Realising India’s untapped tourism potential as a key driver of economic growth

The year gone by needs celebration. The G20 events, sporting extravaganzas and the recent Ayodhya Pran Pratishtha ceremonies have showcased our ability to mobilise not just large numbers in a coordinated and safe manner, but also our skill to create magical events of scale unimagined before. We now have immaculate MICE venues in New Delhi, Mumbai, Hyderabad and Ahmedabad (infrastructure that was much awaited). With the expansive network of road infrastructure, cities are better connected for intra-city travel and trade. Airports additions, the new qualitatively better trains, large orders of airplanes and the launch of cruise tourism have created more jobs (old and new roles), direct and indirect. We have to learn to enable new experiences. There are many untapped customer segments, with an ever-growing appetite to spend and indulge.

The Government, in my opinion, has finally delivered on bridging a gap we all lamented and cribbed about. I believe we have a golden decade ahead. Hospitality and tourism anyway is amongst the top provider of jobs and contribution to the GDP. I am reasonably sure once the political and social unrest in the North East eases, the much-awaited destinations will be the focus of next big thrust. The responsibility lies with us. We must seize the opportunity with strict boundaries of sustainability, governance and REIMAGINE.

AI and Machine Learning are much feared and deemed necessary. Hospitality and tourism have been slow to embrace and digitalise. It must be utilised to strengthen quick education, enablement and skilling in the specific locations. The industry has so many roles and jobs available, yet we are not employers of choice (despite high unemployment). We face high attrition too, as other industries are more than willing to poach those we enable. We must market the industry within smaller cities, teach / enable in their vernacular and create greater social acceptance. 

Retention is key as is new role identification and enablement, so our employees can see a longer future, with growth not just in roles and compensation but also as proud ambassadors of the Indian ethos. Localise and excite not just guests but also destination’s communities by sourcing supplies, foods, beverages, create events with the history and aromas of the location. Can we make it our responsibility to improve the GDP and the earning power in each taluk, district, city and state? Our efforts have the potential to create value for the lowest impoverished denominators. The opportunities to create value for our fellow citizens and to surprise the world with our uniqueness are limitless. We are hemmed by our past. The Government has done its bit. Can we do ours?  

We continue to import stone, granite, marble and furniture. For the construction at Ayodhya, all materials have been sourced from the various Indian states. It will be a marvel of our architecture and historical design chiselled to perfection by skilled craftsmen, from all over the country. Should we not source local materials and support our art and artisans? Brand standards and practices should encourage, foster and utilise our age-old skills.

Our expertise in yoga and alternative practices has been marketed, customised and popularised internationally. We have a few true “experience” locations, but they are scattered and far between. The industry, both hospitality and travel has not done enough. I think a strong and sustained region wise effort will help. Let all partner instead of competing – it will help develop and market this segment for various price levels for customised health and spiritual experiences in new destinations. It’s not just about spas! Revive the old knowledge. And find the teachers. Training our young demographic in the various mediums will create new employment gains and give the indulgent guests much more exposure to healthy and responsible living.

The new religious locations must be kept clean without encroachments.  The environs of the existing historical and religious sites should be improved and benchmarked with the new ones. We should engage with the local governments and help them find the answers with ownership. Travel partners must solicit legal support to cleanse some malpractices a la the Goa taxi issue. There have been similar complaints with the surge of tourism in J&K recently with the shikaras and shops. Education of the local population to enable a correction is necessary. Compliant transportation / retail in the new online world brings better earnings as is evident with the proliferation of UPI. Would we be able to engage and create alternative practices?

Covid19 woke us up. We should invest with the long term in mind, with conscious sustainable practices. Some ESG processes, may be expensive in the short term. They will protect our local communities, environs and heritage. Climate change is inevitable. It isn’t philanthropy. It is our responsibility. Tourism has the potential for economic growth and is a force multiplier – we have an important role to play. 

Author Bio: Rattan Keswani is Former Deputy Managing Director, Lemon Tree Hotels