The Impact of Clean India Campaign on Tourism Development

This article is meant to present the impact of the “Clean India” campaign to the development of tourism sector in India, launched by honourable Prime Minister Shri. Narendra Modi on the occasion of Independence Day, 15 of August of 2014. The article gives a background on the issue, then, presents the reasons behind this positive initiative taken by the government of India.

Lastly, it presents the idea of development of tourism and the key sectors related to, namely, education, sanitation and the environment. Finally, it makes conclusions by recommending actions to be taken on tourism development to increase the number of people who can visit India, and thus, contributing for tourism development, both international and domestic.

On 15 of August of 2014, during his address to the nation on the Independence Day, the honourable Prime Minister Shri. Narendra Modi, referred that India should stop, making the poor to wait untill the dusk to go out to ease themselves. The Prime Minister had given the lead to the movement for the construction of toilets assuring that all those who everyday face the shame and humilation of open defecation may be near the end of their ordeal.

Scientists consider that, it is known that Folk dances in India represent diverse cultures and traditions which proves to be a wonderful way of expression of their community and its traditions, however, these diversities, should be positively used for development, for example in tourism, a key sector for country’s exchange of experience with other peoples’ from the world.

Although with very strong growth, the development of Indian economy presents some weaknesses burdening the progressive country and preventing its people to fully enjoy their achievements from the results of their daily hard work done so far. Sectors like tourism, sanitation and education are those where the burden can be easily noticed, albeit their strong relationship.

Currently, one of the major weaknesses in the development of tourism is the sanitation. Many sources refer that currently, India has one of the best GDP growth in the world at a rate of around 7% a year, with a good support of the government making some reforms in key sectors, namely, on Foreign Direct Investments -FDI, labour, and most recently on coal sector, by allowing more private investments participation. Some aspects related to environment, are currently burdening the tourism development, albeit the rich culture of people of India, which can serve as an asset.

In fact, census of Indian’s housing census data, 2012 reveals that in India, 64% of Indians defecate in the open , 60% of all open defecation in the world are in India, 64% of GDP lost in health costs productivity losses and reduced tourism revenue, 8.71 crore toilets claimed to have been delivered by Total Sanitation Campaign in the last 10 years, 5.16 crore toilets are all that was found to be in existence by the household census, 45,000 crore rupees spent on rural sanitation during the last five years, and 1.08 lakh crore rupees to be spent in the next five years till 2017.

Tourism development is a sector mostly related to environment, and the government has recognized that this sector is very important and needs a very fast development. India receives many visitors yearly, and most of them come for medical treatment given the county’s capabilities and high level of development in medicine. Tourists are people with higher level of curiosity and expectation for enjoyment. They are willing to spend a lot of money for good environment, fresh air, good sanitation, good food, and ready to try new and amazing adventures.

It is noticed that, in India currently, there are many foreign visitors who come for medical treatment, and they are tempted in taking some days off for visiting some of the important, historical and amazing places existing in India. Therefore, the country should take more advantage of revenues from those who become tourists while in India for medical issues. Many sources, (e.g. outlook Magazine, Oct 2013), refer that the sanitation problems constitute a burden for the tourism development.

It is acknowledge that the government of India is conducting key country’s economic reforms as discussed in the above sessions; nonetheless, it is recommended that, government take measures to improve sanitation programmes which will merge with the tourism sector. The tourism development both international and domestic in India will increase as clean environment will attract more visitors.

Blog Writer: Amelia Amimo Nhambire, MBA in Hospitality, SOH