Tourism professionals speaking at Amity University’s World  Tourism Day celebrations in Noida, near the Indian capital Delhi this  week.  PICTURE: Updesh Kapur

 

By Updesh Kapur /New Delhi

On Sunday, countries worldwide will have another occasion to celebrate yet another big event – World Tourism Day.
Promoted under the auspices of the UN, September 27 each year is aimed at fostering awareness within the global community of the importance of tourism, and how it is a key instrument for social, economic, cultural and political welfare globally.
The world’s biggest industry is just days away from taking centre stage. The timing is particularly appropriate as it comes at the end of the high tourist season in the northern hemisphere and the beginning of the tourist season in the southern hemisphere.
It was 45 years ago on September 27 in New York that the statutes of the UN World Tourism Organisation (UNWTO) were adopted. World Tourism Day was officially observed 10 years later, from 1980 with a host country chosen each year to officiate the occasion.
This year, the land-locked West African nation of Burkina Faso is the host nation, but the UNWTO called off the activities there this week due to civil unrest that has sparked off travel advisories.
Global celebrations, however, will continue under this year’s theme of “1 billion tourists, 1 billion opportunities”.
A successful tourism infrastructure can have a multiplier effect: increased foreign earnings and a tremendous amount of employment opportunities, enticing youngsters into a growing and exciting industry.
And it is this, an industry of mammoth proportions that is being propelled into the minds of decision makers, policy makers and members of the public to show its true value and substance, and understanding both the growth potential and challenges alike.
We’re not talking about sightseeing, visiting key attractions or lazying on the beach. There’s more to tourism than what we think we know.
Statisticians will throw numbers easily. Last year, international tourist arrivals grew by 4.3% to 1.133bn, generating $1.5tn in export earnings for nations, according to the UNWTO.
The figures of billions and trillions may look impressive, but under the surface, there’s much, much more that can be done to elevate the numbers and show tourism can be integral to a nation’s economy.
Many countries are heavily reliant on tourism for sustainability. Nepal, gateway to the scenic Himalayas; Caribbean, home to pristine beaches; south east Asia, centre of cost-effective getaways; Europe, the heart of culture, to name a few.
A sharp drop or increase in visitor numbers will have an impact on the industry and create a domino reaction on supporting sectors along the supply chain.
It is this basic economic principle of supply and demand that can impact the entire chain positively or negatively, in turn be a key driver towards survival or failure.
Where many fail is when the tourism industry relies on numbers.
Considerable thought has to be given to developing new tourism products rather than rely on the tried and tested; employing and training individuals with the right service-led attitude across the supply chain; reducing crippling taxes and levies across the tourism industry that governments see as easy prey and a cash cow to prop up their balance sheets.
Thinking beyond the numbers, and beyond the lure of beaches and sightseeing attractions is what governments need to focus on. Training, attitude and the will power to play a positive role in a vibrant sector will go a long way towards a sustainable growth industry.
In India for the past few weeks, one sees the potential that tourism can bring to a country that remains vastly underserved in this sector.
With a population of over 1bn people and a nation that is diverse culturally, socially and with breathtaking scenery, India attracts just 7.5mn tourists a year – less than 1% of the 1.133bn worldwide figure.
The India figures are startling as they are five times smaller than vibrant Thailand; and half of tiny Singapore and Dubai’s at 15mn visitors a year each.
India’s stats are abysmal by global standards. The 7.5mn visitor numbers is barely a significant increase on the 2.65mn arrivals recorded in 2000.
The country’s tourism sector supports over 22mn jobs – just 2% of its population – and accounts for slightly over 5% of India’s total GDP.
Yes, the aviation sector has opened up to more international flights and home-grown airlines have created a vibrant domestic market. Electronic visas-on-arrival, after decades of talk, have finally been launched, airports have been modernised, road infrastructure vastly improved and hotels are opening up in huge numbers.
But despite what seems to be the rapid infrastructure changes, there remain huge challenges.
To remain sustainable and aim for a sharp growth path, there has to be foresight to succeed. Salaries remain low across the board, largely due to high operating costs of tourism infrastructure, not helped by exorbitant city, state and government taxes. The tourism industry ought to be welcomed as a sector in which one wants to work.
Doing business in tourism anywhere in the world has to be made easier and, more importantly, understanding travellers’ needs is paramount.
The concept of the tourist is increasingly being replaced by that of the traveller who looks for more than just visiting a place to experience, but to appreciate the natural and cultural wealth a place can offer. Today’s travellers are looking to be an integral part of the experience.
Such requirements create challenges for service providers involved – tourism businesses, governments and local communities.
Governments and businesses are the first that need to commit to taking advantage of the ‘onebn opportunities’ that exist. The objectives of companies should not be to profit but to offer travellers the experience they are looking for. And with the environment and sustainability top of the conscious agenda of many travellers, businesses must act with respect for people and surroundings.
Tourists should no longer be regarded as a statistic or a source of revenue. The onus is on companies to provide the intense training to employees to better understand travellers and their needs. Sadly, it is lack of training and lack of government understanding of business requirements that is impacting negatively on the sector in many countries.
As a speaker raised during a World Tourism Day conference hosted by Amity University near the Indian capital Delhi this week, training is fundamental for the industry to go forward.
“Employability is the biggest challenge we face in this industry. The crunch is manpower,” said Deepak Behl, HR director at The Grand Hotel in Delhi.
“Students and new entrants to the hotel industry, for example, expect managerial positions from day one. They don’t want to start from the bottom,” he added, echoing sentiments from fellow delegates.
Added Anil Parashar, president and CEO of Interglobe Technologies: “As a business we have challenges. When we started our airline IndiGo 10 years ago, we were told there there was no parking available for our aircraft at Delhi’s main airport.”
“Our owners said let’s just start with a handful of planes and we will be able to get what we want. Today, we have over 100 aircraft and have in Delhi and Mumbai two of the finest airports in the world. We managed to cultivate change and influence the powers to be to have the vision of what could be.”
IndiGo, the biggest low-cost airline in India, recently placed the world’s largest aircraft order, for 250 Airbus A320 neo jets.
In his address, Dr Subhash Goyal, a stalwart of India’s travel industry, told Amity University students that drive and ambition were key to success.
“Whatever you do in life, try to be at the top. If everyone wants to be a manager, how will you be an entrepreneur. Think about business, keep your eyes and ears open and try to find a solution to provide the goods and services that people want,” he said.
“In the travel business, there are many opportunities. The founder of Oberoi Hotels wanted to be a manager. He ended up founding and running one of India’s oldest hotel chains.
“If you have hard work, discipline, attitude and a strategy, you slowly move towards your goal. You have to keep finding solutions and here in India you have to think global, embrace technology at your fingertips such as mobile phones and laptops because it is through devices like these that are going to direct our future.
“Technology will play a bigger role in our lives. Today, around the world, Indians are running the show. It’s about time, this talent starts working for our country and help it to prosper in tourism and other sectors.”
South African Tourism Board’s India country head Hanneli Slabber argued that most people do not understand the effects of tourism to an economy.
“Tourism globally accounts for 1 in 10 jobs, 10% of GDP, 6% of exports and an industry bigger than food and oil,” she said.
“We have an opportunity to discuss the business of tourism rather than just tourism itself. With almost 7.5mn arrivals into India each year, there is a massive opportunity considering the size and diversity of this country to do more.
“Unless you believe in yourself and tell people to come, you will not get people to visit. And unless you talk about the business of tourism and its impact, there will not be an understanding of this business.”
As UN Secretary General Ban Ki-moon puts it appropriately: “Let us work together to maximise the immense potential of tourism to drive inclusive economic growth, protect the environment, promote sustainable development and a life of dignity for all.”
Every time we travel, we are part of a global movement; a movement that has the power to drive change, to create new jobs, to build sustainable societies and to help safeguard natural and cultural heritage.
Food for thought.

♦ Updesh Kapur is a PR & communications professional, columnist, aviation, hospitality, and travel and tourism analyst. He can be followed on twitter @updeshkapur


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