New Delhi, March 11 (IANS): FAITH, the national associations ADTOI, ATOAI, FHRAI, HAI, IATO, ICPB, IHHA, ITTA, TAAI & TAFI, in a detailed multi-stakeholder discussion with the management of the Ministry of Tourism (MOT), commended the efforts of the ministry on drafting of the PNT who tried to integrate the cumulative suggestions of the FAITH associations over the years as well as the suggestions of the tourist vision workshops that we had earlier.
Some of the additional title suggestions discussed and shared with them include the following:
Alignment of Vision and Goals: The NTP should be aligned and should state from the outset our vision goals of 100 million foreign tourists, 15 billion domestic tourist visits and 20 million Indians employed directly and indirectly, in line with our National Tourism Vision 2047.
Duration and applicability: the intention is good only insofar as it is implemented. Currently, the policy document mentions a duration of 10 years. However, it is suggested to be a five-year rolling document with a quarterly review mechanism with industry. This will ensure that the policy document is institutionalized and will be updated on a rolling basis every five years towards Vision 2047 with a quarterly review and feedback mechanism of what is working and what is not.
Tourism as a national priority sector: just as agriculture has been a national priority of all successive governments and is the subject of vital attention by the Prime Minister and the CMs, tourism can also benefit from a priority national national if it is declared as such in the PNT. Its impact, its imprint across the country is considerable and is deeply rooted in our geographic and cultural fabric from one end of our country to the other. If recognized as a national priority sector, it will secure tourism with targeted and channeled national investments as such, all the more necessary after these worst 24 months ever.
Concurrent Status Classification: The constitution should rightly recognize tourism as a joint and collective responsibility of the center and the states to ensure a shared national vision and development, marketing and skills synergies between all of our individual tourism portfolios across states and segments. Thus, a declared objective of the TNP should be to obtain this status.
Treatment at the same level as merchandise exports: until today, the contribution of foreign currency tourism to our current account has not been fully recognized in the letter, despite the fact that tourism caters to foreign buyers and foreign exchange earnings. Just as a sample over the past 5 years, pre-covid tourism may have contributed over $100 billion in revenue and on a cumulative basis multiple times over the past few years. The TNP should fill this essential gap and position tourism as a vital export sector alongside merchandise exports, guaranteeing the support it will receive in successive foreign trade policies and also ensuring that our taxes, whether direct, GST or state level, are not exported. to foreign buyers. This statement of recognition in the NTP will increase the global competitiveness of Indian tourism.
Our tourism export policy must clearly be segmented into long-haul, short-haul and VFM segments, each with different global travel behaviors. articulate this distinction.
Targets by segment and by state: India is a sum total of unprecedented unique tourism experiences that exist across segments and states. While the NTP mentions that detailed implementation plans will be developed for each segment, it may be prudent to mention headline targets to be achieved for each of our unique segments (mice, adventure, heritage, eco, sea & river cruise, niche sports, etc.) and for states (foreign and domestic tourist visits) These can be accompanied by a brief statement of policy intent and a benchmarking strategy for each.
Holistic marketing mix targeting the changing tourism consumer: The pandemic has accelerated the pace of change and tourism consumption behavior will be affected accordingly. It is now possible to have both mass market and targeted social marketing 1 through a healthy mix of public relations, billboard, print, television and digital marketing in tourism. The NTP must clearly identify this marketing mix and establish dynamic principles, allocating budgets and resources according to this market mix.
Awareness: Tourism is a national responsibility. Each of us is a tourist and each of us is also a guest. It is important to continuously sensitize all policy makers, officials at national and state level as well as citizens on the criticality and contribution of tourism and how all our actions should be designed to support this sector. The TNP should define the mechanism and budgeting for a targeted outreach program on an ongoing basis to ensure that tourism and tourism entrepreneurs (travel agents, hoteliers, tour operators, tourist carriers, destination service providers, guides and animators, restaurants, employees) are treated with the respect that is due to them.
QCRT: The world is increasingly unstable and each case can be amplified to the extent of the narrative behind it, but above all impacting tourism. Crisis Rapid Response Team – QCRT for Tourism should be a stated goal of the NTP to proactively counter any negative narrative with a positive narrative of its own with a quick response time.
Centers of Excellence: India is perhaps the only country with over a billion experiences. The world of tourism has moved towards experiences and the TNP must encourage a political declaration of centers of excellence. As a policy target, 748 district COEs, 28 state COEs, 8 UT COEs and 5 national mega COEs are to be promoted which will enable all levels to grasp the uniqueness and diversity of Indian tourism products for the national and international tourists.
Multimodal hub & spoke development model: Tourism works best in clusters. In line with the national PM Gatishakti program and recognizing the unique terrains that India has in all destinations, the NTP is expected to encourage a multi-modal cluster-based approach to development. last mile and last mile tourism development in India and across India.
Industry mapping: Tourism is an industry of micro, small and medium enterprises that capture the local essence of their region. It also tends to fragment the industry. Over 95% of tourism businesses by volume fall into this category. The NTP should consider supporting these local and regional MSME efforts by mapping them through unique national identifiers via perhaps a self-certification recognition mode that will not only allow all of our tourism MSMEs to be supported, but will also give tourists confidence to deal with recognized players. .
Working Groups: To address several issues in central ministries and in the states, it is suggested that the NTP provide instruments for several inter-ministerial and intra-state working groups headed by the Secretary of Tourism. These working groups between government and industry should be task and time based to resolve any outstanding issues that currently exist that may arise as our NTP moves us forward towards our 100 million goals. FTA and 15 billion DTV.
Durability and carrying capacity: The TNP should set the goal of creating all subsequent tourism projects with sustainability and carrying capacity built into the design phase of the project. This will ensure that all tourism development, from the initial stage, is balanced against the goal of sustainable development.
Organizational Structure: The NTP must clearly identify the future organizational structure of the MOT to address the comprehensive and complex challenges that the NTP faces within our vision for tourism.
Since 2015/16, all FAITH Associations have collectively and consistently engaged the discussion on the need for a National Tourism Policy (NTP), a policy that sets out the intent and implementation roadmap to truly put our India’s tourism sector on the road to realizing its full potential.