Reviving Indian Tourism amid the Covid-19 pandemic: Challenges and workable solutions

• Published in: Journal of destination marketing & management 2021-12, Vol.22, p.100648-100648, Article 100648
• Main Authors: Dash, Satya Bhusan, Sharma, Priyanka
• Format: Article
• Language: English
• Subjects: Covid-19; India; Pandemic; Policy; Tourism industries; Tourism revival
• ISSN: 2212-571X; 2212-5752; 2212-571X
• DOI: 10.1016/j.jdmm.2021.100648

This conference communication discusses insights from the roundtable discussion for reviving tourism in the post-pandemic era, conducted by the Centre for Marketing in Emerging Economies at the Indian Institute of Management, Lucknow, India. A varied group of eminent members from government, industry, and academia deliberated on the challenges, possible solutions, and way forward with regard to reviving the tourism sector amidst Covid-19 uncertainties. Major outcomes emerging from a roundtable discussion among experts were textually analysed. A survey was conducted among attendees to assess the degree of willingness to travel and related concerns. A framework was developed with a workable action plan for boosting tourism. Implications for practice and suggestions for future research are provided. •Presents a framework of seven steps to revive tourism in post-pandemic era.•Focus on digital media, government financial support, auditing, and vocal for local.•Develop faith, medical and eco-tourism, employee motivation and hygiene practices.•Presents communication plan to promote tourism based for four customer segments.