Catapulting of AP Tourism Industry into High Growth Trajectory-A Strategic Approach

Tourism is the world's largest industry as 11 percent of world's GDP is contributed by; eight percent of the world population is employed in, 7.9% of the total global exports are from and 9.4% of the global investments are made in this industry in 2000.

In India, the first ever Tourism Policy was announced by the Government of India in November 1982. The Seventh Plan advocated a two-pronged thrust in the area of development of tourism, viz., to vigorously promote domestic tourism and to diversify overseas tourism in India. The Planning Commission recognized tourism as an industry by June 1982. However, it took ten years to make most of the States to fall in line and accord the same status within their legislative framework. At the beginning of the Eighth Plan (1992-97), 15 States and 3 Union Territories had declared tourism as an industry. Four States had declared hotels as an industry. According to analysts, India represents one of the most potential tourism markets in the world. It has expanded rapidly over the past few years and underpinned by the government support, rising income level and various international sports events, the Indian tourism industry will continue to grow at the fastest pace in the coming years. The Indian tourism and hospitality industry is on a roll, driven by the huge surge in both business and leisure travel by domestic and foreign tourists. The country's travel and tourism industry is expected to generate approximately US$ 100 billion in 2008, rising to US$ 275.5 billion by 2018 over the next 10 years. The growth of tourist inflow into India was well above world average, leading to a rise of India's share in World arrivals from 0.37 per cent in 2001 to 0.53 per cent in 2006. The growth of Indian tourism industry was instrumental in the 'emergence' of South-Asia as a tourist destination. Further, tourism is an important industry in Indian economy contributing around 6.8 per cent of the Gross Domestic Product and providing employment to over 41 million persons.

Andhra Pradesh is very good place for tourism. The weather is mostly tropical. June to September is the monsoon months and travel is not advised during this time. November to January is the best time to visit. Andhra Pradesh has a rich cultural heritage. Andhra Pradesh has a variety of attractions including beaches, hills, wildlife, forests and temples. Andhra Pradesh is known for its rich history, culture and architecture and its multi-lingual culture, both geographically and culturally. Andhra Pradesh has potential for all types of tourism, such as, pilgrim, religion and cultural, eco, sports, medical, cruise, etc. Andhra Pradesh has 23 districts and all the districts have the potential for some or the other tourism development. In this paper, the author explores the potential for tourism in Andhra Pradesh state and prescribes a model of high growth trajectory.