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Haryana tourism: A SWOT Analysis

Dolly Mangla
Lecturer in A.I.T.M
Babita Aggarwal
Lecturer in A.I.T.M

Abstract:
Tourism with its broad range of impacts including amongst other economical,
environmental, social-cultural benefits and costs, is a global phenomenon, which has
variously attracted the attention of public and private sector interests. Because of its
propensity to generate substantial economic benefits such as employment, foreign exchange,
income and tax revenues etc. developed countries and developing countries and in particular,
have embarked upon tourism-related development policies. Tourism industry in India is on a
great boom at the moment. Haryana has tremendous potential to become a major global
tourist destination and India tourism industry is exploiting this potential to the hilt. Travel
and tourism industry is the second highest foreign exchange earner for India, and the
government has given travel & tourism organizations export house status. It is said that
India has a wealth of amazing places that is to be seen and appreciated and having an
unbeatable tourism potential, But Haryana receives far lesser tourists compared to
other areas of India.
Highways tourism is one of the most important tourist attractions in Haryana. You can drive
along the far stretched highways. Beautiful lake and picturesque landscapes are sure to sooth
your eyes. The state is dotted with nearly 44 tourist complexes. You can drop into any of
these and spend a gala day enjoying boating, picnic hides and children's parks, paying visits
to restaurants, ice-cream parlors, gift shops and bars - an ideal family-getaway. The objective
of this research paper is to find out the current status of Haryana tourism.
INTRODUCTION:
A tourist is a person who goes to another place for private interest or who is sent there (for
example

by

company),

but

is

not

employed

at

this

place.

Business tourists may go to this place for a conference, a workshop or further education.
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Private tourists may go there for adventure, recreation, education, pilgrimage or other
purposes.
Tourism as industry
Tourism can also be defined as a service industry with three main foci:
1. Transport: bringing people from one place to another
2. Accommodation: giving people a place to stay
3. Services: offering goods and manpower in order to fulfill the wishes of the travelers
Tour
operator

Accommodation

Conference

TOURISM INDUSTRY

Tour
operators

Distributors
Tourism
agencies

Accommodation: provide the nuts and bolts of the industry.

Hotels, villas, apartments, camping parks.

Packages of travel tours to popular location

Selling the travel product / service to individual and business customers.

Tour operator: (four dominant firms)

Thomson

First choice

My travel

Thomas cook

Tour distributor: usually include business travel agents:

Some large and well known.


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Some small and independent etc...

Conference/ exhibition organizer:

Service at venues

Customer care

Importance of location.

Key players of travel and tourism:

Large tour operator: SOTC, COX &KINGS, THOMAS COOK.

Regional tour operator: raj travels, kesri tours.

Online players: makemytrip, travel guru

PLACE ATTRACTIONS:
Kurukshetra: Kurukshetra is a religious hotspot of the Hindus. Tourists from all over the
country visit the venue of the Mahabharata war and the birth place of the Bhagvad Gita.
Kurukshetra has been developed to a modern city dotted with temples and monuments. Some
of the prime destinations in the town include Brahma Sarovar, Sri Krishna Museum and
Science Museum (Panorama) depicting the history and archeology of Kurukshetra.
Brahma Sarovar: it is a vast water body which has a temple in the centre dedicated to
Sarveshwar Mahadev (Lord Shiva).
Panchkula: panchkula district has the Morin Hills - the only hill station of Haryana; a
charming and peaceful place. During the monsoon season, a carpet of lush green grass covers
the hillside which makes them excellent grazing ground for the black buck and Neelgai.
Tigers and panthers can also be spotted, while foxes, mongooses, jackals and wild dogs are to
be found a plenty.

Jyotisar: Jyotisar is believed to be the site where Lord Krishna had delivered the Holy
Scripture Bhagwad Gita to Arjun. The site lies some 12 km from Kurukshetra on the Pehowa
road. Jyotisar has fine water bodies, bathing ghats and small temples. The marble image of
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Lord Sri Krishna and Arjun is carved in such a way that Lord Krishna explaining to Arjun,
the doctrine of Karma through the Gita Updesh.
Pehowa:
Pehowa is 27 km west of Thaneswar. It is on the left bank of the river Saraswati and is
famous for various temples. The town derives its name from king Prithu. There is a legend
that after the demise of his father, king Prithu sat on the side of river Saraswati and offered
water to the visitors. Hence the site came to be known as Prithudaka or Prithu's pool.
Surajkund craft mela: The very first effort on organizing cultural events on a national level
by Haryana Tourism was done with the launching of the annual and now internationally
famous Surajkund Crafts Mela that began in 1981. The Crafts Mela celebrates the finest
handlooms and handicrafts traditions of country. It is a fortnight long event that embodies the
spirit that runs through the people of India and its rich culture. It is held in the month of
February from 1st-15th. The Surajkund Crafts Mela is held just 8 km from south Delhi.
THE OBJECTIVES FOR INCREASE IN TOURISM ARE:

Socio economic development of areas

Increase in the opportunities for employment

Development of the domestic tourism for the middle class segment of the society

Preservation and restoration of the national heritage and environment

Developing international tourism

Promotion of tourism based product diversification

Tourist Attractions:
India is a country known for its lavish treatment to all visitors, no matter where they come
from. Its visitor-friendly traditions, varied life styles and cultural heritage and colorful fairs
and festivals held abiding attractions for the tourists. The other attractions include beautiful
beaches, forests and wild life and landscapes for eco-tourism, snow, river and mountain
peaks for adventure tourism, technological parks. Yoga, ayurveda and natural health resorts

also attract tourists. The Indian handicrafts particularly, jewellery, carpets, leather goods,
ivory and brass work are the main shopping items of foreign tourists.
Golf tourism: a state that blazed a trail of holiday traditions, with its Tourism Policy, 2008 could well be called the land where perfect vacations begin. Tourist complexes of Haryana
Tourism dot the five national Highways passing through the state. Helping you kick off your
shoes and relax with pampered treatment. Haryana is vibrant and lively with all its natural
beauty blended beautifully with folk culture and traditional ethos.
Haryana is also known for its world class courses and is immensely popular among the
golfing fraternity. Haryana Tourism has taken the initiative to promote Golf Tourism in the
state and taken golfing to new frontiers. The state has some truly amazing golf course, which
offers you world-class facilities.
Pilgrim journey through Haryana:
The pilgrim's progress in Haryana is deeply rooted in devotion, legend and mythology.
Though a number of temples dot the State, the focus of pilgrim movement in Haryana is
concentrated in the 48-kosas of land that was once called Kurukshetra. The area covered 360
places of pilgrimage. Today, this area primarily covers centers of pilgrimage in modern
Kurukshetra, Jyotisar, Thanesar and Pehowa towns. Another concentration of pilgrim centres
can be seen around Chandigarh
Adventure tourism: Haryana Tourism is organizing Soft Adventure Activities at its various
tourist resorts, with the aim to inculcate leadership, team-work, sincerity, honesty, national
integration, eco friendly and brotherhood qualities in the participating youth. All these
activities are held under the guidance of a trained & qualified guide, following all safety
measure. Some of the most undertaken activities are

Trekking and Nature Trail

Rock Climbing & Rappling

Boating.

River Crossing
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Target Practice

Bird watching and Flora-Fauna Identification

Green practices and Ecology Balance

Rural Games

Sustainable Tourism Practices.

RESEARCH METHODOLOGY
Research Objective:
1. To know the status of tourism in Haryana.
2. To analyze Haryana tourism using SWOT analysis.
Research design: The study is basically exploratory in nature. The study attempts to analyze
the tourist responses regarding various factors of tourism in Haryana were done with the
help of interview.
Findings:
As per record, the year 2001-02 had around 65 lakh tourists. This is one of the successful
tourist development programs piloted by the Haryana tourism department.

TABLE 1 :Tourist visit in 2009 approx.


S.NO.

State

Tourist Visit
Domestic

Foreign

% Share
Domestic
6

Foreign

Rank
Domestic

Foreign

1.

Delhi

2388330

2018848

0.4

15.3

19

2.

Haryana

6252945

64711

1.2

0.5

15

16

3.

Rajasthan

25920529

1401042

4.9

10.6

4.

U.P

116244008 1493157

22.1

11.3

1. Table 1 shows the domestic and foreign tourist to Delhi, Haryana, Rajasthan and U.P
in 2009.
2. This table shows maximum share of tourist visit in Delhi while Haryana % share of
foreign tourist is 0.5.
3. Haryana rank in foreign tourism 16 and in foreign tourism is 15.
TABLE 2: Tourist Flow in Haryana Approx.
S.NO.

2007

2008

2009

GR 2007-08

GR 2

State

Domestic

Foreign

Domestic

Foreign

Domestic

Foreign

Domestic Foreign Domestic

Haryana

5913394

59353

6019927

68754

6252975

64711

1.80

14.32

3.87

Delhi

2061782

1511893

2237130

1974836

2388330

2018848

8.5

30.60

6.76

Rajasthan 18787298 1131164 23483287 1220164 25920529 1401042

2.5

7.87

10.38

Table 2 shows the tourist flow in Haryana from 2007 to 2009.

It shows that foreign tourism in Haryana is decreasing while domestic tourism is


increasing.

Growth rate is of Haryana tourism of foreign tourist is negative due to poverty,


disease, infrastructure and poor marketing etc.

SWOT Analysis:
Strength of Haryana tourism:
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1. Haryana geographical location, a culmination of deserts, forests, mountains.


2. Diversity of culture in Haryana.
3. A wide variety of hotels that present in the country that can fulfill the demand of the
tourist.
4. Colorful festival attracts the foreign customers in Haryana.
5. Manpower cost in the Haryana hotels industry is one of the lowest in the world.
Weakness:
1. Lack of sufficient infrastructure.
2. The road condition in India is very bad.
3. Narrow minded attitude among certain section of people.
4. No proper marketing strategies adopted by Haryana tourism.
5. There are many places where the image of the Haryana looks as one of the
poverty and disease.
Opportunity:
1. Availability of high quality human resource.
2. Allowing entry of more mncs into the country giving us a global prospective.
3. More proactive role from the government of India in terms of framing
policies.
4. Promotion of religious tourism.
5. Exploring sports and adventure tourism.
6. Promotion of rural and highway tourism.

Threats:
1. Economic condition and political turmoil in other countries affect tourism.
2. Terrorism is a major setback of the region.
3. Disorganized tourism development.
4. Environmental factors also impose a threat.
Recommendations:
The recommendations are in direct relation to inconveniences faced by tourists. Some of
them are:
1. Provision of required information in tourism centers.
2.

Clean and maintain the environment in certain places

3.

Improve roads and transport facilities.

4. Shopping complexes
5. More coverage in the media
6.

more parking space

7.

Diverse culinary must be available

8.

Presence of hotels for the lower segment in peak months

9.

Clinics must be provided

10. should be well connected and accessible


11. More entertainment facilities for tourists
12. Display of required information
13. Publicize local handicrafts
Conclusion:
Haryana tourism has vast potential for generating employment and earning large sums of
foreign exchange besides giving a fillip to the countrys overall economic and social
development. Much has been achieved by way of increasing air seat capacity, increasing
trains and railway connectivity to important tourist destinations, four-lining of roads
connecting important tourist centers and increasing availability of accommodation by adding
heritage hotels to the hotel industry and encouraging paying guest accommodation. Since
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tourism is a multi-dimensional activity, and basically a service industry, it would be


necessary that all wings of the Central and State governments, private sector and voluntary
organizations become active partners in the endeavor to attain sustainable growth in tourism.
References:
1. Akhtar, Javaid; "Tourism Management in India", Ashish Publishing House, New
Delhi,
2. www.wikipedia.com
3. www.wto.orgn
4. marketmonitor.com
5. www.bharatbookdeepo.com
6. www.tourism.gov.org.
7. www.wikianswers.com
8. www.ehow.com

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