Title Inclusive Tourism: Empowering Communities to
Year March 2014
Author Public and Social Policies Management (PSPM),
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Tourism in India
Foreword The Travel and Tourism industry has emerged as a key sunrise sector and potential game changer for India. The sector has been able to drive equitable growth through large scale employment for specialized as well as unskilled workforces, develop several remote locations, encourage entrepreneurial ventures at the micro level and promote environment issues and sustainability. Tourism also has significant potential in poverty alleviation - this is reflected in discussions around the Millennium Development Goals, notably in the context of the 2002 Johannesburg Summit on Sustainable Development. According to the World Travel & Tourism Council, Tourism generated INR 6.4 trillion i.e. 6.6% of India’s GDP in 2012. The sector supported 39.5 million jobs i.e. 7.7% of India’s total employment. The Tourism sector is predicted to grow at an average annual rate of 7.9% from 2013 to 2023. This will make India the third fastest growing tourism destination over the next decade. The total market size of India’s tourism and hospitality sector is US$117.7 billion – this is expected to grow four-fold to US$ 418.9 billion by 2022. The Central Government has allocated INR 3.5 billion (US$56.41 million) in FY2013-14 for Domestic as well as Overseas Promotion and Publicity to enhance India’s competitiveness as an attractive tourist destination. Further, India has signed 48 agreements with other countries and international organisations to strengthen mutual promotion of tourism. The number of tourists availing the Visa on Arrival (VOA) scheme during January to October, 2013 has recorded a growth of 28.5 percent with a total number of 15,770 VOAs issued, compared to 12,273 VOAs during the same period in 2012. Tourism in India is insulated against economic fluctuations and it is important to leverage its potential through a sustainable policy framework, encouraging community participation and collaborative community models, offering a holistic platform to promote inclusive growth and strengthening the backward linkages of the industry. Tourism is a sector in which developing countries like India can have a comparative advantage due to our heritage, cultural diversity and natural beauty which are being successfully promoted in various ways. For instance, India occupies 73 per cent of the Himalayan Region and a special campaign - 777 days of the Incredible Indian Himalayas, has been launched by the Ministry of Tourism. The new and revamped Incredible India campaign has also resulted in an exemplary shift in the way Indian destinations are being promoted abroad as well as in India. The Government is also making concerted efforts to promote new forms of tourism such as rural, cruise, medical and eco-tourism, all of which have phenomenal growth potential. India, by virtue of its ancient civilization, has been home to most major religions of the world – this is a significant enabler for Religious Tourism whose core motive is the experiencing of different religious sites and monuments, along with art, culture, traditions and architecture from different eras of Indian history. The Buddhist Circuit, for instance, is a shining example of the endeavour to promote Buddhist pilgrimage, covering primary pilgrimage sites such as Lumbini, Bodhgaya, Sarnath and Kushinagar. ASSOCHAM, through strategic knowledge interventions and representations to the Government, has been championing the cause of Tourism development in India. I am pleased to present the YES BANK - ASSOCHAM knowledge report, ‘Inclusive Tourism: Empowering Communities to create Sustainable Livelihoods’ which highlights key challenges and opportunities and suggests a holistic strategy for development of Tourism in India. I am confident that the contents of the knowledge report will provide important insights to policy makers, industry leaders and stakeholders to conceptualize and execute sustainable development models for boosting growth of the tourism sector in India and providing economic and livelihood security to all sections of our society. Thank you. Sincerely,
Rana Kapoor President Managing Director & CEO
Tourism in India
MESSAGE
Tourism has long been identified as one of the sunrise sectors for India which can serve the dual purpose of not only earning foreign exchange but also boosting inclusion by increasing disposable domestic income. With its backward and forward linkages and local connect; tourism becomes an important driver of equitable growth and prosperity, offering an alternative source of livelihood, development & growth in remote locations, preservation of local skills, enterprise development at the micro level, and sustainable environment management.
At this backdrop, ASSOCHAM has organized the Annual Summit on Inclusive Tourism: Think Tourism – Think India, on March 19, 2014 in New Delhi. The Summit addressed, the importance of Inclusive Tourism which is emerging as a Socio-Economic Enabler, challenges & issues faced in Domestic & International Tourism and the Emerging Needs and Challenges of the Tourism Sector from an industry perspective.
I am glad to share the release of ASSOCHAM-YES BANK Knowledge Report titled, Inclusive Tourism: Empowering Communities to Create Sustainable Livelihoods and congratulate the YES BANK and ASSOCHAM team for preparing this report, which will certainly help the Government and other important stakeholders in preparing future roadmap.
I also convey my heartfelt gratitude and congratulate ASSOCHAM, YES BANK and thank all stakeholders for their immense support and guidance to organize a highly successful Tourism Summit.
D.S. Rawat Secretary General
Tourism in India
Table of Content:
1. Introduction 1
2. Understanding the Growth Dimensions of Tourism 5 2.1. Developmental Impacts of Tourism: A Global Overview 2.2. Economic Case for achieving Sustainability through Community Partnership 2.3. Policy Perspective as an Enabler 2.4. Policy Landscape in India – Working Towards a Convergent Platform
3. Collaborative Community Models: Leveraging Tourism Potential 19 3.1. Institutional Innovation: Redefining Livelihood Ecosystems 3.2. Cooperative Approach and Community Entrepreneurship: Impacts and Potential 3.3. Case Studies: Successful Community led Ventures around the world 3.4. Edge of India: Inclusive Tourism Development through Collaborative Community Approach
4. YES BANK - ASSOCHAM Roadmap: Achieving Social Equity through Tourism 41
Chapter : 1
Introduction Tourism in India
1. Introduction
Tourism is a‘livelihood oriented’ sector, inducing employment through ‘multiplier effect’ and creating a strong contributer for accelerating a country’s economic growth turn facilitating cultural exchange. Coupled with the sector’s ability towards building backward and forward linkages and establishing seamless local connect, tourism plays an instrumental role in stimulating equitable growth and prosperity.
The sector offers alternative sources of livelihood development and growth in remote locations, preserves local skills, enterprises development at the micro level, and helps encourage a pragmatic approach towards environment conservation. The Travel and Tourism Industry is one of the leading job creators in the world with more than 98 million people employed directly and nearly one in every eleven jobs offered is tours the tourist industry worldwide. According to United Nations World Tourism Organization (UNWTO), tourism provides Figure 1: International Tourists Arrivals (mn) 6 - 7% of the world’s total jobs directly and International Tourist Arrivals (millions) millions indirectly through the multiplier effect. The industry is expected to grow at a 1200 rate of 1.9% per year over the next decade in 1000 comparison to an annual growth rate of 1.2% 800 for all jobs in the global economy. 600
400 The tourism industry in India grew rapidly 200 in the last two decades with international 0 tourist arrivals exceeding the 1 billion mark
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 in 2012. Tourism has been identified to have
Source: UNWTO strong linkages with the socio-economic progress of a country. The high revenue- capital and employment-investment ratio encourages more inclusive approach towards income generation and growth in an economy. Given the high growth expectation of this industry, developing countries have vast opportunity to tap the benefits.
2 Tourism in India
In addition to employment, Travel & Tourism Quick Facts provides other valuable spinoffs through its 33 Global Travel & Tourism contribution to direct contribution towards infrastructure that benefit World GDP in 2013 is expected to report a the entire community and boost skill development growth by 3.1%, compared to 3.2% in 2012. and trade. Capacity Building of local stakeholder organizations and to devising and executing 3 3 Travel & Tourism is again forecast to outpace effective action plans by individuals and developing growth of the total global economy at 2.4% strategies enlightens local communities towards in 2013. Total Travel & Tourism employment the value of their cultural heritage. is projected to expand by 4.4 million jobs in 2013. Another critical aspect of promoting tourism is its 33 In India, every one million invested in tourism implications on gender equality through women creates 47.5 jobs directly and around 85-90 empowerment with a focus on identifying and jobs indirectly. redressing power imbalances and giving women more autonomy to manage their own lives. Tourism as a tool empowers women in various aspects. It assists women in securing their rightful power and control over natural resources; and gaining economic, educational and political empowerment. Some initiatives taken worldwide include the ‘Three Sisters Adventure Figure 2: Visitor Spending Multiplier Effect
Transportation
Entertainment
Recreation Production
Jobs
Visitor Direct Indirect Induced Spending Wages Impact
Retail Taxes
Food & Beverage
Accommdations
Source: YES BANK Analysis
3 Tourism in India
Trekking’ in Nepal that helped disadvantaged women to move out of their traditional roles in Nepal and improve their skills, knowledge of nutrition, environment and history through the trekking guide training programmes. These programmes employ mothers, who in turn, generate education and income in their villages.
The income infused in the economy through tourism industry has diverse implications on the overall economy. Direct multipliers arise from the visitors actual spending, whereas indirect multipliers arise from the industry expenditure. Induced multipliers arise from the routine spending by the non-tourism industry suppliers of both their indirect tourist and direct tourist industry proceeds. The tourism multiplier can be significantly high if most of the shake holders in the value chain consist of host-country’s businesses and travel services offered by local communities.
With the global emphasis on sustainability, it has become imperative for policy makers to focus on building capacity of local communities such that majority of socio-economic benefits of tourism is plougned back. There is need to implement institutional frameworks that lead to synergistic development by coordinated participation from multiple authorities with focus on tourism-related development.
The concept of ‘Inclusive Tourism’ aims to incorporate a Collaborative Community approach towards developing tourism. These models not only control the structure and volume of tourist activity to make it more sustainable, but also ensure that the entire destination is Figure 3: Tourism Multiplier Effect promoted in its entirety.
New hotel set up India as a tourism destination is characterized by the myriad cultural and natural experiences Private Sector Local businesses supply services it offers. It is therefore critical to identify and Other companies are focus on India’s competitive advantage and Create jobs attracted to the area directly in the differentiate its tourism products through hotels active community participation. It has also Government become increasingly important to analyze Workers spend their income in the local More jobs are shifting trends in international tourist areas; tax revenues indirectly created increase profiles. Creative Tourism Destination/ product creation and innovative promotion is the need of the hour, and key to sustain in The area becomes a Taxes spent on more popular tourist improving a volatile macroeconomic environment. destination, increasing infrastructure, images pro.tability and revenue and tourist services for re-investment
Source: YES BANK Analysis
4 Chapter : 2
Understanding the Growth Dimensions of Tourism Tourism in India
2. Understanding the Growth Dimensions of Tourism
2.1 Developmental Impacts of Tourism: A Global Overview
Tourism is one of the most dynamic sectors with high development rates leading to inflows of substantial volumes of foreign currency, infrastructural augmentation and educational exposure, which positively influence various facets of socio-economic development of the country. It helps raise the standards of living of the communities involved.
From a global standpoint, tourism industry has contributed significantly to growth and development. A number of countries like Switzerland, Austria and France have accrued high degree of socio-economic security from tourism industry.
The tourism industry contributed nearly 9% of the World’s GDP as per Tourism Highlights 2013. Nearly US$ 1.3 trillion (6% of world exports) of Tourism exports were reported in 2012 with new destinations in
Figure 4: International Tourists Arrival (mn)
600
500
400 America
Asia Paci.c 300 Europe
Middle East 200 Africa
100
0 2010 2011 2012
Source: UNWTO Tourism Highlights 2013
6 Tourism in India
emerging markets gaining popularity. The highest growth in the number of international tourist arrivals was recorded in Asia Pacific at 7%, followed by Africa at 6%.
At the current growth rate of 3.3% per annum, the number of international tourist arrivals is likely to reach 1.4 billion by 2020 and 1.8 billion by 2030. Approximately 43 million additional international tourists are expected to travel each year. Established markets like Europe and America are expected to grow at a moduate rate of 2.5% and 2.2% by 2030, in comparison to those of Asia Pacific (5.7%) and Africa (5.0%).
Some emerging trends in the travel and tourism industry from a global perspective include:
33 Rise in international travel implying burgeoning air travel
33 Rise in travel for leisure, health and religion among others in comparison to those for business purposes.
Figure 5: Factors influencing Travel and Tourism
Terrorism
Economic A+ nity for Travel and Tourism Downturn
Cultural Resources Natural Price Competitiveness Disasters in the Travel and Tourism Industry ICTInfrastructure
Regional Tourism Infrastructure demand shifts Prioritization of Travel Travel and Natural Resources and Tourism Tourism In0ation/ Factors Exchange rates Policy Rules and Human resources Regulations Aging population Safety and Security AirTransport Infrastructure
Political Environmental Sustainability Health and hygiene instability
Ground Transport Infrastructure Digitization
Source: YES BANK Analysis
7 Tourism in India
2.2 Economic Case for achieving Sustainability through Community Partnership
Partnerships at the community level enable speedy delivery of social and economic benefits to greater number of people in a more sustainable approach in comparison to the benefits achieved through traditional contractual or consultative relationships. Inventive partnerships between the tourism industry and local communities can play an instrumental role in promoting equitable growth with benefits reaching to the grassroot level.
Community Partnerships in tourism have multiple advantages:
33 Local partnerships help the tourism industry gain access to new sites owned by the local communities. The Government has also granted various concessions through competitive bidding with the aim to benefit the local community. This is more so in the case of PPP partnerships involving state properties, and agreements that facilitate exclusivity of use.
33 Community partnerships help to generate jobs for the local population, alleviate poverty, build local support, decline crime rates, and increase credibility through community involvement.
33 Such partnerships also encourage the creation of unique tourism products that give an exclusive characteristic to each destination, this augments product offering for guests and attracts tourists looking for unique holiday experience.
33 Community partnerships tend to increase staff morale (in case of tourist institutions like hotels etc.) and in turn lead to better customer experience and satisfaction. High staff morale directly translates to positive attitudes and improved services to the customers.
33 These partnerships facilitate brand enhancement through awards won, which further attract tourists and bring in more bookings.
33 Productive use of community resources attractive capital investments and technical know-how that further uplift a community’s capabilities; This faciliting greater exposure, and is turn boots the destination potentialities.
A number of initiatives have been made towards promoting community based sustainable tourism. One such initiative is the JICA (Japan International Cooperation Agency) Partnership Program- “Community-Based Sustainable Tourism Development” in Phobjikha. The Phobjikha valley was identified as critical for conservation.
8 Tourism in India
Figure 6: Community-Based Sustainable Tourism Development Project The local community was not benefiting despite rising footfall of tourists, as they capacity to provide adequate services to the visitors was lacking. LocalGuide Training Development of Souvenir and The JPP project aims to promote sustainable handicrafts tourism by building the capacity of the local community in the tourism industry by Establishment augmenting tourist facilities and marketing of Community- Homestay the services provided and strengthening Based Sustainable coordination among operators and Tourism communities. Development Project Bird hide development 2.3 Policy Perspective as an Enabler
Improvement Despite the high growth in the tourism Improves of wetland awareness on boardwalk industry, India has not reached its potential nature conservation of becoming a preferred tourist destination. Although the sector is targeted to grow at
Source: JICA Partnership Program- Community-Based Sustainable Tourism Development a rate of 12% during the period 2011-2016, tourism infrastructure and skilled manpower are the major areas of concern. As per current estimates, nearly 2.8 million employees are required for restaurants, 0.3 million for the travel and trade segment and 4.1 million employees for hotels, creating a shortfall of 2.7 million employees in the tourism sector.
As per the Travel and Tourism Competitiveness Report 2013, India ranked 74 out of 140 countries on the safety and security parameters, and a lot of improvement is needed in this aspect. The industry needs more infrastructure to support the projected growth for the current Five Year Plan.
The Government has taken several initiatives through the introduction of various schemes, a few notable ones mentioned as under:
33 Scheme for product/infrastructure and destination development;
33 Scheme for Integrated Development of Tourist Circuits;
33 Scheme for Assistance for Large Revenue Generating Projects;
9 Tourism in India
33 Scheme of capacity building for Rural Figure 7: Focus of Tourism Policy in India Tourism;
33 Scheme for Support to Public Private Partnership in Infrastructure Development (Viability Gap Cleanliness Funding);
Cooperation Infrastructure 33 Market Development Assistance (MDA) scheme for promotion of domestic tourism. Tourism Policy Welcome Focus Information Despite rigorous efforts, the tourism in India is yet to achieve its full potential, and given the fact that business in the sector is driven largely by the private sector, there is Security Facilitation a need to analyze policy mechanisms and identify the ‘unique’ perspectives that need to be adopted to come up with a practical and sustainable growth framework. Few Source: YES BANK Analysis unique initiatives taken by smaller nations stand out as a unique and ‘authentic’ tourist destination.
Bahamas: One-stop Online Booking and Immigration Card
In promoting tourism, Bahamas focused on two areas that have mostly been overlooked by other developing countries – Collecting market information from visiting tourists and identifying how tourists select and book destinations.
33 The website allows tourists to make their own accounts which allow them to alter bookings conveniently
10 Tourism in India
33 To collect market information, the Bahamas Ministry of tourism hired Indusa Ltd. for designing the new Bahamas Immigration Card that helps immigration improve national security and makes visitor information readily available. The Immigration Card also helps the Ministry of Tourism to collect concise marketing data and conduct exit surveys that help in target marketing, reducing advertising costs and promoting tourism. Gambia: Redistribution of Resources (Pro-Poor and Responsible Tourism)
Despite being a popular winter sun destination, local people weren’t benefiting from the investment inflow into the economy. Moreover, the Government initially marketed Gambia to local tour operators in Britain which resulted in most of the revenues generated staying within Britain itself. A crisis situation was reached when British tourists were discouraged to travel to Gambia by the British Foreign Office after the 1994 violent coup. The following initiatives were taken to address the sudden exisis:
33 The Gambia Tourism Concern (GTC) was established which led to the promotion of fair trade in tourism and eradication of poverty through linkages with a Gambian organization in Britain.
33 The Association of Small Scale Enterprises in Tourism (ASSET) was set up to encourage a collaborative approach between small scale enterprises and mainstream tourism.
33 The Tourism Challenge Fund (TCF) funded by UK Department for International Development aimed at improving linkages between the formal and informal sector and helped identify major road blocks in increasing revenues in the tourism industry.
33 The main goal of the Tourism industry was to develop a collaborative approach of work where partnerships between the private sector, Government and the informal sector would flourish.
Trinidad and Tobago: Trinidad and Tobago Tourism Industry Certification Programme
The Trinidad and Tobago Tourism Industry Certification (TTTIC) programme was established in 2001 with the aim to improve tourism products and services. This certification is based on the tourism standards established
11 Tourism in India
by the Trinidad & Tobago Bureau of Standards (TTBS) to facilitate quality delivery of products and services. The characteristic features of the programme are:
33 The industry was secured with all tourism operators agreeing on the need to match operational standards and linking the programme to several marketing initiatives.
33 Public workshops were conducted to present and explain the entire TTTIC process that involves a self-assessment, scheduled audit exercise and a report from TTBS evaluating the joint audit exercise. If TTBS verifies that the tourism operator meets the requisite standards, a certificate is issued.
33 To ensure the integrity of this process, stakeholders were involved while developing the standard but not in developing the certification programme.
2.4 Policy Landscape in India – Working Towards a Convergent Platform
Human Resource Development
The 12th five year plan recognizes tourism as a catalyst for inclusive growth. Tourism can provide a catharsis for social and economic development and can significantly contribute to poverty reduction. The Prime Minister’s National Skill Development Council (NSDC) has identified Tourism/ Hospitality Industry along with Health and IT as mass employment generators, making it imperative to initiate programs for mass basing and skill training. A study undertaken by the Ministry of Tourism estimates that the hospitality sector will generate almost 36 lakh jobs during the 12th plan period.
Bridging Skilled Manpower Requirement
In line with NSDC’s vision, the following programs are the cornerstone of the Ministry of Tourism’s (MoT) initiatives to ensure equitable growth.
33 MoT established the National Council for Hotel Management and Catering Technology (NCHMCT) in 1982 to advice the government on development of hotel management and catering education, shore up human resource development through international cooperation.
12 Tourism in India
33 29 Institutes of Hotel Management (IHMs), comprising 21 Central IHMs and 8 State IHMs, and 5 Food Craft Institutes (FCIs), which have been set-up with the support of the Ministry.
33 To provide thrust to the skilling initiatives Hunar Se Rozgar Tak (HSRT) Yojna was initiated.
Salient features of the program: Figure 8: HSRT Activities Furnish Skill
Relevant skills have to be furnished to all the Food Production stakeholders and Food and Beverage
Sectors covered
Golf Caddy House keeping The program should identify and broad base training sectors to impart skills pertaining to medical tourism (yoga, meditation etc.), rural Heritage tourism – imparting language skills to tourist conservation Bakery and Patisserie guides etc. and Stone Masonry
Implementation Driving Skills
Implementing Skill Development under
Hunar Se Rozgar initiative through the Source: Ministry of Tourism, Govt. of India following institutions: a. Existing Institutes of Hotel Management (IHMs)/ Food Craft Institutes (FCI)s controlled by MoT/NCHMCT b. Other IHMs/FCIs recommended through the State Govt. c. Classified Hotels
Features of the training programmes: a. Short duration courses extending from 4 to 8 weeks b. Training cost is borne by MoT c. The implementing institutes are entitled to receive a payment of 5/10% of the respective programme costs to cover their administrative expenses.
13 Tourism in India
d. Stipend of INR 1,500 for six week course and INR 2,000 for eight week course would be provided to the trainees who have a minimum attendance of 90%, thereby encouraging the students to attend classes regularly.
Partnership with Hotel Association of India and Federation of Hotel Restaurants Association of India for training in classified hotels would also bolster HRST program. It is mandatory for 1 to 5 Star Deluxe hotels and Heritage properties to augment skilled labor through training which would further support the ministry’s initiative. Along with this, it is also crucial that an ’on-site’ assessment procedure be devised to correctly gauge the effectiveness of training programmes.
Tourism Infrastructure Development
To sustain growth in the tourism sector and ensure its competitiveness, it is imperative to ascertain adequacy of local services and tourism Infrastructure. Development of Tourism infrastructure at key destinations would encourage investments by the private sector in facilitates such as accommodation, restaurants, tours and transport. It is therefore crucial to identify and prioritize key areas of government intervention. The Ministry’s infrastructure development scheme is expected to provide the necessary impetus to drive growth in this sector:
33 Under the Centrally Sponsored Scheme of Product/ Infrastructure Development for Destinations and Circuits, 100% Central Assistance is given for development of destinations/ circuits including mega projects to world standard and also for rural tourism infrastructure development.
33 The Ministry of Tourism provides financial assistance up to Rs. 5.00 crore for the development of Destinations and Rs. 8.00 crore for Circuits. The upper limit of financial assistance has been increased to Rs. 25 crore and Rs. 50 crore for development of identified mega destinations and circuits respectively.
33 Under the schemes to promote rural tourism in the country, the thrust is for development of tourism infrastructure at the identified rural tourism sites so that socio-economic benefits percolate down to the rural community. A maximum of Rs. 50.00 lakh is sanctioned for each project under this scheme for development of tourism related infrastructure.
33 The objective is to ensure that the infrastructure of these mega destinations / circuits is developed to the extent that it can cater to the future tourist inflows so that visitors get a satisfying and memorable experience. The Ministry has identified 29 mega projects for development.
(Source: Ministry of Tourism, Government of India)
14 Tourism in India
The Need for a Convergent Platform
Figure 9: Convergent Platform for Inclusive Tourism
�Ministry of Tourism, �Educational Institutions StateTourism Depts. �Corporate / Industry �Inter ministerial committee: Ministry of Culture, Rural Development, Policy HRD, Agriculture and other Integration, relevant miniseries represented HRD, Capacity Convergent on the panel Building platforms
Market Linkage Institutionalization ICT of on-ground �Develop and deliver capacity structures � SHGs/Cooperatives building - community �Local Administration capability to use these tools Bodies �Market Outreach �Develop Administration � Distribution Channels and Management � Client Engagement Capabilities
Source: YES BANK Analysis
Tourism as a sector has an ‘aggregator’ nature, combining products and services from various other manufacturing as well as service industries. While the Ministry of Tourism is the Nodal Agency for tourism development and promotion in the country, there is a need to increase the involvement of other relevant ministries and institutions like Culture, Education & Skill Development, HRD, Handicrafts & Cottage Industries and Agriculture & Food Processing. It is also pertinent to increase the involvement of higher education institutions which have immense knowledge repository and trainer manpower, as well as the local connect to effectively engage with the community towards skill development, ICT led development and even market linkages in case of proactive institutions.
15 Tourism in India
Marketing and Promotion
Incredible India is the flagship promotional campaign under the Ministry of Tourism. The Ministry has recently launched two new campaigns under this umbrella –‘Find What You Seek’ for the international tourism market and ‘Go Beyond’, focused on taking the domestic tourist beyond the ‘honeypot’ destinations. The Incredible India portal provides a glimpse of India’s vibrant cultural heritage, festivals and cuisines and information on tour packages.
Both these campaigns have marked a paradigm shift in the strategy adopted to promote tourism in India with its focus shifting from the destination and products to consumers or tourists. The new Incredible India Campaign aims to increasing foreign tourists’ arrivals from 0.65% of total world tourists to 1%.
“Find What You Seek” 33 Focused on the concept that tourists from all over the world can find all destinations and tourism products of their interest in India, be it adventure, religion, culture, festivals, medical or wildlife
33 This campaign has been a big success globally and won the first prize at the 11th Golden City Gate tourism Media Awards Ceremony held in Berlin.
“Go Beyond” 33 This campaign aimed to promote India Domestically.
33 Focused on promoting less known destinations within the country.
Another initiative made by India’s Tourism Ministry was the “777 days of the India Himalayas” launched in September 2013, with a twofold objective - to attract greater number of international tourists to travel to India during the lean summer period and secondly, to create awareness among tourists that 73% of the Himalayan region lies within India.
16 Tourism in India
33 The Ministry of Tourism has decided to meet 50% of the Peak fee charged by the Indian Mountaineering Foundation from climbing expeditions conducted during the campaign.
33 The focus is directed towards not only promoting the Northern and North Eastern Himalayan states, but also the gateway cities that have well developed international and domestic airports, and railway connections. This would encourage tourists to visit these cities and further attract foreign exchange inflows and boost development.
33 This Campaign also aims to change enhance India’s image as a ‘Himalayan’ or ‘mountainous’ destination, generally ascribed to countries like Nepal and Bhutan.
33 Promoting India as a summer destination rather than only a winter destination by offering tourism right from hard to soft adventure.
33 Adventure Tour Operators’ Association of India, in association with the Ministry of Tourism has designed special adventure programmes, offered through a dedicated website (http://www.indianhimalayas. atoai.org) spanning across the 777 days of this Campaign.
Market Development Assistance (MDA)
The Market Development Assistance Scheme (MDA) aims to provide financial support to approved tourism service providers approved by the Ministry of Tourism for promoting several tourism activities:
33 Sales-cum-study tours
33 Participation in fairs/exhibitions
33 Publicity through printed material
17
Chapter : 3
Collaborative Community Models: Leveraging Tourism Potential Tourism in India
3. Collaborative Community Models: Leveraging Tourism Potential
3.1 Institutional Innovation: Redefining Livelihood Ecosystems
The tourism industry and policies in India have altered drastically over last few decades. During the early days of independence, the tourism industry wasn’t given much importance due to the small numbers of international tourists. The first policy initiatives were made in the 1980’s with the prospects of hosting the Asian Games of 1982. This was the first time the government initiated development in the tourism industry which was strengthened by the fact that tourism attracted maximum foreign currency. Subsequently, Tourism Policy followed in 1982 which focused on developing tourism circuits.
Tourism Circuits were conceptualized to act as a tool for development in rural areas through the establishments of ‘Contels’ (condominium hotels) in undeveloped and backward villages. These Contels were managed as a cooperative venture giving community involvement highest importance. Local resources were utilized while offering the right balance of rural charm and basic comfort.
In the 1980’s, Tourism was recognized as an export industry and a special Public Tourism Finance Corporation (1987) was created. In 1997, the department of tourism declared new National Tourism Action Plan that focused on achieving an overall growth through improved marketing, infrastructural and human resource development. Moreover, the opening up of the Indian market in the 1990s encouraged states to compete for attracting investors in the tourism industry. For instance, the Kerala government played a major role in bolstering and promoting a number of tourist activities in the state. States started actively promoting tourism through publicity campaigns and supporting the private sector through incentives; identifying the potential of tourism in terms of job creation and income earning; and entrusting the responsibility of tourist services to private entrepreneurs.
The 1990’s marked the rise in modern forms of domestic tourism. This was associated with the booming Indian Economy and the growing exposure of the Indian middle and higher class to western ideas of tourism.
20 Tourism in India
In 2002, the Tourism Action Plan was transformed into a Tourism Policy which attempted to establish tourism’s contribution to national economic development and growth. The policy introduced the idea of tourism acting as a developmental tool that has the potential to generate high quality mass employment and prosperity amongst less fortunate groups in backward areas.
Figure 10: Evolving Livelihood Ecosystem
Policy Alignment
Developing Consensus on the Role of tourism in the Development Stakeholder Aggregation Agenda
Involve Rural Sector in Remove Barriers to Tourism and start growth to Leverage mobile training units for service providers in Livelihoods Private Sector rural areas Investment Mobilize support of primary players and Culinary, Ancillary Culture Nature provide legislative and Transport Augment Capacity regulatory support Services Building
Source: Primary Research, YES BANK
As a result of these policies, the livelihood framework has also evolved. Tourism is no longer viewed as an ‘alternative’ or ‘part-time’ activity, but a steady source of employment. As elucidated in the figure below, the livelihood ecosystem is a subset of the Figure 11: Hunar Se Rozgar Scheme for Rural Tourism stakeholder interests and policy direction, and there needs to be a uniformity in how the three are polarized to create a sustainable
Environmental employment model. Conservation
Capacity Gender Equity 3.2 Cooperative Approach and Building Community Entrepreneurship: Impacts and Potential
Hunar se Rozgar Tourism Marketing & Authorities have continuously encouraged Scheme: Awareness Promotion Rural infrastructure upgradation for tourism Tourism development, but human resource has often proved to be the Achilles’ heel, with Source: Source: Ministry of Tourism, Govt. of India supply demand gaps in both the skilled and unskilled space.
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The recent years have seen increasing impetus being provided to strengthen the training infrastructure in synchrony with the development of core tourism and hospitality infrastructure so that the two complement each other to bring out a consolidated tourism product, a strategy that many leading tourism economies are actively complying.
The Ministry of Tourism has instituted the Hunar Se Rozgar Tak Scheme to cover the varied aspects of tourism and hospitality skill development and training. The rural tourism focuses on the conservation ethics and providing a business viewpoint to tourism activities for Figure 12: Unskilled Workforce – Need and Objective Cycle the rural populace.
HSRT scheme was envisaged to converge with Improved Tourist Interaction the Ministry’s broader Rural Tourism scheme, which focused upon the infrastructural aspects of the niche (or the ‘hardware’), by providing the necessary human resource development to complement (or the ‘software’).
The unskilled sector forms a major chunk of the tourism work force in rural areas, Economic Better working Inclusion Conditions and this is where the inclusion objectives should emphasize upon. The challenge is two pronged, whilst awareness is necessary Source: Primary Research, YES BANK to elaborate the need of behavioural ethics, the economic benefits need wider dissemination and the working environment needs to improve. The problem presents itself as a tricky cycle, where the achievement of one objective would automatically lead to the fulfillment of the others.
Another problem lies in the training methodology. Most of the tourism training in the country is devised around existing institutional models. While these institutions run around a set theoretical framework, there is disconnect from the actual working Figure 13: Human Resource: Need Assessment & Training Landscape conditions of the unorganized sector, where the extrinsic factors play a huge role in determining livelihoods. Estimation of local and migratory population involved in tourism activities
Nature of Employment : Seasonal/ Full time; Duration of Seasonality Access and awareness to training programmes is a problematic area, as Present private ownership / local enterpreneurs a large portion of the segment is either Education and training infrastructure illiterate or partly educated, making accessibility and comprehension an Source: Primary Research, YES BANK issue.
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This is where on ground institutions have a crucial role to play as an awareness and delivery platform.
The Cooperative Approach envisages that the collaborative community groups are empowered with the technical knowledge to deliver the capacity building modules. The ‘Train-the-Trainer’ model, wherein selected individuals from the local community are handpicked and trained intensively to be able to further disseminate the knowledge down to other members.
As highlighted in the figure below, the cooperative model has immense potential in the rural landscape as it gels well with the social dynamics of these areas. It is imperative that the policies and guidelines are designed are not only cognizant of these needs, but are also in sync with the market forces of demand and supply, as well as focus upon developing the base level skills (communication, etiquettes etc.) across all segments. An active industry-academia alliance is one way to ensure this, while constant interaction between the industry and the government can help the policy formulation process.
3.3 Case Studies: Successful Community Led Ventures in India
Sustainable tourism attempts at making a low impact on the environment and local culture, while catalyzing employment opportunities for the local populace. Incorporating cooperative model in tourism can ensure equitable socio-economic growth. The following case studies echo the success of community based tourism (CBT) initiatives:
LOCATION SUSTAINABLE TOURISM Enablers Community Led Ventures Community-Based Caribbean Key Features: 33 Enabling national Tourism in the Caribbean policy framework 33 Collaborative approach to tourism 33 Destination 33 Community members actively positioning and participate in appraisals, branding as development, management and/ environmentally & or ownership (whole or in part) of socially responsible enterprises 33 Technical & financial 33 Enterprises operating under the CBT assistance model help deliver socio-economic benefits to the community, 33 Local conserve natural and cultural entrepreneurship resources to fulfill aspiration of local and/or leadership and foreign visitors. 33 in communities
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CASE STUDY - Anse La Raye Seafood Friday, Saint Lucia (Launched in July 2000)
With the objective of diversifying tourism product and equitably spreading the economic benefits of tourism, the Anse La Raye Seafood Friday was conceived. Tourists & locals congregate on the waterfront on Friday evenings to purchase cooked seafood, beverages & craft and listen to music.
Key highlights of the project:
Pro-active Governance: Local government pushed the case for developing the area, which was facilitated by the St. Lucia Heritage Tourism Programme (SLHTP). Village council and community members developed a vision for tourism.
Strategic Location: Anse La Raye is rich in cultural and natural assets and is inhabited by relatively poor community. Developing tourism in such an area would ensure socio-economic development at the last mile.
Inputs: Skill training was provided to harness tourism potential of the village. The project reflects strong community leadership for management of the weekly event: Anse La Raye Seafood Friday Committee comprising of the village council, vendors association and local representatives oversees lighting, solid waste management and security. Impact:
Socio-economic: The project has helped establish local economic linkages between seafood vendors and other local micro-entrepreneurs. The event provides business to fisher folk, farmers, shop owners, craft vendors and taxi drivers.
Environment: Sensitization and training to implement mitigation measures addressing the adverse environmental impacts of tourism have been undertaken. Concerns regarding sustainability of harvesting marine species to supply the ALRSF, food safety and waste disposal have also been addressed.
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LOCATION SUSTAINABLE TOURISM Enablers Community Led Ventures Responsible Ecological Thailand Key Features 33 REST has enabled Social Tours Projects community 33 Key role of REST is to assist rural (REST ) members to Thai communities to plan, develop meaningfully engage and manage CBT activities. and negotiate with 33 Local partners have harnessed CBT government and as a tool to facilitate development the private sector at the grassroots, support local to ensure tourism lifestyles and bring in cultural provides benefits to pride, engender cross-cultural local people, while respect, and create environmental ensuring protection awareness. of cultural traditions and conservation of natural resources.
CASE STUDY – Koh Yao Noi, Phang Nga, Southern Thailand
Koh Yao Noi is a small island, located in Phang Nga bay, southern Thailand. Traditional, small scale fishing is the mainstay of locals of the island. However, degradation of the marine ecosystem due to intrusion of industrial fishers using illegal equipment depleted the fish stock as well as affected the food security of the local communities.
Key highlights of the project:
NGO - Thailand Volunteers Service (TVS-REST) facilitated development of Community-based Tourism (CBT)
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Member of the fishers’ group established ‘Koh Yoa Noi Community-based Ecotourism Club’ with the aim of developing a model sensitive to the culture of the island, supporting local conservation work and providing employment to the local community.
Impact:
Socio-economic: CBT has led to an increase in average income of participating families. The group has also created rules and regulations for visiting tourist such as abstinence from alcohol etc. to preserve local culture.
Environment: The group has created a community and environment fund which is charged from tourists. The club also has also undertaken conservation activities including improvement of the local environment through mangrove planting; sea-grass protection and waste collection have been undertaken by the CBT club.
LOCATION SUSTAINABLE TOURISM Enabler CBT in Vietnam Vietnam ITC, the joint agency of the United Nations and the WTO, is dedicated to the development of small and medium-sized enterprises (SMEs).
Nine key international organizations including ITC have joined hands to form the United Nations Steering Committee on Tourism for Development with the objective of strengthening the developmental impact of international tourism.
The organization helped establish community tourism for the following case study.
CASE STUDY - Kim Bong Village, Vietnam
Strategic Location: Kim Bong Village is located close to Hoi An which is a successful tourist destination in Vietnam. The village has rich cultural heritage and natural resources and tourists visit the village to experience traditional carpentry workshops and scenic landscapes
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Key highlights of the project: Initiatives by ITC in partnership with the local government: The local government financed the construction of a tourism information centre and showroom in Kim Bong. International Trade Centre (ITC) on the other hand provided training to locals, to imparted relevant skills for boosting tourism.
Inputs: Skill training was provided to the community for tourism product development and marketing, office administration and as effective tour guides. The village was included in the Quang Nam Tourism Festival of Vietnam to increase tourist inflows. Market linkages have been also established with tour operators and hotels in Hoi An. Impact:
Socio-economic: Sale of local craft and products and new avenues for employment as tour guides and hospitality service providers in the village have increased revenues from tourism.
LOCATION SUSTAINABLE TOURISM Enablers Community Led Ventures Culture Aangan India 33 Key features: Government: Village authorities to transform 33 The projects aims at fostering rural old buildings into development through tourism restaurants or activity 33 It essentially focuses on utilizing areas cultural tourism to create Facilitator: Culture sustainable livelihoods for rural Aangan oversees the communities. management and 33 Local residents invest to convert a maintenance of homes as part of their own home into rooms well as ensures services with modern amenities. are provided as per the visitor’s expectations. The community also engages in cultural activities as well as provides It also supports self local produce and materials e.g. food help groups and works supplies, construction materials for towards preservation resorts etc. of local craft through provision of art galleries where tourist can interact with the local artisans.
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Merging Religion and Tourism with Community Development
The Bahá’í Lotus Temple in New Delhi is not only a prime tourist attraction known for its unique architecture, but also a good example of how tourism and devotion can be sustainably managed in tandem. The architect Fariburz Sabha chose the lotus as a symbol common to Hinduism, Buddhism, Jainism, Zoroastrianism and Islam. Adherents of all Faiths are free to visit the temple and pray or meditate.
The temple scores both in terms of well maintained physical infrastructure as well as astute management. The Bahá’í community is also very active in social transformation. Through a unique process of cooperation, study, and worship, individual Baha’is and Baha’i communities are exploring the application of Baha’u’llah’s teachings on a more effective and far-reaching basis, involved in areas like education, healthcare, women empowerment and rural development.
This is an excellent example of how institution led community partnerships can bring about positive transformation while promoting tourism and cultural exchange.
Dr. A. K. Merchant is a Trustee, Lotus Temple & National Spiritual Assembly of the Baha’is of India; General Secretary, The Temple of Understanding, India; Chairperson, Sarvodaya International Trust - Delhi Chapter. He can be contacted at [email protected].
Edge of India: Inclusive Tourism Development through Collaborative Community Approach
Tourism is one of the key employment progenitors, creating 78 jobs for every Rs 10 lakh of investment — and is expected to create 37 million additional jobs in the next 10 years (Source: Planning Commission Research). However, there is a need to create a convergent platform where the development objectives can be bridged with the business aspects of the industry through dynamic and flexible policy mechanisms.
The concept of Cooperative Tourism aims to deliver sustainable economic development by building the capacity of local communities to realize the potential value of their natural and cultural heritage to create tourism enterprise opportunities through a co-operative destination management organization model.
Edge of India is a pilot initiative in India towards establishing such models, supported by the Scottish Government through its South Asia Development Programme. This innovative partnership combines Scottish academic and project expertise with an innovative Indian Financial institution bringing in implementation focus with effective policy integration.
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Figure 14: Edge of India - Key Objectives
A network of co-operative A comprehensive training A world class distribution system destination management programme to be delivered with a network of destination organizations (cDMOs) to be with an emphasis on ‘train the portals, promoting fairly-traded established, led by a team of trainers’ and relevant products and delivering local coordinators across the practical skills market access destination clusters, enabling rural communities to realize the economic value of their tourism assets
Source: Primary Research, YES BANK
Figure 15: Kumaun Region – Uttarakhand Project Area: Region Overview
Kumaun Region – Uttarakhand
Kumaun is one of the two regions and administrative divisions of Uttarakhand, bounded on the north by Tibet, on the east by Nepal, on the south by the state of Uttar Pradesh, and on the west by the Garhwal region. The local language of this region is Kumaoni and some of its prominent towns include Nainital, Almora, Haldwani, Mukteshwar, Pithoragarh, Kashipur, Rudrapur and Ranikhet. The nearest airbase to Kumaon is the airport situated in Pantnagar, while Kathgodam is the nearest railway station. Source: Primary Research, YES BANK
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i) Ranikhet Cluster, District Almora
The town of Ranikhet, at an altitude of 1,900m (6233ft) within sight of the snow clad western Himalayas, is the perfect quaint little hill town. According to local legend, King Raja Sudhardev won the heart of his queen, Rani Padmini, here. She subsequently chose the area for her residence, giving it the name Ranikhet which means Queen’s Meadow. It was the British, though, who lent the town its colonial undertones and set the headquarters for the Kumaun Regiment here, using the hill station as a retreat from the heat Figure 16: A homestay in village Kothiyan. Tourism provides the owners with sufficient income to afford the relatively expensive upkeep of traditional of the Indian summer. architectural structures such as these
The Ranikhet cluster comprises of three villages centered around village Kothiyan, 8 kms from Ranikhet town. Kothiyan, the first stop, is located at an altitude of 1600 mts, about 15 km before Ranikhet, on a hillock surrounded by lush terrace fields. Agriculture is the major occupation, and the village has the essential infrastructure in terms of electricity and communication systems (internet is still a distance way, though, and cell phone networks are sporadic at times. Lore has it that an Englishman one fine day decided to slip into the little river flowing next to the village for a dip, and left his coat perched on some comfortable nook in the village, hence the name ‘Kothiyan’. ii) Bageshwar Cluster, District Bageshwar
The town of Bageshwar is situated at the confluence of the rivers Saryu & Gomati and nestles under the shadow of twin hills of Bhileshwar & Nileshwar, and is so named because of the temple of Bagnath, an epithet of Shiv that overlooks the town. The valley of Bageshwar is extremely fertile and is renowned for its high quality rice, pulses, fresh vegetables and fruits.
The Bageshwar cluster comprises four Figure 17: Maa Chiltha Temple, near Village Dhur, Bageshwar Ecotourism Cooperative Society, villages, namely Karmi, Tani, Dhur and District Bageshwar, Uttarakhand.; religious sites like these not only sensitize the tourist about the Sorag. The valley encompassing the deep bond between man, religion and nature in the hills, but also helps in generating revenue for maintaining these structures
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villages of Karmi and Tani, lying at altitudes ranging from 1800-2000 mts, is one of the most fertile regions of the lower Himalayas. With a population of around 6, 000, agriculture is the primary occupation. Difficult accessibility has turned out to be a boon for the region in this aspect, as the traditional farming practices have managed to remain organic. However, the region is getting an extensive road network necessary for prepping up the infrastructure in sectors like health and education.
Village Dhur lies at a height of about 2500 mts, surrounded by lush green meadows and an exhilarating view of the Nanda Devi and the three glaciers, viz. Pindari, Kafni and Sunderdhunga. A tiny little settlement of about 50 families as compared to its bigger counterparts down the valley, the village has a rich and organic agrarian spread owing to a variety of support programmes that are run by both the government and NGOs. Located 8 kms ahead, the village of Sorag shares its geographical trails with Dhur, and is accessible only by foot. iii) Berinag Cluster, District Pithoragarh
Located in the Siwalik range of the lower Himalaya on the western edge of Pithoragarh (the easternmost district of Uttarakhand), Berinag is a typical quaint Himalayan township, nestled at an altitude of 1,700m (5,577ft), amidst pine and oak forests. Previously known as ‘Bedinag’, the name comes from the Nagveni King Benimadhavahas, and makes reference to the numerous temples dedicated to snakes in the region. Berinag was a major worship centre under the Chand rulers, and consequently abounds in religious folklore and culture, with numerous temples dotting the landscape. The cluster around Berinag comprises of the following villages.
Garaun: Located about 3km from Berinag, the village of Garaun has a population of around 450 people. Steeped in religious folklore, the village and its surroundings find mention in many ancient scriptures, and a lot of Hindu deities are associated with the region. A picturesque, 250 metre high seasonal waterfall attracts a lot of visitors.
Devinagar: Located 3km away from Berinag with a population of around 500, the village of Devinagar is defined by a large British era building. Agriculture is the primary occupation of the community, and the Figure 18: Watermill near Village Garaun, Berinag Ecotourism Cooperative Society, village is surrounded by beautiful conifer District Pithoragarh, Uttarakhand; the flour derived from these mills is more wholesome and tastier than traditional flour mills; such traditional technologies are not only being revived as forests whilst also offering good views of the emerging solutions towards a sustainable lifestyle, but also find favour among tourists Himalayas.
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Chalori: Located about 2km from Berinag, Chalori is a relatively small village consitsting of about 20 families. Again, agriculture is the primary occupation and the village is located in a lush green and pristine valley, surrounded by hills with many famous temples, promising complete solitude from the rush of urban life.
Budera: Located 9km from Berinag, the majority of the 200 or so residents of Budera are farmers and shepherds. The village is home to the famous Punkershwar Mahadev temple, dedicated to Lord Shiva, which hosts a popular fair procession during the Dusshera festival. An old British bungalow takes centre stage in the village landscape.
Kamdina: One of the largest villages in the region in terms of population (approximately 700), Kamdina is located about 8km from Berinag. Agriculture and rearing livestock are the major occupations, and the surroundings offer a cool, relaxed atmosphere.
Action Strategy/ Execution Plan
Figure 19: Action Strategy/ Execution Plan
Project Map
Local Bageshwar Coordinator Ecotourism Bageshwar Coop Society
Local Local Ranikhet Project Map: Edge of India Coordinator Coordinator Ecotourism Edge of India protal Uttarakhand Ranikhet Coop Society Local Berinag Coordinator Ecotourism Berinag Coop Society
Source: YES BANK Analysis
The model establishment and mobilization is carried out in a three stage process defined as under.
Stage 1: Socio-economic feasibility study
• Infrastructure Assessment
33 Current number of homestays/ huts/ tents/ accommodation units
33 Accessibility, peripheral infrastructure like roads, transport options (road, rail, air)
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Figure 20: Cooperative Tourism Model - Establishment & Mobilization
Infrastructure assessment Human Resource assessment Tourism centric EIA Stage 1: Carrying Capacity Assessment Socio-economic feasibility study
Identifying training needs Stage 2: Training programmes/workshops cDMO Evaluation and certi.cation mobilization and creation; Capacity Building
Identify counterparts/ other cooperatives Stakeholder mapping Portal Development Stage 3: Participation in tourism fairs / expositions Market Linkage
Source: YES BANK Analysis Figure 21: Tourism Centric EIA
33 Details of accommodation units � Energy Local 33 Occupancy figures �Food Resources 33 Market Demand/ Trends
33 Compliance with environmental norms �Quality Water �Usage 33 Ancillary infrastructure (Banks, Money Changers, ATMs, Restaurants etc.)
33 Entertainment/ Recreational facilities: Breadth and Depth Land Use �Construction �Soil, Forests 33 Safety & Security
• Human Resource Development Pollution �Air and Noise �Waste Disposal 33 Estimation of local and migratory population �Architectural
Source: YES BANK Analysis
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involved in tourism activities
33 Nature of employment (perennial/ seasonal)
33 Duration of seasonality, average income levels
33 Present private ownership/ local entrepreneurs
33 Education infrastructure
33 Sectoral training infrastructure
33 Training needs
33 Training sources
• Carrying Capacity Assessment
33 Natural Environment
33 Built Environment
33 Socio-Cultural Ecosystem
Stage 2: cDMO mobilization and creation; Capacity Building Training Areas: • Hospitality • Accommodation • Food and Catering • Activities • Nature and Environment • Recreation and Tourism • Transport
The capacity building process runs on two broad themes – one, raising tourism awareness, developing the community’s cognition towards looking at tourism as a source of income, and second, training the communities toward Figure 22: Rhododendrons with Nanda Kot in backdrop, Village Dhur, Bageshwar Ecotourism Cooperative Society, District Bageshwar, Uttarakhand.; Rhododendron establishing tourism products, and their operation squash is a popular commodity among tourists to this region and such cottage industries benefit through tourism activities and maintenance.
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Recreation and Tourism - The meaning of recreation and tourism - Basics of tourism - Rural tourism: definition/ structure - Trends in rural tourism on national and international level
Hospitality - Understanding what hospitality is - Guest expectations - Interpersonal skills - Importance of communication (first impressions; on the phone; mail e.g. personal identity) - Integration: family – primary occupation – tourism
Accommodation - Quality standards - Types of accommodation - Location of the accommodation
Food & Catering - Food service opportunities (e.g. Breakfast/ lunch/ dinner/self-service) - Using local foods and recipes - Regional products - Importance of hygiene in food preparation
Activities - General recreational activities in Rural Tourism: Indoor & Outdoor - Opportunities for special groups e.g. Children, people with disabilities
Nature and Environment - Environmental awareness of use of resources e.g. sea, forest - Environmentally aware activities
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Figure 23: Market Linkage Snapshot
Identify cooperatives Identify existing working in tourism sustainable tourism or allied .elds initiatives in the (agriculture, .sheries, region health, education etc.)
Look for possible lines of collaboration Look for branding / (human resource, co-branding activities / product opportunites o*erings, backend supplies)
Source: YES BANK Analysis Marketing and Promotion Activities: Details
Apart from the portal, Edge of India, which is a key element to directly link the cooperatives with the market, both domestic and international, efforts have also been undertaken to integrate the tourism models into the business ecosystem, forging linkages with various stakeholders in tourism and other business value chain as shown in the figure below.
Stakeholder Mapping focuses upon the following aspects.
Identify: • Transporters • Grocery Suppliers • Activity Managers/ Suppliers • Travel Agents/ Tour Operators
Devise: • Tie-up terms/ commission structures • Business ethics/ Responsible Tourism code of conduct
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Unique Features of the Project
While there are many projects running across the length and breadth of the entire country to promote rural tourism as a sustainable growth model for rural areas, given below are a few characteristics that render the project unique.
• This is the one of the first projects in the country trying to develop rural tourism models through cooperative Destination Management Organizations (cDMOs), based upon cooperative principles.
• The project gives equal emphasis to capacity building measures, while utilizing the existing infrastructure (homestays) to offer an authentic ethnic experience.
• This is one of the few projects where the community is being imparted technical skills like developing and managing web content.
There is no credit/ microfinance involved in the initial stages and the project utilizes the current assets of the region to build up resources. The focus is upon institutional innovation by creating a sustainable financing environment before credit can be injected into the rural economies
The network is being developed through a programme funded by the Scottish Government and implemented by partners in India and Scotland, including Public & Social Policies Management (PSPM) division of YES BANK , Queen Margaret University and Dunira Strategy.
Potential for Replication: The Buddhist Pilgrimage
One of the major unifying characteristics of South, South-East and East Asia, the Buddhist heritage spans a long and rich history dating back to almost 2, 500 years. India holds the unique distinction of being the source of origination for the Buddhist philosophy, holding within its boundaries a number of significant destinations that Lord Buddha traversed on his path of enlightenment.
The Buddhist circuit is also one of the most popular tourism product offerings, drawing in huge numbers from South and South East Asia, as well as from the western religion economies Europe and America. The importance of this niche is also highlighted in the government’s efforts to develop the circuit, both in terms of core and peripheral infrastructure near key destinations, as well as extending services like Visa on Arrival for tourists from Buddhist countries, and focusing the Clean India Campaign on these destinations.
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Figure 24: Buddhist Pilgrimage: An Integrated Tourism Circuit in Asia
Sri Lanka : Anuradhapura, Polonnaruwa Other Regions (Tibet,Thailand, Cambodia, Indonesia, Vietnam, China, Japan)
Nepal Lumbini Bhutan Monastries and monuments (like Takstang)
HP (Spiti), J&K (Ladakh), North East (Arunachal Pradesh)
Odisha Kalinga, Ratnagiri, Udayagiri, Lalitgiri, Puphagiri, Marichi, Madhya Pradesh Sanchi
Bihar Bodhgaya, Nalanda, Rajgir, Vaishali
UP Sarnath, Kushinagar, Kapilavastu, Kaushambi, Sankisa, Sravasti
Source: YES BANK Analysis
An important fact to note here is that the Buddist Pilgrimage not only attains importance in terms of attracting the leisure traveller, but also scholars and practitioners of the Buddhist faith interested in the meditative practices and deeper research into Buddha’s life and philosophy, who do not mind the ‘long-haul’ nature of some of these destinations and imply a higher number of tourist nights - in line with the Ministry of Tourism’s objectives to strengthen this positive aspect of tourist propensity towards longer stay in the country.
Ensuring ‘Inclusiveness’ in the Development of Buddhist Pilgrimage
The infrastructure around Buddhist Circuit is rapidly undergoing upgradation, and it is important to ensure that human resource development is synergized with these transformations, and the local community is not only cognizant of the development, but also plays an active role in the administration and managerial aspects of development projects, which can ensure that the models envisaged remain sustainable.
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Action Strategy & Approach
The initial focus is upon the community coming up with their own action plan for problem resolution, forging partnerships with key developmental organizations working in the region, and establishing market linkages.
Figure 25: Cooperative Approach in Buddhist Pilgrimage: Action Strategy
�Preliminary assessment of the cluster to identify existing programmes/projects �Market Research & Value Chain Analysis 1. Catchment Area Analysis �Human Resource assessment of the Catchment Area including preliminary analysis of local Focus Groups w.r.t. women participation, community leadership
� Identity training needs to bridge the skill gaps �Skill development training programmes /workshops on entrepreneurship, Marketing and Promotional Strategies 2. Capacity Building Exercises & Institutionalization �Platform/Forums for Knowledge Sharing �Institutions like co-operatives to give a focused push towards enterprise development and management
�Focussed Training for Institutions including Self-Help Groups, Cooperatives 3. Entrepreneurship Development and etc., on Business opportunities in Tourism Space. Promotional Activities �Create Promotional Products including Website, Promotional Materials aimed at creating awareness and access toTourism in the catchment area
Source: YES BANK Analysis
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Chapter : 4
YES BANK - ASSOCHAM Roadmap: Achieving Social Equity through Tourism Tourism in India
4. YES BANK - ASSOCHAM Roadmap: Achieving Social Equity through Tourism
1. Reinforce Policy with Action Measures: The Government is cognizant of the fact that tourism is changing the rural economies and has allotted sufficient funds for the purpose. However, the policy framework is very basic and theoretical in nature, which alienates them from on ground scenarios, making execution strategies difficult to implement. Now that there are successful models running in the country, it might prove to be beneficial to revisit these frameworks in their light and address the lacunae.
2. Capacity Building: Lack of skilled human resource has been a hindrance towards realizing the full potential of the Tourism sector. Capacity building programmes are conducted across various aspects of the tourism and hospitality sector. The quality of training resources and infrastructure needs to improve to churn out a competitive workforce.
3. Train Entrepreneurs: While the training infrastructure for the sector is evolving, the focus is still upon the operations and logistical aspects rather than establishing businesses. Rural entrepreneurs, in recent times, have proved to be the success story of the emerging Indian economy, and given suitable guidance, they can very well champion the cause of sustainable tourism models.
4. Community Trust: Lack of active participation of the local community in strategizing and decision making process have led to breeding antagonism and violence in extreme cases. Rather than forcing business options on communities, it would be wiser to involve them in the process from the beginning itself.
5. ‘Real’ Ownership: A major part of community antagonism arises from the fact that apart from basic operations, the other business aspects lie externally, leading to economic leakages and improper tourist behaviour at times. Ensuring self-managed models is one of the surest and safest ways to put faith back in the system.
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