ISSN-0971-8400

MAY 2010

A DEVELOPMENT MONTHLY

Rs 10

May 2010

Vol 54

Chief Editor : Neeta Prasad

Joint Director (Prod) : J.K. Chandra

Editor : Manogyan R. Pal

Cover Design : Sadhna Saxena

E-mail (Editorial) : editoryojana@hotmail.com
: yojanace@gmail.com
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Let noble thoughts come to us from every side

Rig Veda

CONTENTS
TOURISM IN INDIA : ENSURING BUOYANCY
AND SUSTAINABILITY ................................................................5
Devesh Chaturvedi

RURAL TOURISM IN INDIA ......................................................31

Vijay Thakur

TRAINING MEN TO MANAGE TOURISM..................................8

Manjula Chaudhary

OVERSEAS PATIENTS KNOCKING THE

DOORS OF INDIAN HOSPITALS ..............................................34
Tripti Nath

2010 COMMONWEALTH GAMES : BOON TO

TOURISM IN INDIA ...................................................................11
Rina Ray

AN ALTERNATIVE STRATEGY FOR CULTURAL

AND ECONOMIC DEVELOPMENT OF ORISSA .....................37
Murali Dhar Majhi

BEST PRACTICES THE WINDS OF CHANGE :

BEYOND CONVENTIONAL TOURISM.....................................16
Thinlas Chorol

J&K WINDOW ..........................................................................42

MEDICAL TOURISM WITH SPECIAL EMPHASIS

ON TRADITIONAL MEDICINES ...............................................18
Reba Paul
TOURISM: FRIEND OR FOE OF HERITAGE
AND LOCAL WELL-BEING? ......................................................22
ECO TOURISM : A TOOL FOR
COMMUNITY UPLIFTMENT .....................................................26
P P Shrivastav
NORTH EAST DIARY ...............................................................30

ADVENTURE TOURISM IN INDIA ...........................................43

S P Chamoli
INDIA AND CHINA ENGAGE SOUTHEAST
ASIA BY CULTURAL DIPLOMACY...........................................45
Parama Sinha Palit
GOA : CHALLENGES TO TOURISM..........................................48
Swapnil Naik
DO YOU KNOW? .......................................................................50
SHODH YATRA GENERATOR ACCESSORY FOR
CLEANER EXHAUST...................................................................51

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regarding the contents of the advertisements.

YOJANA May 2010

YE-5/10/1

YOJANA May 2010

About the Issue

estination India has certainly caught the attention of the world in a big way.
Neither the recent global recession nor the guns and bombs of terrorists
have really suppressed the upswing that set in during the early years of
the 2000s. Except for a very brief lull last year, the arrival of foreign tourists has
maintained a steady upward trend, and foreign exchange earnings from the sector
were an impressive 11.7 billion US dollars in 2008. Add to this the growing
aspirations, curiosity, surplus income and new found wanderlust among our own
people and you have a sector that is perhaps the fastest growing tourism sector in
the world, a sector that accounts for 5.92 % of Indias GDP, provides employment
to 49.8 million of her people and has the potential to bring prosperity to rural
and backward areas.

 


 

 
   

 

New frontiers have opened up within the sector that was traditionally focused on heritage, culture and
pilgrimage. Tourists are flocking to Indian hospitals, wellness centres, centres of yoga, ayurveda and other
alternate systems of medicine. The demand for eco tourism, rural tourism, adventure tourism, wildlife tourism
are also growing rapidly. The government has already brought in concepts like caravan tourism and heliport
tourism. Visa on arrival has been introduced for travelers coming from some five countries. The government
is making all out efforts to market "Incredible India", which is indeed today a brand to reckon with.
Its buoyancy notwithstanding, there is still a lot that needs to be set right with regard to the tourism
sector in India. While we have the resource base needed for tourism to thrive, the available infrastructure in
most places is barely rudimentary. There are problems of access to locations, problems of accommodation
with modern amenities, lack of people trained in hospitality to take care of the various needs of the tourists,
uncoordinated and unsynchronized growth of locations. There are questions about sustainable growth of
tourism in the country growth that is compatible with the environment and can sustain itself without
compromising the health of the latter. There are questions about equitable distribution of the benefits arising
from the sector among all stakeholders.
The present issue of Yojana discusses the economics of the sector, its present health, prospects for growth
of some of the new frontiers that have opened up recently, challenges that the sector faces and possible ways
forward. Tourism being the largest service sector in the country and a very important instrument for bringing about
development of remote and less developed areas and generating employment, it is necessary that the government
adopt a multi pronged approach to address its million problems.
YOJANA May 2010



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YE-5/10/8

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TOURISM
OVERVIEW

Tourism in India : Ensuring Buoyancy and

Sustainability
Devesh Chaturvedi

NDIA HAS been witnessing

buoyancy in the tourism
sector as Foreign Tourist
Arrivals (FTA) increased
from 2.38 millions in 2002
to 5.28 millions in 2008. The
Foreign Exchange Earnings (FEE)
also increased from US$ 3.1
billion in 2002 to US$ 11.7 Billion
in 2008. Despite global economic
slow down affecting tourism sector
worldwide, the FTAs in the year
2009 showed only a marginal
decrease of 3% over last year while
the FEEs in rupee terms increased
by 8%. We are now witnessing a
turnaround with increase in FTAs
by 12.8% and FEEs by 41.3%
(in $ terms) in the first quarter of
2010.

Government is
leaving no stones
unturned to ensure
that the tourist
visiting during
the Games period
experience the
Indian hospitality
and its tourism
products to its
fullest

Domestic tourism is one of the

major contributors in the sector
with over 500 million visitors.
The domestic sector adds to
the resilience of this sector and
ensures capacity utilization in the
otherwise lean tourist season. As

per the estimates, tourism sector

accounts for 5.92% of Indias
GDP and about 9.24% or (49.8
million) of total employment
generation (both indirect and
direct). The Planning Commission,
in the Eleventh Plan document
has also commented that it is the
largest service industry in the
country, its importance lies in
being an instrument for economic
development and employment
generation, particularly in the
remote and backward areas.
The vision of Government as
incorporated in the tourism policy
is to achieve a superior quality of
life for Indias citizens through
Tourism which would provide a
unique opportunity for physical
invigoration, mental rejuvenation,
cultural enrichment and spiritual
elevation. The Government has
accordingly embarked upon
developing tourism in a sustainable
and inclusive way through a multipronged strategy of augmenting

The author is Additional Director General, Ministry of Tourism.

YOJANA May 2010

tourism infrastructure, promotion

and marketing in domestic and
overseas markets, development of
accommodation and development
of skilled manpower in the sector.
The policy and programmes are
being oriented to ensure that
the development of tourism is
environmentally sustainable and
there is equitable distribution
of benefits of tourism to all the
stakeholders.
Ministry of Tourism is working
in synergy with other Ministries,
State Governments, Union
Territory Administrations and
the private sector stake holders
to bring about this transformation
in a big way. While providing
financial assistance to State
Governments and Union Territory
Administration for infrastructure
augmentation projects, care is
being taken to ensure that the
development is in conformity
with the local ambience and
vernacular architecture and eco
friendly practices are followed as
far as possible. The endeavor is
to have a holistic and integrated
development of tourist destinations
through convergence of resources
available at central, state and local
administration level.
The Rural Tourism initiative
has been launched at 166 sites
across the country to showcase
Indias rich tradition of art,
culture, cuisines, handicrafts
and textiles as a unique tourism
experience. The objective is to
revive these languishing traditions
by providing backward linkages
(through capacity building) and
forward linkages (by creating
6

demand through marketing

avenues) so that the benefits of
tourism accrue to rural economy.
The Government provides
support in terms of hardware
component wherein essential
infrastructure gaps are filled up
and software wherein the capacity
of the village community is built
up for improving the service
delivery and augmentation of
incomes. The Rural tourism sites
commissioned have witnessed
a quantum increase in foreign
and domestic tourist arrivals and
consequent increase in incomes
levels with empowerment of local
community including women.
Indias Rural Tourism sites such
as Hodka in Gujarat; Raghurajpur
and Pipli in Orissa; Kumbalangi
in Kerala, Pochampalli in Andhra
Pradesh; Lachen in Sikkim are
some of the must visited sites.
The growing domestic and
foreign tourist arrivals have
generated a demand for hotel
accommodation. It is estimated that
there is an additional requirement
of 150000 rooms in the country
of which 100000 is in budget
category. The Government strategy
has been two folds to meet this
challenge. Firstly, Government has
provided incentives like allowing
100 % FDIs in hotel sector and
tax exemption and tax holidays for
hotels coming up at World Heritage
sites, Delhi and adjoining areas.
In addition, Government is also
encouraging and promoting the
Bed and Breakfast /Home stays
across the countries. Recently,
the guidelines for approval and
classification of Bed and Breakfast
units have been relaxed, and there

has been an encouraging rise in

registered units.
Recognizing the fact that
tourism sector is a major
employment generator;
Government has taken several
initiatives to develop skilled and
managerial manpower to bridge
the gap between demand and
supply. While the infrastructure
of Institutes of Hotel Management
and Food Crafts Institutes is
being expanded, the hospitality
education is also being broad based
to cover Universities, Colleges,
Industrial Training Institutes,
Polytechnics and vocational
schools. A new scheme Hunar
Se Rozgar Tak has been launched
in the year 2009-10 to provide
6 to 8 weeks skill development
training to youths who are below
25 years of age and minimum
eighth pass, in Food & Beverage
and Food Production trades. The
results have been encouraging
with most of the trained youths
being gainfully employed in
the sector. With an objective
to make the existing service
providers in hospitality sector
more employable, their skills
are being recognized through a
process of skill certification.
The promotion and marketing
of Indian Tourism under the brand
Incredible India has contributed
in developing immense interest in
Indian tourism products and a surge
in FTAs. Government, along with
the private sector has followed an
integrated 360 degree communication
strategy in the key overseas markets.
The strategy involves promotion and
marketing through print, electronic,
YOJANA May 2010

internet and outdoor media in a

coordinated way to achieve the
synergy. The creatives developed by
Government of India in collaboration
with the private stakeholders have
received and overwhelming response
in the international market and
recognized through series of awards
and accolades.
Having established the Incredible
India brand, the strategy now is to
develop and market niche tourism
products in which the country has
a unique selling proposition. Apart
from the rural tourism initiatives
discussed earlier, strides have
been made in medical, wellness,
adventure, wildlife, eco, MICE and
Golf, tourism and these products
have found enhanced visibility
in our promotional campaigns
depending on the market being
targeted. More and more State
Governments are leveraging their
promotional campaigns by using
the mother brand Incredible India
to showcase their tourism products
through participation in major
international promotional events.
In the year 2009-10, Government
launched new initiatives of Caravan
and Heliport tourism. Under its
Caravan tourism initiative, State
Governments and private sector
is being encouraged to develop
Caravan parks at strategic locations
so that family or group tourism
through campervans is popularized.
On the other hand, the tourist
destinations, which are in remote
and accessible areas, would be
opened up by connecting them
through heliports or helipads, for
which central financial assistance
is being provided.
YOJANA May 2010

A sustainable, clean and

hygienic destination is possible
only through a support and
sensitization of the visitors
and the service providers. The
G o v e r n m e n t s A t i t h i D e v o
Bhawah campaign is aimed to
generate social awareness and
to sensitize the stakeholders on
issues of contemporary relevance
like protection of tourists, good
behavior with tourists, preventing
defacement of monuments and
solid waste management.
In order to give a boost to
domestic tourism, Government
has organized domestic road shows
in the different regions of the
country. These road shows provide
an opportunity for the concerned
regions to showcase their tourism
products to the rest of the country.
The event also provides an effective
forum for business to business
interaction between the buyers
coming from various parts of the
country and sellers of the region
hosting the road show.
Government has been working
through the process of interministerial coordination to facilitate
the tourism. The introduction of Visa
on Arrival for tourists coming from
five countries Singapore, Japan,
New Zealand, Luxembourg and
Finland is a milestone achievement.
The introduction of Visa on Arrival
on pilot basis has sent very positive
signals about our intentions of
welcoming foreign tourists. The
decision to introduce seamless
travel in the Golden triangle of
Delhi-Agra-Jaipur through the
scheme of centralized collection
of road and passenger taxes Tourist

facilitation will also contribute

in minimizing the irritants and
making the visitor experience more
pleasurable.
The travel trade sector is a
very critical role in providing
quality services to the domestic
as well as international tourists.
Government has recently liberalized
the guidelines for approval of
tour operators and travel agencies
according to the contemporary
needs so that more and more
agencies are available for providing
quality services to the tourists.
The Commonwealth Games
2010 will provide a rare
opportunity to showcase the
modern infrastructure, variety of
tourism products and the culture
of hospitality of the country. Mega
sporting events, such as CWG, play
a vital role in generating not only
employment opportunities but also
a vast pool of skilled, semi skilled
and unskilled manpower to cater to
the demand. These events attract
both international and domestic
visitors which, in turn, favourably
impacts the economic and retail
sectors. Hotel & Restaurant Sector,
Travel & Transport Sector etc. are
among some of the recipients of
the valuable foreign exchange that
sporting events bring in. Hosting
a mega event accords the host
country with instant branding and
a global position along with high
international visibility. Government
is leaving no stones unturned to
ensure that the tourist visiting during
the Games period experience the
Indian hospitality and its tourism
products to its fullest.
(E-mail : d.chaturvedi@nic.in)
7

TOURISM
FOCUS

Training Men to Manage Tourism

Manjula Chaudhary

OURISM INDUSTRY
in India has emerged
as a major driver of
economic development
on account of its potential
to contribute to Gross
Domestic Product (GDP), foreign
exchange earnings and employment
generation. It is a labour intensive
industry and as per World Travel
and Tourism Council (WTTC,
2010) worldwide estimates, is
expected to contribute 8.1% to total
employment, 235 million jobs or
1 in every 12.3 jobs in 2010, that
is further projected to rise to 9.2%
of total employment, 303 million
jobs, or 1 in every 10.9 jobs by 2020.
Its contribution to job creation
in Indian economy is equally
encouraging with one in every
15.6 jobs and a total of 30 million
jobs in 2008. A research report on
manpower requirements by Ministry
of Tourism, Government of India
(2004) forecasts employment of
3.5 million people in hotels, 2.73
million in restaurants, 1.3 million
in small restaurants and dhabas
on highways and 0.24 million in

Its impact
can be difficult
to quantify
but this is an
investment area
that can yield
returns beyond
any firms
imagination

travel trade by 2020. WTTC (2010)

projects that India will generate
second largest travel and tourism
employment (in absolute terms)
by 2010 and 2020 at 49 and 58
million jobs respectively, coming
at a second place only after China.
WTTC (2002) report notes that the
jobs generated by travel and tourism
span throughout the value chain,
benefiting both direct players and
supplier/partner enterprises. These
jobs employ a significant proportion
of women, minorities and young
people and are predominantly
in small and medium-sized
enterprises (SMEs). SMEs make
up a considerable proportion of the
travel and tourism industry and this
encourages entrepreneurship while
providing diverse job opportunities
and enabling entry to slightly lesser
skilled workforce.
The employment generation
capability of tourism sector can
transform the future of Indias large
young population that currently
stands at 58 % in the age group of
15-59 and is forecasted to be 63 % by

The author is Director, Indian Institute of Tourism and Travel Management, Gwalior
8

YOJANA May 2010

2011 and 64 % by 2016. This seems

plausible considering the fact that
Indian tourism industry employs
70 to 80 per cent of its workforce
below 40 years of age (Ministry of
Tourism, 2004). This is a win-win
situation for the country that has
a large young population looking
for employment opportunities and
a fast growing industry requiring
competent manpower.
But this demand supply game is
more than simple arithmetic. There
are many bottlenecks such as skill
gaps and a consequent struggle for
industry to meet its demand for
qualified personnel. Successful
human resource management, in the
shape of training and education, is
crucial to bridge this demand supply
gap and to achieve the economic
prosperity that can be accrued
through tourism (Chaudhary,2009).
The basic fact not be overlooked is
that the working age population is
being eyed by all the high growth
sectors of the economy and skilled
people keep moving in search
of greener pastures. The task of
HRD does not merely end with
the provision of educational and
training opportunities but should
include comparable work benefits
and income parities for talent
acquisition and retention. This will
enable tourism industry workforce
to enhance its job competencies and
serve the sector; or else the basic
skills acquired for this industry will
be put to use in other industries with
the migration of people.
A review of HR status and
practices in tourism sector presents
a disturbing picture. At the outset
this industry is not considered a
very attractive choice for the best
talent at the entry level. And a good
proportion of talent joining this
industry churns to other service
YOJANA May 2010

domains. This situation is further

compounded by new developments
such as business model innovation
(BMI) resulting in focus on
extensive use of new technologies.
This is creating a demand for
newer skills in the industry already
reeling under workforce scarcity.
A few issues requiring immediate
attention are:
Shortage of manpower
The current estimates predict a
shortfall of approximately 2 lakh
skilled resources in the aviation,
travel services and hospitality sectors
of tourism and travel industry that
is likely to impact its growth. Apart
from this overall gap the geographic
distribution of manpower demand
is also undergoing change. A
study by Hospitality Valuation
Services(HVS, 2006) indicates
that branded hotels in the ten
selected hotel markets would
require approximately 94,000 fresh
employees by 2011/12. And a good
part of this demand will come from
cities like Bangalore, Hyderabad
and Pune. These cities will look
for more experienced manpower
in National Capital Region (NCR)
and Mumbai region thus initiating
movement of human resources to
these cities for better benefits.
Quality of manpower
The tourism industry needs
manpower at different skill levels
but fails to find right type of people.
A study finds that tourism industry
has high manpower requirements
for blue collar jobs for personalized
services and human resources
available for these jobs are not
found trained enough or upto the
mark (Gupta, 2008). To meet its
requirements, industry absorbs
people certified through different
educational programmes ranging

from short term capacity building

courses on one end to masters
degree holders on another. But the
general feeling in the industry is that
these are not readily employable and
need a lot of investment through in
house training programmes to bring
them to an acceptable level.
Seasonal Employment
The seasonal nature of the
industry shapes the structure
of its manpower. There is a
generic practice of using core
staff supported by part time or
contractual manpower. This ad-hoc
employment dissuades people from
opting for this sector.
Manpower attrition
Tourism industry faces the
problem of attrition as its human
resources flow to other high paying
service industries demanding
similar set of talent. The attrition
rate of the hospitality industry
in India is currently around 30%
as opposed to other established
markets like Singapore (40-45%).
But this is still high in view of the
inadequate quantity and quality
available for intake.
Shift in technology
New technologies are finding
application in industry and on line
business models are increasingly
being adopted with Information and
Communication Technologies (ICT)
at the forefront. It is changing the
norms of manpower requirements
and the demand for multiple skills
set combining tourism, computer
and soft skills is increasing. This
is indeed a big challenge where
existing demand is not being met.
Working ambience
Working conditions within
the industry include a number
9

of potentially problematic areas

such as irregular working hours,
frequent work on Sundays and
holidays, wages without a fixed
basic element, widespread absence
of overtime payments and wage
levels generally below the average
wages in other industries (ILO,
2001). Industry often quotes tips to
be an additional income but this is
highly variable, particularly in India
where this is not added to the bill.
Some of the above issues are
likely be solved in due course of
time with market forces pushing
the industry into providing better
conditions to its human resources
but still a deliberate effort is needed
on the part of all stakeholders to
prevent the industry growth from
slowing down.
Government has been alert and
proactive on these issues and hotel
management education was started
in 1962 with four institutes. Many
others were opened later and all
were brought under Ministry of
Tourism with National Council of
Hotel Management and Catering
Technology (NCHMCT) as the
coordinating body. Travel and
tourism education began in
1983 through Indian Institute of
Tourism and Travel Management
(IITTM) under the tourism
ministry. Government encouraged
participation of private sector
and other existing All India
Council of Technical Education
(AICTE) recognized educational
institutes, universities and
colleges under University Grant
Commission (UGC) became active
partners in the dissemination
of tourism education. The
private organizations and
trainers with their own certified
programmes also joined in to
fill the manpower requirements.
10

Presently the complete frame of

tourism education has Ministry
of Tourism, Government of India
with hotel management institutes
providing hotel management
certificates, diplomas, degrees at
undergraduate and post graduate
level through its network of
Institutes of Hotel Management
(IHMs) and Food Craft Institutes
(FCIs) and tourism education
through IITTMs. Universities and
their affiliated colleges provide
hotel and tourism management
courses at different levels under
different nomenclature ranging
from add on vocational courses
to doctoral courses. Polytechnics
under state governments offer
certificate and diploma level
courses in tourism and hotel
management. Added to these
are the private players such
as American Hotel and Motel
Association and International
Air Transporters Association
(IATA) that offer their established
certified courses. Lately, capacity
building courses have also been
started to enhance the skill level
of existing manpower.
Benchmarking or any type of
standardization for the manpower
coming out of such system
becomes difficult. As a result,
the industry needs to provide for
additional training after induction
of employees. Hotel chains such
as Taj and Oberoi have started
their own hospitality schools and
training centres. But the kind
of investment required for such
an endeavor makes this option
unattractive for most players. Most
businesses will always depend upon
the manpower produced by tourism
education system.
These facts have been taken
note of by the government agencies

AICTE and UGC that have

developed detailed benchmarks
and accreditation standards for their
educational institutes. Ministry of
tourism being a pioneer agency
has again proactively included
development of human resources
as an integral part of its mission,
objectives and functions in its
Results Framework Document
(RFD) for 2009-10. The concerted
efforts of all will give a fillip to
human resource development at the
supply end.
But unless certain issues are
resolved on demand side pertaining
to long work hours, poor salaries
with high variable component,
odd working hours, and absence of
professional HRM orientation and
so on, no effort on the supply end
can solve the problem of manpower
shortage.
This fact is slowly sinking in
and with the entry of international
players and increased industry
rivalry, working conditions are
slowly but steadily improving.
Players that will be able to provide
right working environment will
retain talent and grow while others
will continue to struggle. In the long
run, the difference in HR practices
is clearly reflected in the bottom
line.
Overall the approach towards
HRD in tourism industry is
maturing and it is increasingly
being acknowledged as a core
function directly impacting the
organizational Key Performance
Indicators (KPIs). Its impact can
be difficult to quantify but this
is an investment area that can
yield returns beyond any firms
imagination. And if the same
momentum continues then the
Indian tourism industry is all set to
achieve its full potential.
(E-mail : manjulachaudhary@gmail.co)
YOJANA May 2010

TOURISM
OPPORTUNITY

2010 Commonwealth Games : boon to

Tourism in India
Rina Ray

The hosting of
the Commonwealth
Games is likely
to provide the
Indian tourism
industry with the
necessary impetus
for growth in the
hospitality and
tourism sectors

A
J
O
R
INTERNATIONAL
events have the ability
to transform the urban
landscape of the host
city, including that of its adjoining
areas. Although such events involve
considerable expenditure, much of
it is spent on the development of
civic infrastructure, beautification/
renovation of existing public spaces,
transport and sports facilities. When
carefully planned, monitored and
executed, such events result in the
regeneration of urban spaces not
to mention the positive impact on
the host citys tourism scenario and
the far reaching implications of the
publicity it receives as a centre of
soft power on the global map.

horticulture, handicrafts and

construction. Indias importance
in the world tourism map has been
recognised by the World Travel and
Tourism Council (WTTC) which
has identified India as one of the
worlds foremost tourist growth
centres in the coming decade. With
a steady growth projection in the in
bound tourism for the new decade,
the contribution of Travel &
Tourism to GDP is expected to stay
the same, at 6%, by 2019. According
to a research conducted by Tourism
Satellite Account (TSA), it is
estimated that Indias Travel &
Tourism economy contributes 6.4%
of the total employment, currently,
and is expected to increase to 7.2%
of the total employment by 2019

Tourism in India is the third

largest foreign exchange earner,
accounting for 2.5% of Gross
Domestic Product (GDP). It also
makes a direct contribution to
the economy and has significant
linkages with agriculture,

India's share in world arrivals

currently stands at 0.5% and its
share in revenue generated from
tourism worldwide is 1.11%.(
World Tourism Organization).
India receives the largest number
of overseas tourists from the United

The author is Managing Director, Delhi Tourism

YOJANA May 2010

11

Kingdom, its largest source market,

followed by the United States, Sri
Lanka, France, Germany, Canada,
Japan, Australia and Singapore.

The national capital is one of

the most prominent destinations
in India, with ample historical
significance. It attracts as many

Tourism in NCR has grown as

an effect of diversification of tourist
segments - heritage tourism,
adventure tourism, medical tourism
and eco-tourism. Various segments,
including the domestic as well as
international corporate travelers,
bureaucrats, sportsmen as well as
transitional tourists are the main
clientele for the hospitality sector.

Foreign Tourist Arrivals - India

Source : AAI

Delhi
Delhis prominence as the
premier gateway of India from
all perspectives along with its
existing infrastructure facilities
and connectivity to key tourism
destinations of international and
domestic interest has facilitated
its selection to play host to the
Commonwealth Games in 2010.

tourists as business travellers in a

year. The graph below illustrates
the total number of international
and domestic visits to Delhi over
the years.
Delhi is also a strategic transit
point for other leisure destinations
along the Northern zone, such as
Jaipur, Agra, Simla, Musoorie,
Haridwar, Rishikesh, Kullu, Manali,

International and Domestic Visits to Delhi

          
  





























12

In fact, India is now seen as a

viable investment destination by
the developed economies. The
consistent growth rate has attracted
foreign investments, leading
to tremendous rise in business
travel. The growth in arrivals also
contributed to a significant increase
in the incoming tourist receipts,
leading to a growth in the tourist
economy of the nation.
The initiatives by the Government
have paid off as India is one of the
most popular destinations on the
world travel map today. It is seen
as a cultural hub with its fairs and
festivals all year round. India also
offers a large variety of travel
destinations ranging from spiritual
centres to wildlife sanctuaries,
from snow capped mountains to
balmy beaches. The amazing and
hugely successful Incredible
India campaign of the Ministry of
Tourism has received praise from
all over the globe.



Commonwealth Games 2010


     

     

    ! " 

    ! " 

(Source: Ministry of Tourism)

   

 


 
  





etc. In the recent past the city has

also been able to attract domestic
and international tourists as a MICE
destination.

The Commonwealth Games is

a unique, world class, multi-sports
event and only the Olympic and
YOJANA May 2010

Growth of the Commonwealth Games

of Tourism, international visitor

arrivals to India for the calendar
year 2009 was estimated at 5.1
million, registering a 3.3% decline
over visitors recorded in 2008 but a
0.5% growth over visitors recorded
in 2007. International visitors to
India are likely to register a growth
of 26% in 2010 over estimated
visitors in 2009.

  
    
 
 


 
 



 


 
 



     

 




Different agencies have come

to different conclusions about the
number of likely international
visitors to Delhi during the Games,
and some have estimated that over
1 million international visitors
are likely to visit Delhi during the
Commonwealth Games.

      

 

     
    

 
 

 

 ! "#$

(Source: Ministry of Tourism)

Asian Games are considered bigger

than this.
The 19th Commonwealth Games
are all set to be hosted in New Delhi
from 314 October 2010, with 71
teams participating in 17 events.
The main sports venues
include:
Jawaharlal Nehru Stadium
Indira Gandhi Stadium,

been officially recognized as the

Games Family Hotel. Apart from
various infrastructure development
initiatives such as the Metro
rail project, the airport project,
expressways, road and flyover
projects the forthcoming Games
has also initiated rejuvenation and
restoration projects on Connaught
Place, Rajpath, and the citys
monuments.

Tyagaraja Stadium

The Games and Tourism

Siri Fort Sports Complex,

Based on the statistical

information from the Ministry

Twenty-six new training venues

are also under construction,
besides 16 training venues that
are being upgraded for the event.
Other non-sports venues include
the Organising Committee of
Commonwealth Games 2010
headquarters near Connaught Place;
the Main Media Centre (including
the International Broadcasting
Centre and the Main Press Centre)
near the Games Village and the
main venues at Pragati Maidan;
and the Hotel Ashok, which has
YOJANA May 2010

International Visitors to India and Delhi

  
 

     




  

Talkatora Stadium

The tourism industry is in

constant need of positioning or
repositioning in a hotly contested
global market. Destinations
that fail to undertake constant
promotional campaigns in their
target markets risk losing market
position, or going out of fashion.
Major events help address this by
increasing international visitor
awareness of the destination,





















 

 

  
   

















 !"
   




 # $






 

%&  '$ ( # $ 

   


(Source: Ministry of Tourism, Cushman & Wakefield)

13

which could lead to increased

tourism either by:
the exposure of India and
destinations within India
through various forms of media
to international markets; and
people who would not have
visited India if it were not for
the Commonwealth Games,
who are likely to be pleasantly
affected by their experience and
motivated to return at another
time and explore Indias tourist
attractions.
While Delhi has already
experienced considerable exposure
with the anticipated hosting of
the Commonwealth Games, the
potential for the country from
a tourism perspective will be
reinforced by additional national and
destination marketing programmes
(such as Incredible India, marketing
campaigns by Rajasthan, Kerala,
Goa, etc), as well as hosting of the
actual event.
The impact of the Commonwealth
Games is likely to facilitate
considerable growth of the Indian
hospitality industry, not only in
Delhi but also in key destinations
by visitors who choose to take a
holiday immediately after the event
or who return at a later date. The
long term benefits in respect of
Delhi having the capability to cater
to large scale events is likely to be
considerable.
As far as the required
accommodation for the
Commonwealth Games is concerned,
the hospitality segment has taken up
the challenge of launching hotels
14

for the influx of visitors anticipated

to arrive for the Commonwealth
Games. Hotel construction activity
in the NCR is currently being
driven by the five-year tax holiday
granted to hospitality projects for
the forthcoming event; and many
international brands have announced
their projects, with approximately
7,000 organised rooms expected
to become operational in the
region by 2010. These projects
include a mix of domestic and
international brands who aim to
offer accommodation ranging from
upscale properties to budget and/
or mid-scale hotels in the region.
Additionally, private residences
have been given permission to
register rooms as bed-and-breakfast
(B&B) accommodation.
As much-needed state-of-theart infrastructure gets built up in
the run up to the Games, it will
prove to be a boon for the citys
economy at large. Apart from
world-class sports facilities, hotels,
serviced apartments, newly added
transport systems and other civic
amenities, related sectors like
tourism and hospitality, cement,
steel, electricity, aviation and
logistics will be benefited too.
Short-term implications
usually necessitate large-scale
employment of skilled and
unskilled labour, mostly for
large developmental projects.
Other short-term benefits of
hosting the Games in Delhi will
include the immediate influx of
sports persons, tourists, visiting
dignitaries and related personnel
to the city, boosting tourism. On a

long-term scale, a well organised

and successful event will often
help to push the host city on the
global map for times to come,
with beneficial economic results.
Medical tourism is slated to
be the next trend setter in the
Indian tourism market. Medical
or Health tourism has become a
common form of vacationing and
covers a broad spectrum of medical
services. It mixes leisure, fun and
relaxation together with wellness
and healthcare.
Besides medical tourism, other
emerging sub segments are spiritual
and wildlife tourism. In addition to
the national campaign, many states
have launched tourism campaigns
to promote the highlights of that
state For example Rajasthan
promotes heritage, Madhya
Pradesh promotes wildlife while
Kerela promotes backwaters etc.
Sports tourism in India has also
gained momentum.
The 2010 Commonwealth
Games in Delhi is expected to
have a far reaching impact on
various sectors including adding the
necessary impetus to the tourism
sector for Delhi and its adjoining
areas as a result of the massive
exposure the games are expected
to provide to the city.
The fallout of various state
initiatives in the run up to the
Games has resulted in quite a
few positive long term impacts
too. The Delhi State Spatial Data
Infrastructure (DSSDI) project,
YOJANA May 2010

for instance, has been methodically counting

manholes, walking streets, and probing the ground
for pipes and wires for almost two years now in
one of the most ambitious mapping projects
undertaken in any Indian city. A collaboration
between the Government of Delhi and the Survey
of India, the project is set to create a threedimensional geographical information system
(GIS) for the city. In yet another instance, the land
to be vacated by the Indraprastha Thermal Power
Plant, shut down for its polluting operations,
is being considered by the government for the
setting up as a nursery of saplings for the Games.
These eight acres of prime land by the Yamuna
will eventually be turned into a city forest, adding
to the citys green lung zone.
Tourism has become an important economic
sector in many parts of the world, and many regions,
states, and local areas have identified expenditure by
visitors as a potential source of economic growth.
Because visitor spending can contribute to the local
economy, many communities seek to enhance tourism
and visitor-oriented activities. The Commonwealth
Games is likely to provide India with a platform to
stimulate these two crucial focal points of the tourism
industry.
Although the recent economic downturn has
impacted the global and Indian tourism industry, the
hosting of the Commonwealth Games is likely to
provide the Indian tourism industry with the necessary
impetus for growth in the hospitality and tourism
sectors,
The economic benefits of hosting the Commonwealth
Games are enormous with each rupee spent having
a ripple effect on the Indian economy, boosting
employment, GDP and infrastructure. The intangible
impact of the event in respect to increasing Indias
profile on the global platform is likely to provide
long-term positive benefits in respect of tourism and
business opportunities.

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BEST PRACTICES

The Winds of Change : Beyond

Conventional Tourism
Thinlas Chorol

ADAKH IS a region
with a unique history and
culture - and a very rich
one at that. The region
was largely isolated from
the rest of the country till quite
late. The infusion of outsiders
started first with the army, and then
gradually tourists started thronging
the region, throwing open a hitherto
very little known society.

To see
themselves from
the outside, to view
the richness of
their heritage, the
unique culture of
this breathtakingly
beautiful terrain is
in no small measure
due to the spirit
of the travellers
16

Somewhere in this surge

of influences from beyond, the
Ladakhis began to lose their identity,
their link with what was intrinsically
born of the land and its historical,
cultural influences. It happened in
small ways. Traditional jewellery
and kitchenware disappeared from
shelves of homes and shops. Instead
items which were in vogue outside
began to be used. This phase luckily
did not endure. Gradually realization
dawned that tourists were interested
in all that was truly Ladakhi.This
realization brought the local people
back to their culture.
Tourists were interested in
monasteries reflecting local

history, culture, art. A repository of

printing and sculpture, showcasing
a unique architectural style built
atop hills or in valleys, these
structures were a major attraction.
Alchi, a monastery built in the
midst of a village was exceptional
for its exquisite woodcarving,
sculpture and printing. The
fascination shown by the tourists
was infectious and also lucrative
for locals who were part of the
booming tourism industry. A
revisiting of their own culture
and history began to happen,
with reinvented pride in their
heritage.
Almost every monastery in
Ladakh celebrates a festival once a
year. The Hemis festival is famous,
catching the tourist season at its
peak. Festivals anywhere are all
about celebrating a particular
tradition and custom and in Ladakh
have led to a resurgence of the joy,
gaiety and fervour amongst locals.
Conservation has taken on a new
meaning in this resurgence. Old
palaces of kings in the long history
YOJANA May 2010

show it to all the

friends!
But now
plenty of books
are available
written by
tourists and
visitors. The
visitors who
connected in
more meaningful
ways with the
region,
its
culture
became
Several aspects of Ladakhi life are now on the upswing
also a source of
of Ladakh dotted the landscape, immense learning for the local
most were neglected and derelict. Ladakhis. Young people now
Today the pages of history have understand the value of culture
come alive again, shaking out of and read about it more extensively.
their stupor to give a new lease It also has something to do with
of life to historical buildings. The the opportunities they now get
nine-storied Leh Palace is now for using this knowledge. In their
being repaired by the Central work as mountaineering and culture
government, while the Basgo guide for tourists, this fulfils an
monastery is a part of the world important and much sought-after
heritage buildings, conserved by requirement.
UNESCO.
Based on wisdom passed down
Interestingly enough, the the generations, Ladakh has been
influence has not remained home to an indigenous form of
restricted to strictly tourist medicine called the Amchi system.
aspects. It has permeated into the Over time, its popularity had
rest of society as well. In schools waned and support for sustaining
across Ladakh, children would this ancient form was flagging.
find nothing on their own land Of late though, it has invited not
and culture in their books. All the just curiosity but keen interest
study material in the school was in by several tourists who study its
Urdu and English, not the language principles and would like to bring it
of the people who speak Ladakhi. back into usage. Such is the quaint
Examples given in these books charm of this body of knowledge.
were from cultures and symbols
On similar lines, Ladakhi
from other parts of India and even
other countries, leaving the Ladakhi traditional songs and dance which
child alienated from his/her own were slipping in their popularity
study materials and in a sense from giving way to modern beats and
the very purpose of education. forms have now revived. The
Strangely if a Ladkahi child saw Ladakh Festival held in September
a picture related to life here, he/ every year at the tail-end of the
she would get very surprised and tourist season to give it one final
YOJANA May 2010

boost before the region shuts

down for winter has made this
happen. During this, troupes from
different regions of Ladakh put up
a colorful, rich fare of their unique
forms of traditional songs and
dances in Leh, the capital and the
hub of tourists.
Several aspects of Ladakhi life
and culture had hit rock bottom
and are now on the upswing .
This includes traditional foods.
which were disappearing from
kitchen tables and commercial
establishments. Modern packaged
foods which started making their
way into the region, dealt a blow to
these initially. Teachers who came
from outside infact were known to
tell young students, that Ladakhi
foods lead to stupid minds. These
foods have been revived and homegrown fruits like apricot and sea
buckthorn are not only back on the
plates but are being processed for
jam and juice. The local handicraft
industry has also received a shot
in the arm. All over trekking trails,
small shops selling local craft
and clothes have mushroomed in
response to the tourist interest.
To be a Ladakhi and to have
a sense of pride and joy in this is
something of a new experience for
countless people. To see themselves
from the outside to view the richness
of their heritage, the unique culture
of this breathtakingly beautiful
terrain is in no small measure due
to the spirit of the travellers. Yes
the Ladakhis have no doubt risen to
the occasion to put their best foot
forward to welcome its guests!
{This article has been written
under the Sanjoy Ghose Ladakh
Women Writers Award 2008-09 }
(Charkha Features)
17

TOURISM
POTENTIAL

Medical Tourism with special emphasis on

traditional medicines
Reba Paul

HE PRACTICE of
traveling to distant
lands in search of a cure
for a malaise is not a
new concept. The very
fact that there are folk and fairy
tales centered on this plot bears
testament to the fact that this is a
practice that has been in place ever
since man has been concerned with
the upkeep of his health. There
are accounts of how pilgrims and
patients came from all over the
Mediterranean to the sanctuary
of the healing god, Asklepios, at
Epidaurus in Greece. In Britain,
people flocked to the town of
Bath right from Roman times to
this day to avail of the healing
powers of the natural hot mineral
springs. Wealthy Europeans of the
18th century traveled to spas all
over Europe, right from Germany
to the Nile. Today, thanks to the
advances in travel techniques,
traveling to another country for
medical treatment is no longer

The most
meaningful way
in which we
can handle this
estimated influx
is to integrate the
beauty of our land
with the holistic
healing that it
provides

reserved for the rich and famous.

A few decades ago, it was the
regular practice of Indians who
could afford it, to travel to Western
countries in search of expert
medical treatment. In the past
several years, however, we find
that the situation is unfolding in
reverse.
Medical Tourism or Health
Tourism is a concept where a
patient travels to another country
for medical treatment. The reasons
patients travel for treatment vary.
They may take this option if the
facilities in their own country are
not up to the standard of what they
would like to have, many come
for medical treatment because the
costs are considerably lower (from
a quarter or even a tenth of original
cost) in the destination country.
Some tourists are here because the
insurance systems in their countries
require them to wait months, even
years for surgeries; or some cannot

The author is a Freelance Journalist based in Trivandrum.

18

YOJANA May 2010

afford the exorbitant costs of health

care in their own land. For others,
becoming a medical tourist is
a chance to combine a tropical
vacation with elective or plastic
surgery.
India is considered the leading
country promoting medical
tourism. This is due to the fact
that the medical facilities and
healthcare professionals in India
are of international standard and
healthcare facilities are available
at drastically lesser costs than
in Western countries. Since it is
also one of the most favourable
tourist destinations in the world,
medical treatment combined with
tourism has come into effect, from
which the concept of Medical
Tourism is derived. An additional
advantage is the fact that the
English language is widely spoken
and understood by the local people.
Apart from visitors from Western
and European countries, India
also has medical tourists coming
in from neighboring countries
as well as the Middle East. The
majority of medical tourists are
visiting to avail of services that the
Allopathic system has to offer. The
most common treatments that are
provided to them by hospitals in
India are heart surgery, knee, liver
and kidney transplants, cosmetic
surgery and dental care.
India has over 150000 medical
tourists each year and this figure is
rising at a high pace. Currently, the
medical tourism market in India
is estimated to be worth over US
$ 300 million with approximately
170,000 foreign patients coming
YOJANA May 2010

in every year. The reports estimate

that medical tourism to India is
growing by 30 per cent a year. This
industry is enjoying such a massive
growth that it is moving into a new
area of "medical outsourcing,"
where subcontractors provide
services to the overburdened
medical care systems in western
countries.
Traditional Indian medicine
In a developing country like
India, alternative medications like
Ayurveda, Yoga, Unani, Siddha and
Homeopathy have an important
role to play in alleviating diseasesboth chronic and acute. The costeffectiveness, low toxicity, efficacy,
and few side effects make them
invaluable, viable and highly
desirable alternatives to modern
medicine. The advantage that a
country like India has in the aspect
of focusing on traditional medicine
to appeal to the medical tourist
is that - due to the existence and
continuation of so many varied
cultures and people, alternative
and local medical systems have
also continued to exist and thrive
despite the advent of modern
medicine. Apart from modern
medical practitioners, there are
many indigenous or traditional
medical practitioners providing their
services throughout the country.
There are over 3,000 hospitals with
over 700,000 practitioners catering
to the needs of traditional Indian
healthcare.
Of late, the popularity of these
traditional wellness techniques
have encouraged Indian hotels to
enter the wellness services market

by tying up with professional

organizations in a range of wellness
fields like Ayurvedic massages.
After thorough analysis of the
industry, it has been found that
the Indian Ayurvedic industry is
expected to grow at a CAGR of
around 22% (20092012) to reach
a value of over US$ 1.3 Billion by
2012 end in the backdrop of rising
demand for Ayurvedic therapy and
products. The Indian Ayurveda
market is currently dominated by
the southern markets of Kerala and
Karnataka.
One of the key reasons for this
dominance is that traditionally this
has been the area that has retained
the practice of Ayurveda. Kerala, in
particular, is famous for being the
hub of Ayurveda. The promotion
of Ayurveda in health tourism was
initiated in 1994 and the Kerala
Tourism Development Corporation
(KTDC) started Ayurvedic health
centres in its premium properties
like Hotel Samudra, Kovalam
during the same period. The growth
rate of the tourists flocking to this
state for Ayurveda is increasing at
the rate of around 20-25 per cent
per annum.
Apart from Ayurveda, there
are also the healing systems, or
alternative systems of Naturopathy,
Unani, Homeopathy that exist on a
large scale throughout the Indian
subcontinent. Apart from these,
which are well known, in certain
parts of Kerala there still exists
the ancient local systems of the
vaidyan (physician) diagnosing
the disease from touching certain
meridian points in the body, and
19

then prescribing the necessary

herbal medications. Other states
in India are sure to have their own
such medical systems too. These
traditional systems do not have any
medical tourists availing of them,
despite the fact that they may be
the most ancient and accurate of all
the healing systems that presently
exist.
We have seen how the aspects
of cost efficiency and leisure work
in tandem to invite medical tourists
to our country, but it would be
interesting to examine exactly what
we can uniquely offer to the visitor.
The efficacy of any indigenous
medical system lies in its healing
capacity. The allopathic system
only possesses the advantages
of quick symptom relief and
intervention practices such as
surgery. Traditional medicine,
however, always aims at healing the
disease itself, going to the root of
the ailment and allowing the body
the time and nutrition that it needs
to fix the problem on its own.
The element of healing has not
really been focused on a large scale,
and this is possibly the greatest boon
that India has to offer to the world
in modern times. Only people who
have prior knowledge of Ayurveda
have a clear understanding of the
spectrum of its possibilities. The
average tourist only knows it to be
a source of a good massage, which
is literally only the tip of the iceberg
if one considers what Ayurveda and
other alternative treatments have
to offer. Apart from reaping the
rewards of how healing systems
can benefit medical tourists, here
20

we, as a nation, have a unique

opportunity to provide genuine
healing and holistic development
to the other peoples of the world!
If we are able to communicate
to the world how advantageous
the local healing systems are, we
will be able to invite them to our
land to participate in the healing
of their own bodies in a much
more meaningful way. This would
mean that it would fall upon our
government to identify and build up
the facilities etc. at the places that
these medical systems are available
in order to facilitate the tourists who
comes in search of this healing.
A major point that many holistic
health practitioners put forward is
that unlike allopathic treatments,
any holistic treatment requires
time to show results in the body.
The process of genuine healing
always requires time and adequate
rest and nutrition. Many medical
tourists are not aware of this when
their holidays are planned and
are therefore not able to avail of
many treatments that they would
otherwise have been interested in
pursuing. It is clear that informing
the world on a larger scale about
the scope of the healing systems
that we have to offer is the first
step that has to be taken. Many
traditional treatment centers report
cases of foreign tourists coming
back repeatedly to avail of follow
up treatments for chronic illnesses
like paralysis and other internal
organ dysfunction until they
finally obtain complete healing of
the illness. It is therefore clear that
if only people would come to know
of the possibilities of healing that

these systems offer, there would be

more takers.
Currently, the majority of the
focus has been on Ayurveda since
that is the most widely known
healing system. There are several
projects that are already catering
to medical tourists who come in
search of Ayurvedic treatments. In
Kerala, The Tourism Development
Corporation has tied-up with the
Cochin-based Amrita Institute of
Medical Sciences (AIMS) which
has been receiving patients from
16 countries, including European
countries. There is a steady increase
in the number of patients coming
down for Ayurveda. The Kerala
Vaidyashala has a 200-bed hospital
in Aluva, Kerala.and also run a 300bed Ayurvedic section at the Agra
branch of Apollo Hospital. The
institution known as Vaidyaratnam
has more than 1,000 branches
all over India, of which 20 are
in Kerala, with a 35-bed facility
(30 rooms and 5 cottages) each.
The Department of Tourism has
classified all the Ayurvedic centres
in two categories-Green Leaf
and Olive Leaf and according
to the KTDC statistics, almost
five lakh foreign tourists come
to Kerala annually for Ayurvedic
treatments.
There are also several exclusive
spas and resorts that focus only on
Ayurveda. Foremost among them
is the Kalari Kovilakom, which
practices the healing techniques
prescribed in the texts of the martial
art Kalari, as well as Ayurveda.
Healing techniques as well as food
is specially catered to personal
YOJANA May 2010

have medication solutions in the

allopathic system.
According to the Chambers of
Commerce and Industry of India
(ASSOCHAM, domestic ayurvedic
industry market which is currently
estimated at Rs.3000 crore will go
up to over Rs. 5000 crore in next 2
years in view of rising demand for
ayurvedic therapy and products.
This is due to the fact that major
hospital chains in Delhi, NCR and
Northern Region as also ayurvedic/
spa centres are gearing up to
attract large number of visitors
and generate maximum revenue.
The most meaningful way in which
we can handle this estimated influx
is to integrate the beauty of our

land with the holistic healing that

it provides. The Western medical
practice will always have its place,
due to the timely help that it offers.
But if we are able to really focus
on getting the message across to
the world that this subcontinent,
that is already an acclaimed tourist
destination due to the wide and
eclectic mix of experience that
it can provide, can also be the
source of true holistic healing
through the traditional systems
of medicine and healing that are
available here, then we will be
able to approach medical tourism
with an absolutely unique angle,
and reap its rewards too.
(E-mail : rebekaah.paul@gmail.com)

YE-5/10/5

healing needs. The Ayurveda Gram

Heritage Wellness Centre is rated
amongst the Top Five Spas or
Ayurvedic Health resorts in the
country; there are other spas and
facilities established by reputed
Ayurveda treatment centres such as
Vasudeva Vilasams Aayukshetram.
All of these are in addition to the
treatment centres of the famous
Arya Vaidyashala, Kottakal , KAPL
etc. Holistic healing programmes
are offered for allergies,
Alzheiemers, Anaemia, Arthritis,
Asthma, Bronchitis, Depression,
Diabetes, Heart Disease, Hepatitis,
Impotence, Insomnia, Multiple
Sclerosis, Obesity, Parkinsons
disease, Paralysis, and other such
chronic ailments which only

YOJANA May 2010

21

TOURISM
OPINION

Tourism: Friend or foe of heritage and

local well-being?

OURISM ALL over

the world largely relies
on local heritage and
cultural resources. The
cultural wealth of India is
not limited to its massive monument
and sites, but it is also about its
natural landscape and the charm of
everyday life including old houses,
streets and markets, rituals and
festivals, crafts, dances, music and
traditional cuisine. Tourism needs to
learn how to promote cultural assets
in an inclusive manner, if it is ever
to be sustainable.

Tourism sector,
which is benefiting
most from heritage
should be the first
to invest its effort
in this endeavor.
If we destroy the
heritage which has
guided the means of
peoples livelihood,
on what can India
base its future

At its best, tourism fosters

mutual understanding between
nations and cultures and promotes
cultural pluralism. India is
renowned for the diversity and
richness of its cultural heritage,
but tourism in this country faces
special challenges. Most itineraries
focus on a limited number of

destinations, especially the

emblematic UNESCO World
Heritage sites. High numbers of
tourists can threaten the ongoing
conservation of these sites, and the
quality of the visitors experience
is further undermined by poor
infrastructure and a lack of welltrained guides. From an economic
perspective, airlines and big hotel
chains benefit from tourism,
but there is limited local gain;
and the heritage preservation
rarely benefits from the revenue
generated by the tourism despite
the fact that tourism itself benefits
from the marketing of local natural
and cultural heritage.
More worryingly, unplanned
growth is seriously undermining
the cultural and heritage asset of the
country. While India should bless
itself for the wealth of its heritage,
we need to be also lucid about

The article is compiled by UNESCO New Delhi Culture Team.

22

YOJANA May 2010

water tanks or being collected in

traditional open spaces.
Absence of sewerage system has
lead to surface drainage issues
resulting in damage to heritage
structures
Jumble of overhead electric
wires and iron poles in heritage
areas, are not only unsafe but
also affect the aesthetics of the
place.
Lack of regulatory protection:
Conservation laws and regulation
are not in place
Impact of Infrastructure Development on Heritage Buildings

the consequences that unchecked

exploitation of heritage resources
would entail.

Sub-division of properties
frequently leads to damage to
building integrity.

Feasibility studies for heritage

tourism development conducted
by UNESCO experts in selected
heritage town/village in the states
of Karnataka, Rajasthan, and Tamil
Nadu have highlighted some of
the typical factors threatening the
survival of heritage assets:

Real Estate Pressure

Urban Growth
Change from residential to
commercial usage: Most of
the spaces on the front faade
of the traditional building are
being converted into shops
damaging the beauty of the
building facades;
Insensitive addition of new
floors and construction of high
rise buildings mars the aesthetics
of built form.
YOJANA May 2010

Increasing value of real-estate

often leads to undermining of
heritage properties. Heritage
properties are forcefully
demolished to make available
land for new construction. The
reclaimed land is being used
to construct new commercial
complexes and residential
flats that not only wipe out an
important link with the past but
also are totally out of context
and mar the visual appeal of the
historic area.
Poor
/
unplanned
infrastructures
In many instances, waste
is being dumped into traditional

Absence of heritage sensitive

T&C Planning norms
Non-existent enforcement of
basic regulations
Inadequate
conservation:

means

of

Lack of professional and locally

relevant information on how
best to preserve, protect and
ensure the continuity of heritage
resources
Unavailability of traditional
building materials
Reducing availability of skilled
craftsmen
Paucity of financial resources
for conservation initiatives
Heritage is the core resource
of tourism. This precious resource
should not be depleted while we
exploit it. After a frenzy of tourism
expansion over the past decades,
there is perhaps a need for tourism
23

Events, festivals, sound and light shows etc. must be developed while respecting the integrity of the site.

actors to pause and take a realistic

look at where they stand in terms
of tourism, heritage conservation
and the fundamental objectives of
growth.
Giving local population a
chance to benefit economically
from tourism is another vital factor
in preserving the local heritage
and culture. Tourism development
strategy which does not secure
the support of local population
can never be sustainable. Hand in
hand with this goes a strategy to
help local communities appreciate
the importance of preserving the
local heritage and culture that
constitute. In the context of growing
globalization and urbanization,
the cultural monuments on ones
own doorstep can easily be seen
as unfashionable or unimportant.
24

Many villages, towns and cities

of India have suffered and are still
suffering from a general disregard
for historical structures other than
major temples and monuments.
Promoting an appreciation of their
rich cultural heritage amongst
local population is therefore very
important, and will become easier
as the local population beings to
benefit from the tourism.
To address some of the above
concerns, UNESCO New Delhi
office has initiated since 2006
a series of studies and projects
aiming at mainstreaming heritage
conservation in the development
process. These include the advocacy
for and technical support towards the
development of a Regional Heritage
Planning, aimed at expanding the
scope of heritage protection from a

single monument to overall cultural

landscape including vernacular
houses, streets, public spaces and
natural environment and human
activities. This also involves
linking major heritage sites to
other neighbouring villages sharing
similar heritage background.
Investing in a heritage protection at
a larger regional scale is beneficial,
not only in view of maintaining
beauty and outstanding value of
the area but also of expanding the
economic benefit of tourism from a
single area to a larger zone.
Another important work
of UNESCO New Delhi is the
constitution of Indian Heritage Cities
Network with the endorsement of
the Ministry of Urban Development.
Targeting municipal authorities,
conservation architects and urban
YOJANA May 2010

planners, the Network provides

a platform for cities to share
knowledge and expertise on heritage
conservation in the context of
growing urbanization. Among
its many activities, the Network
provides technical support for each
member city to create a heritage cell
within the municipality, translate
heritage definition and sensitivity
into laws and urban planning
system and develop a heritage work
itinerary. Well-maintained historical
areas of a city is a vital asset for
urban regeneration, as demonstrated
by numerous successful cases of
European cities in reviving their
economy around the promotion of
their historical areas.

Public awareness-raising on
the importance of heritage is yet
another important mandate of our
Organization. Introduced in 2007
with the support of the Ministry of
Tourism, Indian Cultural Heritage
Specialist Guide Programme aims
to improve knowledge and skill of
tour guides so as to enhance the
pedagogical and cultural experience
of the travellers and to increase
their respect for the conservation
of heritage sites. Steering interest
amongst youth towards heritage
through school activities is another
project in the pipeline.
As proponent puts it, tourism
could be a tool for heritage

conservation, local empowerment,

poverty alleviation and urban
regeneration; this however, only
if it is well planned and properly
strategized on a basis of right
heritage sensitivity. Having a solid
Conservation and Sustainable
Management Plan of heritage
sites, buildings and areas is a
vital and incompressible step to
achieve such goal. And, tourism
sector, which is benefiting most
from heritage should be the first to
invest its effort in this endeavor.
If we destroy the heritage which
has guided the means of peoples
livelihood, on what can India base
its future?

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YOJANA May 2010

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YE-5/10/4



  

  

 
 
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25

TOURISM
PLANNING

Eco Tourism : a tool for Community

Upliftment
P P Shrivastav

OURISM A Driving
Force for Poverty
Alleviation, Job Creation
and Social Harmony
was the theme for World
Tourism Day celebrated
on the 27th September 2003 - a most
meaningful and apt description of
the significance of tourism and
its relevance to the developing
countries of the world. Though
Tourists have been described by
academics in several scholarly
ways, a simple and clear definition
is the one that emerged from the UN
Conference on International Travel
and Tourism (Rome: 1963). An
International Tourist was defined
as a person who visits another
country for purposes of pleasure,
vacation, recuperation of health,
pilgrimage, games and sports,
business, a family trip, a mission,
or for meetings and conferences and
resides for a least twenty-four hours
in the country of his visit. For
domestic tourists, the first phrase
has to be replaced by persons who
travel to and stay in places outside
their usual environment.

Tourism stimulates
cultural activities
and leads to
improved
understanding
of each other
and better
relations
between the
tourists and
the hosts

Among leisure activities,

tourism has developed worldwide
into one of the most popular, if not
the most popular, activity and big
business. Forecasts of the World
Tourism Organization indicate that
international tourism will continue
to grow at the average annual rate
of 4 %. The number of international
tourist arrivals stood at over 922
millions in 2008 which reflected
an overall growth of 1.9% over the
arrivals in 2007. However, global
recession, terrorism and spread of
Swine-Flu epidemic took their toll
and international tourists in 2009
are estimated to have dropped
down by 4%. The receipts from
them in 2008 were estimated at
US $ 944 billion. These dropped
by 6% in 2009. This shows how
sensitive tourism sector is to such
disconcerting occurrences.
With such high volume of
receipts, tourism has become a
thriving industry. It catalyses national
economy and has the potential to
improve local environment and
upgrade the quality of goods and

The author is member of North East Council.

26

YOJANA May 2010

services (especially in the fields of

transportation, hotels and catering,
handicrafts). It also generates new
avenues of employment for the local
youth. Tourism stimulates cultural
activities and leads to improved
understanding of each other and
better relations between the tourists
and the hosts. At the national
level, it brings in precious foreign
exchange, a vital factor for many
countries. In fact, tourism is the
principal foreign exchange earner
for around 83% of the developing
countries of the world.
Eco-tourism has been defined
by TIES (The International
Ecotourism Society) in 1990 as
"Responsible travel to natural areas
that conserves the environment and
improves the well-being of local
people." This is perhaps the most
significant type of tourism (and
the most relevant to us) among the
various types into which tourism
has been categorized (on basis of
the purpose and destination) by
academics and the Industry. For
the purposes of this write-up, most
of such categories, viz., cultural
tourism, geo-tourism, heritage
tourism, wildlife tourism, adventure
tourism, religious tourism, winter
tourism, medical tourism, etc. could
logically be considered under the
broad umbrella of eco-tourism.

unmatched virgin destinations for

eco-tourists on account of the vivid
diversity in terrain, environment,
climate, ethnicity, culture, language,
food habits, dresses and so on which
the states have to offer. Around 3.88
crore people, i.e., 3.79% of the
countrys population, comprising
400-odd communities, speaking
over 200 languages and dialects,
each with its own cultural tradition,
are spread over 2.62 lakh sq km
area. Small habitations present a
most colourful and kaleidoscopic
variety for the visitors - both
domestic and international. High
hills and vales of the snow-bound
Himalayan Ranges in the north
and the low hills of Patkoi range
below encompass the discrete
plains and two major river systems
-the mighty Brahmaputra in the
north and Barak in the south- into
which drain the fast-flowing rivers,
rivulets and streams gushing down
from steep hills. These endow NER
with a wide range of geo-climatic
profiles, from heavy to very heavy
rains (226mm to 602mm) during
the four monsoon months of
June to September. Areas near
Cherrapunji in south Meghalaya
get the maximum rainfall in the
world.

Our country presents a

kaleidoscopic variety of attractive
destinations both for domestic and
international tourists in general and
for genuine eco-tourists in particular.
It was the chosen destination for
1.43 lakh international tourists in
the year 2006 and for 1.57 lakh in
2007, but the figure dropped to 1.42
lakh in 2008 for reasons that have
been mentioned earlier.

A forest cover of 56.9% has

made NER into a bio-diversity
hot-spot. With over one-third of the
countrys bio-diversity assets, NER
is very rich in flora (7500 flowering
plants, 700 orchids, 58 bamboos, 64
citrus, 28 Conifers, 58 Bamboos,
700 ferns, 500 mosses, 728 lichen
species, 64 citrus varieties) and
fauna (3,624 insect, 50 mollusc, 236
fish, 64 amphibians, 137 reptiles,
541 birds and 166 mammalian
species).

The North Eastern Region of

our country offers unique and

Geo-tourism provides creative

link between man, nature and

YOJANA May 2010

culture and has tremendous potential

for attracting tourists in the NorthEastern Region and 26 geo-parks
have been demarcated for the
same. Geo-park is defined as a
nationally protected area containing
a number of geological heritage
sites of particular importance,
rarity, and aesthetic appeal. Its
theme includes conservation,
education and tourism to stimulate
economic activity, local enterprises
and cottage industries.
Geo-tourism assets of NER
include snowbound peaks, aweinspiring mountain ranges of the
Himalayas with sheer drops and
narrow passes, lakes, hotsprings,
picturesque towns like Tawang
and fascinating hill-tracks and
forest trails of Arunachal Pradesh;
the worlds largest River Island
Majuli, the world-famous Kaziranga
and other games sanctuaries,
reserve forests, thermal and sulphur
springs and impressive heritage
sites of Assam; the intricate caveformations, panoramic Seven
Sisters Waterfall and other waterfalls resulting from the Dawki
Fault System, Barapani Sheer Zone
etc, the Dinosaur fossil remains in
Ranikhor area of Meghalaya, the
beautiful Loktak Lake, the Yairipak
Fossil Park etc of Manipur; the
beautiful Aizawl, capital city of
Mizoram built along the antiformal
hinge zone of an interbedded
sequence of sandstone-shale of the
Bhuban Formation of Milocene
Age; the enchanting Japfu Peak,
the picturesque Dzukou Valley
of Nagaland; the glacial Changu
Lake, Nathu La Pass, hotsprings
and breathtaking beauty of the
landscape of Sikkim; fossil-wood
parks in Udaipur district and several
heritage sites of Tripura; all these
and many more to fascinate the
genuine geo-tourist and make him
27

want to come year after year. With

all these assets, the NE Region
is a paradise for Eco-tourism
which is committed to preserving
and sustaining the diversity of
the world's natural and cultural
environments.
Eco-tourism is considered to
be the fastest growing market in
the tourism industry. According to
the World Tourism Organization,
with an annual growth rate of
5% worldwide and representing
6% of the world gross domestic
product and 11.4% of all consumer
spending - it is not a market to be
taken lightly. Now it is for the local
youth to avail of the opportunity
and take to entrepreneurship in the
tourism industry.
If the educated unemployed
village youth take to imaginative
entrepreneurship in their own
villages at appropriate locations,
there would be no dearth of business
for them. The international tourist
is generally bored with the 5-star
hotel accommodation which has
the same ethos the world over.
A good beginning would be to
start with accommodation for
tourists. Cottages with indigenous
architectural design built on stilts to
look similar to other buildings in the
village, but with good comfortable
interiors and 5-star cleanliness
within and around, will be a great
hit among all tourists, especially the
genuine eco-tourists. The habit of
cleanliness will have to be imparted
among the villagers. Support of
rural development schemes like
Bharat Nirman could easily be
secured to get the basic amenities
(road connectivity, water supply,
electrification, telephone line, rural
health, rural irrigation etc) for such
villages. The need for maintaining
these services would open up new
28

livelihood opportunities for the local

youth. With the current emphasis on
vocational training, it should not be
difficult to organise training of the
local youth. Dibrugarh University
has already taken a lead in starting
specialised courses on tourism. It
is encouraging to note that all those
who completed the courses have
secured placement in the industry.
Running of camping sites
for the tourists would need the
services largely of the local youth,
with some trained experts as key
personnel. Catering would need
some experts assisted by local
staff. The menu should include
some local delicacies. Fruits and
vegetables, meat, milk, poultry,
eggs and fish should be procured
locally. Some families in the village
could easily expand their cattle,
poultry and fishery stock to meet
the enhanced demand of these items
and earn cash from this business.
Some youth could find employment
as guides. The local weavers (who
are predominantly women) and
artisans would get opportunity to
exhibit and sell their products. With
increase in demand, new designs
that suit the tastes and needs of
tourists could be developed and the
sales enhanced. Enhancement of
income, especially among women
would in itself promote women
empowerment in the community.
Many such ventures have come
up in the vicinity of well known
tourist resorts like the Kaziranga
Wild Life Sanctuary and they are
doing very well. What is needed is
a network of small ventures dotted
throughout NER in the vicinity
of all sites and locations with the
potential for developing tourism.
The State Tourism Departments
would need to pay special attention
to such small ventures that generate

employment for the educated

unemployed and other village
youth near their homes. That would
hasten the process of improvement
of rural environment and rural
industry like weaving, handicrafts
and of civic and other services
in rural areas. With the high
percentage of literacy in NER, once
such a process is initiated by our
enterprising youth, it will expand
fast to cover the entire village,
with each household contributing
to the collective prosperity of the
community and the neighbouring
villages emulating the example.
The Vision of the Industries
Sector in the Regional Planning by
the North Eastern Council envisages
building up of firm foundation of
grass-root level small industrial
units/clusters spread across NER, of
production/processing facilities and
services at the level of household,
community and entrepreneurs,
for value addition to the local
produce set up and profitably run by
properly trained and enabled youth,
farmers, artisans and entrepreneurs;
a foundation that can support the
super-structure of higher-end of
secondary sector in NER.
The North Eastern Regional
Education Council has also
proposed a special holistic one year
course of training-cum-handholding
primarily for the educatedunemployed youth who are keen to
take to entrepreneurship. The DPR
for the Project has been received
recently and is under examination.
That would be of special benefit
to those interested in promotion of
Eco-Tourism as a tool for initiating
uplift of the community especially
in the villages where over 84% of
the people of NER live.
(E-mail : ppshri@gmail.com)
YOJANA May 2010

YE-5/10/9

YOJANA May 2010

29

NORTH EAST DIARY

ECO-TOURISM IN RURAL ARUNACHAL

n the lines of Sikkim Village Tourism model, the National Bank for Agriculture and Rural
Development (NABARD), as part of its endeavour to strengthen the rural economy, has sanctioned
three environment-friendly rural tourism projects to Hong, Siibey and Biiri village in Ziro Valley
under Lowe Subansiri district of Arunachal Pradesh.
The project was sanctioned to Young Mission Adventure Club, a local NGO based in Itanagar, which has
been actively engaged in tourism related activities with the support of NABARD and other agencies.
Sikkim has been successfully implementing the village tourism project for income and employment
generation during the past few years.
The objective of the project is to develop a replicable rural tourism model in Ziro area through capacity
building of village community to cater to the tourists in home stays, promotion of villages as eco-tourism
villages, develop villages as community based tourist spots, increase community participation level and
generation of self-employment for educated unemployed youths, school drop-outs, house-wives and selfhelp groups (SHGs).
The Lower Subansiri District Level Tourism Monitoring Committee would be monitoring the project for
its successful implementation within a period of one year. With the collective efforts and involvement of
various stakeholders, the Banks maiden venture is expected to give boost to the development of replicable
model for growth of rural tourism in the State.

MOVE TO BOOST RADIO COVERAGE

o boost radio coverage in the north eastern region, 19 new FM stations are being set up by Prasar
Bharati (PB) during the next financial year with a budgetary allocation of Rs. 40 crore.

The new FM stations are envisaged to be set up under the North-east Special Package. The package
would strengthen and improve coverage in the region including the border areas, according to the Outcome
Budget (2010-11) of the Ministry of Information and Broadcasting.

According to the report, out of the 19 sites, 15 sites have been finalized. Remaining four sites in Tamenglong
and Ukhrul in Manipur Zunehboto in Nagaland and Anini in Arunachal Pradesh are yet to be acquired.
The report said that FM stations in Goalpara, Lumding, Bomdila, Daporijo, Khonsa, Tuipang, Champai
and Kolasib are targeted for completion by June. Work in Karimganj, Cherapunjee, Wokha and Phek is
expected to start by March, said the report.
The report has stated that in Goalpara, Chemphai, Phek and Kolasib a high-powered transmission
line, which is passing through the allotted land, is yet to be shifted by local PWD. This is hampering the
progress.
(Courtesy : Newspapers)
30

YOJANA May 2010

TOURISM
PROSPECTS

Rural Tourism in India

Vijay Thakur

Once
infrastructure
reaches to
villages nothing
can stop a miniboom in tourism
industry in India
and its penetration
deep inside the
unexplored
countryside

HE SOUL of India
lives in its villages,
said the father of
the nation, M K
Gandhi. Almost
after a century it still holds true for
India. More than seventy percent
of the countrys population live
in villages. The major challenges
before our policy makers are to
draft policies to eliminate poverty,
generate employment and develop
infrastructure in the rural areas.

"T

20,000 farmers) offer their services

to tourists interested in rural tourism.
Likewise in Spain, it started in the
eighties and the country has nearly
7,000 rural resorts comprising
50,000 beds for people interested in
visiting the countryside. In United
Kingdom, rural tourism started
in mid seventies, and today it is a
strategic force in the rural economy.
Overall speaking, in Europe 2-5 %
farmers are directly or indirectly
engaged in rural tourism.

Rural tourism is one such sector,

which has tremendous potential to
resolve these issues to a great extent
and also bridge the gap between
the rural and urban people. Though
the sector might be new for India,
internationally it has been well
recognized and considered as an
important part of rural economy.

In countries like Australia,

Ukraine, Canada, Philippine, Italy
agriculture tourism is emerging as
a mini-boom to the rural economy.
According to USDA (United
States Department of Agriculture),
tourism in rural areas is becoming
increasingly important to the US
economy.

In European countries it started

as early as 1950. In France, agrotourism started in 1950 and today
nearly 2.8 % of the farmers (about

According to a conservative
estimate made by the Federal
Reserve Board in Kansas, which
studied 2000 data, the basic travel

The author is Special Representative, The Statesman.

YOJANA May 2010

31

and tourism industries accounted

for 3.6 % of US employment. The
Travel Industry Association of
America further revealed that one
out of every 18 people in the US has
a job directly resulting from travel
expenditures. Though it did not
specify the rural and urban tourism
industry, the fact that tourism in
rural areas is growing faster than
urban areas explains the future of
agriculture tourism.
In India, Rural tourism started
in mid nineties, when some
entrepreneurs and some NGOs
started exploring the possibilities of
rural tourism. One of the pioneers
in this field is M R Morarka Rural
Research Foundation. It first trained
villagers in Shekhawati region of
Rajasthan, encouraged them for
organic farming and introduced the
concept of Farm Eco Tourism and
Heritage Conservation in 1995. The
foundation trained villagers with
the basics of hospitality industry
and then promoted the Shekhawati
arts and culture abroad to attract
foreign tourist. The result was
impressive, within a decade the
inflow of foreign tourists increased
seven to ten timesa remarkable
achievement by any standards.
There are many success stories
like M R Morarka Rural Research
Foundation, which turned the
tourism pattern in the respective
regions. Besides, there are also
many entrepreneurs who left their
promising careers and developed
rural resorts to write a new chapter
of Indian tourism industry.
Government Initiative
After the encouraging results
of initial efforts made by the
32

pioneering NGOs and entrepreneurs,

Government of India of late has
realized what rural tourism can
offer to the world. It has decided
to promote the rural tourism. The
policy makers now accept that
rural tourism is a major vehicles
for generating employment and
promoting sustainable livelihood.
The Tourism Ministry in
partnership with the UNDP (United
Nation Development Programme),
launched a Rural Tourism Scheme
in 2002 to showcase the cultural
heritage of rural India and to
leverage this opportunity to generate
livelihood opportunities for rural
communities.
The Endogenous Tourism
Project (ETP) of UNDP and the
Ministry of Tourism selected 30
NGOs and four gram Panchayat
spread in 20 states for the rural
tourism promotion. The project
promoted peoples institutions,
developed skills for hospitality and
marketing in 36 sites of the 139
rural tourism destinations.
The project was not only globally
recognized, but also received the
World Travel Award 2006 in
the category Worlds leading
responsible Tourism Project. Other
than this, some of the developed
tourist sites received international
rewards for best destinations.
In 2006 Samodh in Rajasthan
and Kumbalanghi in Eranakulam
district Kerala received National
Award for the best tourism site. In
2007, Aranmula in Kerala received
the coveted PATA (Pacific Asia
Travel Association) gold award
for cultural tourism. Similarly in

2008, Karaikundi in Tamil Nadu

received the National award for the
best destination.
The long list of receipt of tourism
awards shows the overwhelming
response to the rural tourism
industry and also the seriousness
of the tourism ministry in taking up
the challenge. Yet, the pilot project
is nothing when we consider the
fact that there are around seven
lakh villages in India and also that
more than 70 % of our population
live in villages.
Rural Infrastructure
No village tourism can thrive
until there is adequate infrastructure
in rural India. Unlike European
nations where 2-5 % farmers are
engaged agro-tourism, it is not a
realistic figure to achieve in India
until we have proper roads to
connect villages, regular power
supply, drinking water supply, and
work force trained in hospitality
industry.
Government is making efforts
to connect villages with roads and
electrify all the left over villages.
The Ministry is laying emphasis
on the rural areas which are already
well connected to the roads, have
basic minimum amenities and has
historical importance. Government
is also focusing on the preservation
and enrichment of natural and
cultural resources to ensure positive
impact on environment protection
and community development in the
country.
Marketing of Rural Tourism
Rural India has much to offer
to the world. Rich in traditions
YOJANA May 2010

of arts, crafts and culture, rural India can emerge as

important tourist spots. Those in the developed world
who have a craze for knowledge about traditional
ways of life, arts and crafts will be attracted to visit
rural India if the concept of rural tourism is marketed
well.
One of the major problems in village tourism is that
return on investment is very low. People avoid investing
money in rural areas fearing that the project would not
be financially viable. Unlike cities areas where return
and results are immediate, in farm tourism return and
results are very low and late and the investors have to
put lots of money in its product promotion vis--vis
an urban project.
Here comes the role of the government to promote
this sector and market on behalf of the farmerswho
have little money and skill to market their project in
the international market. Some States like Haryana,
and Kerala have already been promoting their project
domestically as well as internationally. They do the
booking as well as market the village resorts to help
the entrepreneurs.
Even the Indian Association of Tour and Travel
Operatorsthe umbrella organization of the countrys
tour and travel operatorshave also come in support
of the village tourism and asked its operators to market
village destinations abroad in various forms including
farm tourism, eco tourism, or adventure tourism.
Future

YE-5/10/6

Experience in rural tourism have suggested that

even in the absence of any promotional activity,
thousands of foreign tourists visit rural areas in
Rajasthan, Gujarat and South India every year. This
itself is the proof of the viability of the concept of rural
tourism. And once infrastructure reaches to villages
and the concept is marketed well domestically and
internationally, nothing can stop a mini-boom in tourism
industry in India and its penetration deep inside the
unexplored countryside. The success story of Ukraine
can happen in India as well.
(E-mail : vijaythakurx@gmail.com)
YOJANA May 2010

33

TOURISM
PERSPECTIVE

Overseas Patients Knocking the

Doors of Indian Hospitals
Tripti Nath

OR SOME time now,

patients from the
developed world have
been flocking to India to
seek safe, high quality and
economical health care options. The
advantages of availing health care
services in India are obvious. The
cost of medical services in India is
almost 30 per cent lower than that
in western nations and the cheapest
in South East Asia. Internationally
accredited health facilities,
highly qualified English speaking
physicians, surgeons and hospital
support staff, excellent services
by Indian hospitals in cardiology,
cardio thoracic surgery, joint
replacement, cosmetic treatment,
dental care and orthopaedic surgery,
are other crucial factors that have
encouraged medical travel to India.
The cost of infertility treatment
in India is almost one-fourth that
of developed nations. People also
come for rejuvenation offered by
Yoga, meditation and Ayurvedic
massage.

Patients from
overseas opt for
treatment in India
for two main
reasons - the
procedures they
need are either not
available in their
own country or
the price differential
is significant

A c c o r d i n g t o Wi k i p e d i a
Encyclopedia, medical tourism
dates back to thousands of years
when Greek pilgrims travelled
from all over the Mediterranean to
the small territory in the Saronic
Gulf called Epidauria. The territory
was the sanctuary of the healing
God Asklepios. Epidauria became
the original travel destination for
medical tourism. Spa towns and
sanitariums may be considered
an early form of medical tourism.
In eighteenth century England,
patients visited spas that were
meant to have health giving mineral
waters, treating disease from gout
to liver disorders and bronchitis.
In modern times, over 50 countries
have identified medical tourism as
a national industry. A study by the
Confederation of Indian Industry
projects that health tourism has
such lucrative potential that it could
become a US $ 2.3 billion (Rs 100
billion) business by 2012. Indias
National Health Policy favours
supply of health services to patients

The author is a Delhi based journalist who reports for Womens Feature Service.
34

YOJANA May 2010

of foreign origin on payment. It

says that rendering of such services
on payment in foreign exchange
will be treated as deemed export
and will be deemed eligible for all
fiscal incentives extended to export
earnings.
In 2004, India recorded visits of
1,50,000 foreigners for treatment.
The numbers have been rising by 15
per cent every year. The Ministry
of Tourism has been promoting
India as a major hub for medical
tourism which is being hailed as a
huge business opportunity and a
major source of foreign exchange
earnings. A CII-McKinsey study
on healthcare says that medical
tourism alone can generate Rs
5000 to Rs 10,000 crore additional
revenue for upmarket tertiary
hospitals by 2012. Government
run hospitals and super speciality
centres in the private sector use
their foreign patient base as a
tool to enhance their image and
credibility.
Hospitals in the private sector
are offering facilities for paediatric
and cardiac surgeries, eye care, liver
transplants, orthopaedic surgeries
and treatment for cancer. The
success story of medical tourism
in India would be incomplete
without a deserving mention of
Dr Parthap.C. Reddy, Chairman of
Apollo Group of hospitals. He is
credited with conceptualizing India
as an emerging tourist destination
more than a decade back. Dr Anupam
Sibal, Group Medical Director,
Apollo group of hospitals, says
that it is the high quality low cost
proposition that attracts patients to
their hospitals in India. We are also
getting patients from the developed
YOJANA May 2010

world for the same reasons. They

come either to beat the wait list or
because they dont have insurance
cover. Ten per cent of our patients
are foreigners and come for top
end procedures in cardiac surgery,
liver transplants, joint replacement,
oncology treatment, paediatric
surgery and neuro surgery.
Dr Mahipal Sachdev, Chairman,
Centre for Sight group of hospitals,
says that patients from overseas
opt for treatment in India for two
main reasons- the procedures they
need are either not available in
their own country or the price
differential is significant. Our
centre in South Delhi gets between
20 to 30 patients from abroad
every month. About two-thirds
of them are for eye treatment
for cataract surgeries and other
conditions as retinal detachment
and corneal transplant. They come
from Afghanistan, Bangladesh,
Iran, Iraq and Nepal. Persons who
have suffered eye injuries during
conflict in Afghanistan and Iraq,
also come to us for treatment. A
large segment of patients from
the developed countries such as
Japan, Libya, Malaysia, Russia,
United Kingdom and the United
States come to us for laser vision
correction for removal of spectacles.
Laser vision correction is expensive
and a cosmetic surgery that is not
covered by insurance anywhere.
Travel facilitators are making
the most of the comparative cost
advantage enjoyed by Indias health
care system and are connecting
overseas patients to Indian
hospitals that offer customized
services of interpreters, private
staff and dedicated chef to make

them feel at home. The Delhi

based Escorts Heart Institute and
Research Centre has a separate
international desk that handles
inquiries of overseas patients and
then refers them to the concerned
department. The number of adult
patients from overseas who come
to Escorts constitute 10 per cent of
the total number of patients. Dr T.S.
Kler, Director, Cardiology, Escorts
Heart Institute and Research Centre
says, Patients from US and UK
who have been advised bypass
surgery by doctors back home,
prefer to travel all the way to
India as they get quality treatment
which is manifold cheaper here.
Apart from US and UK, we get
patients for bypass surgery and
children suffering from congenital
heart diseases from Afghanistan,
Bangladesh, Europe, Middle East,
Iran and Iraq."
While the earnings accrued from
medical tourism are welcome, some
senior doctors want the government
to take a hard look to review how
medical tourism is putting a burden
on our health care system. Some
among them feel that by catering
to foreign patients who can pay
better, we are compromising with
the medical needs of some of our
own needy patients.
By opening its hospital doors
to foreigners, the private health
care system in India has helped
the international community
acknowledge the strength of Indias
highly competent and committed
doctors. Having regained their
health in the Indian hospitals, they no
longer dismiss India as a country of
snake charmers and elephants.
(Email : triptinath@gmail.com)
35

YE-5/10/7

36

YOJANA May 2010

TOURISM
FOCUS

An Alternative Strategy for Cultural and

Economic Development of Orissa
Murali Dhar Majhi

NDIA IS one of the few

countries of the world with
an array of tourism resources
from bio-cultural diversity
to a wealth of histories
and antiquities. Tourism being a
highly labour intensive industry
offers employment to both the
semi-skilled and un-skilled local
population. Besides, providing
employment to a large number
of people, tourism can also be
the instrument of regional policy
aimed at achieving an equitable
balance between major industrial
areas and the rest of the country.
The World Tourism Organisation
acknowledges that tourism is the
fastest growing economic sector,
bringing foreign exchange earnings
to countries and creating jobs.
Tourism as a source of income is
not easy to measure, at least with
any degree of accuracy. This is
because of the multiplier effect. The
flow of money generated by tourist
spending multiplies as it passes

The state
of Orissa
can be
an attractive
tourist
destination
if the tourism
industry is
properly
encouraged

through various sections of the

economy through the operation of
multiplier effect. Tourism remains
basically a cultural phenomenon.
One way of hastening the beneficial
effects resulting from tourism is to
bring the cultural heritage into the
economic circuit. The development
of tourism appears to be a rational
approach which contributes unique
benefits in exploiting and preserving
the cultural heritage of an area
and at the same time developing
the national wealth. The circle
thus closes, cultural and tourist
economy, instead of standing in
opposition, derives reciprocal
advantage from one another.
Growth Factors
As a nation India is wealthier
now and Indians have higher
expectations of travel and tourism.
Most people travel abroad and
expect to take least one holiday
a year. The population is better
educated now, leading to increased

The author is Lecturer in Economics, Govt. Womens College, Jeypore, Koraput, Orissa.
YOJANA May 2010

37

personal incomes. Globalisation

has created more awareness of the
world and its possibilities, making
people more curious about different
cultures and languages and keen to
experience them. Modern modes of
transportation allow more people and
products to travel around the world
at a faster pace. Internet has also
facilitated the travel agents and tour
agents in presenting their products
and services and accepting bookings
online. At present Indias tourism
is experiencing a period of strong
growth, driven by the burgeoning
Indian middle class, growth in
high spending foreign tourists and
coordinated government campaigns
to promote Incredible India. Tourist
arrivals are projected to increase by
over 22 percent annually through

2010, with a 33 percent increase in

foreign exchange earnings.
Rediscovering the Tourism of
Orissa
Tourism in Orissa boasts of
beautiful beaches, lakes and forests
teeming wildlife, rich cultural
heritage/monuments, ethnohandicrafts from various ethnic
groups, colourful fairs and festivals,
music and ethnic dances. Tourism
has been recognized as an industry
in Orissa and sizeable revenue is
earned for the state from domestic as
well as foreign tourists. The Orissa
Tourism Development Corporation
was created in March 1979 and
it was incorporated under the
Companies Act in September 1979
(Govt. of Orissa, 2002). Against

this background an alternative

strategy with a specific programme
of actions aimed at development
of tourism in Orissa, socially,
culturally and economically is the
prime need of the hour.
Pilgrimage tourism
The innumerable temples of
Orissa scattered through the length
and breadth of the state, ranging from
the miniature on the Mahendragiri to
the gigantic Jagannath, Lingaraj and
Sun temple of the Golden Traingle
appeal to both pilgrims and cultural
tourists. Puri the site of famous Lord
Jagannath temple and one of the
worlds most spectacular devotional
processions, the Ratha Yatra is flooded
by devotees during most of the time
of the year. In western part of Orissa,

Emerging dimensions of tourism in Orissa



 























38

YOJANA May 2010

Sambalpur and Sonepur towns are

famous for a separate style of temple
artitecture. In addition, Orissa also
well known as a Buddhist and Jain
pilgrimage destination. The rock-cut
caves of Khandagiri and Udayagiri
explains the hitherto obscure history
of Orissa. A place sacred to all, the
Hindus, Jains and Buddhists, Orissa
is a much venerated pilgrimage spot
for devotees.
Nature tourism
Orissa is the perfect spot to get
drenched in the natures endowments.
The flowing streams and forests at
Nrusinghanath in Bargarh district,
Harishankar in Bolangir district,
Patalaganga in Nawapara district,
Ushakothi, Hirakud and Badrama in
Sambalpur district, the Khandadhar
waterfall in Sundargarh district
are the famous spots of tourist
attraction. The Nandan Kanan
National Park is a picturesque park
and offers an exceptional prospect
to its flora and fauna to thrive in
its most natural environment. The
lush green forest of Ushakothi and
Similipal filled with the chirping of
birds and a rich wild life are ideal
for the development of eco-tourism
in Orissa.
Village tourism
The majestic Mahanadi gorge
at Tikarpara, with added attraction
of the crocodile sanctuary, the
migratory millions of Olive Ridley
turtles to Gahiramatha, the bird
paradise of Chilika lake are viable
tourist destinations from commercial
point of view. Precipitous waterfalls
at a number of places including
Bagra, Duduma, Pradhanpat and
Joranda are ideal for summer
YOJANA May 2010

tourism. The winter tourism may

focus on the hot sulphur springs
at Atri, Taptapani, Deulajhari and
Tarabalo. The winter tableau may
also be experienced in places
resembling the Himalayan valleythat is Daringibadi in Phulbani
district and the Sunabeda plateau
in Koraput district.
Ethno tourism
The unique tribal culture distinct
by its intimacy with nature is a
treasure for ethno tourism in Orissa.
Attracting ethnic tourists from
west by aggressive marketing of our
rural potentials forms the base of
ethno tourism. The wood carvings
of the Kandhas of Koraput region,
metal works by lost wax process
among the Bathudis of Keonjhar
and Mayurbhanj and decoration
of houses by coloured plastering
of earth by Kandhas are really
things of attraction to outsiders.
The necklaces of coloured beads
of Bonda women, tribal jewellery
of Gadaba and Dongria Kandha
women are expressions of their
artistic and aesthetic quality. All
these arts and crafts if properly
developed and marketed can become
the good sources of tourist attraction.
The melodious songs, dances, bison
horn headgear, musical instruments
used by tribals and their colourful
costumes and ornaments are the
greatest attractions for outside
visitors and guests. The picturesque
Alasi field on the Donger land, the
sacred groves where tribal deities
are worshipped, youth dormitories
(Dhangada Ghar and Dhangidi
Ghar), festivities like Chaita Parab,
Pusha Parab and rural haat are
boon to ethno tourism. To make the

tribal jewellery contemporary to suit

the urban choice, they are trained to
improvise on the traditional ones.
Their forest collections like Sabai
grass craft, wood painting and
carvings, horn crafts, golden grass
crafts, bamboo and cane crafts,
brooms, honey and medicinal herbs
including Nux-vomica presents a
wider marketability of ethno scientific
knowledge. To attract the ethnic
tourists from west the department
of tourism along with other agencies
should make joint promotional
efforts and be tagged with local art
and craft making. Tourists coming
to Konark-Puri-Bhabaneswar then
only go to Keonjhar to see the life
style of Juanga tribal, visit Khiching,
explore Similipal and while on
way to Bhubaneswar might go to
Chandipur and Bhitarkanika. A range
of indigenous works like Dokra,
Terracota, Palm leaf engravings,
Patta and Tusur paintings, Silver
filigree, Lacquered crafts, Coconut
shell work, sea shell work, brass and
bell metal crafts, coir crafts can be
linked to global market and presents
stage for tribal creativity.
Leisure tourism
The traditional fairs and festivals
of Orissa, observed with colourful
ceremony are Dhanu Yatra at
Bargarh, Sitalsasthi at Sambalpur,
Nila Parva at Chandaneswar, and
the Chhou dance at Baripada. The
State is also rich in folk dances,
including Odissi, Gotipua Nacha,
Palla, and Danda Nacha. Tribal
folk dances such as 'dhemsa' and
'chau', plus other different forms,
enrich the folk dance repertoire
of the State. In addition to these
traditional dances, special dance
39

Table 1: Distribution of Tourist flow to Orissa in different years

Year

Domestic

% change

Foreign

% change

Total

% change

1999

2691840

5.9

25758

22.2

2717598

6.1

2000

2888392

7.3

23723

7.9

2912115

7.2

2001

3100316

7.3

22854

3.7

3123170

7.2

2002

3413352

10.1

23034

0.8

3436386

10.03

2003

3701250

8.4

25020

8.6

3726270

8.4

2004

4125536

11.5

28817

15.2

4154353

11.5

2005

4632976

12.3

33310

15.6

4666286

12.3

2006

5239896

13.1

39141

17.5

5279037

13.1

2007

5944890

13.4

41880

7.0

5986770

13.4

2008

58445

6.9

43966

5.0

6402411

6.9

Source: Govt. of Orissa, Dept. of Tourism and Culture, Bhubaneswar.

Table 2: Orissas share in India Tourist Arrival

Year

India (In Nos)

Orissa (In Nos)

Share

1999

2358629

33101

1.40

2000

2481928

25758

1.04

2001

2649378

23723

0.90

2002

2537282

22854

0.90

2003

2384364

23034

0.96

2004

3457477

28817

0.83

2005

3918160

33310

0.85

2006

4447167

39141

0.88

2007

5081504

41880

0.88

2008

5366966

43966

0.82

Source: Govt. of Orissa, Dept. of Tourism and Culture, Bhubaneswar.

and cultural programs like the

Konark Festival (at Konark), the
Adivasi Festival at Bhubaneswar,
and the beach festival at Puri, are
also organised every year. The Zilla
Mahostavas organised every year
in different districts and the district
level cultural festivals (such as
Parav in Koraput and Malyabanta
in Malkangiri) also attract tourists
locally and from further afield.
Souvenirs of cultural interest are
made by the tie and dye textiles of
Western Orissa, popularly known
40

as sambalpuri textiles, the appliqu

works of Pipili, the horn and soap
stone works of Puri, the patta
paintings of Raghurajpur and the
silver filigree of Cuttack.
Table-1 shows a disturbing
trend of tourist flow to Orissa.
The inflow of both domestic
and foreign tourist to Orissa is
declining. Moreover the share of
Orissa in Indias tourist arrival
shows a miserable trend. Being
less than one percent of share
in last decade compels policy

makers for adoption of more

reform and incentive package
in tourism sector. There was a
mere 4.12 per cent increase in
earnings in rupee terms in the
corresponding period (2008-09)
than the previous year.
Weaknesses of tourism in Orissa
The following are the weaknesses
of tourism in Orissa.
Lack of infrastructure
development as well as
YOJANA May 2010

poor connectivity to tourist

destinations
Lack of commercial attitude in
recovering the cost of capital
assets generated in tourist
spots

illegal drugs, all of which affects

vulnerable populations.

following recommendations are

made:

Cultural

Firstly, we have to ensure basic

amenities for the tourists and try to
develop quality human resources
for managing the travelers. There
must be meaningful interaction
among tourism officials and
tour operators for betterment
of industry. Secondly, to attract
more tourists from foreign soil
to rural Orissa various projects
must be undertaken under PublicPrivate-Partnership (PPP) mode
and adequate investment is needed
in giving professional touch to
the sector. Lastly, the ethnic
communities should be encouraged
to enrich their ethnic heritage and
skills so as to make their traditions
more attractive rather than less in
the face of change. Eco-tourism
(inclusive of its ethno component)
should provide an opportunity
for these tribal communities to
generate more income from the
tourism business in a dignified
manner.

Paucity of fund allocation for

tourism development

The distortion and

commodification of culture,
including mass produced
handicrafts and demeaning cultural
performances designed to entertain
and amuse rather than promote
interchange and understanding
among different peoples.

Impact of tourism on different

sectors in Orissa

Political, Legal and Human

Rights

Inefficient marketing strategy

of officials as well as local
inhabitants

Environmental
Beach resorts, amusement parks
and other tourism developments
causes ecological damage,
including deforestation, destruction
of mangroves and pollution of
rivers and lakes.
Social
Tourism has often brought
social problems including
exploitation and trafficking of
women and children for sex and/
or cheap labour, the spread of
HIV/AIDS, and the sale and use of

Tourism projects often fail to

consult, engage or adequately
compensate local communities for
loss of livelihoods, agricultural
lands, and access to natural and
common property resources such
as forest, beaches, ocean and
lakes.
Conclusion and Recommendations
The state of Orissa can be an
attractive tourist destination if
the tourism industry is properly
encouraged. For this reason, the

(E-mail:varsa_lkg@rediffmail.com)

YOJANA
Forthcoming
Issues

June 2010
&
July 2010

June 2010
The June 2010 issue of Yojana will focus on the state of Human Resource Development in our country.
July 2010
The July 2010 issue of Yojana will focus on the Water Resources in our country .
YOJANA May 2010

41

J&K WINDOW
TULIPS BLOOM IN KASHMIR

ith colourful tulips in bloom, the famed Tulip Garden on

the banks of Dal Lake was thrown open for the tourists and
the locals recently. The sprawling garden is situated on the
foothills of the splendid Zabarwan Mountains.
Around 15 lakh tulips of various huesred, pink, yellow, white,
orange, magentaand spread over seven acres of land are in bloom and
are expected to be a major attraction for tourists.
According to the officials of the department of floriculture, which
maintains the garden; of the 15 lakh tulip bulbs, 3.7 lakh have been
imported from Holland.
This year the department extended the garden and the tulips are spread over seven acres of land as against
five acres last year. Last year around 40,000 people visited the garden and it earned revenue of Rs. 17 Lakh
for the department.
From this year, the garden will be open round the year. Till now the garden used to close with the withering
of tulips but this the garden would be open round the year and the department was expecting the revenue
to increase manifold. Around 1000 people, including tourists and locals, visited the garden on the first day
of its opening.
This garden was set up in 2008 and since then has been a major tourist attraction of Srinagar in spring
season.

HELI-SKIING TO ATTRACT MORE TOURISTS

he awe-inspiring Himalayan slopes of Kashmir represent one of the last frontiers for daredevil skiers.
Now, with violence on the wane and a new heli-skiing service offering access to incredible descents
in virgin snow, the region is looking to attract the well-heeled practitioners of the extreme sport.

A Switzerland-based company has started a heli-skiing service recently, reviving a practice thwarted for
years by violence that sees skiers taken by helicopter and dropped on remote peaks.
Priced at 9,000 euros (12.300 dollars) per person per week, trips will be available up to early April.
Forming part of a trend that has seen the violence-weary area revive its adventure sport industry as fighting
declines. The package includes flights from the client's country and also hotel and local transportation.
More than 700,00 tourists, foreign and domestic, used to visit Kashmir annually before an insurgency
erupted in 1989. Numbers are only now recovering after nosediving when the violence started.
Kashmir is host to Gulmarg, Indias top ski resort, which has the highest ski lift in the world, climbing to
more than 4,000 metrres (13,100 feet). The restort boasts thousands of metres of untracked vertical descent
and virtually no restrictions on off-piste skiing. Other activities such as hiking, river rafting and snow-cycling
are also undergoing a revival in Kashmir, with both locals and foreigners taking part.
Trekking and mountaineering has picked up over the years and many foreigners and Indians can be seen
enjoying the treks alongside locals.
(Courtesy : Newspapers)
42

YOJANA May 2010

TOURISM
OVERVIEW

Adventure Tourism in India

S P Chamoli

UM AN B E ING h as
always had the urge to
explore new grounds
and travel to new and
challenging destinations.
The modern world has
a lot to offer by way of fun and
adventure in new and exciting
locales, even for travellers
constrained by time and money.
India has immense scope for
adventure related tourism activities
in its high Himalayan ranges, glacial
masses, cascading rivers, lakes,
deserts, sea coasts and tropical
forests. What it lacks, however, is
due exposure in the international
travel trade circles.

We need to
give more
attention to
sell India as
an adventure
tourism destination
to take advantage
of the resources
we have been
endowed with

During my joint expeditions and

various adventure trips to countries
like New Zealand, Switzerland,
United States, South Africa, Kenya,
and many other countries of South
East Asia, I was disappointed to find
that foreign tourists were not aware
that India offered adventure related
tourism activities like trekking,
mountaineering, rock climbing,

skiing, river rafting, canoeing,

caving, desert safaris, jungle
safaries, aero sports, parasailing,
para gliding, ballooning etc. They
knew much more about Nepal
Himalays where only trekking and
mountaineering can be done.
India has so far been marketed
mainly as a cultural and religious
tourism destination . Only a few
destinations like Ladakh and Sikkim
Himalyas are getting some attention
as adventure tour destinations.
Despite there being an immense
scope for adventure tourism in
the country there is hardly any
infrastructure facility available.
The main reasons for this could be
attributed to the lack of professionals,
trained persons in the travel trade
like mountain guides, ski-instructors,
river guides, etc. There is an almost
complete absence of professionally
qualified adventure tour operators,
local entrepreneurs like trekking
companies, agents, etc. who can offer
practical, ground based knowledge
and provide technical support base

The author is Director, Himalayan Adventure Institute. He was ex-DIG of the ITBP and Vice-President of Indian
Mountaineering Foundation.
YOJANA May 2010

43

for efficient and safe conduct of

adventure based tourist activities
in the field. There is also a lack of
basic infrastructure for adventure
tourism like equipment, clothing,
tents, detailed maps etc. and an
absence of proper understanding
of the essential requirements of
the foreign tourists who are keen to
enjoy these activities. In one of my
adventure trips a few years back, I
remember that some of my foriegn
friends wanted to encash the
dollars travelers cheques in Indian
currency at S. B. I. Uttarkashi
but this facility of exchanging for
foreign currency was not available
there, and we had to travel all the
way to Rishikesh just to encash a
traveler cheque.
Similarly there is complete
ignorance about the extension of
the inner line restrictions and open
area for foreigners. There is hardly
any information agency to provide
trekking maps which can exactly
indicate the location of the inner
line or trekking routes and facilities
available in the area. Foreigners
become victims of the bureaucratic
delays and get confused and lose
interest.
Fun and adventure tourism like
mountaineering, trekking, rock
climbing, tramping, skiing, river
rafting, canoeing, hot air ballooning
and hang gliding etc ,do not require
heavy investments and are labour
intensive activities providing large
scale employment for unskilled or
semi skilled workers.
There are large numbers of virgin
peaks and glaciers which can attract
mountaineers and skiiers. Similarly
there are spectacular flower laden
meadows or bugyals which can
be paradise for trekkers. Important
among these trek routes are the
Her ke Doon Trek, Her ke Doon
44

Yamunotri, Yamunotri Saptrishi

Kund, Hanuman Chatti DayaraHarsil Trek , Gangotri Gaumukh
Trek, Gangotri Kalandhi Khal
Badrinath Trek etc. .Similarly
there are innumerable high altitude
treks in Himachal, Jummu and
Kashmir, Sikkim and Arunachal,
which are in the inner line areas
and need special entry permits. For
soft trekkers the western Ghats,
coastal mountain ranges in Kerala,
Andhra Pradesh and Karnatka,
Meghalaya, Mizoram etc; have a
lot of potential. Even our domestic
adventure tourists only know about
a few such tourist destinations.
The Himalayan mountains are
still awaiting the challenge of rock
climbing to be explored. There
are innumerable virgin routes and
attractive rock faces where many
new records can be established but
these places need to be provided
with at least the basic amenities
for trampers. River rafting and
canoeing have similar potential,
along with fishing and angling.
Skiing also needs to be
popularized, as it has large scope for
development in Himalayan Alpine
areas. In fact almost all the bugyals
or high altitude meadows get
snow bound during winter making
cross country skiing possible.
Luckily, a good road network has
recently been developed in the
interior areas and these remote
and inaccessible places have now
become approachable for the
interested tourists. There is a good
scope for developing Heli-Skiing,
a new adventure sport, as is being
done in foreign countries. Skiing
can also be combined with climbing
trips. Some of the places where
skiing can easily be organized in
winters are Her ki doon ugyals,
Dayara bugyals, Kush kalyan
bugyals etc.

There are large numbers of

sulpher and hot springs in the
Himalayan region. These can be
improved with basic amenities of
bath rooms etc. on commercial
patterns as is done in Himanchal
Pradesh at Bashist (Manali) .
The entire area of Uttarakhand
is famous for its religious shrines
which have been attracting pilgrims
since times immemorial. Most
of these places had some old
trekking infrastructure available.
For example, there used to be "on
foot" pilgrimage in Uttarakhand,
starting right from Haridwar,
with well developed trekking
routes with convenient chattiest
(halting places) available at every
9 to 10 Km. of distance where
basic amenities of smelter and
food, dharmshalas, rest houses
and local tea shops were available.
These old infrastructure have been
destroyed with the building of
new roads, and unfortunately, no
modern substitute has come in to
fill the gap. Very little facilities
are not available now to the do
it yourself trekkers and back
packers.
With government efforts,
adventure tourism is now catching
up among the Indian youths,
students and club members and
attracting them gradually towards
outdoor pursuits. We need to give
more attention to sell India as an
adventure tourism destination to
take advantage of the resources
we have been endowed with. But
apart from selling, we need to
develop the infrastructure required
for these outdoor pursuits, and
train the local people to provide
the valuable manpower inputs. This
could also help develop these areas
economically.
(E-mail : hai@satyam.net.in)
YOJANA May 2010

FOREIGN RELATIONS
PERSPECTIVE

India and China Engage Southeast Asia by

Cultural Diplomacy
Parama Sinha Palit

U L T U R A L
D I P L O M A C Y, a
component of soft power,
as a tool of foreign
policy has become
increasingly popular during the
last two decades. A relatively
new concept, cultural diplomacy
is defined as the exchange of
ideas, information, art, and other
aspects of culture among nations,
and their peoples in order to foster
mutual understanding (Milton C.
Cummings, Jr. Cultural Diplomacy
and the United States Government:
A Survey). Historically identified
with the United States and its
influence all over the world, it is
considered the linchpin of public
diplomacy by many who discount
wars and use of force.

It is most
likely that a
combination of
both hard
power and the
use of cultural
diplomacy tools
will determine the
future trajectory
of international
relations between
countries

International relation studies

focusing on the emerging
dynamics of the 21st century are
devoting considerable attention
to the influences that are likely to
dominate Asia in the decades to

come, given the growing dynamism

of the region. The two Asian giants
- India and China are clearly
frontrunners in this regard given
their steadily enlarging economic
size and commercial engagement
with the region. While India has
often, rather uncharitably, been
termed the regional bully by its
neighbours, China was perceived
as a destabilising force from
the 1950s to the 1970s (David
Shambaugh, China Engages Asia:
Reshaping the Regional Order).
However, new dynamics and
opportunities have propelled China
to transform its perception from an
overtly aggressive state engaged in
ideological imposition to a modern,
progressive and accommodating
nation. Chinese transformation
has been so forceful that most
Southeast Asian countries are
comfortable with Chinese presence
in the region. India, on its part, is
also making conscious efforts to
project itself as a benign power.

The author is the Chief Editor and Singapore Representative of India-China Economic and Cultural Council (ICEC),
India.
YOJANA May 2010

45

But unfortunately when the two

countries are compared in terms
of their cultural diplomacy reach,
the gaps between the two are
noteworthy.
Given the fact that India and
China are consciously emphasizing
the deployment of softer tools for
greater engagement, their interest
in the Southeast Asian countries
seems paramount. Southeast Asia
is a strategically vital region for
both India and China. The region
is a neighbor of both countries and
is home to large segments of Indian
and Chinese diaspora. It is also an
economic hub and provides both
countries access to a large group
of heterogeneous markets. The
regions rich natural resources,
cultural diversity, geographical
significance (in terms of important
commercial sea routes) and
historical links have made it a key
foreign policy priority for New
Delhi and Beijing. While Indias
official engagement with the region
began with the Look East Policy
(LEP) of 1992, China was far
more active even during the Cold
War years. At present, however,
both countries appear equally keen
on engaging the region through
extensive diplomatic efforts.
Cultural contacts and initiatives
are central to such efforts.
Indias Cultural Initiatives in the
Region
While cultural diplomacy has
been historically employed by India
for spreading its influence, Indias
emphasis on economic reforms
delinked its soft power from its
historical religious overtones.
However, recent policy statements
and initiatives suggest that India
46

is once again keen on projecting

its benign image to the world in
general and Southeast Asia in
particular.
Education forms an essential
segment of Indias diplomatic
endeavour for engaging Southeast
Asia. The Indian Council for Cultural
Relations (ICCR), the cultural wing
of the government extends generous
scholarships to Southeast Asian
countries under several schemes.
These include the General Cultural
Scholarship Scheme (GCSS) of the
ICCR providing 55 scholarships
to Southeast Asian countries
(Brunei-1, Thailand-10, Malaysia-1,
P h i l i p p i n e s - 1 , Vi e t n a m - 6 ,
Combodia-2, Indonesia-20, Laos-4
and Myanmar-10) (Pranav Kumar,
Contours of Indias Cultural
Diplomacy in Southeast Asia).
Thirty scholarships are provided
to the Bay of Bengal Initiative
for Multi-Sectoral Technical and
Economic Cooperation (BIMSTEC)
countries alone. Fifty scholarships
are provided under the MekongGanga Cooperation (MGC)
scholarship scheme.
Other than the above, ICCR
also provides fellowships to
Southeast Asian students and
scholars under general schemes,
such as the Commonwealth
Scholarship Scheme, Cultural
Exchange Programme and the
Colombo Plan. Under the umbrella
of Indian Technical and Economic
Cooperation Programme (ITEC),
India provides technical assistance
to 156 countries. One of the
important channels of assistance is
to train nominees of ITEC partner
countries and sending cultural
troops overseas to help introduce

and connect foreigners to Indian

culture and tradition.
ICCR has established 20 cultural
centers (and two sub-centers) all
over the world. Unfortunately, out
of these 20, only two are in Jakarta
and Kuala Lumpur in Southeast
Asia in addition to a sub-centre in
Bali.
The LEP enunciated during
the Prime Ministership of P.V.
Narasimha Rao in mid-1990s was
another initiative to connect with
its Southeast Asian neighbours.
It set new rules for using cultural
diplomacy as a tool for engagement
based on a hard-headed assessment
that reclaiming Indias Asian past is
necessary for establishing its role in
the continents political future( C.
Raha Mohan, PM at the East Asia
Summit has a Golden Opportunity
to Deepen the Engagement through
Cultural Diplomacy) without
disturbing the cultural identities of
the countries in Southeast Asia.
While India is polishing its
new cultural image, it is also
working on several other fronts
simultaneously for reinventing its
cultural diplomacy in Asia. One
of the important aspects of Indias
cultural diplomacy is cultivating its
diaspora in the region. The new
Indians, who are gradually finding
their ways into many prosperous
Southeast Asian countries offering
myriad opportunities in countries
like Singapore, have begun to
alter the overall community
demographics in dramatic ways(
Asad-ul Iqbal Latif, India in the
Making of Singapore).
India is also trying to revive
Buddhist cultural links with
YOJANA May 2010

the Southeast Asian countries

including China and Japan. The
Nalanda University initiative
is a key step in this direction.
The Singapore Foreign Minister,
George Yeo, has noted that We
should develop Nalanda as an icon
of the Asian renaissance, attracting
scholars and students from a
much wider region as the ancient
university once did(Kalinga
Seneviratne, Religion Asia:
Singapore to Help Revive Ancient
Indian University).
Chinas Soft Approach in
Southeast Asia
With China aspiring to be a
global player, it has been trying to
increase its influence across several
regions, particularly Southeast Asia
by adopting a more accommodating
foreign policy. While China is
aware of its economic strength
and the influence which such
strength yields, it also realizes the
effectiveness of pursuing cultural
diplomacy along with other soft
power tools.
Chinese President Hu Jintaos
statement in October 2007
pronouncing cultural diplomacy as
a factor of growing significance in
the competition in overall national
strength (Dune Lawrence, Chinas
soft power Strategy Threatened
by Slow Growth) underlines the
importance the Chinese government
is attaching to the concept. Cultural
diplomacy, along with political and
economic diplomacy is regarded
as the three pillars of Chinas
foreign policy. Soft power (a
more expanded form of cultural
diplomacy) is now part of China's
official vocabulary. Beijing signed
the Southeast Asias Treaty of
YOJANA May 2010

Amity and Cooperation (TAC)

in 2003, renouncing force and
focusing on greater economic
and political cooperation with the
region.
In keeping with its efforts to
enhance friendly cooperation and
improve relations with neighbors,
China hosted the 6th Asia Arts
Festival in 2004, attended by
almost 1,000 artists from 17 Asian
countries, and attracting around
500, 000 spectators. The same
year also witnessed China pushing
the making of Convention
on Protection of Cultural and
Artistic Diversity and issuing the
Shanghai Declaration during the
seventh annual ministerial meeting
of the International Network on
Cultural Policy. By hosting the
Beijing Olympics in 2008, China
has made a strong pitch to advance
its prestige and attraction. Chinas
cultural sites like the Great Wall,
the Imperial Palace, the Temple
of Heaven and other remarkable
heritages attract large volumes
of tourists as well. Beijing also
initiates networks of informal
summits to bring together opinion
leaders of various Southeast
Asian countries. Its creation of
a Chinese version of the Peace
Corps for sending idealistic
Chinese youth to developing
countries for voluntary service
projects highlight Chinas intent
for further engagement with the
countries in the region.
The Chinese government has
established 295 Confucius Institutes
in 78 countries for spreading its
language and culture abroad. These
institutes are modeled after Frances
Alliance Francaise, Germanys

Goethic Institut , and the UKs

British Council. Being Sino-foreign
joint partnership, these institutes
have sound financial fundamentals.
Beijing also offers scholarships for
spreading the growth of Chinese
language. China hosts regular
visits for high-level delegations
from India, Vietnam, and Myanmar
for studying the Chinese model.
The Chinese diaspora has also
contributed in promoting Chinese
culture in the Southeast Asian
region (Li Mingjiang, Soft Power
in Chinese Discourse: Popularity
and Prospect). Singapore hosts
a predominant ethnic Chinese
population, along with Malaysia,
Indonesia and Thailand. The
prevalence of Buddhism also bonds
the nations in the region.
Conclusion
Cultural diplomacy has indeed
gained a lot of currency recently
given the current complexities
associated with the 21st century
international system. Given the
weaknesses that have come to be
associated with hard power over
time, countries now prefer to rely
on cultural diplomacy to win over
partners and export their own
culture to other countries in a bid
to influence them. Both India
and China have been projecting
a new image across the globe by
establishing itself as a benefactor.
However, this is not to suggest
that hard power will cease to exist
in the present world order. It is most
likely that a combination of both
hard power and the use of cultural
diplomacy tools will determine the
future trajectory of international
relations between countries.
(E-mail : psinhapalit@gmail.com)
47

TOURISM
PERSPECTIVE

Goa : Challenges to Tourism

Swapnil Naik

OAOCCUPIES a narrow
strip of the Western
Indian coastline. It is
approximately 105 kms.
long and 65 kms. wide
with a total area of 3702
sq.kms. Goas prime attraction for
tourists is its 105 kms. long palm
fringed coast line. Its rivers crisscross the state and empty into the
Arabian sea.

We are
marching
ahead in
ensuring and
showcasing
Goa as one of
the best tourist
destinations in
the world

Tourism as an industry plays a

vital role in generating employment.
It has also been recognized as a major
thrust area to derive economic growth
and employment generation in
India. Goa has tremendous potential
to achieve high and sustainable
growth rates through tourism. In
order to create job opportunities
for unemployed local youth, the
state tourism department grants
permission for erection of temporary
shacks, deck beds, umbrellas on
various identified beaches in North
and South Goa during the tourist
season from October to May every
year. Besides offering refreshments
to the beach goers, these temporary
establishments often also provide
facilities for water sports, and

bring in good earnings for the local

people.
Sandy beaches are the major
tourist attractions of Goa. As such,
all possible preventive and remedial
measures are undertaken to ensure
that beaches are kept neat, clean and
free from encroachments. In fact,
cleanliness of beaches is a major task
before the state tourism department. It
has engaged the services of contractors
for cleaning, sweeping, collection
/ lifting and disposal of garbage
including litter, plastic bottles/bags,
waste and also garbage generated by
shacks, the dune/vegetation areas,
parking areas/approach roads/access
to the beaches etc.
The average stay of a domestic
tourist in Goa is around five days
while that of a foreign tourist is
two weeks. Keeping in view the
opportunities available, various
initiatives have been taken to
diversify and develop the tourism
market. These include promotion
of Eco-tourism, Adventure Tourism,
Pilgrim Tourism, Rural Tourism,
Cruise Tourism, Heritage Tourism,
etc. As part of diversification of
tourism products, interconnecting

The author is Director, Department of Tourism, Panaji, Goa.

48

YOJANA May 2010

circuits have been identified covering

churches, temples, spice plantation,
birds and wild life sanctuaries, lakes,
heritage houses, gardens, springs,
monuments and water falls.
However, if the tourism industry
in the state is really to grow in the
coming years, the infrastructural
facilities in the form of roads, inland
water ways, cable cars/rope ways
need to be substantially improved
and provided wherever necessary.
There is mounting and heavy
concentration of both domestic as
well as foreign tourists along certain
areas and pockets in the state. The
fact that Goa is a permanent venue
for the International Film Festival
also builds up the tourist pressure,
making it absolutely essential to
establish better infrastructural
facilities.
Special efforts are also being
made to market Goa overseas.
participation in the World Travel
Mart at London in November was
one step in this direction. Besides
this, the tourism department prints,
distributes and supplies brochures in
foreign as well as English languages
and releases advertisement in
various national and international
magazines, newspapers, etc.
FUTURE PLANS
The Government has approved
the Integrated Development

of Infrastructure for Heritage

& Hinterland Tourism in Goa
such as Tourism Jetty at Panaji,
Tourist Infra Plaza, Tourist Office
Complex with AMPHI theatre,
Mandovi circuit, Zuari circuit and
facilities near churches at Old
Goa. The Ministry of Tourism has
sanctioned financial assistance of
Rs.4309.91 lakhs for the above
Mega Projects.
The second phase of Beach
Safety Management programme
was already taken up for the year
2009-10. Earlier, in 2008-09, the
first phase was taken up at cost of Rs.
12.70 crores wherein state- of- theart facilities in form of jet skis, high
speed vessels, training for life guards
were provided at two major stretches
of beaches i.e. Baga to Sinquerin in
North Goa and Velsao to Benaulim
in South Goa. The ultimate aim is
to bring down drowning death in
coastal areas of Goa to Zero.
Setting up of a Special Tourist
Security Force named as Tourist
Security Organization is proposed
to be formulated in order to provide
additional protection and guidance
to the tourists visiting the state.
The work of the development
of basic infrastructural facilities,
development & maintenance of
places of tourist interest will be
continued. In addition to beach
tourism, the tourism department

will continue to promote other

facets of tourism such as hinterland,
heritage, adventure and ecotourism. Further, the Department
is making all efforts to promote Goa
as a Medical Tourism destination,
in view of good infrastructural
medical facilities available here,
with comparatively low cost of
treatment and no waiting time
as compared to other European
countries.
The policy of the Government
is to provide basic tourism
infrastructure leaving provision
of tourist facilities and services to
the private sector. However, in this
process, care is taken to ensure
that the social environment is
maintained and overall ecology is
not disturbed.
Government is taking all
possible prevention and remedial
measures for safety and security
of the tourists on the beaches.
Government has tightened and
increased the Police force in the
tourist spots of Goa in order to
avoid any untoward incidents. This
has indirectly helped in reducing
the cases of rape and murder in Goa.
We are marching ahead in ensuring
and showcasing Goa as one of
the best tourist destinations in the
world.
(E-mail : goatourism@dataone.in)

TOURIST PLANS FOR GOA

oncerned over a spate of attacks on foreign tourists in Goa, the tourism ministry has written to the
Planning Commission urging that the scheme to provide central assistance for establishing tourist
police in states be given the go-ahead.

The scheme, in the pipeline for some time, has hit a roadblock with the Plan panel which feels existing
security apparatus like state police and home guards should be able to do the job.
Tourism minister Kumari Selja has written to Planning Commission underlining the ministrys focus on
the safety and security of tourists at key tourist destinations. There was concern that incidents where foreign
tourists were attacked were drawing negative attention and could adversely affect tourism in India.
The Tourism Facilitation and Security Organization Scheme (TFSO) envisages a dedicated force
comprising of ex-servicemen that would provide assistance to tourists. The lukewarm response of the state
governments only a few have been able to raise the tourist police has prompted the government to provide
central assistance for the security force.
YOJANA May 2010

49

DO YOU KNOW?
THE WOMEN'S RESERVATION BILL

t was a momentous
development when the
Women's Reservation Bill was
passed by the Rajya Sabha on the
9th of march, 2010. For more than
ten years now, the Bill has led to
heated debates in the Parliament,
with supporters saying that it
will pave the way for an active
participation of women in politics,
and detractors saying that it will
benefit only a narrow spectrum of
privileged women. Let us take a
look at what the Bill has to offer,
and what the controversy is all
about.
What does the Women's
Reservation Bill provide ?
The Women's Reservation Bill
is a proposed legislation to reserve
33.3 per cent of seats in Parliament
and State legislatures for women.
This would mean reserving 181
of the 543 seats in the Lok Sabha
and 1,370 out of a total of 4,109
seats in the 28 State Assemblies for
women. In case of seats reserved
for SC-ST candidates, 33.3 percent
would have to be reserved for
women. The reservation of seats
is proposed to be on rotation basis
, which means that the 33.3 %
seats reserved in one election
would cease to be reserved in the
next election. In its place, another
set of seats totaling 33.3 % would
get reserved. The provision for
reservation is proposed to be in
place for 15 years.
The Bill is an extension of
the 33.3 % reservation of seats
for women in the Panchayats
to the State Legislatures and

50

the Parliament. Reservation for

women in Panchayats has resulted
in probably one of the largest
mobilization of women in public
life in the world.
How did the Bill originate?
The proposed legislation was
first introduced in the Lok Sabha
on September 12, 1996 by the
United Front government as the
81st Constitutional Amendment
Bill. In 1998 it was re-introduced
in the 12th Lok Sabha as the
84th Constitutional Amendment
Bill by the National Democratic
Alliance (NDA) government. It was
reintroduced again in 1999, 2002,
2003. In 2004 it was included in the
Common Minimum Programme of
the UPA government. All these years
the Bill could not be passed because
of lack of political consensus. It was
again tabled in the Rajya Sabha in
2008, and has now been passed by
the Rajya Sabha in 2010.
What is the objective of
Bill?

the

The Bill is aimed at fostering

gender equality in Parliament,
which in turn would lead to the
empowerment of women as a
whole. It is expected that increased
political participation will help
Indian women fight against the age
old discrimination and deprivation
they have been subjected to, and
the inequality they suffer from.
The Bill, it is felt, would create a
level playing field for the women to
enhance their presence and status
in politics initially, and in society
eventually.

What are the apprehensions

regarding the Bill ?
Some political parties are
apprehensive that the reservation
for women would rob the chances
of many of their male leaders
to fight elections. Coupled with
the reservation that already
exists for the Scheduled Castes
and Scheduled Tribes, a further
reservation for women would be
discriminatory for other sections
of people. Others say that the
reservation would benefit only
elite women, causing further
d i s c r i m i n a t i o n a n d u n d e rrepresentation to the poor and
backward classes. They are
opposed to the bill in its present
form and want a quota within
quota for women from backward
classes. It is also felt that rotation
of seats being reserved may reduce
the commitment of the elected
MPs to their constituencies as
their chances of getting reelected
would be very little.
What is the status of the Bill
now?
The Bill, which is also the
Constitution (108th Amendment)
Bill , was passed by the Rajya
Sabha on 9th March 2010. It will
now be tabled in Lok Sabha. Once
approved by both houses, it will
be sent for Presidential consent
and then become a law, giving
33% reservation to women in
Parliament and State Assemblies.
The reservation will remain in place
for 15 years and then be extended,
if necessary.

YOJANA May 2010

SHODH YATRA

Generator Accessory for Cleaner Exhaust

HERE ARE absolutely

no generators/gensets in
the country that have a
pollution control device
attached to them. In fact,
existing rules do not mandate
this. However, Virendra Kumar
Sinha, , a self-taught welder
and fabricator from Bihar, has
developed a pollution control
device for gensets. This attachment
precipitates the suspended
particulates present in the exhaust
gases making it clear, besides
reducing its temperature.

He continued to
improvise and
after about a
decade gave
the machine its
present shape,
which matched
the level of
perfection he
was looking for
YOJANA May 2010

Sinha has not had much of

formal education. After dabbling
unsuccessfully with various odd
jobs,he started helping his friend set
up a fabrication unit. The exposure
helped him later on to set up his own
fabrication unit for manufacturing
iron gates and grill works with
a small loan from a bank. His
fabrication unit, Kaajal Steel made
slow but steady progress over the
next twelve-thirteen years. There
were ups and downs in the journey,
but he has done well overall.

Virendra's workshop was located

opposite a school. He used a diesel
genset in this workshop. The fumes
and noise from the genset were both
matters of major concern. He had
to face hostile neighbours who went
to court over the issue. The SDM
and court authorities also asked him
to either solve the problem or close
down his unit. With his limited
resources, he could not relocate the
unit. Resolving to settle the issue
once and for all, he thought about
designing an attachment that would
drastically minimize the noise as
well as the smoke. While pondering
on how to build the device, he
remembered the science teacher
of his school mentioning- When
we make a noise in a closed room,
its effect on the people outside is
much less than when we make same
intensity of noise in open space.
He then decided to build a
special chamber to muffle the
sound and break down the exhaust
components. Using commonly
available materials such as an iron
drum, perforated iron pipes, steel
51

channels, baffles and soot collecting

tray, Virendra built the first prototype
with multiple muffling chambers. It
cost him Rs. 4000. This unit was
fitted to the 10 HP engine being
used in his workshop. This resulted
in considerable noise reduction.
Over a period of eight months, he
continued to invest and experiment
and finally made a device that
reduced the noise further. The
emission also reduced but not
to his satisfaction. He continued
to improvise and after about a
decade gave the machine its present
shape, which matched the level of
perfection he was looking for.
Pollution Control Device
This is an accessory that is
attached to the genset. It precipitates
the particles of the flue gases,
lowers their temperature and also
dampens the noise considerably.
The attachment consists of a
cylindrical drum having concentric
perforated screens and a few long
perforated tubes having equally
spaced mesh linings. Fins have been
provided on the internal surface
of the cylinder for breaking the
sound waves. The cylindrical drum,
weighing 65 kg, is placed between
the generator and the exhaust pipe.
The exhaust gases, which enter
the unit, strike against the array
of protruding fins and perforated
tubes continuously. The vortex
results in the dissociation of CO
and CO2 into carbon particulates
and oxygen. The innovation also
works as a silencer by internally
canceling out sound waves as
they pass through a series of
concentric channels. The geometry
and construction of the unit also
delivers removal of carbon-based
effluents as soot and solid deposits.
52

The exhaust gases, which come out

eventually are very clean and leave
no trace of carbon on the leaves
of the tree growing nearby. The
unit functions as an attachment,
not only for precipitating carbon
particulates from the flue gas and
damping the sound, it also reduces
the temperature.
On an average, after 3000 hours
of engine operation, the innovator
removes about 5 kg of soot using the
chute at the bottom of the drum. In
about six to eight months, it collects
12 to 14 kg of carbon, which
can be easily taken out from the
opening at the bottom. The variation
in geometries, zonal volumes
and pipe segments create area
discontinuities which act as an
impedance mismatch for the sound
waves to travel further. Secondly,
there are the multiple reflections
of sound waves internally, which
cancels them out. Testing of the
device was done with 5 BHP
Kirloskar engine under different
loads in BIT Mesra, Ranchi where
reduction in CO and CO2 up to 30
% and considerable reduction in
temperature was observed. NIF has
filed a patent (1520/KOL/2008) in
the name of Virendra Kumar Sinha
for this innovation.
Other solutions in the domain
Prior art discloses various
methods such as catalytic filter
scrubbing, scrubbing with diluted
basic solutions, scrubbing by water
i.e. use of water as an absorbent,
scrubbing by any undisclosed
liquid, catalytic systems including
fuel reformers and after treatment
systems, such as the selective
catalytic reduction (SCR) of NOx
under oxygen-rich conditions. Other

methods include ozone injection

and absorptionreduction technique
for removal of sulfur dioxide and
nitrogen oxides, reaction with N
radicals for reduction of NO in the
exhaust gas, braided wire damper
for noise reduction, electrostatic
precipitator for attracting particulate
matters in an exhaust gas, treatment
of flue gas by electron beam for
simultaneous removal of SO2 and
NOx. Akasi from Sivakasi, Tamil
Nadu had developed one such
device (an environmental friendly
oil engine with a modified silencer
that reduced sound better than other
silencers) way back in 2000.
Road ahead
Virendra has received several
queries from companies but so
far he has not found the right
party and the price to license
the technology. Many hotels and
business establishments which use
generators, have come forward
with enquiries for this effective low
cost solution. The extensive carbon
deposits collected periodically
can be reused as raw material for
shoe polish and local small-scale
industry units. Large numbers of
workshop mechanics use such
engines, which create both noise
and air pollution and yet there are
not many examples of such devices.
Virendra is now working on to fine
tune the device so that it can be fitted
to any generators/gensets from 5
kVA to 14 kVA. He is also trying
to keep the cost down, to enable
its maximum usage. He proudly
says, "Earlier, I had to do this for
survival, now I am doing this for
the country".
(E-mail : campaign@nifindia.org,
www.nifindia.org)
YOJANA May 2010