The northern Indian state of Uttar Pradesh is looking to collaborate with governments across South Asia and South-east Asia to attract Foreign Direct Investment (FDI) towards the development of tourism infrastructure at its Buddhist sites.
Its lures are land banks at destinations including Kushinagar, Sarnath, Shravasti, Kapilvastu, Sankisa, and Kaushambi, which will be used to develop monasteries and accommodation units. At press time, the Uttar Pradesh government has already allocated two acres of land in Varanasi to the Bhutan government for the construction of temples and guesthouses.
Uttar Pradesh government has allocated two acres of land in Varanasi to the Bhutan government for the construction of temples and guesthouses
To bring attention to its initiatives, the state government recently organised the Bodhi Yatra conclave in New Delhi, showcasing its various Buddhist pilgrimage destinations. It was attended by envoys and representatives from various countries including Singapore, Thailand, Myanmar, Vietnam, Bhutan and Sri Lanka.
Mukesh Meshram, principal secretary of the department of tourism and culture, government of Uttar Pradesh, said: “Our goal is to strengthen spiritual and cultural connections with South Asian and South-east Asian countries. We invite these countries to invest in the hospitality and tourism sectors at our Buddhist sites.”
Industry stakeholders told TTG Asia that Uttar Pradesh, home also to the iconic Taj Mahal, needed to diversify its product offerings. They agreed that promoting Buddhist sites was a step in the right direction.
Sarbendra Sarkar, founder and managing director, Cygnett Hotels & Resorts, said: “Promoting Uttar Pradesh’s Buddhist sites in South-east Asia and South Asian markets will significantly boost international tourism and diversify the state’s tourism appeal. The development of country-specific monasteries and accommodation units at key Buddhist sites will create a sense of familiarity and comfort for international visitors, enhancing their overall experience and encouraging longer stays.”
Earlier this year, the tourism department of Uttar Pradesh hosted an event in Bangkok to promote Buddhist tourism.
Local tour operators would like to see more being done to attract Asian travellers.
Sushil Kumar Singh, managing director of Varanasi based Jatak Travels, suggested the establishment of a dedicated Buddhist tourism promotion committee to exclusively promote Buddhist tourism in overseas markets.
“Apart from government participation, the committee should include representatives from the private sector, such as hotels and inbound tour operators,” said Singh.
Sarkar also underlined the urgency to bring more “modern amenities and facilities” into Buddhist sites, so as to make them “more accessible and appealing to a global audience”.
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