19. Tourism and Art & Culture

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19. Tourism and Art & Culture 19. 19.TOURISM Tourism, AND Art ART and & Culture CULTURE Tourism and Art & Culture 19.1 TOURISM bry¦t¨UªJ X«g¨ tUt¨UªJ gh®¤ÂU¥ghd¦ ey¦t¨UªJ thd¤ jt®¡F. - ÂU¡FwŸ 86 The guest arrived he tends, the coming guest expects to see; To those in heavenly homes that dwell a welcome guest is he. - Thirukkural 86 Introduction Box 19.1.1: Approach to Tourism Tourism has a very high potential for The Approach Paper of Union local employment generation and Tamil Nadu Planning Commission’s Twelfth Plan has considerable natural endowments that recognizes tourism as one of the most enable tourism as an industry to flourish. important sub-sectors within the service Vision 2023 gives significant thrust to the sector with very high potential for development of this sector to its potential employment generation, promotion of over the next 11 years. Tamil Nadu’s tourism faster, sustainable and more inclusive industry is the second biggest in India and growth. The travel and tourism sector is built on several attractive propositions in India is estimated to create 78 jobs including beaches, hill resorts, architecture, per million rupees invested as versus and heritage sites. Infrastructure for tourism manufacturing which is estimated includes development of hotels and resorts, to create 45 jobs per million rupees theme parks, entertainment complexes, invested. Tourism stimulates the overall improvements to heritage and archaeological economic growth by creating demand monuments, development and connectivity to for and providing supply of a wide range places of tourist interest. The State targets a of tourism related goods and services foreign tourist inflow of 15 million by 2023. The through interactions between tourists, estimated total investment is ` 10,000 crore business suppliers, host governments for various projects proposed in connection and host communities. A marginal shift to development of world class facilities in in investment to the tourism sector tourist locations with proper infrastructure. provides immense potential for achieving There are three types of tourists visiting the faster growth. State, international, Inter-State and Intra- State. Separate strategies have to be evolved Source : Twelfth Five Year Plan , Union to attract each category of tourists. Planning Commission 813 Twelfth Five Year Plan Tamil Nadu Tamil Nadu ranks second as a basis. Besides owning the largest chain of destination for foreign tourists and third 55 Hotels and a fleet of 23 Coaches in Tamil with respect to domestic tourist arrivals. Nadu, TTDC also provides facilities such The State continues to be the leading State as youth hostels, restaurants, boat houses in foreign exchange earnings to the tune of and other tourist attractions covering all the ` 11,823 crore during the year 2012. The major tourist destinations in the State. TTDC State of Tamil Nadu has been pursuing a two operates 37 types of package tours ranging pronged strategy on making tourists to stay from half a day to 14 days. Special Package for a longer period and provides world class Tours are organized for Corporate Sector and infrastructure facilities to boost the tourism also for group Tourists from Malaysia and sector. other countries. These tours cover tourist destinations in Tamil Nadu as well as some Tamil Nadu is fast becoming a of the other states and they are very popular favoured destination for business travelers with tourists. with Chennai becoming a global metropolis and the growth of various industries such as Rail cum Road Tours from New automobile, software, telecom and banking. Delhi, Mumbai, Kolkatta, Ahmedabad and Tourists from the rest of India spend time Jaipur to Tamil Nadu organized by TTDC are in exploring the State in detail, especially getting overwhelming response. TTDC also the zoological parks, pilgrimage centres, organizes the India Tourist and Industrial amusement parks, hill stations, beaches etc. Fair every year for a period of 70 days from On the other hand, foreign tourists are more January to March. The 'Hop-on' - 'Hop-off' interested in visiting historical monuments, tour (Chennai to Mamallapuram), providing heritage sites as well as understanding our tourist infrastructure to even less known ecological and cultural resources. There is Tourist destinations are other measures for substantial scope to promote Tamil Nadu promoting Tourism in the State in a big way. as a destination for business travelers and The TTDC has been helping to achieve the health tourists. objective of boosting tourism in the State by supporting the activities of the Department of Tourism. Through increased revenue and reduced overheads, the TTDC has enhanced its profitability. Review of Eleventh Plan In the Eleventh Plan, efforts were made to make Tamil Nadu the leading State in India in tourism sector and place it on the international map as an important tourist destination owing to its cultural heritage sites and its monuments of architectural splendor. Fig. 19.1.1: Arjunas Penace, The strategy during the Eleventh Plan was to Mamallapuram look at Tamil Nadu and its various tourism The Tamil Nadu Tourism Development products holistically and in an integrated Corporation (TTDC) was incorporated in manner. Increasing the tourist inflow, 1971 with the objective of promoting tourism promoting private participation, generating in Tamil Nadu by building adequate tourism employment opportunities, guaranteeing related infrastructure facilities on commercial quality services in all sectors of tourism, 814 Tourism and Art & Culture promotion of cultural tourism, eco-tourism Financial Review and Performance of and tourism in the coastal belt; and exploring Eleventh Plan and developing new global markets for tourism products were all essential elements The outlay for tourism for the Eleventh of the plan for achieving the Eleventh plan Plan period was fixed at ` 174.95 crore. An objectives. During the Eleventh Plan period, expenditure of ` 158.39 crore was incurred Tamil Nadu registered an average annual during the Plan period. The details of outlay growth of over 28.5 percent inspite of global and expenditure during Eleventh plan with economic recession. respect to State schemes are given in Table 19.1.1. Table 19.1.1: Eleventh Plan Outlay and Expenditure - Tourism (` crore) Name of the Scheme Plan Outlay Outlay Sanctioned Expenditure Promotion and Publicity 60.00 57.00 57.82 Development of Infrastructure 109.95 54.29 53.74 facilities at Tourist Destination Improvement of Access of Roads - 35.60 35.74 Schemes shared between State - 6.00 0.73 and Centre (GoI Assisted Schemes) Fairs and Festivals 5.00 9.10 9.07 Other activities Eco-Tourism Development of Kovai - 1.34 1.29 Courtalam Total 174.95 163.33 158.39 Source: Dept. of Tourism and Culture, GoTN. Table 19.1.2: Tourist Arrivals in Tamil Nadu ( in crore) Year Domestic Foreign Total Growth Rate (%) 2007 5.06 0.18 5.24 29.20 2008 6.26 0.20 6.46 23.40 2009 7.80 0.24 8.04 24.35 2010 10.30 0.28 10.58 31.60 2011 13.67 0.33 14.00 32.36 2012 18.41 0.36 18.77 34.01 Source: Dept. of Tourism and Culture, GoTN. 815 Twelfth Five Year Plan Tamil Nadu Table 19.1.3: Foreign Exchange Earned in Tamil Nadu and India ( ` crore) Year Tamil Nadu Growth Rate % All India Growth Rate (%) 2007 5,430 79.80 44,360 49.84 2008 6,236 14.84 50,730 14.36 2009 6,796 8.98 54,960 8.34 2010 9,889 45.51 64,999 18.27 2011 10,383 5.00 77,591 19.37 2012 11,823 13.87 94,487 21.77 Source: Dept. of Tourism and Culture, GoTN. Graph 19.1.1: Growth of Tourist Arrivals in Tamil Nadu The above table followed by the • To increase the duration of stay of tourists graph shows that the increasing trend of • To preserve the rich cultural heritage and both domestic and foreign tourists to Tamil monuments of architectural splendor Nadu over the years. The Twelfth Plan will • To increase the average amount spent per focus on development of domestic tourism day, for both international and domestic with necessary infrastructure facilities with tourists a view to attracting 7 million foreign tourists • To promote Tamil Nadu as an attractive by 2017. destination for medical tourism Twelfth Five Year Plan • To qualitatively upgrade infrastructure in Objectives the State with futuristic approach in terms of traffic, accommodation, basic amenities • To promote Tamil Nadu as an attractive etc international tourist destination and sustain its leading position • To focus on human resource development among tourism service providers through • To increase the number of tourist arrivals capacity building and training. in the foreign and domestic sector too. 816 Tourism and Art & Culture accordingly. In encouraging private Box 19.1.2: Tourism Policy sector, the tourism department will be a facilitator for development without being a In 2011-12, The Tamil Nadu State partner or investor. Government has announced preparation of a Tourism Policy for the State, • Encouraging participation of Corporate highlighting the important aspects and Sector, Oil companies for increasing providing a comprehensive package of certain tourist infrastructure facilities like schemes for the development of tourism Cruises, Star Hotels, Resorts, Air-Charter in the State. tours, Heli-taxi and wayside facilities close Source : Policy Note, 2011-12 Tourism and to petrol-pumps. Culture Department, GoTN • Human Resource Development in Tourism Strategies and Thrust Areas and Hospitality sector by conducting management courses at various In order to boost tourism sector in educational institutions and training Tamil Nadu, the following are the thrust areas programmes for tourist guides. suggested during the Twelfth Plan period: Publicity and Tourism development Infrastructure improvements • Promoting important festivals. • Providing quality tourist infrastructure. • Printing of tourist friendly literature with • Basic amenities like Drinking water, authentic information.
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