Tourism s lucrative brand for government initiatives and


Tourism in India is instrumental for employment and economic growth. It
is the largest service sector industry. Growth in economy has increased the disposable
income, which as created better opportunities for travel. India offers numerous
travel opportunities consisting of forests, hills, rivers and mountains. According
to Maurice Jane (2002) India is a perfect blend of historical, traditional and
cultural significance. It comprises of coastal areas as well as hill top scenic
locations. Thus has a vast potential for tourism growth and is successful in
catering to the needs of tourists with diversified interests. The country is
able to attract foreign tourist and also a high amount of Foreign Direct
Investment (FDI). India is rich in diversity and believes in “Atithi
Devo Bhavah”.


The tourism ministry as undertook a series of promotional
activities in tourist generating markets. The five-year plans with the main
focus laid on developing Indian Tourism. The roles of the government central, state and
local bodies are essential in planning, promoting and encouraging sustainable
tourism schemes. The reason behind tremendous growth is due to the high
spending foreign tourists, the middle class population and the government
campaign of Incredible India. The drivers of tourism in India are domestic and
international growth drivers. The
domestic drivers are the lifestyles of middle class, leading to purchasing
power and better connectivity while the international drivers are value for
money at the. The Incredible India is s lucrative brand for government
initiatives and policies that help increase inbound tourism.

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major part of the country’s population falls under a young age group of 18-55
and are more open to new destinations. Diverse product offerings of
tourism industry are driving different
sections of the society into the industry. The availability of credits and
easy financing has enhanced the growth. (Ajay & Reena , 2007;
Malya & Anindya, 2013).


The recovery from various global financial crises
has led to the formation of new markets; this has led to diversification of
tourism markets. According to UNWTO in 2012 tourism hit the highest record of
all time. According to Karin and Weber (2001) travelling for adventure has
increased drastically to the region of America and Europe, also arrival of
adventure tourists to India from these countries has also increased. The
highest increase in spending was from South American adventure travelers which
85% for hard adventure and 25% for soft adventure travel per year. Many
tourists are no longer satisfied by sightseeing or visiting places or shopping.

They are in search for activities that create unique experiences.

According to Andrea Moretti (2016) Adventure Tourism means travelling
for an exciting or an unusual experience that usually involves a degree of danger
and risk. While performing adventure activities the adventurists faces high or
low challenges. The wilderness, exotic and unusual environment are the main factors
of this segment. The inner motivation of adventurist determines in choosing the
suitable activity. In this form of tourism the tourists accept the limited
infrastructure and the underdevelopment of the area as the main focus is laid
on indulging in the activity. In spite of the presence of various threats that
are associated the tourists willingly experience adventurous activities. (Buckley R. , 2010)


The adventure tourism or activities could be divided into two parts:
Hard Adventure and Soft Adventure. The hard adventure involves activities with
physical risks, high risk activities and requires sufficient training and
expertise.  While the latter includes
activities that are safer and do not require any training or guidance from
experts (Paul and Williams, 2007; Koder, 2005). The type of activity chosen
depends on the motivation and interests of the adventurist. These include
camping, nature walks, wildlife visit horseback riding or volunteer
opportunities. Travelling for adventure activities comprises for more than one
fifth of tourism revenue




In adventure tourism small businesses have become dominant and mostly such
businesses are unprofessional since bigger businesses are less in this field.

There is lack of a proper professional management system that ensures the
safety and caters to the increasing demand of adventurists (Cluotier, 2003). 
In this kind of tourism the locals can take advantage and create benefits.

At the international level leading countries have developed infrastructure and
regulations for performing activities. India has various growth opportunities
in this sector due to the presence of several touristic resources like vast
coastlines, unique land formations, landscapes, wildlife, mountains etc.  The Indian government is providing assistance
to various states like Goa, Kashmir, Karnataka, Auli, Manali, and Kerala for the
development of adventure activities.