Tourism Surge in Odisha: India’s Best Kept Secret
Odisha Tourism
By Pradeep Kumar Panda
Bhubaneswar, September 23: Odisha is known as India’s Best Kept Secret and Soul of Incredible India. Tourism is an integral part of the state and contributes around 13% of Gross State Domestic Product (GSDP) to Odisha economy.
The Government of Odisha have taken various steps from time to time to promote tourism by pronouncing progressive policies on tourism. The last Tourism Policy of the State Government was announced in 2016. Since then, Tourism Sector has grown manifold, with introduction of new and innovative products and experiences and it is recognized as a major instrument of employment creation, livelihood improvement and inclusive growth, as well as Soft Power projection of the State. Tourism is one of the focus sectors of the State Government and along with the extant Industrial Policy Resolution, the Tourism Policy aims to incentivize and address specific dynamics of the Tourism Sector.
In order to make tourism an important part of economic activities, promote brand image of Odisha nationally and internationally, develop and promote the prime tourist products, conserve heritage, natural environment and to ensure beneficial outcome to all stakeholders, the State Government have published the Odisha Tourism Policy, 2022.
The Tourism industry is a major propeller for economic growth throughout the world. Over past decades, tourism has continuously expanded and diversified, to become one of the dominant and fastest growing economic sectors. Tourism makes nature, culture, art and history accessible to World at large. While generating direct income employment, it has tremendous potential to create indirect employment and income due to higher multiplier effect. Economies of many countries in the World and States in India are propelled by the tourism sector alone.
The Travel and Tourism (T&T) industry is the largest contributor to employment and economy, which was 10.3% of the global GDP (US $ 9.6 trillion) in 2021 including direct, indirect, and induced impact (World Travel & Tourism Council). In 2021, Tourism sector added 289 million jobs to the global economy, about 1 in 11 jobs globally (United Nations World Tourism Organisation – Tourism Highlights 2021).
Tourism industry in fast growth lane
Tourism is a growing industry in India. While World Economic Forum (WEF) in its Travel and Tourism Development Index 2021, places India at the 54th rank, it still acknowledges India being the top performer in South Asia. As per the Ministry of Tourism, Government of India, the number of foreign tourist arrivals in India during 2021 was 2.74 million and that of domestic tourist visits to all States / UTs was 610.22 million. India’s foreign exchange earnings from tourism sector were INR 50,136 crore during the same period. It is expected that the number of arrivals in India will increase further into the future with the World Travel and Tourism Council making the country the eleventh fastest emerging tourism destination in the world.
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Having hosted two consecutive Hockey World Cups in 2018 and 2022, Asian Athletic Championships, FIFA Under 17 soccer World Cup, ‘India’s Best Kept Secret’ is fast becoming one of the most favoured destinations, both for Domestic and International travelers. Odisha has established itself as the Sports Capital of the Country. In Eco- Tourism sector, the State has made its indelible mark with carefully curated immersive experiences of Eco-Cottages in some of the most pristine forests, Eco-Retreat in breath- taking locales stretching from Konark and Pentha on the sea beach to Putsil in the hills and Satkosia in the Tiger reserve on the banks of the great Mahanadi.
Odisha – ‘India’s best kept secret’
Odisha, ‘India’s best kept secret’, has tremendous potential in tourism sector, because of its golden history, strategic geographical location, diverse demography and profound bounties of nature. Puri, the shrine of Lord Jagannath, one of the oldest pilgrimage centers, famous for the Car festival, attracts lakhs of pilgrims round the year. The world-famous Sun Temple, a UNESCO heritage sites at Konark (12th century), the temple city of Bhubaneswar (9th century) & Puri (11th century) are widely popular as the golden triangle which draws tourists, both Domestic & International in hordes.
Odisha has a long tradition of Buddhism starting from 1st century BC. The Golden Casket containing the Buddhist relics, excavated Buddhist Stupas, Monasteries & Viharas discovered at Lalitagiri, Ratnagiri & Udayagiri are famous, all over the world. The Ashokan rock inscriptions of 3rd Century BC at Dhauli where the historic war of Kalinga was fought is the testimony to the existence of strong Buddhist tradition in Odisha. In addition, as many as 200 Buddhist heritage sites have also been identified in different parts of the State.
The State is bestowed with profound bounties of nature. Odisha is India’s bridge to her own golden past and a resurgent present. The grand scenic beauty of nature, historic monuments, exotic sea beaches, luxuriant forest, majestic mountains, captivating wildlife, mystic waterfalls, beautiful handicrafts, vast water bodies, famous classical, semi classical, martial, and folk dances, enchanting music and most importantly, its hospitable people are the wonders that make the State as a tourism destination of immense potential.
Odisha policies to promote tourism
The State has made great strides in various sectors of its economy in tune with the progressive globalization and the changing demands of the tourists to make tourism a sustainable industry in the State. Tourism in Odisha is one of the main contributors to the economy of Odisha (13% of GDP of Odisha). The Government of Odisha has undertaken many reforms in all sectors of its economy for Ease of Doing Business in the State. It has implemented the award-winning Single window System (Go SWIFT) that facilitates appraisal of investment proposals without any physical interface. These important steps have boosted the economy of the State and placed tourism in the forefront as a major factor in accelerating the progress of the State.
The tourist arrival to the State has increased manifold in last decades. The present policy envisages an aggressive, dynamic and long-term approach to achieve the growth potential in tourism by initiating identified policy measures, framing the required statutory framework, ensuring large scale investment support through professional management and private participation, establishing the required synergies among various sectors through appropriate institutional arrangements and focused intervention for improvement of value and quality in tourism sector. Particular attention has been given to the fact that the COVID -19 pandemic situation and subsequent travel restrictions have affected the tourism sector the worst, not only in the State and Country, but across the globe.
Odisha’s Strategies to promote tourism
Inter-Departmental Support: Tourism requires a strong multi modal approach. With this objective in view, the State Government will synergize all the activities of different Departments and stakeholders to achieve the overall objective.
Statutory Regulatory Framework: Apart from the necessary statutory framework for policy coordination, there is utmost necessity to ensure synergy at the field level. The policy aims at enhancing the value of tourist destination in the form of improving local sanitation, making the destination beautiful by enforcing uniform facade, removing cable clutters and checking encroachments etc. The policy aims at bringing synergy among the local bodies, police and public representatives to work in tandem, within a statutory regulatory framework.
Development of Infrastructure: Development of infrastructure in tourism sector is one of the critical components for developing tourism in the State. Government would aim to provide an atmosphere & framework for private sector participation in infrastructure development to reinforce the efforts made by the Government in this regard. Both domestic & foreign private sector participation shall be encouraged to for development of long-term infrastructure in the tourism sector.
Land: On the recommendation of Department of Tourism (DoT), the Odisha Industrial Development Corporation (IDCO) shall allot suitable land for tourism projects.
Road Transport: Department of Tourism shall identify important state highways, roads connecting important tourist destination and recommend the appropriate Department for widening, beautification & high-quality maintenance of these roads. The Government shall encourage private sector for providing tourist amenities Centre like public convenience, parking, cafeteria, souvenir shop, medical facilities etc. alongside important roads. The State will encourage private sector investment for boosting the transport service for various categories of tourists. Department of Tourism will work towards operationalization of the “Way-side Amenities” developed by Tourism and Works Departments by encouraging the Women SHGs where-ever feasible. This will help the travelers in access to clean restrooms with hygienic food during travel.
Air Connectivity: The State Government shall endeavour to have direct air connectivity to important cities and major tourist destinations of the country. From a single international airport “Bhubaneswar” till 2016, State Government has added another two airports viz. Jharsuguda and Jeypore in its list. The State shall encourage further explore the possibilities of developing small air strips inside the state on PPP mode. Thrust shall be on providing more international air linkage, to Bhubaneswar by alluring Airlines through underwriting of tickets or incentives or any other mode as may be necessary to increase foreign tourist arrival in the State.
Rail Connectivity: The State Government shall pursue with the Indian Railway for expansion of railway network inside the State especially to the important tourist destinations. Efforts shall also be made to pursue Ministry of Railway for providing more superfast or luxury or special train to different important tourist destination of the State. The State shall encourage luxury trains in line of Palace-on-Wheels model in association with Indian Railway, Indian Railway Catering and Tourism Corporation (IRCTC) and other neighboring States.
Quality Power Supply: Department of Tourism shall endeavor to promote and encourage use of renewable sources of clean energy. ensure 24 X 365 power supply in important tourist destinations. The grid & Lilo line shall be strengthened to ensure quality power supply in important tourist destinations.
Civic Amenities: Highest priorities shall be accorded to ensure healthy & sanitary conditions in all important pilgrim centres, tourist locations & beaches through direct intervention by the Tourism Department, Housing & Urban Development Department, Urban Local Bodies, Non-Government Organizations & Corporate Bodies.
Accommodation: With a view to increase the accommodation facilities for travelers and tourists visiting the state so as to increase average night stays within the state, efforts shall be made to encourage private sector investors to create Star category hotels, convention centres, heritage hotels, eco camps by granting various fiscal and non-fiscal incentives, single window clearance and marketing and promotion support etc. Simultaneously, State Government has been taking pro-active steps to involve private sector partners in operation and maintenance of properties developed and owned by Tourism Department. With this in view, seven properties have already been leased out to private operators and more such properties are in pipeline for same action through a transparent process of bidding.
Eco-tourism: The State Government has created an eco-tourism cell under the Forest & Environment Department of the State Government. A separate eco-tourism policy has been launched for promotion of eco-tourism in the State. Eco-tourism shall be made more robust and popularized as an important means to promote tourism in the State considering its vast potential. Tourism Department, in close co- ordination with Forest, Environment & Climate Change Department has also formulated the ‘Odisha Eco-Tourism Roadmap 2030’ to act as a guiding principle for harnessing the eco-tourism potential of the State.
Rural Tourism: The State Government shall identify such villages that are rich from the point of view of handicraft and handloom, rural life, social habits & culture. Rural tourism shall be developed at such identified villages in accordance with the rural tourism guidelines issued by the Government of India and Government of Odisha, from time to time.
Home Stay Facilities: Private house owners shall be encouraged to provide home stay facilities for the use of the tourists. Tourism Department is implementing a separate scheme to promote Homestays in the State
Caravan Tourism: Post the success and wide publicity of the ‘Odisha by Road’ campaign of Tourism Department and in view of the excellent road infrastructure within the State, Tourism Department intends to promote Caravan Tourism in the State. Tourism Department will create the necessary infrastructure for parking and night-stay, along with provision of utilities such as fresh water, power connection, sewage disposal etc. Such infrastructure will be created at various key tourist destinations, scenic locations and strategically located WACs within the State. Caravans will be able to use the facilities on payment of user charges.
Water-based Tourism: To ensure that the entire 482 Km coastline of the State, along with its various water bodies such as Chilika, Tampara and various Lakes, Dams, Rivers, Tourism Department will promote various water-based tourism infrastructure such as Houseboats, Yachts, Cruises, Floatels, Water Parks etc. DoT has already handed over four catamarans in Bhitarkanika for refurbishment and operations as Houseboat to a private operator. The State already has houseboat operations in Chilika by a Private Operator. DoT is in the process of developing two world-class boat clubs at Cuttack and Hirakud and similar such infrastructure shall be developed at key tourist locations. Additionally, marinas (for use by Yachts, Cruise boats etc.) shall be developed at key strategic locations by DoT. Private Operators will be able to use the facilities on payment of user charges. DoT will also work with Inland Waterways Authority of India (IWAI) and Ministry of Tourism or Ministry of Ports, Shipping and Waterways, Government of India to introduce Inland River Cruises (Overnight or Day Cruises), Coastal Cruise Ships (connecting Islands and Destinations within India) as well as promote docking of International Cruises in the State.
Ease of Doing Business: For expeditious clearance of Tourism Projects, the Single Window Clearance mechanism has been established which will issue approvals to investment applications as provided in Odisha Industries Facilitation Act, 2004 (OIFA). The State has implemented the award-winning Go-SWIFT application that enables a seamless and hassle-free investment application without any human interface. The investment applications received will be appraised by the State Level Facilitation Cell (SLFC) at IPICOL and is forwarded to the High Level Clearance Authority (HLCA) or State Level Single Window Clearance Authority (SLSWCA) or Special Single Window Clearance Committee (SSWCC), depending on the quantum of investment proposed.
Marketing & Promotion: Department of Tourism shall organize various tourism promotion events to attract tourists to the State, namely: The Department of Tourism shall participate in different leading national & international tourism fairs/ events, and organise domestic and international road shows in leading and focus cities within and outside the country, and shall provide incentives to the tourism stakeholders to participate in international tourism events to increase tourists’ arrival in State. Organize familiarization tours for leading tour operators, travel writers of the country and abroad to attract more foreign & domestic tourists. Extensive outdoor marketing within the country & abroad which include signages in airports, branding of trains, hoardings in strategic locations etc. Media campaign both in print & electronics within the country & abroad shall bedone by the Government to attract more tourists to the State. Best use of Social and Digital Media Platforms by developing creatives to attract the youth travelers and reach out to tourists across the world and within India. Engage with influences and vloggers to showcase the variety and diversity existing in Odisha.
Capacity Building: Capacity building in hospitality sector shall be the topmost priority to build highest form of professionalism to create a strong ambience of comfort, confidence and communication among the tourists. Department of Tourism (DoT) shall encourage private sector investment in Tourism & Hospitality Sector Institutes for capacity building to ensure availability of more skilled manpower required in tourism sector. Efforts shall be made to synergize all government schemes and private sector initiatives to develop skill in Tourism & Hospitality sector. The World Skills Centre and Odisha Skill Development Authority’s initiatives shall also be leveraged to ensure availability of skilled manpower for the sector. Additionally, DoT is exploring the possibilities engaging Women Self-Help Groups (WSHGs) for operationalization of select Way-Side Amenities within the State, through adequate capacity building of the WSHG members, will depict a symbiotic relationship between DoT and WSHGs.
Public Awareness: The most important aspect of tourism development is to bring in the necessary behavioral and attitudinal change in the society to make it tourist friendly and create a strong receptive atmosphere. People’s participation through Panchayati Raj Institutions, Urban Local Bodies, Co-Ops and NGOs shall be encouraged for development of tourism and to create public awareness to achieve a broader goal of high-quality tourist services.
Right to Service: The State Government have implemented ‘The Odisha Right To Public Services Act, 2012’. The Department of Tourism have implemented the Right to Public Service Act 2012, which shall be observed for timely clearances of all tourism projects and provision of citizen services.
Buddhist & Heritage Tourism: The State of Odisha is known for its rich heritage. The State Government shall endeavour to promote heritage tourism to propagate its rich culture and heritage among the people of the world. State Government shall promote Buddhist tourism in view of the historical significance of Buddhism in the State. Special Buddhist Circuit will be developed by linking all the Buddhist sites.
Religious Tourism: Religious tourism has vast potential in the State in view of the presence of historic temples and monuments which shall be developed in a big way in the State. Tourism Department will make endeavor to curate and offer specially designed packages for tourists covering major religious places of tourist interest.
MICE Tourism: The State has seen a major increase in the number of private companies in Manufacturing & Services Sector being setup in the State. Further with several scenic locations and introduction of Innovative products like Eco Retreat, demand for destination weddings in Odisha is expected to rise. The State shall promote meeting incentive conference and events tourism, to cater the need of PSUs, multinational companies and NGOs.
Health, Wellness & Medical Tourism: Wellness tourism segment has grown rapidly in last decade, where travellers travel to a particular destination specifically for healing purposes. Odisha has over the last few years has witnessed inorganic development & sporadic growth in development of private sector wellness tourism centres in the State. To streamline the efforts of developing wellness tourism in the State, the DoT shall incentivise the interested investors who are willing to develop wellness resorts comprising: Wellness properties with at least 15 accommodation or overnight stay units.
Eco Retreats: With the aim of promoting hitherto unexplored tourist destinations and destinations with tourism potential, but with limited accommodation facilities, Department of Tourism started ‘Eco Retreat’ as a luxury glamping product in 2019. It is Odisha Tourism’s flagship seasonal luxury glamping product designed to promote less explored exotic destinations with high tourism potential such as beaches, hill stations, riverbanks, wildlife sanctuaries, etc., where permanent infrastructure development may not be advisable. Started in 2019, Eco Retreats are now being organized at 7 locations in the State. These Eco Retreats are akin to star category resorts with facilities like, adventure sports and activities, cultural events, guided tours to nearby destinations, restaurant, beach shacks etc. These facilities help promote local cuisine, art and culture and augment local livelihood opportunities.
Knowledge Tourism: The State has become the knowledge hub of Eastern India. Many centres of higher learnings, university, institutions of national and international repute have come up in the State. Large number of students, intellectuals visit the State for acquiring knowledge. The State shall promote knowledge tourism and facilitate activities of all stakeholders.
Barrier-free Tourism: The State Government shall assiduously promote barrier-free tourism especially for differently-abled tourist. Incentives shall be provided to entrepreneurs / people for making innovation and setting innovative projects for barrier free tourism in the tourism sector.
Vision of the state is to promote, position and develop Odisha as the tourist destination of choice for domestic and international tourists. Mission is to promote the brand image of Odisha nationally and internationally; to augment tourist footfall in terms of enhanced number of average night stays, and increased expenditure by the tourists within the state by providing better facilities and enhanced experience to visitors, thereby increasing the state revenue and generating employment opportunities within the state; to create new avenues for livelihood through tourism led economic growth pivoted on Responsible tourism, Sustainability and Inclusiveness; to promote balanced regional development and diversification of tourism offerings given the inherent strengths of Odisha; and to create an enabling ecosystem for investors and other tourism stakeholders.
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