When tourists call the shots
- Minu Chawla
- Aug 21
- 2 min read
A former colleague and I caught up yesterday, reminiscing about the Saudi Tourism Authority project we worked on - she contributed, and I managed. A large part of our conversation revolved around the critical role of destination management in achieving tourism success, a field we've both been actively engaged in recently; and also, how little it is understood in both India and Saudi Arabia, where she is based.
We also discussed how tourists from India and China are sought after in Saudi Arabia. The idea of "#IndiaReady" programs, inspired by China's "#ChinaReady" initiative, came up. In essence, these programs evaluate and support destinations in adapting to meet the needs of a specific target market. For India, I anticipate the requirements to be less stringent, with the primary focus likely revolving around F&B, as highlighted in this morning’s edition of TravTalk.
The #policy wonk in me couldn’t help but see the incredible soft power potential in this and get excited. However, my inclination for this idea waned soon after. What kind of tourism do we want to cultivate for the future? Should it be one where hosts go out of their way to cater to a demanding "market," potentially compromising their own distinctive culture, language, and culinary heritage? Do we really want to see restaurants in Jeddah or Riyadh serve Indian cuisine or for road signs to be in Hindi or Urdu? And more importantly, how would the host community feel about this? How would they perceive India?
Tourism development must consider the perceptions and well-being of local communities, ensuring that their cultural identity and values are preserved rather than diluted. While tourism offers opportunities for people-to-people connections and soft power, it should strengthen bridges between cultures without undermining the authenticity of the host community’s heritage. An "India-Ready" initiative might inadvertently disrupt this delicate balance.
p.s. Yet again, I had fun using AI as I imagined "Dosa & Samosa in Al Balad, Jeddah". Definitely not something I'd like to see in real life. Much prefer Knafeh!
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