TravTalk India Online Magazine
Not just the state tourism’s branding ‘Awesome Assam’ that has contributed to an incredible rise in tourist arrivals, but the political will has helped Assam’s complete turnaround. This transformation can be attributed to the development of seamless connectivity, infrastructure, peace, stability and inclusiveness.
Hazel Jain
Assam witnessed a massive footfall of more than one crore domestic travellers in 2022-23 alone. This number was about 17 lakh during 2021-22, and 13.5 lakh in 2020-21, according to the state government. Effectively, the state recorded a staggering 575 per cent growth in tourist arrivals in the financial year 2022–2023, as per Himanta Biswa Sarma, Chief Minister, Assam. He recently inaugurated a 200-room resort developed by the Mayfair Group in Sonapur, near Guwahati, which will further boost tourism in the state.
With the grant of industry status to the tourism sector in 2022, restaurants and wellness centres among others are eligible for incentives. This further encouraged private investment into Assam for tourism.
The increase is not just in domestic tourists. Jayanta Malla Baruah, Tourism Minister, Assam, has said that there has been an increase of 783 per cent in foreign tourists this year. He attributed this to the improved law and order situation in last two years of the present state government, improved infrastructure and new branded hotels and resorts, including five-star hotels, being established in Guwahati, Kaziranga, Manas and other places.
“This decision will bring a paradigm shift to the tourism sector. Previously, only hotels and resorts above the three-star category and river cruises were included under thrust areas of Assam Industrial Policy. But now many new tourism units like heritage hotels, bungalows, camping sites, restaurants, amusement parks, ropeways, museums, tour operator service, adventure park, etc., will also be included,” said Baruah. The policy aims for sustainable investment and capital formation.
According to E Banlumlang Blah, President, North East India Tourism Confederation, “Assam now has good connectivity and infrastructure in terms of air and railways, which is an entry and exit point for most visitors to the Northeast India. Trains coming to the Northeast except Sikkim have to enter through Assam before reaching any other destination in the region. Taking this into consideration, plus other tourist attractions, has resulted in Assam receiving high tourist numbers. A decade after the start of the present century has opened up the eyes of tourists about the Northeast. Unexplored natural beauty with many unseen cultures also attracts many tourists, especially domestic. Fortunately, together with the growth of tourism there is also a growth of infrastructure.”
Many tour operators in the region believe that Assam is passing through an exciting phase in tourism. Ranjeet Das, Director, Landmark Tours & Travels, from Assam, says, “Interests in our destination have grown in the past few years and the number of visitors has also increased by many times. Thanks to the branding of ‘Awesome
Assam’ and the electronic media for bringing stories of our region to the pan-India viewers. People have now realised that tourism in Assam is beyond our wildlife and the rhinos. We have rich culture, cuisine, sports, adventure, monsoon and many more. Further the energy levels of the people now connected to tourism are amazing and there has been a perceptible difference in the situation. The situation earlier was one of despair. Now our youngsters have the confidence and can run enterprises. But most importantly, there is a political will. This complete turnaround and this hallmark transformation can be attributed to the simultaneous development of seamless connectivity, brisk infrastructure development, peace, stability and inclusiveness.”
The Tourism Department, Government of Assam, was proactive in implementing measures to increase tourism before the pandemic struck. Various measures were taken, including infrastructure upgrades, effective marketing campaigns, including roadshows. The use of WhatsApp groups by the tourism department allowed for easy communication with registered tour operators of Assam, giving them an opportunity to showcase their offerings and give suggestions to the government. By working together, the tourism department and Assam tour operators were able to enhance tourism in the region, particularly from the domestic sector.
Arijit Purkayastha, Director, Koyeli Tours & Travels, also based in Assam, says that the series of webinars titled ‘Dekho Apna Desh’ organised by the Ministry of Tourism post the pandemic played a vital role in facilitating interactions for the region, both within the country and beyond. “During Rupinder Brar’s tenure as Additional Director General of the Ministry of Tourism, the webinars she organised played a vital role in fostering connections and interactions within the country and beyond, particularly for our region. These webinars significantly raised awareness about the tourism offerings in Assam and the Northeast region of India. The Ministry of Tourism’s commendable initiative provided valuable opportunities to stakeholders, and today we are reaping the benefits of these webinars. We express our gratitude to the Ministry of Tourism,” he says.
During and after pandemic, these initiatives also kept increasing in the Department of Tourism, Government of Assam. A notable instance is the release of ‘Aparup Assam,’ by Assam’s Tourism Department, travel guides in two volumes featuring ‘Lesser-known Destinations of Assam’. Purkayastha adds, “The tourism department deserves appreciation for their initiatives that showcased the products of Assam beyond Kaziranga. Hard work and dedication from both – the Tourism Department of Assam, along with the tour operators of Assam – have undoubtedly played a key role in the growth and success of tourism in Assam.”
Tour operators in Mumbai are also promoting Assam to their clients. Vishakha Sethi Kotyan, Founder, Vima Holidays, says, “The Indian tourist is now more adventurous and likes to visit unexplored destinations. Assam has its own unique culture and is very beautiful. Most of the time the guests come to us pre-decided about the destination they wish to visit. At times when they ask our suggestions, we recommend the Northeastern India –Assam, Sikkim, and Meghalaya –simply because of its raw unique beauty and diverse culture. The clientele who is open to visit these destinations are usually the well- travelled adventurous ones, nature lovers, youngsters to middle age segment as travelling to this destination involves lot of road travel especially on hilly terrain.”
Kotyan adds that the government is also working on improving the infrastructure in these regions, which make them easily accessible to the tourists.
“It’s very unfortunate that the turmoil in Manipur has sadly affected the tourist travel to this state. Guests prefer to travel to other Northeastern states now like Sikkim, Assam, and Meghalaya. I was also planning to visit Manipur, but instead travelled to Darjeeling, Gangtok, Pelling and Kalimpong recently,” she adds.
