The Hindu : Karnataka / Bangalore News : State plans sustained campaign to harness tourism potential

Online edition of India's National Newspaper
Wednesday, Oct 19, 2005

Karnataka

Karnataka - Bangalore

State plans sustained campaign to harness tourism potential

R. Chandrakanth

Multi-pronged approach to attract 25 crore tourists in the next five years

A GLORIOUS SIGHT: In this file photo, an adventurous spirit is seen revelling in the splendour of the Dabbe waterfall in Shimoga district's Sharavathi Valley. — Photo: K. Murali Kumar

BANGALORE: With its rich heritage, diverse wildlife and abundant scenic spots, the State has planned a sustained campaign for the next five years to tap its tourist potential. To begin with, the Tourism Department has come up with a slogan: "Karnataka — One State. Many Worlds," and decided to work towards attracting 25 crore tourists in five years.

Giving details of the plan, the Principal Secretary, Tourism, Information and Youth Services, L. Shanthakumari, said the department has a multi-pronged approach, which includes private participation on a bigger scale. While the priority will be to develop heritage sites, wildlife, nature (beaches, waterfalls and so on), culture/worship and modernity, in that order, the department is developing eight circuits in the State to attract both domestic and international tourists.

Proposed circuits

The circuits are: Coastal (Mangalore, Udupi, Karwar, etc.); Southern I (Mysore, Nanjangud, Somnathpura, Bandipur, Ranganathittu, Sriranga- patna and Kokrebellur); Southern II (B.M. Hills, M.M. Hills and Shivanasamudra); Hassan (Belur, Halebid and Shravanabelagola); Maidan (Chitradurga Fort, Hampi, Badami, Pattadakal, Aihole and Mahakoota); Malnad (Shimoga, Chikmagalur, Sharavathi, Jog Falls and Agumbe); Madikeri (Abbe Falls, Talacauvery, Bhagamandala and Nisargadhama); and Bijapur (Gol Gumbaz, Uppari Bazaar and Bidar Fort).

The Tourism Department will buy land in these areas and put up facilities, such as information centre, dormitories and sulabh souchalayas. It will provide land to private partners to put up hotels, restaurants and amusement parks. At Hampi, the department has about 200 acres and in Pattadakal 10 acres. The department, while developing the area, will ensure the preservation of world heritage monuments.

The department has got Rs. 8 crores from the Centre for two projects, which include Badami, Aihole, Pattadakal and Mahakoota.

"We are sitting with architects to beautify these places. As such, Badami town has got Rs. 70 crores from the Asian Development Bank for beautification of the town, and this will have a cascading effect on the site," Ms. Shanthakumari said.

Conceding that there is plenty that needs to be done to promote Karnataka as a tourist destination, she said that for the first time the department is coming up with a Rs. 1-crore sustained advertisement campaign to be aired on television channels such as the BBC, Discovery and National Geographic. The department will also be participating in the World Travel Mart in London and other events to get its "marketing act together," she said.

As part of this activity, the department has tied up with an agency in Germany for promoting package tours in Karnataka. The details are being worked out. In addition, a group of photographers will be coming from China for the Hampi festival, she said.

Stumbling block

A major factor hindering the growth of tourism in the State is the lack of funds. The budgetary provision is Rs. 18 crores, while the department needs at least Rs. 50 crores a year for the next five years. It has sought Rs. 20 crores from the Centre, an increase by Rs. 4 crores over last year's grant. Another factor is the constant transfer of the Tourism Department officials, she said and hoped that Karnataka will follow the model of Kerala and even Chhattisgarh.

As for encouraging private investment, Ms. Shanthakumari said that of the 35 properties of the Karnataka State Tourism Development Corporation (KSTDC), 12 locations have been given for private management, and this year 12 more would come up for change of management.

Though the KSTDC is making profits, the department is of the view that some of the properties have to be handed over to private management for improving efficiency.

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