Airbnb has signed a Memorandum of Understanding (MoU) with Uttarakhand Tourism Development Board (UTDB), to build host capacity in untapped destinations, thereby redirecting travellers from the state’s traditionally popular spots to lesser-explored places.
This collaboration reflects a shared commitment to preserving the state’s cultural heritage, natural beauty, and unique traditions, while promoting responsible and conscious travel practices in the state, which further uplifts the local communities.
As a part of MoU, Airbnb will undertake capacity building activities in the select pilot locations to enhance local hospitality standards, hosting best practices, and responsible hosting. Workshops will be organised for a select group of ‘model hosts,’ who will then impart their knowledge and expertise to other members of their community.
The partnership will also focus on onboarding homestays onto the Airbnb platform. Airbnb will conduct workshops in the identified pilot destinations to train ‘model hosts’ on setting up their profiles, optimizing listing content, and capturing attractive photographs to attract travellers.
Airbnb will conduct a thorough review of homestay-specific gaps in the identified pilot destinations and share its assessment with UTDB. This valuable input will help UTDB formulate a targeted support strategy for homestays, thus fostering inclusive growth within the region.
As a part of this model, the Ekadasha Teertha Campaign will be rolled out in the 11 places of worship in Goa. Ekadasha Teertha will include the spiritual sites to be decided by the Department of Tourism. The Minister said that the campaign will be put to fruition in consultation with the local communities and involving particularly women and youth.
Notably, Airbnb will also work with the identified district tourism officers appointed as points of contact (PoCs) for seamless coordination, offering venue support for workshops and events, a list of registered homestays in pilot locations, shortlist and mobilise ‘model hosts’.“Uttarakhand is known for its warm hospitality and its rich tapestry of pristine trekking trails, diverse wildlife, serene hill stations, pilgrimage sites, and more. This partnership with Airbnb will further expand our efforts to promote homestay culture in our state. Individuals in the tourism sector will receive training on responsible hosting which will unlock their potential to attract guests from India and abroad. Through this partnership, we’re confident the travelers will be presented with enriching, immersive experiences that allow them to witness Uttarakhand’s beauty up close,” said Sachin Kurve, Secretary, Tourism, and CEO, UTDB, Government of Uttarakhand.“With this partnership, we aim to empower microentrepreneurs in the region by offering them training on hospitality standards, sharing hosting best practices and encouraging responsible hosting initiatives. Airbnb has consistently placed Hosts and their empowerment at its core, and we are looking forward to working with the government to onboard homestays in the state on our platform,” added Amanpreet Bajaj, General Manager – India, Southeast Asia, Hong Kong and Taiwan at Airbnb.
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In the dynamic world of hospitality and travel, the distinction between offering authentic local experiences and falling into the clichéd abyss of tourist traps holds significant implications. In an era dominated by Instagram-worthy destinations and travel influencers, the essence of authentic travel often gets overshadowed.
As the allure of travel continues to captivate global enthusiasts, through my experiences, I extend a strategic dialogue to shed light on the pivotal role authentic travel plays in shaping the business landscape.
Unveiling the economic realities
Let’s delve into the economic dimensions of prioritizing local experiences over tourist traps. Drawing on insights from a comprehensive study by the Ministry of Tourism in India, it’s revealed that a substantial portion of tourist spending in mainstream destinations tends to bypass local economies, disproportionately benefiting only a handful of businesses.
Investing in local experiences is not just a cultural nod but a strategic move towards fostering equitable economic benefits. By supporting local artisans, markets, and authentic eateries, businesses within our industry become instrumental in driving sustainable economic growth within communities. The numbers speak for themselves, with a 20 per cent increase in customer satisfaction reported when travelers engage with authentic local offerings, according to recent industry surveys.
Preserving cultural integrity: A branding advantage
From a branding perspective, the choice between local experiences and tourist traps goes beyond economic impact. It extends to preserving the cultural integrity of the destinations we serve. Authenticity resonates with the modern traveller, and businesses that align with this ethos stand to gain a competitive edge.
Consider the case of Varanasi, where traditional rituals along the Ganges River provide a genuine cultural experience. By integrating such authentic offerings into our services, we not only contribute to the preservation of cultural treasures but also enhance the brand value of our establishments. A recent industry report indicates a 15 per cent increase in brand loyalty among customers who perceive a genuine commitment to local culture.
The travel relationship between India and Indonesia has also been growing steadily over the years, and both countries have implemented visa policies to facilitate tourism and business travel. Many Indonesians visit India for various reasons including tourism, business, education, and cultural exchange, with Indian cities like New Delhi, Mumbai, Agra, and Jaipur being popular destinations. Bajaj feels that direct flight connections between major cities in both countries further facilitate the travel relationship.
Strategies for business-driven authentic exploration
Navigating the fine line between local experiences and tourist traps requires strategic foresight. Engaging with communities, participating in local events, and promoting off-peak travel seasons are not just altruistic gestures but sound business strategies. A deliberate effort in this direction not only enhances the customer experience but also positions our industry as a responsible player in the global travel market.In conclusion, authentic travel is not just a matter of personal choice; it is a strategic imperative for businesses in the hospitality and travel sector. By investing in local experiences, we not only contribute to the economic well-being of the communities we serve but also fortify our brand positioning in an increasingly discerning market.
As industry leaders, let us collectively embrace the challenge of navigating between local authenticity and tourist traps to redefine the future of travel.
The author is the Managing Director, Sayaji Hotels Group
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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South East Asia’s first Night Sky Sanctuary is set to make its debut in Ladakh, at Hanle village within the Changthang Wildlife Sanctuary.
This Dark Sky Reserve, aided by the Indian Institute of Astrophysics Bengaluru, promises to boost India‘s astro-tourism, said Union Minister of State (Independent Charge) Science & Technology; MoS PMO, Personnel, Public Grievances, Pensions, Atomic Energy and Space, Dr Jitendra Singh.
Hanle, known for India’s first dark sky reserve, offers excellent stargazing conditions due to its secluded location, high altitude and minimal light pollution. It will provide an optimal site for optical, infra-red, and gamma-ray telescopes at an altitude of 4500 meters.
In the context of India’s space achievements, including Chandrayaan-3 and Aditya-L1 solar mission, the Dark Sky Reserve is anticipated to captivate enthusiasts, joining the exclusive ranks of 15 or 16 similar sites worldwide, said Singh. With a tripartite MoU signed among the UT Administration, Ladakh Autonomous Hill Development Council (LAHDC) Leh, and the Indian Institute of Astrophysics, the project aims to bolster local tourism and economy through science and technology initiatives.
The Minister informed that the Sanctuary is being set up with the help of Indian Institute of Astrophysics Bengaluru, which is affiliated to the Department of Science & Technology, Govt of India.
Set against the breathtaking landscapes of the Sakhir Desert, this camping season is poised to be a celebration of nature, culture, and community. The tourism sector aims to attract prominent international events that engage large number of tourists and strengthen the position of Bahrain as an important tourism attraction on a regional and international level.
Dark Sky tourism is said to have grown significantly in recent years, and Hanle’s opening to all visitors is anticipated to significantly increase tourism in the area. The recently permitted overnight stay for foreign tourists in Hanle by the Union Ministry of Home Affairs adds to the region’s appeal.Singh also spoke about the Snow Sculpture that was introduced in Ladakh last year in a big way from the winter season and is promoted as a tourist attraction, which will also create job opportunities for the locals.
Addressing the gathering after inaugurating the exhibition ‘Ladakh’s Pride’ to mark the fourth anniversary of the establishment of the Union Territory, the minister also acknowledged Ladakh’s uniqueness. He emphasised its status as India’s youngest Union Territory with the oldest civilization.
He also underscored Ladakh’s commitment to becoming “Carbon Neutral,” unveiling a INR 50 crore Special Development Package, a funding approach by the Central government for the region’s diverse projects.
The minister also praised Ladakh’s cultural richness through the exhibition ‘Ladakh’s Pride,’ showcasing GI-tagged treasures of Ladakh like Seabuckthorn, Raktsey Karpal Apricots, Ladakh wood carvings and Pashmina wool.
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