Dinesh Patairya is a seasoned traveler. He has been writing on travel and tourism for years for several online and offline publications.
For promoting national tourism assets effectively, national level approach is needed. Improving required infrastructure like transport, electricity, water, communication facilities etc needs plenty of investment and this can only be done by planning on the national level. Things have to be properly organised and controlled with national objectives.
A well-recognised economic concept is ‘prosperity comes with economic growth’. Stress on more production leads to more work which results in greater income with more consumption, again demanding more production. The cycle continues. However, one has to ensure proper distribution of benefits and proper cultivation of resources. Many a time, because of unhealthy production system, environment is damaged, individuals get displaced and economy negatively affected. Unhealthy tourism could be demeaning for a destination. It could damage the local environment, harm local culture, and fuel negative feelings for tourists in the locality.
It is the duty of Governments to take care of these things. National governments have to formulate national tourism policy, transform it into a plan of action, define the status of tourism in relation to the economy, ensure proper administrative arrangements, distribute responsibility and opportunities between public and private sectors, coordinate tourism related activities and internationally promote the country in tourism generating areas.
A National Tourist Organisation (NTO) has to function with two prime objectives. It has to promote the country’s tourism destinations in tourism generating markets and create interest there about the country. It also has to explore the country’s USP and formulate strategies to promote it. An NTO is assisted by individual producers of tourism products and services who function under the umbrella of NTO. While the NTO markets the entire tourism product, the individual producers look to promote their own components. Airlines, travel agents, tour operators, hotels; all components are active in global marketing of national tourism products. The Government’s role is to formulate policies and regulate.
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