The Ministry of Tourism, Government of India, launched a transformative initiative aimed at expanding its national reach and fostering a more inclusive and dynamic tourism ecosystem. By appointing Managers and  Assistant Managers in states and union territories that lacked direct representation through India tourism offices, the Ministry took a bold step toward ensuring a decentralized approach to tourism development.


This strategic move, implemented in collaboration with the Indian Institute of  Tourism and Travel Management (IITTM), is designed to expand the Ministry’s reach, improve regional collaboration, and deliver on the vision of inclusive tourism growth. By enhancing its regional presence, the Ministry is empowering these managers to engage effectively with local stakeholders, state tourism boards, and community members to foster a vibrant tourism ecosystem nationwide.

Now, two years into this initiative, it has become a cornerstone of India’s tourism strategy, helping to improve regional collaboration, elevate local stakeholders,  and promote inclusive growth. This initiative aligns seamlessly with the government’s vision of Viksit Bharat 2047, a vision that aims to create a developed India marked by economic prosperity, social progress,  environmental sustainability, and good governance.

Aligning with the Vision 2047: Viksit Bharat and Incredible India The Viksit Bharat 2047 vision aims to position India as a developed nation by its  centenary of independence, with tourism playing a key role in achieving this  goal. The Ministry of Tourism’s decision to appoint managers and assistant  managers reflects a broader strategy of fostering growth in the tourism sector  while ensuring environmental sustainability and social inclusivity. This initiative  is designed to directly contribute to the vision of Viksit Bharat, where the  benefits of tourism are shared equitably across the nation.

The current government, under Modi government 3.0, has made Incredible  India tourism a central priority, aiming to place India at the forefront of the  global tourism industry. The ‘Tourism in Mission Mode’ initiative, which was  part of a brainstorming session organized by the Union Ministry of Tourism in  March 2023, highlighted the sector’s immense potential. The Federation of  Associations in Indian Tourism and Hospitality (FAITH) projected that by 2047,  the Indian tourism sector could transform into a $3 trillion economy, capable of  generating 200 million jobs and attracting 100 million foreign tourists while  hosting over 20 billion domestic tourists.

To realize this ambitious vision, tourism must be treated as a national priority,  supported by sustainable planning, policy reform, and investment in local  capacities. The appointment of these regional managers is a critical step in  ensuring that the benefits of tourism reach every part of India and that the  growth of the sector aligns with the broader goals of economic and social  development.

Sustainable Tourism: A Catalyst for National Development

Recognizing the power of tourism to drive economic and social transformation,  the government has placed “Incredible India” at the forefront of its national  development agenda. The goal is to create a thriving tourism sector that  contributes significantly to India’s economic growth and job creation, while also  promoting sustainable and responsible tourism practices.

Strengthening Tourism through Local Representation

The cornerstone of this initiative is to establish a direct local presence in areas  that were previously underserved or lacked adequate tourism infrastructure. By  appointing managers and assistant managers in these regions, the Ministry is  strengthening its ability to engage with local stakeholders, state tourism boards,  and community organizations. This decentralized approach allows the Ministry  to understand and respond to the unique challenges and opportunities each region presents.

The initiative complements the government’s new domestic tourism policy, which seeks to promote destination tourism over theme-based circuits. This policy also highlights the importance of the “Vocal for Local” movement, which  calls for boosting local businesses and cultural heritage as a means to elevate tourism and create new job opportunities. The appointment of local representatives in the tourism sector is a direct response to this vision, ensuring that regional tourism development strategies align with national objectives.

With dedicated representatives in each region, local communities are better positioned to tap into national tourism initiatives. The engagement of these  managers ensures cohesive policy implementation, with regional stakeholders  involved in the process, leading to better coordination and enhanced impact on  local tourism.

This initiative has been overwhelmingly welcomed by state tourism departments and other key stakeholders, who view it as a much-needed move to bridge the existing gaps in regional tourism development. By ensuring that local needs and resources are taken into account, the initiative has fostered a  sense of unity between the central and regional tourism bodies, allowing for more tailored, impactful solutions for growth.

Supporting Ongoing Ministry Key Initiatives Through Local Presence The Ministry of Tourism’s Managership initiative also plays a vital role in supporting several national schemes and initiatives designed to boost tourism,  promote cultural preservation, and generate employment. These initiatives go  hand in hand with the broader goals of the Viksit Bharat vision, focusing on  sustainability, job creation, and heritage conservation.

1: Swadesh Darshan 2.0 (SD2.0): This revised version of the Swadesh  Darshan scheme seeks to develop sustainable, responsible tourism destinations across India. By taking a destination-based approach, this program integrates infrastructure development, service improvements,  and capacity-building for local communities. It not only improves the quality of tourism infrastructure but also ensures that the local economy benefits from the growth of the tourism sector.
2 : PRASHAD Scheme: The Pilgrimage Rejuvenation and Spiritual Heritage  Augmentation Drive supports the enhancement of pilgrimage sites,  improving infrastructure, amenities, and facilities to attract both domestic and international visitors. Local managers help implement this scheme at regional levels, ensuring that the heritage of pilgrimage sites is preserved  while also improving the visitor experience.
3 : Azadi Ka Amrit Mahotsav (AKAM): Celebrating India’s 75 years of independence, this initiative promotes national pride through cultural events, heritage preservation, and local tourism. It offers a platform for communities to engage in promoting their local cultures and traditions,  supported by the regional managers who help organize events and programs.
4: Ek Bharat Shreshtha Bharat (EBSB): This initiative promotes unity in  diversity by facilitating cultural exchange programs between different  states and union territories. Managers and assistant managers organize  local events that bring people together, enhancing cultural understanding  while boosting domestic tourism.
5: Dekho Apna Desh (DAD): This campaign encourages Indian citizens to  explore their own country. Regional representatives help promote lesser known tourist destinations, educating citizens on the hidden gems within  their own regions, thus driving local tourism and supporting economic  development.
6 : Vibrant Village Program (VVP): Targeting border areas, this program  focuses on developing these regions as tourism hubs, improving  infrastructure, creating jobs, and preventing depopulation. Managers in  these areas play a pivotal role in ensuring the success of this program by  connecting local communities to the broader tourism network.
7 : Swachhata Pakhwada (SBM): Under the Swachh Bharat Mission, this  program encourages cleanliness drives and responsible tourism practices.  Regional representatives organize and oversee campaigns to ensure that  popular tourist destinations maintain cleanliness, which is integral to the  sustainability of tourism.
8 : Incredible India Tourist Facilitator Certification (IITFC): Through this  certification program, individuals in tourism-related fields are trained to  improve the visitor experience. Managers facilitate local participation,  ensuring that skilled tourism professionals are available across the  country.
9 : Paryatan Mitra and Paryatan Didi Initiatives: These programs focus on  empowering youth and women through skill development and training in  hospitality and tourism management, ensuring that these groups benefit  directly from the growing sector.
– 10. Capacity Building Initiatives: The Hunar Se Rozgar Tak (HSRT) program  trains youth in various skills related to hospitality, customer service, and  tourism management, creating a skilled workforce that can support the  expanding tourism sector.

11. Digital Platforms: The Ministry has launched various digital initiatives like  the Nidhi portal, Utsav portal, and the Incredible India website to enhance  India’s digital presence and attract tourists. Regional managers contribute  by updating these platforms with relevant regional information, ensuring  that tourists have access to current and accurate details.

12.Market Research and Tourist Footfall Analysis: Managers help collect  data on tourist arrivals and trends, contributing to more targeted  marketing and promotional strategies.

13.Ek Ped Maa Ke Naam (EPMKN): This environmental initiative encourages  travelers to plant a tree in honor of their mothers. Local representatives  organize tree-planting drives, promoting eco-friendly tourism practices  and supporting the sustainability agenda.

Promoting Awareness and Job Creation

A central aspect of this initiative is raising awareness of the employment  opportunities in the tourism sector. The appointed managers help educate local  communities on various skill development and job creation programs, such as  Incredible India Tourist Facilitator Certification, Hunar Se Rozgar Tak, and the  Paryatan Mitra and Didi initiatives. By connecting locals to these opportunities,  they create pathways for sustainable employment and economic independence,  empowering individuals to actively participate in India’s tourism growth story.

Engaging Communities in Sustainable Tourism and Cultural Heritage Sustainability remains a central focus of the Ministry’s tourism vision, and local  representatives play a critical role in fostering responsible tourism practices.  They organize campaigns to raise awareness about the importance of eco friendly tourism, maintaining cleanliness, and preserving cultural heritage.  Through initiatives such as the Yuva Tourism Clubs and Azadi Ka Amrit  Mahotsav, young people are encouraged to actively engage with India’s diverse

cultural heritage, preserving it for future generations while learning about  sustainable tourism practices.

Conclusion: A Visionary Approach for a Stronger Tourism Sector The Ministry of Tourism’s decision to appoint Managers and Assistant Managers  across the country marks a critical turning point in India’s tourism development.  Now, two years into this initiative, it has shown immense promise in promoting  inclusive growth, job creation, and cultural preservation. By empowering local  communities, providing skills training, and aligning regional tourism with  national goals, these representatives are helping realize the Vision 2047 of a  prosperous, sustainable, and globally competitive India.

Through their efforts, tourism is not only becoming a tool for economic growth,  but also an avenue for fostering social cohesion, environmental sustainability, and cultural pride across India. The support and engagement from state tourism  departments and other stakeholders have further solidified the importance of  this initiative, positioning it as a key enabler in the government’s strategy to  achieve a Viksit Bharat by 2047. As this visionary initiative continues to unfold,  it promises to transform India’s tourism landscape, ensuring that the benefits of  this thriving sector are shared by all, from the bustling cities to the farthest rural  corners.