Indian tourism has always defied image issues throughout its evolution. The recent rape episodes, especially those in which the victims were foreigners add to its already tarnished image. The image issue has taken centre stage especially after the news about these rape incidents spread widely.
Just more than a decade ago, some referred to India as a ‘Sleeping Tiger’ in tourism, while China as a ‘Sleeping Dragon’. Within years, the dragon has woken up, blown its trumpet and has become one among the top five nations in terms of tourism.
But the Tiger is still sound asleep, as it is rated fifty in the list of international tourist destinations, contributing less than one percent to global tourism.
India’s blemished image has many faces, including poverty, poor sanitation, lack of cleanliness in public places, open defecation, spitting in public places, under prepared infrastructure, multi level corruption, political mockeries and dramas, killing of girl child, poor health status for the majority and, so on.
Tourism is one sector that depends on the image of the country. Sadly, India, despite showing significant economic progress during the last two decades could not ameliorate many of its traditionally rooted issues. Yes, the old image of India as a country of snake charmers and black magicians has faded, as Shashi Tharoor claims, but the taints of various uncivilised behaviour still persists.
Western media always highlights such issues especially those connected to the third world countries. The same happened in the rape incidents as well. Rape is not reported in India or in poorer countries only. Some of the so-called civilised countries record higher number of rape incidents. Whatever it may be, rape is a shame for any society. BBC had interviewed a British woman tourist, who claimed that she escaped from a rape attempt in Agra.
The incident got international attention. She jumped from the balcony of the hotel where she was staying, and got injured, when two men including the hotel manager barged into her room at 3.45 am. She screamed for help but that did not evoke any sort of help from other guests in the hotel.
Another incident that came to light recently was the gang rape of an Austrian cyclist in Madya Pradesh. These two incidents further damaged the already ruined image of India in the western world. Many countries have already issued advisories to women tourists to think twice before visiting India.
Following the Delhi’s rape case, some Western media houses noted that Indian rape cases are a testimony to ‘Misogyny of Indian Men’, while some argued that India needs a “radical cultural makeover’.
One among them said ‘Indian women need a cultural earthquake’ and The Times was even harsher, saying Indian men possess ‘murderous, hyena-like male contempt towards women’.
We have only ourselves to blame. In our society women harassment and eve-teasing is very common. Even when a rape takes place, our male dominated society blames the victim instead. Reasons like provocative dressing, girl travelled in the night which shouldn't be so, or she shouldn't have moved out of her house after 8 pm are hurled in her direction. It is high time we spread awareness and give equal freedom to women, along with ensuring stringent legal measures.
Tourism is a highly fragile industry as even a small incident can curtail its progress.
Image is an important ingredient for pulling tourists to visit a place, which even the most expensive marketing strategies and measures cannot do.
Hotels and other tourist places should be inspected from time to time and the people working in those departments have to be properly registered with authorities. If proper measures are not taken, the number of tourists arriving in India will dip and we wont be able to do anything about it.