Dr Bharti Gupta
Often, the question ‘What has he done?’ arises from individuals reluctant to acknowledge the initiatives and achievements of the country’s leader, Modi. This prompts a wondering thought: Is it not visible? Or perhaps it is visible but not being given due importance or recognition? To respond confidently, this impelled a need to have a clear understanding, documented in black and white, of what has been initiated and achieved beyond those things that are loud enough to speak about themselves.
Therefore, it drove me to search about the various schemes initiated in the decade 2014-2023. Being a tourism professional, I have been interested in comprehensively looking at the various flagship schemes initiated by the Govt. of India in the last decade in the tourism sector and other sectors that converge with the service delivery mechanism of the tourism sector under the convergence policy initiative. The “Convergence policy” typically refers to a strategy or approach aimed at aligning and coordinating various initiatives, resources, and efforts toward a common goal or outcome. In the context of the tourism sector, convergence policy involves integrating different government schemes, programs, and strategies to maximize their impact on tourism development.
In India, the tourism sector is projected to contribute $250 Bn (25000 crores) to the country’s GDP by 2030, generating employment for 137 Mn (13.7 crore) individuals, and accruing $56 Bn (5600 crore) in foreign exchange earnings.Realizing this economic potential of tourism in India, in its Union budget of 2023,Finance Minister Nirmala Sitharaman emphasized that the Promotion of tourism will be taken up on a “mission mode” with the active participation of states, the convergence of government programs, and public-private-partnerships.
Convergence Policy has been on high focus of Modi’s vision for tourism which is evident from the recent tourism conclaves held under the Ministry of Tourism, GoI. These schemes span across ministries, cutting across traditional bureaucratic silos to foster collaboration, innovation, and synergy in pursuit of common goals. From infrastructure development and heritage preservation to connectivity enhancement and rural empowerment, these schemes build the foundation for sustainable tourism growth and inclusive development.
Let us understand the various flagship schemes of the Ministry of Tourism, Government of Indiafollowed by the understanding of the different schemes under the areas which serve the converging needs of the tourism industry.
Flagship schemes under Tourism and Culture:
Swadesh Darshan Scheme: Swadesh Darshan Scheme aims to develop thematic tourist circuits in the country to promote tourism and create infrastructure facilities.it focuses on the development of tourism infrastructure, amenities, and services in specific thematic circuits such as religious, cultural, and coastal circuits.
Adopt a Heritage Scheme: Adopt a Heritage Scheme encourages public and private sector companies, as well as individuals, to adopt heritage sites, monuments, and tourist attractions for development and maintenance. This schemeis in collaboration with Archaeological Survey of India (ASI) and State Governments. It aims to involve stakeholders in the preservation and promotion of India’s cultural heritage.
Incredible India 2.0 Campaign:Incredible India 2.0 Campaign is a marketing and promotional initiative aimed at promoting India as a preferred tourist destination globally. The campaign uses various platforms such as digital media, print media, roadshows, and international events to showcase India’s diverse tourism offerings.
Pilgrimage Rejuvenation and Spiritual Augmentation Drive (PRASAD): The ‘National Mission PRASAD (Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive) was launched in the year 2014-15 as PRASAD with the objective of holistic development of identified pilgrimage destinations. Renamed as PRASAD in 2017, aims to enhance the pilgrimage experience by providing better infrastructure-accommodation, transportation, sanitation, and connectivity amenities, and services at pilgrimage sites across India.
Dekho Apna Desh: Dekho Apna Desh was launched on 24th January 2020 during the COVID period. Under this, many Webinars were organized. This initiative of the Ministry of Tourism was in line with the appeal of the Honourable Prime Minister made from the ramparts of Red Fort on 15th August 2019to visit at least 15 tourist destinations within India by 2022.
Capacity Building for Service Providers (CBSP): The Ministry of Tourism under its Capacity Building for Service Providers (CBSP) scheme has introduced a 150-hour Homestay course as a part of its reforms keeping in view the dynamic inputs received from the sector on the skill gap. The objective of the training program is to train those aspiring youth and homestayowners who have the potential to develop the Homestay business in tourist spots across pan India including rural and inaccessible hilly areas.
National Mission on Cultural Mapping of India: The Ministry of Culture is establishing a comprehensive database to centralize information on cultural assets and resources. This initiative aims to create a unified platform for essential planning, sustainable economic development, and preserving India’s diverse cultural heritage, particularly endangered art forms. By consolidating data, the Ministry seeks to optimize and rationalize financial grant schemes for artists and cultural organizations, ensuring transparency, effectiveness, and efficient resource allocation.
National Museum Digitization Program: The Ministry of Culture has initiated an ambitious project to digitize the collections housed in museums under its purview. This endeavor serves a dual purpose: leveraging technology for efficient museum management and providing public access to museum collections through online platforms. To achieve this goal, the Ministry of Culture has collaborated with the Centre for Development of Advanced Computing (C-DAC) in Pune and the Art Institute of Chicago to develop standardized software called “Jatan,” which will be implemented across its museums.
Adarsh Smarak Yojana: Archaeological Survey of India has identified 100 monuments as Adarsh Monument to provide improved visitor amenities, especially for the physically challenged, besides cleanliness, drinking water, and interpretation centres, cafeteria, souvenir shop, wi-fi, garbage disposal etc .
Yuva Tourism Club: Following the directions of the Prime Minister of India, Ministry of Tourism under the India@75 campaign has launched “Yuva Tourism Clubs” which is focused on building young minds. These Clubs, “Of the youth, By the youth, For the Youth” would help in developing tourists from a young age.
Vibrant Village Program: The bordering villages of North India come under the ‘Vibrant Village Program’. In this program, the most important activities include improving the village’s infrastructure, housing, and connectivity to the rest of the country.
Unity Mall: Under this initiative, the states are encouraged to establish a “Unity Mall” in their prominent tourism centres or their capitals. These malls are supposed to entirely focus on the sales and promotions of the state’s products or ODOPs (one district, one product), their own GI products, and handicraft products and alsoprovide space for such products of all other states. Presently, this ‘Unity Mall’ or ‘Ekta Mall’ is operational in Gujarat near the Statue of Unity.
Hunar Se Rozgar Tak (HSRT): HSRT aims to provide skill-based training to unemployed youth for employment in the tourism and hospitality sector. Training is provided in various trades such as food production, housekeeping, front office operations, and tour guiding. Focuses on providing practical training in real-world settings, including hotels, restaurants, and tourist sites. Emphasizes soft skills and personality development.
In addition to the aforementioned schemes and initiatives tailored for the tourism industry, various initiatives have been launched in other developmental sectors that intersect with tourism, owing to its interconnected nature and its role in providing a holistic experience.
(The author is Assistant Professor, Department of Tourism and Travel Management, Central University of Jammu)
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