Mapping the Ministry of Tourism: Policies and Schemes

Policy Update
Avi Sharma

History

The Ministry of Tourism in India, established independently in 1967, plays a crucial role in promoting the nation’s tourism sector, thereby boosting its global image and economic growth. Initially managed by the Ministry of Transport with a dedicated tourism division created in 1958, it was restructured to focus on tourism’s potential for revenue, employment, and cultural exchange. The Ministry’s key goals include policy development, infrastructure enhancement, and marketing to attract travelers worldwide. Notable campaigns like “Incredible India” (2002) have branded India as a diverse destination, supporting heritage, ecotourism, and regional development. Through these efforts, the Ministry significantly contributes to India’s GDP, employment, and foreign exchange earnings.

The current Union Minister of Tourism for India is Gajendra Singh Shekhawat, with Suresh Gopi serving as the Minister of State for Tourism. These officials lead the ministry’s efforts to enhance and promote India’s domestic and international tourism sector.

Mandate

The Ministry of Tourism in India is responsible for advancing tourism as a key economic sector, aiming for sustainable and inclusive growth across the country as follows:

1. The Ministry formulates tourism policies and implements programs like the Swadesh Darshan scheme(launched in 2014), which develops theme-based tourist circuits, and the PRASHAD scheme(launched in 2014), which focuses on pilgrimage and heritage site development.

2. Through the “Incredible India” campaign and other international marketing initiatives, the Ministry works to attract tourists by highlighting India’s cultural, historical, and natural diversity. The Ministry also promotes niche tourism segments like eco-tourism, adventure tourism, and wellness tourism.

3. The Ministry aims to enhance skills in the tourism industry by conducting training programs for guides, hospitality staff, and local community members, contributing to job creation and community development.

4. It prioritizes responsible tourism by focusing on environmental conservation, cultural preservation, and tourist safety standards. Efforts also include improving accessibility to make tourism inclusive.

The Ministry of Tourism in India strengthens the tourism sector through active international cooperation, engaging with global bodies, bilateral agreements, external assistance, and technical partnerships. It collaborates with organizations like the UN World Tourism Organization (UNWTO) and the World Travel and Tourism Council (WTTC) to stay aligned with global standards and trends. Bilateral agreements with various countries foster tourism exchanges, joint promotions, and educational initiatives. For example: India-Japan Tourism Exchange– Under the bilateral agreement between India and Japan, initiatives like cultural exchange programs, tourism roadshows, and promotion of Buddhist heritage sites in India have been undertaken.

India-Russia Tourism Cooperation– India and Russia promote mutual tourism through joint exhibitions, educational tours, and simplifying visa processes for tourists between the two nations.

External assistance from institutions such as the World Bank and the Asian Development Bank (ADB) supports sustainable projects, particularly in rural tourism and heritage conservation.

For example: Pro-Poor Tourism Development Project (World Bank), Himachal Pradesh Tourism Development Project (ADB), Integrated Tourism Development Project (World Bank), Northeastern States Tourism Development Project (ADB), Rural Tourism and Heritage Conservation Project (World Bank), Chhattisgarh Tribal Eco-Tourism Initiative (ADB).

Additionally, technical partnerships with foreign agencies bring expertise in areas like digital tourism and environmental sustainability, enhancing India’s competitiveness as a travel destination.

Institutes

The Ministry of Tourism in India oversees the India Tourism Development Corporation Limited (ITDC), a key public sector enterprise responsible for developing and managing tourism infrastructure and services across the country. ITDC operates hotels, transport, and duty-free shops and provides consultancy in the tourism and hospitality sectors.

ITDC remains a critical asset in India’s tourism infrastructure, with a proven track record in hospitality and tourism consultancy. However, addressing operational inefficiencies and embracing modernization is essential for ITDC to thrive in a competitive and evolving tourism landscape. By focusing on strategic reforms, innovative partnerships, and customer-centric initiatives, ITDC can amplify its role as a driver of India’s tourism growth and effectively support the Ministry of Tourism’s vision for the sector.

In addition to ITDC, the Ministry supports several autonomous institutions aimed at training and development within the tourism industry:

1. Indian Institute of Tourism and Travel Management (IITTM): A premier institute dedicated to education, training, and research in tourism and travel management, equipping students and professionals with specialized skills.

2. National Institute of Water Sports (NIWS): Located in Goa, NIWS is dedicated to water sports training, focusing on safety standards, operations, and development of water-based tourism activities.

3. National Council for Hotel Management and Catering Technology (NCHMCT): NCHMCT oversees the education and development of hospitality professionals through various Institutes of Hotel Management (IHMs) across India, which are responsible for training students in hotel management, catering, and related fields.

These institutions contribute significantly to building skilled human resources and promoting professional standards within India’s tourism and hospitality sectors.

Schemes and Policies

The Ministry of Tourism in India has introduced various policies and schemes to boost both domestic and international tourism, enhance infrastructure, and ensure sustainability.

1. Dekho Apna Desh Campaign 2.0 (2024)
Launched initially in 2020 and updated in 2024, this campaign focuses on promoting domestic tourism across India. It encourages citizens to explore their own country, highlighting lesser-known destinations and offering a deeper understanding of India’s cultural, natural, and historical assets. This initiative includes tailored promotional strategies, digital tools, and collaborations with state tourism departments to enhance tourist engagement within the country. For example: Destination Northeast Initiative, Eco-Tourism Projects with Uttarakhand Tourism, International Kite Festival (Gujarat) and Surajkund Mela (Haryana), Buddhist Circuit Development with Bihar and Uttar Pradesh. 

2. Incredible India 2.0 (2002, 2017, 2024)
First launched in 2002, the “Incredible India” campaign was revamped in 2017 and again in 2024 to attract international tourists. The 2024 update focuses on rebranding India’s image, promoting not only its heritage but also new facets like wellness tourism, adventure tourism, and sustainable travel. The campaign uses digital platforms, social media, and targeted marketing to reach global travelers, emphasizing India’s diversity and rich cultural heritage.

3. Eco-Tourism Policy (2018 Draft, Implemented and Updated 2024)
India’s Eco-Tourism Policy, drafted in 2018 and updated in 2024, aims to develop tourism in ecologically sensitive areas in a sustainable and responsible manner. The policy emphasizes conservation, minimizing the ecological footprint of tourism activities, and promoting eco-friendly infrastructure. It also includes community engagement in preserving natural resources while enhancing the tourism experience in protected areas.

4. Digital Tourism Platform (Launched 2024)
In 2024, the Ministry launched a one-stop digital platform to streamline the entire tourism process, from booking travel and accommodations to planning itineraries and tracking tourism activities. The platform enhances accessibility for tourists, providing easy access to information, services, and personalized recommendations to improve the overall tourist experience.

5. Swadesh Darshan Scheme (Launched 2014-2025, Expanded in 2023) 
Launched in 2014 with an extended focus until 2025, the Swadesh Darshan Scheme aims to develop theme-based tourist circuits across India. It integrates India’s heritage, culture, and natural beauty into cohesive tourism circuits, thus driving economic growth in underdeveloped regions. The scheme focuses on building essential infrastructure such as roads, hotels, and amenities to enhance accessibility for both domestic and international travelers. In 2023, the scheme was expanded to include new tourism circuits and enhance its reach.

6. PRASHAD Scheme (Launched 2014, Expanded 2021) 
The PRASHAD (Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive) scheme, launched in 2014, aims to promote tourism in India’s religious and pilgrimage sites by improving infrastructure and facilities. Its goal is to enhance the spiritual and historical significance of these destinations while making them more accessible. The scheme saw an expansion in 2021, with significant improvements to pilgrimage sites such as Somnath, Gujarat, which includes infrastructural upgrades like eco-friendly transport and modern amenities for visitors.

7. Scheme of Capacity Building for Service Providers Institutes (Launched 2002)  
Launched in 2002, this scheme focuses on enhancing the service quality in India’s tourism and hospitality sectors. It provides training and skill development programs for service providers in areas like hospitality management, guiding services, and customer care. The objective is to ensure that the tourism experience in India is of high quality and meets international standards, with continuous updates to training programs in response to evolving industry needs.

8.  Regional Connectivity Scheme (RCS-UDAN) (Launched 2016): 
The Ministry of Tourism in India has strategically collaborated with the Ministry of Civil Aviation under the Regional Connectivity Scheme (RCS-UDAN) to enhance air connectivity to key tourist destinations. This collaboration has led to the operationalization of 53 tourism routes, aiming to improve access to remote and underserved regions, boosting both domestic and international tourism. This initiative is vital in reducing travel time, making tourism more accessible, and stimulating economic activity in these regions.

9. Pan-India Incredible India Tourist Facilitator (IITF) Certification Program

 (Launched 2019): 

The Ministry introduced a digital initiative designed to create a pool of well-trained, professional tourist facilitators and guides. The program offers an online learning platform to equip individuals with the necessary skills and knowledge, enabling them to serve tourists across the country. This initiative not only enhances the quality of the tourist experience but also generates local employment opportunities, contributing to the growth of the tourism ecosystem at the grassroots level.

The Ministry of Tourism’s ongoing policy updates and scheme expansions signify a concerted effort to boost India’s tourism sector and reinforce its position as a global leader in the travel and hospitality industry. The introduction of the National Tourism Policy Draft (2024) emphasizes sustainability, infrastructure development, and digital innovation while also seeking to address the long-term needs of the industry. 

These updates are crucial in making India’s tourism more inclusive, accessible, and sustainable, ensuring a balanced growth trajectory while providing a richer experience for tourists. As these policies and schemes continue to evolve, they hold significant potential to transform India’s tourism landscape, contributing to economic growth, job creation, and cultural exchange.

Challenges

  1. Uneven infrastructure development, with rural and Northeastern regions lagging behind urban tourist hubs.
  1. Bureaucratic hurdles and land acquisition issues lead to project delays under major schemes like Swadesh Darshan.
  2. Generic campaigns fail to highlight region-specific attractions and lack multilingual content for broader reach.
  3. Overcrowding in popular destinations causes resource depletion, environmental degradation, and poor tourist experiences.
  4. Limited involvement of local communities in tourism planning and minimal support for small-scale tourism enterprises.
  5. Training programs are outdated and misaligned with global industry standards, affecting service quality.
  6. Weak coordination between central and state governments leads to fragmented and inefficient implementation of policies.
  7. Poor integration of sustainability practices into mainstream policies, with limited focus on waste management and eco-tourism.
  8. Excessive focus on a few iconic locations neglects lesser-known destinations and leads to overcrowding.
  9. Absence of structured plans to address disruptions like pandemics or natural disasters, impacting recovery efforts.

Recommendations

  1. Strengthen Infrastructure in Underserved Regions: Prioritize the development of tourism infrastructure in rural, tribal, and Northeastern regions.
  1. Adopt Innovative Marketing: Use data-driven campaigns and regional content in multiple languages to target diverse audiences.
  2. Promote Sustainable Practices: Enforce eco-tourism guidelines and integrate sustainability into all tourism projects.
  3. Empower Local Communities: Ensure their active participation in decision-making and provide financial and training support to small-scale enterprises.
  4. Enhance Workforce Training: Align training programs with international standards and emerging industry trends.
  5. Foster Coordination: Develop a unified framework for central and state governments to streamline policy implementation.
  6. Introduce Crisis Management Plans: Establish a robust mechanism to handle disruptions and ensure quick recovery.

Additional Resources

About the Contributor: Avi Sharma is a Research Intern at the Impact and Policy Research Institute and holds a Master’s in International Studies from Symbiosis School of International Studies. 

Acknowledgment: The author extends sincere thanks to Dr. Arjun Kumar, Aasthaba Jadeja, Ishita Deb, and Deepa Baghel for their input. 

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