CHAPTER-1

INTRODUCTION

Tourism is travel for pleasure or business; also the theory and practice of touring, the business
of attracting, accommodating, and entertaining tourists, and the business of operating
tours. Tourism may be international, or within the traveller's country. The World Tourism
Organization defines tourism more generally, in terms which go "beyond the common perception
of tourism as being limited to holiday activity only", as people "traveling to and staying in places
outside their usual environment for not more than one consecutive year for leisure and not less
than 24 hours, business and other purposes".

Tourism can be domestic or international, and international tourism has both incoming and
outgoing implications on a country's balance of payments.

Tourism suffered as a result of a strong economic slowdown of the late-2000s recession, between

the second half of 2008 and the end of 2009, and the outbreak of the H1N1 influenza virus, but
slowly recovered. International tourism receipts (the travel item in the balance of payments)
grew to US$1.03 trillion (€740 billion) in 2011, corresponding to an increase in real terms of
3.8% from 2010. International tourist arrivals surpassed the milestone of 1 billion tourists
globally for the first time in 2012, emerging markets such as China, Russia, and Brazil had
significantly increased their spending over the previous decade. The ITB Berlin is the world's
leading tourism trade fair. Global tourism accounts for ca. 8% of global greenhouse
gas emissions

In today’s world where due to development in information technology, the whole world has
become a “GLOBAL VILLAGE”. Tourism has become a major social phenomenon of modern
society. Today tourism is not just about sightseeing and entertainment but also an agent of social
and economic development of the country. Tourism as an industry is the largest in terms of
revenue generation as well as an employer to a large number of skilled and unskilled work forces
in the world. It plays a very significant role in accelerating the pace of economic development by
generating employment opportunities, enhancing social progress and strengthening communities,
encouraging the protection of environment and culture of the country thus contributing actively
to preservation of it. Tourism also helps in promoting global understanding as people get to
know about each other and many inhibitions are broken. The whole approach of the people gets a
good exposure. As such if proper infrastructures are built and access to the State is made easier
then tourism can bring millions of people to the region.

Punjab, etymologically the land of five rivers, has been the melting pot of several civilizations due to
its strategic location as the entrance to the Indian subcontinent. Almost all the foreign invaders
attacked India through this gateway and the Punjabi warriors were always a terror for them. However
each community which entered Punjab left its impact on its culture like the Persians, Greeks,
Mauryans, Scythians and Kushanas. These influences can be seen and felt even today through the
tangible and intangible cultural heritage of Punjab. The present study is essentially an attempt to
evaluate the attractiveness of the cultural heritage resources of Punjab in terms of tourism
development in the state.

Definitions

Tourism has been defined as the “activities of persons travelling to and staying in places outside
of their usual environment for not more than one consecutive year for leisure, business and other
purposes” [WTO 1998]. There are different words and meanings for tourism such as Domestic
Tourism: – that involves residents of the given country travelling only within the country.
Inbound Tourism:- involves residents travelling in the given country. Outbound Tourism: –
means residents travelling in another country. International Tourism:- consists of inbound and
outbound tourism [WTO 1998].

In 1936, the League of Nations defined a foreign tourist as "someone traveling abroad for at least
twenty-four hours". Its successor, the United Nations, amended this definition in 1945, by
including a maximum stay of six months.

In 1941, Hunziker and Kraft defined tourism as "the sum of the phenomena and relationships
arising from the travel and stay of non-residents, insofar as they do not lead to permanent
residence and are not connected with any earning activity." In 1976, the Tourism Society of
England's definition was: "Tourism is the temporary, short-term movement of people
to destinations outside the places where they normally live and work and their activities during
the stay at each destination. It includes movements for all purposes." In 1981, the International
Association of Scientific Experts in Tourism defined tourism in terms of particular activities
chosen and undertaken outside the home.

In 1994, the United Nations identified three forms of tourism in its Recommendations on

Tourism Statistics:

 Domestic tourism, involving residents of the given country traveling only within this
country
 Inbound tourism, involving non-residents traveling in the given country
 Outbound tourism, involving residents traveling in another country

The terms tourism and travel are sometimes used interchangeably. In this context, travel has a

similar definition to tourism, but implies a more purposeful journey. The
terms tourism and tourist are sometimes used pejoratively, to imply a shallow interest in the
cultures or locations visited. By contrast, traveler is often used as a sign of distinction. The
sociology of tourism has studied the cultural values underpinning these distinctions and their
implications for class relations.

TOURISM INDUSTRY IN INDIA

Tourism in India is important for the country's economy and is growing rapidly. The World
Travel and Tourism Council calculated that tourism generated Rs.5.24 lakh crore
(US$210 billion) or 9.4% of India's GDP in 2017 and supported 41.622 million jobs, 8% of its
total employment. The sector is predicted to grow at an annual rate of 6.9% to Rs.32.05 lakh
crore (US$450 billion) by 2028 (9.9% of GDP). In October 2015, India's medical tourism sector
was estimated to be worth US$3 billion, and it is projected to grow to US$7–8 billion by 2020.
In 2014, 184,298 foreign patients traveled to India to seek medical treatment.

Over 10 million foreign tourists arrived in India in 2017 compared to 8.89 million in 2016,
representing a growth of 15.6%. Domestic tourist visits to all states and union territories
numbered 1,036.35 million in 2012, an increase of 16.5% from 2011. In 2014, Tamil Nadu,
Maharashtra and Uttar Pradesh were the most popular states for tourists. Delhi, Mumbai,
Chennai, Agra and Jaipur were the five most visited cities of India by foreign tourists during the
year 2015. Worldwide, Delhi is ranked 28th by the number of foreign tourist arrivals, while
Mumbai is ranked 30th, Chennai 43rd, Agra 45th, Jaipur 52nd and Kolkata 90th.

The Travel and Tourism Competitiveness Report for the year 2017, ranked India 40th out of 136
countries overall. The report ranks the price competitiveness of India's tourism sector 10th out of
136 countries. It mentions that India has quite good air transport (ranked 32nd), particularly
given the country's stage of development, and reasonable ground transport infrastructure (ranked
29th). The country also scores high on natural and cultural resources (ranked 9th). However,
some other aspects of its tourism infrastructure remain somewhat underdeveloped. The nation
has very few hotel rooms per capita by international comparison and low ATM penetration. The
World Tourism Organization reported that India's receipts from tourism during 2012 ranked 16th
in the world, and 7th among Asian and Pacific countries.

The Ministry of Tourism designs national policies for the development and promotion of
tourism. In the process, the Ministry consults and collaborates with other stakeholders in the
sector including various central ministries/agencies, state governments, union territories and
private sector representatives. Concerted efforts are being made to promote niche tourism
products such as rural, cruise, medical and eco-tourism. The Ministry of Tourism maintains the
Incredible India campaign focused on promoting the tourism in India

India in recent years has gained good exponential growth in the Tourism Industry. Today India is
the preferred destination for both overseas and domestic travelers. India provides the facility to
Tourists of international origin to understand and experience cultural diversity of the country.
According to Indian official estimates the tourism in India has out performed the global tourism
industry in accordance with the growth, volume of foreign tourists & even the revenue.
Tremendous growth in the Indian economy is the main reason for the growth in tourism in India.
Though the infrastructure is still a constraint it sustains the current growth and that the
government should invest in infrastructure like transport, accommodation, better roads, health
and hygiene, etc. for the growth of the industry has invested in new technology like CRM tools
and state of the art security systems.
India's tourism industry is experienced a strong period of growth which is drived by the
burgeoning Indian middle class and high spending foreign tourists with coordinated government
campaigns to promote 'Incredible India'.
This particular industry in India is substantial and vibrant, is at verge of becoming a major global
destination. Travel and tourism industry in India is one of them most profitable industries in the
country and credited with contributing a substantial amount of foreign exchange. As during
2006, four million tourists visited India and have spent US $8.9 billion. In India the disposable
income has gone up by 10.11% annually from 2001-2006, where much of that is being spent on
travel. Indian tourism Industry has also helped the growth in other sectors like horticulture,
handicrafts, agriculture, construction and even poultry.
Indian Tourism Industry is ranked 11th in the Asia Pacific region and 62nd overall, moving up
three places on the list of the world's attractive destinations. As per the Travel and Tourism
Competitiveness Report 2009 by the World Economic Forum, it had been ranked the 14th for
best tourist destination & for its natural resources, 24th for its cultural resources, as it has most of
the World Heritage sites, both natural and cultural, rich fauna and flora & strong creative
industries in the country.
Air transport network India has bagged 37th rank for itself. Indian tourism industry is ranked 5th
in the long-term (10-year) growth and is expected to be the second largest employer in the world
by 2019.
Since 1990 the Indian tourism industry has not been good. Though the India economy had
slowed, it was still growing faster than the rest of the world. During 2009, the country has seen a
seen rise of 6.5%, compared to the world output, which is seen falling 0.4%. With Indian
economy growing at around 7% per annum and rise in disposable incomes of Indians, an
increasing number of people are going on holiday trips within the country and abroad resulting in
the tourism industry growing wings.

ROLE OF TOURISM IN THE ECONOMIC DEVELOPMENT OF PUNJAB

Tourism gives an impetus to State income. International, national as well as domestic tourists
contribute a significant share as it constitutes a demand for goods and services that would
otherwise not be produced before such as demand for accommodation, modern airports, hotels,
lodges, etc. This would not only contribute to the revenue of the government but shall also
encourage investment. Tourism can play a very significant role for leveraging scarce foreign
exchange earnings for not only the developing countries of the third world but for many
developed countries of the world. It offers employment to millions of both semi skilled and
unskilled people. As such its role in the development of Punjab with immense tourism potential
cannot be ruled out. The benefits that accrue to Punjab because of tourism are immense in the
sense that it leads to a rise in the per capita income in the area where tourist visit and therefore
gives tremendous thrust in the State where agriculture is predominant and Ecotourism can help in
giving a new breather to these states. If tourism is developed through careful planning, it is sure
to bring revolutionary transformation in the whole economy. Tourism is job oriented and
provides more employment opportunities in comparison to normal manufacturing industries
without disturbing the environment. Several types of business such as hotels, restaurants, tour
operators, handicrafts, transporters, travel agents, etc, can get benefit from it. Other allied
businesses such as cab drivers, photographers, adventure sports organizers, food and beverage
suppliers can also have profitable earnings. Employment in tourism sector is very much
important for Punjab where there is so much potential due to NRI population living abroad.

CURRENT CHALLENGES OF THE TOURISM PROMOTION IN PUNJAB

Despite immense tourism potential that the region shows especially in terms of religious tourism,
it has not been able to cash in on the same failing even in the domestic market. While in case of
India, many States have shown the required urgency to promote tourism as a major industry,
Punjab and Haryana seems to take a backseat and is unaware of its enormous tourism potential
bestowed by religion and culture along with eco tourism. There are, however several reasons for
this that can be stated as follows:

1. Inadequate Infrastructure:
Apart from the infrastructural bottleneck, such as less air connectivity, lack of well arranged
package tour, less choice of hotels and tourist guest houses, lack of facilities like good hotels and
tourist lodges, affordable and reliable communication network conditions of roads, marketing
strategies for promoting tourism and most importantly lack of policy on tourism development
due to least interest by the respective state governments etc have all been hampering the
expected development and promotion of tourism in these states.
2. Lack of Coordinated Efforts:
There is a palpable lack of coordination among several agencies like Department of Tourism and
Department of Archaeology in handling the demands of the tourists in places of both historic and
religious importance. There is virtually no coordination between various public industries and
private sectors like eco farms on one hand, and Punjab Tourism Development Corporation as
well Haryana tourism Development Corporation, on the other. This is definitely a major
bottleneck on the way of tourism industry.

3. Absence of Tourist Guides:

Punjab and Haryana virtually do not have any trained guides placed in important places of tourist
attraction. Consequently, as the tourists arrive at such a place there is hardly anyone to satisfy the
inquisitiveness of the tourists. The Department of Tourism initiated a programme to train tourist
guides. The effort did not yield good result as most of the trainees left the job. Some of them
found other means of livelihood while others found it to be less paying because of the poor
inflow of the tourists to the state.

4. Perception about Law and Order:

The media often tends to focus on the ethnic conflicts and under development of the State
neglecting the pioneering development efforts made in the region. It has been engraved in the
minds of the general populace by the media that nothing significant is happening in the region
other than law and order problems, unsafe environment for tourists specially foreign tourists and
women. The foreign and the domestic tourists consider it risky to visit this part of the country, in
view of the prevailing law and order situation. The general impression is that any foreign or
domestic tourist could be a soft target of the insurgents. The most effective way of removing this
negative impression is to make the tourists visit the region by assuring them full safety and
cooperation by local administration and also protection from local thugs and explore this
unexplored tourist paradise.

5. Under-developed Human Resource:

The tour operators, hoteliers, transporters, tourist guides etc are not trained enough to provide
detailed information to the tourists regarding the region which obviously is a barrier in the path
of development of tourism industry in both the states. Thus despite abundance of religious
places, cultural and historical places, the flow of incoming tourist has been marginal for the
reasons of the lack of infrastructural and other related facilities in various tourist spots in the
region.
STRATEGIES FOR PROMOTING TOURISM IN PUNJAB
Projecting these States as a tourist heaven, the Union Tourism Ministry has been releasing
enhanced Central assistance for tourism development. The Government has also encouraged the
youths to enter this sector. However, the Government’s repeated claim to convert State into a
visitor’s paradise has not been realized yet. The bold steps introduced by the Government from
time to time have to be taken and implemented in a more systematic and organized manner.
There should be transparency and accountability in the substantial budgetary grants being made
to Punjab Tourism sector because without accountability, there will be no responsibility and
without responsibility, there will not be proper implementation of policies and programmes.
Initiatives should, therefore, be taken by the government to accelerate the rate of investment in
tourism facilities for building new industrial parks, special economic zones, airports, etc with all
infrastructural facilities.

1. Improving Infrastructure: The basic civic amenities and infrastructure such as road
networks, pure drinking water, food stuff, restaurants and knowledgeable and skilled
guides must be made adequately available at tourism sights and spots. The tourist guides
should be acquainted with more than one foreign language to provide adequate
knowledge and information to the tourists. Adequate measures should also be taken by
the government to provide tight security to the visiting tourists against terrorism and local
thugs. Measures should also be undertaken by the concerned authority to provide
sufficient medical facilities to handle any emergency situations along with trained Para-
medical staff so that patients could be taken to the nearest hospital with minimum
complications.
2. Role of the Media: The media can also be utilized extensively for publicity through
newspapers, magazines, internet, advertisements, seminars, press meets, write-ups in
various national and international journals and TV channels to attract the prospective
tourists. Well planned and attractive websites updated from time to time can also be of
great help. It is pertinent to mention that Punjab and Haryana has to market tourism
aggressively. One will have to go out and sell, instead of waiting for the customers to
come and buy in a market of stiff competition. The Directorate of Tourism and the
Punjab and Haryana Tourism Development Corporation should take steps even by
purchasing space in the national dailies focusing on the attractive places of these states at
least once in a year just before the onset of the peak period of tourism in the state.

3. Cultural Programmes: Tourist entertainment is another important factor to attract the

tourists and encourage them not only to revisit the region but also to visit throughout the
year, not only in the main holiday season. There should be provision for musical
entertainment to the tourists staying in the hotels and tourists bungalows in important
tourist places so that their evenings become delightful and the tourists are enriched by the
cultural contours of the region. Many art forms and cultural festivals like Gurupurab,
Baisakhi, Important Fairs and Festivals exhibit a true picture of the ethnic and socio-
cultural diversity prevailing in the region. Heritage festivals showcasing the richness of
royal cultural traditions must be a regular feature throughout the tourism calendar in
order to attract tourists.

4. Propagating Adventure Tourism: Eco-tourism industry also calls for adventure

tourism. The adventure spirit of the tourist can be uplifted by providing facilities like
boating, elephant riding, parasailing, rafting, paragliding, ballooning, bungee jumping,
rock climbing ,wildlife viewing, nature walk, jungle exploration, etc. which will not only
help the tourist to discover the natural heritage of the region but will also convert the
region into a hub of eco-tourism or natural tourism.

5. Improving Communication Network: The condition of most of the roads, including the
national highways in these states, are not satisfactory and are in deplorable condition.
 Absence of good roads to the places of tourist attraction is a discouraging factor. Efforts
should be made to coordinate with the PWD (Roads) to improve the condition of the
approach roads to the tourist spots on priority basis. Good communication network with
3G, 4G facilities should be developed. Even remotest area must be well connected.

6. Tourism Packages: Tourist packages should be theme based like Religious Tourism,
Adventure Tourism, Heritage, Eco-Tourism, Wild Life Tourism. Although both the states
have common tour operators but their role is minimum in promoting tourism in each
other’s state. Lack of awareness among people also discourages tour operators to promote
neighboring state.

7. Fiscal Incentives: The Government may offer fiscal and other incentives to the private
entrepreneurs to take up a host of tourist related services like setting up hotels and
restaurants, to purchase vehicles etc. by making provisions for soft loan and reducing tax
rates. It may encourage the local youths to set up tents with modern facilities and to make
available other related equipments for water sports in areas selected for eco-tourism. In
other words, transport, accommodation and other logistics of tourism should be left to the
private sector making the way for healthy privatization of the tertiary sector associated
with tourism.

8. People’s Participation: If tourism is to play an important role in poverty alleviation and

employment creation, people’s participation in planning and benefit sharing should be
evolved. It is essential to develop the concept of “responsible tourism”, whereby all
stakeholders have the responsibility to reduce the ugly side and enhance the good side.
We know that the insurgency problem here is a constraint. But then, which region is free
from any problem? The fact is that people, even at the Centre, are not aware of the
ground realities here and promote a wrong image on safety issues. The policymakers,
therefore, need to take a hard look at the realities and, in association with the private
sector, play an active role in promoting tourism – whether it’s Agri Tourism, Cultural or
Religious Tourism – in the region.
9. Role of the Government: Last but not the least the role of Government in the
development of tourism in the sector cannot be ruled out. The State government earns
revenue in the form of direct and indirect taxes imposed on tourist and service tax on
hotels, airlines, tour operators, etc. This gives sufficient reason to the government of
Punjab and Haryana to market tourism which can be done through their respective
Tourist Development Corporation. The development of the human, social and economic
conditions of a state improves greatly where there is effective and pro-people
governance. The presence of the government must be felt in the positive sense and within
the framework of a welfare state. There may be policies of high order, there may be
strategies of unassailable quality, but if there is no good governance, goals set cannot be
achieved.

10. Initiatives taken by State Tourism Department: However, in the recent years, the State
Tourism Department which has completed 50 years of existence has witnessed a
considerable success and all round development both infrastructure development and
other facilities with the financial help of Government of India as well as the State
Government. For the growth of tourism sector, special emphasis has been given on public
and private partnership to tap the unexplored potential opportunities. The Department has
also undertaken ambitious employment generation schemes like “Hunar se rozgar tak”,
Highway Dhabas, Farm Tourism in order to provide financial assistance to local educated
unemployed youths so that the youths could become self-sufficient and engage
themselves in tourism promotional activities like transport, wayside amenities, food
kiosk, restaurants, dhabas and cottages for accommodation, etc

OVERVIEW OF THE STATE TOURISM POLICY

The state tourism policy was formulated in the year 1999 and tourism was given the status of an
industry in the ninth five year plan (1997-2002). The state‘s tourism policy is based on the
amalgamation of the features of tourism like socio-economic benefits, eco-friendliness and
employment generation and simultaneously aims at fulfilling the growing demand for tourism
products in the state brought due to the rapid industrial development. The main objective of the
policy is to develop tourist destinations with special emphasis on pilgrimage and religious tourism.
As per the policy tourism products of the states are to be improved, diversified and expanded. To
create new infrastructure and the development of the existing infrastructure is one of the other
objectives of the policy. The policy emphasises on the development of rural tourism and advocates
that the private sector shall be promoted to open up more ventures supported by the government
which shall facilitate by providing basic infrastructure, incentives and encouragements to the private
sector. Besides promoting the participation of all other sectors of industry the emphasis is on the
sustainable development of tourism.
―In the year 2008, UNWTO had formulated a Tourism development master plan for the period
encompassing 2008-2023.The master plan recognised the potential of Punjab to become a
competitive tourism destination based on its rich cultural, religious and natural heritage. The master
plan provided suitable recommendations on improved tourism organisation and governance including
tourism statistics and market research, development of promotional brand, development of tourism
circuits and a sound effective and targeted market strategy, greater access and infrastructure
particularly with regard to air and road transport; enhanced environmental conservation, tourism
training and skills, upgrading to provide quality tourism services; more diverse product development
in terms of type and range of accommodation; development of huge attractions and other forms of
specialised tourism such as to integrate tourism fully into the urban planning system and more
attractive investment incentives.

As a result of assistance from UNWTO a few major objectives have been achieved i.e. Tourism
statistics and research cell has been established due to which authentic data is now available.
Secondly the final draft proposal for the establishment of tourism authority and expanded
PHTPB(Punjab Heritage and Tourism Promotion Board) have been prepared. Integrated and
detailed terms of reference for demonstration projects have been finalised for the final
stakeholders and tourism service providers like tourist guides, nature guides and hospitality
sector (Punjab Tourism Development Master Plan2008-2023). Under a new scheme to promote
rural and farm tourism in Punjab, dairy farmers, stud farm owners and orchard growers in rural
Punjab will be encouraged to host tourists for the exotic experience of Punjabi farm life.

It is significant that recently, the The Master Plan prepared by UNWTO has been approved by the
Deputy Chief Minister Sukhbir Singh Badal and the previous Tourism minister Hira Singh Gabria.
The draft tourism bill which also includes a comprehensive Hotel Policy with the objective of
providing high quality accommodation has also been approved. The Farm tourism scheme is a part of
the policy. The Demonstration tourism projects have been approved for Patiala.

Amritsar, Kapurthala, Sultanpur Lodhi, Nangal and Ropar. The brand logo for the PHTPB board has
been prepared. Another significant step taken by PHTPB is the appointment of a highly professional
group, AMO Communications, a percept Hakuhodo Company, as their brand development agency.
The agency shall consult and provide assistance to PHTPB to develop a marketing strategy and
create a brand image for Punjab as a tourist destination.

WTO (World Tourism Organisation) has been hired by PHTPB to make a feasibility report and
marketing strategy to market Punjab as a tourist destination. A MOU (Memorandum of
Understanding) has been signed between Punjab Heritage and Tourism Promotion Board (PHTPB)
and Indian Railways Catering and Tourism Corporation (IRCTC) to boost religious tourism among
Sikhs, according to which a luxury train connecting all the five Takhts of Sikhs (Shri Akal Takht in
Amritsar, Takht Shri Damdama Sahib at Talwandi,Takht Shri Keshgarh Sahib at Anandpur
Sahib,Takht Shri Patna Sahib at Patna)is planned to commence by the end of the year 2012. Due to
the efforts of the government, Punjab state has been chosen by Asian Development Bank (ADB) for
development loan for tourism sector and special initiatives are being taken to promote Farm tourism,
Sikh circuit, freedom trail, luxury train, capacity building and tourist information centre.

The state Directorate of Tourism and PTDC are focussing more on mixed tourist destination
circuits. The main focus shall be the further development of Khalsa Heritage tourism Complex at
Anandpur Sahib and the ropeway between Anadpur Sahib and Naina Devi. Another projects
selected for development are The Golden Temple, Harike Pattan and Rural Tourism.Patiala,
Amritsar, Anandpur Sahib and Kapurthala.

As per the latest data compiled by PHTPB, the state has recorded an increase of 5.29 lakh tourists
from domestic sector in 2011(1.11crore) as compared to the year 2010(1.05 crore), where as the
number of foreign tourists visiting Punjab increased only by 13000 during the period. The state has
recorded 5% increase in the number of domestic tourists and 9.4% increase in the number of foreign
tourists from 1.37 lakh in 2010 to 1.5lakh in 2011.
Only the data of the previous two years is mentioned as the figures available in the department
before 2010 are not reliable and hence cannot represent the situation correctly.

Present Situation and Features of Tourism in India

Today tourism is the largest service industry in India, with a contribution of 6.23% to the
national GDP and providing 8.78% of the total employment. India witnesses more than 5 million
annual foreign tourist arrivals and 562 million domestic tourism visits. The tourism industry in
India generated about US$100 billion in 2008 and that is expected to increase to US$275.5
billion by 2018 at a 9.4% annual growth rate. The Ministry of Tourism is the nodal agency for
the development and promotion of tourism in India and maintains the "Incredible
India" campaign.

According to World Travel and Tourism Council, India will be a tourism hotspot from 2009-
2018, having the highest 10-year growth potential. As per the Travel and Tourism
Competitiveness Report 2009 by the World Economic Forum, India is ranked 11th in the Asia
Pacific region and 62nd overall, moving up three places on the list of the world's attractive
destinations. It is ranked the 14th best tourist destination for its natural resources and 24th for its
cultural resources, with many World Heritage Sites, both natural and cultural, rich fauna, and
strong creative industries in the country. India also bagged 37th rank for its air transport network.
The India travel and tourism industry ranked 5th in the long-term (10-year) growth and is
expected to be the second largest employer in the world by 2019. The 2010 Commonwealth
Games in Delhi are expected to significantly boost tourism in India further.
[www.ibef.org/industry/tourismhospitality.aspx]

Moreover, India has been ranked the "best country brand for value-for-money" in the Country
Brand Index (CBI) survey conducted by Future Brand, a leading global brand consultancy. India
also claimed the second place in CBI's "best country brand for history", as well as appears
among the top 5 in the best country brand for authenticity and art & culture, and the fourth best
new country for business. India made it to the list of "rising stars" or the countries that are likely
to become major tourist destinations in the next five years, led by the United Arab Emirates,
China, and Vietnam. [www.ibef.org/industry/tourismhospitality.aspx]

Current status of Tourism in Punjab

Punjab is the 16th largest state of India in terms of area and 15th in terms of population. Although the
word Punjab‘ is a Persian word which literally means a land of five rivers‘ yet today it can boast only
of three rivers namely Sutlej, Beas and Ravi, the rest of the two i.e. Jhelam and Chenab became part
of Pakistan after partition. However the land of Punjab is very fertile and the state is also known as
the Granary of India‘. Geographically, Punjab is situated in the north-western corner of the country
and occupies an area of 50362sq.km. It shares boundaries with Jammu and Kashmir on the north,
Himachal Pradesh and Union Territory of Chandigarh on the east, Haryana and Rajasthan on the
south and Pakistan on the west. Chandigarh is the capital of both Punjab and Haryana.

2.37% of the total population of the country resides in Punjab. The population density is 482per
sq.km and the literacy rate is 70%. Punjabi and Hindi are the main spoken languages of people
and the official language of the state, Punjabi is written in Gurmukhi script. 60% of the
population follows Sikh religion followed by Hinduism. Other minorities in the state are
Muslims, Christians, Budhists and Jains. The population of Punjab consists mainly of Punjabis,
Jats and Rajputs.

The state has extreme climatic conditions and the climate ranges from scorching heat in summers
to the shivering cold winters. The winter months are from September to February and the
summer months are May and June. The advent of monsoons during July and August brings relief
from the scorching heat. March and April is the full bloom season and there is natural beauty all
around. The best period to visit Punjab is from September to April.

As per the economy, the 70% of the population is primarily based on agriculture. 80% of wheat and
43% of rice is contributed by the state to the state exchequer. Punjab has 85% of its area under
cultivation as compared to the all India average of 51%. The main crops produced by the state are
wheat, maize, rice, bajra, sugarcane, gram, mustard, sunflower and groundnut.
As far as the industrial contribution of the state is concerned, there are 2.01lakhs small scale units
and 638 large and medium scale units. 15. These units produce machine tools, handtools, sewing
machines, bicycle parts, auto parts, light engineering goods, a large variety of woollens, electronic
items, sports goods, hosiery, knitwears, textiles, sugar, surgical and leather goods. The agricultural
contribution of the state is 42% to the state GDP (Gross Domestic Produce) and industrial
contribution is 25%. The services sector contributes the balance 33%. This includes 15% as the
contribution by trade and hospitality sector(Hotel and Restaurants).
Availability of Accommodation Facilities for Tourists
Punjab is full of roadside Dhabas which provide authentic Punjabi cuisine at very cheap prices and at
the same time number of small hotels and guesthouses are also scattered all over the state. As per
Ministry of Tourism data, as on 31.12.2010 there were a total of 112 approved category hotels having
3235 rooms in different categories in Punjab state.
It is important to mention the contribution of the private sector in providing the feel of native culture
by selling and exhibiting Punjabi cuisine, handicrafts and performing arts at places like ―Rangla
Punjab. The three to four hours programme provides a rich cultural feast to the visitors through
musical performances and depiction of the rural handicraft and also genuine Punjabi cuisine.These
places have become a favourite spot for intransit tourists. The ―Haveliat Jalandhar provides
authentic Punjabi cuisine in rural settings where as the ―Haveli at Rajpura serves the Punjabi
culinary delights in royal settings.

Transportation Facilities
Punjab has three airports including two domestic airports at Chandigarh and Ludhiana and one
international airport at Amritsar. The Raja Sansi International airport at Amritsar has recently been
upgraded and possesses all the facilities. The airport provides much needed air transportation facility
as the state has the maximum number of NRIs (Non-resident Indians) who frequently need to travel
abroad. The airport is a great asset as the state is now well connected with the world. All major cities
and towns of Punjab are well connected with other parts of the country by railway network. The state
has an excellent network of roads connecting all cities, towns and major villages.

Tourist Information Centres

PHTPB has brought out a number of tourism related brochures and other publicity material and maps
indicating tourist attractions. To promote farm tourism the board is especially making various efforts.
In addition to highlighting various tourist attractions of the state, the efforts are being made at war
footing to promote tourism in the state. PHTPB has appointed AMO Communications, a percept
Hakuhodo company as their brand development agency. The brand logo of PHTPB has also been
approved.
At present there are seven tourist reception centres located at Anandpur Sahib,Wagah
Border(Amritsar),Opp Railway station(Amritsar),Rajasansi Airport (Amritsar),Nangal, New Delhi
and Chandigrah.

PILLARS OF PUNJAB TOURISM POLICY

The State's tourism policy is based on the following pillars (but not limited to, and not listed
in the order of priority), and as the policy rolls on and strategies and tactical plans are put
into place, more pillars may be added as the situation warrants. Thus, the tourism policy
framework will enjoy a considerable amount of flexibility and the ability to adapt itself to
ever-changing, economic, social and political scenarios. The policy is not static but a
dynamic one, and would remain proactive throughout its life cycle.

 Tourism Advisory Council

A Tourism Advisory Council (TAC), chaired by the Minister of Tourism and Cultural Affairs,
with the Principal Secretary for Tourism and the Director of Tourism as members, would be
constituted to guide and supervise the policy implementation. The TAC would be responsible for
inter-departmental coordination on matters concerning other government departments which are
directly or indirectly involved in the tourism sector in the State; coordination with the Ministry
of Tourism, Government of India; consultation and collaboration with the private sector,
especially the accommodation sector and the travel trade; media relations; investors; major
marketing and promotion campaigns; and other policy decisions. The TAC would co-opt
members from the private sector, NGOs, community leaders, professional/educational
institutions, academics, Archaeological Survey of India, and other organizations/agencies on
"needs" basis.

One of the major responsibilities of the TAC would be to carry out regular review and
monitoring of the policy and strategy implementation, provide appropriate guidelines to
implementing agents, and take corrective actions, wherever required. The overall planning,
development and marketing process would have an in-built mechanism for qualitative and
quantitative monitoring through periodical action audits.
As and when required, the TAC may approach the Hon. Chief Minister and/or the Council of
for appropriate decision-making and guidance.
In the absence of the Minister for Tourism, the TAC would be chaired by the Principal Secretary
of the Department of tourism

 Infrastructure and Superstructure Development

The State would make constant efforts to improve the existing infrastructure at established
destinations as well as to create new infrastructure at potential destinations. Infrastructure
improvement/development would include access roads, water and power supply, street lighting,
solid waste disposal, medical facilities, communications, landscaping, and any other action(s)
required to make destinations appealing and attractive to tourists. The development of
superstructure would follow infrastructure development. This would include accommodation
units, food and beverage retail outlets, local transport services, guides, small kiosks, collateral
materials, and other tourist services and facilities which would add to the overall quality of
tourists' experience. The qualitative and quantitative monitoring of the progress of infrastructure
and superstructure development would fall directly under the ambit of the TAC.

 Product Development and Diversification

Currently, product development and diversification in Punjab is at a standstill with
overreliance on the products which were established many years ago and are now showing
signs of “product fatigue”. To an extent, they are also becoming stale with the consequence
that the percentage of repeat visitation to Punjab is extremely low with the exception of the
Golden Temple. Therefore, there is a great need to adopt a policy of new product
development and diversification, both, thematic and geographical, bearing in mind the
following essential elements:
Further product development and diversification would be a continuous process. Efforts
would be made to identify resources which are not ‘run of the mill’ resources but those
which are different and unique, and have the capacity to develop on a ‘stand-alone’ basis.
This would ensure a new and different experience for tourists.
Any product development and diversification exercise would be undertaken after an
extensive site inspection and taking into account factors such as connectivity, proximity to
markets, existing infrastructure, resource evaluation, outdoor activities which can be offered,
and demand analysis.
Particular attention would be paid to the development of specialized trails attractive to new
markets and segments (e.g. adventure tourism, cuisine tourism).
Travel trade would be actively involved in product development so that their assessment can
be taken into account with specific regard to demand, markets and specific segments.
Adequate care will be taken to ensure that product development exemplifies the authenticity
of the tourism and cultural resources of the State.
 Rural Tourism and Local Community Development
It is common knowledge that a growing segment of urban population is interested in visiting the
rural areas and understanding their perspective leading to an increase in demand for rural
tourism. The development of rural tourism is the consequence of emerging changes in rural areas
resulting in diversification and broadening of activities.

Rural tourism is first and foremost a matter of rich and attractive supply which must be
appropriately packaged for domestic and international demand. It is indeed a source of synergy
through partnerships – a stimulus for the involvement of communities, local authorities and
institutional cooperation.
There is no doubt that rural tourism is indeed an integral and significant component of the State’s
tourism product, with infinite appeal for international and domestic tourists. It not only offers a
unique experience but also development opportunities to local communities.
The Government of Punjab would take the advantage of the rich rural attractions of the State
and integrate it as a significant component of its tourism product. However, the following
elements must be kept in mind while undertaking rural tourism development:
The State Government is of the firm view that a rural tourism community development
initiative cannot succeed without the active participation and involvement of local
communities. Any such initiative should aim to achieve a high level of inclusive growth. A
well structured and well-planned rural tourism with focus on poverty alleviation can
significantly bring long-term benefits to local communities and disadvantaged groups.
It is therefore imperative that any planning and development process should adopt a
consultative approach to take the opinion and views of local communities into account. The
State would give special consideration to create job, income and entrepreneurship
opportunities for women and youth (including tourism’s supply chains) which would lead to
their economic and social empowerment.

Identification of rural tourism sites, circuit or clusters is critical and requires detailed site
visits, stakeholder meetings and professional expertise, using baseline parameters of the
tourism asset base, local community interest, tourism industry expectation, connectivity with
other tourism locations and the rural-urban link.
At the same time, it is the joint responsibility of the public and private sector to ensure that
comprehensive policies, strategies and enforcement instruments are in place to mainstream
sustainability in rural tourism development.
 Public Private Sector Partnership
As is universally acknowledged, effective public-private sector partnership is indeed critical for
the success of any tourism development initiative. While the public sector’s role would focus on
policy and strategy formulation, legislation and regulation, sustainable development, macro-level
marketing and promotion, and creation of a conducive climate for the sector’s growth, the private
sector’s role would mainly concern operation and management of services and facilities with due
emphasis on quality, micro-level marketing and promotion, and providing a rich and
unforgettable experience to tourists.

The State and the public sector as a whole will take all major policy and strategic decisions
after ascertaining the views of the private sector. The underlying idea is that all critical
decisions must have the ownership of both the sectors. There would be a regular consultative
process between the public and private sector through the constitution of a Coordination
Committee. Seminars and workshops would be organized more frequently which would not
only ensure exchange of ideas but also review and monitoring of the development process.
Public and private sector would collaborate to issue periodical news bulletins for the media
and the public at large to heighten the awareness about tourism sector's development in the
State, and its social, economic and environmental benefits.
 Support to Small and Medium -Scale Enterprises
Small and medium-scale tourism enterprises should be motivated to provide a high quality
tourism experience to tourists. To ensure this, it is essential to facilitate investments in
setting up facilities and services, and their regular maintenance in order to meet basic quality
standards.
Special plans would be drawn up to support the development of local enterprises to operate
small businesses in both urban and rural areas, home-stays, guest houses, campsites,
catering, transport and related ancillary facilities. Local enterprises would be provided with
business development services in areas such as business planning, financial management,
product development and packaging, human resource development, and marketing.

The public sector would take appropriate measures to offer micro-finance opportunities (e.g.
soft loans, working capital, matching grants), and fiscal and monetary incentives to these
enterprises.
 Linkage with Travel Trade
The international tourism and travel industry recognizes tour operators as “interpreters and
coordinators of tourism demand, be it national or international”. The definition is apt because it
is tour operators who conduct continuous research in domestic and international markets, are
familiar with the market trends, have in depth knowledge of established and potential markets
and segments within these markets, and have profile of tourists and their travel habits and
preferences. In short, they have a perpetual finger on the market pulse. Stretching a little too far,
it is often said that tour operators can often make or break a destination.

The Government of Punjab would soon promulgate a strategy for the registration and
accreditation of tour operators to derive optimum benefits from their experience and
expertise.
The tour operators shall be divided into two distinct categories: international and domestic.
They would be further sub-divided: international tour operators who specialize in handling
NRI business and domestic tour operators who have a specific interest in rural tourism. To
achieve this, the Government will forge special alliances with the Indian Association of Tour
operators (IATO) and the Association of Domestic Tour Operators of India (ADTOI).
A register of accredited tour operators shall be maintained by PHTPB which will provide
them with all the information pertaining to tourism development in the State, new
developments in the pipeline for advance marketing and market awareness, and ongoing and
new marketing and promotion activities.

PHTPB will provide the tour operators kit for promotional activities, assist them with
electronic brochure support whereby a page or two are specially devoted to Punjab, invite
them for familiarization tours (FAMTOURS) so that they can get first-hand information of
the tourism product(s) of the State, and involve them in domestic and international trade fairs
and road shows for the joint marketing and promotion of Punjab as an attractive destination.
These steps would ensure in the long-term that Punjab earns the loyalty of registered tour
operators who would have an obligation to market Punjab through their own channels.
 Leisure and Recreation
Leisure has often been defined as a quality of experience or as free time. Free time is spent
away from business, work, domestic chores, and education, as well as necessary activities
such as eating and sleeping. Leisure as experience usually emphasizes dimensions of
perceived freedom and choice. Other definitions as synonyms include free time, spare time,
idle hours, time off, breathing space, respite, relief, ease, peace and quiet.
With the hustle and bustle of urban areas and modern high-pressured life, more and more
people are looking for avenues to undertake leisure activities away from their living
environment. They prefer to take short breaks, away from the world of laptops and mobile
phones, and in relative peace and calm. They are looking for opportunities which are far
from the madding crowd, in peace and serenity, where nature is still nature – unhurried,
uncommon and unspoilt- where they can pursue some of their hobbies, catch a fish, read a
book, paint a picture, capture photographs, take a nap in sylvan surroundings or simply do
nothing at all and do it beautifully.
As part of its tourism policy, the Government of Punjab intends to set up leisure areas at
selected locations in the State for people who are looking for leisure and solitude.
To achieve this objective, the State Government will select suitable locations in different
parts of the State where leisure areas can be located. These areas can be in the foothills of
the Shivaliks or at locations such as Harike Wetlands, Kanjili Wetlands or the Keshopur
Community Reserve in Gurdaspur. The areas would be selected on the following basis:
- scenic and natural beauty;
- not much habitation around;
- easily accessible;
- has enough land for parking and setting up catering and toilet facilities; and
- availability of water and power supply.
The State Government would select the areas based on the aforementioned parameters and
landscape them with the assistance of a qualified landscape architect. Every care would be
taken to ensure that the original character of the site such as land contours, are maintained
and the landscaping is done in such a way that it merges with the local environment. The
initiative would be implemented on public private sector partnership, with the Government
providing landscaped sites, and power and water supply, while the private sector would
provide food and beverage services, parking facilities, and paid toilets.

 Tapping the Untapped Potential of NRIs

According to latest statistics, Indians are the largest diaspora population in the world. A little
more than 20 million Indians live abroad in almost all the continents. The largest Indian non-
Middle Eastern, non-South African and non-African population is in the United States of
America(3,183,063), followed by the United Kingdom (1,451,862), Canada (1,200,000),
Australia (390,000), Italy (160,000), Germany (112,000) and France (85,000).

A quick review of the profile of Indians living in selected aforementioned countries would
reveal that they have double-income households, own real estate, have more than one
vehicle, their children go to private schools and universities and, have substantial savings.
They generally take two holidays (many combine business with pleasure), a short holiday of
7-10 days which is closer to their place of residence, and another one which is long-haul and
may last up to 3-4 weeks. This trend is a clear indicator that they have disposable time and
income.
The profile further reveals that overseas Indians who generally visit India belong to the first
or second generation and, do so for religious purposes and family events such as weddings,
birthdays and anniversaries. A majority of them stay with relatives and friends, do not use
any commercial facilities, and they generally play it by the ear when the occasion comes to
decide what to do and where to go. Often their travel within India is decided by their friends
or relatives and is not guided by their own tastes and preferences.
Unfortunately, no structured effort has been made by India or any Indian state to target this
particular segment of the overseas Indians. Thus, they skip India for lack of information or
knowledge of what India has to offer by way of a well-established and mature destination
with a variety of attractions for every age, every pocket and every taste.
The Government of Punjab will come up with a dedicated set of strategies to specifically
target the second and third generation overseas Indians in selected international markets and
motivate them to visit Punjab, keeping in view the fact that a large proportion of overseas
Indians in these markets comprise Sikhs and Punjabis.

 Promotion of Medical Tourism

Owing to the economical but effective cost of treatment as compared with the expenses
incurred in Western countries, India is fast becoming a destination for Medical travel. Over
the years Punjab has established itself as a preferred destination for Healthcare and travel for
Medical purposes. At present world class Hospital infrastructure is available in Punjab where
advance treatment and services by qualified and professional doctors are available.
Government of India has already developed a policy on medical tourism and issued
guidelines for the promotion of medical tourism. Visa norms for the medical tourism have
also been made easier. As such, there is a large scope for the State of Punjab to promote
medical tourism in the State. In order to tap the untapped /under-tapped potential of Punjab
in Medical Tourism Sector, the Department will issue separate Operational guidelines for
this purpose.

 Promotion of Film Tourism in Punjab.

According to an estimate, the Bollywood Film industry is growing at the rate of about 11%
annually. The culture of Punjab has always attracted the film makers to shoot in Punjab, as it
has wide diversity to offer ranging from agriculture fields, hillocks, rivers, water bodies,
good infrastructure and rich craft. In fact, Punjab has inherent advantages relating to its
scenic locations, incredible cultural diversity, rich history and lilting music. Moreover, the
Bollywood and Pollywood films also showcase Punjab which helps in promotion of other
forms of tourism in the State. The Government of India has already introduced reforms to
make film making and shooting easier for the international and domestic film makers. As
such, the time is ripe for the State of Punjab to develop a strategic policy framework with a
mission to attract national and international production houses, support local production
crews and develop necessary mechanism conforming to the ease of doing business like
single window clearance system etc. Separate detailed guidelines shall be formulated by the
Department in this regard.

 Heritage Properties as Heritage Hotels

Punjab has a wide range of properties having Heritage value and which can be put to
adaptive re-use and which have the potential to be converted into Heritage Hotels for
international and domestic tourists.
Heritage hotels hold a great appeal for both domestic and international tourists. While States
like Rajasthan, Goa, Himachal, Madhya Pradesh and some of the North-Eastern states have
taken timely action to convert such properties into hotels, Punjab has yet to take a step
forward in this direction.
The Government of Punjab will separately formulate a detailed strategy and operational
guide lines for the transformation of selected havelis/ properties into heritage hotels suitable
for occupation by both domestic and international tourists. The Government shall provide
Incentives for such ventures in accordance with Industrial and Business Development Policy,
2017.

 Human Resource and Skills Development

All human resource development initiative would be undertaken after an objective and
realistic “needs analysis” keeping in view the specific nature of a local l tourism resource.
Such an initiative should result in a human resource development plan which should be
implemented in accordance with a pre-agreed work plan. It should also provide for an
effective review and monitoring mechanism to measure the efficacy of a specific
programme/ project.
In general, skill development and capacity building programmes would focus on basic
hospitality, housekeeping, food production, hygiene, language skills and, tour guiding (as
appropriate to the tourism resource/s of the area). Tourism education programmes would be
concentrated on general tourism management, marketing and promotion, sustainable
development and other subjects of contemporary interest and concern to the industry in the
State.

The State would also make arrangements to conduct refresher programmes for those who
have experience but no formal training, short-term courses for the new entrants to the
industry, on-the-job practice sessions for the beginners, and repeat programmes for those
who want to further refine their knowledge and skills.
Wherever possible, state-run training institutions should be taken on board to draw up the
curricula of the training programmes as well as to implement them.
Efforts will also be made to enlarge the tourism focus beyond 5-star properties by fully
recognizing Punjab tourism's plus points such as the Golden Temple, Harike, Attari and
special interest activities like water sports.

 Investment and Incentives

With a view to promoting investments in tourism-related projects in the State, the Government
would prepare an investment portfolio for the information and motivation of potential investors.
The investment portfolio would include projects pertaining to accommodation, transport,
organization of conducted tours, conferences and conventions, and related fields.
The State would continue to provide fiscal and monetary incentives to the investors such as
treating tourism at par with other industries (tourism as an industry), tax holidays, power and
water subsidy, exemption from house tax and transfer fee (except registration charges), and
entertainment tax, particularly for amusement parks and leisure facilities.
 Marketing and Promotion
The State will initiate marketing and promotion activities only after a well-structured
marketing action plan is formulated jointly by the public and private sector. Any ad hoc
approach would be avoided. All marketing action would be focused on well-researched and
pre-identified target markets and segments.
Optimum use would be made of electronic techniques as well as the social media. This
implies that marketing operations would be managed by a team of well-qualified and
experienced professionals. For this purpose, the Marketing Department of the PHTPB would
be further strengthened.

Participation in trade fairs and exhibitions would be on a selective basis. Initially, Punjab
Tourism and partners would participate in major domestic trade events in collaboration with
organisations like ADTOI etc. Some of the possible events are: TTF (Delhi, Chennai,
Hyderabad, Kolkata, Mumbai and Pune), IITM (Bangalore, Chennai and Hyderabad), and
GTM. Only after the first phase of the product development is completed in all respects that
initiatives should be taken to participate in international events such as ITB, Berlin and
WTM, London, although officials of Punjab Tourism would visit these fairs to raise
awareness about Punjab as a tourist destination.

Expansion of the Punjab tourism product portfolio and anticipated short-term

arrivals/demand from domestic and international FITs and GIT in 2019-2020 needs
strategized marketing, product development, shift from B2B to both B2B and B2C,
partnerships, capacity building, PPP monitoring and evaluation.

 Circuit Touring

In order to offer Punjab's best and diversified tourism products to tourists, the supply chain
of Punjab Tourism would be presented to domestic and international markets wrapped in
attractive and appealing packages. The underlying idea is that tourists should not be confined
to a single tourist centre but undertake multiple destination touring. Thus, the most
appropriate approach is to adopt a "hub and spoke" strategy wherein one central destination
acts as the hub for the circuit while secondary and tertiary destinations constitute points of
excursion. Such an approach would result in the extension of the duration of stay of tourists
with resultant economic benefits for the sector as a whole.
SWOT ANALYSIS – POSITION OF PUNJAB

Strengths :
 Large Punjabi NRI population.
 High spending Punjabi culture.
 Good core infrastructure and better environment in comparison to other States (National
Highways & State Highway). Rich cultural tradition & heritage.
 Rich Punjabi cuisine has already taken west by storm.
 Number of important pilgrimage centers.
 Typical dance/music form of the State.

Weaknesses :
 Lack of effective tourism policy.
 Inadequate awareness about tourist spots in Punjab.
 Neglect of traditional arts, craft & culture.
 Lack of inter-sectional linkages.
 Ineffective marketing through promotion and publicity.
 Inadequate tourist information centers/kiosks.
 Tourism in the state has been affected by a long period of militancy and current
disturbances along the international border. Inadequate tourism infrastructure.

Opportunities :
 Promotion of religious tourism
 Exploring adventure & sport tourism
 Promotion of rural& highway tourism
 Promotion of leisure tourism & gaming complexes
 Promotion of cultural festivals and arts& crafts of the state
 Excellent general infrastructure
 Tourism accorded industry status
 Potential for attracting large number of out-bound tourists and NRI’s
Threats:
 Close proximity to Pakistan border.
 State being considered as transit area while travelling to the neighboring State of
Himachal.

Most Visited Tourist Destinations In Punjab

As per ITS, the most visited destination in Punjab is The Golden Temple (along with the
Jallianwala Bagh). This destination attracted over 35.41 percent of the total number of visitors
including the frequent visitors. The other important places of visit are Wagah Border (11.47
percent), Hosiery market in Ludhiana (8.90 percent), Devi Talab Mandir in Jalandhar (6.08
percent) and Janam Asthan Sri Guru Arjan Dev Ji Tarn Taran (3.99 percent). The ranking of the
destination in terms of visitors during the period (July 2017-June 2018) is given in Table.

Table : Rank wise Most visited Tourist Destinations in Punjab

Tourist Destinations Visitors to the Rank

Destination (%)
(1) (2) (3)
Golden Temple 35.41 1
Wagah Border 11.47 2
Hosiery related market / area 8.90 3
Devi Talab Mandir 6.08 4
Janam Asthan Sri Guru Arjan Dev Ji 3.99 5
Gurudwara Dukh Niwaran Sahib 3.93 6
Damdama Sahib 3.26 7
Gurudwara Anandpur Sahib 3.11 8
Hussainiwala Indo-Pak Border 2.80 9
City center Market Phase – 7 (S.A.S. Nagar) 2.44 10
Kiratpur Sahib 2.40 11
Nangal dam 2.23 12
Banasar Gardan, Museum & Mini Zoo 1.96 13
Gurudwara Tuti Gandhi Sahib 1.81 14
Gurudwara Shri Fatehgarh Sahib 1.65 15
City center market (Moga) 1.43 16
Hardy‘s World 1.30 17
City center main market area (Mansa) 0.89 18
City center main market (Barnala) 0.75 19
Sadhu Ashram & Handicraft Market Area 0.74 20
Pushpa Gujral Science City 0.63 21
Quila Mubarak 0.57 22
Gurudwara Dera Baba Nanak 0.53 23
Shaheed-e-Azam Bhagat Singh MuseumKhatkar Kalan 0.53 24

Chattbir Zoo 0.53 25

Gurudwara Chilla Baba Sahib 0.22 26
Rauza Sharif 0.21 27
Sheesh Mahal 0.19 28
Qadian 0.05 29
Total 100.00
(199001391)

Note: Figures in brackets is total Eligible (Domestic and foreigner) during the period
Source: ITS,(India Tourism Statistics)Final Report of Tourism Survey for the state of Punjab for
the period of July 2017-June 2018.
TYPE OF TOURISM IN PUNJAB:
Religious Tourism :
As of now the tourism in Punjab is primarily religious. People from different parts of
India as well as from abroad come to visit Punjab mainly on a religious trip. The State has large
number of Gurdwaras including three principal Takhts of Sikhs. Moreover, there are many
important Hindu Temples such as Ram Tirath, Durgiana Mandir, Kali Devi Mandir at Patiala,
which have a history behind them. In the neighboring State of Himachal Pradesh, there are many
famous temples, which can be accessed through Punjab. Punjab also has certain important
Muslim religious places like Rauza Sharif in Sirhind, which is considered next to Mecca. Other
important mosques are Jamma Masjid, Jalandhar, Moorish Mosque, Kapurthala, Chilla Baba
Sheikh Farid, Faridkot etc. But the two best known tourist destinations are Amritsar and
Anandpur Sahib.
i) Amritsar – The holy city has a place in the history of India’s freedom struggle. It is also
associated with Maharaja Ranjit Singh. However, the tourism facilities are not up-to the
mark and it shall be the endeavour of the State to provide adequate facilities to the
tourists. A new Tourist Reception centre is coming up at Amritsar and Golden Temple
Beautification Project is also going on. The Government has already sent a proposal to
UNESCO for declaring the Golden Temple as a World Heritage site. A panorama on
“The Life and Times of Maharaja Ranjit Singh” is also being set up at Ram Bagh in
Amritsar. It is expected that future tourist arrivals in Amritsar will increase, and
therefore, it will be the endeavour of the Government to facilitate the private sector
investment in tourism related projects in Amritsar.
ii) Anandpur Sahib – Anandpur sahib is the 2nd most important Takht of Sikhs as the
Khalsa was established here. Tourist arrivals at Anandpur Sahib are seasonal; it peaks at
the time of Hola Mohalla when lacs of devotees reach here. This place has already come
on the international map because of the Khalsa Tercentenary Celebrations. The Khalsa
Heritage Complex is coming up at Anandpur Sahib, which will be a unique place to visit
when it is fully functional. This complex will depict the history and the heritage of
Punjab of the last 500 years in a unique manner using modern techniques. It is expected
that tourism in Anandpur Sahib will also pick up once this complex comes up.
HERITAGE TOURISM:
 The State abounds with some of the best Forts and Palaces. The Government will encourage
the preservation, conservation and upkeep of such heritage properties and selectively open
some of them for being developed into Hotels/tourist Complex.
 The State will encourage private investment in developing ancient building and heritage
properties as tourist resorts.
 The properties owned by the State Government may be offered on easy terms to private
entrepreneurs for conversion into hotels, infrastructure, which is considered necessary, would
be provided by the State on a selective basis.
 Students, Teachers and National Service Scheme (NSS) volunteers would be involved in
conservation of monuments.
 NGOs like INTACH and other heritage societies will be involved in conservation of
monuments to exploit their expertise.

TRADITIONAL TOURISM:
Fairs and Festivals:
 Special emphasis would be laid on promoting traditional fairs and festivals like Basant
Panchami, Holla Mohalla, Baisakhi (Amritsar, Jalandhar, Patiala, Muktsar, Anandpur Sahib
and Talwandi Sabo), Urs of Rauza of Mukadid Alif Saani Sheikh Ahmed Faruqui at Sirhind,
Jor Mela Fatehgarh Sahib, Classical Music Festival Harballabh Fair, Jalandhar. This could
attract lot of tourism focusing on traditional life style, culture and customs of Punjab and can
emerge as major tourism events and attractions.
 Experience in various states has shown that Tourism can be pegged around festivals and fairs
both traditional and new. Their link with tourist destinations must be taken advantage of by
designing the product around them.

RURAL TOURISM:
 Punjab is basically an agricultural State, its pride being in its villages. To bring the tourist
closer to the culture of Punjab, it is necessary to acquaint them with the rural life of Punjab
For this, the Government shall seek the cooperation of rural population willing to put up
tourists in the traditional surroundings to give them a feel of the culture of Punjab.
 This can play an effective role in generating additional employment (different from
traditional employment) for rural people and shall also provide a unique opportunity for
women and weaker sections to get themselves assimilated in the economic cycle of the State
thereby improving the living standards across the border.
 It would further harness agriculture production, open people’s minds, change mentalities and
improve the manual skills necessary for artisans.

ECO-TOURISM:
 Eco-Tourism for Punjab in general and Harike Lake in particular will be promoted in two
modes. The first more shall focus on the casual visitors to the facilities at Harike Lake
including pilgrims to Gurudwaras, School/College students organized groups and local
villagers. The second mode shall be designed keeping in view the outstation visitors and
serious bird watchers through building welldesigned and organized eco-culture tour packages
with Harike Lake as the centre
 Ranjit Sagar Dam will be developed as a major Tourist Destination. The abundance of
natural beauty and absence of pollution and overcrowding makes Ranjit Sagar Dam an ideal
destination for weekend tourists from Amritsar, Jalandhar & Jammu. Ranjit Sagar Dam is
ideally located to attract travelers heading for Dalhousie. To fully exploit the tourism
potential of this location, it is proposed to set up a multi-activity recreational centre with a
wide range of outdoor activities for tourists in the higher income bracket. Water-spots could
be the ‘focus’ supplemented by other outdoor activities such as golf, mountain biking,
trekking etc. The accommodation will exclusively consist of eco-friendly huts located at
multiple levels so as to give a feeling of staying in harmony with the nature. It is envisaged
that Ranjit Sagar Dam could become a favourite station of Punjab as well as the
neighbouring states.

WILDLIFE TOURISM:
The State has Moti Bagh and Nabha Wildlife Birs. These Birs have potential for development of
Wildlife Tourism. The other areas, which have potential for Wildlife Tourism, will also be
developed for Tourism in a planned manner. The detailed action plan is being prepared by the
Forest and Wildlife Department.
 CHAPTER-2
REVIEW OF LITERATURE

J. Diamond (1977) in his study casts doubt not only on the value of tourism in national
development plans but also on the policy of international agencies in advocating the widespread
promotion of tourism. The establishment of new productive capacity is economically justified
only if it can be operated at a scale, enabling efficient production.

Sharma (1990) in his study reviewed the problems faced by tourists during their stay at Shimla.
The study highlighted the fact that despite tremendous tourism potential in Himachal Pradesh in
general and Shimla in particular, it could not get its due share of tourist arrivals. He identified
that main reasons are lack of transport facilities and disturbance in neighbouring states. He
emphasized that to harness the tourism potential of the state, there is a need for proper transport
facilities, construction of small helipads at different places and proper marketing of tourism
product.

Tiwari (1992) in his work has made a critical analysis of organizational and functional aspects
of the corporation. The study identified that there is vast potential of tourism in the state. Still the
Rajasthan Tourism Development Corporation was not able to analyse the type of potential for
tourism. He suggested that the corporation must establish a research unit to analyse the tourism
potential properly.

Batra and Chawla (1995) in their study highlighted the fact that impact of tourism on national
economy is becoming increasingly important today because of growing size of tourism market
and global business changes. Tourism as an industry has to be planned and developed on
scientific lines. It needs organizational and managerial skills.

Bhardwaj and Sharma (1995) highlighted that there are a few tourism attractions in the state
and they are also scattered but sill with innovative ideas, Punjab can develop latest concept of
tourism like rural tourism, eco-tourism, farm house tourism, agri-tourism, etc.
Seth (1996) expressed the view that apart from being a massive foreign exchange earner, tourism
is particularly important to a vast and variegated country like ours as it contributes to national
integration, promotes social and cultural ambience and plays a key role in socio-economic
development. The study highlighted that increased domestic air services, entry of private
enterprises to develop airports, launch of Shatabdi trains and palace on wheels trains, creation of
Tourism Finance Corporations of India are welcome steps to promote tourism.

Batra and Kaur (1996) in their paper made an attempt to describe conflict between tourism and
environment with the help of environment audit approach. They highlighted that there were two
types of relationships between tourism and environment i.e. coexistence and conflicting.
Coexistence relationship presented harmony between tourism and environment. However,
conflicting relationship between tourism and environment caused huge problems like visual
pollution, sewage problem, water and air pollution, and lastly ecological problem. They viewed
that social costs in tourism industry were much more than any other type of industries but these
costs were not included in financial report of the tourism industry.

Dhotra and Rohmetra (1997) observed that tourism has been the backbone of economy in
Jammu and Kashmir, which has been badly affected by terrorism. They expressed that still there
are areas like Ladakh and Jammu which have not been affected by terrorism. They suggested a
new strategy for promotion of tourism in these areas. They suggested that for Jammu region,
thrust might be given to attract available traffic of pilgrims to Vaishno Devi and to other tourist
places in Jammu region, which abounds In such spots but have not got much exposure. Another
strategy to promote tourism is to develop adventure tourism and to introduce sports like para
gliding, skiing, mountaineering, etc.

Sunil Gupta and S.P.Bansal (1998) gave suggestions as follows. To cope up with the problem
of tourists traffic rush in the state, the government must adopt systematic, holistic method.
Decision-makers need to access the character of their current local environment in order to
establish and carry out the kinds of change which they feel would be beneficial socially,
culturally and economically.
Raguraman (1998) described that India inspite of its large size and Immense potential, as a
tourist destination could not attract large number of International tourist arrivals and receipts. He
found two sets of interrelated factors for poor performance of India's tourism sector. The first
factor, he identified Is low priority to tourism in hierarchy of development directions identified
by the government. This resulted in poor development of tourism infrastructure, development,
marketing strategies and promotion, and poor manpower development. The second factor is
India's aviation policy, which resulted in poor air transport services.

Faulkner (1999) endeavoured to examine the dynamics of tourism policy and public sector
management through case studies of UK, Australia, Thailand and Vietnam. He suggested
number of reasons for the apparent neglect of policy research in tourism area. He found that
being a fragmented nature of industry, many areas of government impinge on various facets of
tourism activity in one way or the other and this impedes the development and implementation of
coherent policy in tourism area. Secondly, he also pointed out that Tourism Management field is
relatively a new area of study and it is to be expected that some aspects of tourism might not
have advanced so far.

Gupta (1999) in this study praised Indian religious tourism which grew for many years without
causing negative environmental, cultural and social impacts. The author viewed that pilgrimage
had less burden on environment, benefited local communities, was seasonal and provided
economic benefits to the local community. The author recommended todevelop such type of
modern tourism which benefited local communities without harming natural environment.

Mehta and Arora (2000) examined the role of Punjab Tourism Development Corporation,
Department of Tourism (Punjab) and Department of Tourism (Govt, of India). They examined
the annual reports, pamphlets, brochures and other literature published by Tourism Department
of Punjab and PTDC from time to time. They observed that the brochures, pamphlets for
promotion of tourism activities were not very attractive and information given was not sufficient
especially for foreign tourists.
Madan and Rawat (2000) in their study evaluated the impact of tourism on the environment of
Mussoorie. It revealed that disorderly and scattered development of tourism infrastructure due to
increasing demand for lodges, hotels and other necessary basic amenities lead to the environment
degradation. The authors viewed that the tourism industry in Mussoorie got its saturation point
and there was a need to develop some nearby places like Dhanolti and Park Estate for the
development of tourism.

Mehta and Arora (2000) in this study appraised tourism promotion activities adopted by
tourism ministry in Punjab. The study highlighted that the share of advertisement expenditure to
total management expenses also decreased in the state. Further, published material of the state
tourism department was incomplete, unattractive and insufficient for foreign tourists. The study
recommended that the state government must adopt standardized form of media for the
promotion of tourism industry in Punjab.

Mishra (2000) in his study evaluated the growth and prospects of pilgrimage tourism in
Brajmandal. He stated that among pilgrim sites, Brajmandal was one of the highly recommended
places to visit. The study revealed that with the increased mobility of urban class, more and more
people were coming for weekend trips in Brajmandal area. The study also highlighted the main
problems regarding poor infrastructure, accommodation facilities, quality of food, shopping
facilities, public convenience, communication and cheating and misguiding etc. faced by
pilgrims in Brajmandal.

Km. Abha Agarwal (2001) stated that Uttaranchal which is comparatively enriched with natural
vegetation, mountainous beauty, calm and tranquil atmosphere can flourish economically by
developing its tourism industry. Mussorie, Dehredun, Nainital, Bhimtal, Haridwar, Badrinth,
Kedarnath, Uttarkashi, Oli, Chamoli, Ranikhet, Almora, Kausani, Pithogarh and its suurounding
areas in Uttranchal are the matchless invaluable precious gifts of God on the Earth which are
now the part of Uttranchal state. Presently the basic problem in the development of tourism
industry in this area is infrastructure bottlenecks like, lack of proper hotels, resorts, roads,
transportation, communication, feeding and drinking amenities.
Wilson and John (2001) in this study highlighted the role of rural tourism in the economic
development of rural community. They viewed that rural tourism could develop easily with
active participation of local government and people. They highlighted several factors namely
tourism package, good leadership, support of local government, funds, strategic planning,
coordination between local people, and technical assistance for tourism promotion etc. which
were essential for rural tourism development. The authors viewed that rural tourism provided
income and employment opportunities to local people in rural areas having unutilized huge
natural resources.

Cheerath (2002) in his study found that the main reason behind foreign tourists’ attraction
towards Kerala was ayurveda. It revealed different types of ayurvedic treatment techniques like
nasyam, snehapanam, sirovasthi, sirodhara and vasthi etc. used in Kerala for treatment of both
domestic and foreign tourists. Foreign tourists joined short term courses of ayurveda treatment in
Kerala as after that they were able to run parlours abroad. However, a large number of untrained
people who entered in the field of ayurveda generated negative publicity for health tourism. The
study suggested that appropriate tourism policies must be formulated by Kerala government to
prevent such activities.

Biju (2002) in his study made an attempt to explain evolutionary process of global tourism. He
viewed that the main reason behind tremendous growth of travel industry was emergence of
railways, shipping, motor car and airplane. Moreover, introduction of paid holiday and mass
tourism concept also encouraged travel habits among the people. Further, due to the development
of information technology people could travel to far off places which were almost inaccessible
few decades ago. The study concluded that the advancements made in transport and
communication systems were the main reasons behind rapid growth of tourism globally

Bansal and Gautam (2003) in their study described the role of heritage tourism in Himachal
pradesh. They stated that globally 37 per cent tourism was cultural motivated and growing at the
rate of 15 per cent annually. They considered that Himachal Pradesh had large number of
heritage sites with status of first heritage village of India. They also highlighted four types of
heritage tourism products in Himachal pradesh namely natural, manmade but not for tourists,
manmade and built to attract visitors and lastly special events. The authors described that lack of
resources, lack of expertise, lack of ready product, mutual lack of knowledge and minimal
marketing were the main reasons affecting heritage tourism in Himachal Pradesh. They
suggested the introduction of entrance fees from tourists visiting heritage centres and separate
heritage management board to preserve and promote the heritage sites.

Batra (2003) in his study highlighted different Buddhist pilgrimage sites like Lumbini,
Bodhgaya, Sarnath, Rajgir, Nalanda and Kushinagar situated in India. He stated that these
pilgrimage sites had their importance at the international level. The researcher viewed that India
had tremendous potential to attract a large number of tourists from Far East and South-East Asia
but due to lack of proper roads, basic amenities, infrastructure facilities and inadequate
promotional efforts on the part of both the central and state government the growth rate of
Buddhist tourism in India was very slow.

Caprihan and Shivakumar (2004) in their study highlighted mainly four features of eco-
tourism i.e. preservation, supportiveness, involvement and empowerment to provide more
livelihood opportunities to local people. Authors viewed that India had vast potential of
ecotourism but proper planning required for preservation of natural resources was lacking.
Further only few Indian states like Karnataka, Kerala, Sikkim, Rajasthan and Andhra pardesh
had announced tourism policy for the development of eco-tourism. They highlighted the issue of
mis-management at national parks and sanctuaries which required a well defined eco-tourism
policy and states’ strong willingness to preserve the environment.

Kolas (2004) in his study highlighted the development of ethical and religious tourism in
Shangri-la. It revealed that the development of tourism in this region provided revenue to the
local community. The author also highlighted that with the help of place making strategies China
renamed Zhongdian County as Shangri-la and promoted this place as per notions of Tibetan
religious identity. The study concluded that similar strategies could convert an unfavourable
tourist destination into a favourable one.
Antony Joseph (2004) analysed the Problems and Prospects of Pilgrim Tourism with Special
Reference to Sabari Pilgrimage. The level of satisfaction of the pilgrims regarding the various
facilities available during the pilgrimage was measured with the help of Likert's five point rating
scale technique. The major variables, which come under the analysis are, 1. Problem of security,
2. Food and accommodation facility, 3. Toilet facilities, 4. Lack of good drinking, 5. Lack of
communication facilities, 6. Absence of good medical facilities, 7. Hygiene problems 8.
Transport problems, 9. Absence of modern banking facilities, 10. Language problems, and 11.
Environmental problems including the problem of sanctity.

Murgan (2005) in his article highlighted that the main reason behind explosion of domestic
tourism in India was world famous pilgrimage sites. Further, till 1980 it was the North that
dominated the Indian tourism industry with 70 per cent market share but now it declined to 49
per cent. He viewed that the main reason behind this declining trend was more focused tourism
development in the Southern region. The author highlighted that Indian tourism industry was
facing several challenges like scarcity of hotel rooms, high taxes, sick aviation policies and
unnecessary delay in visa etc.

Dixit (2005) in his study examined tourism pattern in Uttarakhand. He highlighted that religious
tourists, pleasure tourists, and adventure and nature lovers preferred to visit Uttarakhand. Further
these tourists had different behaviour patterns regarding food, transport and accommodation. The
study revealed that adventure tourism was the fastest growing sector in Uttarakhand as compared
to religious tourism. Moreover, religious tourism in Uttarakhand was affected adversely by
seasonality syndrome. The author recommended that adventure tourism, yoga and meditation
related tourism could help in overcoming seasonality syndrome of Uttarakhand. He also
emphasized a close coordination of public, private and local government for expanding tourists’
season in Uttarakhand.

Prashanta Athma and Vijaya Lakshmi (2006) observed that the surrounding nature becomes a
living laboratory for the people to study and understand intricacies of the nature and its
components. The primary objective of the eco-tourism is to showcase the natural resources to
different segments of the society, for viewing the nature and the natural processes for
educational, recreational values and to propagate the message of environmental conservation.
The rich and varied topography of the state with stunning natural beauty lends itself to eco-
tourism in Andra Pradesh.

Singh (2006) in her study highlighted pilgrimage tourism in Indian Himalayas with the help of
four dimensions of tourism namely travel, strangers, leisure and secularity. The study also
highlighted four main reasons behind Hindu pilgrimage in Indian Himalayas i.e. social and
national integration, social cohesion, growth of intellectual knowledge, and source of values for
human beings. The author opined that increasing number of pilgrims and tourists in Indian
Himalayas was responsible for several problems like overcrowding, congestion, traffic and
environmental pollution. The researcher suggested that education and awareness building
programmes could directly help in increasing the awareness level of both pilgrims and tourists
regarding pollution free environment in Himalayas.

G. Ganesan and K. Chandrasekar Rao (2006) observed from the study that the flow of both
domestic and foreign tourists to Tamilnadu has increased substantially in order to increase the
income of the Tamilnadu Tourism Development Corporation. The tourism not only has offered
business opportunities to local residents, but it served as a vehicle for marketing a place to
potential residents and firms. Tourism industry has contributed much to the development of the
other allied industries particularly hotel and transport industries. The Tamilnadu tourism sector
has developed 29 tourism spots to see and enjoy nature's beauty

U. Arabi (2007) examined the internet and promotion of tourism business; Status of the
international tourism market; Strategies towards E-tourism environment; Destination marketing
organizations for E-tourism; Destination Marketing Organisation's in the management and
marketing of tourism products; Adaptations of new technology model; International leadership;
Technical and design criteria; Website marketing development for E-tourism promotion; and
Intraregional and regional E-tourism strategies. He concluded that the main challenges
encountered are lack of IT and English skills, lack of online marketing knowledge among
tourism providers and limited access to telecommunication systems.
Kumar (2007) in his study made an attempt to evaluate impact of Tsunami on beach tourism. It
revealed that about 3 lac people were killed due to Tsunami in 12 countries. Further, most of the
displaced people suffered from several psychological problems. The study highlighted several
natural disasters like cyclones, floods, Tsunami and earthquakes which affected beach tourism
adversely in both the developed and developing countries. The author found that out of 1192
islands of Maldives 42 were lost. The study suggested several measures like installation of
advance warning system, coastal zone management, community awareness and disaster training
programmes to reduce the impact of Tsunami.

Rishi and Giridhar (2007) in their paper evaluated tourism industry in Himachal pradesh with
the help of SWOT analysis. It highlighted the unique natural offerings of Himachal Pradesh
which it could not cash due to lack of various facilities like food, transportation, water and
accommodation etc. The researcher viewed that to leverage tourism potential it was necessary to
analyse the needs, perceptions, preferences and satisfaction level of tourists. The study
concluded that Himachal Pradesh had vast potential of becoming one of the world’s top
destinations provided it developed its infrastructure facilities and promoted its offerings in a
suitable manner.

Chadha and Singh (2008) in their study discussed the need and expectations of religious
tourists in Punjab. The study highlighted the difficulties of religious tourists pertaining to
transportation, accommodation, food, shopping and hospitality. The researchers found that
railways and air mode of transportation dominated all other forms of travel. They revealed that
most of the religious tourists liked to stay near religious places because of convenience factor. It
was also observed that problems like price discrimination in some products, lack of parking
space, and improper signboards required immediate attention. The study concluded that
combined approach by the Punjab Government and the State Tourism Department must be
adopted to identify tourist circuits and to develop tour packages to attract more tourists to the
state.
Yeoman (2008) indicated, people aged above 50 will be the most populous age group by
2015.This will increase the demand for package holidays, second homes, health facilities and
organic healthy food which will influence the destination development strategies.

Future Foundation (2008) indicates that the ratio of working married woman has increased
from a quarter in 1950s to 75% at present. This will tend to increase by 5% in another 10 years,
which indicates a beginning of shift in eating out trends.

N.Srihari (2010) concluded that India is one of the cheapest destinations and has a lot to offer
like natural beauty, adventure sports, indigenous culture and many more. Tourism has been
recognized as a core sector of Indian economy and the government is taking all initiatives to
develop the sector. The tourism sector in India is making a major contribution in the growth of
national economy and this sector recorded a double digit growth in the number of foreign tourist
arrivals and foreign exchange earnings in the recent past. The future growth of tourism should be
achieved with complete public-private collaboration initiatives in all segments of tourism.
 CHAPTER-3
RESEARCH METHODOLOGY

OBJECTIVES
1. To overcome the problems of Punjab tourism
2. To study the future of tourism in Punjab as a growing tourism hub.
3. To find the most visited places in Punjab.

SAMPLE SIZE:

The sample size for this research will be about one hundred (100) respondents, which will be

issued with closed ended a questionnaires.

RESEARCH DESIGN:

The research design used for this study is exploratory.

SOURCE OF DATA

Data Collection Methods: The source of data includes primary and secondary data sources.

Primary data: Primary data has been collected directly from sample respondents through
questionnaire and with the help of interview.

Research Instrument:  Research instrument used for the primary data collection is
Questionnaire.

Area of Study: Ludhiana City.

Research Tools: Percentage method, Mean, Pie charts & bar graph.
LIMITATIONS

 The sample size has been restricted to 100 respondents due to time constraint. The study
can be extended by increasing the sample size.
 Primary data has been collected from the respondents. The accuracy of data depends on
the respondents chosen for the study.
 The study has been restricted to Ludhiana city only. Further, research can be carried out
by covering other areas also.
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

Gender of the respondents

Table No.1: Gender of the respondents
Gender No. of the respondents %age of the respondents
Male 53 53%
Female 47 47%
Total 100 100%

Fig. No.1: Gender of the respondents

47%

53% Male
Female

Interpretation:
The above pie chart represents the percentage of gender wise composition of survey
respondents. This suggests that, out of 100 respondents 53% are male and 47% are female in
the survey.
Age of the Respondents
Table No.2: Age of the respondents
Age M %age F %age
Less than 20 13 13% 13 13%
21-25 18 18% 13 13%
26-40 12 12% 8 8%
41-60 7 7% 11 11%
More than 61 3 3% 2 2%
Total 53 47

Fig. No.2: Age of the respondents

20%
18%
18%
16%
14% 13% 13% 13%
12%
12% 11%
10%
8%
8% 7%
6%
4% 3%
2%
2%
0%
Less than 20 21-25 26-40 41-60 More than 61

Male Female

Interpretation:
The above bar graph classifies the respondents according to their age groups, the majority of
the respondents i.e. 18% male and 13% female respondents belong to the age group of 21 to
25 years. This was followed by 13% male and 13% female respondents in age group of less
than 20 years. Further, 12% male and 8% female respondents were from the age group of
26-40 years. Then 7% male and 11% female from the age group of 41 to 60 years. The
remaining 3% male and 2% female were from age group from more than 61 years.
Occupation of the Respondents
Table No.3: Occupation of the respondents
Occupation M %age F %age
Business 21 21% 15 15%
Service 6 6% 2 2%
Housewife 0 0% 9 9%
Agriculture 14 14% 10 10%
Students 12 12% 11 11%
Total 53 47

Fig. No.3: Occupation of the respondents

25%
21%
20%

15%
15% 14%
12%
11%
10%
10% 9%

6%
5%
2%
0%
0%
Business Service Housewife Agriculture Students

Male Female

Interpretation:
The above bar graph depicts the distribution of the respondents in five different occupation
under which business was the highest with 21% male and 15% female of the respondents. It
was followed by the agriculture which accounted 14% male and 10% female respondents,
then followed by students which accounts 12% male and 11% female respondents. Further,
in the service occupation there are 6% male and 2% female respondents. Hence, only 9%
were housewife.
Annual Income of the Respondents
Table No.3: Annual Income of the respondents
Annual income M %age F %age
Upto Rs.10,000 4 4% 2 2%
10,001 to 25,000 9 9% 11 11%
25,001 to 50,000 12 12% 18 18%
50,001 to 1,00,000 28 28% 16 16%
Total 57 43

Fig. No.3: Annual Income of the respondents

30% 28%

25%

20% 18%
16%
15%
12%
11%
10% 9%

5% 4%
2%
0%
Upto Rs.10,000 10,001 to 25,000 25,001 to 50,000 50,001 to 1,00,000

Male Female

Interpretation:

The above bar graph demonstrate the distribution of the annual income in 4 different groups
under which 4% male and 2% female were earning less than `10,000, 9% male and 11%
female respondents were under the income group of `10001-25000. Moving on, 12% male
and 18% female respondents were earning between 25001-50000. Lastly, 28% male and
16% female respondents income range between 50001-100000.
1. Are you aware of tourism destinations of Punjab?
Table No.4: Awareness regarding tourist destination in Punjab
Options M %age F %age
Yes 48 48% 45 45%
No 5 5% 2 2%
Total 53 47

Fig. No.4: Awareness regarding tourist destination in Punjab

60%

50% 48%
45%

40%

30%

20%

10%
5%
2%
0%
Male Female

Yes No

Interpretation:
The above bar graph illustrates that 48% male and 45% female respondents aware about the
tourist destination in Punjab and the rest 5% male and 2% female were not aware about it.
2. What is the source of information about tourist destinations?
Table No.4: Source of information about Tourist Destination
Options No. of respondents %age of the respondents
Internet 45 45%
Newspaper/ Magazines 22 22%
TV 13 13%
Friends/ Relatives 36 36%
Total 100 100%

Fig. No.4: Source of information about Tourist Destination

50%
45%
45%

40%
36%
35%

30%

25%
22%
20%

15% 13%

10%

5%

0%
Internet Newspaper/ Magazines TV Friends/ Relatives

Interpretation:
The above bar graph interprets that majority of the respondents i.e. 45% of the respondents
know about tourist destination from internet, 22% from Newspapers/ Magazines, 13% from
T.V. and remaining 36% from Friends and Relatives.
3. What was the main purpose of your visit to Punjab?
Table No.5: Purpose behind the visit
Options No. of respondents %age of the respondents
Business 13 13%
Holiday/ Leisure 16 16%
Social Activities 12 12%
Religious Activities 41 41%
Educational trip 11 11%
Health 7 7%
Total 100 100%

Fig. No.5: Purpose behind the visit

45%
41%
40%
35%
30%
25%
20%
16%
15% 13% 12% 11%
10% 7%
5%
0%
s re es es h
es rip alt
sin eisu v iti v iti
alt He
Bu L cti cti n
y/ A A tio
lid
a
cial o us uc
a
So i
Ho lig Ed
Re

Interpretation:
The given bar graph shows that the main purpose to visit to Punjab was Religious activities
by 41% of the total respondents. This was followed by Holiday/ Leisure by 16% of the
respondents and 13% for business and 12% for social activities. Further, 11% for educational
trip and the remaining 7% respondents for purpose of health.
4. According to you, which is the most visited city in Punjab?
Table No.6: Most visited cities
Options No. of respondents %age of the respondents
Amritsar 46 46%
Jalandhar 9 9%
Chandigarh 18 18%
Ludhiana 12 12%
Bathinda 7 7%
Patiala 5 5%
Kapurthala 3 3%
Total 100 100%

Fig. No.6: Purpose behind the visit

50%
46%
45%
40%
35%
30%
25%
20% 18%
15% 12%
10% 9%
7%
5%
5% 3%
0%
Amritsar Jalandhar Chandigarh Ludhiana Bathinda Patiala Kapurthala

Interpretation:
The above bar graph shows that the most visited city in Punjab is Amritsar by 46% of
respondents. This was followed by Chandigarh by 18% of respondents, then Ludhiana by
12% of respondents, Jalandhar by 9% of respondents, Bathinda by 7% of respondents,
Patiala by 5% of respondents then Kapurthala by 3% of respondents.
5. According to you, which is the most visited tourist destination in Punjab?
Table No.7: Most visited tourist destination
Options No. of respondents %age of the respondents
Golden temple 42 42%
Jallianwala Bagh 12 12%
Wonder Land Theme Park 1 1%
Iman Nasir Masjid 0 0%
Moti Bagh Palace 0 0%
Anandpur Sahib 15 15%
Nangal Dam 2 2%
Chattbir Zoo 3 3%
Rock Garden 2 2%
Sukhna Lake 5 5%
Lodhi Fort 0 0%
PAU Museum 1 1%
Bathinda Fort 0 0%
Gobindgarh Fort 8 8%
Kiratpur Sahib 0 0%
Wagah Border 9 9%
Total 100 100%

Fig. No.7: Most visited tourist destination

 45%
42%
40%

35%

30%

25%

20%
15%
15%
12%
10% 8% 9%
5%
5% 3%
2% 2%
1% 0% 0% 0% 1% 0% 0%
0%
e h rk d e b m oo en ke rt t rt b r
m
pl Bag Pa asji alac ahi Da ir Z rd La Fo e um For Fo ahi r de
la e P S l a a i s a S o
te m M h r ga b G n h u d rh r B
de
n
n wa The asir B ag d pu Nan h att ock ukh Lod U M
th in dga tpu gah
l C S a
Go llia d N
oti na
n R PA Ba obin Ki
r a
Ja L an man M A G
W
r I
de
on
W

Interpretation:
The above bar graph shows that the most visited tourist destination in Punjab is Golden
Temple by 42% of the respondents, then Anandpur Sahib by 15% of respondents, Jallianwala
Bagh by 12% of respondents, Wagah Border by 9% of respondents, Gobindgarh fort by 8%
of respondents, Sukhna Lake by 5% of respondents, Chattbir Zoo by 3% of respondents,
Rock Garden by 2% of respondents and lastly 2% for Nangal Dam.
6. Do you think, tourism generates employment opportunities in Punjab?

Table No.8: Asking respondents about employment opportunities generated by tourism

Options No. of respondents %age of the respondents
Yes 97 97%
No 3 3%
Total 100 100%

Fig. No.8: Asking respondents about employment opportunities generated by tourism

3%

Yes
No

97%

Interpretation:
The above pie chart shows that 97% of the respondents are agree that tourism generates
employment opportunities in Punjab and remaining 3% of respondents are disagree.
If yes, which type of career do you prefer?

Table No.9: Type of career prefer

Options No. of respondents %age of the respondents
Travel Agent 22 23%
Tourist Guide 19 20%
Transport Officer 11 11%
Hotel Manager 45 46%
Total 97 100%

Fig. No.9: Type of career prefer

23%

46%
Travel Agent
Tourist Guide
Transport Officer
20% Hotel Manager
11%

Interpretation:
Out of 97% of respondents, 23% of the respondents prefer travel agent as a career option and
20% of respondents prefer tourist guides, 11% of respondents prefer transport officer and the
remaining 46% of respondents prefer Hotel Manager.
7. Which type of tourism do you prefer in Punjab?
Table No.10: Type of tourism preferred
Options No. of respondents %age of the respondents
Adventure tourism 9 9%
Cultural tourism 18 18%
Eco tourism 17 17%
Heritage tourism 22 22%
Wildlife tourism 7 7%
Traditional tourism 19 19%
Rural tourism 8 8%
Total 100 100%

Fig. No.10: Type of tourism preferred

25% 22%
19%
20% 18%
17%

15%
9%
10% 8%
7%

5%

0%
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ism

ism

ism
ism
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ris
ur

ur

ur
r

ou
ou

ou

ou
to

to

to
et

lt

et
et
o

al

al
ra

lif
ur

Ec

ag

on

r
ltu

Ru
ild
nt

rit

iti
Cu
ve

W
He

ad
Ad

Tr

Interpretation:
The above bar graph shows that the majority of the respondents i.e. 22% of respondents
prefer Heritage tourism and 19% of respondents prefer traditional tourism, 18% of
respondents prefer cultural tourism, 17% of respondents prefer eco-tourism, 9% of
respondents prefer adventure tourism, 8% of respondents prefer rural tourism and remaining
7% of respondents prefer wildlife tourism.
8. Rate the following Benefits provided by Punjab as a tourist destination:-

Table No.11: Statement regarding Benefits provided by Punjab as Tourist Destination

 Statements Mean score
i) Warm hospitality 1.88
ii) More religious gurudwaras and temples 1.62
iii) Rich culture & tradition 1.53
iv) Fair & festivals of Punjab 1.14
v) Rich Punjabi Cuisine 0.44
vi) Accommodation is economical in Dharamshalas 0.42
vii) Transportation at economical rate 0.40
viii) Availability of direct airport linkage 0.09

Interpretation:
The above data shows that 1.88 was the highest mean score showing respondent were about the
warm hospitality. On the other hand, 0.09 being the lowest mean score depicting that respondent
was about availability of direct airport linkage.
9. Rate the following problems faced by the tourists in Punjab:-
Table No.12: Problem faced by tourist
Statements Mean score
i) Close proximity to Pakistan Boarder 0.47
ii) Lack of trained travel guides 0.39
iii) Lack of ATM facilities at most of tourism destinations 0.31
iv) Lack of natural resources 0.27
v) Overpricing at local market 0.10
vi) Robbing during train or bus journey 0.14
vii) Overpricing at local market 0.10
viii Absence of Hygiene & cleanliness 0.01
)
ix) Close proximity to Pakistan Boarder 0.47
x) Tourism infrastructure -0.07
xi) Lack of basic amenities -0.13
xii) Language problem -1.01

Interpretation:
The above data shows that the majority of the respondent strongly agree by the problem faced by
the tourist which is close proximity to Pakistan Border according the mean score 0.47. On the
other than the respondent strongly disagree about the language problem.
10. Rate the following suggestions regarding the problem faced by the tourists:-
Table No.13: Suggestion regarding problem faced
Statements Mean
score
i) Providing more leisure activities 1.19
ii) Improve infrastructure 1.09
iii) Developing new tourist places 0.88
iv) Creating awareness (sharing information about historical places) 0.39
v) Improve transportation 0.36
vi) Better communication 0.31
vii) Providing proper guidance 0.26
viii) Renovation and maintenance of old monuments 0.26
ix) Proper advertisement 0.12
x) Providing safety and security 0.09
xi) More cleanliness & hygiene 0.05
xii) Providing proper amenities -0.08
xiii) Employing skilled and trained manpower -0.23

Interpretation:
The above data shows that the majority of the respondent strongly agreed by the suggestion
about providing more leisure activities according to the mean score 1.19, whereas according to
the mean score -0.23 respondents strongly disagree about the suggestion of employing skilled
and trained manpower.
 CHAPTER-5
FINDINGS, SUGGESTION AND CONCLUSIONS

FINDINGS
 There were 100 respondents under which – 53 were male and 47 were female in the
survey.
 Majority of the respondents belong to the age group of 21-25 years with 31 percent and
minority with 5 percent from the age group of 61 years and above.
 The distribution of the respondents in the five different occupation under which business
was the highest with 36 percent of the total respondents and only 8 percent were from
service sector.
 The distribution of annual income in four different groups under which 44 percent of the
respondents were earning between 50001-100000 and 6 percent of the respondents were
under the income group of less than 10000.
 93 percent of the respondents were aware about the tourist destinations in Punjab and the
rest 7percent of the respondents were not aware about it.
 The majority of the respondents i.e. 45 percent of the respondents know about tourist
destination from internet and only 13 percent from T.V.
 From the analysis it was found that majority of the respondents visited Punjab for the
purpose of business and only 7 percent for the purpose of health.
 Amritsar is the most visited city in Punjab by 46 percent of the respondents and
Kapurthala by 3 percent of the respondents.
 Golden Temple is the most visited tourist destination in Punjabby 42 percent of the
respondents and Nangal Dam by 2 percent of the respondents.
 From the analysis it was found the 97 percent of the respondents are agree that tourism
generates employment opportunities in Punjab and 3 percent of the respondents disagree.
 Out of 97 percent, 46 percent of the respondents prefer hotel manager as a career option
and 23 percent prefer travel agent.
 The analysis found that 22 percent of the respondents prefer Heritage tourism and 7
percent of the respondents prefer wildlife tourism.
 1.88 was the highest mean score showing respondent were about the warm hospitality.
On the other hand, 0.09 being the lowest mean score depicting that respondent was about
availability of direct airport linkage.
 majority of the respondent strongly agree by the problem faced by the tourist which is
close proximity to Pakistan Border according the mean score 0.47. On the other than the
respondent strongly disagree about the language problem.
 majority of the respondent strongly agreed by the suggestion about providing more
leisure activities according to the mean score 1.19, whereas according to the mean score
-0.23 respondents strongly disagree about the suggestion of employing skilled and trained
manpower.
SUGGESTIONS
 It is suggested that the overall aim of the government should be to strengthen the quality and
attractiveness of tourism experience in Punjab. The researcher has undertaken a thorough
study of Punjab state in the context of development of cultural heritage tourism; after
analyzing the various strengths, weaknesses, opportunities and threats ,the following
suggestions could be of great help for the policy makers, government, research scholors and
other stake holders of the industry.
 In order to break the monotony of the journey, highway tourism should be promoted on the
pattern of Haryana tourism. These tourist complexes can be clubbed with malls, amusement
parks, activity centres and restrooms so that the tourist should be able to break his journey
and relax on the way. Joy rides and other recreation facilities should be made available.
 The proper publicity and promotional methods should be used to promote important heritage
buildings. As there is a proposal to recognize the Golden Temple in the list of World
Heritage Sites similarly there is no dearth of excellent pieces of architecture like Elysees
Palace, Jagatjit Palace and Gol kothi at Kapurthala, Sheesh Mahal and Quila Mubarak at
Patiala, Aam Khas Bagh at Sirhind etc. The Swetamber Jain Temple at Zira, Ferozepur and
Rouza Sharif (considered next to only Mecca) at Sirhind are the monuments of international
importance.
 There is a need to create awareness about important fairs and festivals celebrated in Punjab
like Baisakhi, Holla-Mohalla, Jor-Mela, Rouza Sharif, Hari-Vallabh Sangeet Sammelan etc.
on the pattern of ‗Pushkar fair‘ at Rajasthan. Mehandi application, tattoos, traditional
handicrafts, costumes and cultural shows should be the main attractions.
 The state‘s location on the Pakistan border is a unique feature which should be exploited
fully to attract the tourists. The two border destinations; Hussainiwala in Ferozepur and
Wagah border in Amritsar have the distinction of being the border areas where the morning
and the evening ceremonies are worth watching. These places can be developed as great
attractions and proper activities spreading the feeling of patriotism should be organized. The
Sound and Light Shows should be organized and artists should be hired to sing patriotic
songs and plays(Dramas) and the tourists should also be encouraged to participate.
 To promote heritage tourism in the state, it is proposed that a luxury train connecting all
important religious places in the state should be introduced. The existence of a total of eleven
 Mughal Sarais ; from Mughal Sarai in Shambu to Sarai Amanat Khan in Amritsar, is again a
unique feature. It is proposed that a road connecting these sarais should be built.
 Law and order should be maintained at any cost at these destinations. A special police force
should be recruited to ensure the safety and security of the tourists. A 24 hours helpline
should be introduced and the helpline number should be widely circulated all around the
destination and also through newspapers and websites. A tourist grievances cell should be set
up at important destinations and all the issues should be resolved within 24hours.
 Another important suggestion is that the fairs and festivals should be pegged to promote the
destination with which they are linked and an innovative product should be designed. For this
purpose a festival calendar should be brought out and should be widely published. Punjab
state as a whole should be promoted and developed through various themes so that these
innovative packages should reach the target markets.
CONCLUSION
Tourism in present day does not confine itself to hotels, restaurants and sea beaches. Its broad
arena touches upon rural area, health sector and environment. The new approach is to position
tourism as a major engine of growth for employment generation and economic development.
There is thus an urgent need to position Punjab as an international brand like Kerala’s "Gods
own country” and include the State into the highly successful "Incredible India" campaign.
Initiatives and Incentives by the government will add advantage in promoting tourism in these
states which not only will help in economic development but also in the promotion of socio
cultural character of the state. Punjab has a bright future in culinary tourism as it is famous all
over the world for its cuisine. The government should introduce means to increase revenue
from cultural heritage tourism. This will result in better management of the heritage buildings.
 ANNEXURE-I
REFERENCES

 Singh, Manjit, (2001) “Financial Organization and Working of State Tourism Development
Corporations - A study of Punjab, Haryana and Himachal Pradesh”, Doctoral Thesis,
Kurukshetra University, Kurukshetra

 Sharma, Chanchal, (2005) “Tourism policy innovations of an Indian state (Haryana) and their
implications”, TOURISM: An International Interdisciplinary Journal, pp. 67-76

 Mohanty, Prafulla, (2002) “Marketing of Tourism services in India - A study with special
Reference to India”.

 FFY Bureau, (2005) “Tourism-India Shining”, Business and Economics for You, September
2005, PP 9-12

 Incredible India, Online Annual Report 2011 - 12, Ministry of Tourism, Govt of India

 Shankar, Ravi, “Service Marketing-The Indian Perspective”, Excel Books. Pp. 129-135

 Bandyopadhyay, R. and D. Morais (2005) “Representative dissonance, India's self and

western image”: Annals of Tourism Research, Vol. 32, No. 4. pp.1006-1021, 2005.

 Gantzer, H. & C. Gantzer, “Managing Tourists and Politicians in India”: Tourism

Management, June 1983. pp. 118-125.

 Leiper, N., (1999) “Tourism Management”, A conceptual analysis of tourism supported

employment which reduces the incidence of exaggerated, misleading statistics about jobs,
Vol. 20.

 Mott MacDonald, (2007) “Evaluation Study of Rural Tourism Scheme”. Submitted to the
MR division, Ministry of Tourism (GOI), June.

 Singh, S, (2001) “Tourism and the Less Developed World, Issues and Case Studies”. Oxon:
Cabi. Indian Tourism: Policy, Performance and Pitfalls. Harrison, D. (ed.)

i
 Singh, S., (2008) “Tourism Management”, Destination Development Dilemma - case of
Manali in Himachal Himalaya. pp 1152-1156.

 Wilson, D., (1997) “Annals of Tourism Research‟ Paradoxes of Tourism in Goa. Vol. 24,
No. 1, pp. 52-75

 Punjab Tourism Development Master Plan(2008-2023),by UNWTO . Available Online.

 Final Report of Tourism Survey for the State of Punjab(July2009- June2010),Ministry of

Tourism, Government of India.

 Manmohan Kaur (1994). Encyclopedia of India. Vol. XVIII. Punjab. N. Delhi. Rime
Publishing House.

ii
 ANNEXURE-II
QUESTIONNAIRE
Demographic Information:
Name : ________________
Gender : Male  Female 
Age : Less than 20  21 to 25 
26-40  41-60 
More than 61 
Occupation : Business  Service 
Farming  Others 
Annual Income: Upto Rs.10,000  10,001 to 25,000 
25,001 to 50,000  50,001 to 1,00,000 

General Information:
1. Are you aware of tourism destinations in Punjab?
Yes  No 

2. What is the source of information about tourist destinations?

Internet  Newspaper/ Magazines 
T.V.  Friends/ Relatives 

3. What was the main purpose of your visit to Punjab?

Business  Holiday/ Leisure 
Social Activities  Religious Activities 
Educational trip  Health 

4. According to you, which is the most visited city in Punjab?

Amritsar  Jalandhar 
Chandigarh  Ludhiana 
Bathinda  Patiala 
 Kapurthala 
5. According to you, which is the most visited tourist destination in Punjab?
iii
Golden temple  Rock Garden 
Jallianwala Bagh  Sukhna Lake 
Wonder Land Theme Park  Lodhi Fort 
Iman Nasir Masjid  PAU Museum 
Moti Bagh Palace  Bathinda Fort 
Anandpur Sahib  Gobindgarh Fort 
Nangal Dam  Kiratpur Sahib 
Chattbir Zoo  Wagah Border 

6. Do you think, tourism generates employment opportunities in Punjab?

Yes  No 
If yes, which type of career do you prefer?
Travel Agent  Tourist Guide 
Transport Officer  Hotel Manager 

7. Which type of tourism do you prefer in Punjab?

Adventure tourism  Cultural tourism 
Eco tourism  Heritage tourism 
Wildlife tourism  Traditional tourism 
Rural tourism 

8. Rate the following Benefits provided by Punjab as a tourist destination:-

Statements SA A N D SD
i) Rich culture & tradition
ii) More religious gurudwaras and temples
iii) Warm hospitality
iv) Warm hospitality
v) Accommodation is economical in Dharamshalas
vi) Fair & festivals of Punjab
vii) Transportation at economics rate
viii Availability of direct airport linkage
)
iv
9. Rate the following problems faced by the tourists in Punjab:-
Statements SA A N D SD
i) Absence of Hygiene & cleanliness
ii) Lack of basic amenities
iii) Tourism infrastructure
iv) Lack of trained travel guides
v) Language problem
vi) Close proximity to Pakistan Boarder
vii) Lack of Publicity for good tourist destination and
culture
viii Lack of ATM facilities at most of tourism
destinations
)
ix) Contaminated food and drinks
x) Robbing during train or bus journey
xi) Overpricing at local market
xii) Lack of natural resources
10. Rate the following suggestions regarding the problem faced by the tourists:-
Statements SA A N D SD
i) Improve infrastructure
ii) Providing safety and security
iii) Providing proper guidance
iv) Providing proper amenities
v) Employing skilled and trained manpower
vi) Renovation and maintenance of old monuments
vii) Creating awareness (sharing information about
historical places)
viii More cleanliness & hygiene
)
ix) Providing more leisure activities
x) Developing new tourist places
xi) Improve transportation
xii) Better communication
xiii Proper advertisement
)
v
PUNJAB AS A GROWING TOURISM HUB:
PROBLEMS AND PROSPECTS

SUBMITTED TO PANJAB UNIVERSITY, CHANDIGARH

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF
 BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:

MS. HARSHDEEP KAUR JASNEET KAUR
(ASSISTANT PROFESSOR) PUPIN- 14316000661
ROLL NO.16089902

KHALSA COLLEGE FOR WOMEN

CIVIL LINES, LUDHIANA
(2018-2019)
ACKNOWLEDGEMENT

If words are considered as a symbol of token and appreciation then let words play their heralding
role of expressing my sincerest gratitude and thanks.
Foremost of all I express my sincere gratitude to ALMIGHTY for bestowing upon my favors and
keeping me in high spirit.
I wish to express her deep gratitude to Ms. Harshdeep Kaur for acting as a guide and providing
me with continuous support and guidance. This report could not have been always remaining
grateful to her.
I am highly thankful to all the people directly related and the students for being cooperate
without whose help this project would not have been proven meaningful.

Jasneet Kaur
 CERTIFICATE

This is to certify that the project entitled to “Punjab as a Growing Tourism Hub: Problems
and Prospects” embodies the work carried out by Jasneet Kaur, (14316000661) herself under
my supervision and that it is worthy of consideration for evaluation.

Dr. Pooja Chatley

(Head of Department)
 DECLARATION

I hereby affirm that work presented in this project report entitled to “Punjab as a Growing
Tourism Hub: Problems and Prospects” is exclusively my own and there are no collaboration
does not contain any work for which degree or diploma has been avoided by any other university
/ institution.

Dated:
Place: Jasneet Kaur
 TABLE OF CONTENTS

Chapter No. Chapter Name Page no.

1. INTRODUCTION 1-33
2. REVIEW OF LITERATURE 34-43
3. RESEARCH METHODOLOGY 44-45
4. DATA ANALYSIS AND INTERPRETATION 46-61
5. FINDINGS, SUGGESTIONS AND CONCLUSION 62-66
ANNEXURE-I i-ii
ANNEXURE-II iii-v