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Playing host to the hilt

Poverty Eradication and Economic Development through Tourism

By Subhash Goyal

*Publishers: Goyal Publishers, New Delhi

WPrice: Rs 595

TAKING into account the richness of our natural resources, our flora and fauna, our heritage, art culture and above all our pristine civilisation, India's strategic location as a bridge between the East and the West, the author feels that ``Tourism,

doubtless, is the only industry which can give us the highest returns on investment and that too in the shortest possible time''.

In this light, the author bemoans that India has failed to address the most fundamental task of eradicating poverty and deprivation. The passion with which the author pursues his refrain manifests in the lament that ``India is the greatest show on planet Earth. Yet, we have not been able to capitalise on Nature's bountiful tourist attractions of our country''. He also cites the examples of countries that have pursued tourism-led growth -- Spain, France, Poland, Italy, Mexico, the Caribbean Islands, Hawa ii, Canada and some states of the US, Tunisia, Kenya, South Africa, Dubai, Japan, Thailand, Malaysia, Singapore, Bali and Australia..

Global experts have predicted, that in the current millennium, the global economy will be driven by three super service industries, the three T's -- Technology, Telecommunications and Tourism. Of these, ``tourism is the most labour-intensive and creates the maximum number of jobs. Travel and tourism is set to create another 100 million new jobs across the global economy within next 10 years.''

Another high-value characteristic is the relatively short gestation period in which new investment in this industry produces jobs, from high-tech to shop floor, in areas such as departmental stores, city centres, rural communities; jobs further stimulate d through promotion or infrastructure construction, the predominance of jobs in small and medium-size enterprises; and the high proportion of export-related jobs.

Tourism development in India has suffered from ``unco-ordinated planning, distorted priorities, tardy implementation, bureaucratic meddling, corruption and inefficient use of resources.'' Like in other sectors, an instantaneous comparison is made between the two giants -- India and China, the latter emerging a clear leader -- well ahead of India.

As a plethora of employment generation and anti-poverty programmes have not helped in fulfilling their purpose, there is need to reformulate anti-poverty strategies. The author goes on to affirm that ``the only solution for India to achieve near full emp loyment by the end of the Tenth Plan (2007) is to make tourism the top priority industry by extending taxation sops and other benefits on the lines given to the export and software industry.''

The tourism industry has a direct impact on industries such as transport, hotels and motels, building and construction, entertainment and recreation besides sectors such as agriculture, horticulture, poultry and handicrafts. Tourism being concentrated in small businesses and local communities helps to equalise economic opportunities and proves a disincentive against migration from rural areas. It creates significant opportunities for women as it is a source of education, training and skill development; it is also instrumental in protecting and revitalising traditional arts and crafts and thus raising the living standards of the impoverished artisans.

According to the author, integrated infrastructure development holds the key to tourism growth and economic development. The experience of several countries has established that the promotion of tourism is based on the facilities at airports, railways an d downstream industries.

The quality and range of infrastructure remains the greatest bottleneck for tourism development in India. Our transport system, airports, international air seat capacity, domestic air services, railways, accommodation, trained tour operators and guides, telecommunications and related support services leave much to be desired.

As Sir Richard Branson says in the Foreword, ``The number of tourists to India is very small compared with other countries with far less to offer. India's share of world tourism earnings fell from a meagre 1.37 per cent in 1980 to an appalling 0.68 per c ent in 1996. Over a third of all passengers between India and the UK are forced to travel via third countries because of the shortage of direct capacity. There is a limit to what they would put up with in terms of inconvenience and extra cost''.

International airports are veritable show windows of all the states of India to the world. Shops selling local handicrafts and artefacts should become an integral part of these airports, symbolising national character and pride. Airports also need to be integrated with other modes of transport like railways and highways to facilitate seamless transportation to all parts of the county. Airports, if properly developed, will help create millions of jobs, spreading prosperity to every nook and corner of Ind ia. In this connection, the national strategy for the development of tourism, unveiled in 1996, merits attention. The author draws attention to a tourist coach having to stop at least thrice to pay inter-state taxes while on journey from Delhi to Agra. T he roads themselves are in a dismal state.

For promotion of tourism, new and ingenious ways need to be followed. For example, rivers and waterways can be effectively harnessed for inland communication, providing water to remote areas and also as tourist attractions. These rivers can also help dev elop cruises and tourist spots along their banks. For several years, the stairs leading up to the ghats at the banks have not been cleaned. As an infrastructural support system, there is a need to assess requirements of transport, restaurants, convention and conference facilities, shopping complexes, entertainment and information centres. There is also a need to establish at least one convention city in each of the four regions of the country to develop conference tourism.

Human resource development is of vital importance in a service industry like tourism. The quality of training programmes and teaching faculty need to be improved. Universities should be encouraged to introduce tourism oriented courses. The post-diploma m anagement programme run by the hotel and catering schools need to be strengthened.

The role of civil aviation is all pervasive in and for tourism. The air services serve more like air bridges, bringing different cultures and countries together. There is a need to open up our skies and make India more accessible. India's airports are st ruck by inadequate operational safety, poor facilitation levels, and congestion at the terminals. An integrated civil aviation and tourism policy with an open sky is of paramount importance.

The marketing strategy for tourism should also involve every State to define its USP. Marketing needs to be specialised and product-specific. International hotel chains need to be encouraged to set up shop in India. The country needs to cater also for a 24-hour Internet monitoring cell together with a round-the-clock helpline to assist the Indian and foreign tour operators.

The author also refers to the Tourism Ministry having a target of attracting five million tourists by 2000. This target was not achieved because neither the External Affairs Ministry relaxed visa rules nor did the Civil Aviation Ministry adopt an open sk y policy. The Government has not been able to exploit the foreign electronic media to promote tourism. There is no co-ordination among Indian Airlines, Air India, Tea Board, as also the agencies involved in handicrafts, handlooms, jewellery and carpet.

A consensus needs to be evolved amongst all political parties on the need for a continuity in the tourism policy, which should be integrated with a long-term civil aviation policy valid for at least 25 years. ``The tourism policy should also provide one- window clearance, must be transparent and time-bound''.

An extensive cleanliness drive is extremely important, particularly for India. The priceless national assets are real treasures which deserve to be spruced up to rekindle tourism interest. Another sector that deserves close attention is for the developme nt of rural tourism. There is a need to provide for carefully selected rural sites with cheap and clean accommodation, and ethnic food. Community involvement in the development of rural tourism will help create jobs in villages, promote rural art, cultur e, handicrafts, music and cuisine. It will also help arrest migration of rural labour to the cities.

Raghu Dayal