MOT takes global marketing seriously

Department-related Parliamentary Standing Committee on Transport, Tourism and Culture recently presented a report titled ‘Role of Indian Missions Globally for the Growth of Tourism in India’ in the Rajya Sabha, where it recommended MOT on how to work along with overseas offices and use Indian Missions globally to their full potential.

The report by Parliamentary Standing Committee on Transport, Tourism and Culture gave recommendations to the MOT, while Secretary of Tourism shared updates about the steps and initiatives taken by them.

Take cue

After observing the models of other developing nations such as Thailand, the panel suggested, “Thailand utilised diplomacy and tourism promotion to attract foreign tourists, despite their small population and geographical area as compared to India. The same strategy may be applied in India for growth of inbound tourism.”

Focus on neighbours

“South Asian nations are marketed as part of a package tour and, therefore, linkage between India and South Asia is of importance for the sector. Cooperation with other South Asian countries on joint tourism and advertising drives would promote inbound tourism in India,” the panel felt.

Circuit tourism

Talking about the tourism circuits, Buddhist Circuit and Ramayana Circuit, the committee recommended that necessary steps must be taken to revive circuit tourism by holding Fam trips and Buddhist Circuit family tours with the help of Indian Overseas Tourism Offices and Missions.

MICE focus

Commending the ministry on strategic promotion of MICE tourism, the Committee stated, “Many Indian cities have good infra for hosting conferences or are in the process of developing the same. What is required is linkage between the cities to enable the growth of MICE tourism.”

Medical tourism

Mentioning that India has a huge wellness tourism potential and appreciating its inclusion in the tourism strategy, the committee felt, “India receives most of its medical tourists from Afghanistan, Pakistan, Oman, Bangladesh, Maldives, Nigeria, Kenya and Iraq.

There is a huge potential for India to advance towards attracting medical tourists from Europe and USA among others.”

Film tourism

In view of how countries offer incentives to encourage film producers to use sylvan locations to shoot films, the committee stated that the incentives offered by the Indian government appear to be meagre as compared to global norms. “The committee asked the MOT to review the perks provided to foreign film producers as per globally competitive rates,” it added.

Overseas tourism offices

The report stated that out of the 31 vacant posts in the Overseas Tourism Offices, only seven have been filled, while 24 lie vacant. About 12 vacancies have been vacant for five years. There are six vacancies in the local staff. Mentioning that three fourths of the posts in the Overseas Tourism Offices are vacant, some for years, and others with a bare minimum staff, the committee recommended that steps be taken to fill the positions lying vacant immediately.

Tourism Missions' staff

The Overseas India Tourism offices, handling the responsibility of tourism promotions, have now been consolidated to eight offices, and the mandate of promotion of Indian tourism abroad is with them. The committee shared, “This is a cost-saving measure, which would enable the government to appoint officers in as many nations as required, while setting up a tourism office. Only a certain number of Overseas Offices can be appointed, while the Indian embassies and consulates around the world can be a marketing model for tourism promotion.”

"The MoT, along with External Affairs Ministry, formulated norms to link Indian businesses seeking to conduct trade and agri exports,” it stated. It may be noted that security of tourists is vital for projecting India as a tourist haven. Only 39 sites spread in 15 states and UTs have been identified for implementation of Tourist Police Scheme.

Necessary steps must be taken to revive circuit tourism by holding Fam trips with the help of Indian Overseas Tourism Offices

Last mile connectivity

Good quality last mile connectivity is important to ensure a positive experience for tourists visiting an Indian tourist destination. “The MOT must examine the quality of roads/highways at all tourist spots near the national highways,” the committee stated.