Integration of GI-Tagged Products into Indian Tourism Promotion: An Analysis of Government Policies, Frameworks, and Platforms
Keywords:
Geographical Indication (GI) | Tourism Policy | Tourism Promotion | Destination Branding | GI TourismAbstract
Purpose: Geographical Indications (GIs) represent unique cultural and economic assets that link products to their specific origins, offering significant potential for place-based tourism branding. This study analyzes the extent to which Indian States and Union Territories (UTs) integrate GI-tagged products into their tourism policies and promotional strategies.
Methodology: Adopting a qualitative-descriptive research design, the study analyzes official tourism policies, planning documents, promotional materials, and digital platforms of all 28 Indian states and 8 Union Territories. Indicators are developed to assess policy references, branding visibility, and the presence of GI-based tourism experiences. The analysis is further contextualized using domestic and foreign tourist arrival data to interpret GI integration, leading to the identification of seven distinct types of States/UTs (Type 1-7).
Findings: The findings of the study reveal a systemic disconnect between GI abundance and formal tourism policy integration and limited GI tag visibility in tourism promotion platforms. Nevertheless, strong experiential readiness—manifested through craft trails, agro-tourism, festivals, and artisan interactions—indicates substantial untapped potential for GI-led tourism development. Only two states-Uttar Pradesh and Tamil Nadu are found to be Type 1 Aligned states and thus high-performing models.
Originality: There is hardly any study done to specifically examine how governments integrate GI tagged products into tourism policies and promotional strategies. This paper addresses the gap and underscores the importance of institutional recognition and policy convergence in transforming GI-tagged products into strategic tourism assets. Grounded in tourist motivation theories, policy framing theory, and destination branding theory, the paper concludes with policy recommendations to strengthen GI-based tourism development and promotion in India.
Paper Type: Review of Literature
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