Gujarat, a vibrant state of culture and heritage, is positioning itself as a foremost tourist destination. The Commissioner of Tourism and Managing Director of Tourism Corporation of Gujarat Jenu Devan, talks to Ankita Saxena about new attractions and experiential
How has tourism fared in the state so far?
We have recorded a year-on-year growth of 17 per cent in tourist arrivals to Gujarat. Last year, we recorded a total of 5.2 crore tourists out of which 10 lakh were international. Though this amounts to two per cent of the total tourist numbers and the figures are growing every year, we are not happy with the numbers and are working hard to tap into the potential of unexplored destinations in the state.
Which tourism circuits is the state promoting? Are there any upcoming projects?
The Statue of Unity, the iconic 182 meter landmark dedicated to Sardar Vallabhbhai Patel, is our key concentration area. The Prime Minister and the Chief Minister have taken keen interest to develop the entire area around the statue into an attraction for tourists. In line with the 150th birth anniversary celebrations of Mahatma Gandhi, we are popularising the Gandhi circuit and the Dandi March circuit. For the inbound tourism segment we are focusing on showcasing our world heritage cities like Ahmedabad. The city is very well-connected from major airports and can be added as an extension to the Golden Triangle circuit. Depending on the interests of the tourists, Gujarat offers nature, culture, heritage, pilgrimage, wildlife, festivals and niche tourism products among others. Experiential tours are in demand and we are creating new itineraries to cater to this segment. The Rann of Kutch, the white sand dessert, is a unique experience for tourists and many activities are offered here. There are many Buddhist sites in Gujarat which are being developed for tourists from East Asia.
What is the state doing to improve tourist infrastructure?
Under several schemes of the Centre and the state government, we are focusing on enhancing the wayside amenities, creating facilitation centers and making sites of tourist interest into smart destinations. We have also undertaken a cleanliness drive across 54 destinations in 33 districts of the state.
We have a good budget for tourism, almost Rs 450 crore which is being judiciously used. Under the State Tourism Policy 2015-20, we have received applications from nearly 300 units out of which 120 have already been commissioned. Over the last few years, tourism and hospitality sector has attracted investments worth Rs 11,000 crore. We plan to develop basic tourist infrastructure at some unexplored destinations in the state to increase its attractiveness.
What is the state’s marketing strategy for tourism?
The demands of the domestic and international tourists are quite different and we are trying to understand them. We will focus on market-specific promotions. Keeping in mind the duration of stay of tourists and their spending capacity, we will offer specific products at international tourism marts and other fairs. For the domestic market the Tier-II and Tier-III cities are our major focus areas.
Are there any niche tourism products of offer in the state?
We are promoting Gujarat through its cuisine, handicrafts and festivals. We have created videos to acquaint the tourists with the state’s vibrant culture. We are also offering golf tourism. There are eight golf courses near Ahmedabad and Baroda. Those who host conferences and meetings in the state, can spend their leisure time at these golf courses which also have good accommodation facilities.
How fruitful was your participation at IMT 2018?
Our participation at the India Travel Mart gave us an opportunity to interact with the foreign tour operators directly to understand their demands and requirements. We have a lot to offer to the inbound tourists. Many countries have shown interest including the US, UK, Israel, Lithuania and Ukraine among others.
