Vibrant Gujarat - An Emerging Tourist

Hotspot in India

Tourism is a major phenomenon of the modern society, which has emerged as an economic

activity of immense global importance. Tourism is one of the world’s largest and fastest

growing industries.

1. Gujarat – A Land of Opportunities

Gujarat is one of the most diverse States in India. Its

history stretches over a long years from the age old

Harappan Civilization to the Mughal period. Gujarat's

endless journey from Roots to Wings is timeless with

historical and cultural traditions glorifying the State.

Though till now, Gujarat was considered as a hub for

commercial and industrial activity, has immense

potential for tourism development with its vast cultural

and religious heritage, varied natural attraction and long

coastal line. The Tourism policy of the state is aimed at its socio-economic development by

developing world-class tourist facilities with ensuring optimum utilization of available resources

and developing specific tourist destinations for national and international tourists.

Gujarat is situated on the western coast of the Indian subcontinent covering an area of 1,96,026

km2, the state has been transformed into an industrial power-house during the last three

decades reducing its dependence on agriculture and textiles. Although the population of

Gujarat is only about 5% of India, it accounts for 10% of India’s consumption, 16% of total

exports and 30% of total stock market capitalization.

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2010 being the Golden Jubilee year of the state formation, government

declared the year as Tourism Year. To achieve its vision of tourism

development, the state government has set up a company, Gujarat Tourism

Project Development Company, in association with Infrastructure Leasing &

Financial Services Limited (IL&FS).

As per the 'Vision 2020', prepared by Gujarat Infrastructure Development Board, the total

potential for investment in tourism assets in Gujarat is to the tune of US$10 billion.

2. Vision Statement (Big 2020)

Gujarat state government has set a target of putting Gujarat in the

league of world's top 50 highest per capita income earning nations by

2020 in a new Big Vision 2020 set by the Gujarat recently. The plan

(Big 2020) aims to accelerate Gujarat's development process and

envision Gujarat with a per capita income in the league of top 50 countries of the world.

The Big 2020 is designed to develop infrastructure that will provide a further fillip to the

economic growth of Gujarat and aims at making Gujarat a global tourist destination.

3. Mission Statement

To develop and promote tourism as an ’Engine of economic growth’ as per Big 2020 plan and to

bring Gujarat on the national and international tourist map, tourism shall be considered as an

important economic activity for overall sustainable economic growth, ensuring employment

generation and optimum utilization of vast tourism potential in the state and at the same time

preserving and promoting natural, social and cultural heritage of the state. Focus of the tourism

policy will primarily be to attract tourists to the State of Gujarat.

It would aim at overall development of tourism by providing best quality services of

international standards and also by creating excellent infrastructure, connectivity and providing

tourists with good facilities in important tourist and religious places like Somnath, Dwarka,

Ambaji, Palitana, Dakor, Pavagadh, Girnar, Udwada etc.

Vibrant Gujarat - An Emerging Tourist Hotspot in India

4. SWOT Analysis

Strengths Weakness

Gujarat has historical monuments represent the great religions– Hindu, Buddhist, Jain, Islamic, Parsee and Sikh.

A wide range of wildlife including the Asiatic lion and Indian wild ass, endangered antelopes, a variety of deer, etc. It has India’s first marine national park.

More than 400 archaeological sites in the state including some of the most substantial excavations of Indus Valley civilization period at Lothal, Surkotada and Dholavira.

The archaeological zone of Champaner - Pavagadh have been acclaimed by UNESCO as the “World Heritage Site”. The Wild sanctuary, Dholavira Harappan City and Rani-Ki-Vav are in the process of getting status of the World Heritage site.

Medical tourism has high growth potential because of the availability of high-quality, low cost surgeries.

Poor accessibility to many tourist destinations due to basic Infrastructure bottlenecks

Lack of tourist infrastructure & basic amenities at many tourist destinations

Lack of information about tourist destinations

Unfavourable brand image as a tourist friendly destination.

Lack of Promotional activates

Lack of Investors for Gujarat tourism.

Opportunities Threats

Gujarat upcoming as spiritual “Well being” Tourism.

Sun and beaches which includes water sports and adventure sports.

Cruises theme parks.

Private sector investment opportunities.

Nature tourism urban and rural tourism.

Scope for investment in new ventures.

Joint ventures with private parties.

Cashing in on excellent infrastructure facilities

Competition from South-east Asian countries.

Competition from other state tourism corporations.

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5. Approaches

The emerging tourism areas in Gujarat offer various tourism sectors:

5.1. Nature Tourism

The policy aims to create an image for Gujarat in international arena by developing

entertainment theme parks in certain areas, which would be considered as Special

Entertainment Zones. The facilities in these zones will be of world class standards for the

benefit of domestic and international tourists interested in leisure tourism. Such facilities will

also act as excellent destination for film industries to carry out their shootings. The plan for

setting up of Special Entertainment shall be worked out with the private sector participation.

The Policy proposes to develop Dinosaur Fossil Park at Balasinorand Kutch on

international scale.

The vast potential of 1600 KMs coast line in Gujarat offers excellent potential for

tourism development for Gujarat.

The policy proposes to identify 9 different beaches in Gujarat and work out detailed

action plan for the development of these beaches to attract tourists, both from within

and outside Gujarat.

5.2. Eco Tourism

With the emerging interest for Eco-tourism throughout the world, the Gujarat government

proposes to provide for avenues to attract tourists who are interested in eco-tourism. Existing

eco-tourism centres like Nalsarovar, Velavadar, Thol Lake, Gandhinagar, Gir Forest, Balaram,

Ratanmahal etc. should be further strengthened to attract tourists interested in eco-tourism.

5.3. Heritage Tourism

Gujarat offers high concentration of heritage / archaeological sites with proven 4500 year old

history. India’s most substantial remains of Harappan civilization (Indus valley civilization), one

of the world’s oldest, are present at Dholavira and Lothal. Ahmadabad’s Heritage walk is the

only daily departure Walking Tour in India. Therefore measures are taken to highlight Gujarat’s

heritage richness and attract more tourists to its rich culture. Gujarat’s Princely heritage has

resulted in the State having more than 20 Heritage Hotels including converted Forts and

Palaces.

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5.4. Medical Tourism

With India, emerging as one of the destination for medical tourism and also with Gujarat

becoming an important player in this regard, Medical Tourism shall be encouraged so that

large number of NRIs get attracted to take advantage of the medical facilities in India,

particularly in Gujarat, considering the competitive rates for medical treatment and also the

timely medical attention, Medical Tourism shall be encouraged in a big way with special

emphasis on Naturopathy, Yoga, Holistic Health Treatment etc.

5.5. Cultural Tourism

The folklore and folk arts of Gujarat form a major part of the Culture of Gujarat. It preserves the

rich tradition of song, dance, drama as well. Gujarat is the land of rich handicrafts like Patola

weaving, khadi, bandhani, block printing, embroidery, namda, rogan painting, matani pachhedi,

woodcrafts, metal crafts, bamboo crafts, pithora, pottery and many more handicrafts. The

tourism policy focuses on promoting Gujarat’s handicrafts and pottery such that it receives

world recognition for its ancient and generation to generation passed on art and craftsmanship.

Gujarat celebrates all regional fairs and festivals with great fervor and spirits and measures are

taken to attract tourists in its festivities.

5.6. Adventure Sports

Gujarat has fairly good number of hills, which can be utilised for the promotion of adventure

tourism, which is emerging world over as an important sport. Places like Saputara, Idar. Sasan

Gir, Wilson Hill, Junagadh, Taranga, Mal Samot, Jessor Hill etc. will be developed for promotion

of adventure sports to attract youths, students from schools and colleges and also foreigners.

Adventure sports like Paragliding, rock-climbing, Forest Safaris etc. will be developed in such

places. Policy also proposes to identify all potential water bodies like sea beaches, lakes and

canals, and initiate projects for encouraging Water Sports.

5.7. Event Tourism

The policy proposes to give a very special thrust to ‘Event (Festival) based Tourism’ and market

the events both within and outside the country and in the process brand Gujarat as the

destination for tourism events like Navratri, Somnath festival, Dwarka festival, village olympics

on very special type of sports that is unique to Gujarat, Tarnater fare, Kutch festival, Kite

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festival etc. The focus would be to present rich culture and religious heritage of Gujarat and

also in the process to give an exposure to the life style of Gujaratis to tourists, visiting Gujarat.

6. Goals

Following tourism products shall be developed and strengthened in the next 10 years:

Hospitality Industry for the tourists by setting up of Hotels, Tentcities, Village, Heritage

Hotels etc.

Beach development (cleanliness, nourishment, plantation, safety and long term

planning)

Beach resorts and water sports at 9 beaches.

Special Entertainment Zones.

Pilgrim hotels & dormitories (good star hotels, Air-condition dormitories, good

restaurants & souvenir shops)

Dam & Canal Tourism (at Narmada in line with Vrindavan)

Wayside Amenities (twenty, each zone five)

Golf Courses (Gandhinagar, Ahmedabad, Baroda, Surat,Kutch)

Dinosaur Theme Park

Vishwa Gram (Global Village)

Coastal Cruise and ferry services

Gauge conversion of The Royal Orient

Indus Valley Civilization Park (Lothal, Dholavira)

Shark Watching

Underwater Dwarka watching

Eco-tourism Projects

Science City

Buddhist Circuit (Junagadh, Taleja-Bhavnagar)

Gandhi Circuit

Sardar Circuit

Medical Tourism

Chain of Food Courts

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