By : Satyaki Paul
On June 18, 2021 the Ministry of Tourism launched the draft National Strategy and Roadmap for Development of Rural Tourism in India. This national strategy can be directly accessed through the link: https://tourism.gov.in/schemes-and-guidelines/guidelines/draft-national-strategy-roadmap-development-rural-tourism-india
This draft policy aims to develop and promote local products through tourism to generate income and jobs in rural areas and empower local communities. According to government sources, this policy was developed to counter the internal migration from rural areas by alleviating poverty and empowering them with jobs.
This will be done through promotion of medical wellness, rural and Meetings, Incentives, Conferences and Exhibitions (MICE) tourism. The key drivers for growth of medical tourism and wellness tourism are mainly affordability and accessibility of good healthcare services, facilitation around hospitality services, minimal waiting time, availability of latest medical technologies and accreditations.
In current context, Meetings, Incentives, Conferences and Exhibitions (MICE) has been recognised as a significant market segment and an important contributor to national economies. Such opportunities not only gives a boost to the economy in the form of income generation, but creates huge employment opportunities in related hospitality service providing sectors like accommodation, food and beverage, convention services, transportation, tourism and entertainment.
Furthermore, the government of India also recognised“Medical Value Travel” (MVT) and wellness tourism as one of the important sectors having the potential of accelerating the country’s development and attaining the objective of “Aatmanirbhar Bharat”. This will also be driven by the spirit of “Vocal for Local”.
Nonetheless, we should also bear in mind that India is also a favourite destination for yoga and wellness with a special emphasis on traditional Ayurveda, Yoga, Naturopathy, Unani, Siddha, Sowa-Rigpa and Homeopathy (AYUSH)-related therapies. In this vein, it is the duty of the government to identify, diversify, develop, and promote of niche tourism products in the country.This has to be done to overcome the facet of “seasonality” and to promote India as a 365 days’ destination, to attract tourists with specific interest, and to ensure repeat visits for the unique products in which India has a comparative advantage.
The Union Ministry of Tourism has also requested response and comments from the citizens of India on these drafts on or before June 30, 2021. The author works as a Ph.D. Research Scholar at the Department of Anthropology, University of Calcutta, and the co-author of the book Anthropology For All (2021).