IATO President Rajiv Mehra Grants Exclusive Interview to The Traveller Trails' Consulting Editor Vivek Bhardwaj
Blasting Back to Pre-Pandemic Levels: IATO's Push for a Tourism Boom
According to the Indian Association of Tour Operators (IATO), founded in 1982, it's high time to pull up our socks and revive the ailing tourism sector. With more than 1600 members and a knack for connecting the dots, IATO has been working closely with the government to tackle the elephant in the room - the sluggish recovery of inbound tourism.
In a thought-provoking interview with Vivek Bhardwaj, the Consulting Editor of The Traveller Trails, IATO's President, Rajiv Mehra, discussed the association's strategy to get India's tourism industry back on its feet. Although some sources mention Ravi Gosain as President, the concerns remain unchanged.
The Big Game Plan
So, what's the deal? Well, IATO thinks we should set our sights high and aggressively promote India as an irresistible tourist destination. This vision starts with the establishment of a supercharged India Tourism Board under the leadership of our Honorable Prime Minister, which would provide strategic superiority for promotions.
But that's just the beginning. The association is craving a hefty chunk of the Union Budget, around ₹1,000 crore, to supercharge the "Incredible India" campaign, thereby boosting global marketing efforts and enticing more foreign tourists for the upcoming season.
Simplify the Visa Jumble
Next on the list, IATO is advocating for simpler visa processes to make it a breeze for foreigners to enter our land. The vision? Faster group visa approvals, an expanded e-visa program, visa fee waivers, and airline incentives to create an inviting atmosphere for tourists.
Calling Out Tourism's Big Economic Impact
Tourism, as the association sees it, is no joke when it comes to foreign exchange, soft diplomacy, and job creation across various sectors. Inbound tourism can contribute up to 1-2% to India's GDP if nurtured correctly. Add to that the potential to balance the current account deficit, and you've got a recipe for economic success.
Seize the Moment - Now!
But here's the kicker; with the peak inbound tourism season approaching, it's now or never to reclaim and expand our share in the global tourist market. So, let's not dilly-dally and get cracking on the measures that IATO has been championing for our industry's recovery.
Under-tapped Potential
Unfortunately, despite the magical allure of India's natural beauty and cultural richness, the tourism sector's performance is lagging behind its monstrous potential. This worrying situation calls for an urgent intervention from the powers that be.
In short, the discussion between Rajiv Mehra and Vivek Bhardwaj would focus on the immediate need for government support through innovative ideas like the India Tourism Board, a push for heavy budget allocations, simplified visa processes, and the strategic utilization of tourism's economic benefits to revive and boost foreign tourist arrivals back to pre-pandemic levels or beyond.
- To effectively promote India as an attractive tourist destination and achieve pre-pandemic tourism levels, IATO encourages a focus on simplifying visa processes, strengthening the "Incredible India" campaign, and advocating for a larger allocation in the Union Budget.
- improving lifestyle experiences through travel, the proposed expansion of the e-visa program, visa fee waivers, and airline incentives could make India an irresistible tourist destination, thereby contributing significantly to the nation's economy and job creation.
