Aashvee Prisha
Policy Update
Background
The Incredible India Tourist Facilitator (IITF) Certification Programme is a national-level online training and certification initiative launched by India’s Ministry of Tourism in late 2019/ early 2020. It aims to create a pan-India cadre of trained tourist guides, especially locals, to improve service quality and create employment in the tourism sector. In practice, participants complete online courses and practical training culminating in a certified “Incredible India Tourist Facilitator badge.” This report examines the programme’s origin design, uptake (2019-2025) challenges, international comparison, stakeholder views, and recommendations for enhancing its reach and effectiveness.
The IIFT Programme was started under India’s “ Incredibly India” tourism branding and the government’s skill development agenda. It was formally launched at a National conference of Tourism Ministers on 20th August 2019, where the tourism minister launched the IITF online portal. Officially, the programme became effective on 1 January 2020. IITF is a digital initiative to build a pool of well-trained tourist guides across India. This aligns with the broader policies on Tourism promotion, such as Swadesh Darshan and the initiative to employ youth in tourism. The program also shows India’s push for digital learning platforms and Skill India objectives.
Source: https://iitf.gov.in
Functioning
Under IITF, training is delivered through an e-learning portal managed by the Indian Institute of Tourism and Travel Management ( IITTM). The curriculum includes a Basic Facilitator Course and Advanced courses.
IITF Basic – Tourist Facilitator
The entry-level certification for general tourist facilitators. IITF (basic) holders have a broad knowledge of India’s destinations and tourist experiences, and form the backbone of facilitation infrastructure. This course focuses on attitude, skills, and knowledge needed for guiding visitors.
IITG-Tourist Guide- Advanced
A higher-level specialist category. Only IITF basic certified candidates may register as IITGs. There are two specialisations: Heritage Tourism and Adventure Tourism.IITG covers history, culture, monuments, etc, while IITF adventure covers activities in India.
Within these levels, the basic course curriculum is organized into seven modules. Six modules cover general tourism topics, and one module covers State/UT-specific tourism knowledge.
The delivery method is primarily online self-study. After registering on the IITF portal, learners complete the e-modules at their own pace. Upon finishing the online modules, the system issues an Online Completion Certificate OCC. The candidate then pays a small exam fee and sits the Term-End- End Examination online. The Indian Institute of Tourism and Travel Management sets the basic course syllabus and exam.
After passing the exam, practical training and assessment begin. Graduates of the Basic exam are required to attend a 7-day field training camp at IITTM. Following that, they undertake a 7-day mandatory internship with an approved tour operator or guide agency. Regional offices of India Tourism assist candidates in undergoing document verification and police verification. Only after clearing all these steps – exam, training, internship, and verification- is the IITF basic certificate awarded. Certificate facilitators receive a unique ID and an official “Atulya Bharat” badge from MoT. They are also listed in a national database on the Incredible India website for use by tourists and industry
Eligibility and fees
Minimum eligibility for IITF basic is 12th grade and age 18+. The basic course registration fee is ₹2,000. The government has provided fee concessions: SCbST applicants and youth from NITI Aayog “aspirational districts” pay no course fee. In May 2022, the Mumbai office announced a new 50% concession on the basic course fee for women.
Performance
The IITF scheme has seen steady early uptake. By December 2020, 6402 candidates had registered for the programme. Two Basic course online exams were held in 2021- the first in February 2021 and the second in July 2021. Thus, over 3,000 participants had become certified facilitators by mid-2021, with many more registrations ongoing. Overall, IITTM reports that certification has expanded the number of trained tourism guides across multiple states. Funding for IITF comes from the Tourism Ministry’s skill development budgets; no separate cabinet approval was needed, as it was an internal ministry initiative.
Impact
Early results suggest positive gains. The programme “will benefit the Indian economy by enabling creation of a pool of well-trained and professional tour facilitators”. In practice, certified facilitators can guide domestic and foreign tourists at heritage sites or regional attractions, providing services at reasonable costs.
This not only creates local jobs but also improves visitor satisfaction by offering knowledgeable, site-specific interpretation. The IITF initiative dovetails with “Dekho Apna Desh” and other campaigns promoting domestic tourism, helping ensure travelers everywhere find trained guides.
While formal impact evaluations are pending, reports and ministry statements claim that villages and districts with programme-trained guides have seen an uptick in tourism activity. The digital framework also aligns with broader “New India” goals of technology-driven skill upskilling and rural livelihoods.
Key Challenges
Despite the promise, the IITF scheme faces several challenges:
- Digital divide – As an online programme, IITF assumes Internet access and computer literacy. Many potential facilitators in rural or remote areas lack reliable connectivity or devices. This can exclude locals in exactly those regions the programme aims to empower. Digital literacy training or offline access points may be needed.
- Regional Imbalance- So far, uptake is highest in states where tourism departments actively promote IITF. Other states have been slower to mobilize candidates or translate content into local languages. The requirement of completing at least one state-specific module is positive, but if the course instructions are mostly in English/ Hindi, candidates from non-Hindi regions may struggle.
- Education and Age – Initially, IITF basic required only 10+2 schooling, but with adulthood (18+) requirement. Some states even lowered the bar for older candidates. However, raising the criteria for advanced courses could deter less educated aspirants. Balancing quality standards with inclusivity remains a tension. Notably, many informal guides in India have limited formal education, and insisting on a degree level for heritage guides may exclude some experienced local storytellers.
- Quality control – The IITF model primarily relies on online exams and short practical sessions. Ensuring that certified facilitators truly provide a high-quality experience is challenging. Without rigorous field evaluations, skill level may vary. Also, the police verification step adds credibility, but how retesting or continued professional development is enforced remains unclear.
- Integration with Industry- Holding an IITF certificate does not yet automatically grant a guide license in many states. If certified facilitators cannot legally offer services at monuments or national parks without separate permissions, their practical utility is limited. Ensuring state agencies and private operators recognise IITF credentials is necessary. Currently, it seems that the IITF certificate alone may not guarantee tourist assignments; more formal linkages could strengthen the impact.
- Languages Training- Feedback from participants suggests a demand for more language and soft skill training. Ministry has introduced Linguistic Tourist Facilitator courses, but these are often offline and selective. Broadening foreign language options and integrating them into the main course could help improve service to inbound tourists.
International Comparisons
Globally, many countries use certifications for tourist guides. Comparing IITF to a few examples highlights similarities and differences.
- United Kingdom (Blue Badge Tourist Guides)- The UK’s top-tier guide qualification is the Blue Badge, managed by the Institute of Tourist Guiding. Becoming a Blue Badge Guide typically requires an 18-month course plus examination on local history, art, culture, and practical guiding skills. Specialists earn “Green Badges” for more limited areas. Blue Badge guides must requalify periodically. By contrast, India’s IITF Basic is shorter and fully online, focusing broadly on all of India, rather than a city or region. Unlike the UK model, IITF does not yet offer city-based specialisations or multiple re-certification levels beyond Basic and Advanced.
- Australia (Professional Guide Accreditation)- Australia’s voluntary national accreditation sets a professional benchmark for guides of all types. Accredited Australian guides must demonstrate a high level of local knowledge, first aid training, insurance, etc. The program focuses on tourism safety and quality and offers ongoing professional development. Like India’s programme, Australia’s scheme spans the whole country and is not government-mandated at the state level. Differences, Australia’s accreditation emphasises professional benefits, whereas IITF is government-initiated and aimed at mass certification of locals. Also, Australia’s program is optional and self-funded by guides, whereas IITF is public and subsidised.
- Other Models- Many European countries require guides to be licensed by regional authorities after passing exams. In China, tourist guides may need official licenses. These tend to focus on local history/language. India IITF is unusual in its Pan India scope and its use of e-learning for foundational training.
Way forward
The IITF Certification Programme represents a significant shift to digital skill-building in tourism. Going forward, it should be scaled up as a part of India’s tourism capacity-building strategy. The Ministry should integrate IITF with other flagship initiatives and consider linking it to career opportunities. Regular monitoring of course completion rates and feedback surveys can guide improvements. In the longer run, formal recognition of the IITF credential will realise the scheme’s full potential. If fully implemented, the IITF programme can strongly support India’s goal of becoming a leading tourist destination and ensuring consistently high guiding standards.
Conclusion
The Incredible India Tourist Facilitator (IITF) Certification Programme represents a major push by India’s Ministry of Tourism to professionalize and expand its guide workforce via digital learning. In a short time (2019–2025), the programme has trained several thousand individuals across multiple states, issued identity badges, and introduced advanced courses. Early evidence suggests it is improving tourist experiences and providing livelihoods, particularly in active states. However, challenges like digital access, uneven regional uptake, and ensuring consistent quality must be addressed.
International comparisons (UK Blue Badge, Australian accreditation) show that while IITF is ambitious in scope, it is still maturing in depth. Its fully online model is pioneering in India and suits a geographically vast country, but must be supplemented with rigorous practical training and continued support. Ultimately, IITF’s success will be measured by whether certified facilitators become a recognized and indispensable part of India’s tourism ecosystem – enhancing service standards while empowering local communities (especially women and youth) to share their culture and earn a living. Strategic enhancements – expanded access, stronger industry links, and ongoing skill development – will help ensure IITF plays a central role in India’s vision of sustainable, inclusive tourism growth.
References
Government of India. Ministry of Tourism. (2021, March 16). Reply to Rajya Sabha by Minister of State (Tourism). Press Information Bureau. https://pib.gov.in).
Ministry of Tourism. (2023). Initiatives Implemented to Enhance Tourism Promotion. Press Information Bureau (18 Dec 2023). (Mention of IITF as ongoing initiative).https://www.pib.gov.in/PressReleasePage.aspx?PRID=1987818#:~:text=to%20improve%20air%20connectivity%20to,to%20provide%20better%20service%20standards
Ministry of Tourism. (2021). Reply to Rajya Sabha by Minister of State (Tourism) (16 Mar 2021). (Contains description of IITF objectives).https://www.pib.gov.in/PressReleaseIframePage.aspx?PRID=1705173#:~:text=The%20Government%20of%20India%2C%20Ministry,The
Government of India. Ministry of Tourism. (2022). Annual report 2021–22. Ministry of Tourism. https://tourism.gov.in/annual-reports
Kumar, P. K. (2020, November 9). Technical glitches force MoT to postpone IITFC online exam. ET TravelWorld. https://travel.economictimes.indiatimes.com/news/association/technical-glitches-force-mot-to-postpone-iitfc-online-exam/79136476
Janwalkar, M. (2020, October 11). Tourist guides peeved by government move to ‘demote’ them. The Indian Express. https://indianexpress.com/article/india/tourist-guides-government-move-demote-6720581/
Travel Heaights. (2021, August 12). Ministry launches Incredible India Tourist Facilitator certification programme. ET TravelWorld. https://travel.economictimes.indiatimes.com/news/association/ministry-launches-incredible-india-tourist-facilitator-certification-programme/85223891
About the Contributor
Aashvee Prisha is a Research Intern at IMPRI. She is currently pursuing her undergraduate degree in Political Science, with a deep interest in international relations, gender diplomacy, and digital storytelling.
Acknowledgement
The author sincerely thanks Ms. Aasthaba Jadeja for her invaluable mentorship and guidance during the development of this article. Special thanks are also extended to her fellow IMPRI interns for their thoughtful inputs, support, and camaraderie throughout the process.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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