india's tourism industry post covid gd topic

India’s Tourism Industry Post-Covid

• . Update: Nov 11, 2022 9:25 am

Table of Contents

• World Tourism Day is celebrated on the 27 th of September every year across the globe and this year the official celebration of the 42 nd edition of World Tourism Day will be held in Bali, Indonesia, with the theme of ‘ Rethinking Tourism ’.
• Due to worries about safety and sanitation following the Covid-19 outbreak, the Indian tourism sector is finding it difficult to attract tourists .

Current Status of the Indian tourism sector:

• India was ranked 10 th in terms of contribution to World GDP by the World Travel and Tourism council’s 2019 report.
• As of 2022, India has 40 World Heritage Sites, which is the sixth largest number of World Heritage Sites in the World.
• The foreign exchange earnings from 2016 to 2019 grew at a CAGR of 7% but dipped in 2020 due to the COVID-19 pandemic.
• The tourism industry added 39 million jobs in total in FY20, accounting for 8% of all occupations in the nation. It is estimated to generate 53 million employment by 2029.

Challenges:

• The Indian tourism industry is not able to recover as fast as Europe and the Middle East.
• The bad economic condition of the world due Russia-Ukraine war represents a major risk for the tourism industry. The combination of increasing interest rates in all major economies, rising energy and food prices, and the growth prospects of global recession as indicated by the World Bank, are major threats to the recovery of International tourism.
• India’s potential for tourism has not been fully realized. There are numerous travel destinations in India that are unexplored or difficult to attract tourists due to the lack of infrastructure, connectivity and necessary facilities like public toilets .
• Over the years, India has gained the tag of a country that is unsafe for female tourists, even if it is not the case for many different parts of the country.
• Given that the tourism industry is a labour-intensive sector, Practical training unquestionably plays a significant role. The availability of skilled labour has not changed throughout time, keeping up with the expansion of India’s tourism industry.

Government Initiatives:

• Swadesh Darshan Scheme, which aims to promote, develop and harness the potential of tourism in India.
• Draft National Tourism Policy 2022, to encourage the citizens to travel widely within the country thus enabling the development of domestic tourism business.
• Dekho Apna Desh’s to promote tourism to 15 destinations in the country, listed in the incredible India list.
• National Green Tourism Mission, to provide insight and concern with the environment, and increase greater appreciation for nature.

Conclusion:

India has a lot of potential to attract tourists from all over the world considering India’s rich heritage and culture, unmatched variety of cuisine and breathtaking natural beauty. The recent challenges that India’s tourism sector is facing also provide us with an opportunity to rethink tourism in this modern day and invent new ways to enhance the tourism experience for the people. With the help of new technology advancements like 5G, AI and drone tech, India can think of new solutions to boost tourism and new ways to promote Indian tourism around the world . Tourism can be a vehicle for enhancing India’s soft power and attracting foreign revenue.

Photo by Chee Huey Wong

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Vinita, Nov 12, 2022 @ 8:43 am Reply

In my opinion, with the help of technology and by judicious allocation of fund, we can improve the tourism sector that would help India in improving its rank in this sector worldwide, also it would make India strong and sound economically.

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• Sustainable & Experiential Tourism Trends Post Covid 19

• Team India Blogs

The altering trajectory of the tourism sector has provided both businesses as well as governments the opportunity to understand and adapt themselves to take advantage of emerging trends. The covid-19 pandemic was a dark time for the entire tourism industry. According to the World Travel & Tourism Council’s annual Economic Impact Report, the travel and tourism industry lost almost $ 4.9 trillion in GDP (50.4 per cent decline) and 62 million jobs (18.6 per cent decline) in 2020 alone . For context, in 2021, the GDP of Germany ranked 4th in the world and was $ 4.22 trillion. This shows the magnitude of the impact the pandemic had on the sector. While early signs indicate that the industry is heading towards a strong post-pandemic recovery, shifts in consumer behaviours and preferences have led to emerging sub-sectors within tourism that will soon outperform traditional forms of travel. Tony Capuano, CEO of Marriott International, stated that “The way we live, and work has changed because of the pandemic and the way we travel has changed as well”. While sustainable and experiential tourism has been gaining popularity beforehand, the pandemic was a catalyst for growth in these sub-sectors.

Sustainable Tourism

The United Nations Environment Program and United Nations World Tourism Organization define Sustainable Tourism as, “tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities” . Therefore, by definition, the three pillars of sustainable tourism are:

• Environmental: Optimal use of resources, preservation of ecological processes, conservation of biodiversity and natural heritage
• Economic: Fair distribution of benefits from economic activity, stable employment, contribution to poverty relief
• Cultural: Intercultural understanding, tolerance, conservation of cultural value and historic sites

Growing awareness of the global climate crisis has led to a large number of travellers seeking eco-friendly and responsible holiday options. According to a report released by Booking.com, one of the world's largest travel marketplaces, “83 per cent of global travellers think sustainable travel is vital and 61 per cent say the pandemic has made them want to travel more sustainably in the future” . This reveals that the pandemic was the tipping point for many travellers and that there is now a strong consumer preference for sustainability throughout the industry. According to a report published by Future Market Insights (FMI), the sustainable tourism market size is forecasted to surpass $ 1 Tn in 2022 and will grow to $ 8.4 Tn by 2032.

The Government of India has already taken note of the strong push towards sustainable travel. In April 2022, the Ministry of Tourism launched the National Strategy for Sustainable Tourism outlining the vision, mission, and strategic pillars for the development of sustainable tourism in the country. In November 2022, the Ministry of Tourism organised the first regional workshop to develop sustainable and responsible tourist destinations and promote sustainable tourism in Khajuraho, Madhya Pradesh . Additionaly, the Ministry of Tourism's flagship programme, Swadesh Darshan 2.0 aims to strengthen tourist destinations by developing tourism infrastructure in the country led by sustainable ideals.

Leading tourism corporations have also taken steps to ensure they offer sustainable travel options to potential customers. For example, Marriott International, the world’s largest hotel company, has laid out its 2025 sustainability and social impact goals with the aim to reduce environmental footprint and obtain recognized sustainability certifications in 100 per cent of their hotels. Another good example is Airbnb’s resource centre which provides tips and advice to hosts that are looking to operate more sustainably. Airbnb has also committed to a goal of operating as a net zero company for all corporate operations by the year 2030.

Experiential Tourism

Experiential Tourism offers travellers active and meaningful engagements with a destination’s culture, people, and/or environment to create unique and memorable experiences. Therefore, experiential tourism is an umbrella term that would cover adventure, cultural, culinary, and luxury tourism. Post the pandemic, travellers have set different expectations of the trips and destinations they consider. According to a poll conducted by travel site Expedia, travellers are now planning to go big with a new “no regrets” style of travel by eyeing the best travel experiences. The poll also revealed that travellers are more willing to spend more to immerse themselves in completely new destinations, cultures, experiences and are most excited about doing things they would usually never do. The surge in experiential tourism offers businesses and governments the opportunity to attract high value low traffic.

Similar to the National Strategy for Sustainable Tourism, the Ministry of Tourism has also launched the National Strategy for Adventure Tourism . While adventure tourism is a subset of experiential tourism as a whole, the Ministry of Tourism has identified it as an important focus area for Indian Tourism. The goal is to position India as a preferred destination for adventure tourism globally. The Ministry of Tourism also extends necessary assistance to State Tourism Departments in the preparation of the State Strategy for Adventure Tourism. This showcases the commitment that the government has towards expanding the range of tourism offerings in India.

Leading tour operators and online travel booking platforms have been quick to offer unique experiences to travellers to attract the high value clientele. Airbnb, for example, introduced Airbnb Adventures which offers “curated journeys for the nervous novice up to the seasoned trekker, for a range of budgets, interests, and locations”. Similarly, National Geographic offers a variety of options to “travel beyond the ordinary'' with National Geographic Expeditions. Many online platforms are now offering custom trips to attract the modern traveller. Tourists no longer want to only flock to the same monuments and museums as before, instead they crave to be introduced to an entirely new realm in their travels.

Going Forward

It is clear that the demand for travel is very resilient. A fast-paced recovery from the pandemic and an increase in disposable income means that the future of the tourism industry does indeed look bright. However, for businesses and governments to reap benefits, they will have to adapt to cater to the needs of modern-day tourists that demand trips that are both unique as well as sustainable in nature. It is also equally important for businesses and governments to position and promote offerings in ways that attract modern-day tourists. 

India finds itself in a compelling position amongst these emerging trends as its unique spectrum of tourism offerings along with its focus on sustainability allows the country to appeal to the modern-day tourist. Therefore, leading global businesses in the tourism industry are strongly considering these factors in their business expansion plans. Recently, the Finance Minister of India, Nirmala Sitharaman highlighted the tourism sector as one of the focus areas in the union budget stating that “tourism promotion will be taken up on a mission mode with active participation of states, and through public-private partnerships (PPPs)”.

To capitalize on the industry’s momentum, the Government of India will be organizing a Global Tourism Investors Summit in Q2 of 2023. The main objective of the event is to promote the Indian travel and tourism industry as an ‘Investment Destination’ and to provide a common platform for the Central/State Governments and investors to discuss investment possibilities in the tourism industry of India. The mega event will play a key role in the development of the sector and can be a turning point for India’s Tourism Story. We encourage all interested parties to go to visit https://www.gtistourism.in/ or contact our team at Invest India for more information.  

• https://wttc.org/research/economic-impact
• https://www.weforum.org/agenda/2022/05/future-of-travel-tourism-sector-leaders-report/
• https://www.futuremarketinsights.com/reports
• https://www.unwto.org/sustainable-development
• https://globalnews.booking.com/bookingcoms-2021-sustainable-travel-report-affirms-potential-watershed-moment-for-industry-and-consumers/
• https://www.futuremarketinsights.com/reports/sustainable-tourism-sector-overview-and-analysis
• https://tourism.gov.in/sites/default/files/2022-05/National%20Strategy%20for%20Sustainable%20tourism_0.pdf
• https://pib.gov.in/PressReleasePage.aspx?PRID=1879918#:~:text=In%20order%20to%20develop%20sustainable,Khajuraho%20on%2029th%20November%2C%202022
• https://www.gtistourism.in/
• http://serve360.marriott.com/wp-content/uploads/2019/10/Serve-360-goals-page-tabloid_2-updated-20180916-English.pdf
• https://news.airbnb.com/becoming-a-net-zero-company-by-2030/
• https://welcome.expediagroup.com/en/research-and-insights/the-traveler-value-index
• https://tourism.gov.in/sites/default/files/2022-09/National%20Strategy%20for%20Adventure%20Tourism%202022.pdf
• https://news.airbnb.com/introducing-airbnb-adventures/
• https://www.nationalgeographic.com/expeditions/destinations/asia/india/
• https://theprint.in/india/promotion-of-tourism-to-be-taken-up-on-mission-mode-with-active-participation-of-states-others-sitharaman/1347051/

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Tourism economy to see significant growth post Covid-19

Swift recovery expected in Indian travel and tourism and hospitality segment

The Indian travel and tourism sector, which is a $121.9 billion market, contributed 4.6 percent to  GDP in 2020. With swift recovery expected in 2022 owing to easing of restrictions, Indian travel and tourism industry is at the cusp of significant growth of 16 percent CAGR to $512 billion by 2029.

As per a recent report by Anand Rathi Investment Banking among the major attractions is that the Indian ecotourism which was valued at $2.2 billion in 2019 is expected to cross $11.6 billion by 2028, growing at a 20 percent CAGR.  Similarly the Indian Adventure Tourism which was valued at $0.3 billion in 2019 is expected to cross $2 billion by 2028, is growing at a 20 percent CAGR However the sector is faced with multiple challenges such as limited enforcement of safety guidelines, growing number of unregistered tour operators and lack of physical infrastructure in certain remote regions, which needs to be addressed to attract more foreign tourists.

As per the Anand Rathi report, while domestic tourism in India has steadily recovered with easing travel restrictions, international tourism has not yet recovered owing to curbs on international flights to India that have now resumed. The report finds that despite this India’s travel and tourism sector’s structural growth is intact and is projected to clock a 17.30 CAGR from $122 billion in 2020 to $512 billion by 2029. It is expected that in the long run, rising disposable incomes, greater inclination to travel and explore adventure tourism, the government’s sharper focus on promoting tourism and improving accessibility to remote areas will provide the much needed fillip to the Indian tourism sector. Another highlight of the report is that domestic travellers continue to be the biggest contributors to Indian tourism.

The Anand Rathi report points out that the lockdown to prevent the spread of the Covid-19 had led to a 74 percent drop in domestic tourism to 610 million in 2020. Of the states, Uttar Pradesh, Tamil Nadu, Andhra Pradesh, Karnataka and Maharashtra attract 60 percent of domestic tourists. The report citing figures from the Department for Promotion of Industry and Internal Trade (DIPP), foreign direct investment in the tourism and hotel sector in India has registered a 39 percent CAGR, from Rs 30 billion in FY14 to Rs 211 billion in FY2020. The cumulative FDI in the tourism and hotel sector from April 2000 to March 2021 was Rs 945 billion. 

The report observes that the growing interest among foreign investors and companies can be attributed to more spending on travel, liberalization of the sector to allow 100 percent FDI under the automatic route and the government’s efforts to promote tourism through infrastructure development, and vigorous marketing. The central government recently introduced a five-year tax holiday for 2-, 3- and 4-star hotels located around UNESCO’s World Heritage sites (except Delhi and Mumbai). This could bring in further investments to this sector. At the same time the central government in its annual budget, has also been increasing allocation of funds for capex to the tourism sector as part of its revival efforts, post the Covid-19 pandemic, at a 7 percent CAGR from Rs 8 billion in FY20 to Rs 9 billion in FY28.

At the same time as per JLL’s Hotel Momentum India (HMI) Q1, 2022, the Indian hospitality sector witnessed a 39.1 percent YoY Revenue Per Available Room (RevPAR) growth in Q1, 2022. As per JLL's report Mumbai witnessed the highest growth in RevPAR in Q1 2022 at 71.5 percent, over the same period  last year, primarily due to the India Premier League (IPL). The report observes that the domestic hotel operators dominated signings over international operators with a ratio of 75:25 in terms of inventory volume 

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Reviving Indian Tourism amid the Covid-19 pandemic: Challenges and workable solutions

This conference communication discusses insights from the roundtable discussion for reviving tourism in the post-pandemic era, conducted by the Centre for Marketing in Emerging Economies at the Indian Institute of Management, Lucknow, India. A varied group of eminent members from government, industry, and academia deliberated on the challenges, possible solutions, and way forward with regard to reviving the tourism sector amidst Covid-19 uncertainties. Major outcomes emerging from a roundtable discussion among experts were textually analysed. A survey was conducted among attendees to assess the degree of willingness to travel and related concerns. A framework was developed with a workable action plan for boosting tourism. Implications for practice and suggestions for future research are provided.

1. Introduction

Covid-19 has severely affected the socio-economic and political landscape of the world. International tourist flows dropped from 30.8 % to 76.3 % in different regions ( Fotiadis, Polyzos, & Huan, 2021 ). Economically advanced countries suffered a considerable plunge in the Gross Domestic Product (GDP): −853bn US$ in Europe, −895.6 in Northeast Asia, −1.5 trillion US$ in Americas, and −1.1 trillion US$ in the Asia Pacific region ( Škare, Soriano, & Porada-Rochoń, 2021 ). The World Travel & Tourism Council (WTTC) (2021) estimated that in 2020 the travel and tourism industry's contribution to GDP declined to 49.1 %, and about 62 million jobs were lost (18.5 % decline) globally. Compared to the worldwide scenario, KPMG reported that the Indian tourism and hospitality sector witnessed massive unemployment of around 38 million, comprising 70 % of the total workforce ( The Hindu, 2020 ). The unemployment rate went as high as 23.5 % in April 2020 and 21.7 % in May, with some improvement in the following months, reaching 9.1 % in December ( Economic Times, 2021 ).

Critics have examined different schools of thought and challenges to sustainable tourism in the wake of Covid-19 ( Arbulú, Razumova, Rey-Maquieira, & Sastre, 2021 ; Higgins-Desbiolles, 2020a ; Im, Kim, & Choeh, 2021 ). A large-scale ban on travel (including even intra-country), closure of borders, cancellations of conferences and events, and strict quarantine protocols to manage the spread of the virus have put much pressure on the tourism and hospitality sectors from managing the cash cycle to attracting customers ( Gössling, Scott, & Hall, 2020 ; Li, Zhang, Liu, Kozak, & Wen, 2020 ). Flexibility and agility in tourism, travel insurance, and funding policies are expected to boost tourism globally ( Uğur & Akbıyık, 2020 ). McKinsey & Company (2020) suggested public–private partnerships, designing new financing options, open and transparent communication, and employing digital and analytical platforms for the purpose.

India has shown tremendous growth in the tourism and hospitality sector in recent years. However, the Federation of Associations in Indian Tourism & Hospitality estimated a loss of around 133.33bn US$ due to the pandemic ( Press Trust of India, 2020 ). An emerging economy with a vastly diverse population and economic zones, India requires skill-development of employees, heightened emphasis on hygiene and optimism towards tourism revival, and better crisis preparedness ( Kaushal & Srivastava, 2020 ). Any change can have significant consequences for stakeholders in the tourism industry (e.g. tourists, local people, tour operators, hotels, the transportation sector, and policymakers). Successful execution of crisis management depends on how stakeholders are affected by the crisis and how they address it ( Sigala, 2020 ). Therefore, there is a need for focused deliberation on the coping and revival mechanisms in the tourism sector by incorporating the views of multiple stakeholders ( Gössling et al., 2020 ). Based on a roundtable discussion, this conference communication presents a multi-pronged approach to address the imminent challenges faced by the tourism industry. The action plan provides a workable solution that addresses various realistic challenges in emerging economies like India. Tourism is one of the most important contributors to the Indian GDP and its revival is directly related to the economic survival of the country. Thus, this paper has significant implications for policymakers and organizations involved in tourism at national and international levels.

2. Tourism in the age of Covid-19

Tourism is a highly experiential and psychological process that has previously been affected by SARS, Ebola, and similar health crises ( Novelli, Burgess, Jones, & Ritchie, 2018 ). Although Covid-19 is not as contagious and fatal as Ebola, people tend to spread the virus well before experiencing the actual symptoms ( Bai et al., 2020 ). Additionally, in several regions with limited testing, the probability of asymptomatic transmission increases, which is a significant concern ( Li et al., 2020 ). To contain the pandemic, large-scale travel bans and safety concerns were put in place, leading to a loss of about US$2.1 trillion in 2020, as reported by WTTC ( Gössling et al., 2020 ). Studies have found that consumers will accept tourism recovery initiatives if governments intervene to control the epidemic quickly ( Fong, Law, & Ye, 2020 ) and if transport policies are revised to address such health hazards ( Zhang, 2020 ). The present article extends the literature on tourism revival by considering the concerns of travel agents, online travel service providers, railways, hotels, and government regarding the tourism sector amidst the Covid-19 situation. It highlights the support systems, schemes, policies, and marketing initiatives needed to regain international and domestic tourism confidence.

3. Overview of roundtable discussion

The roundtable discussion was conducted in association with the Centre for Marketing in Emerging Economies (CMEE) at IIM Lucknow, India. The panelists ( Table 1 ) represented the government and various other industries associated with the Indian tourism industry.

Profile of the panelists.

Simultaneous data collection and analysis with a small sample of domain experts help reveal meanings and ideas underlying a phenomenon ( Glaser & Strauss, 1967 ). Varied experts helped us gain practical insights about the challenges ahead and the support commanded by tourism-related industries (e.g. tour operators, hotels, online travel companies, and media) and the government schemes and policies needed to address them. In addition, academic representation helped to provide valuable insights from the current and previous collective crises (SARS, Ebola, Covid-19) to develop an actionable recovery plan in the present context.

4. Key discussion areas and action plan

The roundtable discussion opened with findings of a PAN India study conducted by CMEE on ‘Understanding public sentiment during lockdown’ in two phases: May 2020 and September 2020. The results indicate that around 79 % of people are anxious and suffer from fear (40 %) and sadness (22 %), mainly due to the adverse economic impact and the risk of becoming infected. The roundtable discussion revealed that acceptability, affordability, accessibility, and awareness of the changing nature of tourism post-Covid-19 are essential to attract travellers ( Sheth & Sisodia, 2012 ). Agencies comprising hotels, airlines, tour operators, and government need to find common ground to rebalance the economic, social, and ecological priorities for sustainable tourism ( Romagosa, 2020 ). Compared to the recovery plan presented by United Nations World Tourism Organization (UNWTO) ( Kreiner & Ram, 2020 ) and other researchers ( Galvani, Lew, & Perez, 2020 ), this roundtable discussion highlighted factors unique to emerging markets ( Table 2 ). The findings contribute towards an action plan comprising seven priority areas and which parties are accountable for its implementation to revive Indian tourism amid the Covid-19 pandemic.

• 1) Large-scale focus on safety and hygiene: Hygiene and sanitation were recurrent sub-themes throughout the discussion ( Jauhari, 2010 ). Fewer travellers equate to increased costs, which is not sustainable in the long run. Wearing protective gear on airplanes and trains, passenger screening at airports and stations, monitoring and assistance for viral symptoms, keeping the middle seat vacant on aircraft, and distributing sanitizers and disinfectants will encourage people to travel. Developing countries such as India are subject to overcrowding and congestion, meaning that these severe concerns are often overlooked ( Nath, 2003 ). Additionally, the administration of the Covid-19 vaccine is an important measure to increase people's confidence in tourism. The World Health Organization (WHO) is facilitating collaboration and accelerated efforts among different stakeholders and promoting vital communications regarding vaccines ( WHO, 2021 ). However, people are afraid, and vaccine safety and side effects are prominent factors driving their vaccination decision ( Frontline, 2021 ). Low tourist arrivals in emerging economies during the pandemic can also be attributed to low information transparency and poor healthcare infrastructure ( Gössling et al., 2020 ). Therefore, the government, pharmaceutical companies, and doctors need to stress the efficacy of the vaccine and address people's concerns to make the vaccine drive successful. Several Indian Bollywood actors (e.g. Amitabh Bacchan and Priyanka Chopra) and sports legends (e.g. Sachin Tendulkar) have sought to educate their fans on the benefits of hygiene and safe living to safeguard from this pandemic ( NDTV, 2021 ). They have used social media channels to share the news of their vaccination, implying that influencer marketing could be a key tactic for mass mobilization in other countries.
• 2) Government support for the declining tourism sector (financial and operational): A second important step will be to offer liquidity, policy support, or deferred debt payments to firms in the tourism industry. The panellists highlighted that the working capital of most tourism-related companies has fallen by almost 60 %, and for micro, small and medium-sized firms by almost 80 %. Further, the new standards of cleanliness and hygiene entail higher costs, increasing the financial burden during this time of crisis. The government must incentivize investments in hotel and tourism infrastructure and reduce procedural hassles such as the requirement of a Tax Deduction Account Number; it should also allow cash receipts from foreign tourists on transactions above US$ 2744 ( The Print, 2021 ). Despite the crisis, hotels have continued distributing food to quarantine facilities for incoming passengers and healthcare workers. The government must recognize their contribution by allowing tax deductions for their corporate social responsibility activities because Section 37 of the Companies Act does not consider such costs in computing business income. In the 2021 budget, the Indian government announced that more tourist coaches and trains would be provided, and emphasized public–private partnerships of seaports to help cruise tourism. A total of 4803K US$ has been allotted for vaccination and to improve medical infrastructure, which will also affect medical tourism. Globally, more such initiatives are needed to revive this ailing sector.
• 3) Promoting local handicrafts and artwork: Covid-19 has compelled economies to devise sustainable tourism practices ( Higgins-Desbiolles, 2020a ; Romagosa, 2020 ). This industry can protect and engage vulnerable groups (artisans, local tribes, folk groups) while reducing poverty and inequality. Being vocal for local comprises a new locus to revive tourism ( Brouder et al., 2020 ). Thus, there is a need to redefine tourism with a triple bottom line approach to secure a resilient and sustainable local economy and strengthen environmental hope and positivity ( Ateljevic, 2020 ; Romagosa, 2020 ). The Indian government's mantras of ‘vocal for local’ and ‘Atmanirbhar Bharat’ (making India independent) are innovative ways to promote domestic tourism and inclusive growth while considering local artisans, cultural heritage, and regional cuisines. However, strong partners are needed to promote local handicrafts. The All India Handloom Board and All India Handicrafts Board ended in July 2020 and August 2020, respectively ( Business Today, 2020 ). Other geographies can also launch similar schemes/policies and nurture such institutions as the bridge between artisans and the government to develop a sustainable ecosystem. For example, The Blue Yonder, a Kerala-based travel organization in India, compensates artisans for the time and knowledge (e.g. traditional jewellery, dresses) they share with travellers, which helps save dying art forms and provides an immersive experience to tourists. Additionally, with large cities being the hotspots of Covid-19 contagion, countries could devise and offer short getaways to the countryside. For example, Kabani and Uravu, India-based social enterprises and Non-Governmental Organization (NGOs) have developed an inclusive community-based tourism program in backwaters and rural regions.
• 4) Standard operating procedures: continuous monitoring and auditing: The Ministry of Tourism and the Quality Council of India jointly designed an innovative program in October 2020 entitled SAATHI. This aimed to implement policies and standard operating procedures (SOPs) issued in the light of Covid-19 for the safe operation of hotels, restaurants, and other such establishments. Governments should formulate national standards for tourism and hospitality related businesses, with any slack leading to appropriate penalties ( Wen, Huimin, & Kavanaugh, 2005 ); for example, mandatory temperature checking at the entry and exit of workplaces and institutions could be enforced. Indian Railways has issued a fine for passengers and staff not wearing masks on stations or inside trains. Likewise, various Indian states charge a penalty for violating rules such as wearing masks, maintaining social distancing, and spitting tobacco in public places. Crisis management demands a swift formulation of strategies to overcome the effect of Covid-19 on tourism and a focus on auditing. The online travel service providers in India (e.g. MakeMyTrip) are linked with an audit firm that monitors various SOPs. As the crisis evolves, the Ministry of Health and Family Welfare, India, revises the SOPs for hotels and hospitality units concerning service delivery and employee management (see: https://www.mohfw.gov.in/pdf/SOPonpreventivemeasuresinHotelsandotherHospitalityUnitstocontainspreadofCOVID19.pdf ). Thus, continuously updating SOPs and auditing/monitoring of different institutions are necessary.
• 5) Evolving tour packages, such as longer stays at one destination, and faith, medical, and ecotourism: The discussion highlighted that the tourism sector should focus on promoting domestic tourism, faith tourism, and ecotourism to ensure sustained demand ( Gössling et al., 2020 ). Socializing tourism involving the public good should be realigned ( Higgins-Desbiolles, 2020b ). The roundtable discussion also highlighted the importance of food tourism ( Ateljevic, 2020 ) and connecting regenerative agriculture with transformative tourism for long-term sustainability. In the 2020–21 budget, the Indian government allotted 171.70 million US$ for ‘Swadesh Darshan’ (campaign to promote domestic Indian tourism) to develop tourist circuits in the northeast region and 29.70 million US$ for Pilgrimage Rejuvenation and Spiritual Augmentation Drive (PRASAD) and ‘adopt a Heritage’. Travel integrator companies such as Thomas Cook and SOTC (a leading travel and tourism company) are collaborating with various hospitality brands in India to create innovative workstations, wellness breaks, and affordable luxury holidays. Other geographies can adopt such schemes and collaborative efforts incorporating free transfers, flexible cancellation, minimal booking deposits, easy payment, and overall immersive experiences for customers. The Indian government and private players are proposing innovative religious and cultural packages such as ‘Buddhist circle’, ‘Ramayana Trails’, and ‘Royal Rajasthan tours’. Unfortunately, some religious events, such as Kumbh Mela and Tablighi Jamaat, reported the collapse of official measures, resulting in a massive spike in Covid-19 cases in India ( Mint, 2021b ). Religious leaders and mass influencers came forward to educate people about the grave repercussions and appealed to the public to celebrate festivals by staying indoors and taking all precautions. People have expressed disappointment because of the closing of temples, mosques, and other religious places. As a priority, the tourism sector should focus more on wellness tourism based on ancient Indian philosophies of yoga, Ayurveda, and ecotourism. This will improve tourists' mental and physical well-being, and the authorities can ensure better enforcement of social distancing, safety, and hygiene practices. Interestingly, India is emerging as one of the premier destinations for medical tourism post-Covid-19 ( Financial Express, 2021b ).
• 6) Widespread use of digital media as the tool for communication, consideration and cooperation: Tourism marketers should have a social marketing orientation in their advertisement campaigns. The campaigns should include hashtags such as #staysafe, #safetravel, #hygienefirst, and #mindfulconsumption to convey that the businesses care about consumers' well-being. Since sustainability (people, planet, and profit) is the key strategic focus to revive tourism, educating consumers about mindful consumption (reduce, reuse, and recycle) will encourage a safe and sustainable tourism experience for all ( Sheth, 2021 ). In this regard, managers and policymakers must harness the power of digital technologies at various touchpoints. The Ministry of Tourism in India has started ‘Dekho Apna Desh’ (visit India) webinars and largescale adoption of digital media to enhance awareness of tourist destinations, local art, and cuisines ( Economic Times, 2020a ). New content is being developed for the Incredible India website and mobile application, including tourist-friendly personalized features and stories in collaboration with Google. In addition, 360-degree walk-throughs are being created for prominent World Heritage Sites in India. NITI Aayog (the planning commission in India) has stressed the provision of experiential tourism as the hallmark of the Indian economy in the post-pandemic era, with the widespread use of information technology ( Hindustan Times, 2020 ). Organizations have also started using mobile and digital channels for customer engagement, implying high adoption of artificial intelligence and robotics to develop enhanced tourism experiences in the post-pandemic era ( Zeng, Chen, & Lew, 2020 ). As a benchmark for the hotel industry, some luxury hotels in India, such as ITC, are moving towards keyless rooms, digital menus, and robot services ( Financial Express, 2020 ).
• 7) Motivating employees, agents, and service professionals associated with the tourism industry: Providing financial support to contract staff in the hospitality and tourism industry is necessary as they form the backbone of the sector. Several governments (China and the European Union) have offered a direct cash injection into tourism, including wage support. The Maharashtra state government in India has been inspirational in announcing industry status to the hospitality sector ( The Print, 2021 ) and reducing the number of licenses required to open a restaurant from 70 to 10, moving towards a single clearance policy. Policymakers must devise an extensive training program for upskilling employees and staff to tackle redundancy and retain productive employees in the long run ( Kaushal & Srivastava, 2020 ). Multitasking would be the subsequent norm in the hospitality and tourism sector. In many industries, workers are apprehensive about returning to work for health reasons, posing a considerable problem. Employers need to ensure workplace safety, provide required medical assistance, train employees on crisis management solutions, and extend medical insurance. Several Indian banks, technology firms, and educational institutions have distributed safety kits among employees, including masks, hand sanitizer, a face shield, a document detailing the symptoms of Covid-19, guidelines on wellness and boosting immunity, and details of whom to contact in an emergency. Offices and retail shops are keeping sanitizer at their entrances. Additionally, the central government has called for Covid-19 vaccination at workplaces with 100 eligible beneficiaries from April 11, 2021 ( Firstpost, 2021 ). Several retailers, designers, and entrepreneurs are sharing the details of their craftsmen so that customers can order from them or donate directly to their cause. Employers and managers have realized that if their artisans, tailors, and craftsmen fail, their businesses will also fail ( The Wire, 2020 ).

Recommended Action plan for Revival of Tourism Sector.

The roundtable was attended by more than 250 people. These people were surveyed three months after the roundtable to understand their willingness to travel based on the availability of the vaccine and related concerns. In October 2020, the vaccine was about to be released, and in February 2021, the vaccine had become available in India. Based on the responses, the respondents were classified into four segments with diverse travel preferences (definitely will travel, probably will travel, probably will not travel, and definitely will not travel), each with unique concerns regarding tourism. By referring to the above action plan, necessary structured interventions are proposed for these segments ( Fig. 1 ). Despite the government focus on the tourism sector people are still uncertain about traveling. There is a gap between the implementation of various schemes and customers’ awareness/perception of those schemes. To understand this disparity, interviews were conducted targeting independent consultants, members of the Travel Agents Association, and government representatives to gain deeper insights into the prospective plans and probable efficacy of current policies to revive the tourism industry. Table 2 highlights some of the key government initiatives in line with the proposed framework.

Communication plan to promote tourism based on customer segment.

The Ministry of Tourism has circulated a new tourism policy among the states ( Business Standard, 2021 ) and founded a National Tourism Task Force for the revival of the hospitality and tourism sector that includes state tourism ministers, joint secretary-level officers of the related central ministries, and representatives from various industry associations such as Federation of Indian Chambers of Commerce & Industry (FICCI), Confederation of Indian Industry (CII), The Associated Chambers of Commerce and Industry of India, and The World Travel & Tourism Council, India Initiative (WTTCII), and tourism and hospitality associations ( Economic Times, 2020b ). The Ministry of Tourism launched a 24/7 toll-free tourist information helpline in 12 languages to assist domestic and foreign tourists. The Ministry of Tourism has also extended the recognition/authorization of travel agents, tour operators, and tourist transport operators by six months, and the procedure for obtaining recognition has been simplified. So far, 142,368 citizens have joined the Dekho Apna Desh (boost domestic tourism) pledge, of whom almost 75 % are between 25 and 40 years of age. This can be seen as a resounding success, as many of the destinations are fully booked for the foreseeable future. The government is geared up to support businesses by providing free visas to the first five lakh tourists visiting the country once international travel resumes. An Emergency Credit Line Guarantee Scheme (ECLGS) and loan guarantee scheme have been announced for Covid-19-affected sectors ( Financial Express, 2021a ). States in India are also coming forward with electricity tariff cuts and tax incentives for the tourism sector ( The Hindu, 2021 ). Such facilitation of credit lines and expansion of emergency funds will not only accelerate the revival of the tourism sector but also create new jobs (e.g. acceleration in Ram corridor and Buddhist corridor activities).

However, the independent consultants and private players associated with the tourism sector presented a few concerns. First, there is a dual challenge of regaining the lost market due to Covid-19 and creating better facilities for the future. Therefore, central and state governments need to work together. There should be a promotion of state-wise year-round tourism packages. The Ministry of Civil Aviation's ban on international airspace for scheduled flights should have been lifted long ago as per global norms. UNWTO and IATA have launched a free online tool called ‘Destination Tracker’ in a collaboration to boost international travel. The Ministry of Tourism, with the cooperation of State tourism departments and the tourism industry, could provide regular updates on this Global Tracker for international travellers planning to travel to India, as per current regulations. Second, there is a need for a robust regulatory body to monitor tourism related offerings for international and domestic tourists. For example, in 2015, the government introduced the PRASAD Scheme to promote domestic tourism; however, only about half of the projects have been completed to date ( Business Standard, 2021 ). Third, there is a need to enhance positivity among all of the various stakeholders. The hospitality sector seems to have been neglected as emphasis has been placed on selected players registered under Micro, Small & Medium Enterprises (MSME) and India tourism, which comprise only 10 % of the trade. The Federation of Associations in Indian Tourism & Hospitality (FAITH) has requested the government to declare travel and hospitality industry members as frontline Covid-19 workers so that they can all be vaccinated at their respective sites ( Hindustan Times, 2021a ). This will give a strong message that India is preparing to receive tourists in a safe and responsible manner. Additionally, FAITH has asked the central and state governments to focus on both the supply side (grants and interest-free loans to ensure working capital; tax reductions; and waivers of statutory obligations for about five years) and demand-side (extension of e-visa waiver) initiatives to revive tourism ( Business Line, 2021 ). In addition, there should be standard guidelines for the hospitality sector to install partitions at tables, provide visible cooking areas, implement digital menus, provide disposable crockery, and enable drive-through food delivery and online ordering. Fourth, emphasis should be placed on co-creating a vacation experience with rural India as a sustainable tourism model. However, this requires time and resources to train villagers and tour guides and to build safe and hygienic mud-houses and small farmlands for a wholesome village experience. In short, for the success of all stakeholders associated with the tourism sector, greater accountability and monitoring of the innovative schemes and sustained collaboration between central and state governments is needed.

5. Concluding remarks and future research directions

This conference communication recommends an action plan to revive the tourism sector in India. However, considering India's socio-economic and infrastructural diversity, this plan may not work as a standard protocol for the entire country. Thus, it should be seen as a blueprint that highlights the broad action items. The specific nature of implementation will vary depending on the extent of the crisis and problems in different regions. Additionally, this framework provides some key learning points for other geographies. For example, the responsible tourism mission in India includes designing environmentally conscious luxury travel options, leveraging indigenous wisdom for wildlife conservation, expanding rural tourism, and lowering carbon emissions through local plant-based cuisine ( The Shooting Star, 2020 ). Countries should promote sustainable tourism by leveraging what different regions are famous for, such as cultural heritage, biodiversity, and spiritual/philosophical wisdom, with the motto of going back to basics. Another significant route is medical tourism, as exemplified through the Indian mission in Myanmar: during Covid-19 special flights were arranged from Myanmar to India as several patients in Myanmar had been waiting for over six months for treatment/surgery ( Hindustan Times, 2021b ). Moreover, hotels should transition to unmanned services and technological interventions.

The Covid-19 pandemic is still not under control and is progressing in many parts of the world with a fourth wave. The roundtable discussion highlights some of the major challenges of the tourism sector and workable solutions for practitioners and policymakers. However, more analysis is needed to understand how the pandemic is likely to transform the tourism industry ( Sigala, 2020 ). Studies should investigate the impact of different types of tourism on consumers’ mental health ( Buckley & Westaway, 2020 ). The recovery of the tourism industry can be facilitated by following the action plan suggested in the roundtable discussion; however, future research should validate the relative impact of these factors on the tourism industry. Scholars are encouraged to undertake systematic longitudinal studies to assess the impact of government policies. Although India has ramped up its Covid-19 vaccination drive, some states are still lagging, with slow adoption of vaccination ( Mint, 2021a ). Researches should assess pandemic containment with reference to the rate of vaccination and other preventive measures in tourist destinations. The full impact of Covid-19 on the billions of people who indirectly depend on tourism and hospitality has yet to be assessed. As a result, policymakers do not fully realize the economic significance of tourism, which calls for systematic research. Studies should seek to design optimal rescue packages for service providers and incentives to travellers to encourage tourism. Insights from research studies can be collated to develop best practices concerning pandemics, tourist confidence, organizational resilience, and structural support to revive tourism.

Author statement

Both Prof. Satyabhusan Dash and Prof. Priyanka Sharma have contributed equally in developing this manuscript.

Acknowledgements

We are grateful to Prof. Archana Shukla, Director, IIM Lucknow, accomplished panellists of plenary session, anonymous independent experts and leading tourism association members for their valuable comments for boosting tourism. We are highly thankful to Mr. Vinod Zutshi, Former Secretary, Ministry of Tourism, Govt of India for his valuable inputs to revive Indian tourism. We appreciate Ishan Srivastava, Marketing Assistant, CMEE, for the support in coordinating the roundtable discussion. We are grateful to receive an appreciation letter from the Honourable Union Minister of Tourism in the government of India for bringing key stakeholders together in one platform and working towards a solution-oriented approach. Webinar newsletter is available at: http://iimlcmee.org/wp-content/uploads/2021/01/CMEE-Newsletter-Tourism-in-the-Covid-19-Pandemic-Era-1.pdf . Finally, we profusely thank the Editor of this journal and the two anonymous reviewers for their valuable comments to help us in making this article more relevant.

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India’s future and role in the post-COVID-19 world

India will prioritize economic expansion and sustainability for sustained growth and influence on the world stage. Image:  Unsplash/Julian Yu

.chakra .wef-1c7l3mo{-webkit-transition:all 0.15s ease-out;transition:all 0.15s ease-out;cursor:pointer;-webkit-text-decoration:none;text-decoration:none;outline:none;color:inherit;}.chakra .wef-1c7l3mo:hover,.chakra .wef-1c7l3mo[data-hover]{-webkit-text-decoration:underline;text-decoration:underline;}.chakra .wef-1c7l3mo:focus,.chakra .wef-1c7l3mo[data-focus]{box-shadow:0 0 0 3px rgba(168,203,251,0.5);} Børge Brende

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Stay up to date:.

• We are gradually moving into a post-COVID dispensation.
• There is a trend towards a more multipolar world and the power centre of the global economy is shifting to Asia.
• In this new era, India will prioritize economic expansion and sustainability for sustained growth and influence on the world stage.

Almost two years after the World Health Organization declared COVID-19 a pandemic , the world is coming to terms with the disruptions caused by the virus. The most profound and consequential impact has been the pandemic’s toll on healthcare systems . And then there has been the more persistent and reverberating economic toll.

Government action to counter infections and contain the spread of the virus led to global supply shocks , especially in manufacturing, and lockdowns and other containment measures caused widespread business disruption. It is now clear that the pandemic has brought the world to the second great economic and financial crisis of the 21st century and is likely to have long-term structural repercussions. What’s more, it has laid bare the fragilities of the global economic and geopolitical order.

The churn in the international order, however, had begun even before the pandemic; power equations had already started to change because of geopolitical shifts. There was an indisputable trend towards a more multipolar world and the power centre of the global economy began to shift to Asia .

The current world order has been substantially altered and this is bound to give rise to a new post-COVID dispensation. In this state of flux, space has been created for aspiring and emerging powers to take centre stage and help shape a new world with a better future for all.

Indeed, rays of recovery are beginning to emerge in our economies. The International Monetary Fund (IMF) projects that the global economy will grow by 6% in 2021 , and forecasts 9.5% growth in the Indian economy . At the same time, the world is seeing exponential growth in digital services and infrastructure, from the adoption of large-scale work-from-home arrangements to the use of cloud services and videoconferencing.

Many tech leaders have noted that the advancements in digital transformation that were achieved within a couple of months would have normally taken two to three years. These are hopeful signs, but there is still much work to be done.

Have you read?

This indian state's response to covid-19 could be a model for equitable healthcare, 50 ways india’s last-mile covid-19 responders are leading the way to a just recovery, asian universities are on the rise. this is what it means for the rest of the world.

India ’s future on the world stage

Despite the economic devastation caused by the virus, India’s agile response has been commendable, especially as the country rallied to manage a deadly second wave of the virus early in 2021. India was the first country to feel the impact of the virulent Delta variant but quickly swung into action to ensure that as many people as possible were vaccinated. One billion doses of the vaccine have already been administered.

In addition to protecting its own population, India has also acted in the world’s best interest by providing medical supplies and equipment to more than 150 countries across the globe and placing a critical supply of the COVID-19 vaccine on the world market. Indeed, the pandemic is an inflection point for India to introspect on its potential as a global leader, especially coming at a time when the country is celebrating 75 years of independence .

For years, India has supplied crucial drugs and medications to the global market, more recently investing in the supply of the COVID-19 vaccine to ensure equitable access around the world.

Each of our Top 50 social enterprise last mile responders and multi-stakeholder initiatives is working across four priority areas of need: Prevention and protection; COVID-19 treatment and relief; inclusive vaccine access; and securing livelihoods. The list was curated jointly with regional hosts Catalyst 2030’s NASE and Aavishkaar Group . Their profiles can be found on www.wef.ch/lastmiletop50india .

Top Last Mile Partnership Initiatives to collaborate with:

#BackTheFrontline - Dasra Covid Action Collab Covid Livelihoods Coalition – CoLive Creative Dignity Migrants Resilience Collaborative Rapid Rural Community Response (RCRC) REVIVE Alliance Rural Access Coalition Saath Nirbhar - vartaLeap Coalition and ComMutiny SAMRIDH Sanjha Collective - Goonj Swasth

Top 50 Last Mile Responders to get behind: Aajeevika Bureau Adhyayan Foundation Antarang Foundation ARMMAN Arpan Barefoot College International Breakthrough Center for Wildlife Studies Conserve India Dasra Society Of Development Alternatives Dharma Life Doctors For You Dream a Dream Eleutheros Christian Society Every Infant Matters Frontier Markets Glocal Healthcare Goonj Haqdarshak Hasiru Dala Healing Fields Foundation Hemkunt Foundation iKure Indian Society of Agribusiness Professionals Indus Action Industree Foundation Jan Sahas Just Organik Karuna Trust LabourNet Services Lakshya Manah Wellness MAHAN Trust, Melghat Mann Deshi Foundation Mission Oxygen - Democracy People Foundation Naireeta Services Nidan Noora Health Pink Maharani Reap Benefit SaveLIFE Foundation SELCO Foundation Sevamob SEWA Cooperative Federation Spandan Samaj Seva Samiti Study Hall Educational Foundation (SHEF) Sustainable Environment and Ecological Development Society (SEEDS) Transforming Rural India Foundation Ziqitza Health Care Limited

At the start of the COVID crisis, India's South Asian Association of Regional Cooperation (SAARC) initiative held the first multilateral summit, inspiring the G20 and others to follow suit. With the country taking over the G20 presidency in December 2022 , it will certainly play a leading role in the post-COVID global recovery process.

Away from the pandemic, India is meeting other global commitments including living up to its climate mitigation promises . It is also well ahead of target to achieve other ambitious commitments such as making renewables 40% of its energy mix by 2030 and managing the sequestration of 2.5 billion tonnes of carbon.

At the ongoing United Nations Climate Change Conference of the Parties (COP26) taking place in Glasgow, Scotland, Prime Minister Narendra Modi committed India to an ambitious Panchamrit pledge that will see the country address five key sectors of its economy to reduce its greenhouse gas emissions. The five sectors - energy, mobility, industry, infrastructure and cities, and agriculture - are critical to achieving the global 1.5-degree Celsius warming target.

A recent report from the World Economic Forum - Mission 2070: A Green New Deal for a Net-Zero India - outlines how India’s path to net zero will have an estimated economic impact of over $1 trillion by 2030 and around $15 trillion by 2070. In addition, India has prioritized cooperation, technology, and digitalization as part of its efforts to support the achievement of the United Nation’s Sustainable Development Goals (SDGs).

Challenges and opportunities

India is marking 30 years since the deregulation of its economy , which is another significant turning point in its history and a testament to its ability to reinvent itself. Successive governments have been focused on achieving inclusive growth and self-sufficiency not just for the current generation but for generations to come. But the current administration’s efforts to promote digital empowerment and last-mile financial inclusion are especially noteworthy. Under the auspices of a government-backed digital payment system, millions of poor, unbanked families have entered the formal economy and can now access basic financial services.

On the global stage, India’s diplomatic efforts are driven by the philosophy of vasudhaiva kutumbakam - the world is one family. This is the kind of narrative the world needs for such a time as this. Indeed, India’s call for renewed and reformed multilateralism is resonating with global leaders and policy-makers.

In the past few years, major structural reforms have been launched by the Indian government to boost the long-term outlook of the economy. The government’s vision to catalyze India’s transformation is evident in the launch of several initiatives including the Gati Shakti National Master Plan and the Atmanirbhar Bharat mission.

The government has also announced the National Infrastructure Pipeline and National Monetization Plan to boost infrastructure development. This wide-ranging development agenda supports initiatives across multiple sectors including reforms to consolidate multiple and disparate labour laws, drafting of the Insolvency and Bankruptcy Code, and banking reforms. India must maintain the momentum of these laudable initiatives and continue to enhance the robustness and vitality of its economy. At the same time, these and other structural reforms should be aimed at ensuring equitable and inclusive growth.

This is critical because the pandemic has exposed and exacerbated existing inequalities and their impact on vulnerable groups who are mainly employed in the informal sector. These are inequalities that the Indian government was addressing even before the pandemic struck through inclusive and equitable development that includes the provision of income support for farmers, safe and affordable housing, safe drinking water and electricity for all.

Going forward, India will have to prioritize economic expansion and sustainability to maintain its trajectory of growth and influence. The country must continue to embrace transformational, rather than incremental change to shape an economic policy that supports rapid growth. This will require a continued commitment to wide-ranging and systemic sectoral reforms, with strong measures to restore fiscal balance and strengthen the banking system.

India will also need to continue making strides to increase competitiveness and the ease of doing business. The country will also have to ramp up its infrastructure efforts, not just for roads and bridges, but for health and education too. Equally critical is the need to ensure that India’s demographic advantage becomes a dividend and that millions of young people entering the workforce every year gain meaningful employment.

How Asia and Africa are finding innovative ways to plug the COVID-19 health gaps

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One must also mention India’s renewed focus on the space sector via the recently launched Indian Space Association . Back here on planet earth, however, the Indian government is also placing due emphasis on manufacturing. With the reshoring of global supply chains and quest for geographical diversification in their redistribution, India offers a safe and stable destination and could emerge as an important hub for global manufacturing. India has a demographic advantage, skilled workforce, technical know-how, and the research and development capacity needed to create a strong niche for itself in the global market.

Last but not least, India is also expeditiously moving forward on its energy transition journey: the government’s plan to establish a National Hydrogen Mission is a step in the right direction. India also has a unique opportunity, and an important role, in fostering regional co-operation in South Asia, thus creating new opportunities for growth and prosperity.

Amid the ongoing volatility and change, India has a rare opportunity to undertake several policy changes to not only address the short-term public health challenges but also to become an important axis of power and influence in the post-COVID world. The World Economic Forum stands with India in its efforts to assume new leadership roles and to help propel the world into a better, brighter, and more sustainable future for all.

This article first appeared here .

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Crushed by COVID-19, India's tourism sector can rebuild by renewing focus on sustainable practices

It is time for the stakeholders to formulate a plan that will keep principles of sustainable tourism upfront. The pandemic has forced consumers to be more cautious and focus on sustainability and local communities

“COVID-19 has hit us really hard, we are finding it really difficult to survive,” says BS Ranawat, owner of a tour agency in Jaipur.

“I had three branch offices in Jaipur but had to shut down two of them, release a majority of the staff and take credit from the family for payment of loans. I have lost 80 percent of my business,” says Ranawat, who worked with Indian Railways in Delhi, had come back to Jaipur in 2007 and started his own tour agency.

Today, his business and dreams seem to be falling apart because of the impact of COVID-19 on the city’s tourism industry.

Ranawat is only one of many devastated by the pandemic.

Rajasthan’s economy is heavily dependent on tourism. A study suggests that the state witnessed a drop of almost 60 percent in the arrival of foreign tourists and 70 percent in domestic tourists which has had a deep impact on the industry.

As per another study by JLL property consultancy, 11 major cities across the country witnessed a decline of 29 percent in revenue per available room (RevPAR) during January-March 2020. The Pink City, now declared UNESCO heritage city, was at fifth spot, witnessing a fall of 19.6 perent in RevPAR.

RevPAR, calculated by multiplying a hotel’s average daily room rate by its occupancy rate, is a performance measure used in the hospitality industry.

Heavy losses

It is not just Jaipur that has witnessed such a drastic downfall in tourist arrivals. Every major tourist city across the country is facing the same revenue crunch. The impact of the pandemic has left the Indian economy gasping, requiring special and effective interventions to reboot.

Tourism has been an important earner for the Indian economy, having contributed 9.20 percent to the GDP in 2018. That came down to 6.8 percent in 2019. Yet, the Indian tourism sector remains at the tenth spot in terms of travel and tourism spend and created eight percent of the total employment in 2019.

In 2020 however, COVID-19, has left the sector in tatters. As per a Confederation of Indian Industry (CII) and Hotelivate study, the Indian tourism industry is set to lose around Rs 5 lakh crore.

These estimates are only for the organised industry.

The report further adds that tour operators and agencies are expected to incur a loss of Rs 35,070 crore with hotels likely to see 80 percent to 85 percent erosion in revenue streams. The study has projected that occupancy rates in hotels will remain low till the end of 2020.

As per information shared by tourism secretary Yogendra Tripathi with the Parliamentary Standing Committee on Transport, Tourism and Culture, 2 to 5.5 crore employed in the sector, directly or indirectly, have lost their jobs. The secretary also informed the panel that revenue loss was pegged at Rs. 1.58 lakh crore.

“I used to employ 12 people, now we are just 3 to 4, that is also temporary,” says Ranawat. “Also, I am unable to keep up with loans on my cabs. I am looking to sell two of the six, even if below the market rate. I am now driving the taxi myself and coordinating all the itinerary activities. I cannot afford an extra driver or staff.”

Ranawat says he incurred a loss of Rs 10 to 12 lakh from March 2020. This includes payment of installments, rent, fuel for cabs, electricity bills. On being asked if he has ever faced a similar crisis before, he remembers the time of ‘demonetisation’, but says even that was not this bad.

The fate of Agra

Agra, a well known heritage tourism city, is facing the same crisis as Jaipur. Tourist footfalls dipped by 60 percent in 2020 and more than 4.5 lakh people have been estimated to be impacted . And the road to recovery has been tough.

Moreover, reports suggest that it is not only the hotel industry but also other tourism dependent earners such as guides, tour operators, cab drivers, emporium owners that have suffered hugely due to the crisis.

As per the data available , 650 hotels, 3500 guides, 800 photographers are officially registered with the district administration.

Taj Mahal, a major tourist attraction, was shut down on 17 March, 2020, amid coronavirus fears, and was reopened for public on 21 September. In a recent notification, the Archaeological Survey of India has also lifted the cap on the number of tourists visiting Centrally protected monuments like the Taj Mahal.

Before this, there have been only three instances (World war II, 1971 India-Pakistan war and 1978 floods) when the Taj Mahal was shut down.

“Taj Mahal has been opened but we are hardly getting any tourists,” says Rajeev Upadhyay, a city-based antique and jewellery shop owner, who also used to help tourists to get guides, cab services and more. “Most of those visiting are locals and from nearby places. Several hotels, restaurants and emporiums in the city are still closed. Agra has been largely dependent on foreign tourists and we have zero foreign tourists coming in.”

In 2018, Taj Mahal was the most visited tourist site in India with 7,95,000 foreign tourists visiting. Moreover, before the pandemic, the city reported an average footfall of 25,000 to 30,000 tourists during the weekend – during long weekends it would reach 50,000.

However, since its reopening in September, the monument site has failed to witness the footfall of even 5,000 tourists per day, a benchmark set by the Ministry of Culture to reboot the UNESCO heritage sites.

“Since March we have been sitting at home but continue to pay our installments and other bills,” says Rajeev. “In Agra, almost 50 percent of the households are directly or indirectly related to the tourism business and everyone is struggling to revamp the sector. There is no government support. There is a lot of confusion with respect to rules and COVID-19 precaution norms, which is discouraging the tourists.”

On being asked if he is looking to make a switch to a new business, Rajeev says, “I don’t think I have adequate experience in any new field, my family is dependent on me and I cannot take a risk.”

For Rajeev and several others like him in Agra, the COVID-19 vaccine has created hopes of bringing some vibrancy back to the city’s tourism segment.

A way to revive the sector

Amidst the present chaos in the sector, experts have been talking about how sustainable tourism can be a way ahead. The World Economic Forum, at its Sustainable Development Impact Summit, emphasised on prioritising “sustainability in rebuilding tourism”.

The pandemic has significantly changed the tourist attitudes. Personal sanitation and hygiene are now being given priority. Tourists are also avoiding crowded spots and visiting more isolated places. Travelling patterns have also changed. Nearby places and short travel along with importance to local food are some of the new trends emerging in the sector.

In the past few months, all reports, webinars and op-eds on sustainable tourism have prominently highlighted one major learning: it cannot be business as usual .

This is being understood and accepted by the industry. Restaurants are introducing more locally-sourced and fresh dishes, homestays are getting a boost with ‘workation’ becoming the new trend, tourists are going for more local and domestic (and less explored) destinations and walking and cycling clubs are becoming prominent in tourist cities.

“Domestic tourism is the new opportunity” says Saeed Shervani, former president, Federation of Hotels and Restaurants Association of India (FHRAI) in a webinar on sustainable tourism organised by SDC Foundation.

“People are now travelling with their own cars and over short distances. Hotels need to adhere strictly to COVID-19 norms issued by the Ministry of Tourism. This will ensure safety and build confidence amongst the tourists. It also gives a good opportunity to revive the industry,” adds Shervani. “I am sure things will improve slowly. Till then, I urge hoteliers and tourists to observe all the necessary protocols,” he says.

For a city like Jaipur, adopting a sustainable tourism model can ease pressure on the city’s infra as well as provide more quality tourism services. As per a study , garbage, dust, long traffic jams, open urination, broken footpaths are some of the urban challenges for the heritage city, which are only getting worse with time.

Under such circumstances, initiatives or startups that promote more sustainable ways of tourism will have a better chance to thrive.

Cycling initiatives

One encouraging example of sustainable initiatives in the Pink City is Cyclin’ Jaipur.

Eléonore and Ophélie, two friends from France, Eléonore and Ophélie, launched the first cycle tour of the city in 2013. Since then, Cyclin’ Jaipur has become a well known name in responsible tourism.

Cyclin’ Jaipur provides tourists with an opportunity to explore Jaipur’s local and street life intimately . The company ensures that the local community benefits in terms of employment and other economic opportunities. Cyclin’ Jaipur was also shortlisted amongst the final three entries for the Indian Responsible Tourism Award in 2018.

“We started in 2015 and our objective was to show the tourists the backstage of the city – the streets, bazars, local people, their life – all on cycle,” says Eleonore, co-founder, Cyclin’ Jaipur. “This made our initiative sustainable. Today, several domestic ventures are offering tourism on cycle. In fact, a number of big companies are also starting tourism on cycle in Jaipur. Our model is entirely based on the local community. We have 10 to 15 guides and all of them are from Jaipur, we even offer cooking classes to the tourists with the help of local families.”

“We do cycling tours in the morning hours when there is less traffic and crowd. Before COVID-19, we used to do three to four tours a day. We are hopeful that around March-April 2021 things will get better,” adds Eleonore who believes that awareness can play a key role in making sustainable tourism the new normal.

The role of government will be the most crucial to promote sustainable tourism in Indian cities. Studying the carrying capacity of major tourist destinations has been a long pending agenda. It should be undertaken on an immediate basis. This will not only ensure proper maintenance and conservation of the tourist spots but also quality tourism.

The Ministry of Tourism has already in place the Principles and Indicators for Tour Operator and Accommodation Sector promoting sustainable tourism. However, these are more like standards and not legally binding.

Having a regulatory structure that is obligatory to follow can ensure the implementation of sustainable tourism at the grassroots level. Most importantly, the government should also identify early stage startups and companies who are already practising sustainable tourism (like Cyclin Jaipur) and help them in scaling up and creating best practices to be replicated.

• SoP highlights for hotels and guests
• Hotels have to ensure adequate availability of hygiene and sanitation related instruments such as thermal gun thermometers, sanitizers, masks, gloves, garbage bags (separate ones for used masks and other protective equipment.
• Posters/standees to be displayed with instructions like dos and don’ts, emergency helpline numbers, handwashing, social distancing, etc.
• Adequate isolation facilities to be kept ready in case of any hotel staff or a tourist suspected to have contracted the virus.
• Make it mandatory for all the hotel staff and guests to download the Aarogya Setu app.
• Deploy a rapid response team at hotels, responsible for preventing incidents effectively
• Manage cases and mitigate impact among guests, staff and other involved parties.
• Urge guests to stay inside the rooms and keep their doors closed to avoid unnecessary contact. Also, they must observe social distancing norms and frequently wash hands with water and soap or a sanitiser.
• Details of the guest (travel history, medical condition etc.) along with ID and self-declaration form must be provided by the guest at the reception.

This article was first published in  Citizen Matters , a civic media website and is republished here with permission. (c)  Oorvani Foundation/Open Media Initiative .

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Reviving tourism responsibly in a post-pandemic world

A tourism conclave, presented by hindustan times, is tapping the winds of change as the indian tourism industry gets set to bounce back stronger in the post-pandemic era. the two-day event is being held on-ground at hotel hyatt regency, delhi on october 27 and virtually on october 28. register now.

The Indian tourism industry handled loads to the tune of more than 17 million international visitor arrivals and over 2.3 billion domestic tourists in the pre-pandemic days. Come March 2020 and this changed, pushing the tourism sector into one of the worst challenges it has ever faced so far. According to the United Nations World Tourism Organisation, tourist traffic across the world was down 83 per cent in the first quarter of 2021. The Asia Pacific region was the worst hit as it reported a 94 percent drop over the three-month period.

The industry is finally witnessing a change as rising vaccination rates are increasing people’s confidence in travel. As India crossed the 100 crore Covid-19 vaccination mark, the tourism industry is seeing early signs of rebound and experts are viewing this as a landmark step towards the revival of tourism in the country. Globally too, an estimated 54 million tourists crossed international borders in July 2021, which is the strongest results we have seen since April 2020, and this increase is being attributed to opening of borders for vaccinated travellers.

A Tourism Conclave, presented by Hindustan Times, is tapping the winds of change as the Indian Tourism industry gets set to bounce back stronger in the post-pandemic era. The two day event, ‘Reviving Tourism – Responsibly in the post pandemic world’, brings together the who’s who of the tourism sector, both from the government sector and otherwise to share their thoughts on the trends being witnessed after the country recovers from the aftermath of the brutal second wave earlier this year.

Day 1 of the Conclave will be held on October 27 on-ground at Hotel Hyatt Regency, Delhi. The proceedings will start with an opening note by Mr Sukumar Ranganathan, Editor-in-chief of Hindustan Times, followed by a keynote address by Shri G Kishan Reddy, Minister of Tourism, Government of India, who will talk about the steps to build a better future for the tourism and hospitality industry and the impact of the new ‘Tourism Policy 2020’ on this journey of revival. He will also share his thoughts about leveraging technology to accelerate tourism and the role of medical tourism in a post-Covid world.

The rest of the day will see sessions from top bureaucrats from the states of Uttar Pradesh, Bihar, Chhattisgarh and Jharkhand, who will talk about the roadmaps they have drawn up for reviving tourism in their states and the plans that the government has to accelerate tourism in these states, with a special focus on domestic tourism.

Day 2 of the Conclave will be held virtually from 3 pm on October 28 and will see attendance from Mr Aditya Thackeray, industry representation from FICCI to speak about reforms and policy limitations, Mr Madhavan Menon of Thomas Cook and Mr Rajesh Magow to speak about the new travel trends in the world post Covid and the road to recovery, and Ms Rajni Hasija of IRCTC on their expansion plans and the use of technology to boost tourism in the country.

Bookings are open. Register online for the Hindustan Times Tourism Conclave now and gain interesting insights on the travel industry!

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A Review of Tourism Industry Post-COVID-19

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