TOWARDS SUSTAINABLE SPIRITUALISM - TravelBiz · PDF fileIndia holds the unique distinction of...

TOWARDS SUSTAINABLESPIRITUALISM

Buddhist Tourism - Linking Cultures, Creating Livelihoods

YEAR September, 2014

COPYRIGHT

DISCLAIMER

CONTACTS

YES BANK Ltd.

Tushar Pandey

Senior President & Country Head - PSPM

Registered and Head Office

th9 Floor, Nehru Centre,

Dr. Annie Besant Road,

Worli, Mumbai - 400 018

Tel : +91 22 6669 9000

Fax : +91 22 2497 4088

Northern Regional Office

48, Nyaya Marg, Chanakyapuri

New Delhi – 110 021

Tel : +91 11 6656 9000

Email : [email protected]

Website : www.yesbank.in

TITLE TOWARDS SUSTAINABLE SPIRITUALISM: Buddhist Tourism - Linking Cultures, Creating Livelihoods

AUTHORS

The Associated Chambers of Commerce

and Industry of India

D. S. Rawat

Secretary General

5, Sardar Patel Marg

Chanakyapuri

New Delhi - 110021

Tel : +91 11 4655 0555

Fax : +91 11 2301 7008/9

Email : [email protected]

Website : www.assocham.org

Public and Social Policies Management (PSPM) Group, YES BANK

No part of this publication may be reproduced in any form by photo, photoprint,

microfilm or any other means without the written permission of YES BANK Ltd. & ASSOCHAM.

This report is the publication of YES BANK Limited (“YES BANK”) & ASSOCHAM and so YES BANK &

ASSOCHAM has editorial control over the content, including opinions, advice, statements, services, offers etc.

that is represented in this report. However, YES BANK & ASSOCHAM will not be liable for any loss or damage

caused by the reader's reliance on information obtained through this report. This report may contain third party

contents and third-party resources. YES BANK & ASSOCHAM takes no responsibility for third party content,

advertisements or third party applications that are printed on or through this report, nor does it take any

responsibility for the goods or services provided by its advertisers or for any error, omission, deletion, defect,

theft or destruction or unauthorized access to, or alteration of, any user communication. Further, YES BANK &

ASSOCHAM does not assume any responsibility or liability for any loss or damage, including personal injury or

death, resulting from use of this report or from any content for communications or materials available on this

report. The contents are provided for your reference only.

The reader/ buyer understands that except for the information, products and services clearly identified as being

supplied by YES BANK & ASSOCHAM, it does not operate, control or endorse any information, products, or

services appearing in the report in any way. All other information, products and services offered through the

report are offered by third parties, which are not affiliated in any manner to YES BANK & ASSOCHAM.

The reader/ buyer hereby disclaims and waives any right and/ or claim, they may have against YES BANK &

ASSOCHAM with respect to third party products and services.

All materials provided in the report is provided on “As is” basis and YES BANK & ASSOCHAM makes no

representation or warranty, express or implied, including, but not limited to, warranties of merchantability,

fitness for a particular purpose, title or non – infringement. As to documents, content, graphics published in the

report, YES BANK & ASSOCHAM makes no representation or warranty that the contents of such documents,

articles are free from error or suitable for any purpose; nor that the implementation of such contents will not

infringe any third party patents, copyrights, trademarks or other rights.

In no event shall YES BANK & ASSOCHAM or its content providers be liable for any damages whatsoever,

whether direct, indirect, special, consequential and/or incidental, including without limitation, damages arising

from loss of data or information, loss of profits, business interruption, or arising from the access and/or use or

inability to access and/or use content and/or any service available in this report, even if YES BANK &

ASSOCHAM is advised of the possibility of such loss.

Maps depicted in the report are graphical representation for general representation only.

(Shripad Yesso Naik)

16 September, 2014

Shri Shripad Yesso Naik

Hon'ble Minister of State for

Tourism & Culture (I/C)

Government of India

Transport Bhawan, Parliament Street

New Delhi - 110 001

MESSAGE

Government of IndiaMinistry of Tourism

Transport Bhawan, Parliament StreetNew Delhi - 110001

Tel. : 91-11-23711792, 23321395Fax : 91-11-23717890

E-mail : [email protected]

Hkkjr ljdkj

i;ZVu ea=ky;

ifjogu Hkou] laln ekxZ

ubZ fnYyh & 110001

ijost+ nhokulfpo

Parvez DewanSecretary

For a country which believes in “Atithi devo bhava”, tourism has emerged as India's fourth biggest

foreign exchange earner growing at CAGR of 13 percent. With a contribution of 6.6 percent

towards India's GDP and 7.7 percent towards total employment, India's Travel, Tourism and

Hospitality industry has the potential to induce sustainable development at the grassroots and

become the backbone of our economy, truly adding 'Inclusiveness' to Vibrant India. In his vision

of 'Brand India', Hon'ble Prime Minister Shri Narendra Modi has also underlined the importance

of Tourism and Tradition as great enablers.

The Buddhist Circuit is a globally important route for over 450 million Buddhists across the world,

especially in East and South East Asian regions, making it an important platform for

strengthening bilateral and cultural ties. However, despite its cultural and religious significance,

Tourism infrastructure along the Circuit remains relatively undeveloped and large volumes of

tourists have failed to translate into higher incomes for the local communities. The cornerstone of

our National and State policy framework should therefore be to nurture a business environment

conducive for the private sector, encourage and invest in local enterprises and domestic industry

as well as foreign investment to build quality infrastructure, hotels, and services at these sites,

therefore creating better economic opportunities and jobs.

The Government has demonstrated a strong focus in the sector through significant budget

allocations such as INR 500 crore for developing five tourist circuits and the proposed

development of Sarnath-Gaya-Varanasi Buddhist circuit. Additionally, the Ministry of Tourism has

launched a comprehensive plan - Integrated Tourism Development of the Buddhist Circuit in Uttar

Pradesh and Bihar - which will further boost infrastructure development, skill development,

increased market access and involvement of communities.

I am confident that these initiatives will be vital for continuing critical mass momentum and

infusing demand into the under-leveraged inbound segment. YES BANK is committed towards

the development of sustainable tourism infrastructure and a comprehensive policy framework

with a future outlook of the next 20 years and beyond.

I am pleased to present the YES BANK - ASSOCHAM Knowledge Report 'Towards Sustainable

Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods' which highlights key

opportunities and focus areas in the Indian Buddhist Tourism sector.

FOREWORD

Thank you.

Sincerely,

Rana Kapoor

President

MD & CEO

India's Buddhist heritage spans millennia across the entire subcontinent and large parts of South

and South East Asia. Laying host to Lord Buddha's journey, and the subsequent development of

the social and moral precepts of Buddhist thought, the plethora of intangible as well as tangible

Buddhist heritage has made the Buddhist Circuit one of the most popular tourist products that

India has to offer.

Tourism in India, especially Buddhist tourism has the potential to deliver socio-economic benefits

in developing states, engender cross-cultural respect, inculcate pride and encourage

conservation of natural and cultural resources.

Through the prism of local culture, Buddhism has inculcated diverse practices and traditions.

Sustainability in tourism can be achieved through fostering community participation in business

which will not only promote inclusive growth, but will also strengthen the forward and backward

linkages of the industry and ensure innovation and optimum resource utilization in design and

implementation of strategic tourism projects.

Tourism Policy needs to work towards building mind-space, safety measures, stricter guidelines,

capacity building and handling medical emergencies through dedicated forums and deliberation

with key stakeholders. Institutional collaboration with South-East Asian nations for development

of 'Spiritual Tourism' will lead to sustained economic growth in the region.

I am certain that the publication 'Towards Sustainable Spiritualism: Buddhist Tourism -

Linking Cultures, Creating Livelihoods' will provide an innovative platform for various

stakeholders to create sustainable business enterprises around Buddhist Circuit.

MESSAGE

Dipak Haksar

Chairman, ASSOCHAM National Council on Tourism

Chief Operating Officer, ITC Hotels

Thank you.

Sincerely,

Religious and Spiritual Heritage of India is unparalleled. Buddhism, itself spans thousands of

years from Lord Buddha's footsteps to King Ashoka's disseminations. One of the major unifying

characteristics of South, South-East and East Asia, the Buddhist heritage spans a long and rich

history dating back to almost 2, 500 years.

India holds the unique distinction of being the source of origination for the Buddhist philosophy,

holding within its boundaries a number of significant destinations that Lord Buddha traversed on

his path of enlightenment. Linking these destinations towards promoting domestic and

international tourism builds a stronger fabric of brotherhood and friendship.

I am sure that the summit, “International Meet on Buddhist Tourism,” will focus on the key areas

towards promotion of Buddhist Tourism, and will provide an excellent forum for exchange of

ideas and concepts to evolve implementable solutions.

The YES BANK-ASSOCHAM publication, “Towards Sustainable Spiritualism: Buddhist

Tourism - Linking Cultures, Creating Livelihoods”, hopes to create a holistic discussion

framework in the way forward to promote this niche sector of tourism.

MESSAGE

D.S. Rawat

Secretary General

1. Introduction to Buddhist Pilgrimage................................................................01

2. Buddhist Tourism in India .................................................................................07

3. Buddhist Tourism: State Overview ..................................................................19

4. Buddhism Beyond Borders ..............................................................................27

5. Conclusion: Roadmap for sustainable growth of ...........................................33

Buddhist Tourism in India

1.1. A Brief History ............................................................................................02

1.2. Buddhist Tourism – A Global Overview ......................................................03

2.1. Overview of Buddhist Heritage .................................................................08

2.2. Buddhist Circuits and Spatial Distribution ..................................................09

2.3. Community Based Models in Buddhist Tourism: .......................................11

Economic & Socio-Cultural Dimensions

2.4. Present Development Scenario & Technology Tools....................................15

3.1. Bihar............................................................................................................20

3.2. Uttar Pradesh ..............................................................................................21

3.3. Himachal Pradesh .......................................................................................21

3.4. Jammu & Kashmir ......................................................................................22

3.5. Odisha ........................................................................................................22

3.6. Andhra Pradesh ..........................................................................................23

3.7. Madhya Pradesh .........................................................................................24

3.8. Maharashtra ...............................................................................................24

3.9. Gujarat ........................................................................................................25

3.10. North East Region (NER) ............................................................................26

4.1. The Sub-continent Circuit ...........................................................................28

4.2. The ASEAN Circuit ......................................................................................31

CONTENTS

INTRODUCTION TO

BUDDHIST PILGRIMAGE 1

Introduction to Buddhist Pilgrimage"Impermanence is inherent in all things. Work out your

own salvation with diligence"

1.1 A Brief History

Buddhism, one of the major religions of the

world, finds its roots in Northeastern India.

Siddhârtha Gautama or Buddha’s teaching laid

the founding stone for new line of thinking

called Buddhism. Born in the Himalayan

foothills, Siddhârtha left his palace to live the life

of a mendicant at the age of 29.

Buddha wandered through the modern day

States of Uttar Pradesh and Bihar in India. His

footsteps covered nearly a 1000km stretch from

Kajangla in the East to Mathura in the West. The

Tripitaka, ancient Buddhist scriptures provides

us with an insight of the Buddha’s journey. After

many years of meditation, Buddha attained

enlightenment at Bodh Gaya. The temple

complex in Gaya, Bihar is the most important

pilgrim site associated with the life of Buddha.

In 2002 it was also declared as a UNESCO

World Heritage Site.

Following his enlightenment, Buddha travelled to Sarnath (Isipathana), where he delivered

his first sermon - Dhammacakkappavattana Sutta. Dharmekha Stupa at Mrigadava or Deer

Park in Sarnath is believed to be the spot where the sermon was given. The archaeological

Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods2

1

museum near the site has a rich

collection of Buddhist Relics and

antiques. Buddha established his first

disciples (sangha) here to promote his

new doctrine.

Buddha is believed to have travelled to

Rajagaha, Nalanda, Patna, Urvela and

Lativanna. Monasteries identified by

archeologist include Ghositarama,

Jivakarama, Jetavana and Veluvana.

Buddha visited Nalanda several times

during the course of his life, and

excavations reveal several temples and

vihara ruins at the site. Many famous Buddhist scholars had studied or taught at Nalanda,

and seeds of religious forms such as Mahâyâna Buddhism were laid here.

Kushinagar, in modern day eastern Uttar Pradesh is believed to be the final resting place of

Lord Buddha. He delivered his last sermon here and the place is venerated as the site of

Buddha’s Mahaparinirvana (freedom from the cycle of birth and death). He was cremated at

the Ramabhar Stupa.

The mortal remains of Buddha were preserved in eight commemorative chortens, and then

further distributed by King Ashoka into 84,000 Stupas across his kingdom and beyond.

Since Buddha’s journey covered a wide area of the Gangetic plain and was later spread to

Southeast Asia through his disciples, Buddhism encompasses diverse and vibrant practices

and traditions.

Buddhism has now been established across

almost every continent. About 488 million

Buddhists worldwide represent 7% of the

world’s total population, making Buddhism the th 1

4 largest religion in the world .

Buddhism has evolved into three major

branches: Mahayana, Theravada and Vajrayana.

Despite of regional variations and different

schools of thinking, Buddhism has retained its

unique identity.

1.2 Global Overview

1 http://www.pewforum.org/files/2014/01/global-religion-full.pdf


Buddha’s disciples spread Buddhism beyond the borders

of India to Southeast Asia, where these ideas have

played a major role in shaping culture and traditions. The

map shows various regions of Southeast Asia and their

affiliation with particular branches. Mahayana, the most

widely accepted form, is concentrated in China, Japan,

South Korea and Vietnam. Theravada Buddhism, the

second-largest branch, is concentrated in countries such

as Thailand, Burma (Myanmar), Sri Lanka, Laos and

Cambodia. Vajrayana, Buddhism, the smallest of the

three major branches, is concentrated in Tibet, Nepal,

Bhutan and Mongolia.

Indian monks travelled north through the silk route to teach Buddhism. It was at its peak

during the Sui Dynasty (589-617 CE) and Tang Dynasty (618-907 CE). Temples and

traditional religions were denigrated and smashed during the rise of Cultural Revolution in

1966.

Over the last few decades, local authorities in China encourage projects undertaken for

development and restoration of Buddhist temples boosting the tourism industry. These

temples attract many believers spurring the local economy.

1.2.1 China

Example: Jing’an Temple, Shanghai

�The temple was converted into a plastic

factory during the Cultural Revolution.

�Municipal Government’s worked on

rebuilding and enlarging the Jing’an

Temple, completing renovation in 2010

�Development of planned commercial

district and pedestrian street alongside the

Temple.

Initiatives undertaken by the Government:

�Rebuilding Buddhist Sites

�Exploiting the tourist potential of existing monasteries

�Organizing celebrations and tourism festivals around great temples

�Religious institutions, monasteries and the State are committed to a relationship of

co-operation towards developing tourism


1.2.2 Thailand

1.2.3 Bhutan

Initiatives undertaken by the Government:

1.2.4 Indonesia

Theravada is believed to be the first form of Buddhism to be introduced in Thailand around

the 3rd century B.C. Since then Buddhism in its various forms: Mahayana, Burma (pagan),

Ceylon (Landkavamsa) have influenced cultural practice in Thailand. Named as ‘The Land of

Yellow Robes’, Buddhism is the main religion followed in Thailand.

Thailand is dotted with several Buddhist temples and world heritage sites along with rich

natural heritage which draws tourists from around the world. A secular Government

ministry supervises Buddhist temples and monks Buddhist institutions and clergy are being

granted special benefits by the Government, as well as being subjected to a certain

amount of Government oversight.

Buddhism has a major foothold in Bhutan. Tantric Mahayan practiced in Bhutan was

established by Guru Rinpoche in the eight century. He established the dual system of

religion and secular Government, building the system of dzongs. Vajrayana Buddhism is the

state religion of Bhutan.

�Religion has long been supported financially by the Government through annual

subsidies to Buddhist monastery, shrines, monks, and nuns

�Construction of numerous chorten (stupas) throughout the country was supported

by the Government

�Originally a Government agency, Bhutan Tourism Corporation Limited (BTCL) was

privatized in 1991. The company along with promoting tourism works towards

protection of cultural heritage and environment

Indonesia has the world’s largest Buddhist Temple, Borobudur in Central Java, which was th

built in the 9 century.

�A master plan to restore Borobudur was evolved

�Along with UNESCO, major restoration of the site was undertaken. It was declared

as a UNESCO heritage site in 1991

�The Government has successfully organized Borobudur International 10K, a festival

that is a unique combination of tourism and sports. The competition has three main


categories, which are - the General Category (international professional athletes,

national athletes, international and national runners), the Local Category (citizens of

Central Java and Yogyakarta), and Students Category. This has helped attract

athletes and tourists from across the world.

Buddhism is also gaining momentum in the West, across America and Europe. It is one of

the largest religions in the United States. Socially engaged Buddhism has developed in the

U.S, which applies Buddhist values to larger social problems, including war and

environmental concerns.


Buddhist Tourism

in India 2

2.1 Overview of Buddhist Heritage

“It is better to travel well than to arrive”

Buddhism holds its roots in the heart of the Indian

subcontinent. Lord Buddha, born in Lumbini amidst lush

Indo-Gangetic plains, travelled extensively throughout

modern day Bihar, UP and Nepal, his meditations and

preaching forming the pillars around which the Buddhist

thought and lifestyle emerged.

The Buddhist philosophy explicates the mysteries of the

universe and life through the teachings of Buddha, relying

on sensory perceptions and avoiding assumptive thought. The two major schools in the

world today, the Mahayana and Theravada, derive from the various sub-sects under

Mahâsâmghika and the Sthaviravâda, the branches that Buddhism split into during the

reign of King Ashok. Buddhism spread rapidly during this era, traversing across Central Asia

towards Europe on one end and across the Himalayas into Southeast Asia on the other.

The influence of Buddhism in India started waning around the late Gupta period and the

Pala empire, further accentuated by the invasions from Central India. So while a lot of the

‘practiced heritage‘ today lies in South and Southeast Asia, parts of India still carry the

heritage forward, and at many pilgrimage sites, the confluence of Buddhism and Hinduism

has created a unique cultural and architectural landscape.


Buddhist Tourism in India2

2.2 Buddhist Circuits and Spatial Distribution

“Do not dwell in the past, do not dream of the future, concentrate the mind on the present

moment”

Pilgrimage sites are spread all across the country, from Jammu & Kashmir and Himachal

Pradesh to Tamil Nadu and from the western states of Gujarat and Maharashtra to the

easternmost tip of Arunachal Pradesh. Buddha’s actual footsteps retracing a large part of

North India being a major USP, a lot of later development in Buddhist philosophy, art and

architecture also took place on Indian shores.

The table given below lists the key sites across Indian states. It must be noted that apart

from these major destinations, there are numerous other excavations and discoveries that

reveal the vast extent of Buddhist heritage in the country.

State Key Sites

Andhra Pradesh Bavikonda stupas; Bojjannakonda Sstupas; Ramatheertham; Amaravati; Bavikonda;

Bojjannakonda; Nagarjunakonda; Pavurallakonda; Ramatheertham; Salihundam;

Thotlakonda

Arunachal Pradesh Tawang Monastery

Mahabodhi Temple Complex at Bodh Gaya; Nalanda; Rajgir

Goa Arambol (Harahara); Bandora (Bandivataka); Kudne (Kundivataka); Margao

(Mathagrama); Rivona (Rishivana)

Himachal Pradesh Gandhola Monastery; Ki Monastery; Tabo Monastery; Dhankar Gompa; Gemur

Monastery; Gozzangwa Monastery; Kardang Monastery; Kibber; Kungri Monastery;

Lhalung Monastery; Namgyal Monastery; Rewalsar; Shashur Monastery; Tangyud

Monastery; Tayul Monastery

Jammu and Kashmir Dzongkhul Monastery; Alchi Monastery; Bardan Monastery; Basgo Monastery;

Chemrey Monastery; Diskit Monastery; Hanle Monastery; Hemis Monastery; Hundur

Monastery; Korzok Monastery; Kursha Monastery; Lamayuru Monastery; Likir

Monastery; Lingshed Monastery; Mashro Monastery; Matho Monastery; Mulbekh

Monastery; Namgyal Tsemo Monastery; Phugtal Monastery; Phyang Monastery;

R a n g d u m M o n a s t e r y ; R i z o n g M o n a s t e r y ; S a n i M o n a s t e r y ;

Sankar Monastery; Shey Monastery; Spituk Monastery; Stakna Monastery; Stok

Monastery; Stongdey Monastery; Sumda Chun; Takthok Monastery; Thikse

Monastery; Zangla Monastery

Karnataka

Bihar

Namdroling Monastery

Madhya Pradesh Sanchi; Deur Kothar; Dharmrajeshwar

Maharahstra Ajanta Caves; Bedse Caves; Bhaja Caves; Deekshabhoomi; Ellora Caves; Ghorawadi

Caves; Jogeshwari Caves; Kanheri Caves; Karla Caves; Mahakali Caves; Pandavleni

Caves

Dhauli; Ratnagiri; Brahmani temple; Lalitgiri; Marichi temple; Puspagiri Mahavihara;

Ratnagiri; Udayagiri and Khandagiri Caves

Odisha


The Bihar-Uttar Pradesh circuit (with addition of Lumbini in Nepal) is the most popular

offering in terms of Pilgrimage, with monasteries in the Himalayas and the cave structures

like Ajanta and Ellora. Some of the key circuits, identified by the Ministry of Tourism are as

under.

�Gaya (Bodhgaya) - Sarnath - Kushinagar - Piparva

�Bodhgaya (Nalanda, Rajgir)-Patna (Vaishali,Vikramshila), Sarnath - Kapilavastu -

Sankisa Piparva

�Jammu & Kashmir - Ambarani, Ladakh, Harwan, Parihaspura

�Himachal Pradesh - Dharamshala, Spiti, Kinnaur

�Punjab - Sanghon (near Ludhiana)

�Haryana - Yamunanagar, Stupa at Sugh, Asangh (Jind)

�Chandigarh - Museum

�Delhi - Asoka edict at East of Kailash

�Maharashtra - Karala, Ajanta caves, Ellora, Kanheri, Pitalgora, Nasik caves

�Madhya Pradesh - Sanchi, Sardarah, Murakott

�Andhra Pradesh - Amravati, Borrah Caves, Salihunda, Nagarjunkonda

�Orissa - Dhauli, Udagiri

�Chhattisgarh - Sirpur

�West Bengal - Kolkata (Indian Museum), Darjeeling

�Sikkim - Rumtek, Kalimpong

�Arunachal Pradesh - Tawang, Bomdila (Source: Ministry of Tourism, Govt. of India)

Rumtek Monastery; Dubdi Monastery; Enchey Monastery; Pemayangtse Monastery;

Phensang Monastery; Phodang Monastery; Ralang Monastery; Tashiding Monastery;

Tsuklakhang Palace

Sikkim

Chudamani ViharaTamil Nadu

Bhutia Busty Monastery; Ghum Monastery; Mag-Dhog Yolmowa Monastery; Tharpa

Choling Monastery; Zang Dhok Palri Phodang

West Bengal

Uttar Pradesh Chaukhandi Stupa; Dhamek Stupa; Jetavana; Sravasti; Kushinagar; Sarnath; Varanasi

State Key Sites


Major Buddhist Sites across Indian States

Some of the innovative product themes that are being developed in this niche across the

world are as under:

�Publicity events like half marathons near popular sites

�Bicycle tours

�Meditation tours

�Volunteer tours

�Trekking itineraries

�Village tours

“No one saves us but ourselves. No one can and no one may. We ourselves must walk the

path”

Buddhist pilgrimage is a significant perennial tourist activity in India, which brings in large

volume of tourists as well as foreign exchange to our shores. Additionally, it is a culturally

unifying factor, linking India to the rest of South and Southeast Asia. With the new ‘Look

East Policy’ places the region in economic spotlight with cross-border trade and tourism

exchanges anticipated to grow at a swift pace. In this backdrop, community involvement

becomes a major component of perspective development strategies. With a high policy

impetus on boosting ‘inclusion’, coupled with recent global experiences in community

based tourism that have highlighted positive livelihood generation and educational impacts,

implementation strategies are increasingly moving towards community led enterprises for

sustainability of growth models.

The concept of 'collaborative community' models aim to deliver sustainable socio-

economic development by building the capacity of local communities to realize the

potential value of their natural and cultural heritage to create tourism enterprise

opportunities through a co-operative destination management organization model, which

not only supplements income, but act as an incentive (or a motivation factor) to preserve

local art and culture, and maintain traditional practices like architecture, cuisine and

handicrafts etc.

The creation of co-operative models encompasses all the aspects of tourism under the

ambit of a unified on-ground institution, which not only controls the structure and volume of

tourist activity, but also ensures that the entire destination is promoted holistically rather

than by fragmented independent products or sites. It is imperative for the communities to

have Direct Cash Flow in their day-to-day economy, and ensuring that the community

retains the administrative aspects of the business is key to ensuring equitable growth. The

figure below highlights some of the macro societal concerns that the model offers.

2.3 Community Based Models in Buddhist Tourism

Economic & Socio-Cultural Dimensions


In the radar below, we observe that apart from Customer Loyalty, which is a provider/ seller

driven prerogative, the community and administration focus overlap in the other three

aspects, and this is where the cooperative model acts as the institutional interface,

optimizing development efforts and their implementation.

The project utilizes the current assets of the region to build up resources. The focus is on institutional innovation

by creating a sustainable financing environment before credit can be injected into the rural economies

Stakeholder Alignment

• An equal voice for all stakeholders

• Align aspirations and foster ownership/responsibility for common purpose and goals

• Provide platforms, skills and opportunities for communication

Cooperative Model was envisaged feeling a need for

ensuring Social Equity in emerging community

business models

Market linkages is an important component of the

project - both through IT enabled tools as well as brick-

and-mortar structures

People focus

• Listen, empathize, build trust

• Inspire innovative problem solving

• Recognize stakeholders’ diverse needs for recognition and acknowledge their contribution

accordingly

Cooperatives ensure that the communities interact

within each other as well as with external stakeholders

frequently, a simple process which clears out many

operational bottlenecks

Capacity building processes end up in promoting

individual as well as community entrepreneurship

Process

• Focus on processes as well as results the processes seek to achieve

• Be patient with the achievement of results: the start may be slow

• Learn from setbacks and improve the process continuously


Cooperative Model Ensuring Equitable Development

Community Models for Buddhist Tourism adopted from Rural Tourism Models: Addressing Socio-Economic

Concerns (Source: YES BANK)


Edge of India – Sustainable Community Tourism Enterprise Development

Community based tourism models,

working on the principles of cooperation,

have become key demonstrators towards

promoting sustainable business models in

rural India. Edge of India is a step in this

direction, a joint initiative of YES BANK,

India’s fourth largest private sector bank,

and the Scottish Government.

The first pilots are active in the States of

Uttarakhand and West Bengal. The next

stage envisages replication of the model

across other parts of the country to create

an extensive community tourism network

across the country based on cooperative

principles.

Unique Features of the Project

�This is the one of the first projects

in the country trying to develop rural tourism models through co-operative

Destination Management Organizations (cDMOs), based upon cooperative

principles

Awareness

Loyalty Image

Quality

Community Focus

Administration focus

Community Models for Buddhist Tourism adopted from Rural Tourism Models:

Addressing Socio-Economic Concerns

�The project gives equal emphasis to capacity

building measures, while utilizing the existing

infrastructure (homestays) to offer an authentic

ethnic experience

�This is one of the few projects where the

community is being imparted technical skills

like developing and managing web content

�There is no credit/ microfinance involved in the

initial stages and the project utilizes the current

assets of the region to build up resources

�The focus is upon institutional innovation by

creating a sustainable financing environment

before credit can be injected into the rural

economies

As has been observed from successful community tourism models globally, the

cooperatives are anticipated to automatically evolve into individual entrepreneurs as

business grows, and the capacity building processes are cyclical in nature, with avenues

opening up as the communities start experimenting with new tourism products.


Village Kothiyan, Ranikhet Ecotourism

Cooperative Society, District Almora,

Uttarakhand; this quaint little village is

located near Ranikhet, a famous tourist

destination, and can tap this factor to

attract tourists visiting the region l

ooking for offbeat tours (Image Source:

Parth Joshi)

CRITICAL RANGE OF

ELEMENTS OF CAPACITY

Consolidation

Stagnation

Rejuvenation

Reduced growth

Stabilization

Decline

Immediate decline

Development

Involvement

Exploration

Number

of

Tourists

Time

Institutional models arrest

decline and facilitate

rejuvenation

Cooperative Model provides the institutional framework

to work on pertinent issues like common and peripheral

infrastructure, capacity building and training, certification

and compliance etc.

Cooperative Approach ensures a consolidated platform to

initiate business plans & execution

Source: YES BANK

Cooperative Approach to Tourism: Enhancing Destination Life cycle

Time

2 Press Information Bureau/ IFC


2.4 Present Development Scenario & Technology Tools

The Buddhist Circuit is an important pilgrimage destination for the 450 million practicing

Buddhists as well as travelers interested in history, culture or religion. The Circuit attracts 2

tourists from 30 countries and 16 states of India .

Buddhist Tourism: Attracting Major Investments

�The Ministry of Tourism recently launched the Strategy for Integrated Tourism

Development of the Buddhist Circuit in Uttar Pradesh and Bihar under the project

‘Investing in the Buddhist Circuit’.

W h i l e I n t e r n a t i o n a l F i n a n c e

Corporation, a wing of World Bank, will

provide INR 180 lakh, Tourism Ministry

would contribute INR 225 lakh and the

contribution of Bihar and UP is INR

22.50 lakh each for the project. Local

communities will be involved and

creation of around 10,000 jobs is

estimated. The strategy aims at

infrastructure development, skill

development, increased market

access, involvement of communities and enhancing the visitors experience in the

Buddhist circuit.

�The new Government is aggressively leveraging Buddhist Tourism as a part of its

foreign policy. The ‘Look East’ policy targeted at seamlessly connecting South East

and ASEAN countries to the Indian hinterland through the critical North East

Region (NER)

�Union finance minister Arun Jaitley's recent decision to focus only on Sarnath -

Bodh Gaya section of the Buddhist Circuit has been described as "a masterstroke"

by travel and tour operators, who are anticipating a 15% rise in the number of

tourists to the circuit (Source: Times News Network)

�Recently, Indo-Japan partnership between the culturally rich cities of Varanasi and

Kyoto was accepted and adopted by both the governments. Kyoto is expected to

play a vital role in Varanasi's journey to be transformed into a Smart Heritage City.

The partnership is expected to focus on urban development in addition to tourism,

arts, culture, heritage preservation and education

�The Department of Tourism and Culture, Government of Chhattisgarh, plans to

develop the ‘Buddhist Tourism Circuit’ in Sirpur in association with the Centre. The

Government is also making efforts to get ‘World Heritage Site’ recognition for

Sirpur, which is of great religious importance for Buddhism, Shaivism and

Vaishnavism.

Technology Tools to Leverage Buddhist Tourism

Originally associated with backend reservation and customer management systems,

technology has increasingly come to the fore and is now an indispensable part of the

consumer, not only enabling service delivery, but also offering product experiences through

innovative marketing and sales channels.

We briefly discuss below the concept of a ‘Buddhist Travel Card’, a prepaid travel card that

can greatly improve the tourist experience, as well as

boost the destination image.

�Creation of a cashless eco system - Easy

management of Cash

�Revenues - Increased revenues through

stoppage of leakages

�Avoidance of the fake currency - The prepaid

card ensures that tourists are NOT

inconvenienced with fake currency

�Loyalty - Opportunity to better manage the

tourists loyalty

�Tourism Intelligence - Cashless payments

help gauge key consumer behavior patterns

like heritage sites most frequented by

international tourists of a particular country

�Multipurpose Utility Card - Can be used for

air/rail/local transport (like fleet cabs), thereby

lowering the chances of the tourist being charged exorbitantly

�Souvenir: The card can be an attractive travel souvenir

The Buddhist sites in the State can be enveloped by an integrated Information Information

and communications (ICT) technology infrastructure, using a common technology platform,

which would benefit the sites by offering the tourists the following services and amenities,

apart from solving currency hassles:

�Entry at Monuments - The card can be used as an entry ticket to various sites

within the Buddhist circuit

�Virtual Guides - Many popular monuments across the country (the Qutub Minar,

for instance) are being upgraded with virtual audio-visual guides that offer

information about the monument at strategic locations. The card can be used as an

access tool for such devices


�Discounts and Offers - The card holders can be offered discounts at select

Government or private handicraft emporiums/hotels and restaurants, thereby

catering to the ‘incentivization’ element for both the stakeholder and the tourist.

�Travel Apps - Interactive travel applications across popular devices like smart

phones, laptops, iPads can be bundled along with the card offering information like

interactive maps, travel tips (Must See/Must do-s), emergency/helpline

information, not only enrich the tourist experience but also create a safe tourist

environment as well

One such current offering is the YES BANK-Incredible India Travel Card, launched in

association with the Ministry of Tourism to make travel within India a cashless and a hassle

free experience.


BUDDHIST TOURISM:

STATE OVERVIEW 3

Buddhist Tourism: State Overview “Chaos is inherent in all compounded things.

Strive on with diligence”

3.1 Bihar

Bihar is the most crucial State in terms of Buddhist Tourism

and home to a plethora of destinations tracing the life journey

of Lord Buddha towards enlightenment and the consequential

birth of Buddhism. Hence, the destinations in the State not

only cater to leisure tourists, but also scholars and

practitioners of Buddhism.

The State Government has identified the Buddhist circuit –

Bodhgaya – Rajgir – Nalanda – Patna – Vaishali – Lauriya

Nandangarh – Lauriya Areraj – Kesariya – Vikramsila for

developing essential facilities for tourists.

The Government is trying to devise new business strategies

for marketing Buddhist heritage in the State. This should help

improve and enhance the visitor experience in places

connected with Buddhism in the State. One such proposal is

the development of a Theme Park' near the Buddhist stupa at

Rajgir, Nalanda. Bihar State Tourism Development Corporation

(BSTDC) will also be offering a 3-day Buddhist tour

commencing from Patna.

3

Major Destinations

�Bodhgaya

�Pragbodhi

�Barabar Caves

�Champanagar

�Dona

�Ghosrawan

�Gurpa

�Hajipur

�Indasala Caves

�Jethian

�Kesaria Stupa

�Nalanda

�Rajgir

�Vaishali

�Kurkihar

�Lauriya Nandangarh

�Patna

�Bhagalpur


3.2 Uttar Pradesh

3.3 Himachal Pradesh

Uttar Pradesh has been bestowed with a unique

heritage and cultural traditions gathered through the

ages and also been graced by many luminous

personalities. Prominent among those who traversed

the land was Lord Buddha. Known as the first

missionary of spirituality, Buddha lived and preached in

Uttar Pradesh and thus made the land the 'Cradle of

Buddhism'. He taught and travelled extensively in Uttar

Pradesh in Kapilvastu, Sarnath, Shravasti, Kaushambhi,

Sankisa and Kushinagar.

The State Government organizes annual Buddha

Mahotsav festival at various sites to attract tourists to

these locations.

Buddhism in the State of Himachal can be traced back to

the spread of the religion in the early 8th century. Over

the centuries this activity has become deep rooted,

particularly in the Lahaul, Spiti and Kinnaur valleys.

thIt’s only after the 14 Dalai Lama, Tenzin Gyatso,

escaped from Tibet with his followers in 1959 and took

Major Destinations

Major Destinations

�Sarnath

�Ashoka Pillar

�Chaukhandi Stupa

�Dhamek Stupa

�Mulagandhakuti Vihara

�Sravasti

�Kushinagar

�Nirvana Stupa

�Ramabar Stupa

�Mathura

�Kaushambi

�Prabhosa

�Sankassa

�Rewalsar

�Tabo Monastery

�Dharamsala

�Nako Gompa

�Guru Ghantaal Monastery

�Kardang Monastery

�Lhalung Monastery

�Dhankar

�Shashur Monastery

�Key Monastery


refuge in India, the focus on Tibetan Buddhism spread further and attracted immense

international attention to the State.

The State Tourism Department has identified the Buddhist circuits of Shimla – Kinnaur -

Spiti – Udaipur - Pangi and Palampur - Dharamshala - Dalhousie, and plans to promote them

in association with Jammu & Kashmir Tourism Department.

Buddhist festivals are celebrated with much fanfare in Himachal Pradesh due to its large

immigrant Tibetan population. These festivals are popular with international tourists,

particularly the ones related to Buddha’s birth and death anniversaries, and also the sacred

days such as the birthdays of the Bodhistavas. The State Government plans to capitalize on

the global interest of Tibetan Buddhism and attract more tourists through Festival Tourism.

Ladakh, the third geo cultural region of Jammu & Kashmir, is the central core of Buddhist

culture in the State. The capital of Ladakh, Leh forms the perfect base for many of the

Buddhist monasteries in the region.

The State Government has identified two Buddhist

monastery circuits - first one comprises of Shey, Stakna,

Thiksey, Matto, Tak-Tok, Chembray and Hemis, while the

second circuit includes of Spituk, Likir, Phyang, Alchi,

Lamayuru and Ridzong. The monasteries situated in the

Leh region stand as a representative to all the four

different schools coming under Buddhism - Nyingmapa,

Saskyapa, Drukpa and Gelugspa.

There are ambitious plans to link the Ladakh district to the Buddhist circuit of the country in

order to attract more international tourists. Government will be restoring the existing

monasteries in the region, set up tourism centers and improve the road infrastructure

connecting the sites. The annual Ladakh Festival will be further promoted to tourists as a

platform of experiencing the Buddhist culture and heritage of the region.

Buddhism existed in Odisha, right from the time of its

inception, though Lord Buddha never visited the State

during his lifetime. Many scholars believe that modern

Jajpur was a sacred land of Buddha Padmaprabha and

the cradle of Mahayana, supported by fact that Jajpur and

its neighborhood are seen to be rich in Mahayana

antiquities. The site of the famous Kalinga War fought

between with Emperor Ashoka and the ruler of Kalinga is in the state. The war which had a

lasting impact on Emperor Ashoka, led to him following Buddhism and spreading it around

3.4 Jammu & Kashmir

3.5 Odisha

Major Destinations

�Hemis Monastery

�Lamayuru Monastery

�Thiksey Monastery

�Spituk Monastery

�Zangla Monastery

Major Destinations

�Udaigiri

�Lalitagiri

�Ratnagiri

�Deuli Hill


ththe world. In the 7 century, the visit of Hiuen

Tsang to Odisha vividly accounts the

flourishing of Buddhism in the State.

Buddhist Tourism in the State has observed

the opening up of some new vistas by recent

findings from excavations. Though many

Buddhist monuments already exist in Odisha,

these newly identified sites with religious

relics have added to the existing charm of

Buddhist Tourism in the State. Sites such as

Lalitagiri, Ratnagiri and Udaygiri hills, located

about 90 kms from Bhubaneshwar and 60 kms North East of Cuttack, attract many

Buddhist tourists each year. In addition Buddhist monuments are scattered throughout the

State still awaiting further excavation and study, such as Cuttack, Sambalpur, Balasore,

Ganjam and Phulbani.

The Odisha Tourism Development Corporation (OTDC) in association with Global Co-

operation of Society of South Korea is promoting Buddhist destinations by organizing

special tour packages and road shows for tourists from South Korea. Such programs have

also been extended to other major Buddhist countries - Japan, Sri Lanka, Thailand, China

and neighboring Southeast asian countries for highlighting the Buddhist tourism potential

of the State. OTDC is also creating new tourist facilities near the destinations of Lalitgiri,

Ratnagiri, Udaigiri, Langudi, Dhauli and Jirang, and renovating the existing accommodation

facilities.

Buddhism flourished in State for few centuries in the early

periods and declined during the latter part of 1st Century CE.

There are approximately 140 listed Buddhist sites in the state rd

providing a panoramic view of the history of Buddhism from 3 th

century B.C. to 14 century A.D. Fourteen Buddha relic caskets

have been so far recovered from sites in the State, the largest

number for any State in India.

The State Government has identified two Buddhist circuits –

Lower Krishna Valley covering Nagarjuna Sagar, Amaravati and

other adjoining locations, and North Coastal Circuit covering

Buddhist sites around Visakhapatnam District. It has also been

proposed to develop Buddhist sites, monuments and Buddhist

clusters in Hyderabad, Vijayawada and Visakhapatnam.

An ambitious project called Nagarjunakonda Buddhavanam has

been proposed by the Government near Nagarjuna Sagar, depicting the life of Buddha

3.6 Andhra Pradesh

Major Destinations

�Amravati

�Nagarjunakonda

�Chandavaram

�Anupa

�Thotlakonda

�Bavikonda

�Bhattiprolu

�Sankaram

�Lingalametta

�Undawalli Caves

�Ghantasala

�Salihundam

�Bojjannakonda

�Phanigiri


through sculptures. Additional facilities including entrance arch, information centers,

ticketing counter, museum, tourist amenities, open air theatres, stupas, interpretation

centers, landscaping, amphitheatres, bronze statues, restaurant and signage will also be

developed as part of the project.

Madhya Pradesh boasts of a rich historical past and

associates its name with many ruling dynasties of

India. It also claims distinction for snuggling three

prominent World Heritage Sites, as declared by

UNESCO, namely Khajuraho Temples, Bhimbetka

Caves and Sanchi Buddhist monuments.

Buddhism in Madhya Pradesh traces its history since the times of the Mauryan Emperor

Ashoka. After Ashoka adopted Buddhism, he had constructed many stupas throughout his

Kingdom. Because of this keen interest shown by Ashoka, Buddhism flourished in the

State during the ancient times.

The State Government has identified Bhopal –

Sanchi, to be developed as a Buddhist Circuit. The

circuit has been chalked out by incorporating

Sanchi, Satdhara, Sonari, Murel Khurd and

Andher destinations. Central Government has

sanctioned Rs. 5 crores to Madhya Pradesh Tourism

Development Corporation (MPSTDC) for developing

the circuit and to promote Buddhist tourism in the

state. As part of the proposed plan to improve

facilities at the tourist destinations, MPSTDC will be

developing various facilities including roads, day-

shelters, viewpoints, bus stands, railway station, roadside signage, adequate lighting and

solar lighting at Satdhara, Sonari and Murel Khurd.

In particular, Sanchi is the focus destination for Buddhist tourists coming to the state.

Having been already declared a world heritage site, the State will be promoting Sanchi in

the markets of Japan, South Korea and Thailand by organizing special festival weeks during

Buddha Poornima. There are also plans to develop a meditation center at Sanchi.

Maharashtra has been a home for Buddhism since the early periods of the religion. The

State in particular is unequalled for its wealth of splendid rock-cut caves in the country, and

some of them are indispensable for the study of Buddhist art and architecture. Pilgrims

from far off lands come to pay homage to Lord Buddha at these cave temples. Some of

these Buddhist caves in Maharashtra are Ajanta, Ellora, Junnar, Karle, Kanheri and Bhaja. Of

3.7 Madhya Pradesh

3.8 Maharashtra

Major Destinations

�Sanchi Buddhist Monuments

�Deor Kothar

�Dharmrajeshwar

�Barhut Stupa


all the Buddhist caves in Maharashtra, Ajanta and Ellora

caves are the most famous and World Heritage Sites;

they represent one of the masterpieces of sculpture and

paintings.

Maharashtra Tourism Development Corporation (MTDC)

is in the process of developing seven Buddhist sub-

circuits in the state. The mail circuit will be commencing

from the coastal town of Nalasopara and will continue to

Chaityabhoomi in Dadar, Pagoda in Gorai and other

Buddhist destinations before ending at Dikshabhumi in Nagpur. The circuit is being

developed to attract visitors from all over India, and in particular countries like South Korea,

Japan and other Buddhist countries. MTDC will be developing as many as 25 sites and

caves connected with Buddhism and improving essential tourist facilities on the Nashik-

Pune circuit. New tourist amenities will be created at Pandavleni, Junnar, Karla, Bhaja and

Bedsa caves.

In addition, MTDC has signed a MoU with the Japanese Government to promote Buddhist

destinations in the State and offered a place in Aurangabad to set up an office. The

Japanese International Cooperation Agency (JICA) has also provided funding for Ajanta-

Ellora Conservation and Tourism Development Project (AEDP). The corporation also plans to

establish interpretation centers in Mansar, Nagpur and Nalasopara for providing information

about the sites and their relevance to Buddhism.

Gujarat lures travelers with its rich treasure of cultural

attributes, remnants of the past, diverse languages and

colorful ambience. The land of temples, caves,

topographical hotspots and architectural wonders, the

State also maintains footprints of Buddhism, inviting

travelers, pilgrims, researchers, scholars and students

alike travelling from across the globe.

Buddhism existed in the State from the time of Emperor

Ashoka, and alongside Jainism

managed to make a considerable

impact on the culture of the state.

The State Tourism Department is

promoting the destination as

"Buddhist Footprints in Gujarat"

through its website. They have

identified Bhavnagar – Rajkot –

Junagadh as a major Buddhist

3.9 Gujarat

Major Destinations

�Ajanta Caves

�Ellora Caves

�Aurangabad Caves

�Elephanta Caves

�Pitalkhora Caves

�Bedse Caves

�Deekshabhoomi

Major Destinations

�Junagadh

�Baba Pyara Caves

�Devni Mori

�Rajkot

�Kutch

�Vadnagar

�Vadodara

�Sana Caves

�Talaja


circuit in the State and are promoting it to international tourists alongside other tourist

destinations in the State.

Buddhism in the Eastern Himalayan sector has a special

significance. Tibetan Tantric Buddhism has been

introduced by Guru Padmasambhaba more than 400

years ago. The mystic Monasteries, belonging to the

different sects & sub-sects of Mahayana Buddhism

dominate the whole of Sikkim and Eastern Himalayas.

There are a number of Buddhist Monasteries and each

one has its own fascinating history, generating

tremendous interest among the visitors, be it the

architectural feature or the spiritual message embedded

in them. Tourists throng to these monasteries due to its Trantric legends, colorful festivals

and mask dances.

Sikkim is a tiny yet beautiful state in the north east of India which houses close to 200

monasteries or Gompas belonging to the Nyingma and Kagyu order. These landmarks have

not just influenced the cultural heritage and lifestyle of the people, but also demonstrate

the ancient rituals. The Gompas are adorned with life-like frescoes of hoary Buddhist

legends, rare silk and brocade Thangkas. These monasteries preserve the ancient Tibetan

manuscripts, exquisitely carved wood work and icons of silver and gold. Devoted Lamas

robed in red, chant ancient mantras to the rhythm of drums and trumpets while soft lights

flicker from decorative lamps placed before statues of the great Guru Padmasambhava.

For centuries, Arunachal Pradesh has been the

land of Buddhists and known for some of the

largest Buddhist monasteries in India. Most of the

monasteries and Gompas belong to the Nyingma

and Kagyu order. The Gompas are adorned with

life-like frescoes of hoary Buddhist legends, rare

silk and brocade

Thangkas. The

first of the monasteries, established in Arunachal was in

1860-61. Tawang Monastery, the largest monastery of

India and second largest in Asia and 5 km away from

Tawang is the Urgelling Monastery - the birthplace of the

sixth Dalai Lama. Both these monasteries are associated with the Lamaistic faith of the

Mahayana school of Buddhism and the Bomdila Monastery, also follows the same faith.

3.10 North East Region (NER)

3.10.1 Sikkim

3.10.2 Arunachal Pradesh

Major Destinations

�Pemayangtse Monastery

�Rumtek Monastery

�Enchey Monastery

�Tashiding Monastery

�Sanga Chelling Monastery

�Dubdi Monastery

�Ralang Monastery

Major Destinations

�Tawang Monastery

�Bomdial Monastery

�Urgelling Monastery


BUDDHISM

BEYOND BORDERS 4

Buddhism Beyond Borders“We are what we think. All that we are arises with our

thoughts. With our thoughts, we make the world”

4.1 The Sub-continent Circuit

As can be observed from the

figure below, the rise of the

Buddhist phi losophy was

centered around the Ganges

valley, from where it spread to

other regions of the world.

From a tourism perspective, the

Indian subcontinent holds the

‘h is tor ica l ’, o r the more

‘authent ic ’ product , with

Buddha’s journeys as well as

the early development of the

‘ethic and thought’ lying within

its geographical confines, while

the rest of South Asia focuses

more on the ‘consequent’

c u l t u r a l e v o l u t i o n a n d

architectural heritage. So while

the rest of Asia offers a glimpse

of the "new Buddhism", the

Indian Subcontinent has a greater product positioning advantage.

While the number of countries within the Indian subcontinent varies in terms of

geographical and political scenarios, we consider India, Nepal, Bhutan and Sri Lanka as the

4


primary constituents of the 'Subcontinent Circuit', while the Buddhist heritage in other

countries recuperates and recovers in the backdrop of socio-political turmoil.

Looking at the variety of branches of Buddhist thought, physiographic and sociological

segmentations, we can demarcate the tourist offerings into the following broad themes:

The region comprises the Trans Himalayan

landscapes of Ladakh (excluding Tibet and

Mongolia), Himachal Pradesh, from where

the circuit crosses the border into Nepal and

Bhutan, coming back to India as Arunachal

Pradesh envelops the circuit towards the

east. Geographically, the region is a

kaleidoscope of the largest mountain ranges

in the world, from the barren cold deserts of

Ladakh and Spiti to the lush valleys of

Bhutan and Arunachal.

Within this overarching region, there are

multiple options to be explored, the notable

ones mentioned as under:

�Indian Trans Himalayan Belt

�Upper Nepal - Sikkim

�Sikkim - Bhutan

�Bhutan - Arunachal Pradesh

�Nepal - Sikkim - Bhutan

�Nepal - Sikkim - Bhutan - Arunachal Pradesh

It has to be noted here that while there is a common thread running through the

geography, the cultural influences over the centuries have given a distinct character to the

religion in each place, with different customs and traditions adorning the faith within a

common cultural milieu. We list below some key characteristics of the region with respect

to tourism product offerings/ potential and the possibilities for integrating cross-boundary

destinations within a single itinerary.

Political Span: India, Bhutan, Nepal

Attractions: Architecture, Fairs & Festivals, Art & Culture

Accessibility: Road Connectivity in all regions; Air connectivity needs to be extended

Community Involvement in Tourism Activities: Medium

Possibility of Weekend Excursions: No

1. The Himalayan Belt


Possibility of Long Haul Trips: Yes

Other Product Opportunities: The region is replete with Adventure Tourism activities. The

Adventure-Nature-Pilgrimage consumer positioning aspect needs to be further explored

Current Marketing & Promotion Intensity: Medium

Policy and Political Environment: Stable

This region is more ‘historical’ in nature,

having played host to Buddha’s own

journey, as well as the early development

and spread of the faith. Although the

landscape is less stark and extreme than

its mountainous counterpart, it is as

diverse, from the vast flood plains of the

Ganga to the oceanic wonders of Sri

Lanka.

This circuit starts in UP, travels to Nepal,

and comes back into India traversing

Bihar and Madhya Pradesh before

winding down its way to Sri Lanka

through Maharashtra. From a historical

perspective, the journey traces Buddha’s

footsteps, and then winds down south to

the post-Buddha era of the Mauryas and

the Guptas.

This circuit is well developed in parts,

while some regions require better product consolidation and packaging.

Political Span: India, Nepal, Sri Lanka

Attractions: Sacred Sites, Architecture, Fairs & Festivals, Art & Culture

Accessibility: Road Connectivity in all regions', Air connectivity better than the Himalayas

but still needs more penetration

Community Involvement in Tourism Activities: Low

Possibility of Weekend Excursions: Yes


Other Product Opportunities: The region is replete with Adventure and Nature based

tourism activities. The Adventure-Nature-Pilgrimage consumer positioning aspect needs to

be further explored

Current Marketing & Promotion Intensity: Low


2. Ganga Basin – Central & West India – Lanka Belt


3. Nepal-Sikkim-Bhutan-Arunachal

4. 2 The ASEAN Circuit

We focus here on the higher regions

of Nepal that are thematically in

conjunction with the branches and

other major schematics of the

Buddhist faith and practices in other

parts. This itinerary focuses on the

Buddhist Heritage of North East India

and the neighbouring countries of

Nepal and Bhutan. Whi le the

Nepalese and Indian context offers a

multi-religious canvas, the Bhutanese

landscape presents rare glimpses into

Buddhist tradition in challenging

mountain areas.

Political Span: India, Bhutan, Nepal

Attractions: Architecture, Fairs & Festivals, Art & Culture

Accessibility: Road Connectivity in all regions', Air connectivity needs to be extended

Community Involvement in Tourism Activities: Medium

Possibility of Weekend Excursions: No


Other Product Opportunities: The region is replete with Adventure and Nature based

tourism activities. The Adventure-Nature-Pilgrimage consumer positioning aspect needs to

be further explored

Current Marketing & Promotion Intensity: Low (except for Bhutan)


The ASEAN region comprises of the

cluster of ten Southeast Asian nations

as shown in the map. The region holds

a significant share of the global

Buddhist population.

th thDuring the 5 to 13 centuries, The

Southeast Asian empires were

influenced directly from India, a period

when Buddhism had flourished in India

and was travelling both towards the

Himalayan regions to the North and

the Indian Ocean to the Southeast.


Apart from Indonesia, most of the countries have a significant share of Buddhists (35-

38%), with all schools of thought amply represented. From a ‘Buddhist Circuit’ perspective,

these countries are more aggressive on the supply side, sending out large number of

pilgrims to the sub-continent.

However, as tourism in general, especially the Indian outbound market to Southeast Asia,

has grown by leaps and bounds during the past decade, there is a need to create a

‘structure’ around these activities, which would make market analysis and conceptualization

of future growth strategies sustainable in the long term.

Source: YES BANK Analysis

With India's Look East Policy fructifying into a number of action-oriented deliverables, the

Buddhist heritage provides not only a strong economic tie-up, but also links these myriad

cultures into a unified fabric of regional cooperation, fostering cultural interaction, peace

and solidarity. Taking into account that China's envisaged Silk Road projects would increase

competition from a tourism as well as a macro economic perspective it is essential that

cross-border tourist movement is facilitated, which would 'lock' tourism revenues to the

region.


Indian Subcontinent

� Buddhist heritage draws

pilgrims from Southeast Asia

��High outbound flow to

SE Asian countries

South East Asia

� Constitutes almost one-third of

world's Buddhist population

� Buddism progenation an Indian

influence/ ancient lineage

Institutional

Engagements

Link Intangible

Heritage

Aggregate Tangible

heritage /

promote

jointly

Roadmap for sustainable

growth of Buddhist Tourism in India 5

Conclusion:

growth of Buddhist Tourism in India

Roadmap for sustainable

“A jug fills drop by drop”

Buddhist Pilgrimage as a tourism product is a potential goldmine that is not only an

economic enabler, but a key livelihood generator and political integrator. However, there is

stiff competition from other countries in the region, and there is a need to have a focused,

action oriented strategy towards developing peripheral infrastructure and itineraries around

our Buddhist heritage. Given below are the three major aspects that will greatly reinforce

our vision for achieving 1% share in international tourist arrivals

�Capacity Building: This is the lacuna why India, despite having so much

potential, loses out on tourism footfalls. Lack of quality human resource,

especially when it comes to service-oriented roles, is a major issue. Academic

institutions in the field of Tourism and Hospitality need to upscale their interface,

while the policies need to align better with market demands

�Train Entrepreneurs: Rural entrepreneurs, in recent times, have proved to be the

success story of the emerging Indian economy, and provided that a clear

direction is given, they can very well champion the cause of sustainable tourism

models

�Infrastructure Development: Although self-management of models is essential

to make them sustainable, the facilities around destinations and products are

something that the authorities have to ensure. Connectivity, apart from safety

and accommodation are the key components which need to be addressed, as

such products often involve travel to remote destinations

5


Image & Map Credits

�Wikipedia

�Parth Joshi

�www.edgeofindia.com

�YES BANK

�Google

�Indiamike

�Wisdom Quarterly - American Buddhist Journal

�Goyal Bros. Publication

�MDoNER

�International Bar Association


YES BANK, India's fourth largest private sector Bank, is the outcome of the professional &

entrepreneurial commitment of its Founder, Rana Kapoor and his top management team, to

establish a high quality, customer centric, service driven, private Indian Bank catering to the

future businesses of India. YES BANK has adopted international best practices, the highest

standards of service quality and operational excellence, and offers comprehensive banking

and financial solutions to all its valued customers.

YES BANK has a knowledge driven approach to banking, and a superior customer experience

for its retail, corporate and emerging corporate banking clients. YES BANK is steadily

evolving as the Professionals' Bank of India with the vision of “Building the Best Quality Bank

of the World in India” by 2020.



ASSOCHAM, acknowledged as the Knowledge Chamber of India, has emerged as a forceful,

pro-active, effective and forward looking institution playing its role as a catalyst between the

Government and Industry. Established in 1920, the Chamber has been successful in

influencing the Government in shaping India's economic, trade, fiscal and social policies

which will be of benefit to trade and industry. ASSOCHAM renders its services to over

4,00,000 members which include multinational companies, India's top corporates, medium

and small scale units and associations representing the interest of more than 400 Chambers

and Trade Associations from all over India encompassing all sectors.

ASSOCHAM has over 100 National Committees covering the entire gamut of economic

activities in India. It has been acknowledged as a significant voice of the Indian industry

especially in the fields of Corporate Social Responsibility, Environment & Safety, Corporate

Governance, Information Technology, Agriculture, Nanotechnology, Biotechnology,

Pharmaceuticals, Telecom, Banking & Finance, Company Law, Corporate Finance, Economic

and International Affairs, Tourism, Civil Aviation, Infrastructure, Energy Power, Education,

Legal Reforms, Real Estate, Rural Development etc. The Chamber has its international

offices in China, Sharjah, Moscow, UK and USA. ASSOCHAM has also signed MoUs to set

up partnerships with Business Chambers in more than 75 countries.

Notes

Date post:	01-Feb-2018
Category:	Documents
Upload:	nguyennhan
View:	217 times
Download:	0 times

TOWARDS SUSTAINABLE SPIRITUALISM - TravelBiz · PDF fileIndia holds the unique distinction of...

Documents