Tourism activities is considered as one of the major sources of economic growth, at International level it is one
of the fastest growing industries, accounting for more than 10% of total international trade and almost half of total
trade in services, and can be considered as one of the world’s largest export earners (WTO, 2010). It regarded as a
medium of employment generation Tourism reduces the trade deficit by generating the foreign exchange earnings
from foreign tourist arrivals FTAs. It sometimes finances the import of capital goods necessary for the growth of
manufacturing sectors in the economy. In many countries, foreign currency receipts from tourism exceeded currency
receipts from all other sectors together. Over the past decades, the importance of the tourism sector for the economy
has been steadily increasing. At International level it is recognized as a major contributor for long-run economic
growth. It plays an important role in spurring investments in infrastructure and stimulates other industries by direct,
indirect and induced effects.
Tourism in India has shown a phenomenal growth in the past decade. But the growth was not so uniform since
the promotional campaigns (Incredible India’ and ‘Atithi Devo Bhava’) focuses on tourism for holiday, recreation and
leisure only hence tourism in India has confined its scope to these only but as the time is changing the tourism has
evolved itself as a multi dimensional activity. In India tourism has much to offer to travellers and tourists than offering
tourism for holiday and recreation only viz.
1. Medical Tourism: Medical Services in India are quiet cheaper in comparison to the developed nations,
so we can take the advantage of this to promote medical tourism in order to attract more FTAs.
2. Business Tourism: As India is the fastest growing economy in the world, we can attract more people to
do business here in this way promote business tourism which would result more FTAs.
3. Educational Tourism: Indian education system is known for its quality, many doctors, engineers and
other professionals who have been educated in India are serving the world and have proved their worthiness. In this
way by focusing on our quality education system we should promote educational tourism and attract more students
of foreign nationals and consequently increasing the FTAs.
Prime Minister Narendra Modi on 25 September 2014 launched the ‘Make in India’ campaign at Vigyan Bhavan
in New Delhi. PM Modi has targeted 25 sectors for ‘Make in India’ programme. Among them hospitality and tourism
are also included.
Through, ‘Make in India’ the infrastructure a key driver of the economy highly responsible for propelling countries
overall development. Would ensure time-bound creation of world class infrastructure in the country. This sector
includes power, bridges, dams, roads and urban infrastructure development etc. Infrastructure of the country would
be improved. There would be no dearth of accessing basic amenities, which will ultimately improve the quality of life
in India. If investment in hospitality and tourism sector is made then the fertility of this investment will be proved only
if we could succeed to attract more foreign tourist arrivals (FTAs) towards India.
Taking the advantage of changing scenario of improvement in infrastructure and other basic amenities, we need
to revitalize the promotional campaigning for promoting tourism as a multi dimensional activity
Keeping in mind the above things the concept of “Travel in India” International Advertising Programme for
promoting multi dimensional tourism in India is given in order to increase India’s global share in tourism by attracting
more FTAs.