Product details

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Abstract

The Indian tourism and hospitality industry emerged as one of the key drivers of growth among the services sector in India. Tourism in India had significant potential considering the rich cultural and historical heritage, and diverse ecology spread across the country. Tourism was also expected to be a potentially large employment generator besides being a significant source of revenue for the country. In his Independence Day speech to the Nation in 2019, the Prime Minister (PM) of India, Shri Narendra Modi appealed to the people of India to visit at least fifteen tourist destinations within the country by 2022. In his opinion, this could not only generate employment for the local youth, but also create additional sources of revenue. At the same time, it could also help the younger generation stay in touch with their values, traditions and their roots. Although the number of domestic tourists grew at a rapid pace over the years, there were certain limitations that could slow down the growth of tourism in India. Minor factors such as lack of proper infrastructure, safety and security concerns, lack of funds for restoration of historical monuments, and rail-road connectivity issues were considered as the roadblocks for domestic tourism in India. However, with an encouragement from the PM, leading brands took upon themselves to promote tourism in their own ways. They rolled out lucrative campaigns to facilitate travel and tourism. Would the measures taken by brands and the government boost domestic tourism in India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

The Indian tourism and hospitality industry emerged as one of the key drivers of growth among the services sector in India. Tourism in India had significant potential considering the rich cultural and historical heritage, and diverse ecology spread across the country. Tourism was also expected to be a potentially large employment generator besides being a significant source of revenue for the country. In his Independence Day speech to the Nation in 2019, the Prime Minister (PM) of India, Shri Narendra Modi appealed to the people of India to visit at least fifteen tourist destinations within the country by 2022. In his opinion, this could not only generate employment for the local youth, but also create additional sources of revenue. At the same time, it could also help the younger generation stay in touch with their values, traditions and their roots. Although the number of domestic tourists grew at a rapid pace over the years, there were certain limitations that could slow down the growth of tourism in India. Minor factors such as lack of proper infrastructure, safety and security concerns, lack of funds for restoration of historical monuments, and rail-road connectivity issues were considered as the roadblocks for domestic tourism in India. However, with an encouragement from the PM, leading brands took upon themselves to promote tourism in their own ways. They rolled out lucrative campaigns to facilitate travel and tourism. Would the measures taken by brands and the government boost domestic tourism in India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Asia
Country:
India

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