Hitting the Jackpot: Boosting tourism in Nagaland would pave the way in improving the economy. Also with unemployment problem in Nagaland looming large, it would be wise to capitalize on tourism potentials to create thousands of direct and indirect jobs. (Photo by Akum)
Dimapur | May 23 : It seems so that Nagas are trying to put their imprint on the world map. From experimenting with music to ballet to painting to photography and whatnot, Nagas are certainly pushing their artistic and intellectual capacities to reach to the outside world. But, what about the most obvious form of exposure? Tourism. Also with unemployment problem in Nagaland looming large, it is definitely wise to capitalize on tourism potentials to create thousands of direct and indirect jobs. The jobs are created not only in transport, trade services but in hotels, food and beverage services, shopping and other spending done by tourists, providing a market for local craftsmen and other local manufacturers of consumer products.
Sadly, it seems like tourism in Nagaland begins and ends at the seven day Hornbill festival. For a land that possesses and has much to offer, Nagaland is still a little explored place. The State tourism is still struggling to find a footing, although the scenario is improving over the past few years, with the government even recognizing it as a viable sector. Efforts of the state government and some private organisations notwithstanding, there are serious absence of proper mindset, training and basic infrastructure in the real tourist destinations of rural and urban Nagaland.
However, a youth feels that a positive sight is the mushrooming of travel agencies in Nagaland. The state reportedly has seen the launch of several new agencies in just months. Still, one cannot ignore the irony that for a state that has long been touted as a hotspot destination, there have actually been few international tourists and even fewer domestic tourists. With the state aiming to achieve a steady and inclusive growth in economy, it cannot certainly afford to neglect any single sector of the economy.
It was felt that the USP of Nagaland tourism is its ‘unique and surprise tourism potential’. With the land of wonderful scenic natural beauty, exciting topography of hill ranges and deep valleys, pleasant and moderate climate throughout the year, unique geographical location within the transition zone of tropical and temperate ecosystems, unique flora and fauna, ethnic tribal traditions, rituals, dances etc. it was opined that it could certainly create curiosity for outsiders. Factors like the closeness to the international boundary of Myanmar, unique terrace agriculture, innovative NEPED project, high literacy rate, warm- hospitable- sociable- happy and self-reliant people, unique hill architecture, clean and pollution free environment, organic agriculture and horticulture, and a fast changing society with a mix of modernity and tradition were touted as the special selling points.
A bone of contention a youth raised was that not all tourists get to experience the real Naga hospitality, place, culture, and traditions. Also, the information available on websites about Nagaland is either outdated or inaccurate. “Nagaland could offer special tour packages on eco tourism, cultural/heritage tourism, nature/wildlife tourism, leisure tourism, international border tourism, adventure tourism,” was a worthy opinion voiced. According to a survey conducted by Alaphra tourism, only 30% of the tourist visit Nagaland through local tour operators and the rest 70% through other tour operators from outside the state with very less knowledge about our place and culture. (Alaphra Tourism is a part of Alaphra Group and is also the only Travel and Tourism Company in the Northeast India to be acknowledged by the government for their dedication for providing essential travel and visitor information covering all the major villages, towns and cities in the Nagaland and other North Eastern States).
Founder and MD of Alaphra Group, Ricky Ozukum says that although tourism has been accorded as the ‘Priority sector” under the State Industrial Policy of Nagaland-2000; however the concept of tourism in our state is still in its infancy. “Tourism started late in Nagaland. It is very unfortunate to see Nagaland remained backward from development point of view due to socio-political and geographical reasons. The basic needs for tourism development are efficient infrastructure, good connectivity, and peace which the state is lacking all. If we look at the other states like Assam, Sikkim and Meghalaya- Nagaland has a long way to go.
He also pointed out that entry permit formality for both domestic and international tourist is one major hurdle. Ricky also says that one thing that is slowing down our tourism industry is the lack of marketing skills. He feels that the tourism development strategy needs thorough research and analysis of the past trends and existing scenario.
“Unfortunately, the department is not equipped for such exercise, nor they have a database. This basic research and data collection should start immediately and use the latest technologies available to promote tourism in our region. Getting a website on and just waiting for the tourist to come won’t work. We need to reach out to the potential people or places and market ourselves. The world is looking for us but they don’t know where we are. We need to evangelize!” he wisely says.
He also opined that in general, the outlook of the state government towards the tourism development is of hesitance for now, and that the government should initiate tourism as “priority” because it offers opportunities for economic, cultural and political exchanges generates employment, foreign exchange and raises living standards and this is the answer to our present economic and unemployment crisis. Further stating that without putting the blame on government alone, the tourism industry in Nagaland can be successful only when the government, private entrepreneurs/tour operators and the local community leaders work together. “Encourage private entrepreneurs and work with them hand in hand. Department should act like a catalyst to augment the tourism potential of the state. Rather than just focusing on a one off event in a year, we should work out other events that are scalable and spread throughout the year. There are lots and lots that we can do,” he suggested.
In Nagaland, we can see various government departments, private entrepreneurs, voluntary organizations and local communities contributing towards tourism. Especially in hospitality industry, we can see record number of hotels, resorts, guesthouses and restaurants opening rapidly. Also with a relaxation of RAP for a year, we can notice few tourists flocking regularly. However, we need more enthusiasm and inputs from the state government and on infrastructure development of the entire region.
Indeed, the potential for transforming Nagaland through sectors such as tourism is far plausible than many other sectors which has been receiving much more attention.
Sadly, it seems like tourism in Nagaland begins and ends at the seven day Hornbill festival. For a land that possesses and has much to offer, Nagaland is still a little explored place. The State tourism is still struggling to find a footing, although the scenario is improving over the past few years, with the government even recognizing it as a viable sector. Efforts of the state government and some private organisations notwithstanding, there are serious absence of proper mindset, training and basic infrastructure in the real tourist destinations of rural and urban Nagaland.
However, a youth feels that a positive sight is the mushrooming of travel agencies in Nagaland. The state reportedly has seen the launch of several new agencies in just months. Still, one cannot ignore the irony that for a state that has long been touted as a hotspot destination, there have actually been few international tourists and even fewer domestic tourists. With the state aiming to achieve a steady and inclusive growth in economy, it cannot certainly afford to neglect any single sector of the economy.
It was felt that the USP of Nagaland tourism is its ‘unique and surprise tourism potential’. With the land of wonderful scenic natural beauty, exciting topography of hill ranges and deep valleys, pleasant and moderate climate throughout the year, unique geographical location within the transition zone of tropical and temperate ecosystems, unique flora and fauna, ethnic tribal traditions, rituals, dances etc. it was opined that it could certainly create curiosity for outsiders. Factors like the closeness to the international boundary of Myanmar, unique terrace agriculture, innovative NEPED project, high literacy rate, warm- hospitable- sociable- happy and self-reliant people, unique hill architecture, clean and pollution free environment, organic agriculture and horticulture, and a fast changing society with a mix of modernity and tradition were touted as the special selling points.
A bone of contention a youth raised was that not all tourists get to experience the real Naga hospitality, place, culture, and traditions. Also, the information available on websites about Nagaland is either outdated or inaccurate. “Nagaland could offer special tour packages on eco tourism, cultural/heritage tourism, nature/wildlife tourism, leisure tourism, international border tourism, adventure tourism,” was a worthy opinion voiced. According to a survey conducted by Alaphra tourism, only 30% of the tourist visit Nagaland through local tour operators and the rest 70% through other tour operators from outside the state with very less knowledge about our place and culture. (Alaphra Tourism is a part of Alaphra Group and is also the only Travel and Tourism Company in the Northeast India to be acknowledged by the government for their dedication for providing essential travel and visitor information covering all the major villages, towns and cities in the Nagaland and other North Eastern States).
Founder and MD of Alaphra Group, Ricky Ozukum says that although tourism has been accorded as the ‘Priority sector” under the State Industrial Policy of Nagaland-2000; however the concept of tourism in our state is still in its infancy. “Tourism started late in Nagaland. It is very unfortunate to see Nagaland remained backward from development point of view due to socio-political and geographical reasons. The basic needs for tourism development are efficient infrastructure, good connectivity, and peace which the state is lacking all. If we look at the other states like Assam, Sikkim and Meghalaya- Nagaland has a long way to go.
He also pointed out that entry permit formality for both domestic and international tourist is one major hurdle. Ricky also says that one thing that is slowing down our tourism industry is the lack of marketing skills. He feels that the tourism development strategy needs thorough research and analysis of the past trends and existing scenario.
“Unfortunately, the department is not equipped for such exercise, nor they have a database. This basic research and data collection should start immediately and use the latest technologies available to promote tourism in our region. Getting a website on and just waiting for the tourist to come won’t work. We need to reach out to the potential people or places and market ourselves. The world is looking for us but they don’t know where we are. We need to evangelize!” he wisely says.
He also opined that in general, the outlook of the state government towards the tourism development is of hesitance for now, and that the government should initiate tourism as “priority” because it offers opportunities for economic, cultural and political exchanges generates employment, foreign exchange and raises living standards and this is the answer to our present economic and unemployment crisis. Further stating that without putting the blame on government alone, the tourism industry in Nagaland can be successful only when the government, private entrepreneurs/tour operators and the local community leaders work together. “Encourage private entrepreneurs and work with them hand in hand. Department should act like a catalyst to augment the tourism potential of the state. Rather than just focusing on a one off event in a year, we should work out other events that are scalable and spread throughout the year. There are lots and lots that we can do,” he suggested.
In Nagaland, we can see various government departments, private entrepreneurs, voluntary organizations and local communities contributing towards tourism. Especially in hospitality industry, we can see record number of hotels, resorts, guesthouses and restaurants opening rapidly. Also with a relaxation of RAP for a year, we can notice few tourists flocking regularly. However, we need more enthusiasm and inputs from the state government and on infrastructure development of the entire region.
Indeed, the potential for transforming Nagaland through sectors such as tourism is far plausible than many other sectors which has been receiving much more attention.
