Insight

The Revolving Door Policy

Tourism Constantly In A STATE Of Flux

India tourism, which is being promoted across the world, is in fact in a complete state of disarray. Instability among the top rung of decision makers at the centre and state level is cited as the prime reason for the muddle. Vyas Sivanand checks out few states where instability has been rampant and its subsequent effect on the state's tourism.

In 2002, India splashed its image across the globe with its Incredible India campaign. The success of the campaign is a reflection of what clever marketing can do for a diverse nation like India in need of international recognition. However, is just clever marketing enough for sustainable tourism for a country? And though the campaign still has a strong recall in the minds of travellers, the important question which needs to be raised is, ‘does the country match up to the promises and expectations raised by the campaign?’

The ground realities, even though we may not like it, are far from the glitzy romantic images splashed by Incredible India campaign. Infrastructure is pathetic, accommodation and basic amenities are woefully inadequate, the bureaucrats incharge of implementing the tourism policies are maneuvering in the wrong direction and the world is being invited to watch the macabre charade of Indian tourism.

So, what really is incredible about India? Here it is - compared to India's dismal figures of around four million tourists annually, South-East Asian nations register annual figures of tourist arrivals in the vicinity of 10 million, and China a whopping 40 million. The dismal figures of tourist arrivals do seem incredible if one takes a closer look and analyses the way the government has been functioning at various levels in the sphere of tourism.

Incredibly, state tourism departments in most states have seen a new commissioner or tourism minister every year. Karnataka has witnessed 17 tourism commissioners come and go since 1980! Goa Tourism has seen four tourism ministers and a similar number of directors in a span of five years and Gujarat has had five managing director's of Tourism Corporation of Gujarat Ltd. (TCGL) in five years, with the fifth one shunted out just last month. Even a state like Chhattisgarh, formed five years ago, has had its most proactive tourism commissioner transferred followed by two commissioners in a span of two years. One fears that at this rate very soon tourism portfolios and departments will be reduced to revolving doors. In such a scenario all the grandiose plans and strategies designed to develop tourism in the country will come to naught for the sheer lack of execution.

Commenting on the constant shuffle and its effect Niranjan Gupta, managing director, Navras Travels Private Limited says, "As a travel agent running the largest chain of tour outlets in Bangalore, the tourism department is as good as non-existent. We do not have any communication with the department, as I do not think they are aware of our existence in the first place. There has been no dialogue with the travel fraternity for inputs even though we are one of the key players at the operational level in tourism. The constant shuffling of tourism commissioners is probably the main reason for the lack of direction and execution of various plans."

The instability at the top level has been largely responsible for the lackadaisical approach towards implementation of projects, delays, shortage of funds, lack of innovation and creativity, etc. In almost all such cases, where a minister or commissioner had moved on, their tenure was practically wasted with most initiatives never seeing the light of day. A prime example is that of the former government at the centre which had drafted policies to develop integrated circuits, whereby the 10th Five Year Plan was submitted to the Planning Commission, charting out ambitious plans to develop integrated circuits all over the country. But due to the frequent changes at the top level in state tourism departments and also at the centre, inter-state circuit tourism development has been totally hampered.

A case in point is Dr A Jayatilak, ex-managing director of Chhattisgarh tourism, who was in the process of taking concrete action in the area of circuit tourism, when he was transferred. He had said prior to his transfer, "Circuit tourism is very important as tourists plan their itinerary on circuits and not by states. We are promoting tourism circuits of Chhattisgarh combining Madhya Pradesh and Andhra Pradesh. We have a circuit that covers Kanha-Kawardha-Raipur-Kanker and Jagdalpur. Andhra Tourism has also opened an office at Jagdalpur and we are planning to open an office at Vizag."

But nothing seemed to have moved ahead since Dr Jayatilak's departure and circuit tourism in the state was not on the priority list during the tenure of his successor. Rakesh Chaturvedi, the current managing director of Chhattisgarh has again revived the issue of circuit tourism but has chalked out a new circuit instead of continuing and consolidating on the ones set up by Dr Jayatilak. The involvement of the Andhra Pradesh government towards circuit development seems to have been either ignored or shelved.

The situation is no different in many states and in the recent past the tourism departments in Karnataka, Maharashtra, Goa, Chhattisgarh, Madhya Pradesh, Andhra Pradesh - to name a few - have witnessed a frequent change in leadership. Mahendra Jain, the commissioner of the tourism department was recently transferred after a tenure of about two years, which is considerably long in comparison to his predecessors. The commissioner before him, Vanditha Sharma held office for just about five months in 2003! This phenomenon also holds true for the principal secretary's office in Karnataka.

Goa, one of the prominent and popular destinations in the country has also been reeling under the reshuffle chaos for sometime now. In 2004, Goa's then tourism minister, Matanhy Saldanha promised to clean up Goa tourism's scenario by introducing revolutionary measures. He had underlined the need of developing hinterland tourism. Saldanha also made attempts to make Goa's beaches safer, cleaner and user-friendly, to attract quality tourists. Above all, Saldanha was adamant on his stand to remove the grounded 'River Princess' from Candolim Beach. Saldanha had once said, "If the River Princess continues to stand ground, I may be out."

While hinterland tourism is still being pursued and River Princess still remains in its position, Saldanha has moved out. The present tourism minister and deputy chief minister, Dr Wilfred D' Souza is still trying to find a solution, while the current managing director of tourism, Sandeep Jacques is keeping a low profile.

The effect on tourism in Goa specifically has been marginal and as Anil Madhok, managing director, Sarovar Park Plaza Group of Hotels says, "Goa has gone beyond the local tourism authorities hold as it does not rely on them for attracting tourists. But if they act positively, it will definitely help."

The latest addition to the long list of egression is C Anjaneya Reddy, chairman, Andhra Pradesh Tourism Development Corporation (APTDC) who reportedly resigned at the end of last month. Another state, which has had a dismal approach towards tourism, is Gujarat. Now with the last managing director, C V Som being transferred recently, the situation is in a total mess.

Considering this scenario, Incredible India does make a sardonic expression. One can only hope for the situation to get more stable, if not the bureaucrats have to review their approach towards brand India.