Uttarachal...Zooming Ahead

N N Prasad, secretary to the government of Uttarachal, department of tourism and CEO, Uttaranchal Tourism Development Board, elucidates the state’s strategy to develop itself as a global tourist destination

With the creation of a separate state of Uttaranchal, on November 9, 2000, tourism is now viewed as one of the key sectors of economic growth and development in the state and considered to be an effective income and employment generator. The state has announced a forward looking tourism policy, which is not merely a policy statement but is an attempt to analyse the tourism potential and strengths of Uttaranchal along with the weaknesses and challenges, which lie ahead.

On the basis of this analysis, a road map for the development of tourism in the state has been drawn up. Actionable objectives have been set and contours of an action plan have been delineated in order to reach the milestone and achieve targets.

The first and foremost step taken was to abolish the tourism directorate and replace it with an Uttaranchal Tourism Development Board (UTDB), through an act, which also consists of five leading experts from the private sector.

With a view to improving the quality of project formulation in the tourism sector, the state government, through a competitive process has short listed leading consultants ranging from landscape architects to agencies for the preparation of master plans and further, to augment the development of tourism projects. All major projects are now being formulated and designed by leading consultants namely, Tata Consultancy Services (TCS), PKF Consultants, JTCI Consultants etc.

Master plans

• Char Dham pilgrimage circuit
• New ski resort at Dayara Bugyal
• Eco-tourism project near Ramnagar
• Trek routes
• Development of airstrips
• Development of Tehri Dam as a tourist resort
• Cave tourism at Patal Bhuvneshwar etc.

In addition to the above, master plans for new destinations such as Pauri, Khirsu, Lansdowne, Binsur, Munsiyari, Pithoragarh are being drawn up. The Infrastructure Development Finance Company (IDFC) is evaluating all tourist rest houses in the state with the end objective of privatising their management as well as locating private sector partners for major tourism projects. Uttaranchal tourism has also entered into a MoU with INTACH for the listing of heritage properties in the state as well as for the restoration and conservation of heritage properties.

Marketing and Publicity

A multimedia publicity and marketing strategy has also been launched. An interactive website, www.uttarnachaltourism.gov.in, has been launched. Uttaranchal tourism launched its first campaign using electronic media, with the branding ‘Uttaranchal.... Simply Heaven’ on January 26, 2004. The campaign was featured on one of the leading visual media channels, which would soon be aired on other channels too.

Tourism Empowers Local Community

The state government is conscious regarding preserving the sanctity of the local community. The state has planned to develop tourism villages on major yatra and trek routes. This would include the development of basic facilities of clean and healthy food and comfortable accommodation to tourists in the villages. Together with mountain tourism activities in surrounding areas, the historical traditions of the villages, folk arts, culture and cuisine will be promoted as special attractions. We also aim to encourage traditional handicrafts for which rural craftsmen will be provided with necessary training. Further, craft bazaars and craft villages will be set up and developed, for which 20 villages have been identified.

In the meeting on the national committee on eco-tourism and mountains, the union tourism minister, Jagmohan announced that Uttaranchal would be developed as a key eco-tourist destination in the country and that in pursuance of this, the government of India is developing four to five centres to project them as ideal eco-tourist destinations worldover. Uttaranchal tourism has also launched a campaign ‘Badri Van’, which is a tree plantation programme on approximately eight acres of land. It was launched at Badrinath where pilgrims and tourists can plant a tree at a site earmarked for their respective state. In addition to this, Uttaranchal tourism is also planning to launch two other tree plantation schemes, namely, Pitri Van at Haridwar and Paryatak Vanat. The state has also developed hubs to attain better governance. The primary hubs are Haridwar Rishikesh, Govind Ghat - Ghangarla - Valley of Flower - Hem Kund Sahib, Almora - Jageshwar, Patal Bhuvenshwar, Pauri - Khirsu - Lansdowne, Pithoragarh - Munsiyari.