BUILDING TRAVELLERS’ CONFIDENCE-
FOR FAST-FORWARDING DOMESTIC TOURISM
Unlock-4 guidelines of Union Govt have further facilitated travelling with in India. Barring some segments, all other restrictions have been by and large lifted, to make way for taking domestic tourism forward. In fact, the unlock-3 guideline has already helped to kickstart inland travelling by allowing interstate movement of people and goods.
However, majority of people who have so far travelled have moved out for their job requirements, for family reunion, social rituals or for running their businesses. Those who are travelling for their jobs and business have put ‘fear of livelihood’ on a higher priority than the ‘fear of covid’, and those travelling for family and social reasons are doing so, due to personal and unavoidable compulsions.
It is however time that travellers should be attracted towards travelling for tourism purposes. It is important to note that henceforth ,reason of lockdown restrictions can no longer be held responsible for slow movement of domestic tourism.
One major factor today, that can obstruct the pace of domestic tourism is the ‘fear of travelling’. The scare of covid has got deeply embedded in the minds of people and therefore it is necessary to allay this fear from their minds, in order to fast-forward domestic tourism in the country.
The steps and suggestions I have discussed below, may help to address this issue to some extent, without compromising with the health safety of the travellers :
NEED FOR ‘POSITIVE NARRATIVE’
The current narrative, before the people that ‘’ Abstain from going out, unless there are strong reasons ‘’ may not be relevant for the entire country. The figures of corona virus spread in India reveal that today, 9 States including one Union Territory account for more than 75 percent of the total cases as well as current active cases. That one-fourth number of States/UT have three-fourth of total & active cases today, leads to an inference, that a larger part of the country is not very unsafe and that all regions of the country are not equally affected by the pandemic .
In the light of above, the narrative for the people deserves to be more positive and more specific for different regions and locations of the country, depending upon the intensity and spread of covid . The ‘green zones’ being safer regions, should obviously carry a positive ‘advisory’ and narrative, to dispel the fear of people and can be showcased as safe destinations for domestic travelling, both by Govt and the Industry.
TRAVELLING IS SAFE , IF TRAVELLER IS RESPONSIBLE
Union Government and the State Govts have discharged their primary responsibility of placing the health -safety infrastructure at all locations owned and administered by them. The Government has also issued health safety guidelines and ‘dos and donts ‘ for travellers. It is now the responsibility of the traveller that they strictly follow them, at all steps and stages of travel. A responsible traveller will not only make himself safe, but will also help the fellow travellers feel safe. The fear of confronting an ‘irresponsible traveller’, not adhering to the laid down protocol like wearing of mask and keeping a safe physical distance, can be a deterrent for a common traveller.
SHOWCASE POSITIVE AND SUCCESS STORIES
Ever since reopening of hospitality services, domestic travelling is showing some positive signs of revival. There has been an increase in the number of tourists opting for domestic leisure travel. People have started visiting places in Himachal Pradesh, Uttarakhand, Rajasthan, Haryana, Goa and in many more parts of the country. There have been reports that during the weekends last month, the hotels and resorts in Rajasthan and Haryana, recorded full occupancy. In big hotels , the occupancy has gone up to 30-35 per cent and in some ,it has even gone up to 60 per cent.
It is important that these ‘positive news’ and ‘success stories ‘are widely propagated through all channels of media by the Industry, to rebuild confidence in travellers.
COMMUNICATE WITH PEOPLE
‘Knowledge dispels fear’ and ‘’Knowledge acquired by reason will dispel ignorance and thus destroy the greatest evil – FEAR ‘’.
These phrases apply very well in the context of restoring confidence of traveller. The more the communication of Government and Industry with the people, apprising them about health safety measures taken, the more will be their confidence to travel.
‘Dekho Apna Desh’ , the virtual campaign of Tourism Ministry is a laudable initiative in this direction. The campaign can be also useful in dispelling fears of travellers, if there is a description about health safety measures, that have been placed at the destinations, being showcased in each edition of the campaign.
Ministry may also consider to start a ‘ National Digital News Portal ‘ for communicating to the domestic travellers and Industry about the safe tourism regions & destinations, as also the health protocols followed at such destinations.
A mechanism of providing ‘Health-Safe Certificate’ and ‘Safe-Travel Stamp’ by Ministry and State Governments, (through an authorised third party) for tourism destinations and service providers, can be a ‘game changer’ for building travellers’ confidence.
Notwithstanding all that has been discussed above , how effectively and quickly the Nation can overcome ‘Covid menace’, is the ultimate panacea, for all the crisis that has engulfed country’s economy in general, and tourism sector, in particular.
Till such time, the responsibility of dispelling the fear of pandemic and restoring people’s confidence to travel with in the country ,lies with all stakeholders of Travel & Tourism and the people themselves.
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