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Branding India: An incredible story, Amitabh Kant

A tourism development strategy aimed at pro-poor objectives can lead to an increased demand for goods and services provided by the poor, increasing their asset base and supporting diversification, says Amitabh Kant in Branding India: An incredible story (www.harpercollins.co.in).

He cites the case of Raghurajpur village in Orissa as an example of how tourism can give a new lease of life to heritage, bring in infrastructural and social development, bring back the younger generation to ancient traditions, improve the quality of life of the host community and alleviate poverty.

Tracing the growth of tourism post-Independence, the author rues that beginning with the launch of the five-star deluxe hotel, the Ashoka in 1962, tourism in India has always been viewed as elitist in character.

The perspective could have been different if only tourism in the initial years had focused on building unique experiences around the vast and varied wealth of handloom, heritage, and culture that exists in Indian villages, he notes.

D. Murali

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