Domestic tourism to play a pivotal role in driving hospitality sector

Published on : Monday, November 2, 2020

Rupinder Brar, Additional Director General, Ministry of Tourism, have recently explained that as the renewal of international tourism is yet to take some amount of time, the main aim should be to endorse domestic tourism. In India, it will be the main driver of the sector.


While delivering a speech at a recent session, Brar mentioned that COVID has majorly affected the travel industry in an adverse way and post pandemic, there is a shift in demand in the kind of products people will be looking for.


From all stakeholders, this requires well-planned and concerted efforts including the Government of India, state governments, various ministries, and industry, she added.


Domestic tourism has vast potential in the proposed sector and India has not done enough. “This is an opportunity to leverage a side of the business that was growing. People have been travelling out of India, but it is time for us to evaluate ourselves and put India first by promoting India as the unique destination for wellness, Ayurveda, yoga, pilgrimage as well as adventure,” noted Brar.


She has further added that confidence-building methods should be the drawn for tourism administrators all over the country.


“Travellers would require reassurance about health and safety standards during travel and stay, which in turn would require a healthy combination of outreach and innovation as they adjust to the new normal,” said Brar.


“As a sector, we have witnessed massive developments at airports, road networks hospitality units, boutique resorts and homestays. We must look into the supply side of the options we have, which can tickle the demand of the domestic traveller,” Brar further added.


An all-inclusive tourism revival strategy is required for advertising domestic tourism at the local levels. There has to be coordination between what is offered to the guest and what they receive, she said.


While addressing on international tourism Brar said, the lessening of international travel restrictions in a gradual manner will cause tremendous competition as countries will target the same markets. This urges for aggressive strategy focusing on the intense use of technology, promoting that India is a safe destination.


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