after its origin in 1945, it had graduated with friendly private group participations for a long time. In the year 1957, the event was added with the add-on musical and comedies show and considering its growing popularity, the event was accorded an official recognition with certain rules and restrictions. In 1980, the town hall took the complete responsibility of organising the festival which included arranging for the tonnes of tomatoes which was previously brought by the participants on their own. Since 1980, the popularity of the event is believed to have soared significantly leading to its recognition as Festivity of International Tourist interest by the Secretary Department of Tourism in 2002.

Strict adherence to carrying capacity norm In 2013, the city officials realised that the free for all entry pattern may result in some serious safety and security issues and, therefore, imposed an entry fee and also limited the number of participants. All the participants including those coming from abroad are provided with a short list of instructions which include: all tomatoes have to be squashed before being used in the event to avoid injuries, only tomatoes and no other projectiles will be used, participants will not disrupt the movement of trucks and lorries, etc. And those who have been part of this festival in past will mostly vouch that these norms are strictly followed on the ground.

As the festival celebrates its 70the anniversary on August 26th, the participants are likely to be greeted with some fresh surprises this year. The organisers have decided to up the ante with a bigger offer of activities and services. As part of the overall

Tomatino has been often portrayed in global blockbuster: A still from ‘Zindagi Na Milegi Dobara’

offering, the participants will also enjoy the experience of the 2nd edition of Tomatina Sound Festival and a new Tomatina Race will be unveiled this year. But as in the recent past “Buñol receives during its festivities about 40 000 visitors, which is to quadruple the amount of the population of the town. For that, and in the same way as the previous editions, our intention is to give the best service possible to those who come to visit us, and to increase the leisure’s offer to guarantee a bigger entertainment”, said Rafel Perez, deputy mayor and La Tomatina’s councillor in a recent press conference. The entry will once again be regulated with ticket sales and a record 145 000 kg of tomatoes will be used in the day- long event this time. Organisers are expecting participants from almost all the nationalities led primarily

by Australians, British, Japanese and Americans apart from the local Spanish participants.

New offerings for participants

The organisers have also released a new logo which will be extensively used in different merchandising products. “La Tomatina not only needs to be one of the most famous popular celebrations in the world. It needs to be consolidated as an economic addition for all the people who live in Buñol”, said Julia Martinez, president of the local trade’s association which is a strong stakeholder in the event. “The official T-shirt in a terracotta colour, long-sleeved sweatshirts, which are new this year, and products RAFEL PEREZ with the different “tomaticos” that come to visit us, Deputy Mayor and La will be seen on mugs, magnets and key holders, and Tomatina’s Councillor a portion of the production will be done with 70th anniversary logo,” Julia added.

“Buñol receives While Tomatina Race, a crazy steeplechase which during its festivities about 40 000 visitors, will be introduced this time is going to be a major value addition, the organisers are also leaving no stone which is to quadruple unturned in promoting the event on the social media. the amount of the population of the “We are aware about the importance of the social town. For that, and media and the new technologies on the advertising and in the same way as spreading process of this type of events. And for this the previous editions, edition, besides of an increased presence on the differour intention is to ent networks where La Tomatina has a profile, we are give the best service developing apps for mobile phones, as games, virtual possible to those reality, or interactive maps,” Perez explained. Clearly who come to visit an all- round move to make it more experiential for us, and to increase participants who will be coming from distant corners the leisure’s offer to of the world. guarantee a bigger

entertainment.”

By RITWIK SINHA August 2015 TourismFirst

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hotelsc a pes NEW LAUNCH

Fortune Park opens its second property in Gujarat capital

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ortune Park Hotels recently e x pa nded it s bouq uet of hotels with the opening of the brand’s 48th hotel, ‘Fortune Park, Ahmedabad’. With this, the brand now operates two hotels in the city and one in the adjoining city of Gandhinagar.

Fortune Park, Ahmedabad is a contemporary business hotel located near Ellis Bridge, close to the Sarkhej-Gandhinagar Highway (S.G. Road) which houses some of the leading corporates and educational institutes. The hotel offers excellent connectivity to the airport, and the commercial and retail hub of the city. With its wide range of guest facilities and amenities, comfortable accommodation, delectable cuisine and

efficient service, the hotel is the preferred destination for business and leisure travelers.

Commenting on the launch, Suresh Kumar, Managing Direc-

tor, Fortune Park Hotels said, “Fortune, member ITC’s hotel group, is known for providing contemporary accommodation and great value for business and leisure

travellers. Now among the largest and fastest growing in the country, the chain caters to a wide spectrum of travellers, through its various sub-brands. With the launch of this hotel, Fortune Hotels has further strengthened its position as a leading player in the first class hotels segment.”

Fortune Park, A hmedabad features 77 well-appointed guest rooms, including 36 Standard Rooms, 38 Fortune Club Rooms and 3 Suites. The other notable features of the property include a multi-cuisine restaurant offering all day dining, a gymnasium and business centre facilities. The hotel also offers various options for meeting and banquet requirements for up to 200 guests.

TECHNOLOGICAL SHIFT

Mobile becomes the most preferred medium for hotel bookings

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new dimension has been added to the fast expanding ambit of mobile online bookings in the country – now for hotel bookings too mobile phone has become the most preferred medium. According to a recent report released by MakeMyTrip, 53% of the overall domestic hotel bookings in June were made through mobile phones, while the rest of the online bookings was contributed by desktops. This marks a decisive change in the online hotel booking pattern as the smartphone contribution to hotel bookings in the country had stood at a distant second with 29 percent in 2014.

According to the report, a sudden spurt in the launch of mobile apps for travellers has significantly contributed to the rising hotel booking trends through smartphones.

“Mobile has clearly hit an inflection point by overtaking desktop in hotel bookings for June. While advance purchase (AP) trends on desktop bookings have not changed compared to last year, the majority of hotel bookings on mobile continue to be for shorter AP,” Rajesh Magow, cofounder and CEO-India, MakeMyTrip said in a statement.

The report further stresses that a high percentage of mobile hotel bookings (as much as 80 percent) fall in the category of last minute transaction. Of the total mobile booking, about 61 percent were made just two days prior to the trip. Surprisingly, the customers seem to have extensively used mobile phones to book hotel rooms in tier-III towns such as Lansdowne (Uttarakhand), Khajjiar (Himachal Pradesh), Yelagiri (Tamil Nadu) and Alibaug (Maharashtra).

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CAPITAL INFUSION

Backed by SoftBank, OYO rooms raises 100 million dollars

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n a bid to broaden its presence in the Indian market, the online aggregator for budget hotels, Oyo Rooms has raised a substantial 100 million dollars. The move has been backed by Japanese giant, SoftBank among others. Oyo will use the latest round of funding to implement new customer experience initiatives and build technology products,” the press release provided by Oyo read. Launched in 2013, Oyo has quickly expanded its foot-prints and currently operates in over 70 cities and boasts of a decent inventory of over 12,000 rooms. Using Oyo Rooms apps, one can book hotel rooms with complimentary breakfast and Wi-Fi with 24x7

customer service support. “We are at the forefront of solving a problem of lack of predictability of experience across hotels in the country. Our vision is to provide a standardized experience,” Oyo Rooms founder and CEO Ritesh Agarwal said.

As per the company’s partner page, hotels that have partnered with the chain have witnessed a profound increase in their occupancy levels and revenues.

Oyo also provides a partner app to optimize operational activities and lower costs. It does not charge a transaction fee from hotels, instead opting to levy a flat percent fee on the aggregate monthly revenue.

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Chilika Lake gets its first eco-luxury resort with Swosti Group’s debut

wosti Group, a major hospitality and travel company based in Bhubaneswar, is all set to launch a Luxury Resort property “Swosti Chilika Resort” at the famous Chilika Lake, India’s largest coastal lagoon. A heaven for bird watchers, the area gets swarmed with ardent nature lovers, who, previously, rued the fact that this tourist hotspot, which also happens to be an eco-hotspot, was bereft of a star category hotel.

With the launch of this expansive property, of international qua lit y, requirement of both high-end domestic and foreign tourists visiting the area, is sure to be fulfilled in style. By putting a Luxury International Standard Resort at Chilika Lake they are confident with their high stand-

ard food quality and services, this resort will fill-up the requirement of both high-end domestic and foreign tourists visiting the area as well as boost the brand image of Odisha.

In a bid to create a unique and ever-lasting visitor experience, Swosti group has engaged one of the most renowned international architectural firm from Thailand for putting up this resort with 70 keys (Presidential suite, Villas, Quad Villas, Hotel Block, SPA Villas, Pool Villas), houseboats, SPA,

SPA on the Houseboats, Yoga centre, herbal gardens, international standard lush green landscaping of around 9 acres land. Also on offer is an amphitheater, business centre, library, handicrafts souvenir shop, water sports, water scooters, facilities for water surfing, and boating facilities around 26 Islands. You can also enjoy horse riding, badminton & tennis court; indulge in mini golf, hop aboard the bird watching tower; or simply take a village tours. You can also take basic cooking classes

In a bid to create a unique and ever-lasting visitor experience, the group has engaged one of the most renowned international architectural firm from Thailand for putting up this resort.

if you happen to be a housewife, or enjoy boat and lake side open air Tandoor Restaurant. The hotel is also equipped with a sports bar, facilities for conference and a big lawn for marriage facilities.

The unique aspect on Chilika Lake and the surrounding areas lie in the fact that it is the largest wintering ground for migratory waterfowl found any where on the Indian sub-continent, apart from being an ecological hotspot, making it a perfect destination for high-end leisure travelers and nature lovers alike. With the Swosti group coming up with a pristine property in the region, it is sure to become a bigger attraction for the travellers – who want the best of the both worlds, without compromising in natural scenery, serenity and luxury.

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The Lotus Cafe: named after Narasimha, it seems like floating in the water

The view of the swimming pool named Matsy

Dashavatara theme unique to Tirupati’s tourism offering A unique property in every sense of the word, Marasa Sarovar Premiere brings back eternal Indian mythology to life with a theme based hotel. Its uniqueness lies in its concept and execution for which it is making many a heads turn.

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he concept of Dashavatars has been an integral part of Hindu mythology since times immemorial. Some see it as an India interpretation of Darwin’s theory of evolution while others as a manifestation of Vaishnavism that flourished in India between 3rd century B.C and 3rd century A.D. The Dasavataras of Lord Vishnu as mentioned in the ancient texts are Kurma (Tortoise); Ram; Krishna; Matsya (Fish); Narasimha; Varaha (Boar); Vamana (Intellectual dwarf); Parasurama; Buddha and Kalki. These incarnations are worshiped in several forms with a belief that when intolerance and tyranny manifests to intolerable levels, Lord Vishnu takes one of these forms to save the world from utter desolation.

Now, imagine this eternal concept, breathing in brick and mortar, in the holy town of Tirupati.

Marasa Sarovar Premiere has created a property in the temple town based on the Dasavatar theme and is offering a unique concept to the visitors coming for a rendezvous with spirituality.

Tirupati, world-renowned for its Venkateshwara temple, is an all year around destination. Known as the second richest religious centre after Vatican in Rome, it handles an average of 60,000-70,000 pilgrims on normal days; the figure crosses six digits of auspicious days. However, many travellers, specially the 70

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high-end spenders, were forced to compromise on quality accommodation in lack of a worthwhile accomodation. With the launch of Marasa Sarovar, based on a unique theme, visitors can look forward to world-class facilities in the temple town.

A unique concept, indeed!

Designed, basically, as a classical Hindu temple having a Mandapam and a central courtyard with a restaurant and water body surrounding it; it embodies the Dashavataras – who represent certain unique qualities. The hotel, in its design, has incorporated these unique qualities to their interior themes and décor. For instance, the banquet hall meant for marriages and conferences, has been named after Lord Rama – for he was a social man. The vegetarian restaurant has been themed after Lord Krishna with peacock feathers and earthen pots as a part of the interior’s décor. The spa has been modelled on Buddha’s persona; known to represent serenity and divinity. Narsimha – half man and half lion – has been embodied by lotus café which seems to be neither on land nor on water but floating mid-way. The boardroom has been named and themed after Vamana as he represents intellect and wisdom. While, the front porch has been modelled after Kalki, who is yet to take a form, signifying the future ahead; and the swimming

pool has been named after Matsya.

Patrons delighted with a new concept Rishu Roshan, General Manager, Marasa Sarovar Premiere told us that they intended to create a unique design and concept for pilgrims; something that drew inspiration and vision from the famous Lord Venkateshwara temple.

“We collaborated with Shimul Javeri of SJK Architects of Mumbai, who have been firm that has spent the last twenty years designing environments that are rooted in the earth – using the sun, the wind and nature to create spaces that are suffused with light and contemporary innovations that draw from Indian traditions and spiritual metaphors. They have been instrumental in conceptualizing and designing the property. The architecture of the hotel is designed and conceptualize around the ten Avataras of Lord Vishnu, and this makes India's first themed hotel based on incarnation of Lord Vishnu,” shared Rishu, beaming with pride.

The unique concept has been well-received, shares Rishu. “Our guests are in awe of the concept and design of the property and appreciate the fact that this is not a box standard hotel but one that offers an out of the world experience in a place like Tirupati. We always get a very positive feedback from all our guests about the

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The banquet hall named after Lord Rama, signifying social association

use of local Mangalgiri fabric, which is the traditional GM, Marasa Sarovar saree in Andhra Pradesh in Premiere the room furnishings. “The use of the colours of the temple, gold, white, red are resplendent throughout the property. We have also used the dhokra art extensively in the hotel, in the rooms and other areas,” shares Rishu.

Being a pilgrim destination, Tirupati is evers wa r m i ng w it h v isitors energy saving units in all the seeking a spiritual experirooms with key tags switches ence. Being a hot destina“We collaborated to minimize wasteful use. As tion for the domestic trava part of its commitment to ellers, it is also attracting with Shimul Javeri eco-friendly practices, sewa number of patrons from of SJK Architects age treatment plant with sofmiddle-east, south-east Asia of Mumbai and tener for reusage of treated and South Africa – all with used the sun, the water for irrigation has been a strong representation of wind and nature installed. Flushing and coolthe Indian community. With to create spaces ing towers, rain water storage the announcement of the that draw from tanks for reuse and installed launch of a new IIT in the Indian traditions ozonators with treated water town, it can further expect and spiritual with UV system are some more inbound travellers. The metaphors.” of the other efforts in that launch of this unique hotel direction. “We are also workhas also, in ways, raised hope ing with local organization in Tirupati who are that spiritual tourism may not have to comproviding residential care and training to the promise on luxury and innovation and more disabled orphan and special persons (mentally such properties will take shape in due time. For challenged, visually impaired, hearing impaired, Marasa Sarovar, the focus remains on high-end loco motor impaired),” tells Rishu. domestic individual travellers and corporates Its uniqueness does not only lies in being seeking a retreat. “We are targeting domestic India’s first theme hotel inspired by ten incar- individual travellers, families travelling for darnation of Lord Vishnu but also in its distinctive shan, wedding groups, and corporates for their identity as it breaks the mould from other hotels retreats and meetings. We get tourists from all by embracing the very raison d’être for visiting parts of the world since Tirupati is a very famous Tirupati. Imbibing the essence of the local pilgrim place,” he says. culture and art, the hotel has made extensive

By SHASHANK SHEKHAR

RISHU ROSHAN

concept and architecture of the hotel,” he says.

The hotel has also been able to meet the expectation of high spending guests who previously came to Tirupati with an expectation of 2-3 star accommodation. “Guests appreciate the fact that they are able to experience a superior product to the pilgrims who not only want to come for darshan but want to make this a true holiday as well. All those who have visited have been enthralled by the architecture and design based on the Dasavatara theme, with the open spaces centred around the main water body. We have also received compliments for the cuisine at both our vegetarian and multi cuisine restaurants,” he says.

Towards responsible hospitality Besides creating a unique theme based product, the hotel has also incorporated several measures to minimize leakages and inculcate maximum utilization of available resources. Using solar heated plates for hot water generation, hot water generation from the condensation of air conditioning system by heat exchanger and using LED’s light with sensors and dimmers are some of the steps taken by the property. You can also expect VFD’s for saving electrical energy and

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Sustainable measures help hotels create unique experiences With a sharp focus on reducing wasteful expenses and streamlining assets, hotels are increasingly moving towards sustainable practices. Its impact is helping create better guest experience and manage investor’s expectations in a more nuanced way.

It makes sense to go sustainable The idea of sustainability and responsible tourism has been in the mainstream of the industry’s discourse for some time now. First mooted in the 1960’s – post the horrific oil-spill in Santa Barbara and later with the energy crisis in the 70’s – the idea has been globally accepted and acknowledged, especially, since a resolute consensus was reflected in the UN’s report on sustainability in the late 80’s.

Since then, in the past quarter of a century, we have grown leaps and bounds in terms of technology; we have steadily moved towards greener and renewable sources of energy and even worked on building designs to create more eco-friendly structures.

The present economic climate, too, encourages, hoteliers and investors to adopt sustainable measures which are more viable in the day to day operations of the property. Expensive inputs like land and electricity, high taxes and the need to demonstrate corporate social responsibility to investors are also factors that have titled the scales in favor of sustainable operations.

in environmental technology can have a direct positive impact on guest experience, which can affect both occupancy and ADR. The new generation of ‘intelligent’ HVAC systems and energy management devices, coupled with a properly managed maintenance regime, can result in significant improvements in thermal comfort and indoor air quality – for both guests and employees,” it noted.

There is, also, a growing realization that buildings are using more energy than needed.

Be it excessive water usage or wasteful energy spending, hotels have steadily moved towards plugging these leakages. What is interesting is the fact that most of the sustainable measures need little or no investment and monetary savings achieved are far high in comparison.

Day to day operations see a change; favorable policies act as enablers Suhail Kannampilly, senior VP, operations, Fern hotel and residences for Meluha-The Fern, Mumbai shares that, his property has received a certification that has helped it reduce expenses and become more socially responsible. “Meluha-The Fern is the first property

• Expensive inputs like land and electricity, high taxes and the need to demonstrate corporate social responsibility to investors are also factors that have titled the scales in favor of sustainable operations.

Vivanta by Taj Green Cove, Kovalam

In an ever-connected world, hotel’s brand image plays an important role in deciding its market share. As per a report based on the ‘current trends and opportunities in hotel sustainability’ by HVS in 2012, “The effectiveness of environmental certification programs to impact facility selection at the consumer level has been less successful to date. Most guests still select lodging based on location, amenities, price, and brand reputation."

Measures undertaken to enhance sustainability has a direct co-relation with guest experience, too, the document reads. “Hoteliers are increasingly understanding that investments

in the world to receive a LEED Gold- New Building (Leadership in Energy and Envi ronment Design)

and be named an Ecotel certified Hotel. The Gold certified building design includes stateof-the-art architecture, sustainable systems and technologies. Ecotel certification enables the hotel to be more sustainable by reducing the environmental impact of day-to-day operations; becoming financially more viable and socially responsible,” he shares.

On the policy front, too, many a state governments’ have doled out hefty incentives for hotels engaging in sustainable and responsible hospitality. Some of the favorable policy instruAugust 2015 TourismFirst

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Meluha-The Fern, Mumbai

The Gateway Resort Damdama Lake, Gu

ments put to use by the governments’ are outright tax exemption, outright grants, and insurance premium. Some are even providing grants to cover development costs for sustainable projects.

Rajasthan unit tourism policy has created significant leeway for investors interested in sustainable tourism initiatives. Many other states have created similar tourism policies.

There has, also, been a significant change in the day to day modus operandi of the hotels.

Waste water management has been strengthened, LED lights are being used in lieu of high power lights and recycling units are being established in the premises. Suhail shares that at Meluha-The Fern, sustainability has become a way of life and not a mere philosophy. “We are driven towards creating responsible environment stewards through interactive training

While some properties, by the virtue of being located in a greener surrounding and holding a larger chunk of land, have even tried to create a more profound natural setting to add to their sustainable initiatives; the Gateway Resort Damdama lake, Gurgaon is one such property. Nestled in the lap of Aravalli hills and spread in a 20 acre area, it is an urban sanctuary, inspired by nature. With over 1700 full grown trees, this eco-friendly resort creates a rustic, homely atmosphere in a natural environment.

“A lot of emphasis has been laid on sustainability, right from conceptualizing and design to day-to-day operations. LED lights have been installed in all public areas and rooms.

Recently, the kitchen lights have also been converted to LED panels instead of fluores-

Government must engage with hospitality industry to meet the transition Certain, above mentioned, measures have had a profound effect in creating a more unique and satisfying consumer experience. Also, the growing realization, among customers and hoteliers for the need to accommodate responsible measures, has also created ample room for hoteliers to explore newer means to create and sustain a unique product. Vivanta by Taj Green Cove, Kovalam is one such property. This Kerela village styled resort has used unique elements to create a “complete synchronization with the existing flora without much alteration.

As Kerala is known for its greenery and backwaters, we have tried to retain these elements and further enhance them by incorporating

• On the policy front, too, many a state governments’ have doled out hefty incentives for hotels engaging in sustainable and responsible hospitality. Some of the favorable policy instruments put to use by the governments’ are outright tax exemption, outright grants, and insurance premium. modules, innovative team building activities, and community events,” he tells us.

The hotel has a green building that a high efficiency heating and cooling system, cool roof system, energy efficient lighting, rain water harvesting systems, low-flow taps and flushes, etc. “Our waste management practices of segregation and implementation of reducereuse-recycle measures ensure our solid waste diversion rate is 99.4%,” he adds. He also shares that Meluha-The Fern is ranked first in the country in the total water reuse rate since recycled water is used for f lushing, cooling towers, irrigation, etc.

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cent tube lights. To control the lighting consumption digital timers are installed across the property, shares Pulkesin Mohan, General Manager, The Gateway Resort Damdama Lake, Gurgaon. In a bid to lessen wastage of water, the hotel has used building management system to control the HVAC. “We have maximized the pumping system on VFD control and are utilize the STP treated good quality water in complete flushing and irrigation system. The resort also uses adequate chemicals to reduce the carbon footprint in hot water generators installed at the property,” he adds.

features from other exotic tourist locations like Bali. Hence the entire architecture and landscaping has been designed keeping this in mind,” says Mathew Thomas, GM, Vivanta

by Taj Green Cove.

But operating in such a pristine condition has its own set of limitations too. Being an ecologically sensitive area, near a beach, it must create a balance between rejuvenation and environmental sustenance. To ensure maintaining the sanctity of the area, the hotel has undertaken several sustainable measures.

“Environmental sustainability is engrained in the ethos of the Taj Group through its projects

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Mathew Thomas General Manager, Vivanta by Taj Green Cove, Kovalam

Suhail Kannampilly Senior VP, operations, Fern hotel and Residences for Meluha-The Fern, Mumbai

Pulkesin Mohan General Manager, The Gateway Resort Damdama Lake, Gurgaon

“Environmental sustainability is engrained in the ethos of the Taj Group through its projects like EARTH (Environment Awareness & Renewal at Taj Hotels).

“Meluha-The Fern is the first property in the world to receive a LEED Gold- New Building (Leadership in Energy and Environment Design) and be named an Ecotel certified Hotel.

“In today’s day and age there is a pressing need to adopt sustainability measures, by individuals and corporates, to save the environment from harmful impact of global warming, pollution, wastage, et al.

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like EARTH (Environment Awareness & Renewal at Taj Hotels),” he says.

He shares that apart from having adopted it at the resort, they are also involved in practices like maintaining flora and fauna, renewal of organic waste, and recycling of water.

“Vivanta by Taj Green Cove, Kovalam is also silver certified by EarthCheck, the world renowned certification agency for travel and tourism. The resort was also lauded for its efforts by the Kerala government through the energy conservation award for the year 2014 and was recognized by the State Pollution Control Board for it continued endeavors,” he adds.

The hotel has also, as a part of its responsible hospitality endeavor, involved itself with the local community. A number of local members have found direct employment in the hotel or through their vendor management program.

“Here we seek to source raw materials required for our day to day operations from local vendors keeping in mind the quality standards. We also support the local community by taking our guests on tours to these villages which help the cottage industries based there,” shares Mathew.

It must be conceded that Taj group operating in Kovalam has helped raise the profile of the destination. “With the Taj group setting foot in Kovalam, tourists started regarding it as a getaway destination where they could spend 2 or 3 days at leisure by indulging in local tours or relaxing by the sea side. This has facilitated tourism boom in not just Kovalam alone but also adjacent destinations like Poovar and Kanyakumari,” he tells us.

Suhail, however, believes that there is still a long way to go for sustainable practices to get

at par with tariffs but the growing realization bodes well for the industry at large. “The choice definitely leaves customers with a great deal of satisfaction,” he shares. He also has a word of caution for those who have not yet adopted these measures. “Poorly managed tourism has an immense impact on the environment around the world and although many businesses ignore those impacts for the present, they will eventually be forced to come to terms with the environmental consequences of their unsustainable actions. Moving towards sustainability is only going to better tourism and help grow the Indian hospitality sector for the better,” he argues.

Pulkesin, too, advocates for adopting sustaining measures to help combat overexploitation of resources and harmful impact of pollution and wastage. “In today’s day and age, there is a pressing need to adopt sustainability measures, by individuals and corporates, to save the environment from harmful impact of global warming, pollution, wastage, et al. In such a scenario, it becomes imperative for hospitality chains too to incor-

porate methods of waste reduction and nature conservation, in day to day operations, to ensure we do our bit for the cause of saving nature,” he concludes.

There remains no doubt that various governments’ have shown honest intentions to simplify rules and procedures for creating an enabling environment for the hoteliers to create a more definite movement in that direction.

However, there are specifics that need to be looked into. Access to financing for projects need to be simplified and loans must be structured around a realistic repayment scenario.

There is a need, also, to improve operational training and to ensure that the investment made in technologies are made best use of.

In totality, hotels will continue to move towards sustainable practices driven by the need for maximizing output, creating better guest experience and more importantly meet investors’ expectations, to remain financially viable. What it will yield is a more nuanced tourism product which certainly bodes well for the future of tourism in the country.

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Delhi central begins to get the big signalling a happy revival f Connaught Place is once again in a thriving mode with its entertainment, cultural, and shopping offerings.

A suble addition to its crowd pulling portfolio in recent years has been its emergence as a vibrant nightlife zone. The heart of Delhi now also has a new outlet of globally renowned F Bar & Lounge (of FTV fame) which is promising to up the ante in nightlife offerings, to the upwardly mobile, in the national capital.

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t is purely a case of bouncing back with a bang. Old timers in Delhi will tell you that Connaught Place, Delhi’s traditional heart, had somewhat lost its pulsating pace around the middle of 1990’s. With the malls segment taking a formidable shape in the other locations of the city and also the fast growing NCR pockets, Connaught Place’s sheen as a crowd pulling magnet for various reasons including entertainment had nosedived considerably between 1995 to 2005. But then metro happened, making Rajiv Chowk located in the middle of Connaught Place as its most important hub for its expansive network.

And since then Connaught Place also popularly known as CP has been on a roll.

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For many city observers, what has unfolded in CP in last seven-eight years could easily be dubbed as an emergence of version 2.0 of Delhi’s heart. It has considerably regained its prime positioning as the shoppers’ paradise, has scores of multiplexes today (all the single screen theatres of the past in and around CP have been converted into multiscreen theatres), basic amenities like parking has improved, etc. Another critical element which is keeping CP in a sparkling mood even till the wee hours these days is the gradual addition of nightclubs. Delhi’s nightlife is finding new definition in the scores of high-end bars and lounges which are an intrinsic strength of CP now. Particularly for the upwardly mobile class

of the city, CP is the place to throng in the late evenings to unwind after a long day.

“CP’s nightlife has significantly improved in the last few years. There seems to be innumerable bar and lounges and their offerings are quite qualitative. There are myriads of choices for those who are seeking relaxation by partying in the late evenings,” says Deepankar Mazumdar, a senior IT executive with an MNC firm who has returned to Delhi after spending five years in the US. Deepankar’s assessment and those of others who are hooked on to CP’s nightlife offerings has a formidable factual base. The nightlife outlets at Delhi’s heart are offering a very lively and glamorous setting with great food, mesmerising live performances, uber gathering and a variety

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of drinks – the quintessential ingredients of a vibrant night zone. There are a host of restrobars, pubs, night clubs, discotheques and cafes like the Agni, Q’ba, the Blues, @Live, Dv8, etc. which on a cumulative basis have successfully established CP as the most hip and happening nightzone in the entire Delhi/NCR region.

CP’s rising reputation as Delhi’s prime nighlife zone is slated to get a further boost with the entry of F Bar & Lounge in the fray. An offspring of the globally renowned Fashion Television (FTV), F Bar & Lounge is a well established nighclub brand with quite a spread

gger names, for CP

in Europe, West Asia and South East Asia. A new outlet of F Bar & Lounge has been unveiled in Delhi’s Connaught Place (on 22nd May) and the preliminary promise is that of upping the ante in this thriving nightspot. “We are here to rock the city,” this is how Ajay Kumar Sharma, whose Bravo Hotels has taken the franchise for this outlet, succinctly sums up his intentions.

Given F Bar’s strong global positioning in the nightclub segment, these words could hardly be taken lightly. Nor is the Delhi market a new turf for the brand. This is literally the third coming for F Bar & Lounge in India’s national capital – it had made its debut in Lado Sarai in 2003 which could not be sustained for too long. But its second inning in Delhi was in The Ashoka which had lasted between 2008 to 2012. It was, in fact, during the second spell when the brand had explicitly expressed itself to Delhizens seeking nightlife its capability to offer diverse cultural and entertainment products (fashion shows, product launches,

artistic ex hibitions, etc) the week days. For instance, which had become quite a we have planned to devote Ajay Kumar talk in the town. “F Bar & Tuesday evenings for expat Sharma Lounge is recognised as one community or people who MD, Bravo Hotels of the pioneers in pushing are slightly matured and have the nightlife segment in the taste for rock and roll. For city which has evolved in Wednesday, we have already the city in last one decade. kicked off sufi nights with We have to live up to this great response. On Thursreputation and go several day evenings, we are trying notches over and above the to create an environment for base which was created at unplugged acts and also for The Ashok outlet,” Sharma upcoming artists. We are trypoints out. ing to fix up something for Unlike the outlet at The Sundays- may be prima donna A shok, F Bar & Lounge night or jazz night, something (spread over 10000 sq ft of related to music and art. So real estate with a capacity to for our visitors, there would “F Bar & Lounge is host close to 800 guests) will be something new each time recognised as one also be open during the day he walks in,” explains Sharma of the pioneers in primarily for food enthusiwhile elaborating his upping pushing the nightlife asts. The venue boasts of multhe ante claim in Delhi’ nighttiple zones for a connoisseur spot hub. segment in the city to enjoy a-la-carte gastroBut one is bound to pose which has evolved nomical delights with 3 excluthis pertinent point – is the in the city in last one sive private lounges (each CP location advantageous decade. We have with its own well- stocked now and will it help in creatto live up to this bar), an impressive diamond ing the same magic which was reputation and go lounge for the crème de la witnessed in its previous avatar several notches over crème to celebrate in style at The Ashok? Afterall, riding and above the base and a smoking zone overlookon the reputation of an estabwhich was created at lished 5-star brand could have ing the greenest part of CP. It The Ashok outlet.” has set up a brilliant kitchen been easier vis-à-vis operating with an exhaustive menu of standalone in an increasingly epicurean delights offered in a plush environment competitive environment? Sharma responds, “It that reverberates with soft lounge, non - intrusive would be unfair to compare them. The Ashok had music from 11 am till the evening. But the real its own characteristic. But here our stand-alone action begins in the evening where the outlet format gives us the freedom to explore more – for intends to show its product differentials. And instance with cuisine. Plus, there would be an for this, a week long thematic plan has been put entire lot of new eventing. For an internationally in place which will be gradually rolled out in the renowned nightclub brand like F Bar & Lounge, next couple of months. “Our Friday-Saturday there could not have been a better location than CP nights would be the usual popular weekend for its re-entry.” Yet another confirmation of CP’s nights where we are likely to fit in small fashion growing prowess as a nightlife zone. shows. But there would be something special on

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Hotels allowed to sell reside capital, new law gives ind Hotels, in the capital, have been allowed to divert 40% of their total floor area for commercial purpose, of which 20% can be used for residential projects. The decision, by the urban ministry, is a breather for hotels looking at ways to break-even after hefty initial inputs.

New rule allows more elbowroom for hotels In what could spell long-term relief and better commercial viability for the hospitality industry, the ministry of urban development has given a thumbs up to the proposal of allowing hotels, in Delhi, to use a portion of their property for residential purpose. In an exercise, as a part of its review of the Master Plan of Delhi-2021, the ministry has confirmed the move. With this modification in the master plan, decks are cleared for private players to, also, own a flat in any of the interested five star properties. Actually, the idea was mooted by the Delhi Development Authority, after extensive consultations with various stakeholders.

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costs and end up operating in loss. It comes as a relief for hotels interested in commercial ventures and maintaining a, rather, steady flow of income.

Previously, hotels could divert only 20% of the total f loor area ratio (FAR) into commercial activities – f loor area ratio is, essentially, used by local governments’ in zoning code and is the ratio of the building’s total f loor area and the size of the piece of land on which it is constructed. With the new mechanism in place, hotels, now, can push 40% of their total f loor area ratio for commercial offices, service shops, apartments and retail ventures. Hotels can divert only 20% of the total 40% area for residential purposes, but can, also, choose to sell service apartments to interested individuals, if

the hotel’s land is freehold. However, if the land on which the hotel is built is leasehold then the transfer of ownership can only be permitted after some regulations is framed by the DDA (Delhi Development Authority) in this regard. This, in simple terms, means that a hotel of 25000 sq. meters in total area can divert 10000 sq. meters in commercial activities and 2000 sq. meters of which can be used for residential purpose.

Commenting on the decision of allowing residential property in the hotel, a DDA official commented in one of the English daily: “while those buying the service apartments would be able to get home-like facilities in five-star environs, the hoteliers can generate more revenue by selling off service apartments and using 40% of the area for commercial purposes”.

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dential space in the dustry a breather Industry insiders welcome the decision; seek more clarity Saeed Shervani, MD, Shervani Hotels and ExPresident, FHRAI welcomed the move. “Any policy initiative or FSI that you allow hotels to get into is a welcome step, as it helps them to be commercially more viable bringing down the cost of total input,” he said. He, further, lamented on the state of hospitality industry

issues which they sadly do not see,” he reacted.

“We keep getting taxed exorbitantly, getting lesser and lesser customers, ARR’s are falling by the day and there are many hotels that are on sale. So, the industry is in doldrums. Therefore, any kind of relief that comes from the government, either in the form of taxations or in the form of policy initiative like these are welcome indeed,” he added.

He questioned the judgment of allowing 40% area for commercial purpose and only 20% of the 40% area for residential purposes. “On one hand you say you can use 40% of the area for commercial activities and at the same time you have a clause that only 20% out of that 40% can be used for residential purposes. Why not allow the hotel to choose the best for itself. If my hotel is in a locality where commercial space is more valuable, I will use it for commercial purpose and if I think residential apartments will benefit my business model I will use that route. Circumstances change, what might be commercially viable could do better later as residential market,” he reasoned. “So, instead of creating such hard and fast rules, allow us to determine our own course of action keeping in mind the dynamism of the market. Its volatility cannot be predicted, therefore we need more flexibility in our options. I certainly hope that the government will look into this,” he added.

K B Kachru, Chairman, Carlson Rezidor Hotel Group, South Asia also welcomed the decision. “It is, indeed, a welcome and a positive step. There is no question on that part. But, sadly, not many hotels can take advantage of this decision. I, understand, that, as of now, the situation related to occupancy is not pretty good. Therefore, this decision has to be viewed as a futuristic development,” he commented.

He is of the opinion that a multi-use project is a smarter way forward for the industry as it lends much needed f lexibility. “A multi-use project is always a good business proposition for an investor. A healthy combination of commercial and hotel, coupled with residential, depending of the supply factor is an ideal way forward for the industry,” he opined.

Saying that it was easier for upcoming projects to take advantage of the situation, he said: “It is harder for the existing hotels to make use of this opportunity owing to their physical construction and FRA usage. They would be hamstrung by these limiting factors. However, on the other hand, it gives a great opportunity to upcoming properties and projects to plan spaces accordingly. It will certainly help them reap profits by taking out funding cost and high-inputs like land.”

• For long a number of hotels have found themselves knee-deep in investments, particularly owing to exhorbitent cost of land.

• Hotels are finding difficult to breakeven their investment and moving into commercial space will certainly make operations commercially viable. in the country saying that the industry was saddled with cumbersome taxes and needed respite. “Our industry is going is going through a terrible time and I do not think that the government is ready to realize that. Beneath the shiny exteriors of a five star hotel is a number of

He, however, was scathing in his reaction to the ambiguities pertaining to the order and lack of complete freedom with some or the other string attached. “What I do not understand is that why do we need so many rules and regulations within existing rules,” he asked.

He still hoped that some existing hotels could, also, look into tweaking their products to take advantage of the change in norms. “Its profitability for the existing projects is very limited. Having said that it still gives them an opportunity to tweak their product to suit their August 2015 TourismFirst

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hotelsc a pes

Saeed Sherwani MD, Shervani Hotels

K B Kachru Chairman, Carlson Rezidor Hotel Group

Chender Baljee Founder, Royal Orchid Hotels

tive effect on the national hospitality scene.

Look around you. Even in Bangalore, J W Marriott had a tough time and decided to sell off one floor for commercial activities to recuperate from high input costs,” he said.

Let demand-supply pull decide the direction, feel hoteliers

“We keep getting taxed exorbitantly, getting lesser and lesser customers, ARR’s are falling by the day and there are many hotels that are on sale.

So, the industry is in doldrums.

Therefore, any kind of relief that comes from the government, either in the form of taxations or in the form of policy initiatives like these are welcome indeed.”

“It is harder for the existing hotels to make use of this opportunity owing to their physical construction and FRA usage. They would be hamstrung by these limiting factors. It, however, gives a great opportunity to the upcoming properties and projects to plan spaces accordingly.

It will certainly help them reap profits by taking out funding cost and high-inputs like land.”

commercial needs,” he said.

Sharing his understanding on the commercial viability of service apartments in hotels, he said that apart from the five star category, other category hotels, too, could do well by venturing into residential space. “The bigger issue at hand is that of the overall leisure market. I, personally, am not looking only at the five star category. Even the lower category, I mean three and four star hotels – with the concept of service apartments, it attracts a small family and can be extremely useful in accommodating that segment,” he added.

Chender Baljee, Founder, Royal Orchid Hotels believes that with change in the norms, existing hotels with large area can look at in cashing on the extra space at hand. “It is a good move. It works well for hotels that have excess land on them and are looking at ways to increase their commercial viability,” he told us. “It also works well for hoteliers who are planning on new properties. They can now create the requi80

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“It is a good move. It works well for hotels that have excess land on them and are looking at ways to increase their commercial viability. It also works well for hoteliers who are planning on new properties. They can now create the requisite physical space to make the best of commercial as well as residential business.”

site physical space to make the best of commercial as well as residential business,” he added.

It remains a fact that service apartments work well, specially, in the case of catering to corporate clients or to a small family – it also ensures steady income and longer occupancy. “There is no hard and fast rule that certain product is commercially viable all year around. Hospitality is a very dynamic business. With a service apartment, hotels get paid less for a much larger space, only positive is that there is longer occupancy. So there are two sides of the coin,” he reacted.

Although, it is a state subject and such a consensus on a national level seems farfetched, for it would need massive collaboration of stakeholders at different levels. We asked whether there could be a national push for such initiatives.

Giving his opinion on the pan-India viability of such a legislation to create more breathing space for ailing hotels, he believed that it would work well nationwide. “Of course, it will have a posi-

There has been an all-round appreciation of the decision to increase the area under commercial activities. However, a certain quarter has it its reservations. Skeptics argue that with more rooms and area being pushed into commercial space, there could be a crunch of room inventory in the times to come. They reason that India has already an underserved market and with this diversion, the situation could take a turn for the worse.

Chender contests this argument. He argues that the market forces align themselves depending on the demand cycle and not on some pre-planned analysis. “How does it matter? Any conversion from commercial to residential or vice-versa will depend on the actual real commercial viability of then market scenario,” he reasons.

“We as hoteliers, who have put in the efforts, know what the best is for us. We understand the market better than outsiders. I believe that whether we should go commercial or residential should remain, completely, a domain for us to choose. Others must refrain from getting into it,” says Chender.

Saeed Shervani, too, has a similar notion. He strongly favors autonomy and detests the idea of handholding and nudging around. “As a hotelier, let me choose what suits my business the best. The government should act as an enabler and resist from inserting terms and conditions into every legislation. Let the market forces decide our way forward and let us have the elbow-room to choose the best,” he tells us.

The proposal to give more options to hotels is certainly a step in the right direction. It remains no secret that many a hotels have found breaking-even a difficult proposition – burdened by expensive land, inputs, low occupancy and overall dull economic climate. It has given a breather to hotels and also allowed them to choose the best way forward for themselves, keeping in mind commercial viability and investor sentiments. Now, the need is to give more clarity to this decision and ensure that all the existing properties, too, can make the best use of this opportunity. On a broader level, stakeholders of the hospitality industry must also look at the possibility of a, similar, pan-India legislation and create consensus to achieve it in the days to come.

By SHASHANK SHEKHAR

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footnote

Delhi’s tourism needs a second look Cities are the engines of tourism in the modern day world; many a country has proven this right. As Delhi’s tourism product enlarges, with the expansion of NCR, it too needs a fresh look on defining the city’s product and find ways to market them well.

T

here is no contention in the fact that India is rapidly urban- golf product, too, is of more Delhi/NCR in orientation. izing, and the process of developing new cities is steadily MICE tourism has a similar story to tell. And now with the impendbecoming a part of the national discourse with policy initia- ing development in Dwarka and also, around, Manesar, there is a greater tives. However, it is true, as well, that we have continuously opportunity for seeing, again, the ​Greater Delhi perspective. ignored our cities and never strived earnestly to make the most of its ​ Delhi over the years has amalgamated with the newer developtourism potential. Take New York for instance, the way it has marketed ments around it.​ its product, as a city, is a great example. How many of our states which Even, the busy Delhi-Agra-Jaipur golden triangle axis has a new develown metro cities have actually focused on city marketing? Has Karna- opment that can help us enlarge the product of Delhi. As now, with the taka promoted Bangalore? It sure has plenty more than just the software new expressway, all commuters from Delhi have to transit through Noida firms to attract new travelers. to go to greater Noida and thereOr has Tamil Nadu promoted fore to the ​Yamuna expressway.

Chennai? And for that matter has These are just a few possibiliMaharashtra promoted Mumbai ties. In recent weeks we have read in the manner that some of the reports that the Delhi Governother countries have promoted ment is giving a serious look to their cities? tourism, planning a new strucThere is a reason for this ture with a private sector specialgrave omission; partly for​ lack ist to head it. These are welcome of a vision​and partly for politisteps, but the larger need is to cal compulsions, where our conunderstand city product develcern has been largely to play fair, opment and its marketing in a and spread our resources thinly global concept. We will probably enough, but across an entire state! need a Greater Delhi marketing Del h i, too, has gotten authority that looks at the bigger ignored, despite tourism being picture. Or, for that matter, some​ a state subject. One of our drawloose association for tourism backs​has also been the fact that development ​in the greater ​city. the DTDC is also involved in the ​W hatever, there is urgent business of running the business In recent weeks we have read reports that need to put together into a of​selling liquor, certainly a more the Delhi Government is giving a serious look cohesive form the larger tourprofitable venture. More time and ism product! to tourism, planning a new structure with effort of the key administration is It must seek to look for a clear spent in looking after the liquor definition of the product – what a private sector specialist to head it. These business, while tourism has been exactly it wants to focus on, and are welcome steps, but the larger need is to taken for granted. there is so much to do so, and A lot has changed around us then understand its uniqueness understand city product development and its in the past two decades. Since for the rest of the country for marketing in a global concept. the Indian markets were thrown domestic tourism and for the open to the world, post the 1991 economic crisis, much of the tourism rest of the world for international. And then to market it. product of Delhi has got enlarged in scope and dimension with the It must engage genuine stakeholders and look to bolster its social development of NCR. media presence. Acquire newer ways of reaching out to people; look With the rapid development of infrastructure in the Delhi’s periph- at animation, video clips and radio jingles apart from Facebook and ery, lots of newer products within NCR are now being construed to Twitter as mediums to connect. be a part of the greater Delhi’s framework. Whether it’s the F​ormula1​ As a part of our endeavor, we intend to bring these pressing issues, as a racecourse in Greater Noida or the Kingdom of Dreams in Gurgaon. part of tourism industry’s discourse, through our TourismFirst-2 conclave Look at the state of medical tourism in Delhi; funnily enough it is not on tourism in Delhi/NCR, the Greater Delhi region, later next month.​ AIIMS or RML that is leading in attracting international clientele, but it We firmly believe that this gauntlet also presents itself with a unique is rather private hospitals like Batra, Medanta, Artemis​or Fortis – most opportunity to create Delhi and, indeed, the entire NCR region as the of them in NCR – that are creating the pull. most tourist friendly destination this side of Suez. Tourism in Delhi Another sector with tremendous potential is golf tourism. There must take center stage and we hope to engage the larger stakeholders are two golf courses in Noida, three in Gurgaon and only one or two in in this direction through our initiative.

Delhi; and the one’s in Delhi are more difficult to play on. So, the larger

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Date of Publication: 17/08/2015

RNI No. DELENG/2015/62794 Posting Dt. 12-17/08/2015 Postal Reg. No. DL(ND)-11/6180/2015-16-17