By Chandran Iyer
In the wake of a revitalized travel and tourism industry in 2022, adventurers across the globe are eagerly exploring new horizons, undeterred by the rising costs. As we delve into 2023, the future of this thriving sector appears remarkably promising, with millions of travelers already setting their sights on unforgettable journeys. With a substantial 20% increase in earnings projected for the global tourism sector, this year is poised to be nothing short of exceptional.
However, in 2023, the aspirations of travelers reach far beyond mere exploration. The focus shifts towards forging lasting positive impacts on the places and people we encounter during our sojourns. The desire to deepen these meaningful experiences has become a prevailing trend, amplifying the transformative power of travel.
P P. Khanna, President of the Association of Domestic Tour Operators of India says Domestic Tourism helped the tourism Industry to stay afloat when the country was hit severely by COVID-19. Today the growth has reached its pre-COVID level. However, there are a lot of speed-breakers on the way.
Khanna says “During the severe impact of the COVID-19 pandemic, domestic tourism emerged as the sole savior for the struggling tourism industry. Today, we have successfully regained the growth levels experienced before the pandemic. However, there are numerous factors hindering the further expansion of domestic tourism. One major concern is the insolvency of airlines, which has resulted in a significant amount of money being blocked for domestic tour operators. Unfortunately, the lack of a comprehensive policy within the Civil Aviation sector has caused delays in refunding these funds, leaving the affected parties in a precarious situation. Additionally, inadequate infrastructure facilities, such as a shortage of rooms at various destinations, have led to a significant imbalance between demand and supply.
To address these challenges and ensure sustainable tourism growth, we have urged the Ministry of Tourism, Government of India, to commission a comprehensive study on tourism. This study aims to examine travel patterns, understand tourist requirements, and effectively manage tourist traffic to prevent overcrowding and the overexploitation of natural resources. By gaining valuable insights from this study, we can implement measures that will foster balanced growth in the industry while safeguarding our precious natural heritage,” stated Mr. Khanna,
Role of the Hospitality Industry in Promoting Tourism
The hospitality industry plays a crucial role in promoting domestic tourism in India. It contributes to the growth of domestic tourism in various ways. Firstly, it provides a wide range of accommodation options to domestic tourists, including hotels, resorts, guesthouses, and homestays. These establishments cater to different budget levels and preferences, making travel more accessible and comfortable for domestic tourists.
Additionally, the hospitality industry offers various services and amenities that enhance the domestic tourist’s experience. These may include room service, dining options, recreational facilities, spa services, and guided tours. By providing these facilities, the industry aims to meet the diverse needs and preferences of domestic tourists, ensuring their satisfaction and encouraging them to explore different destinations within India.
But the hospitality industry has its own challenges to overcome. Talking about the challenges facing the hospitality industry, Atul Upadhyay Executive Vice President, of Pride Hotels Group says the development of domestic tourism in India is constrained by a lack of infrastructure, particularly in remote areas. He says “Lack of proper roads, transportation, accommodation, and basic amenities pose challenges for tourists and limit the sector’s growth limited. Marketing efforts and limited promotion of domestic destinations also make it difficult to attract tourists. India needs to invest in effective marketing strategies, both domestically and internationally, to showcase its diverse tourist attractions. India’s tourism sector experiences significant seasonality, with peak seasons attracting a large influx of tourists, while off-peak seasons face lower demand. Encouraging tourism during the off-peak periods through attractive packages, discounts, and events can help mitigate this challenge.”
Atul says, to overcome the challenges faced in promoting domestic tourism, several steps can be taken. Firstly, it is essential to focus on infrastructure development. Investing in improving transportation networks, developing better roads, expanding accommodation options, and providing basic facilities in remote areas can significantly enhance the overall tourism experience. In this regard, public-private partnerships can play a vital role, combining resources and expertise to achieve infrastructure goals.
“Another crucial aspect is marketing and promotion. Launching comprehensive marketing campaigns that highlight the unique aspects of domestic destinations is key. For instance, initiatives like the “India Dekho With Pride” promotion can effectively portray the thought process of the group, encouraging locals to explore their own country. Leveraging digital platforms, social media, and collaborations with travel influencers can further extend the reach to a wider audience. Engaging with the travel trade industry to promote domestic tourism packages is also essential to encourage travel agents and tour operators to actively promote and sell domestic travel experiences” added Atul.
He said furthermore, diversification of tourism products is crucial. Encouraging the development of niche tourism products such as adventure tourism, eco-tourism, cultural tourism, and wellness tourism can attract different segments of travelers. This diversification helps reduce the dependency on specific seasons and encourages travel throughout the year, making domestic tourism more sustainable and resilient.
By implementing these steps, it is possible to overcome the challenges and foster the growth of domestic tourism, allowing locals to explore and appreciate the beauty and diversity of their own country while contributing to the economic development of the nation, Atul added.
Talking about the Pride Hotels Group he said the groups is pioneer in the industry and has an extensive presence in 56 different locations, boasting a total of 5,390 rooms, 109 restaurants, and 152 banquets, lawns, and conference halls. These are operating several distinct hotel brands, each catering to specific needs and preferences. Currently, Pride Hotels Ltd operates and manages a chain of hotels under the brand name “Pride Plaza Hotel” an Indian Luxury Collection, “Pride Hotel” which are conveniently centrally located business hotels, “Pride Resorts” at mesmerizing destinations, Mid-Market segment hotels for every business “Pride Biznotel” and a fresh concept of Premium luxury serviced apartment stays “Pride Suites”. Looking ahead, Pride Hotels Group aims to further expand its reach and presence nationwide. By the end of 2030, they have set a goal to have 100 properties and over 10,000 keys across various prime locations. This ambitious expansion plan highlights our commitment to serving a diversity of both domestic and foreign tourists.
About the outlook of the hospitality sector, Atuls says “ For the hospitality industry consumer confidence is vital. As people feel more secure and comfortable traveling and staying in hotels, the demand for hospitality services will increase. Effective communication about health and safety protocols adopted by hotels will play a crucial role in building trust. In the short term, domestic travel is expected to drive the hospitality industry. India’s domestic tourism industry is currently expanding and in high demand, hotels and resorts can focus on catering to the domestic market. Offering attractive packages, promotions, and personalized experiences for local tourists can help stimulate demand.”
He says “ We identified the importance of customized packaging. Hence proudly launched the “Empowered Women” package for solo female business travelers alongside a special “Senior Citizens” offer targeting a particular age group. Additionally, a significant component for the hospitality sector, particularly in urban areas, is business travel. The extent to which businesses’ in-person meetings, conferences, and events will impact the occupancy rates of hotels. The integration of technology in the hospitality industry has accelerated. Contactless check-ins, digital payment options, and offering enhanced personalized experiences have become the new norm. Continued investment in technology will help hotels adapt to changing customer expectations and improve operational efficiency. Overall, the ability of hotels to adapt in order to meet customers’ constantly changing demands will determine the hospitality industry’s short-term future.”
Role of Wildlife Tourism
Wildlife tourism plays a significant role in the promotion and growth of domestic tourism in India. India is known for its rich biodiversity and diverse ecosystems, which are home to numerous species of wildlife. This makes the country an attractive destination for nature enthusiasts, wildlife photographers, and adventure seekers. Here are some key reasons why wildlife tourism is significant in promoting and growing domestic tourism in India:
Wildlife tourism creates awareness about the importance of conserving natural habitats and protecting endangered species. It helps in educating people about the need for sustainable practices and responsible tourism, thereby contributing to wildlife conservation efforts.
Yuvraj Padole, Deputy Director of, MP Tourism Board said the strength of MP Tourism lies in domestic tourism. He said “Madhya Pradesh, located at the heart of India, enjoys a remarkable advantage due to its strategic location. The state serves as a magnet, attracting tourists from neighboring states such as Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, and Chhattisgarh. Our strength lies in domestic tourism, and we take pride in offering a diverse range of tourism products to our esteemed travelers.”
He said “To spread awareness about the rich tourism potential of Madhya Pradesh, we employ various strategies. We organize travel and trade exhibitions, conduct roadshows in significant cities, and host training programs for travel agents, aimed at educating them about the state’s offerings. Additionally, we extend invitations to media personnel, social media influencers, and tour operators, giving them a firsthand experience to showcase the unparalleled beauty and attractions our state has to offer.
He said through these initiatives, MP Tourism aims to create a lasting impact and establish Madhya Pradesh as a top choice for travelers seeking memorable experiences.
