Sustainable Development Practices in India's Tourism Industry

This report summarizes India's strategy for the main purpose of sustainable development in tourism industry. It includes evaluation of existing strategies/plans, identification and analysis of strategic priorities, and assessment of resources.

Student Number: 0
Title: Sustainable Development Practices
Assignment Name:
Student Name:
Professor:
Date:
Student Number:

Student Number: 1
Executive Summary
This report summarizes India's strategy for the main purpose of sustainable development. An
introduction has been provided on India's sustainable development. This refers to the human
development mode in which human needs are met integrated with natural systems sustainability
along with the environment. A brief overview has also been provided on the wider economic and
political context for tourism development. A profile of destination and attributes have been
discussed. An evaluation of existing strategies/plans that may be relevant to advancing
sustainable tourism has been provided. This includes the needs that must not only be met in the
present time, but also in the future generations. Economic development must happen in a
continuous way. Identification and analysis of strategic priorities have been done. Complete
utilization of natural resources with an increasing rate can degrade the environment. An
assessment of the resources including a clear time frame has been provided. This is followed by
a conclusion and recommendations.
Student Number:

Student Number: 2
Contents
Introduction......................................................................................................................................3
The Economic and Political Context for Tourism Development....................................................3
A Profile of the Destination, Relevant Resources, and Attributes..................................................4
Evaluation of Existing Strategies/Plans that May be Relevant to Advancing Sustainable Tourism
.........................................................................................................................................................5
Identification and Analysis of Strategic Priorities...........................................................................7
Assessment of the Resources...........................................................................................................8
Conclusion.......................................................................................................................................9
Recommendations............................................................................................................................9
References......................................................................................................................................11
Student Number:

Student Number: 3
Introduction
India is an incredible country and bound by travel dicta. India is known for its sustainable
tourism practices. Patrons always look for taking a journey that is full of an environmentally
balanced lifestyle. India offers sustainable development for its travelers. The country is balanced
by global shifts and technical innovations and massive access to information. The population has
quick access to tourist destinations and increasing lifestyle aspirations characterize the increase
in the number of travelers. However, the country has been able to maintain the balance of natural
resources that are subjected to pressure. The weather patterns can create a lot of damage, but
managed by the experts.
The Economic and Political Context for Tourism Development
The tourism sector is a broad and comprehensive development driver. The country is
known for Five Year Plans, global India Campaigns, National Tourism Policy, and Millennium
goals. The Tourism Industry in India is growing rapidly. According to the World Travel and
Tourism Community, tourism alone has been able to generate the INR 6.3 trillion. Employment
has grown by 7 percent (Verbeek and Mommaas, 2008). This sector has been predicted to grow
by 8 percent. India has been able to achieve the third rank amongst the countries which have
rapidly growing tourism industries. India has been emerging as the most popular tourist
destinations in the whole world. It aims at changing the behavior and attitude of foreign tourists.
India is known for an ancient heritage and this has impacted a lot on its tourism.
In addition, farm-based countrymen, including, rural communities have been switching to
livelihood diversification. These attempts by the people of India have made ways for visitor
services in the tourism sector. This is clearly visible by the growth of population in different
states. The tourist that comes in front of the customs and traditions of India understand its vibe.
The habitat and geographical spread have been making it of multiple interests. India is known for
its sustainable all-season destination. Sustainable strategies are based on natural heritage, culture,
craft, and art. This has led to larger yields in the tourism sector and this has made hefty
contributions to the rural sector and conservation. Development trends and globalization has
been able to foster the urban sector (Luck, 2005). This has led to ample of job opportunities and
Student Number:

Student Number: 4
has been able to create a successful urbanization syndrome in people of India. Sustainable
tourism strategies can provide rapid solutions to issues of polluting the environment, inclusive
growth, climatic challenges, and low incomes.
A Profile of the Destination, Relevant Resources, and Attributes
Tourism is one of the most significant economic sectors of India, which has been
growing at an exponential rate and paves the way for infrastructure facilities. The country has the
capability to strive for the country's success and impart sustainable tourism growth models. The
tourism sector of India estimates to create 65 jobs per million rupees in investment (Font,
Elgammal and Lamond, 2016). Besides, with providing employment to a larger section of the
society, tourism benefits the unemployed women. Alongside with construction, the tourism
sector has been regarded as the largest sector in the service industry. There is a lot of emphasis
on organizing the short term training courses for unqualified countrymen. Rozgar Yojna along
with skill certification has been launched for the unemployed population of India. A number of
strategies have been adopted for recalibrating the challenges upcoming from different countries.
This also involves harnessing the potential of Indian men and women (Duffy and Moore, 2011).
Domestic tourism has been continuously growing at a double digit. This growth has been
rising due to thousands of people traveling for wildlife, photography, adventure sports and
pilgrimage holidays. There are certain factors which have been contributing to the increased
economic growth of the country are formal employment and a larger base of disposable income.
Sustainable Tourism infrastructure in India has been able to generate establishments that
can be sold to visitors. Although, these do not form the major part of the tourism sector. Various
infrastructure sectors such as water supply, telecommunications and power and few production
sectors such as sports equipment, photographic materials, cosmetics, medicines, and travel items
have been included in the sector along with the tourism infrastructure. The infrastructure,
tourism includes components such as roads and railways, airports, electricity, waterways,
drainage, water supply, and waste disposal system services. However, infrastructure for
accommodation, recreational facilities, accommodation comes under the tourism infrastructure
(Steele, Dredge and Scherrer, 2017).
Student Number:

Student Number: 5
The plan for sustainable development of Travel and Tourism infrastructure comprises of
integrated amenities and basic infrastructure and tourism facilities. In order to develop the
tourism infrastructure, basic requirements include- tented accommodation, wayside amenities,
forest lodges, pilgrim sheds, and tourist reception centers. The tourism sector of India has
witnessed large growth due to the marketing tactics adopted through tour operators, television
commercials and state agents highlighting the need for the better tourism sector. The growth of
domestic tourism has been expected to grow at a rate of 12 percent. It is expected that there will
be an exponential rise in the number of holiday takers and this will grow by 6 percent annually.
Infrastructure plays a vital role in the economic growth of the people. This comprises of ensuring
backward and forward links and therefore, acts as the major driver of success and growth. The
building of road networks, creating telecommunication facilities, and financing, and banking,
road networks provides livelihood opportunities to the community at large.
Road transport has been regarded as the backbone of the tourism industry. Taxis also
form an important component of domestic road transport. This is significant for the tourism
industry and a vital subject too. The strong implementation of travel and tourism policy is
important from the viewpoint of government (Tierney, Hunt and Latkova, 2011).
Evaluation of Existing Strategies/Plans that May be Relevant to Advancing
Sustainable Tourism
In order to achieve sustainable tourism aims, effective plans/ strategies must be implemented
by the relevant authorities and cooperative societies. It is essential to take into account the
criteria and priorities. The strategies must be in relation to sustainable tourism. The major
authorities need to have a holistic approach to gain the maximum advantages from sustainable
tourism (Dredge, Ford and Whitford, 2011).
1. SWOT Analysis- In this scenario, the determination of external and internal factors is
vital for further development. SWOT Analysis is an effective methodology for
performing the analysis of the external and internal environment. This analysis involves
comprehensive thinking and diagnosis of factors which are related to the new technology,
product, planning, and management. A SWOT analysis will provide the relevant
Student Number:

Student Number: 6
authorities with knowledge regarding the complete situation and design policies and
procedures that can be considered as necessary for thinking strategically. This is a
significant tool confined within the situational evaluation and can be utilized for the
collection of information and matters related to decision making through various
resources. The relevance of SWOT variables can be evaluated analytically and
conventionally (Iaquinto, 2014).
2. Event Management and Product Diversification-The triumph behind sustainable
development largely depends on utilizing the diversification policy and specialization.
Moreover, event tourism puts large efforts to derive advantages through events which can
attract tourists. The event management programs and product diversification can be
organized with public-private partnerships and providing the patrons with a high-quality
experience. Apart from this, destination management can act as a guide for international
events. The competitiveness of sustainable tourism relies on the presence of natural
resource. The strongest assets of a country must be safeguarded (Thede, Haider and
Rutherford, 2014).
3. Enhancing the Destination Image-The effective marketing strategy is the main factor
behind sustainable development. The infrastructure modernization and protecting the
value-added product and services can help in enhancing the destination image. In order to
provide the highest quality experience for patrons, tourism infrastructure expansion
strategies must be carried out with environmental management policies. There is a huge
need for the inclusion of tour programs and this plays an important role in the tourism
sector. The value-added products and services along with sustainable uses of cultural and
natural resources can add a lot of satisfaction in patrons. Embroidery, woodworking,
weaving, and mining is regarded as value-added activities of Indians.
4. Effective Branding and Promotion of Strategies-The tourism market is constantly
changing. This makes the particular destination like India to be less competitive on a
global level. The tourism marketing and promotion strategy can provide a competitive
advantage to a destination like India. The scarcity of promotional activities is regarded as
weaknesses of a state. In order to eradicate the weaknesses, development and
implementation of effective promotional and branding strategies must be put into place.
These strategies will act as complementary to various sustainable tourism plans (Luu,
Student Number:

Student Number: 7
2018). This will benefit communities and tourists. Establishment of partnerships is an
important dimension of sustainable development and effective methodology to support
the endeavors in tourism development. This is important in the implementation stage and
strategy evaluation.
Identification and Analysis of Strategic Priorities
The challenges and opportunities for India in terms of sustainable development goals have
been prioritized. The assessment of key development variables for Indian Tourism Industry can
be identified (Cowper-Smith and de Grosbois, 2011).
1. The elimination of poverty and inequalities-The performance of the tourism industry in
India with respect to the goal of eradicating poverty and eliminating inequalities has
immediately taken place before the financial crisis. According to the statistics, extreme
poverty has been reduced by 50 percent. According to recent research, urban and rural
inequality has been increasing due to financial development. The consumer price and
economic growth can take advantage through the urban population. Additionally,
economic growth is considered necessary for poverty reduction. This is an evolving
consensus which integrates social protection and financial inclusion and accelerating
poverty reduction at the same time (Kasim and Ismail, 2012).
2. Eradication of hunger and achievement of food security-India is one of the biggest
tourist destinations in the world. There have been reports of malnourished infants and
children. The concerned authorities need to develop a sustainable solution for addressing
food insecurity. This also requires a massive focus on the agricultural productivity and
enhancement of food for poverty reduction. Food distribution aspect is another strategy
through which nutritional aspects can be focused upon and address the deficiency of
Vitamin A and anemia. Half of the population is supported through agricultural
productivity. Within this context, a new green revolution can be launched based on
doubling agricultural productivity. This will have an impact on hunger and have a wide-
ranging impact on the achievement of food security and inequality reduction (Albera,
2014).
Student Number:

Student Number: 8
3. Quality access to health and education-The Indian authorities have been successful in
meeting with targets on primary enrollment. However, 21 percent of girls and kids have
been reported to have decreased socioeconomic strata. There are certain regions in India,
which show inaccessibility of primary education. However, greater authorities need to
show concern about the learning levels of children. Also, the education levels provided in
rural areas must be improvised. The outcomes can be explained through public
expenditure on health and education (Scherrer, Smith and Dowling, 2011).
4. Women Empowerment and Gender equality-India have been performing very well
with respect to gender equality and women empowerment. The authorities have reported
producing a certain indicator which proves the substantial education for all girls. This
also includes the enrollment of girls in secondary education. The measurement of gender
development index and gender inequality has been prioritized (Weng and Peng, 2014).
5. Implementation of infrastructural services-The Indian economy has been
characterized through wide infrastructure and finds themselves at optimum levels in the
worldwide ranking of economies. This is based on the availability of electricity,
communications and information technology, transport infrastructure. The sustainable
development will take place when basic infrastructure facilities to the rural community
will be provided at a lower cost. This also involves access to electricity. The improved
infrastructure facilities can lead to better living conditions and a healthy lifestyle. This is
evident from access to roads and railways and also promoting the educational attainment
(Mayes and Richins, 2008).
Assessment of the Resources
India is a country that has ample diversity pertaining to history, ecology, mythology and
large geographical diversity with respect to planes, mountains, and plateaus. India has been
known for showcasing the wide variety of tourism options that include historical tourism,
adventure tourism, medical tourism, and Pilgrimage Tourism and Ayurveda tourism (Ballantyne,
Packer and Hughes, 2009).
1. Leisure Tourism-This will take a long time-frame as this is defined as the free time. This
includes holidaying to the favorite destinations and taking a break from daily routine.
Student Number:

Student Number: 9
2. Pilgrimage Tourism-India is known for strong mythological background and also
popular as Land of Goddess and Gods. This will take a short time frame and culturally
advanced country. This place is regarded as the birthplace of main poets, philosophers,
and saints (Steinbrink, 2012).
3. Historical Tourism-India is one of the finest countries which has been the birthplace to
various legendary rulers and have created a splendid background. In order to make
tourists aware, this will take a short time frame and every city can tell the story about its
culture and traditions. The tourists are attracted towards Delhi forts, Maharashtra and
Rajasthan (Blackford, 2009).
4. Medical Tourism-This is upcoming tourism and will take a long time frame for the
expansion to worldwide. Due to effective medical facilities and lower cost, people
consider India as the first option for medical purposes (Guo, 2014).
Conclusion
India is a country with varied traditions and culture. The natural things regarding India
such as traditional outfits, festivals, and heritage sites have become extremely popular among the
tourists. Commercial business has got a huge potential for the purpose of generating employment
and giving a positive stimulus towards social, economic and sustainable development. Promotion
of tourist places helps in sustaining India's vast variety and cultural environments. Commercial
enterprises must be developed in such a form that entertains guests and minimally harmful to the
setting. This can sustain the native culture and commercial enterprise can be a multidimensional
activity and significantly an industry.
Recommendations
1. Generation of Employment and Income- Tourism in a country like India has been
evolving as an instrument of employment generation and income.
2. Foreign exchange earnings- This will have a lot of favorable impact over the balance of
payment of India. The tourism industry has generated approximately US dollars 100
billion in 2010 and it is expected to increase by US dollars 250 billion by 2019.
Student Number:

Student Number: 10
3. Preservation of the environment and national heritage-Tourism must promote the
preservation of several places which have historical importance. These must be declared
as the heritage sites. For instance-The Qutub Minar, Ellora and Ajanta temples, Taj
Mahal and others could have become destroyed, if proper efforts are not undertaken by
the Tourism Department of India. Similarly, tourism will help in the conservation of
natural habitats of endangered species.
4. Development of Infrastructure facilities-Tourism encourages the progress of multiple-
use buildings. This can benefit the community, care facilities, and sports center. The
tourism industry must support the stability and peace and generate income through
employment.
Student Number:

Student Number: 11
References
Albera, D. (2014). Journeys into lost memories: migration, tourism, and historical
choreographies in an Alpine valley. Journal of Tourism and Cultural Change, 12(2), pp.102-117.
Ballantyne, R., Packer, J. and Hughes, K. (2009). Tourists' support for conservation messages
and sustainable management practices in wildlife tourism experiences. Tourism Management,
30(5), pp.658-664.
Blackford, M. (2009). :Developing a Dream Destination: Tourism and Tourism Policy Planning
in Hawai'i. Pacific Historical Review, 78(3), pp.471-472.
Cowper-Smith, A. and de Grosbois, D. (2011). The adoption of corporate social responsibility
practices in the airline industry. Journal of Sustainable Tourism, 19(1), pp.59-77.
Dredge, D., Ford, E. and Whitford, M. (2011). Managing local tourism: Building sustainable
tourism management practices across local government divides. Tourism and Hospitality
Research, 11(2), pp.101-116.
Duffy, R. and Moore, L. (2011). Global regulations and local practices: the politics and
governance of animal welfare in elephant tourism. Journal of Sustainable Tourism, 19(4-5),
pp.589-604.
Font, X., Elgammal, I. and Lamond, I. (2016). Greenhushing: the deliberate under
communicating of sustainability practices by tourism businesses. Journal of Sustainable
Tourism, 25(7), pp.1007-1023.
Guo, Y. (2014). Chinese women and travel: Historical and contemporary experiences. Annals of
Tourism Research, 46, pp.179-181.
Iaquinto, B. (2014). “I recycle, I turn out the lights”: understanding the everyday sustainability
practices of backpackers. Journal of Sustainable Tourism, 23(4), pp.577-599.
Kasim, A. and Ismail, A. (2012). Environmentally friendly practices among restaurants: drivers
and barriers to change. Journal of Sustainable Tourism, 20(4), pp.551-570.
Lück, M. (2005). Sustainable development of tourism: a compilation of good practices. Tourism
Management, 26(4), pp.633-634.
Luu, T. (2018). Employees’ green recovery performance: the roles of green HR practices and
serving culture. Journal of Sustainable Tourism, 26(8), pp.1308-1324.
Student Number:

Student Number: 12
Mayes, G. and Richins, H. (2008). Dolphin Watch Tourism: Two Differing Examples of
Sustainable Practices and Proenvironmental Outcomes. Tourism in Marine Environments, 5(2),
pp.201-214.
Scherrer, P., Smith, A. and Dowling, R. (2011). Visitor management practices and operational
sustainability: Expedition cruising in the Kimberley, Australia. Tourism Management, 32(5),
pp.1218-1222.
Steele, J., Dredge, D. and Scherrer, P. (2017). Monitoring and evaluation practices of volunteer
tourism organisations. Journal of Sustainable Tourism, 25(11), pp.1674-1690.
Steinbrink, M. (2012). ‘We did the Slum!’ – Urban Poverty Tourism in Historical
Perspective. Tourism Geographies, 14(2), pp.213-234.
Thede, A., Haider, W. and Rutherford, M. (2014). Zoning in national parks: are Canadian zoning
practices outdated?. Journal of Sustainable Tourism, 22(4), pp.626-645.
Tierney, P., Hunt, M. and Latkova, P. (2011). Do Travelers Support Green Practices and
Sustainable Development. Journal of Tourism Insights, 2(2).
Verbeek, D. and Mommaas, H. (2008). Transitions to Sustainable Tourism Mobility: The Social
Practices Approach. Journal of Sustainable Tourism, 16(6), p.629.
Weng, S. and Peng, H. (2014). Tourism development, rights consciousness and the
empowerment of Chinese historical village communities. Tourism Geographies, 16(5), pp.772-
784.
Student Number: