Webinar on Tourism in the Covid-19 Pandemic Era Challenges and the Way Forward

NEWSLETTER Volume V Issue 5 Dec 2020 Content

1. Message from Shri Prahlad Singh Patel, Hon’bleUnion Minister of Tourism & Culture, Government of India ...... Page2 2. Message from Shri Dr. Neelkanth Tiwari, Hon’ble Minister of Tourism, Government of ...... Page3 3. Message from Webinar Conveners...... Page 4 4. Tourism sector at the time of Covid-19 crisis ...... Page 5 5. Initiative taken by the government to enable the growth of Tourism sector in India ...... Page 7 6. Tourism in the Covid-19 Pandemic Era: Some news highlights ...... Page 8 7. Opening up for the at the times of Covid-19 Pandemic: The Current Situation ...... Page 9 8. Welcome Address by Prof. Archana Shukla, Director, IIML ...... Page 12 9. Setting the tone: Prof. Satyabhusan Dash & Prof. Priyanka Sharma...... Page 13 10. Perspectives from Tour and Travel Operators:JyotiMayal, President, Travel Agents Association of India (TAAI) ...... Page 14 11. Perspectives from Hotel and Restaurant Industry:Gurbaxish Singh Kohli, Vice- President,Federation of Hotel & Restaurant Association, (FHRAI) &Joint Managing Director, Pritam Group of Hotels ...... Page 15 12. Perspectives from Online Travel service provider:Sunil Suresh, Chief Marketing Ofcer, MakeMyTrip ...... Page 16 13. Perspective from Indian Railways:Rajni Hasija, Director - Tourism & Marketing,Indian Railways Catering and Tourism Corporation (IRCTC)Ministry of Railways, Government of India ...... Page 16 14. Perspectives from the Uttar Pradesh state tourism:Shri MukeshMeshram , IASPrincipal Secretary - Tourism& Culture, Government of Uttar Pradesh ...... Page 17 15. Perspectives from Tourism in India:Meenakshi Sharma, Director General - Tourism,Ministry of Tourism, Government of India ...... Page 18 16. Perspectives from the academia:Prof. Devashish Das Gupta, IIM ...... Page 19 17. Perspectives from lifestyle, tourism & travel:DiviaThani, Editor, Conde Nast Traveller India ...... Page 20 18. Feedback received from webinar participants...... Page 21 19. Media Coverage...... Page 23 20. Acknowledgement...... Page 24 21. About CMEE...... Page 24 22. Initativves by UP Tourism...... Page 25 23. Initiatives by ...... Page 26 24. CMEE Flashback: Glimpses of Past Activities...... Page 29 25. Upcoming Workshop Announcement...... Page 30

1 NEWSLETTER-JULY 2020 2 NEWSLETTER-DEC 2020 3 NEWSLETTER-DEC 2020 Message from the Webinar Conveners

Dear Colleagues, Students, Alums, and well-wishers of CMEE

Over the last decades, Tourism has become one of the most dynamic, fastest growing, and emerging economic sectors in the world. The importance of the tourism sector as a driver for job creation and the promotion of local economic development, culture and products is reflected in several of the Sustainable Development Goals, particularly Goals 8, 12 and 14, which set forth tourism-specific targets. Tourism contributes to job creation both directly and indirectly, particularly for women and young people. In 2019, the sector accounted for (directly and indirectly) some 330 million jobs worldwide, equivalent to 10.3 per cent of total global employment and one in 10 jobs globally. However, COVID-19 has dramatically changed this. The impact on tourism enterprises and workers, the majority being young women, is unprecedented. Timely, large-scale and, in particular, coordinated policy eforts both at international and national levels are needed in consultation with governments, employers’ and workers’ representatives to recover the rapid decline of growth of this sector. The immediate imperative is to assure the survival of tourism sector stakeholders through large-scale public support without which the sector will collapse before the virus does.

In this regard CMEE organized a Webinar on ‘Tourism in the Covid-19 Pandemic Era: Challenges and the Way Forward’ on 19th September 2020. The webinar was an attempt to discuss concerns of diferent stakeholders on Tourism in the times of COVID-19 and to understand the challenges and opportunities of the Indian tourism sector.

The discussion in the webinar highlighted the need for accurate, up-to-date and reliable information more than ever and to develop a cogent strategy involving the government and other stakeholders. Three important concerns for the tourism sector are Survival, Revival and Thrival. Survival is important as the hotel and other services involved with the tourism sector are highly labor intensive and such companies have to also take care of their staf and infrastructure in these trying times. One of the salient aspects of the webinar was call for “Public-Private partnership” and support from the government in the form of restructuring of loans and certain tax waivers for the survival of this labor-intensive sector. Besides, tourism marketing has to be done more aggressively and in a changed manner. Campaigns like ‘INCREDIBLE INDIA’ must include factors like wellness, less crowded tourism, factors of experience and learning based trips and also to boost local artwork/handicrafts of the country. It should cater to the safety and health needs of the tourists. The tour packages and programs need to redesign to instill confidence in tourists for safe travel. In this regard, government has started to focus more on faith tourism, eco-tourism and medical tourism to relieve people of the negativity and stress that has taken a heavy toll on the masses due to this pandemic. Finally, we need well-monitored standard operating procedures for each touch point of tourists and aim towards for a sustainable and responsible tourism as the way forward.

We thank and congratulate all the speakers and participants for such an insightful discussion with unique and relevant points to revive tourism in the post-pandemic era and look forward to more such events in the future.

We wish that you and your family are doing well and managing best you can during this COVID-19 pandemic crisis. Pray that we all emerge out of this situation strongly &with good health. Please take care, stay home, be safe!

Best regards

Prof. Satyabhusan Dash Prof. Priyanka Sharma

4 NEWSLETTER-DEC 2020 Tourism Sector at the time of COVID-19 crisis

The significance of the travel and tourism industry can be witnessed by growth in the international tourist’s arrivals whicharrivals, which continues to outpace the economy. The year 2019 was another year of strong growth, for tenth consecutive years¹, as a result because of higher disposable incomes, technological advances, afordable travel and better work-life balance, amongst others, the travel and tourism industry has sustained its growth, emerging as one of the leading contributors to the global economy².

The WTTC estimated that the tourism sector in South Asia contributed $234 billion, or 6.6% of the region’s GDP in 2019. India, a home to 38 UNESCO World Heritage sites³ and with a geographically and culturally vast landscape, attracts travellers for a multitude of reasons - from business to leisure.

With an objective to increase footfall and enhance tourist experience and employment opportunities in a sustainable way, the government has introduced several schemes, such as Swadesh Darshan Scheme, Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD) and Adopt a Heritage.

Growing at a rate higher than the global travel and Growth in domestic expenditure 450 tourism industry (3.5%), at 4.9%, India’s travel 408 400 and tourism industry contributed USD 194 billion 350 to the Indian economy in 2019 which helped it gain 300

250 10th spot globally, in terms of contribution of the to 199 200 179 186 164 the global industry GDP. The Indian travel and 140 150 150 131 tourism industry was expected to witness an 100 annual growth rate of 6.9% during 2019-2028 to 50 0 2012 2013 2014 2015 2016 2017 2018 2019 reach USD 460 billion, approximately 9.9% of (expected) India’s GDP in 20282. Source: Travel and Tourism- Survive, revive and thrive in times of COVID-19: A KPMG Report: June 2020 According to the World Travel & Tourism Council (WTTC), the tourism sector expects the crisis of at least USD22 billion, with the travel sector anticipated to shrink by up to 25 per cent in 2020, which will further result in a loss of 50 million jobs⁴, and loss of 5 crore jobs only in India.⁵The World Tourism Organization (UNWTO) foresees international tourist arrivals declining by 1 to 3 per cent in 2020 globally, translating into an xpected loss of USD30 billion to USD50 billion in international visitor spending. 6

5 NEWSLETTER-DEC 2020 It is reported that four (China, Germany, the U.S. and the U.K.) of the top 10 countries that contribute to about 65 per cent of foreign tourist arrivals (FTAs) in India feature among the top 10 countries reporting the maximum COVID-19 cases.⁷

Consequently, the travelling app Make My Trip layed laid of 350 employees as the business worsen amid the corona virus outbreak.It is estimated that the pandemic will bring along a shift in travel choices and destination preferences with many choosing to travel to lesser-known tourist spots and opting for stays that ofer innovative in-room experiences to avoid human contact contact, as they will continue to prioritize social distancing in the future.⁸

India’s top 10 states in Domestic Tourist footfall2

Key Impact of COVID-19 on Tourism

a) Employment9- The- The travel and tourism industry being one of the worst-hitworsthit sectors due to the global pandemic is estimated with a 70% of job loss of the total workforce. The sealed international borders with suspended flights, compounded further by countrywide lockdown with intercity and interstate travel forbidden for weeks leading to a complete standstill with about 4-5 million job losses across the entire country across accommodation, transport, and activity services.

b) Health10- Despite the reduced public demand, Indian hotel chains have also ofered several rooms to serve as the makeshift quarantine facilities for the government in various cities including Hyderabad, Delhi and Mumbai.

c) Events11- Multiple events, conferences, conventions and trade shows were cancelled or postponed indefinitely across event categories including sport, cultural and geo-political events, impacting not only the venues but host countries too.

6 NEWSLETTER-DEC 2020 Initiatives taken by the Government of India to enable the growth of tourism sector8

Ministry of Tourism Ministry of Civil Aviation E-Visa extended to 169 countries Regional connectivity scheme UDAN (Ude Desh Ka Aam Nagrik) to make flights available at Incredible India 2.0 campaign focusing on niche afordable prices tourism in order to promote India as a 365-day destination to overcome seasonality challenges Nabh Nirman: construction of 19 green-field airports with an investment of over USD 14.3 Dekho Apna Desh campaign to incentivise billion over the next 5 years frequent domestic travel within one year Launch of AirSewa to address customer 100% FDI under automatic route for travel and grievances and disseminate real-time data to tourism-related activities, including hotel enhance travel experience construction projects

Ministry of Railways Ministry of Shipping 100% refund to all the cancelled tickets. E-visa facilities at Mumbai, Mormugao, Shramik Special Trains by IRCTC. Mangalore, Kochi and Chennai ports have been set-up to ease immigration Railway operations made more environmental- friendly with adoption of cleaner technology and Biometric requirements have been waived off for aforestation of vacant railway land cruise passengers arriving at the aforementioned five ports Agreement between Indian railways and UNESCO to connect all eight state capitals in the With e-visa North East with countries like Bhutan, Myanmar, Bangladesh and Nepal Action plan drafted for development of cruise tourism in India

Ministry of Roadways Ministry of Culture 100% FDI in road and highways sector allowed Launched ‘Adopt a Heritage’ project to engage under automatic route. public and private sector companies as well as individuals to create and maintain state-of-the- Launch of Bharatmala Pariyojna to optimise art facilities at various heritage sites and efciency of freight and passenger movement and monuments. improve the quality of 34,800 kms of road, with focus on improving connectivity in the North East 100 monuments protected by the Archaeological Survey of India are being developed and maintained under the Adarsh Samarak scheme

7 NEWSLETTER-DEC 2020 Tourism in the COVID-Era: Some news highlights

Domestic tourism: Light at the end of the Covid-19 tunnel

April 04, 2020 || ET Travel world

The debilitating impact of Covid-19 on the travel industry is a great cause of concern for all. However, domestic tourism serves as the light at the end of the pandemic tunnel. With a brand ambassador as dynamic as the Prime Minister of India, the industry’s hopes are pegged on this sector.

'COVID-19 | Post-pandemic, Indias tourism sector stares at 70% job loss

April 11, 2020|| The HINDU

Indian tourism and hospitality sector, which is badly hit by COVID-19, is staring at a potential job loss of around 38 million, which is around 70% of the total workforce, leading accounting and audit firm KPMG says.The tourism and aviation sector has been the first industry to be hit.

Airbnb releases World Tourism Day report, reveals top travel trends

September 25, 2020|| ETTravel World

Airbnb report on World Tourism Day has revealed a lot of latest travel trends among consumers. According to the report, online searches for accommodations over the past few months are reflecting how consumers are viewing travel in the new normal, and several unique trends are emerging.

Coronavirus pandemic hit tourism industry pins hope on festive season

September 13, 2020||The Economic Times

The tourism sector, crippled by the COVID-19 pandemic, hopes to see some businesses in the upcoming Durga puja and Diwali seasons with queries from interested travellers coming in, officials of the industry bodies said on Sunday.

There is interest and queries coming in about destinations and safety measures, but these are yet to be translated into bookings, as people have changed their priorities amid the COVID-19 crisis " quoted“quoted by Travel Agents' Federation of India (TAFI) eastern region head Anil Punjabi.

8 NEWSLETTER-DEC 2020 Covid-19: Calcutta high court orders all Durga Puja pandals

October 19, 2020||The Times of India

The Calcutta high court on Monday ordered that all Durga Puja pandals across the state be declared no entry zones to prevent the spread of COVID-19. For small pandals, barricades will have to be put up five meters from the entrance, while for the bigger ones, the distances has to be 10 metres, the court ordered.

'IRCTCs “Padharo Rajasthan” Deluxe Train Tour To Start From November 18

October 20, 2020||India InfraHub

Revamping its tour package, Indian Railway Catering and Tourism Corporation Limited has swung back into action with launching Padharo Rajasthan Tour whichTour, which will start from here on November 18, 2020 and cover Jodhpur and Jaisalmer.In order to ensure the safety measures post COVID 19 in the new normal in this deluxe tourist train, provision for booking is limited to around 120 tourists against the total capacity of 156 tourists.

Opening up for Tourism in India at the times of COVID-19: The current situation

As on December 1, 2020 India accounts for a total of 96,63,254 confirmed cases of COVID-19, out of which 4,34,821 were active cases, 88,88, 595 were recovered cases and 1,37, 659 were deceased. However, the states are slowly and gradually opening up i.e., the states of India to open up for tourism are Delhi, Himachal Pradesh, Uttarakhand, Goa, Rajasthan, Madhya Pradesh, Karnataka, Jammu and Kashmir and Kerala¹², ¹³. Few of the most preferred places in Himachal Pradesh for working remotely are Kasauli, Palampur, Manali and Mcleodganj¹⁴.

9 NEWSLETTER-DEC 2020 1. Retrieved from https://www.unwto.org/international-tourism-growth-continues-to-outpace- the-economy

2. Retrieved from https://www.grantthornton.in/globalassets/1.-member- firms/india/assets/pdfs/ficci_gt_report_on_travel_and_tourism_survive_revive_and_thrive_i n_times_of_covid-19.pdf

3. Retrieved from https://www.republicworld.com/lifestyle/travel/world-heritage-sites-in- india.html

4. Retrieved from Coronavirus puts up to 50 million Travel and Tourism jobs at risk says WTTC, Press Release, 13 March 2020 on 20.07.2020

5. Retrieved from https://yourstory.com/2020/05/makemytrip-deep-kalra-travel-post- coronavirus on 21.07.2020

6. Travel and Tourism- Survive, revive and thrive in times of COVID-19: A KPMG Report: June 2020.

7. Retrieved from https://home.kpmg/in/en/blogs/home/posts/2020/03/covid-19-and-tourism- travel-hospitality-and-civil-aviation.html on 20.07.2020

8. Retrieved from https://www.msn.com/en-in/finance/topstories/covid-19-impact- makemytrip-lays-off-350-employees-as-business-worsens/ar-BB14Tj9q on 20.07.2020.

9. Retrieved from https://www.peoplematters.in/article/talent-management/how-the- pandemic-has-contributed-to-job-loss-in-the-travel-and-tourism-industry-27347

10. Retrieved from https://www.scoopwhoop.com/news/indian-states-opened-up-for-tourism- despite-the-covid pandemic/#:~:text=%20These%208%20Indian%20States%20Are%20Now%20Open,Dhar amshala%2C%20etc.%2C%20the%20state%20was%20shut...%20More%20

11. Retrieved from https://www.skadden.com/insights/publications/2020/04/covid19- implications-of-event-postponement

12. Retrieved from https://www.scoopwhoop.com/news/indian-states-opened-up-for-tourism- despite-the-covid pandemic/#:~:text=%20These%208%20Indian%20States%20Are%20Now%20Open,Dhar amshala%2C%20etc.%2C%20the%20state%20was%20shut...%20More%20

13. Retrieved from https://www.thehindu.com/news/national/kerala/upbeat-mood-over- opening-tourism-sector-in-kerala/article32815714.ece

14. Retrieved from https://timesofindia.indiatimes.com/travel/travel-news/stunning-places-in- himachal-that-are-perfect-for-working-remotely/as77888575.cms

10 NEWSLETTER-DEC 2020

Centre for Marketing in Emerging Economies (CMEE) Indian Institute of Management Lucknow – Noida campus B-1, Institutional Area, Sector-62, Noida-201307, Uttar Pradesh, India

Ref: CMEE/PR/2020-21/005 Date: 22nd September, 2020

CMEE IIM Lucknow organized a Webinar on ‘Tourism in the Covid-19 Pandemic Era: Challenges and the Way Forward

The Centre for Marketing in Emerging Economies (CMEE) organized a webinar on ‘Tourism in the COVID- 19 Pandemic Era: Challenges and the Way Forward’ on September 19, 2020. The webinar was an attempt to discuss concerns of different stakeholders on Tourism in the times of COVID-19 and to understand the challenges and opportunities of the Indian tourism sector.

11 NEWSLETTER-DEC 2020

Prof. Archana Shukla, Director, IIM Lucknow welcomed the eminent speakers and set the floor for discussion. She mentioned the importance of the tourism sector in India's economy and called for joint efort from diferent stakeholders to revive the

confidence of tourists. She expressed four major factors at this time are driving the psychology of consumers for not going out specifically for tourism purposes. Trust factor is going to play a major role across all the stakeholders because it is something perceptual and based on experience. Rising Health consciousness, safety, and hygiene are other three major prominent factors, which demotivate consumers for tourism purposes. Ensuring a trustworthy environment by taking care of safety, hygiene and health the need of people is critical at this hour for attracting people for tourism. More investment and risk taking appetite is required in this sector for delivering improved service quality, recruiting new talents to face newer challenges caused due to Covid-

19. She also assured all necessary support from the Institute for developing a problem solving approach for revival of the tourism sector.

12 NEWSLETTER-DEC 2020 Prof. Satyabhusan Dash and Prof. Priyanka Sharma were the conveners of this event. Senior leaders from the government and private institutions, policy makers and academicians discussed the policies and programs made by them to manage the crisis.

Prof. Priyanka Sharma opened the discussion of the webinar by narrating the objective of the webinar and moderated the discussion. Prof. Satyabhushan Dash, Chair-CMEE,

13 NEWSLETTER-DEC 2020 introduced different activities of CMEE, discussed about the underlying stress people are going through and how tourism consumption can be a coping mechanism to reduce stress. He suggested improving the performance of online airline sites and IRCTC in the face of COVID-19 crisis by showing findings from user-generated reviews. He also announced the next PAN India research of ‘Tourism consumption behavior in the times of Covid-19’.

Excerpts from Speaker’s’ address

Jyoti Mayal, President, Travel Agents Association of India (TAAI) started with a background on how Covid-19 has afFected people and the industry across the globe. She focused on the need for accurate, up-to-date and reliable information more than ever and also a requirement to relieve the anxiety of the consumers by ensuring

that robust frameworks are developed prioritizing safety and hygiene of the travellers. RTPCR/AB tests & health ppts & Insurance to be adopted to generate confidence to both, the industry & the traveller, basically a cogent strategy involving the government and other stakeholders with three phrases - Survival, Revival and Thrival. She also emphasised on incentivising domestic travel by implementing tax free holidays & need of moratoriums & doing away with taxes/GST. Working in-Cooperation, Collaboration, and Consideration.

14 NEWSLETTER-DEC 2020 Gurbaxish Singh Kohli, Vice-President, Federation of Hotel & Restaurant Association (FHRAI), President, Hotel and Restaurant Association of Western India (HRAWI), expressed his concern that the industry has almost no consumer confidence

as of now and the industry is facing severe economic crisis. The immediate strategy to be adapted is to address survival, which must be in the form of Public, and Private partnership need support from the government in the form of restructuring of loans and certain tax waivers for the survival of this labor-intensive sector. Basically the industry ships are not be asked to pay any tax or levy for related to the hospitality industry as it has not been able to use the premises for what it was meant to be used for. Automatic renewal of all licenses for the next term etc would help in providing the much needed working capital in the hands of the otherwise debt ridden and collapsing industry.

15 NEWSLETTER-DEC 2020 Sunil Suresh, Chief Marketing Oficer, MakeMyTrip was concerned but also positive that since the lockdown has been lifted, there are a lot of people who are willing to travel, and signs of business travel are not visible.

He mentioned how China, Japan and India have seen more business during the COVID-19 era as compared to the last year. MMT is taking several marketing initiatives such as MySafety and to have an open conversation with the customer and try being as transparent as possible on all aspects of travel and safety related information.

Rajni Hasija, Director - Tourism & Marketing, IRCTC, Ministry of Railways, Govt. of India said that they used this period for re-inventing themselves and restoring the confidence of the customers. IRCTC is focusing on inbound tourism during 2021, 2022 and 2023. Many awareness programs are launched and campaigns are run to create positivity and awareness among the citizens. Special touring packages and programs were invented during this time and all the safety measures were followed strictly.

16 NEWSLETTER-DEC 2020 Shri Mukesh Meshram, IAS, Principal Secretary - Tourism & Culture, Government of Uttar Pradesh mentioned the importance of digital assistance such as releasing online 360-degree

video views of unexplored tourist destinations. He was concerned that people have a lot of psychological problems, so starting with the idea of faith tourism does not cost much. Further, he highlighted Eco-Tourism and Medical-Tourism, religious tours, organic farming and various initiatives with the assistance from the World Bank focusing on infrastructure expansion. About 200 acres of land available for tourism infrastructure development in and Kushinagar. In Ayodhya also land acquisition process is going on. World bank is providing loan of about $50 millions for the pro-poor tourism activities like income generation of poor people living around in , , Varanasi and Kushinagar. World bank is providing loan of about $50 millions for the pro-poor tourism activities like income generation of poor people living around in Mathura, Agra, Varanasi and Kushinagar. Thus, by engaging the youngsters, adventure tourism or Swadesh Darshan can be boosted. Uttar Pradesh under the leadership of Hon’ble Chief Minister Shri ji is the most proactive and responsible state in the country in managing the COVID-19 situation with less mortality due to COVID-19 and the economic activities have started with precautions.

17 NEWSLETTER-DEC 2020 Meenakshi Sharma, Director General (Tourism), Ministry of Tourism, Government of India said that being fragmented, the industry is divided into hotels, transportations, tourism, but this isthe first time that everyone stands together and stands high. She referred to work on three points: firstly how the pandemic situation grows. It is dependent on how many more people get contaminated by the virus. Second, is the governance of Government as the government is also focusing on the foriegn travels.

Thirdly , there needs to be a change in the promotional activity of campaigns like ‘INCREDIBLE INDIA’. The new promotions must include factors like wellness, less crowded tourism, factor of experience and learning based trips etc.

18 NEWSLETTER-DEC 2020 Prof. Devashish Das Gupta, IIM Lucknow mentioned the need to look into Tourism Policy and promotion from purely the tourist perspective. He emphasised that all the information touch points especially the website and all the social media handles should stress on communicating the Covid prevention preparedness.

There should be complete prevention of physical touch points like ticketing in monuments as well as physical frisking. Same can be replaced with technology interventions like eticketing as well as thermal imaging. He also emphasised that there should be no ad campaigns but small marketing communication interventions in the BTL mode especially the social media handles. Official tourism website Incredible.org should be renamed with a more Tourism familiar name. Moreover the website should showcase that Indian tourism destinations are safe. In this context he presented a comparison with Netherland Tourism and French Tourism Websites. Prof Devashish underlined the need for inter-departmental coordination for better tourist experience. He also spoke on the need for developing specific SOPs (Standard Operating Procedure) for both preventive and curative disaster management. Concluding, since the situation has become the new normal so we need to think abnormally to overcome the situation. He shared some innovative ideas regarding online sale of handicrafts to customers, 3D tours, creating one day trips, creation of national tourism authority, inviting innovative ideas for tourism and honouring the best with awards, professional hiring and new security interventions for tourists.

19 NEWSLETTER-DEC 2020 Divia Thani, Editor, Conde Nast Traveller India is optimistic about the future of the travel industry. During the past six months during the pandemic, Conde Nast Traveller has seen a 100% growth in their digital audiences. Engagement and interest in travel is at an all-time high for afuent audiences, for whom travel is integral to their lifestyles.

The recovery will be led by high-end travellers with high disposable incomes. This is an opportunity for the industry to focus on high-margin, low-impact travellers for whom the priorities are now nature and the outdoors; health and wellness; local, regional, seasonal food and cuisines. Hygiene is a given and must be communicated consistently. Sustainable and responsible tourism is the way forward and governments must focus on this above everything else as the opportunity to make substantial change is now. One way of doing this is to ensure we measure our goals and successes in travel using not footfalls as a measure but by focusing on revenue instead.

20 NEWSLETTER-DEC 2020 Feedback received from webinar attendees

“Well-structured webinar. Thanks CMEE for bringing down the galaxy of speaker on a single platform. The webinar was highly informative and immensely benefitting, looking forward for more such webinar in future.”

Dr. Garima Srivastava, Assistant Professor, ITS Mohan Nagar, Ghaziabad

“A very descriptive and well-analyzed presentation by speakers covering all the aspects of tourisms. Insightful discussion on course of action planned for tackling Covid-19 situation.” articipant P HarshitaFeedback Gupta, Business Development Executive, ENSOWT

“Good webinar. Tourism industry is very vital and need proper attention with inter department cooperation for growth of economy. The GDP will definitely boost and the tourist attractions in India will definitely boom and ultimately eradicate poverty and unemployment.”

Kshiroda Kumar Sahoo, Kshiroda Kumar Sahoo

21 NEWSLETTER-DEC 2020 Feedback received from webinar attendees

“It was well organized and all the sessions were highly informative and insightful.”

Dr. Vimal Chandra Verma, Assistant Professor, BBD University, Lucknow

“Very deep and insightful webinar and especially impressed by all government institution and their action plan in the coming months by Meenakshi ma'am and Meshram sir. IRCTC's introduction of diversed portfolio of services for luxury tourism have given me goosebumps and many more articipant reason to travel. Thank you CMEE for this session” P Feedback

Shantanu Iwanate, Student, IIM Lucknow

“The session was very insightful and enjoyed. Speakers presented the webinar very meaningful content.”

Rajesh Beuria, Technical Assistant (Catering), NIT Rourkela

22 NEWSLETTER-DEC 2020 Media Coverage of the Webinar

23 NEWSLETTER-DEC 2020 ACKNOWLEDGMENT

Finally, Prof. Satyabhusan Dash and Prof. Priyanka Sharma gave a vote of thanks and congratulated all the speakers and participants for such an insightful discussion with unique and relevant points to revive tourism in the post-pandemic era. CMEE extends its sincere gratitude and regards towards their associate(s), Incredible India, Ministry of Tourism and Uttar Pradesh Tourism, for collaborating towards exchange of their brand and logo association and providing access to the finest and unique photographs from their rich repositories.

Thank you all the speakers and viewers for making the webinar a great success!

To watch the complete webinar recording, visit YouTube : Creative Partner : Link : https://www.youtube.com/watch?v=TJS3jHqokPY

Looking forwards towards continued enthusiastic support…

ABOUT CMEE

The Centre for Marketing in Emerging Economies, established in 2012 is a Centre of Excellence at the strategically located Noida Campus of the Indian Institute of Management Lucknow. CMEE is a lively resource centre for scholars, academicians, marketing research practitioners, government functionaries and corporations from around the world who have an interest in emerging economy markets. Celebrating its 8th year, CMEE has been successfully achieving its objective of continuous education, research & publication and networking. The centre is driven with able guidance from an eminent panel of globally renowned academicians and senior industry magnates who constitute its Governing Body & Research Team. Over the years, the centre has conducted 23 workshops and 3 international conferences with 1000+ participants from industry and academia. The papers presented have been published in internationally acclaimed journals. The centre has published 6 research handbooks and 3 conference proceedings. A snapshot flyer of CMEE’s activities over 08 years since inception, is attached herewith. To download, CMEE Flashback: Glimpses of CMEE activities and Membership Guide, click here. To know more about CMEE, please visit our website www.iimlcmee.org

For any query or clarification, please feel free to contact:

Prof. Priyanka Sharma, Mob.: +91-9935854193, e-mail: [email protected]

Prof. Satyabhusan Dash, Mob.: +91-9971616700, e-mail: [email protected]

Compiled by:

Ishan Srivastava, Marketing Assistant, CMEE: +91-8826280997, e-mail: [email protected]

Dr. Shalini, Research Associate, CMEE e-mail : [email protected]

24 NEWSLETTER-DEC 2020

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Sep 2020 Webinar on ' Tourism in the Covid-19 pandemic era : Challenges and the way forward