presentation final adb

8/8/2019 Presentation Final ADB

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Prestige Institute Of Management and

Research

Submitted To:Submitted To:--

Prof. Kapil Arora

Submitted By:Submitted By:--

Amita Agrawal

Ruchi Somaiya

Sheron Goyal

Soumya Samaiya

AtithiAtithi DevoDevo BhavahBhavah : Success or: Success or

failure infailure in indiaindia


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IntroductionIntroduction

India is the seventh largest country (area wise) andIndia is the seventh largest country (area wise) and

second most populous country in world.second most populous country in world.

India stood at position 41 as most preferred touristIndia stood at position 41 as most preferred touristdestination in 2002.destination in 2002.

In spite of having potential, India is far behindIn spite of having potential, India is far behind

smaller countries like France, Malaysia, Singapore insmaller countries like France, Malaysia, Singapore inattracting tourist.attracting tourist.

To promote India as a tourist destination, IncredibleTo promote India as a tourist destination, Incredible

India was launched.India was launched.


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Incredible India CampaignIncredible India Campaign

Incredible India is a multiIncredible India is a multi--pronged promotionalpronged promotional

campaign launched by Department of Tourism.campaign launched by Department of Tourism.

It was conceptualized in 2002.It was conceptualized in 2002.

It focuses onIt focuses on diversity of Indiadiversity of India as a holidayas a holiday

destination with everything for everyone for alldestination with everything for everyone for all

seasons.seasons.

The endeavor is to boost tourism in India, which in turnThe endeavor is to boost tourism in India, which in turn

would act as a catalyst for Indias economic growth.would act as a catalyst for Indias economic growth.


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AtithiAtithi DevoDevo BhavahBhavah

CampaignCampaign AtithiAtithi DevoDevo BhavahBhavah Guest is GodGuest is God

Respect has always been an integral part of IndianRespect has always been an integral part of Indian

culture. To us treating our visitors and travelers withculture. To us treating our visitors and travelers withrespect has been the base of hospitality.respect has been the base of hospitality.

The entire concept of The entire concept of AtithiAtithi devodevo bhavahbhavah is designed is designed

to complement the Incredible India Campaign.to complement the Incredible India Campaign. It is a nation wide campaign that aims at sensitizingIt is a nation wide campaign that aims at sensitizing

key stakeholders towards tourists, through a processkey stakeholders towards tourists, through a process

of training and orientation.of training and orientation.


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WhyWhy AtithiAtithi DevoDevo BhavahBhavah??

It is a Social Awareness Campaign aimed at providingIt is a Social Awareness Campaign aimed at providing

the inbound tourist a sense of being welcomed to thethe inbound tourist a sense of being welcomed to the

country.country.

Often tourists are mistreated, cheated and rudelyOften tourists are mistreated, cheated and rudely

dealt with, so thedealt with, so the programmeprogramme was launched to changewas launched to change

the attitude of common people.the attitude of common people.

To increase the tourism in India by 100%.To increase the tourism in India by 100%.


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The seven points ofThe seven points ofAtithiAtithi DevoDevo

BhavahBhavah ProgramProgrammeme

SamvedanSamvedan SheeltaSheelta oror SesitizationSesitization

PrashikshanPrashikshan or Training and Inductionor Training and Induction

PrernaPrerna or Motivationor Motivation

PramaniPramani Karan or CertificationKaran or Certification

PratipushtiPratipushti or Feedbackor Feedback

SamanyaSamanya BodhBodh or General Awarenessor General Awareness

SwamitwaSwamitwa or Ownershipor Ownership


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The Charter ofThe Charter ofAtithiAtithi DevoDevo BhavahBhavah

TrainingT

raining ProgramProgrammeme

Hygiene & CleanlinessHygiene & Cleanliness

Conduct and BehaviorConduct and Behavior

Integrity and HonestyIntegrity and Honesty

Safety and SecuritySafety and Security


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Hygiene & CleanlinessHygiene & Cleanliness

This include personal hygiene of the person and also that ofThis include personal hygiene of the person and also that of

the product / servicethe product / service..

Conduct and BehaviorConduct and Behavior

Politeness and basic courtesies in interacting with thePoliteness and basic courtesies in interacting with the

foreign tourists.foreign tourists.

Integrity and HonestyIntegrity and Honesty

This implies that the person does not cheat the tourists andThis implies that the person does not cheat the tourists andcharges him a fair price for the service.charges him a fair price for the service.

Safety and SecuritySafety and Security

Person look after safety and security of the foreign tourists.Person look after safety and security of the foreign tourists.


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Components of theComponents of the AtithiAtithi

DevoDevo BhavahBhavah ProgramProgrammeme TrainingTraining The training is divided into two levels :The training is divided into two levels :

** Level 1Level 1 : Covers taxi drives, tourist guides and: Covers taxi drives, tourist guides and

baggage handlers and porters.baggage handlers and porters.

** Level 2Level 2 : The tour operators, shop owners/: The tour operators, shop owners/staff, hotel staff, immigration andstaff, hotel staff, immigration and

customs officials.customs officials. This training program is initiated at the followingThis training program is initiated at the following

placesplaces -- Delhi, Mumbai, Hyderabad, Jaipur, Agra,Delhi, Mumbai, Hyderabad, Jaipur, Agra,Aurangabad, and Goa.Aurangabad, and Goa.


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PR Road ShowsPR Road Shows

PR Road shows are undertaken with the tourismPR Road shows are undertaken with the tourism

trade in order to get their active participation andtrade in order to get their active participation and

ownership of theownership of the AtithiAtithi DevoDevo BhavahBhavah programmeprogramme..

Right now the contactRight now the contact programmesprogrammes are beingare being

conducted in 7 cities mentioned earlier.conducted in 7 cities mentioned earlier.


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Mass Media CommunicationMass Media Communication

Media communication through newspapers, TV, cinemaMedia communication through newspapers, TV, cinema

and outdoors is used :and outdoors is used :

To create general awareness about theTo create general awareness about the AtithiAtithi DevoDevoBhavahBhavah programmeprogramme..

To communicate to key stakeholders as to how it isTo communicate to key stakeholders as to how it is

in their own interest that foreign tourists bein their own interest that foreign tourists betreated well and should go back happily from ourtreated well and should go back happily from our

country.country.


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AamirAamir khankhan is the brand ambassador for the Incredibleis the brand ambassador for the Incredible

India SocialA

wareness Campaign since 2005.India SocialA

wareness Campaign since 2005. He is helping the Tourism Ministrys efforts forHe is helping the Tourism Ministrys efforts for

promoting both domestic and foreign sectorspromoting both domestic and foreign sectors throughthrough

advertising campaigns in the print and electronic media.advertising campaigns in the print and electronic media. He has shot a few TV commercials as a part of theHe has shot a few TV commercials as a part of the

ministrys Social Awareness Campaign.ministrys Social Awareness Campaign.

PrasoonPrasoon Joshi ,Joshi , RakeyshRakeysh OmOm PrakashPrakash MehraMehra ,, AamirAamir KhanKhanare part of commercial not charging anything fromare part of commercial not charging anything from

tourism ministry.tourism ministry.


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ImpactImpact

Tourism is the largest service industry in India, with

a contribution of 6.23% to the national GDP and

8.78% of the total employment in India.

The Incredible India Campaign successfully

established India as a high-end tourist destination,

generating a 37% increase in tourist traffic in thefirst year.


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Foreign tourist arrivals during the yearsForeign tourist arrivals during the years

19991999--20092009

Year Foreign tourist arrivals (in

no.)

Percentage change over

previous year

1999 2481928 -

2000 2649378 6.7

2001 2537282 - 4.2

2002 2384364 - 6.0

2003 2726214 14.3

2004 3457477 26.8

2005 3918610 13.3

2006 4447167 13.5

2007 5081504 14.3

2008 5366966 5.6

2009 5843096 8.8


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Foreign Tourist ArrivalsForeign Tourist Arrivals

(1999(1999--2009)2009)


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EEstimated Foreign Exchange Earnings during thestimated Foreign Exchange Earnings during the

years (1999years (1999--2009)2009)

Year Estimated foreign

exchange earning

(Rs. In Crore)

Percentage change over

previous year

1999 12951 -

2000 15626 20.6

2001 15083 - 3.5

2002 15064 - 0.1

2003 20729 37.6

2004 27944 34

.8

2005 33123 18.5

2006 39025 17.8

2007 44360 13.7

2008 50730 14.4

2009 54328 7.09


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Estimated Foreign Exchange EarningsEstimated Foreign Exchange Earnings

during 1999during 1999--2009 (Rs. in Crore)2009 (Rs. in Crore)


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Future PlansFuture Plans

The travel and tourism sector has been deeplyThe travel and tourism sector has been deeply

impacted due to global economic crisis and the recentimpacted due to global economic crisis and the recent

terror attacks on Mumbai last year The ministry ofterror attacks on Mumbai last year The ministry of

tourism has now planned to extend its Incredibletourism has now planned to extend its Incredible

India campaign to the domestic market. This will notIndia campaign to the domestic market. This will not

only give a boost to domestic tourism but will alsoonly give a boost to domestic tourism but will also

help the industrys stakeholders, who have been hithelp the industrys stakeholders, who have been hit

by negative circumstances.by negative circumstances.


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Thank YouThank You

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