(GIST OF KURUKSHETRA) SWAN Analysis for the Tourism Sector in India

[November-2021]

Both central and state governments have designed a variety of tourism schemes to promote the sector.
Tourist destinations hove rich variety and diversity i.e., nature, resorts, historical places, heritage sites, local/regional festivals, multi-cultural exchanges, etc.
Variety of pricing offers available for all categories of customers (domestic and foreign).
Majority of the tourist destinations across India have good facilities and amenities ... including transportation, accommodation, medical and shopping etc.
Some tourist destinations are known for unique experiences and features e.g,. Eco tourism in
Tourism is Kerala, Fun Tourism in Goa, Temple Tourism in South Indian states, etc.

Maintenance, cleanliness and hygiene are some of the continued challenges.
Safety and security aspects are a matter of concern in some of the tourist destinations.
With the advent of technology & accessibility of mobile internet, the information is available but sometimes reliable/updated information is lacking on some tourist places, especially which are not part of mainstream tourist places.
The variety and availability of non-spicy food for the foreign travellers is a challenge in some destinations.
At times, the resident/local residents in tourist destinations exploit the tourists (by corruption, cheating, over-charging, unruly behaviour, etc.), thereby creating bod experiences and that is affecting the image of tourism in India.

India is land of diverse climate, weather and tourist destinations of all kinds - in all the seasons of the year (rare opportunity, unlike other countries having seasonal tourism).
There is a tremendous progress achieved in attracting and promoting tourism in some destinations, where income of local people increases, employment enhances, local MSME and artisan businesses flourish etc. (e.g., Goa, Northeast, Kerala, etc.).
The untapped potential in attracting and encouraging the planned tourism, especially for the foreign tourists by enabling greater and memorable experiences is on rise.
Adequate opportunities have been utilised for nurturing the Eco-tourism like in Kerala, Northeast, Hilly/mountain areas, etc.
Schemes like PRASHAD, Swadesh Darshan, and Niche Tourism are doing well and tourist services like e-visa are on rise and support services have been strengthened.

There is a dire and urgent need to design Tourism as an Experience’, rather than just a Service’ of visiting places, food, stay, shopping, etc.
The marketing, strategising and branding of some tourist destinations/places have to be under PPP (Public Private Partnership) Model’ and exploitative nature of local residents to be addressed as a system.
At times, the local/regional heritage is getting lost amid man-mode tourist attractions. This must be addressed by treating it as a national heritage and lot can be done in this domain.
In some places (though few), the local political tensions and/or terrorism/communal riots affect the tourists and hence that refrain them from visiting; hence media and PR management becomes crucially important.
An integrated and holistic approach to be adopted by central and state governments, along with private players, so that the rich heritage and diverse culture is preserved, protected and nurtured.