Can Tourism be a Game changer for India?

Europe is the world’s most favored tourist destination. We often see celebrities taking a break from their schedules and heading to the Mediterranean countries, and posting their lavish photos on Instagram with #GoodVibes and Hakuna Matata (Chill Life) captions. But what made Europe the top destination.
I went on a student exchange program in a small village near it. In the period of 4 months, I got an opportunity to travel to a number of countries. There is a small village near Toulouse, named “Cord Sur Ciel” (The city in the clouds). The village is on the bucket list of those who have traveled to France. While traveling there, I was wondering what is so special about it that is not found in Indian villages. Also, whatever places I traveled to, I found the same tourist attractions with very little diversity, and people got mad and spent their whole year saving for this.
This made me think about the tourism potential in India and why we are lagging to capitalize on it. What will be the social & economic multiplier of this sector development? In this essay, we will figure out the same.
India, Bharat or Hindustan, what we call it, is the land of unity in diversity. The spirit of love, peace & tolerance has enabled us to thrive among such diversity. Diversity is the key ingredient of tourist attraction. Tourists like to travel to destinations where they feel surprised, get to see something unparalleled which shakes their understanding of the world & the word “WOW” automatically comes out well. If you want this, welcome to India!
Rich history has a profound influence on tourism potential. India is the land of the world’s ancient civilization. Remains of Harappan culture & settlement attract people from all over the world to appreciate the early human lifestyle. Even before that, Paleolithic, Mesolithic culture, paintings have been found in Bhimbetka & Lakhudiyar Caves.
India has been the land of great empires. The Mauryan empire when established under Chandragupta & Kautilya, defeated Alexander in his quest to reign the world. The Battle of Hydaspes on Jhelum river gives a great opportunity for tourists to appreciate the Mauryan empire’s strength & battleground remains.
Indian philosophy which embodies the principles of dharma, Karma & Moksha gave a practical way for people to realize the ultimate Brahma. Rich Vedic Texts, Upanishads, gave rich treatise of all this. Those who are lost in the “Moh – Maya” of this fast pacing world would feel rejuvenated & find the true purpose of life when they read these in the holy land of India.
India is the birthplace of four religions with followers all over the world – Hinduism, Jainism, Buddhism & Sikhism. Being the land to learn about the life-events of them & appreciate the principles of “Simple Living, High Thinking”.
India is a land of architectural splendor. Unlike the constant undines Victorian-gothic architecture of Europe, India offers ancient Nagara & Dravidian Architecture in temples of Deogarh, NagarjunaKonda, Char Dhams. We host the most voted ‘wonder of world’ in Taj Mahal. Along with varied tombs like Humayun’s Tomb, Fatehpur Sikri – city of friubh Aranable archi minars India combines the Arab & Muslim architecture into Indian Style. Along with Muslims flourished the tall Rayagopurams in Vijayanagara empire & Bahmani kingdoms and the forts of Rajputs.
With European advert, we got the milieu of Indo-Gothic culture. It is this diversity that we have UNESCO world heritage cities like Ahmedabad to tall glass buildings in modern cities like Bangalore.
India has varied topography, from Mount Everest in Uttarakhand to Deserts of Rajasthan, beaches of Goa & evergreen forests in Kerala (City of God) & North-east am attract a lot of tourists. In terms of holy rivers of Ganga & Sangam of Ganga, Yamuna & Sarasvati at Prayagraj we host the world’s largest festival gathering at Mahakumbh Mela. Topographical features, with Natural parks, sacred groves, wakefully Biodiversity hotspots provide a milieu of adventure & cultural tourism.
Indian cuisine is known worldwide; we once ruled the world spice market & made the Romans indebted. The rich flavor of Indian species with organic & Vedic farming practices offer a lot to explore of how we live in harmony with nature.
Yoga & Ayurveda are gaining worldwide prominence to live a stress-free life. India is the birthplace of these practices. Indian classical dance like Bharatanatyam, Kathakali are learned all over the world due to its aesthetics, expression & spiritual feelings. Indian classical music – Hindustani & Carnatic have given the world rich musical notes.
India is a whole world itself. On every corner, you will find a change of language, cloth, culture, festivals. Rich tribal culture further adds to it. Village lifestyle, which is still untouched by the stressful urban lifestyle, will amaze citizens of western nations with its simple lifestyle in harmony with nature.
We are the biggest democracy in the world. Our election process itself provides a rich experience to the developing countries of Africa. Along with it, we have achieved great strides in medical tourism. We have qualified medical practitioners & AYUSH healthcare specialists with well-being as the priority. Coupled with cheap medical diagnostic facilities, people from all developing countries are attracted to India.
But despite all this, we are nowhere in Global Tourism development Index of the world economic Forum. Tourism, which has the potential to contribute $408 billion every year & 2% of GDP, is an underdeveloped sector. We are losing the apportioning of fox earning, employment generation, soft power in international diplomacy.
Tourism can add 100 million jobs by 2022 in terms of hospitality, guides, Indian protects consumption incense. Its social multiples effects can be seen on the empowerment of tribal areas, villages by village & tribal tourism. Also, with tourism, local people will be exposed to cosmopolitan ideas which can liberate women & Dalits from the shackles of social discrimination.
We imbibe the principle of “Atithi Devo Bhava”. But still, people across the world don’t want to become God. To solve the puzzle, we need structured reforms in the tourism sector.
Restoration of neglected historical monuments, and provision of basic facilities like water, electricity, transport connectivity, hospitality needs to be developed. Government schemes like HRIDAY, PRASAD & AMRUT are steps in the right direction for this.
Also, safety of women and racial discrimination incidents against Blacks should be taken care of as these send negative messages across the globe.
India needs a dedicated agency to promote tourism & Brand India. Promotion through social media platforms, websites needs to be harnessed. Cultural values of the nation along with tourist place attraction need to be showcased to bring further positive attitude in the foreigners.

Thus, with all key inputs in place we will be able to harness the true potential & game changing effect of Tourism sector.