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Rediscovering the Unexplored Beauty of Rajasthan
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A mere mention of Rajasthan leads us to think of the land of desserts and camel rides, the folk songs, palatial forts and fascinating royal lifestyles, and most especially the ‘Kalbelia’ performances on the sand dunes by women adorning colourful traditional attires. The tourism landscape of Rajasthan has been, thus, actually dotted with all this and much more as if to convey – Na Jane Kya Dikh Jaye (you never know what you may come across). Our eGov magazine’s latest issue is an endeavour to explore the rich culture, beauty and the magnificence of the royal past still visible in several palaces and renovated forts that are being promoted as tourist spots, evoking a feeling of awe till date. The exhaustive coverage, in addition to exploring the pace of growth of key flagship schemes by the Tourism department, also details how, thanks to an enabling environment being facilitated by the State Tourism Department, the tourism sector is flourishing in the State. Delving deeper, what makes Rajasthan one of the most preferred tourist destinations in the country and how numerous ongoing pro-tourism projects being executed in the State, are set to soon give a fillip to State’s tourism landscape, are the other questions that the special coverage attempts to find out. Our cover story, “Rajasthan Tourism, India’s Introduction to the World” throws light upon the tourism potential of the State. It lays focus on how off late many of the tourist-friendly schemes have reaped great dividends for the State. Our special feature ‘Discovering Enchanting Rajasthan at Night’ is on the night tourism initiative of the Vasundhara Raje Government here. To showcase the finest industry practices being followed by the State Tourism Sector, the magazine features interviews both from the tourism department and RTDC, the principal body tasked with the role of improving the tourism landscape of the State. From Rajasthan Tourism department, we have featured interviews of key policymakers and decision makers such as Kuldeep Ranka, Principal Secretary Tourism, Pradeep Kumar Borar,Special Secretary & Director (Tourism) and of Haulianlal Guite IAS, Managing Director, Rajasthan Tourism Development Corporation (RTDC). The magazine also carries a special message from Alphons KJ, Minister of State for Tourism (Independent Charge), Government of India. With such a wide array of interviews, articles and special stories highlighting key aspects of tourism in Rajasthan, we hope our latest endeavour would evoke interest and invaluable feedback of our readers.
INTERVIEWS This section highlights various stakeholders, bureaucrats and policy makers influencing governance in the country.
DR RAVI GUPTA Editor-in-Chief, eGov magazine, and CEO, Elets Technomedia Pvt Ltd
CONTENTS
ARTICLES
JULY 2018 | Volume 14 | Issue 10
22 RTDC – ENABLING RAJASTHAN BECOME A DREAM DESTINATION
32 EXPERIENCE THE UNSEEN, UNEXPLORED RAJASTHAN
10 COVER STORY
38 DISCOVERING ENCHANTING– RAJASTHAN AT NIGHT
INTERVIEWS
Rajasthan Tourism India’s Introduction to the World
6
08 C R CHAUDHARY
16 KULDEEP RANKA
18 PRADEEP KUMAR BORAR
Minister of State for Commerce and Industry and, Consumer Affairs, Food and Public Distribution, Government of India
Principal Secretary, Tourism, Forest & Environment, Art & Culture, Government of Rajasthan
Special Secretary & Director Tourism, Government of Rajasthan
40 l CONFERENCE REPORT
20 HAULIANLAL GUITE
26 K P NANDAKUMAR
IAS, Managing Director, Rajasthan Tourism Development Corporation (RTDC)
Joint Director, Department of Tourism Government of Kerala
JULY 2018
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LEADER SPEAKS
(L to R) Dr Ravi Gupta, Editor-in-Chief, eGov Magazine & CEO, Elets Technomedia, presenting the Special Issue on Surat to Alphons K J, Minister of State for Tourism (Independent Charge), Government of India
I extend my best wishes for the National Tourism Conclave – Rajasthan, which is going to be held on 13th July 2018. Rajasthan is one of the most wonderful places in the country, a great destination with amazing things to see and experience. Rajasthan is the ultimate in luxury - ultimate in terms of the old glory of India and, of course, in addition to these, we have the desert tourism of India here, coupled with the vibrant arts and culture of Rajasthan. I think Rajasthan is the place where the whole world needs to come and experience its unique facets.
Alphons K J Minister of State for Tourism (Independent Charge), Government of India
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JULY 2018
7
MINISTRY OF COMMERCE AND INDUSTRIES PERSPECTIVE
Our motto is to Perform, Reform and Transform: C R Chaudhary Areas with over one lakh population will be served with a better infrastructure via Atal Mission for Rejuvenation and Urban Transformation (AMRUT) scheme, says C R Chaudhary, Minister of State for Commerce and Industry and, Consumer Affairs, Food and Public Distribution, Government of India, in conversation with Gopi Krishna Arora of Elets News Network (ENN). C R Chaudhary
Minister of State for Commerce and Industry and, Consumer Affairs, Food and Public Distribution, Government of India
“We are focused on three key aspects: maximum production with quality, maximum export and maximum employment with an important emphasis on ‘ease of work’ as well.” 8
JULY 2018
Union Minister C R Chaudhary along with Gujarat Chief Minister Vijay Rupani launching the eGov Magazine at Smart City Summit, Surat
Since start-ups are also an important facet of Smart Cities Mission, what are the initiatives taken by the Central Government to nurture them? We are completely focused on the young generation which is teeming with ideas. They must approach with some
innovative ideas which can be nurtured by us. For the development of the nation, logistics with the right use of technology can contribute for the benefit of the nation as it accounts for around 16 per cent for our GDP. We have dedicated ourselves to start-ups. Currently, 10,000 start-ups have been registered and every year we get one lakh queries from them,
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MINISTRY OF COMMERCE AND INDUSTRIES PERSPECTIVE
which are patiently looked into. We have invested Rs 25 crores in these start-ups with some amenities like work space, electricity for their good shape have also been provided by us. The Government of India is helping youth under the hand holding policy. The youths should be motivated and encouraged.
What is your message for startups and foreign investors who are interested to invest in India? For start-ups, all the young inventors and innovators should never hesitate to start a company. Whatever facilities they require from India’s Commerce and Industry department, we will provide. Besides, if there is any extra requirement, we are ready to extend support to them. As far as the industries are concerned, we have three key motives: maximum production with zero defect and zero effect, which means good quality products. Second is maximum export and third is maximum employment. Any foreign establishment, ready to invest in India, we welcome it with a condition to establish an industry right here that will give employment to our young generation. Earlier, there was restriction on Foreign Direct Investment (FDI) but today 90 per cent of FDI is coming by automatic route. There are some restrictions but in Defence sector, Railway sector and in Insurance sector, it shall not be a matter.
Give us your view of ‘ease of doing’ business. What plans do you have to boost it? All the complexities related to ‘ease of doing business’ are reduced. Simplification and notification of rules is done for registration, paying electricity, and environment clearance. There are 36 white industries, which need not to go anywhere because they have been given facility of automatic clearance.
“As far as the industries are concerned, we have three key motives: maximum production with zero defect and zero effect, which means good quality products.”
The pollution is cleared within no time. Similarly, the issues related to import and export are solved ideally owing to online facilities which have played an important role in reducing manual interface. According to the survey of the World Bank, our ranking has jumped from 130 to 100 and our target is to get in top 50 next year. The Prime Minister has openly spoken about giving support to people who bring business to the country. When there are many investors in the nation it will give increase production
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that will automatically give jobs to youths. According to the world competition, the country with maximum production with requisite quality in the current scenario is the most successful country in the world. Perform, reform and transform – that is out motto.
How has been your experience in EletsStartup festival and Smart City Summit, Surat? It was a superior experience and as per Prime Minister Narendra Modi’s vision to develop 100 Smart Cities wherein people will easily get water, electricity, housing, transportation, education, and health facilities, we are making efforts. These Smart Cities should become a specimen for other cities and villages. Besides, the Government is building infrastructure under its AMRUT scheme for areas with population more than one lakh. Surat has made its place in the first five cities out of 100 in the Smart Cities Mission and also more than 50 projects were considered in it out of which 40 are on the track of completion. One of the projects that I observed is Surat Diamond project wherein the world’s largest single commercial building providing amenities will be set up. So, these conferences must be organised in order to make more and more people aware about what is happening in the country in terms of development.
JULY 2018
9
COVER STORY
RAJASTHAN TOURISM India’s Introduction to the World
Among the Indian states, Rajasthan is considered as the perfect potpourri of a rich cultural heritage, offering glimpse of modernity, Kartik Sharma and Ahmad Shariq Khan of Elets News Network (ENN) take a close look at what makes this State one of the most preferred tourist destinations. 10 JULY 2018 [ egov.eletsonline.com ] The Largest Portal on e-Governance in Asia and the Middle East
COVER STORY
H
ome to numerous attractive destinations, coupled with a world-class hospitality ecosystem favouring tourism, being actively promoted by the State Government, Rajasthan today tops any domestic or international tourist’s wish list.
The State is home of brave Rajput warriors. Rajasthan is today popular for its vibrant culture, from the lively folk
where much of the Rajasthani thought, philosophy and culture are being reflected across the nook and corner of
Since time immemorial, Rajasthan, the land of majestic Aravali Hills, has been regarded as the land of kings, palaces, valour and sacrifices. Rajasthan derives its name from “Rajah” “Sthana”, which literally means home of Kings, and it truly is. Tales of battles fought and romance of the riches adorn every wall, folklore or literature of the state. The present state of Rajasthan today comprises 33 districts, which is effectively a union of 22 former princely states. Located in the northwestern part of India, the State is spread over 3,42,239 sq.km area, making it geographically the largest State in the country, encompassing around 11 per cent of the total geographical area of the country. One could gauge the sheer vastness of its size if its area is looked at in comparison to that of some of the western countries such as that of Italy (3, 01,200 sq. km.), Norway (3, 24,200 sq. km) or of Poland (3, 12,600 sq. km.) The State’s topography is such that it mainly comprises three regions, namely, the Aravali hills range, the Great Indian Thar Desert and the Eastern part of the state. It can be said that Rajasthan’s topography is a potpourri of the sandy deserts and abundant flora and fauna.
Rajasthan – A Unique Tourism Landscape Rajasthan is a land of great beauty and diversity. From the Thar Desert in the west to the fertile southeastern plains, Rajasthan’s topography too shares this diversity.
Krishnendra Kaur (Deepa), Hon’ble Minister for Art & Culture, Archeology & Museum, Tourism and Civil Aviation, Government of Rajasthan, at an exhibition showcasing achievements of the tourism department.
“The rich tourist attractions of Rajasthan include numerous forts and palaces, monuments and structures, lakes and mountains, sand dunes and desert beauty, national parks and wildlife destinations.” dances to the many schools of Indian classical music. The customs and traditions, fairs and festivals, handicrafts, art and music reflect the very broad spectrum of the Rajasthani culture
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the State. That’s the reason why the main hotspot destinations of State such as Jaipur, Jodhpur, Udaipur, Mount Abu, Bikaner, Jaisalmer, Chittor, Bharatpur and Alwar are hugely popular among tourists. The rich tourist attractions of Rajasthan includes numerous forts and palaces, monuments and structures, lakes and mountains, sand dunes and desert beauty, national parks and wildlife destinations. Even the cities and towns of Rajasthan are worth exploring. The State is known for its diversity in terms of natural resources, cultural heritage, historical as well as archaeological wonders and rare flora and fauna and particularly, the wildlife. The forts and palaces, heritage hotels, colourful fairs and festivals, local art and handicrafts have been a unique selling proposition for tourists coming to the State. The desert environment in the western parts of the State is also a major attraction for visitors, particularly for foreign tourists. There are good reasons to believe why tourism in
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11
COVER STORY We could not agree more!
Rajasthan is being accorded the priority it deserves. No wonder why Rajasthan is called the “Designer State” as far as tourism on national map in concerned. This is mainly because of its people, culture, cuisine, costumes, clothes and its numerous traditional art forms. The Chief Minister of Rajasthan has rightly declared tourism as one of the key area of economic development and termed this sector as the “Hope Sector” for Rajasthan. The state’ colourful canvas of culture is best described in the words of Hon’ble Chief Minister Vasundhara Raje who describes the land of Rajasthan as “a
Rajasthan and tourism closely interwoven Thanks to the proactive role and enabling environment provided by the State Government, tourism industry in Rajasthan is a flourishing industry and a force to reckon with. The sector, besides contributing around 15 per cent to the economy of Rajasthan is an important foreign exchange earner for the State that also contributes to the promotion of local handicrafts and artisans and infrastructure development of the State.
Chief Minister of Rajasthan Vasundhara Raje inaugurating Masala chowk food court at Ram Niwas Bagh.
colourful melange of massive forts, stunning palaces, diverse cultures, delectable cuisines and warm people, set amidst a rugged yet inviting landscape”. Calling it a land that has inspired her, the Hon’ble Chief Minister of Rajasthan describes the unique terrain of the state as: “Come tread on the sands of time. In Rajasthan, you will find every hue in Nature’s grand palette - the red sands, the blue of royalty, the pink cities or the amber sunsets. Surrender yourself to the sounds of trinkets or the sounds of the all conquering wind. Sight and sounds that are far removed from any city. Sights and sounds that will transport you into a folk lore.”
12
JULY 2018
Not to forget, Rajasthan also forms part of India’s golden triangle, a popular tourist circuit which connects the national capital Delhi, Agra and Jaipur, making it one of the most preferred tourist destinations, particularly for global tourists. The second largest city in Rajasthan, Jodhpur is among the top 10 preferred destinations that travellers have on their wish lists for the upcoming year, a recent study has revealed. Various studies undertaken by the State have shown that tourism is said to have a significant multiplier effect on the state economy as it not only increases employment opportunities, generating revenue, developing infrastructure,
increasing investment opportunities but also revives traditions and heritage conservation. It is estimated that every rupee spent by a tourist changes hands 13 times and that every hotel room generates direct employment to three persons and indirect employment to eight persons. Not surprisingly, tourism is the third largest employer after agriculture and textiles in the State. The state government is actively pursuing a pro-tourism policy aimed at bolstering the sector and in recent times, has introduced many unique schemes to help the sector flourish hassle-free and realise its full potential. In recent times, efforts initiated by Department of Tourism (DoT), Rajasthan Tourism Development Corporation Ltd. (RTDC), Rajasthan Institute of Travel and Tourism Management (RITTMAN) and many other organisations have reaped great rewards for the State’s tourism sector. Further, in addition keeping a thrust on tourist-welcoming schemes such as “Padharo Mhare Desh” meaning “Rajasthan Invites You”, coupled with Rajasthan tourism’s new captivating (and quite successful) marketing blitzkrieg Campaign titled ‘Jane Kya Dikh Jaaye’, the State of Rajasthan can be said to have successfully established the identity of Rajasthan as the land of the wonders, thereby creating effective buzz in the minds of tourists who, going by the recent numbers, have only grown manifold. “Our marketing strategy to overcome the challenges has been to promote Rajasthan’s offering beyond what is already known through media and influencers; digital and social media campaigns; effective PR and on-ground activation. The coordinated effort enables us to bring to life different and new experiences in Rajasthan, from the individual prospective of travellers and
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COVER STORY explorers enchanted by Rajasthan,” says Pradeep Kumar Borar, Special Secretary and Director Tourism, Government of Rajasthan. Going forward, the major new dimensions for the advancements of tourism being explored include, improvement in transportation network by rail, road and air connectivity, increase in fund allocation to tourism sector and free loans to tourism projects, human resource development, increasing private sector participation, preservation of rich heritage palaces, and encouraging new area of tourism such as meetings, incentives, conferences and exhibitions (MICE) tourism, rural tourism and adventure tourism, among others.
ADVENTURE TOURISM
Key Marketing Initiatives being promoted 1. Increased focus on International Marketing: In 2017-18, Rajasthan tourism facilitated participation of about 30 tour operators and hoteliers to take part in five international travel marts (TOPRESAParis, ITB- Singapore, WTM- London, FITUR- Madrid and ITB- Berlin). This year already more than 80 participation request from travel trade have been received in Tourism Department to facilitate participation in these marts. Based on the input received from travel trade this year, the State Tourism Department is said to have included JATA-Tokyo and Pure ExperiencesMarrakesh in its annual plan.
SPIRITUAL TOURISM
TYPES OF TOURISM IN RAJASTHAN
MICE TOURISM
DESERT TOURISM
The Key Attractions There are many tourism-related offerings that the State offers. These include its majestic forts and palaces, safari tours, wildlife sanctuary parks, heritage and pilgrimage places, beautiful lakes and rivers among its other countless unique cultural products such as folk music, Traditional dance forms and puppetry etc. The list simply goes on and on.
HERITAGE TOURISM
CULTURAL TOURISM
WILDLIFE & ECO-TOURISM
Further, the Tourism Department has also added many niche cultural events to annual calendar, some of these are:
Dhulandi (Holi) Festival in Jaipur in
Rajasthan Heritage Week, Jaipur in
• Rajasthan Foundation Day celebration organised as Rajasthan Festival in Jaipur and all over State in the month of March has become very popular among tourists.
October The Sacred Festival at holy Pushkar held in October World Music Festival held in Udaipur from in February Jaipur Photo Fest in February 2. Revamped Traditional Fairs & Festivals: The State’s traditional fairs and festivals are very popular both within and outside India. In recent times, the Tourism Department had joined hands with many private players to scale up its festivals. Some noteworthy fairs and festivals include:
Pushkar Fair held in Oct/Nov Camel Fair Bikaner- held in January Desert Festival’ Jaisalmer held in January
Braj-Holi Festival in Bharatpur in February
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March
Mewar Festival in Udaipur in March Gangaur Festival in Jaipur in March
• Jaipur Lit- Fest supported by Rajasthan Tourism, and popularly known as JLF is held annually in Jaipur in the month of January. It has now become iconic and global event. This year, the State’s Tourism Department is taking JLF abroad to London and Boulder (USA). • Mountain Echoes Literature Festival Thimphu (Bhutan) – This will take place on 22-25 August 2018. The State’s Tourism Department has been supporting this literary festival for so many years now. 3. Preserving and Showcasing of State Heritage: The State Government is also keen to revamp museums which have a vast
JULY 2018
13
COVER STORY repository of literature, rare manuscripts and other attractions of heritage value. The State Tourism Department has renovated the museums at Sikar, Pali, Jaisalmer, Bikaner, Ajmer and Bharatpur. Work at Museums in Kota, Chittorgarh, Jodhpur, Jhalawar, Alwar, Ahar (Udaipur), Dungarpur, Mandore (Jodhpur), Shahpura, Viratnagar, Jaipur (Albert Hall) and Chandrawati will also get completed shortly.
4. Luxury Trains:
Renovated ‘Palace on Wheels’ is doing good business in current year. Its recent year-wise occupancy clearly depicts the pace and direction of its progress: l Occupancy in year 2016-17: 41per
cent
l Occupancy in year 17-18: 60 per
cent
l Occupancy in year 18-19: 80 per
cent forecast estimates Familiarisation (FAM) trips – Worth mentioning is, in recent times, the State Tourism Department has hosted numerous international bloggers, event managers, Royal Rajasthan Team players and foreign travel agents from Delhi to Jaipur on these trains. 5. Wildlife Parks and Sanctuaries:
6. Ecotourism:
Rajasthan is a richly endowed state with the natural heritage of diverse flora, fauna and numerous scenic landscapes. At present, the state boasts of:
With a view to attract more and more
3 Tiger Reserves 3 National Parks 26 wildlife sanctuaries and 10 conservation reserves housing bountiful biodiversity in the form of hundreds of species of micro and macro flora and fauna. In recent years, the state has taken huge strides in conserving its natural wealth.
Ranthambore Tiger Reserve
commands the major share of wildlife
14
tourism in the State. However, due to increasing tourism pressure beyond the carrying capacity of the park, a new Tiger Safari park will be established at Amli near Ranthambhore tiger to divert tourism. Sariska Tiger Reserve in Alwar and Mukandara Hills Tiger Reserve Kota, are two other prominent Tiger Reserves. Jhalana Leopard safari park is operational in Jaipur. Also, a Lion Safari is under construction at Nahargarh at an area of 36 hectares with a cost of Rs 4 crores. National Chambal Ghariyal Sanctuary and Sam sand dunes in Desert National Park, Jaisalmer are also being developed as tourism destinations. Presently, Sitamata Sanctuary, Raoli Tadgarh, KumbalGarh Sanctuary, Kela Devi Sanctuary and Mt Abu Sanctuary and Ranthambore are envisaged in the proposed heritage and spiritual tourism circuits. Similarly, Jawai dam in Pali, Tal Chhapar in Churu and Van Vihar sanctuary in Dholpur, Bansiyal Khetri Conservation Reserve in Jhunjhunu, etc, are also being developed.
JULY 2018
nature lovers in the State and also laying down the framework for sustainable growth pattern in the State, Rajasthan was one of the first States to formulate its own Ecotourism Policy way back in 2010. Under this, nine ecotourism sites have been developed at: l l l l l l l
Menal (Bhilwara), Bassi Sitamata (Chittorgarh) Pachkund (Ajmer) Sundamata (Jalore) Gudha Bishnoi (Jodhpur) Sorsan (Kota) Harshnath (Sikar) and few other sites spread across the state. l To promote ecotourism and ex-situ
(preservation of components of biological diversity outside their natural habitats) and for conservation of wildlife, three biological parks have been opened for general public. These are at: l Machia l Nahargarh l Sajjangarh
Further, work is in progress in two more Biological parks: l Abheda Biological Park, Kota l Marudhara Biological Park, Bikaner
An elephant ride at Amber is major
tourist attraction in Jaipur. To further boost this segment, Hathi Gaon (Elephant Village) near Amber has been created with the dual purpose of rehabilitation of Elephants in Jaipur and to attract tourists.
Certainly, under the dynamic leadership of Hon’ble Chief Minister of Rajasthan, the State’s tourism sector has been flourishing by leaps and bounds. Yet there remain many untapped opportunities which the State government, together with various stakeholders, including private players has been actively exploring in recent times. This is evident from the repeated hikes in tourism budget by the State government. Further, bearing fruits of its unique, innovative and effective campaigns and marketing initiatives, Rajasthan has certainly managed to establish itself as a force to reckon with in country’s tourism circuit and thus, be ranked among the top tourist destinations in India. Going forward, good days are certainly in store for this State, known as Potpourri of traditional and contemporary blend of what today’s India signifies – traditional yet modern, coloruful yet quiet and serene (at times). Certainly, you have got all in Rajasthan. And as the State’s tagline sums it aptly “Jane Kya Dikh Jaaye”. Isn’t it so?
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POLICYMAKER’S PERSPECTIVE
Rajasthan Tourism Showing the way in Industry’s Best Practices In recent times, Rajasthan has made rapid strides on tourism front and the Rajasthan Tourism Development Corporation Ltd (RTDC) is committed to introduce many more pro-tourism sector initiatives that would be instrumental in boosting Rajasthan’s image as a tourism hotspot, says Kuldeep Ranka, Principal Secretary, Tourism, Forest and Environment, Art and Culture, Government of Rajasthan, in an exclusive interview with Kartik Sharma of Elets News Network (ENN).
Kuldeep Ranka
Principal Secretary, Tourism, Forest & Environment, Art & Culture, Government of Rajasthan
Having recently joined the tourism department how has been your experience so far?
“Rajasthan has always been one State that has attracted a large number of tourists for its rich culture, arts and history.” 16
JULY 2018
Tourism is an important sector not only for the State of Rajasthan but also of the entire country. The sector holds great significance since it provides employment to a large number of masses, both directly and indirectly. Rajasthan has always been one State which has attracted a large number of tourists for its rich culture, arts and history, monuments, deserts and sand dunes, forests including its wildlife, among other attractions. Each year, the State receives a large number of foreign contingents of tourists. In short, for every kind of target audience, there is something on offer here. The aggressive marketing strategy followed by the State has further bolstered the sector greatly.
Tourism is one of the major components of State’s GDP and economy do you think there is a need for more efforts to promote Rajasthan as a tourism hotspot? What initiatives your department is taking in this regard? You are right. Apart from other important sectors of the economy, tourism is the backbone of the State. Further, in terms of its importance in providing huge direct and indirect employment, it rightly figures among the high priority segment for the State. So far, the tourism potential of the State has been tapped by various State agencies. In recent times, the State government has been focussing on renovation and providing world-class amenities at various museums spread across the State. Similarly, at the wildlife sanctuaries, such as at the tiger reserves,
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POLICYMAKER’S PERSPECTIVE
similar services are being extended. We believe such steps would further contribute towards attracting more tourists to the State. Apart from this, we have also taken steps to organise various cultural activities throughout the year. For this, we have now drawn a calendar of events, festivals and fairs to be organised throughout the year. As part of this, we have also been focussing to showcase the lesser-known fairs and festivals of the State. In addition, RTDC has been also making efforts in providing budget hotels for tourists, and by running of two luxury trains, giving world-class experience to tourists coming to the State, I believe, we have further bolstered the image of the Rajasthan as a tourism hotspot. We have been also looking forward to showcase cultural events such as Udaipur Music Festival, storytelling festivals, Jaipur Literature Festival and various other such events that in recent times have caught the attention of world community. While we are making all-out efforts in this direction, our advertising and marketing efforts have reaped us great rewards so far.
Rajasthan’s ecotourism, especially its deserts are hugely popular among tourists. What specific steps taken have been undertaken for their promotion? It is true that Rajasthan’s deserts have always been hugely popular among tourists. Therefore, besides, focusing on the promotion of State’s sand dunes, local flora and fauna, we are actively working on this front. Along with this, attractions such as Havelis of Jaisalmer and other similar havelis are also being promoted on similar lines. Additionally, the State government has been making efforts to develop desert circuit across the State. At present, our luxury tourist train - ‘Palace on Wheels’ also goes to all such desert regions, covering attractions such as the ‘Desert National Park’, and ‘Akal Wood
Fossil Park’ (at Jaisalmer). The amenities around these attractions are also being made more tourist-friendly. Here, worth mentioning is the deployment of tourist-friendly police force at all such places. On similar lines, many such developments are being introduced elsewhere across the State and many more are in the pipeline too. Going forward, I am hopeful that the desert tourism in the State is set to grow manifold.
The concept of night tourism is one of the innovative steps that the State government has taken in a big way what other things are you doing to promote night tourism? Certainly, in recent times, the concept of night tourism has gained immense popularity in the State. There are many tourists who like to visit various monuments in evening and various cultural performances at that time of the day. To cater to such a demand, we have partnered with the Confederation of Indian Industry (CII) and, together have launched the ‘Jaipur by Nite’ concept. Under which, various cultural performances are organised in the evening. The concept has been very well received by tourists in the State.
Forests are also an important component that you are looking after, how are you going forward to promote forest tourism in the State? Forest and wildlife have always been hugely popular with tourists. RTDC has been making all-out effort to further promote this segment by not just providing the best of amenities there, but by facilitating world-class wildlife sightseeing experiences in various wildlife sanctuaries spread across the State that include tiger habitats, birds’ sanctuaries, day safari such as Jhalana Leopard Safari etc. Similar steps are also being implemented at Udaipur and elsewhere.
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Is more connectivity key to bring in increased number of tourists? Yes, when it comes to tourism, connectivity is one of the most important aspects. I believe, connectivity to the State has improved over the years. Presently, the road connectivity to the State is fantastic and air connectivity has also improved in the recent times. In addition, rail services to the State have also been improved and are being strengthened further. To further boost tourism, ‘air taxis’ have now been introduced.
Technology intervention is very prominent in various sectors. How important do you think is its role in bolstering tourism sector in the State? We all are aware that technology has today made the whole world a global village. Tourism is one sector which is one of the chief beneficiaries of the digital interventions taking place across sectors. Today, be it booking for a place or going to the place itself, technology has changed the whole process. We are aware of the latest developments in this field and employ the latest tools to promote tourism in the State.
With regard to the tourism sector, there are various innovators with cutting-edge solutions that can be utilised for the welfare of the tourism sector. How is government looking forward to collaborate with such players? With regard to furthering innovation in the State, we have a very open policy under which, from time to time we interact with various stakeholders. They offer us invaluable feedback. We also get involved in various industry events and conferences – where the learning has always been mutual, and in the light of the feedback received, we further aim to improve upon our product offerings.
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POLICYMAKER’S PERSPECTIVE
‘Showcasing Lesser Known Rajasthani Destinations A Priority’ The tourism landscape in Rajasthan is flourishing and with the launch of new media campaign “Jane Kya Dikh Jaye” many more domestic tourists are visiting Rajasthan to explore the lesserknown destinations, says Pradeep Kumar Borar, Special Secretary and Director, Tourism, Government of Rajasthan, in conversation with Elets News Network (ENN). Pradeep Kumar Borar
Special Secretary & Director Tourism, Government of Rajasthan
“In our bid to make Rajasthan a favoured destination for tourists, the government has increased the tourism budget in recent years” 18
JULY 2018
Please tell us a bit about your marketing and promotion focus plan for 2018-19. Our marketing strategy is aimed at promoting Rajasthan’s offering beyond what is already known through media and influencers, digital and social media campaigns, and on-ground activation. The coordinated effort will bring to life different and new experiences in Rajasthan from the eyes of various travellers and explorers enchanted by Rajasthan. Further, in our bid to make Rajasthan a favoured destination for domestic and international travellers, the government, in recent years, has increased the tourism budget.
Also, with the launch of new media campaign “Jane Kya Dikh Jaye” many more domestic tourists are coming to Rajasthan to explore the lesser-known destinations and experiences such as Garadia Mahadev Temple in Kota, Khumbhalgarh or Rajsamand that we have to offer. We have seen an increase and it’s also visible, at our music and cultural festivals like the Pushkar Fair, Magnetic Fields Music Fest, Jaipur Lit Fest, Jodhpur Riff Festival, and Udaipur World Music Festival. The new destinations which are being promoted and highlighted are Neelkanth in Alwar, Wax Museum Udaipur, Naval Mahal of Udaipur, Sawai Madhopur Shilpgram, Harsha Mata Temple, Chand Baori
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POLICYMAKER’S PERSPECTIVE
(Stepwell) - Abhaneri in Dausa, Jawahar Kala Kendra in Jaipur, Wax Museum Jaipur, Rajmandir Cinema Hall in Jaipur and lesser-known destinations in Rajasthan circuits like Shekhawati (Jhunjunu-Churu-Sikar) as well as Hadoti (Bundi-Kota-Jhalawar) etc.
What are the important trade fairs, the department is going to be part of for keeping the State tourism sector updated with the best of globally-followed industry practices? This year the department is
The Golden City of Jaisalmer
International Tourism Trade Fair, in English) and ITB Berlin.
Please share with us your roadmap for the betterment of tourism sector of the state in the coming years.
participating in domestic travel marts like Great Indian Travel Bazaar (GITB), India International Travel Exhibition (IITE), India Travel Mart (ITM), India International Travel Mart (IITM), Travel & Tourism Fair (TTF), India International Travel & Tourism fair (IITT), SATTE ( South Asia’s leading travel show), India International Trade Fair (IITF) events happening in many cities and also in the international marts such as IFTMTopResa (Paris), Mountain Echo – Literary Festival, ITB Asia Singapore (Internationale Tourismus-Börse, the world’s largest tourism trade fair), World Travel Market (WTM) London, FITUR Madrid (short for: Feria Internacional de Turismo, in Spanish or
In our bid to make Rajasthan a favoured destination for domestic and international travellers, the government has increased the tourism budget in recent years. As a result of our various unique and effective marketing initiatives, the State’s tourism has witnessed significant growth. Today, the State is ranked among the top tourist destinations in India. Recently National Tourism Awards were given to Rajasthan for the overall development of tourism in the state under “Best State – Comprehensive Development of Tourism” category and best promotional films. Our roadmap for a continued rise in tourist footfall includes improving intra-state air connectivity to ensure that all our tourist spots are well connected. Collaborate with influencers, celebrities and media to promote the lesser-known destinations and experiences through our marketing programmes and work closely with our trade partners.
What new tourism-related product offerings are in the pipeline to promote State’s tourism landscape?
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The new destinations which are being promoted and highlighted are Neelkanth nd Bhangarhin Alwar, Wax Museum and Fish Aquarium Udaipur, Naval Mahal of Udaipur, Shilpgram in Sawai Madhopur, Harshal Mata Temple nd Chand Baori (Stepwell) at Abhaneri in Dausa, Jawahar Kala Kendra in Jaipur, Wax Museum at Nahargarh Jaipur and lesser-known destinations in Rajasthan such as those in Shekhawati region (Jhunjunu-ChuruSikar), Hadoti region (Bundi-KotaJhalawar) as well as Wagad region (Dungarpur-Banswara), etc.
What percentage of the total marketing budget is allocated towards social media and Business to Consumer (B2C) activities? Around 10 per cent of our overall tourism budget is allocated towards social media and B2C marts activities and the rest on marts and advertising.
Akin to Maharashtra Tourism Development Corporation (MTDC) that has a tie-up with Airbnb, a global aggregator in the hospitality sector, does Rajasthan Tourism also have any similar plans for a tie-up with Airbnb to promote heritage properties that have now been certified by the department? The Department is open to tie-ups.
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JULY 2018
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POLICYMAKER’S PERSPECTIVE
‘Tourism in Rajasthan Set to Get Focus’ In active collaboration with private sector, the Rajasthan Tourism Development Corporation (RTDC) is contemplating many pro-tourism domain initiatives that would soon take shape, says Haulianlal Guite, IAS, Managing Director, Rajasthan Tourism Development Corporation (RTDC), in an exclusive interview with Kartik Sharma of Elets News Network (ENN).
Haulianlal Guite, IAS,
Managing Director, Rajasthan Tourism Development Corporation (RTDC)
“The advantage that RTDC properties have against the rest of the competition is that they are located at prime locations and secondly, these come with huge brand association i.e the RTDC tag. Hence, in my view, if we can build upon two of our permanent differentiators and assets, we can certainly achieve significant growth - and we are working in this direction.” 20
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You recently joined as Managing director of Rajasthan Tourism Development Corporation (RTDC), could you please share with us your plans with regard to tourism development in the State? The RTDC is one of the principal agencies through which the Department of Tourism, Government of Rajasthan, promotes tourism and tourism-related activities in the state of Rajasthan. RTDC has been mandated to handle, for example, the quality of services for tourists who are coming here and in that sense, there are several products that it offers.
For example, luxury trains such as Palace on Wheels (PoW), and other heritage trains, along with some hotels, midways, motels, which are scattered all over the State. Our main goal as of now is this to make sure that the PoW has full occupancy at all times. For this, we hope to appeal to general travel agents as well as to other online travel agents (OTAs) and travel aggregators who would be willing to promote PoW on a commission basis so that we keep securing mutually beneficial win- wins. Another area that we are focusing now is the RTDC-run hotels which are spread all over the State. Going forward, our aim is to make sure that these
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POLICYMAKER’S PERSPECTIVE
hotels are properly renovated so that these stand at par with the standards of the private players. Also, our packaged tours are being promoted both for domestic and foreign tourists who wish to come and explore Rajasthan. These packaged deals are designed keeping into account the needs of the customers. Under these packages, customers are taken care of, right from the moment they land at Airport in Jaipur, to their respective hotels and then to their future tourist destination - both within Jaipur and outside of it too. So, going forward, we aim to promote these segments quite aggressively.
Technology can certainly help the sector achieve its true potential. Today, most bookings today are done digitally, so considering this latest trend, we are leveraging on the latest IT skills and expertise. Using technology to enable real-time viewing of various tourist sites to customers who are
brand association i.e the RTDC tag. Hence, in my view, if we can build upon two of our permanent differentiators and assets, we can certainly achieve significant growth - and we are working in this direction. Among the measures taken so far, I can say we are recruiting management staffs
Do you see a disparity in terms of human resource management skills in the tourism sector? If yes, is RTDC making any effort to minimise such a gap? When it comes to offering various hospitality services, there is a realisation among government sectors that it is the private sector that happens to perform more efficiently than the Government one. Keeping this into account, we are trying to bring in the best talent available in the private sector to our fold, and by offering them the same salary, along with the credentials and reputation of RTDC as a big brand name, we are hopeful that we would be able to attract the best workforce available out there – that includes the best among receptionists, the best room attendants etc. And regarding this, in near future, we would be floating a tender too.
How do you view the potential of technology in benefiting Tourism sector? Any latest domain in which RTDC is currently putting its efforts on? Today, the technology-enabled solutions are the way forward for all the sectors, including for the tourism sector.
otherwise not capable of doing so is one area RTDC is currently focusing on. The unique initiative would enable thousands of physically-handicapped citizens a chance to have a real-time feeling of visiting such places. Making such a viewing possible from the comforts of a hotel or a train is what our team is currently working on. In this regard, we are also in discussion with many private sectors to refine our future course of strategy.
RTDC has some great properties, including heritage properties etc. Do you think these can be better managed (than how they are currently being done) or be turned more financially rewarding? The advantage that RTDC properties have against the rest of the competition is that they are located at prime locations and secondly, these come with huge
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from private sector - that are educated and also more qualified to perform the task assigned. In addition, we are offering various incentives to customers who are visiting such properties. Along with that, we are offering commissions to various travel agents who are keen to promote our heritage properties. These measures will soon start yielding results.
In tourism sector, advertisement and promotion are a must. How do you generally promote RTDC? We do our promotion mostly through online mode – such as through travel aggregators such as booking .com, agroa, expedia etc. In the domestic market, along with working with hospitality players such as Oyo etc. we actively work with players such as yatra, make my trip etc. All our bilateral associations are aimed at achieving mutually beneficial win-wins.
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SPECIAL FEATURE
RTDC – Enabling Rajasthan Become A Dream Destination The tourism landscape in Rajasthan when viewed, in terms of both quality and quantity of product offerings, has undergone huge transformation, courtesy efforts of Rajasthan Tourism Development Corporation (RTDC), the Government body mandated with the task of bolstering the image of Rajasthan as the dream destination, writes Ahmad Shariq Khan of Elets News Network (ENN).
S
et up in 1978, the Rajasthan Tourism Development Corporation (RTDC) is the topmost agency of Government of Rajasthan mandated with the task of enhancing image of Rajasthan as the leading tourist destination in the country.
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Fully owned by Government of Rajasthan, RTDC is a company registered under Companies Act 1956, with its headquarter at Jaipur. Apart from working towards making Rajasthan the dream destination for both domestic and foreign tourists alike, it also manages many motels, hotels, restaurants, cafeterias and bars across the State. All RTDC-run hotels in Rajasthan are well maintained by the government with all the modern amenities and facilities. These are known to offer excellent hospitality services on a budget-friendly tariff. There are numerous hotels managed by RTDC all over the Rajasthan. Further, apart from providing tourists with a comfortable stay at its managed properties, the RTDC also organises guided tours to all the important historic locations of the State. In addition, the Corporation also organises package tours, fairs, festivals, entertainment, shopping and transport services. It is worth mentioning here
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SPECIAL FEATURE
that in collaboration with Indian Railways, the company also runs the luxury tourist train ‘Palace on Wheels’. RTDC acts as a catalyst to establish develop, execute project and scheme that accelerate tourism in the State. Besides, RTDC through its wellestablished marketing network in India and abroad plays a vital role in promoting the tourism in domestic and international markets. Some of the recent initiatives in which RTDC, along with Department of Tourism, has been playing a key role include:
Branding Rajasthan as Ideal Film Tourism Destination For many big Bollywood film production houses, the State has emerged as the preferred film shooting destination in recent times. This is mainly due to its various USPs, which include: l A clear sky in a majority of calendar months l Historic ambience and unique landscape - vast stretches of desert l Better, speedy and improved connectivity l Ample logistics service providers l Excellent hospitality support and facilities
Rajasthan -- the Prime Mover State to Initiate:
“RTDC through its well-established marketing network in India and abroad plays a vital role in promoting the tourism in impact services markets domestically and internationally.”
l Single Window System for film
shooting permissions
application fee, processing charges and security deposit l Issuing Permission within 15 days. l Some of popular films shot in Rajasthan in recent years: Rang De Bansanti, Delhi-6, PK, Bajrangi Bhaijan, Bajirao Mastani, Badrinath ki Dulhaniya, Dhadak by Dharma Production
Further, the State Department has developed ‘Masala Chowk’ as a hub of cultural activities. All this is part of the State’s tourism department’s mega plan to make Jaipur especially Old City and Ram Niwas Bagh area as a hub for night tourism.
Niche Tourism’s Promotion
l Exempting charges such as
Rajasthan boasts of some pioneering work in illuminating heritage monuments. Amber, Hawa Mahal, Jantar Mantar and Albert Hall have already been lit up. Amber is now open for the tourists in evening as well and Sound and Light Shows are conducted at Amber and Jantar Mantar. Recently, the Chief Minister inaugurated the first phase of ‘illumination of Old City of Jaipur’ – which is a treat to the eyes for being simply majestic and unparallel.
Big Production Houses shooting presently: l Thugs of Hindustan by Yash Raj Films l Super 30 by Phantom films l ManiKarnika by Kairos Production
Illumination of Monuments and Heritage City Jaipur
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l Rajasthan with its majestic forts,
palaces, lakes and other architectural legacies provides a perfect setting for Destination Weddings. The State Tourism Department, along with RTDC, is actively collaborating with relevant stakeholders for promoting this segment through participation in events related to promotion of wedding tourism.
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SPECIAL FEATURE
l Thanks to persistent efforts of
State policymakers overseeing the tourism development in Rajasthan in recent years, Jaipur, Udaipur and Jodhpur have emerged as preferred destinations for meetings, incentives, conferences and exhibitions (MICE) related activities. With Jaipur Exhibition and Convention Centre (JECC) as a world-class convention centre, Jaipur can now host biggest of MICE events. l The State Tourism Department along with other urban planners believe that Jaipur holds potential to emerge as hub for Medical Tourism. With modern medical centres and vast resource pool of doctors and paramedics, Jaipur can offer best of the medical facilities at most competitive rates. The State Government led by the Chief Minister has been proactively
working on actualising this aim for the State of Rajasthan.
Infrastructure Development In the last three years, the Rajasthan Tourism has undertaken significant steps to strengthen tourism-related infrastructure in various parts of the State through the sanctioning of five projects under ‘Swadesh Darshan’ and
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“In last three years, the Rajasthan Tourism has undertaken significant steps to strengthen tourism-related infrastructure in various parts of the State.” ‘Prasad’ schemes of Ministry of Tourism, Government of India for Rs 400 crores.
1. Krishna Circuit – (Project cost Rs 91.44 Cr) covering Govind Deo Ji temple Jaipur, Nathdwara, Charan Mandir Jaipur, Khatu Shyamji Sikar 2. Spiritual Circuit- (Project cost Rs 93.90 Cr) covering religious places of Dholpur, Churu, Jaipur, Alwar, Virat Nagar, Bharatpur, Dausa and Chittorgarh 3. Heritage Circuit - (Project cost
99.60 Cr) covering Kumbhalgarh, Nahargarh, Bala Quila Alwar, Ranthambhore Fort, Khandar Fort S Madhopur, Gagron Fort Jhalawar, Chittor Fort, Jaisalmer Fort, Bhatner Fort Hanumangarh, Kalibangan Hanuman Garh, Jalore Fort, Pratap Gaurav Kendra Udaipur.
(Major Works under these three projects mentioned above): Parking & Pathways, Yatri Sheds, Benches and Amenities, Tourist Facility Centres, Landscaping, Signage, High Mast light, Solar Lamp Posts, Wi-Fi and CCTV, Rainwater harvesting structures) 4. Pushkar-Ajmer Project- (Project cost Rs 40.44 Cr) (Major Works: Façade Improvement, renovation and Illumination of Pushkar Ghats, Renovation of Brahma Temple Sound and Light show) 5. Sambhar Lake Town Development Project- (cost Rs 64 Cr) (Major Works: Dining Salt Train experience, Log Huts and Caravan Park, Laser Sound and Light show, Bicycle Trail, Open Air Theatre, Craft Haat) In addition to those mentioned above, the work is currently on three more projects. These are: 1. Tribal Tourism Circuit- Rs 99.58 Crore 2. Mega Desert Circuit- Rs 99.90 Crore 3. Eco-Tourism Circuit (Sariska & other sites) under Swadesh Darshan scheme- Rs 99.97 Crore Development of Amber as iconic site-(Project Cost: Rs 60.0 Crore) Amber Fort and Palace Complex, selected as one of the 10 iconic sites by the Ministry of Tourism, Government of India. Amber Fort is not only the pride of Rajasthan but it is also the most visited monuments after Taj Mahal, the monument of love in Agra city.
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Rajkot Smart City Proposal: Key Highlights • To undertake green-field development on 250 acres of land in Raiya area which will be a complete urban district with affordable housing, hotels, restaurants, corporate offices, hospitals, educational institutes, recreational spaces, etc. • 250 metre area on either side of the BRTS corridor between Gondal Chowkadi and Madhapar Chowkadi will be retrofitted by creating ecomobility systems like bicycle tracks, footpath, etc. • Slum-redevelopment on 50 acres along Aji river and retrofitting 500 acres area of Race Course in the heart of the city • Setting up Intelligent traffic and transport systems.
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KERALA TOURISM PERSPECTIVE
Kerala Tourism Set for a Major Boost Aimed at achieving the ambitious growth targets, the tourism landscape in Kerala is undergoing a major transformation and soon results would start showing up, says K P Nandakumar, Joint Director, Department of Tourism, Government of Kerala, in conversation with Elets News Network (ENN).
K P Nandakumar Joint Director Department of Tourism Government of Kerala
“The upcoming launch of Jatayu Earth Centre — the World’s largest functional bird sculpture that would have an adventure zone within the center, with over 20 adventure activities, aims to entice adventure enthusiasts to the State.” 26
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Kerala is well-known for its beaches, backwaters, mountain ranges and wildlife sanctuaries among tourists domestically and internationally. What have been your recent initiatives for boosting the State’s tourism potential?
pristine Northern Kerala, Kerala Tourism targets up to 15 percent growth in the number of tourist arrivals in 2018 with its tourism development plan. The objective is to promote new destinations in different geographical areas while widening the canvas and including new destinations.
To achieve the ambitious growth targets, the Tourism Department has rolled out an aspiring Malabar river cruise project in Northern Kerala. Christened as Malanadu-Malabar Cruise, linking eight rivers and backwaters of Kannur and Kasargod districts, the project worth Rs 325 crore would soon commence construction of modern boat terminals and jetties equipped with advanced facilities for tourists. While promoting
The State Government has been focusing more on conservation and preservation of heritage monuments in the coming financial year. The upcoming launch of Jatayu Earth Centre - the World’s largest functional bird sculpture that would have an adventure zone within the center, with over 20 adventure activities aim to entice adventure enthusiasts to the State. The sole objective is to rebrand the State as
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KERALA TOURISM PERSPECTIVE
the ‘Land of Adventure’. In this regard, the Tourism Department has been working towards developing action and water-based adventure activities such as river rafting, kayaking, trekking, paragliding, among others, for the vacationers. Kerala is brimming with vast and diverse experiences from each of its corner, be it food, living, inward waterways, toddy tapping, culture etc. Owing to evolving travelling experiences as aspired by travel enthusiasts, there is a surge in demand for uniqueness in this entire journey. Keeping pace with the emerging trends, the Tourism Department has been promoting homestays and rural tourism. With the growth of ‘meetings, incentives, conferences, and exhibitions’ (MICE) tourism, Kerala Tourism aims to promote the tourism products and services offered by the state. The natural beauty and geography of Kerala have prompted many to opt for the state to organise MICE events across the state. With an aggressive promotional campaign, like #ComeOutAndPlay, Kerala Tourism has been promoting the State, while reaching out to the wider audience.
When it comes to building smart tourism ecosystem, do you think Kerala is appropriately leveraging on globally followed best practices? If yes, how? Over the years, Kerala has become the tourism trendsetter in India. It is an ideal destination for tourists, offering diversified tourism activities. The Tourism Board has been working on formulating and executing the action plan to promote the state as a 365-day destination. To create a smart tourism ecosystem, Kerala Tourism has been undertaking various initiatives to promote the state globally. Recently, it has launched the first-of-its-kind ‘Barrier-Free Kerala Tourism’ project to provide various
“Over the years, Kerala has become the tourism trendsetter in India. To create a smart tourism ecosystem, Kerala Tourism has been undertaking various initiatives to promote the state globally.” opportunities to the differently-abled travellers. Besides, it has been promoting adventure tourism across the state with international safety standards to ensure security and safety of travellers. Kerala Tourism plans to make the State a 12-month ready destination, which would allow them to unleash their travelling spirit.
Kerala is one State that boasts of a vast and unique geographical spread along with a great historical and cultural heritage, how do you see this USP of Kerala?
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Kerala is well-known for its vast and rich biosphere of flora and fauna. Indeed, Kerala is preferred to be the most popular tourist destination in India. The calm climate of Munnar, backwaters in Alleppey, Kollam, wildlife in Thekaddy, beach in Kovalam, Payyambaram, Cherai Sea-facing Tellichery Fort, historic Thalaserry or Telicherry, ancient St. Angelo’s Fort, Fort Kochi, Wagamon are some of the key attractions that Kerala offers. Kerala Tourism has been aggressively promoting the northern region of Kerala, which has immense unexplored tourism potential. The objective is to promote pristine Northern destinations such as Wayanad, Kannur, Kozhikode, Thrissur, Malappuram and Palakkad, while widening the canvas and including new destinations. With the aim to increase the geographical spread of tourist arrivals to the state, Kerala Tourism has planned to promote its Malabar region aggressively. Moreover, there are plans to develop theme parks, light and sound shows at Bekal and Kannur and musical fountain in various picturesque districts of Kerala. In addition, the state owns the privilege to have rich historical and cultural heritage.
Could you please enlighten us with some more details about
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KERALA TOURISM PERSPECTIVE
the initiatives being taken under ‘Tourism Vision 2025’? Kerala Tourism aims to promote the state in a responsible manner globally. The primary aim of ‘Tourism Vision 2025’ is to serve as a guiding force and give a clear vision for enhancing the tourism sector. Kerala Tourism has been targeting to double the foreign tourist arrivals and increase domestic tourist arrivals by 50%, by 2021. Owing to the vast and unique geographical spread and rich, historical and cultural heritage, the Tourism Department is optimistic to accelerate the growth of the tourism sector. While generating employment, earning revenue and foreign exchange, enhancing environment, preserving culture and tradition, Kerala Tourism has been witnessing perennial growth, facilitating overall development across the state. The Department of Tourism has been also focusing on implementing the master plan for the Responsible Tourism Mission across Kerala. Significantly, the
“Kerala has a high brand recall as a wellness tourism destination coupled with a rich legacy in Ayurveda, allopathy, naturopathy, yoga and other alternative medicine branches.” Tourism initiatives ahead. Kerala Tourism has committed to the concept of ‘Responsible Tourism’ wherein the local community is benefitted by tourism with a sustained effort on environment conservation. The project has succeeded in creating dedicated
are being undertaken considering State’s healthcare resources? Kerala has a high brand recall as a wellness tourism destination coupled with a rich legacy in Ayurveda, allopathy, naturopathy, yoga and other alternative medicine branches. The State has huge potential in Wellness Tourism and has been emerging as the most sought-after destination for low-cost but quality healthcare. According to the Department, the overseas travelers visiting the state for medical and wellness purposes made up 6.3 per cent of the total number of foreigners arriving in the state. The state offers various Governmentauthorised Ayurveda and wellness centers to provide all sorts of facilities for physical and mental rejuvenation. The much-awaited tourist spot - Jatayu Earth’s Center has a separate Wellness Center, named as ‘Sidha Cave Healing Center’, which offers various facilities to entice medical tourists. Moreover, the state has numerous homestays, which provide village and real travelling experiences to the travelers.
What about the initiatives for boosting the State tourism?
United Nations World Tourism Organisation has described Responsible Tourism program as a model for other destinations to replicate. The Government of Kerala had allotted Rs 4.5 crore to the Department of Tourism for fiscal 2017-18 to take Responsible
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and committed entrepreneurs and is expected to create 1.5 lakh jobs in future.
Kerala is also known globally for its huge potential in wellness and health tourism. What initiatives
Kerala Tourism has been working towards promoting cruise tourism across the state in order to woo maximum number of tourists to the state. Recently launched Malabar river cruise project aims to highlight the tranquil waterways of Northern Kerala and encourage tourist arrivals to lesser-known destinations of the state. With the functioning of the Kannur International Airport, the cruise project would attract travel and adventure enthusiasts to the state. Aimed at promoting cruise tourism, the project would showcase the tourism potential of 8 rivers - Mahe, Valapattanam, Kuppam, Perumba, Kavvayi, Anjarakandy, Tejaswini and Chandragiri rivers and the Lake Valiyaparamba.
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POLICYMAKER’S PERSPECTIVE
Experience the Unseen, Unexplored Rajasthan An IITian cum IAS and a PhD in economics, Dr Subodh Agarwal is the Additional Chief Secretary to Government of Rajasthan for Higher & Technical Education. Prior to his current role, he has served in various departments such as tourism, arts and culture, Industries, food and civil supplies, medical education, external affairs ministry, agriculture and tribal affairs. In an interview, he throws light on what makes tourism in Rajasthan a flourishing sector?
R
ajasthan is too huge and everyday Rajasthan is redeveloping itself, reforming and changing itself, says Dr Subodh Agarwal, adding, “In Rajasthan, we have had a stable and positive government even though the parties may have changed but the agenda has always remained the same. So one can notice a huge jump in the heritage hotels, the infrastructure is developed, the road and air connectivity have gone up multiple times. There is a change in our attitude; we have understood how important marketing is for us. What is more important than marketing is, the product should be good and we have an amazing range of touristic products. There is no point to focus on marketing if the product is not good and thus we have launched aggressive campaigns, the tourism department is putting its heart and soul in promoting the state. We realise the importance of social media and have been working really hard on this segment. We have the largest number of followers on Instagram and we have wonderful creatives.” Rajasthan is a land of treasures which unfolds history, it’s all aspects are so mesmerising that they can hold your
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amenities such as environment, lighting, parking, entrance proper explanation, we have almost revamped six museums out of 18 and rest will be revamped by the end of this year. We have created new museums such as museums of legacy, Sculpture Park at Nahargarh and also working on wildlife tourism, ecotourism and biolife. “New fields that we are exploring are night tourism and therefore we have opened up many forts such as Amber Fort, Jantar Mantar, Albert Hall, Nahargarh Fort during the night. We have been constantly improving our products, adding new products, and are trying to market. We have redone our local fairs, have a whole range of fairs such as Camel Festival, Jaisalmer Festival, Sufi Festival World Music Festival etc, organised from September till March. As our slogan says ‘Jaane Kya dikh Jaaye’, and we believe once is not enough.” The way Rajasthan has worked is impressive, we have the best of the palaces, forts, the deserts, the lakes which have been luring the filmmakers and they are the ones who have made us come across some amazing spots.
attention for hours feels Dr Subodh Agarwal. Sharing more on what new Rajasthan has on its platter, he highlights that we have treasures of history in our museums, but they were not properly displayed and no proper facilities were available. “So we have tried to avail all the required
“You name a blockbuster movie and it was shot here that they have created and name and identity of the place on the minds of the people. To encourage film tourism we have streamlined our permission system, so actually we have created a single Window system for approval, we are also proposing to reimburse their cost, film is a product where we want to market ourselves as a destination. We are also planning to create a Film City but it’s too early to talk about this” concludes Dr Subodh Agarwal. (As told to Travel Trade Journal, content provided
by Dr Subodh Agarwal)
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PHOTO FEATURE
Discovering Enchanting–
Rajasthan at Night The Government of Rajasthan has been paying a lot of attention on promoting the night tourism in the State. The move to rediscover its immeasurable potential to strengthen this side of tourism appears to be reaping rich dividends.
T
he step was undertaken in the wake of dwindling tourist population, especially during the summers. The initiatives seem to have largely achieved its intended results if the numbers of tourists thronging to State’s popular attractions during last few summers are anything to go by.
Ever since being introduced initially in 2015 by the Rajasthan Tourism Development Corporation(RTDC), the unique concept has not only made
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PHOTO FEATURE
summers in Rajasthan more enthralling but have led to a boon for the State’s tourism landscape. Curated with the prime idea of giving a flip to night tourism in the Pink City as Jaipur is described in common parlance, the first of its kind project was first implemented in Amber Fort. Albert Hall was thrown open on September 30, 2015. Thereafter, Vidhyadhar Garden followed on June 5, 2017. As part of the novel initiative, backed by effective arrangements for electrification and flood lighting, numerous historic monuments such as famous forts and palaces which, at present, are closed for public by 6 in the evening, would remain open for public viewing until 11 at night. It will enable more number of tourists to visit such places during those hours when the sweltering heat is
‘Jaipur By Nite’ Since 2008, extending the spirit of promoting the idea of night tourism, the State Department of Tourism, in collaboration with Confederation of Indian Industry (CII) has been organising ‘Jaipur By Nite’ annually.
This year, the ‘Jaipur by Nite’ is back with its 6th edition of three days carnival that will be celebrated on August 25, September 1 and 2 2018.
The next event is scheduled on 1 and 2 September 2018. Under this, a melange of cultural evenings coupled with a wide array of Rajasthan’s cuisine will be organised in the evening time. From Night Bazaars to heritage-site visits and from soulful Sufi music to foot tapping dance performances and cultural extravaganza, the colourful festival, under the moonlit night sky of Jaipur, would offer its visitors a splendid getaway for the weekend.
not a big deterrent as is the case during the daytime.
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The notable attractions this year include the beginning of first-of-itskind Women’s Car Rally at night and Jaipur’s first food festival.
JULY 2018
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SMART CITY AJMER CONFERENCE REPORT
HOST PARTNER
Department of Local Self Government Government of Rajasthan
CO-HOST PARTNERS
ORGANISER
POWERED BY
Ajmer Smart City Limited
13-14 April 2018
Vasudev Devnani, Minister of State (Independent Charge) for Primary and Secondary Education, Government of Rajasthan, inaugurating the summit along with other dignitaries
INNOVATIVE PRACTICES IN THE WORLD OF SMART CITIES Developing cities in Rajasthan on the lines of Smart Cities Mission of Prime Minister Narendra Modi-led Government was the centre of discussions held during the Smart City Summit held in Ajmer in April. Present on the occassion was Vasudev Devnani, Minister of State (Independent Charge) for Primary and Secondary Education, Government of Rajasthan who inaugurated the summit. The Summit was organised by the Department of Local Self Government, Government of Rajasthan, in association with Elets Technomedia Private Limited.
T
he first day of the two-day summit also witnessed international participation from agencies like United States Trade and Development Agency (USTDA) and High Commission of Malaysia. Ajmer, the Rajasthan’s city famous for its Sufi shrine — Ajmer Sharif Dargah, is set for a major overhaul. Nestled in Aravalli Mountains, Ajmer also holds significance for serving as the base to visit the ancient city of Pushkar, known for the temple of Lord Brahma. In this light, efforts are on to steadily introduce digitisation in the city’s administrative system. It is hoped to ensure a makeover as part of realising the Smart City dream. This was the 29th Smart City Summit organised by Elets, which has a vision of organising 100 such Smart City conferences across the country.
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Official launch of the eGov magazine at the dias
SMART CITY AJMER CONFERENCE REPORT
Department of Local Self Government Government of Rajasthan
13-14 April 2018
VASUDEV DEVNANI
DR RAGHU SHARMA
Minister, Primary and Secondary Education, Government of Rajasthan
Member of Parliament, Ajmer
We should ensure ‘Education for All’ under Smart City Ajmer. Citizens should be made inclusive only then Ajmer can be made a Smart City by 2021.
Due to the constant efforts of the Government and the city administrators, the landscape of Ajmer is changing for good. The area of Ana Sagar Lake is changing. Ajmer is becoming smart and tourism can grow if we make some arrangements due to which tourists stay here for at least one-to-two days.
SHIV SHANKER HEDA
DHARMENDRA GEHLOT
Minister of State and Chairman, Ajmer Development, Government of Rajasthan
Mayor, Ajmer
The Government can give only the money but the implementation of the policies have to be done by the officers. Citizens participation is very necessary. Policies should be properly implemented. Ajmer should be developed as a sports hub. We have already presented a proposal for this. We want to create a tunnel between Pushkar and Ajmer so that they can be easily connected. We want to create a museum to showcase the rich cultural history of Ajmer.
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You can witness the rich culture of the country in Ajmer. We have Dargah, we have the only temple of Lord Brahma. We have cultural, historical heritage. Through teamwork, we can develop the Anasagar lake. The city administration has to ensure citizen participation. The city administration has improved the cleanliness of the city through door-to-door collection.
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JULY 2018
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Department of Local Self Government Government of Rajasthan
SMART CITY AJMER CONFERENCE REPORT
13-14 April 2018
Ajmer Set for Urban Transformation Through Smart Cities Mission
Dignitaries at the Smart City Summit, Ajmer
MAHENDRA KUMAR JAIN Additional Chief Secretary, Government of Karnataka
We have to improve our urban spaces and Smart Cities Mission. The idea is to make the life of the citizens better through convergence and public private partnership. Smart Cities programme can be a catalyst and our spaces can be transformed. Providing urban mobility will always be a critical part of Smart Cities Mission. The processes of the Government have to be improved so that citizens can access services easily.
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HIMANSHU GUPTA
Commissioner, Ajmer Municipal Corporation
Since its selection in Smart Cities Mission, we have been doing Smart City projects in Ajmer. A lot of projects have come on ground and we request you to be a part of this initiative. The heritage is very important in Ajmer and we have given ample space to heritage development. A lot of stress has been given on developing Anasagar Lake also.
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SMART CITY AJMER CONFERENCE REPORT
Department of Local Self Government Government of Rajasthan
13-14 April 2018
MUHAMMAD AFZAR BIN ABDULLAH
MEHNAZ ANSARI
First Secretary High Commission of Malaysia
Country Representative-South Asia USTDA
Malaysia has formulated a Smart Cities initiative under our 2020 plan. Smart Cities have become priority to manage urban development of the country. Putrajaya city was developed as a Smart and Green city. Several key projects have been implemented with the integration of ICT and green technology. Six parameters were set in the development of this city namely Smart Governance, Smart Environment, Smart Living, Smart Mobility, Smart People and Smart economy.
We are partnering with the city of Ajmer much before the onset of Smart Cities Mission. We started our partnership in January, 2015. The city has tremendous growth which we are witnessing now. The suggestions and benchmark set by us have been taken up very holistically by the city administration.
Distinguished participants during the Smart City Summit, Ajmer
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Department of Local Self Government Government of Rajasthan
SMART CITY AJMER CONFERENCE REPORT
13-14 April 2018
Presentations on the Role of Industry for Building Smart Cities GULAM ZIA
Executive Director, Knight Frank
Infrastructural projects have high potential. We have to capture the growth due to the improved infrastructure. When we talk of value capture finances, we predict forecast on the basis of the actual form of the revenues available.
SANJAY GUPTA
MD, Yashi Consulting Service Pvt Ltd
SANTHOSH MUZUMDAR
Johnson Controls
We are living in a connected world with a great start up ecosystem. We are not applying the right technology to solve the problems of Smart Cities. With the increasing traffic density, we have to automate the systems. Globally, India is actually 30 years behind in making and using such solutions. City Corporations in India are showing the way and implementing the best of the technology to solve many problems.
Importance of Skill Development for Smart Cities DR SONALI SINHA
Chief Operating Officer, Tourism and Hospitality Sector Skill Council We are dealing in planning, infrastructure and surveying and architectural compnonents. In Ajmer, we did work for slum-free plan of action of the city and the document prepared by us has been treated as the best practise document by the administration. It has been published as an example for other States as well. In the housing sector, we have completed the construction of 52,000 houses so far.
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We need to upgrade our people handling skills. For example, bus conductors need to be trained to be sensitive to people’s needs. We need to make the local traffic police to be empathetic and sensitive to people. We need to train the delivery boys to be gender sensitive. These are the areas where training can be done. As a Sector Skill Council, we have the modules with us. We have a huge network of trainers who can deliver the results.
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SMART CITY AJMER CONFERENCE REPORT
Department of Local Self Government Government of Rajasthan
13-14 April 2018
Leaders’ Conclave: Leveraging Innovation, Building Sustainable Futuristic Cities
Delegates discussing the Smart City projects at the summit
DR RAJENDRA JAGTAP
AKHILESH MITTAL
CEO, Pune Smart City Ltd
Rajasthan Public Service Commision
We introduced a new concept of Placemaking in Pune. We came up with unique kind of land uses there. One of the placemaking we developed was on the theme of yoga and books. The other was made on the theme of music and children play area, etc. We ensured that the basic components of a Smart City are inculcated while developing such areas. Free Wi-Fi was given, rain water harvesting was started, solar trees were developed, etc.
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We have been providing e-governance since 2011 through our online portals. Over 75,000 applications have been taken till date through this portal. We have conducted 156 online examinations. We came up with MyExamMyReview concept where students can see the answers of their question papers from next day onwards like a video. We have taken objections online. Candidate have dashboard on the official portal. We have come up with a location map to trace the examination centre.
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JULY 2018
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Department of Local Self Government Government of Rajasthan
SMART CITY AJMER CONFERENCE REPORT
13-14 April 2018
Panel Discussion: Innovations for Smart Cities
Participants attentively listening to one of the deliberations
ALOK KUMAR JOSHI
MANISH KUMAR GUPTA
Executive Director ( Projects) HUDCO
Additional Divisional Railway Manager, North Western Railways
HUDCO services can be utilised in training, consultancy, infrastructure and housing finance and in designing. SPV of Smart cities should collaborate with those PSUs which can provide best practises. HUDCO gives best practices award every year. Jury selects the best practices award. HUDCO is into loan financing as well.
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We are creating a multi-storey parking in Ajmer. This will take care of all the traffic which is being held at the main entry of Ajmer station. We have also developed satellite stations in and around Ajmer. We are onto the multi-functional complexes on the vacant plots in the city. Railways electrification, doubling projects are going on. We have a state-of-the-art coach maintenance facility at Madar. We have invested heavily on the passenger facilities so that they can be provided with the world-class facilities.
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SMART CITY AJMER CONFERENCE REPORT
Department of Local Self Government Government of Rajasthan
13-14 April 2018
JYOTI KAKWANI
DHARAM PAL SINGH
Deputy Commissioner Ajmer Municipal Corporation
District Town Planner Karnal Municipal Corporation
In 2016, we started an initiative of Book Bank for which we started collecting books from the societies. We are also running mobile libraries in containers.They have fans, generator set, etc. We have kept competition books, motivational books also. It is being run in 21 places. The registration fee of this library is Rs 20 through which one can lend books. This helps in inculcating book reading habits. Also, Swachh Bharat Mission has declared us Open Defecation Free. We have painted walls of the city on the theme of cleanliness.
We have involved citizens in every part of the implementation of Smart City projects in Karnal. We have focussed on nonmotorised transport. We have started Public bicycle sharing system with 19 docking systems. We have introduced 347 e-rickshaws to improve eco-friendly mobility. We have installed 129 CCTV cameras at 31 strategic roads. Grain and vegetable markets have been shifted to outer periphery areas of the city to ease out traffic movement.
Smart Education AARTY KALE
Director, Probit Plus Pvt Ltd
We are smart gram and smart solutions provider. We are leaders in smart education. We are also partnering with BSNL and Railtel. We have offline and online telecom solutions as well. We offer connectivity in remote areas. Smart Classes is conducted by our IT experts. A number of citizens also participated in the summit
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Department of Local Self Government Government of Rajasthan Department of Local Self Government Government of Rajasthan
AWARDS SMART CITY AJMER CONFERENCE REPORT
13-14 April 2018 13-14 April 2018
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OF THE EXPO SMARTGLIMPSES CITY AJMER CONFERENCE REPORT
Department of Local Self Government Government of Rajasthan Department of Local Self Government Government of Rajasthan
13-14 April 2018 13-14 April 2018
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Department of Local Self Government Government of Rajasthan
SMART CITY AJMER CONFERENCE REPORT
GLIMPSES OF THE EXPO
13-14 April 2018
13-14 April 2018
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Department of Local Self Government Government of Rajasthan
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RNI No - UPENG/2008/25234 / UP/GBD - 71/2018/2020