Visitor Economy in Tourism Destinations
Learn how Madhya Pradesh built its thriving Visitor Economy and Discover how Chhattisgarh Tourism can develop such Clusters
What is a Visitor Economy ??
In simple words, it is the sum total of all the economic activities and benefits provided by travellers to any destination from their visit. It may include their spending on accommodation, food, transport, shopping, entertainment, excursions, guided trips, site seeing, recreational activities and many more. This footfall supports local businesses, create job opportunities, and generate income for local vendors, communities, operators, service providers and the government. Let’s consider Madhya Pradesh to understand, how a state has moved from being a Tourist Destination to a fully developed Visitor Economy cluster in the past 10 -15 years.
The Heart of India – Madhya Pradesh
MP has a diverse portfolio which includes wildlife, heritage, spirituality, tribes, traditional food, rivers, waterfalls and forests. It’s strength doesn’t lie in these individual standalone attractions but in the ability to connect all into a larger visitor economy circuit.
A traveller can experience Wildlife safaris in Bandhavgarh, Kanha, or Pench, enjoy local cuisines, village life, transfer to Jabalpur for Dhuandhar waterfalls, or Panna and visit Khajuraho, Orchha or Mandu where they discover heritage, crafts, and culture. While Amarkantak, Ujjain, Omkareshwar and Maheshwar offers spirituality, rivers and festivals. Destinations like Panchmarhi, Madhai, Kathotia, Bhimbetika, Ratapani promote adventure activities like kayaking, canoeing, trekking, camping, ziplining, and cycling tours.
In fact their financial subsidy to filmmakers fulfilling minimum shooting day criteria reduces Cost of Production and offers employment to local artists of the state. The goal isn’t just more tourists, but longer stays, higher local spending and compelling reasons to return.
Learnings for Emerging Tourism Destinations – Chhattisgarh
My birth place Kondagaon, Bastar (in CG) and my work place MP, where I have been working for more than 13 years - both are close to my heart. And watching MP to bloom its Visitor economy has always pinched me that when and how CG will be in the Global map and become a hotspot like MP, Kerala, Gujarat, and now UP as well.
We too have diversified portfolio and we boast for our waterfalls, caves, distinctive tribes (more than 40 actually), culture, traditional Chhattisgarhi cuisines, wines, heritage sites, and national parks. These ingredients more or less is similar for other emerging tourism destinations of our country as well.
Chhattisgarh should establish a comprehensive Visitor Economy Ecosystem by developing Cluster-based tourism circuits. This network covers Bastar, Kanger Valley, Chitrakoot – Tirathgarh waterfalls, Kutumsar caves, Kanker Palace, Sirpur and Barnawapara. To support these destinations, state should plan like Smart city infrastructures for tourists – including top class roads, digital connectivity, premium facilities of stay, restrooms, highway retreats, restaurants, emergency services, healthcare, registered local guides and tour operators, community anchored enterprise development and safe transport across these destinations.
For this, Chhattisgarh should first focus on PPP models, private investments (with subsidies), establish Ecotourism board, and Destination management organization (it should be semi-govt so that professionals can be hired in the team not govt. officers alone on deputation), revise its Tourism and Ecotourism policy, create a strong brand appeal, destination awareness campaigns on various platforms, encourage influencers, and come up with immersive experiential products. Our goal should be to make visitors stay longer, spend more, and return often to Amcho Chhattisgarh.