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Revive both demand and supply drivers - FAITH

Posted : 13 August 2020 08:22:27 | By TWO Bureau | GNN Bureau

Revive both demand and supply drivers - FAITH

Federation of Associations in Indian Tourism & Hospitality, the policy federation of all the national associations representing the complete tourism, travel and hospitality industry of India (ADTOI, ATOAI, FHRAI, HAI, IATO, ICPB, IHHA, ITTA, TAAI, TAFI) had an inter association meeting with ministry of tourism.


FAITH and its 10 member associations in a multi association meeting with Ministry of Tourism proposed multi-step strategies for revival of tourism. These issues were identified to enhance tourism demand while protecting tourism supply in India.


Tourism encompasses multiple ministries and happens across states. It thus requires a coordinated approach across all the ministries at the central government level and between centre and state. FAITH Associations have proposed a dual task force strategy. An inter- ministerial task force at the central government level and  an inter- state task force. These two task forces need to be empowered and need to be agile to fast track decision making as tourism will be the last sector to revive.


To stimulate domestic tourism FAITH associations recommended dispelling consumer fear and confusion by ensuring uniform inter-quarantine air & land border policy across all states . This will provide confidence and give knowledge to bath business and leisure tourists.


FAITH 10 associations proposed incentivising two segments domestic conferences and domestic consumers to travel within India by creating structured tax breaks.


As travel bubbles have started between India and international countries, FAITH associations proposed a multi year e- visa holiday for all visa categories as and when till inbound demand to India stabilises. This needs to be complemented by publicising widely the revised 96 hour RT PCR policy for COVID testing and ensuring standardisation across all airports.


They also discussed holding the Indian Tourism Mart for international tour operators to establish confidence and showcase the incredible Indian tourism products in the first or the fourth week of November.


Marketing communication of tourism should be kickstarted which should focus on positivity & safety of Indian tourism while weaving these messages around different product segments, destinations, and incredible concepts of Indian tourism.


These could be multiple series of social media ads each with different versions of Indian and international languages to help stimulate both domestic & international tourism


Tourism demand can truly be activated if the tourism supply and value chain is healthy and doesn’t break down anywhere across travel agents, hotels, tour operators, tourist transporters or restaurants. Faith associations recommended multiple support and revival strategies for the same.


Tour operators and travel agents recognised by tourism ministry should be allowed to operate tours for adventure, religious, or education purposes which are recognised as LTC enabled agents & operators.


For the tourist hinterlands, remote last mile air connectivity must be enabled through a hub & spoke system under the Udaan policy with increased state support till private demand picks up. To ensure best practices in adventure, satellite phones and helicopter search and rescue needs to be enabled for adventure tours across the beautiful Indian adventure spots.

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