Uttar Pradesh The Northern Spectacle Knowledge Partner
Title Author Date Copyright Disclaimer Uttar Pradesh-The Northern Spectacle Roots Research Private Limited Team February 2015 No part of this publication may be reproduced in any form by photo, photo-print, microfilm or any other means without written permission of FICCI and Roots Research Private Limited. The information and opinions contained in this document have been compiled or arrived at from sources believed to be reliable, but no representation or warranty expressed is made to their accuracy, completeness or correctness. This document is for information purpose only. The information contained in this document is published for the assistance of the recipient but is not to be relied upon as authoritative or taken in substitution for the exercise of judgment by any recipient. This document is not intended to be a substitute for professional, technical or legal advice. All opinions expressed in this document are subject to change without notice. Neither Roots Research Private Limited and FICCI, nor other legal entities in the group to which they belong, accept any liability whatsoever for any direct or consequential loss however arising from any use of this document or its contents or otherwise arising in connection herewith. Many of the conclusions and inferences are specific inferences made by Roots Research Private Limited in their expert capacity specifically in tourism sector and does not have any correlation with financing related outlook that as a research organization may have. Contact Address FICCI Headquarters 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 : rahul.chakravarty@ficci.com Roots Research Private Limited 2, Aspen Greens Nirvana Country Sector-50, Gurgaon-122018 Tel : +91-9811352666, +91-9899733521 Email : maninder@rootsresearch.co.in jasleen0710@gmail.com Web : www.rootsresearch.co.in For Further Information samanda.syiem@ficci.com arshad.danish@ficci.com maninder@rootsreserarch.co.in jasleen0710@gmail.com
Table of Contents Executive Summary 1 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 Uttar Pradesh 1. Introduction 11 2. Tourism Statistics 15 2.1 Tourism in India 16 2.2 Tourism in Uttar Pradesh 20 3. Tourism Trends and Preferences 23 3.1 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. State Initiatives to promote Tourism 27 4.1 Heritage Tourism 28 4.2 Wild-Life Tourism 30 4.3 Buddhist Tourism 32
Table of Contents contd. 5. City 35 5.1 Varanasi 36 Overview and tourism trends 36 Marketing opportunity 38 5.2 Agra 39 Overview and tourism trends 39 Marketing opportunity 40 5.3 Lucknow 40 Overview and tourism trends 40 Marketing opportunities 41 5.4 Kushinagar 41 Marketing Opportunity 43 5.5 Sravasti 44 Overview and tourism trends 44 Marketing opportunity 45 5.6 Dudhwa 46 Overview and tourism trends 46 Marketing opportunity 47 5.7 Chambal 47 Overview and tourism trends 47 Marketing opportunities 49 6. Roots Research-FICCI Ten Point Roadmap for 51 Sustainable Growth of Tourism in Uttar Pradesh 7. Bibliography 54
Executive Summary
1 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. 02 Uttar Pradesh-The Northern Spectacle
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 Percentage share of top ten Domestic Tourists Arrival destination in India 2013 West Bengal 2% Gujarat 2% Rajasthan 3% Chattisgarh 2% Others 15% Tamil Nadu 21% Madhya Pradesh 6% Maharashtra 7% Karnataka 9% Andhra Pradesh 13% Uttar Pradesh 20% Source: Indian Tour ism Statistics at a glance 2013 Ministr y of Tour ism http://tourism.gov.in/writereaddata/cmspagepicture/file/marketresearch/incredible%20india% 20final%2021-7-2014%20english.pdf 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. 03 Uttar Pradesh-The Northern Spectacle
S. No. State/UT Foreign Tourists Visits in 2013 Number % share 1 Maharashtra 4156343 20.8 2 Tamil Nadu 3990490 20 3 Delhi 2301395 11.5 4 Uttar Pradesh 2054420 10.3 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 Total of Top 10 states 17937718 89.9 Others 2013308 10.1 Total 19951026 100 Percentage share of top ten Foreign Tourist Arrival destination in India 2013 Bihar 4% Karnataka 3% Kerala 4% Others 10% Goa 3% Maharashtra 21% West Bengal 6% Rajasthan 7% Tamil Nadu 20% Uttar Pradesh 10% Delhi 12% Source: 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 04 Uttar Pradesh-The Northern Spectacle
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. Most Visited Places 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 Emerging Products and Places 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. 05 Uttar Pradesh-The Northern Spectacle
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. Tourism Circuits 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. Heritage ARC 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. 06 Uttar Pradesh-The Northern Spectacle
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. Wildlife Tourism 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 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. Role of Government Initiatives 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. 07 Uttar Pradesh-The Northern Spectacle
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. 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. 08 Uttar Pradesh-The Northern Spectacle
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 09 Uttar Pradesh-The Northern Spectacle
Introduction 1
1 Introduction 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 12 Uttar Pradesh-The Northern Spectacle
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 13 Uttar Pradesh-The Northern Spectacle
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. 14 Uttar Pradesh-The Northern Spectacle
Tourism Statistics 2
2 Tourism Statistics 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 (%) change over 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 16 Uttar Pradesh-The Northern Spectacle
Foreign Tourist Arrival 8 7 6 FTA (in million) 5 4 3 2 1 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 YEAR Source: 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 Ministry of Tourism, Govt. of India for 2014 statistics - http://tourism.gov.in/tourismdivision/aboutdivision.aspx?name=market%20research%20and% 20Statistics Top 10 Source Countries for Foreign Tourists Arrival (FTA) in India in last fiscal year: S. No. Source Country 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 Percentage Share 17 Uttar Pradesh-The Northern Spectacle
Percentage share of top ten countries of foreign tourists in India 2013 Others 40% USA 16% United Kingdom 12% Bangladesh 7% Sri Lanka Japan 3% Malaysia 3% France 3% Germany 4% Canada 4% 4% Russian Fed. 4% Source: 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 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. Foreign Tourists Visits in 2013 S. No. State/UT 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 18 Uttar Pradesh-The Northern Spectacle
Foreign Tourists Visits in 2013 S. No. State/UT Number % share 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 Percentage share of top ten Domestic Tourists Arrival destination in India 2013 Madhya Pradesh 6% Maharashtra 7% Chattisgarh West Bengal 2% 2% Gujarat 2% Rajasthan 3% Karnataka 9% Others 15% Andhra Pradesh 13% Tamil Nadu 21% Uttar Pradesh 20% Source: 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 The following table shows the state-wise percentage share of foreign tourist visits in 2013. th Uttar Pradesh is at 4 rank having 10.3% share after Maharashtra, Tamil Nadu and Delhi. S. No. State/UT Foreign Tourists Visits in 2013 Number 1 Maharashtra 4156343 20.8 2 Tamil Nadu 3990490 20 3 Delhi 2301395 11.5 4 Uttar Pradesh 2054420 10.3 5 Rajasthan 1437162 7.2 6 West Bengal 1245230 6.2 7 Kerala 858143 4.3 8 Bihar 765835 3.8 % share 19 Uttar Pradesh-The Northern Spectacle
Foreign Tourists Visits in 2013 S. No. State/UT Number % share 9 Karnataka 636378 3.2 10 Goa 492322 2.5 Total of Top 10 states 17937718 89.9 Others 2013308 10.1 Total 19951026 100 Percentage share of top ten Foreign Tourist Arrival destination in India 2013 Goa 3% Karnata ka 3% Bihar 4% Kerala 4% West Bengal 6% Rajasthan 7% Others 10% Uttar Pradesh 10% Maharashtra 21% Delhi 12% Tamil Nadu 20% Source: 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 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. 20 Uttar Pradesh-The Northern Spectacle
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: Year Domestic Tourists Foreign Tourists Total % of growth(+)/reduce(-) in comparison to last year Domestic Tourists Foreign Tourists 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% Source: http://tourism.gov.in/writereaddata/cmspagepicture/file/marketresearch/publications/ IndiaTourismStatics2013_1.pdf 21 Uttar Pradesh-The Northern Spectacle
Tourism Trends and Preferences 3
3 Tourism Trends and Preferences 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 24 Uttar Pradesh-The Northern Spectacle
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. 3.2 Changes in Domestic Tourist Profile 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 25 Uttar Pradesh-The Northern Spectacle
3.3 Changes in Foreign Tourist Profile th India 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 Figures in Billion USD $ 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 % Source: http://www.starktourism.com/tourism_india.html Foreign Tourist Arrivals in India, 2014 Figures in 'Lakhs' 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 % Source: http://www.starktourism.com/tourism_india.html 26 Uttar Pradesh-The Northern Spectacle
State Initiatives to promote Tourism 4
4 State Initiatives to promote Tourism 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. 28 Uttar Pradesh-The Northern Spectacle
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. 29 Uttar Pradesh-The Northern Spectacle
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 b) c) Shivalik, Saharanpur Hastinapur Wildlife Sanctuary 2 Brijbhumi Wildlife/wetland circuit a) b) c) d) 3 Tiger Circuit a) b) c) d) Taj Nature Walk, Agra Bear Rescue Center, Agra National Chambal Sanctuary, Etawah Lion Safari, Etawah Chuka, Pilibhit Dudhwa National Park Katerniaghat Wildlife Sanctuary Kishanpur Wildlife Sanctuary 4 Southern/Bundelkhand Circuit a) b) c) d) e) Deogarh, Lalitpur Chitrakoot Kalinjar, Banda Mahaveer Swami Wildlife Sanctuary Vijaysagar Bird Sanctuary 5 Vindhya Forest Circuit a) b) c) d) e) Kaimoor Wildlife Sanctuary Chandraprabha Wildlife Sanctuary Hathinala, Renukoot Vijaygarh, Sonbhadra Chunaar/Bindam falls, Mizapur 30 Uttar Pradesh-The Northern Spectacle
6 Western Ornithology/wetland circuit a) b) c) d) e) Okhla Bird Sanctuary Surajpur Wetland Patna Wildlife Sanctuary SarsaiNawar, Etawah Saman Wildlife Sanctuary, Mainpuri 7 Central Ornithology / wetland circuit a) b) c) d) Nawabganj bird Sanctuary, Unnao Sandi Wildlife Sanctuary, Hardoi Samaspur Wildlife Sanctuary Lakh Bahosi, Kannauj 8 Ganges Basin a) b) c) Narora, Meerut Kannauj Bithoor, Kanpur 9 Eastern Wildlife Circuit a) b) c) 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 31 Uttar Pradesh-The Northern Spectacle
4.3 Buddhist Tourism th 1. 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) 32 Uttar Pradesh-The Northern Spectacle
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 th The train is scheduled for a run on the 14 of March and the 28th of March, 2015. 33 Uttar Pradesh-The Northern Spectacle
City 5
5 City 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 36 Uttar Pradesh-The Northern Spectacle
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. 37 Uttar Pradesh-The Northern Spectacle
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. 38 Uttar Pradesh-The Northern Spectacle
5.2 Agra Overview and tourism trends 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 39 Uttar Pradesh-The Northern Spectacle
Marketing opportunity 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. 5.3 Lucknow Overview and tourism trends 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. 40 Uttar Pradesh-The Northern Spectacle
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. 5.4 Kushinagar 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 41 Uttar Pradesh-The Northern Spectacle
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. 42 Uttar Pradesh-The Northern Spectacle
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: 43 Uttar Pradesh-The Northern Spectacle
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. 5.5 Sravasti Overview and tourism trends 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 44 Uttar Pradesh-The Northern Spectacle
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%. Marketing opportunity 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 45 Uttar Pradesh-The Northern Spectacle
5.6 Dudhwa Overview and tourism trends 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. 46 Uttar Pradesh-The Northern Spectacle
Marketing opportunity 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 5.7 Chambal Overview and tourism trends 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 47 Uttar Pradesh-The Northern Spectacle
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. 48 Uttar Pradesh-The Northern Spectacle
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. 49 Uttar Pradesh-The Northern Spectacle
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 50 Uttar Pradesh-The Northern Spectacle
Roots Research-FICCI Ten Point Roadmap for Sustainable Growth of Tourism in Uttar Pradesh 6
6 Roots Research- FICCI Ten Point Roadmap for Sustainable Growth of Tourism in Uttar Pradesh 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, biodegradable toilet conveniences, etc.) thereby ensuring local communities' health & better visitor experience. 52 Uttar Pradesh-The Northern Spectacle
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 53 Uttar Pradesh-The Northern Spectacle