MYSTIC EAST ...an unexplored horizon A Bi-monthly Magazine by HRAEI | Vol 7 | Issue 2 | March - April 2021

BOUNCE BACK MANTRA Despite the pandemic new hotels are coming up in eastern India

Taj Chia Kutir Resort & Spa, Darjeeling

PRESIDENT'S NOTE

The tie-up with hospitals had gone a long way to deal with the acute crisis of hospital beds

The association has again initiated a tie-up ready to join hands with hotels for satellite Tof hospitals with hotels for satellite facilities centres. The hospital has already tied up with to serve ailing Covid-19 patients in the hour three hotels— Sojourn, Southern Plaza and of crisis of the pandemic’s second wave. Casa Broadway. Belle Vue and Medica are also Recently some healthcare units formalized joining the effort. Our association has already the venture at a meeting attended by the written a letter to the health secretary, offering home secretary, principal secretary (health) rooms for satellite Covid treatment. We have and the commissioner of Kolkata Municipal also requested the state government to Corporation, along with representatives of provide a list of the towns and cities where it HRAEI and hospitals. would require rooms for quarantine centres. At the meeting the health secretary Incidentally, HRAEI had organized 2,000 advised us to meet with our hospital coun- rooms during the first wave. The tie-up with terparts and expedite the satellite facility hospitals had gone a long way in helping structure. More than 500 hotel rooms would the state government deal with the acute be ready in the first phase. We requested the crisis of hospital beds during the peak of the administration that the hotels also should be pandemic. It also helped hotels get minimal allowed to start care centres individually for business – since the bed and food charges Covid patients who have no symptoms. were nominal – to recover the utility bills and Association of Hospitals in Eastern India pay its staff salary, when normal business president and AMRI Group said they were was hit hard due to low room occupancy.

Mr Sudesh Poddar President, HRAEI

MYSTIC EAST | 3 EDITOR’S MESSAGE

The Maharashtra lockdown which began in mid-April is likely to have a severe effect on the MYSTIC EAST hospitality industry, especially the restaurant and A BI-MONTHLY MAGAZINE BY HRAEI Vol 7 | Issue 2 | March - April 2021 bar segment. Having registered a huge spike of infections in the second wave of the pandemic, there is no doubt that some restrictive measures EDITORIAL BOARD were needed. SUDESH PODDAR PRESIDENT, HRAEI Though hotels have not been shut and their DR. SUBORNO BOSE restaurants are still open for in-house guests and SENIOR VICE PRESIDENT room service, the sector still feels strongly about MOHAMMED AZHAR the need for measures to stop Covid, though the HONOURARY SECRETARY methods can vary. With the new local restrictions VIJAY SHRIKENT in place, travel in the state is going to be adversely GENERAL MANAGER-TAJ BENGAL & CITY GENERAL MANAGER, KOLKATA impacted and will affect the hospitality industry EDITOR Properties can which is heavily dented due to the pandemic. ATIKRAM GUPTA be shut but the While the restaurants are ready to come forward EDITORIAL CONSULTANT and coordinate, it clearly indicates that the gov- SUSMIT BARMAN government must ernment has to meet the industry somewhere in CHIEF DESIGNER do justice to the the middle. Properties can be shut but the govern- SOMU DUTTA ment must do justice to the owners, staff and their ‘Mystic East’ magazine is printed owners, staff and families. Salaries must be taken care of, owners and published by Atikram Gupta on behalf of Hotel and their families must be unburdened of the property tax, statutory Restaurant Association of Eastern India. fees must be waived off, electricity and water bills Printed at CDC Printers Private Limited, No.45, Radha Nath must not be generated until the industry becomes Chowdhury Road, Tangra Industrial Estate-II, Kolkata, West Bengal 700 015 completely operational again. The decision by the state government is tragic Hotel and Restaurant Association of Eastern India, 18A/1, as the authorities have chosen to go with another Everest , 18th Floor, 46C, Chowringhee Road, Kolkata- 700 071; draconian lockdown instead of accelerating the Telephone- +91 33 2288-1742/43, 40035993. vaccination program. Hope other states don’t E-mail: [email protected] follow in the footsteps of the Maharashtra govern- Website: www.hraei.co.in ment

THIS ISSUE OF MYSTIC EAST CONTAINS 56 PAGES INCLUDING COVER AND BACK COVER All information in Mystic East magazine is derived from sources we consider reliable and a sincere effort is made to report accurate information. The publisher regrets that he cannot accept liability for error and omissions contained in this publication that might have crept in inadvertently. Similarly, opinions/views expressed by third parties are not necessarily shared by the magazine. However, we wish to advise our readers that one or more recognised authorities may hold different views than those reported. Material used in this publication is intended for information purpose only. Readers are advised to seek specific advice before acting on information contained in this publication which is provided for general use, and may not be appropriate for the readers’ particular circumstances..

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Ever since the Union Government announced the Emergency Credit Line Guarantee Scheme (ECLGS) under the Atmanirbhar Bharat stimulus measures to fight the Covid-19 financial stress, the travel and tour- ism sector stakeholders have been asking for a sector specific scheme as many of the parameters defined in the government scheme were not easy to be met and fulfilled. The government continued to ignore the demand all these while, but decided favourably considering uncertainties that exist in the sector due to the new virus wave in the country. The ECLGS 3.0 announced by the Ministry of Finance will cover business enterprises in hospitality, travel & tourism, leisure & sporting sectors which had, as on February 29, 2020, total credit outstanding not exceeding INR 500 crore and overdues, if any, were for 60 days or less, on that date. ECLGS 3.0 would involve extension of credit of up to 40% of total credit out- standing across all lending institutions as on February 29, 2020. The tenor of loans granted under ECLGS 3.0 shall be 6 years including a moratorium period of 2 years. The industry is not sure While the scheme will be beneficial for big play- whether the ECLGS ers with credit outstanding upto INR 500 crores, the industry is not quite sure whether the scheme would scheme would help the have any major impact on the bulk of the MSME bulk of the MSME segment segment in the travel, tourism and hospitality indus- try. The small enterprises did not have an exposure to banks or had a very limited exposure as on February 29, 2020. Also, it would be very good if hotel staff were also considered as frontline workers for eligibili- ty for immediate vaccinations.

Mr Mohammed Azhar Honourary Secretary

MYSTIC EAST | 5 Inside

Cover Story March - April 2021 23 BOUNCE BACK MANTRA Despite the spectre of the pandemic many new properties are coming up in eastern India

10

INTERVIEW: MR GIRISH ARORA BACK TO BUSINESS The General Secretary of How the hospitality industry in Hoteliers Association of Spain bounced back with robust A&N Islands discusses how 12 support from the country's the industry got back to its government and the European feet Union

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CRISIS LESSONS HASHTAGS 20 36 FOR REVIVAL

How are the hospitality and higher education landscapes changing? Insights from EHL, Switzerland The new media can be used diligently to attract travellers to book FOOD BUSINESS, first time or a return visit 30 FRAMED

Even though there is no NATURE'S HIDDEN study to show that the JEWEL corona virus spreads via 42 food products, food service Jharkhand has drafted a new tourism operators were the first policy focusing more on private casualty of the pandemic investment

MYSTIC EAST | 7 HRAEI CORNER

Hotel-hospital tie-up to fight Covid in Kolkata

ith the number of Covid-19 accommodate Covid positive patients treatment protocols.” W cases increasing on a daily ba- with mild to moderate symptoms, “More than 50 percent of the rooms sis, patients are facing an acute bed where the attached hospital will be in these satellite centres have been shortage across hospitals in Kolkata. treating them under the care and filled up with asymptotic patients and Most city hospital beds have been guidance of their medical teams, as are being treated there. More and filled up and at every hospital, the per the guidelines and advisories more hospitals are taking up such queue is getting longer. framed by the Union Health Ministry facilities and we expect more beds In this trying time, the Hotel & and the State Health department.” will be added at satellite centres over Restaurants Association of Eastern Rupak Barua, President, Associ- the next few days,” Barua added. India (HRAEI) has joined hands with ation of Hospitals in Eastern India, Although hospitals have been the Association of Hospitals of East- said, “Hospitals in Kolkata, Salt Lake, augmenting beds for Covid patients, ern India (AHEI). Hotels have come Rajarhat New Town, and adjoining the rising demand on a daily basis is forward to offer their rooms to serve areas have tied up with hotels and still causing issues in finding beds at as satellite centres of hospitals that almost 500 rooms have been add- hospitals. are within a 2 Km-radius of respective ed as satellite facilities of hospitals. Poddar said, “The arrangement hospitals. Asymptotic patients admitted in such between hotels and hospitals have Sudesh Poddar, President, Hotel & satellite centres will be treated under been quite fruitful. The situation is Restaurants Association of Eastern strict supervision of qualified medical expected to ease down within a few India (HRAEI), said, “We have offered teams of the associated hospital, with days. We have received interest from around 1,000 rooms across various round-the-clock presence of doctors more hospitals to set up satellite categories of hotels, which can be and nursing staff. These centres will centres and the number of beds at attached to hospitals as satellite be equipped with necessary med- these centres will go up over the next facilities. These centres will be used to icines, oxygen supply, and other few days.

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Associations urge FM to customise ECLGS scheme

everal hotel associations in India ECLGS 3.0 scheme for hotels, there- more improved scheme. Allowing S have made some submissions fore, needs to factor in these aspects hotels to utilise the credit line for any recently to the Finance Ministry. unique to the Industry. business purpose, including repay- While conveying its deep gratitude Inclusion of State Financial Corpora- ment of loans and interest payment for extending support to the Industry tions, Asset Reconstructions Compa- would provide additional support. by extending the scope of the Emer- nies (ARCs) and Debt Funds, extension A complete or partial waiver of gency Credit Line Guarantee Scheme of moratorium, capping of interest statutory expenses like property tax/ (ECLGS) through the introduction of rate at 8 percent, increasing of the lease rentals/license fee /excise fee ECLGS 3.0 to cover business enterpris- delinquency period are some of the payable by hotels to various govern- es in Hospitality, Travel and Tourism. suggested customisations. In addition, ment authorities and an Introduction The associations have highlight- the Association has requested that of a plan/policy where hotels can ed that the scheme requires some Hotels with no borrowings should also renegotiate lease rentals/license fee customization. In addition to being be eligible for ECLGS 3.0 as these too in a manner that for the remaining highly capital intensive, hotels have are facing a severe liquidity crunch. term, the lessor/li a high percentage of fixed costs of HAI has highlighted that while ECLGS censor can have incremental reve- operations that have become unsus- 3.0 offers liquidity to pay interest nues, while the hotels are given the op- tainable owing to nil or negligible obligations, it does not help business- portunity of recovering/recouping their revenues. The recovery of hotels will es to survive. Interest subvention and losses due to this pandemic are other also be long drawn as borders will a longer payback period can provide relief measures suggested the Associa- be reopened with extreme caution both liquidity and relief. tion for sympathetic consideration. and traveller confidence will return A simpler and quicker dispersal over an extended period of time. The process will make for a better and Source: ET Hospitality World

MYSTIC EAST | 9 INTERVIEW-MR GIRISH ARORA

Industry's own efforts helped the islands get back 50 per cent of its business

Mr Girish Arora is General Secretary, Hoteliers Association of Andaman & Nicobar Islands. He is a Manag- ing Committee Member of Hotel & Restaurant Association of Eastern India (HRAEI) and also a Member of the Lieutenant Governor’s Advisory Committee in the island. As the past President of Andaman Chamber of Commerce & Industry, Mr Arora has taken key steps to develop the islands into an important tourist destination. He is a Managing Partner of Sea Shell Hotel Resorts & Spa, a chain of luxury resorts in Port Blair, Havelock and Neil Islands—counted among the most gorgeous resorts in the islands by Conde Nast Traveller. He spoke to Mystic East in an exclu- sive interview on how the hospitality industry in A&N Islands has coped with the pandemic situation. Excerpts here:

What strategies have you adopted to bounce back in the after the Covid-19 outbreak? We adopted the following strategies during and after the pandemic. First, we instilled confidence in staff to come back to work in an industry where close proximity to guests is unavoidable. To do this we trained the staff with the new cleaning and sanitation Standard Operating Pro- cedures. We created a safe working atmosphere for all by ensuring that all staff are following the laid down hygiene and sanitation protocols. Second, we coordinated with the administration to make it manda- tory that all incoming passengers

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Sea Shell Hotel Resorts & Spa, Port Blair

or guests to these islands undergo substantial budget was allocated. We for all incoming passengers. This was mandatory Rapid Antigen Test (RAT) ensured that guests followed all the done by the government. We asked at the airport on landing to detect Dos and Don’ts and they can actu- the administration to speak with the virus responsible for Covid-19. ally see that hygiene and sanitation airlines to increase the frequency of However, it was observed that this protocols are being followed. They flights to these isles. We were getting resulted in long queues at the arrival were encouraged to recommend us 18-22 flights per day before the pan- terminal and increased exit time suggestions to improve the proto- demic, but now we have only 10-12 from the airport. Then in consultation cols. flights per day. The administration is with the administration it was made During the uncertain times—not trying to increase the number--it’s a mandatory that all incoming passen- conducive to travel—we introduced work in progress. We requested the gers or guests to these islands should a flexible cancellation policy to make government to allow private ferries to get their RT-PCR test done 48 hours it convenient for guests, in case they operate across islands—the adminis- before boarding the flight. This led are unable to travel. tration allowed it. to the Andamans being the “Safest These steps were initiated on World Destination to Travel” and it greatly Tourism Day (September 27, 2020). Did the Union or State/UT inspired guest confidence to travel to As a result by December 2020 the budget offer you any support? these islands. tourism in these isles was back to 50 No. Apart from the Government of In addition to this, we communi- per cent of the pre-COVID times. India’s All India COVID Relief Package, cated to guests that we are following no specific relief for the islands was the prescribed norms for best con- What help did you get from the announced. In the State/UT budget trol over the pandemic social media State and Central government to no offer of support was mentioned. platforms and other media channels bounce back? Frankly speaking, we have received so that they are confident to travel We requested the administration to no financial support or assistance to the islands. For this campaign a make RAT/RT-PCR tests mandatory from the state/UT.

MYSTIC EAST | 11 STRATEGY BACK TO BUSINESS Hospitality industry in Spain adopted a proactive initiative, with robust support from the country’s government and the European Union to recover from the pandemic-induced setback

Tourism has been making an important contribution to the GDP of the Spanish economy for many years

HE health crisis caused by the country’s economy and, at the same When crises such as COVID-19 hap- pandemic COVID-19 has been time, the country is a leading desti- pen, they force hospitality companies T of such magnitude that the nation of world tourism. This double to change their operating strategies. drop in economic and tourist activity circumstance means that Spain was These events generate high levels of in most countries is generating an affected by the pandemic caused by uncertainty and usually require quick economic crisis with consequences COVID-19 in a very negative way and responses in facing negative impacts. that are still difficult to measure. it was essential to have an adequate Nevertheless, previous research Spain is one of the few countries in recovery strategy especially geared has shown that there is little pre- the world in which a double situation towards this sector and its compa- paredness for a crisis situation in the occurs: tourism is a basic sector of the nies. hospitality industry, due mainly to a

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The main origin countries for these tourists in Spain before the pandemic were the United Kingdom (21.60%), Germany (13.35%)and France (13.33%), which accounted for 48.28% of international tourist

lack of devoted resources and a lack pact on the hospitality industry. The term, difficulties in collecting loans, of knowledge and experience about immediate-term impacts are a severe postponed future investment plans how to act. decrease in tourists, occupancy levels or difficulties in paying debts can Previous research has focused on and a fall in average daily rate (ADR) accelerate the return to normal destination response and recovery and revenue per available room activity. Summarizing, the main re- with little research specifically in (RevPar). In the short term, other sponse strategies are focused on cost hospitality responses and recovery impacts, such as job cuts, changes in reduction, push and relaunch local strategies. However, the little research operations and reduction in services, market, price reduction, preparation unanimity that exists has found that threaten the recovery of the hospi- of contingency plans and human re- crisis situations have a strong im- tality industry. In the medium–long source policies. The following section

MYSTIC EAST | 13 STRATEGY

will deepen an understanding of how has been due to the attractiveness, tourists in 2019. the Spanish hospitality industry is welcoming capacity and high degree Within the tourism sector, the facing the return to the “new normal” of tourism competitiveness that hospitality industry has a special following a situation of zero tourism. characterises Spain. In the period role in Spain, because international 2016–2019, inbound tourism grew tourists who visit Spain prefer hotel Key contributor to GDP 11.13%. The main origin countries accommodations. Specifically, in Tourism has been making an import- for these tourists were the United 2019, 65.38% of these tourists stayed ant contribution to the GDP of the Kingdom (21.60%), Germany (13.35%) in a hotel. In addition, the evolution Spanish economy for many years. and France (13.33%), which account- in recent years has been very positive, Specifically, it is estimated that, in ed for 48.28% of international tourist despite the strong growth in the use 2018, the tourist gross domestic arrivals in Spain. This is a major added of rental housing and shared housing product stood at more than 147 problem of the pandemic, because with their owners, reaching a growth billion euros, which represents 12.3% these three countries are especially rate of 13.61% in the 2016–2019 pe- of the national GDP. Furthermore, suffering the COVID-19 crisis due to riod, with an average stay in 2019 of this contribution has evolved very having very high levels of transmis- 3.08 days. On the other hand, most of positively in recent years, with a sion among their population. The the tourists who stay in Spain in ho- growth rate in the 2015–2018 period attractiveness of Spain as a tourist tels are foreigners. In 2019, overnight of 25.3% in income and 11.8% in the destination has enabled it to occupy, stays by residents abroad accounted percentage of national GDP. in recent years, the second position for 65.20% of total overnight stays, This important contribution of worldwide for international tourist ar- compared to 34.80% corresponding tourism GDP to national wealth rivals, reaching entries of 83.7 million to Spanish residents. This accom-

Within the tourism sector, the hospitality industry has a special role in Spain, because international tourists who visit Spain prefer hotel accommodations

14 | MYSTIC EAST

STRATEGY

modation capacity is due to the fact erated by COVID-19. The first set of layoffs due to the COVID-19 pandem- that Spain has an important hotel measures are of an economic-finan- ic. With the aim to repair damage offering. Specifically, the average cial nature and were initially promot- from the crisis and prepare a better number of hotels opened in Spain ed after a telematic meeting of G20 future for the next generation, the in 2019 amounted to 14,840 hotels ministers held on 24 April 2020, in Commission sent to the European that offered a total of 18,201,847 which the need to work together and Parliament, the European Council, the beds annually and hired, throughout in a coordinated way worldwide was Council, the European Economic and the year, a global average of 219,796 raised, setting homogeneous mea- Social Committee and the Committee employees. sures to create safe destinations that of the Regions (Brussels, 27 May 2020 In the first seven months of 2020, allow an adequate recovery in the COM (2020) 456 final) a Communica- there had already been a decrease of tourism sector. In this way, the G20 tion on 27 May 2020 entitled Europe’s 72.43% in international tourist arriv- tries to take on the challenge that moment: Repair and Prepare for the als, or more than 34.8 million tourists. the World Travel & Tourism Council Next Generation. It proposed a new January had a fall of 1.36%, followed (WTTC) launched two days earlier; Euro 750 billion recovery instrument, by a recovery of 0.98% in February, that is, to lead a coordinated recov- Next Generation EU, embedded with- but March was a disastrous month ery of the tourism sector worldwide, in a powerful and modern long-term with a decrease in the entry of foreign since the countries that make up EU budget. In addition to Next Gener- tourists of 64.27%, shifting from an the G20 have a tourism activity that ation EU, the Commission proposed entrance of more than 5.5 million represents more than three quarters to revamp the EU budget, amounting tourists to just over two million. of world tourism GDP. to some Euros 1100 billion between However, April and May were even The European Council approved, 2021 and 2027. From the Next Gen- worse, because there was no entry of on 23 April 2020, an initial budget of eration EU, it is estimated that Spain international tourists. 540,000 million euros to help coun- could receive around 140,000 million, Given these disastrous data, it was tries finance their plans to avoid mass of which 77,000 million would be necessary for Spain to adopt recovery strategies that apply in general to the tourism sector and in particular to the hospitality sector that mitigate, as much as possible, the negative effects that the pandemic is causing to these sectors. In the next section, an analy- sis will be made of the initiatives that are being undertaken both interna- tionally and in Spain to try to properly recover the tourism sector.

Initiatives to Support the Hospi- tality Industry In the face of the economic crisis caused by the COVID-19 health pandemic, a wide range of initia- tives have been undertaken, both internationally and nationally, which have been complemented by specific actions by hotels and hotel chains operating in Spain. At the international level, two Given disaster caused by the pandemic, it was necessary for Spain to adopt general types of initiatives have been recovery strategies that apply in general to the tourism sector and in particular launched to support the crisis gen- to the hospitality sector

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non-repayable and the remaining chains are Meliá Hotels International 63,000 million in loans. The European Council (hereinafter Meliá), Iberostar Hotels approved, on 23 April & Resorts (Iberostar), Barceló Hotel Hygiene Protection Group (Barceló), Riu Hotels & Resorts The second set of measures are 2020, an initial budget (Riu) and the NH Hotel Group (NH). All sanitary protection. The tourism of 540,000 million euros of them invoice more than 1500 mil- sector, through the WTTC, developed lion euros, have between almost 100 a series of protocols [36] to reactivate to help countries finance and more than 350 hotels and offer safe tourism in the world, and, at the their plans to avoid between 32,000 and 83,000 rooms to end of May 2020, the protocols to be mass layoffs due to the their guests. applied in hotels had already been The five Spanish hotel groups published. The “suggested protocols COVID-19 pandem- have set themselves the common for hospitality were compiled based ic. With the aim to repair objective of protecting the health of on input from leading hospitality damage from the crisis customers and their employees, im- companies either directly or from plementing strict hygiene standards their public announcements around and prepare a better in the facilities and in the processes, the safe, healthy and responsible future for the next promoting social distancing and reopening of hotels to the public. avoiding, as much as possible, direct The protocols also take into generation, the contact between employees and cus- account World Health Organization Commission sent to the tomers by strengthening digitisation (WHO) and the US Centers for Dis- European Parliament, and opting to undertake extensive ease Control and Prevention (CDC) communication and awareness pro- guidelines. The objective is to ensure the European Council, grammes that involve both custom- that protocols are in place across all the Council, the ers and employees in the adoption of relevant functions with an increased and compliance with these preven- focus on health, safety and social European Economic tion measures against COVID-19. distancing guidance which travelers and Social Committee However, there are also substantial will need and expect”. changes that affect the core of the hotel business, such as those related National Initiatives to the acceleration of digitisation, At the Spanish state level, econom- support for self-employed workers in the operation of accommodation ic-financial initiatives can be classified the tourism sector through financial and food and beverage services and into two categories. The first includes benefits (in mid-May 2020, more the use of common areas, as well as all those policies and measures to than 250,000 workers in the tourism internal security protocols and the support companies in the sector sector received these benefits); and creation of new departments and whose survival may be at risk due to (d) tax measures, which are specified jobs. the harmful effects of the pandemic. in the deferral of debts, business and This support to the tourism sector self-employed taxes for a period of six Ancillary uses can be classified into four catego- months. Most of these measures have One of the response strategies that ries: (a) labour measures, through also been implemented, with their has been implemented in all health the possibility of applying tempo- specific features, by the rest of the crises as a recovery strategy has been rary employment regulation files to European countries. the offer of rooms for purposes other companies in the tourism sector (b) than tourism accommodation. This financial aid, through the application Private Initiatives response strategy was implemented for bank loans with public guarantees To analyse the private initiatives that by the sector during COVID-19 after (by mid-May 2020, more than 80,000 companies in the sector are develop- Spain closed all its economic sectors applications had been processed ing in Spain, the five largest Spanish and the health sector was on the from 68,000 companies for a total hotel chains based on turnover verge of collapse. The Madrid Hotel of almost 6,500 million euros); (c) have been selected. Among these Business Association offered the Gov-

MYSTIC EAST | 17 STRATEGY

The five Spanish hotel groups set themselves the common objective of protecting the health of customers and their employ- ees, implementing strict hygiene standards to boost tourist confidence ernment of Madrid the possibility of common in all health crises have tions. However, these measures and medicalising some hotels during the been implemented, such as the campaigns will only be successful if harshest phase of the pandemic. redirection of hotel marketing and there is close collaboration between Specifically, beds were offered in 13 sales programmes and promotional the government and the hotel sector. hotels (Ayre Gran Hotel Colón, Hotel packages. Four of the five chains The government’s support is needed Marriott Auditorium, HotelVía Castel- have given names to the infection in relation to the permitted mobility lana, Hotel City House Florida Norte, prevention programmes that they measures, opening of borders and Hotel Vértice Roomspace, Hotel are implementing. Specifically, Meliá airports, elimination of quarantine Miguel Ángel, Hotel NH Parla, Hotel has named it “Stay Safe with Meliá”; periods and other measures that pose Ilunium Atrium, Hotel Praga Santos, Iberostars, “How we care”; Barceló, barriers to the enjoyment of tourist Hotel Euroforum Palacio, Hotel Las “We Care about You” and NH, “Feel activities. In addition, the hotel sector Provincias, Catalonia Plaza Mayor and Safe at NH”. All these programmes must ensure the health of tourists Barceló Occidental Aranjuez) and are available on the website of each staying at its facilities. more than 2500 patients infected chain. These campaigns are aimed at with COVID-19 stayed and were treat- These campaigns are aimed at at- attracting and rebuilding confidence ed there. Other hotels served as tem- tracting and rebuilding confidence in in tourists, one of today’s main prior- porary accommodations for workers tourists, one of today’s main priorities. ities. In conclusion, it can be said that from essential economic sectors and The hotel sector has taken sanitary faced with this situation, the response the state security forces who had to measures, and these campaigns aim of supranational institutions, espe- travel throughout the territory to to create value from them by show- cially the European Union, has been work where the government required ing the creation of social distance overwhelming. The European Union them to be. in the jobs and leisure places, as has involved itself as never before in Other recovery measures that are well as changes in the accommoda- the revival of economic activity in its

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as well as governmental measures to support the tourism industry. The hospitality industry should be focused on building trust in tourists, reinforcing their brand and adapt- ing their operations to the so-called “new normal”. Those strategies could be valuable in this period and in the near future when the pandemic is controlled. The main limitation of the present study is that, during its execution, the pandemic was still in the process of expanding, with uneven rates de- pending on each a selected country. This does not allow an analysis of this situation from the proper perspec- tive, since it is still unknown if the virus can be eradicated, if there will again be outbreaks in the countries that have it more controlled or if the coronavirus will mutate. With regard to subsequent studies, it would be The hospitality industry should be focused on building trust in tourists, reinforc- convenient to analyse what the real ing their brand and adapting their operations to the so-called “new normal”. evolution of the tourism and hos- pitality industry has been, at least sphere of action, granting significant in the tourism sector in the face of the during the year 2020, and what the financial resources to countries more pandemic which are being followed forecasts are for the following years, affected by the pandemic, some in by companies in the sector. Further- establishing scenarios that facilitate non-repayment and others in the more, the hospitality industry is adopt- a prospective study. Another future form of repayable credits. In the same ing its own protection measures, as line of research will be to analyse the way, all nations have made an import- evidenced by the case study conduct- result of these strategies in tourists, ant commitment to emerge from the ed, which show that the five largest the perception of Spain as a tourist crisis with labour, financial and fiscal Spanish hotel chains by turnover have destination, and the recovery of the measures. their own action programmes against hospitality industry. Future research In order to restore confidence in COVID-19. Given the sharp drop in should measure the impact of gov- tourists, the tourism sector in general, the entry of international tourists into ernmental initiatives to support the and the hospitality industry in par- Spain, one of the possible short- to tourism and changes in hospitality in ticular, have mobilised with the aim medium-term solutions is to try to organization, operations and perfor- of protecting tourists from the virus take advantage of domestic tourism mance to survive in the “new normal”. by promoting—in the case of public while restrictions on international mo- Source: COVID-19 Impacts and and private tourism institutions—and bility continue to be maintained. Given Recovery Strategies: The Case of the implementing—in the case of hotel this situation, the Spanish authorities Hospitality Industry in Spain José establishments—action protocols to will focus, like many other countries Miguel Rodríguez-Antón * and María make the stay of tourists in their facili- that receive international tourism, on del Mar Alonso-Almeida value from ties safer. trying to support domestic tourism, them by showing the creation of In the specific case of Spain, the as has happened in other past crises social distance in the jobs and leisure Secretary of State for Tourism, through situations. Thus, in the meantime, places, as well as changes in the ICTE, has published action protocols public–private collaboration is crucial, accommodations

MYSTIC EAST | 19 EDUCATION CRISIS LESSONS How are the hospitality and higher education landscapes changing? Here are some insights from Ecole hôtelière de Lausanne, Switzerland

UCCESSFUL hospitality profes- “turning points” for better or worse, national students and fosters student sionals know that the difference and/or a “decisive stage” in the context mobility, universities have started to Sbetween success and failure of a decision-making. Hence, what are reflect on the long-term implications often depends on how we deal with the “turning points” and “insights” that of Covid-19. Here are five insights to challenges and difficulties. In fact, we, as institutions of higher education, stimulate thought and reflection on this mindset aligns very well with the are currently experiencing during the how the hospitality education sector etymological roots of the word “crisis”. pandemic? In fact, institutions of high- can successfully evolve from it. Whereas we generally use the word er education have been significantly to describe times of difficulty and impacted, both domestically and Insight #1: Solidarity and distress, the original Greek word “krísis” internationally, by Covid-19. Based on sharing described “decisions”, significant an education model that attracts inter- In the face of uncertainty in hospi-

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tality and tourism’s future econom- educational offer to changing mar- ic performance, the demand for ket demands will become one key insights from educational services element in shaping the future of the and higher education has increased In these market hospitality education sector around rapidly during the past months. Some the world. academic institutions have been very conditions, our quick and proactive in distributing industry needs Insight #2: The trend towards knowledge and training to respond to have flexible individualization to this demand. For instance, the Hospitality graduates know that after Florida Atlantic University, among programs that allow an economic downturn their own others, has launched a series of free to respond to the future job prospects depend on how online certificates to help hospitality well they are qualified compared to professionals that have been made specific educational others looking for fewer available unemployed or face reduced work- needs of the jobs. In these market conditions, load. Webinars, panels and leadership individual, providing our industry needs to have flexible insights have been popping up like programs that allow to respond to mushrooms during the past weeks. an edge for students the specific educational needs of Based on our history and values, EHL when they return to a the individual, providing an edge also did not hesitate in providing free for students when they return to a hospitality insights and know-how post-downturn job post-downturn job market. to the industry under these specific market. But this individualization of the ed- circumstances. Given that EHL’s lead- ucational portfolio is a trend that has ership team had decided to invest been ongoing for over 5 years now, in an online education portfolio in 2017, we were very well prepared to respond quickly to an increased need for educational services and could provide the industry with qualitative online course material immediately.

Solidarity and sharing are unique characteristics of the hospitality industry. Hospitality profession- als and educators are passionate to serve customer needs. With an increased spirit of solidarity towards those needs, educational institutions have been providing help, advice and insights during the pandemic. It is something that we as an indus- try can be proud of and that spurs confidence when looking forward. Our educational models are judged by those who need them. The high demand for these resources during the past months emphasizes the im- portance and critical role of academic institutions in the future. Listening Solidarity and sharing are unique characteristics of the hospitality industry; hospi- to the industry and customizing the tality professionals and educators are passionate to serve customer needs

MYSTIC EAST | 21 EDUCATION

Resilience and character are key components of our industry, and deserve to be further accentuated in certain curricula

(for example, EHL’s program portfolio ic relates to the fact that self-isola- them. Here, the mix of online and of short-term certificates). Hospitality tion, social distancing, working from physical components becomes critical. experts need flexible and relevant home and communicating in the While there are multiple ideas and course topics that complement their virtual space do not come naturally possibilities for online education, it also own level of expertise. This trend will to professionals in various industries. has its limitations. Social exchanges, continue in the future and highlights Managing virtual teams, improving networking and certain vocational the fact that hospitality educators communication skills, as well as build- training components can only be trans- need to also become facilitators and ing mental and emotional strengths ferred into the virtual world in part. coaches for their students. Actually, are aspects that can and should be Future success models will be based on the pandemic and its consequences included when building future skills a well-balanced and identified portfolio have not created a new trend of online and competences. Resilience and of physical and online components. education, but rather accelerated its character are key components of our These blended models can and will implementation. industry, and deserve to be further reap the benefits of both worlds. accentuated in certain curricula. Insight #3: Reconceptualization Overall, the pandemic has triggered Insight #4: Proximity to the of the academic curriculum a great opportunity to reinvent not hotel sector One particular insight of the pandem- only curricula but how we deliver The post-Covid-19 period for the

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of direct versus indirect booking via OTAs might arise. However, innovation, creativity and service agility are not only critical for the sector’s recovery but represent an opportunity for authenticity and unique guest experiences in the in- dustry. How to foster a creative mind- set, customer empathy and flexible work processes will be questions that Master and Executive education pro- grams need to answer in the future. A continuation and strengthening of the integration of industry profes- sionals in the education experience is a promising approach which ties in well with keeping up with the rapid changes in the hospitality and service industry.

Insight #5: There is not only growth! For a long time, the hospitality and tourism industry could have been characterized as a global growth industry. Growth markets allow for in- ternational expansion, the attraction of talent and investment, as well as standardization. The asset-light mod- el was an excellent business concept to leverage these growth opportu- nities. The pandemic has made the industry aware that there are certain limitations to this growth model. Such awareness can be very fruitful Innovation, creativity and service agility are not only critical for the sector’s recov- as maturing, declining market condi- ery but represent an opportunity for authenticity and unique guest experiences tions are excellent platforms for busi- ness model innovation and creativity. It is a unique chance to ask whether hotel industry will be a balancing provide possible short-term solutions the current business portfolio is adapt- act between dealing with uncertain for certain hotels. In addition, the ed to future travel needs, increased revenues and an adequate cost pandemic is projected to negatively safety regulations and growing structure. In particular, the way in influence the ease of travel in the environmental concerns. Here, digital which operational costs are managed future. Domestic markets will recover components will play a key role in the will become critical for the overall first and hence, hotel concepts must future, allowing for a virtual closer hotel performance, highlighting respond to the needs of local rather proximity to the customer and an the importance of flexibility and than international travelers. Here, increase in the service experience for creativity. Cost-sharing models and proximity to guests will become an guests. Authenticity, technology and collaboration between hotels might important element and a question creativity will become important com-

MYSTIC EAST | 23 EDUCATION

Hospitality Skills to Include on Your Resume While almost any skills in your skill set can trans- late into valuable skills in the hospitality industry, there are a number of skills that should always be included in a hospitality resume to provide you with the best opportunity to obtain the job you are looking for. Ideal skills include both hard and soft skills, which can enable you to deal with customers, manage other staff members, and help you to better perform in maintenance, food and beverage, or hotel operations. There are other skills you will want to include on your resume that may not be related to a specific job but are necessary to work in the hospitality environment. Some skills to include are: • Communication Skills: The ability to communi- cate instructions, both verbally and written in a way that is clear to other staff and management is vital for a hospitality position. • Computer Skills: All industries rely on comput- ers and software programs. Knowledge of basic computer programs and those directly related to the hospitality industry can be a plus as it can reduce the amount of training needed if you are hired. • Interpersonal Skills: Being able to work with a wide range of personality types can help make you a better team player and a more valuable staff member. • Leadership Skills: Even if you are not applying for a management position, it is important to possess leadership skills that allow you to take the initiative and step up to the plate when called upon. • Organizational Skills: Being able to work with team members and meet and exceed client wants and needs is a juggling act, and the more From an educational perspective, the pandemic allows us to revise certain organized you are, the better able you will be to administrative and bureaucratic processes within our educational programs handle everything that is thrown your way. • Accountability: An employer will want to look for someone who is confident enough in their decisions to own them. You should always be ac- petitive aspects that will shape and bureaucratic processes within our countable for your decisions, both good and bad. influence future hospitality concepts. educational programs. Multiple insti- • Conflict Resolution: You should not only be able Hospitality educators need to find tutions have shifted their educational to handle conflicts that may arise but also be new and creative ways of responding offer from the physical space into a able to come up with solutions to manage and resolve those conflicts with both team members to these trends. It raises questions of distance-learning format in record and management. whether a current course catalogue is time - proof of how the educational • Customer Service: No matter what position still aligned with these realities. system can evolve. With Covid-19 you are applying for, customer service skills acting as a trigger for change in our are a must. The hospitality industry is all about The way forward educational model for more individu- providing service to and pleasing the client, so an employer will want to make sure you have the The pandemic has hit our sector and alization, flexibility and global reach, skillset to accomplish this goal. industry substantially. We are still we can now return to the original • Detail Oriented: In the hospitality industry, the dealing with its consequences on meaning of “crisis” as a turning point details are what separates an average establish- various levels in the private and pro- for better hospitality educational ment from a great one. You need to have the foresight and attention to make sure that every fessional sphere. From an educational models in the future. detail is explored and taken care of. perspective, the pandemic allows us Source: EHL Insights to revise certain administrative and Source: Dr Achim Schmitt, EHL Insights

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BOUNCE BACK MANTRA Despite the spectre of pandemic and lockdown restrictions many new properties are coming up in the region

Nestled amidst sun-kissed world famous Makaibari tea garden, Taj Chia Kutir Resort & Spa is spread over 22 acres

orldwide pandemic and inspired by the meandering tea ter- the Tea Sommelier at the charming political instability in the races and blends with nature. Flanked Makaibari Tea Lounge. The elegant W hills notwithstanding, the by hilly slopes, the resort is an ideal all-glass bar offers enchanting views Ambuja Neotia Group in partnership destination for elegant events and of the tea gardens. with the Taj group opened the first intimate social gatherings. It will “We are delighted to partner with of the five planned properties at the also offer signature therapies and IHCL under the “Taj” brand……This picturesque Makaibari tea garden in treatments from Jiva; our spa brand partnership will give a strong impe- Kurseong from last December. Indus- deeply rooted in Indian traditions of tus to the development of tourism try veterans feel this development healing. in eastern region,” said Prosenjit De, will be a game changer for Darjeeling The culinary choices include The vice-president of hospitality, Ambu- tourism. Chia Veranda, the all-day diner, ja Neotia Group to The Telegraph. Nestled amidst sun-kissed world perched in the natural surrounding Indian Hotels Company (IHCL), South famous Makaibari tea garden, Taj serving world cuisine. Sonargaon, the Asia’s largest hospitality company, Chia Kutir Resort & Spa is spread over fine dining restaurant, offers North is owned by the Tatas, and manages 22 acres. The 72-room resort, often West frontier, Punjabi and Bengali cui- properties under the Taj, Vivanta and enveloped in mist, has panoramic sines. Guests can enjoy an elaborate Ginger brands. views of the rolling hills. The design is high tea and tea tasting session with Suresh Periwal, advisor, Himalayan

MYSTIC EAST | 25 COVER STORY

Hospitality and Tourism Develop- ment Network, who has been in TAJ CHIA KUTIR: ONE STOP DESTINATION FOR TEA TOURISM AND the industry for the 52 years, said to The Telegraph that entry of the “Taj brand” would be a game-changer. LUXURY IN DARJEELING “Taj is an internationally known brand and the presence of such brands can be a game changer. It will definitely make the presence of Darjeeling even stronger in the international tourism map,” said Periwal. The Ambuja group has invested around Rs 150 crore in the Makaibari property, providing a much-need- ed investment for hill tourism. The Kurseong property, complete with heated swimming pools — a not-too- common option in the hills, inter- national culinary choices and other high-end amenities, is also looking at promoting wellness tourism. Darjeeling was considered a health sanatorium by the Britishers. Of late, resorts are being set up in tea gardens of Darjeeling hills but this Kurseong property is the largest so far in terms of occupancy. The group also has properties in other parts of the region and plans to create a circuit to show the diversity in the region. In an exclusive interview with BWHO- in mist, has panoramic views of the Construction in Kurseong started in TELIER, Jitendra Singh Lote, General rolling hills. The design is inspired by 2017 but the hills were soon closed Manager, Taj Chia Kutir Resort & Spa, the meandering tea terraces and blends for 104 days due to the Gorkhaland Darjeeling talks about ‘Makaibari’ way of with nature. agitation. Things had barely limped life, promising guests ‘Instagrammable Can you elaborate on the USP of the to normality when came the Covid moments’ along with visit to the world’s first ever tea factory, guided trips and resort and the reason for choosing pandemic. “Our dateline was delayed valley treks while at the same time put- Makaibari Tea Estate as the location? by six months,” said Dwivedi. ting health and safety of all stakeholders The exotic location seeped with tradi- The four other properties which are as top priority. tional blend of cuisines and cultures being developed by Ambuja Group were some of the reasons to choose and will be operated under the Taj Set amidst 22 acres, the Taj Chia Kutir Makaibari Tea Estate as the site to build brand are being set up near Gangtok Resort & Spa, Darjeeling is a 72-room the hotel. The eco-friendly design of the and Patna and two in Calcutta. The luxury resort nestled amidst the sun hotel incorporates elements of stone, total investment in these five proper- kissed tea gardens of the Makaibari Tea bamboo, cane to instill the essence of ties is estimated at Rs 800 crore. “Taj Estate in Kurseong. Home to the first and Makaibari. Jiva spa with an indoor heat- the oldest tea factory in the world, it was Guras near Gangtok and the one in ed swimming pool is an ideal way for our established in 1859, also the first to be guests to relax after curated trips to the Patna should be operational by 2022 certified as a fully organic tea garden 32 tea gardens and its factory, cuisine trails while the Calcutta projects should be years ago. The resort, often enveloped and a host of experiences. In addition to completed by the second quarter of 2021,” said Dwivedi.

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TAJ CHIA KUTIR: ONE STOP DESTINATION FOR TEA TOURISM AND

LUXURY IN DARJEELING a mélange of cuisines offered at Chia Ve- allocated to guests only after mandatory randah, we also present to our esteemed resting for a specified time frame. guests Sonargaon all the way from Taj Bengal, Kolkata. What do you think of the future of the hospitality industry? How long do you think it will take for things to go back What are your expectations for travel- to normal? ler footfall, average occupancies and As we have adapted ourselves to the new ARRs? Which are the potential source normal, we have been able to repose markets? the trust and faith in our guests. We are We are looking at positioning ourselves looking at positive trends in revenues as a one stop destination for guests who with our guests venturing out to recharge wish to experience the thrill of tea tourism themselves. We are closely monitoring along with comforts of luxury. We see an the guidelines issued by the Govt of India opportunity to unlock a beautiful resort along with the health authorities and in the hills of the Himalayas and make the making the necessary changes in our operations. The future of the hospitality Makaibari way of life come alive in all its business looks promising with green interactions, the X factor that will boost shoots of hope springing up. visitors to the hotel. Guests for our hotel would be varied and across the spectrum. What are the measures you have What special experiences are in store A blend of conventional hill station lovers taken to ensure a safe and 'seamless for the guests coming to Taj Chia Kutir as well as a long tail of micro consumer guest experience' especially in light of and Resorts? What makes this resort tribes. Focus on key feeder micro markets Covid-19? stand above others in the competitive like Siliguri and Guwahati which are also The COVID-19 pandemic is continuing to benchmark? extremely amenable to driving holidays, reshape the hospitality business. While We promise the guests a host of 'Ins- short-hauls are being considered along we have adapted to the dynamically tagrammable moments' as they enjoy changing market scenario, our top prior- with Kolkata which would be a defining the specially curated experiences. These ity continues to be the health and safety include mystical tea trails of Makaibari opinion maker of this address – as most of all our stakeholders. We have devel- where the guests can experience tea of our guests would be familiar with the oped a framework in collaboration with cultivation at the only organic tea garden region and it is a matter of great pride for some of the leading players in the field where Camellia Sinensis are growing in them to be associated with the hotel. of safety and hygiene, to build standards harmony with the primary sub-tropical that ensure well-being and safety of our rain forests. Visit to the world’s 'first ever What has been your marketing strategy guests and associates embodying our tea factory' built in the 18th century for better sales? renewed spirit of Tajness - A Commitment which is built on wood, bamboo and cast Top of the mind recall for key travel Restrengthened , which is representative iron and is perfectly functioning till date. agents based in the source and micro of our augmented safety, hygiene and There is a valley trek to take guests into a markets, property tours and virtual physical distancing standards. Technol- world of pristine tea estates dotted with ogy is being integrated for seamless, yet winding forest paths and streams of pure connect with each of them. Roadshows personalised check-ins, check-outs and spring water gently flowing along wet, and FAM trips along with reaching out to dining experiences. With digital payments mossy creeks with interesting birdlife. the loyalty guests database to introduce and non-invasive thermal screening, Guided trips to Ghoom, Darjeeling and the new entrant in the Himalayan circuit. physical touch has been replaced by a Kurseong to explore local history, cultures We have also focused on social media touch of safety. Enhanced disinfection and cuisines. Guests can also enjoy 'Tea campaigns on handles of different hotels protocol with frequent cleaning of high Ritual' which is a hi-tea and tea tasting to leverage our strength. touch surfaces is in place with rooms session with our Tea Sommelier.

MYSTIC EAST | 27 COVER STORY

SYMPHONY SAMUDRA: Located at one of the most stunning sunset viewpoints and amidst a reserve forest, this is a 5-star resort in Port Blair with a wellness centre and a nightclub in Port Blair - Nisi5. The resort also boasts of an infinity pool and its adjoining Sunset Lounge

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NEW PROPERTIES 1. Taj Guras Kutir, Gangtok aims to bring alive Sikkim’s local culture with a modern flair. It is scheduled to open by the end of 2022. “We are committed to East India, as we believe it has tremendous potential,” says Puneet Chhat- wal, managing director & CEO, IHCL, commenting on the partnership with Ambuja Neotia to Business India. “We are further strengthening our footprint in the region. It also ce- ments our relationship with the Ambuja Neotia group.” The luxury resort spread over eight acres at Pangthang in east Sikkim will have boutique cottages, villas and a premium five-star hotel, possibly with a casino.

2. The Taj hotel at Ambuja City Centre II, Kolkata, is strategi- cally located in close proximity to the airport and the Biswa Bangla Convention Centre, one of the largest convention centres in South Asia. The hotel, with 147 keys, has been in operation for over 10 years. Accor France, under the Swiss Hotel brand, had been managing the property for the group. It is now undergoing extensive renovations, before reopening as a Taj hotel in 2021.

3. The Taj hotel at Eco Park, New Town, Kolkata, consists of a 57-room hotel overlooking Eco Park’s 112-acre water body. The resort hotel, with state-of-the-art banqueting and convention facilities, spread across 50,000 sq ft, is slated to open in 2021.

4. The Taj hotel at Ambuja City Centre, Patna, is located on Budh Marg in Lodipur, at a short distance from the airport. This will be the first branded luxury hotel to be set up in the city. The hotel, with 126 rooms, will be a good choice for conventions and meetings. It will open in December 2022.

5. The Fern Denzong Hotel & Spa, Gangtok in Sikkim was launched last December with 70 rooms adorned with contemporary elegance and Sikkimese hospitality spirit. Besides, stunning views of the great Kanchenjunga Moun- tains also await there. With the launch, this hotel became the fourth hotel the company is managing in Eastern India. The hotel offers a multi-cuisine restaurant, cafe, and bar.

6. Symphony Samudra, a new 5-star property, debuted in Port Blair, Andaman & Nicobar Islands recently. Spread across 20 acres at the famous sunset beach called Chidiya The resort promises the guests a host of 'Instagrammable moments' as they enjoy the Tapu, with 86 keys and state-of-the art convention facilities specially curated experiences. boasts of scuba dive centre and a wellness club

MYSTIC EAST | 29 FOOD & BEVERAGE

FOOD BUSINESS, FRAMED Even though there is no study till date to show that the corona virus spreads via food products, foodservice operators were among the first workers experiencing the impact of the first wave of COVID-19

OVID-19 was declared a survival of the contagion SARS-CoV-2 viruses such as SARS-CoV and MERS- pandemic by the World on contact surfaces has been report- CoV. However, studies are needed to C Health Organization (WHO) ed, but there is none on the survival explore its transmission via food and on March 11, 2020 due to its rapid of COVID-19 on food surfaces and survival on food packaging materials. and extensive spread among many packages. The potential survival and The implementation of food safety countries through its very contagious transmission of virus via food and management systems such as Hazard nature and its high mortality among packages are discussed based on Analysis and Critical Control Points the elderly and infirm. Data on the data available for other respiratory (HACCP), and Good Manufacturing

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Practices (GMP) are important to which may enhance the probability es or containers contaminated with reduce the risk of COVID-19 infection. of transmission via package contact SARS-CoV-2 could transmit the virus Cleaning, sanitation, good hygienic surfaces (Geller et al., 2012). It has to the mouth, nose, or eyes. However, practices, and active packaging are been confirmed that virulence of this is not considered the main route also needed from farm to fork. variola (smallpox) virus and influenza for disease spread because the virus virus were positively correlated with shows poor survival on these surfac- The Potential COVID-19 Trans- survival time in the external envi- es. A previous study reported that mission via Food Products ronment, which explained their high food products were a plausible trans- Foodservice operators were among mortality rate compared to other mission route for respiratory viruses the first workers in frontline employ- viruses with low survival rates in envi- including SARS-CoV-1 and influenza ment sectors experiencing the impact ronmental samples such as the virus (Klein, 2004). In another study, the of the COVID-19 pandemic. Howev- causing parainfluenza and rhinovirus risk of Ebola infection to individual er, there is no study to date which (Walther and Ewald, 2004). humans in the United States result- reports that COVID-19 spreads via ing from contaminated cocoa beans, food products. Further, no evidence is WRONG ASSUMPTION palm oil, or cashews imported from available showing that viruses which Food and Agriculture Organization of South Africa was considered negli- infect the respiratory tract can be the United Nations [FAO] and World gible to low (Bergeron et al., 2016). transmitted via food or food packag- Health Organization [WHO] (2020) In addition, several studies showed ing (Food and Agriculture Organiza- proposed that touching food packag- that transmission of avian influenza tion of the United Nations [FAO] and World Health Organization [WHO], 2020). The transmission of SARS-CoV and MERS-CoV through the consump- tion of foods does not appear to have occurred yet (European Food Safety Authority [EFSA], 2020). However, it has been reported that human coro- navirus 229E (HuCoV-229E) survived for at least 5 days on the surfaces of polyvinyl chloride (PVC), polyfluoro- tetraethylene (Teflon, PTFE), glass, ceramic tiles, and stainless steel and for 3 days on silicon rubber surfaces at 21°C with a relative humidity of 30–40% (Warnes et al., 2015). Similar- ly, SARS-CoV-2 survived on stainless steel and plastic up to 2 and 3 days, respectively, at 21–23°C and a relative humidity of 40%; however, the virus was not detected on copper and cardboard, after 4 and 24 h, respec- tively (van Doremalen et al., 2020). These results indicated that SARS- CoV-2 can be transmitted via contact surfaces because of the ability of the virus to survive on the surfaces for several days. Coronaviruses can persist for long No evidence is available showing that viruses which infect the respiratory tract periods in environmental samples can be transmitted via food or food packaging

MYSTIC EAST | 31 FOOD & BEVERAGE

The probability that consumers might get infected with COVID-19 via the consumption of food or the handling of material contacting food or packaging was considered negligible to very low through poultry products (Golden confirmed. It has been suggested that preparation. It is worth mentioning et al., 2009; Bauer et al., 2010; Sán- the potential foodborne transmis- that food handlers including food es- chez-Vizcaíno et al., 2010) or water sion of SARS-CoV-2 may occur due tablishment employees and consum- consumption was a remote possi- to the consumption of foods origi- ers should adhere to good sanitation bility, but possible (Schijven et al., nating from infected animals or the and hygienic practice guidelines to 2005). Similarly, the probability that consumption of cross-contaminated avoid SARS-CoV-2 transmission and consumers from the United Kingdom foods (Oakenfull and Wilson, 2020). comply with at least the minimum re- might get infected with COVID-19 More effort is needed to address quirements of the food safety system. via the consumption of food or the the transmission of SARS-CoV-2 from handling of material contacting food the respiratory tract to food package NOT ON FOOD or packaging was considered negli- surfaces or through food consump- It is widely known that viruses cannot gible to very low. As mentioned, the tion. The Food and Drug Admin- multiply in food products because genome of SARS-CoV-2 is closely istration [FDA] (2020b) proposed they need an animal or human host related to SARS-CoV for which the guidelines for consumers during food to grow. However, to date, no study transmission via foods has not been shopping, food handling and food has investigated the survival of SARS-

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CoV-2 in foods. To the best of our (Torque Teno virus), and coronavirus an ability to stay alive for up to 72 h knowledge, only two studies report- (Bosch et al., 2018). In the later case, as a virion on inanimate objects after ed the survival of infectious respira- lymphocytes and mucosal epithelial completing its life cycle in the body of tory viruses in food products. Ade- cells of the patients’ intestine were an infected person (van Doremalen et novirus survived on both lettuce and positive for SARS-CoV (Shi et al., al., 2020). Therefore, if the respiratory strawberries at 4°C for up to 10 days. 2005). This may mean that the viruses discharges of the COVID-19 patient In contrast, coronavirus survived only can be acquired by humans via the come in contact with food, the food 2 days on lettuce, and it was not re- consumption of contaminated foods. items can become a fomite (carrier), covered from the surface of strawber- However, these results may not apply and if these items are contacted by ries after inoculation (Yépiz-Gómez et to SARS-CoV-2, which points out the other individuals, the virus is more al., 2013). These results indicated that need for studies to investigate the likely to gain entry to their respiratory respiratory viruses may transfer from survival of SARS-CoV-2 in different epithelium when unsanitized hands food surfaces to the hands and subse- foods and on food packages. touch the nose, eyes, and mouth quently to the mouth, nose or eyes. (Bundesinstitut für Risikobewertung The survival of MERS-CoV in different SURFACE CARRIERS [BfR], 2020; Centers for Disease Con- types of milk (camel, goat and cow As mentioned, COVID-19 virus has trol and Prevention [CDC], 2020). milk) at 4 or 22°C has been investigat- ed. MERS-CoV titers were decreased by less than 1 log in all types of milk after 72 h at 4°C. Higher log reduc- tions were observed when milk was stored at 22°C since the virus titers decreased by ≤ 2.0 log with 48 h of storage. Low temperature, long time pasteurization (63°C/30 min) of raw milk completely eliminated the virus from the milk of the three different animals (van Doremalen et al., 2014). The infectious dose of most respira- tory viruses is low; thus, the handling or consumption of food products could represent a risk for infection. As a result, preventive measures such as washing and sanitizing of fresh produce surfaces as well as the implementation of good personnel hygiene and practices among work- ers would seem reasonable ways to reduce the risk of virus transmission. Another issue is that several viruses that cause respiratory infections have been found in the human gastroin- testinal tract and were capable of proliferation there. These include Enterovirus (Coxsackie A, B virus), Parechovirus, Orthomyxovirus (Avian influenza virus), Henipavirus (Nipa- hand Hendra viruses), Mastadenovi- To the best of our knowledge, only two studies reported the survival of infectious rus (adenovirus), Alphatorquevirus respiratory viruses (such as, adenoviruses) in food products

MYSTIC EAST | 33 FOOD & BEVERAGE

In food companies where HACCP pro- tocols are not being implemented, an expert should be appointed who will remain in contact with public health authorities to seek advice during the pandemic situation. Hand washing stations should be maintained for the workforce with the provision of normal soap, warm running water, hand sanitizers, and posters designed for displaying information regarding effective hand washing and sanitiza- tion. The physical distancing of 6 feet should be implemented among work- ers as infected people may remain asymptomatic or be pre-symptomatic during the course of the disease and may spread the infection when close to others (Kimball et al., 2020; Pan et al., 2020; Tong et al., 2020; Wei et al., 2020; Yu et al., 2020). The introduc- tion of staggered workstations is an effective method to overcome the challenge of physical distancing in food industry facilities.

FOOD DELIVERY All food industry organizations should strictly follow the protocols of Food Safety Management Systems (FSMS) given by authorities based on HACCP principles It is advised to minimize the contact between people during the outbreak; therefore, online food deliveries are The surfaces of utensils, packaging disinfectant labels suggest that they more desirable. These allow physical material, counters, conveyor belts, are effective against coronaviruses distancing between customers and interiors of transport vehicles, and or norovirus, then they should be sales personnel. At this stage, proper all other food work stations where effective against SARS-CoV-2 as well. dissemination of information on food there might be human contact with Additionally, complete instructions handling practices is also required. food should remain a focus of atten- are given on EPA disinfectant labels Since food packages and paper tion where food handlers can act regarding the contact time, concen- currency are exchanged between to impede the spread of COVID-19. tration, and appropriate surfaces for consumers and retailers, proper pre- Therefore, the proper use of personal application (Environmental Protec- cautions are needed to minimize the protective equipment and adherence tion Agency, 2020). potential for virus transfer during the to the guidelines issued by public transaction. Some third-party deliv- health authorities that include regular HACCP PROTOCOLS ery companies have also introduced hand washing when exchanging All food industry organizations contact-free delivery to homes. The goods, plus the use of hand sanitizers, should strictly follow the protocols packaging can be discarded after wearing masks and gloves, and the of Food Safety Management Systems keeping track of important informa- maintenance of at least 6 feet be- (FSMS) given by authorities based on tion mentioned on it. The proper use tween personnel are most important. HACCP principles and should be kept of gloves, sanitizers, and disinfectants A range of disinfectants and sanitizers updated in response to new pieces of can minimize the risk of virus spread are available in the marketplace. If evidence for viruses when required. and disease transmission (Food and

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Agriculture Organization of the Unit- acceptable, their disinfection should (Warnes et al., 2015). These findings ed Nations [FAO] and World Health be done instantly after use. are a source of validation for the Organization [WHO], 2020; Food and recent findings by van Doremalen et Drug Administration [FDA], 2020a). HOME KITCHENS al. (2020) regarding the decreased It is advised to stock food items ac- viability of SARS-CoV-2 on copper RETAIL SHOPS cording to their perishability in order surfaces and inactivation within 2 h. Maintaining the movement of food to minimize the number of visits to The lack of trials on food matrices and along the food chain is an important markets. After safe purchasing with all related food regulatory requirements function that requires all involved protocols, the most neglected thing is remain the hurdles to the adoption to contribute and stay vigilant. It is the safe handling of food. With respect of novel food packaging. The devel- necessary to maintain the confidence to food handling practices in our kitch- opment of biopolymers with antiviral and trust of consumers regarding ens, evidence that has been obtained properties and their applications food safety and food availability. In with coronaviruses indicated that in the food area remains an open case of limitations on the foodser- they cannot survive cooking, but if field of research. For example, it has vice industry, home deliveries can be food remains unwashed and is frozen been recently reported that the use promoted, however, a safe and secure afterward, the virus can survive up to 2 of nanomaterial coatings or films environment for food retail shops and years during frozen storage (Bundesin- containing copper, silver, and zinc canteens must be ensured at both the stitut für Risikobewertung [BfR], 2020). nanoparticles has a potential against consumer’s and retailer’s end. Retailers Therefore, scrubbing of food items SARS-CoV-2 to prevent contamina- can play their roles by ensuring the like fruits and vegetables is essential tion of food packaging surfaces and provision of sanitary facilities includ- if they are not to be cooked for longer thus reduce its transmission (Sportelli ing wipes, disinfectants, sanitizers, and periods or to be eaten uncooked. et al., 2020). display of sanitary practices through For canned foods, the lids should be In conclusion, there are only shreds visual aids. Physical distancing can wiped before opening. Ensure the dis- of evidence regarding the duration be maintained by having the floors infection of utensils, pots, countertops, of coronavirus survival on different marked as a reference for maintaining and fridge at every use and minimize contact surfaces and in foods under minimum distance required. Plexiglass the risks of cross-contamination certain conditions which suggests the can be installed to avoid contact at among food items during storage. In need for advanced studies in under- cashier counters, and food tasting for addition, respect cooking protocols to standing the risk of COVID-19 spread promotional campaigns should be ascertain food safety and avoid a false associated with food and food pack- avoided (Food and Agriculture Orga- sense of security by following proper ages. Research trials are required to nization of the United Nations [FAO] cooking time, temperature, and thaw- find a link between the ingestion of and World Health Organization [WHO], ing protocols. food contaminated with SARS-CoV-2 2020; Food and Drug Administration and the probability of infections as [FDA], 2020a). INTELLIGENT PACKAGING well as the development of antiviral At the consumer end, people Consumers’ concern regarding the active packaging using nano-based should make sure that family mem- ability of SARS-CoV-2 to survive on biopolymer materials. The current bers belonging to vulnerable groups the surface of packages has led to an guidelines issued by public health (immune-compromised, elderly, chil- increasing interest in the develop- authorities are based on the disease dren, and COVID-19 patients) should ment of polymers and biopolymers patterns of previously encountered stay at home (Centers for Disease with antiviral properties. The applica- coronaviruses and they need to be Control and Prevention [CDC], 2020). tions of polymers and biopolymers updated according to the novel coro- Besides, the use of masks, wearing have shown high efficacy against navirus SARS-CoV-2 as this virus is gloves, using hand sanitizers, using hepatitis A virus (HAV) and human likely to persist and people will have wipes before handling food carts, norovirus (HuNoV) (Randazzo et al., to modify their “normal behaviour” to avoiding reusable shopping bags 2018). A previous study showed that a “new normal.” and opting for acceptable respirato- the release of copper ions can help Source: Food Safety During and ry etiquette should be prioritized. If in the inactivation of HuCoV-229E After the Era of COVID-19 Pandemic, reusable bags are deemed regionally on copper or copper alloy surfaces Frontiers in Microbiology

MYSTIC EAST | 35 MEDIA HASHTAGS FOR REVIVAL The new media can be used diligently to attract travellers to book first time or a return visit

ovid-19 had brought about down life. Now those who run hotel vides a platform to raise awareness some kind of travel ban and restaurant business can position for travellers considering destinations C across the world, but with properties for success by utilizing for their return to travel. It is also an vaccine distribution we can finally see social media in a strategic, targeted important vehicle for building trust. light at the end of the tunnel. way now. Chief among soon-to-be-travellers Now after getting shots people are Social media allows direct commu- concerns is health and hygiene. Social expected to resume their postponed nication with guests and can produce media channels are among the most travels and break free from a locked quick results if used properly. It pro- effective ways to proactively commu-

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Listening and reporting on social media is also an excellent way to uncover new trends and develop new offerings based on real-time traveller feedback

nicate safety initiatives. For some, trips had to be cancelled Throughout 2020, people have Listening and reporting on social whereas for others, planning came to visited many places from their couch media is also an excellent way to an abrupt halt. As comfort levels rise through their social media accounts. uncover new trends and develop new along with the availability and wide- As their trip dreams begin to materi- offerings based on real-time trav- spread distribution of a COVID-19 alize into firm plans, hotels need to be eller feedback. Here are This article vaccine, they will begin planning front and center for guests who want addresses five effective ways to use their trips, and experts anticipate a to be convinced that staying with social media in your recovery strate- "revenge" travel trend. them is the right decision -- whether gy. Hotels can foster interest now it is a bucket list trip or travel based during the consideration phase by on proximity. Highlight unique experiences showcasing their unique offerings Travellers are utilizing hashtags Most of us spent a large part of 2020 and experiences via social media. In- on Instagram to search for that in our homes dreaming about the formation, images, video, and virtual Instagrammable trip. They are also next trip. Multiple travel bans created experiences will whet the appetite researching top things to do on Pinter- a pressure cooker of pent-up de- and prompt bookings as soon as peo- est. And they are experiencing desti- mand in the mind due to lock-down. ple feel it is safe to travel again. nations vicariously through YouTube.

MYSTIC EAST | 37 MEDIA

Influencer Marketing WITH THE SURGE IN POPULARITY OF MULTI- MEDIA DRIVEN SOCIAL MEDIA SITES SUCH AS INSTAGRAM, FACEBOOK, SNAPCHAT, WHATSAPP AND SIGNAL, MORE AND MORE USERS ARE LEARNING THE VALUE OF LEVERAGING THEIR FOLLOWERS AS A REVENUE CHANNEL OR TO BARTER FOR FREE CLOTHING AND BEAUTY SUPPLIES, COMPLIMENTARY MEALS AND HOSTED VACATIONS.

Since social media is a leading place – perhaps a quick getaway – even brand awareness they generate and for travellers to research and plan if they do not yet feel comfortable gather content for future promotional their trips, hotels need to be there, getting on a plane. That's where efforts. too. Brands that execute a good social staycations and road trips come in. Most influencers are open to strategy can win a place on a traveller's Focusing on the local audience in negotiation of usage rights of the consideration list for future travel. the near term could pay dividends photos and videos they create while as people are looking for a change of at the hotel and destination. This will Hire local social influencers scenery from their homes. give the hotel additional assets from Any number of studies and pulse Local social influencers will be able different perspectives with which to surveys have pointed to the rise in to visit your hotel and create content showcase the property. Travel brands short-distance trips by automobile now, potentially at a "friends' rate" or like National Geographic take this since mid-2020. While traveling across for barter as they are looking to con- a step further by posting influencer or outside of the country may still be tinue posting relevant material while content directly to their Instagram in the distance, there is an opportu- underscoring and acknowledging the feed. This brings different styles and nity to use local social influencers to priority of staying safe. Connecting a wealth of interesting and engaging promote nearby destinations. People with travel or lifestyle influencers content at minimal cost. In most are looking to get a taste of travel allows the hotel to benefit from the cases, influencers are more than

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Using a social listening tool or manually searching travel hashtags can reveal emerging trends and allow hotels to develop new and appealing offerings that fit with the brand

happy to provide permission because do not yet know they want, will help options for travel. it amplifies their content across new hotels stand out in what is setting up Hotels that fit this category can use channels and helps to grow following to be a competitive travel recovery social listening to determine what this and engagement. market. Social listening can also keep new audience expects as a clue of what one's finger on the pulse of travelers' to add or to promote in terms of rele- Uncover new trends evolving safety concerns allowing for vant offerings. Social listening can also Before and throughout the COVID-19 proper response with safety measures. inspire new ways to present existing pandemic, we have seen trends Emerging trends like work-from- amenities or build new programs that emerge like work-from-anywhere, anywhere has inspired some hotels to speak directly to current trends, making an increased focus on wellness and build focused offerings and highlight it more likely that the property is top of self-care including sleep. Using a social existing amenities that cater to this mind when guests return to travel. listening tool or manually searching audience of newly minted digital travel hashtags can reveal emerging nomads. As safety concerns continue, Use social metrics trends and allow hotels to develop specifically regarding larger gather- Key to a smart social media strategy new and appealing offerings that fit ings and potentially crowded spaces, is to give the people what they want. with the brand. Knowing what the smaller hotels and those in rural areas It is imperative that brands monitor customer wants, or even what they can stand out as responsible and safe their social metrics to see how their

MYSTIC EAST | 39 MEDIA audience responds to content. This Social media allows guide social media content to address will allow focusing resources on a hotel's particular protocol. the most valuable content for the a hotel to show safety There is no question that the travel audience and will allow for ongoing measures in practice industry took a big hit in 2020 and fine tuning of strategy to effectively rather than a list on the it will be essential that hotels and promote key messages. A social me- other travel partners utilize all their dia strategy should have a framework website of everything assets and channels wisely to stand that is true to the brand and yet that is being done to out from the competition in enticing allows for fluidity over time. travellers and gaining their trust. The Brands should lean into what is keep guests safe. It recovery of the industry starts now as working for their accounts on each can increase guest consumers and business travelers are social media platform, while testing comfort by seeing considering their travel plans for the different types of content and ways to near and distant future. present it. A simple adjustment to the safety measures With the right content and mes- type of photo or switching to video in practice, while also saging and discoverable posts, hotel might help drive more engagement brands can connect with past guests and subsequently more eyes on a showcasing guests as well as new audiences -- especially brands content. enjoying their stay in as travelers consider staycations and Metrics are also a roadmap for the new normal. shorter road trips they would have hotels having to make the most of not considered prior to the pandemic. limited resources -- and who doesn't Social listening can Executing on a strategic social media these days? Budgets and team mem- also help un-cover program has the potential of buoying ber resources are exceptionally lean specific traveller a successful recovery and boosting for the time being. Social metrics can long term business growth once the help a small or reduced team focus concerns a guide crisis is in a distant rear-view mirror. the hotel's efforts on the areas that social media content Hoteliers are often bombarded by are driving awareness, inquiries, and requests for collaborations and it can reservations. to address be hard to determine which ones are Metrics will offer insight to either a hotel's particular worth the time, room nights, perks, or cut back on social platforms that are protocol. sometimes monetary compensation, not performing well or develop con- and which ones are best passed on. tent that can easily be manipulated to By ensuring that potential partner- what works best for each social plat- ships are well-researched and vetted, form. In addition, working with social brand appropriate and authentic with influencers can be an affordable way through email, social platforms are a engagement numbers, often times to supplement or replace an on-site great way to get the message out and influencer collaborations can provide photo or video shoot. meet people where they are already a cost-effective marketing strategy researching their travel plans. to help get your brand in the feeds of Communicate safety initiatives Social media allows a hotel to thousands of potential guests. Communicating safety measures is show safety measures in practice With over one billion users and more important now than ever and is rather than a list on the website of growing, Instagram is one of the likely to be a permanent part of hotel everything that is being done to keep fastest rising social media platforms messaging strategy. While people guests safe. It can increase guest today with the majority of its demo- are eager to travel, there is ongoing comfort by seeing safety measures graphic targeting millennials and concern about when it will be safe to in practice, while also showcasing Generation Y (ages 18-34). As the do so. Clear and consistent commu- guests enjoying their stay in the new platform grew in popularity the "trav- nication is imperative. In addition normal. el influencer" was born - a savvy and to visual cues on-site and commu- Social listening can also help un- often stylish wanderer whose profile nication on the hotel's website and cover specific traveller concerns and is a mosaic of stunning photography

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depicting exotic locations, upscale with major (macro) influencers with to measure and quantify a return on resorts and interesting adventures. large followings that may have been investment. According to a recent Instagrammers with an aching wan- bought or are a member of follower study by influencer marketing can derlust follow their favorites in hopes pods, which work in tandem to inflate generate a high return on invest- of gaining inspiration for their bucket engagement rates. ment, but it's important to plan lists, travel tips and of course, ideas ahead in order to track subsequent for the best photo opportunities. Make it Legal website visits as well as actual room In addition to the travel influencer, Once you have done your homework nights booked. celebrities are also hopping on the and identified a prospective partner, Look for influencers who are skilled social media revenue engine and it's time to ensure that your property content creators and quite adept using their substantial followings for is covered from a legal standpoint. at generating beautifully curated added perks, vacation and profits. As influencer marketing continues photos and videos. By including ad- In the best situations it's a mutually to build in popularity, becoming a ditional assets into your contract, for beneficial agreement that puts eyes primary revenue stream for many, instance a gallery of 10 photos that on a property with a smaller invest- it's critical to ensure parameters are can be posted at the hotel's discre- ment. But how do we shuffle through agreed upon up front so there are tion, you will be able to build a nice the countless opportunities making no surprises that may pop up before library of content that would oth- their way in our inboxes to make a or after a stay. Marketing and legal erwise cost thousands of dollars to legitimate return on investment and should collaborate on a binding hire a photographer. And influencers how can we make the most out of agreement which makes the influenc- know what catches the eyes of social each potential opportunity? er responsible for the costs associated media fans. with their stay if all deliverables are With the right strategies in place Choose the Right Partners not executed on. At the end, there and a little homework, it's a cost-ef- When selecting partners with whom should be no grey area as to expec- fective and contemporary way to to work, in addition to evaluating tations from both parties. Important market to current and potential the "ask", it's important to deter- items to cover in the contract include: guests, attract new fans, build com- mine whether this person truly has munity and communicate our best any influence over their communi- Maximize the Opportunity attributes, amenities and services ty. Experience shows that working There are many current options through dynamic content that makes with micro-influencers may be even across the most popular social media the "scroller" want to stop and take a more powerful than collaborating platforms used to amplify results and look.

MYSTIC EAST | 41 STATE SURVEY NATURE’S HIDDEN JEWEL Jharkhand has drafted a new tourism policy focusing more on private investment which has proposed a 30% subsidy on total capital investment for developing any tourism facilities in the state.

42 | MYSTIC EAST N a bid to attract investment to it failed to attract investments. The to draw investments it’s been made develop tourism, the New Tour- new government led by Hemant more attractive for private investors. I ism Policy has proposed a 30% Soren, which came to power last year, The federation of Jharkhand subsidy on total capital investment decided to revise the policy and make chamber of commerce and industries for developing any tourism facilities it more attractive. Now they are of- (FJCCI) has welcomed the subsidy ini- in Jharkhand, officials said on Friday. fering 30% flat subsidy or Rs 10 crore, tiative of the government. “Investors Besides, the policy also aims to gener- which is lower, on capital investment basically want safety, security and in- ate employment for around one lakh for developing tourism facilities such centive. I believe the subsidy initiative people in the sector through short- as hotels, parks, resorts or others in will attract the private investors in the term and long-term planning. the state. The subsidy will be 35% tourism sector,” said Shailesh Agarwal, Jharkhand had announced its first for developing the same in tribal sub-committee (tourism) chairman ever tourism policy in 2015. However, districts. Since the 2015 policy failed of FJCCI.

MYSTIC EAST | 43 JHARKHAND

The tourism director said the policy was drafted after studying the tour- ism policies of various states includ- ing Gujarat, Rajasthan and Kerala. Even though tourists’ inflow has increased manifolds since the state’s inception in November 2000, safety and security of tourists have been a major issue in the state due to left wing extremism in some ports of the state. In 2000, when Jharkhand came into being, just 4.53 lakh tourists, including 3,111 foreigners, visited the state. But the number rose to 3.55 crore in 2018-19 including 1.76 lakh foreign tourists. Chief minister Soren asked the offi- cials to develop a tourist tracking sys- tem and documentation of places of tourists’ interest. The system will help monitor tourists’ safety and security and it will also guide them where to visit during their journey. Geo-tagging and demarcation of tourism destinations are also being done. The demarcation of tour- ist places would help the people who want to conduct film shoots or events. The department is also working on a single window system for tourism so that people could get all the information or formalities from one spot, officials said. The Director, Tourism, Government of Jharkhand, A. Dodde said the Ranchi is famous for its enchanting waterfalls hospitality and tourism sectors have immense potential to generate em- ployment. “We are targeting to create 75,000 to one lakh employments in the sectors in coming years,” he said. On the lines of the Institute of The 2020 policy says it will create 75,000 jobs in Hotel Management (IHM), a Food the tourism sector, mostly for the backward and Craft Institute at Deoghar has also vulnerable. As many as 130 tourist spots have been proposed in the draft policy, which will offer certificate, diploma been identified. The policy aims to give capital and degree courses. The draft policy investment incentives too also mentions various tourism circuits such as religious, eco, cultural, rural, adventure, film and mining.

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Also known as Shikharji, Parasnath is one of the most famous pilgrimage sites in Jharkhand and a highly revered reli- gious centre amongst the Jain devotees

The 2020 policy says it will create Deoghar is one amongst these Parasnath: Also known as Shi- 75,000 jobs in the tourism sector, spiritual towns which have become kharji this is one of the most famous mostly for the backward and vulner- immensely popular amongst Hindu pilgrimage sites in Jharkhand and able. As many as 130 tourist spots devotees and other tourists. Home a highly revered religious centre have been identified. The policy aims to Baidyanath Temple, one of the amongst Jain followers, Shikharji is to give capital investment incentives 12 Jyotirlingas in India where Lord located in the midst of dense forests too. Barring a few additions, the 2020 Shiva appeared in the form of a light, atop Parasnath Hill, the highest of policy is similar to the Tourism Policy Deoghar is believed to be the place them all in the entire state. Hence, it is 2015, and will continue its focus on where demon king Ravana wor- a preferred destination for several na- the same lines: shipped Lord Shiva and offered his ture lovers and photographers apart ten heads to get the boon of immor- from Jain followers and other devo- Religious Tourism tality. Even though the exact history tees. It is also considered as a place In addition to a number of religious of the temple is unknown, it is still where one can easily attain salva- spots, Parasnath Development believed that the temple was formed tion. It is a complex of more than 20 Authority has been set up to manage thousands of years ago by a king who temples amongst which Jal Mandir, Madhuban and Parasnath. Itkhori and was an ardent devotee of Lord Shiva. Parshvanath Temple and Gautam Basukinath to be developed on the Today, the temple is one of the highly Swami Temple are the most popular. lines of Deoghar. Following are some revered places in India and is visited Trekking up the hill and catching of the spots: by millions of tourists. panoramic views of the nearby

MYSTIC EAST | 45 JHARKHAND

The state is culturally very rich and with right packaging it can be an attractive destination for cultural tourism settlements along with savouring the all castes and religions to enter the are looking for a site in Ranchi where beauty of a peaceful, secluded and compound. As it is located in the you can actually feel the beauty of divine atmosphere is an experience capital city of Ranchi, it is one of the stillness and savour the panoram- in itself most visited temples in the state. ic beauty of the capital city, then Jagannath Temple: Located on Like Jagannath Temple at Puri, it also it is this picturesque temple. The a small hillock on the outskirts of hosts a rath yatra every year which presence of beautiful trees spread Ranchi, Jagannath Temple was built is attended by tourists and devotees all around the temple and atop the during the late 17th century by a king from all over the state. hill helps in maintaining a pleasant named Thakur Ani Nath Shahdeo. Pahari Mandir: Another beauty and charming atmosphere. Isn't it The temple was constructed on the which defines the devotional aura an interesting spot to soothe your similar architectural style as that of of Ranchi, Pahari Mandir, clear from nerves? On one hand, you can Jagannath Temple in Puri, Odisha. its name, is located atop a hill and indulge in religious activities inside Hence, it is considered one of the overlooks the settlement and natural the temple and on the other hand, important landmarks in the state. beauty of the city. With an elevation you can enjoy the pristine surround- Dedicated to Lord Vishnu, this ancient of about 2140 feet, it is also one of ings of Ranchi from the hilltop. temple is frequented by millions of the highest temples in the state. Rajrappa: It is a small town in the tourists and devotees every year. The Pahari Mandir is dedicated to Lord Ramgarh district and is popular as a major thing which distinguishes it Shiva and hence, it is considered as pilgrimage centre on account of the from other temples in the state lies a significant religious site amongst presence of Chhinnamasta Temple. in the fact that it allows people from Hindus, especially Shaivites. If you The temple is dedicated to Goddess

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JHARKHAND

A passenger train passing by the picturesque Parasnath Hills famous for its Jain temple

Chhinnamasta who is known as a the State, promote eco-tourism and State are developed. In Jharkhand nude goddess standing on a mating also conserve wetlands that shelter under the Prasad scheme Deoghar is couple and holding her severed head migratory birds from other parts of being developed. The second scheme in her hand. The compound of the the country and the world. is the Swadesh scheme under which temple also houses several other For the development of tourists’ rich flora and fauna areas of the State shrines dedicated to Hindu gods, destinations as eco-tourism spots, the are being developed.” such as Lord Shiva, Lord Surya and State tourism department is working He said, “Under the Swadesh Lord Hanuman. under two policies: first Swadesh scheme an eco-tourism circuit is Yojana and second is retreat tourism, being developed from Dimna Lake Eco Tourism which is also known as spiritual/ well- to Betla/Netarhat passing through The State Government, in its bid to ness tourism. Parasnath, Massanjore dam, Mc- promote Jharkhand as an eco-tour- Jharkhand Tourism Development cluskieganj, Patratu dam and Netar- ism destination, is trying to utilize its Corporation (JTDCL) General Man- hat/Betla area. These areas will be existing infrastructure at the popu- ager, Dr Alok Prasad said, “There are developed as eco tourist spots.” lar forest and water bodies. As per two centrally sponsored schemes for Apart from developing an eco-tour- the eco-tourism policy, the tourism development of tourism in Jharkhand. ism circuit, the tourism department department would facilitate activities First is the Prasad scheme under which is going to host festivals/ functions to develop biodiversity rich areas of religious /spiritual destinations in the in February to develop tourism as

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also enthusiastically perform these dances mostly based on episodes Ra- mayana, Mahabharata and Puranas. The dance is integrated into social and cultural life of people in the area, despite day-to-day hardships of the practitioners. Apart from these dance forms of Santhals and there are various types of folk dance in the state which are performed during harvest season, festival and social gatherings. Jhu- mair, Domkach, Lahasua, Jhumta, Fagua, Paika and Santhali are some of these dances. Showcasing these dance forms through cultural fests can go a long way in the development of Jharkhand as a tourist destination. Konarak dance festival organised by Odisha Tourism is a nice model.

Rural Tourism Beautiful sunset point by the River Subarnarekha near Jamshedpur, the steel city Village Tourism Committees to be in Chota Nagpur Plateau identified and established. Identifi- cation of villages to be set us model part of retreat tourism. Alok Prasad agents, air, land and sea transporta- villages. Homestay concept to be said, “As part of retreat tourism, the tion industry and others. The depart- brought into picture. Model village on tourism department is going to host ment's priority is to once again give the lines of Choki Dhani in Rajasthan festivals/functions in February under pace and momentum to the tourism can be developed as an integrated which eco-tourism will be promoted.” industry in Jharkhand. tribal complex to showcase different The department is going to aspects including tribal culture, art, improve infrastructure facilities in Cultural Tourism craft and cuisines. The miniature mock these areas such as good accommo- The state is culturally very rich and village has activities that you will find dation and food for tourists. Also in with right packaging it can be an at- in real Rajasthan – like puppet shows, these areas adventure sports will be tractive destination for cultural tour- acrobatics, parrot picking cards, for- promoted. In the connection retreat ism. The life and styles of the indig- tune telling, boat rides, horse riding, tourism will be promoted in Massan- enous people is unique and can be and magic shows too. There is also an jore dam, Mccluskieganj, Patratu dam showcased to tourists from India and art gallery, shopping arcade and bevy and Netarhat. abroad. Folk songs and folk dances of food stalls with diverse ticket prices As this festival/function will be of the state can compete with those depending on the dining experience held during Covid pandemic period, of other states of India. The Chhau, a and royal stay facilities. This luxury special attention will be made in hy- magnificient form of martial dance, heritage resort here gives a glimpse giene, cleanness and following social is performed at the open courtyards and experience of true Rajasthani ru- distancing norms. attached to shrines of village Gods. ral culture. Visitors can see original Ra- The Covid-19 pandemic has se- The Mura or Munda tribes, the jasthani art & craft including ancient verely impacted the tourism industry worshippers of Sun God Sing Bonga, artifacts, wall-hangings, old paintings, across the globe covering sectors are the most ardent participants in traditional handicrafts, sculptures & like hospitality, tour operators, travel Chhau dance. The Kurmis, or Mahatos, folklore.

MYSTIC EAST | 49 JHARKHAND

adventurous activities like para- gliding, Water Sports & Parasailing Giridih, among other sports helping Adventure Tourism in Jharkhand get much popularity. Some of the most wanted destinations of Jharkhand Adventure Tourism are explained below: Water Sports, Giridih: Around 8 km North-East of Giridih, a water reservoir is among the best spots pro- viding you water related adventure sports and bird-watching activities. One can get an amazing panoramic view of Khandoli site from a watch tower and 600 feet high hillock. You can get the adventure of elephant and Camel Safari and many other amusement facilities like Boating, Rock-climbing ,Parasailing and Kay- aking. Parasailing training, Giridih: Giridih offers a remarkable space for an exciting aero sport parasailing, in which one can sail in the air up to an Massanjore dam, across the Mayurakshi River, is in Dumka district. Built with Can- dian aid, it is also called Canada Dam or Pearson Dam. The reservoir has an area of altitude of 300 feet through a half 16,650 acres in when full cut orange shaped parachute called 'Parasail' that is dragged through a Jharkhand hasn’t developed any the Paitkar community in Jharkhand, rope linked to a jeep on land or by a such mock village but two adjacent West Bengal and Odisha. They have motorboat above water. villages Amadubi and Panijiya were been placed under the economically started by the Jharkhand tourism weaker section as per the Govern- New Ventures department and implemented by ment of India socio-economy survey Wellness Tourism: Jharkhand will be Jamshedpur-based NGO Kalamandir 2011. promoted as a ‘Rest and Recuperate’ in 2013 has increased the livelihood destination. Holistic therapy centres of villagers and led to the revival of Adventure Tourism will be included in the definition of dying art form of Paitkar painting. Adventure: An adventure tourism tourism units Over 40 families of Paitkar painters institute has been set up to provide Film tourism: A film city to be es- were virtually on the brink of starva- training to local youth. A master plan tablished in conjunction with Public tion when the project was conceived to be prepared for the development relations Department. Up to 15% up- in 2005-06. The project received of trek routes, water sports activi- front subsidy of the total production the much-needed support from the ties. Rescue teams to be formed for cost of any film shot in Jharkhand will tourism department and one can adventure sports. be provided. see the transformation in the lives of Jharkhand has a number of desti- Mining Tourism: Financial sup- the artists and their families. Paitkar nations known for generating the real port to encourage tourism activities is derived from ‘pait’, an aberration sense of adventure for visitors. Many in the mining sector. Joint ventures of pata, which means scroll, and of the destinations – like Giridih, with public and private companies chitrakar which means painter. It is Parasnath and Satpahar hills – in the for employment opportunities to a traditional art form practiced by state possess lots of scope for many locals.

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