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11.4 Tourism 11.4 TOURISM Tourism promotes international understanding. It generates innumerable benefits, both in social and economic spheres. Today tourism is widely acclaimed as an important global industry offering immense employment opportunities, both direct and indirect. It has emerged as an instrument for employment generation, poverty alleviation and sustainable human development. During 2001-2002, direct employment in the tourism sector was estimated to be 18.52 million. Tourism also promotes national integration and international understanding and gives support to local handicrafts and cultural activities. It earns the much-needed foreign exchange. Tourism in India has grown substantially over the last three decades. However the Indian tourism was adversely affected after the 11th September 2001 events and the subsequent developments leading to Afghan War, Indo-Pak border tension and terrorist attacks in some places in India. Foreign tourist arrivals in India recorded a decline of 6.9 percent during the year 2002 as compared to the year 2001. India’s share in the world tourism market during the year 2001 was 0.37 percent. Foreign exchange earnings during the year 2002 was of Rs.14,195 crore. Tourist arrivals in India in 2003 were close to 3 million with earnings equivalent to over Rs.17,000 crore. Domestic tourism plays a vital role in achieving the national objectives of promoting social and cultural cohesion and national integration. Its contribution to generation of employment is very high. With the increase in income levels and emergence of a powerful middle class, the potential for domestic tourism has grown substantially during the last few years. During the year 2002 about 272 million domestic tourist visits were made. Tamil Nadu as a tourist destination has the heritage, culture and scenic beauty to make it all irrestible. Nature has bestowed Tamil Nadu with bountiful tourist spots. To supplement these natural resources, there are mammoth temples, monuments etc. which serve as great tourist attractions. Tamil Nadu is a fascinating State, which is virtually flooded with tourists all round the year. Here, technology co- exists with tradition and it is a place where ancient architecture & contemporary vitality blend harmoniously. The many splendoured state that Tamil Nadu is has been described in the following paragraphs: The culturally and naturally abundant State is captivating, bewitching, enchanting, and magical. It is like a feast for the tired eyes, mind, body and soul. It has it all: Numerous temples depicting the timeless magic of an age gone by, the magnificent sea, the hills that whisper to the clouds, the water falls that are like a blessing and an experience that is best when it is felt. [from Enchanting Tamil Nadu - Experience Yourself (2003)] “All the Wealth that is there in the World lies in Tamil Nadu” - Bharathiyar Tamil Nadu presents a multitude of choice to tourists - hill stations, historical, religious, pilgrims centre cultural and archaeological centres, beautiful beaches, seaside resorts and wonderful wildlife sanctuaries. The tourist wealth of the State can be broadly classified as follows: a) Hill Resorts -Udhagamandalam, Kodaikanal, Yercaud, etc. which offers the tourists a beautiful mix of mountain ranges and plains, exotic plants and shrubs, pastoral laid scape, Grassy hillocks etc. b) Beach Resorts - Marina /Elliots beaches in Chennai and other sugar-white, sun- drenched bays and beaches all along the 1000 km. long spectacular coastline. 696 11.4 Tourism c) Waterfalls- Hogenakkal, Courtllam etc. which are awesome spectacle of colossal cascade of water d) Zoological Parks -Arignar Anna Zoological Park, Chennai and others e) Botanical/Horticulture Gardens - at Uthagamandalam, Coonoor etc. they are immaculately maintained to provide a visual feast f) Wildlife Sanctuaries- Mudanthurai, Kalakkadu etc g) Historical monuments / Heritage sites- Mamallapuram, Gangai Konda Cholapuram etc. where the architecture is unique and inspiring h) Memorials- Built by Government of Tamil Nadu like Kattabomman Memorial Fort, Poompuhar Tourist Complex etc. i) Religious Centres - temples, churches, mosques etc. at Madurai, Kancheepuram, Thanjavur, Trichy, Rameswaram, Velankanni, Nagore etc. in which every inch of the surface is exquisitely caved, delicately and distinctly but at the same time integrally linked with each other. The extravagantly sculpted carving display the ingenuity and artistic skill of the sculptors. Fairs and Festivals like Pongal, Chithirai Vizha, Dance Festival etc. at Mamallapuram also have tourist attraction. There is considerable potential in: Leisure Tourism- Golf / Snooker clubs, Theme Parks, Trout fishing at Kodaikanal, Boating etc. Adventure Tourism- Trekking, Hang gliding, Angling, Boating, Water surfing IX Five Year Plan Review For the IX Plan period a sum of Rs.3,000 lakhs was provided for Tourism sector. Taking into account the revised estimate for the year 2001-02 of Rs.1018.74 lakhs, the total expenditure during the IX Plan period is estimated to be Rs.2214.67 lakhs which is 73.8% of the total outlay. The shortfall in expenditure is partly due to shifting of certain schemes to Non-Plan side. Tenth Five Year Plan (2002-07) Vision / Goals • To make Tamil Nadu the numero uno State in India in respect of Tourism sector and place it on the map of International Tourism by marketing it as an important destination with heritage sites • Double the tourist arrivals and revenue to the Government by the end of the X Five Year Plan period • To address rampart unemployment problem through tourism • To make tourism the major economic activity in the coming years Outlays and Objectives For the Tenth Five Year Plan (2002-07), an outlay of Rs.102 crores has been provided for the development of Tourism in the State The main objectives could be stated as follows : • To increase the Tourist inflow to Tamil Nadu to 10-12% per annum (from the present level of 7-9%). • To stretch the period of stay of domestic tourists in Tamil Nadu from 7-9 to 10-12 days and in respect of foreign tourists from 4-7 days to 6-8 days 11.4 Tourism 697 • To provide basic amenities and undertake major improvements to the existing infrastructure facilities at tourist spots - something more than just a facelift. The facilities should conform to international standards. To achieve the above objectives, the 7 point action plan for development of Tourism in Tamil Nadu as announced by the Chief Minister of Tamil Nadu while inaugurating the 64th SKAL World Congress at Chennai on 20.10.2003 is as follows: • Unlocking the hidden treasures of Tamil Nadu • Positioning Chennai and Coimbatore as destinations for international conventions and exhibitions • Twinning of destinations • Improving accessibility and upgrading the transport network • Filling up infrastructure gaps in major tourist destinations • Aggressive and focused marketing • Facilitate Charter Flights and cruise tourism Though Tamil Nadu has everything – hill stations, beaches, places of archaeological importance, pilgrimage centres, what it lacks at places is infrastructure. For example, when a ship docks at Tuticorin, there is no local coach available for the tourists, they have to be sent from outside, and this costs one more time and money. Similarly although Kanyakumari is a very popular destination, there are no star or beachfront hotels. Tourists prefer to stay in Triuvandrum and drive to Kanyakumari for the day. Rameswaram too suffers due to the same problem despite its steady stream of devotees visiting the temples. Hospitality industry – quality hotels especially – have an important part to play, and should be wooed to set up shop in these places. To sustain the growth of tourist arrivals, the quality of experience is very important (even more than the price and range of packaged tours). The experience chain for a tourist is a series of interactions beginning from the embassy / consulate giving Indian visas and passing through the airlines, immigration channels, customs clearances, the airport, eating places, tourist places, hotels, shops, streets etc., till departure. Many countries have realized the value of close monitoring of tourist profiles, their psychology, their expectations, their spending habits, their requirements and their feedback through painstaking research. They have been able to identify what they seek, how they get satisfied and if they come back at all. This effort is backed by training at several levels and along the chain to inculcate service-oriented behaviour and to render quality service. Thus, the Island of Malaysia attracts three times more tourist traffic than continental India. In the last two years, a professional marketing programme has been taken up to put the State on its way to becoming a tourism bonanza. The sustained campaigns included promotion world over in the print media, participation in major tourism fairs in London, Berlin and Kaula Lumpur, and sustained work with the travel industry. All these have combined to give a greater visibility to Tamil Nadu in the international tourism sector. The State has succeeded in reaching out to people in several countries. The "turning point" was the SKAL World Congress hosted in Chennai in 2003 . Nearly 600 delegates from international markets participated in the meet, resulting in increasing number of trade enquiries. As a result of the sustained campaign over the last one year, the brand image of "Enchanting Tamil Nadu" has become quite popular not only in the domestic market but also among the International travel trade. A leading European 698 11.4 Tourism international travel magazine. "Selling Long Haul" in its March 2004 issue described Tamil Nadu as India's emerging destination for tourism. It also subsequently wrote that 'Tamil Nadu is OK for UK'. There has been a steady increase of tourist traffic to the State. During the year 1997, 189.3 lakhs domestic and 6.4 lakhs foreign tourists visited Tamil Nadu. It rose to 229.8 lakhs and 7.9 lakhs respectively during 2000. During the year 2002 the corresponding figures for domestic and foreign tourists is 246.61 lakhs and 8.04 lakhs.
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