Abstract

Tourism is not only a growth engine but also an employment generator. According to the Economic Survey 2011-12, the sector has the capacity to create large scale employment both direct and indirect, for diverse sections in society, from the most specialized to unskilled workforce. It provides 6-7 per cent of the world’s total jobs directly and millions more indirectly through the multiplier effect as per the UN‟s World Tourism Organization (UNWTO). The importance of tourism as a creator of job opportunities can be understood from the fact that in India every one million invested in tourism creates 47.5 jobs directly and around 85-90 jobs indirectly. In comparison, agriculture creates only 44.6 jobs and manufacturing a mere 12.6 jobs. Moreover tourism is the third largest foreign exchange earner after gems and jewellery and ready-made garments.

The paper attempts to review the tourism policies, tourism promotional campaigns and initiatives by the government of India since independence and the competitiveness of Indian tourism industry at the global level. The findings conclude that India is lacking on the issues of security & safety, maintenance and cleanliness, information & communication, infrastructure, facilities, manmade attractions, behavior of country residents, tourism infrastructure, corruption, terrorism and excessive begging and cheating and has a sound position only on the issue of natural resources, prices historical monuments, festivals and multi-cultural heritage.

Key words: Competitiveness, Indian Tourism, Tourism Policies.