TravTalk India Online Magazine
Meenakshi Sharma, outgoing Director General, Ministry of Tourism, joined the sector in 2016 as Additional Director General and spent almost five years in the industry. Sharing the highlights of her journey, she claims that there is hope and positivity awaiting tourism.
Nisha Verma
For Meenakshi Sharma, the last five years in Ministry of Tourism (MOT) have only been remarkable. “I have been very lucky to work with the industry all through. I have been here in two avatars— I was ADG and then became the DG. Hence, I have been able to see the whole canvas of activities, whether at the state or entry level,” she says.
The tourism industry
Looking back, Sharma says that there are three things at the core of tourism, the first being an industry of collaborations and providing service because it cannot exist on its own.
“There is a lot of requirement for infrastructure, safety, sanitation, etc. We have worked with other ministries, departments and state governments to bring about a common framework. Secondly, this sector is all about faith. Travel is something people do for leisure, and they will go where they have extreme faith. That’s where tour operators, hotels and all service providers have a big role to play. The third aspect is the kind of service provided. Promoting hospitality, warmth and experience as meant by ‘Atithi Devo Bhava’ is important. These are the things that, in the last five years, we have tried to bring forward and continue improving. We succeeded in some and didn’t in many,” she shares.
The DG also believes that COVID-19 may have shown the industry its bleakest period, but also its brightest spot. It has shown that everyone can work together, despite conflicts.
Challenges
For Sharma, challenges were only in terms of aspirations for things that MOT wanted to do.
She adds, “I’ve always thought that the domestic traveller does not have the advantage of having the right information. Hence, we tried to do two things during this period— come up with the Incredible India website that is already available in three languages with five more to be available soon, and partner with states and others like ASI, Google Art & Culture, railways, etc.”
Another important challenge, according to her, is that domestic travellers always finds it difficult to get a guide.
“Hence, we came up with Incredible India Tourist Facilitator Programme (IITFC). I am happy to say that the first exam happened on February 26, and 2600 youngsters have joined it, which is an astounding number. We hope that these people will be able to start entrepreneurship because nothing stops a person from being a guide and a homestay owner, or a guide and an expert on adventure tourism. I think this is something that will enhance employment generation, especially in the remotest corners of the country. It was the PM’s vision and we have tried to work on it. In fact, we handled this online programme a year before the UN World Tourism Organization (UNWTO) came up with an online training programme which, in my opinion, is more at a philosophical level. However, this one is absolutely at an employment-generation level,” she asserts.
Why women should also lead
“In the first year of my joining the industry, I remember that at a forum, I was the only lady at the dais. However, this year at ITM, there were three ladies at the dais, including one from the industry. It’s not just about men or women. It’s just that women in leadership roles encourage a lot of other women to come forward and try. We need to have empowered women across all levels, however, what matters is how we make it convenient. Women are more creative, which in turn brings a fresh look to things. When you are looking to reboot tourism, women should come forward. Presence of women will also give a perception of safety, which India really needs. Hence, we have some programmes in place and are working with TAAI and FLO through an MoU with MOT,” says Sharma, adding, “We also welcome all ladies’ organisations to come forward.”
