Sprucing up hospitality

AS KERALA PREPARES to formulate a comprehensive tourism policy, it is imperative that several crucial issues are addressed to make it an instrument that effectively taps the potential in the hospitality industry. The exercise is important not merely from the point of view of Kerala but for the rest of the nation as well. For, the changing role of the state as an economic player will require redefining long-standing concepts. The most important one is the extent to which States can actively participate in tourism development. A corollary is the nature of intervention to be adopted by States to bolster tourism. The facts pertaining to Indian tourism are revealing in that they show the gaps to be bridged as well as the potential gains from a pro-active policy. Of the 664 million tourists all over the world during 1999, a mere 0.37 per cent arrived in India; the estimated foreign exchange earned from tourism during the year 2000 was Rs. 14,475 crores; and the direct employment generated through tourism in 1999-2000 has been estimated at 15.5 millions. That tourism is indeed serious business and merits focussed attention requires no further evidence, if at all any was needed.

The correctives required are indeed wide-ranging and include issues that go beyond the realm of legislation. To begin with, there is the need to widen the present narrow definition of tourism as constructing hotels and identifying attractive locales. For, a major cause that has made India an ignored choice in the international tourist itinerary is the poor quality of infrastructure, the general attitude towards tourists - especially at entry points and at public places - and the inability to provide the much-required `feel-good' factor to the visiting tourist. The Government's priority should be to develop the basic infrastructure - good quality roads, at least to renowned tourist destinations to begin with. This should be followed by an active encouragement for the private sector to provide facilities such as hotels and other recreation facilities. In doing so, it is also imperative that Governments do not renege on their responsibilities towards conserving and ensuring that tourism does not intrude into aesthetics.

For tourism to emerge as an effective multiplier of the country's economic output, one important lesson from Kerala is the restraint exercised by the State, especially during the 1990s, thereby preventing an overkill of tourism. This is especially true when it comes to drawing up policies to promote domestic tourism, which is increasingly becoming a part of family budgets. It is important that an unfettered growth of the tourism industry is avoided. For, turning a blind eye to the broader questions of local acceptance and environmental considerations will run counter to the larger end of improving economic and social conditions. By putting in place proper checks and in preventing massive constructions in the name of tourism development, the Kerala Government has arrived at a right blend. The planned move to develop small and attractive properties is also a pointer to the untapped potential that can be developed without damaging the environment. The next task at hand is to place discerning restrictions in areas that have the potential to harm the image of tourism: the planned checks on the activities of ayurvedic centres and house boats by the Kerala Government are cases in point. The years ahead will see an increasing role played by the services sector in increasing both income and employment. And, with travel and tourism emerging as one of the fastest growing industries in the world, accounting for nearly 10.6 per cent of the world's employment, it is imperative that Governments provide a policy that acts as a catalyst to the country's hospitality industry.

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