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Funds used for overseas tourism publicity have fallen to less than half of the Rs 330 crore allocated in 2014-2015. During 2012-2013 to 2014-2015, 59% of the Rs 947 crore allocated for overseas publicity was used.
The Tourism Ministry markets the country to garner a larger share of the global tourism market. Although there is no study to link publicity expenditure with foreign tourist arrivals in the country, the dip in use of funds is coming into notice.
“All ministries, including the ministry of tourism, have a complicated structure for spending allocations. A cumbersome process naturally dissuades tender requisitioning and interest from agencies,” said Subhash Goyal, president of the Indian Association of Tour Operators.
The publicity division of the tourism ministry brings out brochures, leaflets, maps, films and CDs on various topics. Through its 14 offices overseas, the ministry “endeavours to position India in the tourism generating markets as a preferred tourism destination, to promote various Indian tourism products vis-à-vis competition faced from various destinations and to increase India’s share of the global tourism market”, according to the ministry website.
“While the amount of funds has gone up, the capacity to use it has gone down. Processes have been incapacitated because of the fear of decisions being questioned later,” said a tourism ministry official.
Foreign tourist arrivals in India touched 6.9 million in 2013, up 5.9% from 6.5 million the previous year. To boost tourism, the new government rolled out electronic-visas last November for travellers from 44 countries.
“While publicity is an important aspect of promoting India, that itself is not going to help much. The tourist’s takeaway is his overall experience, which is a function of infrastructure. Things need to change on that front at the earliest,” Goyal said.
