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Tourism Minister Calls for Enhanced Focus on Rural Tourism
March 28, 2011

Tourism Minister Calls for Enhanced Focus on Rural Tourism

National Tourism Awards Presented

http://pib.nic.in/newsite/erelease.aspx?relid=71311

28 March 2011

Ministry of Tourism: The Union Tourism Minister Shri Subodh Kant Sahai has called for enhanced focus on Rural Tourism. Presenting the National Tourism Awards for 2009-10 here today he said that the Ministry of Tourism will carry out an audit of its Rural Tourism Projects to ensure that this important initiative is not lost. He said that Rural Tourism while providing a varied and vivid experience can also expose the visitors to different ways to live life.

Shri Sahai said that the key for the development of tourism in future would be research, collaboration, innovation, public private partnership and sustainability. “While culture and heritage is going to remain as mainstay of India tourism, the world is going to find our new products like Wellness and Medical Tourism, MICE (Meetings, Incentives, Conventions and Exhibitions) Tourism, Adventure and Sports Tourism including Golf and Polo very attractive”, the Minister added. 

Stating that India is an excellent destination for making films,  Shri Sahai called upon the international film industry to take advantage of beautiful locales of the country.

The Minister also assured the tourism industry that the Ministry’s endeavor remains to work hand-in-hand with the industry and sincere towards its genuine demands and it would not hesitate to champion the cause of the industry with various authorities.

Lok Sabha Speaker Smt.Meira Kumar was the Chief Guest at the awards presentation ceremony. Cine artist Priyanka Chopra was the Guest of Honour.

Best State/UT award for tourism infrastructure and tourism related programmes under North-East category went to Sikkim while for rest of India it went to Madhya Pradesh. Best tourism Film award went to “ Karnataka “ produced by Karnataka Tourism. Karnataka Tourism and Rajasthan Tourism were adjudged joint winners for Best Tourism Promotion Publicity Material by States/ UTs. Bhootgarh Rural tourism Project of Punjab won the Best Rural Tourism Project award.Caravan Bus of MP Tourism won the Most Innovative/Unique Tourism Project award.

The Ministry of Tourism, Government of India presents National Tourism Awards to various segments of the travel and tourism industry every year. These awards are presented to State Governments / Union Territories, classified hotels, heritage hotels, approved travel agents, tour operators and tourist transport operators, individuals and other private organizations in recognition of their performances in their respective fields and also to encourage healthy competition with an aim to promote tourism.

The National Tourism Awards have over the years emerged as the most prestigious recognition of achievements in the travel, tourism and hospitality sectors of the country since its inception.

Following is the text of the Tourism Minister’s speech delivered on this occasion:

“The Tourism, Travel and Hospitality Industry in India stands poised for unprecedented growth in the coming years given the buoyancy of Indian economy.

“We are making all efforts to make tourism as our main political and economic agenda given its proven role in stimulating inclusive economic growth, employment generation and social integration.

“My Ministry is committed for the integrated development of tourism with active participation of various State Governments, Union Territories and other stakeholders in the industry.

“Though, last year Foreign Travel Arrivals to India registered a growth of 8.1% over the year 2009, one of my major concerns which remains today is the stagnant share of India Tourism in the world tourism market. We have to think afresh about our strategies and realign them with the lates global trends after undertaking necessary research.

“The key for the development of tourism in future, in my opinion, would be research, collaboration, innovation, public private partnership and sustainability.

“We must monitor and analyze the global tourism trends to maintain our competitiveness. We must increase our collaboration and improve information exchange mechanism with the industry, international organizations and educational institutions.

“Our endevour today remains to work hand-in-hand with the industry. We are sincere towards the genuine demands of the industry and would not hesitate to champion the cause of the industry with various authorities.

“Innovation can play a leading role in the growth of tourism by way of introducing new products, adapting to new economic conditions, improving resource management and introduce new technologies for service improvement like introduction of e-visas.

“I have no doubt that tourism is going to be one of the main drivers of Indian economy in the years to come. We, in the Ministry, are trying to create a competitive framework with strong public private partnership which can stimulate investment, innovation, cooperation, capacity building, and remove existing obstacles.

“The developing countries like ours will have to understand the full potential of tourism industry and encash it in a sustainable and responsible manner for their socio-economic development. Our aim together should be to use our resources rationally for the benefit of coming generations.

“One of the key challenges for development of tourism in future would be to take community along. Unless community realizes and recognizes the benefits of tourism and becomes an active partner in tourism promotion and development, the whole effort can be brought to naught. Realizing this, we initiated social awareness campaigns with Mr. Aamir Khan as our brand ambassador. These campaigns have been well received. I take this opportunity to thank Mr. Aamir Khan for his selfless service, commitment and support to the cause of India Tourism.

“While culture and heritage is going to remain as mainstay of India tourism, the world is going to find our new products like Wellness and Medical Tourism, MICE (Meetings, Incentives, Conventions and Exhibitions) Tourism, Adventure and Sports Tourism including Golf and Polo very attractive.

“Films form an important and integral part of tourism. Priyanka ji would agree with me that India is an excellent destination for making films. I invite the international film industry to India and take advantage of our beautiful locales.

“Tourism, if remains an urban activity in India, will not benefit the common man. Considering the fact that the majority in India lives in villages, our focus should be on Rural Tourism. I have asked my Ministry to carry out an audit of our Rural Tourism projects so that this important initiative is not lost. Rural Tourism while providing a varied and vivid experience can also expose the visitors to different ways to live life.

“While international visitors remain very important from the point of view of foreign exchange earnings, the domestic tourism retains its key focus in our scheme of things with huge potential for income distribution and social equity. The Ministry will continue to promote both international and domestic tourism in the coming years.

“To promote excellence and recognise the efforts put in by various stakeholders in development and promotion of India Tourism, this Ministry instituted the National Tourism Awards. I congratulate all the winners of the National Tourism Awards and wish them success in their future endeavours.

“In the end, I would like to urge all my friends in the tourism industry and every citizen of this country to work together to stimulate Indian tourism growth with combined efforts.

“I am personally grateful to Meira Kumar ji and Priyanka ji to have graced this occasion on our request.”

Clich here to view the Annexure-http://pib.nic.in/archieve/others/2011/mar/d2011032802.pdf