Chennai: The Prime Minister Narendra Modi's initiative of Clean India campaign appears to have caught the imagination of the tourism stakeholders who expect this scheme to improve the country's image.
A significant percentage of hoteliers, tour operators, travel agents and tour transport operators are aware of the potential of the Clean India Campaign (Swachh Bharat Abhiyan) and other promotion and publicity activities of the tourism ministry. This campaign was taken up in right earnest all the India tourism offices and state tourism departments as well.
The cleanliness of tourist places improved significantly through this campaign. Stakeholders said the activity improved the engagement of the tourists with the respective tourist sites. In addition, the wide coverage of such an event in the media proved to be motivating for the stakeholders.
The intention should be to convert it into a movement so that the tourist experience is permanently improved, says a study on the Domestic Promotion and Publicity (DPP) scheme was initiated by the Union tourism ministry with the key objective of creating a general awareness in the country about the potential of tourism destinations within the country and with the objective to develop domestic tourism market.
Interestingly, asked about the of Atithi Devo Bhavah campaign, a majority of hoteliers, tour operators, travel agents and tour transport operators said there has been an improvement in inculcating good habits among the local residents due to this campaign. The study was conducted by the Centre for Market Research & Social Development, across India, including TN and covered 23 cities including Chennai. The field survey and data collection were conducted during May 2016 -October 2016.
It was also found that the Atithi Devo Bhavah campaign helped to improve the behaviour of the locals and other stakeholders towards tourists. It was suggested to repeat the success of the Atithi Devo Bhavah campaign of 2009 which featured Amir Khan and take the campaign to a much higher level by roping in the assistance of popular celebrities.
The cleanliness of tourist places improved significantly through this campaign. Stakeholders said the activity improved the engagement of the tourists with the respective tourist sites. In addition, the wide coverage of such an event in the media proved to be motivating for the stakeholders.
States demand timeline for disbursal
State governments have sought a timeline for disbursal of funds and clearing projects. Almost all the state tourism departments expressed concern over the delay in disbursement of funds from the ministry. This called for a review of the process right from sanction to disbursal and take necessary steps to streamline the process if the effectiveness of the scheme is to be improved, it was pointed out.
