The Hindu Business Line : It's `Maharashtra Unlimited' on tourism front

With Governments realising the tourism potential of their local arts and crafts, more funds have found their way into promotion of tourism activities.

Over the past three years, the Maharashtra Tourism Development Corporation (MTDC) has run the `Maharashtra Unlimited' campaign, which has gone some way in putting on the tourist map little-known coastal fishing villages (Mandwa, Ganapatipule, Malwan, Tarkarli), historic cave sites (Ajanta & Ellora, Karla, Pitalkhora), a crater formed by the impact of a falling meteor (Lonar), forts (Sinhagad, Murud-Janjira, Daulatabad, Panhala), and others.

More recently, in January, the MTDC launched the Deccan Odyssey, a Rs 32-crore luxury train that tries to recreate the magic of the Palace on Wheels. The luxury train, which traverses the Konkan coast on a week-long journey through Maharashtra and Goa, did not get off to a blazing start last January. But, things are changing...

Picking up pace

It is with some satisfaction that the Chairman, MTDC, Mr Ashish Kumar Singh, says that the train has sold 135 seats, worth a little more than Rs 1.35 crore, till December 2004. It has also sold 175 seats, worth a little more than Rs 1.75 crore, for 2005.

"These are substantial revenues for a recently-launched product. And, we still have time to sell more seats before the season begins in September," says Mr Singh.

"The train was written off without being given a chance. Its launch in January, midway through the tourist season, did not leave us much time to market it. After all, international tourist traffic cannot materialise with a week's notice. Besides, tour operators do not sell a product until they see it in operation," he says.

According to him, the immediate objective of the project was to give direct employment to locals, who could earn a living by hosting and entertaining tourist groups with local fare.

This could attract new investments to lesser-known destinations such as Ganapatipule, Tarkarli and Fardapur on the Konkan coast, he says. "I am optimistic that in three years, these towns will become tourist destinations in themselves."

Focus markets

Given the resources flowing into tourism promotion in the State and its revenue generation potential, the State has set its sights on the foreign tourists with high spending potential.

"We have focused our marketing campaign on six regions, namely, the US and Canada in North America; the English, French, Italian, and German speaking countries in Europe; Japan in the Far East; Singapore, Hong Kong, Malaysia, and Thailand in South-East Asia; Australia and NZ; besides Dubai, Qatar and Bahrain in West Asia. MTDC has appointed general sales agents at all these cities, says Mr Singh.

Vision

The State Government's tourism policy, which aims to develop the sector on the lines of an industry, recognises the role of the private sector. The policy seeks to provide direction and support to the private sector and enlist its assistance in developing the industry.

The policy has identified various projects for investment, namely, hotels, resorts, health farms; motels, apartment hotels; arts and craft villages; golf courses; camping and tent facilities; multiplexes; aerial ropeways; and amusement parks.

Our vision, says Mr Singh, is "To make Maharashtra a premier tourist destination; and to make Mumbai the regional tourist hub for South Asia in the short-term, and for South-East Asia in the medium term." MTDC is itself undergoing a change of roles, he says. "We are moving from being a `hotel management company' to an organisation that facilitates and encourages investments."

As part of its new brief, the organisation is actively involved in identifying and buying land for which they would draw up land-use plans. These plots would then be sold to interested parties. Under the plan, the institution would demarcate between 100-150 hectares and 1,000-1,500 hectares, for development as tourism estates, he said.

Product development

One of the important achievements of the State's tourism initiative has been the restoration of the Ajanta & Ellora cave complex in Aurangabad district. The Rs 81.71-crore first phase received Rs 69.48 crore in funding from the JBIC (Japan Bank for International Cooperation). The focus of this phase of the project was the improvement of the infrastructure around the cave complex and preserving the world heritage monument.

The second phase costing Rs 360 crore, will receive about Rs 300 crore from JBIC with the balance being brought in by the respective implementing agencies like the Archaeological Society of India, Airports Authority of India and five State Government agencies. MTDC will be the nodal agency for the seven implementing agencies and the project is to be completed over a period of five years.

Mumbai losing out?

Things have come a long way since the time when a trip to the State was synonymous with savouring the delights of a single destination, Mumbai. And the lack of a dedicated tourism promotion effort meant that till a few years ago, visitors to the city comprised of the short-stay business traveller and a smattering of Arabs.

In sharp contrast, today one wonders whether the lesser-known destinations have stolen a march over Mumbai?

"Not so," says Mr Singh. "The city has inherent strengths which will continue to draw visitors to it year after year." The city received 8.5 lakh international tourists last year, which represented a 24 per cent increase over the previous year. It has added more than a 1,500 deluxe rooms in the past three years, he said. And, one could not doubt its pre-eminence as the country's financial capital.

"Our strengths are that we are one of the largest tourist recipients (with 40 per cent of international tourist traffic); the most popular port of call for cruise liners, and any airline of consequence stops over in it. The city and its surrounding areas are also the largest generators of tourist traffic to other States within the country and also abroad," he says.

Besides, the sheer number of events and celebrities the city hosts makes it the country's most eventful place, he says, pointing to the recent show by pop star, Enrique Iglesias, the Mumbai marathon held earlier in the year, and the more recently concluded power boat championship held at Nariman Point.

Picture by Shashi Ashiwal