On the occasion of World Tourism Day, stakeholders in the tourism industry across the world have drawn attention to the growing importance of tourism in the world economy and the immense potential that lies before this industry. With an annual turnover of $ 3.5 trillion, tourism is said to account for 12 per cent of the global Gross Domestic Product. In India too, tourism is doing well. It is the country’s third largest foreign exchange earner and among the sectors that provide the most employment. According to official figures, almost 42 million people are employed directly and indirectly by the sector. If in the past, India was a favourite with backpackers only, it is increasingly figuring on the dream destinations of the rich foreign tourist as well. The government’s “Incredible India” campaign with its stunning visuals of India’s landscape, culture, cuisine and heritage seems to have worked in drawing millions to this country.

But a brilliant advertising campaign to draw in tourists alone will not work in the long run. The country’s pathetic tourism infrastructure repels tourists. Travel delays, inadequate hotel rooms and poorly maintained tourism sites are just some of the problems that tourists encounter in their voyage of discovering India. What is more, on reaching India they discover that the way they are treated is not quite in keeping with the athithi devo bhava (the guest is God) slogan that defines India’s “Incredible India” campaign. Tourists are harassed by touts and several have been raped or even beaten to death by locals, often by tour operators themselves. India will have to deliver on the positive experiences that its campaign promises.

Tourism allows people to learn more about other cultures and experience the beauty of nature. Besides, it provides jobs. While India needs to tap its immense tourism potential, this has to be done in a way that does not damage the environment or disturb local cultures. Tourism has to benefit local communities and the environment. Rather than allow the big hotels and travel and tourism agencies to lead tourism in the country, India would do well to look at initiatives that are led by local communities. In Khonoma village in Nagaland, for instance, the village council is at the core of an alternative, community-led model of tourism. Such models will benefit both the tourist and local communities.