Jharkhand: Delighting Tourists And Investors Alike

This article is a sponsored feature.

Nestled amongst the Chota Nagpur Plateau and dotted with lush forests that house an incredible array of biodiversity, Jharkhand has emerged as the surprise challenger in India’s USD 42 billion tourism industry.

By projecting “Destination Jharkhand” at national and international tourist fairs, the state government has embarked on a recruitment spree to surpass the record 33.4 million domestic tourists who visited in 2014.

Jharkhand ranks ninth in India for domestic tourist arrivals, which accounted for $94 billion aggregate revenue in 2015, and is expected to hit $157 billion in 2024. International tourist revenue stood at $20 billion in 2015, with growth projected to reach $28 billion in 2024.

To bolster the travel industry, the Jharkhand government has devised a comprehensive policy not only to elevate the state’s appeal as a tourist hotspot, but also to create jobs and boost economic growth. It’s also taken a people-first approach to the tourism boom by offering training to all service providers, such as porters, taxi drivers, hotel employees and others.

Having ranked seventh in the World Bank’s “Ease of Doing Business” in India report in 2016, the government has rolled out the red carpet to invite private investment in tourism infrastructure - whether foreign, domestic, or in the form of a joint venture.

One key element of the government’s tourism strategy has been to divide the state into six tourism circuits - Ranchi-Hazaribagh-Tilaya, Daltenganj-Mahuadandh-Netarhat-Ranchi, Ranchi-Bundu-Jamshedpur, Deoghar, Dhanbad and Saranda.

These circuits were created to build separate identities and individual marketing and promotion plans for each. By creating these six tourism circuits, Jharkhand’s untapped investment potential is also on display.

Among the tourism niches prioritized for promotion:

Religious Tourism

Pilgrims have long flocked to Jharkhand for its shrines and holy sites, such as Deoghar, home of Baba Baidyanath, one of the 12 Jyotir Lingas in India, Jagannath Temple in Ranchi and the sacred Jain site of Parasnath.

With up to 40 lakh pilgrims expected at Deoghar annually, the government will establish separate development authorities to maintain such spiritual sites.

In an attempt to provide the best safety and comfort for religious pilgrims, the state will provide tents, safe drinking water and garbage disposal for a stress-free pilgrimage.

Eco-Tourism And Rural Tourism

Blessed with waterfalls, rare flora and fauna, dense forest and a temperate climate, Jharkhand is an eco-tourism playground. Getalsund Dam and Usri Falls are just two paragons of the state’s natural beauty.

To exploit this natural beauty, the state plans to develop facilities and promote outdoor activities such as trekking, wildlife safaris, camping, rock climbing and nature walks. Given the wildlife and landscape, a sustained effort is in place to encourage these activities in a sensitive manner that maintains harmony with the natural environment and its inhabitants. Visitors can explore and observe animals at various sanctuaries, national parks and wildlife reserves.

The government has also taken the unique step of encouraging recreational tree planting to both increase forest cover and introduce tourists to Jharkhand’s rich forests.

This is part of the state’s sustainable and responsible eco-tourism strategy to ensure that rural citizens are aware of and benefit from an increase in tourism. To ensure that Jharkhand’s many tribal groups are part of the tourism plan, rural tourism villages will be developed with upgraded infrastructure such as drainage, bus stands, electricity and other basic amenities.

To give visitors a sense of authenticity, the government will also promote a bed and breakfast scheme that allows tourists to experience Jharkhand’s hospitality and cuisine by immersing themselves in local homes.

Historical Tourism

Caves, petrographs and fossil remains indicate the presence of prehistoric civilizations in Jharkhand, as outlined in the Rig Veda, which mentioned the “Kikat” Pradesh in Giridih district.

To provide a truly historical experience, a full-fledged revamp of heritage buildings and older mansions is planned to increase tourist accommodation.

The Indian Council for Cultural Relations and Sangeet Natak Academy will also help organize a calendar of events and festivals to showcase Jharkhand’s multicultural history. These will help in marketing handicrafts and hosting fairs to display local dance, music and other performing arts that highlight ethnodiversity.

Investment Opportunities In Tourism Infrastructure

The government has taken many steps to encourage private sector investment in Jharkhand’s tourism industry, such as establishing land banks for smooth acquisition and categorizing land parcels.

World-class tourist infrastructure, such as amenities centres, information centres, transport facilities and exhibition halls for events are all on the anvil. The government has roped in private sector partners to improve travel infrastructure, such as roads, air connectivity and rail networks that will include a category of “super luxury trains.”

Private sector involvement will also make road travel between tourist spots a convenient experience by providing petrol pumps, motor garages, snacks centres, toilet facilities, medical facilities, parking and more.

Financial incentives apply to tourism initiatives such as setting up new hotels, amusement parks, health resorts, transport facilities, tourist camps and more. Tourism initiatives employing at least 50 people - with a minimum 30 percent being from Jharkhand - will be rewarded with partial coverage under the state group insurance scheme. The state has also offered tax breaks to production houses that complete at least 25 percent of their filming in Jharkhand.