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ASSAM TOURISM DEVELOPMENT CORPORATION LTD.

Directorate of Tourism

Red river tours & travels (a unit of atdc ltd.), tourist information centres, guwahati airport, guwahati railway station.

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Please avail the facilities offered by Assam Tourism Development Corporation Limited and Directorate of Tourism, Government of Assam for a comfortable stay in the following lodges:

Avail facilities at the Lodges/Restaurants/Wayside Amenities/Parks provided by Assam Tourism Development Corporation Limited which are run by Management Contract basis.

Also enjoy the conducted tours organized by Assam Tourism on every Saturday and Sunday to Shillong and around Guwahati city and on Wednesdays, Fridays and Sundays during season (November-April) to Kaziranga National Park. Avail also the opportunity to enjoy the sound & light show "Assam through ages" at Kalakshetra Guwahati every evening.

For detail information about booking and conducted tour, please contact our travel wing: RED RIVER TOURS & TRAVELS (a unit of ATDC Ltd) 2nd Floor, A.K. Azad Road, Rehabari, Near Nepali Mandir, Paltan Bazar, Guwahati - 781008 Email: [email protected], Ph: (0361) 2738005 / 06, M: +91 7896060366, 7896035322, 7896060722

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Tourism Development: Strategies And Challenges For Assam’s Growing Industry

The tourism industry is incredibly diverse, encompassing a wide range of elements, from small-scale businesses like barbers and laundries to luxurious five or six-star hotels. This versatility has made tourism a highly sought-after sector in countries around the world. Notably, even small nations have harnessed the potential of tourism to bolster their economies. Some of these smaller countries have managed to thrive in the tourism industry while preserving their valuable resources. They’ve achieved this by leveraging their rich cultural heritage and the collective strength of their ethnic communities, emphasizing tourism as a form of social service, blending art and commerce, and valuing their ethnic heritage. Countries like Bhutan, Nepal, and Thailand, situated near India, stand out as prime examples of how tourism, with a focus on social and ethnic assets, has propelled them to significant economic progress.

By: Dipak Kurmi

In today’s global landscape, virtually every country is actively vying to bolster its economic prowess through the promotion of tourism. Advanced nations have long recognized tourism as a potent instrument for economic advancement. Tourism serves as a catalyst for multifaceted progress, encompassing the preservation of arts and culture, environmental conservation, job creation for self-sufficiency, global resource promotion, infrastructure development, investment stimulation, and improved connectivity. This sector plays a pivotal role in not only boosting a country’s economic standing but also in fostering cultural heritage and safeguarding the environment while simultaneously generating employment opportunities and expanding international outreach.

While the organized history of the tourism sector in Assam is relatively recent, the region has been drawing tourists for centuries. Notably, during the six centuries of Ahom rule and two centuries of British colonial influence, Assam saw its fair share of visitors. Going even further back to the 7 th century AD, the Chinese traveler Hiuen Tsang explored Assam during the reign of Kumara Bhaskarvarma. However, it’s important to recognize that the appeal of Assam to tourists cannot be summarized with such a simple analysis. The state has been a magnet for travelers throughout history, thanks to its natural beauty, diverse geography, cultural diversity, and a wealth of historical treasures from the era of kings and maharajas. Looking at the history of tourist arrivals up to the early 21st century, it becomes evident that Assam boasts a multitude of attractions. Beyond its breathtaking landscapes of rivers, mountains, and streams, the region offers both visible and hidden natural wonders, as well as cultural and societal creations that continue to enthrall visitors from near and far.

The tourism industry holds the potential to become a unique and vital resource for Assam’s economic development in the near future. However, it is evident that the Assam government has yet to tap into various artificial resources that could attract tourists. At present, tourism is not accorded the status of a major income-generating industry in Assam, but it’s increasingly clear that such recognition is overdue. Unfortunately, there is a noticeable dearth of research and discussions regarding how the tourism sector could play a pivotal role in bolstering Assam’s economy. This lack of in-depth analysis has left many unaware of the numerous benefits that the tourism industry can bring, such as fostering societal unity and providing an economic boost to propel the state forward. In these circumstances, some may shift the blame to the prevailing poverty among the majority of the population. However, it is worth noting that tourism has proven capable of helping many countries combat poverty, as the industry has opened up opportunities for the less fortunate.

The foremost challenge facing the tourism industry in Assam is effective marketing. To promote the rich tourism resources of Assam, various media channels, social platforms, and websites can be employed to reach audiences across different countries. However, the backbone of tourism development lies in a well-established transportation and communication system. Destinations lacking proper road infrastructure and transportation facilities tend to struggle in attracting tourists. Furthermore, there is a dearth of knowledgeable guides who can provide insights into Assam’s key attractions. Additionally, the absence of dedicated department blogs for effective publicity is noticeable. To foster a more positive perception among tourists and contribute to shaping a safer global future, steps must be taken to influence attitudes and encourage responsible tourism practices.

The development of the tourism industry is not solely the responsibility of the tourism department; it requires the collective efforts of all departments. To enhance the quality of tourism in a country, various measures must be taken. While the tourism department can focus on beautifying tourist areas and facilitating their development, it is equally crucial that other departments maintain the roads leading to these destinations. Neglected road infrastructure can leave a negative impression on tourists. Additionally, maintaining cleanliness in towns and villages falls under the purview of municipal and panchayat authorities. Their actions directly impact tourists’ perceptions. The growth of the tourism industry encompasses a wide range of services, from barbers, laundries, and tailors to drivers, hotels, restaurants, shops, banks, insurance, and the overall ambiance of the local community. It’s a collaborative effort that cannot be shouldered by the tourism department alone. For the tourism industry to thrive, every department must work in harmony towards its development.

The growth of the tourism industry doesn’t hinge solely on the presence of five-star hotels; it requires a more diverse approach to cater to varying tourist preferences. Not all travelers seek the amenities of luxury hotels; some are drawn to spending nights amidst nature or opting for simpler accommodations to better appreciate natural beauty. There are tourists who relish rural experiences, immersing themselves in village life, agriculture, education, and cultural heritage. Addressing these nuanced aspects is essential for tourism development. While regulations can’t dictate the behavior of small hotel and restaurant owners or guide the decor of shops that cater to hungry tourists, the psychological aspects are equally critical in the tourism sector. Without a shift in the mindset of those directly or indirectly involved in the industry, even with beautiful tourist destinations, achieving the right objectives becomes challenging.

The mindset of the local drivers in a region plays a crucial role in fostering the growth of the tourism industry. They should recognize that tourism and tourists are vital for their own livelihoods, with tourists serving as their primary source of income. Unless drivers, whether they operate cars or rickshaws, perceive tourism as the linchpin for their future sustenance, the development of the tourism sector, no matter how robust, will fall short of its objectives. It’s imperative that everyone prioritizes how to cater to and satisfy tourists. Unfortunately, it often appears that a significant portion of our society is more focused on exploiting tourists rather than upholding the reputation of the tourism system, the country, the state, and the local community.

The advancement of the tourism sector requires a collective effort aimed at promoting tourism across all aspects. Specifically, the tourism department plays a pivotal role in shaping a comprehensive plan for tourism development. Success in the tourism industry hinges on the formulation and effective execution of a multifaceted, people-centric strategy that encompasses all regions within a state. Only by crafting and implementing such a well-rounded scheme can the tourism sector truly thrive.

Fostering cooperation among all stakeholders is the most crucial step towards developing the tourism sector in a state like Assam. To achieve this, it is essential to raise awareness among the public, and higher education institutions can play a pivotal role in this endeavor. Colleges and universities possess the potential to effectively create awareness among the populace, thereby promoting Assam’s tourism industry. However, the onus of driving this initiative lies with the tourism department itself. Notably, higher education institutions in Assam can contribute to tourism sector awareness without incurring additional costs, as many of them are eager to participate in such efforts. Several colleges and universities have already taken steps in this direction, and recognizing and honoring the best-performing institutions in these awareness campaigns can further motivate and inspire them to continue their valuable awareness initiatives.

The primary imperative for tourism development in Assam likely revolves around data collection. This entails gathering essential information on various aspects of tourism, such as the number of tourists who visited specific destinations, their countries of origin, and their feedback on these places. Furthermore, it’s crucial to understand which districts attracted how many tourists from different countries and the reasons behind their choice of those particular districts. Delving into the motivations of tourists, including why they sought experiences in specific areas, is equally vital. This comprehensive data acquisition will serve as the foundation for informed decisions and strategies to enhance tourism in Assam.

To facilitate the comprehensive evaluation of the tourist experience and address any shortcomings, the government should compile an annual report based on pertinent data. This report should serve as a basis for in-depth analysis by relevant government departments to determine whether tourists are receiving the satisfaction they seek and to identify any areas where expectations are not being met, as indicated by tourist feedback. Establishing data collection centers at Assam’s airports is essential, and extending such facilities to every district is equally important. Additionally, each district should have a designated Director of Tourism or Tourism Officer to decentralize decision-making and empower every district to become a tourism hub. Just as there are officers for agriculture, transport, and forests, the appointment of a Tourism Officer in each district is crucial for the holistic development of the tourism sector. This decentralized approach will play a pivotal role in ensuring the proper growth of tourism in Assam.

To effectively organize and fortify the tourism sector in Assam, it is imperative to appoint Sub-Division Tourism Officers or Chakra Tourism Officers at the sub-division and district levels. The establishment of offices in every district, sub-division, and chakra is an essential step for the advancement of tourism, and this cannot be overlooked. Despite the existence of the Tourism Department for several decades, decentralization has not been fully realized. The department remains centralized in its operations. Similarly, despite the presence of the Tourism Development Corporation, the holistic growth of the tourism industry in Assam has been hindered by the absence of decentralized authority and decision-making power. To propel the tourism sector forward, embracing decentralization and empowering officers at various administrative levels is imperative. (The writer can be reached at [email protected])

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• Frequently Asked Questions

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Something went wrong. please try again later., you need to sign in before applying for schemes, it seems you have already initiated your application earlier. to know more please visit, check eligibility, promotion and development of tea tourism infrastructure in assam.

• The scheme will upgrade the existing tourist infrastructure of the Tea Garden.
• The scheme will encourage private tea companies to promote tea tourism in the State.
• The scheme will help to develop modern amenities to attract tourists from all over the world.
• The scheme will help to develop coordination amongst the tea stakeholders including state tourist operators for flourishing tea –tourism.

The scheme will promote tea tourism promotional activities such as plucking tealeaves, going on nature walks, trekking and rafting, and even play of golf, etc.

• Focusing cultural and socio-economic scenario of the Tea Tribes of Assam worldwide for tourist attraction.
• Local traditions like food, attire, and handicrafts will be promoted.
• Private Tea Garden companies’ Garden owners can apply.
• If the tea garden is on a lease, then, the leaseholder can also apply subject to the lease period in hand being a minimum of 15 years from the date of application.
• Tea Garden company/Garden owner/ lease holder must be willing to undertake a tea tourism scheme.
• Tea Gardens which are iconic/heritage will be preferred.
• The ideal size of the tea garden should be 50 hectares and above. In the case of the hill district, the ideal size may be reduced to 25 hectares.
• Tea Gardens must be free from all kinds of disputes, free from encroachment, and industrial pollution.
• Tea Gardens situated nearest to the reserved forest, wildlife sanctuaries, and National Parks as well as other existing major tourist destinations/circuits, will be preferred.
• Tea gardens which have many more existing tourist infrastructures, especially iconic bungalows, golf courts, etc. shall be preferred.

Assistance will be given only for the renovation of iconic bungalows and newly created tourism infrastructures.

• For employment purposes in tea tourism-related activities dependent on Tea Garden, workers will be given preference.
• Voter, PAN & Aadhar card: Identity documents of the applicant
• Roadmap: A sketch or snapshot of Google Maps, showing the way to the location from the nearest prominent place or from the main road.
• No objection certificate from circle officer/DC.
• Police Verification Report of the applicant.
• Tourist place photos: proximate tourist attractions/place of interest photographs
• Demand Draft of ₹ 5000/- (Non-Refundable) with the Form in favour of Managing Director, Assam Tourism Development Corporation Ltd., Guwahati.
• Proper Land documents of the tea garden. (certified copy of deed/land document (patta/namjari))
• Lease agreement in case of tea garden on lease.
• Copy the Site plan etc. of the tea garden.
• Site photographs: the desired location for photographs
• Passport Photos: 1 copy self-attached photograph stick on the form and two other photographs self-attached along with Form No. on the back side to be pinned with form.
• Photocopy of the form: need two sets of forms (1 set original + 1 set photocopy).
• Envelope: 1 no. self-addressed envelope.
• A self-contained proposal on Tea tourism clearly indicates the work to be done for making the tea garden a tea tourism spot so that all the recreational infrastructures are highlighted.
• Undertaking pertaining to compliance with all the norms and/or provisions of the implementing Guidelines.
• Balance sheets of the tea garden for the last five years to be duly certified by the CA.
• Financial soundness certificate.

What is the scope of this scheme?

The scheme aims to provide an overall experience for tourists in the midst of a tea garden or state, with an accommodation facility in an iconic bungalow with modern amenities. The scope of the scheme will include trekking in the natural beauty of a lush tea garden, undertaking a tea-testing session, visiting a modern tea factory and even trying one’s hand at plucking tea leaves, etc.

What kind of activities will be promoted under this scheme?

Does this scheme focus on the Tea tribes of Assam?

Yes, this scheme is focusing on the cultural and socio-economic scenario of the Tea Tribes of Assam worldwide for tourist attraction.

Does this scheme develop coordination amongst the tea stakeholders & state tourist operators?

Yes, the scheme will help to develop coordination amongst the tea stakeholders including state tourist operators for flourishing tea –tourism.

Who is eligible for the scheme?

A Private Tea Garden companies’ Garden owner can apply under this scheme.

Can a holder of tea garden on lease is eligible under this scheme?

Yes, if the tea garden is on a lease, then, the leaseholder can also apply subject to the lease period in hand being a minimum of 15 years from the date of application. Further, the Tea Garden company/Garden owner/ lease holder must be willing to undertake a tea tourism scheme.

Will any preference be given to the Tea Garden under the scheme?

Tea Gardens which are iconic/heritage, situated nearest to the reserved forest, wildlife sanctuaries, and National Parks as well as other existing major tourist destinations/circuits, will be preferred.

Would employment purpose-related activities in tea tourism be given preference under this scheme?

Yes, for employment purposes in tea tourism-related activities dependent on Tea Garden workers will be given preference.

What is the purpose of giving financial assistance under the scheme?

How can I know about the opening of the application form?

Assam Tourism Development Corporation Ltd. will give wide publicity through open advertisements in daily newspapers, electronic media, etc. as per the norms. The applicant must check on a regular basis these sources of information.

Who are the members of the State Level Committee (SLC) for selection of Tea Gardens?

The SLC shall be constituted with the following members: (a) Senior most Secretary, Chairman (b) Any Secretary of Tourism Department, Member (c) Secretary, Industries, Member (d) Director, Tourism, Member (e) Managing Director, ATDC, Guwahati, Member Secretary

Will any physical inspection be conducted before finalizing the name of a beneficiary?

A physical inspection of the shortlisted gardens to verify their feasibility will be conducted by Assam Tourism Development Corporation (ATDC) before final selection.

Who will approve the list of eligible tea gardens?

After scrutiny and physical inspection, the list of eligible tea gardens will be approved by the SLC for further implementation of the scheme.

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Website of Assam Tourism

Assam is a beautiful and diverse state with an incredible range of cultures and landscapes located in the northeast of India. Users can find detailed information about the tourism in Assam. Information about the Assam wildlife, Tea, monuments, tourist destinations, etc. is provided.

Related Links

Information on festivals of assam.

The perfect fusion of heritage of her numerous races has made Assam the home of the most colorful festivals which are passionate, compelling and mesmerizing reflecting the true spirit, tradition and lifestyle of the people of Assam. You can find detailed information on the festivals of Assam such as Bihu, Ambubachi Mela, Me-Dum-Me-Phi, Jonbeel Mela, etc.

Website of Assam Tourism Development Corporation Limited

Get information about the Assam Tourism Development Corporation Limited (ATDCL). Information about Assam tourism industry, wildlife, monuments, fair and festivals etc. is provided. Details of accommodations for tourist, various travel destinations, tour and travel packages are also given. Related links to access information about sports and adventure, pilgrimage, arts and crafts are available.

Website of Majuli Cultural Landscape Management Authority

Majuli is situated in the northern part of Jorhat district separated from the main land by the river Brahmaputra. Detailed information about Majuli's administration, history, culture, tourism and tourist places etc. is given. Users can get information about the Majuli's geography, fauna, flora etc. Details of holy places are also available.

Assam Tourism Development Corporation

History of tourism in Assam

Once, this northeastern state of India was known as Pragjyotishpura , then Kamrupa . During Ahom rule the land was called Axom, which foreigners pronounced "Assam". Assam was ruled by many kingdoms from ancient times. In 1826, British took over Assam and made it a separate state. From ancient times, tourists have come to this land. The Chinese traveler Xuanzang visited Kamrupa during Bhaskarvarman in the 7th century.

In 1958, the Department of Tourism was established. In 1962, an information office opened in Kaziranga , and in 1965, an information office opened in Sivasagar . [4]

In 1987 (during the seventh Five Year Plan), the first ever tourism policy of Assam was notified and subsequently ATDC was formed with a paid up capital of 24 lakh. In the same year the state government declared tourism as an industry. [4]

In the mid-70s, Assam tourism started properties near Kaziranga and other places such as Aranya, Banani, Banashree, MV and Jolporee. After the creation of ATDC, some of them were handed over to ATDC to operate. From the beginning, ATDC created many tourist lodges, yatriniwas, parks, and wayside amenities with the brand name of "Prashaanti". In 2009, a "tourist arrival cum reception center" was opened in Guwahati, which is presently known as "Asom Paryatan Bhawan". In 2012, ATDC started a luxury cruise, MV Mahabaahu, in a joint venture. [5]

In 1995 the Restricted Area Permit (RAP) from Assam was withdrawn which had been imposed in 1962 after Chinese attack. [4]

Assam tourism has more than 50 properties including lodges, wayside amenities, restaurants, parks, rope ways, amusement parks, and cruises in locations across Assam. Out of these, the Directorate of Tourism runs eight lodges. ATDC operates directly seven lodges, and other properties are on lease to private parties. [6]

Properties near Kaziranga National Park of Golaghat and Nagaon districts include:

• Aranya Tourist Lodge
• Kaziranga Tourist Lodge (Banani, Bonoshree, Kunjabon under DOT)
• Jupurighar camping site
• Jonaki Kareng (reception center)
• Prashaanti Cottage
• Rhinorica (wayside amenity)
• GL Resort, Jakhalabanda (wayside amenity)
• Triptir Ehaj, Amoni (wayside amenity)
• Tanz Water Sports (Kaliabhumora Recreational Park)
• Down Town Resort
• Samaguri Lake Tourism Project

Prashaanti Lodges and tourist complexes of other places include:

• Barpeta Road
• Goramur, Majuli
• Sivasagar (DOT)

More than 15 parks and restaurants across Assam run under ATDC on lease.

Red River Tours & Travels is its travel wing, which operates customized and conducted tours, such as Kaziranga tours, city tours, and pilgrimage tours. [7]

• Tourism in Assam
• Tourism in Kaziranga National Park

External links

• Assam in Wikivoyage
• Assam Tourism, official website
• Assam Tourism Development Corporation Limited
• ^ As per notified in Tourism Policy 1987
• ^ "Assam to aggressively promote brand entity "Awesome Assam"". The Economic Times.
• ^ a b c Kangki Megu (2007). Development Issues in North-East Region . Mittal Publications. pp. (23) 235. ISBN   81-8324-198-0 .
• ^ "MV MAHABAAHU". Reader Offers Ltd.
• ^ "ATDC Property". ATDC.
• ^ "Red River – A unit of Assam Tourism Development Corporation". ATDC.