20% of MOT budget on NE

Suman Billa, Joint Secretary - Tourism, Govt. of India, highlights the need for a joint effort from all sectors to boost tourism possibilities in Northeastern states.

The Ministry of Tourism has shown a special interest in effectively tapping the exceptional tourism potential of the Northeastern states and with several initiatives to strengthen infrastructure, exponential growth in tourist arrivals has been predicted. However, to be able to fully utilise the tourism potential of these states, joint efforts by different sectors, other than the government, is absolutely necessary. Highlighting the same,

Suman Billa, opines that several aspects need to be understood to reap the North East's pristine tourism potential effectively. "The first and foremost step in this process is recognition," he says. "As policy makers, we need to acknowledge, understand and get clarity on the potential of the place; only after that can we focus on achieving the goal."

He identifies another parameter essential for growth and says, "We need to create an atmosphere where tourism opportunities can grow. Years ago when I was with the Tourism Department, Kerala, our biggest success was unleashing the potential of the local entrepreneur. Big hotel chains have not made Kerala into what it is; it is the local entrepreneurs that have made investments and built properties using local materials and adding authenticity. Hotels are hotels and they tend to be similar everywhere you go - travellers look for authenticity in a place."

Billa further draws attention to the budgets allotted by the state governments and comments that it needs to be increased. "We live in a competitive world - if you want big returns, then you need to invest big," he remarks. Similarly, he mentions that

Currently, these states are being portrayed as Paradise Unexplored. Brand communication needs to be heavily worked and should be consistent. Suman Billa Joint Secretary - Tourism, Govt. of India

public infrastructure needs to be developed at important hotspots which will then trigger the private sector to build up the infrastructure.

A major component of any place with high tourism potential is its brand image. "Just as everyone associates Kerala as God's Own Country, the North East needs to have a similar identity," Billa shares. "Currently, these states are being portrayed as Paradise Unexplored. Brand communication needs to be heavily worked and should be consistent."

Furthermore, the Government of India has allocated 10 per cent of MOT's budget towards the North Eastern states to promote development. Billa states, "For the past few years, we have been exceeding the limit up to 15-20 per cent. Apart from that, we have formed circuits under the Swadesh Darshan scheme on eco development and wildlife etc., along with a special North East circuit. We are putting a lot of money into these states. What I am keen to see is matching private investments."