Administration set to boost tourism with Swadesh Darshan 2.0 initiative

The UT Administration is gearing up to enhance its tourism offerings. As part of the Swadesh Darshan 2.0 scheme, a comprehensive range of tourism products is being developed to align with the city’s regional potential, tourist attractions and overall tourism profile.

According to an inception report prepared by a consultant hired by the Union Ministry of Tourism, the city holds immense potential for MICE (meetings, incentives, conferences and exhibitions) tourism. The strategic location, excellent infrastructure and cosmopolitan atmosphere position the city as an attractive destination for hosting corporate events and large-scale conferences.

Eyeing business travellers

• With its renowned architecture, cultural heritage and wide range of accommodation options, the city offers a unique experience for business travellers.
• Its pleasant climate and safe environment further enhance its appeal as a premier MICE (meetings, incentives, conferences and exhibitions) destination.
• Expanding meeting facilities and building a strong MICE brand presence could significantly boost its tourism profile.

While cities such as New Delhi, Hyderabad, Bengaluru, Mumbai, Chennai, and Ahmedabad have made their mark in international rankings for MICE destinations, India’s share in the global business remains limited. The exhibition industry in the country has been witnessing a steady growth. The report emphasises the need for stronger marketing efforts to attract more business travellers to the country.

The report highlights the city’s excellent accessibility, strong infrastructure and diverse cultural attraction, which make it an ideal destination for MICE tourism. To tap into this potential, the report recommends establishing a dedicated MICE Promotion Bureau and a state-of-the-art convention centre in the city. These initiatives would provide a comprehensive support for MICE events, making the UT more appealing to both national and international audiences.

With its renowned architecture, cultural heritage and wide range of accommodation options, the city offers a unique experience for business travellers. Its pleasant climate and safe environment further enhance its appeal as a premier MICE destination. Expanding meeting facilities and building a strong MICE brand presence could significantly boost its tourism profile.

One of the key recommendations is the establishment of a convention centre. The city lacks sufficient meeting facilities to accommodate large-scale national and international conferences. A dedicated convention venue would not only raise the city’s profile as a MICE destination but also stimulate economic growth in the region.

The report suggests that the convention centre could be developed under a public-private partnership (PPP) model, allowing for a world-class facility aligned with international standards. Such a venue would not only showcase the UT heritage but also help develop supporting infrastructure, positioning the city as a prime destination for business events and fostering cultural exchange.

The administration is preparing a Tourism Vision Document 2047 in collaboration with the United Nations Development Programme. Initial findings indicate the city’s primary challenges include its geographical limitations, the absence of a convention centre and a lack of marketing activities.

The action plan for Chandigarh’s tourism future includes branding and marketing strategies, capacity building, public outreach, development of MICE tourism and technology upgrade. These elements will be incorporated into a comprehensive Destination Master Plan for the city.