For an industry that was focused on drawing foreign tourists, the mounting influx of domestic travellers has been a wakeup call. Despite its great impact on the economic development, domestic tourism is yet to receive adequate attention in the process of development planning. Industry experts view domestic tourism as the lone unifying force that builds a bridge between various linguistic, religious and communal groups living in different parts of the country. In present day India, the phenomenon of domestic tourism with its effervescent and altering dimensions can make a great contribution toward strengthening the Indian tourism industry.
Parvez Dewan, Union Tourism Secretary, revealed that there has been the almost modest and yet inevitable rise in domestic tourism in the Indian paradigm. Ajay Prakash, Chief Executive, Nomad Travels shares the same opinion, that domestic tourism is the backbone for India’s tourism. “It is the foundation on which the pyramid of international tourism is laid. A total makeover in mindset is needed to steer in a tourism affable atmosphere. India is a vast and varied country, in food, language, custom and religion. Tourism contributes drastically to our culture of unity in diversity. Hence, domestic tourism deserves more importance than it has received,” he said, further adding that in order to draw foreign exchange and promote India across the boundaries, each country should first and foremost develop its domestic tourism industry to strengthen its potential as a tourist destination and also use it as a stronger economic structure.
According to Subhash Verma, President, ADTOI, domestic tourism is a tool of poverty elevation, employment generation and national integration in the country. “The main focus of ADTOI has always been to promote every tourist destination of India. Therefore, this year onwards, we will highlight new destinations, tourist attractions, products, facilities, new infrastructure such as entertainment centres, accommodation and MICE facilities, etc., in the country,” he said.
Further elaborating on the importance of domestic tourism, Rajat Sawhney, Managing Director, Rave Tours & Travels said, “Domestic tourism is the key to national growth. Development of a tourist destination will provide more economic benefits to locals and tourism stakeholders. Today, in pilgrim tourism alone, there are millions of people travelling within the country each year. This is a large chunk of people travelling and spending money on food, travel and lodging. The economically backward regions benefit on account of the visit of domestic tourists, from creation of employment and income opportunities.”
Domestic tourism was confined to a lower spectrum of spending and so did not figure in hotel and restaurant receipts. Now the domestic tourist demand is shifting to expansive tourist hotels and resorts. According to HVS’ Hotels in India Trends and Opportunities in 2012-13 report, the hotel industry in India is showing signs of a rebound with demand for rooms in tourist towns and leisure locations such as Agra, Jaipur, Goa and Kerala growing last fiscal, helped by a 20 per cent rise in domestic tourist visits.
The report further shows that the surge in Domestic Tourism will open up newer opportunities for development along the coasts of Odisha and Maharashtra, Andaman and Nicobar Islands and help newer townships suvch as Lavasa. Manav Thadani, Chairman, HVS India, said, “With the falling rupee making holidays abroad more expensive, Indian tourists are increasingly turning to domestic destinations, and with the rupee continuing to depreciate, this trend is expected to continue. Just as the economy, hotels too have seen a down cycle and will soon start seeing positive momentum .”
