Tourism Development in India: A Paradigm Shift in Policy and Strategy
Abstract
After independence, tourism as an industry received very limited attention of the state planners. The first five year plan did not take note of tourism and the second five year plan allocated a very small amount for the development of tourism in the Country. As the years rolled by the planners recognized the socioeconomic benefits of tourism in the development of the Country. And tourism industry gained acceptance as a means to poverty eradication, employment generation, foreign exchange earnings, etc. The pre and post liberalization era witnessed a drastic shift in tourism policy and strategy. The launch of the Incredible India media campaign made a positive impact on Indian tourism industry. The statistical data prima facie shows that, the marketing initiatives (such as Incredible India Campaigns) performed very well. And, India improved its performance in the tourism sector on several economic parameters.
Authors
Amitabh Mishra, Nisha kant Ojha