In a bid to transform Goa‘s tourism landscape, the government’s strategic introduction of the Caravan & Homestay Tourism Policies recently has become the catalyst for a local economic renaissance. These initiatives were envisioned not merely as announcements but as transformative tools, aiming to generate employment opportunities and spotlight the state’s diverse offerings, according to Minister for Tourism, IT, E&C and Printing and Stationary, Rohan Khaunte. Now, the state preps to roll out another set of policies that seamlessly align with the vision of promoting Goa beyond beaches. “Our focus has been on integrating these policies effectively. We’re working on implementing them in a way that not only meets objectives but also aligns with industry needs. The response has been encouraging; industry players are supportive and eager to see these policies in action. The goal is not just to announce policies but to ensure their practical realisation, benefitting both the locals and the tourism sector,” added Khaunte who has been closely involved with the policy rollouts.
Goa’s allure for its sun-kissed beaches and vibrant party scene is a well-known narrative, however, there’s a growing need to spotlight the plethora of experiences the state offers beyond its beaches especially post-Covid, Khaunte reiterated. The focus, he said, has shifted towards providing diverse experiences to tourists, culminating in extensive research efforts, while leading to fomaryion of Homestay Policy which is intricately linked to a sustainable tourism model, primarily targeting the rural belt.
Amid ongoing operations of existing homestays, the policy focusing on rural tourism has garnered substantial interest, as per Khaunte. “Plans for new development of homestays are in progress, carefully balancing tourism growth with the preservation of Goa’s cultural heritage,” shared Khaunte.
“In collaboration with Airbnb, we’ve established an MoU ensuring the framework for SOPs, capacity building, and standardised quality, collaboratively working with the government. Post this, we’ve begun receiving applications under this policy and expect to discuss our progress in a month or two.
Additionally, the Homestay policy specifically champions women’s empowerment, encouraging their involvement in running these homestays. Incentives, such as grants up to INR 2 lakh rupees and considerations for utilities under domestic use, not commercial, have been instrumental in supporting these endeavours, as per Khaunte.
Similarly, in a collaborative effort with industry stakeholders, the Caravan Tourism policy is strategically designed to attract suitable investors and investments. “The emphasis remains on responsible promotion and avoiding overexploitation,” the minister told ETTravelWorld.
“Thorough evaluations of applicants are imperative, considering the volume of applications received for both policies. Our aim is to meticulously assess and select the right stakeholders, particularly concerning the caravan segment,” said Khaunte.
While the Homestay and Caravan Tourism Policies have taken centre stage already, the government is gearing up for the introduction of additional policies such as agro-eco tourism, wellness, and adventure, focusing on attracting investments while ensuring transparency and regulation in the tourism landscape.
“For us, simply launching policies isn’t enough. Our ambition is to ensure that all these policies see the light of day by the end of this fiscal year, by March 31. Our primary focus has been on the Homestay and Caravan policies, and while the drafts for the remaining three policies are prepared, timing is critical. We aim not to confuse the market with loads of policies but to orchestrate a strategic and timely release,” shared Khaunte.
For the upcoming year, the tourism department aims to focus on quality tourism and diversify target markets and focus on other key markets. “Understanding tourists’ potential spending, industry insights advocate that tourists are willing to spend more if provided with the right offerings. To tap into these opportunities, we’re exploring uncharted territories, aiming to connect with emerging markets. US, Japan, South Korea, South Asia, and the Middle East are on the radar, alongside domestic travellers from tier two cities. There’s a significant opportunity for us in hosting weddings and MICE events, aligning with the PM’s initiative to host weddings in India,” the minister stated.
In her fireside chat during the ET Travel & Tourism Conclave, Priyadarshini Raje Scindia, Cultural Curator & Storyteller presented her vision to revive MP’s allure through storytelling mastery. Scindia also mentioned that the current focus should be on seeking collaborations from hotels and properties, eager to invest and collaborate with families across MP, which can help craft unparalleled visitor experiences in the state.
Connectivity, he added, stands as another pivotal aspect in meeting the economic and employment objectives within Goa’s tourism industry. “Collaborative efforts with Indigo Airlines have facilitated improved connectivity to several cities like Guwahati, Nagpur, Nashik, Amritsar, Kashi, Varanasi, Ranchi as well as tier two regions, bolstering our outreach. Our efforts align well with the Dekho Apna Desh scheme encouraging tourists visiting India to explore various states within the country,” he stated.
On the international front, Khaunte shared that there are several ongoing discussions with the Ministry of Civil Aviation aimed at securing increased seat allocations for international airlines or exploring cooperative arrangements to attract more visitors from the mentioned emerging markets.
Further, building upon earlier conversations with ETTravelWorld on attracting digital nomads to Goa, Khaunte shared that Goa’s innovative initiative, in collaboration with private operators, for launching seahubs resembling beachfront shacks, is set to kick off next month. “We anticipate digital nomads, who traditionally stay in hotels, utilising our homestays. Domestically, we already host a significant number of digital nomads, approximately 10 to 12,000, predominantly working in creative spheres,” he shared.
Beyond just supporting the local ecosystem, these individuals contribute to capacity building, fostering the narrative of tech tourism in the state, said Khaunte. However, as the state govt looks towards positioning Goa and the country on the international digital nomad map, the primary concern is the International digital nomad visa. “Goa’s aspiration to establish itself as a hub for tech tourism hinges significantly on overcoming these visa challenges. A successful resolution would not only benefit Goa but the entire country,” he shared.
With an optimistic outlook, Khaunte hopes that these challenges will get resolved, potentially post the 2024 elections and asserted that it could significantly augment the country’s capabilities to accommodate more digital nomads.
In the post-Covid era, tourists have shown interest to immerse themselves in the culture and traditions of Goa, he reiterated. “When we talk about #Goabeyondbeaches, we’re encompassing wellness, MICE, spiritual journeys, weddings, food, and sports tourism. The recent surge in global-level sports events has also expanded this perspective. It’s crucial for us to explore these diverse avenues thoughtfully,” he said.
Festivals, he said, also play a pivotal role in promoting the essence of Goa. “While Shigmo and Goa Carnaval have been iconic, we aim to elevate festivals held throughout the year that enrich our cultural tapestry. Celebrations like Sao Jao, Feast of St. John the Baptist, Chikal Kalo, and more contribute to Goa’s historical recognition and spiritual heritage. We plan to scale up these festivities to attract tourists seeking authentic experiences,” the minister added.
Looking ahead, the upcoming year promises an expanded lineup of festivals, he told ETTravelWorld, adding that the visitors can now anticipate a diverse array of events scheduled each month. “It’s an opportunity to explore and experience these cultural celebrations firsthand, aligning with the vision of Goa tourism 2.0,” he concluded optimistically.
Khaunte was sharing the insights with ETTravelWorld during the 2nd edition of the Economic Times Travel & Tourism Conclave & Awards. Present as a Guest of Honour at both the inaugural and 2nd edition, the minister highlighted the ET Travel & Tourism Conclave & Awards’ significance in acknowledging industry innovation, creativity, and dedication. He emphasised that initiatives like these not only applaud accomplishments but also serve as catalysts for ongoing industry excellence, fostering growth and success within the tourism sector and its stakeholders, while also encouraging those in the government sector as well.
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In a move to elevate its status as a prime tourism destination, Punjab, a state already celebrated for its rich culture and heritage, has embarked on a transformative journey with a vision to establish itself as a global tourism hotspot. While domestic tourist arrivals have reached about 8,816,153, and foreign tourist arrivals stand at 278,155 between January to June 2023, Punjab government is going all out in its pursuit to join the competitive tourism race.
In an exclusive conversation with ETTravelWorld, Rakhee Gupta Bhandari, IAS, Principal Secretary of Tourism & Cultural Affairs, Government of Punjab, shares insights into the journey so far and what lies ahead for Punjab’s increasing prominence in tourism.
Marketing Punjab: the new era
Punjab has never aggressively marketed itself as a tourism destination. However, if late, the state seems to be realising immense potential in tourism, prompting a shift in its strategy, acknowledged Bhandari.
“We came to a realisation that there is a need to actively promote ourselves; we were just content, assuming that tourists would come to us naturally. However, the reality calls for an aggressive marketing plan to attract the numbers. Punjab rarely showcased itself on the tourism stage and there is a need to change this status quo,” asserted Bhandari.
“We have so much to offer. We need to put it out there for the world to know,” she added.
To get there, Punjab is working on various marketing strategies to develop the tourism interest among the travellers.
“Tourism needs to be talked about and therefore, we realise the importance of social media. It helps to develop connect with the travellers and plays an active role to engage and promote local stakeholders, such as hoteliers, farm stay owners and homestay operators in promoting Punjab’s tourism offerings,” she said, adding, “The ultimate goal is to promote Punjab as a year-round destination, not just during the peak tourist season.”
Punjab Tourism Summit & Travel Mart
For the first time, the state held a Tourism Summit & Travel Mart, actively engaging the industry stakeholders. The event served as a launchpad for Punjab’s tourism objectives, attracting significant interest from potential investors looking to contribute to the advancement of the sector.
The event was preceded by roadshows that were held across key cities to generate the buzz around the summit.
“The aim was to introduce Punjab tourism as a brand, both domestically and internationally,” she stated. The results, she shared, exceeded expectations, with an impressive footfall and overwhelmingly positive perception surveys from national and international participants.
“We sought to actively engage the extensive NRI community worldwide, encouraging them to revisit Punjab and become influential advocates for the brand,” she said. Emphasising on the collective power of voices, she said that multiple individuals sharing positive experiences have a more significant impact than relying on a single brand ambassador.
National-level experts were invited to participate in the summit, with sessions moderated by senior partners from KPMG to ensure high-quality discourse. “We aimed for meaningful discourse with tangible outcomes,” she added.
Additionally, the summit explored the influential role of media and entertainment in shaping tourism, acknowledging the contributions of Bollywood stars and personalities from the music and entertainment industry who hail from Punjab.
The Ministry of Tourism also announced the forthcoming edition of the Best Tourism Village Competition in 2024, aimed at fostering rural tourism development and easing off burden from cities plagued by overtourism. Further, a national competition titled Tourism for Tomorrow, focusing on case studies and best practices, was also inaugurated during the event, in line with the priorities outlined in the Goa Roadmap.
Sector related policies in the offing
In keeping with the trend, Punjab is planning to go big on wellness tourism. According to Bhandari, the Punjab government is in the process of formulating a wellness policy, seeking input and suggestions from stakeholders before its final implementation.
“Our policy, which is currently in the proposal stage, will strive to develop and promote state-of-the-art wellness centers and resorts, incorporating traditional Indian wellness practices such as naturopathy, Ayurveda, and yoga,” she said, highlighting Punjab’s natural assets.
The policy will also focus on job creation and improving residents’ quality of life. “It will also focus on organising the wellness sector through guidelines and regulations, fostering public-private partnerships, and preserving Punjab’s rich cultural heritage,” she said.
The state now also plans to update the Eco Tourism and Culture Policy, among other initiatives.
Punjab recently implemented several impactful policy measures, including the Adventure Tourism & Water Tourism Policy, the establishment of Invest Punjab and financial incentives offered through the Industrial Policy 2022.
Additionally, the state government may also look at introducing entertainment policy in near future, in light of the Punjab Tourism Minister’s mention of setting up film studios and film cities in the state.
Bhandari shared that the summit also sparked ideas like backyard tourism, sports tourism, and positioning Punjab as a golf destination. “The challenge now is to strategically harness these opportunities while proceeding in a phased manner,” she added.
Encouraging women in tourism
To promote women’s participation in tourism, the state tourism department engaged various NGOs and self-help groups from Punjab’s villages, with a particular focus on women entrepreneurs. This initiative, said Bhandari, aimed to make Punjab more gender-sensitive, addressing patriarchal structures that existed in the past.
Further, aligned with the UN’s 5th Sustainable Development Goal, the state government is upholding Rangla Punjab, an initiative to showcase the diversity of Punjab while empowering women in the tourism sector.
Through this, the government intends to provide training and skill development initiatives for women seeking various roles within the tourism sector, supporting women entrepreneurs venturing into tourism-related businesses.
Leveraging the Public-Private Partnerships
Speaking about the thrust on PPP, Bhandari highlighted past successes as a testament to the potential of this model. She mentioned “Saada Pind” in Amritsar, a project that operates under the PPP framework and has been thriving. “This cultural attraction has drawn a significant crowd, serving as a beacon for cultural enthusiasts,” she added.
The state now intends to leverage heritage buildings,many of which remain underutilised. “Our aim is to incorporate them into a PPP framework, but the specific operational intricacies and details will emerge gradually as we navigate through the entire process,” she said.
To ensure success and maintain the sustainability quotient, the state is seeking guidance from experts and knowledge partners, she said, adding that the aim is to actively engage with the private sector.
Promoting sustainable ways of tourism
Bhandari highlighted the need for tourists to be more responsible and ethical in their behaviour. She called for the travellers to adopt clean and hygienic practices and refrain from expecting the world to cater to their whims. “Locals often feel the strain of tourism, and it’s time for travellers to be more considerate and respectful of the destinations they visit,” she said.
An interesting sustainable tourism trend she mentioned was the increasing interest among NRIs (Non-Resident Indians) in rural farm stays. As per Bhandari, Punjab’s tourism department already promotes such experiences, offering opportunities for travellers to connect with their roots. She highlighted eco-tourism resorts like Kikar Lodge in Rupnagar and Citrus County in Hoshiarpur as success examples of rural farm stays.
“Such experiences offer a break from the digital world and resonate with the trend of responsible tourism, which is gaining traction in India,” stated Bhandari.
A push to festival tourism
The Punjab tourism department has a year-long calendar in place, focusing on specific activities and festivals that resonate with Punjab’s history and culture. The Inquilab Festival held in Nawanshahr, Khatkar Kalan, the residence of Shaheed Bhagat Singh, is a case in point.
And now, Bhandari said, Punjab tourism has plans to host more festivals around Teej and Lohri, considering movies have breathed new life into these age-old celebrations. She also highlighted the importance of the Baba Fareed Mela in Faridkot, which attracts a large gathering from the state and beyond.
“We’ve taken the baby steps and have every intention to continue moving forward without any intention of slowing down. Punjab’s tourism journey has only just begun,” she concluded on a high note.
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