Himachal’s Tourism Industry Struggles: Lessons from National and Global Models

Sunil Chadha

Himachal Pradesh, once a thriving tourism hub, is facing significant challenges that threaten its economy. Poor infrastructure, soaring travel costs, and lack of proactive policies are pulling the industry down. Entrepreneurs warn that if tourism continues to decline, businesses will collapse, affecting thousands who rely on this sector for their livelihood.

Himachal Falling Behind National Counterparts

States like Uttarakhand and Kerala have implemented comprehensive tourism policies that ensure sustainable growth. Uttarakhand has aggressively marketed itself as an adventure and spiritual tourism destination, offering improved road connectivity and better public facilities.

Meanwhile, Kerala, with its “God’s Own Country” branding, has successfully developed eco-tourism and wellness tourism through government-private sector partnerships.

Himachal, despite having similar or better natural beauty, lacks a well-defined policy to attract and retain tourists. Deepak Deewan, a travel operator, notes, “We are losing out because our policies are not as robust as those in Uttarakhand and Kerala.”

Learning from Global Tourism Leaders

Internationally, countries like Switzerland and Thailand provide excellent models for sustainable tourism. Switzerland maintains impeccable infrastructure, ensuring smooth connectivity between remote destinations. Similarly, Thailand’s government heavily invests in tourism marketing, making it a top choice for global travelers.

Kartikeya Bhardwaj, a hotelier and real estate entrepreneur, emphasizes the need for long-term infrastructure development, stating, “Countries that thrive on tourism invest heavily in their roads, water supply, and other basic facilities to ensure long-term sustainability. Himachal must adopt a similar approach.”

Urgent Need for Policy Reforms

The local business community is urging the government to take immediate steps to improve roads, transportation, and promotional efforts. Ashwani Bamba, President of the Hoteliers Association, warns, “If the government does not prioritize tourism infrastructure and marketing, businesses will be ruined.”

Himachal Pradesh needs a well-structured tourism policy, inspired by successful national and international models. If immediate action is not taken, the state risks losing its charm and economic potential.