Policy Update
R.Tejaswini
Background
The COVID-19 pandemic had disrupted most sectors in India, including the hospitality sector. In this context, confidence-building measures in the hospitality sector were a prerequisite. Accordingly, the SAATHI initiative was launched in 2020 on the World Tourism Day to revive the hospitality sector. SAATHI aimed to build the trust of tourists and staff in hotels and restaurants. It is a joint initiative by the Ministry of Tourism with the Quality Council of India to help the hotels operate safely and instil confidence.
The System for Assessment, Awareness and Training for Hospitality Industry was launched to create awareness about safety measures, enable self assessment, provide training, capacity building and site assessment for the tourism industry. It provided assistance to the hotels to ensure safety and health of everyone and mitigate the risks of the virus in the accommodation establishments. The guidelines of SAATHI were developed based on SOPs provided by the Ministry of Tourism, Ministry of Health and Family Welfare. This initiative aimed to ensure a revival of the hotel industry safely by building trust while the fear of virus was looming large.
Source: KRC Times
Functioning
The functioning of the SAATHI initiative involves a multi-stakeholder framework. The Ministry of Tourism frames and disseminates the approved guidelines. The QCI ensures that the guidelines are easily comprehended, develops mechanisms for assessment and manages the digital framework. State governments play a key role by appointing nodal officers for creating awareness and assisting the MoT and QCI. Hospitality establishments are to conduct self assessments, undergo training and comply with the standards of the initiative and encourage 4 star and above hotels to promote wider adoption. Industry associations are also responsible for creating awareness and assisting the MoT or QCI. Collectively, these stakeholders coordinate to ensure smooth functioning of this initiative.
Performance
The Ministry of Tourism in partnership with QCI launched the SAATHI initiative during the COVID-19 pandemic to promote hygiene, safety and standards in the hospitality sector. Accordingly, the initiative has transformed from a framework for pandemic response to a broader framework of setting standards for accommodation units. By 2022, thousands of hospitality establishments will have undertaken self-certification improving transparency and enabling assessment by keeping it a voluntary activity.
Multiple webinars were hosted across all states to create awareness about the initiative to stakeholders of the hospitality sector. This has strengthened the capacity building efforts to familiarise the initiative and enable its efficient functioning to boost confidence in the hospitality industry. Altogether, the initiative has provided safer accommodation units and enhanced the quality of India’s hospitality sector through standardisation, stakeholder training and institutional coordination.
Impact
The SAATHI initiative has significantly impacted the sector by institutionalising safety standards and hygiene protocols to mitigate the virus and improve India’s hospitality sector. It provided a standardised framework of safety protocols for the accommodation units across India, which contributed to improved service quality in Indian hotels, guesthouses and other accommodation establishments. The certifications regarding health and hygiene aimed to improve the trust of guests and employees. Within a short period from launch date, thousands of accommodation units registered, suggesting rapid industry adoption for faster business resumption. In conclusion, this initiative enhanced tourist confidence and standards in Indian hospitality by promoting responsible practices and standards.
Emerging Issues
Despite the initiative’s contribution to improving standards in the hospitality sector, several issues have emerged.
One of the key issues is the limited awareness of the initiative among small and informal accommodation establishments in emerging destinations. Due to limited outreach and information gaps, many such units are not certified.
Another issue is the voluntary nature of the initiative, which contributes to uneven adoption rates across the country. The monitoring and verification process remains a concern, as it relies on a self-assessment framework.
The registration and training process of the initiative are largely digital, which can be an issue as digital divide persists across the nation.
Way Forward
SAATHI initiative should aim to ensure the consistent maintenance of high standards across the hospitality sector, to make the sector globally competitive and instil confidence in international travellers as well. One key step for wider adoption would be to increase awareness campaigns through industry associations and state tourism departments. Aligning SAATHI with other initiatives like National Integrated Database of Hospitality Industry (NIDHI) has enhanced transparency and monitoring in the sector.
References
- SAATHI Initiative Brief
Press Information Bureau (PIB), 2021, Ministry of Tourism: Year End Review 2020, Government of India. - https://static.pib.gov.in/WriteReadData/userfiles/SAATHI%20Brief%20English.pdf
Ministry of Tourism (India), 2020, SAATHI Initiative Brief, Government of India. - https://www.goatourism.gov.in/wp-content/uploads/2020/09/SAATHI_Initiative_Scheme-1.pdf
Department of Tourism, Government of Goa, 2020, SAATHI Initiative Scheme Document, Government of Goa. - https://hotelassociationofindia.com/pdf/Registration%20on%20SAATHI%20Initiative%20by%20Classified%20Units.pdf
Hotel Association of India, 2020, Registration on SAATHI Initiative by Classified Units, Industry Document. - https://sansad.in/getFile/loksabhaquestions/annex/178/AS354.pdf?source=pqals
Lok Sabha Secretariat, 2026, Unstarred Question (Annexure) on SAATHI Initiative, Parliament of India. - https://www.fhrai.com/Files/News/1039451289_User.Manual.regarding.testing.pdf
Federation of Hotel & Restaurant Associations of India (FHRAI), 2020, User Manual regarding SAATHI Initiative, Industry Body. - https://www.pib.gov.in/PressReleasePage.aspx?PRID=1664260®=3&lang=2
Press Information Bureau (PIB), 2020, SAATHI Initiative – Press Release, Government of India. - https://www.pib.gov.in/PressReleseDetailm.aspx?PRID=1687884®=3&lang=2
Press Information Bureau (PIB), 2021, Tourism Sector Initiatives including SAATHI, Government of India.
ABOUT THE CONTRIBUTOR
R.Tejaswini is a Research Intern at IMPRI. She is pursuing a Master’s in International Studies from Stella Maris College, Chennai. Her research interests include India’s foreign policy and Public policy.
Acknowledgement
The author extends her sincere gratitude to the IMPRI team for their invaluable guidance throughout the process.
Disclaimer
All views expressed in the article belong solely to the author and not necessarily to the organisation.
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