by Anirban Dasgupta
Jyoti Mayal, a prominent figure in India’s travel and tourism industry, is the President of the Travel Agents Association of India (TAAI) and a vocal advocate for the sector’s growth and recognition. With decades of experience, Mayal has been at the forefront of addressing the challenges faced by the industry while pushing for policy reforms and infrastructure development. In this exclusive interview, she shares her insights on the current state of India’s tourism industry, the need for government support, and the importance of skilling and private partnerships to drive sustainable growth.
What is the current status of the travel and tourism industry in India?
The industry has not been formally recognized as an industry since its inception. Despite repeated requests to the government to make it a state subject and provide structured recognition, this has not happened. While some states are beginning to recognize hospitality and hotels as an industry, travel agents remain largely overlooked.
India has immense potential for tourism, with its rich cultural heritage, diverse cuisines, and unique experiences every 100 kilometers. However, we lack the marketing budgets needed to promote these assets globally. Over the years, budget allocations for tourism have decreased, which hampers our ability to showcase India as a premier destination.
What are the key challenges facing the industry?
One of the biggest challenges is the lack of structured industry status. Without this, it’s difficult to implement policies that support growth and sustainability. Additionally, the youth are hesitant to join the hospitality sector due to erratic working hours and inadequate pay. While call center jobs offer better compensation for long hours, the hospitality industry lags behind in this aspect.
Another challenge is the need for continuous skilling. The industry is dynamic, and professionals must constantly adapt to changing consumer preferences. For instance, post-COVID, we revised our training programs, reducing the number of courses from 220 to 68 to make them more relevant and effective.
How can the government support the tourism industry?
The government’s role should be to handhold the industry by developing infrastructure, improving visa facilities, and ensuring ease of business. For example, free e-visa facilities can significantly boost inbound tourism. However, the industry must also take responsibility by setting milestones and targets.
During my tenure as TAAI President, I emphasized the need for better policies rather than financial aid. The government should create an enabling environment, and the industry must deliver results. For instance, after the Arabian Travel Market, TAAI organized a buyer-seller meet with private funding, showcasing the potential of public-private partnerships.
What role does skilling play in the growth of the tourism industry?
Skilling is crucial for the industry’s sustainability. We’ve partnered with the Ministry of Tourism and other organizations to create Centers of Excellence and update training programs. Our collaboration with universities and participation in WorldSkills competitions have also helped raise India’s profile globally.
However, we need to make the industry more attractive to the youth. They should be paid fairly and provided with opportunities for growth. If we can address these issues, more young people will be motivated to join and stay in the industry.
How can India leverage its cultural diversity to boost tourism?
India’s cultural diversity is its biggest strength. From Sufi music to regional cuisines, every experience is unique. To capitalize on this, we need to focus on experiential tourism. Travelers today seek authentic, culturally immersive experiences, and we must cater to these demands.
The government is already taking steps in this direction by promoting wetlands and cultural tourism. However, these initiatives need time to yield results. Private partnerships will play a critical role in accelerating this growth.
What is your vision for the future of India’s tourism industry?
I believe tourism will become a major contributor to India’s GDP. With improved infrastructure, such as new airports, better roads, and increased hotel capacity, we are on the right track. However, we must continue to innovate and adapt to global trends.
The world is looking for sustainable and culturally rich experiences, and India is perfectly positioned to deliver these. By fostering collaboration between the government and private sector, we can ensure that the tourism industry not only survives but thrives in the years to come.
Watch the entire interview here https://www.youtube.com/watch?v=lIFPGba8pNA