Covid pandemic has shaken up the life of every human being on this planet. The crisis has however taught some good lessons too. To be ‘Self-Reliant’ has been one of the most important ‘take aways’, both for individuals and nations. No wonder, why the Union Govt ,underlining the relevance of self-reliance in times of crises, launched a ‘Self Reliant India Mission’ commonly termed ‘ Atmanirbhar Bharat Abhiyan’, in the midst of economic crisis, arising from the pandemic.
The policy of self reliance is relevant for all industries too, and more so for ‘Travel and Tourism Industry’, as it has been the hardest hit. It is time that the industry seriously deliberated to find feasible solutions not only to stand on its feet, but also to move forward and achieve greater self-reliance. So how could the travel & tourism industry in India become more resilient and self dependent in the current state of affairs?
India’s travel and tourism Industry relies on three pillars of tourism: Inbound, Outbound and Domestic. Looking at the uncertain scenario of Covid crisis, all over the world, it would take some more time for international travel to re-open. Further, as the inbound and outbound tourism for all nations would be largely influenced by the health status of the visiting and visited countries; international health-safety protocols and revised visa policies, it would take a great deal of time and lot of efforts for all countries, including India, to attain the pre-covid level of international travelling. The viability of international airlines, unless adequate two way passenger traffic is restored, may also act as an inhibitor . Thus, both Inbound and Outbound tourism for India, are likely to remain uncertain for some more time.
Domestic Tourism, therefore remains as the only strong pillar for the industry, to depend upon, for its revival and well being. The strengths of domestic tourism in India are many. Having a huge number of domestic travellers, being a large country with vast population and with a consistently high growth rate for over three decades , domestic tourism in India is poised for an impressive growth in the coming decade, higher than the average growth rate of 13%, achieved since 1991.
India registered a record 1800 million domestic tourist visits in 2018, as compared to 10 million foreign tourist arrivals during the same year. If ten million FTAs could bring around INR 2 lakh crores of foreign exchange in a year, how much revenue and employment domestic tourism must have generated for the Industry and for country’s economy with 1800 million visits, can be very well imagined.
Covid-19 has also proved that it is the ‘Indigenous’ and ‘Local’ which has played the biggest role in management of crises in India and have kept the nation moving. On similar lines, domestic tourism is emerging as the most reliable path to keep India Tourism moving.
The Union Govt, realising the aforesaid strength and potential of domestic tourism has already unleashed a mega virtual promotional campaign “Dekho Apna Desh”. Unlock -3, effective from 1st August, has further facilitated travelling within the country, by re-opening interstate movement of people and goods without any riders. With air, rail and road connectivity improving every day and with hospitality services, malls and shopping complexes having re-opened in most parts of the country, it is time for State and UT Governments and the Industry to restart and re-promote domestic tourism. While the Govt must provide adequate health-safety infrastructure, the industry has to ensure end-to-end health-safety of domestic travellers. The success of domestic tourism at this stage, would largely depend upon, how quickly the confidence of domestic travellers is rebuilt.
In order to give additional push to domestic travelling, the Industry must explore as to how can the ‘high-end’ and luxury products, normally availed of by foreign travellers, are customised and offered to domestic travellers at reasonable costs and terms. The industry should also tap the huge outbound travellers’ segment of India and motivate them with attractive itineraries and seamless travelling, to re-explore & re-experience their own Incredible country .
The ‘message of the hour’ for the tourism fraternity of India is loud & clear.
That, domestic Tourism has the required potential to make Indian tourism industry sustainable and self-reliant, and
That domestic tourism can make a substantial contribution to help India to become ‘Atmanirbhar’.
