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MICROECONOMICS


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VIDEO HERE !!


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One of the profitableindustries in India

Growth in numbers ofhigh spending foreignand domestic tourists

Coordinatedgovernment campaigns(Incredible India)

Provides employmentto millions (20 millionapprox,)


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ADVANTAGEINDIA

Increasedinbound

tourist arrivals

FavorableGovernment

Policies

High demandfor quality

rooms

Increasedmedicaltourism

Risingdomestic

leisure travel

Increasedbusiness

travel due to

growingeconomy


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Tourism was officially recognized as an industry in 1982

Govt. formulated policies and prepared pamphlets andbrochures for the promotion of tourism; however, it didnot support tourism in a concerted fashion .As a result,the country attracted very few tourists.

2002 New Tourism Policy introduced

The Government of India has introduced variousinitiatives and campaigns such as Incredible India!,Colors of India, Atithi Devo Bhavah and the WellnessCampaign to promote the Indian tourism and hospitalityindustry


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Introduced in the year 2002 Based on the 7-S Mantra ofSwaagat(welcome), Soochanaa

(information), Suvidhaa (facilitation), Surakshaa (security),Sahyog(cooperation), Sanrachnaa (infrastructure) and Safaai(cleanliness)

No approval required for foreign equity of up to 51% in tourismprojects. NRI investment up to 100% allowed Automatic approval for Technology agreements in the hotel

industry, subject to the fulfillment of certain specified parameters. Concession rates on customs duty of 25% for goods that are

required for initial setting up, or for substantial expansion of

hotels 50% of profits derived by hotels, travel agents and tour operators

in foreign exchange are exempt from income tax. The remainingprofits are also exempt if reinvested in a tourism related project


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Ogilvy & Mather (India) (O&M) were employed to create a newcampaign to increase tourist inflows into the country

The 'Incredible India' campaign, as it was called, was launched in2002 with a series of television commercials and print

advertisements. It projected India as an attractive tourist destination by showcasing

different aspects of Indian culture and history like yoga, spiritualityand many others.

The campaign was conducted globally and received appreciation

from tourism industry observers and travelers alike. It made andcontinues to make a powerful visual impact on the global audienceand has created a perception of India as being a magical place tovisit.


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Foreign tourist arrivals (FTAs) in India have increased as India continues tobe a favoured tourist destination for leisure, as well as business travel.

FTAs have increased at a CAGR of 8.1 per cent between 2004 and 2009.


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Currently, the demand for hotel rooms is about 240,000rooms, while the current supply of hotel rooms is around100,000


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Indias well-equipped hospital infrastructure and the low cost oftreatment, compared to developed countries, make it a preferreddestination for medical tourism, which is expected to grow at 29 percent to reach US$ 2.4 billion by 2012.

Apollo group alone has so far treated 95,000 international patients,

many of whom are of Indian origin. The key "selling points" of the medical tourism industry are its "cost

effectiveness" and its combination with the attractions of tourism.

Open-heart surgery could cost up to $70,000 in Britain and up to$150,000 in the US; in India's best hospitals it could cost between

$3,000 and $10,000. Knee surgery (on both knees) costs 350,000rupees ($7,700) in India; in Britain this costs 10,000 ($16,950),more than twice as much. Dental, eye and cosmetic surgeries inWestern countries cost three to four times as much as in India.


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