If the efforts of the AP government to promote tourism in the State have come in for all round appreciation, it is not for nothing. Chief Minister, N Chandrababu Naidu, has been emphasising on all the right elements of tourism promotion. First of all, we should realise that destination management is the coordinated management of all elements that make up a destination, including attractions, amenities, access, marketing and pricing. The AP government has adopted a strategic approach to linking these sometimes very separate entities for the better management of a destination.
Naidu deserves kudos for tourism boost in AP
Destination Management Organisations (DMOs) are often the best advocates for the collaborative management of tourism in a place. In this role, they can ensure the mitigation of tourism’s negative impacts to the environment and local communities. A DMO can help facilitate a dialogue among the private sector, public sector, and other stakeholders that may otherwise never collaborate — as well as help to avoid duplication of effort with regards to promotion, visitor services, training, business support and identify any management gaps that are not being addressed. This is an area which specialises in not just promoting tourism but also in preserving the eco-systems keeping the interests of the local communities at the core of the programmes.
In AP, the government has begun the DMO development process with a vision for the destination — an exciting picture of the destination’s desired future. Visioning is most successful when it is participatory and motivates stakeholders to work together. Once the vision is determined, it would be easier for the State government and its agencies which work directly with key stakeholders in the destination, to create revenue-generating business plans that will provide the financial resources needed for the continued management of the destination. The State government has taken several steps in this direction to attract investments in several areas.
Tourism is not just about visiting a scenic place or a safari of a jungle. It could be about religion, medicare, investment, industrial, culinary and attractive destinations too. AP is blessed with a long coastline and beautiful hinterlands, hills and forests. In addition, it is blessed with a visionary Chief Minister. This is why tourism promotion in AP is being hailed now by one and all.
Unfortunately, there is so much of politics around us that we fail to see the reality despite the promotional push. If tourism is promoted in the lines it should be as stated above, it would be for the benefit of all and future generations. No party stays in power forever. In a democracy, we are bound to see a change. But governance should be a continuous one and good governance need not be grudged.