Odisha,
known for its rich mineral resources below the earth, is much richer in its
tourism potential above the soil. Located on the eastern coast of India, Odisha
offers everything for an avid traveller, ranging from awe-inspiring temples and
beaches to wildlife reserves.
With a
480-km-long coast line, tranquil beaches, towering temples, serpentine rivers
and mighty waterfalls, the state tourism department boasts of having something
for everyone.
After
positioning itself as a favoured destination for investors in the metal and
mining sectors over the past decade, the state's focus has now shifted to
attracting investments in non-mineral-based sectors.
At the
recently-held Business Standard Odisha Round Table-2014, Chief Minister NaveenPatnaik made his government's stand clear on the state's endeavour to tap the
potential of the tourism sector.
"We
are trying to diversify Odisha's investment base by focusing on sectors not
dependent on natural resources, such as agribusiness, tourism and information
technology," Patnaik said at the event.
The state's
keenness to diversify its investment base was also stressed by the state
tourism minister, Ashok Kumar Panda.
"We
must go in for diversification. Now the focus is being shifted from agriculture
and industry-related things, and tourism is one such sector," said Panda.
Having both
forward and backward linkages, the hospitality sector has generated more than
92,000 direct jobs and 2.77 lakh indirect jobs, resulting in a direct-indirect
job creation ratio of 1:3 in Odisha.
Most
tourists to Odisha come from neighbouring West Bengal and Andhra Pradesh. In
2012 they constituted 14.03 per cent and 3.51 per cent respectively of all
tourist footfalls from within the country. France, Germany, UK and the United
States were the major tourist generating markets from overseas, and nearly 54
per cent foreign tourists came from Western Europe. A total of 66,675 foreign
tourists visited the state in 2013.
Odisha's
tourism department has now recognised the importance of tourism promotion for
economic growth, and has accordingly undertaken several measures.
The state
government has formulated the industry-friendly Tourism Policy 2013 to give a
boost to the sector. The upgradation of Biju Patnaik
Airport to international status is the icing on the cake for tapping
opportunities in the tourism sector.
However,
most stakeholders feel that much still needs to be done for development of the
sector.
Development
of the hotel industry is pivotal to the growth of tourism, but the state has
not done enough on this front if the Economic Survey report is an indication.
The growth
rate of the 'trade, hotels and restaurants' sub-sector slid down to a modest
6.94 per cent in 2013-14, from a robust 21.45 per cent recorded in 2006-07.
This sub-sector was the second-largest contributor to the gross state domestic
product (GSDP) after the manufacturing sub-sector (14.32 per cent) in 2013-14
among all individual sub-sectors of the state's economy.
Emphasising
the need for more hotel rooms, J K Mohanty,
chairman, Hotel & Restaurant Association of Odisha
(HRAO), said, "To be competitive with our neighboring states, we need
4,000 rooms of 3-star category with an investment of Rs 30 lakh per room
amounting to Rs 1,200 crore, and 1,000 rooms of 5-star category costing Rs 1
crore each, totaling Rs 1,000 crore."
An
additional 5,000 rooms will give direct and indirect employment to 50,000
people and can generate an income of Rs 2,000 crore in the 3-star category and
Rs 1,000 crore in the 5-star category, he added.
The
association has proposed that at least Rs 30 crore should be spent every year
on tourism promotion roadshows abroad and other states within India, with
another Rs 30 crore earmarked for advertisements in the electronic and print
media every year.
HRAO has
demanded that at least 500 acres of land should be identified for the creation
of Special Tourism Zones in each district and this developed land should be
allotted to hotel chains and entrepreneurs, with priority for local players.