Gajendra Singh Shekhawat, India’s Minister of Culture and Tourism, is spearheading a transformative agenda to position India as a premier global destination in the wake of a robust post-pandemic tourism rebound. Drawing from his extensive background in water conservation and agriculture, Shekhawat envisions a tourism and hospitality sector that not only drives economic growth but also celebrates India’s rich cultural heritage and natural beauty.
Cultural Heritage: The Bedrock of Tourism
“Tourism in India is embedded in our culture and DNA,” Shekhawat remarked during an interview in Delhi, underscoring the country’s historical connection to travel. He highlighted how ancient pilgrimage routes and diverse traditions continue to attract travelers globally. With infrastructural advancements under Prime Minister Modi’s leadership, including 150,000 kilometers of new roads and a doubling of airports, India is better equipped than ever to cater to this growing interest. These developments, he asserts, are vital in improving India’s global tourism standing.
Domestic Tourism and the Emerging Middle Class
Shekhawat emphasized the importance of domestic tourism, propelled by the rise of a burgeoning middle class. “More than 25 crore people have risen above the poverty line, significantly increasing the size of the middle-income group,” he noted. This aspirational segment is expected to drive demand for diverse travel experiences within the country, ensuring steady growth in the tourism sector.
Sustainability as a Core Principle
Sustainability is central to Shekhawat’s tourism strategy. Leveraging his expertise from the Ministry of Jal Shakti, he has prioritized eco-friendly initiatives to preserve India’s natural and cultural heritage. “We must balance preservation with promotion,” he said, detailing efforts to establish eco-resorts, nature reserves, and guided adventure experiences adhering to strict environmental guidelines.
One notable innovation is the “green leaf concept,” a five-leaf rating system recognizing hotels adopting sustainable practices like water recycling and sanitation. This initiative aims to foster environmentally responsible tourism while enhancing the traveler’s experience.
Technology Integration for Enhanced Travel
Shekhawat highlighted the launch of Incredible India’s digital platform, which simplifies travel planning by offering destination search, itinerary customization, and booking services. Virtual tours and comprehensive travel guides are also part of the Ministry’s digital transformation efforts, making Indian tourism more accessible to tech-savvy visitors. “Our digital platforms are gateways to India,” he explained, emphasizing their role in attracting and accommodating global tourists.
Addressing Workforce Challenges
The hospitality sector, significantly impacted by the pandemic, faces a shortage of skilled manpower. To bridge this gap, Shekhawat’s ministry has partnered with hotel chains through memorandums of understanding (MOUs) to align training with industry requirements. Programs like ‘Pariyatan Mitra’ and ‘Pariyatan Didi’ train local youth as cultural ambassadors, enriching the visitor experience with engaging narratives.
Collaborative Infrastructure Development
Infrastructure development remains a cornerstone of Shekhawat’s vision. By collaborating with state governments and other ministries, his team is addressing issues like over-tourism in popular destinations. The Ministry promotes lesser-known locales and invests in local infrastructure to create a balanced tourism ecosystem. States like Goa, Jammu and Kashmir, and Rajasthan have already benefited from these initiatives. Additionally, a special budgetary scheme offers states a 50-year interest-free loan for tourism infrastructure development, without adding to their debt burdens.
Attracting Investments and Promoting Niche Tourism
The tourism sector’s allowance of 100% Foreign Direct Investment (FDI) has attracted $18 billion in foreign investments over the past two years, signaling robust growth potential. Shekhawat praised Rajasthan’s comprehensive hospitality policies, which serve as a model for other states. Niche markets like adventure, wedding, and wellness tourism are also gaining traction, further diversifying India’s tourism offerings.
Shekhawat sees India’s wellness traditions, rooted in Ayurveda and yoga, as unique assets with global appeal. Similarly, medical tourism is expected to flourish, driven by India’s growing credibility in healthcare.
The Road Ahead
Tourism currently contributes about 6-7% to India’s GDP, but Shekhawat anticipates this figure could rise to double digits with better integration of formal and informal sector data. By 2047, he envisions tourism evolving into a $3 trillion industry. Encouraging young professionals to join this dynamic field, he remarked, “Tourism and hospitality are set to become the biggest drivers of India’s economy.”
Shekhawat’s vision aligns economic growth with cultural preservation, sustainability, and innovation, ensuring a thriving tourism sector that doubles as a source of national pride and a beacon for global progress.
