1. GOI TourismPolicy
1) Frameworksof
i) Responsibility(inline withUNWTO’sGlobal Code of Ethics)
ii) Social,environmentalandcultural preservation,protectionandpromotion
iii) Opportunitiesforcommunitydevelopment
iv) Jobcreationfor youthand women
v) SME (Small andMedium Size Enterprises) development
vi) Public– Private – PeoplesParticipation
2) Lessons
i) TourisminIndiahas beena state subjectandthe Centre onlydisbursesfunds
ii) A tourismpolicymustbe backedbyan actionplan
iii) Tourismthrivesoninnovationandhaslow barrierstoentry
3) Importantglobal development
i) Increaseddesire andfinancialmobilityfortravel of the middle classes (domesticand
international)
ii) Step-change increaseinairaccess(airlines,airportsandroute development) intandem
to decreasesinthe costof travel
iii) Growth inthe questof travellersforimmersive experiencesrichincultural andnatural
exposure
iv) Path-breakinginnovationsinthe fieldof InformationTechnology,includingmobile
usage,digital contentcreationandsharing
v) More importantly,appreciationof the tourismeconomyamongstheadsof state and
policymakersand
vi) Increasingtourism-relatedinfrastructure investment.
4) People
i) Affluent
ii) Middle class(growing)
iii) Urban middle classhasbecome the mainstayof India’s tourismsector
5) Figuresfor2014
i) Foreign TouristArrivals=7.7M, Growth rate = 4.4%
ii) Jobscreated= 23M, 5.5% or 36.6M, 8.7% (countingindirectjobs) of total economy vs
Global 9.9%
iii) ContributiontoGDP= Rs 7642.5B, 6.7% of GDP vs Global 10%
iv) International touristsinIndia=0.68% of global,Revenue generated=Rs1200B
v) Share in World’stouristarrivals=0.67%, pitch= 1% by 2020 and 2% by2025
vi) Worldtouristgrowthrate = 3.3%, Indiangrowthrate 7.3%
vii) The tourismindustryhaswitnessedexpenditure of,0.35% inthe 12th fiveyearplan
6) Positioning
i) Spiritual Hub(earlier)
spirituality circuits based on Hunmuism,Jainaism,Sikhism,and Yoga
and everything in between
Medical and rural tourism,Ayurveda and heritage
ii) HoneymoonParadise (projected)
7) Vision
i) Must Experience
ii) Must Revisit
8) Mission

2. i) Enhance the share of international touristarrivalsandrevenuethroughasustained
growthpath.
ii) Stimulate repeat,year-roundvisitationwithhighdispersionacrossthe destination.
iii) Promote domestictourism.
iv) Developand promote tourisminaresponsible,sustainable mannereconomically,
socially,culturallyandenvironmentally.
v) PositionIndiaasa welcoming,safeandsustainable destinationforboth Foreign&
DomesticTourists.
vi) Enhance the image of brand‘Incredible India’.
vii) Deliveraworld-class,yetauthenticlocal experience.
viii) HandholdState Governments,UnionTerritoriesandStakeholdersindevelopmentand
promotionof tourism.
ix) Ensure meaningful,equitable communityparticipationintourismdevelopment.
9) Objectives(theobjectivesarenotSMART)
i) Increase India’sshare inworldtouristarrivalsfromthe present0.68% to 1% by 2020 and
increase to2% by 2025.
ii) PositionTourismasa priorityonthe National political andeconomicagenda.
iii) Widenunderstandingof the benefitsof the tourismsectorwithinthe wider
governmental framework,especiallywithGovernmentdepartmentscritical toTourism
success.
iv) Evolve aframeworkfortourismdevelopment,whichisGovernment-led,private sector
drivenandcommunitywelfareoriented.
v) Fosterand developacoordinationmechanismbetweenthe Centreandthe States/UTs
and betweenvariousMinistries/Departmentsandcreate aframeworkforengaging
withlocal bodies,todrive the National TourismAgenda.
vi) Focuson the benefitsof tourism forlocal communitiesandthe natural andcultural
environments.
vii) Directlyaddressseasonality,creatingyear-roundofferingsforcontinuoustourism
economyactivity.
viii) Create a safe,secure,clean,hygienicandinvitingenvironmentfortourists.
ix) Innovation intointegratedtouristcircuitsanddestinationsbasedonIndia’sunique
civilization,heritage,andculture inpartnershipwithStates/UTs,private sectorand
otheragencies,thusspreadingthe reachandimpactsof tourismbeyondgatewaycities,
furtheracross the nationanddeeperintocommunities.
x) PositionIndiaasa global brandand preferredtourismdestinationinoverseasmarkets.
xi) Focuson domestictourismasa major driverof tourismgrowth.
xii) Focuson developmentandpromotionof the NorthEastRegionandthe state of Jammu
& Kashmir.
xiii) Developqualityhumanresourcesinthe tourismandhospitalitysectorsacrossthe
spectrumof vocational toprofessional skillsdevelopmentandopportunitycreation.
xiv) Create an enablingenvironmentforinvestmentin tourismandtourism-related
infrastructure (hardandsoft)
10) Expectations
i) Swagat(welcome)
ii) Soochana(information)
iii) Suvidha(facilitation)
iv) Suraksha(safety)
v) Sahyog(cooperation)

3. vi) Samrachana (infrastructure development) and,
vii) Safai (cleanliness)
11) Key-TourismPolicy15
i) Givesdirectaccessto PMO
ii) Integrationof SwacchBharat, Smart Cities,International YogaDay,Skill Development
iii) Hike intourismproductson offeranda roadmap to dothat
iv) Setup newuniversities,volunteerforce,policyforvintage cars
v) Promotingseparate boardsforYoga,Ayurveda,heritage tourism,wellnessandusing
25M diaspora
12) Sub-Verticals
i) beaches,rivers,backwaters,cruises,adventure,wildlife,festivals,shopping
destinations, cuisine trailsshowingthe diversityof food,cinematictourism, emerging
conceptslike heritage walks,andlesser-knownweddingdestinations,landscapes,
communitiesandclimate zones
13) Products
i) Heritage andCulture
ii) Spirituality
iii) Yoga
iv) Ayurveda and Wellness
v) Medical
vi) MICE(Meetings,Incentives,Conferences,andExhibitions)
vii) Agritourist
viii) Beaches
ix) Rivers/Backwaters/ Dams
x) Cruises/Coastal / Inland
xi) Adventure
xii) WildLife/Eco Tourism
xiii) Golf
xiv) Cuisine
xv) Shopping
xvi) Fairs& Festivals
xvii) CinematicTourism
xviii) Interpretation/Heritage Walks
xix) DestinationWeddings
14) Productdevelopmentmust take intocareful consideration
i) Travellercore interests,
ii) Familiaritywiththe destination(i.e.firstvisitorrepeat),
iii) Durationof stay, time of yearand ideal diversityof exposure
15) Productdevelopmentmustensure thatthe momentumof tourismexperience creationand
deliveryisestablishedtoallowfor:
i) 365 dayvisitation
ii) Gatewaycityvisitationandintothe secondandthirdtiercities
iii) Leverage of non-weathersensitive niches
iv) Maximisationof opportunitiesforrepeatvisitation
v) Complementingtraditional offeringswithinnovation
vi) EmbeddingdestinationIndiaadvocacytoleverage credibilityandinfluence of wordof
mouthawarenessbuilding
vii) MaximizingROI(returnoninvestment)ondestinationpromotion

4. 16) SWOT
i) Strength
ii) Weakness
I) confusionfortravellers asto whatto experience
II) risksoverwhelmwhentravellerstrytodo too muchon one trip
iii) Opportunities
I) The policyalsosuggestsusingthe 25 millionstrongNRIcommunityin189
countriestoact as brandambassadors.
iv) Threats
I) Safetyandsecurity
II) Climate change andpollution
III) Environmental impactof tourism
IV) Risingxenophobia
17) DeliveryMechanism –Governance andAdministration
i) Tourismto be put on concurrentlist
ii) National TourismAdvisoryBoard,tobe set up, headedbythe UnionTourismMinister
and state tourismministersasmembersandaninter-ministerial coordination
committee headedbythe principalsecretaryinthe PMOand comprisingbabusfrom
otherministries.
iii) Inter-MinisterialCoordinationCommittee onTourism(IMCCT),tobe setup.
iv) National TourismAuthority(NTA),aseparate NationalTourismAuthority(NTA) would
be establishedwithrepresentationfromthe trade andindustryandinterconnected
departments/agenciestoexecutethe policylaidoutbythe Ministry.Simple,flexible
and elegantprocessescan be laiddownto allow fornimbleness.
18) Infrastructure
a) Social
i) Cleanliness
ii) Safety
iii) Welcome
iv) Accessibility
v) Responsibility(SustainableTourismCriteriaforIndiaSTCI)
b) Core Infrastructure
i) Roadways
ii) Railways
iii) AirTransport
iv) Last Mile Connectivity
v) Waterways
c) TourismInfrastructure
19) Skill Development
i) ThoughtLeadership
ii) ProfessionalSkills
iii) Retentionof labourforce
iv) VocationsSkillsandComplementarycommunityworkforce support
20) CERTIFICATION &ACCREDITATION
i) The Incredible IndiaBrandpromise
ii) Exceptional travellerexperience
21) InformationTechnology
a) Technologyhasa significantimpactacrossthe followingareas

5. i) Efficiencies
ii) Engagement
iii) KnowledgeHub
b) Promotioncantake place throughtwo primaryvehicles:
i) Advertising:formal messagingsentoutthroughformal platformswhichare trusteddue
to theirestablishedbrandsand,importantly,vettingof contentforhonestyand
authenticity
ii) Social media:informal messaginggroundedinUGC(usergeneratedcontent),allowing
for highdegreesof contentandinteractiveness,howeverisnot vettedfortruthfulness
22) PromotionandMarketing
i) Domestic
I) Athithidevobhava,and
II) CampaignCleanIndia
ii) International
I) Big brandawarenessandgravitas – bestachievedthroughreputable television
networks
II) Audience engagement –bestachievedthroughonline advertisingwithnational
tourismconnection
III) Searchand conversion –online,especiallytourismwebsites
23) International Cooperation
i) UnitedNationsWorldTourismOrganisation(UNWTO),
ii) SouthAsianAssociationforRegionalCooperation(SAARC),
iii) Associationof SoutheastAsianNations(ASEAN),
iv) IBSA (India,Brazil,SouthAfrica) DialogueForum,
v) BRICS (Brazil,Russia,India,China,SouthAfrica),
vi) WorldTravel and TourismCouncil (WTTC),
vii) PacificAsiaTravel Association(PATA),
viii) Sustainable Tourism –EliminatingPoverty(ST-EP)
24) MarketingIntelligenceandResearch - intelligence isneededtoensure awarenessof:
i) Global state of the industry(quantitativeandqualitative)
ii) Travellertrends:destinations,motivations,spend,purchaseprocess,usage of
technologyetc.
iii) Changingforcesinthe industrycreatingopportunitiesand/orchallenges
iv) State of the industryinIndia
v) Measurementof the sectorvis-à-visstrategicimperatives
25) ImportantConcrete actions
i) The newpolicyhasalso recommendedsettingupof a full-fledged universitytoprepare
skilledworkforce forthe hospitalitysector.
ii) IndiaTourismofficesoverseastobe nuclearbutoutsource PRand eventmanagement
iii) Certainpercentage of ticketedrevenue be giventomonumentsforpreservation
iv) NightviewingatASIArchaeologymonuments
v) Develop‘CulinaryTrails’toshowcase culinaryheritage
vi) Invite MasterChef AustraliaandsimilarculinaryrealityshowstoIndia
vii) Deployex-servicemenandtrainedvolunteersatimportanttouristsites
viii) Special TourismZonesonthe linesof SEZs
ix) Provide free Wi-Fi connectivityattourist centers inIndia