Andhra tourism dept makes strategic moves

The Andhra Pradesh tourism department is taking up strategic initiatives to address the basic problems that the sector has been facing so far.

Moves afoot include improving the connectivity between the state capital and tourist destinations in the state, making concerted efforts for the mind share of the international tourist through advertisements and programmes on leading channels like Discovery, apart from ensuring the availability of more budget hotels across the state.

"We are in talks with airlines like Air Deccan. Within a month, we hope to improve the air connectivity between Hyderabad and other cities of the state like Puttaparthi, Visakhapatnam and Tirupati," Geetha Reddy, minister of state for tourism, told Business Standard.

The department is also in talks with Discovery channel for advertising. "The only reason why the state has not been able to perform as well as Kerala, Rajasthan and Goa in tourism is because we have not been advertising enough. This move will be a step towards increasing the tourist inflow," Reddy said.

The department is also planning to set up budget hotels in every district of the state. "A proposal has been sent to the Union government, and Delhi-based Krizm Hotels Private Limited (of Lemon Tree hotels fame) has expressed interest in this project," Reddy said. A feasibility report for launching a cruise from Vizag to the Andaman islands has also been sent to the Centre.

"Wayside amenities are another area that we are focusing on. With public-private partnership we plan to set up facilities like eateries, rest rooms and souvenir shops on the highways. The souvenir shops will be set up by DWCRA women who are currently undergoing a training programme on improving the finishing of their products under Creative Bee-The Designers studio," Reddy said.

In January 2005, a one-stop tourism information centre called Paryatak Bhavan will also become functional. "All information on facilities on all states in India, ranging from transport to hotel booking will be made available here," Reddy said. By March 2005, the night bazaars at Necklace road and Charminar will also be ready, she added.

The state tourism department is also coming up with a two-year MBA course in tourism through its National Institute of Tourism and Hospitality Management. "It will be a deemed university and will start functioning in Gachibowli by January 2005," Reddy said. "We want the youth to acknowledge tourism as a profitable career option," she added.

The department has also come up with a one-week 'School Tourism' programme for which around 500 students from across the country have been invited. "It is being co-sponsored by Cox & Kings and will help children from various parts of the country to know about the state," she said.

"Rural tourism is another area that we are now strongly focusing on. We will be marketing textile villages and dance villages to generate employment and remove poverty amongst the rural youth," Reddy said. According to the World Tourism Organisation figures, 90 jobs are created for every Rs 10 lakh spent on tourism, she added.