With the objective of capitalising the vast adventure tourism resources available in the state, Andhra Pradesh Tourism Development Corporation (APTDC) hosted recently the Adventure Tour Operators Association of India (ATOAI) to offer a first-hand experience of the products, and made detailed presentation on the investment opportunities in the adventure and recreation sector at various locations in the state.
The state of Andhra Pradesh is banking high on exploring opportunities in adventure travel segment, and there are enough reasons for that. According to industry estimates the travel industry globally generates US $ 3 trillion worth of direct business yearly, making ‘tourism’ contribute the one-tenth share of the world economy. Out of this, adventure tourism is pegged at a staggering US $ 500 billion, which is further growing at a robust 18 per cent year-on-year.
Long coastline with all the potential to develop adventure activities, the undulating hills of Eastern Ghats running deep inland with some of the highest peaks to be found all along India’s Eastern coastline, pre-historic caves to attract global caving enthusiasts, Andhra Pradesh has everything to attract domestic and international adventure enthusiast.
It boasts of the country’s second longest coastline extending 700kms. Beaches like Ramakrishna and Rushikonda lining the Bay of Bengal, offers hot spots for swimming and surfing. In an attempt to taking advantage of this, VUDA and APTDC have started a helicopter ride at Rushikonda Beach and there is a huge scope to do a lot more in this space.
Bh
avani Island situated in the midst of the Krishna River at Vijayawada offers ultimate water sports activities such as parasailing and boat ride to name a few. Trekking, climbing, river cruise, water based adventure sports activities in large water reservoirs, lakes and river and not to forget the endless coastline to go scuba diving or experiencing the adrenaline pumping river rafting, Andhra has everything and more to be probably the first destination outside the Himalayan states to be an adventure tourism hotspot in the country.
Ranked amongst the top three states in India in domestic arrivals (AP received 117 million visitors in 2018 which is expected to reach about 178 million by 2020) – mostly religious, the state of Andhra Pradesh aims to emerge as one of the top sates in tourism across all segments.
APTDC has taken some remarkable initiatives including hosting back-to-back mega trade events in a span of just over a year, and most recently being the annual convention of ATOAI aimed to showcasing state’s massive adventure tourism potential (The industry estimates pegs the adventure tourism industry at over US $ 500 billion) as well as inviting feedback from the
industry stakeholders.
The 14th ATOAI Convention in Araku Valley was a part of the government’s intention of making Andhra Pradesh as one of the preferred tourism destination for adventure enthusiast.
“Having a vast potential to attract all kinds of travellers, we are very keen to establish required facilities and activities to boost adventure tourism in the state. The whole objective of this event is to discuss and exchange the ideas to capitalize the natural resources be it long coastline, huge water bodies and beautiful places such as Araku Valley and Gandikota have potential to become the hub of adventure tourism in the state,” said Mukesh Kumar Meena, Secretary Tourism, Government of Andhra Pradesh.
As informed by him, APTDC has established an Academy of Adventure Sports at Gandikota and a Sky School of Paramotoring at Horsley Hills. Scuba Diving Academy has been set up at Vijaynagaram and Rushikonda. The Academy will have three hubs at Kondapalli (Kethana konda) in Krishna district, Gandikota in Kadapa district and Thatipudi reservoir in Vijaynagaram district. The Academy would be one of the best resources — fully equipped with technical equipment and skills, for utilising in emergency for disaster management.
Apart from this, the state government is running various programmes to train youth of the state. 22 Everesters who have completed their training with the support of government’s programmes, participated at the ATOAI Convention in Araku Valley.
“We are not just inviting private stakeholders to come here and start business on their own, but we are supporting them at the initial stage. The government will establish institution, where private stakeholders can generate some business for them, and train the local youth as well. I hope that the association will become a part of development of adventure tourism across the state,”
he added.
Speaking on the same lines, Himanshu Shukla, Chief Executive Officer, Andhra Pradesh Tourism Development Corporation said that APTDC has most customized orientation policy for tourism. The land is given at a very reasonable price with lot of subsidies in operation. For adventure tourism, APTDC has a special cell which helps and guides the investors.
“The government has a budget of Rs. 300cr for infrastructure development. We will facilitate with the initial infrastructure and facilities to establish an entity. Though we are out of operation, it has to be done by the private stakeholders only. APTDC has identified around ten sights at the moment which are available to start a project for adventure tourism. The entry and exit is very seamless, if one operator is not able to do it as per their expectation, he can leave the business, and the government will give opportunity to other operator.”
“We are very much interested if somebody come forward and start a river cruise from Polavaram Dam (On Godavari River) to Rajahmundry. We are willing to provide all kind of support required to establish this facility,” he added.
Since the state’s bifurcation in 2014, APTDC is keen to develop Andhra’s tourism profile. The state has, since November 2017, hosted key travel industry events like ADTOI Annual Convention, IATO Annual Convention and the recently concluded 14th Annual Convention of ATOAI in Araku Valley from January 17 to 20, 2019 in order to showcase the state’s diverse tourism attractiveness for different market segments put those in tourism spotlight.
For ATOAI it has been a busy 2018. The association was part of several key initiatives by various government bodies last year. It collaborated with Ministry of Tourism, Government of India, in declaring 2018 as ‘Adventure Tourism Year.’ Very importantly, it brought out ‘Adventure Tourism Guidelines’, a first of its kind initiative, for the professionals in this segment.
ATOAI played an important role in bringing AdventureNext – the annual event of Adventure Travel and Trade Association (ATTA) in India which was organised in December 2018 at Bhopal in Madhya Pradesh. Adding one more event, ATOAI has partnered with PATA for PATA Adventure Travel and Responsible Tourism Conference and Mart 2019 (ATRTCM 2019) taking place in Rishikesh from February 13-15, 2019.
Amusement Parks
As per the reports published in official book of Andhra Pradesh Tourism, the size of Indian amusement parks business is estimated to be around Rs. 4000 crore having generated about 15 million footfalls in recent years in about 120 amusement parks in the country. The sector is expected to attract additional Rs. 10, 000 crore by 2020. With possible support from global leaders like Universal Studios, Disney, Sony and Ripley Entertainment etc.
Andhra Pradesh currently has limited space in the recreational tourism space. However, the state’s advantage of being top three most visited states in India and its varied landscapes can be well leveraged to position Andhra Pradesh as the recreation and adventure hub of the country. Creating mega amusement parks in location like Tirupati, Vizag etc. that already attracts millions of tourists annually shall create avenues for tourist to extend their stay also benefiting the local economy.
Some potential locations such as Tirupati, Vijaywada, Vizag, Rajamundry, Kakinada, Srisailam and Nagarjunasagar etc. can be developed on the lines of recreation and adventure tourism.
VIEW POINT
Capt Swadesh Kumar, President, ATOAI
There is a huge opportunity for adventure tourism in Andhra Pradesh and I am sure it will be as good as Madhya Pradesh and Uttarakhand. We have recommended APTDC to adopt Adventure Tourism Guidelines which they have accepted. I believe this is a positive step and great success to the conference.
We as the representative of the adventure tour industry keen to maintain high level of professionalism among our members. We wish that all members of this industry must follow the ethics in their business with safety guidelines in their minds. I wish to make ATOAI one of the largest associations in India and looking at least 2000 members in next couple of years. We are making tourism schools as our members, anybody who is related to tourism can become our member under the different categories that we have.
Akshay Kumar, Past President, ATOAI
The adventure tourism segment as such has different needs than leisure tourism or a hotel industry. Therefore we suggest that there is a need to come out with a tourism policy with adventure tourism as the subsection of overall policy. We are a low investment and infrastructure industry which makes us very sustainable and eco-friendly.
The available projects in AP require an investment of Rs. 50cr to 100cr and beyond, we do not sustain that level of investment. So, the state needs to come out with lower investment model which is specific to remote destinations like Araku Valley and other regions in Andhra Pradesh which allows good access and basic facilities such as electricity and water connections.
The most important component of this policy from adventure tourism’s perspective includes, firstly, availability of land banks on long term lease agreement to setup eco-friendly lodges and campsites. Secondly, there would be marketing assistance programme supported by the state government, which helps to sustain the business for first two years.
Vaibhav Kala, Chairman Convention ATAOI
The district of Vishakhapatnam is an abode of natural beauty which can attract adventure tourism. The sea, hills, caves, green, forests and water bodies between Vizag and Araku make the region beautiful. If Kayaking and boating can be introduced in the streams flowing around Borra caves and surrounding hills, it can attract a big number of travellers as well as the growth for economy of the state. Hoping to see Andhra Pradesh becomes an adventure destination soon.
Rajesh Ojha, Co-chairman, Convention ATOAI
There is a huge scope of adventure tourism in Andhra Pradesh. If we can make tourist stay for longer duration there will be good results. If Araku in Andhra Pradesh, Koraput in Odisha and Raipur in Chhattisgarh can be combined, it will generate high revenue and employment through adventure tourism. I believe ATOAI Convention will play a crucial role in establishing adventure tourism in Andhra Pradesh.
