DRAFT CCOPY Draft Kaarnataka Touurism Policyy 2014A-2P0R1IL9 2014 PRROPOOSED KARNNATAAKA TTOURRISM PPOLICCY 20014- 22019 D epartment of Tourism, GGovernment oof Karnataka Page | 1 Draft Karnataka Tourism Policy 2014-2019 KARNATAKA TOURISM POLICY 2014-2019 Department of Tourism Government of Karnataka Department of Tourism, Government of Karnataka Page | 2 Draft Karnataka Tourism Policy 2014-2019 1. Introduction Karnataka, one of the most progressive and well developed industrial states in the country, is focused on development of trade and service sectors, through various initiatives and policies. It is home to several forts, architectural marvels and is blessed with a rich cultural heritage of over 1500 years. Other diverse visitor attractions include pilgrim sites, coastal landscape, wildlife / national parks, Eco Tourism, Wellness Tourism – Alternate Lifestyle/ Yoga, Voluntary Tourism and Adventure Tourism. Over the years, Karnataka has also emerged as a strong contender in the global market for Business Tourism. The State has been ranked as the 4th preferred destination among domestic tourists and is the 3rd preferred destination for attracting investments in the tourism sector. framework pertaining to governance structures, It is estimated that approximately 62 tourist infrastructure, manpower requirements, billion and 7 million domestic & foreign service standards and, safety and security of tourists respectively will visit tourists. The Policy lays emphasis on creating a Karnataka in the year 2015. “quality experiences, appealing to different visitor segments”, by promoting development of various tourism products which will encourage repeat The “Karnataka Tourism Policy 2014-2019” visits and increased length of stay and spends by focuses on accelerating and facilitating private tourists. investments in the tourism sector, and strives to be an outcome based initiative. The policy follows The Policy encourages shift in attitudes - from a non discriminatory approach to incentivise and regulation and control to empowerment, from promote the local community as well as private patronage to partnership, and from linear sector for contributing towards the development government-lead structures to alliances with of tourism sector. This policy strives towards diverse stakeholders in the sector. creating an enabling environment for tourism in Karnataka by addressing and providing guiding 2. Vision and Objectives Tourism is one of the priority sectors identified in the Government’s overall growth strategy for the state. Karnataka should aim to be in the top 2 tourism destinations in India and top 50 in the world. The vision articulated for the tourism sector is as follows: “To develop Karnataka as a dynamic, sustainable and most-favoured tourism destination - by increasing domestic & international visitations, offering high quality experience to visitors, facilitating and accelerating investments and improving livelihood opportunities at the local level”. It is estimated that the fresh employment possibilities at 4.3 million (based on global norms of 10% employment in the sector), additional revenue potential of Rs. 83,000 crs (through direct and indirect taxes) and the investments of Rs. 73,000 crores with 50% government funding (infrastructure, destination and mobility) is needed for providing a fillip to Tourism in the State by 2024. To achieve the vision and set the direction for the tourism industry over the next five years, the following objectives are outlined: Department of Tourism, Government of Karnataka Page | 3 Draft Karnataka Tourism Policy 2014-2019 Objectives Accelerate and facilitate private investments providing better access to information, and promoting entrepreneurship in the greater choice in destinations, compendium tourism sector. of services for eating, shopping, participative safe and hassle-free experience at various Motivate and enthuse entities from different travel stages. segments of the society with substantial incentives to contribute towards Promote effective inter-departmental co- development of the sector. ordination to streamline processes and increase sector performance. Higher growth in visitations and duration of stay of different visitor segments, through Enhance tourism industry skills, knowledge improved infrastructure, products and and professionalism to provide visitors a services. pleasant experience and promote local employment opportunities. Improve ‘total quality’ experience to visitors, from before arrival till after departure, by 3. Strategic Framework To realize the core objectives of the Policy and achieve the larger vision outlined for the sector, the Government of Karnataka has identified the following strategic intervention areas: Facilitate improvement of Infrastructure, Tourism Products and Services Position Karnataka as a preferred tourism destination at state, national and international levels Create institutional structures for effective implementation of the policy Streamline processes for obtaining clearances Offer attractive incentives for various tourism products and services Prioritise Human Resources Development & Capacity Enhancement The Government endeavours to pursue these strategic intervention areas by encouraging local entrepreneurship, promoting private sector participation, identifying additional means of raising finances and supporting the interventions through its own budgets and resources. The thrust will be on: (cid:131) Promoting Public Private Partnerships (PPP), creation of SPVs, Joint Ventures, and other appropriate structures. (cid:131) Encouraging corporate groups to invest in tourism projects related to community involvement and rural tourism through their CSR initiatives. (cid:131) Leveraging existing financing options extended by multi-lateral agencies, viz., the Asian Development Bank, the World Bank, etc. Department of Tourism, Government of Karnataka Page | 4 Draft Karnataka Tourism Policy 2014-2019 (cid:131) Efficient utilization of funds available under state sponsored schemes and central government schemes. (cid:131) Exploring innovate financing mechanisms through capital markets. A set of actions have been identified for each of the strategic intervention areas, which are elaborated in the following sections. Detailed guidelines for undertaking activities in the identified areas including the incentives and concessions offered by the Government are elaborated in the Policy. A. Improve Infrastructure, Tourism Products and Services To achieve growth in visitor numbers and duration of stay, the government shall pursue the actions highlighted below, some of which are already being implemented by the tourism department and other departments in the state. Assist and facilitate development & maintenance of basic tourism infrastructure and facilities at destinations Promote new and innovative tourism products and services Improve connectivity infrastructure Improve access and delivery of tourism information services Basic tourism infrastructure and facilities at destinations (cid:131) Tourist Accommodation o Promote quality accommodation including homestays. The definition of homestays includes heritage homestays developed at various locations, including Hampi. The Homestays Policy/ Guidelines have been strengthened to encourage registered homestays across the State. A mechanism for inspection, certification and licensing of the homestays are also defined. o Encourage heritage buildings to convert into heritage hotels. o Facilitate development of accommodation for all customer segments through serviced apartments, cottages, camping sites, dormitories, youth hostels & yatrinivas at tourist destinations. (cid:131) At destination and wayside amenities o Promote wayside amenities including gender distinct toilets, cafeteria, mini store/ pharmacy and an information / souvenir booth at intervals of about 50 km along connecting roads leading to major tourist destinations. o Where possible dry toilet pits and a separate washing with water/drainage facility will be promoted. Wayside amenities especially benefitting local communities will be encouraged. o Retail for local produce, crafts, adult literacy progammes, access to internet etc. will be encouraged, wherever possible. Initiatives for physical manifestation of brand perceptions will be promoted, eg. silk. Department of Tourism, Government of Karnataka Page | 5 Draft Karnataka Tourism Policy 2014-2019 o Amenities including parking at the entrance of major tourist destinations will be promoted to regulate vehicular movement, with special access for the physically challenged. Thrust would be given to provide information centers/ kiosks at all major tourist destinations. Accredited tourist Guide services will also be promoted. o Community kitchens and cluster of public conveniences at rural locations will be encouraged, largely through private entrepreneurs/ franchisees. New and innovative tourism products and services (cid:131) Theme Parks o World-class exhibition and convention complexes through appropriate PPP framework will be promoted in Bangalore, Mysore and other important cities in the state. o Private enterprise, in collaboration with international exhibition companies, will be encouraged to establish these exhibition complexes backed by Government support and incentives. o Theme and Entertainment parks will be promoted in Bangalore and other places in Karnataka. (cid:131) Heritage Zones and Clusters o Better utilization of existing market and research data will be made to identify and develop the heritage zones and clusters. o Heritage zones will be earmarked around the sites of Hampi, Pattadakal, Badami, Aihole, Bidar, Bijapur, etc. and development will be promoted in accordance with the master plans prepared. o Efforts would also be made to include more heritage sites into UNESCO’s World Heritage Sites list for bringing in significant international recognition and tourist traffic through preparation of integrated Site Management Plans, proposals to Government of India etc. The Government will pursue applying for other heritage sites like the Hoysala region, Srirangapatna and the Deccan Sultanate architecture. o Integrated Tourism Management Plans will be encouraged for cities like Mysore, Bijapur and Bidar, as well as other smaller towns with heritage value. o To improve the maintenance of existing tourist destinations, adoption/ management/ sponsorship programs will be promoted to create ownership between locals/corporate for monuments, temples and destinations. o To increase length of stay of visitors, development of tourist villages near existing attractions, will be encouraged. o Strategies for places like Melkote, Somnathpur, Shravanbelagola, Talakad and the entire Western Ghats will be formulated to encourage overnight stays with compelling experiences and participative opportunities. Department of Tourism, Government of Karnataka Page | 6 Draft Karnataka Tourism Policy 2014-2019 (cid:131) Marine/ Coastal Tourism o Cruises of international standards would be promoted in Mangalore and Karwar, especially through private sector participation. o Coracles, catamarans and traditional sail boats plus houseboats will also be promoted at identified stretches. (cid:131) Eco Tourism o Eco Tourism will be promoted as a core tourism activity in close collaboration with the Forest Department. o An eco-tourism zone stretching from Coorg to Karwar will be identified and a chain of nature camps will be encouraged and promoted as Jungle Trails in the zone. (cid:131) Health & Wellness Thrust would be provided to promote Karnataka’s traditional systems of medicine and wellness like Yoga, Ayurveda, Unani, Siddha, etc. and efforts would be made to position the state as a unique destination for spiritual healing and wellness tourism. (cid:131) Adventure Tourism The Government will promote adventure tourism activities in Karnataka, under three heads - Aero Adventure, Aqua Adventure and Land Adventure by collaborating with national and international adventure tourism and activity operators. (cid:131) Weekend Tourism The Government will actively promote destinations as weekend getaways. Tourist destinations in close proximity to major urban centers in the state will be identified and promoted as clusters, where visitors can reach in shorter travel time and enjoy a 2 day stay with engaging activities. (cid:131) State border Tourism o The Government will encourage tourism activities along the bordering areas of the state. Intensive marketing and promotion activities to increase visitations from neighbouring states would be given a special thrust. o Access infrastructure to these destinations shall be developed by collaborating with other state agencies/ departments, to enable a smooth and comfortable commute. (cid:131) Health Care Tourism o The potential for Karnataka as a quality health care destination would be unleashed and initiatives for attracting tourists from outside the state and country for availing benefits of advanced medical treatment facilities will be encouraged. o Bangalore and Mangalore will be promoted as health care tourism clusters, and private sector participation in development activities will be encouraged. Department of Tourism, Government of Karnataka Page | 7 Draft Karnataka Tourism Policy 2014-2019 (cid:131) Urban Tourism o Four main urban centres are identified in the state for tourism development - Bangalore (population: 8,499,399), Mysore (population: 983,893), Hubli-Dharwad (population: 943,857) and Mangalore (population: 619, 664). o The Government will promote activities that create positive experiences for the tourists in these urban areas through development of tourist precincts, parks, race courses, golf courses, museums, galleries, shopping malls etc. (cid:131) Heritage walks and Nature Trails o Trekking, nature walks and heritage walks will be actively promoted and attractive incentive packages would be offered. Connectivity infrastructure (cid:131) Transport and Aviation o The Government will endeavour to increase entry points and improve direct access to different destinations across the State for international, interstate and intrastate visitors by encouraging development of new routes, expanding existing airport capacity, etc. o Development of low cost terminals, use of smaller aircrafts & airfields and ties with flying clubs will be encouraged. (cid:131) Last mile connectivity o Improving last mile road/ rail connectivity to tourist destinations will be a priority area and Government will co-ordinate with other government agencies/ departments in facilitating these development activities. o Intermodal transport connectivity such as link from railway stations and bus terminals to tourist destinations where required, will be developed in collaboration with respective government agencies/ departments. (cid:131) Coastal transport system/ Cruise tourism o The transport system along the coastline will be strengthened to move along traditional ports and also promote cruise tourism (cid:131) Zero pollution modes of transport o Environment friendly vehicles having a minimum impact on the ecology of the destination will be promoted. Access and delivery of tourism information and other services The government will endeavour to provide a ‘Total Quality Experience’ to the visitors – before arrival till after departure, by promoting the following initiatives: Department of Tourism, Government of Karnataka Page | 8 Draft Karnataka Tourism Policy 2014-2019 (cid:131) Tourist Amenities o Amenities like information kiosks, trained guides/ audio guides, interpretation centres, green police, medical aid, access to physically handicapped at all major tourist destinations will be encouraged for development. (cid:131) Information, Communication & Technology (ICT) o Initiatives will be encouraged to provide adequate and reliable information about destinations, accommodations, itinerary, events, online bookings and other offerings through various modes such as online web portals, tourism offices, booklets, flyers, brochures, maps etc. o Provision of audio guides, mobile technology, wi-fi at major tourist destinations will be encouraged. Technology interventions for social networking and data management will be supported. o Apart from promoting a digital marketing and information collateral, the Government will support other initiatives for branding and promotion such as development of information and interpretation centers at tourist destinations. Provision will be made to have a dedicated fund for technology development under the State Budget awarded for tourism projects. (cid:131) Safety and security of visitors o The Tourism Police Force “Green Police”, will be established for visible policing in key tourist destinations for the safety and security of visitors. o A Disaster Management Plan is proposed to be developed for major tourism destinations to brace for any eventuality. A dedicated helpline number will be launched exclusively for the convenience of tourists. o Access for the physically challenged will be promoted at all major tourist destinations. B. Position Karnataka as a preferred tourism destination at state, national and international levels Prioritising activity in key markets (local, domestic and international) and across market segments is critical to achieve the objectives set out in this Policy. The Government shall undertake the following actions to position Karnataka as a preferred tourism destination within the state, and at national and international levels. Increase branding, marketing and promotional activities across different visitor groups Create a Calendar of Events to support marketing and promotional activities Develop data/ information repositories Department of Tourism, Government of Karnataka Page | 9 Draft Karnataka Tourism Policy 2014-2019 Branding, Marketing and Promotional Activities (cid:131) “One State, Many Worlds” – Karnataka’s tourism tagline o The tagline will be the identity of the state. o An integrated marketing approach will be adopted to ensure that relevant events are communicated to target markets and can be factored into downstream product development and in-bound tour offerings. o Other promotional activities through conferences, road shows, craft bazaars, fairs and festivals and other exchange programs will be undertaken. (cid:131) Calendar of Events o A Five-Year calendar of events across Karnataka will be drawn up, including 4-5 hallmark events that will be organized annually. o Various regional and indigenous tourism products will be offered as a part of the Event Calendar to integrate business with leisure tourism. o Major event zone processes will be simplified on trading hours, liquor licenses etc. to cater to visitor expectations. (cid:131) Tourism Industry Profile & State Tourism Database Repository o The Department of Tourism will endeavour to create a ‘Tourism Industry Profile’, to aid in planning and decision-making for both industry and government. The profile will be created based on quality research (quantitative & qualitative assessment) studies. o The Department will also strive to set up a State Tourism Database Repository, publish an annual state of the industry report and organise annual industry outlook conferences. C. Create institutional structures for effective implementation of the Policy To implement the strategic interventions and undertake various activities outlined in the Policy, it is critical to establish appropriate institutional structures for implementation. The Government is committed to the following actions in this regard: Implementation of the Policy through highest level of coordination between various stakeholders, across the infrastructure sector. Promote a partnership model that recognises the distinct roles of government and industry, to realize the vision. Streamline existing governance structures to enable better governance and accountability of the stakeholders involved. Department of Tourism, Government of Karnataka Page | 10