Punjab paves its path for global prominence with groundbreaking developments
Punjab’s tourism strategies are characterised by a blend of sustainability, technology integration, and a focus on local experiences, ensuring that its industry keeps up its continued growth and adaptability in a dynamic global landscape. Rakhee Gupta Bhandari, Principal Secretary, Tourism and Cultural Affairs, shares her vision that will shape Punjab's tourism landscape, creating a blend of authenticity and modernity for an unforgettable visitor experience. Charting Punjab's Tourism Trajectory
In 2023, Punjab’s travel and tourism industry faced both challenges and successes that are likely to shape its future strategies. The state hosted its first tourism summit and travel mart, which will go on to be a key determinant of its tourism landscape both on the demand and supply end and address the most significant challenge the state has dealt with in this sector post-COVID-slowdown. To support a tourism market, it was crucial to kick off dialogues around Punjab’s assets, policies, and ecosystem. The tourism value and service delivery chain were briefed and sensitised about the challenges the state faces in domestic and international markets. Three months after the summit, the state can assert with certitude that it has been a resounding success.
“The year of strong deliberation has thus managed to narrow down the state’s priorities as ‘sustainability’ and ‘responsible tourism’, aligning with global environmental concerns. The region intends to invest in eco-friendly initiatives while engaging its cultural and natural assets as part of a sustainable tourism approach,” asserts Rakhee.
Local Synergies
With a potential shift towards local and regional tourism, Punjab Tourism has also collaborated with local businesses for a mutually beneficial impact. Digital marketing and personalised customer experiences can also be prioritised, recognising the significance of staying connected with travellers in an increasingly online world. "Under the visionary leadership of our Hon’ble Chief Minister S. Bhagwant Singh Mann, our plan is to make continuous progress by connecting the dots, leveraging our assets, and developing potential sites and skills to promote sustainable tourism,” accentuates Rakhee.
Adapting and Prioritising Tourism Strategies
In 2024, several emerging trends are likely to significantly impact Punjab's tourism sector. Firstly, the continued integration of technology will demand a robust online presence, encouraging Punjab to invest in user-friendly platforms, virtual experiences, and innovative digital marketing strategies. This shift aligns with the global trend towards personalised and contactless travel experiences. Rakhee highlights, “Sustainability will remain a key focus, with Punjab embracing ecofriendly initiatives, promoting responsible tourism, and showcasing its cultural and natural heritage. This commitment to environmental consciousness responds to the growing demand for green travel options and aligns with lessons learned from global challenges.”
Punjab tourism shall prioritise the regional focus on local and authentic experiences, which will continue to flourish, with collaborations between the tourism industry and local businesses fostering community engagement and economic growth. Additionally, niche and experiential tourism will be key focus areas for Punjab in the years to come, as evidenced by its policy concentration. Wellness, water, and adventure tourism are all recognised as significant industry shifts, with more investors and stakeholders sensitised about the potential of the same in Punjab. A combination of innovation, cultural preservation, and a commitment to responsible tourism will propel Punjab to navigate the evolving landscape and position itself as a resilient and soughtafter travel destination in 2024.
Embracing the Adventure Lifestyle Trend
In a groundbreaking move to actuate Punjab into the forefront of adventure tourism, the state government has unveiled the Punjab Adventure Tourism Policy 2023. This visionary initiative aims to capitalise on Punjab's diverse topography, including the foothills of the Shivalik Range, wetlands, forests, and rivers, offering a playground for adrenaline enthusiasts. Activities such as rappelling, river crossing, ziplining, forest walks, camping, hot air ballooning, helicopter rides, bungee jumping, and water sports are set to redefine the adventure landscape.
Complementing this thrust into adventure, the Punjab Water Tourism Policy 2023 invites private sector proposals to develop tourist sites along the state's major rivers and canal networks. Rakhee further informs, “Exciting activities like boating, camping, trekking, ziplining, and jungle safaris are set to transform picturesque locations like Chamrour, Phangota, Thana Dam, Chohal Dam, and Siswan Dam into mustvisit destinations.”
Punjab Tourism made an indelible mark at ATOAI’s 15th Convention held in Gujarat last month, where the state was recognised by the association as the "Friend of Adventure" state. This recognition serves as motivation for Punjab to aim higher, striving to transform itself into the best state for adventure.