India’s Ministry of Tourism is spearheading efforts to elevate the country’s status as a premier global travel destination. With a rich tapestry of cultural, historical, and natural attractions, India offers a unique and diverse tourism experience. To effectively showcase these offerings, the Ministry has adopted a comprehensive marketing strategy, collaborating with various stakeholders to enhance infrastructure, promote sustainable tourism practices, and improve connectivity. These initiatives are designed to create a cohesive and attractive tourism experience, drawing both domestic and international travelers to explore the wonders of India. The nation’s significant improvement in the Travel and Tourism Development Index, rising international tourist arrivals, and positive economic impacts underscores the success of these strategic efforts.
India’s Improved Ranking in Travel and Tourism
According to the Travel and Tourism Development Index (TTDI) 2024 report published by the World Economic Forum (WEF), India has significantly improved its ranking to 39th among 119 countries. This marks a notable rise from its previous rank of 54th in the 2021 index. The adjustment of India’s 2021 rank to 38th due to WEF’s revised methodology further highlights the nation’s travel and tourism sector progress.
Pillars of Growth in Travel and Tourism
The TTDI report indicates that India’s scores have improved in three critical areas: Prioritisation of Travel & Tourism, Safety & Security, and Health & Hygiene. These improvements reflect the country’s focused efforts to enhance the travel experience for domestic and international tourists, making India a more attractive and safer destination.
International Tourist arrivals and market share
The UNWTO barometer for May 2024 reported 975 million international tourist arrivals worldwide in 2022, with India recording 14.3 million international tourist arrivals. This represents a 1.47 per cent share of the global inbound tourism market. Additionally, India’s share in the Asia & Pacific region stood at an impressive 15.66 per cent in 2022, indicating the country’s growing prominence as a key travel destination.
Positive Trends in Tourism Statistics
The Ministry of Tourism released key tourism statistics for May 2024, highlighting a positive trend in foreign tourist arrivals (FTAs) and foreign exchange earnings (FEEs). In May 2024, FTAs were 6.00 lakh, up from 5.98 lakh in May 2023, marking a 0.3 per cent growth. Between January and May 2024, FTAs reached 40.72 lakh, showing a 9.1 per cent increase from the same period in 2023.
Economic Impact of Tourism Growth
Foreign exchange earnings during May 2024 were Rs 17,762 crores, a 3.23 per cent increase from May 2023. For January-May 2024, FEEs totaled Rs.1,08,362 crores, a substantial 22.52 per cent growth compared to January-May 2023. These trends indicate a robust and expanding tourism industry, contributing positively to India’s economic growth and development.
Promotional Strategies by the Ministry of Tourism
The Ministry of Tourism in India has proactively promoted the country’s destinations and tourism products domestically and internationally. Utilizing an integrated marketing and promotional strategy, the Ministry collaborates with travel trade partners, state governments, and Indian missions. This comprehensive approach, including leveraging social media and participating in international travel fairs, aims to increase India’s share in the global tourism market.
Comprehensive Marketing Strategy: The Ministry of Tourism promotes India’s diverse domestic and international tourism destinations and products. This is achieved through a comprehensive marketing and promotional strategy integrating various elements to create a cohesive campaign. The Ministry collaborates with travel trade partners, State Governments, and Indian Missions to ensure a unified approach. These efforts highlight the country’s unique cultural, historical, and natural attractions, enhancing India’s appeal as a top global travel destination.
Mission Mode for Tourism Development: The Ministry of Tourism has envisioned tourism development on a Mission Mode by fostering synergy and convergence with Central Line Ministries, States/UTs, and various stakeholders. This comprehensive approach aims to enhance infrastructure, create unique tourism products and experiences, improve skilling, and bolster connectivity within the sector. Key initiatives include:
This collaborative effort intends to position India as a globally competitive tourism destination, offering diverse and enriched experiences to domestic and international tourists.
Revamped Swadesh Darshan 2.0 Scheme: Revamped Swadesh Darshan 2.0 Scheme The revamped Swadesh Darshan Scheme, now known as Swadesh Darshan 2.0 (SD2.0), aims to develop sustainable and responsible tourism destinations through a destination-centric approach. Under the Ministry of Tourism’s initiative, 57 destinations across 32 States and Union Territories have been selected for development. To support this effort, 29 projects have been sanctioned with a total allocation of Rs. 644.00 crore. This strategic approach focuses on enhancing the tourist experience while ensuring the preservation and sustainability of these destinations.
Challenge-Based Destination Development: Under the Swadesh Darshan 2.0 Scheme, guidelines have been established for the ‘Challenge-Based Destination Development’ sub-scheme to enhance tourist experiences and transform destinations into sustainable and responsible tourism sites. This initiative identifies and supports 42 destinations across four categories: Spiritual Tourism, Culture & Heritage, Vibrant Village Program, Ecotourism and Amrit Dharohar Sites. The focus is on fostering sustainable tourism practices and developing these sites into prominent, well-managed destinations that offer enriching experiences while preserving cultural and environmental integrity.
PRASHAD Scheme for Pilgrimage Sites: The National Mission on Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD) Scheme has been launched to enhance tourism infrastructure and amenities at key pilgrimage destinations across India. This initiative aims to develop and rejuvenate the facilities at these spiritual sites, improving accessibility and overall visitor experience. By focusing on identified pilgrimage locations, the PRASHAD Scheme seeks to promote religious tourism and support preserving and promoting India’s rich spiritual heritage. The program underscores the commitment to integrating tourism development with cultural and historical preservation, ensuring that these sacred sites can better accommodate and inspire pilgrims and tourists alike.
Incredible India Tourist Facilitator (IITF) Certification Programme: The Incredible India Tourist Facilitator (IITF) Certification Programme has been launched as a Pan-India online learning initiative, accessible from various digital devices. This innovative programme is designed to elevate the tourist experience by training a pool of local professionals who will be available at tourist sites across the country. By equipping these facilitators with comprehensive knowledge and skills, the IITF Programme aims to enhance visitor interactions, ensuring a more informed and enriching experience for tourists exploring India’s diverse destinations.
Enhancing Air Connectivity: The Ministry of Tourism has actively engaged with the Ministry of Civil Aviation to enhance air connectivity to key tourist destinations. As a result of these efforts, 53 tourism routes have been successfully operationalized under the Regional Connectivity Scheme (RCS-UDAN). This initiative aims to improve accessibility to significant tourist locations, fostering greater ease of travel and promoting tourism across the country. By expanding the network of regional air routes, the initiative seeks to boost economic growth and development in various regions, making travel more convenient for domestic and international tourists.
Promotions for India’s tourist destinations are actively conducted through the Ministry of Tourism’s website and social media platforms, highlighting various attractions and experiences across the country. Additionally, the Ministry develops a range of promotional materials to further amplify these destinations. To bolster India’s presence in the global tourism market, the Ministry also participates in international travel fairs and exhibitions held in major and emerging markets, aiming to increase India’s share and appeal to potential travellers worldwide.
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