Royal Travels 

The first time I saw the Incredible India campaign, I was living abroad and was struck by the visual invitation that it was. It filled me with pride and a renewed appreciation for the Tourism Ministry. Unfortunately, as Dilip Cherian, the image guru succinctly puts it, "It was the last good idea they had". I belong to a state, Uttarakhand, where tourism is a major revenue generator for local people; this is a moment of crisis as occupancy levels and tourism has dropped post the floods. The state government's response has been an insipid advertisement with an image of Naini lake - declaring the state "safe". It's a subtle suggestion, repositioning Kumaon when most of the devastation has happened in the Garhwal hills. However it is still a timely if inadequate measure for a region that is sustained by its visitors.

Popular faces

I chat with the director Anurag Basu, about his turn as Tourism Ambassador for Chhattisgarh. From the steel town of Bhilai, Dada has been an inveterate traveller from his childhood days, joining his father on long trips across the state. The overwhelming story about the Naxalite presence has warded off potential tourists; however as he explains, Chhattisgarh isn't only about its natural beauty or cultural richness, it also offers a special cache of niche travel experiences like human migration. It's a canny tool that some states have adopted, roping in popular faces to play mascot; Mr Bachchan for Gujarat is another example of this.

Which brings me to the response of the tourism ministry to the overwhelming image that India now boasts - that of being a country not safe for travellers, especially women. I was once again living abroad when the December rape rocked the nation; the fact that the international media followed it closely is no secret. Leading international media outlets did in-depth stories on how unsafe India was for women and for female travellers. Popular international female bloggers have done multiple posts on their horrific travel experiences in India, perpetuating the image. How does the tourism ministry respond? They don't.

Amit Kishore, co-founder of the Eastbound Travel Company tells me that they have witnessed a drop in enquiries for the region and he is mentally prepared to see it fall further. The need of the hour is for the Tourism Ministry to take charge of the situation. In his opinion an effective information dissemination campaign that includes the safety aspect of travelling in India is the need of the hour followed by extensive road shows. He says it is out of the question in the present circumstances, to pitch for single female travel - which is a trend on an upswing throughout the world. Furthermore when it comes to leisure travel the lady of the house decides on trips; with the prevalent impression about India and its men in particular, the outcome now comes with a depressing inevitability. And neighbouring countries like Sri Lanka and Bhutan are seeing an increase in visitors, at the cost of India.

Travel experience

Hotels and travel agents are speaking the language of cancellations. A western female guest on her tenth visit to India and fourth visit to a particular destination enquired, "Is it alright if I wave back at men when they wave at me?" She was speaking of the rural region she was visiting, with its villagers who are if anything at most, only intrigued by foreigners. Not a novice traveller to the region, she is overwhelmed as many others are by the competing narrative of rape and crookery that now makes up the Indian travel experience. Every other day there are stories of female tourists (foreigners) being raped and molested on their travels. How do we respond? Once again with silence. Dilip Cherian feels this has a lot to do with the paralysis that seems to have assailed this government. A thick vein of paranoia has immobilised them. Shadowed by accusations of guilt, there is a cloud of fragility that hangs over this government, and they are hence hesitant to step up to the plate and take decisions. Who needs more questions? Finally he suggests that the Tourism Ministry needs a more aggressive approach.

High time

Hotels are wary of going on record and inviting the wrath of the government, but across the board there is a resigned dissatisfaction with the inaction on the part of the ministry. Hotels post 26/11 have upped their security, but cannot ensure the safety of travellers on the streets, in taxis, monuments etc. Now is the time for the government to intervene- one hotel it is said has gone to the extent of offering a free can of pepper spray with their reservations! Anurag Basu, however is optimistic about the Tourism Minister, Chiranjeevi, owing to his past as a film actor. There is serious potential he believes in creating packages that entice foreign film crews to shoot in India, as is done for our industry in countries like Switzerland and more recently Spain. It will not only showcase the country but also remove some misconceptions, like the one Barbara Mori presented to him when shooting a kissing scene for Kites, "Will I be safe in India after doing this?' she asked. It's a pity because we are not only a country but also a civilisation, and the message out there is about the country alone, because we have no strategy.

Chiranjeevi was the superstar of my childhood. I lived in Secunderabad at a time that intersected with his dominance. He danced a dance that was all his own, with a little bit of Jackson thrown in; boys would emulate him, he was everywhere and I watched his films without understanding the language. Such a pity it is then, to see him perceived as an indecisive almost reclusive presence, with no moves.

Royal Travels