Agra: As another tourist season begins on World Tourism Day, September 27, the general sense of gloom and despair makes hospitality industry captains wonder why tourism has not become a mass people-friendly business in Agra.

Despite being India's top destination with a range of attractions, and a highly developed hospitality industry catering to all segments, the ambiance is not as friendly as one would see in other tourist cities like Udaipur, Mysore, or Gujarat.

When a tourist lands in Agra, he doesn’t feel wanted or welcome. The vibes are negative as is the stink in the city. “It is sad but the stark truth is that a tourist is seen as a shikar, a kind of bait for the prowlers. Everyone out there is waiting to make money. No one bothers to make his experience memorable so that he may return with his family or friends,” laments social activist Padmini Iyer.

Agreed, the city lacks efficient and modern infrastructure. Even basic amenities are short in supply. The list of woes is long. Travel trade leaders lament the absence of air connectivity with major tourist hubs. "Smaller cities have regular flights, but not Agra”, says Anil Sharma. The hotel industry struggles with a range of taxes, and declining overnight stays. Restrictions on businesses and industries create uncertainty, hindering expansion. These result in a less-than-ideal experience for visitors, says Rajiv Gupta, former business chamber president.

Agra, home to three major world heritage sites, including the iconic Taj Mahal, has been a magnet for tourists from around the globe. Its potential remains enormous with a plethora of attractions and opportunities waiting to be tapped.

Agra's hospitality industry is well-developed, offering a range of accommodations to suit every budget. From luxurious five-star hotels to budget-friendly guesthouses, visitors have plenty of options to choose from. The city's culinary scene is equally diverse, with a variety of local and international cuisines available. Agra's street food, in particular, is a must-try, with delicacies like petha, bedai, and jalebi tantalizing the taste buds, according to Dr Mukul Pandya, a bio-diversity expert and a tour guide.

For those looking to explore beyond Agra, the region offers several exciting excursions. The holy cities of Mathura and Vrindavan, just a short drive away, are steeped in the lore of Lord Krishna and offer a spiritual retreat. The Bharatpur Bird Sanctuary, a haven for birdwatchers, is another nearby attraction. The ancient town of Bateshwar, with its cluster of temples along the Yamuna River, provides a serene escape from the hustle and bustle of city life, adds Gopal Singh of the Agra Heritage Group.

Agra's local bazaars are a treasure trove of traditional crafts and souvenirs. The bustling markets of Sadar Bazaar and Kinari Bazaar offer everything from intricate marble inlay work to vibrant textiles and jewelry. These markets provide a glimpse into the city's rich artisanal heritage and are perfect for picking up unique mementos, according to hotelier Sandip Arora.

To revitalize tourism, a comprehensive action plan for the Braj region i.e. Mathura, Vrindavan, and Bateshwar, is needed. Enhancing air connectivity, streamlining GST and business regulations, investing in infrastructure like hotels, transportation, and amenities, as well as promoting overnight stays and local experiences are essential steps.

To better market its tourism potential and attract more foreign visitors, Agra can focus on several key strategies. The chief area of concern presently is how to increase the footfall, particularly foreign visitors.

For this, Agra can leverage social media platforms and digital advertising to reach a global audience. Engaging content such as virtual tours of the Taj Mahal, historical facts, and traveler testimonials can spark interest and attract visitors.

Collaborations with Travel Influencers can be very useful. Partnering with popular travel influencers to showcase the beauty of Agra can significantly increase visibility and attract foreign tourists. These influencers can share their experiences through blogs, vlogs, and social media, encouraging their followers to visit Agra.

Improving transportation, accommodation, and other tourism facilities can enhance the overall visitor experience. Developing more tourist-friendly services such as multilingual guides, clean and accessible amenities, and convenient transportation options can make Agra a more attractive destination.

Highlighting cultural experiences beyond the Taj Mahal, such as local cuisine, traditional arts, and festivals, can offer visitors a more immersive and memorable stay. Encouraging tourists to explore the rich heritage and traditions of Agra can differentiate the city as a unique and diverse destination.

By implementing these strategies, Agra can effectively market its tourism potential, revamp its infrastructure, and attract a more diverse range of foreign visitors seeking a memorable experience in the city of the Taj. However, the most significant change must come from the local people who should work on changing their outlook and response to tourists. Visitors are not milch cows.