Heritage tourism in India remains largely unexplored territory. There are significant opportunities to expand heritage tourism given India's rich cultural heritage and the economic benefits it can provide. However, realizing this potential will require an integrated nationwide strategy that promotes preservation, development of sites and attractions, improved infrastructure and visitor services, aggressive marketing, and public-private partnerships. Coordinated efforts across multiple stakeholders are needed to develop heritage tourism as a major sector in India.

1. Heritage Tourism: Territory
unexplored
Vaibhav Chauhan
vaibhav.chauhan@sahapedia.org.in

2. Heritage is a word with many meanings, most relating to
its general interpretation as “that which is inherited from
What is Heritage? the past”
The term ‘heritage’ has been used in relation to the
natural world, referring to mountains and rivers, to
buildings and monuments, the arts, and to social
customs and traditions.

3. “Traveling to experience the places and activities
that authentically represent the stories and people
of the past and present. It includes historic, cultural
and natural resources."
What is Heritage
Tourism? Heritage tourism occupies a significant proportion
of the ‘cultural’ spectrum; therefore, heritage
tourism will often overlap with other tourism
products where historic or human influences are
significant;

4. Typology of
Heritage Tourism
Heritage Tourism
Tangible Intangible
Natural Built Heritage Indigenous oral, Popular Culture
Heritage, Textual traditions
Historic buildings Festivals
Caves
Indigenous
Museums Carnivals,Perfor
Natural Practices and
ming and Visual
Reserves, Eco- Monuments rituals etc
Arts etc.
Parks
-

5. •Tourism is a powerful economic
TOURISM+ CULTURE + HERITAGE
SUSTAINABLE ECONOMIES
development tool. Tourism creates jobs,
provides new business opportunities and
strengthens local economies.
•When cultural heritage tourism
development is done right, it also helps
to protect our nation’s natural and
cultural treasures and improve the quality
of life for residents and visitors alike.
•Linking tourism with heritage and
culture can do more for local economies
than promoting them separately. That’s
the core idea in cultural heritage tourism:
save your heritage and your culture,
=
share it with visitors, and reap the
economic benefits of tourism.

6. • Cultural heritage tourism can have a
tremendous economic impact on local
economies. To economic benefits like new
businesses, jobs and higher property values
•An area that develops its potential for cultural
The Benefits of heritage tourism creates new opportunities for
tourists to gain an understanding of an
Cultural Heritage unfamiliar place, people or time
Tourism • With the arrival of visitors in turn come new
opportunities for preservation. Well-
interpreted sites teach visitors their
importance, and by extension, the importance
of preserving other such sites elsewhere.
• Perhaps the biggest benefit of cultural
heritage tourism is that opportunities increase
for diversified economies, ways to prosper
economically while holding on to the
characteristics that make communities special.

7. •Heritage attractions increase local value-added
through expanding visitor expenditures (entrance
The Benefits of fees, tours, local transport, merchandising, etc).
Cultural Heritage
•Diversification of the tourism experience beyond
Tourism “sun, sea, sand”
•Differentiation of tourism product
•Promotes conservation of natural, built & traditional
heritage.

8. •Destination imaging, intellectual property, branding
The Benefits of and media value.
Cultural Heritage •Builds society’s cultural confidence and image of
Tourism self-worth.
•Heritage tourism creates new markets for local and
regional arts and crafts, and builds community pride
•Heritage education can be nurtured through student
participation in, and attendance at, selected places
and facilities, with the added benefit of fostering a
future clientele and conservation ethics

9. • The trend towards processes of commodification, or
the culture of consumption
• When a community’s heritage is the substance of
The Challenges of what it offers visitors, protecting that heritage is
Cultural Heritage essential. So a major challenge in cultural heritage
tourism programs is ensuring that increased tourism
Tourism
does not destroy the very qualities that attract visitors
in the first place.
•A challenge results not only from visitor impact, but
also from visitor expectations of quality products and
services. While the possible loss of authenticity,
resulting from attempts to meet the requirements of
the market-place, is a serious issue, it must be
acknowledged that many sites are well served by the
increased interest in heritage in recent years. Ex. Taj
heritage corridor

10. Heritage tourists are one of the highest yield
tourism groups:
Why it is Important for
• Heritage tourists spend 38% more per
India
day than traditional tourists.
• Heritage tourists stay 34% longer than
traditional tourists.
• Heritage tourists spend 20% more
and stay 22% longer than arts oriented
tourists.
(Heritage Council of Western Australia
2006: 15).

11. Amongst Asian destinations, India has a distinct image, with strong
associations on
o Palaces and Royal retreats
o Place of religious interest
o Yoga, Ayurveda and Meditation
o Heritage and Artifacts, and
Why it is Important for
o Medical Treatment
India •27 World Heritage Sites
•3667 ASI protected monuments
• 2.09 million visitors for world Heritage sites in 07
• Tourism contributes about 96% of the total income
of artisan household in Kerala and 90% in Rajasthan
• Revenue collection from sale of entry tickets from
Taj Mahal = 23,28,540 USD in 07-08

12. Tourist Motivation
60% 56%
50%
Why it is Important for 40%
30% 25%
India 19%
20%
10%
0%
Cultural Diversity
Religious places and Heritage
Others
International Passenger Survey Of India By Govt. of India (2006)

13. And further in Sight seeing category…
50
43
Why it is Important for 40 34
India 30
20
13
10
0
Landscape Monuments Museum/Art Gallery
International Passenger Survey Of India By Govt. of India (2006)

14. And in cultural Activities…
57
60
50
Why it is Important for
40 34
India 30
20
9
10
0
Art/Theatre/Music/Dance Festval,Fairs
Literary Activities
International Passenger Survey Of India By Govt. of India (2006)

15. 1. Fragmentation of effort and lack of
integrated approach
What is holding us back?
2. Lack of public education and awareness
3. Uneven quality in site restoration and
interpretation
4. Inadequate visitor service infrastructure
5. Lack of aggressive marketing
6. Insufficient investment

16. 1. Leadership (ASI, Missions)
2. Vision
What is needed to take 3. Action
heritage tourism to the
next level 4. Investment
5. Education
6. Planning
7. Integrated Development Plans for
Heritage Cities and Sites

17. IDP is a strategic approach which is not confined
to a good understanding of the monument but
also the area it is situated in, its culture,
economy, social and historical resource and
What is Integrated its surroundings.
Development Plan?
IDP which is an multi -discipline approach
becomes the simultaneous response to the
need of
1. The visitors (Visitor Management Plan)
2. The heritage (conservation issues, carrying
capacity )
3. The heritage presenters (Better upkeep,
Good communication )

18. What is Integrated
Development Plan?

19. Develop a nationwide strategy!!!!
What should the strategy include?
1.Strategies to promote preservation and
Where do we need to development of heritage resources at the state
start? and local levels
2.Standards to guide preservation, interpretation
and development of visitor service infrastructure
at heritage sites
3.An aggressive heritage tourism marketing
campaign with a regional focus
4.A technical assistance and training initiativefor
heritage tourism organizations, sites and
practitioners
5.A strong public education and awareness
initiative

20. Who needs to step State-level stakeholders
forward?
Regional stakeholders
Local stakeholders
Corporate’s , Business houses etc.

21. Who needs to step State-level stakeholders
forward?
Regional stakeholders
Local stakeholders
Corporate’s , Business houses etc.

22. There are major opportunities to expand heritage
What is the bottom
tourism in India and the economic benefits can be
line?
substantial, but it will require a major commitment
on the part of both public and private entities
make this happen. With a more formal
organizational structure and the commitment of
additional resources,

23. Thank you