The influence of soft power is unleashed

Published on : Monday, October 23, 2017

downloadLast week, at the time when the Chinese Communist Party met for a reorganize of the leadership, President Xi Jingping not only hoped to verify his position for the coming five years but also expected win a broad consent in terms of his policies, reaffirming the power of China in Asia. One of the main strategies that he has implied is soft power in order to place China as a responsible global power. Soft power is a term collected by Harvard University scholar Joseph Nye in the year 1990’s that explains the impact a country puts through its values and culture.


The Chinese government has been devoting for quite some time now behind boosting its appeal to the world by creating cultural study centers along with nonstop endorsing of Chinese culture and values. Over 135 million Chinese, last year, had travelled to foreign countries, spending almost $261 billion in terms of abroad travel. They were the largest spenders in the world. Nonetheless, only about 3 lakhs of these populations had visited India that accounts for less than 4% of India’s total number of international tourists.


The shortfall in trade in India with China exceeds $51 billion. Tourism is an important peg around which bilateral and commercial relations between the two countries can be built.


For tourism, India provides huge potential with a wide array of historical and cultural sites in its platter. These attractions require identification, developed with suitable communications facilities along with showcasing the place to the Chinese tourists. We should create experiential itineraries, particularly culturally renowned locations, for example, a Buddhist circuit aimed at the 400 million Buddhists in China, or yoga retreats for enthusiasts (there are more than 2 lakh yoga teachers in China; less than 1,500 of these are from India).


More and more tourism-friendly infrastructure and facilities required to be developed in terms of accessibility,  hospitality, network connectivity and lodging, water, hygiene and sanitation, restaurants, forex conversion, ATMs and ‘selfie spots’.


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