The Hindu Business Line : Scaling new peaks

Unlike other industries, tourism has a seamless nature with many synergies that could be tapped and exploited when the person who frames the policy is the same as its implementer.

Bhushan Gagrani, Secretary - Tourism, Maharashtra Government

Tourism has been hailed as one of the foremost industries globally. It not only generates foreign exchange revenues, but also helps create infrastructure and employment besides aiding in the development of many important allied industries.

With all this in mind, I was all geared up to meet the dynamic Managing Director of Maharashtra Tourism Development Corporation (MTDC) at the Express Towers in Nariman Point. After all, he would be the person in the hot seat implementing policy that would drive tourism in India’s richest State.

Suddenly, I received a call requesting me to come to the office of the Secretary, Tourism, at Mantralaya (Maharashtra Government Secretariat building) instead. My initial mental reaction that I might not be interested in meeting some bureaucrat turned into intrigue when I was told that the gentleman I was to meet was not just the implementing authority but also the Secretary, Tourism and Cultural Affairs for the State.

So here is a man who sits in a government office and frames policy on tourism and then moves to a corporate address where he goes about implementing it.

And as if that was not interesting enough, Bhushan Gagrani, the gentleman in question, is also the Secretary, Information and PR, disseminating information about the Government, and the Managing Director of Mumbai’s famous Film City where most of Bollywood’s dreams are turned into reality.

Apart from the multiple hats Bhushan wears, what struck me was how young he looked.

He smiles as he explains that unlike other industries, tourism has a seamless nature with many synergies that could be tapped and exploited when the person who frames the policy is the same as its implementer. The fact that the culture of a region is inexorably entwined with its tourist appeal makes it even better for the job to be handled by someone who takes care of both departments.

The synergies were never handled better than when it was decided to give the many forts in and around Mumbai a facelift. Archaeology, which comes under the department of culture, might be strapped for cash, but the department of tourism could chip in with the required finance.

And by identifying such areas and devising administrative mechanisms that could work effectively, Bhushan set the stage for something historically important and culturally relevant to become a major tourist draw.

His penchant for innovation also saw him encouraging the filming of a Subhash Ghai film in the sylvan surroundings of little-known Tarkarli. The lasting rub-off that could accrue to this beautiful beach can only be imagined.

Back from a recent trip as a part of the Chief Minister’s entourage to the US, Bhushan is enthusiastic about the growing respect for, and curiosity about, India as a whole. He counts the country’s diversity, spirituality and simplicity as key drivers of interest. These could be converted into major tourist attractions.

And, of course, as far as the domestic tourist is concerned, Bollywood could be turned into a powerful magnet.

The Maharashtra Government, he says, recently signed on a consultancy firm which advises such global majors as Paramount and Universal to guide it on how it should set up a Bollywood-based theme park in Mumbai’s Film city. Bhushan feels, and one cannot help agree with him, that success is almost guaranteed for a 200-acre theme park on these lines.

The real challenge, he feels, is in using creativity to design and build this park.

Bhushan ruefully admits that the extensive coastline of Maharashtra, dotted with silver sands, has not succeeded in attracting investment commensurate with its potential.

While he greatly respects the coastal regulation zone (CRZ) rules and understands the rationale behind them, he feels that this, coupled with the tedious process of any land acquisition, has been a speedbreaker in developing the coast into a series of great holiday destinations.

His eyes light up when he talks about the considerable work that has been done to preserve and improve such landmark tourist destinations such as the Ajanta and Ellora caves.

He talks enthusiastically about the panel of experts that was assembled from all over the world and the resultant optic fibre lights, CNG-powered vehicles, monument conservation and infrastructure development at these heritage sites. I mentally make a note to pay Ajanta and Ellora another visit.

Along with these and several other measures including the many cultural festivals that are being regularly organised, Bhushan and his department have been pointedly targeting the Consulates in the city and projecting the Sate as a great tourist destination to them.

He believes that products such as the Deccan Odyssey, a super-luxury train on the lines of the Palace on Wheels, help in attracting high-end tourists as well as positioning the State in a very promising light. He adds that the Deccan Odyssey is a promotional project and needs an adequate gestation period.

Bhushan’s advice to young managers is very clear. Intelligence, application, perseverance and a methodical approach are the stepping stones to success. And hard work is a given.

When asked how he de-stresses, he quickly points out that tourism is a great stressbuster itself. A little-known fact about this career bureaucrat is that he has a unique passion - mountaineering.

This possibly accounts for how fit he looks. Setting his sights high, Bhushan, a trained mountaineer, has scaled the Bhagirati Peak and even the 6,990- metre-high Kedar Dome behind the Kedarnath Peak. The last few years have been laden with work that has prevented him from pursuing this lofty passion.

The phones are ringing frantically. With dual Ministers to report to, and multiple roles to play, Bhushan sets off with a smile. There are miles to go and several more peaks to scale.

Ramesh Narayan is a communications consultant.

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