Although the tourism industry had seen a slump during and immediately after the pandemic, it has now not only steadied itself but picked up pace, making it one of the fastest growing sectors in the country. Cashing in on the flourishing industry and leveraging it for women empowerment, the Maharashtra government is encouraging women’s participation in the tourism sector by rolling out several policies, AAI being one of these.
Planned meticulously by the state tourism department as an important tool for women’ economic development, AAI has several opportunities for developing women entrepreneurs and women leaders in the tourism sector.
Speaking to Indian Masterminds, Principal Secretary Tourism, Maharashtra, Ms. Radhika Rastogi, a 1995-batch IAS officer, explained the woman-centric tourism policy in detail.
PANCH SUTRA OF AAI POLICY
The name ‘AAI’ actually means ‘Aajadi Ka Amrit Mahotsav Initiative’ and it was unanimously agreed upon after former state tourism minster Mr. Mangal Prabhat Lodha had suggested it since the entire country was celebrating the Aajadi Mahotsav.
“It is just a happy coincidence that the word ‘AAI’ also happens to be the Marathi synonym for mother,” said Ms. Rastogi.
She further said that in order to encourage women participation in the tourism sector, the AAI policy has five principles. These Panch Sutra are: 1. Development of women entrepreneurs, 2. Women friendly infrastructure, 3. Priority towards safety of women travellers, 4. Customized incentives/benefits for women travellers, 5. Travel and tourism development.
“The AAI policy is being implemented by the Maharashtra Tourism Development Corporation (MTDC) and the Directorate of Tourism (DoT) through the active support of various other departments. It is a part of the state’s tourism policy and its implementation is being carried out as part of the Annual Development Plan,” Ms. Rastogi said.
FOR WOMEN ENTREPRENEURS
As per the policy, 10 women owned and operated businesses (homestay, hotel/restaurant, tour and travel agency, etc.) in every district will be registered with the Department of Tourism.
They can avail loans up to INR 15 lakhs with interest rate of up to 12% from notified banks for setting up new businesses and will be eligible for a reimbursement on the amount. The amount will be deposited in Aadhar linked bank account of the woman entrepreneur till either the full loan amount is paid back for up to 7 years of the loan term, or up to INR 4.5 lakh of the loan amount, whichever is lower or earlier.
However, it is imperative that the tourism unit meets the following conditions: 1. It must be registered with the Directorate of Tourism, 2. It must be owned and operated by a woman, 3. In hotels and restaurants, at least 50% of the employees or other staff must be women, 4. In tour and travel agencies, at least 50% of the employees must be women, 5. It must be in possession of all required permissions and licences, like regular payment of EMI, etc.
“A MTDC’s guest house in Aurangabad and the Arch Restaurant at Kharghar Residency hotel in Navi Mumbai are to be operated by 100% women staff,” Ms. Rastogi said.
Also, appropriate space would be made available for women SHGs selling handicrafts, artwork, and self-made food items, at all MTDC properties. And, women tour agents, drivers, tour operators and other women employees in the registered tourism units will be eligible for central/state medical insurance. The premium for the first five years would be paid by the Directorate of Tourism.
FOR WOMEN TRAVELLERS
Not just women entrepreneurs, there are special packages for women travellers too. They would be eligible for a 20% discount on all tours operated on behalf of MTDC who will pay this 20% discount to the tour operators, and the government will compensate MTDC for this amount.
Women travellers will also be eligible for a 50% discount on online booking at all MTDC hotels and restaurants on the occasion of Women’s Day (from 1-8 March) and 22 other days in the year, i.e. a total of 30 days every year.
There will be special facilities for women tourists at MTDC restaurants, and pram to be made available for women with children under 5 years of age. Special games, activities, experiential tour packages, adventure tours and trekking, etc., would be organised for women tourists.
At the same time, there are special provisions for senior citizen women and divyang women (physical and mental disability). Rooms near elevators to be accorded to disabled or senior-citizen women on priority, and special tours to be arranged for them.
WOMEN TOURISM POLICY CELL
To ensure proper implementation and monitoring of this women centric tourism policy, a special cell has been setup in the department with six programme officers and three data entry operators recruited from the outsourcing agency for this section.
A 4% of the total outlay of the scheme would be spent for this cell. For the implementation of the AAI policy, an approval was granted for the creation of a separate head under the Annual Financial Plan for the department. Very soon, a portal for registration would go live, and women entrepreneurs can enlist and avail certificates online.
LOOKING AHEAD
As for plans other than the gender inclusive ‘AAI’ policy, Ms. Rastogi told Indian Masterminds, “We are trying to give greater visibility to Maharashtra tourism by conducting festivals in various parts of the state. We are organising FAM tours, and this year’s Indian Association of Tour Operators (IATO) conference will be held in Aurangabad.”
