Indeed, I think that you have hit on a question that is
quite topical. The growth and emergence of tourism in India is something that is
growing in fairly strong leaps and bounds. The facts might vary from source to source,
but the overall upwards trajectory is fairly undeniable. In the last half a decade, the
growth in tourism in India has emerged due to some significant factors. The national
economy has become much more liberalized and much less centrally governed. The
convergence of this fact along with the massive proliferation of the information
technology sector has helped to generate much more income and interest in India. As
more "Western" businesses outsource to India and take advantage of economic
competitiveness with location of their centers in India, significant foreign capital has
been invested with equally significant domestic income being generated, with a growth of
personal disposable income of over 10%. These factors along with a strong growth of
the middle class has helped to put India on the map for tourism. Tourist arrivals are
expected to grow over 20% through 2010. This growth is going to continue and be
fostered as the tourist service industry is one of massive employment, at last count
giving jobs to about 20 million Indians. Much of the interest in India has developed
from the business end, but also with the rediscovery of the natural beauty of the nation
as well as the spiritual element intrinsic to any understanding of India. Additionally,
spots such as Kerala have been dubbed as centers for the spa
treatment.
There is much in way of nationalism tied into
the growth of tourism, as well: "The tourism industry of India is based on certain core
nationalistic ideals and standards which are: Swaagat or welcome, Sahyog or cooperation,
Soochanaa or information, Sanrachanaa or infrastructure, Suvidha or facilitation, Safaai
or cleanliness and Surakshaa or
security. " This has been confirmed in recent advertising. Bollywood actors
are filming public service announcements encouraging the Indian population to be more
welcoming and protecting of foreign tourists. In a mock situation that might actually
be all too real, a recent advertisement shows a couple of tourists being hassled and
conned by a few streetwise Indians. Suddenly, a massive deux et machina arrives in the
form of Bollywood actor, Aamir Kahn, who repudiates the hoodlums from harassing the
tourists and then encourages the crowd of people in a very grassroots manner to take
ownership of the problem and stop the cheating and harassment of foreign tourists. He
concludes it with suggesting that it is part of the Indian nature to treat guests with
utter humility and hospitality and ensure that their foreign dollars continue to find
their way into the economy. This PSA is a great convergence of both traditional and
economic rationales to the increase of tourism in India.
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