Centre setting stage for adventure tourism

New Delhi: The central government has identified about half-a-dozen focus areas for the promotion of adventure tourism in India. These include certification schemes, capacity building, safety guidelines, marketing and promotion, destination and product development, private sector participation, and specific strategies, an official told Bizz Buzz.

The National Board on Adventure Tourism will guide the operationalization and implementation of various strategic initiatives for development of adventure tourism. Headed by the Union Tourism Secretary, it will comprise representatives from the key union ministries, leading states in adventure tourism, industry, civil society, and experts.

Certification schemes have emerged as a focus area while skill development and capacity building will be vigorously promoted, the official said. Keeping in view the specialized nature of adventure activities and risks involved, proper training and certification of the workforce of adventure activity service providers is essential, he added.

The Ministry of Tourism is already providing various skills in adventure tourism through the Indian Institute of Travel & Tourism, the National Institute for Water Sports, and the National Institute of Skiing & Mountaineering. There are also training institutions run by other central ministries and State governments. Detailed plans will be worked out in consultation with States, the official said.

"State governments will identify the capacity needs of local communities to benefit from adventure tourism, through jobs and entrepreneurship development. This may include training to discharge specialized tasks such as guides, entrepreneurs for small-scale homestead-based hospitality industry, small business operators like souvenir shops, equipment for hire, photography, etc.," the official said.

The Union Ministry of Tourism will support States in skill training and capacity building of local communities.

Guides being a most important element to ensure quality experience, the Union Ministry of Tourism will strengthen the facilities for their training and certification through nationally accepted certification processes across the country.

To promote India as a destination for adventure tourism, a sub-brand around adventure tourism shall be created under the overall Incredible India brand. Recognizing the need to focus on utilizing its natural heritage, the Union Ministry of Tourism intends to adopt a promotional strategy different from the one for marketing our historical monuments and diverse culture.

The new strategy has to focus on our mountains, rivers, forests and deserts, the official said, adding that these campaigns should be planned in partnership with states and industry.

The Union Ministry of Tourism has also released the guidelines on safety and quality norms for adventure Tourism in India formulated along with the Adventure Tour Operators Association of India (ATOAI). The guidelines have been framed for 15 land-based, seven air-based, and seven water-based activities, which cover the entire gamut of adventure tourism available in India. The guidelines help adventure tour operators and other stakeholders understand and execute safety measures in a better manner, the official said.