Semester-VI Course: Generic Paper: Theory (A)

Course Title: Geography of Tourism

Unit-II: Types of Tourism: Nature Tourism, Cultural Tourism, Medical Tourism, Pilgrimage, Recent
Trends of Tourism: International and Regional; Domestic (India); Eco- Tourism, Sustainable Tourism,
Incentives; Conventions and Exhibitions (MICE)

Types of Tourism
Tourism can be classified into various types based on purpose, activity, and geographical factors. Here
are some major types:
A. Based on Geography:
Domestic Tourism – Traveling within one's own country.
International Tourism – Traveling to foreign countries.
Inbound Tourism – Foreign tourists visiting a country.
Outbound Tourism – Citizens traveling to another country.
B. Based on Purpose:
Leisure Tourism – Traveling for relaxation and enjoyment (e.g., beach vacations, hill stations).
Adventure Tourism – Engaging in thrilling activities like trekking, rafting, or paragliding.
Eco-Tourism – Responsible travel to natural areas, conserving the environment. Eco-Tourism focuses
on conservation, sustainability, and benefiting local communities, with responsible travel practices.
Nature Tourism – Exploring natural landscapes, forests, rivers, mountains, and wildlife with minimal
environmental impact. Nature Tourism is about enjoying and experiencing natural landscapes may not
necessarily emphasizing conservation.
Cultural Tourism – Exploring heritage, traditions, festivals, and arts (e.g., visiting historical sites).
Religious Tourism (Pilgrimage) – Visiting sacred places (e.g., Mecca, Varanasi, Vatican City).
Medical Tourism – Traveling for healthcare, surgeries, or wellness treatments.
Sports Tourism – Traveling for sports events or activities (e.g., FIFA World Cup, Olympics).
Educational Tourism – Visiting places for academic learning, research, or exchange programs.
Business Tourism (MICE) – Traveling for meetings, conferences, exhibitions, and corporate purposes.
C. Based on Activities:
Wildlife Tourism – Exploring national parks, sanctuaries, and safaris.
Rural Tourism – Experiencing village life and traditional practices.
Agro-Tourism – Visiting farms and engaging in agricultural activities.
Dark Tourism – Visiting sites related to tragedy, disasters, or war (e.g., Auschwitz, Hiroshima).
Space Tourism – Traveling to space, an emerging form of tourism.
A. Based on Geography: Tourism has two types and many forms based on the purpose of visit
and alternative forms of tourism. Tourism can be categorized as international and domestic

tourism.

Tourism has two types and various forms. Based on the movement of people, tourism is
categorized into two kinds. These are the following:

International Tourism
When people visit a foreign country, it is referred to as International Tourism. To travel to a foreign
country, one needs a valid passport, visa, health documents, foreign exchange, etc.

International tourism is divided into two types; Inbound Tourism & Outbound Tourism.
Inbound Tourism: This refers to tourists of outside origin entering a particular country. Traveling
outside their host/native country to another country is called inbound tourism for the country
where they are traveling.or example, when a tourist of Indian origin travels to Japan, it is Inbound
tourism for Japan because foreign tourists come to Japan.
Outbound Tourism: This refers to tourists traveling from the country of their origin to another
country. When tourists travel to a foreign region, it is outbound tourism for their own country
because they are going outside their country. For example, when a tourist from India travels to
Japan, it is outbound tourism for India and Inbound tourism for Japan.
Domestic Tourism
The tourism activity of the people within their own country is known as domestic tourism.
Traveling within the same country is easier because it does not require formal travel documents
and tedious formalities like compulsory health checks and foreign exchange. A traveller generally
does not face many language problems or currency exchange issues in domestic tourism.
B. Types of Tourism based on Purpose
1. Nature tourism
Nature tourism – It is a responsible travel to natural areas, which conserves the environment
and improves the welfare of local people. It is tourism based on the natural attractions of an area.
Examples include birdwatching, photography, stargazing, camping, hiking, hunting, fishing, and
visiting parks. These experiential tourists are interested in a diversity of natural and cultural resources.
They want what is real, and they want to be immersed in a rich natural, cultural, or historical
experience.
From the standpoint of conservation, nature-based tourism provides incentives for local
communities and landowners to conserve wildlife habitats upon which the industry depends – it
promotes conservation by placing an increased value on remaining natural areas. As nature tourism
becomes more important to the local economy, communities have additional incentive to conserve
their remaining natural areas for wildlife and wildlife enthusiasts.
The nature-based tourism efforts in Texas will continue to focus on achieving habitat
conservation by providing information and assistance to private landowners, communities, businesses,
and local community leaders wishing to make nature-based tourism an integral part of their business
and community. By empowering people at the local level, we hope to build and provide guidance to a
growing industry that holds great promise for sustainable economic development and conservation of
wildlife habitat. It is that form of tourism which happens in natural environments or outdoors.
Ecotourism, adventure tourism, etc. are popular forms of nature based tourism.
2. Ecotourism: Eco tourism is the concept that has attained great heights. Also referred to as
Responsible travel, it generally means tourism to those areas that conserves the environment,
socially and economically. Not only that the concept also helps to sustain the well-being of the local
people, thereby keeping the resources of the destination intact.
Environmental conservation, minimizing environmental impacts and involving and promoting
the interest of the local community and its economy. The International Eco-tourism Society defines
ecotourism as "responsible travel to natural areas that conserves the environment and improves the
well-being of local people." Similar terms such as “green tourism”, “ecologically responsible
tourism”, “carbon-free tourism” or “carbon-neutral tourism” also mean the same thing as ecotourism.
Strengths of ecotourism
 Conservation of biodiversity and ecosystems through a market-based mechanism
 Greening tourism for poverty reduction and strengthening communities and their economies
Challenges for ecotourism
 Finding the right balance between industrial growth and conservation: Investing in natural capital
is important to stimulate ecotourism. However, governments should set restrictions and
regulations to prevent the overexploitation of the natural resources.
 Distinguishing credible ecotourism providers: To avoid “greenwashing”, it is important to
establish common standards and certification mechanisms for eco-resorts (or ecolodges) and
ecotourism products.14 The certification process should be managed and supervised by a single,
independent regulatory body.
 Accepting changes in conventional tourism patterns: Environmentally and socially responsible
tourism can bring about higher costs and less comfort and convenience for tourists; for example,
by incorporating carbon offset payment schemes for long-distance travel by aircraft to ecolodge
destinations; limiting access to sensitive ecosystems to specific areas or seasons; or reducing the
availability of imported goods that accumulate a huge carbon footprint to reach remote tourist
areas.
3. ADVENTURE TOURISM
Adventure tourism is a type of niche tourism involving exploration or travel to remote areas,
where the traveller should expect the unexpected. Adventure tourism is rapidly growing in popularity
as tourists seek unusual holidays, different from the typical beach vacations. Mountaineering
expeditions, trekking, bungee jumping, sea surfing, sky diving, paragliding, parasailing, ballooning,
rafting and rock climbing are frequently cited as an examples of adventure tourism. Adventure travel
is a type of tourism, involving exploration or travel with perceived and possible actual risk, and
potentially requiring specialized skills involving physical exertion.
Adventure Tourism in India:
The tourism industry in India has emerged as the largest sector in the service industry as it
contributes over 6.2% of its GDP. In addition, it provides jobs to more than 8.7% of the employed
people in the country. Every year, the number of tourists making to India grows by over 5 million. In
addition to the foreign visitors, there are more than 525 million local tourists in the country.
The leading adventurous activities available in India include:
Camel Safari: A Camel Safari in the Thar Desert is one of the most famous adventure holiday
activities in Asia. A safari would give you the chance to explore camel treks, including the ones that
pass across the sand dunes in Jaisalmer.
Mountaineering: Mountaineering is highly popular in India because of its Himalayan ranges,
the highest mountain range in the world. The Himalayas offer ideal locations for rappelling and rock
climbing, and the valleys and gorges are thrilling and offer higher levels of challenges. Those who
want to enjoy mountaineering would also like to explore new activities like Jeep Safaris and biking
trips at higher altitudes.
 Scuba Diving: India has an extremely long coastline that has helped scuba diving to become a
highly sought after adventure sport. The waters of Goa, Lakshadweep and the Andaman and Nicobar
Islands make the perfect place for scuba diving and snorkelling.
Elephant Safari: India is home to the Asian tiger and elephant. There are a large number of
tiger reserves and national parks that make elephant safari a leading adventure activity in the country.
You can enjoy this adventure in the Amber Fort in Jaipur and watch tigers from the safe height of
sitting on elephant back.
River Rafting Adventure: The large rivers of the country including the Brahmaputra, Ganges,
Yamuna and the Kali have aggressive rapids that help tourists to enjoy thrilling river rafting
experiences. For an adventure lover, India offers you everything to help you quench your thirst for
adventure. The National Institute of Water Sports, another organisation of Ministry of Tourism based
in Goa, is getting a new building and facilities upgraded for training in water sports activities.
Skiing: The abundance of mountains and snow during the winters means that skiing has
become one of the most thrilling adventure sport pursued by people from all ages. There are many
skiing destinations in India including Gulmarg, Alchi etc. The Indian Institute of Skiing &
Mountaineering has been made fully operational in Gulmarg from January 2009.
Steps taken by Government to Promote Adventure Tourism in India:
As per the policy for the diversification of tourism product of India, special attention is being
given for the development of Adventure Tourism in the country. The Ministry of Tourism has also
issued Guidelines for Approval of Adventure Tour Operators, which is a voluntary scheme, open to all
bonafide adventure tour operators. The Ministry of Tourism has also formulated a set of guidelines on
safety and quality norms on adventure tourism as basic minimum standards for adventure tourism
activities. These guidelines cover Land, Air and Water based activities which include mountaineering,
trekking hand gliding, paragliding, bungee jumping and river rafting.
Central Financial Assistance is being extended to various State Governments/ Union Territory
Administration for development of Tourism Infrastructure in destinations including Adventure
Tourism destinations these include facilities for trekking, rock climbing, mountaineering, aerosports,
winter/ water related sports, trekker huts, wildlife viewing facilities etc. Financial assistance for
purchase of water sports equipment consisting of kayaks, canoes, paddle boats, fibre glass boats,
hovercrafts, water scooters, etc. are also provided to State Governments.
The Indian Institute of Skiing & Mountaineering has been made fully operational in Gulmarg from
January 2009. This institute now has its own building and all modern equipment and training facilities
for adventure sports. Various adventure courses have been started and are being successfully run by
this institute.
The National Institute of Water Sports, another organisation of Ministry of Tourism based in Goa, is
getting a new building and facilities upgraded for training in water sports activities.
The Ministry is working with the Indian Mountaineering Federation and Adventure Tour Operators
Association of India to explore positioning India as an Adventure Destination.
Ministry of Tourism has been following up with concerned related Central Ministries with regard to
facilitation for development of adventure tourism. As an outcome, the Government of India has given
security clearance for opening of 104 additional peaks in Jammu and Kashmir (Leh Area) subject to
stipulations and clearances form State Govt., Home Ministry and other concerned agencies. The
opening of the additional peaks will help in positioning the Indian Himalayas as Adventure tourism
destination.
Scope of Adventure Tourism in India:
India, which is blessed with magnificent geographical and natural locations, is the wonderful
location for the adventure’s activities for the tourists. There are plenty of adventures destinations and
landscape locations, which are enough to provide an opportunity to engage in adventures activities in
India. Here are varieties of locations like landscape, sea connected area, mountains and adventure
with river, which attracts tourists and visitors for an adventures tour in India. These hot spots like
Trekking, Camel Safari, White water Rafting, Wild life Safari, Skiing, Mountaineering etc. are one of
the most preferred destinations in the world for its unique specialty and locations.
It is noted that India has a vast geographical richness, which consists of every Types of
adventures activities in itself. Whether it is Mountaineering, Trekking, paragliding etc., there a
number of destinations located here.
If we are interested in adventures like Forest safari then there are lot of destinations, which
are enough to pacify your eagerness. Camel Safari, Jeep Safari is the special kind of adventures
activities, which can be achieved in the many Wildlife sanctuaries and Wildlife National Parks in
India. Mountain Biking is another adventures activity, which enchants visitors and in India. Leh and
Ladakh Region provide a glorious site for the same where one can experience the adventures of
biking here.
Adventure Scuba Diving: To go inside the sea and know about the separate life of creatures is
also special kind of experience for tourists. India provides glorious destinations, which are full of sea,
related life style of various creatures. White water River Rafting which also enchants the tourists who
like to flow against the wave of water with full of risks and danger. In India there are many sites,
which provide a glorious opportunity for White Water River rafting in Rishikesh, Zanskar River,
Alaknanda River, Brahmaputra River and many more these rafting destinations.
4. Cultural tourism
Cultural Tourism is the subset of tourism concerned with the country or region’s especially its
arts. It generally focuses on traditional communities who have diverse customs, unique form of art
and distinct social practices, which basically distinguishes it with other types and forms of culture.
Cultural Tourism includes tourism in urban areas, particularly historic or large cities and their cultural
facilities such as museums and theatres. It can also include tourism in rural areas showcasing the
tradition of indigenous cultural communities (i.e. festivals, rituals) and their values and lifestyles. It is
generally agreed that cultural spends substantially more than standard tourists do. For the present
study, the term Cultural Tourism will be understood as travel directed towards experiencing the arts,
heritage and specific character of a place so that the traveller will be able to learn about the history,
heritage and lifestyle of others while contributing to the economic well-being of the host community.
Different aspects of cultural tourism:
Indigenous people: The populations of a region are composed of a diverse ethnic, cultural and
linguistic stock. The geographical condition, physical features, soil, climatic condition together
determines the culture and way of life of its people. As a whole the indigenous society is quite distinct
from any other societies of a country like India.
Fairs and festival: A region has various groups of people with their own social and cultural
traditions, many types of fairs and festivals are held in the region which is of great importance from
the tourism point of view as they can provide a good opportunity to experience their rich and diverse
cultural heritage.
Folk dances and music: The folk dance and music of a region are also providing opportunities
to development of cultural tourism.
Indigenous art and craft: Indigenous cultural industries, particularly arts and crafts, are very
popular with the tourists. Recent survey indicates that tourists regularly buy indigenous art and craft
and the value of this art and
Archaeological remains and monument: Sometimes a region is endowed with a number of
historical monuments and structures which reflect its glorious history which promoting the cultural
tourism. The existing archaeological ruins go as far back as Gupta period (5th – 6 th century AD),
though their numbers are very few. Ruins of the post Gupta period are also to be found in different
parts of the state. Stylistically all the remains belong to different North- Indian art tradition with local
influences. There are as many as twelve archaeological sites and about twenty-five major monuments
dating back from 7th to 17th century AD.
5. Medical Tourism
The Medical tourism industry is booming all around the world. Medical tourism has
drastically transformed the traditional tourism approach. Medical treatment used to be more beneficial
in European countries for the wealthy. People in affluent countries are now preferring to seek medical
treatment in developing countries such as India, Thailand, and Malaysia etc. The cost of treatment is
quite high in wealthy countries, and patients must wait an extremely long time for treatment or
surgery. People have begun to consider other viable options as a result of this. Searching for healing in
other nations with good medical facilities at a reasonable cost is one of these possibilities. Medical
Tourism's growing popularity has piqued the interest of policymakers, scholars, and the media. Today,
we're seeing both qualitative and quantitative trends in patient mobility, as people go from more
developed to less developed countries in search of health care.
 Medical tourism, according to the World Health Organization (WHO), is defined as travel to
health spas or resort destinations with the primary goal of improving travellers’ physical well-being
through a process that includes physical exercises and therapy, dietary control, and medical services
related to health maintenance. Goodrich and Goodrich have defined medical tourism as “the attempt
on the part of a tourist facility or destination to attract tourists by deliberately promoting its healthcare
services and facilities, in addition to its regular tourist amenities”. Medical tourism is primarily
carried out for the cost advantage in the destination country or because of the quality treatment
offered in the destination country in comparison to home country. It is observed that medical tourists
basically come from industrialized countries like United Kingdom (UK), United States of America
(USA), Japan, Canada etc. where the medical cost are very expensive and have long waiting times for
getting the medical treatment. These people travel to countries like Thailand, Singapore, India,
Malaysia, South Korea, Brazil, Belgium, Hungry, and Jordon etc. which are providing treatments at
less cost along with hot tourist destinations.
Medical Tourism in India
India is fast growing in the field of medical tourism and it is believed that after Information
Technology, medical tourism is poised to be next success story. In recent years the growth of medical
tourism in India has been remarkable. According to surveys conducted by ASSOCHAM (The
Associated Chambers of Commerce and Industry of India) and NSSO (National Sample Survey
Organization) the market size is likely to more than double from Rs 4500 crore in 2011 to Rs 10,500
crore (US$2 billion) by 2015; the inflow of medical tourists which stood at 3 lakhs in 2009 rose to 8.5
lakhs in 2011 and is likely to touch 32 lakhs by 2015)
Medical tourists in India basically come from Middle East, Iran, Pakistan, Bangladesh,
Afghanistan, Turkey, Europe and United States of America (USA). The leading players catering to
medical tourist in India are- the Apollo Hospitals, Escorts Hospital, Fortis Hospitals, Breach Candy,
Hinduja, Mumbai’s Asian Heart Institute, Arvind Eye Hospitals, Leelawati Hospitals, Fortis
Healthcare, B.M Birla Heart Research Centre, Christian Medical College, Manipal Hospitals,
Shankara Nethralaya etc. Public sector hospitals lack in catering to medical tourists but the All-India
Institute of Medical Sciences (AIIMS) is doing well in this area. It receives patients from as many as
16 countries, mainly for complex surgical procedures. At AIIMS a dedicated healthcare team named
International Healthcare Service team takes care of patient’s right from arrival till their departure. The
centres emerging as medical hubs in India are Bangalore, Chennai, Mumbai and New Delhi.
6. Pilgrimage tourism
Pilgrimage tourism is the type of tourism that entirely or powerfully motivates tourists for the
achievement of religious attitude and practices. It is an important segment of tourism, performed for
peace and brotherhood. According to Hernandez 1996) pilgrimage tourism can be defined as a visit of
pilgrims to cultural places for spiritual attainment and salvation Pilgrimage tourism has spiritual
importance also associated with religious tourism (Dhar, 2015). Timothy and Olsen (2006) stated that
pilgrimage tourism, the oldest form of tourism, has been practiced for centuries. Pilgrims of all
religions visit pilgrimages all over the world (Stoddard & Morinis, 1997) and exchange ideas on
culture and spirituality with each other (Chidester & Linenthal, 1995). Pilgrimages are important
cultural spaces where the pilgrims perform penance for peace of mind. Thus, pilgrimage tourism is
also called spiritual and cultural tourism (Digance, 2003). Pilgrimage tourism integrates religions,
cultures, and faith, and injects deep feelings among the pilgrims (Sharma & Gupta, 2006).
7. Leisure Tourism: Tourism involves travelling to and stay at some other place than the normal
place of residence that is done primarily to visit the very destination for its certain appeal or attraction
which acts as one of the essential motivations for the tourists. The activity of visiting some place to
fulfil the desire or motivation can normally be executed when one has sufficient time available after
fulfilling the responsibilities under the fully obligatory and partially obligatory work. There is need to
study leisure in tourism studies because this forms the basic concept upon which are based the
understanding of the applied knowledge of this professional knowledge. For instance, one can plan for
tour package for a group of people for promotion only if one understands about the target market and
the characteristics of the target market. Availability of the discretionary time is one of the characteristics
of the target market. Since leisure time broadly represents a free time which can be utilised for activities
of one’s choice, these activities may be called as leisure activities. Leisure activities may include sports,
Yoga, meeting friends and relatives, gossiping, etc. Tourism too, forms a part of the leisure activity as it
is preferably performed in the leisure time. However, tourism as a leisure activity is somewhat different
than the other leisure activities in terms of the seven factors as identified by Leiper (1990) which are as
following:
1. The nature of withdrawal and return, which in tourism involves a major physical withdrawal
from one’s usual place of residence, allowing for a greater sense of freedom and
multidimensional change, than may be possible in other forms of leisure.
2. The duration of travel is often greater than in other forms of leisure, occurring as it does in
relatively large blocks of time.
3. Travel also tends to occur less frequently than with other leisure which Concepts in Tourism
often makes it more vividly anticipated, savoured and remembered.
4. Tourism offers people a wider variety of opportunities for socialising than is available in other
leisure.
5. Travel costs more than other leisure which both constrain demand and may add value to it for
tourists.
6. Travel is more exclusive than other forms of leisure, since at any one time, relatively few people
out of population will be away and in any one year few members of a community will have
travelled to another country.
7. Tourism is seen as relatively discrete by most people in that trips will tend to stand out in a
person’s memory in a way that other leisure experiences do not.
8. Sports Tourism: Trips that either go to play sport or view sport. Trips to the football World
Cup or Olympics are becoming much more common. Sports tourism is an intricate
phenomenon. It refers to travel, which involves either observing or participating in a sporting
event while staying apart from the tourist's usual environment. Sports tourism is a fast-
evolving part of the tourism industry. It is traveling to a country or state and to participate in a
sports event or just to watch the event. India which attracts both domestic and foreign tourists'
arrival is well connected with other states and countries. It has also the necessary
infrastructure for conducting various types of sports and games. Several national and
international sports and games are conducted in India. Indian sports fans encourage a variety
of sports from track and field events, hockey, football, cricket, kabaddi, basketball, shuttle
badminton, volley ball and tennis to name a few. More sports tourists visit India for
participating in sports and to watch also as the country has bequeathed with grounds, hotels
and other entertainment factors. Of late Kabaddi, IPL league, BPL league, Tennis
tournaments, Football, Cricket and Kabaddi tournaments were held in India which attracted
several sports enthusiasts.
9. Educational Tourism: Educational tourism” is a “tourist activity undertaken
by those who are undertaking an overnight vacation and those who are undertaking an
excursion for whom education and learning is a primary or secondary part of their trip” (Brent
Ritchie, 2009). The term education tourism or edu-tourism refers to any "program in which
participants travel to a location as a group with the primary purpose of engaging in a learning
experience directly related to the location". “Wearing (2001, p. 30) refers to educational and
scientific tourism as two forms of alternative tourism and “serious leisure” and “volunteer
tourism”.  “According to Patterson (2006:184), “educational tourism involves travel as part
of the learning experience”.  “CETA (2010) defined, educational tourism is travel
undertaken by an individual to a unique location for the purpose of formal or informal
learning in various forms such as work experience, training in a new language, culinary
training, medical tourism, cultural tours, and professional development (cited in Jeffrey, 2011)
School, university trips and specialty camps are also educational travel (Sayre & King,
2010).” The term education tourism or edu-tourism refers to any "program in which
participants travel to a location as a group with the primary purpose of engaging in a learning
experience directly related to the location" (Rodger, 1998, p. 28). It is comprised of several
sub-types including ecotourism, heritage tourism, rural/farm tourism, and student exchanges
between educational institutions. Educational tourism is an increasingly popular new trend in
the global tourism industry. The concept of a wide range of educational tourism, it has been
changing the concept of tourism itself. In other words, the main purpose of educational travel
is to obtain knowledge and experience on certain topics, rather than travel itself. Educational
tourism is about learning new things, acquiring new knowledge about culture or history of
other destinations. Its main focus is on studying new things, learning about other cultures,
study tours, or to apply the learned skills. This is one of the most famous types of tourism
activity for past few years, for example people travel to learn foreign languages. Due to the
growing popularity of teaching and learning of new knowledge, educational tourism is
growing at a faster speed. Educational tourism has become an alternative of large-scale mass
tourism. With the growth of tourism, it has led to the emergence of segments within the
tourism industry, which includes educational tourism as well. Educational tourism is not a
homogenous group; it can vary from person to person or their interest. The number of
international students has been steadily increasing over the last 30 years and China, India, and
the Republic of Korea are the top three global student providers. The most popular
destinations for educational tourism are United States, United Kingdom, Germany, France,
Australia, and Japan. These six countries host around 62% of the world’s total international
student population. In recent past the general increase in the educational level of society has
had a profound impact on the tourism market. Educational tourism can take a variety of
directions and serve a diversity of visitor interests, “such as satisfying curiosity about other
people and their language and culture; stimulating interest in art, music, architecture or
folklore; inspiring concerns for natural environments, landscapes, flora and fauna; or,
deepening the fascination of cultural heritage and historic places. Educational tourism goes
beyond a curiosity, interest or fascination for a particular topic but includes an element of
organized learning (Kalinowski & Weiler 1992).
Educational Tourism from Indian context: India was an important centre for education in
South-Asian countries since the ancient period. Scholars all over the world travelled to India
for education. India was a famous destination for advanced learning process and knowledge
sharing. Taxila University, Nalanda University, Vikramshila University, Odantapuri,
Somapura, Sharada Peeth, Valabhi, and Ratnagiri were among the famous learning centres.
The most famous and prestigious centres of learning among all these universities were
Nalanda University and Taxila University. The three great personalities of India, Chanakya,
Chandragupta and Charak belong to Taxila University. ‘Arthashastra’ is believed to be written
here by Chanakya. Arthashastra is the famous ancient book on economics and polity and it is
still famous among the scholars.
 10. Business Tourism This is the category of people who visit a country for business which
include businessmen or professionals who visit a place for attending trade fairs, conventions
and conferences, participants in the incentive travel offered by their companies and people
visiting different places to negotiate business deals and contracts, etc. It is important to
understand here that this is different than that of leisure tourism as no such leisure activity is
involved in this. Yet it is also seen that for these travellers, they are not doing business
everyday and every time, so they do have some time to do some sightseeing or to take an
excursion to a nearby tourist place. These type of travellers are more wanted because of the
fact that they often pay the full fare and patronise business and first class in airlines too. If
technically seen, business travellers needs are somewhat same as that of the leisure travellers
except for the fact that their flow of travel is towards the destinations which are trade and
commerce directed rather than the leisure destinations or resorts. And of course, their
demands too would be inclined towards special services like communication and secretarial
facilities, meeting and convention facilities. car rental and accommodation, with less
emphasis on the usual facilities and services (although swimming pools and health clubs are
popular services today even for the business tourists). A new type of travel has also been
included in the business tourism context i.e. Incentive travel. Today there are many
organisations that feel that their employees are more creative and productive in a resort
atmosphere. Therefore, they send their employees to different resorts to enhance their
productivity or to give them some incentives for their achievements. Apart from these,
conference tourism is also showing an upward trend; particularly because of the need for
more communication amongst the professionals. And with this, a new area of MICE tourism
has been emerged; wherein M stands for Meetings; I stand for Incentive travel; C for
Conventions and Conferences and E is for Exhibitions. This MICE has become an emerging
trend as the conducting up of Meetings, Incentive travel, conferences and Exhibitions have
become an important concept in today’s business scenario.

C. Based on Activities
Wildlife Tourism
Wildlife tourism can be broadly defined as trips to destinations with the main purpose of visit
being to observe the local fauna. This therefore implies that wildlife tourism includes other niche
markets such as bird watching and the exploration of marine life (such as whale watching). As bird
watching has grown to be a significant niche market in its own right, the definition of wildlife tourism
has been restricted to trips to destinations with the main purpose of visit being to observe local fauna,
excluding birdlife.
The global market size of wildlife tourism is estimated as being 12 million trips each year.
Africa accounts for around one half of all these trips, with South Africa, Kenya, Tanzania and
Botswana being the top destinations. Some destinations rely heavily on wildlife tourism, but could
survive without it (wildlife tourism contributes roughly $500 million to the Kenyan economy, or 14%
of GDP). On the other hand, places such as the Galapagos islands rely almost exclusively on wildlife
tourists (wildlife tourism contributes £60 million to the local economy). Other destinations are
enjoying increased influxes of visitors due to strong interest in certain mammals. For example there
has been considerable growth in whale watching at Kaikoura in New Zealand and Puerto Piraminde in
Argentinean Patagonia.
The world of Indian wildlife is quite fascinating. In fact this subject has such endless
possibilities that any attempt to cover one or more_of its facets obviously looks in adequate. We have,
therefore, decided to approach the subject of wildlife in a slightly different manner. In this Unit the
wildlife of India has been seen through the eyes of an avowed wildlife enthusiast. Jim Cor bett
National Park, Gir National Park, Ranthambore, Kanha, Bandhavgarh, Kaziranga, Keibul Lamjao and
Sundarbans National Park, offering opportunities to spot tigers, elephants, deer and various bird
species.
Rural Tourism: Rural tourism is tourism that takes place in the ‘countryside’, but what constitutes
the ‘countryside’ varies significantly between, and even within, countries. Ministry of Tourism-
Government of India (2011) defined Rural tourism as “Any form of tourism that showcases the rural
life, art, culture and heritage at rural locations, thereby benefiting the local community economically
and socially as well as enabling interaction between the tourists and the locals for a more enriching
tourism experience can be termed as rural tourism.” Unlike other form of tourism, rural tourism is
generally experience oriented and offers a diverse combination of experiences including opportunities
to indulge in agricultural or farm activity, interact with local communities, learn rural art and craft,
and know about local traditions, heritage and culture. It also gives an opportunity to experience the
natural environment and understand the authentic way of living among the rural communities. The
Ministry of Tourism, Government of India initiated the concept of rural tourism not only to develop
another form of tourism that will attract both foreign and domestic tourists, but also to generate
opportunities for the local communities of these villages to improve socio-economical conditions
through rural tourism schemes.
Benefits of Rural Tourism There are a number of socio-economic benefits of rural tourism, which
can be classified as under
(a) Employment Generation – One of the major advantages of promoting tourism in the rural areas is
the creation of employment opportunities especially for those who do not have agricultural land to
meet their economic needs. As tourism requires a multitude of services, local community members
can engage themselves in variety of economic activity like accommodation, food and beverages, local
guides, artisans etc.
(b) Preservation of local traditions – As tourists visit rural areas to experience authentic rural settings,
rural tourism provides economic incentives to preserve local customs and traditions. With increased
urbanization and globalization, people in rural areas are adopting to global products and services
leaving behind the local traditions. Rural tourism encourages local communities to revive and
preserve their traditions, crafts, traditional festivals, architecture, food and other practices unique to
their respective cultures. For example, emergence of Choki Dhani in Jaipur (Rajasthan) has
encouraged rural communities to understand the economic worth of their traditions. Based on the
success of this venture, various rural areas and communities have started preserving their local
tradition and culture. A tourist when visiting a rural destination expects living rural culture to
experience.
(c) Developing New Skills – The entire tourism and hospitality industry requires specific skill sets to
cater to the requirement of both international and national tourists. The local community members
start learning new skill sets once the tourists start flowing into the rural areas. For example, rural
community in Dharamkot (HP) have learned a variety of international cuisine, languages once
international tourists started visiting this place.
(d) Cultural Exchange – Rural tourism promotes cultural exchange as local communities share their
culture and traditions with the tourists and in the process also learn about their cultures.
(e) Reduces Urban Drift – One of the challenge most of the countries are facing is the movement of
rural people to urban areas. With the promotion of rural tourism, urban drift reduces as people get
employment opportunities in their own region. Further with the emergence of tourism, infrastructural
development also takes place encouraging people to stay in their own areas rather than migrating to
the urban centres.
(f) Improves Quality of Life – As social interaction takes place between tourists and local residents,
rural tourism has a greater potential to enhance the quality of life of the local residents as they have
access to global information, products and services. Further the local government also starts building
up infrastructure like roads, electricity, hospitals and schools as they see that there is movement of
tourists in these regions.
(g) Entrepreneurial Opportunities – Tourism industry has a greater potential to create new business
opportunities as interested people can venture to variety of support services including housekeeping,
catering, home stays, laundry and other experiential based business on low investment basis. There
are immense entrepreneurial opportunities which can be generated on account of the rural tourism
business.
(h) Builds Community Pride – Rural tourism has a great potential to promote community
diversification as local people can start leveraging their existing resources of economic and social
benefit. Communities which have unique resource can earn their livelihood by promoting their skills
thereby enhancing community pride. With the emergence of rural tourism, community cultural
resources become shared and people tend to come together to build shared identity of their region.
(i) Environmental Benefits – Though with the increased tourist movement in any rural community
there is a risk of environmental degradation, but with an objective to preserve authenticity landscape
conservation can be promoted. Further rural tourism can encourage local authorities to adopt
environmental friendly practices like waste disposal, bio toilets etc.
(j) Sustainable Livelihood – Rural tourism can a greater potential to provide sustainable livelihood to
rural communities as it can be a regular source of income irrespective of seasonality factor. As rural
economies are predominantly agriculture based, there is always a risk of seasonality which can affect
the income generating opportunities for rural people. In such scenario, rural tourism can be a
sustainable livelihood mechanism for rural people.
(k) Women Empowerment – As tourism increases in rural communities, there are greater chances for
women to be part of the growing rural economy. Women workforce can be engaged in various tourism
service delivery processes like housekeeping, food & beverages and other art & craft work.
Rural Tourism Sites in India Ministry of Tourism- Government of India under its rural tourism
scheme, identified around 153 rural sites across all Indian States/Union Territories including 36 rural
sites where UNDP (United Nation’s Development Programme) has supported for capacity building. A
sub-brand of Explore Rural India was also developed under the globally recognized brand of
“Incredible India” for the promotion of rural tourism in India. The basic idea behind the scheme was
to provide funds to the local destinations for the development of possible kinds of rural activities
according to the conditions prevailing there. While developing the policy, government has emphasised
on building up both hardware (tourism infrastructure) and software (capacity building of local
communities). Under this Scheme, thrust will be to promote village tourism as the primary tourism
product to spread tourism and its socio-economic benefits to rural and its new geographic regions.
Each village was mapped on the basis of its unique resource and then appropriate strategy was
devised to promote rural tourism. For example a village by the name of Morachi Chincholi in the state
of Maharashtra was promoted and developed for Agro-Tourism. Similarly village Kuchipudi in
District Krishna of Andhra Pradesh was identified for promotion of culture and dance form. In
Madhya Pradesh, the village Orchha in District Tikamgarh was identified for promotion of historical
and adventure. Places like Pipli in Puri District of Orissa were identified for the promotion and
development of Applique work. The implementation would be done through a Convergence
Committee headed by the District Collector. Activities like improving the environment, hygiene,
infrastructure etc. would be eligible for assistance. Apart from providing financial assistance the focus
would be to tap the resources available under different schemes of Department of Rural Development,
State Governments and other concerned Departments of the Governments of India. In addition to the
above mentioned scheme, there are various other scheme of Government of India under which the
Rural Tourism can be promoted. These are
 Rural Tourism Infrastructure Development Corporation under PIDDC scheme – Under this scheme
100 percent Central Assistance to the tune of Rs. 50 lacs for infrastructure development and Rs. 20
lacs for capacity building is provided to develop and showcase rural art form, culture and heritage in
villages in order to promote village / rural tourism.
 Swadesh Darshan – Under this scheme, the government has planned to develop theme based tourism
circuits which shall be identified by Ministry of Tourism.
Agrotourism
Agrotourism could be thought of as the crossroads of tourism and agriculture. Stated more
technically, agrotourism can be defined as a form of commercial enterprise that links agricultural
production and/or processing with tourism to attract visitors onto a farm, ranch, or other agricultural
business for the purposes of entertaining and/or educating the visitors while generating income for the
farm, ranch, or business owner.
Any definition of agrotourism should include the following four factors:
• combines the essential elements of the tourism and agriculture industries;
• attracts members of the public to visit agricultural operations;
• is designed to increase farm income; and
• provides recreation, entertainment, and/or educational experiences to visitors.
Importance of agrotourism
Agritourism presents a unique opportunity to combine aspects of the tourism and agriculture
industries to provide a number of financial, educational, and social benefits to tourists, producers, and
communities. Agritourism gives producers an opportunity to generate additional income and an
avenue for direct marketing to consumers. It enhances the tourism industry by increasing the volume
of visitors to an area and the length of their stay. Agritourism also provides communities with the
potential to increase their local tax bases and new employment opportunities. Additionally,
agritourism provides educational opportunities to the public, helps to preserve agricultural lands, and
allows states to develop business enterprises. While agritourism may create new potential revenue
streams, it also presents new legal issues for farmers and landowners.
Role of agrotourism in sustainable development mainly in rural areas
a) Economic development in agriculture: Since the days before independence,
agriculture has played a major role in the Indian economy. However, the country's agricultural
economy has deteriorated in recent years due to the rise of industrialization and the entry of
manufactured products into the market, causing the nation's farmers a great deal of trauma. Agro
tourism, in the face of these challenges, is one of the saviours of agriculture as it encourages the
protection of rural India's agricultural lands and highlights them as wonderful tourist destinations. In
addition, farming also allows travelers to buy fruits, vegetables and other crops directly from
producers, maximizing their income and offering them with social sustainability.
b) Social Inclusion, Reducing Poverty and jobs generation: Owing to the lack of contact
between the two, the farming culture of the country is frequently ignored by those living in the cities.
Agro tourism inspires the urban population to explore India's farms in order to fully appreciate the
work that goes into producing the food we eat. This experience creates appreciation for the
painstaking farmers of our country in the hearts of people and this knowledge encourages them to
help the farmers in all potential ways. Travellers who purchase products manufactured locally help the
rural economy prosper. The transformation of rural areas into agro-tourism centres also generates new
livelihood opportunities for locals and provides them with other revenue sources other than
agriculture.
c) Capital quality & conservation of the environment: The judicious use of natural
resources, whether water or fuel, is encouraged by most agribusiness centres in the world. These
farms follow environmentally friendly practices, such as the production of compost from organic
waste, the recycling of paper and plastic products, and the harvesting of rainwater. They not only
teach visitors about the conservation of the environment, but also help conserve the local ecosystem.
It is these centres of agro tourism that prevent the destruction of agricultural land and surrounding
forests by giving the recognition they deserve to these locations. Since these attractions provide the
locals with jobs while attracting visitors, they are safe from being dismantled for industrial growth or
city advancement.
d) Traditional Inheritance and Plurality Preservation: In addition to encouraging the
protection of the environment, farming centres often illustrate local customs and rituals and
familiarize visitors with the region's traditional culture. This helps to maintain rural India's earthy
culture due to the promotion of craftsmanship, performance, foods, literature, and songs by the
attractions of agro tourism. Village fairs and exhibits, as well as cultural activities at these
farmhouses, allow visitors to envy and appreciate rural India's rich cultural heritage. In our multi-
faceted country, this contributes to the preservation of the cultural diversity that our nation is
recognized for and encourages the message of unity in plurality. These are some of the ways wherein
agro-tourism centres across the country promote sustainable agro-tourism growth. These destinations
encourage organic farming, provide local people with jobs and protect their homes and community
from vanishing under the veil of urbanization.
Dark Tourism:
Dark tourism is an occurrence which represents the unfortunate sector of the communal that
comprises death, suffering, bloodshed, grievances, tragedy etc. making it a multifaceted combination
of history and heritage, tourism and tragedies. It has a huge potential and can contribute marginally to
the economical accomplishment of the country. It has the most energetic young tourist customers aged
from 35-50 yrs. India lacks behind in recognising and promoting due to its own perceptions and
attitude towards it. India bears a huge significance with varied destination comprising almost all sub-
categories of Dark tourism.
The Dark tourism travel guide states, the term dark in dark tourism does not literally mean so, but
metaphorically and it conveys mostly to an ill-fated episode of the history, many cases concerning
death of one or more. According to David Ekesong (2008), it is a deed of travel and visitation to
locations, attractions and exhibitions which have experienced real or recreated death, sorrow or the
seemingly gruesome in a main theme.
 Dark Tourism is that tourism which involves visiting to places which have some events
related to death, disaster, violence, massacre etc. (Sharpley and Stone, 2009). Dark tourism is also
famous by the names of Grief Tourism and Black Tourism. Dark Tourism is now becoming a popular
form of tourism and tourists are becoming anxious to experience this type of tourism as it helps in
gaining educational knowledge from it. Prison tourism and disaster tourism are also considered to be a
part of dark tourism.
 Black Spot- It is a commercial enhancement of grave and locations at which popular personalities
or corpus people has faced with sudden and violent deaths.
 Thanatourism- It is travelling to a place inspired with an aspiration to watch actual death or
symbolic encounters with death.
 Atrocity Tourism- It is a type of tourism that takes the individual to visit holocaust sites.
 Morbid Tourism-It is the travel to places which emphasis on accidents and sudden violent death.
Even though it seems irrational dark tourism is emerging global tourism trend which makes tourists
travel to destinations that are identified with tragedy, suffering, death and destruction to the
destinations that are strange, dangerous, frightening and often weird.
Motives for being a Dark Tourist:
 Enthusiastic to visit and experience the ingenuity, after learning about the destination.
 Self-investigation and gaining knowledge about the sites & exaggerate about it in their social circles.
 Enthrallment, thrill, adventure and exhilaration about the destination.
 Self- motives such as demonstrate self-maturity or adulthood.
 Pay tribute, homage to the humans who faced the disaster’s outcome.
 Ambition to search the truth through peculiar investigations
 Instinct to visit such sites
Sub-categories of Dark Tourism:
 Grave tourism – Visit to famed cemeteries, graves of popular personalities or grand tombs of
some real cult-ofleader billionaire. (Example :Atatürk's in Ankara, Biwi-ka Makbara
Aurangabad ).
 Holocaust tourism – Visit to detention camp memorial sites, former ghettos, or sites.
(Example: US Holocaust Museum in Washington D.C)
 Genocide tourism – Visit to a location witnessed slaughtering or mass massacre. (Example:
The Jallianwalla baug massacre, the most recently terror attack in Pulwama in Kashmir)
 Prison and persecution site tourism –Places of harassment, suppression and imprisonment.
(Example: The Cellular Jail Andaman & Nicobar).
 Communism tourism – A very distinctive and exceptionally weird kind of destination
(Example: Communal and socialist art museum at Berlin, Prague, etc.) Even visiting places
that are still faithfully communist. ( Example: North Korea - Kims).
  Cult of personality tourism – It edges communist tourism but goes beyond. It's a cult of
personality of extended or recently deceased leaders. (Example: Turkey's Atatürk , Saddam
Hussain Palace)
 War zones tourism – This involves looking out traces and remains of the Berlin Wall and
Visiting War zones of history like Panipat, India, etc.
 Nuclear tourism – It includes visiting sites of nuclear testing like Pokran, India,
Semipalatinsk in Kazakhstan or missile silos like Titan Missile Museum, Arizona, or two
places where atom bombs where actually used for real: Hiroshima and Nagasaki or Nuclear
dedicated museums, in Japan or USA
 Disaster area tourism – It comprises places of other man-made or natural disasters like sites
of volcanic destruction (Pompeii,Italy.) , earthquake (Khilarri , India), floods (Uttarakhand
floods), storms, fires, etc.,which are temporary in nature but remains visitable for longer times
after that occurred event.
 Ghost /Haunted tourism: It involves visiting to destination with death, dying and disaster,
where locals believe the presence of soul or spirit of a dead person by experiencing images,
sound or actions. Example: The Bhangarh Fort, India, Philadelphia State Hospital at Byberry,
USA.
Space Tourism: A special form of tourism which seek to provide tourists the opportunity to
experience space travel for leisure, recreational or business purposes
"Man must rise above Earth to the top of the atmosphere and beyond, for only then will he
fully understand the world in which he lives" – Socrates (469-399 BC). Space has attracted humans
since time immemorial and today many of the developed and developing countries in the world
including India are running several space programmes. Some countries like Russia and USA have
even ventured into commercial space travel initiatives that seek to provide tourists the opportunity to
experience space travel for leisure, recreational or business purposes. Space Tourism activities are
more visible in these two countries. In April 2001, Dennis Tito opened the door of the space as a
possible tourism activity base by being the first private individual to pay for his own trip into space
when he joined two Russian cosmonauts on a supply mission (onboard Soyuz TM-32) to the
International Space Station. Tourists have a quest for novelty and space tourism can be a special thrust
area as it will provide funding to the space programmes, a sign of progressive nations. A
categorisation of space tourism given by Crounch and Louviere (2001) is reproduced below to help
better understand the activities involved in this niche tourism market segment.
• Virtual: This kind of experience will require active participation and will cater to the market
for those who cannot afford it or who have a fear of orbital space tourism experience. Here, the tourist
will not have to leave their home since it will be a virtual experience. This Virtual Experience reality
can be compared to staged experience. Examples include tracing and watching spacecraft ships to the
moon like the Lunar Roving Vehicle (LRV) on the internet or at science centres.
 • Terrestrial: This includes products like space camps, theme parks and similar activities
where the tourists have access to the enjoyment of space-related entertainment without leaving the
earth surface. Examples can be viewing Apollo 11 command module or suits worn by astronauts or
visits to Space centres like NASA Johnson Space Centre. Private players are also involved including
the likes of Space Adventures and Incredible Adventures.
• Near-space: Here, individuals will get to enjoy what is known as weightlessness or high-
altitude supersonic joyrides. Russians are taking people on ZERO-G (microgravity) flights on
IILYUSHIN-76-cosmonaut training aircraft. • Sub-orbital: Here a tourist will not attain an orbit but
will travel to an altitude that helps him/her to see the curvature and the darkness of the space for a
glimpse.
• Low orbital/high orbital: This is the most expensive form of space tourism activities and is
the ultimate adventure in terms of the highest form of risk. This may involve orbital experience which
maybe for a day or two or for several weeks. It may involve being a companion to space mission crew
or staying in a space station. It may include a stay at a hotel on Mars or Moon predicted by Futuristic
models. Hilton is one hotel chain that is considering analysing the feasibility of a space hotel.

RECENT TRENDS OF TOURISM

Emerging dimensions in Indian tourism are:
 Health tourism
 Spiritual tourism
 Adventure tourism
 Meetings, Incentives, Conferences and Exhibitions (MICE) tourism
 Rural tourism
 Sustainable tourism
 Health tourism
In India provides world class treatment at low cost. It includes the Indian system of medicine like
ayurveda, naturopathy, unani, sidha and allopathy. Indian medical tourism attracts many tourists from
the developed world like US, Europe and Middle East regions where medical treatment remains very
costly. India is the centre of spiritualism. It is the confluence of different religions: Hinduism,
Sikhism, Islam, Christianity, Buddhism and Jainism. The followers of religious belief have built many
attractive temples, mosques, monasteries and churches in different parts of the country. These
religious places are attracting a huge number of domestic and international tourists in India.
Adventure tourism
The dynamic nature of tourism keeps giving the industry emerging trends. The disposable income
has been on the rise; life expectancy is now longer; the customers/tourists have shown higher reliance
on technology; travel itinerary planning is now increasingly being done on palm held devices
bypassing the traditional travel agent etc. All these have given birth to trends that are emerging in the
industry and giving it a new dimension. Let us look at some emerging trends in the tourism industry
along with their contributing factors:
• Technology has brought about new changes in the way services are provided. A great example is
Disney World where they provide a Radio Frequency Identification (RFID) wrist band for
personalised and streamlined services. These bands connect the visitors with the infrastructure in
Disney World helping them avoid queues and thus save on time. Many airlines such as Lufthansa
have also connected their bag services with the link on the boarding pass giving the travellers their
peace of mind to track their bags simply by following the link. Voice activated devices are also a
new trend. Face recognition technologies are on a rise especially at the immigration controls which
include iris recognition and fingerprint recognition. Global Positioning System (GPS) technology
has assisted in locating tourists, travellers, target markets and help enhanced companies to target
their customer at pre, during and post sales encounters.
 There has been a bombardment of information or overflow of it. The tourists because of diverse and
easy access to information are now involved in more research process. Self-booking of
transportation and accommodation units is on the rise. The options of vendors both online and
offline have also grown exponentially. Responsible Tourism is an emerging trend. The current genre
of tourists is more aware and concerned with the environment, social and economic issues. This
further impact in deciding which holiday destinations will be chosen by the tourist. The Consumer
Travel Insights Survey, 2018 by STR (a company which provides premium data benchmarking,
analytics and marketplace insights for global hospitality sectors) have estimated that fifty-five
percent of tourist will avoid a destination due to overcrowding, forty-three percent travel during
non-peak season to avoid the rush, sixty-six percent tourist will give more finances to travel to an
environmental friendly destination and Nine percent of the tourist will use the environment as the
key factor to decide upon a destination. The ethical travel options are now visible in all the areas of
tourism. The electric-powered, solar led technologies have increased in demand. Flying is still a
preferred option but travel by trains is equally growing because trains provide a much cleaner and
greener travel. The uses of public transport are also being supported by the tourists.
 Travel has become more personalised. The modern-day traveller wants to not only book a package
but believes in self discovery. The trend is of flexibility with tailored packages.
 A high percentage of travellers are time-poor and look out for experiences without actually
experiencing them. Virtual realities (a result of technology) are of assistance in such a scenario.
Simulation is provided through virtual reality and a niche market can enjoy experiences at travel
hubs and destinations. It is also being used as a marketing tool in premarketing encounters for hotels
and airlines. Robots are a reality and are substituting manpower at check-in desks, of hotels and at
bars. Chatbots assist in answering pre-fed questions and are backed by artificial intelligence.
Automation in the form of self- help kiosks is also a technology-led innovation.
 The experience economy has taken over-tourism. The companies that cater to such a market and
satisfy the customers have greater chances of repeat customers. Repeat customers are a true test of
customer loyalty. The tourist focus is now on experiential products. Originality, experience and
authenticity are the parameters that guide the tourists.
 Convenience booking helps the tourist and have become a key issue for the tourist. The convenience
defines the choice of the tourists. Tourism is also witnessing a longer break for tourists and a higher
spending pattern. The tourist wants to use all the senses to see, feel, taste and smell the experiences
at destinations. This enables tourists to move out of bubble or gated resorts exclusively made for
tourists.
 Business travel is also merging with leisure and has given rise to a new segment leisure travel. Here,
the business clients indulge in leisure experiences also during their travel.

SPECIAL THRUST AREAS IN TOURISM

Special Thrust Areas (STAs) are certain areas that tourism stakeholders recognize for special focus or
thrust. The STAs are meant to provide impetus to the tourism development in the identified areas and
thus enhance the overall economy of the place. Tourists need something extraordinary to attract them
to travel and therefore the identification of STA involves a certain amount of innovation and
creativity. Some of the STA are discussed below:
Volunteer Tourism: Volunteer tourism is a form of tourism where tourists help out locals/hosts on
projects/missions during their stay at destinations. Here the primary motive of the trip is the travel
component but with a ‘volunteer’ component included. Organizational volunteering both at the
national and international levels could be traced back to the 20th century. An example of volunteering
in tourism is the indulgence of eco-tourists and sustainable tourists in environmental activities at the
destination of visit. A tourist taking out a few days to teach the local children while on holiday is yet
another example. Conservation is a theme closely related to volunteer tourism. Here conservation
attains a broader meaning in terms of not only flora and fauna but also social, economic and ethical
issues. The biodiversity areas and natural management programs are popular with youth tourists,
especially in the hilly fragile terrains. Volunteer tourism is serious leisure. This leads to creative work
by tourists on their holidays. It assists in aiding or alleviating the material poverty of few groups in
the society or restoration of certain environments in the society and environment. The work on
vacation by the tourist is non-remunerative but still, a responsibility to the self exists. Such form of
tourism is self-guided, self-motivated and helps achieve self-actualization. The giver (tourist) receives
satisfaction from the task undertaken as much as the receiver (host) as there exist a common cause of
catalysing welfare among the lesser privileged. Now, there are different organizations all over the
world that offer volunteer travel. In the Indian context some of these enterprises/organisations; to
name a few are LHA Charitable Trust in Dharamshala; the Students’ Educational and Cultural
Movement of Ladakh (SECMOL); Dakshinayan in Jharkhand; the Students’ Sea Turtle Conservation
Network (SSTCN) in Chennai; Mother’s Hope in Nagaland; Ecotourism and Conservation Society of
Sikkim (ECOSS) etc. All such initiatives will go a long way in giving rise to benign tourism which
will be the order of the day.
Thana tourism: Thana tourism has been derived from the Greek term ‘Thanatos’ which means death.
Tourism and travel to places associated with death and suffering especially those that also hold
historical value are often referred to as Thana Tourism or Dark Tourism. This form of tourism entered
the academic discourse in the year 1996 and has now expanded its scope to include visits to
battlefields, murder and atrocity locations as well the place where famous personality died;
graveyards; intermittent sites and memorials.
Staycations: Staycation, or holistay can be defined as a holiday in which an individual or family stays
home and participates in leisure activities. It differs from the tourist category in terms of the travel
aspect. A staycation could involve travel within day-trip distance of their home, i.e within one’s own
hometown or regular place of residence and may or may not require overnight accommodation. The
use of accommodation is optional in ‘staycation’ as the staycationer may stay and sleep, for example
in his or her own garden under the stars. There may also be hotel staycation wherein the resident may
checkin and stay at a hotel in one’s own area of usual residence just for leisure or to learn a skill. A
Staycation can thus be seen as a holiday spent in one's home country rather than abroad, or one spent
at home and involving day trips to local attractions or stay in hotels within one’s own vicinity or the
same city or countryside. There is a fine line of difference between the terms excursion and
staycation. An excursion is an adjunct or an addition to a longer journey or visit to a place whereas the
focus of staycation is indulgence in leisure. Staycation generally avoids mass visitation places
whereas excursion may be to mass visitation places. Excursion will always have an element of travel
whereas in staycation a person may sleep under the stairs of his or her home indulging in a kind of
leisure. The Covid 19 pandemic has hit the travel and hospitality industry with waves of cancellations
and has changed the rules of travel. People want to take a break without travelling too far and
‘Staycation’ is now a special thrust area. The time crunch and travel restrictions combine have forced
people to staycate in their own cities for leisure purposes. Here the focus is on the idea of staying at a
comfortable and safe home-away-from-home accommodation with great views and without worrying
about contracting the virus. Hotels and resorts around the world are promoting staycations, and
simultaneously attracting customer attention to the extensive steps they are taking to minimize the
chances of infections. One of the benefits of a staycation is that it helps to find newer self by
indulging in things which normally one does not, like exploring a museum or playing a sport one has
never played etc. Staycation also supports the concept of the local economy since it patronises local
producers, hotels, farmers etc.
Tourism at Borders and Military Zones: The world is full of extremes. On one hand, the tourist
have the privilege of being able to travel to any part of the world and on the other hand, the world
grouping and divide between belligerent nations and rivalries have made certain borders more
militarised and restrictive. Visits to places that demarcate the geographical limits of countries are
collectively known as Border Tourism and when the visit is to places of high friction then it is referred
to as Military Zone Tourism. In some places, border tourism has the potential to provide a positive
impact on international relations resulting in the reduction of friction between the two neighbours or
countries; for example, South Korea and Cyprus which has a no-visa requirement to cross the borders.
In certain other cases, neighbouring countries may have hostilities yet border tourism exists; living
examples include North Korea and South Korea and certain countries of erstwhile USSR. In the
context of India and Pakistan, both the Gurdaspur corridor and the change of guard ceremony at the
Wagah border are specific examples of border tourism.
Health Tourism Tourism brings a new breathe of life into our routine and has always strived towards
the wellness and well being of humans. The early history of spas, resorts, beaches was motivated by
health reasons. Health Tourism refers to travel or tourism which has the primary motivation of
contributing to physical, mental and/or spiritual health. Health tourism in its different capacities
contributes to physical, mental, and social health and is thus a Special Thrust Area. Health Tourism
can be broadly classified into two forms- Medical Tourism and Wellness Tourism. Medical tourism
involves travel for treating existing medical condition while Wellness tourism involves activities and
travel to destinations which help one to proactively maintain and improve his or her overall health.
Countries with sound medical infrastructure are now promoting themselves as medical tourism
destinations. Developing countries are enchasing on the high cost of medical treatments and often
long wait time in developed countries by offering affordable healthcare mixed with travel experience.
One of the reasons for medical tourism is also to avoid questioning from relatives and colleagues and
to maintain the secrecy/confidentiality of the procedure. The factors that decide the success of
destinations as a health tourism destination in the international market are the host country’s economy,
its world image, the cost involved in healthcare, the available post-procedure care, tranquil
environment, availability of alternative forms of treatment etc. All these can make or break a
destination. Some of the popular destinations are Canada, Japan, Singapore, UK, Costa Rica, Israel,
Abu Dhabi, India, Mexico and Thailand etc.
SPECIAL THRUST AREAS WITH REFERENCE TO INDIA
The Indian government or the Union government in India has also selected certain Special Thrust
Areas and have also launched specific schemes that define these special thrust areas. 17 iconic sites
have been identified for development into world-class attractions. These sites will serve as a model
for other tourism sites to boost the tourism influx in the country. The identified sites are listed below:
AN OVERVIEW OF INTERNATIONAL TOURISM WORLDWIDE
A person visiting India on a foreign passport, stays at least 24 hours in India. The purpose of journey
may be leisure, recreation, holiday, health, study, religious belief, sport, business, family, mission and
meeting. But that person is not taking any remunerative assignment is called an international tourist.
FACTORS AFFECTING TOURISM IN THE WORLD The tourism is directly linked with a
number of factors. Some of the factors associated with tourists are:
a. high income of the tourist; b. paid holidays or holiday entitlement
c. travel cost; d. technology
e. package providers/ tour operators; f. update knowledge/ media
g. growing middle class in developing countries
h. rise of new destinations and increase in tourism investment.
Travel to the tourist destinations, accommodation, food and beverage, entertainment requires money.
It is possible to take up the tourism activities only when the financial position of the tourists is sound.
In other words, the per capita income of the country is the best way to find out/ guess the tourism
activities. The people, belonging to conunting where the per capita income is high, can afford more
tourism activities. They go more for tourism from local level to global level. Government/ company/
corporate workers also get paid holidays or they are entitled to holidays. This is a sort of an incentive
and promotes tourism. These people are more likely to go for tourism activities. Where ever this
facility is available, the tourism is boosted and it is on rise. Travel cost is one of the important factors
to affect tourism. Moderate to low cost boosts the tourism activities whereas higher cost proves to be
a hindrance in tourism activities. In general, this is an important determining factor, but for the very
high rich people it may not be a big reason. It is also a reality that tourism is not contributed by the
very rich segment of society. Hence, travel cost affects the tourism. Technological advancement has
brought the world very close. Much information is available through internet about various tourist
places in the world. Many visuals are also available. They are very much important for the tourists for
determining the destinations. Hence, information being a click away on internet has also played an
important role in boosting the tourism. Package providers/ tour operators are of great help to the
tourists. They are making the tour itinerary well as per the demand of the tourists. They are basically
facilitators and help the tourists for a hassle free touring. Wherever the tour package providers are
available and for the areas they are working, the tourism activities are more prominent on the tourist
map of the world. Print and audio-visual media have also brought the world closer. They provide
information about every part of the globe. The knowledge about the world also has a bearing on the
growing trend of tourism in the world. The well documented and well known areas have seen greater
number of tourists arrivals whereas the less known are not as popular with tourists. The economic
growth and development in the developing countries and the emergence of a section of society having
good financial status is an additional boost for travel and tourism. It has been enhancing the
possibility of tourist activities. The new destinations in the world are coming up. More and more
investments are made to develop the infrastructure in the region. Therefore, the tourism investment is
promoting the industry.
SPATIAL DISTRIBUTION OF TRAVEL AND TOURISM
The spatial distribution of tourism is the function of various environmental conditions. Some of the
important factors are natural landscape, beautiful natural sites, accessibility and moderate climatic
conditions. Apart from all these, manmade beautification and landscaping of the areas, dam
construction and development of multipurpose projects, sculptured gardens, monuments, and famous
sites are visited more by tourists. The important religious festivals are attended by a large number of
tourists. Hence, it quite evident, that tourism is popular where the above mentioned attractions are
favourable for the tourists. Some of the important tourist places of international repute are shown on
the following map. Their distribution is concentrated more in economically developed countries of
Europe, around the Mediterranean Sea and the USA. With the passage of time, the importance of
other developing countries has increased as new tourists destinations. The growing income of the
people is the prime reason for wide spread tourism activities in the world.
WORLD’S TOP 10 TOURIST DESTINATIONS
United Nation World Tourism Organization (UNWTO, headquarter in Madrid, Spain) in its
annual report of 2015 points out France to be the top most country globally with nearly 67,310,000
tourists arrivals from all parts of the world. France is followed by the US at the second number and on
the tenth position is Hungary with 17,248 tourist’s arrivals globally in 2015 (Table 14.2). Table 14.2:
UNWTO top ten global tourist destinations in 2015 S.No Country No. of tourists 1 France 67,310,000
2 United States 47,752,000 3 Spain 43,252,000 4 Italy 34,087,000 5 United Kingdom 25,515,000 6
China 23,770,000 7 Poland 19,520,000 8 Mexico 19,351,000 9 Canada 17,636,000 10 Hungary
17,248,000 The top destinations in 2014 by international visitor arrivals and their locations are shown
on the Fig. 14.2.The details of numbers of expected overnight visitors are given in Table 14.2.
Travel & Tourism Development Index 2024 overall rankings
1. USA
2. Spain
3. Japan
4. France
5. Australia
6. Germany
7. United Kingdom
8. China
9. Italy
10. Switzerland
39. India
 Tourism data is an indispensable set of information that serves the various needs of the
governments, economy and the general public. Almost all countries collect their respective tourism
data.
As far as world tourism data is concerned, some prominent tourism organisations systematically
collect them and those collected by one such international organisations- the United Nations World
Tourism Organization (UNWTO) is generally considered as one of the most comprehensive and
reliable sources of database. The UNWTO recognized five major tourism regions in the world- Africa,
Americas, Asia and the Pacific, Europe and the Middle East. Despite occasional shocks, international
tourist arrivals have shown virtually uninterrupted growth – from 25 million in 1950 to 278 million in
1980, 528 million in 1995, and the International tourist arrivals (overnight visitors) worldwide
exceeded the 1Billion mark for the first time in 2012. The figure for the total international tourist
arrivals worldwide in 2019 is a staggering 1460 million. Apart from the traditional favourite America;
the Middle East and the continued growth rate turning tourism into a key driver of socio progress
through export revenues, the creation of jobs and enterprises, and infrastructure development. An ever
opened up and invested in tourism. As the world was celebrating the rapid and continuous progression
of the tourism industry with more than a billion tourists which evidently offered billions of j the
tourism and hospitality industry and a series of business closures due to the coronavirus pandemic in
2020 which has swept through almost all destinations in the world. We will touch upon the impact of
this pandemic separately in a subsequent sub-section in the Unit but first let us continue our
discussion on some of the important tourism statistical figures compiled by UNWTO and the Ministry
of Tourism, Government of India for the period before the pandemic. Apart from the traditional
favourites of Europe and North the Asia and Pacific regions have shown continued growth rate
turning tourism into a key driver of socio-economic progress through export revenues, the creation of
jobs and enterprises, and development. An ever-increasing number of destinations have opened up and
invested in tourism. As the world was celebrating the rapid and continuous progression of the tourism
industry with more than a billion tourists which evidently offered billions of jobs, there came a sudden
jolt to the tourism and hospitality industry and a series of business closures due to the coronavirus
pandemic in 2020 which has swept through almost all destinations in the world. We will touch upon
the impact of this pandemic section in the Unit but first let us continue our discussion on some of the
important tourism statistical figures compiled by UNWTO and the Ministry of Tourism, Government
of India for the period before the pandemic. An understanding of previous records is required to Given
below in Fig.2 is the international tourist arrival in 2018-2019. Europe
THE INDIAN SCENARIO MARKET
Intra-Regional and Inter-Regional Tourism: Practically, international tourism is known as
intraregional tourism, because the tourist traffic flows to and from countries within the same region of
the globe, forms an important component of international tourism. It is relatively more significant in
developed regions (Europe, America) as compared to developing region (Africa, South Asia).
However, the significance of intra-regional tourism is likely to vary between different regions and
from one country to another. Both inter-regional and intra-regional tourism increases the seasonality
of regions and the development process within the regions. It has direct impact on the development of
social, political and economic environment in the less developed regions. Furthermore, inter-regional
tourism concentrates on integrated development and equitable distribution of income. Domestic and
International Tourism – the two aspects of tourism coined on geographical and other bases like
citizenship, travel documents and currency involved – certainly have much in common and so may be
considered essentially the same activity having the same sphere. But, in depth, there is something
more important that distinguishes Domestic tourism from International Tourism. The difference is
reflected in the magnitude and intensity of the impact on the economy, the socio-cultural values, and
the environmental equations in the country of destination.
Interregional movement means to move from one region to another. Those who make an interregional
move do not stay in the same region; their move is much bigger. Intraregional movement means
moving within the same region. Secondly, occurring between, or existing between two or more
regions interregional communication/trade. Intraregional movement is the movement within one
region of a country.Global tourism is known as intra-regional tourism, as tourism traffic flows to and
from nations within the same region of the globe, making up a significant element of global tourism.
Factors Affecting Global and Regional Tourist Movenment
There are many factor that influence the running of the tourism industry. Some show immediate effect
while, there are also factors which affect in the long run.
Environment at Destination Tourism is in its best form when the destination boasts of conducive
climate. In contrast, any undesired changes in the environment such as high winds, flash floods,
drought, and extreme climate can affect tourism adversely. For example, during harsh summer months
in India, people prefer to travel to colder climate regions like hill stations.
Economy of the Country
When a country is undergoing economic turbulence and when people are facing
unemployment issues, tourism is affected adversely. On the contrary, when a country’s
economy is doing well and people can afford to spend money on leisure, tourism progresses.
Historical or Cultural Importance of Destination
The place or destination of travel affects the tourism business to a great extent. If the
destination is of great historical or cultural significance then tourists will certainly like to visit
the place for seeing monuments, castles, forts, ancient architecture, sculptures, caves, antic
paintings and utensils, clothes, weapons, ornaments, and other allied heritage.
For example, the world famous places of historical and cultural importance are Taj Mahal
(India), Pyramids of Gaza (Egypt), Began City (Burma), Acropolis (Athens, Greece).
Research Importance of Destination
There are tourists who visit places with the objective of studies and exploration. Need for
research promotes tourism. Archeologists, Geologists, Oceanographers, Biologists and
Zoologists, Architects, and People researching Arts and Cultures seek places that have great
significance in the field of research.
Religious Importance of Destination
The places of religious importance or worship are always flooded with tourists. At these
places, tourism is at its peak at particular time periods in a year. The tourists often go on
pilgrimage to find inner peace and invoke blessings of the deities they worship and to cleanse
their sins before death. For example, Mecca, Bethlehem, Kashi.

Technology Internet has penetrated to almost every corner of the world. Tourists are enjoying the
benefits of Internet. While planning a tour, the tourists try to get the idea about the places they are
going to visit, the quality of amenities and services, and the attractions at the destination. After
visiting a destination, the experienced tourists share their opinions on various platforms of the
Internet.
Thus, the reviews of experienced tourists shared on the internet work as guidelines for the
following tourists. Hence, just like a double-edged sword, the Internet can boost as well as bring down
the tourism business.
Tourism is a sector that can contribute to the economic, environmental, and also social growth
of a region or country at large. At the same time, it can also adversely affect the growth. If the
negative outcomes of tourism are not allowed to outweigh the economic benefits, then it can keep
good balance between its beneficial outcomes and investments made towards tourism. Not all impacts
of tourism are overt. They are often indirect and assessed by the judgement of the observer
International & Regional and Domestic (India) tourist
 According to UN World Tourism Organization (WTO), an international tourist is a person
who is on a tourism trip and is a non-resident travelling in the country of reference or a
resident travelling outside of it.
 India accounted for a mere 1.2% share in international tourist arrivals and ranked 23 rd globally
for the same in 2019.
 According to the Economic Survey 2021-22, the number of foreign tourist arrivals in India
increased only from 0.2 crore to 1.1 crore between 1990 and 2019.
  The travel and tourism sector could generate 780 jobs in India per Rs. 1 crore of investment
compared to 450 jobs in the manufacturing sector for a similar investment.

Measures taken by India to attract International tourists?

 1st Global Tourism Investors Summit - To showcase investible projects and opportunities
in tourism and hospitality sector in India to domestic and international investors.
 The summit organized in the backdrop of India’s G20 Presidency this year.
 The Global Tourism Investor Summit 2023 portal was also launched on the occasion.
 Visit India Year 2023 - It is a unique, collective movement that invites the world to explore
India during 2023.
 PRASHAD - Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive
(PRASHAD) scheme offers a tremendous opportunity to undertake infrastructure
developments at the important pilgrimage and heritage destinations/cities.
 Swadesh Darshan Scheme - For integrated development of theme-based tourist circuits with
the objective to develop tourism infrastructure.
 The objective for the Swadesh Darshan 2.0 scheme envisages increase in private sector
investment in tourism & hospitality.
 International Tourism Mart – To focus on promoting tourism in North Eastern region.
 Utsav Portal - To showcase festivals, events and live darshans across India to promote
different regions of the country as popular tourist destinations worldwide.
 Draft National Tourism Policy 2022 – It aims to transform our tourist destinations to
provide world class visitor experience.
 It envisages to make India, one of the top 5 destinations for sustainable and responsible
tourism.
 The draft policy also envisages a National Green Tourism Mission to prepare a framework for
sustainable and responsible tourism.
What is the need of the hour?
 Healthcare - India must increase investment and leverage public-private partnership models
in healthcare at a faster pace.
 Medical tourism - Expanding the scope of Medical tourism to develop India into a hub for
spiritual and wellness tourism, as the country has much to offer in Ayurveda and Yoga.
 Foreigner Regional Registration Office (FRRO) - Simplify the process of registering
online with the FRRO
 Help-desks - Establishing FRRO help-desks at major Indian airports and hospitals will
provide visitors with the information to complete the process online.
  Enhancing e-medical visa - Increasing the number of annual visits allowed under an e-
medical visa.
 Metaverse - Taking advantage of metaverse, travellers can be provided 3D experience of
hotel tours before booking.
 Infrastructure Tag - Hotels, resorts, equipment, parks, etc having a project cost of more than
Rs. 1 crore should be notified as ‘infrastructure’.
Tourism Potential for Regional Development in India
The service sector in India has consistently gained-in importance, contributing more than 50
per cent in total GDP. GDP from the service sector has been growing at an average annual growth rate
of 7.4 per cent from 1996 to 2006. This includes services which either directly or indirectly link with
finance, tourism, trade and professions. Tourism is an important component of service sector and
foreign exchange earned from foreign tourist arrivals in India has been increasing at an average of 20
per cent per annum since 2003. This has contributed to an average annual growth of the service sector
by 12.54 per cent during 2003-2006.
As the graph illustrates, for the period 1996 to 2006, growth cycles of service sector GDP and
foreign tourist arrivals have been closely related. Cross correlation (0.36) and Granger causality (4.78)
results demonstrate that the growth of foreign tourist arrival precedes growth of GDP from service
sector by one or two quarters respectively. This reinforces the fact that foreign tourist arrival in India
leads service sector growth.
It is well established that, tourism fosters economic growth in terms of employment and income. It
has potential for impacting regional development and can help to remove inequalities between
different regions of the country specially lagging regions like the North East.
The North East, a home to several tribes each with distant geography, culture and social identities,
comprises of 8 states. This region has all the features for becoming an attractive tourist destination as
it is abundant in natural beauty, wild life, flora and fauna. However, less than 1 per cent of total
tourists to India visited this region. The tourist potential in this area has been explored in a limited
fashion, notably Assam for its tea (similar to Makaibari in West Bengal) plantations. Many are not
even aware that Manipur is described as the Switzerland of India while Meghalaya, Mizoram,
Nagaland, Tripura and Arunachal Pradesh are not even fully explored as tourist potential destination.
Given India’s increasing concerns for the economic upliftment of lagging regions, and the clear
linkages between service sector GDP and tourism, tourism policy for the North East needs a boost.
The government should contribute towards development of tourism infrastructure and political
stability in the region to make it a popular tourist destination.
Characteristics of India outbound tourism India Outbound Market refers to the travellers ex-India.
In other words, tourist outflow from India to other countries comprises the outbound travel scenario.
The India outbound market has grown slowly but steadily over the past few years. This steady growth
was seen as a result of the increased spending power of the middle income group as well as
availability of more leisure time. The concept of travelling just for “doing” a place has also caught up
with travellers from India and many attractive economical tour packages and cruises are made
available to the travelling public. Intra-regional travel as in between the SAARC countries and
between the countries of South Asia is on the rise and at times economical too. Travelling “abroad”
seems to be the order of the day and in upper social circles it is like a fashion.
Over the years the face of the Indian outbound tourism has changed a lot. Earlier their were
RBI restrictions on foreign exchange and this posed an obstacle for outbound tourist travel. Only
people in the higher income bracket used to travel abroad for both business and pleasure. Business
travel was treated as a necessity and in this case destinations were not that stringent. Rather, exporters
were given incentives also in this regard. However, lately the younger generation have started going
abroad for vacations, honeymoon or just to ‘do’ the place. Special packages and cruises are
made/created keeping in mind the features of Indian tourists as money spenders, when abroad.
ECO-TOURISM: The activities of persons traveling to and staying in places outside their
usual place of residence for not more than one consecutive year for leisure, business and other
purposes constitute "Tourism". Such visits for being close to nature to enjoy its enormous creations,
both biotic and abiotic, in a most environment friendly manner, without any adverse impact on the
ecosystem, is particularly known as 'Eco-Tourism'.

Eco Tourism is defined as:

 A significant economic activity in pristine area.
 Provides economic value to eco system services.
 Helps to create income for the preservation of natural areas and endangered species.
 Helps to create direct and indirect income for local people.
 Encourage effective utilization of available natural resources.
 Minimize threats to bio diversity.
Characteristics of Eco Tourism: There are various characteristics of eco-tourism are as following:
 Focuses small group of people travel to natural areas.
 Results in promoting environmental awareness among the tourist and locals.
 Ensures fiscal benefits for preservation of the area.
 Strengthen local communities.
 Respect local traditions and customs.
  Ensures protection of human rights and activities such as conservation of ecological and
cultural sustainability through ecosystem protection.
Principles of Eco tourism: The principles of eco-tourism are as following:
 Adopt low-impact tourism activity that protects ecological natural areas.
 Highlights the biodiversity richness and their values.
 Build environmental and cultural awareness
 Encourage environmental conservation and cultural preservation.
 Encourage the sustainability of ecotourism enterprises and activities.
 Promote community participation.
 Provide employment opportunities to local people.
Importance and Significance of Eco-tourism: Eco tourism provides essential economic benefits for
conserving and strengthening the bio-cultural diversity and helps to preserve the natural and cultural
heritage of Earth. Here are few points in support of eco tourism.
 Helps to reduce threats to biodiversity.
 Encourage sustainable use of natural resources.
 Helps to generate income for local investors and residents
 Helps to generate direct income for the preservation of natural areas.
 Give economic value to eco system services.
 An important economic activity in natural areas

ECO TOURISM IN INDIA The geographical features of India are blessed with no. of tourist spots.
Almost each and every region of the country is full with no. of places providing tourists a lot of
options to explore Eco tourism spots. If we start wandering in Northern part of India the Monasteries
and Himalayan glaciers of Ladakh are the major attractions or wandering through rich Coffee estate
and world well known quiet and serene backwaters of Kerala in South or getting a charge out of the
mountaineering in Kanchenjunga mountains in North-East or enjoying camel safari tour in Thar desert
in Western part of the country, the opportunities for eco tourism spots are scattered all around. India is
vast geographical area which provides extensive range of eco tourism opportunities in diverse natural
and exotic settings. 103 national parks and 537 wildlife sanctuaries spreading across the length and
breadth of country safeguarding the habitat of large number of flora and fauna also provides great
scope for the eco tourism development. Besides, many of the dense forests, mountains, and rivers
offer an extensive variety of Eco activities like Mountaineering, Rock Climbing, Trekking, Mountain
Biking, Nature Walking, Wildlife Viewing and River Rafting.

SUSTAINABLE TOURISM
 Sustainable tourism is tourism that minimizes the costs and maximizes the benefits of tourism
for natural environments and local communities, and can be carried out indefinitely without harming
the resources on which it depends.
Environmentally responsible travel and visitation to natural areas, in order to enjoy and
appreciate nature (and any accompanying cultural features, both past and present) in a way that
promotes conservation, has a low visitor impact, and provides for beneficially active socio-economic
involvement of local peoples. (World Conservation Union,1996)
How does sustainable tourism differ from conventional tourism? Conventional tourism is not
necessarily planned to enhance conservation or education, does not benefit the local community, and
can rapidly damage a fragile environment. As a result it can destroy, or unrecognizably alter, the very
resources and cultures on which it depends. In contrast, sustainable tourism is deliberately planned
from the beginning to benefit local residents, respect local culture, conserve natural resources, and
educate both tourists and local residents. Sustainable tourism can produce the same profits as
conventional tourism, but more of the profits stay with the local community, and the region’s natural
resources and culture can be protected. In many cases, conventional tourism practices of the past have
posed a major threat to marine conservation due to lack of management controls and effective
planning mechanisms. In contrast, sustainable tourism deliberately seeks to minimize the negative
impacts of tourism, while contributing to conservation and the well-being of the community, both
economically and socially. Conventional tourism does not often provide sources of funding for both
conservation programs and local communities, while providing incentives for protecting areas from
practices and development that are harmful to the natural beauty of an area. Opportunities and threats
can only be controlled through well-planned and managed sustainable tourism.
CONVENTIONAL TOURISM
1. Has one goal: profit
2. Often not planned in advance; “it just happens”
3. Tourist oriented
4. Controlled by outside parties
5. Focus on entertainment for tourists
6. Conservation not a priority
7. Communities not a priority
8. Much revenue goes to outside operators & investors
SUSTAINABLE TOURISM
1. Planned with three goals: profit, environment, and community (triple bottom line)
2. Usually planned in advance with involvement of all stakeholders
3. Locally oriented
4. Locally controlled, at least in part
5. Focus on educational experiences
 6. Conservation of natural resources a priority
7. Appreciation for local culture a priority
8. More revenue stays with local community and MPA
The triple bottom line of sustainable tourism Sustainable tourism has three key components,
sometimes referred to as the “triple bottom line”: (International Ecotourism Society, 2004):
1. Environmentally, sustainable tourism has a low impact on natural resources, particularly in
protected areas. It minimizes damage to the environment (flora, fauna, habitats, water, living marine
resources, energy use, contamination, etc.) and ideally tries to benefit the environment.
2. Socially and culturally, it does not harm the social structure or culture of the community where it is
located. Instead it respects local cultures and traditions. It involves stakeholders (individuals,
communities, tour operators, government institutions) in all phases of planning, development, and
monitoring, and educates stakeholders about their roles.
3. Economically, it contributes to the economic well being of the community, generating sustainable
and equitable income for local communities and as many other stakeholders as possible. It benefits
owners, employees and neighbors. It does not simply begin and then rapidly die because of poor
business practices.
A tourism enterprise that meets these three principles will “do well by doing good”. This
means running a tourism business in such a way that it doesn’t destroy natural, cultural, or economic
resources, but rather encourages an appreciation of the very resources that tourism is dependent on. A
business that is run on these three principles can enhance conservation of natural resources, bring
appreciation to cultural values, bring revenue into the community, AND be profitable.
Therefore, sustainable tourism should: 1. Make optimal use of environmental resources that
constitute a crucial element in tourism development, maintaining essential ecological processes and
helping to conserve natural heritage and biodiversity. 2. Respect the socio-cultural authenticity of host
communities, conserve their built and living cultural heritage and traditional values, and contribute to
intercultural understanding and tolerance. 3. Ensure viable, long-term economic operations, providing
socio-economic benefits to all fairly distributed stakeholders, including stable employment and
income-earning opportunities and social services to host communities and contributing to poverty
alleviation. Sustainable tourism development requires the informed participation of all relevant
stakeholders and strong political leadership to ensure broad consensus. Achieving sustainable tourism
is a continuous process that requires constant monitoring of impacts and introducing the necessary
preventive and corrective measures whenever necessary. Sustainable tourism should also maintain
high tourist satisfaction and ensure a meaningful experience for the travellers, raising their awareness
about sustainability issues and promoting sustainable tourism practices.
Thus, sustainable tourism should:
 1. Make optimal use of environmental resources that constitute a key element in tourism
development, maintaining essential ecological processes and helping to conserve natural heritage and
biodiversity.
2. Respect the socio-cultural authenticity of host communities, conserve their built and living
cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.
3. Ensure viable, long-term economic operations, providing socio-economic benefits to all
stakeholders that are fairly distributed, including stable employment and income-earning opportunities
and social services to host communities, and contributing to poverty alleviation.
The Elements of Sustainable Tourism
1. Communities, traditions, and ways of life enhance the tourism experience. It’s possible
only if they receive a fair part of the financial benefits. The preferences of the host regions’
inhabitants and communities are considered. It is done while making these judgments. It reduces the
adverse effects of tourism on the environment to achieve ecological sustainability. This is done by
helping to preserve and improve conservation. It returns a portion of the money earned to the
protected area.
2. Tourism-related activities must have as minimal of a negative impact. It accounts for the
impact on the neighborhood and its citizens to achieve social sustainability. The creation of tourism
forms that don’t interfere with and upend the daily routines of residents. Neither in the tourist
destination, preventing contentious interactions
3. Tourism-related activities should have as little of a negative impact as possible. It talks
about their impact on the local population’s cultures, traditions, and customs. This helps in achieving
cultural sustainability. Travel tours should be an enriching experience.
4. Creating a segment of the tourism industry is considered. It can assess the uniqueness and
authenticity of regional cultures. They should be conserved and prevented from being influenced by
“external” cultural influences.
5. Increasing the local population’s economic gains from tourism development to achieve
economic sustainability. The preservation and economic growth of regional communities and
protected areas are fundamental tenets of sustainable tourism.
6. Education, readiness, and knowledge.
7. Improving the tourist’s attitude toward the environment. Minimizing the damage through
better awareness and consideration of the impact he creates.
8. In addition to the interpretation component, this also includes an ecological education
component, which is vital from the standpoint of the product and of the local administrations (for
tourists, locals, local government, rural and urban population, etc.).
9. A crucial component of sustainable tourism is local control. All decisions relating to
developing a sustainable tourism industry involve and consult the local people. They involve those
who actively participate in decision-making.
 10. The important element is local proprietorship over tourism infrastructure elements like
motel complexes. Local government and the community are active participants and in command. It
applies especially when it comes to their financial resources.
11. What guarantees and enforces the principles of sustainable development in the tourism
industry? A proper mentality, a firm stance and laws and regulations.

Principles of Sustainable Tourism

Tourism Concern, 1991 in association with the Worldwide Fund for Nature (WWF) gives 10
principles for sustainable tourism. These are following as:
1) Using resources sustainably. The conservation and sustainable use of resources- natural,
social and cultural – is crucial and makes long-term business sense.
2) Reducing over-consumption and waste. Reduction of over-consumption and waste avoids
the costs of restoring long-term environmental damage and contributes to the quality of tourism.
3) Maintaining biodiversity. Maintaining and promoting natural, social and cultural diversity
is essential for long-term sustainable tourism and creates a resilient base for the industry.
4) Integrating tourism into planning. Tourism development which is integrated into a national
and local strategic planning framework and which undertake environmental impact assessments
increases the long-term viability of tourism.
5) Supporting local economies. Tourism that supports a wide range of local economic
activities and which takes environmental costs and values into account, both protects these economies
and avoids environmental damage.
6) Involving local communities. The full involvement of local communities in the tourism
sector not only benefits them and the environment in general but also improves the quality of the
tourism experience.
7) Consulting stakeholders and the public. Consulting between the tourism industry and local
communities, organizations and institutions are essential if they are to work alongside each other and
resolve potential conflicts of interest.
8) Training staff. Staff training which integrates sustainable tourism into work practices, along
with recruitment of personnel at all levels, improves the quality of the tourism product.
9) Marketing tourism responsibly. Marketing that provides tourists with the full and
responsible information increases respect for the natural, social and cultural environments of
destination areas and enhances customer satisfaction.
10) Undertaking research. Ongoing research and monitoring by the industry using effective
data collection and analysis are essential to help solve problems and to bring benefits to destinations,
the industry, and consumers.
Concepts and benefits of Swacch Bharat Mission Swachh Bharat Mission is a massive
mass movement that seeks to create a Clean India. The father of our nation Mr. Mahatma Gandhi
always puts the emphasis on swachhta as swachhta leads to healthy and prosperous life. Keeping this
in mind, the Indian government has decided to launch the swachh bharat mission on October 2,
2014.The mission will cover all rural and urban areas. The urban component of the mission will be
implemented by the Ministry of Urban Development, and the rural component by the Ministry of
Drinking Water and Sanitation.
Swachh Bharat Mission for Urban Areas The programme includes elimination of open
defecation, conversion of unsanitary toilets to pour flush toilets, eradication of manual scavenging,
municipal solid waste management and bringing about a behavioural change in people regarding
healthy sanitation practices. The mission aims to cover 1.04 crore households, provide 2.5 lakh
community toilets, 2.6 lakh public toilets, and a solid waste management facility in each town. Under
the programme, community toilets will be built in residential areas where it is difficult to construct
individual household toilets. Public toilets will also be constructed in designated locations such as
tourist places, markets, bus stations, railway stations, etc. The programme will be implemented over a
five-year period in 4,401 towns. The expected assistance for construction of community toilets -
Central Government will contribute upto 40% of the cost of construction of community toilet as a
VGF/ outright grant. As per SBM guidelines, the States/UTs shall provide an additional 13.33% for
the said component. The NE and special category states shall be required to contribute 4% only. The
balance shall have to be arranged through innovative mechanisms by the urban local body. Rs 62,009
crore is the budget provision for the programme. Of this, the Centre's share is Rs 14,623 crore. Of the
Centre’s share of Rs 14,623 crore, Rs 7,366 crore earmarked for solid waste management, Rs 4,165
crore for individual household toilets, Rs 1,828 crore for public awareness and Rs 655 crore for
community toilets.
Swachh Bharat Mission for Urban Areas 2.0
SBM-U 2.0 envisions to make all cities ‘Garbage Free’ and ensure grey and black water management
in all cities other than those covered under AMRUT, make all urban local bodies as ODF+ and those
with a population of less than 1 lakh as ODF++, thereby achieving the vision of safe sanitation in
urban areas. The Mission will focus on source segregation of solid waste, utilizing the principles of
3Rs (reduce, reuse, recycle), scientific processing of all types of municipal solid waste and
remediation of legacy dumpsites for effective solid waste management. The outlay of SBM-U 2.0 is
around Rs 1.41 lakh crore for the period 2021-22 to 2025-26.
This will be a continuation of the Swachh Bharat Mission (Urban), with the following
components for funding and implementation across all statutory towns, viz.
➢ Sustainable sanitation (construction of toilets)
➢ Wastewater treatment, including fecal sludge management in all ULBs with less than 1
lakh
population (this is a new component added to SBM-U 2.0)
➢ Solid Waste Management
 ➢ Information, Education and Communication, and
➢ Capacity building.

Role of Technology in sustainability practices Technology can play a significant role in

promoting and operationalising sustainable tourism. It allows us to capture relevant data to track our
progress towards a more sustainable future, educate visitors and businesses on sustainable tourism
practices, and create new modes of travel. Overall, more attention should be given to how introducing
new technologies can affect a more sustainable development route for tourism. By harnessing
technology, the tourism industry can work towards reducing its environmental footprint, supporting
local communities and preserving cultural heritage. Technology should be viewed as a tool to aid
sustainable tourism efforts rather than a defining factor. A holistic approach that values technological
advancements and traditional sustainable practices will ultimately lead to a thriving and responsible
tourism industry. The most recent technological advances are already disrupting even the most
traditional markets and can enable strategically agile and robust processes. Here are some ways in
which technology is influencing sustainable tourism:
1. Digital Transformation: The growth of digital technologies has transformed how tourism
operates. Online platforms, such as travel websites and booking engines, allow tourists to plan their
trips more efficiently and reduce their carbon footprint.
2. Sustainable Destination Management: Technology can be used to support the development
of sustainable destination management practices, such as monitoring tourist flows and managing the
distribution of visitors across different areas. This helps reduce tourism's impact on sensitive
environments while also ensuring that local communities benefit from the economic benefits of
tourism.
3. Green Accommodation: The use of technology can also help promote sustainable practices
in accommodation establishments. For example, smart systems and energyefficient technologies can
help reduce energy consumption and waste while improving the guest experience.
4. Responsible and Ethical Tourism: Technology can encourage sustainable behaviour and
support sustainable tourism development by providing travellers with up to date information and
applicable resources.
5. Carbon Offsetting: Finally, technology can support carbon offsettings and other
sustainability initiatives, such as using renewable energy sources and sustainable transportation
options. By tracking and offsetting their carbon footprint, tourists can actively contribute to the
sustainability of tourism.
6. Power of the cloud: Migrating business processes to the cloud can boost an organisation's
efficiencies, security, and sustainability. We will delve into this one a bit more.
SOURCES OF FUNDING, INCENTIVES & CONCESSIONS FOR TOURISM
Tourism emerged as an economic term and a known field only after the second five-year plan
(1956). Though, Jawaharlal Nehru (First PM OF India) was the first person to recognise it. He
powerfully believed that tourism could play an essential role in economic development of India by not
only offering chances such as employment, forex, revenue, but in terms of international co-operation,
peace and harmony. Since, the introduction of the first five-year plan, large number important steps
have been taken to improve tourism till date. From the making of Indian Tourism Development
Council (ITDC) in 1966; several tourism policies, and committees have been formed to develop
tourism in India. Whether it was 1982 National Tourism Policy, setting up of tourism committee in
1988, formation of Tourism Finance Corporation in 1989, the national action plan 1992, national
strategy to promote tourism in 1996 and a new tourism policy in 1997 & 2002, all to develop the
tourism sector.
Apart from the central policies, policies have also been implemented at the state levels. Apart
from the centre & state governments, a large number of other bodies both at national and international
level have been supporting funding in tourism.
At national level organisations like Tourism Finance Corporation of India, Indian Tourism
Development Corporation, ministry of tourism, Ministry of Rural Development and Ministry of
Environment and at international level bodies like United Nations World Tourism Organization
(UNWTO), United Nations Educational, Scientific and Cultural Organization (UNESCO), Angles
investors, The World Bank Group, International Monetary fund (IMF), Asian Development Bank
(ADB) are involved in funding activities in Tourism. There are numerous examples where these
organisations have given funding to develop a form of tourism and to support sustainable
development in tourism. In similar fashion, the Government of India, Ministry of Tourism and the
United Nations Development Programme (UNDP) in India have been engaged in an edge on Rural
Tourism in 2002.
The Endogenous Tourism Project-Rural Tourism Scheme (ETP-RTS) covered 36 sites spread
geographically all over the country, but these pilot project experiences had much to offer in terms of
knowledge about the connection between community dynamics and tourism projects. Development of
tourism at tourism destinations can have a severe mass impact due to uncontrolled growth and
ignorance of the carrying capacity of the place. Though the emphasis must be to attract more tourists
at a destination & improve the socioeconomic status of the locals. But at the same time, the emphasis
should be also to maintain and conserve the place.
 Figure: Tourism stakeholders (Gutierrez et al., 2005)

Whenever, we want to bring holistic development of tourism at a destination. It is not a simple

task. As, you may not be able to bring changes at all places in a destination. There may be some
locations or destinations under the jurisdiction of central agencies such as ASI, Port Trusts in India,
ITDC etc. and you may not be able to bring total transformation. At times, you may have funding
issues or sometimes you may have issues related to other resources. Hence, in order to get rid of all
such insufficiencies and to bring active involvement of the Central Agencies. The tourist interest
assets owned by Central/State Governments/UT Administrations/Central Agencies which have
potential. They can surely be developed through the role of those central agencies and co-ordination
with other specialized/ expert agencies. The renovation work could be done by expert/specialized
agencies duly approved by Central Agencies like ASI, Port Trust, and ITDC, etc. and under their
management. So, then the central ministries such as Railways would play the role as the central
Agencies and help in providing financial assistance. In case, the central agency is working as an
execution agency, the product developed shall be shifted to the concerned authority on achievement of
work (Tosum, 2005).
Sources of Funding There are numerous numbers of national and International organisations funding
tourism projects in the country. Some of them are:
1. Ministry of Tourism, Government of India: Ministry of tourism is one of the major
organizations, which is funding a large number of tourism projects throughout the country.
Projects like development of tourism infrastructure for instance, development of airports,
railways, hotel and restaurants, eco- tourism projects, rural tourism projects etc.
2. Various State tourism departments: Different state tourism department are also playing a
crucial role in funding tourism projects in their states. The focus is to develop tourism projects
like adventure tourism spots, rural tourism sites, ecotourism sites, development of places of
importance. For instance, religious sites in the state, development of health and Yoga tourism
 and state tourism department also give financial assistance to tour operators, travel agents,
hotels and homestays etc.
3. Tourism Finance Corporation of India is also source of funding in the tourism sector:
TFCI is one of the major organization funding tourism projects in India. TFCI normally
considers financial assistance to projects with capital cost of at least RS 20 crore, but for
providing financial assistance to heritage hotels, restaurants, food courts, pubs, tour operators,
travel agents, transport sector, health spa /centres, recreational facilities and renovation / up
gradation/expansion, lower project cost could be considered depending on the nature of the
project, past track & credit record.
4. Indian Tourism Development Corporation (ITDC) is also source of funding in the tourism
sector: ITDC also funds various tourism projects throughout the country, the focus is on
development of the hotels and other hospitality related units. ITDC aims to fulfil the increasing
demand for accommodation and maintain the world class standards.
5. United Nations World Tourism Organization (UNWTO): It is a very important organization
in the world, which is funding a lot of tourism project across the globe, keeping in mind
sustainable development, UNWTO focuses for the development of tourism and maintain world
class standard in the development process.
6. United Nations Educational, Scientific and Cultural Organization (UNESCO) also funds
tourism projects:
 UNESCO plays an important role in funding of different projects in the area of tourism. The
preservation and safeguard of World Heritage sites wouldn’t be possible without the
monetary resources to encounter World Heritage needs.
 Sources of revenue include the World Heritage Fund, which obtains most of its income from
compulsory contributions from countries (States Parties) and from voluntary contributions.
 Other sources of revenue comprise of profits pumped out of from auctions of World
Heritage publications, or funds-in-trust that are donated by countries for particular work.
7. Angles investors also funds tourism projects: Angle investors are very important private
organization funding tourism projects. He is a rich or affluent person/institution who gives
capital for a business start-up, for convertible debt or ownership equity. This segment of
investors is growing up through online equity and invests their capital or their guidance to their
portfolio companies. Angle investors put up their money or capital in minor start-ups or
entrepreneurs. They may give one-time investment to move the business and encourage the
company in their hard times. He is also known as informal investor, angel funder, business
angel, seed investor or private investor.
8. The World Bank Group: The World Bank is a major source of funding for various projects
throughout the world. It also funds various tourism projects across the globe. World Bank
works on all major areas of development and provides financial products and technical
 assistance. It focuses majorly on development of rural areas and improving the quality of lives
of people of different communities.
9. International Monetary fund (IMF): IMF is an international organization with members of
189 countries, functioning to raise global monetary cooperation, secure financial stability,
facilitate international trade, encourage high employment and sustainable economic growth,
and elevate poverty around the world. IMF also is a major source of funding for various
tourism projects in India and Internationally. It also gives financial assistance for tourism
projects like rural and eco-tourism areas development.
10.Ministry of Rural Development and Ministry of Environment: Ministry of rural
development is also a major source for funds for the development of tourism projects like rural
tourism areas and even ministry of environment also gives financial assistance for development
of rural sites and environment protection like protection of national parks and biodiversity
reserves for tourism. Ministry of environment have been conducting various environment
protection program and projects and fund these projects.
11.Asian Development Bank (ADB): The Asian Development Bank (ADB) is a local
development bank founded on 19 December 1966, which is headquartered in the Ortigas centre
situated in Mandaluyong, Metro Manila, Philippines. Asian development bank also preserves
31 field offices throughout the world to encourage social and economic development in Asia.
Asian development bank, also offers funding and financial assistance for tourism projects in
India and across Asia (Miller & Twining-Ward, 2005).
Incentives and Concessions for Tourism Projects in India for different States:
 All the states Governments in India have also implemented & subsidized multiple number of
tourism plans with the aim to improve the tourism potential in their states.
 Numerous financial incentives and investor friendly policies are being implemented by the state
governments for the development of state tourism infrastructure.
 Financial Incentives are given to tourism projects and investor friendly strategies are followed in
the various states of India.
Himachal Pradesh
• There is no tax on entertainment units for a period of ten years. • The relaxation of taxes for Home
Stay Tourism Units for a period of 10 years in the rural areas.
• In order to boost private businesspersons for setting up of tourism units, the State is giving incentive
of 15 per cent as capital investment subsidy up to a maximum Rs. 50 lakhs.
• The new Hotel units opened in the tribal areas are exempt from giving luxury tax for a time period
of 10 years (from 1st April, 2012).
• Overdue payment of luxury tax by Hotels and tourism Units • Special incentives for satellite towns
and Cyber cities will be given with investment of over USD 21.5 million by NRIs and foreign
investors
Punjab
• Land would be easily provided on nominal terms for setting up of hotels and restaurants.
• Soft loans are given for setting up of new tourism projects and for extension of the old tourism
projects
Haryana
• No charge on electricity for five years for tourism purpose
• Provisions for personalised (tailor-made) incentives for tourism projects having outlay of INR 0.3
billion.
• The tourism projects are given facilities for Land auction and institutional finance.
Uttarakhand
• 100% exemption on entertainment tax for first three years and 30% for the next five years
• 100% tax exemption on amusement parks and ropeways for five years 5 years • The new projects are
given subsidy to the tune of INR 3 million as facility of Capital investment.
• The new tourism units will have no tax/rebate for 5 years for payment of the luxury tax.
• 20% Assistance/Support is given for investment of INR 1million.
• Easy land availability on equitable price for tourism on certain terms and condition applied
Rajasthan
• There is no tax for seven years for the new tourism entities. (50% stamp duty exemption, 100%
luxury tax exemption, 50% electrical duty exemption, 50% entertainment duty exemption, 50%
conversion charges).
• Hotel and motel can avail interest subsidy
• Tourist areas have to pay low land conversion charges
• Institutional finance is also provided for tourism units
Uttar Pradesh
• A large of benefits given to organisations working in tourism sector such as exemption of five years
on luxury and entertainment tax in case of new ropeways, exemption of trade tax for restaurants.
• The paying guest houses have exemption for entertainment tax.
• No charges on stamp duties • 10% subsidy and capital subsidy schemes for Heritage hotels
• Facility of institutional (organisational) finance and monetary support to tourism amenities in hilly
areas.
In order to start or expand any small or large business there is a need for capital or funds,
without capital it is very difficult to start or run a business. Every business requires or need capital or
funds at the time of initial start and for its day to day operations. In order to fulfil the demand for
capital or funds there are number of organisations both public and private, national or International
who are providing financial assistance to both small scale and large-scale industry. Similarly, in
Tourism business there is a need for capital or funds for the starting or for its operation, and there are
different corporations and organisations who are funding tourism project all over the country. For
instance, ITDC, TFCI, Ministry of tourism, ministry of environment, Different state tourism boards,
Angel investors etc. also there are international organisations who are funding tourism project all
across the globe some of them are UNWTO, UNESCO, IMF, ADB etc. Both these national and
international organisations play an important role in the development of small and large-scale
businesses in Tourism and Travel trade. Even the Ministry of tourism (MOT), Government of India
(GOI) and various state tourism departments also provide or give different concessions and incentives
for starting or running a tourism business in the country with the aim of development of the Tourism
industry and the economy as a whole and focus on sustainable side of tourism development which
would be beneficial for both socio-economic and environment development and preservation of
natural resources of the country And to boost the flow of tourists in the country and make the tourism
industry more organised and improve the status of tourism in the country.
MICE (Meetings, Incentives, Conferences, and Exhibitions)
The Ministry of Commerce & Industry is promoting India as a global MICE (Meetings,
Incentives, Conferences, and Exhibitions) destination. The objective is to showcase India's MSME
sector, traditional handicrafts, artisanal offerings, weavers, and manufacturing prowess internationally.
The Ministry also unveils India’s ambitious Mega Events line-up for the coming months;
Aatmanirbhar Bharat Utsav, Indus Food, Bharat Mobility Global Expo 2024 and Bharat Tex.
MICE is a term used in the tourism and events industry to categorize and represent a segment
related to business and corporate tourism.
MICE tourism involves organizing and hosting events, meetings, conferences, exhibitions,
and incentives for companies and groups. These activities aim to facilitate networking, knowledge
exchange, business collaborations, and the showcasing of products and services within a professional
or business context. The main purpose is to create a networking platform for business, industry,
government and Academic Community and engage in meaningful conversations.
The term MICE (Meetings, Incentives, Conventions and Exhibitions) represents a sector of
tourism which includes business events and activities. Travellers attending MICE activities have a
purpose beyond leisure tourism, and are in fact business travellers. These business travellers are
connected to different sectors of the tourism and hospitality industry through their MICE activities.
Think of business travellers who travel to a city to attend an exhibition. They will need food, drinks,
shopping, entertainment, transport, accommodation and more.
What are Meetings, Incentive Travels, Conventions and Exhibitions (MICE)?
Meeting: A meeting is the coming together of a group of people to discuss or exchange information.
In some regions, meetings may be seen as a small-scale conference by others.
Incentive Travels: Incentive travels include leisure trips emphasizing pleasure and excitement and
which may appear to have little or no connection to business
Conventions: An event where the primary activity of the attendees is to attend educational
sessions, participates in meetings/discussions, socialize, or attend other organized events.
Exhibitions: Exhibitions can generally be portrayed as „presentations of products and
services to an invited audience with the object of inducing a sale or informing the visitors‟.
Attendee Meetings Incentives Conferences & Conventions Exhibitions Tourism Hospitality
According to the ICCA (International Congress & Convention Association), the definitions of
the meeting, conference and exhibitions are as follows (WTO, 2006):
Meeting is a general term that indicates the coming together of a number of people in one
place, to confer or carry out a particular activity. Frequency can be on an ad hoc basis or
according to a set pattern, as for instance annual general meetings, committee meetings,
etc.
Reasons for MICE People who attend MICE activities are mainly there for:
a. Stimulation: Getting new ideas Meetings, Incentives, Conventions and Exhibitions (MICE)
b. Networking: Meeting with others: colleagues, customers, buyers and people who share
the same interests.
c. Continuing their education: Learning new skills and furthering their education.
d. Product update: Finding out about new products that are available.
e. Spread new information: Transmitting new concepts and ideas.
f. Strategic planning: Collective brainstorming for the future.
The heart of MICE is communication!
Convention and Visitors Bureau (CVB): The organization or government department that promotes
MICE activities to attendees and clients while regulating and supporting MICE clients and other
suppliers. Some countries, such as the United States, not only have CVBs at a national level but on
provincial and municipal (city) levels. Some states only have tourism boards to handle CVB
responsibilities. Hong Kong is one example. c. Airlines: Provides transportation services for attendees
of MICE activities, such as Cathay Pacific d. Cruise lines: Provides transportation services,
accommodation and venues for attendees of MICE activities e. Venues: Provides spaces where MICE
activities can be held, such as: (i) Convention and Exhibition Centres, built specifically for MICE
activities (ii) Hotel Ballrooms, Conference Rooms or Meeting Rooms (iii) Alternatives venues include
universities, castles and heritage homes f. Restaurants: Provides food and beverage for MICE
activities and at times can even be used as venues
Major MICE destinations across the world and their performance As per latest release by
International Congress and Convention Association (hereinafter referred to as ICCA) more than
11,000 large scale meetings have been organized in all countries across the world. The following
countries lead the fray as far as organizing meetings are concerned:-
MICE Destination Country
1. Paris, France
2. Vienna, Austria
3. Madrid, Spain
4. Berlin, Germany
5. Barcelona, Spain
6. London, England
7. Singapore, Singapore
8. Amsterdam, Netherlands
9. Istanbul, Turkey
10. Prague, Czech Republic
Scope in India: Core MICE infrastructure amenities are at par with most developed countries. India
has consistently improved its rank in World Bank Ease of Doing Business and WEF Travel and
Tourism Competitiveness Rank (54th in 2021). Growing Economic Strength of India. India has
progressed rapidly in the areas like Information Technology, and Scientific Research.
Global Scenario and India: The International Congress and Convention Association (ICCA)
brings out the ranking of countries and cities based on the international association meetings tracked
by ICCA. As per ICCA Country and City Rankings 2019, USA remained as number 1 country with
934 meetings out of a total 13,254 meetings followed by Germany, France. India: Indian MICE has
less than 1% share in the estimated global MICE business despite the natural & cultural advantages of
India and being one of the highest growing economies. India is ranked 28th with 158 meetings in the
2019 ICCA ranking of countries.
India's position in the MICE Map of the World Globally the MICE market, which includes
around 400,000 conferences and exhibitions, is estimated at a size of US$280 $300 billion. Many
nations‟ tourism economy thrives on this sector. Asian MICE market has been one of the biggest
growth stories with a rate of 38 per cent rise since 2006 which accounts for US$60 billion. Despite
these phenomenal figures, India is one nation which is yet to tap the potential of this huge MICE
business. Some of the key reasons behind this failure are lack of world class exhibition and
conference infrastructure in the nation. Another major challenge is the higher taxation policies by the
governments, due to which we lose the MICE business to the neighbouring competitors. According to
the ITB World Travel Trends Report, MICE contribution to the total travel market is 54 per cent.
According to the figures from 2015, North America has the largest market share, followed by Europe
and Asia Pacific which is further bound to grow. But, when it comes to India, it only shares as low as
one per cent of the global market share. In 2012, India as a MICE destination ranked 25th, but
according to the 2015 statistics India.
 MICE Tourism in India: Challenges and Opportunities India has been downgraded to the
35th position. One of the most important features of the MICE business is that it is not sensitive to the
seasonality factor. In that case, India needs to develop itself as one of the most lucrative destinations
with its world heritage sites, culture and ethos. The MICE industry in India, though well equipped to
take on its' immediate neighbours and in certain cases the Global warhorses, has to trudge a long path
before it comes up as a “Top of the mind” destination amongst global MICE organizers. As per ICCA,
India occupies 35th position in the world, with a total of 116 Global conferences organized in the year
2014 -15. In this category the global leaders include USA (831 meetings), Germany (659 meetings),
Spain (578 meetings), United Kingdom (543 meetings) and France (533 meetings). In terms of
immediate neighbours, only China (332) leads at the world stage, other competitors like Taipei (145),
Singapore (142), Malaysia (133) and Thailand (118) are within the striking range.
In terms of no. of participants attending a conference however, India occupies a better the
position. It is ranked 25 with 60 participants per meeting. The figures around the world are as
mentioned below:- a. USA – 365 participants per meeting b. Spain – 289 participants per meeting c.
Germany – 264 participants per meeting d. France – 233 participants per meeting e. UK – 199
participants per meeting f. China & Brazil – 127 participants per meeting The New Delhi occupies 69
positions in the world with 35 meetings organized. The figures of Paris, Vienna and Madrid are in
excess of 200 for the same period.
MICE Destinations of India
 Hyderabad
 Chennai
 Pune
 Jaipur
 Chandigarh
 Delhi
 Agra
 Mumbai
 Goa
 Bangalore
 Cochin
 Bhubaneswar
Tourism was the first sector to be hit by the pandemic and will be the last to recover. While domestic
leisure tourism shows green shoots of recovery with the emergence of “Revenge Travel” during the
new year, business travel remains lull. The accelerated adoption of technology platforms by
businesses to weather the disruption will mean MICE, particularly international MICE will take a
longer time to recover to pre-Covid levels. This feature report examines the current positioning of the
Indian domestic and inbound MICE market, its current positioning, key government initiative to
provide impetus, Covid impact and key industry expectations for the sub-sectors future development.

Indian MICE has an estimated less than 1% estimated global share despite the natural &
cultural advantages of India and being one of the highest growing economies. In each vertical of mice,
be it meetings, incentives conferences, exhibitions and events, the recall value of the Indian MICE is
considered low. While the professional bureau - Indian Convention Promotion Bureau a joint initiative
of the industry and Government is making its efforts, the Indian Congress and convention sector has
still a long way to go. MICE segment in India is a confluence of multiple stakeholders requiring
focused efforts in coordination and cohesiveness across different stakeholders for seamless
implementation. The sector requires are multi-node strategy tackling pressing challenges of the MICE
segment.