The key discussion at SATTE brought together industry leaders and policymakers to explore how states can craft stronger tourism strategies through policy reforms, investments, sustainability and public-private partnerships. The discussion also delved into state-led tourism initiatives, skill development, infrastructure expansion, and strategies to unlock untapped destinations across India.
The SATTE fireside chat on state tourism and ministry initiatives—driven by insights from government and industry experts—offered a strategic roadmap for inclusive growth of the sector. Moderated by Raj Singh, Founder & Chairman, Antara Cruises, the discussion featured Amrapali Kata, IAS, CEO, Andhra Pradesh Tourism, and Roshan Thomas, Director, Skilling & Capacity Building, Ministry of Tourism, Govt. of India. Devising the strategies for inclusive growth, the panelists shared actionable strategies on skilling, marketing, and development to strengthen India’s tourism landscape.
A state with everything but recognition
Despite its rich tourism assets, Andhra Pradesh lacks a distinct identity like Kerala or Rajasthan, noted Singh. The state offers diverse attractions—backwaters, beaches, forts, and Buddhist heritage—yet, beyond religious tourism, visitor numbers remain low.
Kata highlighted that Andhra ranks third in domestic tourism, largely due to Tirupati. However, excluding temple visits, the picture changes. To address this, the state is working to extend visitor stays by integrating additional activities with pilgrimages. Srisailam, a Jyotirlinga site, is being promoted, while other temple circuits are under development.
Beyond religious tourism, Andhra is establishing key tourism hubs covering targeted niche areas. These include Visakhapatnam, a coastal and hilly destination, Gandikota, a naturally formed canyon, where the Union Ministry is collaborating on infrastructure for trekking and tourism, Rajahmundry and its surroundings and Srisailam.
To drive investment and support the expansion, Andhra Pradesh has granted tourism an “industry status” introducing a new policy with incentives for private players, said Kata. “The new tourism policy offers significant incentives, with a particular focus on addressing the shortage of accommodation. Our Chief Minister has set a target of adding 50,000 new hotel rooms to the state. We are engaging with major hospitality chains, offering government land and incentives to attract investment,” she explained.
Adventure and water-based tourism are also expanding, with tenders for houseboats and water sports. Visakhapatnam’s new cruise terminal is collaborating with operators like Cordelia and Dolphin Cruises, with plans for services in the Krishna and Godavari regions.
Andhra Pradesh is also emerging as a promising wildlife tourism destination, with Srisailam boasting a significant and growing tiger population. The state is diversifying its offerings, including birdwatching, which is gaining popularity among international visitors and photographers from Bangalore. The state hosts migratory flamingos at Pulicat Lake, celebrated through the Flamingo Festival, and is also home to Jordan’s Courser, one of the world’s rarest birds, with ongoing efforts to understand its conservation needs. To this, Singh added that Goa, despite being known for its beaches, has thriving wildlife tourism and if Andhra can follow a similar model. “Absolutely,” said Kata. “Goa has successfully positioned itself as a wildlife tourism destination alongside its beach tourism. Andhra Pradesh can leverage its national parks, rich biodiversity, and unique bird species to attract a similar crowd.”
Andhra is also leveraging its cultural heritage, including cuisine, textiles, and tribal traditions. Projects like the Araku-Koraput coffee tourism initiative aim to attract visitors while preserving indigenous culture sustainably. The government is engaging experts to develop structured programs for tribal empowerment.
Proximity marketing positions Andhra as a quick getaway for metro tourists—Chirala’s coastal retreats are three hours from Hyderabad, and Chennai is just two hours away. A major resort chain has already set up in Chirala, shared Kata.
Going forward, a crucial step for Andhra Pradesh’s tourism growth, suggested Singh, is collaborating with domestic tour operators and travel associations like IATO to ensure the state is integrated into popular tourist circuits. Engaging with tour operators—who serve as key influencers in the industry—will help create strong, marketable itineraries that highlight Andhra’s diverse attractions beyond Hyderabad, he said, adding the strategic planning and FAM trips for operators could help drive inbound tourism by 2025.
Leveraging the Gandikota appeal
A striking example of India’s untapped tourism potential is Gandikota, a lesser-known location now receiving government attention. Dubbed the “Grand Canyon of India,” the destination has immense appeal, yet remains largely unexplored by domestic and international travellers, pointed Thomas while answering Singh’s question on skilling and capacity building. The Ministry of Tourism is identifying such high-potential sites and implementing strategies to extend visitor stays, a crucial factor in maximising economic benefits, he said.
“From Bangalore, Chennai, and Hyderabad, there are day hoppers coming to Gandikota,” explains Thomas. “But for tourism to contribute effectively to GDP, it must move beyond a cultural experience and become a driver of economic activity. A tourist should not just visit; they should stay, engage, and spend.”
The Eight-Hour Rule: A Game Changer for Revenue
Pointing to what global destinations do, Thomas shared “They follow a simple yet powerful formula—if a visitor stays for at least eight hours, they are more likely to spend the night, leading to increased spending on accommodation, food, and local experiences. The Ministry of Tourism is keen on curating activities that keep tourists engaged for longer, thus encouraging overnight stays and boosting local employment opportunities.”
“When a domestic traveller plans a week-long vacation, they mentally allocate INR 50,000 to INR 70,000 for expenses,” he explained, adding that for an international traveller, that figure is around INR 1.5 lakh to 2 lakh. “If destinations fail to capture this spending, it’s a direct economic loss for the region and the country.”
Skilling key in making tourism more inclusive, lucrative
Skilling in tourism goes beyond traditional roles such as tour operators and guides. It extends to local artisans, food vendors, transport providers, and experience curators—each playing a part in shaping a traveller’s perception of a place.
One key focus is presentation and packaging. India is renowned for its rich culinary heritage, yet concerns over food hygiene create barriers for international visitors. “Something we see as normal may not align with global hygiene standards,” Thomas notes. “From street vendors to high-end restaurants, improving presentation, cleanliness, and hospitality is critical in making tourism more inclusive and lucrative.”
Thomas while sharing one intense campaign at Gandikota, said that over half of the 600 villagers actively participated in training sessions. “They engaged with topics like extending camping durations, integrating adventure activities, and attracting international tourists. This local demand spurred them to upgrade their facilities and practices,” shared Thomas.
The Ministry, he added, is shifting towards ‘disruptive thinking’ in tourism training, ensuring that stakeholders—from hoteliers to local entrepreneurs—understand global expectations.
“For instance, soft skills such as negotiation, communication, and cultural sensitivity can significantly enhance a tourist’s experience. A simple change in how a street vendor interacts with visitors—welcoming them warmly, explaining local delicacies, and ensuring proper hygiene—can elevate the appeal of an entire destination.”
Creating Destination Ambassadors with Paryatan Didi & Paryatan Mitra
To ensure that destinations are tourist-friendly, inclusive, and economically sustainable, Ministry of Tourism had launched two key programs: Paryatan Mitra and Paryatan Didi. These initiatives aim to empower local communities to become active stakeholders in the tourism industry.
“Paryatan Mitra is about creating a group of local influencers—people who understand the history, culture, and tourism potential of their destination and can actively promote it. These individuals help create a welcoming environment, which is critical because a negative perception can deter visitors. If a tourist does not feel welcomed, they are less likely to spend on local experiences, extend their stay, or return,” Thomas highlighted.
The program is already being rolled out in high-potential but underdeveloped locations, including Gandikota. “This breathtaking landscape has yet to be fully integrated into mainstream tourism due to limited infrastructure and a lack of organised engagement with the local community,” he said, adding that skills in tourism management, customer service, and cultural storytelling can bring massive benefits.
Paryatan Didi, another program designed to increase women’s participation in tourism-related economic activities and where they are visible as business owners, stakeholders, police officers, and service providers naturally feels safer and more vibrant,” explained Thomas.
Through Paryatan Didi, local women are trained in running guesthouses, cafes, handicraft stores, managing homestays, guiding tours and also becoming part of tourism policing initiatives, he added.
“This approach has already shown promising results in select regions. In destinations where women-run businesses have increased, the tourism economy has expanded—restaurants stay open later, cultural events thrive, and visitor engagement improves.”
While these initiatives are still in their early stages, the long-term goal is to replicate the model nationwide.
On one hand where the tourism drives community development, it also needs responsible management. Experts on the panel urged the government to prioritise local involvement as well as setting the stricter sustainability standards for operators. “Locals should be the primary stakeholders,” said Singh, adding that while policies are being structured across various states, the transition to sustainability requires widespread awareness and training among local populations and authorities.
