Can tourism be a game changer for India?

A young couple visiting India come across a board that reads ‘Atithi Devo Bhava’. Upon inquiring, they’re told that Indian culture respects its guests as God. A pleasant stay leads to them praising India back. Another young woman visiting India is subjected to harassment at each step of the trip, and complains to her embassy. The embassy takes out an advisory about travels in India.

The aforementioned two instances bring forth the impact of how tourists were treated in India on its international image. And since views spread like wildfire, one cannot but undermine or overlook the need to ensure a pleasant visit for tourists. Tourism thus emerges as a game-changer – an often overlooked avenue that works in subtle ways but has significant ramifications for Indian polity, society, and economy.
India has a long history of visitors and a culture of travel. In ancient India, scholars like Ptolemy, Periplus, Megas manese, Fanien traveled and wrote of India; this proved to be a game-changer in India’s outreach to other civilizations. Medieval India saw scholars and travelers like Conti and Paes visit India, transforming positively India’s image abroad. Modern times too have seen a large number of tourists – both domestic and international give a boost to tourism, which has proved to be a game-changer for India in various realms.
Economy is the first realm where tourism leaves an indelible mark as a game-changer. It leads to enhanced earnings for the country, especially forex. It also boosts employment in the hospitality sector and contributes to greater investments in the areas. Tourism also contributes to growth in investment in infrastructure and improvements in facilities around the area due to government’s initiatives. The Delhi – Agra expressway which leads one directly to the Taj Mahal is but one such instance of the transformative potential of tourism.
Socio-cultural transformations also occur due to tourism’s impact on the country’s society. In India, this has meant a greater emphasis by governments to educate people to respect tourists, especially women. The increased thrust to tourism has also instilled pride in Indians of their heritage and rich diversity. Further, tourism has, in general, meant strengthening the principle of unity in diversity. That the Dal Lake sees visitors from across the country or Cherrapunjee has visitors flocking from all directions, appreciating the beauty, and respecting it, reflects this ideal.
Another realm where tourism has proved to be a game-changer is in terms of the political impact it has – both domestically and internationally. Tourism is one of the prime ways for India to spread its power and create a positive image for itself. It is this power of attraction that leads to a better image in various international bodies as a democracy with respect for human rights and a rich culture. The contribution of tourists and travelers in popularizing yoga cannot be undermined, and they certainly aided India’s case for 21st June being declared as International Yoga Day.
However, these have faced a number of challenges in realizing the true potential of tourism in India, greatly limiting its power of attraction. Often, tourists especially women face sexual harassment and an insensitive establishment. This is worsened due to the callous and hostile behavior tourists encounter at various places. The lack of proper allocation of budgetary resources has also limited the revolutionary potential of tourism in Indian economy.
That there are other hurdles in the sector only exacerbates the situation. Lack of proper infrastructure, especially for remote areas has left out pristine places like Gokarna and Lakshadweep from itineraries. A slowdown in economy and decreased consumption have not benefitted the cause. Often, embassies have resorted to advisories against tourism to India, and this has also reduced the inflow of travelers.
To boost this inflow of tourists and overcome challenges, the government has launched several initiatives. PRASAD scheme seeks to develop cities of cultural importance. The hosting of Paryatan Parv has also given a thrust to the initiatives to realize the potential of the sector. Innovative mechanisms, such as involving the private sector for restoration, via The Adopt a Heritage scheme reflect how the government is willing to try novel methods. The creation of 13 circuits under the Swadesh Darshan scheme also acts to promote tourism in a comprehensive manner.
Nevertheless, comprehensive promotion for tourism will rest on a number of new initiatives which may be taken. The first step is to enhance the visibility of ‘Incredible India’ ad campaigns and the website. The creation of other Golden Triangles, as exists between Delhi – Agra – and Jaipur, can help widen the geographical scope of tourism. There is also a need to enhance the budgetary allocation for tourism and increase infrastructure expenditure in the sector. The standards of hygiene in both private and government hostels must meet an international mark. The e-visa list must be broadened to ease travel, and the system of visa on arrival can be opened for a larger number of nationals.
ASI must work on proper conservation and restoration of monuments whilst awareness campaigns for cleanliness go on simultaneously. The state governments can also tie up with firms to use CSR funds for promoting heritage conservation to attract tourists. Simultaneously, international efforts must continue to improve India’s image. The inclusion of more sites in the UNESCO heritage list is a start.
It is thus evident that tourism, as a sector, is indeed a game-changer for India. What matters is the true realization of its potential and its use for the country’s benefit. And this realization will depend on what the tourists encounter – the feeling of Atithi Devo Bhava or harassment, which will ultimately hold them to changing the game.