30 Minute Interview

'We have had a successful rural tourism programme'

He is the latest architect to create innovative agendas and tourism landmarks to make this industry more visible to Indian and international travellers. S Bannerjee, IAS, Secretary, ministry of tourism, Government of India has been preparing an ambitious a-la-carte. By P R Subas Chandran

S Banerjee IAS, Secretary, Ministry of Tourism, Government of India

What are the major initiatives you plan to implement in the near future?

There is an urgent need to enhance the quality of experience on ground. I would therefore emphasise on improving infrastructure at major tourism destinations, increase supply of accommodation in major destinations, focus on capacity building of service providers like taxi drivers, guides, etc, open new states to tourism and improve the development of human resource in the tourism sector.

What are the policy measures taken in terms of protecting the ecological balance?

There is a huge shift from pure heritage and culture tourism towards experiential tourism. Tourists prefer to go to natural settings and unexplored getaways. The focus is on sustainable tourism - tourists want to give to the destination more than what they take from it. We have therefore set up ecological norms for certification of hotel accommodation. We have an eco-tourism policy in place and will vigorously pursue tourism activities that are environmentally and culturally sustainable.

We have had a successful rural tourism programme where the local community is our partner in creating a green India. This has enabled us to make a paradigm shift from bricks and buildings of star hotels to unique experiences in rural India.

What policy measures are being considered to make Brand India more robust?

Brand building of a multi-product destination like India requires constant innovation and creativity. We have tried to keep the destination image fresh and vibrant by unleashing a new campaign in the global market every year. Key markets have been targeted with the print backed by electronic media, reinforced by online publicity and further enhanced by outdoor advertising.

We have undertaken integrated campaigns during ITB Berlin where India was the partner country and in New York for Incredible India@60. We will now get into new markets like China, Russia and Japan, and open new products like adventure, MICE and medical tourism.

Some states have been acting independently. Are you looking at some kind of strategic collaboration with the four regions?

Yes, we believe in partnership with the states. Our infrastructure funding is entirely routed through the state governments. In many ways, Incredible India is like the mother brand. Tourists do not recognise geographical boundaries; they cut across states. Hence, states need to work together so that there are common tax rates. We will of course act as facilitators and catalyst.

Which modules, apart from public-private partnership, do you think can help tourism in India?

The challenge is to create 1,00,000 star category hotel rooms in the next three years. This requires states to create land banks and make them available on long-term basis. The Incredible India B&B scheme, an unique initiative, has already been launched with the objective of creating additional capacity prior to Commonwealth Games.

India has to transform itself into a 365 days a year destination with increased emphasis on new products. Tourism has an immense multiplier effect and if India's economic growth has to be accompanied with employment, tourism is the answer. This requires partnership with not merely the private sector but with state governments. However, we need more PPP initiatives in developing products like cruise tourism.