The northern Indian state of Uttar Pradesh is working with governments in South and Southeast Asia to attract foreign direct investment (FDI) to develop tourism infrastructure at its Buddhist sites.
The incentive for the Bhutanese government is land in destinations like Kushinagar, Sarnath, Shravasti, Kapilavastu, Sankisa and Kaushambi, which will be used for developing monasteries and accommodation facilities. At the time of writing, the Uttar Pradesh government has already allotted two acres of land in Varanasi to the Bhutanese government for construction of temples and guest houses.
The Uttar Pradesh government has allocated two acres of land in Varanasi to the Bhutanese government for the construction of a temple and guest house.
To draw attention to its efforts, the state government recently organised a Bodhi March in New Delhi to showcase various Buddhist pilgrimage sites, which was attended by envoys and representatives from various countries including Singapore, Thailand, Myanmar, Vietnam, Bhutan and Sri Lanka.
“Our aim is to strengthen spiritual and cultural ties with South and Southeast Asian countries. We are inviting these countries to invest in the hospitality and tourism sector in our Buddhist sites,” said Mukesh Meshram, principal secretary of the Uttar Pradesh Tourism and Culture Department.
Industry players told TTG Asia that Uttar Pradesh, home to the iconic Taj Mahal, needs to diversify its offerings. They agreed that promoting Buddhist sites is a step in the right direction.
Sarbendra Sarkar, founder and managing director, Cygnet Hotels and Resorts, said: “Promoting Uttar Pradesh’s Buddhist sites in South East and South Asian markets will significantly boost international tourism and diversify the state’s tourist appeal. Building national monasteries and accommodation facilities at key Buddhist sites will create a sense of familiarity and comfort for international tourists, enhancing their overall experience and encouraging them to extend their stay.”
Earlier this year, the Uttar Pradesh tourism department hosted an event in Bangkok to promote Buddhist tourism.
Local tour operators hope more will be done to attract tourists from Asia.
Sushil Kumar Singh, managing director of Varanasi-based Jatak Travels, suggested setting up a Buddhist Tourism Promotion Committee to exclusively promote Buddhist tourism in overseas markets.
“Apart from government participation, the committee should also include representatives from the private sector such as hotels and inbound tour operators,” Singh said.
Sarkar also stressed the urgency of introducing “more modern amenities and facilities” to Buddhist temples to make them “more accessible and attractive to people from all over the world”.
