The Covid Tourism Boom

Leisure Destinations: The Covid Tourism Boom

A voice of hope for the hotel industry

2021 will see an unprecedented rise in the number of travellers looking Hotels in India adopt for domestic innovative strategies to wellness breaks: welcome the new consumer in a Secretary Tourism, changed world Arvind Singh By Biman Mukherji From the President’s Desk Puneet Chhatwal, President, Hotel Association of India MD & CEO, The Indian Hotels Company Limited

rise in the number of cases; the healthcare system. At IHCL, lack of critical care facilities has we have offered over 3000 been devastating. We strongly rooms at our hotels to hospital believe it is one of those hours partners across the country when the entire industry needs for quarantine facilities; 50% to come together. At HAI we of these rooms are already once again stand united in our operational while the rest will support to the Government be operational soon. We are and to the citizens of our once again delivering meals country in alleviating some of to a few hospitals and we will It is just a little over 45 days the challenges being faced. keep expanding our efforts when we released the first based on the dynamic needs edition of HAI ENGAGE. While the industry stood of the situation. I am sure other shoulder-to-shoulder with the member hotels will do the same Post a tumultuous 2020, the Government around the same to help ease some pressure on hospitality and tourism sector time last year, the challenges the healthcare infrastructure in saw a ray of hope during the today are different. As an the country. There is an urgent first quarter of 2021, with industry, we provided meals need for action to save the business recovering gradually. to the healthcare fraternity country from one of the biggest The return of economic and migrant labour who humanitarian crisis mankind activity combined with leisure were stranded following the has seen. travel helped the sector see lockdown in March 2020. The a rebound. Domestic tourism industry also came forward by In these past few days, all of gained momentum and new dedicating infrastructure and us must have been witness trends like driving vacations, rooms to provide relief and to bereavements; some of us staycations in city hotels and we offered many of our hotels have lost near and dear ones. holidays in off-beat locations as quarantine facilities; we I don’t think anyone of us has became the industry’s provided rooms to healthcare remained untouched or outside mainstay business. The needle frontline workers. Today, as the clutches of the virus. I only was moving forward, and the the pandemic rages, we need wish the situation improves sector was steadily finding its to press the reset button once and our fellow citizens across feet in this new normal. again, and re-prioritise. It is the socio-economic strata time to break the chain and remain safe. But as I pen this note, the focus our efforts in containing environment has completely the spread of the virus. With hope and prayers for the transformed. There is fear and safety and good health of all dismay across the country. The foremost task at hand is to my fellow HAI members, their The second wave has hit India protect our people by ensuring families, and the society at in the most unprecedented and all our workforce is vaccinated large; as an eternal optimistic, harsh manner. The loss of lives over the next 30-45 days. The I am sure, this too shall pass. in the last two weeks; the daily second priority is to support the CONTENTS

HOTEL ASSOCIATION OF INDIA

Copyright@Hotel Association of India, New Delhi Volume 1, Issue 2, Mar-Apr 2021 06 12 Edited, Printed and Published by Hotel Association of India Cover Story Lead Interview B 212-214, Somdutt Chambers-1, Bhikaji Cama Place, Hotels in India adopt innovative 2021 will see an unprecedented rise New Delhi-110066, India strategies to welcome the new in the number of travellers looking for T +91 11 26171114, 26171110 [email protected]; consumer in a changed world domestic wellness breaks: [email protected] By Biman Mukherji Secretary Tourism, Arvind Singh www.hotelassociationofindia.com Printed at Thomson Press (India) Limited Delhi-Mathura Road, Faridabad -121 007, Haryana Editor & Publisher Hotel Association of India [email protected] Managing Editor Biman Mukherji [email protected] 15 16 Content & Marketing Policy Development Industry Development HAI urges FM to customise ECLGS Government must provide [email protected] scheme, extend moratorium period financial aid to restaurants and Design and reduce loan interest rate hotels: Industry Satyam Grafix [email protected] Cover Photo Courtesy Travel Agents Association of Kashmir Editorial enquiries (concerning reproducing of article)editorhai@ consociaadvisory.com Advertising enquiries [email protected] 20 23

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All information in HAI ENGAGE is derived from A Voice of Hope for Challenges faced by sources, which we consider reliable. The contents of The Hotel Industry hospitality industry in this publication contain views of authors and are not Maharashtra post COVID-19 the views of HAI ENGAGE. By Sanjay Sethi The information given is as available at time of interview/printing as it may have changed since then. All rights reserved. Reproduction strictly prohibited. Material appearing in HAI ENGAGE cannot be reproduced in whole or in part without prior written permission. The same rule applies when there is a copyright or the article is taken from another publication. Publications reproducing material either in part or in whole without permission would face legal action. The publisher assumes no responsibility for returning 26 27 unsolicited material nor is he responsible for material lost or damaged in transit. Any material submitted to Responsible Hospitality Destination Profile HAI ENGAGE will not be returned. Emerging as a beacon of hope Leisure Destinations: All advertisements must comply with the Indian The Covid Tourism Boom Advertisements Code as well as the Advertisements Code of South Asia. The publisher will not be liable for any damage or loss caused by the late publication, error or failure or advertisement or editorial to appear. Introducing Tourism and Hospitality - Partnership for Revival M P Bezbaruah, Secretary General, Hotel Association of India Whole Roasted Beans by will welcome any such pragmatic Tourism and hospitality industry move to cut costs where possible. striving for revival can only ruefully Experience the richness of There should be incentives to prop remember the famous saying of up the demand side. LTC is only a economist Keynes-“ in the long freshly brewed coee fringe and the idea has to be fine run we are all dead”. tuned to make it beneficial to the tourism industry. Lowering of GST Still the industry latches on to in hotels and restaurants even if HOPE—that irrespective of the 80+ café-style 100% Arabica and temporarily will be a big step for budget, government can and beverages Arabica-Robusta Blend revival. The cost-benefit analysis will do something in the normal of such a revision may show that course of governance to mitigate the gain to GDP may far outweigh some of the grievances soon. It Contactless self-served Rainforest Alliance the visible loss in revenue on the can extend the benefits of industry “ …..be still and wait without hope, GST account. to the tourism sector. Some states option available Certied™ for hope would be hope for the like Maharashtra, Karnataka, wrong thing; “ Globally it is recognized that Telangana, Punjab have shown tourism and hospitality is one of the way and government Perhaps this quote from T.S.Eliot the worst hit sectors. To provide can make it uniform for the is an apt description of the relief to the beleaguered industry, country. The benefits of social state in which the tourism and considering its employment and infrastructure provided earlier is hospitality sector in India is— income generating dimensions, now on hold. Government can devastated by the pandemic many countries have come renew this incentive, remove the and torn now between hope and up with measures like payroll time limit and increase the capital disillusionment. support, liquidity and credit investment limit to Rs.200 crore Call 1800-103-1947 or guarantee for the MSME/SME to make visible dent in social visit www.nestleprofessional.in Still the industry dares to hope. sector lending. Even in the early infrastructure sector. Third, the to know more What inspires this optimism? stages of the pandemic when the incentives under SEIS, which are First, the massive vaccination devastation was looming large, earned by the industry should programme bringing back the one Niti Aayog presentation had be restored. Fourth, some of most important factor for revival— also identified these as possible the very legitimate demands like confidence---and a hope that stimulus measures to consider deferment of statutory payments, the worst is behind us. The for the Indian economy. At policy license fees, GST deferment etc tourism secretary recently said level, the tourism industry and HAI should be accepted. These are as much. “All indicators are have steadfastly brought these to small steps for the government but positive for calibrated reopening the attention of the policy makers. are giant strides for the industry of international travel”—he said in at this time of stress. Lastly it is relation to opening of international Government’s big economic necessary to harmonize all the tourism. He was naturally cautious. recovery programmes health and safety SOPs across It has to be gradual depending on unfortunately did not have the country for hassle free growth the situation. With most of the anything directly for tourism of tourism. source markets –USA, UK and industry. May be some of the Europe reeling under the new investment benefits would trickle The industry too will have to strands of virus, the opening up down to benefit the tourism introspect and collaborate with has to be carefully calibrated. The sector. But that is at best a distant the government on all the health hope for tourism revival depends possibility. Therefore, the industry and safety measures and put therefore on domestic tourism was eagerly looking forward to them in place effectively. It must and short haul markets and the budget for some immediate bring in effective confidence regional tourism, perhaps to the succor. Alas, there was none. building measures. It should focus east. To boost domestic tourism, None of the policy measures on innovative measures to reduce government can, apart from many identified by Niti Aayog, nor the costs for boosting demand. other things, help to make travel ground level measures pointed out easier and cheaper. Air travel by the industry were addressed. If there ever was a dire need for can be cheaper if aviation fuel The consolation offered is – meaningful partnership it is NOW. costs, local taxes and ground many of the infrastructure sector handling costs are carefully investments will indirectly benefit examined and rationalized. Even tourism also. Again, that is only the airlines which are under stress a possibility and in the long run.

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emphasis on affordability. Therefore, instead of ordering single items from the menu card for home delivery, it has Hotels in India adopt innovative launched a bulk menu where you can order by the kilo. “Instead of ordering individual portions – such as one pizza strategies to welcome the new and one burger – a home orders by the bulk. It really cuts down the expense by 20%-25% and sometimes even more,” said Rocky Kalra, head of operations consumer in a changed world at the LaLiT Group. By Biman Mukherji Kalra believes that innovation during covid times does not always mean doing things radically different, but taking a number of simple steps. It involves putting up your full menu digitally that can be accessed on your With parts of India facing a second wave of infections, the phone, keeping the food outside the Albert Einstein Indian hospitality sector is facing an unprecedented crisis. streams including services such as laundry, disinfection and corporate lunch packs. room and the hotel staff wearing full Yet a number of hotels and service providers are seeing an body suits to minimize infections. The once said opportunity during its darkest phase by embracing innovation. Hotel groups are not only revamping restaurants by making group also strictly follows government Even as travel trends and the patterns of stay undergo the dining experience contactless, but also changing their safety guidelines, whether it is the a paradigm shift, hotels are quickly adapting to welcome menu because of the current environment. number of guests at a wedding or that you can’t customers in a brave new world. keeping the swimming pool closed. “We enhanced our food and beverage portfolio with Among the several innovative methods, one of the most special menu based on immunity-building ingredients,” “We communicate on social media solve a problem prominent trends that hoteliers are focusing on are those says Harpreet Vohra, cluster general manager Delhi NCR on what is happening. At times, we undertaking road trips for a change of scenery even as work- at Radisson Hotel Group. The Oberoi Group too has have had the DJ at events make on the same from home has become the norm. The Leisure Hotels Group introduced an immunity-building menu with a selection of announcements for people to wear launched a campaign called “Ghar se Ghar Tak” (From your right ingredients such as moringa, dates, giloy, mushrooms masks,” Kalra added. doorstep and back) to make the entire journey completely safe and broccoli. level that for customers with end-to-end travel assistance. It has even tied up with a diagnostics centre in Delhi NCR to provide covid Both the groups as well as other leading chains have also tests at homes. started a food delivery service that delivers directly to home. it was created. In fact some have even gone a step further where their “Since all our properties are located at drivable distances Chefs and hotel crew are available for private catering. from major metros, our guests are not facing any challenge You have to in reaching our resorts or going back,” said Vibhas Prasad, Most hotels have reduced their dining space area to follow director at Leisure Hotels Group. Once the guest arrives, social distance protocols. The Lemon Tree Hotel group rise above its entire services are being offered with minimal physical says that it has reduced seating capacities to half of earlier contact – contactless check in, e-newspapers and magazines, while making sure that all food orders are received online contactless payment and even dining. and delivers the order hygienically. “Once the guests have it to the next finished their meal, they can pay online with the link sent Plethora of new services to their phones,” says Rattan Keswani, deputy managing level. director of the hotel group. The Oberoi and Radisson Hotels group too have shifted focus to cater to road travel. While the Oberoi Group has “Keeping the supply chain logistical constraints in mind, we been using its own fleet of cars to offer pick up and drop for have shortened our menus to include dishes, which are not guests, the Radisson group launched a pan-India campaign only more popular, but also have ingredients that are readily to offer curated road trips so that their guests could plan their available in the local market,” Keswani added. travel and enjoy special staycation packages. Simultaneously, While people are becoming tired of eating only home-cooked it sought to multiply the revenue heads by offering ancillary food, the LaLiT Group realized that there must be equal

One hospitality group has spotted a there is a clear trend in the sector such as Makemytrip.com as an unique opportunity among the various Enhancing of aggregating services and aggregation. However, he adds government restrictions, which have aggregating experiences. “In my that there is a lack of innovative affected guest arrivals. Instead of trying to authentic opinion, the next wave of activity experiences, which give people fill lots of people into rooms, Small World really needs to happen in a more a good understanding, and of Below, a hospitality group, has turned India hyperlocal environment. We are exposure of what Indian culture is to offering a few people an immersive essentially looking at startups really all about at grassroot level. experience of different world cultures Chintan Bakshi, Chief Executive which are focusing on specific including food albeit of longer periods of Officer at Startup Oasis and areas, specific niches and “Ultimately, a tourist will select stay than prior to covid. partner – incubation at CIIE. providing specific experiences.” India if he sees a USP and CO, told a meeting of the there are quite a few things “At Small World, we realized the shift in the Federation of Indian Chambers of For example, he says there are out there,” he added. Bakshi market from a short-term rentals trend to a Commerce and Industry (FICCI) a bunch of entrepreneurs who believes that curated programs medium and long-term stay. So we started that the pandemic has spawned are providing experiential tours for such hyperlocal experiences offering deals to knowledge workers who a “fair bit of startup activity” in that focus on the food around are the need of the hour where were looking to work remotely,” says the hospitality sector though it Rajasthan capital Jaipur’s food everybody from the hotel industry Saurav Arya, co-founder –Small World has been among the worst hit as offerings in the old part of the to restaurants to local authorities of Below.” During a pandemic, people well.” Therefore, there is a very city. “Tourists who would come needs to come together to create Treading off the avoided travel. There was only a bunch natural activity among startups to India--and even domestic them. of them traveling, that too for work. We which will renew and rejuvenate tourists--would like to go for looked at it from a different lens and experiences. We need hundreds Sabina Chopra, founder of the sector as we open up and as Yatra.com said that the industry beaten path pivoted. In hindsight, “it has proved to be vaccines become available.” if not thousands who are into a great move,” says Arya. collating these experiences,” he needed to create reasons for In many ways, the activity has added. a tourist--whether domestic or In all aspects of the hotels business, stricter They have been hosting ‘cultural been reinforced by a trend seen international--to visit a particular hygiene standards have become the norm for immersion’ events online where they just prior to covid. In the last one- Bakshi says the entire tourism place say Udaipur not once, twice the hotel industry. Tamara Leisure Experiences celebrate different world cultures online. and-a-half years, there has been sector needs to work together but thrice by offering something Pvt. Ltd, which has properties in Coorg, Kodai “It worked for us like magic since many a significant increase in things and bring alive these experiences new each time, whether its and Bangalore, has not only launched a people were hungry for new experiences, Indian – whether it is yoga or which can be clubbed together heritage, food or another aspect. “Raksha especially during the lockdown. The idea Ayurveda, Bakshi says. He says and sold on online platforms of immersing themselves in different Initiative” to provide a comprehensive safety cultures right from the living room and hygiene protocol to instill a sense of appealed to them,” Arya added. security, but has gone a step further to enhance the stay experience. Once guests confirm their bookings, they enter the premises by using a password It launched products like the Sattva Immunity for the electronic locks that are installed experience with personalized Ayurvedic for rooms. The group offers boutique treatments under the advice and consultation studio rooms themed from different of in-house physicians among the picturesque countries where they get a taste of various landscapes like Coorg – famous for India’s cultures through not only design, but also native coffee. music, books and food. The company The entire complement of service is being was founded two years ago with a vision promoted under the banner of ‘Work from to bring the world to their property in Paradise.’ In addition, the group crafted Bangalore. ‘Tamara Tales,’ which are bedtime stories to “We also facilitated online check-in keep children well engaged. formalities, so that guests don’t have to “Only limited and small group gatherings are wait at the reception for their check-in.” hosted at our F&B outlets in strict conformity Even the support such as housekeeping of guidelines and precautions,” said Shruti services are made available online for Shibulal, CEO of the Tamara group. quick support.

Currently, it is serving in Delhi NCR and the offering Out of the box will soon be expanded into nine cities across the country. will become the Software solutions provider such as Petpooja has launched management solutions for restaurants to norm keep tabs on inventory as well as ease up delivery Data from HVS Anarock hotels and hospitality coordination. Similarly, other service partners are report for 2020 that have been published recently offering new products such as Sippiline to prevent shows that hotels have been forced to slash contamination of glassware and other hygiene revenues per room so much that there has been protocols. a decline of 57%-59%, representing a loss of 900 “We know that people will again want to experience billion rupees. But after reaching a record-low the world, as it becomes safe to do so, and it will occupancy in April, the sector closed the year with be more important than ever before for brands an India-wide occupancy in the range of 33%-36%. to leverage technology to create a seamless, “We expect demand to improve considerably in frictionless experience, perfectly tailored to 2021, driven by strong economic growth, corporate each and every customer,” says Booking.com’s performance, and people making up for the lost Mehrotra. time by giving in to their pent-up desire to travel. However, hygiene, cleanliness and safety will continue to remain top priorities in the post-covid world,” says the report, adding that the occupancy rates nationally are likely to improve to 56%-59% in 2021. It adds that hoteliers are being forced to readjust their strategies post covid and think unconventionally to survive during the pandemic. The adoption to technology has been fast-tracked Clearly, time is ripe for such a including making chai (sugary workcation trend to prevail, as to such an extent that keyless check in and digital shift. Many of the tourists are milk tea) and chapatis (Indian travellers harness the potential menus which would have once been considered as looking to book vacations or flat bread). The Art Village is also of ‘work from anywhere’ from the luxuries have now become necessities. Adapting to staycations in places, which are coming up with an eight-room initial ‘work from home’ model,” the new dynamic will require hotels to think out- of- off the beaten track. Either it is property. says Ritu Mehrotra, regional the-box to improve their returns and cutting costs. because it’s a secluded place manager—South Asia at Booking. “Our idea is to offer an Many hotels are rising quickly to this challenge. with a unique landscape or it’s com.” To break the monotony of WestBridge Hotels and Resorts, a hotel operator the chance to experience local alternative choice to people working from home, travellers who live in the village through and developer, plans to announce a franchise culture. want to escape to a destination brand under WB Inn by April wherein all hotels will creative economy,” says Amita where they may easily blend For example, in Rajasthan state, D’Alessandro, French co-founder operate with only four staff members by leveraging business with leisure, resulting in tech-based solutions. Each hotel under the brand Mandawa is being showcased as of Mandawa art village, together demand for long stays.” the largest art gallery in the world with Virendra Singh Shekhawat, will have only housekeeping as a department, because the area is replete with director and founder of Delhi The need for innovating around which will help hotel owners to save at least INR painted havelis (ancient mansion Photography Club, a photography this trend becomes clear as 1.5 lakh per month on payroll cost. for the nobility). Tourists are being club in Delhi. As part of the effort, Booking.com data shows that Even service providers are remodeling business offered an immersive experience even ex-Indian army men will get 78% of Indian travellers are operations. Zorowar Kalra, founder and director of the local culture through art involved by recounting tales of keen to have access to an app of Massive Restaurants that run brands such workshops, music concerts, valor to visitors. or website that recommends as Farzi Café has entered into the cloud kitchen photography workshops and destinations where an increase “In addition to traveller segment with the launch of Butter Delivery with a even a chance for foreigners to in tourism, “would have a positive unique model – an online food delivery with only try their hand at the local cuisine preferences for taking the road impact on the local community.” less travelled, we expect the 10 dishes on its menu.

Mumbai, Bengaluru, Udupi, Aurangabad, Iconic Is the government planning to offer any 2021 will see an unprecedented rise Tourist sites) across the country during lockdown; incentives or relief measures for the hospitality regular consultations with industry stakeholders and tourism industry as many small and on issues related to opening up of the Tourism medium operators are on the brink of collapse? in the number of travellers looking sector; handling of tourists, protocols of safety and The recent budget did not offer much tax relief security, service standards etc.; Domestic Tourism or incentives but is the government likely to Promotion Campaign through Webinars, social revisit this mid-year considering that tourism is for domestic wellness breaks: media and other digital platforms. one of the biggest contributors to employment? Dekho Apna Desh Campaign has been the The Ministry of Tourism has examined Secretary Tourism, Arvind Singh mainstay of Domestic Promotion. The main focus representations regarding relief measures is to rebuild the trust of the domestic & including financial relief which have been taken international travelers in terms of India being the up with the concerned Ministries and Departments safe destination to travel in post Covid scenario. of Government of India including the Ministry What are the government’s plans for the of Finance. Similarly, the relief measures falling hospitality and tourism industry to contribute Promoting affordability of regional air connectivity under the domain of the States/UTs is being taken towards an Atmanirbhar Bharat? envisioned under RCS has always remained up with them on regular basis, at the highest in the priority list of Ministry of Tourism. On the level. The Government has further announced During several rounds of discussions and recommendation of Ministry of Tourism, 46 Atmanirbhar Bharat Package vide which Rs.3 lakh brainstorming sessions, the Ministry of Tourism Tourism routes got included under RCS-UDAN 3.0 crore collateral free automatic loan has been made has examined representations regarding relief on the basis of importance for air connectivity of available for MSMEs. measures including financial relief which have destinations having potential to attract tourist such been taken up with the concerned Ministries and as iconic sites, Buddhist sites, etc. Further to this, Is the government likely to accord tourism the Departments of Government of India including the The Ministry of Civil Aviation has recently finalized status of an infrastructure sector soon? Ministry of Finance. Similarly, the relief measures 78 Routes under RCD UDAN–4 which largely aim Infrastructure development has been one of falling under the domain of the States/ UTs is at increasing air connectivity to and within the the major thrust areas of the Government. The being taken up with them on regular basis, at the North Eastern Region. Government has launched National Infrastructure highest level. The Government announced various fiscal and relief measures under the Atma Nirbhar Bharat Package which is expected to benefit the Tourism Industry. returns for three months with no penal interest The stimulus announced by the Government for companies up to Rs.5 Crore, whereas for the of India included Rs.3 lakh crore collateral free rest penal interest has been kept at 9% penal. automatic loan which has been made available for The Central government has also given relief from MSMEs. The loan will have 4-year tenure and will various regulatory compliances under Income have 12-month moratorium. Under this package Tax Act, companies Act and GST Act for varying the definition of MSME was revised by which the period in the wake of COVID-19 crisis to ensure differentiation between manufacturing and services business continuity and survival. Similarly, the RBI sector MSMEs has been removed. This will benefit has extended moratorium on term loans till 31st the tourism sector, as 70%-80% of the units in December 2020. this sector fall under MSME. The Government also waived off PF contribution for three months How does the government plan to integrate for organisations with less than 100 pax and 90% local communities in small towns and villages of their employees earn below Rs.15000. Under in tourism and hospitality? Is the tourism the package, PF contribution of both employer and ministry coordinating with other ministries employee has been reduced to 10% each from towards this (For e.g. the aviation ministry’s existing 12% each for all establishments covered plans to launch 1000 new Udaan flights)? by EPFO for the next three months i.e. up to September 2020. In order to promote domestic tourism, the Ministry has undertaken initiatives such as Dekho Apna Some of the other benefits include the deferment Desh webinars; aerial Photography of key cities of TCS up to October 2020; deferment of filing and cultural assets (Delhi, Chennai, Kolkata,

Pipeline initiative to further sharpen the focus The global hospitality industry has seen a renewed on infrastructure projects, ensuring time bound interest in wellness tourism. Travellers are seeking HAI urges FM to customise ECLGS implementation of the projects by closely monitoring out health and wellness retreats to build their the same at the highest levels in the Government. immunity. As things gradually get back to normalcy, Tourism has been included as one of the sectors in it is predicted that wellness is going to be a priority scheme, extend moratorium period and National Infrastructure Pipeline. for everyone and people will plan their vacations around it. In the months to come, we may well see reduce loan interest rate Further, in view of the thrust of the Government wellness tourism taking centre-stage. on creation of infrastructure including Tourism sector, the Ministry of Tourism has examined the People will travel to places that offer health and has highlighted that the Scheme requires some issue of infrastructure status to the hotel industry wellness enhancing opportunities and tourism will customisation. In addition to being highly capital and planning to put up a detailed proposal to shift from simple spa and leisure travel to health and intensive, hotels have a high percentage of fixed costs broaden the definition of Harmonized Master List wellness-focused travel. The anxiety and stress of operations that have become unsustainable owing (HML) of Infrastructure Sub-Sectors as well as to due to COVID-19 can be resolved with holidays in to nil or negligible revenues. The recovery of hotels get Convention Centres approved by Ministry of wellness-focused places which offer the essence Tourism included in it. of these holistic therapies and spirituality and will also be long drawn as borders will be re-opened well-being. Preventive healthcare is a good way with extreme caution and traveller confidence will With the rollout of a Covid vaccine, it is to combat diseases. More people are favouring return over an extended period of time. The ECLGS expected that international flights will resume a wellness staycation, there are new demands 3.0 scheme for hotels, therefore, needs to factor in sooner than later. How is India gearing up to for immunity boosting retreats, socially distanced these aspects unique to the Industry. welcome international visitors to allay any wellness trips, private jet wellness journeys and safety concerns? working remotely on holiday; personal health and Inclusion of State Financial Corporations, Asset In order to tap international tourists, the Ministry of fitness are now top priority for travel. Reconstructions Companies (ARCs) and Debt Funds, Tourism through the India Tourism Offices overseas The second wave of the pandemic has stopped in its extension of moratorium, capping of interest rate at proposes to undertake various promotional 2021 is going to see an unprecedented rise in the tracks, the recovery of the hospitality and tourism 8 percent, increasing of the delinquency period are activities which include participation in travel fairs number of travellers looking for domestic wellness sector. The hotels in India, shut for nearly 6-8 some of the suggested customisations. In addition, breaks. People are searching for holidays to and exhibitions; advertising in the local print, months reopened in a staggered manner and were the Association has requested that Hotels with no electronic, outdoor and digital media; organizing improve their health and fitness without always recovering somewhat on the strength of domestic having to go overseas. borrowings should also be eligible for ECLGS 3.0 as webinars to highlight success stories around leisure tourism and intimate weddings/family get- these too are facing a severe liquidity crunch. HAI has COVID-19 in India to build confidence among togethers only to be impacted yet again on account highlighted that while ECLGS 3.0 offers liquidity to foreign tour operators and travellers, organizing of lockdowns in some states, night and weekend Road Shows, India Evenings, Know India Seminars; pay interest obligations, it does not help businesses curfews, reduced limits on the number of guests workshops; organizing and supporting Indian Food to survive. Interest subvention and a longer payback Festivals and cultural festivals; offering brochure allowed for functions and other restrictions. period can provide both liquidity and relief. support to tour operators, and joint advertising/joint Hotel Association of India (HAI) understands the A simpler and quicker dispersal process will make promotions with airlines, tour operators and other compulsions of such restrictions and stands united organizations, joint promotions in collaboration for a better and more improved scheme. Allowing with the Indian Missions abroad etc. with the Government in its efforts to curb the spread hotels to utilise the credit line for any business of the pandemic. However, it is also a fact that the purpose, including repayment of loans and interest The rollout of the vaccination program has changed curbs have impacted hospitality the most. For an payment would provide additional support. the attitude towards travelling and the trend already crippled industry, the setback caused by has been encouraging in the domestic tourism the recently imposed restrictions has affected the A complete or partial waiver of statutory expenses segment. The same trend can be expected in case viability of most and survival of many hotels. like property tax/lease rentals/license fee/excise fee of international tourism also when the global travel payable by hotels to various government authorities restrictions are relaxed. HAI has therefore made some submissions recently and an Introduction of a plan/policy where hotels can How is India planning to portray the relatively to the Finance Ministry. While conveying its deep renegotiate lease rentals/license fee in a manner that low Covid casualties and its ancient repertoire gratitude for extending support to the Industry for the remaining term, the lessor/licensor can have of wellness programs such as yoga and by extending the scope of Emergency Credit Line incremental revenues, while the hotels are given the Ayurveda so that it can emerge as a preferred Guarantee Scheme (ECLGS) through introduction opportunity of recovering/recouping their losses due destination? of ECLGS 3.0 to cover business enterprises in to this pandemic are other relief measures suggested Holistic well-being, focused on nutrition and Hospitality, Travel & Tourism, The Association the Association for sympathetic consideration. rejuvenation is being talked about more than ever. Photo Courtesy - Jared Rice@jaredrice_unsplash.com

Advancing Harmonized Travel Protocols and India’s SATTE 2021 draws 10,000 visitors Financing Tourism’s Survival The ninth meeting of UNWTO’s Crisis Committee advanced solutions to the biggest with message of revival and reconnect challenges to revival of international travel. Members discussed the Crisis Committee’s Informa Markets in India drew over 10,000 visitors to its three-day travel and recommendations, which focused on four core areas: the resumption of safe, cross- tourism exchange between 24-26 March at SATTE’s 28th edition at the India border travel; promoting safe travel at all points of the tourist journey; providing liquidity to tourism businesses and protecting jobs, and restoring confidence in travel. Expo Center, Greater Noida in Uttar Pradesh. The virtual meeting was co-hosted by the Kingdom of Saudi Arabia. Inaugurated by Tourism Secretary Arvind Singh, the event brought together a cross-section of the region’s travel, tourism and hospitality industry. Global discussion on business opportunities in India’s Odisha A digital discussion was held recently on the topic of “Explore the attractive incentives potential of Odisha for your Business.” Hosted jointly by Indian Consulate in New York, Back in 2019, the Gateway Foundation released Milan Cultural Association and Odisha Society of New England, the online meeting was plans for a cruise ship-style hotel that could one World’s meant to promote Odisha as the hub for doing easy business. day float above the Earth’s atmosphere. Then first space called the Von Braun Station, this futuristic concept — comprised of 24 modules connected Government must provide hotel to by elevator shafts that make up a rotating wheel orbiting the Earth — was scheduled to financial aid to restaurants and open in be fully operational by 2027, the CNN reported. hotels: Industry Fast forward a couple years and the hotel has 2027 a new name — Voyager Station — and its set to be built by Orbital Assembly Corporation, a Industry body Assocham is working with the Maharashtra new construction company run by former pilot Maharashtra, government to mitigate the economic impact of its 15-day curfew. It has also urged all states to bail out the most vulnerable John Blincow, who also heads up the Gateway home to India’s sections of the hospitality industry following a second wave of Foundation. covid outbreak. Assocham said it has approached all the states financial capital and the Centre to provide liberal regulatory and financial relief. It has asked that fixed charges like electricity dues, lease rentals, license fees and other levies should be waived to help Global Competition to accelerate rural Mumbai, businesses maintain continuity. development through tourism has around Hotel and Restaurant Association of The World Tourism Organization (UNWTO) has launched a Meanwhile, the Western India (HRAWI) competition to identify the best echoed the concerns and said that 10,500 hotels the new ‘Break the Chain’ guidelines by Maharashtra state ideas that will help rural communities recover from the would lead to disaster for the hospitality industry unless the pandemic. The Global Rural Tourism Startup Competition and 210,000 government compensated employees for the loss of income, will also support the entrepreneurs and enterprises that and waived off statutory fees, taxes and utility bills for hotels can help rural communities seize the economic and social restaurants. and restaurants. The industry body said that the Maharashtra opportunities that will come as tourism restarts. Government’s latest ‘Break the Chain’ order is equivalent to another complete lockdown.

M&A deals in hospitality to hit $1 billion in 2021 Mergers and acquisitions in the hotel industry is expected to touch $1-billion in 2021 due to financial stress, says HVS Anarock. Hotel conversions, particularly standalone hotels joining larger brands, will gain considerable momentum in the next couple of years to tide over the current downturn, it added. Hotel transaction volumes stood at $332 million in 2020, down by nearly half from the previous year’s $690 million. But it was way higher than $78 million seen in 2018.

Govt Extends credit guarantee program, till June 30; Expands its scope The government on Wednesday announced extension of the Emergency Credit Line GuaranteeScheme (ECLGS) till June 30 and expanded its scope to cover enterprises in hospitality, travel and tourism, leisure and sporting sectors.

Industry lauds Supreme Court order on waiver of compound interest on loans The hospitality industry hailed a recent Supreme Court order that allowed waiver of compound interest on all loans and removed a previous government cap of rupees two crores. A highly capital- intensive business, a majority of loans by the hospitality industry are above rupees two crores

A direct flight service between that has been introduced between Russia and Goa under a travel bubble agreement Tourist will serve no purpose unless the government opens up tourist visas visas needed as well, said the Travel and Tourism Association of Goa. Goa receives around 9 lakh international travelers for Goa-Russia annually. Nilesh Shah, the president of the Travel and Tourism Association of flights Goa said that clarity is also needed on the covid protocols that travelers and operators will have to follow.

A VOICE OF HOPE FOR THE HOTEL INDUSTRY

HAI presenting the copy of inaugural issue of HAI ENGAGE to Shri. Arvind Singh, Secretary-Tourism, Government of India

well as showcase some of the rich work that the thanked the Karnataka Government for approving industry has been carrying out to further domestic the proposal to accord industry status to classified tourism.” hotels in the state. “Expanding its footprint further, HAI launched a West Bengal state chapter. It On behalf of the industry during the recent BITB has also submitted a memorandum of industry conclave-- attended by 150 delegates and senior demands to West Bengal Chief Minister, Smt. leaders from Travel & Tourism industry-- the Hotel Mamata Banerjee and Finance Minister Dr. Amit Association of India (HAI) called upon industry Mitra, to seek industry status for the hospitality stakeholders to treat Tourism as a “Common sector. HAI suggested that this will help in reducing Agenda” for all. The apex industry body also costs and encourage re-investment while bringing suggested that the private sector and state greater transparency in the sector functioning. governments should work together for the revival of the tourism sector. The Association believes HAI will primarily focus on issues and challenges that granting industry status to the Indian hospitality for the hospitality industry with the West Bengal HAI Engage was released by Shri Prahlad Singh Patel, Minister of State (Independent Charge), Ministry of Culture and Tourism sector will enable hotels across the country to avail State Government. It has urged that the grant of benefits such as lower power tariffs, investment the industry status will go a long way in fulfilling subsidies and tax holidays. West Bengal’s true tourism potential – which has mountains, beaches and is home to the Royal Everybody agrees that India has enormous Jyotsna Suri, Member-Executive Committee, Meanwhile, the Hotel Association of India (HAI) Bengal tiger. potential in hospitality and tourism, but pressing Hotel Association of India and Chairperson and issues have often not been addressed adequately Managing Director, Bharat Hotels Ltd. (The Lalit because it has lacked a strong voice. The Hotel Suri Hospitality Group), and Mr. M.P. Bezbaruah, Association of India (HAI), the apex body of hotels Former Secretary, Ministry of Tourism and across the country, has launched the HAI ENGAGE Secretary General, Hotel Association of India. magazine with a clear focus to raise the voice of hospitality industry and help it get recognition that Mr. Puneet Chhatwal, President, Hotel Association it deserves. of India and MD & CEO, The Indian Hotels Company Limited (IHCL), said, “Indian hospitality The inaugural issue of HAI ENGAGE was released has been instrumental in building India’s image by Shri Prahlad Singh Patel, Minister of State globally as a country full of culture and rich (Independent Charge), Ministry of Culture and heritage. It is now time to not just re-emphasise the Tourism, Government of India, in the presence of importance and the role of the industry within the Inaugural Issue handed over to Mr. Vincent Ramos, Area Director IHCL, Mr. Somnath Mukherjee, Area Director, Mr. K B Kachru, Vice President, Hotel Association community but also be heard by decision makers Prabhu. N. Singh - District Magistrate Goa handing over HAI ENGAGE magazine IHCL Karnataka presenting HAI ENGAGE of India and Chairman Emeritus & Principal across the country. HAI ENGAGE is a step in that Agra by Vishal Pathak, General Manager, to the Director of Tourism of Goa, Inaugural Issue to Mr. T.K. Anil Kumar, Oberoi Amarvilas, Agra Mr. Menino D’Souza Principal Secretary, Tourism Department, Advisor-South Asia, Radisson Hotel Group, Dr. direction to assert the industry’s relevance as Govt. of Karnataka

Challenges faced by hospitality industry in Maharashtra post COVID-19 Patron-in-Chief Mr. Puneet Chhatwal Mr. Vikram Oberoi Mr. K.B Kachru Hotel Association of India President Immediate Past President Vice President By Sanjay Sethi Mr. P.R.S. Oberoi Hotel Association of India & Hotel Association of India & Hotel Association of India & Executive Chairman Managing Director & C.E.O Managing Director & Chief Chairman Emeritus & EIH Limited The Indian Hotels Company Executive Officer Principal Advisor, Limited EIH Limited South Asia Radisson Hotel Group

The outbreak of Coronavirus disease (COVID-19) has acted as a massive restraint on the hospitality sector since March of 2020 as governments, globally, imposed restrictions on domestic and international travel limiting the need for services offered by these establishments. Ms. Priya Paul Mr. Nakul Anand Mr. Patu Keswani Dr. Jyotsna Suri As the world gradually moves forward Corporate Member Corporate Member Corporate Member & Hony. Corporate Member from the pandemic and businesses Chairperson Executive Director ITC Treasurer Chairperson & MD reopen, hoteliers foresee themselves in an Apeejay Surrendra Hotels Limited Hotel Association of India & Bharat Hotels Limited opportune position with demand dynamics Limited Chairman and Managing trending towards a recovery for both leisure Director and business. Despite the challenges and Lemon Tree Hotel Ltd. devastation caused by the coronavirus outbreak, the travel and hospitality industry in India has exhibited great resilience and competitiveness throughout the year in fighting against the turbulence caused across industries. With continued border restrictions and extended international flight ban, Mr. Vivek Nair Mr. Anil Madhok Mr. Rohit Khosla Mr. J.K. Mohanty inbound tourism is currently on pause. Corporate Member Fellow Member Member Hony. Secretary Internationally, countries are gearing up to Chairman & Managing Executive Chairman Executive Vice President Hotel Association of India & open their borders – UK has announced Director Sarovar Hotels Pvt. Ltd. (Operations) Managing Director May 18 for the easing of international Hotel Leela Venture Limited IHC Limited Swosti Premium Limited border restrictions while US has confirmed that it will complete vaccination for all citizens by May. This augurs well for the travel and hospitality industry. However, under the current regulations across India, several states have made it mandatory to carry a negative RT-PCR report for inter- state travel between Maharashtra and other states. Adding to the woes is also the rise in Mr. Sanjay Sethi Mr. R. Shankar Mr. Samir M.C Mr. M.P.Bezbaruah the number of cases being reported in the Member Member Member Secretary General state. Now, Maharashtra certainly doesn’t Hotel Association of India & Hotel Association of India & Managing Director Hotel Association of India want to earn the distinction of a topper in Managing Director & Chief Head, Corporate Affairs, EIH Ltd. Fortune Park Hotels Ltd. Executive Officer this case! Chalet Hotels Ltd. 22 BI-MONTHLY PUBLICATION | MAR-APR 2021 | VOL.1 | ISSUE 2 BI-MONTHLY PUBLICATION | MAR-APR 2021 | VOL.1 | ISSUE 2 23 GUEST COLUMN

While the distribution of vaccine is picking up As we move forward through this period of across the state, there is a sense of caution that uncertainty, it will be crucial to adapt to the ever- has prompted people to reevaluate their travel changing landscape with digitalization of services plans and opt for shorter, safer destinations. Where across all aspects. For instance, offerings such as travelers in the new normal are seeking unique a mobile-app for room directory, TV guide, IRD, experiences with modernized services compared Spa bookings, laundry pickup, and hotel info, and prefer staying with brands that ensure the best integrated with a digital payment platform could health and safety standards; hotels on their part are become an essential in the longer run. Similarly, all making use of technologies that greatly transform outlets that are open at hotels would feature digital the customer experience. Some technologies are menus accessible via QR Codes. leading to significant improvements and savings in the hospitality market. Hotels are using robots The situation right now is dynamic and as an to deliver amenities to guest rooms as well as industry, it is important for us to be agile and adapt many other functional purposes. Similarly, Hotel with the times. Over the last 12 months we have operators are investing in systems and technologies also seen a fabulous convergence of concerted that can automate processes and personalize the efforts by industry stalwarts and industry bodies experience for guests. collaborating to mobilize relief for the industry, as well as working with Central and State governments In response, hoteliers are ensuring utmost safety to reframe policy for the industry in line with the and sanitization for guests and employee wellbeing truth of today. Bodies such as HAI, FAITH and to contain the spread of the virus. However, FHRAI have all worked in tandem with each other advancement of vaccination by enabling hotels to in a never-before-seen spirit of singular purpose. collaborate with medical teams to set-up camps for distribution will act like a roadmap to eliminate We are hopeful to see a tailwind for the sector, as the threat of another lockdown as well as build a hotel occupancies re-set on a path to recovery in sense of safety and confidence amongst travelers. the next few quarters. With recent support and initiatives by the state The author is MD & CEO of Chalet Hotels Ltd. government to boost local destination travel, we which is an owner, developer and asset manager of foresee moderate to heavy movement of domestic high-end hotels branded with globally recognized travelers for b-leisure. Current trends impacting brands, such as JW Marriott, Westin, Marriott, the business are focused on guests’ safety and Marriott Executive Apartments, Renaissance, Four hygiene through enhanced modern age technology Points by Sheraton and Novotel. and digital contactless services. Moreover, the exposure to international brands and access to global standards has also helped several hotels, including ours, in implementing robust measures across the properties. We benefit immensely from our global brand partners - Marriott and Accor - who have implemented the latest and superior solutions from across the world at our hotels. Hotels will need to move to a touchless experience that provides both assurance and delight to guests, and we are in the process of implementing keyless mobile check-in option at our Marriott-branded hotels along with modern-age software solutions that enable guests to sign the registration card and guest folio on touchscreen tablets, through our digital check-in facility. ‘Touch less Hospitality’ is one such change that we foresee becoming the norm.

24 BI-MONTHLY PUBLICATION | MAR-APR 2021 | VOL.1 | ISSUE 2 RESPONSIBLE HOSPITALITY DESTINATION PROFILE

regularly provided dry rations and arranged meals for poor housing societies. Similarly, The Oberoi, New Delhi and The Oberoi, Gurgaon, organised packed meals every day, to the local Leisure Destinations: district office and Delhi disaster authority,which were further distributed to people. The Oberoi, Bengaluru supported the medical fraternity by giving packed meals to St. Philomena’s Hospital staff. The Covid Tourism Boom The hospital fed over 20,000 in-patients and 1,60,000 out- Emerging patients besides the poor. We look at how J & K is re-emerging from the shadows as The Oberoi Grand, Kolkata offered meals to the a trending tourism destination for Indian travellers as a beacon underprivileged daily, through the Missionaries of Charity. Clarkes Hotel, Shimla was helping the differently-abled By Riaan Jacob George of hope people who were struggling to access essential utilities. Oberoi Flight Services in both Delhi and Mumbai provided packed meals to those working round the clock during this pandemic, the local police. One of the worst-hit segments by the covid outbreak, the hotel sector has not let its During these trying times, The Marriott under a program own woes stand in the way of reaching out called Marriott’s Serve 360 came forward to help the local to the most vulnerable sections of society community by providing packed hygienic meals to the during this crisis. underprivileged. Mars chocolate also joined the group in this initiative to distribute Bounty by Mars along with the Even as parts of India are grappling meals. with a second wave of covid and partial lockdowns, the hotels sector has The group was able to deliver 500+ meals each day under embarked on food distribution, providing constant hygienic monitoring. These meals were prepared emergency staples and even transporting by the Chefs using the best ingredients and were then people facing medical emergencies. packaged and distributed by the Loss Prevention team in protective gears in Delhi NCR for more than 6 months. Oberoi Hotels and Resorts came forward to feed the needy during the pandemic. It distributed healthy, packed meals every day across cities through various government agencies, NGOs and local authorities. It also provided food to people struggling for survival as well as frontline covid workers like medical professionals. In Mumbai, Trident, Nariman Point offered accommodation for on-duty doctors aof Brihanmumbai Municipal Corporation. Throughout, the hotel’s housekeeping staff abided strictly with the hygiene and safety protocols. Another Trident hotel in the city’s Bandra Kurla suburban complex,made a major contribution to NGO Shanti Avedna Sadan. Community Building Initiative - JWM Delhi team providing Throughout the lockdown, the hotel also The Oberoi Hotels & Resorts meals to the underprivileged

Kashmir, re-emerged as India’s of a general rise in the tourism profile Switzerland, when earlier this year of the state. Another hotelier, Vinit our Instagram feeds were flooded Chhabra, General Manager of The with stylish city slickers flocking the Khyber Himalayan Resort & Spa told slopes of Gulmarg for ski vacations or us in February, “we are effectively sold people walking through the recently out till the month of April, and there is reopened Tulip Garden in Srinagar, a huge demand for premium segment overlooking the Dal Lake, or at the travellers who are willing to pay high perfectly Instagrammable Mughal-era prices for exclusivity and experiential gardens like Shalimar Bagh and Nishat luxury.” Another popular luxury property Bagh. In the midst of the pandemic, all is the Vivanta Dal View Srinagar, which of a sudden, Indian domestic travellers, not only attracts a huge leisure segment starved for leisure destinations, had but has also tapped into the business rediscovered Gulmarg this year. travel segment as well, creating an Kashmir’s longstanding reputation as a increased supply of high-end offerings vacation spot par excellence needs no in the state. introduction. Known for the outstanding warmth and hospitality of its people, We got a bit of local context and magnificent landscapes and great perspective from K. B. Kachru, Vice food. But that’s not all, Kashmir is also President, Hotel Association of India emerging as a hotspot for adventure and Chairman Emeritus and Principal tourism — mountaineering, river rafting, Advisor South Asia, Radisson Hotel paragliding, trout fishing — as well as Group. He says, “Jammu and Kashmir niche experiences like golfing, with is among the major tourist destinations some stunning mountain golf courses in India and attracts a huge number of like the Royal Springs Golf Course, said tourists every year. With the relaxations to be the highest in India. in travel norms, we are witnessing a steady increase in the overall hotel We got chatting with some of the bookings over the last couple of months. hotel industry insiders to get some Srinagar and Gulmarg have shown inputs on this year’s tourism success tremendous growth in occupancies, story. “Snowfall in Kashmir has been while Sonamarg and Pahalgam are the biggest tourist pull, and more and expected to pick up pace this spring more guests are opting for Kashmir as and summer season. The holy shrine a holiday destination,” says Satyajeet of Vaishno Devi is also seeing a rising Gopal, General Manager, Radisson number of visitors and this has brought Srinagar, Interestingly, he highlights that relief for the tourism industry in the Q1 has been particularly rewarding for region.” Even online platforms, which the hotel in terms of occupancy rates. aggregate hotels and deals are seeing “Since the onset of snowfall, the tourist an uptake of Kashmir as a destination, influx in Jammu and Kashmir, we have “Kashmir is the quintessential year- been able to maintain a 63 per cent round destination with lush, sweeping occupancy and our ADRs also witnessed meadows in the summer and ski a gradual uptick starting January 2021,” slopes in the winters. Search results says the hotelier. That the Radisson for Kashmiri destinations like Gulmarg Hotels Group has committed eight have almost tripled since November hotels to Jammu & Kashmir, three of last year, so maybe 2021 is the year which have started operations already, we finally unlock its true potential” says with the rest scheduled for opening Arun Ashok, Regional Head, India and within the next 4-6 months is indicative Middle East, of Luxury Escapes India.

What’sTrending Five Things to Do in Kashmir

According to a survey conducted by houseboats, all the way to luxury Dal Lake: While this is the most predictable item destinations, Pahalgam boasts many beautiful YouGov and Airbnb, 77 per cent of hotels, there are so many options for on any Kashmir tourist itinerary, it certainly is spots to trek and picnic, like the Aru Valley, located Indian travellers want something off all budget segments of tourists, that highly recommended, especially with magnificent 11km away and the Betaab Valley, 6 km away. You the beaten path, 44 per cent want to we can truly welcome anyone here. landscapes all around. Enjoy the lake from a can even make a day trip to spot the breathtaking be close to nature and 24 per cent What’s most important to note is that traditional shikara, book a houseboat experience Kolahoi Glacier. of respondents said that they would here, we are a destination for both or explore the area around the lake with its Sonamarg: like to travel to a place in the hills — summer and winter, and the offerings magnificent Mughal-era gardens and parks. Another area that is a must-visit, read Kashmir. are completely different for both.” Sonamarg is a pretty hill station where you can Jammu: The winter capital of Jammu and Kashmir, enjoy the most off-the-cuff travel experiences and, What, then, are the trending HAI’s Kachru concludes, “Occupancy Jammu is a city that packs in a lot of architectural of course, great views. Don’t forget to picnic or trek destinations for travellers to Kashmir. has started improving but we are heritage, Whether it is the Mubarak Mandi Heritage by the Gadsar Lake. Make it a point, also, to visit Is it just the shikara experience in hoping that the situation will further complex, the Dogra Art Museum, the Raghunath the Zoji La Pass, 9km from Sonamarg, which is the Srinagar, the ski slopes of Gulmarg improve with the rolling out of Covid Mandir, there is lots to discover in this culturally gateway to Ladakh. Sonamarg is also a starting or the temple trail of Vaishno Devi. vaccinations. This will also go a long rich city, with a great vibe. point for trips to Ladakh or for camping trips to “We are seeing a huge number of way to shore up the Valley’s battered Baltal Valley. Gulmarg: tourists going to Pahalgam and economy.” It is oft said of Kashmir Besides the ski slopes of Gulmarg, there Valley Treks: Sonamarg also, these days. And ‘If there is a paradise on earth, it is is lots to explore. The Gulmarg Gondola, at 13,000 While the towns of Kashmir are truly these are definitely destinations to here’. The state is poised to become ft, is great for some sweeping panorama shots, charming, if you are the outdoorsy sorts, do factor watch out for,” says Mushtaq Ahmed India’s tourism leader, with large while the Gulmarg Biosphere Reserve is ideal to in some treks and camps to some of the beautiful Chaya, Chairman of the Jammu numbers of discerning travellers discover the local flora and fauna. Check out other valleys here The Nubhra Valley known for its semi and Kashmir Hoteliers’ Club, who flocking here to seek solace under spots like the Alpather Lake, the Shiva Temple desert-like landscapes, the Aru Valley for its great explains that the sheer diversity of its chinaar trees, sip cups of kahwa, and the streams of Ningle Nallah and Ferozepur picnic spots or the Betaab Valley, famous for accommodation options in Kashmir take on the ski slopes, and enjoy Nallah. its beautiful flora and fauna. A host of local tour operators will help you plan day trips or overnight is making it super attractive for some of the most unique local Pahalgam: The stunning vistas that Pahalgam camps to these valleys. tourists. “From home stays and experiences in the country. offers are unparalleled. Among Kashmir’s emerging

Handicraft Hub: Needless to state that shopping for traditional artefacts is a must-do in Kashmir, given the level of craftsmanship here. Shop for traditional shawls like Kashmiri shawls and pashminas, discover the myriad of carpet styles here, and check out the famous Kashmir crewel embroidery style. In addition to this, stock up on some papier maché artefacts or local produce like apples and walnuts.

Traditional Houseboat: Don’t forget a houseboat and shikara experience in Kashmir In Five Srinagar. Houseboat Altaf is one such choice on Dal Lake and offers cosy rooms, a beautiful terrace and exquisite food. Couple Addresses this with a leisurely afternoon on a traditional Kashmiri shikara, on the lake, as you enjoy the magnificent climate and views. Luxury: The Khyber Himalayan Resort is the most luxurious address in Gulmarg, tucked away from the tourist trail and offering Uber-luxe accommodation and breathtaking views. Heritage: Relive a historic era gone by at The LaLit Grand Srinagar, housed in a magnificent palace in the midst of lush greenery. Enjoy some great culinary experiences and a wide variety of accommodation choices. Family friendly: The stylish Radisson Blu Jammu is great for business and leisure travellers alike. Situated in a charming part of Jammu, this luxury hotel has all the frills of a family-friendly resort, with exceptional service, food and even MICE options. Homestay: Icicle Stay is a rustic two- bedroom home stay located in the Bandi Bala Village, 20 minutes from Gulmarg. A great and unpretentious way to experience Images courtesy: Travel Agents Association of Kashmir (TAAK) local life, Icicle Stay is listed on Airbnb.