Case Study
South Asia Cross Border Regional Tourism
The fledgling visitor economies of South Asian countries took a severe hit with Covid 19 pandemic. As they gradually emerged back, exploring regional tourism in the sub-continent was an imperative for the short-term and potentially a large growth segment for the long-term.
South Asia Sub-region Economic Cooperation (SASEC) is an initiative supported by the Asian Development Bank (ADB) to foster economic cooperation amongst India, Maldives, Sri Lanka, Nepal, Bhutan, Bangladesh and Myanmar. Cross-border tourist circuits with patronage from within the region and beyond hold immense potential to accelerate travel trade, while creating development impact on the relatively poorer border areas.
Experts from Destinopedia carried out a detailed study to identify and strategize on key thematic cross-border tourism circuits to benefit multiple countries within the region.
Policy measures to lower physical and procedural constraints to cross-border movement; institutional mechanism at sub-regional level; coordination mechanisms amongst NTOs, state and local governments; capacity development; regional travel marts and joint marketing initiatives were amongst interventions proposed.
Six thematic tourism circuits were identified and extensively evaluated. Three amongst them were prioritized for a comprehensive investment program.
The Buddhist tourist circuit with its’ core footprint across India and Nepal, and extended reach covering Sri Lanka, Bhutan, Bangladesh and Myanmar is a key theme that has global appeal. Action plans and investment program covered – transport services augmentation, destination infrastructure, hospitality districts, product development and marketing campaigns. Complementary products and experiences from the region that related to the Golden era of Indian civilization (circa 500 BC to 500AD with Magadh empire at it’s peak) can expand the appeal to many Indian travelers beyond faith driven motivations.
Sea cruise tourism holds immense potential in the region – both as a tourism product and in is’ ability to catalyze economic development through regional cooperation. Home port capability, berthing and terminal capacity upgrades; tender boat infrastructure for Maldives and Lakshwadeep; and land side improvements are amongst areas of port infrastructure improvements. Destination infrastructure, excursion product development, capacity development, training institution upgradation, industry value-chain linkage strengthening, marketing and regional cruise branding are amongst the interventions being considered.
Medical tourism comprises a major element of the cross-border visitor economy, with value-chain linkages extending across countries. Investment programs proposed include - augmenting air-ambulance services,
destination level support infrastructure, integrated medicity and hospitality districts, strengthening the value-chain and capacity development across source and host markets, accreditation, capacity development and supporting related industry bodies.
Detailed program is proposed for upgrading land-borders across the region to best-in-class standards. These infrastructure investments have benefits that go beyond tourism, and extend to trade, livelihoods, and social development.
Through this assignment, experts from Destinopedia were able to bring to bear the multi-dimensional perspective for tourism sector transformation for the SASEC region.
