MP Tourism Revamps On An Aggressive Note

Jyoti Koul - New Delhi

Madhya Pradesh (MP) Tourism has embarked on a transformation initiative. Industry observers predict that MP will soon give Goa, Kerala and Rajasthan a tough competition. The state has witnessed a positive change, especially since the last seven months when the tourism development corporation, was taken over by its managing director, Ashwani Lohani.

"I do not have exact figures but over all this year the increase in tourist arrivals has been 15 per cent in the state," informed GS Chahal, executive director, Madhya Pradesh State Tourism Development Corporation Ltd (MPTDC). With a variety of attractions like heritage, wildlife, monuments, famous religious centres like Amarkantak, Omkareshwar, Ujjain, Maheshwar, Chitrakoot and vast water bodies one certainly wonders why the state has taken so long to surface on the tourist map. The industry analysts believe that MP despite the diversity of the products, has been lagging behind because the priority given by the government for tourism has been rather slow. Its tourism attractions have been poorly maintained and the infrastructure development was not up to the mark. "Seventeen roads especially the ones that lead to major tourist spots would now be improved on an urgent basis," said Chahal.

The state also has two airports, which are not properly utilised. Negotiations are underway with the director general of civil aviation to facilitate better connectivity. MP tourism is also renovating its accommodation units. Of the 50 accommodation units 15 are currently being renovated and upgraded and the investment that is being made into them is to the tune of Rs eight to nine crore. The up-gradation process includes new additions like bars, conference halls , bigger restaurants etc. The board has also taken up circuit development very aggressively this year. It has identified Gwalior, Orchha, Shivpuri, Panna etc for circuit development. Under the circuit development plan, there are plans to have sound and light shows, reception centres, development of water sports facility and the complete up-gradation of the existing products at the identified circuit development areas.

For its product development and infrastructure development like IT implementation and computerisation, MP tourism has sent a proposal for Rs one crore and 96 lakh, through which it is planning to set up kiosks to facilitate the tourist with correct and quick information. MP is also among those states to offer central reservation system or online bookings. Apart from this, Rs five crore was given for Amarkantak development, which was a project prepared by the collector in co-ordination with various wings such as PWD, water, religious authorities, transport department. The tourism department has send another proposal of Rs five crore for the development of twin destinations of Omkareshwar and Maheshwar, the development plan of which will include various segments of the temple complex, like putting up a drinking water facility, accommodation development and relocation of a bus stop etc. At Maheshwar, MP tourism also aims to promote the sari weaving industry. Further, the allocations (for the year 2004) have been increased to Rs 15 crore. In order to create its visibility and reach, it has opened marketing offices in various parts of the country. Offices in Agra and Jaipur have already been operational, while Varanasi and Lucknow are soon to follow.

The state has also taken the decision to work closely with the travel trade, by increasing their commissions. For example, if the standard commission is 10 per cent, it would be increased to15-20 per cent. Besides its flexible strategy, it is also reaching out to the industry at every forum. They are also getting serious about their overseas promotions. The state is also incorporating changes in its products, as per the feedback received from the travel industry. With the improvement in the products, the state is hopeful that the trade would promote MP with increased seriousness.

Another issue, which the tourism authorities aim to pursue is that of recruitment. "I guess recruitment is another area that we need to take up seriously. We are short of numbers or serving members. I think government has put some kind of ban on fresh recruitment but since we are a service industry and as the units are growing we need more helping hands. For example we do not have chefs. We are looking at the subject seriously and are wondering if we can outsource, recruit or contract or change the recruitment structure itself with the approval of the government,” said Chahal. He further mentioned, "Apart from recruitment, there are other issues such as inter state road tax, rationalisation of taxes and permits etc which the tate needs to address. The present MD has set a target of Rs 20 crore, which is anticipated to increase to 35 crore for the nest year. The state is looking at about 40-50 per cent growth.