1. TITLE OF PAPER
Innovative Tourism practices in India: Opportunities &
Challenges.
NAME OF AUTHOR
1. Sachin Bhaurao Sangle
MBA-I
MGV‟s Institute of Management & Research, Nashik
sbsangle143@gmail.com
Mobile no.08149731873
2. Prof. Teltumbade Ganesh Ramesh.
Assistant Professor
MGV‟s Institute of Management & Research, Nashik
Registered Research Scholar Under University of Pune.
teltumbade_ganesh@rediffmail.com or teltumbadeganesh@gmail.com
Mobile no. – 09960251754
NAME OF AFFILIATION
Mgv‟s Institute of Management & Research,
Panchavati, Nashik-422003

2. Innovative Tourism practices in India: Opportunities &
Challenges.
Abstract-
Globalization accelerates faster & frequent air transportation, information
technologies and free movement of capital, goods and people at Low cost, which provides
immense opportunities for expansion of tourism in India. Tourism also has great capacity to
generate large-scale employment, create foreign exchange and raise living standards of host
country. Despite the global meltdown Tourism industry shows two digit growths in Indian
economy. The Foreign Tourist Arrivals (FTA) in India during the period of January- October
2012 was 5.21 million as compared to the FTAs of 4.93 million during the same period of
2011, showing a growth of 9.3%. Foreign Exchange Earnings (FEEs) from Tourism in terms
of US$ during January- October 2012 were US$14030 million with a growth of 5.4% over
the same period in 2011. All these created sustainability in Indian tourism Industry; hence
India is most preferred destination for „Tourism‟, as well as most favored destination for
foreign direct investment.
Since last few decades, Indian Tourism Industry Provides Innovative segment in
addition to Tourism like Spiritual Tourism, Health/Medical Tourism, Cultural Tourism,
Education Tourism, Bollywood Tourism, Adventure Tourism, Agro-Tourism etc. The main
objective of this research study is to focuses on the Innovative Tourism Practices, its
contemporary issues and the Opportunities & Challenges in India.
Keyword – 1. Economic Growth,
2. Foreign Tourist,
3. Indian Tourism Industry,
4. Innovative Tourism,
5. Tourism

3. Introduction –
Tourism is world's oldest, largest & fastest growing industry. It has great capacity to generate
large-scale employment, create foreign exchange and raise living standards of host country.
Tourism also considered as an efficient tool for promoting economic growth, hence several
countries have transformed their economies by developing their tourism potential. Tourism is
a field of human activity known to mankind from time immemorial, which cuts across
barriers of caste, colour, creed and builds universal brotherhood. Due to Globalization air
transportation becomes faster & frequent at Low cost, positive development in information
technologies and free movement of capital, goods and people, which provides immense
opportunities for expansion of tourism in India. Despite the recession Tourism industry
shows two digit growths in Indian economy. The Foreign Tourist Arrivals (FTA) in India
during the period of January- October 2012 was 5.21 million as compared to the FTAs of
4.93 million during the same period of 2011, showing a growth of 9.3%. Foreign Exchange
Earnings (FEEs) from Tourism in terms of US$ during January- October 2012 were
US$14030 million with a growth of 5.4% over the same period in 2011. All these created
sustainability in Indian tourism Industry.
Since last few decades, Indian Tourism Industry Provides Innovative segment in
addition to Tourism like Spiritual Tourism, Health/Medical Tourism, Cultural Tourism,
Education Tourism, Bollywood Tourism, Adventure Tourism, Agro-Tourism etc. The main
objective of this research study is to focuses on the Innovative Tourism Practices, its
contemporary issues and the Opportunities & Challenges in India
Meaning & Concept of Tourists, Tourism and Tourism Industry –
Tourists are people from surrounding areas or from other parts of the country or overseas,
who travel around our State for various purposes. They may stay overnight or for longer
periods, usually taken as less than a year; Tourism is “the temporary movement of people
(visitors) from one area to another for activities related to - leisure, pleasure, social,
recreational, knowledge-seeking, medical and business etc”.
Tourism Industry is primarily service-oriented, people-based industry, in a largely seasonal
business providing a wide range of services to „tourists‟, often on 24X7 basis. It is unique
because –
1) It is not a single, definable industry, instead it is made up of businesses and

4. Organizations belonging to various other industries and sectors and,
2) The interplay of all of these (businesses and organizations), when properly
aligned, gives rise to Tourism Industry‟s ultimate product - „the travel
experience‟.
Indian Tourism Industry:- The growth of tourism in India, has been rapid in the last
five years, despite the slowdown it shows tow digit growth in economy. The World Travel &
Tourism Council has rated India as one of the five fastest growing tourism economies in the
world. India‟s rich heritage, trade, culture, history and growing economy have become major
attractions for the tourists. The survey conducted by “Conde Nast Traveller” came out with
the finding that India is preferred to many other tourist destinations like France, Singapore
and Switzerland. The demand for travel and tourism is expected to reach U.S. $ 431.7 billion
(INR 24,252.4 billion) by 2020. It is expected that CAGR (compound annual growth rates) in
revenue in 2011-13 will be 26%. India is preparing for this expected growth and thus trying
not to encounter in future any supply-side constraints.
Around 80% of foreign tourist arrivals in India are from the neighboring countries and
from Iraq, Afghanistan, the former Soviet Union, etc and now increasingly from Africa. The
Indian government has begun to recognize the potential of tourism to Indian economy and
has begun to invest in tourism infrastructure (Diekmann, 2011).
OBJECTIVES OF THE STUDY
This research study basically deals with the following objectives:
1. To study the concept of Innovative Tourism Practices in India.
2. To identify the area of improvement needed for Innovative tourism in India
3. To examine Innovative tourism Practices as a growing segment and study its prospects
in India.
DATA SOURCE AND METHODOLOGY
This Research study is in explorative nature, the study depended on Primary sources as well
as secondary Sources of data. Primary Data collected through Informal & unstructured
Interviews of executives of Tourism Agencies & Tour operators in Mumbai, Pune & Nasik
whereas secondary data were collected from various tourism agencies, hospitals of Mumbai,

5. Pune & Nasik, various Meditation centers of Mumbai, Pune & Nasik, various report of
Government of India & Ministry of Tourism etc. Non probability purposive sampling
technique will be used for the same. Research Period is to be taken as 2010 to 2012.
Innovative Tourism Practices in India:- Traditional tourism consist of travelling for
Leisure and entertainment, but Globalization wider these reasons of travelling. Due to
Globalization air transportation becomes faster & frequent at Low cost, development in
information technologies and free movement of capital, goods and people, nowadays people
have travel one place to another place for various purposes like travel for their health,
wellbeing and business purpose. All these factors considered by Indian government and to tap
such opportunity Innovative Tourism Practices is to be introduce in India. India Provides
following Tourism Services as Innovative Tourism Practices, to attract the more and more
Foreign Tourist towards India.
1. Medical Tourism
2. Spiritual Tourism
3. Cultural Tourism
1. Medical Tourism- Medical tourism or Health Tourism as it‟s increasingly called
involves travelling to a foreign country for a medical procedure. It can be broadly defined as
provision of 'cost effective' private medical care in collaboration with the tourism industry for
patients needing surgical and other forms of specialized treatment. It‟s also offer you an
opportunity to get away from your daily routine and come into a different relaxing
surrounding. India is the most preferred destination for „Medical Tourism‟. India provides
world class Medical treatments through various hospitals & medical Institutions. Hence
Medical or Health tourism has become a common form of vacationing, and covers a broad
spectrum of medical services in India. It also mixes leisure, fun and relaxation together with
wellness and healthcare.
Indian Medical Tourism not only provides medical treatments, also provides certain
sort of Alternative Therapy like, naturopathy, Ayurveda, Siddha, Unani, Homeopathy, etc.
which attract the tourist for their wellbeing.
2. Spiritual Tourism- India well known for its religious places. In the old days,
travel to religious places was known as pilgrimage. But the new buzzword is “spiritual
tourism”. It is the largest tourist sector in India: more than 70% of the domestic tourist

6. movement is for the religious purposes and 20% of the revenue in tourism industry is
generated by religious tourism (Cox and Kings 2008-09). A study by the Delhi based
National Council for Applied Economic Research (NCAER) shows that the largest
proportion of trips are religious, accounting for 50 percent, whereas leisure tour packages
account for 28 per cent.
3. Cultural Tourism- India has a 5000 year old civilization and is known for its
cultural and religious diversity with diverse geographical landmarks. So, various foreign
tourists attract towards the India to know its cultural and religious diversity. Indian Tourism
agencies arrange such Cultural tours with respect to Major Indian Festivals like Tours in
Diwali Festival, Dashehara Festival, Ganpati Festival, Dandiya (Navratri) Festivals, etc.
Cultural Tourism also linked with Rural & Agro Tourism in India. Various functions &
Festivals of Rural Area like Mela, Yatra & Jatra are linked together Cultural Tourism.
 Statistical Data of Indian Tourism Industry
The Foreign Tourist Arrivals (FTA) in India during the period of January- November
2012 was 5.89 million as compared to the Foreign Tourist Arrivals (FTA) of 5.57 million
during the same period of 2011, showing a growth of 9.4%. All these created sustainability in
Indian tourism Industry. It will more clear with following Chart & Diagram.
Table No.-1
Month wise Foreign Exchange Earnings from Tourism sector of India
MONTH-WISE FOREIGN EXCHANGE EARNINGS (FEE) OF
INDIA, 2010-2012
Month Foreign Exchange
Earnings
(In Terms Of Rs. in
Crores)
Growth
Rate*
(2011-12)
Foreign Exchange
Earnings
(In Terms Of US$ in
Millions)
Growth
Rate*
(2011-12)
2010 2011 2012 (%) 2010 2011 2012 (%)
January 5593 5777 8623 3.3 1215 1273 1681 4.8
February 6646 7653 8502 15.2 1434 1684 1729 17.4
March 5507 5522 7443 0.3 1209 1227 1559 1.5
April 4518 5724 6745 17.8 1013 1290 1305 1.2
May 4358 5047 5562 10.2 951 1124 1023 -9.0
June 4751 5440 6485 19.2 1020 1213 1158 -4.5
July 5444 7116 8389 17.9 1163 1603 1512 -5.7

7. August 4620 5734 7260 26.6 992 1264 1306 3.3
September 4678 5748 6652 15.7 1015 1208 1219 0.9
October 5219 7019 8154 16.2 1175 1424 1538 8.0
November 6516 7941 9723 22.4 1448 1566 1776 13.4
December 7039 8870 9810**
10.6 1558 1688 1790**
6.04
(Sources -Ministry of Tourism, Government of India)
*- The growth rate in FEE in Terms Rs. & In terms of US $ only 2012 over 2011.
**-Budgeted Figures for the Month December 2012.
Chart No.-1
Growth Month Wise Foreign Exchange Earnings From Tourism Sector Of
India In Terms Of Rs.
(Sources -Ministry of Tourism, Government of India)
Factors that increasing the attractiveness of India by Innovative Tourism
Practices-
Indian System of Medicine: Increased International Acceptance
India Provides and practices alternative medicine like Ayurveda, Pranic Healing, Aroma
Therapy, Music Therapy, Meditation and Yoga. Russia, US, Japan, Australia, Netherlands,
South Africa, Argentina, UK, France and Italy have accepted Ayurveda as a medical system
and have shown interest in the Ayurveda curriculum and research.

8. Holistic Wellbeing - Blend of Modern and Traditional medicine, Hospitals and wellness
centers now looking at a comprehensive and holistic approach towards treating their patients.
Tie-ups of hospitals with holistic health centers have helped combine traditional healthcare
knowledge and practices with the conventional system.
Tourism Attraction
India has a 5000 year old civilization and is known for its cultural and religious diversity with
diverse geographical landmarks. Along with this Indians enjoy freedom, vibrant democracy
and women empowerment. Apart from that India also most preferred destination for forts,
caves, temples, beaches, hill stations, Sanctuaries. The traditional arts and crafts add to its
appeal as tourist favorites also.
Alternative Therapy
India offers not just treatment but spiritual and mental healing as well. It also provides
couple of 'pathies' which are use as alternative healing therapies like yoga, naturopathy,
Ayurveda, Siddha, Unani, Homeopathy, etc.
Quality and Range of Services
India has number of hospitals offering world class treatments with international accreditation
in nearly every medical sector which provides Medical Tourism. India‟s hospitals like Asian
Heart, Apollo Hospitals, Fortis Hospitals, etc. are committed for quality of services &
technology which provides world class healthcare treatments.
India also has world class Spiritual Destinations which are appear on UNESCO‟s list of
World Heritage sites.
Manpower
India has a large pool of competent technocrats like doctors (approx 120000), nurses &
paramedics with required specialization and expertise and the language advantage (English
speaking skills) which are required for the Medical Tourism, Spiritual Tourism & Adventure
Tourism.
The Price Advantage
For long promoted for its cultural and scenic beauty, India is now being put up on
international map as a heaven for those seeking quality and affordable healthcare &

9. wellbeing. Low Cost advantage is the key factor influencing on Medical Tourism.
Complicated surgical procedures are being done at 1/10th the cost as compare with the
procedures in the developed countries. Not only this, the hospitals are well equipped to
handle the data and information through computerized Hospital Information Systems. The
hospitalization and the procedural price advantage also are supported by Lower Medication
cost. If a liver transplant costs in the range of 137,867 USD - 160,845 USD in Europe and
double that in the US, a few India‟s hospitals have the wherewithal to do it in around 34,466
USD - 45,955 USD. Similarly, if a heart surgery in the US costs about Rs 45,955 USD, a
leading India‟s hospital will do it in roughly 4,595 USD.
Table No.-2
Medical Treatment Cost Comparison of India with other countries.
Cost in $
Treatment India USA Costa
Rica
Jordan Korea Mexico Thailand Malaysia
Heart Bypass 5200 144000 25000 14400 28900 27000 15121 11430
Angioplasty 3300 5700 13000 5000 15200 12500 3788 5430
Heart Valve
Replacement
5500 170000 30000 14400 43500 18000 21212 10580
Hip Replacement 7000 50000 12500 8000 14120 13000 7879 7500
Hip Resurfacing 7000 50000 12500 10000 15600 15000 15152 12350
Knee Replacement 6200 50000 11500 8000 19800 12000 12297 7000
Spinal Fusion 6500 100000 11500 10000 15400 12000 9091 6000
Dental Implant 1000 2800 900 1000 4200 1800 3636 354
Lap Band 3000 30000 8500 7000 Not
Provided
6500 11515 Not Provided
Breast Implant 3500 10000 3800 3500 12500 3500 2727 Not Provided
Rhinoplasty 4000 8000 4500 3000 5000 3500 3091 1293
Face Lift 4000 15000 6000 4400 15300 4900 3697 3440
Hysterectomy 2500 15000 5700 6000 11000 5800 2727 5250
Lasik
(Both Eye)
500 4400 1800 5000 6000 1995 1818 477
(Sources: Survey of Medical Tourism Association; 2010)
No Waiting
In addition to the increasingly top class medical care, a big draw for foreign patients is also
the very minimal or hardly any waitlist as is common in European or American hospitals.
India‟s Hospitals now are starting to attract foreign patients from industrialized countries, and
especially from Britain, U.S.A, and Canada, where patients are becoming fed up with long
waits for elective surgery under overstretched government health plans.

10. All above factors attract the foreign tourist toward India for Medical Tourism,
Spiritual Tourism & Cultural Tourism.
 CHALLENGES FOR CREATIVE TOURISM PROVIDED BY INDIA.
 Government Initiatives:-
The Government of India has taken many initiatives for the developments of Innovative
Tourism but as per the requirement & demand it is very poor. The Concept of “Incredible
India” is not provides much more advantages for Innovative Tourism.
 Lack of International Accreditation & Tie-ups:-
To Develop the more awareness & acceptance among the foreign tourist Indian Tour
Operators & Agencies must gets an accreditation & Tie-ups with various International
Authorities. Currently in India very few Number of Hospital Accreditated by National &
International Councils, which are not sufficient according to current demand for Medical
Tourism.
 Visa Problem:-
Tourist needs a visa to come to India. The process of getting the visa takes time. Several
other countries provides visa on arrival of tourist. India can do the same but it not that much
effective.
 Need to More Marketing:-
India does not adopted effective marketing strategy for creative tourism. Awareness
among the foreign tourist is very low. Current marketing strategy “Incredible-India” is not
that much effective.
 Shortage of Skilled Technocrats:-
India having problem to acquire qualified doctors, administrator, Nurses & Paramedics
due to their Higher Pay packages. Other Indian states of offers Higher Pay packages hence
many technocrats are migrate from India. This creates dearth of qualified & experienced
technocrats.

11.  Higher Salaries & Wages:-
The prime driver in Healthcare and Tourism is compensation packages. Corporate
hospitals offers 5-10 times higher more salaries than market rates to retain the hospitals
personnel otherwise they fly to foreign countries for higher pay packages.
CONCLUSION
India has emerged as one of the most Favorite destinations for Tourism. The
traditional arts and crafts add to its appeal as tourist favorites. Along with this Indians enjoy
freedom, vibrant democracy and women empowerment. Hence the Innovative Tourism
Practices in India can be viewed as a glass half empty or a glass half full. The sector faces
challenges are substantial, from the need to improve physical infrastructure to the necessity of
providing Tourism & Medical Assistance and ensuring the availability of trained medical
personnel. But the opportunities are equally compelling, from developing additional
infrastructure and providing quality services to delivering cost-effective medical treatments.
India can accelerate its economic growth and mitigate the unemployment problem
that is forecast for the coming decades by seizing a huge opportunity provided by Innovative
Tourism. Nowadays India also considers Sport Tourism, Eco & Agro Tourism, Adventure
Tourism & Bollywood tourism for Innovative Tourism Practices.
These Innovative Tourism Practices will enhance the India‟s Core Competencies in
Services Sector by considering the old saying “Athithi Devo Bhav”.

12. REFERENCES
 Teltumbade G,(2012,) Proc. Of National Research Conference “Confluence 2012,
on Organizational Excellence through Creativity & Innovation”, “Creative
Tourism in India: Concepts, Opportunities and Challenges pp. 229-235,
 A Lakshminarasimha, (May 2011), Marketing Mastermind-Contract Research
and Manufacturing Services of the Indian Pharmaceutical Industry, IUP
Publication, 37-40.
 C Anita Rani (June 2011),Marketing Mastermind-The Emerging Role of Medical
Tourism in India, IUP Publication, 26-28
 Dr. Sharma Vijay, Ravindra Tomar & Neira-Niika Ahola (2008), IIMK
Conference on Tourism in India – Challenges Ahead, 15-17
 Nafees A. Khan, Human Resource Development in Tourism Industry in India:
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 Nagaratna R. and Dr. Nagaendra H.R. (2006), Yoga for Bronchial Asthma, Yog
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 Praveen Kumar Srivastava, The HR Challenges in tourism Industry in India,
conference on Tourism in India- challenges ahead, 15-17May2008, IIMK.
 Surabhi Srivastava1, Tourismos: An International Multidisciplinary Journal Of
Tourism Volume 6, Number 2, Autumn 2011, pp. 139-158
Reports
 Tourism Statistics. (2010-11&2011-12), Market Research Division, Ministry of
Tourism Department
 Incredible India. (2010-11&2011-12), Designed for the Market Research Division,
Ministry of Tourism, Government of India.
 Financial Health of the Indian Healthcare Industry, ASSOCHAM Financial Plus
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 CRAMS in India, Cygnus report, 2010.
 The Health Care Boom, India Today (April 1,2010)
 Healthcare services in India :2012 (ASSOCHAM-YES BANK),2009
 Indian healthcare industry reform.(CII- Mckinsey) 2007
 Joint Commission Resources; 2007, Ernst & Young Analysis
 Successful Partnership, Ernst & Young report, 2010
 Various Research Articles and Reports Published By Medical Tourism Association
Magazine.
URLs
 http://www.tourism.gov.in
 http://www.medicaltourismassociation.com
 http://www.icrimedicaltourism.com
 http://www.mediescapes.com
 http://www. MedicalTourismMag.com.