Wednesday, December 24, 2008

BUSINESS OF BEING SANTA

By Kajol Singh

The success of the Santa Claus village in Finland’s Lapland owes as much to its smart marketing as to the timeless appeal of Santa, finds out HNN

in snow, Rovaniemi — the capital of Lapland, Finland’s northernmost province — looks all ready to celebrate Christmas, just a few days away. Despite the severe cold, it is teeming with reindeer sleighs, hundreds of children, their parents and other visitors from across the world — all here to meet Santa Claus in his village.

Set up in 1992, the Santa Claus village is on the Arctic Circle, about 8 km from Rovaniemi and is recognized worldwide as his main residence. No wonder then, the village received half a million visitors in 2007 and looks set to surpass that figure this year.

One such visitor is 13-year-old Katja Virtanen from Helsinki, who has been meeting Santa Claus for the past three years. She sets her hair right before entering his office for a photo-op. “You know, I have been a good girl. Santa gives me presents every year,” she says, unable to hide her excitement. She may not know that her parents spend 25 for her photo with Santa, 50 for the video and 5 each for the Santa badges that she takes home for friends. A meeting with Santa certainly doesn’t come cheap, but does anyone mind?

“Not really,” says Anja, Katja’s mother. “Why would I mind a trip to the Santa village every winter if it makes Katja an obedient and well-behaved child for the rest of the year?”

All that goodwill is translating into megabucks for the Santa enterprise. A food court, shopping center, souvenir shops, sleigh rides, gift shops and Lapland ceremonies add to the village’s attractions. The total sales figures cross 20 million annually, with more than 60 companies operating there and giving employment to hundreds of people at the Santa Claus office, post office, souvenir shops and activity services.

At the Santa post office, a large variety of Christmas goodies like greeting cards and CDs are sold, and the proceeds are used to send gifts to “children who have been nice”. Santa receives as many as eight lakh letters from children annually, with requests ranging from laptops, video games, good grades, more friends to even “happiness” as gifts. Dozens of Santa’s elves make sure that every letter is read, and then draw up a list of lucky children whose requests would be met.

Helping Santa in his endeavour is Mrs Claus, who stays at the Santa Claus residence in Luosto, 150 km from the village. She wraps gifts and bakes special Christmas cookies. It’s said that every evening when Santa gets back home, he asks: “Mrs. Claus, can I see how many gifts have been wrapped for the kids?” And she replies, “Don’t worry, Mr Claus, I will take care of everything. I am really pleased that this year, so many children from around the world have made it to your goodies list.”

Critics may see Santa Claus as a business enterprise that perpetuates a myth and leads children to a make-believe world. But does it cause any harm? Montreal University professor Serge Larivee, who teaches psychology of education, compared two studies on the way children related to the myth of Santa back in 1896, and in 1979. He concludes in his recent report that though parents lie to their kids about Santa, they feel that having children believe in him is not such a bad thing after all, because it makes them happy.

Meanwhile, Santa gets ready to meet a new lot of visitors. “I might travel a bit and even go to India soon,” he says, with a twinkle in his eye.

BUSINESS OF BEING SANTA

By Kajol Singh

The success of the Santa Claus village in Finland’s Lapland owes as much to its smart marketing as to the timeless appeal of Santa, finds out HNN

in snow, Rovaniemi — the capital of Lapland, Finland’s northernmost province — looks all ready to celebrate Christmas, just a few days away. Despite the severe cold, it is teeming with reindeer sleighs, hundreds of children, their parents and other visitors from across the world — all here to meet Santa Claus in his village.

Set up in 1992, the Santa Claus village is on the Arctic Circle, about 8 km from Rovaniemi and is recognized worldwide as his main residence. No wonder then, the village received half a million visitors in 2007 and looks set to surpass that figure this year.

One such visitor is 13-year-old Katja Virtanen from Helsinki, who has been meeting Santa Claus for the past three years. She sets her hair right before entering his office for a photo-op. “You know, I have been a good girl. Santa gives me presents every year,” she says, unable to hide her excitement. She may not know that her parents spend 25 for her photo with Santa, 50 for the video and 5 each for the Santa badges that she takes home for friends. A meeting with Santa certainly doesn’t come cheap, but does anyone mind?

“Not really,” says Anja, Katja’s mother. “Why would I mind a trip to the Santa village every winter if it makes Katja an obedient and well-behaved child for the rest of the year?”

All that goodwill is translating into megabucks for the Santa enterprise. A food court, shopping center, souvenir shops, sleigh rides, gift shops and Lapland ceremonies add to the village’s attractions. The total sales figures cross 20 million annually, with more than 60 companies operating there and giving employment to hundreds of people at the Santa Claus office, post office, souvenir shops and activity services.

At the Santa post office, a large variety of Christmas goodies like greeting cards and CDs are sold, and the proceeds are used to send gifts to “children who have been nice”. Santa receives as many as eight lakh letters from children annually, with requests ranging from laptops, video games, good grades, more friends to even “happiness” as gifts. Dozens of Santa’s elves make sure that every letter is read, and then draw up a list of lucky children whose requests would be met.

Helping Santa in his endeavour is Mrs Claus, who stays at the Santa Claus residence in Luosto, 150 km from the village. She wraps gifts and bakes special Christmas cookies. It’s said that every evening when Santa gets back home, he asks: “Mrs. Claus, can I see how many gifts have been wrapped for the kids?” And she replies, “Don’t worry, Mr Claus, I will take care of everything. I am really pleased that this year, so many children from around the world have made it to your goodies list.”

Critics may see Santa Claus as a business enterprise that perpetuates a myth and leads children to a make-believe world. But does it cause any harm? Montreal University professor Serge Larivee, who teaches psychology of education, compared two studies on the way children related to the myth of Santa back in 1896, and in 1979. He concludes in his recent report that though parents lie to their kids about Santa, they feel that having children believe in him is not such a bad thing after all, because it makes them happy.

Meanwhile, Santa gets ready to meet a new lot of visitors. “I might travel a bit and even go to India soon,” he says, with a twinkle in his eye.

Special Feature: RECAP OF ANDHRA PRADESH IN 2008

By M H Ahssan

Starting today, HNN revisits events that made news in the year 2008

An airport that promised to change the city’s topography. A royal battle over a handsome booty locked in a London bank. A megastar dropping broad hints at entering politics. And a political move of doling out rice at Rs 2-a-kg. The dawn of 2008 (January to April) more or less indicated what the evening would be like

THE COP, THE HEIST AND ‘THE GENTLEMAN’
The year 2007 may have started on an upbeat note with the state announcing the opening of the blast-hit Lumbini park amid tight security measures, the ghost of the blast continued to haunt the city police’s top brass. Police commissioner Balwinder Singh ‘quit’ exactly a year after he had taken over as commissioner. B Prasada Rao was appointed as commissioner later in the same month.

But what caught cops unawares was a major heist at the AP State Museum at Public Gardens, Nampally. Several antiques, including swords and a spearhead worth lakhs of rupees were stolen in this midnight robbery. The same were found a few days later buried in the museum’s lawn.

Also caught unawares this month was the South Central Railway when GHMC bulldozers mowed the compound walls of SCR properties from Sangeet Junction to Tarnaka for road widening. The SCRGHMC feud hasn’t entirely settled to date.

However, it was the real story of a reel superstar that had readers hooked to these columns. It was in the first week of January when megastar Chiranjeevi started dropping broad hints at entering politics. Many ‘urged’ him to take the plunge at the 11th day ceremony of the actor’s departed father even as his brother Nagendra’s film was used to wish aloud Chiranjeevi’s entry into politics.

Speaking of politics and ‘hints’, T Devender Goud chose the new year to start singing the T-tune. Boss Naidu wasn’t impressed and warned his leaders against raising the Telangana storm in his tea cup. It was in this month, that the senior TDP leader hinted at quitting. The rest, as they say, is history.

MANY BROKEN PROMISES IN VALENTINE’S MONTH
The month began with a CRPF constable pumping bullets into his senior over denial of leave. Syed Sirajuddin Khan, additional deputy inspector-general, incidentally belonged to the aristocratic Paigah family.

Speaking of unfulfilled wishes, here was one that had the cricket fans training their attention on Hyderabad. Pakistani cricketer Shoaib Malik played the alleged lover-cumcheat and city girl Ayesha a disowned wife, whose father Mohammed Ahmed Siddiqui accused Malik of deserting his daughter after marrying her even as Malik denied it.

Many hearts were also broken when several big trees outside the Paigah Palace were axed as the US consulate displaced HUDA from this heritage premises after their 27-year-long stay here.

Scores of promises by the government kept the aam aadmi happy, at least for then as huge funds to give face-lifts to Osmania Hospital, RTC were granted and an e-waste disposal project was announced. Laptops for HCU students were also on the cards. But what thrilled Hyderabadis the most was the union railway minister’s announcement of Rs 4,000 crore funding for upgrading Secunderabad station to international standards, modelled on the Rome Termini.

But the month ended only after leaving the police and civilians in a tizzy as an anonymous caller alerted’ the control room claiming that a suicide bomber had entered the city in a car. However, we live to tell the tale that it was a hoax call.

SHOWERS OF BLESSINGS
The drama over opening of the new worldclass airport at Shamshabad made for maximum headlines this month. Minutes after being inaugurated by Congress chief Sonia Gandhi on March 14, the aviation ministry announced that commercial operations at the airport were delayed indefinitely due to operational reasons. As it turned out, several airlines were still negotiating ground duty charges with the airport management even as the official version remained that the airlines needed time to manage their transition from Begumpet to Shamshabad.

After a small delay, the midnight of March 22 finally saw activity at the new airport. The opening was riddled with teething problems with many passengers landing at the Begumpet airport on March 23 morning. Even a pilot of a private airline, unaware of the recent development, flew past the city first to Delhi and then to Mumbai!

While on the one hand the aviation gurus were showering their blessings on Hyderabadis by gifting them a swank airport, on the other hand ‘Visa god’ Chilkur Balaji was extending his benevolence to weavers. The temple management made it mandatory for devotees paying their obeisance at the temple on Saturdays to wear only handloom apparel, to boost the spirits of the small scale industry.

Another man who joined the merry-making gang of weavers was higher education minister D Srinivas who was named the new state Congress president. He is believed to be a staunch but silent supporter of the Telangana cause.

However, the Gods above did not seem to be kind to all this month. Akkaldevi Srinivas (29) hailing from Karimnagar district, who was pursuing a post-graduation in medicine was found dead under mysterious circumstances in Pennsylvania in the U.S. While earlier reports pointed towards murder, police investigations later stated that he had committed suicide. The demise of veteran Telugu actor Shobhan Babu also left many teary eyed.

Amid such tragedies, the launch of the supercomp Dhruva in the city, to help in defence research, and the ‘city song’ composed by the children of Silver Oak School Hyderabad brought some moments of happiness.

OF FROZEN MILLIONS AND FREE RICE
Much in tune with Eliot’s Waste Land, April turned out to be a cruel month, with a city techie couple committing suicide in their apartment in the first week of April citing failed love as the reason in their 10-page suicide note.

Another failed bond was that of the GHMC and SCR that locked horns once again with the former disagreeing to pay market price to SCR for the railway land GHMC was taking for road expansion work. Another section fighting it out, yet again, was government doctors demanding higher pay scales.

A 60-year-old royal battle surfaced in April, 2008, with the Nizam’s kin seeking their pie from the Nizam’s one million pound booty locked away in the Natwest Bank of London. The amount, now estimated at 30 million pounds, had the “numerous’’ heirs of the last Nizam staking their claim with Mukarram Jah, reportedly, standing a better chance.

A noteworthy development this month was the arrest of six accused in the Punjagutta flyover crash case. However, it created much flutter as the accused were let off easily on bail within hours of their arrest on a bond of Rs 20,000.

While these offenders were let off easily, there were others being taxed heavily. The municipal corporation burnt the midnight oil to widen its Building Regularisation Scheme tax net. After fining owners of properties that had deviated from the approved layout under the scheme, the corporation embarked on a “property tax assessment’’ exercise of unauthorised buildings.

Interesting developments this month included the entry of home-grown Satyam into the $ 2 billion revenue club of India Inc. This joy was clearly shortlived. It was during this month that the AP High Court directed the state not to admit anyone under the 4 per cent Muslim quota.

But the spectacle of the month was the rice downpour with the state, in its biggest welfare scheme, ferrying in four lakh lorries carrying 35 lakh tonnes of rice to be sold at Rs 2-a-kg. That the scheme led to a severe rice shortage in the city is another story of another month.

'Reused' Cannula Back from Incinators

By M H Ahssan

Corporate Hospitals Found Reusing Them Claiming Patients Can’t Afford New Ones

The plasma television in hospital suites could well be brand new, but the cannula pierced into the patient's body during a cardiac surgery could well be a reused one. Investigations conducted by this newspaper have revealed that some city hospitals are often making a rather unethical 'compromise' using medical equipment that as per law should be disposed after single use.

Cannulae (plural for cannula) are plastic tubes that come with a 'single-use device' label and are used to drain or inject fluid into a patient's body. It is reliably learnt that these devices are being "reused'' by some hospitals, a fact confirmed even by cardiac and plastic surgeons, who shockingly reason that patients may not be able to "afford'' new ones.

However, these cannulae are sterilised before reuse so that no trace of bacteria remains in them. "After gas sterilisation there is no chance of any infection passing on to the next patient," a cardiac surgeon says.

However, since cannulae are inserted into the vein or artery of the patient for the administration of intravenous fluids and medicines, or into the nose for the delivery of oxygen, the reuse of such devices is declared illegal as per the Drugs and Cosmetics Act of 1940. This was done after these devices were put in the category of "drugs'' in 2006.

This 'reuse' practice can lead to serious infections such as HIV, and sources in the health care sector note that other curable infections do occur among patients. "They are treated with antibiotics but this could lead to a longer stay of the patient in hospital and fat medical bill,'' says a hospital administrator. This added cost to treat infections rubbishes hospitals' claim that they do not use brand new cannulae as patients wouldn't be able to afford it.

Open heart surgeries, plastic surgeries, liver transplants are some of the procedures where this practice of using used cannulae is rampant. "The cannulae used for these surgeries are very expensive. A single piece can cost anything between Rs 2,000-Rs 3,000.

The use of new cannulae escalate the cost of surgeries by a good Rs 50,000 or more and many patients may not be keen on spending so much,'' says a senior official in a city hospital. However, further prob into the matter revealed that even smaller surgeries nowadays are not spared from this unethical practice either.

Though some medical experts agree that gas sterilisation is a nearly fool-proof method, they do not wash away chances of the patient suffering some infection. They point that the process of sterilisation is undertaken by ward-boys and nurses and not doctors.

‘Sickening’ practice by greedy hospitals in city
Reuse of Cannulae __ plastic tubes that come with a ‘single-use device’ label and are used to drain or inject fluid into a patient’s body __ by some hospitals can lead to serious infections, warn medical experts.“Even a slight mistake on their part could cost the patient dearly. Moreover, if a patient is shelling out Rs 1 lakh for a surgery, would he mind spending Rs 50,000 more if he is told it is for his safety,” says a physician who did not wish to be identified. He further stated that people do not compromise on their treatment. The import duty on medical equipment was reduced to 7.5 per cent in this year’s budget. Cannulae for major surgeries are all imported.

Health activists feel that patients opting for a surgery should at least be made aware of the two kinds of cannulae (new and sterilised) and allowed to choose for themselves.

But what do the law enforcers have to say? Officials of the Drug Control Authority admit that such violations are taking place in hospitals. “It is a punishable act and can lead to minimum one year imprisonment of the erring doctor, provided it is reported,” says an official of the department. “However, who can monitor what is happening inside the operation theatre? Even if the doctor is reusing a cannula on the patient, who will bring him to book?” he asks.

Sonali Bendre in Tears Over Gender Bias

By Priyanka Gill

Promoting female contestants aggressively on reality TV music shows seems to be the new mantra for celebrity judges on the small screen. While Himesh Reshammiya has been going on with the line that the winner of Sa Re Ga Ma Pa Challenge 2009 has to be a girl, the latest to join the club is Indian Idol ’s judge Sonali Bendre.

An upset Sonali broke down in a recent episode when a favourite female contestant of hers, Shini Kalvint from Gwalior, was voted out. Sonali, who has been rooting for girls from the beginning of the show, was visibly upset when Shini and another contestant Bhavya landed in the unsafe zone during the elimination round.

When Shini was ousted, Sonali went up to her and said, “ I think there is a problem with the Indian audience who suffer from serious gender bias. It’s extremely difficult for a married woman to make it to a reality show and Shini had courageously come so far. If the audience cannot offer support, then we must eliminate all the girls and have only boys on the show.” In the previous season of Indian Idol , judge Alisha Chinai had expressed her desire to see a female contestant as winner, but she was not as aggressive as Sonali. “ Looking at the audience verdict, I feel sad. I wonder why I accepted being a judge on the show as I cannot handle this ( gender bias),” Sonali added.

Though encouraging Indian voters to support girls is a good idea, considering no female contestant has ever won a reality music show yet, insiders insist the reason lies elsewhere. “ Television has always been dominated by its female viewer base. And with the staple saas- bahu formula becoming obsolete, reality TV is trying to capture this loyal viewer base by promoting female contestants. These producers are not at all concerned about promoting women.

For them, it is a matter of boosting TRPs,” said a TV producer.

You somehow feel there might be some truth in that charge watching Reshammiya on Sa Re Ga Ma Pa Challenge 2009 . Last season, Himesh’s favourite contestant was Aneek Dhar and the composermentor never seemed interested in promoting girls. Kolkata boy Aneek, who came into the show as the winner of the Bengal edition of the show, went on to win the programme.

This season, Himesh has been promoting Vaishali, winner of Sa Re Ga Ma Pa Marathi , who belongs to his Rock gharana — one of the groups in which contestants have been divided. Seconding Himesh is Shankar Mahadevan whose Lakshya gharana has a strong battalion of female singers. On the other hand, Pritam Chakraborty of Dhoom gharana and Aadesh Srivastava of Jai Ho gharana are rooting for boys. No prizes for guessing that promoting males is their best shot at lifting the trophy.

Sanjay Upadhyay, head of Fiction Programming, Sony, rejects charges that girls are being promoted to pull the female audience base. “ Our channel wants to create history by having a female winner on Indian Idol . That doesn’t mean we are promoting the girls needlessly. They are getting votes on the basis of their talent,” he said.

Sonali Bendre in Tears Over Gender Bias

By Priyanka Gill

Promoting female contestants aggressively on reality TV music shows seems to be the new mantra for celebrity judges on the small screen. While Himesh Reshammiya has been going on with the line that the winner of Sa Re Ga Ma Pa Challenge 2009 has to be a girl, the latest to join the club is Indian Idol ’s judge Sonali Bendre.

An upset Sonali broke down in a recent episode when a favourite female contestant of hers, Shini Kalvint from Gwalior, was voted out. Sonali, who has been rooting for girls from the beginning of the show, was visibly upset when Shini and another contestant Bhavya landed in the unsafe zone during the elimination round.

When Shini was ousted, Sonali went up to her and said, “ I think there is a problem with the Indian audience who suffer from serious gender bias. It’s extremely difficult for a married woman to make it to a reality show and Shini had courageously come so far. If the audience cannot offer support, then we must eliminate all the girls and have only boys on the show.” In the previous season of Indian Idol , judge Alisha Chinai had expressed her desire to see a female contestant as winner, but she was not as aggressive as Sonali. “ Looking at the audience verdict, I feel sad. I wonder why I accepted being a judge on the show as I cannot handle this ( gender bias),” Sonali added.

Though encouraging Indian voters to support girls is a good idea, considering no female contestant has ever won a reality music show yet, insiders insist the reason lies elsewhere. “ Television has always been dominated by its female viewer base. And with the staple saas- bahu formula becoming obsolete, reality TV is trying to capture this loyal viewer base by promoting female contestants. These producers are not at all concerned about promoting women.

For them, it is a matter of boosting TRPs,” said a TV producer.

You somehow feel there might be some truth in that charge watching Reshammiya on Sa Re Ga Ma Pa Challenge 2009 . Last season, Himesh’s favourite contestant was Aneek Dhar and the composermentor never seemed interested in promoting girls. Kolkata boy Aneek, who came into the show as the winner of the Bengal edition of the show, went on to win the programme.

This season, Himesh has been promoting Vaishali, winner of Sa Re Ga Ma Pa Marathi , who belongs to his Rock gharana — one of the groups in which contestants have been divided. Seconding Himesh is Shankar Mahadevan whose Lakshya gharana has a strong battalion of female singers. On the other hand, Pritam Chakraborty of Dhoom gharana and Aadesh Srivastava of Jai Ho gharana are rooting for boys. No prizes for guessing that promoting males is their best shot at lifting the trophy.

Sanjay Upadhyay, head of Fiction Programming, Sony, rejects charges that girls are being promoted to pull the female audience base. “ Our channel wants to create history by having a female winner on Indian Idol . That doesn’t mean we are promoting the girls needlessly. They are getting votes on the basis of their talent,” he said.

Sonali Bendre in Tears Over Gender Bias

By Priyanka Gill

Promoting female contestants aggressively on reality TV music shows seems to be the new mantra for celebrity judges on the small screen. While Himesh Reshammiya has been going on with the line that the winner of Sa Re Ga Ma Pa Challenge 2009 has to be a girl, the latest to join the club is Indian Idol ’s judge Sonali Bendre.

An upset Sonali broke down in a recent episode when a favourite female contestant of hers, Shini Kalvint from Gwalior, was voted out. Sonali, who has been rooting for girls from the beginning of the show, was visibly upset when Shini and another contestant Bhavya landed in the unsafe zone during the elimination round.

When Shini was ousted, Sonali went up to her and said, “ I think there is a problem with the Indian audience who suffer from serious gender bias. It’s extremely difficult for a married woman to make it to a reality show and Shini had courageously come so far. If the audience cannot offer support, then we must eliminate all the girls and have only boys on the show.” In the previous season of Indian Idol , judge Alisha Chinai had expressed her desire to see a female contestant as winner, but she was not as aggressive as Sonali. “ Looking at the audience verdict, I feel sad. I wonder why I accepted being a judge on the show as I cannot handle this ( gender bias),” Sonali added.

Though encouraging Indian voters to support girls is a good idea, considering no female contestant has ever won a reality music show yet, insiders insist the reason lies elsewhere. “ Television has always been dominated by its female viewer base. And with the staple saas- bahu formula becoming obsolete, reality TV is trying to capture this loyal viewer base by promoting female contestants. These producers are not at all concerned about promoting women.

For them, it is a matter of boosting TRPs,” said a TV producer.

You somehow feel there might be some truth in that charge watching Reshammiya on Sa Re Ga Ma Pa Challenge 2009 . Last season, Himesh’s favourite contestant was Aneek Dhar and the composermentor never seemed interested in promoting girls. Kolkata boy Aneek, who came into the show as the winner of the Bengal edition of the show, went on to win the programme.

This season, Himesh has been promoting Vaishali, winner of Sa Re Ga Ma Pa Marathi , who belongs to his Rock gharana — one of the groups in which contestants have been divided. Seconding Himesh is Shankar Mahadevan whose Lakshya gharana has a strong battalion of female singers. On the other hand, Pritam Chakraborty of Dhoom gharana and Aadesh Srivastava of Jai Ho gharana are rooting for boys. No prizes for guessing that promoting males is their best shot at lifting the trophy.

Sanjay Upadhyay, head of Fiction Programming, Sony, rejects charges that girls are being promoted to pull the female audience base. “ Our channel wants to create history by having a female winner on Indian Idol . That doesn’t mean we are promoting the girls needlessly. They are getting votes on the basis of their talent,” he said.

India Rolls Out Red Carpet for Tourists

By Neeta Lal

If you've been planning to visit India - whether to soak up Goa's splendiferous sands or ogle the Taj Mahal - now's a good time to pack your bags. Hotel tariffs have plummeted by a whopping 30%, the Indian government has unleashed a raft of tourist-friendly sops and travel agents and airlines are offering great bargains.

With the portentous mix of a global economic slowdown and terror attacks eroding the growth of tourist arrivals in India, tourism has taken a beating. The Mumbai terror attacks on November 26, industry experts rue, have ruined the tourism season just as it was unfurling. As a result, compared to the 30% growth in the sector in 2007 - and double-digit growth for the past five years - the country is expected to post a tourist arrival increase of zilch this year.

This is a contrast from 2007, during which India witnessed a record number of visitors from abroad and a sharp rise in foreign exchange earnings through tourism. The number of foreign tourists in India touched a record 5 million in 2007, an increase of 12% from 2006. The estimated tourism earnings in 2007 were US$11.96 billion, compared to $8.93 billion in 2006.

This year, even till August, things weren't actually so bad. Foreign arrivals had increased 10.4% compared with the corresponding period last year. The foreign exchange earnings during the same period rose 21.5%. Buoyed with this growth, the industry had set itself an ambitious target to more than double the number of arrivals to 10 million by 2010, when New Delhi will host the Commonwealth Games.

But all this looks unachievable now due to a combination of factors, including a plunge in the number of arrivals for the first time in six years by 2.1% in November, traditionally regarded as the beginning of the high season. The number of visitors in November nose-dived from 532,000 in 2007 to 521,000, while the corresponding foreign exchange earnings from visitors dipped by 12.5% to $1 billion.

To make matters worse, in the aftermath of the Mumbai terror attacks, almost 50% of bulk bookings by visitors (largely from Britain, Europe and the US) were cancelled. Travel advisories issued by the US, Britain, Australia, Canada and Singapore advising against travel to India did nothing to help things. According to Himmat Anand, co-chair of the Federation of Indian Chambers of Commerce and Industry's tourism committee, along with corporate bookings which usually plunge at this time, no fresh bookings have been forthcoming. "India has suddenly disappeared from overseas tourists' itineraries this year," he said.

What has further aggravated the situation is that on account of a record tourist turnout last year, operators had invested heavily in infrastructure upgrades and renovations which are now cumulatively adding to their losses. "This has been one of the worst times for Indian tourism in recent history," said Anil Kalsi, chairman (northern region) of the Travel Agents Association of India.

With panic buttons buzzing everywhere, the Ministry of Tourism has been forced to take urgent steps to increase footfalls to the country. It is now working on a war footing with trade associations and airlines to push up visitor numbers through a slew of measures. The Ministry of Tourism has set up state-level committees comprised of representatives from trade associations and ministries to look into various aspects of tourism management. Tourism Minister Ambika Soni has also urged governments of various countries not to issue travel advisories against India, simultaneously sending out a message of reassurance to the world community that India is a "safe" destination.

To prevent the sector from plunging into further gloom, the Tourism Ministry is also working proactively with travel operators to revitalize inbound tourist traffic. As a part of the "promote India campaign", for instance, tour operators have been asked to pair hotel tariffs with airfares and offer attractive incentives to visitors. Those who visit India this year will be offered sops like discounted packages for rural tourism, adventure tourism and wellness tourism on their next visit. Tour operators are also offering to sponsor at least 1,000 tourism industry reps to take a free trip to India for discussions.

Meanwhile, the ministry is working out the modalities of giving visas to tourists on arrival to further encourage unencumbered travel to India. It is also fleshing out 22 new mega tourism destinations across the country at an outlay of 250 million rupees (US$5.1 million) to 1 billion rupees for each destination, to infuse novelty into visitors' itineraries. To give rural tourism a push, 130 more villages have been identified as templates to showcase India's heterogeneous culture. Financial support to tour operators promoting India in the international arena has also been ratcheted up.

The government would do well to fire on all cylinders, considering that after the Mumbai massacre group bookings to popular tourist destinations like Goa, Jaipur and Kerala have plummeted remarkably. "The meltdown mayhem coupled with Mumbai's terror attacks have severely impacted Indian tourism," said Subhash Goyal, erstwhile president of Indian Association of Tour Operators. "It has had a cascading effect down the hospitality chain - from travel agents to the airlines to car rental companies to the hotels."

Five-star hotel tariffs in Delhi have hit an all-time low. A room can now be had in the range of 8,000 rupees to 10,000 rupees, even though the same room fetched between 12,000 to 15,000 rupees last year. Ergo, to create demand, many hotels and resorts are offering a "Global Meltdown Tariff" which knocks off 30% off the normal fare.

However, despite a raft of measures taken by the government and the hospitality sector to rejuvenate inbound tourism, industry players are still a tad wary about the Christmas-New Year season, which accounts for the bulk of their annual business.

"Ironically, this is the time when trade is [usually] booming," said Prateek Ghai of Globe Travels, a New-Delhi based travel agency. "But this time, due to a combination of factors, things are looking far too bleak!"