TravTalk India Online Magazine
Tourism industry has been experiencing an upward trajectory globally. However, India’s inbound tourism sector is yet to reclaim its glory enjoyed a few years ago. Rajiv Mehra, President, IATO, underscores the challenges hindering the country from attaining the much-needed boost, while also highlighting the efforts made by the association over the past month.
Janice Alyosius
Rajiv Mehra, President, Indian Association of Tour Operators (IATO), who attended the Arabian Travel Market (ATM), held recently in Dubai, highlights the significance of events and developments happening in the tourism sector during May.
“I not only observed the activities at the Indian Pavilion (at ATM) but also met the presidents of various associations. A notable achievement from the event was the signing of a Memorandum of Understanding (MoU) with the Maldives Association of Travel Agents & Tour Operators (MATATO). The response there seemed better than at ITB Berlin,” he said.
Sharing objective behind the signing of the MoU, Mehra said that the partnership aims to enhance tourism between India and the Maldives. “MATATO will organise roadshows in India in July, supported by the Indian embassy in the Maldives,” Mehra said.
On the domestic front, Mehra announced a significant breakthrough for IATO members. “Our members have finally obtained tickets for the gondola ride in Gulmarg for their foreign clients,”
he shared.
After his return from Dubai, Mehra emphasised on the importance of Jammu and Kashmir (J&K) in India’s tourism development. He wrote to the Chief Secretary of J&K, suggesting that the Union Territory should have a larger stall. Currently, they have a table stall in the Ministry of Tourism pavilion. “I requested that they take a separate stall like UP, Madhya Pradesh, Goa, and Karnataka. I urged them to consider this for ITB Berlin, WTM, and ATM,” he added.
Mehra underscored the need for the Ministry of Tourism to intensify its international promotional efforts. “Our main emphasis today, and until we achieve it, is that the Ministry of Tourism, Government of India, should start roadshows abroad and media campaigns (both electronic and print) to promote India. Familiarisation trips for leading tour operators and media should also resume. We are advocating for this,” he asserted.
He also suggested a strategic approach to staffing Indian embassies with tourism experts. “We are requesting that after the new government comes in, it’s fine for promotions to be done from the embassy. However, like officers from the Ministry of Commerce or other such departments who are posted in embassies or high commissions abroad, at least in the 20 key market embassies or high commissions, people at the rank of Deputy Director General (DDG) should be posted under the overall supervision of the ambassador or high commissioner,” Mehra proposed.
Mehra praised the Ministry of Tourism’s show at ITB Berlin, saying, “The stalls and arrangements for IATO members were excellent. I even wrote to the Secretary of Tourism, V Vidyavati, to express my appreciation.” However, he expressed concerns over the space constraints at ATM, Dubai. “The space was inadequate and cramped, making interaction difficult. States like Madhya Pradesh and Goa had larger stalls than the India Pavilion, which is unacceptable. India needs to secure larger spaces to accommodate participants properly,” he said.
Citing the issues, he made a call for action from senior officials. “We hope that the senior economic advisor, Bhushan Kumar, along with Arun Srivastava, will report these issues to the Ministry of Tourism, and appropriate actions will be taken post-elections,” he said. He also emphasised on the importance of tourism for generating employment in the country and increasing foreign exchange reserves. IATO will organise its convention from August 30 to September 2 in Bhopal.
