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The
three-day India Initiative retreat at Agra organised by the
World Travel and Tourism Council (WTTC) will go down in the
history of Indian tourism as probably the first time that
all major stake-holders of the industry, influential members
of Parliament, senior journalists, policy makers, ambassadors
and representatives of airlines came together and decided
on some concrete action plan.
The participants were vociferous in asking for the setting
up of a cabinet committee on tourism under the chairmanship
of the Prime Minister. Political leaders present volunteered
to take an all-party delegation to the prime minister to set
up a cabinet committee.
Four
other concrete suggestions were also mooted on which the participants
promised to take follow-up action.
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The India Initiative declaration recommended:
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Set up a Cabinet Committee on travel and tourism.
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Increase plan outlay for the sector.
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Increase access to the destination, which means have visa
on arrival facility.
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Rationalisation and uniformity of taxes.
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New marketing of the brand called India.
WTTC president Jean-Claude Baumgarten, commenting on what
the Retreat achieved, said: “As part of our India Initiative,
I would consider the proposal to set up the cabinet committee
for the sector as the most important and concrete event since
all the major stake-holders of the industry were unanimous
on it. We also focused on the need for easy access to India
and facilities like the need of visa on arrival. We will be
meeting again in Kochi on January 10, 11 and 12, 2003, to
show the results of the resolutions made here. So the action
starts now as we have set up a deadline.”
On the response received from the government, Baumgarten said:
“The response of each and every policy maker or member
of Parliament present there was simply overwhelming. Minister
of Civil Aviation Shahnawaz Hussain, was very supportive about
the visa on arrival idea. Samajwadi Party member of Parliament,
Amar Singh volunteered to get tourism minister, Jagmohan and
state tourism minister, Vinod Khanna to accompany the delegation,
when they approached the Prime Minister.”
It was suggested at the Retreat to have intelligent taxation,
which would include uniform taxes and rationalisation.
Commenting on the Retreat, Yogesh Chandra, general secretary,
WTTC, said: “The motive was to get the industry’s
act together fast. Then, we will be able to show the results
and findings when we meet again in January. That meet will
be an assessment in which we can formulate new roles for the
future and work under a global framework. Actually, this was
no conference. We aimed to bring tourism from the bonnet into
the mind.”
The common consensus at the event was that the Prime Minister
needs to be involved in tourism issues. The Cabinet Committee
on tourism, if set up, will take up crucial issues relating
to the sector and serve as a platform to get opinion makers
on their side.
Suhel
Seth of Equuis Advertising, who presented a paper on brand
marketing said that, marketing of brand India must be consistent,
cohesive and concise on the lines of what other countries
have done. He said, “Since, we have a genuine competitive
edge as our brand is very strong, we need to bring people
from disparate channels to focus on the issue. It is a competitive
destination for three major reasons:
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Its fantastic locations
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We have the cultural DNA for hospitality and
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We have the advantage of English as a very widely spoken
language.”
According to PRS Oberoi, chairman, EIH: “Till 1982, there
were no visas required, it was introduced during the golden
temple problem since security had become a major cause of
concern then. Our government thinks that visas should be on
given on a reciprocal basis but it is never like that and
we told the government.”
Lalit Suri, chairman and managing director, Bharat Hotels
Ltd and president, Hotels Association of India (HAI), who
was asked to present a paper on taxation, said: “The
heavy taxes are an irritant to tourists who opt for more economical
tourist destinations. The issue of taxation on tourism have
now gained increased importance in the wake of 9/11. We therefore
suggested a step toward rationalisation of tax structure with
a single cap measure both at the central and state level.
This will help the tourism industry play a vanguard role in
boosting employment.”
WTTC also presented the Council’s status report on tourism.
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