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Tourism Development Plan for Meghalaya (April 2010)

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Tourism Development Plan for Meghalaya (April 2010) Tourism Development Plan for Meghalaya (April 2010) Prepared by: Heritage Tourism Division Supported by: Indian National Trust for Ministry of Tourism Art and Cultural Heritage (INTACH) Government of India 71, Lodhi Estate New Delhi New Delhi – 110003 1 Submitted to Ministry of Tourism, Government of India (April 2010) Prepared by Heritage Tourism Division Indian National Trust for Art and Cultural Heritage (INTACH) Consultant Afro-Asian Development Consortium 2 Acknowledgments INTACH would like to extend their thanks to the following persons: 1. Mr. Sanjay Kothari, Additional Secretary, Department of Tourism, Government of India 2. Dr. R.N. Pandey, Addition Director General, Department of Tourism, Government of India 3. Mrs. Rebacca Suchiang, Secretary Tourism, Government of Meghalaya 4. Mr. Ashok Madhukar, Consultant, Afro-Asian Development Consortium 5. Mr. Rajiv Chawla, Consultant 6. Ms. Lorina Richmond, Consultant 7. Prof. Glenn C Kharkongor, Vice Chancellor, Martin Luther Christian University 8. Mr. Arun Gupta, Advisor, INTACH 3 Contents Page No. Acknowledgments Contents Executive Summary Preface Chapter 1 Present Tourism and Future Trends Global Scenario 35 National Scenario North-eastern Scenario Chapter 2 Development Paradigm Development Perspective 53 National Tourism Policy Development Approach and Strategy Product Portfolio Development Matrix Chapter 3 State Profile Brief history 68 Source of Income Industry Mineral Resources Forest Agriculture District Profiles: - Places of Tourist Interest - Natural, Built and Intangible Heritage - Tourist Facilities and Accommodations South Garo Hills West Garo Hills East Garo Hills Ri-Bhoi West Khasi Hills East Khasi Hills Eight Villages Profile of East Khasi Hills Jaintia Hills Festivals Calendar of Events State Museum Handlooms and Crafts Adventure Tourism Development of Circuit Tourism 4 Page No. People and Culture (Social customs, Cuisine, etc.) Garo Hills Khasis Hills Jaintia Hills List of Protected Sites Statistical data of Tourist Arrivals Infrastructure Airports Chapter 4 Tourism Promotion Tourism Market Overview 162 Proposed Marketing Strategy Public Relations Present Marketing Efforts Marketing Objectives Promotion Programme Tourist Information Services Network Strategy Sales Promotion Other promotional issues Chapter 5 Human Resource Development for Tourism Human Capital and Tourism Industry 178 HRD Tourism Sector of Meghalaya Important Issues for HRD Planning Formal and specialized Education Scope for HRD HRD Initative Capacity Building through Formal Education Chapter 6 Strategic Approach India – North–east Region 192 Meghalaya State Tourism Sector – Capital Intensity Tourism Sector – Force Multiplier Tourism Development – Economic Activity Economic Growth Targets Tourism Growth Targets Projected Tourist Arrivals Projected Tourist Arrivals per capita Environment The Road Ahead Create new Infrastructure, Products and Markets Develop the Brand and Facilitate the Tourists 5 Page No. Chapter 7 Strategic Direction Strategic Directions 205 Role of Technology Demand Driven INTACH Hospitality Field Survey Plan Development Process Tourist Planning Process Tourist Perspective Sustainable Tourism Tourism Sector – Enabling Policy Chapter 8 Strategic Initiatives The Role of the State 120 Tourism – A strategic sector for development of Meghalaya Past Development Initiatives and Current needs Tourism Investment / Past Budgets Growth of Tourist Arrivals in Meghalaya The Missing Links Tourism Growth Planning Strategic Initiatives Proposed Growth Driver Projects Demonstration Projects – Tourism Sector Growth Driver Projects – Stakeholders Workshop Investment Strategy Growth Driver Projects – State Initiative Projects Resource Mobilization – Funds North-eastern Council Schemes North-eastern Development Finance Corporation Limited Government of Meghalaya – Schemes Banks Financial Institutions Institutional Investors Equity Investment Workshop Ministry of Tourism – Extract of Specific Schemes Resource Mobilization – Private Sector Resource Mobilization – Human Resource Development Implementation Plan Cost Recovery Risk Management Chapter 9 Key Achievements Employment Generation 279 Key Achievements Direct (Tangible) Key Achievements Direct (Intangible) Key Achievements Indirect Annexure A Agreement between INTACH and Ministry of Tourism, GoI Annexure B Outline for Development of Tourism Plan for Meghalaya 6 Tourism Development Plan for Meghalaya Executive Summary Tourism is service-oriented sector which has made rapid strides globally in terms of gross revenue and foreign exchange earnings. The tourism industry generates more employment opportunities (particularly in remote and backward areas) as well as develops necessary infrastructure like roads and telecom in the economy. The tourism sector stimulates other economic sectors through its backward and forward linkage and cross-sectional synergies with sectors like agriculture, horticulture, poultry, handicrafts, transport and construction. It contributes to the national integration; preserves natural and cultural environment; as well as enriches social and cultural lives of the people. It has the capacity to create substantial job opportunities, particularly for unskilled and semi-skilled workers as well as to alleviate the poverty in the country. Tourism gives a financial incentive to preserve architectural heritages and helps the survival of art forms, crafts and culture. It is a composite of service providers, both public and private, which includes travel agents and tour operators; air, rail, and sea transportation operators; guides; owners of hotels and guest houses and inns, restaurants and shops; etc. Meghalaya is the most sought-after destination of Northeast region. Cherapunjee acts as a special interest destination for the State. Meghalaya does not have the inner line permit now and the State is peaceful and does not have insurgency problems, therefore, it should be possible to develop inclusive tourism in Meghalaya. The Department for Development of North Eastern Region (DONER), regional bodies like the North Eastern Council (NEC) have the mandate to accelerate the pace of socio-economic development in the North Eastern Region as well as to synergies the efforts of the Central and State Governments for balanced growth of the region. Meghalaya, the land of immense natural beauty and cultural heritage provides ample scope to attract tourists. The mountain ranges, valleys, forests and biodiversity, rivers and lakes are basic resources for development of tourism in the State through destination and product planning. Keeping in mind the requirement to provide economic opportunities to the local communities as also the need to preserve the fragile eco-system and the ethnic identity of the people, tourism development plan has been designed to achieve both eco as well as cultural sustainability. We have adopted the development paradigm enunciated by Mahatma Gandhi. We have suggested the development of tourism to be linked with the local community through their mobilization and organization. Mahatama Gandhi mobilized and organized the Indian society to achieve political rights, thereby getting freedom from the British Yoke. 7 Sustainable tourism plan for Meghalaya has been prepared to strengthen primary sector (agriculture and allied activities) and secondary sector (manufacturing and mining) for rapid inputs and raw materials in order to improve overall productivity of the economy. The development of the tertiary sector in turn gives a fillip to the primary as well as the secondary sectors from the respective sources to the production centers and from the production centres to the warehouses/wholesale/terminal markets. The focus is given to local community mobilization for the development of tourism awareness, brand development through tourism promotion, setting up tourist city center, wayside amenities, accommodation, city tours and tour packages. INTACH proposed product portfolio for the plan - Cultural, Nature/Eco, Rural, Adventure, Wildlife and Forest, Leisure and Wellness Tourism for the State. For tourists seeking adventure – trekking, camping, caving, rock climbing, water sports can be organized with advice from guides and tour operators. Meghalaya provides the best nature trek through rain forests to the river front at the bottom of the valley, to living root bridges which are exclusive to Meghalaya in the entire world. The topography and weather of the State are ideal for canoeing and paragliding. These are feasible and unique therefore, there is a huge demand for them. The built resources (indigenous architecture) such as archaeological and historical sites and monuments as well as unique ethnic living heritage (socio-cultural), ethno medicine of the state expressed through festivals and handicraft are strong factors to attract tourist around the globe. It has been identified that way side amenities, road signages, accommodation, upgradation of Umroi and Baljek Airport and tourist information would be provided to tourists along with development of circuit tourism in the State. The Garos, Khasis and Jaintias (three major ethnic groups) of Meghalaya are purely matrilineal society. Their occupation, manufacturing, food and drink, dress, jewellery, religious beliefs, rites and rituals, customs, folklore and festivals, traditional cuisine, traditional art and food preservation, traditional sport and games are cultural resources identified for the development of the State tourism. The Khasis are a highly developed matriarchal
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