Tourism in India: Government focussing attention on theme based tourist circuits
New Delhi: The Ministry of Tourism in India launched the “Swadesh Darshan” (see India) scheme in the year 2014-15 to meet the objective of developing theme based tourist circuits on the principles of high tourist value, competitiveness and sustainability in an integrated manner by synergizing efforts to focus on needs and concerns of all stakeholders to enrich tourist experience and enhance employment opportunities.
The development and promotion of tourist destination and circuits is primarily undertaken by the State Governments and Union Territory Administration. The Ministry of Tourism, as part of its on-going activities, annually releases print, electronic, online and outdoor media campaigns in the international and domestic markets, under the Incredible India brand-line, to promote various tourism destinations in the country, including the lesser known destinations that also have tourism potential. In addition, a series of promotional activities are undertaken in important and potential tourist generating markets overseas through the Indiatourism Offices abroad with the objective of showcasing India’s tourism potential. These promotional activities include participation in travel fairs and exhibitions; and through specialluy organised road shows, Know India seminars & workshops; Indian food and cultural festivals; publication of brochures; and by offering joint advertising and brochure support and inviting media personalities, tour operators and opinion makers to visit the country under the Hospitality Programmes of the Union Ministry of Tourism.
There is no State-wise allocation of funds for States and any Union Territory Administration under the above scheme. The funds are sanctioned to State Governments and Union Territories for various tourism projects in consultation with them if they meet the fixed parameters and criteria.
Under the Buddhist Circuit theme, the Union Ministry of Tourism sanctioned Rs. 301.7 million during the year 2014-15 for the construction of Cultural Centre at Bodhgaya in Bihar.