Government says the market share of South Asia in world tourism arrivals is just 1.3 per cent despite rich cultural heritage which is a serious cause of concern. In his remarks ahead of the United Nations World Tourism Organisation Conference to be held on 12th to 14th of this month in Hyderabad, Tourism Minister K Chiranjeevi said that the government is paying significant attention to promote tourism. Chiranjeevi said India's role in promoting global and regional tourism in a sustainable manner to generate employment and social integration is remarkable. The Tourism minister said that his ministry will for the first time send electronic invitations and itinerary in form of a short film to welcome all invitees and delegates to Hyderabad.