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Tourism Policy of Assam 2017 - Assam Economy

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Tourism Policy of Assam 2017

Assam has unique natural beauty with very rich bio-diversity, historical monuments, tea gardens and its colourful cultural festivals. All these are perfect ingredient to make Assam one of the best destination of the tourists but it is still far below the potential level, mainly due to various reasons ranging from natural and geographical to negligence of government.

Of the tourism sector in Assam, natural parks and sanctuaries, rivers, lakes, warm water springs, forests, wild life, are the principal components of attraction in the state. State Govt. of Assam have been undertaking various tourism projects for infrastructure building as well as schemes for marketing and promotion of Assam Tourism. Assam Govt has formulated the Tourism Policy of Assam 2017 to boost the tourism sector of the state.

The policy will be eff ective from 1/1/2018 and will be valid for a period of 5 years, i.e. up to 31/12/2022. All eligible new tourism units, which commence commercial operation within the period of validity will be eligible for the incentives from the Date of commencement of commercial operation for the period applicable for each incentive as specified.

 

Vision
Assam becomes a Nationally and Internationally acclaimed all-season Tourist destination for its unique wildlife, bio-diversity and experience of an unexploited wonderland. Tourism is to be one of the main sources of income-generation for the people. It will also be a vibrant and significant contributor to the sustainable development of the State of Assam.

Mission

• To bring in maximum footfalls to Assam.
• To promote Assam Tourism with a new approach of vigorous massive campaigning.
• To build a global brand ‘Awesome Assam’ to attract National and International Tourist.
• In keeping with “Act East Policy” of Central Government, we will have close collaboration with other neighboring countries like Bhutan, Nepal, Bangladesh, Myanmar, Thailand, Laos Vietnam, South Korea, Japan, China & other South East Asian Countries harping on the similarities of these communities with the people of Assam.
• Identify most popular and attractive tourist destinations and develop tourist Infrastructure in an around them.
• To encourage Responsible Tourism (RT) in the state with a view to preserving environment eco-systems in keeping with Sustainable Development Goals.
• To facilitate extensive involvement of private sector and active participation of local community in all aspects of Tourism promotion.
• To create an investment friendly atmosphere for promotion of Tourism by making full use of Ease of Doing Business.
• To ensure safety and security of the tourists.
• To promote Spiritual Tourism centering on Kamakhya Temple as India’s most powerful Shakti-
  Peeth highlighting Ambubachi Mela.
• To promote Wildlife Tourism centering on one-horned Rhinoceros.
• To promote Tea Tourism of Assam.
• Promote Film Tourism by developing single Window clearances and providing incentive to film
  makers.

Objectives:

• To make Assam a tourist Hub for North East India.
• To market Assam as a hot destination for the tourists from East & South East Asian Countries.
• To leverage innovative forms of Tourism such as Cruises, Ethnic Tourism, Tea & Golf, leisure Tourism, Transit Tourism, Adventure Tourism and Monsoon Tourism.
• To develop positive, Tourist friendly and reciprocative culture among local tour operators, guides and hospitality providers.
• To upgrade skill, quality and professionalism of all service providers connected with tourism.
• Developing Assam into an all season tourist destination.
• To focus on benefits for the Community from tourism.
  To create enabling environment for investment.

Strategies:

• Assam Tourism website – An interactive and fully comprehensive website of Assam Tourism will be launched wherein all required information for any prospective domestic or international tourist will be readily available
  at the click of the mouse.
• A vigorous campaigning through social media such as Facebook, You-Tube, Twitter, Blogging
  sites will be launched to attract the younger up-coming generation of Tourists.
• Regular Meet with the National and International Tour Operators Association & Hoteliers & Restaurateurs Association will be organized. Fam tours will also be organized regularly.
• Building Brand – A comprehensive marketing strategy will be chalked out in consultation with professional agencies.
  A brand image of Assam as “Awesome Assam” will be created portraying the states uniqueness and exotic beauty. 
• A renowned celebrity will be roped in as brand Ambassador of Awesome Assam. A blitz-Krieg National & International Promotional Campaign shall be launched to build “Awesome Assam brand through newspapers life style magazines, in-flight magazines, TV advertisements, Talk shows, Road shows, Travel marts and Tourism stalls and kiosks etc.
• A total NE perspective in tourism planning, where the strength of each state complement each other is beneficial to all and is a constructive way forward for tourism promotion. Assam will play a proactive role to develop such a wide view of tourism promotion through coordination among the states in creating zonal and regional circuits.
• Wildlife Tourism – An attractive feature of the Assam’s forests is its colorful wildlife. Some of the species are exclusive to the state. Assam is famous as the home of one-horned rhinoceros which is its unique selling point apart from the fauna.
• Though most of the domestic and international tourists are drawn towards Kaziranga and this heritage site has got best tourist facilities with private participation, yet the Government will develop infrastructure around individual Wildlife sanctuaries such as Manas, Pabitora, Orang, Pani Dihing, Barail and Nameri at Dibru-Saikhowa across Assam to accommodate tourists and resort to aggressive marketing to position Assam as Wildlife destination of the world. The Quality of Tourist facilities will be improved and proper tourist information centers will be established in each place.

Spiritual Tourism

• After wildlife, it is the spiritual tourism which attracts pilgrim tourists to Assam. Centered around the famous Shakti-peeth, Kamakhya Temple atop Nilachal hill top, the religious/spiritual tourism can catapult Assam into a major spiritual tourism destination in the country.
• A brand Nilachal will be developed in the next five years in an integrated manner utilizing Government of India funds under PRASAD scheme. The Government will endeavour to help put in place best practices for the Management of the Temple.
• Annual four day Ambubasi Mela at Kamakhya temple during the month of June has come to be known as Mahakumbh of the East where lakhs of people and sadhus congregate. This shall be highlighted in publicity campaigns in domestic tourist circuits with an appropriate tagline giving forceful punch to spiritual tourism.
• Hajo is another centre where people from three religions- Hindu, Muslim and Buddhists converge for pilgrimage. It has always been symbol of communal harmony for the country and will continue to be projected as such. Hajo will also be linked with Guwahati city tour.
• “Sankardev Trail” or “Vaishnav- Trail”– projecting Vaishnavite cultural proliferation in Assam will be developed in Barpeta-Bordua-Majuli. A number of Museums depicting the life of the great saint & reformer and development of neo-vaishnavism will be set up with the help of the Government. A number of local souvenirs, local handicrafts and cuisines will be developed and managed by the Local entrepreneurs.
• Efforts shall be directed for preparing Buddhist circuit in the State to woo large number of Buddhist pilgrims.

Ethnic Tourism

• Assam is a home land of various ethnic tribes and groups, each having its own cultural heritage. 
• Ethnic Tourist circuits will be developed to attract the tourists from all over the world. The ethnic socio-cultural and religious festivals will be organized where Songs and dances, display of colourful dresses, tasting of innumerable varieties of both vegetarian and non-vegetarian dishes is the main feature.

Tea & Golf Tourism

• Since discovery of tea in 1823, tea-gardens have become an integral part of Assam’s landscape. Each of these thousands of lush green tea gardens in Assam is a treasure house of exotic beauty of nature with colourful people and their enchanting songs and dances, sprawling bungalows, and residential facilities. Many of these tea gardens have polo fields and golf courses.
• Therefore, coordination with the management of the tea gardens can effectively n promote tea tourism in the state. Tourism Department will engage and persuade some of the willing tea gardens to be a partner in tea tourism packages.
• There are about 20 key golf courses located mostly within the compact arear of tea gardens. These off er a unique opportunity to develop golf tourism in the state. Most of the courses are located near the airstrips and helipads maintained by the tea garden management.

River Tourism

• The State of Assam has an extensive river network. Brahmaputra is intrinsic to the socio-cultural life in Assam. Colorful canal barges, boating, luxury cruisers, motor boats, dolphin shows, under water-world, water sports and lighters, para sailing, river rafting, water amusements and more.
• International standard of luxury cruises can be a great driver to draw more domestic and international tourist traffic to Assam.
• Ethnic tourism on both banks of river with infrastructure and on-shore linkages for night halts from Guwahati to Majuli will be put in place by promoting ethnic tourism.
• Government will promote river taxi services between the North and South banks at Brahmaputra at places of touristic interest.

Transit Tourism

• Guwahati is not only a tourist destination but also is perceived as a halt or the entry-point to the north eastern states. It is a city from where one could connect to other parts of Assam or get in and out of the northeast. On an average, a tourist spends about 2 days in transit which could be turned as a great opportunity to promote Guwahati City based Tourism titled as ‘One day in Guwahati’ or ‘Two days in Guwahati’.
• Government will also promote Night Life in and around Guwahati city like nightclubs, malls, pubs, bars, sports bar and indoor gaming etc through the Private Sector.

Adventure Tourism

• The enchanting blue hills and speedy rivers of Assam provide and enormous scope for the development of water based adventure tourism. Adventure sports activities like rock-climbing, trekking, para-sailing, water sports, river rafting and angling are promoted by the Department of Tourism. Tourism Department will join hands with Adventure Institute of Sports Department to design various adventure activities at tourist sites catering to tourists in particular. This will generate a lot of employment opportunities for local youths.

Monsoon & Leisure Tourism

• Assam has early onset of Monsoon, generally beginning from 15th of May, the comparatively cooler climate and fulsome rains coupled with summer vacations in other parts of the country is a major advantage for Assam to attract domestic travellers. ‘The Monsoon Country’ tag and proximity to Cherrapunjee, the wettest place on earth and discounts in luxury hotels, cottages, homestays and huts-on-stilts will obliterate seasonality in Assam Tourism and generate revenue throughout the year.
• Leisure tourism activities during on or off season will be developed in the state through private sector participation which includes Gaming Centers, Nightclubs, Discotheques, Five Star Resorts, Malls, Pubs, Sports bars, Adventure Parks, Amusement parks, Yoga and Ayurvedic Spas, Bird watching, Angling, Fairs & Festivals etc.

Eco Tourism

• Eco-tourism is also a new concept, developed around the idea of travelling to places of natural beauty, moving around and staying with the places of nature for a couple of days.
• It has the twin objectives of conserving environment and improving the welfare of the local people.
• Assam has immense scope for eco-tourism. The state is virtually free from industrial pollution. Its green forests, blue hills, enchanting rivers are the basis on which eco-friendly tourism can be developed. For that a host of matters to be properly addressed.

Medical Tourism

• The rapidly growing healthcare sector in state capital Guwahati has gradually started to attract international patients not only from neighboring countries such as Nepal, Bhutan and Bangladesh but also from far-off countries, especially African nations.
• From a place of primary healthcare centers, dispensaries and clinics, the city has now expanded itself into a hub of critical care, multi-specialty and super-specialty centers. Health sector experts attribute this emerging trend to low-cost treatment, quality healthcare infrastructure and availability of skilled doctors.
• State can inject a dose of conventional transit tourism to a patient’s itinerary by taking the patients and escorts in and around Guwahati for a day or two. 

Mining Tourism

• The history of coal mining in the region of Assam dates back to the later part of the 19th century by the erstwhile Assam Railway and Trading Company (AR&T). Assam will also develop Mine Tourism in the eastern Coal fields and oil fields of the State.

Promotion of Film Tourism

• Single Window Clearance System to film makers, serial producers, documentary makers etc.
• Assam shall motivate reputed filmmakers of Hindi / English / other foreign languages for film shooting in Assam through attractive incentives.
• Assam Tourism shall organize Regional, National and International Film festivals in suitable Tourist destinations to promote Film Tourism, with the assistance of Cultural Affairs Department.

Identification of tourist destinations /spots and circuits.

• For each individual category of tourism such as Nature & Wildlife, Spiritual, Tea & Golf, Eco, Ethnic, Monsoon, Adventure etc diff erent Tourist destinations and tourist circuits shall be identified. For example, Jatinga valley and Majuli can be destinations for Ethnic Tourism.

Development of Tourism infrastructure.

• A tourism destination must deliver quality service, environment and customer satisfaction to a tourist. Our endeavor should be to deliver a feel good experience to all categories of tourists which can be achieved only by providing quality basic amenities at the destinations. This shall include services in hotels, restaurants, places of interests, up-keep and maintenance.
• A District Level Tourism Committee under the Chairmanship of Deputy Commissioner of district shall work to ensure co-ordination among the working executives of line departments and also look after community involvement.
• The Tourism Department will depend on the local self-government such as Panchayat or Town Committees/ Municipalities in ensuring day to day upkeep and maintenance, cleanliness and hygiene, promotion of local cuisines, culture & handicrafts in Tourist localities. 
• Bhramyamaan or Mobile Theatre is the single largest entertainment sector of Assam and rarely found in other states of the country should be integrated with the Tourism sector. 

Community involvement in Tourism

• Participation and the acceptance of local community is the key to make Tourism a success. Tourism development at any destination should first benefit the local community in terms of economic and social gains. The economic objective of Tourism industry is basically generating employment opportunities for the local population. Increased incomes will help local people to enjoy better standard of life which will have an enabling eff ect on the community to live in harmony with their surroundings.
• The Department will run awareness programmes on Responsible Tourism among the populace living in the vicinity with help of Local Management Committees.
• The Department will also facilitate Entrepreneurship Development Programme (EDP) through IIE and Employment Generation Mission (EGM) to develop local entrepreneurs.
• The department shall do a mapping of Local Handicrafts, Art work etc which are fast disappearing and would like to restore and promote among the new generation artisans as such preventing its extinction.
• Tourist Information Officers (TIOs) and Assistant Tourist Information Officers (ATIO’s) shall be appropriately re-designated and will be given special responsibilities and powers to act as Tourist Warden.

Skill Development

• There is a large gap between demand and supply of skilled manpower in the tourism sector. A detailed study on HRD in tourism sector in Assam is required to highlight the education system in travel, tourism and hospitality.
• Attempts would be made to facilitate common standards, uniformity and harmony in curriculum, faculty qualification and education delivery.
• Attempts would be directed towards making the hospitality and tourism sector a popular career option by providing skills that can bring attractive wage offers.
• Local youths including women, differently-abled and Scheduled Caste & Scheduled Tribe category shall be trained in skill development courses. 
  Tourism Department shall give financial assistance in the form of reimbursement of course fees for the selected courses up-to 100%. The criteria for selection and financial assistance will be decided by the Government.

Local Transport Improvement

• Transport from airport, railway stations, bus stations or any other point of disembarkation up-to the tourist destination and between the destinations is the most crucial factor from tourist point of view.
• Safe, secure and reliable Transport Services are of outmost importance.
• Pre-paid and meter taxi services to the destinations shall be regulated through transport department. The taxis
  may carry the logo of tourism department once all standards and certifications are made.
• Certification process for tourist drivers shall be made mandatory. The drivers, handymen shall be trained to behave appropriately with tourists and can also work as tourist guides. Special training programme for the drivers in the Airport must be organized on a regular basis.
• Investment in transport services to places which are difficult to access like riverine islands (Majuli), hillocks, and hills. Such services could be river taxis, helicopters, hovercrafts, ropeways etc.

Development of Wayside amenities

• Development of modern wayside amenities with public conveniences at interval of about 40 kms in major roads and also at the tourist destinations is the need of the hour. These facilities should consist of food joints with local /ethnic /continental cuisines, grocery shop, medical stores, coffee shops, play area for children and good, clean lavatories etc.

Managing Resources for Tourism

• Wildlife Tourism is the most important component of Assam. It is imperative that the tourism Department is totally dependent on Forest and Environment Department for Wildlife Tourism. Hence, Tourism Department will take steps to augment eco-friendly initiatives of Forest Department to provide Tourists a wholesome experience while earning revenues with involvement of local community.
• The success of Spiritual tourism centered on Kamakhya Temple, Ambubashi Mela, Hajo, Siva Doul in Sivasagar etc depends upon the involvement of local Self Government Boards. Hence, Tourism Department will work in tandem with the local bodies and other departments to increase tourist experience at the local level.
• Adventure Tourism is linked with the Sports Department. Tourism Department will work in close co-ordination with the Adventure Institute of Sports Department to improve Tourist facilities and existing resources.

Tourist centric approach

• A 24×7 centralized Tourist Helpline Number shall be activated for tourist information, safety and security in multiple languages. This helpline number will be displayed prominently in all Tourists spots and also on the way side amenities.
• Home Department will be persuaded to set up tourist Police Stations and Tourist Police patrolling at important tourist destinations.
• Enhancing local experience of tourist. Numerous monuments dating back to the medieval period to the 19th century reflect the Burmese architectural style as well as that of the mainland.
• Department will encourage the Hoteliers and Restaurateurs to provide local cuisines to be served in traditional styles. Local youths shall be trained as Chefs and cooks. 
• The Tourism department will encourage ARTFED, JAGARAN, and other local self -help groups of Artisans to open Souvenir and Handicraft shops at all prominent destinations. Panchayat and Local Bodies shall allow spaces at concessional rates to the Artisans to open these out-lets.

Promotion of Environment Friendly Practices

• The Government shall ensure strict enforcement of the provisions of this act to make water bodies of tourist importance such as Deepor beel and Charan beel free from nuisance.
• Department will ban the use of disposable plastic bags, plastics cups, plates etc completely at Tourist places.

Ease of Doing Business in Tourism

• A single window clearance system will be developed to facilitate fast track clearance of all required approvals/permission for film shooting in Assam.

Active collaboration with Central Govt. and proper implementation of Central Schemes

• Tourism Department shall actively collaborate with Ministry of Tourism, Ministry of Urban Development, Ministry of Skill Development, Ministry of External Aff airs, and Ministry of Commerce, NITI Ayog, Archeological Survey of India and other ministries.

Public Private Participation (PPP) in Tourism

• Existing tourism infrastructure manned by ATDC/Assam Tourism shall be given to Private sector for operation and management.
• Wayside Amenities such as Information Kiosks, Souvenir Shops, Public toilets, dhabas on tourism routes and at tourism destinations shall be developed in PPP mode.
• Development of River Cruise, On-shore infrastructure on Brahmaputra, Golf Course-cum-Resort and Convention Centre.

Standardization and Certification

• To promote sustainable development of the tourism industry and to prevent unplanned mushroom growth of tourism related activities, the State Government will put in place a regulatory mechanism.

Annual Excellence Awards

• To recognize and encourage excellence in tourism services and tourism products in the state, Tourism department shall institute annual Excellence Awards for various categories.

ICT Measures in Tourism

• The Government shall promote ICT enabled technologies through mobile applications, social networking sites, tourism blogs and virtual tourism under Digital India Programme.
• Major Tourist destinations will be equipped with CCTV cameras, wi-fi services and mobile based services to ensure tourist safety and security as of paramount importance.

Connecting Highways to South East Asian Nations

• In tune with ACT EAST policy of the Government of India and to exploit fully the opportunities for tourism expansion opened up by the Trans-Asian Highway, particular attention will be given to connect the destinations by good all weather road links from this highway. The road connectivity of the North-West of South East Asia (i.e. Assam) to South-East Asian counties via Myanmar and Thailand to Singapore, Laos, Cambodia and Vietnam will open floodgate for the tourists from these countries.
• Initiatives for improvement of air connectivity from diff erent countries like Tokyo-Seoul-Beijing etc. shall be taken up for the benefit of tourists.

Incentives to tourism sector

• Tourism shall be accorded industry status in Assam and all facilities & incentives applicable to Industries shall be available to Tourism Industry also.
• The newly launched Scheme of “Amar Alohi” is the flagship scheme of Government of Assam to promote sustainable tourism and provide employment opportunities in semi urban and rural areas through Home Stay Schemes. It will provide subsidy for construction of new home stay units in the tourism potential areas of semi urban and rural Assam. The newly constructed homestays will also have sustained and regular training mechanism.
• Financial grant to Hindi / English / foreign language Cinema makers who have produced minimum 5 feature films with country wide audience and having the following criteria –

a) Minimum 25 % of the entire shooting of the feature film in Assam
b) At least 25 % of cast & crew should be from Assam
c) Should get an U or UA certificate by Censor Board.

• Cash grant amounting to 25 % of Qualified Production Expenditure (QPE) or Rs 1 crore, whichever is less. Number of films to be covered will depend on budgetary provision for the year.
• Free Counseling at Tourism Incubation Centre at ATDC for promotion of tourist business and entrepreneurship.

Subsidies

• In order to promote industrialization in the North Eastern Region, the Government of India has been announcing various Industrial and Investment promotion policies from time to time. The state Government shall take initiative for extending all such benefits/incentives etc. to the tourism sector also in addition to the Govt. of India’s Scheme.
• State Government proposes to provide the following incentives to eligible tourism units. 

(i) A new tourism unit which commences its commercial operation during the validity of this policy i.e. from 1/1/2018 to 31/12/2022 with a minimum investment of Rs.100 lakhs in the Tourism locations, shall be entitled to reimbursement of 50% of net SGST paid for a period of ten years from the date of such commercial operation subject to maximum of 100% of fixed capital investment.
(ii) of 30% of capital investment subject to a ceiling of Rs.1 crore shall be available for Tourist lodges, Hotels, Resorts, Houseboats and floating Restaurant and located in tourism locations.
(iii) 25% of the cost payable to Assam State Power Distribution Company Ltd. (APDCL) for drawal of power line to the eligible units including the cost of transformer subject to a ceiling of Rs.10 lakhs.
(iv) 75% of the cost of construction of approach road to the premises of eligible units shall be reimbursed in the form of a subsidy subject to a ceiling of Rs. 10 lakhs.
(v) Private sector will be encouraged to proactively participate and invest in tourist places in the Tourism sector. A special incentive will be off ered as additional 10% capital grant upto Rs.25 lakhs for investment in remote/potential tourist destination of Assam.
(vi) For private properties in Tourism sector, both existing and new, 25% of investment on renewal sources of energy will be reimbursed subject to maximum of Rs.10 lakhs.

Implementation and Monitoring

• Following Committees are constituted for scrutiny of the applications and to approve the deserving cases for the issuance of Eligibility Certificate for the entire fiscal and tax incentives under this Policy.
• Director Level Committee to consider grant of Eligibility Certificate for incentives under this policy for new Tourism units:

1. Director Tourism, Assam Chairman
2. Managing Director ATDC Vice Chairman
3. Representative of Deputy Commissioner of the concerned district Member
4. Representative of concerned Autonomous council Member
5. Finance & Accounts officer of the Tourism Department Member
6. Officer of APDCL Member
7. Representative of Tourism Department Government of Assam Member
8. Senior most Deputy Director Tourism Member Secretary

 

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