Indian tourism: Charting bold growth by showcasing the country’s rich cultural heritage and traditions

Two years ago, when challenges like Covid hit India hard, one of prominent sectors suffered immensely was the tourism and hospitality sector. Travel restrictions and lockdowns imposed worldwide to check the spread of virus, snuffed life out of the thriving industry which created a record in 2019 when 10.93 million foreign tourists flocked India. But then, after every winter comes spring. India received 6.19 million foreign tourists during 2022 as compared to 1.52 million in 2021, as per data from the Bureau of Immigration. Several Indian states reported marked footfalls of foreign tourists with Bangladesh, US, UK, Canada, and Australia being among top five countries whose nationals landed in India to see sites of rich cultural heritage and historical landmarks. In February 2023 alone, as per the Ministry of Tourism, India attracted more than 8.65 lakh foreign visitors, signaling clearly the country’s strength to chart a dominant rise in the map of top tourists’ destinations of the world. In the past nine years, India has built extensive tourism infrastructure worth approximately $1 billion to improve tourist experience, Union Minister G Kishan Reddy recently said. That means India has no second opinion in positioning itself as the world’s top destination for tourists who usually throng the country to enjoy its diverse culture, tradition, and geography. The G20 presidency has provided a strong platform for the country to showcase its sustainable and green tourism practices. Unveiling India’s cultural treasures India's rich cultural heritage, historical significance, and breathtaking landscapes attract tourists worldwide. With 40 UNESCO world heritage sites, including 32 cultural, 7 natural, and 1 mixed site, India offers a diverse range of attractions. Destinations like Amritsar, Lucknow, Delhi, Rajasthan, Rann of Kutch, Khajuraho, Kolkata, Mysore, Hyderabad, Kerala, Hampi, Pattadakal, Goa, Bhimbetka, and the Chola Temples showcase India's remarkable architecture and traditions. Rajasthan, known for its palaces, forts, and vibrant festivals, stands out as a top cultural tourism destination. Tamil Nadu reflects Dravidian customs through its temples, while Uttar Pradesh boasts iconic attractions like the Taj Mahal. The historic temples in Uttaranchal's Himalayan regions make it an enchanting cultural tourism spot. Post-pandemic recovery The tourism industry has displayed encouraging signs of recovery in the post-pandemic phase. The latest data from the Bureau of Immigration reveals that India received 6.19 million foreign tourists in 2022, a significant increase compared to 1.52 million during the same period in 2021. Foreign tourist arrivals in India saw an increase in spending compared to 2019, partially due to the country's higher inflation rate. 2022: India's inflation rate was 5.13% compared to 3.73% in 2019. As a result, prices became more expensive, with fewer discounts offered by hotels and tour operators compared to 2023. Additionally, people seemed more willing to spend the money they had saved during years of restricted travel. Here are the key highlights of Foreign Tourists Arrival in February 2023: In comparison to February 2022 (240,896) and February 2019 (1,090,516), there were 865,779 FTAs, reflecting a growth of 259.4% and a decline of -20.6% respectively. Among the top 15 source countries, the highest percentage share of FTAs in India during February 2023 was from Bangladesh (20.3%). This was followed by USA (16.4%), UK (11.1%), Canada (5.8%), Australia (3.7%), Malaysia (3.0%), Sri Lanka (2.8%), Russian Federation (2.7%), Germany (2.5%), France (2.4%), Nepal (1.9%), Thailand (1.7%), Singapore (1.5%), Italy (1.2%), and Japan (1.2%). Factors that drive tourism sector The Indian tourism sector has shown promising growth in recent months, driven by various government initiatives and favourable factors. The successful vaccination drive has made India a safe destination for vacationers. In addition, the country's affordable healthcare system and wellness industry have boosted medical tourism. Domestic tourism has also risen due to increased disposable income and the growing working class. The government has taken multiple initiatives to enhance tourism, among which is the Swadesh Darshan Scheme that specifically emphasizes the growth of theme-based tourism. The Ministry of Tourism has invested US$ 687.84 million in over 76 projects across 31 states/union territories as of March 2022. It has also developed tourism infrastructure in over 500 tourist destinations. In April 2022, the ministry sanctioned 10 new projects under the heritage circuit theme. The National Integrated Database of Hospitality Industry (NIDHI) empowers businesses in the hospitality sector through technology. As of 27 August 2022, this portal had a whopping 45,152 accommodations registered, showcasing its immense popularity and reach. The e-tourist visa program simplifies the visa process for foreign nationals. Since the restart of India's e-Visa Services, 574,000 e-Visas have been applied for by foreign tourists. The top three source countries for foreign tourist arrivals in India are the US, Bangladesh, and the United Kingdom. The Ministry of Tourism has introduced a round-the-clock Multi-Lingual Tourist Info-Helpline, accessible through the toll-free number 1800111363 or short code 1363. This helpline is available in 12 languages, including Hindi, English, and 10 international languages. It is a valuable resource for both domestic and foreign tourists, offering travel-related information and assistance during emergencies throughout their journeys in India. As per the Ministry, the primary responsibility for the development of tourism lies with the state governments and Union Territory administrations. However, it supports the development of pilgrimage and heritage tourism infrastructure through schemes like the National Mission on Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD), providing financial assistance to the state governments and union territories. Tourism sector's contribution to economy and employment According to the Travel Agents Association of India (TAAI), tourism would contribute $512 billion to India’s GDP by 2028, and would create 53 million jobs by 2029. If the TAAI is to be believed, India would earn foreign exchange of $56 billion from tourists’ arrivals and 30.5 million foreign arrivals are expected by 2030. In a written reply in Rajya Sabha on July 21, 2022, Minister of Tourism G Kishan Reddy said the tourism and hospitality sector is one of the largest employment generating sectors in India. He said the tourism sector has provided 79.86 million direct and indirect jobs in 2019-20. Initiatives like e-Visas, improved infrastructure, safety measures, and better connectivity play a vital role in supporting the growth of the tourism sector. To promote inbound travel, the Ministry of Tourism has designated 2023 as the 'Visit India Year' in the light of India's G20 Presidency and the India@75 Azadi ka Amrit Mahotsav celebrations. Highlights from the Union Budget 2023 include the selection of 50 tourist destinations for comprehensive development, sector-specific skilling and entrepreneurship development, facilitation of tourism infrastructure in border villages through the Vibrant Villages Programme, and establishing Unity Malls in State Capitals and prominent tourist centres. The Ministry of Culture's annual budget for 2023-24 is $457.82 million, a 12.97% increase compared to the previous year. The budget includes the establishment of the Bharat Shared Repository of Inscriptions (BharatSHRI), a digital epigraphy museum. Conclusion India's rich history and diverse culture attract global travelers with its fusion of tradition and modernity. Magnificent monuments, temples, and palaces showcase the country's cultural heritage, while vibrant festivals, colourful attire, and delicious cuisine offer insights into daily life. With numerous World Heritage Sites and unmatched cultural vibrancy, India is renowned for its ancient history and heritage. Diverse cultures shape Indian dance, music, architecture, customs, food, and languages, making it a top destination for cultural tourism. Initiatives taken by the Ministry of Tourism and Culture and campaign launched under "Incredible India!" are adding to the growth of the industry. Then never forget the fact that India, being the world’s oldest civilization, is a confluence of religion, traditions and custom. Each corner of the country is resplendent with unique practices, conventions, and culture. A visit to India will be incomplete without experiencing the beauty and richness of these traditions and custom. ***The writer is a Surat-based journalist; views expressed are her own