Beyond e-Tourist Visa: Next step forward?
Electronic Tourist Visa (eTV) has been one of the most successful and publicised initiatives of the Government of India in recent times. TRAVTALK asks industry stalwarts what else can be done to increase inbound figures.
Tourism falls into the category of infrastructure and services. If we have to become competitive, we have to rationalise things, especially taxes, as well as look into things like sanitation, security of women, cost of hotels and travelling, as well as the total brand image. We should focus on why an international tourist will come to India and not go to Bali or Thailand. The real thing missing in our case is that we are not serious. We are serious about eTV and it is doing well. The day we become serious on other issues, we will do well.
The Government is doing its best in terms of improving infrastructure, identifying circuits, and investing money. New airports are coming up, roads have improved, and connectivity has increased. In government, both central and state, as well as all stakeholders have to play an important role and everybody has to contribute towards the growth of tourism. There are enough interactions and platforms available where the government is engaging with stakeholders. Things are happening, albeit slowly, but somethings have improved considerably.
The Visa-on-Arrival service was initially miscalculated and not projected as it was supposed to be. It was e-Tourist Visa and not visa on arrival. Hence, it had a bad effect. There are offices of the Ministry of Tourism outside India, but without a director. Where there is a regional director, there is no power in his hand, since he/she has to take approval from the head office for even signing an advertisement. The government is spending money, but I don’t think it is going in the right direction.
Without the government’ s support, nobody can do business. Our government has been very responsible and responsive towards our demands. We need to understand that they also have restrictions and protocols to abide with. The country’s image as a tourist destination has improved, and that is because of our Prime Minister. It is on us to encash on this opportunity and showcase the country in a better way.
While the eTV is there, the government has also started their media campaign which is very much required. I believe that the media campaign with various TV channels and newspapers would definitely help boost the country's image and get hold of more clientele.
e-Tourist Visa has had a positive impact. Also in one of its initiatives, Rajasthan Government facilitates change of land use for potential hoteliers. If someone buys a land for residential or agriculture purpose the government helps them in converting it for commercial use. The National Civil Aviation Policy is a great move to increase regional connectivity. Also, roads are getting better in Rajasthan.