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Uttar PradeshThe Northern Spectacle

Uttar Pradesh-The Northern Spectacle

Roots Research Private Limited Team

February 2015

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Executive Summary 1

1. Introduction 11

2. Tourism Statistics 15

3. Tourism Trends and Preferences 23

4. State Initiatives to promote Tourism 27

Most Visited Places 5

Emerging Products and Places 5

Tourism Circuits 6

Heritage ARC 6

Wildlife Tourism 7

Buddhist Tourism 7

Role of Government Initiatives 7

Roots Research-FICCI Ten Point Roadmap for Sustainable Growth of 8

Tourism in

2.1 Tourism in India 16

2.2 Tourism in Uttar Pradesh 20

Emerging Products and Places in UP Tourism 24

3.2 Changes in Domestic Tourist Profile 25

3.3 Changes in Foreign Tourist Profile 26

4.1 Heritage Tourism 28

4.2 Wild-Life Tourism 30

4.3 Buddhist Tourism 32

Uttar Pradesh

3.1

Table of Contents

Table of Contents contd.5. City 35

6. Roots Research-FICCI Ten Point Roadmap for 51

Sustainable Growth of Tourism in

7. Bibliography 54

5.1 Varanasi 36

Overview and tourism trends 36

Marketing opportunity 38

5.2 Agra 39



5.3 Lucknow 40


Marketing opportunities 41

5.4 Kushinagar 41

Marketing Opportunity 43

5.5 Sravasti 44



5.6 Dudhwa 46



5.7 Chambal 47


Marketing opportunities 49

Uttar Pradesh

Executive Summary

“It rises above the banks of the river like a solitary tear suspended on the cheek of time.” – Rabindranath Tagore on Taj Mahal

India is a fascinating land, referred to as “next to heaven” owing to her rich

heritage, culture and natural habitat; so much so that she never fails to astound

any traveler across any part of the country. Specially, Uttar Pradesh is viewed as

the heart of India hence is also known as the heartland of India. On January 26,

1950, when India became a republic, the state was given its present name, Uttar

Pradesh (literally, “Northern State”). Its capital is Lucknow.

Uttar Pradesh is known for its rich culture and tradition. Ayodhya and Mathura

are the birthplace of Lord Rama and Lord Krishna respectively, which are located

here in Uttar Pradesh. UP attracts a large number of both national and

international tourists.

Uttar Pradesh certainly has the largest number of tourist-worthy spots as

compared to any State in India. Uttar Pradesh is not only an attraction for

domestic tourists but it also attracts a large number of foreign tourists. It has a

rich mix of heritage, wildlife and religious tourist spots.

The following table shows the % share of domestic tourism during the year

2013. In terms of Domestic tourism, Uttar Pradesh stands at 2nd rank having

13.3% share of domestic tourism after Tamil Nadu.

Executive Summary

1

02 | Uttar Pradesh-The Northern Spectacle

Source: Indian Tour ism Stat is t ics at a glance 2013 – Minis t r y of Tour ism

http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/Incredible%20India%

20final%2021-7-2014%20english.pdf

S. No. State/UT Domestic Tourists Visits in 2013

Number % share

1 Tamil Nadu 244232487 21.3

2 Uttar Pradesh 226531091 19.8

3 Andhra Pradesh 152102150 13.3

4 Karnataka 98010140 8.6

5 Maharashtra 82700556 7.2

6 Madhya Pradesh 63110709 5.5

7 Rajasthan 30298150 2.6

8 Gujarat 27412517 2.4

9 West Bengal 25547300 2.2

10 Chattisgarh 22801031 2

Total of Top 10 states 972746131 84.9

Others 172534312 15.1

Total 1145280443 100

The following table shows the state-wise percentage share of foreign tourist visits in 2013. Uttar Pradesh is at 4th rank having 10.3% share after Maharashtra, Tamil Nadu and Delhi.

Tamil Nadu21%

Uttar Pradesh20%

Andhra Pradesh13%

Karnataka9%

Maharashtra7%

Madhya Pradesh6%

Rajasthan3%

Gujarat 2%

West Bengal2%

Others 15%

Percentage share of top ten Domestic Tourists Arrival destination in India 2013

Chattisgarh2%



2 Tamil Nadu 3990490 20

3 Delhi 2301395 11.5


5 Rajasthan 1437162 7.2

6 West Bengal 1245230 6.2

7 Kerala 858143 4.3

8 Bihar 765835 3.8

9 Karnataka 636378 3.2

10 Goa 492322 2.5


Others 2013308 10.1

Total 19951026 100

State/UT

Foreign Tourists Visits in 2013

Number % shareS. No.

Source: Indian Tourism Statistics at a glance 2013 – Ministry of Tourism




Bihar 4%

Karnataka 3%

Goa 3%

Percentage share of top ten Foreign Tourist Arrival destination in India 2013

Maharashtra 21%

Tamil Nadu20%

Others 10%

Uttar Pradesh10%

Delhi12%

Rajasthan 7%

Kerala 4%

West Bengal 6%

UP also has 'three' tourist destinations listed in the World Heritage site of

UNESCO viz. Taj Mahal, Fatehpur Sikri and Agra Fort. Apart from this it is well

known for its religious places in form of Varanasi, Sarnath, Kushinagar, Ayodhya

and Mathura. It is also home to numerous wildlife sanctuaries and parks.

Uttar Pradesh is popular for its historical monuments and places of religious

significance. It attracts tourists from all over the world for its heritage,

religious history, wildlife and ecosystem. It is also blessed with the presence of

Taj Mahal, one of the Seven Wonders of the World.

The most visited places in Uttar Pradesh are the following:

1. Allahabad

2. Ayodhya

3. Govardhan

4. Agra

5. Mathura

6. Chitrakut

7. Varanasi

8. Lucknow

9. Vrindavan

10. Radhakund

UP Government is stressing on tapping this Heritage and Eco tourism in

different parts of the state. The Uttar Pradesh (UP) government plans to

advance Eco-Tourism in the state.

Most Visited Places

Emerging Products and Places


The Eco-Tourism, produced by the state's Forest and Wildlife, is imagined to be

outfitted with world-class offices along the National Highway passing through

the area and would be utilized by vacationers and local people alike.

A financial plan of Rs. 5 Crore each has been dispensed to create the zones of

Lion Safari, Etawah and Dudhwa National Park. Also. the government has

started 'Van Mahotsav' which included planting 3.15 lakh trees in 80 recognized

destinations.

Uttar Pradesh has tremendous untapped tourist potential and attracts tourists

from all over the world for its heritage, religious history &, wildlife an

ecosystem.

Chief Minister Mr. Akhilesh Yadav has announced the Heritage Arc comprising

Agra-Lucknow-Varanasi. Now Government is taking steps like proper lighting of

heritage sites, development in terms of infrastructure etc. which would make

these places more accessible and safe.

UP tourism presents unforgettable HERITAGE ARC tour. The tour starts with Agra

and after passing through Lucknow ends at Varanasi. It is the wondrous essence

of India in an AMAZING TOUR!

Just a couple of hours drive from New Delhi…….. AGRA is the fabled capital of

the great Mughal Emperors. It is home to the incomparable wonder of the

world……. The TAJ MAHA! Rekindle its romance. Relive history and heritage of

the fabulous Mughal monuments. Amaze yourself at the stunningly beautiful

ghost city of Fatehpur Sikri. Take home the artistry of Agra's famed marble-inlay

craft work.

Discover LUCKNOW the courtly capital of the colourful Nawabs of Awadh. The

city where their lively heritage lives on in the mesmeric dance form Kathak, the

wafting aroma of Great Cuisine & Kababs the art of Chikan embroidery and the

imposing heritage monuments. Come find your way in the maze of delightful

markets. Indulge royally in some great shopping.

Tourism Circuits

Heritage ARC


Drench yourself in the holiness of VARANASI. Sail down the Ganges of your

mind. As the panorama of the Ghats unfolds like mirror of the time. Meditate

and awaken the yogi in you. As the sun goes down let chants of the spectacular

evening worship of River Ganga imprint itself on you. When you leave, don't

forget to pick up world-famous Varanasi Silks.

Eco tourism too is widespread in Uttar Pradesh. The state has identified 9

circuits to improve wildlife tourism. UP Forest Corporation also is promoting

tourism through promotional films. They are also planning to scale up

infrastructural facilities like Nature trail, Cycling, Nature interpretation centre

etc. to attract tourists.

Buddhist tourism is also very much a part of Uttar Pradesh. Sarnath the place

where Gautam Buddha first taught Dharma after enlightenment is located here

in UP. Besides the Sarnath, there are places like Khusinagar and Sravasti that

boasts of several Buddhist temples and Stupas. Buddhist tourism indeed is

something which serves as a bright perspective to attract tourists from the

world over.

March 2014 the Chief Minister of Uttar Pradesh announced that he will improve

the facilities in and around Taj Mahal to attract more and more world tourists at

the Wonder. Tajganj area would be beautified, Agra inner ring road developed to

ease traffic within the city and utilize the benefits of Yamuna Expressway. Some

projects announced by State Government last year include:

Government is also taking steps towards safety of tourists especially women.

With better organization at the tourist spots, training of the on-site

stakeholders as guides and security guards the government is trying to spread

the awareness among all regarding safety of tourists. The tourism ministry has

acknowledged the need for safety measures for tourists especially women and is

providing as much information and awareness through its portals as possible to

warn all tourists.

Wildlife Tourism

Buddhist Tourism

Role of Government Initiatives


Overall, we see that the state is taking initiatives to attract tourists more in

Uttar Pradesh. The following sections will further explore in detail regarding the

aspects of tourism in UP.

1. Brand building initiatives such as the social awareness campaign under

the 'Atithi Devo Bhavah' would go a long way in promoting the UP state

tourism.

2. It is highly lucrative option to scale-up marketing of tourist destinations

by pairing with private players- for instance roping in corporate giants

in select categories/segments.

3. Also, Involving schools, NGOs & various industry associations in carrying

out cleanliness drives at important tourist destinations would help in

promotion and sustainability.

4. Indian Railways could be a good source of tourism promotion; initiatives

such as coming up with 'tour packages' offering railway services

connecting prominent tourist destinations.

5. Besides improving infrastructure, encouraging investments for the same

from PPP participation, providing a congenial business environment e.g.

fast track clearance to tourism projects & other fiscal and non-fiscal

incentives.

6. Usage of IT & communication can be done integrating mobile-based

services and IT-driven projects; for instance WAP guide, applications for

Android/ios & Bluetooth kiosks etc.

7. Apart from English speaking countries like the U.K., U.S.A., Australia

and Canada; a good number of foreign visitors from non-English

speaking countries i.e. Germany, Japan and UAE flock the country. Thus,

provision of tourist information centers in multiple languages is the

need of the hour.

Roots Research-FICCI Ten Point Roadmap for Sustainable Growth of Tourism in Uttar Pradesh


8. Importance needs to be given towards the Financial Assistance for

compliance for Waste Management, Hygiene and Sanitation (setting up

wayside amenities, bio-degradable toilet conveniences, etc.) thereby

ensuring local communities' health & better visitor experience.

9. Workshops on a timely basis by the Ministry of Tourism, Government of

India for all stakeholders across the state to monitor & advocate

sustainability. Scaling up law and order at all the tourist attractions so

as to portray India as a Safe & secure tourism destination. Also,

ensuring 'Healthcare' of tourists by setting up mobile Med-Cells/Kiosks

would go a long way.

10. It's also advisable to include workforce by giving out intra-state

"awards" and incentives to employees (besides 'Training and skill

development') on an annual basis to make them better engaged & thus

create an enthusiastic aura to tourists


Introduction | 1

The Uttar Pradesh Travel Mart report focuses on understanding the growth of tourism in

Uttar Pradesh (UP) and the emerging trends in the tourism industry. It examines key

indicators like growth in the number of inbound and domestic travelers, the increases in

tourism related expenditure and government initiatives. The report also draws attention to

other states which have promoted tourism extremely well and give recommendations as to

how the UP government can implement certain changes which would help the Tourism

industry grow. With growth expected across the board as India benefits from improving

domestic economic conditions and expands its regional and international travel

connections, the future is looking very bright for the burgeoning tourism industry.

Uttar Pradesh is home to one of the Seven Wonders of the World. It also has 3 of the tourist

destinations listed in the World Heritage site of UNESCO viz. Taj Mahal, Fatehpur Sikri and

Agra Fort. Uttar Pradesh is the land of the holy city of Mathura-Vrindavan where Hindu God

Sri Krishna is believed to have been born in. It has the Hindu pilgrim destinations

Varanasi, Ayodha, Allahabad. The Buddhist Tourism destinations like Sarnath, Kushinagar,

Kausambhi, Sankassa and Sravasti are sacred for the followers of Lord Buddha. Uttar

Pradesh is also testimony to the long rule of the Mughals. With such heritage and

attractions, Uttar Pradesh can attract a variety of tourists and become the leader in Indian

Tourism industry. This report investigates arenas how this can be achieved.

This report is meant for use in the Uttar Pradesh Travel Mart 2015. Federation of Indian

Chambers of Commerce and Industry in partnership with the Government of Uttar Pradesh

is organizing this Exhibition in Lucknow from 22nd – 24th February 2015. This is the first of

such initiative to promote tourism as a strategic area and have meetings between Tourism

stakeholders and Domestic and Foreign Buyers who can help improve the tourism

infrastructure and start new programmes to promote tourism in UP.

Uttar Pradesh has many aspects to it which this Travel Mart intends to focus upon, some of

them being:

1. Handicrafts – The Uttar Pradesh handicraft industry is probably most famous for the

beautiful Lucknow Chikankari work which is a delicate art of embroidery work

originating from the Nawabs of Lucknow. The minuteness, evenness and excellence of

Introduction

1


the craft makes the sarees and dresses look splendid. The motifs include mughal

architectural designs to vine & floral themes and from birds to animals.

We also have in UP the Varanasi Brocade work created on the fine silk or cotton fabrics

with the use of golden and silver thread on the 'pallas' (end pieces) and the field of

sari. The gold thread and silver background reminds us of the grandeur of the origins

of this craft.

From clothes to stonecraft to brassware, glassware, pottery and even carpets – UP has

it all. Agra is the hub of fine and intricate stonecraft ranging from mirror frames,

bowls, and garden furniture. UP does not fall behind in the brass ware handicrafts as

well, with Moradabad being the hub of producing the largest quantities of art metal

wares. It is famous for the color enameling and intricate engraving. Ferozabad is again

a name synonymous with glassware. Starting with glass bangles to glass showpieces

and glassware, everything is produced in this small town. Pottery from Khurja, Meerut

and Hapur are famous for their bright colors and enlivening mood. Bhadoi,

Shahjahanpur and Mirapur are famous for their fine woven carpets which rank only

second to the plush Persian carpets.

2. Religious places – UP is home to Hindu religious places like Varanasi, Ayodha, Mathura,

Vrindavan and Allahabad. The Kumbh Mela forms a big part of the religious traditions

of the Hindus. The land of Rama and Krishna is believed to be the holiest place for the

Hindus.

On the other hand places like Sarnath, Kushinagar, Kausambhi, Sankassa and Sravasti

are deemed to be sacred by followers of Buddhism.

Festivals, Art & Culture – UP celebrates famous cultural festivals like Maha Kumbh

Mela, etc. with huge vigor. KumbhMela is the largest Hindu pilgrimage where millions

of people gather together to take a spiritual bathe in a sacred river, popularly known

as Sangam. It is held at every third year at one of the four places namely Haridwar,

Allahabad, Nashik and Ujjain. Ram Navami marking the birth of Lord Rama,

Janmashthami marking the birth of Sri Krishna and Shivratri in respect of Lord Shiva is

celebrated throughout the state. Holi livens up every place in the state with its bright

colors. At the same time Eid and Buddha Purnima is also celebrated with equal vigor in

the state.

UP Government is also paying much attention to the infrastructure development. The Uttar

Pradesh State Road Transport Corporation is offers seamless online booking of transport

facilities, online availability checking and other facilities. The government has improved

roads and connectivity. New expressways are being built. The Lucknow-Agra Expressway is


expected to be completed by 2016. The Yamuna Expressway has reduced the time taken to

travel from Delhi to Agra to a mere 3 hours in comparison to the earlier 5-6 hour journey.

Further, the government had proposed to connect the district headquarters in the state

through four-lane highways. New international airports at Agra and Kushinagar have been

proposed and investments worth Rs. 600 - 700 Cr would be made to this development. In

2013 the government announced that they would install 16000 megawatts of electric

power generation capacity in the next five years to ensure that uninterrupted power is

delivered in the state for infrastructure and other projects. Last December 2014, central

government also sanctioned Rs 1,325.09 crore for Uttar Pradesh highway projects and

another Rs 1,471.40 crore for a highway stretch falling between Uttar Pradesh and

Uttarakhand.

March 2014 the Chief Minister of Uttar Pradesh, Mr. Akhilesh Yadav announced that he will

improve the facilities in and around Taj Mahal to attract more and more world tourists at

the Wonder. Tajganj area would be beautified, Agra inner ring road developed to ease

traffic within the city and utilize the benefits of Yamuna Expressway.

Government is also taking steps towards safety of tourists especially women. With better

organization at the tourist spots, training of the on-site stakeholders as guides and

security guards the government is trying to spread the awareness among all regarding

safety of tourists. The tourism ministry has acknowledged the need for safety measures for

tourists especially women and is providing as much information and awareness through its

portals as possible to warn all tourists.

Overall, we see that the state is taking initiatives to attract tourists more in Uttar Pradesh.

The following sections will further explore in detail regarding the aspects of tourism in UP.


Tourism Statistics | 2

2.1 Tourism in India

Tourism industry is the most important service industry in India which contributes to

around 6.23% of GDP and 8.79% of jobs. According to World Travel and Tourism Council,

the tourism industry in India is expected to grow at an avg. annual rate of 7.9% from 2013-

2023. The number of foreign tourist arrival (FTA) in India has reached to 7.46 million in

the year 2014 with an annual growth rate of 7%.

Year FTA (in million) Percentage (%) changeover previous year

1997 2.37 3.8

1998 2.36 -0.7

1999 2.48 5.2

2000 2.65 6.7

2001 2.54 -4.2

2002 2.38 -6

2003 2.73 14.3

2004 3.46 26.8

2005 3.92 13.3

2006 4.45 13.5

2007 5.08 14.3

2008 5.28 4

2009 5.17 -2.2

2010 5.78 11.8

2011 6.31 9.2

2012 6.58 4.3

2013 6.97 5.9

2014 7.46 7.0

Tourism Statistics

2


Top 10 Source Countries for Foreign Tourists Arrival (FTA) in India in last fiscal year:




Ministry of Tourism, Govt. of India – for 2014 statistics -

http://tourism.gov.in/TourismDivision/AboutDivision.aspx?Name=Market%20Research%20and%

20Statistics

Source Country Percentage ShareS. No.

1 USA 1085309 15.58%

2 United Kingdom 809444 11.62%

3 Bangladesh 524923 7.53%

4 Sri Lanka 262345 3.77%

5 Russian Fed. 259120 3.72%

6 Canada 255222 3.66%

7 Germany 252003 3.62%

8 France 248379 3.56%

9 Malaysia 242649 3.48%

10 Japan 220283 3.16%

Total of Top 10 countries 4159677 59.70%

Others 2807924 40.30%

Grand total 6967601 100.00%

FTA

Foreign Tourist Arrival

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

0

1

2

3

4

5

6

7

8

FTA

(in

mil

lion

)

YEAR



http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/Incredible%20India%20final%

2021-7-2014%20english.pdf

The tourism from the top 10 countries constitutes around 59.70% of the total Foreign

Tourists Arrival with USA being the major source country constituting greater than 15.5%

alone. Bangladesh and Sri Lanka being the neighbouring countring also ranks at 3rd and

4th position in terms of FTAs constituting 7.53% and 3.77% respectively.

The following table shows the % share of domestic tourism during the year 2013. In terms

of Domestic tourism, Uttar Pradesh stands at 2nd rank having 13.3% share of domestic

tourism after Tamil Nadu.

1 Tamil Nadu 244232487 21.3


3 Andhra Pradesh 152102150 13.3

4 Karnataka 98010140 8.6


6 Madhya Pradesh 63110709 5.5

7 Rajasthan 30298150 2.6

8 Gujarat 27412517 2.4

State/UT



Percentage share of top ten countries of foreign tourists in India 2013

United Kingdom 12%

Bangladesh7%

Sri Lanka

4%Russian

Fed.4%

Canada4%Germany

4%

France3%

Malaysia3%

Japan3%

USA16%

Others40%


9 West Bengal 25547300 2.2

10 Chattisgarh 22801031 2


Others 172534312 15.1

Total 1145280443 100

State/UT






The following table shows the state-wise percentage share of foreign tourist visits in 2013. thUttar Pradesh is at 4 rank having 10.3% share after Maharashtra, Tamil Nadu and Delhi.


2 Tamil Nadu 3990490 20

3 Delhi 2301395 11.5


5 Rajasthan 1437162 7.2

6 West Bengal 1245230 6.2

7 Kerala 858143 4.3

8 Bihar 765835 3.8

State/UT



Percentage share of top ten Domestic Tourists Arrival destination in India 2013

Tamil Nadu21%

Uttar Pradesh20%

AndhraPradesh

13%

Karnataka9%

Maharashtra7%

Madhya Pradesh6%

Rajasthan3%

Gujarat 2%

West Bengal2%

Others 15%

Chattisgarh2%


9 Karnataka 636378 3.2

10 Goa 492322 2.5


Others 2013308 10.1

Total 19951026 100

State/UT






2.2 Tourism in Uttar Pradesh

Uttar Pradesh, being popular for its historical monuments and places of religious

significance, is known as the Heartland of India. Uttar Pradesh has untapped tourists

potential and attracts tourists from all over the world for its heritage, religious history,

wildlife and ecosystem. Moreover, it is also blessed with the presence of Taj Mahal, one of

the Seven Wonders of the World. According to previous year tourism statistics, Uttar

Pradesh is ranked 2nd in domestic tourist visits and 4th in foreign tourist visits among

various states of India.

Percentage share of top ten Foreign Tourist Arrival destination in India 2013

Bihar 4%

Ka t karna a 3%

Goa 3%

Maharashtra 21%

Tamil Nadu20%

Others 10%

Uttar Pradesh10%

Delhi12%

R jasthan 7%a

Ke ala 4%r

West Bengal 6%


The most visited places in Uttar Pradesh are the following:

1. Allahabad

2. Ayodhya

3. Govardhan

4. Agra

5. Mathura

6. Chitrakut

7. Varanasi

8. Lucknow

9. Vrindavan

10. Radhakund

The following table shows the domestic and foreign tourists within the period 2008-2013:

Domestic

Tourists

% of growth(+)/reduce(-) incomparison to last year

Year DomesticTourists

ForeignTourists

2008 563034107 14380633 577414740 6.9% 8.5%

2009 668800482 14372300 683172782 18.8% 0.1%

2010 747703380 17910178 765613558 11.8% 24.6%

2011 864532718 19497126 884029844 15.6% 8.9%

2012 1045047536 18263074 1063310610 20.9% -6.3%

2013 1145280433 19951026 1165231459 9.6% 9.2%

Foreign

Tourists

Total

Source: http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/publications/

IndiaTourismStatics2013_1.pdf


Tourism Trends andPreferences 3

3.1 Emerging Products and Places in UP Tourism

With expanding disposable wages, modernized ways of life and better life quality, the

recreation and amusement segment in tourism has developed as the greatest fascination

for the local traveller lately. Tourism for the working class city tenants has turned into an

essential getaway from the occupied timetable of urban ways of life. With more studies

demonstrating that youngsters are in an ideal situation with quality time spent in

guardian's organization, the strata is getting to be more inclined to short yet various

occasions. The necessity is advancing around shifting ends of the line alongside

moderateness and integration.

The UP government is laying huge stress on advancing Heritage and Eco Tourism in the

different parts of the state. Remembering the rich Flora and fauna in the locale, the Uttar

Pradesh (UP) government has ventures Planned to advance Eco-Tourism in the state on a

terrific scale. The point is not just to bait sightseers, but also additionally lift endeavours

for rationing untamed life and nature on the lines of Madhya Pradesh, Rajasthan and

Gujarat. The Eco-Tourism venture, which will be produced by the state's Forest and Wildlife

Tourism and other government divisions, is imagined to be outfitted with world-class

offices along the National Highway passing through the area and would be utilized by

vacationers and local people alike.

Eco-Tourism is a potential asset for making mindfulness for insurance of timberlands and

natural life and creating income. It would likewise help create business for youth in

different regions, as expected by an alternate senior area official. Uttar Pradesh is rich

with the quantity of Sufi destinations it houses. The National Chambal Sanctuary in Etawah

is an oceanic creature natural surroundings. Created in 1979 and spread over435 sq. km, it

is among the nation's prime natural life havens. The Chambal area likewise gloats of the

Saman Bird Sanctuary in Mainpuri, the Patna Bird Sanctuary in Etah and Lakh Bahosi in

Kannauj. Other than this, a wide fix of wetlands encompassing the area turns into the

winter home for transitory winged animals that land here for perching or reproducing.

A financial plan of Rs. 5 Crore each has been dispensed to create the zones of Lion Safari,

Etawah and Dudhwa National Park. Moreover, the UP government led a manor drive under

Tourism Trends and Preferences

3


the pennant of 'Van Mahotsav' which comprised of planting 3.15 lakh trees in 80

recognized destinations.

Other than these, things where UP Government is taking a shot at are:-

1) New Hotel Policy reported in 2008 to encourage quality base advancement

2) Simultaneous improvement of ecotourism with tribal tourism.

3) Development of uber tasks on both sides of the Taj Express.

With the objectives, engages and monetary situations always developing, the profile of

guests inside local tourism's ambit is additionally evolving. While the religious and social

visits will dependably remain the most compelling motivation for local travel, now

culturally diverse trade between goals are more normal with Indians understanding the

choices that the sheer geographic size of India offers.

The general dispersion of the states from where residential sightseers travel is misdirecting

since the vast majority of the travellers in a goal originated from the neighbouring states.

Case in point, on account of Taj Mahal, dominant part of the travellers originated from

Delhi, Rajasthan, MP and neighbouring states. Subsequently, we can securely infer that

local sightseers are getting to be more daring and prepared to go off the beaten track.

Socio-instructive measurements to Domestic Tourism

Going to alternate states, understanding the way of life and estimations of the other

throws, belief and populace, not just makes individuals more mediocre, additionally

advances possession and patriotism. Despite the fact that the instructive part of tourism is

extraordinary, we have to take perception of the way that while youngsters really gain from

experiential occasions, each person is influenced by the multifaceted communication. The

social effect meets expectations both ways - while the inhabitants of the spot get to meet

individuals from different ethnicities, the guests comprehend the distinctive territories of

India.

Because of this solid financial effect of tourism, advancement and administration of an

objective must be in accordance with the yearnings of nearby groups, which would not just

accommodate a more bona fide visitor experience, additionally draw in a stronger group

help for tourism. As a result, a becoming number of objectives need to guarantee that

nearby occupants have a say in how tourism develops. Endeavours are in this way being put

into instilling neighbourhood group sees on tourism arranging and end of the line

administration

3.2 Changes in Domestic Tourist Profile


3.3 Changes in Foreign Tourist Profile

thIndia ranks as the 38 country in the world in terms of foreign tourist arrivals. The trends

of the numbers of this in-bound tourist arrival to the country have been fluctuating

constantly across the years.

The contribution to GDP and employment is huge from the in-bound tourism; for instance

foreign exchange earning has increased as shown in the table below.

Foreign Tourist Exchange Earnings in India, 2014

MONTH FEE (2014) FEE (2013) FEE (2012) % Change for respective

month 2014/2013

January 1.805 1.925 1.681 - 6.2 %

February 1.824 1.905 1.729 - 4.3 %

March 1.679 1.757 1.559 - 4.4 %

April 1.475 1.334 1.305 10.6 %

May 1.247 1.109 1.023 12.4 %

Figures in Billion USD $

Source: http://www.starktourism.com/tourism_india.html

Foreign Tourist Arrivals in India, 2014

MONTH FTA (2014) FTA (2013) FTA (2012) % Growth 2014/2013

January 7.20 6.99 6.81 3.0 %

February 7.38 6.88 6.81 7.2 %

March 6.69 6.40 6.06 4.5 %

April 5.04 4.52 4.48 11.5 %

May 4.21 3.84 3.74 9.7 %

Figures in 'Lakhs'

Source: http://www.starktourism.com/tourism_india.html


State Initiatives topromote Tourism 4

4.1 Heritage Tourism

Uttar Pradesh has a wide variety of heritage monuments which show the rich past of the

country. These monuments stand testimony to the myriad of rulers who have ruled India.

Be it religious places like Ayodha and Mathura where Lord Rama and Sri Krishna were born

respectively who ruled the land in the previous Yugas (according to Hindu mythology) or

the more recent Mughal and the Nawabi palaces and forts, or the ghats of Varansi where

the Indians take a dip in the holy river of Ganges, Uttar Pradesh is known for its rich

heritage.

Heritage sites in Uttar Pradesh include:

1. Agra – Home to the Taj Mahal, Agra Fort, Fatehpur Sikri and Jama Masjid; Agra is

the number one heritage site in Uttar Pradesh. Agra shows the splendour of the

Mughal Empire especially Akbar and Shah Jahan. While visiting the courts of the

Mughal emperors, the Diwan-e-Aam and the Diwan-e-Khas one can experience the

authority they used to commend over their subjects.

2. Lucknow – Lucknow has its charm in the Nawabi architecture and the Nawabi

culture. Lucknow houses the great architectures like Bara Imambara,

ChhotaImambara, Hazratganj, Rumi Darwaza, and Begum Hazrat Mahal Park. It

also houses the British Residency where you can still see the remains from the

sepoy mutiny. Famous not only for its heritage monuments, Lucknow is also known

for its world class cuisine. Lucknowibiriyani (rice and meat item) and Lucknowi

kebabs (mince meat balls) are famous all over the country and the world.

3. Varanasi – Deemed to be the “religious capital of India”, Varanasi is considered

the holiest place for Hindus. Situated on the banks of river Ganges, Varanasi is

part of the seven holy spots in India. The ghats where millions of people flock to

take a dip in the sacred river Ganges makes you feel the enormity of the faith

people have. Manikarnikaghat, Man Mandirghat, Chaumsathi Ghat are some of the

more famous ghats. Varanasi also has the Kashi Vishwanath Temple, Sarnath,

Ramnagar Fort, and Chunar Fort in the list of its attractions.

State Initiatives to promote Tourism

4


4. Allahabad – Allahabad is an important pilgrim spot for Lord Brahma. It is located

at the junction of 3 holy rivers – Ganges, Yamuna and Saraswati. This ancient city

was also called Prayag and hosts the religious KumbhMela once every 12 years. Its

main attractions include TriveniSangam, Allahabad Museum, KhusroBagh,

Allahabad Fort, Akshaya Vat & Patalpuri Temple and AnandBhavan.

5. Kanpur – Kanpur is also located on the banks of river Ganges and is the biggest

city in UP.

6. Mathura & Vrindavan – Famous mainly for the birth of Lord Krishna, these places

have multiple tourist attractions all related to the places where Sri Krishna was

born, lived and grew up at.

7. Ayodha – This is the birthplace of Lord Rama and is an ancient city. It is also a

significant place for Muslims as the place was home to Babri Masjid belonging to

16th century.

8. Jhansi – Known for the famous Rani of Jhansi, Rani Laxmibai, Jhansi stands

testimony to the fierce battle of independence fought against the British by the

courageous Indian leaders.

The government is taking multiple initiatives to highlight the Heritage spots and

encourage heritage tourism in the state. Last October, 2014, the Chief Mister of

Uttar Pradesh, Shri Akhilesh Yadav announced the Heritage Arc comprising of

Agra-Lucknow-Varanasi. Recognizing the importance of tourism on the economy

and image of the state as well as on the growth of the infrastructure and other

facilities, this decision has been taken. Proper lighting and development of the

historical sites in these three locations would be developed making them more

accessible to tourists. The Agra Development Authority is developing an 'Inner

Ring Road'. It is a 5 km route from Kuberpur to Fatehabad Road that will connect

the Yamuna Expressway to the Taj and will cut the travel time drastically letting

tourists reach the Taj directly without any hassles. A Rs. 167 Crore Project for the

development of Tajganj has also been started with the help of the Ministry of

Tourism, Government of India.


4.2 Wild-Life Tourism

The following are some of the initiatives taken by Uttar Pradesh to improve wildlife

tourism:

Introduction of Ecotourism in Uttar Pradesh which includes 9 circuits to improve wildlife

tourism:

1 Western Wildlife circuit

a) Amangarh, Bijnore

Shivalik, Saharanpur

Hastinapur Wildlife Sanctuary

2 Brijbhumi Wildlife/wetland circuit

Taj Nature Walk, Agra

Bear Rescue Center, Agra

National Chambal Sanctuary, Etawah

Lion Safari, Etawah

3 Tiger Circuit

Chuka, Pilibhit

Dudhwa National Park

Katerniaghat Wildlife Sanctuary

Kishanpur Wildlife Sanctuary

b)

c)

a)

b)

c)

d)

a)

b)

c)

d)

4 Southern/Bundelkhand Circuit

Deogarh, Lalitpur

Chitrakoot

Kalinjar, Banda

Mahaveer Swami Wildlife

Sanctuary

Vijaysagar Bird Sanctuary

5 Vindhya Forest Circuit

Kaimoor Wildlife Sanctuary

Chandraprabha Wildlife

Sanctuary

Hathinala, Renukoot

Vijaygarh, Sonbhadra

Chunaar/Bindam falls,

Mizapur

a)

b)

c)

d)

e)

a)

b)

c)

d)

e)


6 Western Ornithology/wetland circuit

Okhla Bird Sanctuary

Surajpur Wetland

Patna Wildlife Sanctuary

SarsaiNawar, Etawah

Saman Wildlife Sanctuary, Mainpuri

7 Central Ornithology / wetland circuit

Nawabganj bird Sanctuary, Unnao

Sandi Wildlife Sanctuary, Hardoi

Samaspur Wildlife Sanctuary

Lakh Bahosi, Kannauj

8 Ganges Basin

Narora, Meerut

Kannauj

Bithoor, Kanpur

9 Eastern Wildlife Circuit

Suhelwa Wildlife Sanctuary

Kashi Wildlife Division

Parvati Agra Bird Sanctuary

Source: Uttar Pradesh Ecotourism - http://upecotourism.in/

• Declaration of the Uttar Pradesh Ecotourism policy 2014 which includes the

following initiatives:

a. Improving employment, development of remote areas and development of

women through promoting ecotourism in Uttar Pradesh

b. Establishment of Nodal agency for implementing activities such as planning,

formulation and implementation of projects

c. Identification of ecotourist circuits and Destinations

d. Promoting ecotourism through promotional film which is being developed by

UP Forest Corporation

e. Development of Infrastructure Facilities like Nature trail, Cycling, Nature

interpretation centre, Audio-visual facilities have been initiated at Motipur

and Kakraha forest sites of katerniaghat wild life division in Baharaich District

f. Initiation of Package tours and night stay packages at Katerniaghat Wild Life

Sanctuary Baharaich.

Source: Uttar Pradesh Ecotourism Initiatives - http://upecotourism.in/Initiatives.html

a)

b)

c)

d)

e)

a)

b)

c)

d)

a)

b)

c)

a)

b)

c)


4.3 Buddhist Tourism

th1. Investing in the Buddhist Circuit: On July 17 , 2014 the Ministry of Tourism of

India launched the Strategy for Integrated Tourism Development of the Buddhist

Circuit in Uttar Pradesh and Bihar under the name of 'Investing in the Buddhist

Circuit'. The Buddhist circuit would then serve as a destination for 450 million

Buddhists and would lead to the development of sites which are approximately

2000 years old. The development would be in terms of infrastructure

development, skill development, increased market access, involvement of

communities and enhancing the visitors' experience. The Buddhist Circuit would

consist of places following the path taken by Lord Buddha.

a) Lumbini in Nepal: Lord Buddha's Birthplace

b) Bodhgaya: The place where he attained enlightenment

c) Sarnath: The place where he gave his first teachings

d) Kushinagar in Uttar Pradesh: Where he gave his last sermon and attained

nirvana

Mr Sanjiv Bhasin is the spokesperson of a multinational consortium that is

planning a world class grand caravan tour - 'Buddha Parikrama'. According to Mr

Bhasin, this tour shall cover Sravasti, Lumbini, Kushinagar, Vaishali, Nalanda,

Rajgir, Bodhgaya, Sarnath - a distance of approx 1900 km in 14 days. This tour

shall start and end at Lucknow. He is presently heading a team doing a feasibility

study on Air Charters with special focus on the Kushinagar International Airport.

Needless to say that an unprecedented interest is being shown in Buddhist circuit.

'Investing in the Buddhist Circuit,' is a combined initiative of the Ministry of

Tourism, Government of India; the State Governments of Bihar and Uttar Pradesh,

the private sector; Buddhist monasteries and sects, and the International Finance

Corporation (IFC) an arm of the World Bank.

A World Bank Group study has shown that India holds a share of only 0.001% in the

global Buddhist market. A multi stakeholder committee would be developed,

Buddhist Circuit Steering Committee to develop a five year roadmap to establish

the Buddhist Circuit and it would receive an amount of Rs. 450 lakh as investment

from IFC (40%), Ministry of Tourism(50%) and State Governments of Uttar Pradesh

and Bihar (10%).

(Source: http://pib.nic.in/newsite/PrintRelease.aspx?relid=106858)


2. The International Buddhist Conclave: The Ministry of Tourism organized the 4th

International Buddhist Conclave in Bodhgaya and Sarnath, on the 26th-28th of

September, 2014 along with the State Governments of UP and Bihar in order to

promote Buddhist pilgrimage and heritage sites in these states. The event's main

purpose was to showcase the rich Buddhist heritage that India possesses, via a

platform and to promote tourism in these areas keeping both domestic and foreign

tourists in mind. International Buddhist Conclaves have earlier been organized in

New Delhi and Bodhgaya (February 2004); Nalanda and Bodhgaya (February 2010)

and Varanasi and Bodhgaya (September 2012). Through this the government aims

to promote India as the origin of the Buddhist culture and through the feedback of

the participants, the Government would then try to devise new business strategies

for marketing Buddhist heritage in India.

3. The Mahaparinirvan Express: It is a special tourist train, run by the Indian

Railways that takes passengers on a spiritual tour through places of Buddhist

pilgrimage across India. The train gets its name from the Mahaparinirvana Sutra,

which contains the Buddha's final explanation of his teachings. The train uses

carriages same as that of the Rajdhani Express train. This is a fully air conditioned

train offering three different classes of travel (first class, two tier, and three tier).

It has the following itinerary:

a. Day One –Depart Delhi for Gaya

b. Day Two - Gaya / Bodhgaya

c. Day Three – Rajgir /Nalanda

d. Day Four – Varanasi /Sarnath

e. Day Five - Gorakhpur / Kushinagar

f. Day Six – Kushinagar / Lumbini

g. Day Seven – Gonda / Sravasti

h. Day Eight - Agra and return to Delhi

thThe train is scheduled for a run on the 14 of March and the 28th of March, 2015.


City | 5

5.1 Varanasi

Overview and tourism trends

Varanasi or Benaras is one of the oldest cities of the world. It is situated on the banks of

river Ganga in Uttar Pradesh. It is often referred to as the holy city of India or the spiritual

capital of India.

The significance of the name Varanasi comes from the fact that it has river Varuna and 80

Ghats of Ganga spread across the city. It is well known for its heritage. There are around

estimated 23000 temples in Varanasi. The famous among them are the Kashi Vishwanath

temple of Lord Shiva, Sankat Mochan temple of Lord Hanuman and Durgakund temple of

Maa Durga. Adding to the temples there are 80 Ghats where pilgrims make offerings in

river Ganga.

All the 80 Ghats have their own significance. Dashashwamedh Ghat perhaps is the main

Ghat of Varanasi close to the Kashi Vishwanath Temple. It is believed that this Ghat was

created to welcome Lord Shiva. The significance of the name Dashashwamedh comes from

the fact that ten horses were sacrificed during the Dasa -Ashwamedhayajna performed

here. Manikarnika Ghat is the primary site for cremation in the city. It is said that this Ghat

is cursed and for 24 hours day and night dead bodies are cremated here.

Kashi Vishwanath temple is one of the 12 jyotirlinga Shiva temples and hence the

significance. Sankat Mochan temple is visited by 1000 of devotees every Tuesdays and

Saturdays. Durgakund temple is flocked by numerous devotees during the Navratri. So

Varanasi truly symbolizes Hinduism and its culture with innumerous temples and Ghats.5

Apart from this Varanasi also is a famous for Buddhist tourism spots. Sarnath is located

just 13 kms away from Varanasi. It is the place where Gautam Buddha first taught Dharma

after he attained enlightenment. It's known for its Chaukhandi Stupa where Buddha met

his first disciples. There is an archaeological museum also located in Sarnath. It has many

exhibits of Buddhist cultural wealth.6,7

City

5


Varanasi truly is the religious capital of India encompassing so many religions. It has a

huge potential to be one of the leading tourist spots both inbound and for foreign tourists.

We need to preserve this legacy for our younger generations to come.

Mark Twain once quoted: "Benaras is older than history, older than tradition, older even

than legend and looks twice as old as all of them put together"

From the secondary research it was found that for Varanasi domestic tourists increased

from 37,13,809 in 2008 to 47,83,012 in 2012 whereas the number of foreign tourist

increased from 1,78,396 in 2008 to 2,78,573. Similarly for Sarnath the number of Indian

tourists increased from 6,71,279 in 2008 to 8,33,500 in 2012 while for foreigners it was

2,84,510 in 2008 and 3,55,294 in 2012.But there is still a lot of potential that needs to be

tapped. Pilgrimage Tourism is expected to generate a high growth rate of tourism in

Varanasi. Domestic Tourism is largely a part of Pilgrimage Tourism, but it has to be

converted / extended/ turned into other forms of Tourism like Leisure Tourism, by

providing exiting offers to the tourists, etc.

(Sources: http://www.up-tourism.com/pdf/tourist_flow.pdf)

There are other pilgrimage cities like Jammu (Maa Vaishno Devi) where number of tourists

have increased from 31.15 lakhs in 1991 to 78.03 lakhs in 2014 registering an increase of

about 150 percent over the years. This increase is because of improved management of the

shrine which was taken over by Mata Vaishno Devi Shrine Board constituted in 1986.

Thereafter, a lot of work has been done by the Shrine Board to provide accommodation,

shelter, sanitation, drinking water facilities to the pilgrims. Such an initiative is required

by UP Government also to ensure that people come and visit the holy city of Varanasi.

(Sources :https://www.maavaishnodevi.org/yatra_statistics.aspx)

Sarnath too has a lot of potential to generate tourism. Sarnath not only attracts inbound

tourists but is a great centre of attraction for foreign tourists also. Sarnath comes second

to Agra in Uttar Pradesh in terms of foreign tourist arrival. So better infrastructure in

terms of medical facilities, hyegiene etc. will go a long way in attracting more foreign

tourists.


Marketing opportunity

Main attractions of Varanasi:

1) More than 84 Ghats stretch along the banks of River Ganges.

2) More than 20 very important temples

3) Old Shrines and monasteries of Jain and Buddhists.

4) The Panchkroshi route connecting important temples, and Tanks (Kunds).

5) The birth places of Saint Kabir Das, and Queen Laxmi Bhai.

6) Sarnath, the stupa and Buddhist monasteries.

So there are a lot of places to generate Heritage and Buddhist tourism in Varanasi. The

following factors indicate the opinion of tourists on priority areas, to develop Varanasi as a

destination. The opinions are mentioned below on a ranking basis.

1. Improvement of infrastructure

2. High priority for cleanliness

3. Safety of tourists.

4. Awareness programme on tourism

5. Need of tourists friendliness in Varanasi.

If the above mentioned 5 factors are addressed it would go a long way in further promoting

the tourism in Varanasi.

Awareness programs on 'spiritual capital of India' and social media campaigns can help

even address the youth of the country and convince them to visit one of the ancient cities

of the world and be a part of the holy pilgrimage.

Now conducting an awareness program for tourists is not going to be enough. Any such

program would be successful only when local communities are also involved. So in order to

increase the tourist inflow it is necessary that such programs are conducted for local

communities also. So driving a campaign with a well-known face attached to the roots of

the country would help the Uttar Pradesh Government to increase tourism in Varanasi.


5.2 Agra


Agra is a city on the banks of the river Yamuna in the northern state of Uttar Pradesh,

India.

It is 363 kilometres (226 mi) west of the state capital, Lucknow, 200 kilometres (124 mi)

south of the national capital New Delhi and 125 kilometres (78 mi) north of Gwalior.

It is one of the most populous cities in Uttar Pradesh and the 19th most populous in India.

Agra can also refer to the administrative district that has its headquarters in Agra city.

Agra is the city of the inimitable Taj Mahal.

Perhaps no other historical monument has evoked as much awareness and admiration from

tourists and travellers alike, as the magnificent Taj Mahal - fondly called by people as the

ultimate requiem of love, from a great Mughal Emperor 'Shah Jahan' to his beloved.

It is a major tourist destination because of its many splendid Mughal-era buildings, most

notably the Taj Mahal, Agra Fort and Fatehpur Sikri, all three of which are UNESCO World

Heritage Sites. Agra is included on the Golden Triangle tourist circuit, along with Delhi and

Jaipur.

Agra has a rich historical background, which is amply evident from the numerous historical

monuments in and around the city.

Uttar Pradesh commands the third highest share in total tourist arrival across India. UP

also has the fourth highest share of about 10% in total foreign tourist arrivals in India. The

majority of this share could be arguably devoted to Agra city. The following are the

prominent tourist attractions of Agra:

1. Taj Mahal (One of the7 wonders of the world)

2. Agra Fort

3. Fatehpur Sikri

4. Ram Bagh

5. Sikandra Emperor Akbar's tomb



Agra has come to signify the tourism and cultural icon of India. The city is now working

towards organizing and improving the urban development and bring in highest levels of

civic amenities.

Agra can set up a nodal agency dedicated to the management of the city catering to the

requirements of both the tourists and local residents. This would ensure more and more

tourists stay in the city thus contributing to the revenue.

Analysis:

1) Strong historical and cultural focus in the region, with Agra as the focal attraction.

2) Strong interface between Uttar Pradesh and neighboring Madhya Pradesh, with

Jhansi as the gateway. The primary reason for this is that the region between

Uttar Pradesh and Madhya Pradesh formed a geographic area called Bundelkhand

with an inter-linked history.

3) Delhi is the gateway for international and most domestic travel.

4) Agra and Varanasi are considered unique in the world, with no effective

competitors.

5) Agra is the most dominant attraction with primary linkage to Jaipur.


Lucknow the capital of Uttar Pradesh has been a multicultural city but famous majorly for

its Nawabi Culture. The splendour & magnificence of the Nawabs is glorified across the city

and is evident in their courtly manners, music, beautiful gardens, poetry, hospitality, and

world famous cuisine. Lucknow is also popularly called The City of Nawabs, sometimes also

called Golden City of the East, The Constantinople of India or Shiraz-i-Hind.

Lucknow houses to multiple tourist destinations:

1) Rumi Darwaza was built under Nawab Asafl-us-Daula(1786) and is identical to the

design of an ancient portal in Constantinople.

2) AsafiImambara (Bara Imambara) - This was also built by Nawab Asaf-ud-Daula

(1784) and is its central hall is the largest vaulted chamber in the world. It's most

famous aspect is the BhoolBhulaiyan which is a staircase from outside leading to a

series of labyrinths. It is a complicated zig-zag pass.

5.3 Lucknow


3) ChhotaImambara - Built by Nawab Mohammad Ali Shah (1837-42), on the West of

the Bara Imambara, this has more ornate design including exquisite chandeliers,

gilt-edged mirrors, silver mimbar and colourful stuccos which adorn the interiors.

4) Jama Masjid whichreflects the Mughal architecture style

5) Shahnajaf Imambara was built by Ghazi-ud-din Haider, who reproduced a copy of

Hazrat Ali's burial at Najaf in Iraq. He and his 3 wives were buried here

6) Residency. Built for the British in 1780-1800, it was the ground for the sepoy

mutiny in 1857. The scarred ruins still remain bearing witness to courageous

freedom fighters

7) Other spots include Kaiserbagh Palace Complex, tombs of Saadat Ali Khan

&KhurshidZadi, ShaheedSmarak (Martyrs' Memorial), Dilkusha, Lord

Hanuman Temples of Aliganj, Charbagh Railway Station, SikandarBagh,

ChhatarManzilandKukrail Reserve Forest.

Marketing opportunities

UP Government is putting a lot of focus on Tourism and as a first step it has signed a 5 year

contract with FICCI to organize marts in the state and Lucknow is hosting the first one.

This is a great opportunity to market to foreign and domestic buyers because they would be

visiting the city and can be given small tours around the place to intrigue their interest to

invest in Lucknow.

The government can invest in heavy advertisements which would enable to bring Lucknow

in the limelight even more and increase the tourist footfalls.

The development of the Heritage Arc which includes Lucknow is a great step to market

these places to the foreign tourists.

Lucknow has heritage monuments in abundance, which can be highlighted through tourist

brochures which are Lucknow specific. These brochures can be distributed at airports and

stations. In fact such brochures can be made available throughout UP and even in Delhi as

Delhi serves as a major connection route for tourists.

Kushinagar holds the eighth position among the top visited places in Uttar Pradesh by

foreign tourists but with a sheer 5% of the total foreign tourists visiting the state. Its

proximity to Gorakhpur (located 53 kms. away) and the spiritual significance of Lord

5.4 Kushinagar


Buddha attaining 'Maharparinrivana'- the highest stage of salvation at this place, has

kept the city alive in the run for attracting tourists from around the world.

The Uttar Pradesh Government, since long has been taking up initiates in collaboration

with the Bihar Government to promote the city and areas around it to promote it as a

Spiritual (Buddhism) Tourism destination.

Kushinagar being the place where Lord Buddha preached his last sermon in 543 B.C. is also

home to various other places for tourist attraction.

1) Mahanirvana Temple: In its premises lies a six meters long statue of Buddha in a

resting position as significance to the last hours of Lord Buddha. This temple is of

utmost importance among all the attractions in the city.

2) Ramabhar Stupa: A stupa estimated to be about 50 feet tall, signifies the site

where Lord Buddha was finally laid to rest.

3) Mathakuar Temple: This temple is about 400 yards away from the Nirvana stupa

and has a black stone statue of Lord Buddha and various other inscriptions which

are stated to be of the 11th century.

4) Watt Thai Temple: This is another majorly tourist attractions being the most

popular and visited tourist attractions in Kushinagar area. The Thai Buddhist

architectural style has been taken into consideration for constructing this temple.

5) Japanese Temple: The 'AshtaDhatu' or 'Eight Metals' statue of Lord Buddha is

what attracts the tourist to this temple. As per the records, the 'AshtaDhatu'

statue was reassembled in Kushinagar after having been brought from Japan in a

dismantled condition.

6) Chinese Temple: Like the Watt Thai temple which is based on Thai architecture this

temple is based on the Chinese architecture. Its design can find similarity to

temples found in China hence it is visited more often by the foreign tourists.

Kushinagar is rich with the number of Buddhist sites it houses. With the increasing interest

in India as a destination for 'Spiritual' tourism in among foreign tourists there is a

lucrative opportunity upon which the state can capitalize. The state has been successful in

identifying various infrastructure gaps in Kushinagar area that has led to the steady

number of tourists in the past few years.


Kushinagar location at the NH-28, lead to the government's plan of expanding the 2-lane

highway to a 4-lane highway. Development of civic facilities along with options of retail

activity has also been prioritized by the government. It has also been noted that the

tourism division of the state government has been advised to work on a Spiritual Tourism

Policy with Kushinagar forming an important destination in the Heritage Arc and of the

various Buddhist Circuits of India.

Marketing Opportunity

The major tourist attractions in Kushinagar can be clubbed as follows:

• Resting place for Lord Buddha: Mahanirvana Temple, Ramabhar Stupa and the

Mathakuar temple have their affinity to the final resting place of Lord Buddha.

Mahanirvana Temple, being the place where Lord Buddha preached his last

sermon. Ramabhar Stupa is significant as the remains of Lord Buddha are placed

here and the Mathakuar temple is located in the premises of Mahanirvana Temple.

• Temples on various archeological styles: Considering the association of the city

with Buddhism culture, the fact can be stated that its significance was even

released by the people following Buddhism from all over the world. The Watt That

temple, the Japanese temple and the Chinese temple justify the fact that the city th th

was held of great importance even during the 10 -11 century when these temples

were constructed and was been since been welcoming a good number of foreign

visitors.

Marketing opportunities lies in the issues faced by the Kushinagar area, which have

hindered a free flow to tourists to the area.

• Retail facilities: Most of the tourists visiting this area come on an impromptu

basis, i.e. without any prior booking. The city has a number of budget hotels,

dharamshalas and monasteries for the housing of tourists along with the

PathikNiwas owned by the government. Along with this if other retail facilities like

shopping centers, shops for promotion of handicrafts and other establishments

can be built it would additionally earn revenue and promote other industries as

well.

• Infrastructure and Connectivity: It has a good connectivity to Gorakhpur (53 kms

away) by road and can be accessed from Gorakhpur by rail also.

• Promote awareness about the Buddhist Circuit: The three routes followed by a

majority of tourists are:


• Bodhgaya–Rajgir-Nalanda- Kushinagar-Varanasi/Sarnath-Bodhgaya

• Bodhgaya–Rajgir-Nalanda-Sarnath-Kushinagar-Varanasi

• Varanasi/Sarnath-Kushinagar-Bodhgaya-Varanasi.

The tourists mostly form their base at Bodhgaya and then travel to other Buddhist

destinations at its proximity, often Kushinagar then missing out on a good number of

tourists. Awareness in terms of existence of the Dharma Yatra Circuit with the route Gaya

(Bodhgaya)-Sarnath-Kushinagar-Piparva needs to be developed among all the tourists and

Kushinagar as an integral part of it and not as an end destination needs to be developed.


Sravasti is located in the gigantic plains in the district of the same name -Shravasti, near

Balrampur, Uttar Pradesh. Anciently, known as the capital of Kosala-Kingdom during 6th

Century BC, the city's tourist attractions include both Buddhist and Jain tourists due to its

association with both Gautam Buddha and Mahavir.

It is sacred to Buddhists as Lord Buddha spend 25 monsoons in Sravasti and performed

many great miracles to confound the Tirthika heretics.

The most famous places of Tourist Interests include:

1) Maheth: Spreading over an area of 400 acres, there has been the remains of the

original city. The discovery of gates, ramparts and other structures during the

excavations suggests the existence of the ancient Sravasti.

2) Shobhanath Temple: The Shobhanath temple is located in Maheth. This place is

one of the greatest attractions for Jain pilgrims in Sravasti as it is the birthplace of

Jain prophet Swayambunatha.

3) Saheth: Spreading over 32 acres, this was site of Jetavana monastery. It consists

of various shrines, monasteries and stupas mostly of which belong to Kushana

period. The stupa containing the relics of Buddha is one of the earliest stupas

present in the 3rd century BC.

4) Angulimala's Stupa: Also known as PakkiKutti. Angulimala, a dreaded dacoit,

used to chop out fingers of his victims and wear them as a necklace. Lord Buddha

5.5 Sravasti


met him when he was about to kill his mother. The words of Lord Buddha changed

the life of Angulimala who later decided to adopt the path of Buddhism.

Source: http://www.buddhist-pilgrimage.com/sravasti.html

http://www.easternuptourism.com/Sravasti-General.jsp

Sravasti, being an important Buddhist tourist sites due to the presence of Lord Buddha,

has seen increasing foreign tourism over the past few years. It is ranked at 5th position in

Uttar Pradesh according to the Foreign Tourist Arrival(FTA) after Agra, Sarnath,

FatehpurSikri and Varanasi. The foreign tourist arrival at Sravasti is increasing at the

Compounded Annual Growth Rate of around 7%.


The following are the marketing opportunities:

• Presence of Lord Buddha and Mahavir making it a tourist attraction for Both

Buddhist and Jain tourist

• Archaeological Survey of India has identified Sravasti to be included among model

monuments

• Presence of heritage stupas and International Buddhist monasteries

• Ancient history of remains of the original city and the discovery of gates and

ramparts during the excavation

Tourism at Sravasti can be improved by addressing the following issues such as:

• Accommodation: Currently there is an international monastery and a star hotel

for accommodation. Some low cost budget hotels can be developed, which would

cater to the lower economic classes and enable to attract a wider range of tourists.

• Connectivity: It is fairly connected with road but rail and airways are a constraint.

Nearest railway station is Balrampur (17km) but it is not directly connected with

various main railway centres within the country. What should be the connectivity?

• Infrastructure: The state can develop more power and water supply to ensure

better infrastructure facilities to the tourists. This would attract more and more

tourists in the zone. Further the police security can be strengthened to give the

tourists a safe feeling which their visit to the city.

Source: Department of Tourism – Uttar Pradesh Tourism; http://up-tourism.com/pdf/ferguson.pdf


5.6 Dudhwa


Dudhwa is situated on the Indo_Nepal border in Lakhimpur – Kheri district of Uttar

Pradesh, around 240km away from Lucknow. Dudhwa Tiger Reserve comprises of Dudhwa

National Park (stretches over an area of 614 sq. km), Kishanpur Sanctuary and

Katarniaghat Wildlife Sanctuary. The most famous among them is Dudhwa National Park

and is a great attraction to eco-tourists. Dudhwa is the last pristine Terai Ecosystems left

which is characterized by fine alluvial, clay rich swamps, Sal forests and tall grassland.

Earlier, in 1958, Sonaripur Sanctuary having a spread of about 63 sq. km was constituted

with the main objective to protect the Swamp Deer. Later on, in 1968, it was declared as

Dudhwa Sanctuary which spreads over an area of 212 sq. km. But in 1977, it was declared

as Dudhwa National Park by the remarkable efforts of Billy Arjan Singh.

Flora and Fauna in Dudhwa

Dudhwa Reserve has a fascinating wildlife due to the presence of some of the endangered

species like tigers, hispid hare, one horned rhinoceros and swamp deer(barasingha). At

The Reserve, one can find species of cats (like leopards, jungle and fishing cats), deer

(spotted or chital, hog and barking deer), wild boars, short nosed crocodiles etc. The

grasslands at Dudhwa has now become home to the Hispid Hare and elephants which might

have migrated from Nepal. During night, creatures like porcupine, bats and jackals become

active.

Dudhwa is also called as bird watchers' heaven having a variety of more than 400 species of

birds with more than 45 species of butterflies, reptiles (more than 40 species), 15 species

of turtles, 15 species of snakes, one - horned rhinoceros and around 80-100 elephants in

the park. Being located near the Himalayan foothills, a wide variety of migratory birds can

be seen in tals / lakes.

The flora in the region is dominated by Sal and Teak trees in the woodlands. Peepal,

Banyan, Gular, Rohini, Khurkhura are mostly located in the middle of the forest.

Sources: UP Tour ism - http://www.up-tour ism.com/destination/dudhwa/about.htm

Department of Tourism – Uttar Pradesh Tourism; http://up-tourism.com/pdf/ferguson.pdf

Despite of having the huge potential to attract tourism, Dudhwa was unable to improve

tourist arrivals. However, the tourist arrival count increased during the past 3-4 years but

the numbers are far less encouraging as compared to Corbett and Ranthambhore National

Parks.



The following are the marketing opportunities:

• Last pristine Terai Ecosystem

• Dudhwa National Park having wide species of flora and fauna

• Habitat for some of the endangered species like tigers, hispid hare, one horned

rhinoceros and swamp dear(barasingha)

• A Birds watchers' having more than 400 species of birds

• Huge spread of grasslands and woodlands having Sal and Teak trees

Tourism at Dudhwa can be improved by addressing the following areas:

• Awareness: Being only 400 km from the national capital, Dudhwa National Parks

has the potential to attract millions of tourists. At present places like Corbett or

Ranthambore might attract more tourists, but if the awareness about Dudhwa can

be spread on a large scale through multiple marketing techniques then Dudhwa

has the potential to overtake all these other places in terms of tourist visits.

• Tourists Perception: Dudhwa National Park can encourage tourists to consider

other attraction spots beyond the Tiger. This would break the convention of

tourists thinking that “ viewing of tigers is the definition of a successful trip”.

Hence even without getting to spot the tiger the tourists would be motivated and

would love to revisit the spot.

• Vantage points can be developed at Dudhwa National Park like Ranthambhore and

Corbett where Safari can take different routes and where vehicles can go to a

higher ground.

Source: Department of Tourism – Uttar Pradesh Tourism; http://up-tourism.com/pdf/ferguson.pdf


Chambal zone is at the conversion of 3 states Uttar Pradesh, Madhya Pradesh and

Rajasthan, India.

Built in 1979, the National Chambal Sanctuary, otherwise called the National Chambal

Gharial Wildlife Sanctuary, is an eco-store spotted close to the tripoint of Uttar Pradesh

mMadhya Pradesh and Rajasthan. The Chambal River slices through the gorges of the

5.7 Chambal


asylum and weaves its path through slopes and sandy shorelines. The stretch of the

Chambal River is home to the gharial (crocodile), the uncommon Gangetic dolphins and

crocs.

Highlights:-

1) The Project is overseen by the Wildlife wing of the Uttar Pradesh Forest

Department and is head-quartered at Agra.

2) National Chambal Sanctuary is the principle range for the species reintroduction

programme of the crocodilian species Gavialisgangeticus (Gharial).

3) Chambal backings the biggest populace of Gharials in nature.

4) One of the few spots to detect the Platanistagangetica - Gangetic Dolphins.

(National Aquatic Animal )

5) Only known spot where settling of Indian Skimmers is recorded in expansive

numbers.

6) Chambal backings 8 uncommon turtle species out of the 26 found in the nation.

7) Chambal is one of the cleanest streams in the nation.

8) Chambal backings more than 320 inhabitant and vagrant winged animals.

The National Chambal Sanctuary is recorded as an essential winged animal region (IBA)

In122 and is a proposed Ramsar site.

Chambal Ravines

Arranged 80 kms from Agra in a range bordering Rajasthan, Uttar Pradesh (UP) and

Madhya Pradesh (MP), along the Chambal waterway, is a zone where dacoits flourished in

1970s and 1980s.the Chambal Ravines are a rough territory found close to the Vindhya

Range of mountains, has profound and restricted canyons, at a few spots secured by thick

development of greenery and at different spots the detached topsoil dissolved by

downpour and desolates of wind and cruel climate. The name Chambal Ravines is gotten

from the River Chambal, a tributary of River Yamuna. With a rich legacy extending back

numerous centuries the Chambal Valley has much to offer from its staggering scenes &

glorious natural life, considerable posts & disintegrating ruins,tranquil sanctuaries &

ostentatious fairs, bright history & convincing mythology, a pleased strong individuals &

their incredible exploits. The Chambal Safari helps guests find the numerous features of

this aged area. Joined by experienced nearby aides and naturalists, visitors may

investigate the Chambal Valley at their own particular pace: on vessels, jeeps, Tthe

conversion is overwhelmed by the remnants steeds, bikes or by walking.


Separated from feathered creature viewing and waterway safari the gorges are a perfect

site for escapade mates. Chambal experience could undoubtedly be consolidated with any

visit to Agra for the Taj Mahal and/ or excursions to Orchha/ Khajuraho.

Chambal River and its Expeditions

Chambal waterway starts from south of Manpura in Village Mahu of Central India. This

waterway streams from north to north east of MP and in some piece of south east

Rajasthan and turns to enter UP where before gathering River Yamuna it makes fringe of

Rajasthan and MP. Chambal is recognized as contamination free stream and real sea-going

types of Chambal are two species Ghariyal- Muger and Ghariyal separated from which there

are eight types of waterway turtles, smooth-covered otters, Gangetic stream dolphins,

skimmers, dark bellied terns, sarus cranes and blacknecked storks, among others.

MP Ecotourism Development Board persistently sorts out waterway campaign in Chambal

with the goal that visitors can appreciate the scene excellence and see different types of

oceanic creatures found in Chambal River. Amid Expedition voyagers gets opportunity to

think about the Cultural, archeological, memorable and religious destinations arranged on

both sides of waterway like between Pali to Barhi.

Travellers likewise participate in different water sport exercises like drifting, rafting,

outdoors, fowl viewing, Photography, videography alongside visit to elucidation focal

point of National Chambal Ghariyal Sanctuary built. They likewise bring part in

examinations with natural life specialists and can go to workshop through which they

increase significant data in regards to environment and untamed life.

Marketing opportunities

1) Huge quantities of local and global travellers visit the haven amid crest traveller

season from October to April.

2) The estimations of wild of the National Chambal Sanctuary are: great water quality,

safe natural life living space, securing uncommon and imperilled species, giving

picturesque magnificence, amusement opportunities, rationing regular zones for

instructive and investigative study, giving wage for visitor industry.

3) The NCS has each of the three vital qualities like tasteful, instruction and

amusement. Ecotourism in the Chambal Sanctuary is frequently connected with

little gathering exercises.


4) The Rajasthan Government has taken activities to advance tourism in the National

Chambal Sanctuary, to draw in voyagers coming to Ranthambhore to visit the

Chambal moreover.

5) The travel specialists in Agra created a tourism bundle for the sightseers from Agra

to Chambal Sanctuary to view wild creatures like dolphins, crocodiles, transient

waterfowl and so on including the crocodile raising focus at Deori, Morena.

Sanctuary Entry Fees

Category Entry Fees Eco development surcharge Total fee ( per head)

Indian 15 35 50

Non Indians 150 450 600

Sources: - http://www.toftigers.org/Park/National%20Chambal%20Sanctuary


Roots Research-FICCI Ten PointRoadmap for Sustainable Growth

of Tourism in Uttar Pradesh6

Roots Research - FICCI Ten Point Roadmap for Sustainable Growth of Tourism in Uttar Pradesh

1. Brand building initiatives such as the social awareness campaign under the 'Atithi

Devo Bhavah' would go a long way in promoting the UP state tourism.

2. It is highly lucrative option to scale-up marketing of tourist destinations by

pairing with private players- for instance roping in corporate giants in select

categories/segments.

3. Also, Involving schools, NGOs & various industry associations in carrying out

cleanliness drives at important tourist destinations would help in promotion and

sustainability.

4. Indian Railways could be a good source of tourism promotion; initiatives such as

coming up with 'tour packages' offering railway services connecting prominent

tourist destinations.

5. Besides improving infrastructure, encouraging investments for the same from PPP

participation, providing a congenial business environment e.g. fast track

clearance to tourism projects & other fiscal and non-fiscal incentives.

6. Usage of IT & communication can be done integrating mobile-based services and

IT-driven projects; for instance WAP guide, applications for Android/ios &

Bluetooth kiosks etc.

7. Apart from English speaking countries like the U.K., U.S.A., Australia and Canada;

a good number of foreign visitors from non-English speaking countries i.e.

Germany, Japan and UAE flock the country. Thus, provision of tourist information

centers in multiple languages is the need of the hour.

8. Importance needs to be given towards the Financial Assistance for compliance for

Waste Management, Hygiene and Sanitation (setting up wayside amenities, bio-

degradable toilet conveniences, etc.) thereby ensuring local communities' health

& better visitor experience.

Roots Research- FICCI Ten Point Roadmapfor Sustainable Growth of Tourism inUttar Pradesh

6


9. Workshops on a timely basis by the Ministry of Tourism, Government of India for all

stakeholders across the state to monitor & advocate sustainability. Scaling up law

and order at all the tourist attractions so as to portray India as a Safe & secure

tourism destination. Also, ensuring 'Healthcare' of tourists by setting up mobile

Med-Cells/Kiosks would go a long way.

10. It's also advisable to include workforce by giving out intra-state "awards" and

incentives to employees (besides 'Training and skill development') on an annual

basis to make them better engaged & thus create an enthusiastic aura to tourists


7

1. Business Monitor International – India Tourism Report Q1 2015

2. http://www.indiatravelspot.com/indian-festivals-and-events/top-10-festivals-uttar-pradesh

3. http://www.trafficinfratech.com/new_infrastructure_projects_in_uttar_pradesh/

4. http://www.indiainfoline.com/article/print/news-business/uttar-pradesh-tourism-promotes-

%E2%80%98heritage-arc-of-uttar-pradesh%E2%80%99-115012900327_1.html

5. http://varanasi.nic.in/

6. http://www.up-tourism.com/destination/sarnath/sarnath.htm

7. http://www.sacred-destinations.com/india/sarnath

8. https://www.maavaishnodevi.org/yatra_statistics.aspx

9. Indian Tourism Statistics at a glance 2013 – Ministry of Tourism

http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/Incredible%20India%20final

%2021-7-2014%20english.pdf

10. Ministry of Tourism, Govt. of India – for 2014 statistics -

http://tourism.gov.in/TourismDivision/AboutDivision.aspx?Name=Market%20Research%20and%20Statis

tics

11. http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/

publications/IndiaTourismStatics2013_1.pdf

12. http://www.starktourism.com/tourism_india.html

13. http://www.starktourism.com/tourism_india.html

14. Uttar Pradesh Ecotourism Initiatives - http://upecotourism.in/Initiatives.html

15. http://pib.nic.in/newsite/PrintRelease.aspx?relid=106858)

16. http://pib.nic.in/newsite/PrintRelease.aspx?relid=106858)

17. Department of Tourism – Uttar Pradesh Tourism; http://up-tourism.com/pdf/ferguson.pdf

18. UP Tourism - http://www.up-tourism.com/destination/dudhwa/about.htmDepartment of Tourism – Uttar

Pradesh Tourism; http://up-tourism.com/pdf/ferguson.pdf

19. http://www.toftigers.org/Park/National%20Chambal%20Sanctuary

20. http://www.travelbizmonitor.com/uttar-pradesh-government-to-promote-ecotourism-in-the-state-

16170

http://articles.timesofindia.indiatimes.com/2012-06-28/lucknow/32456621_1_bird-sanctuary-

plantation-van-mahotsav

Bibliography


N O T E S

N O T E S

Rahul Chakravarty

Director, FICCI

Federation House 1, Tansen Marg,

New Delhi 110001

Tel: 91-11-23311720-Direct/ 23738760-70 (Ext.342)

Fax: 91-11-23765333

Email: [email protected]

Roots Research Private Limited

2, Aspen Greens

Nirvana Country

Sector-50, Gurgaon-122018

Tel : +91-9811352666, +91-9899733521


Web : www.rootsresearch.co.in

[email protected]

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