Latest Trends in Indian Tourism.
By Shashank Sharma
Published in National Research Journal of Humanities & Social Sciences, July-Dec 2016, Vol. 4(8), pp. 10-13. A National Referred Journal; ISSN No. 2321-8282
With a fascinating kaleidoscope of races, languages, religions, customs and traditions, India is a world in itself. It offers enormous diversity in topography, natural resources and climate, thus making it a tourist destination for all travellers in all seasons. It won’t be an overstatement if I say that India has the most diverse tourist attractions in the world. It is India’s legendary diversity that provides travel agencies and tour operators with endless opportunities to sell its charms.
In the last few years, there has been an e-commerce boom in the country and the fascination of the modern day traveller with their digital devices is no mystery. There is now an increased use of the internet, particularly social media, and technology by consumers while taking decisions pertaining to their travel itinerary. With the growth of the online travel industry, in all its different guises, people now have a lot more information at their fingertips and the research process has become a larger and rather interesting part of holiday planning. In a survey by Google and Ipsos MediaCT, 70% respondents claimed to begin researching online before deciding where or how they want to travel. More and more Indians are looking up to the internet to find new experiences to enjoy. As a result of this trend, travel industry providers have grown exponentially in India, thus visitors now have more options than ever. This in turn means that India has a task at hand to keep up with demand, and the demands.
In this paper I will discuss the interesting micro trends that can be observed in the evolving Indian travel landscape.
The Usher of the Hostel Era:
Only until a few years back, the concept of hostels was totally unheard of in India. Though there were always other budget options available for backpackers, but in the last few years there has been a mushrooming of youth hostels across popular tourist circuits, especially in Delhi, Agra and tourist towns of Rajasthan.
Such hostels not only provide an affordable, safe and clean accommodation but have lot more to offer to the travel hungry and cost conscious modern youth. In the mad rush of Indian cities, these hostels make life a lot easier, and the country more accessible, for the low budget traveller. And these hostels aren’t just catering to backpackers from abroad, but are also becoming increasingly popular with Indian youth who have a new found interest in the form of travel. So much so that Zostel, one of the pioneer hostel-chain in India has plans for a staggering 30 more properties by the end of the year. According to Pavan Nanda, a co-founder of Zostel, "Indian traveller’s mind-set has evolved significantly over the past few years. Travel is now seen as a mode of self-realisation, exploration and experiencing different forms of lifestyles. Leisure travel is not a product of luxury but rather considered a necessity to consolidate one's energy."
In this paper I will further discuss the overwhelming change in the mind-set of modern Indian youth who have a different attitude to travel & tourism than the previous generations.
The Growth of Boutique Hotels:
Boutique hotels are usually privately-run small hotels, and are being hailed as the new generation of hotels by experts in the tourism industry. For those tourists who yearn for luxury travel but don’t have the budget, boutique hostels provide a great opportunity. They’re authentic, full of personality and often locally or family-run. In the recent years, there has been a definite surge in the number of boutique hotels in the country, and they are particularly attracting foreign clientele especially those with deeper pockets. Experts advocate that boutique hotels should be a key element in India's plans to boost tourism, as they almost always present an opportunity for tourists to be more engaged with their surroundings (and not limiting them in a tourist 'bubble') while still having a certain level of comfort.
It is rather unfortunate that in the recent times the 'boutique' tag is severely abused and misused by the private, conventional and often state-supported corporate hoteliers. Though the quality of this form of accommodation will always be on the rise, but the absence of any consistent and trustworthy starring system remains an obstacle, and even acts as a deterrent for the customers to make a well-informed choice. Boutique hotels also face the unique challenge of meeting the needs and demands of a clientele that has a large disparity in their tastes and standards. The disparity becomes even more acute when foreign tourists are added to the mix.
New Destinations:
Another emerging trend that is pretty much evident is the curiosity to explore new destinations, amongst both the well to do upper-middle-class of Indians and foreign tourists. States like Gujarat, 'heavenly' Kashmir, and the stunning North-East of India have witnessed lot of growth in tourism, both domestic and international, more so as the tourist infrastructure improves and as more service providers enter the online marketplace.
In a state like Rajasthan which is already on top of every foreign tourist’s list of must visit places, lesser-known destinations like Bundi (nestled between Jaipur and Udaipur) are now becoming popular amongst international visitors. The prospect of such destinations gets a boost with improved connectivity as a result of laying of better highways and proximity to nearby tourist attractions.
Rajasthan, for that matter has no dearth of such new destinations that are gaining popularity amongst tourists. Some such towns in the state that have lately started to appeal to the tourists are: Shekawati - best known for its majestic havelis that feature magnificent fresco paintings. Hadoti - home to some of the most majestic archaeological wonders. Bundi - home to a placid man-made lake as well as a fairy-tale palace that is located on the foothills of the mountain.
Adventure Sports Opportunities:
It is a wonder in itself that with the length of India's coastline, the wildness of its interior and the staggering beauty of the Himalayas, it does not already feature on the adventure/extreme sports locations list. This is, of course, largely to do with the lack of infrastructure, but India is gradually emerging as a popular adventure sports destination. India has immense potential for adventure sports, right from mountaineering, trekking, paragliding and rafting to scuba diving; India promises to offer the discerning traveller an experience that will last a lifetime. If northern India offers wonderful opportunities for trekking, mountaineering, paragliding, skiing and river rafting, southern India is wonderful destination for water sports. For the lovers of scuba diving or snorkelling, Lakshadweep and Andaman islands are the places to visit.
But apart from these well-established activities, there are many other High-Octane adventure sports in India not many travellers know about and that are yet to gain popularity. Some of the notable mentions are Microlight Flying in Mysore, Heli Skiing in Auli, Scuba Diving in Netrani Island, Dune Bashing in Jaisalmer, Hot Air Ballooning in Ranthambore, Sky Diving in Mysore, Zip Lining at Neemrana Fort, Kite Surfing at Morjim Beach, Spelunking in Meghalaya, and Bunjee Jumping in Rishikesh among others. It is the diverse topography of India that varies from snow-capped mountains on one hand to dessert and sea on the other, making India an ideal adventure sports destination.
The Visa On Arrival Scheme:
In order to boost tourism numbers, the Indian Government decided to implement a new visa policy, allowing visitors to obtain a visa on arrival at 16 designated international airports by obtaining an Electronic Travel Authorisation online before arrival without the need to visit an Indian consulate or visa centre. As a result of this, 56,477 tourists arrived on e-Tourist Visa during the month of October 2015, as compared to 2,705 during the month of October 2014, marking a growth of 1987.9%. During January–October 2015 a total of 2,58,182 tourist arrived on e-Tourist Visa as compared to 21,995 during January–October 2014 registering a growth of 1073.8%.
ETA is issued for tourism, visiting friends and family, short duration medical treatment and business visits. The scheme was renamed to e-Tourist Visa (eTV) on 15 April 2015. E-Tourist Visa allows arrival at 16 airports across the country. In January 2016 it was announced that the multiple entries will become available for eTourist Visa holders. The visa on arrival requires a tourist to apply online on a secure Government of India website, at least 4 to 30 days before the date of travel. If approved, the passenger must print and carry the approved visa with the travel documents. The visa allows holders of Electronic Travel Authorisation (ETA) to enter and stay anywhere in India for 30 days. The visa on arrival facility is expected to be expanded to about 180 countries over time.
On 30 November 2016 the Government of India approved further liberalization, simplification and rationalization of visa regime in India. In the visa free list will be added the following countries: Angola, Burundi, Cameroon, Cyprus, Mali, Niger, Rwanda, Sierra Leone. E-visa will have a validity of 60 days and can be applied for by foreign nationals up to four months ahead of the visit. Moreover, 5 seaports - Mumbai, Kochi, Chennai, Goa and Mangalore - will receive tourists coming with e-visa.
The New India:
The last few years have seen a lot of budding start-ups providing travel services. Interestingly, more and more of these businesses are specialising in domestic tourism, which can mainly be attributed to the gap that exists between the supply and the demand that exists due to the expansion of the Indian middle class. Another positive thing that’s taking place is that many of these ventures are being led by young generation of Indians who are known for their entrepreneurial spirit, and many of whom, unlike their parents, have now travelled and seen how things are done overseas, especially in European and South-East Asian nations.
The national capital, New Delhi, has promoted bed & breakfast and homestay accommodation, but the safety of foreign tourists in the city still remains a big reason to worry. The royal palaces and havelis of Rajasthan are being converted into heritage hotels, and the increase of B&Bs in Himachal Pradesh is noticeable. At the same time, the government should spare a thought for the owners of such properties, who are fed-up of red-tapism in government offices and the notorious tax framework that has plagued the country for decades. The hotel and restaurant businesses are now demanding the government for lesser formalities, less-complex paperwork and easier entry to the trade.
But one issue that has always been a bottleneck for Indian tourism, and still remains to be so is the lack of adequate infrastructure coupled by the acute deficit of tourism superstructure. The infrastructure no doubt is improving but that’s happening at a snail’s pace. The construction of metro rail networks, new highways & expressways and the recently opened swanky new airports in many major cities are big steps in the quest for foreign visitors. The Indian tourism industry has come a long way in the last decade or so, but the positive trend can continue only if the central and the state governments demonstrate willpower to do so. Even though it’s a maddening place to holiday but the rewards of travel in India remain as rich as ever.
In the last few years, there has been an e-commerce boom in the country and the fascination of the modern day traveller with their digital devices is no mystery. There is now an increased use of the internet, particularly social media, and technology by consumers while taking decisions pertaining to their travel itinerary. With the growth of the online travel industry, in all its different guises, people now have a lot more information at their fingertips and the research process has become a larger and rather interesting part of holiday planning. In a survey by Google and Ipsos MediaCT, 70% respondents claimed to begin researching online before deciding where or how they want to travel. More and more Indians are looking up to the internet to find new experiences to enjoy. As a result of this trend, travel industry providers have grown exponentially in India, thus visitors now have more options than ever. This in turn means that India has a task at hand to keep up with demand, and the demands.
In this paper I will discuss the interesting micro trends that can be observed in the evolving Indian travel landscape.
The Usher of the Hostel Era:
Only until a few years back, the concept of hostels was totally unheard of in India. Though there were always other budget options available for backpackers, but in the last few years there has been a mushrooming of youth hostels across popular tourist circuits, especially in Delhi, Agra and tourist towns of Rajasthan.
Such hostels not only provide an affordable, safe and clean accommodation but have lot more to offer to the travel hungry and cost conscious modern youth. In the mad rush of Indian cities, these hostels make life a lot easier, and the country more accessible, for the low budget traveller. And these hostels aren’t just catering to backpackers from abroad, but are also becoming increasingly popular with Indian youth who have a new found interest in the form of travel. So much so that Zostel, one of the pioneer hostel-chain in India has plans for a staggering 30 more properties by the end of the year. According to Pavan Nanda, a co-founder of Zostel, "Indian traveller’s mind-set has evolved significantly over the past few years. Travel is now seen as a mode of self-realisation, exploration and experiencing different forms of lifestyles. Leisure travel is not a product of luxury but rather considered a necessity to consolidate one's energy."
In this paper I will further discuss the overwhelming change in the mind-set of modern Indian youth who have a different attitude to travel & tourism than the previous generations.
The Growth of Boutique Hotels:
Boutique hotels are usually privately-run small hotels, and are being hailed as the new generation of hotels by experts in the tourism industry. For those tourists who yearn for luxury travel but don’t have the budget, boutique hostels provide a great opportunity. They’re authentic, full of personality and often locally or family-run. In the recent years, there has been a definite surge in the number of boutique hotels in the country, and they are particularly attracting foreign clientele especially those with deeper pockets. Experts advocate that boutique hotels should be a key element in India's plans to boost tourism, as they almost always present an opportunity for tourists to be more engaged with their surroundings (and not limiting them in a tourist 'bubble') while still having a certain level of comfort.
It is rather unfortunate that in the recent times the 'boutique' tag is severely abused and misused by the private, conventional and often state-supported corporate hoteliers. Though the quality of this form of accommodation will always be on the rise, but the absence of any consistent and trustworthy starring system remains an obstacle, and even acts as a deterrent for the customers to make a well-informed choice. Boutique hotels also face the unique challenge of meeting the needs and demands of a clientele that has a large disparity in their tastes and standards. The disparity becomes even more acute when foreign tourists are added to the mix.
New Destinations:
Another emerging trend that is pretty much evident is the curiosity to explore new destinations, amongst both the well to do upper-middle-class of Indians and foreign tourists. States like Gujarat, 'heavenly' Kashmir, and the stunning North-East of India have witnessed lot of growth in tourism, both domestic and international, more so as the tourist infrastructure improves and as more service providers enter the online marketplace.
In a state like Rajasthan which is already on top of every foreign tourist’s list of must visit places, lesser-known destinations like Bundi (nestled between Jaipur and Udaipur) are now becoming popular amongst international visitors. The prospect of such destinations gets a boost with improved connectivity as a result of laying of better highways and proximity to nearby tourist attractions.
Rajasthan, for that matter has no dearth of such new destinations that are gaining popularity amongst tourists. Some such towns in the state that have lately started to appeal to the tourists are: Shekawati - best known for its majestic havelis that feature magnificent fresco paintings. Hadoti - home to some of the most majestic archaeological wonders. Bundi - home to a placid man-made lake as well as a fairy-tale palace that is located on the foothills of the mountain.
Adventure Sports Opportunities:
It is a wonder in itself that with the length of India's coastline, the wildness of its interior and the staggering beauty of the Himalayas, it does not already feature on the adventure/extreme sports locations list. This is, of course, largely to do with the lack of infrastructure, but India is gradually emerging as a popular adventure sports destination. India has immense potential for adventure sports, right from mountaineering, trekking, paragliding and rafting to scuba diving; India promises to offer the discerning traveller an experience that will last a lifetime. If northern India offers wonderful opportunities for trekking, mountaineering, paragliding, skiing and river rafting, southern India is wonderful destination for water sports. For the lovers of scuba diving or snorkelling, Lakshadweep and Andaman islands are the places to visit.
But apart from these well-established activities, there are many other High-Octane adventure sports in India not many travellers know about and that are yet to gain popularity. Some of the notable mentions are Microlight Flying in Mysore, Heli Skiing in Auli, Scuba Diving in Netrani Island, Dune Bashing in Jaisalmer, Hot Air Ballooning in Ranthambore, Sky Diving in Mysore, Zip Lining at Neemrana Fort, Kite Surfing at Morjim Beach, Spelunking in Meghalaya, and Bunjee Jumping in Rishikesh among others. It is the diverse topography of India that varies from snow-capped mountains on one hand to dessert and sea on the other, making India an ideal adventure sports destination.
The Visa On Arrival Scheme:
In order to boost tourism numbers, the Indian Government decided to implement a new visa policy, allowing visitors to obtain a visa on arrival at 16 designated international airports by obtaining an Electronic Travel Authorisation online before arrival without the need to visit an Indian consulate or visa centre. As a result of this, 56,477 tourists arrived on e-Tourist Visa during the month of October 2015, as compared to 2,705 during the month of October 2014, marking a growth of 1987.9%. During January–October 2015 a total of 2,58,182 tourist arrived on e-Tourist Visa as compared to 21,995 during January–October 2014 registering a growth of 1073.8%.
ETA is issued for tourism, visiting friends and family, short duration medical treatment and business visits. The scheme was renamed to e-Tourist Visa (eTV) on 15 April 2015. E-Tourist Visa allows arrival at 16 airports across the country. In January 2016 it was announced that the multiple entries will become available for eTourist Visa holders. The visa on arrival requires a tourist to apply online on a secure Government of India website, at least 4 to 30 days before the date of travel. If approved, the passenger must print and carry the approved visa with the travel documents. The visa allows holders of Electronic Travel Authorisation (ETA) to enter and stay anywhere in India for 30 days. The visa on arrival facility is expected to be expanded to about 180 countries over time.
On 30 November 2016 the Government of India approved further liberalization, simplification and rationalization of visa regime in India. In the visa free list will be added the following countries: Angola, Burundi, Cameroon, Cyprus, Mali, Niger, Rwanda, Sierra Leone. E-visa will have a validity of 60 days and can be applied for by foreign nationals up to four months ahead of the visit. Moreover, 5 seaports - Mumbai, Kochi, Chennai, Goa and Mangalore - will receive tourists coming with e-visa.
The New India:
The last few years have seen a lot of budding start-ups providing travel services. Interestingly, more and more of these businesses are specialising in domestic tourism, which can mainly be attributed to the gap that exists between the supply and the demand that exists due to the expansion of the Indian middle class. Another positive thing that’s taking place is that many of these ventures are being led by young generation of Indians who are known for their entrepreneurial spirit, and many of whom, unlike their parents, have now travelled and seen how things are done overseas, especially in European and South-East Asian nations.
The national capital, New Delhi, has promoted bed & breakfast and homestay accommodation, but the safety of foreign tourists in the city still remains a big reason to worry. The royal palaces and havelis of Rajasthan are being converted into heritage hotels, and the increase of B&Bs in Himachal Pradesh is noticeable. At the same time, the government should spare a thought for the owners of such properties, who are fed-up of red-tapism in government offices and the notorious tax framework that has plagued the country for decades. The hotel and restaurant businesses are now demanding the government for lesser formalities, less-complex paperwork and easier entry to the trade.
But one issue that has always been a bottleneck for Indian tourism, and still remains to be so is the lack of adequate infrastructure coupled by the acute deficit of tourism superstructure. The infrastructure no doubt is improving but that’s happening at a snail’s pace. The construction of metro rail networks, new highways & expressways and the recently opened swanky new airports in many major cities are big steps in the quest for foreign visitors. The Indian tourism industry has come a long way in the last decade or so, but the positive trend can continue only if the central and the state governments demonstrate willpower to do so. Even though it’s a maddening place to holiday but the rewards of travel in India remain as rich as ever.