CII calls for promoting monsoon tourism strategically:- New Delhi July 05, 2005 3:58:17 PM IST
The Confederation of Indian Industry (CII) has called for promoting Monsoon Tourism both in the inbound and the domestic markets, believing that tourism in the rainy season needs an image makeover. A paper prepared by the CII states that India's share in global tourism is dismal, hovering only at 0.40 percent and suggests that there is a need to make these figures more respectable, keeping in mind India's geographical size and the variety that it has to offer in the form of tourism. While the tourist arrival figures are high from October to March, the figures for the monsoon months show a dip. The CII, has therefore, now called for a focus on the off-season months in a strategic manner through its paper. The paper further suggests that the summer months being rather harsh, it would be better to focus on monsoon months to begin with. Moreover, the size of the Indian outbound traffic, fuelled by the growing affluence in the country is also increasing at a rapid pace. It would be a good idea to tap a section of this segment by providing a unique experience, perhaps in the form of special monsoon tourism packages, adds the CII paper. Suggesting strategies for promoting Monsoon Tourism, the CII paper has recommended that it would be imperative to identify States that could be sold as monsoon tourism destinations. It could be based on tourist attractions, beauty of the landscapes, equability of the climate, ability of the infrastructure to handle monsoon and the hospitability of the local populace. According to the paper, it would also be important to identify specific destinations within the State. The destinations should be so chosen that they remain easily accessible by road even during the peak monsoon months and have a landscape that is at its best during rains. The paper states that it would also be necessary to devise various monsoon packages for these destinations. A lot of creativity could go in formulating these packages. While, some packages could be the routine ones, some could be very special, keeping in mind the special season. Special marriage packages and honeymoon packages could be formulated and sold, and places like Pachmarhi in Madhya Pradesh could be promoted for organising special writers and art camps, while Mandu would be ideal for honeymooners. These packages should be competitively priced by providing heavily discounted rates for boarding and lodging, says the CII paper. Another way to promote monsoon tourism could be to tie up with airlines and railways to provide transportation, publicity and promotion of these packages through travel agents, tour operators, media, travel and trade associations. According to the CII, the concerned States should draw up focussed action plans for activating monsoon tourism. The action plans should have a progressive approach in gradually increasing monsoon tourism. State action plans should be merged into national action plan that should be given a push by the central government. The paper points out that the States that could be initially considered for promoting monsoon tourism are Kerala, Madhya Pradesh, Karnataka, Goa, J&K, Uttaranchal, Sikkim, Himachal Pradesh and Orissa. The paper states that tourism has now emerged globally as the second largest industry, producing in India alone over 25 million direct jobs and accounting for almost three to four percent of the GDP. Moreover, it has been proved that an investment of Rs. One million generates 41 jobs in tourism sector and 12.6 jobs in the manufacturing sector. The country's tourist arrivals have also in the recent past been experiencing growth rates higher than most other service sectors. With increasing disposable incomes and a large burgeoning middle class, India is bound to witness an economic boom propelled by tourism. While this rise is almost automatic, what is important for the entire tourism sector is to manage this rise for maximum economic benefits while at the same time minimizing the negative impacts of tourism. According to CII, this is a challenge that all tourism professionals as well as the National and State Tourism Organizations have to meet. In order to discuss all these important issues and to devise ways to promote tourism, especially monsoon tourism in India, CII will organise a National Conference on Tourism The Monsoon India, on July 16, in New Delhi. The Conference will be addressed by State Tourism Ministers of Madhya Pradesh, Uttranchal, Kerala, Orissa, Ministry of Tourism, Government of India and other stake holders. (ANI) http://news.webindia123.com/news/showdetails.asp?id=94075&n_date=20050705&cat=Business