In an insightful conversation with Hotelier India, Gajendra Singh Shekhawat, India’s Minister of Culture and Tourism, outlined his ambitious vision for the nation’s tourism and hospitality sector.
According to hotelierindia.com, he predicted its transformation into a $3 trillion industry by 2047, emphasizing its pivotal role in driving economic growth and cultural preservation.
With global tourism rebounding robustly post-pandemic, India stands at a pivotal moment to redefine its allure and cement itself as a premier global destination. Leading this ambitious endeavour is Gajendra Singh Shekhawat, India’s Minister of Culture and Tourism, who brings a deep well of experience from his previous work in water conservation and agriculture.
We had the privilege of meeting with the Minister in his beautifully appointed office in Delhi, where he shared his vision for the future of India’s dynamic tourism and hospitality sectors. (You can watch the entire interview on YouTube on the link below).
Shekhawat spoke passionately about the infrastructure transformations in progress and offered an inspiring message for hospitality professionals dedicated to elevating India’s profile on the world stage.
The Cultural Foundation of Indian Tourism
“Tourism in India is imbibed into the culture and DNA of Indians since the ages,” Shekhawat began, underscoring the deep historical roots of tourism in the country. From the ancient pilgrimage routes to modern-day travellers, the essence of Indian tourism has always been about exploration and understanding diverse cultures and traditions.
“Wherever history goes, you will find tourism,” he noted, referencing the numerous historical sites and cultural experiences that attract travellers to India. This deep-rooted connection to tourism is reflected in the influx of inbound visitors eager to explore the diverse cultural provinces of the country.
“As far as India as a tourism destination is concerned, it is inevitably going to grow and improve its position,” he asserted, attributing this growth to significant advancements in infrastructure.
With advancements in infrastructure under Prime Minister Modi’s administration, including the construction of 150,000 kms of new roads and the doubling of the number of airports, Shekhawat confidently states, “The way Indian infrastructure has been upgraded, it is inevitably going to grow and improve the position of Indian tourism.”
Domestic Tourism: The Rising Middle Class
A key aspect of Shekhawat’s vision is the rise of domestic tourism, fuelled by the growing middle class in India. “More than 25 crore people have come out of the poverty line, and the size of the middle-income group has increased tremendously,” he stated.
This burgeoning middle class, characterized by its aspirations for travel and exploration, represents a significant opportunity for the tourism sector.
“The aspiring class, with dreams to travel within India, is now emerging,” he continued, indicating that domestic tourism will be a driving force in the industry’s growth. As more people have the means to travel, the demand for diverse travel experiences is expected to increase, ensuring that the sector keeps pace with the overall economic growth.
Sustainability in Tourism: A Priority
At the heart of Shekhawat’s agenda, however, is sustainable tourism. With extensive experience in water conservation as the former Minister of Jal Shakti, he brings a unique perspective to the concept of eco-friendly tourism. He sees sustainability as a guiding principle for India’s tourism sector. “We have a responsibility to protect our natural and cultural heritage,” he explains. “Our approach to tourism must be holistic, valuing preservation just as much as promotion.”
India’s natural landscapes – spanning mountains, deserts, and coastlines – are central to the country’s tourism appeal. To safeguard these assets, Shekhawat’s Ministry has introduced a series of eco-sensitive measures – with initiatives to create nature reserves, establish eco-resorts, and provide guided adventure experiences that adhere to strict environmental guidelines. “We are working with environmentalists and local communities to develop these sites responsibly, ensuring they remain pristine for generations to come,” Shekhawat affirms.
One innovative approach he highlighted was the “green leaf concept” developed during his tenure in the Jal Shakti ministry. “Hotels that adopt sustainable practices, such as sanitation and water recycling, will be recognized with a five-leaf rating system,” he explained. This initiative aims to motivate the hospitality industry to embrace sustainable practices actively, creating a positive impact on both the environment and the tourist experience.
Technological Integration: A New Era for Tourism
In today’s digital age, technology, obviously, plays a crucial role in enhancing the travel experience. Shekhawat discussed the recent launch of Incredible India’s new digital platform designed to provide comprehensive solutions for tourists. “This platform allows tourists to search for destinations according to their preferences, plan their trips, and make bookings all in one place,” he shared.
He has prioritized digital transformation as a key tool to make Indian tourism and hospitality more accessible and user-friendly. From virtual tours to an all-in-one booking portal and a repository of travel guides, the Ministry’s digital initiatives are designed to cater to tech-savvy tourists, making travel planning easy and hassle-free. “Our digital platforms are gateways to India, allowing people to explore and plan before they even set foot here,” he notes.
Addressing Workforce Challenges in Hospitality
The COVID-19 pandemic significantly impacted the hospitality workforce, leading to a shortage of skilled talent. Acknowledging this issue, Shekhawat stated, “There was a dearth of talent and qualified manpower in the industry.” To address this challenge, the ministry has taken proactive measures to bridge the gap between education and industry needs.
“We entered into memorandums of understanding (MOUs) with national and international hotel chains to train manpower as per their requirements,” he explained. These partnerships aim to align educational institutions with industry needs, ensuring that graduates are well-equipped to enter the workforce.
Moreover, initiatives like ‘Pariyatan Mitra’ and ‘Pariyatan Didi’ aim to train local youth as cultural ambassadors and facilitators for tourists. “These programs are designed to uplift the overall tourist experience by providing training and assistance,” he noted. “We are creating a workforce that is going to work as storytellers to the tourists,” Shekhawat explained, highlighting the importance of engaging narratives in enriching the visitor experience. By fostering local talent and improving service standards, these initiatives will enhance the tourism experience for visitors.
Development: A Collaborative Effort
Infrastructure development remains a priority for the Ministry of Tourism, particularly in enhancing connectivity to popular destinations. Shekhawat outlined the collaborative approach taken with other government bodies: “We are working closely with state governments and various ministries to improve infrastructure, including airports and highways.”
He also mentioned the Ministry’s efforts to address the issue of over-tourism in popular destinations. “Most of our traditionally known tourist places are overcrowded, and we are actively working on decongesting these areas,” he explained. By promoting lesser-known destinations and improving local infrastructure, the ministry aims to create a more balanced tourism ecosystem.
To advance this vision, they’ve begun supporting projects aligned with this concept. “For instance, we’ve already initiated funding in Goa, and the state government there is embracing similar ideas. In Jammu and Kashmir, the state government, in partnership with the Ministry of Tourism and the World Bank, is working to develop four to five new travel destinations across Jammu and Kashmir. We’re also actively engaging with other state governments to promote such forward-thinking initiatives.
A special incentive scheme was announced in the budget to foster infrastructure development, through which the Union Government is providing states with a funding dedicated to infrastructure across multiple sectors. A portion of this funding has been allocated to the Ministry of Tourism. We have encouraged states to make use of these funds, as they come in the form of a 50-year interest-free loan, effectively functioning as a grant. The advantage of this loan is that it doesn’t appear on the state’s debt balance, thereby preserving their borrowing capacity for other needs.”
Strengthening Regional Collaborations
Collaboration is central to Shekhawat’s vision for Indian tourism and hospitality. He envisions a robust network where regional governments, local communities, and private hospitality stakeholders work together to provide diverse, localized experiences while upholding a unified standard of quality. “Each state has its own unique appeal, from cultural festivities to natural beauty. By collaborating with local authorities and stakeholders, we’re celebrating India’s diversity in an organized, impactful way,” he states.
His Ministry is actively encouraging states to develop their own tourism offerings, with special incentives for promoting rural and regional tourism. This strategy not only spreads tourism benefits but also gives travellers authentic experiences far removed from standard tourist trails. As an example, the Ministry has facilitated the development of homestays across rural India, enabling guests to connect with local families and customs. “Homestays offer a warm, personal touch to tourism and provide locals with sustainable sources of income,” Shekhawat observes.
Attracting International Investments
When it comes to attracting investments, particularly foreign investments, into India’s hospitality sector, there are promising incentives in place, he states. “India has positioned itself as an appealing destination for hospitality investments, especially given that the sector allows 100% Foreign Direct Investment (FDI). Over the past two years, $18 billion in foreign investment has been registered, indicating significant growth potential,” he notes.
The hospitality sector, he believes, is poised for further expansion, with ample opportunities for both private and foreign investments. To promote and incentivize these investments, several states have implemented effective strategies, including granting industry status to hospitality infrastructure and offering various incentives.
Shekhawat elaborates, “Among the states, Rajasthan stands out with its exemplary policies. The state has integrated best practices from various regions to create a comprehensive draft document that outlines incentives for investors in the hospitality sector. This collaborative effort aims to encourage more states to adopt similar practices, thereby attracting greater investment in India’s travel and hospitality sector.
Focus on Niche Tourism
As tourism continues to evolve, Shekhawat emphasized the importance of focusing on niche markets. “Adventure tourism, wedding tourism, and wildlife tourism are integral parts of our strategy,” he stated. The ministry is actively promoting these sectors to diversify India’s tourism offerings and attract a broader range of visitors.
“The way infrastructure has grown post G20, it has also created a new window in India for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism,” Shekhawat said, highlighting the government’s efforts to capitalize on these burgeoning markets.
Alongside natural tourism, India’s wellness sector, rooted in the ancient practices of Ayurveda, yoga, and meditation, is receiving special attention. Shekhawat believes that wellness tourism can be India’s gift to the world, addressing the global surge in demand for health-oriented travel experiences. “Our wellness traditions are unparalleled. By promoting wellness tourism, we’re not only enhancing our hospitality offerings but sharing an invaluable part of our culture with the world,” he explains.
With India’s rising healthcare standards and credibility, medical tourism is also poised for growth. Shekhawat noted, “The medical infrastructure has also increased in India… and the credibility of the Indian medical system has improved.” This positions India as a competitive destination for medical travellers seeking high-quality care at affordable prices.
A Vision for the Future of Indian Tourism and Hospitality
Sharing a personal message for hospitality professionals working across India and to attract young talent in the industry, he said, “We know COVID was one of the darkest parts of the history of tourism and hospitality, impacting this sector first and making it among the last to recover. However, this was a shared global experience, and now, as the sector bounces back, the opportunities within it are immense. There is so much potential and growth ahead, and I wholeheartedly encourage young people to join this fabulous, dynamic, and colourful sector, which is going to grow inevitably.”
Tourism and hospitality are poised to become the biggest drivers of Indian economy, he added. Currently, the contribution of tourism to the economy is estimated at around 6-7% of GDP. “However, as we work towards integrating data from both the formal and informal sectors through robust data capturing practices, I am confident that this figure will grow by 3-4%. With continued growth, we can expect contributions from tourism to reach double digits. By 2047, when we celebrate a century of independence under the vision of our honourable Prime Minister, I believe this sector will evolve into a three trillion-dollar industry.”
Shekhawat’s vision paints an inspiring future for India’s tourism and hospitality – sectors set to thrive by celebrating heritage, championing sustainability, and harnessing the power of innovation. “With the speed of our economic growth and the increasing aspirations of the middle class, tourism is set to grow more than double the rate of our economy,” he concluded.
A vision that promises an India where tourism and hospitality thrive as both a source of national pride and a catalyst for global progress…
