TOWARDS SUSTAINABLE

SPIRITUALISM
Buddhist Tourism - Linking Cultures, Creating Livelihoods
 TITLE TOWARDS SUSTAINABLE SPIRITUALISM: Buddhist Tourism - Linking Cultures, Creating Livelihoods

YEAR September, 2014

AUTHORS Public and Social Policies Management (PSPM) Group, YES BANK

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YES BANK Ltd. The Associated Chambers of Commerce

and Industry of India
Tushar Pandey
Senior President & Country Head - PSPM D. S. Rawat
Secretary General
Registered and Head Office
5, Sardar Patel Marg
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Shri Shripad Yesso Naik
Hon'ble Minister of State for
Tourism & Culture (I/C)
Government of India
Transport Bhawan, Parliament Street
New Delhi - 110 001

MESSAGE

(Shripad Yesso Naik)

16 September, 2014
 Hkkjr ljdkj
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Government of India

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Ministry of Tourism
Transport Bhawan, Parliament Street
New Delhi - 110001
lfpo Tel. : 91-11-23711792, 23321395
Parvez Dewan Fax : 91-11-23717890
Secretary E-mail : sectour@nic.in
FOREWORD
For a country which believes in “Atithi devo bhava”, tourism has emerged as India's fourth biggest
foreign exchange earner growing at CAGR of 13 percent. With a contribution of 6.6 percent
towards India's GDP and 7.7 percent towards total employment, India's Travel, Tourism and
Hospitality industry has the potential to induce sustainable development at the grassroots and
become the backbone of our economy, truly adding 'Inclusiveness' to Vibrant India. In his vision
of 'Brand India', Hon'ble Prime Minister Shri Narendra Modi has also underlined the importance
of Tourism and Tradition as great enablers.

The Buddhist Circuit is a globally important route for over 450 million Buddhists across the world,
especially in East and South East Asian regions, making it an important platform for
strengthening bilateral and cultural ties. However, despite its cultural and religious significance,
Tourism infrastructure along the Circuit remains relatively undeveloped and large volumes of
tourists have failed to translate into higher incomes for the local communities. The cornerstone of
our National and State policy framework should therefore be to nurture a business environment
conducive for the private sector, encourage and invest in local enterprises and domestic industry
as well as foreign investment to build quality infrastructure, hotels, and services at these sites,
therefore creating better economic opportunities and jobs.

The Government has demonstrated a strong focus in the sector through significant budget
allocations such as INR 500 crore for developing five tourist circuits and the proposed
development of Sarnath-Gaya-Varanasi Buddhist circuit. Additionally, the Ministry of Tourism has
launched a comprehensive plan - Integrated Tourism Development of the Buddhist Circuit in Uttar
Pradesh and Bihar - which will further boost infrastructure development, skill development,
increased market access and involvement of communities.

I am confident that these initiatives will be vital for continuing critical mass momentum and
infusing demand into the under-leveraged inbound segment. YES BANK is committed towards
the development of sustainable tourism infrastructure and a comprehensive policy framework
with a future outlook of the next 20 years and beyond.

I am pleased to present the YES BANK - ASSOCHAM Knowledge Report 'Towards Sustainable
Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods' which highlights key
opportunities and focus areas in the Indian Buddhist Tourism sector.

Thank you.

Sincerely,

Rana Kapoor
President
MD & CEO
MESSAGE
India's Buddhist heritage spans millennia across the entire subcontinent and large parts of South
and South East Asia. Laying host to Lord Buddha's journey, and the subsequent development of
the social and moral precepts of Buddhist thought, the plethora of intangible as well as tangible
Buddhist heritage has made the Buddhist Circuit one of the most popular tourist products that
India has to offer.

Tourism in India, especially Buddhist tourism has the potential to deliver socio-economic benefits
in developing states, engender cross-cultural respect, inculcate pride and encourage
conservation of natural and cultural resources.

Through the prism of local culture, Buddhism has inculcated diverse practices and traditions.
Sustainability in tourism can be achieved through fostering community participation in business
which will not only promote inclusive growth, but will also strengthen the forward and backward
linkages of the industry and ensure innovation and optimum resource utilization in design and
implementation of strategic tourism projects.

Tourism Policy needs to work towards building mind-space, safety measures, stricter guidelines,
capacity building and handling medical emergencies through dedicated forums and deliberation
with key stakeholders. Institutional collaboration with South-East Asian nations for development
of 'Spiritual Tourism' will lead to sustained economic growth in the region.

I am certain that the publication 'Towards Sustainable Spiritualism: Buddhist Tourism -

Linking Cultures, Creating Livelihoods' will provide an innovative platform for various
stakeholders to create sustainable business enterprises around Buddhist Circuit.

Thank you.

Sincerely,

Dipak Haksar
Chairman, ASSOCHAM National Council on Tourism
Chief Operating Officer, ITC Hotels
MESSAGE
Religious and Spiritual Heritage of India is unparalleled. Buddhism, itself spans thousands of
years from Lord Buddha's footsteps to King Ashoka's disseminations. One of the major unifying
characteristics of South, South-East and East Asia, the Buddhist heritage spans a long and rich
history dating back to almost 2, 500 years.

India holds the unique distinction of being the source of origination for the Buddhist philosophy,
holding within its boundaries a number of significant destinations that Lord Buddha traversed on
his path of enlightenment. Linking these destinations towards promoting domestic and
international tourism builds a stronger fabric of brotherhood and friendship.

I am sure that the summit, “International Meet on Buddhist Tourism,” will focus on the key areas
towards promotion of Buddhist Tourism, and will provide an excellent forum for exchange of
ideas and concepts to evolve implementable solutions.

The YES BANK-ASSOCHAM publication, “Towards Sustainable Spiritualism: Buddhist

Tourism - Linking Cultures, Creating Livelihoods”, hopes to create a holistic discussion
framework in the way forward to promote this niche sector of tourism.

D.S. Rawat
Secretary General
CONTENTS
1. Introduction to Buddhist Pilgrimage................................................................01

1.1. A Brief History ............................................................................................02

1.2. Buddhist Tourism – A Global Overview ......................................................03

2. Buddhist Tourism in India .................................................................................07

2.1. Overview of Buddhist Heritage .................................................................08

2.2. Buddhist Circuits and Spatial Distribution ..................................................09

2.3. Community Based Models in Buddhist Tourism: .......................................11

Economic & Socio-Cultural Dimensions

2.4. Present Development Scenario & Technology Tools....................................15

3. Buddhist Tourism: State Overview ..................................................................19

3.1. Bihar............................................................................................................20

3.2. Uttar Pradesh ..............................................................................................21

3.3. Himachal Pradesh .......................................................................................21

3.4. Jammu & Kashmir ......................................................................................22

3.5. Odisha ........................................................................................................22

3.6. Andhra Pradesh ..........................................................................................23

3.7. Madhya Pradesh .........................................................................................24

3.8. Maharashtra ...............................................................................................24

3.9. Gujarat ........................................................................................................25

3.10. North East Region (NER) ............................................................................26

4. Buddhism Beyond Borders ..............................................................................27

4.1. The Sub-continent Circuit ...........................................................................28

4.2. The ASEAN Circuit ......................................................................................31

5. Conclusion: Roadmap for sustainable growth of ...........................................33

Buddhist Tourism in India
 INTRODUCTION TO
BUDDHIST PILGRIMAGE 1
 Introduction to Buddhist Pilgrimage
1 "Impermanence is inherent in all things. Work out your
own salvation with diligence"

1.1 A Brief History

Buddhism, one of the major religions of the
world, finds its roots in Northeastern India.
Siddhârtha Gautama or Buddha’s teaching laid
the founding stone for new line of thinking
called Buddhism. Born in the Himalayan
foothills, Siddhârtha left his palace to live the life
of a mendicant at the age of 29.

Buddha wandered through the modern day

States of Uttar Pradesh and Bihar in India. His
footsteps covered nearly a 1000km stretch from
Kajangla in the East to Mathura in the West. The
Tripitaka, ancient Buddhist scriptures provides
us with an insight of the Buddha’s journey. After
many years of meditation, Buddha attained
enlightenment at Bodh Gaya. The temple
complex in Gaya, Bihar is the most important
pilgrim site associated with the life of Buddha.
In 2002 it was also declared as a UNESCO
World Heritage Site.

Following his enlightenment, Buddha travelled to Sarnath (Isipathana), where he delivered

his first sermon - Dhammacakkappavattana Sutta. Dharmekha Stupa at Mrigadava or Deer
Park in Sarnath is believed to be the spot where the sermon was given. The archaeological

2 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

museum near the site has a rich
collection of Buddhist Relics and
antiques. Buddha established his first
disciples (sangha) here to promote his
new doctrine.

Buddha is believed to have travelled to

Rajagaha, Nalanda, Patna, Urvela and
Lativanna. Monasteries identified by
archeologist include Ghosit arama,
Jivakarama, Jetavana and Veluvana.

Buddha visited Nalanda several times

during the course of his life, and
excavations reveal several temples and
vihara ruins at the site. Many famous Buddhist scholars had studied or taught at Nalanda,
and seeds of religious forms such as Mahâyâna Buddhism were laid here.

Kushinagar, in modern day eastern Uttar Pradesh is believed to be the final resting place of
Lord Buddha. He delivered his last sermon here and the place is venerated as the site of
Buddha’s Mahaparinirvana (freedom from the cycle of birth and death). He was cremated at
the Ramabhar Stupa.

The mortal remains of Buddha were preserved in eight commemorative chortens, and then
further distributed by King Ashoka into 84,000 Stupas across his kingdom and beyond.

Since Buddha’s journey covered a wide area of the Gangetic plain and was later spread to
Southeast Asia through his disciples, Buddhism encompasses diverse and vibrant practices
and traditions.

1.2 Global Overview

Buddhism has now been established across
almost every continent. About 488 million
Buddhists worldwide represent 7% of the
world’s total population, making Buddhism the
4th largest religion in the world1.

Buddhism has evolved into three major

branches: Mahayana, Theravada and Vajrayana.
Despite of regional variations and different
schools of thinking, Buddhism has retained its
unique identity.

1
http://www.pewforum.org/files/2014/01/global-religion-full.pdf

3 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Buddha’s disciples spread Buddhism beyond the borders
of India to Southeast Asia, where these ideas have
played a major role in shaping culture and traditions. The
map shows various regions of Southeast Asia and their
affiliation with particular branches. Mahayana, the most
widely accepted form, is concentrated in China, Japan,
South Korea and Vietnam. Theravada Buddhism, the
second-largest branch, is concentrated in countries such
as Thailand, Burma (Myanmar), Sri Lanka, Laos and
Cambodia. Vajrayana, Buddhism, the smallest of the
three major branches, is concentrated in Tibet, Nepal,
Bhutan and Mongolia.

1.2.1 China

Indian monks travelled north through the silk route to teach Buddhism. It was at its peak
during the Sui Dynasty (589-617 CE) and Tang Dynasty (618-907 CE). Temples and
traditional religions were denigrated and smashed during the rise of Cultural Revolution in
1966.

Over the last few decades, local authorities in China encourage projects undertaken for
development and restoration of Buddhist temples boosting the tourism industry. These
temples attract many believers spurring the local economy.

Example: Jing’an Temple, Shanghai

ü
The temple was converted into a plastic
factory during the Cultural Revolution.
ü
Municipal Government’s worked on
rebuilding and enlarging the Jing’an
Temple, completing renovation in 2010
ü
Development of planned commercial
district and pedestrian street alongside the
Temple.

Initiatives undertaken by the Government:

ü
Rebuilding Buddhist Sites

ü
Exploiting the tourist potential of existing monasteries

ü
Organizing celebrations and tourism festivals around great temples

ü
Religious institutions, monasteries and the State are committed to a relationship of
co-operation towards developing tourism

4 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

1.2.2 Thailand

Theravada is believed to be the first form of Buddhism to be introduced in Thailand around

the 3rd century B.C. Since then Buddhism in its various forms: Mahayana, Burma (pagan),
Ceylon (Landkavamsa) have influenced cultural practice in Thailand. Named as ‘The Land of
Yellow Robes’, Buddhism is the main religion followed in Thailand.

Thailand is dotted with several Buddhist temples and world heritage sites along with rich
natural heritage which draws tourists from around the world. A secular Government
ministry supervises Buddhist temples and monks Buddhist institutions and clergy are being
granted special benefits by the Government, as well as being subjected to a certain
amount of Government oversight.

1.2.3 Bhutan

Buddhism has a major foothold in Bhutan. Tantric Mahayan practiced in Bhutan was
established by Guru Rinpoche in the eight century. He established the dual system of
religion and secular Government, building the system of dzongs. Vajrayana Buddhism is the
state religion of Bhutan.

Initiatives undertaken by the Government:

ü
Religion has long been supported financially by the Government through annual
subsidies to Buddhist monastery, shrines, monks, and nuns

ü
Construction of numerous chorten (stupas) throughout the country was supported
by the Government

ü
Originally a Government agency, Bhutan Tourism Corporation Limited (BTCL) was
privatized in 1991. The company along with promoting tourism works towards
protection of cultural heritage and environment

1.2.4 Indonesia

Indonesia has the world’s largest Buddhist Temple, Borobudur in Central Java, which was
built in the 9th century.

ü
A master plan to restore Borobudur was evolved

ü
Along with UNESCO, major restoration of the site was undertaken. It was declared
as a UNESCO heritage site in 1991

ü
The Government has successfully organized Borobudur International 10K, a festival
that is a unique combination of tourism and sports. The competition has three main

5 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 categories, which are - the General Category (international professional athletes,
national athletes, international and national runners), the Local Category (citizens of
Central Java and Yogyakarta), and Students Category. This has helped attract
athletes and tourists from across the world.

Buddhism is also gaining momentum in the West, across America and Europe. It is one of
the largest religions in the United States. Socially engaged Buddhism has developed in the
U.S, which applies Buddhist values to larger social problems, including war and
environmental concerns.

6 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Buddhist Tourism
in India 2
 2 Buddhist Tourism in India

2.1 Overview of Buddhist Heritage

“It is better to travel well than to arrive”

Buddhism holds its roots in the heart of the Indian

subcontinent. Lord Buddha, born in Lumbini amidst lush
Indo-Gangetic plains, travelled extensively throughout
modern day Bihar, UP and Nepal, his meditations and
preaching forming the pillars around which the Buddhist
thought and lifestyle emerged.

The Buddhist philosophy explicates the mysteries of the

universe and life through the teachings of Buddha, relying
on sensory perceptions and avoiding assumptive thought. The two major schools in the
world today, the Mahayana and Theravada, derive from the various sub-sects under
Mahâsâmghika and the Sthaviravâda, the branches that Buddhism split into during the
reign of King Ashok. Buddhism spread rapidly during this era, traversing across Central Asia
towards Europe on one end and across the Himalayas into Southeast Asia on the other.

The influence of Buddhism in India started waning around the late Gupta period and the
Pala empire, further accentuated by the invasions from Central India. So while a lot of the
‘practiced heritage‘ today lies in South and Southeast Asia, parts of India still carry the
heritage forward, and at many pilgrimage sites, the confluence of Buddhism and Hinduism
has created a unique cultural and architectural landscape.

8 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

2.2 Buddhist Circuits and Spatial Distribution
“Do not dwell in the past, do not dream of the future, concentrate the mind on the present
moment”

Pilgrimage sites are spread all across the country, from Jammu & Kashmir and Himachal
Pradesh to Tamil Nadu and from the western states of Gujarat and Maharashtra to the
easternmost tip of Arunachal Pradesh. Buddha’s actual footsteps retracing a large part of
North India being a major USP, a lot of later development in Buddhist philosophy, art and
architecture also took place on Indian shores.

The table given below lists the key sites across Indian states. It must be noted that apart
from these major destinations, there are numerous other excavations and discoveries that
reveal the vast extent of Buddhist heritage in the country.

State Key Sites

Andhra Pradesh Bavikonda stupas; Bojjannakonda Sstupas; Ramatheertham; Amaravati; Bavikonda;

Bojjannakonda; Nagarjunakonda; Pavurallakonda; Ramatheertham; Salihundam;
Thotlakonda

Arunachal Pradesh Tawang Monastery

Bihar Mahabodhi Temple Complex at Bodh Gaya; Nalanda; Rajgir

Goa Arambol (Harahara); Bandora (Bandivataka); Kudne (Kundivataka); Margao

(Mathagrama); Rivona (Rishivana)

Himachal Pradesh Gandhola Monastery; Ki Monastery; Tabo Monastery; Dhankar Gompa; Gemur
Monastery; Gozzangwa Monastery; Kardang Monastery; Kibber; Kungri Monastery;
Lhalung Monastery; Namgyal Monastery; Rewalsar; Shashur Monastery; Tangyud
Monastery; Tayul Monastery

Jammu and Kashmir Dzongkhul Monastery; Alchi Monastery; Bardan Monastery; Basgo Monastery;
Chemrey Monastery; Diskit Monastery; Hanle Monastery; Hemis Monastery; Hundur
Monastery; Korzok Monastery; Kursha Monastery; Lamayuru Monastery; Likir
Monastery; Lingshed Monastery; Mashro Monastery; Matho Monastery; Mulbekh
Monastery; Namgyal Tsemo Monastery; Phugtal Monastery; Phyang Monastery;
Rangdum Monaster y; Rizong Monaster y; Sani Monaster y;
Sankar Monastery; Shey Monastery; Spituk Monastery; Stakna Monastery; Stok
Monastery; Stongdey Monastery; Sumda Chun; Takthok Monastery; Thikse
Monastery; Zangla Monastery

Karnataka Namdroling Monastery

Madhya Pradesh Sanchi; Deur Kothar; Dharmrajeshwar

Maharahstra Ajanta Caves; Bedse Caves; Bhaja Caves; Deekshabhoomi; Ellora Caves; Ghorawadi
Caves; Jogeshwari Caves; Kanheri Caves; Karla Caves; Mahakali Caves; Pandavleni
Caves

Odisha Dhauli; Ratnagiri; Brahmani temple; Lalitgiri; Marichi temple; Puspagiri Mahavihara;
Ratnagiri; Udayagiri and Khandagiri Caves

9 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 State Key Sites
Sikkim Rumtek Monastery; Dubdi Monastery; Enchey Monastery; Pemayangtse Monastery;
Phensang Monastery; Phodang Monastery; Ralang Monastery; Tashiding Monastery;
Tsuklakhang Palace

Tamil Nadu Chudamani Vihara

Uttar Pradesh Chaukhandi Stupa; Dhamek Stupa; Jetavana; Sravasti; Kushinagar; Sarnath; Varanasi

West Bengal Bhutia Busty Monastery; Ghum Monastery; Mag-Dhog Yolmowa Monastery; Tharpa
Choling Monastery; Zang Dhok Palri Phodang

Major Buddhist Sites across Indian States

The Bihar-Uttar Pradesh circuit (with addition of Lumbini in Nepal) is the most popular
offering in terms of Pilgrimage, with monasteries in the Himalayas and the cave structures
like Ajanta and Ellora. Some of the key circuits, identified by the Ministry of Tourism are as
under.

ü
Gaya (Bodhgaya) - Sarnath - Kushinagar - Piparva

ü
Bodhgaya (Nalanda, Rajgir)-Patna (Vaishali,Vikramshila), Sarnath - Kapilavastu -
Sankisa Piparva

ü
Jammu & Kashmir - Ambarani, Ladakh, Harwan, Parihaspura

ü
Himachal Pradesh - Dharamshala, Spiti, Kinnaur

ü
Punjab - Sanghon (near Ludhiana)

ü
Haryana - Yamunanagar, Stupa at Sugh, Asangh (Jind)

ü
Chandigarh - Museum

ü
Delhi - Asoka edict at East of Kailash

ü
Maharashtra - Karala, Ajanta caves, Ellora, Kanheri, Pitalgora, Nasik caves

ü
Madhya Pradesh - Sanchi, Sardarah, Murakott

ü
Andhra Pradesh - Amravati, Borrah Caves, Salihunda, Nagarjunkonda

ü
Orissa - Dhauli, Udagiri

ü
Chhattisgarh - Sirpur

ü
West Bengal - Kolkata (Indian Museum), Darjeeling

ü
Sikkim - Rumtek, Kalimpong

ü
Arunachal Pradesh - Tawang, Bomdila (Source: Ministry of Tourism, Govt. of India)

10 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Some of the innovative product themes that are being developed in this niche across the
world are as under:

ü
Publicity events like half marathons near popular sites

ü
Bicycle tours

ü
Meditation tours

ü
Volunteer tours

ü
Trekking itineraries

ü
Village tours

2.3 Community Based Models in Buddhist Tourism

Economic & Socio-Cultural Dimensions
“No one saves us but ourselves. No one can and no one may. We ourselves must walk the
path”

Buddhist pilgrimage is a significant perennial tourist activity in India, which brings in large
volume of tourists as well as foreign exchange to our shores. Additionally, it is a culturally
unifying factor, linking India to the rest of South and Southeast Asia. With the new ‘Look
East Policy’ places the region in economic spotlight with cross-border trade and tourism
exchanges anticipated to grow at a swift pace. In this backdrop, community involvement
becomes a major component of perspective development strategies. With a high policy
impetus on boosting ‘inclusion’, coupled with recent global experiences in community
based tourism that have highlighted positive livelihood generation and educational impacts,
implementation strategies are increasingly moving towards community led enterprises for
sustainability of growth models.

The concept of 'collaborative community' models aim to deliver sustainable socio-

economic development by building the capacity of local communities to realize the
potential value of their natural and cultural heritage to create tourism enterprise
opportunities through a co-operative destination management organization model, which
not only supplements income, but act as an incentive (or a motivation factor) to preserve
local art and culture, and maintain traditional practices like architecture, cuisine and
handicrafts etc.

The creation of co-operative models encompasses all the aspects of tourism under the
ambit of a unified on-ground institution, which not only controls the structure and volume of
tourist activity, but also ensures that the entire destination is promoted holistically rather
than by fragmented independent products or sites. It is imperative for the communities to
have Direct Cash Flow in their day-to-day economy, and ensuring that the community
retains the administrative aspects of the business is key to ensuring equitable growth. The
figure below highlights some of the macro societal concerns that the model offers.

11 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Cooperative Model Ensuring Equitable Development

Stakeholder Alignment
• An equal voice for all stakeholders
• Align aspirations and foster ownership/responsibility for common purpose and goals
• Provide platforms, skills and opportunities for communication

Cooperative Model was envisaged feeling a need for Market linkages is an important component of the
ensuring Social Equity in emerging community project - both through IT enabled tools as well as brick-
business models and-mortar structures

People focus
• Listen, empathize, build trust
• Inspire innovative problem solving
• Recognize stakeholders’ diverse needs for recognition and acknowledge their contribution
accordingly
Cooperatives ensure that the communities interact Capacity building processes end up in promoting
within each other as well as with external stakeholders individual as well as community entrepreneurship
frequently, a simple process which clears out many
operational bottlenecks

Process
• Focus on processes as well as results the processes seek to achieve
• Be patient with the achievement of results: the start may be slow
• Learn from setbacks and improve the process continuously

The project utilizes the current assets of the region to build up resources. The focus is on institutional innovation
by creating a sustainable financing environment before credit can be injected into the rural economies

In the radar below, we observe that apart from Customer Loyalty, which is a provider/ seller
driven prerogative, the community and administration focus overlap in the other three
aspects, and this is where the cooperative model acts as the institutional interface,
optimizing development efforts and their implementation.

12 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Community Models for Buddhist Tourism adopted from Rural Tourism Models:
Addressing Socio-Economic Concerns
Awareness

Community Focus
Loyalty Image
Administration focus

Quality

Community Models for Buddhist Tourism adopted from Rural Tourism Models: Addressing Socio-Economic
Concerns (Source: YES BANK)

Edge of India – Sustainable Community Tourism Enterprise Development

Community based tourism models,

working on the principles of cooperation,
have become key demonstrators towards
promoting sustainable business models in
rural India. Edge of India is a step in this
direction, a joint initiative of YES BANK,
India’s fourth largest private sector bank,
and the Scottish Government.

The first pilots are active in the States of

Uttarakhand and West Bengal. The next
stage envisages replication of the model
across other parts of the country to create
an extensive community tourism network
across the country based on cooperative
principles.

Unique Features of the Project

ü
This is the one of the first projects
in the country trying to develop rural tourism models through co-operative
Destination Management Organizations (cDMOs), based upon cooperative
principles

13 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 ü
The project gives equal emphasis to capacity
building measures, while utilizing the existing
infrastructure (homestays) to offer an authentic
ethnic experience

ü
This is one of the few projects where the
community is being imparted technical skills
like developing and managing web content
Village Kothiyan, Ranikhet Ecotourism
Cooperative Society, District Almora,
ü
There is no credit/ microfinance involved in the Uttarakhand; this quaint little village is
initial stages and the project utilizes the current located near Ranikhet, a famous tourist
destination, and can tap this factor to
assets of the region to build up resources
attract tourists visiting the region l
ooking for offbeat tours (Image Source:
ü
The focus is upon institutional innovation by Parth Joshi)
creating a sustainable financing environment
before credit can be injected into the rural
economies

Cooperative Approach to Tourism: Enhancing Destination Life cycle

Rejuvenation
Reduced growth

CRITICAL RANGE OF Stagnation

ELEMENTS OF CAPACITY Stabilization
Consolidation

Decline
Number
of Institutional models arrest Immediate decline
Tourists decline and facilitate
rejuvenation

Development Cooperative Model provides the institutional framework

to work on pertinent issues like common and peripheral
infrastructure, capacity building and training, certification
Involvement and compliance etc.

Cooperative Approach ensures a consolidated platform to

initiate business plans & execution
Exploration
Time
Time

Source: YES BANK

As has been observed from successful community tourism models globally, the
cooperatives are anticipated to automatically evolve into individual entrepreneurs as
business grows, and the capacity building processes are cyclical in nature, with avenues
opening up as the communities start experimenting with new tourism products.

14 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

2.4 Present Development Scenario & Technology Tools
The Buddhist Circuit is an important pilgrimage destination for the 450 million practicing
Buddhists as well as travelers interested in history, culture or religion. The Circuit attracts
2
tourists from 30 countries and 16 states of India .

Buddhist Tourism: Attracting Major Investments

?
The Ministry of Tourism recently launched the Strategy for Integrated Tourism
Development of the Buddhist Circuit in Uttar Pradesh and Bihar under the project
‘Investing in the Buddhist Circuit’.
While International Finance
Corporation, a wing of World Bank, will
provide INR 180 lakh, Tourism Ministry
would contribute INR 225 lakh and the
contribution of Bihar and UP is INR
22.50 lakh each for the project. Local
communities will be involved and
creation of around 10,000 jobs is
estimated. The strategy aims at
infrastructure development, skill
development, increased market
access, involvement of communities and enhancing the visitors experience in the
Buddhist circuit.
?
The new Government is aggressively leveraging Buddhist Tourism as a part of its
foreign policy. The ‘Look East’ policy targeted at seamlessly connecting South East
and ASEAN countries to the Indian hinterland through the critical North East
Region (NER)
?
Union finance minister Arun Jaitley's recent decision to focus only on Sarnath -
Bodh Gaya section of the Buddhist Circuit has been described as "a masterstroke"
by travel and tour operators, who are anticipating a 15% rise in the number of
tourists to the circuit (Source: Times News Network)
?
Recently, Indo-Japan partnership between the culturally rich cities of Varanasi and
Kyoto was accepted and adopted by both the governments. Kyoto is expected to
play a vital role in Varanasi's journey to be transformed into a Smart Heritage City.
The partnership is expected to focus on urban development in addition to tourism,
arts, culture, heritage preservation and education
?
The Department of Tourism and Culture, Government of Chhattisgarh, plans to
develop the ‘Buddhist Tourism Circuit’ in Sirpur in association with the Centre. The
Government is also making efforts to get ‘World Heritage Site’ recognition for
Sirpur, which is of great religious importance for Buddhism, Shaivism and
Vaishnavism.

2
Press Information Bureau/ IFC

15 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Technology Tools to Leverage Buddhist Tourism

Originally associated with backend reservation and customer management systems,

technology has increasingly come to the fore and is now an indispensable part of the
consumer, not only enabling service delivery, but also offering product experiences through
innovative marketing and sales channels.

We briefly discuss below the concept of a ‘Buddhist Travel Card’, a prepaid travel card that
can greatly improve the tourist experience, as well as
boost the destination image.

?
Creation of a cashless eco system - Easy
management of Cash
?
Revenues - Increased revenues through
stoppage of leakages
?
Avoidance of the fake currency - The prepaid
card ensures that tourists are NOT
inconvenienced with fake currency
?
Loyalty - Opportunity to better manage the
tourists loyalty
?
Tourism Intelligence - Cashless payments
help gauge key consumer behavior patterns
like heritage sites most frequented by
international tourists of a particular country
?
Multipurpose Utility Card - Can be used for
air/rail/local transport (like fleet cabs), thereby
lowering the chances of the tourist being charged exorbitantly
?
Souvenir: The card can be an attractive travel souvenir

The Buddhist sites in the State can be enveloped by an integrated Information Information
and communications (ICT) technology infrastructure, using a common technology platform,
which would benefit the sites by offering the tourists the following services and amenities,
apart from solving currency hassles:

?
Entry at Monuments - The card can be used as an entry ticket to various sites
within the Buddhist circuit
?
Virtual Guides - Many popular monuments across the country (the Qutub Minar,
for instance) are being upgraded with virtual audio-visual guides that offer
information about the monument at strategic locations. The card can be used as an
access tool for such devices

16 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 ?
Discounts and Offers - The card holders can be offered discounts at select
Government or private handicraft emporiums/hotels and restaurants, thereby
catering to the ‘incentivization’ element for both the stakeholder and the tourist.
?
Travel Apps - Interactive travel applications across popular devices like smart
phones, laptops, iPads can be bundled along with the card offering information like
interactive maps, travel tips (Must See/Must do-s), emergency/helpline
information, not only enrich the tourist experience but also create a safe tourist
environment as well

One such current offering is the YES BANK-Incredible India Travel Card, launched in
association with the Ministry of Tourism to make travel within India a cashless and a hassle
free experience.

17 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

BUDDHIST TOURISM:
STATE OVERVIEW 3
 Buddhist Tourism: State Overview
3 “Chaos is inherent in all compounded things.
Strive on with diligence”

3.1 Bihar

Major Destinations Bihar is the most crucial State in terms of Buddhist Tourism
and home to a plethora of destinations tracing the life journey
ü
Bodhgaya
of Lord Buddha towards enlightenment and the consequential
ü
Pragbodhi
birth of Buddhism. Hence, the destinations in the State not
ü
Barabar Caves only cater to leisure tourists, but also scholars and
ü
Champanagar practitioners of Buddhism.
ü
Dona
ü
Ghosrawan The State Government has identified the Buddhist circuit –
ü
Gurpa Bodhgaya – Rajgir – Nalanda – Patna – Vaishali – Lauriya
ü
Hajipur Nandangarh – Lauriya Areraj – Kesariya – Vikramsila for
ü
Indasala Caves developing essential facilities for tourists.
ü
Jethian
The Government is trying to devise new business strategies
ü
Kesaria Stupa
for marketing Buddhist heritage in the State. This should help
ü
Nalanda
improve and enhance the visitor experience in places
ü
Rajgir
connected with Buddhism in the State. One such proposal is
ü
Vaishali the development of a Theme Park' near the Buddhist stupa at
ü
Kurkihar Rajgir, Nalanda. Bihar State Tourism Development Corporation
ü
Lauriya Nandangarh (BSTDC) will also be offering a 3-day Buddhist tour
ü
Patna commencing from Patna.
ü
Bhagalpur

20 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

3.2 Uttar Pradesh Major Destinations
ü
Sarnath
Uttar Pradesh has been bestowed with a unique ü
Ashoka Pillar
heritage and cultural traditions gathered through the ü
Chaukhandi Stupa
ages and also been graced by many luminous ü
Dhamek Stupa
personalities. Prominent among those who traversed ü
Mulagandhakuti Vihara
the land was Lord Buddha. Known as the first ü
Sravasti
missionary of spirituality, Buddha lived and preached in ü
Kushinagar
Uttar Pradesh and thus made the land the 'Cradle of ü
Nirvana Stupa
Buddhism'. He taught and travelled extensively in Uttar ü
Ramabar Stupa
ü
Mathura
Pradesh in Kapilvastu, Sarnath, Shravasti, Kaushambhi,
ü
Kaushambi
Sankisa and Kushinagar.
ü
Prabhosa
ü
Sankassa
The State Government organizes annual Buddha
Mahotsav festival at various sites to attract tourists to
these locations. Major Destinations
ü
Rewalsar
3.3 Himachal Pradesh ü
Tabo Monastery
ü
Dharamsala
Buddhism in the State of Himachal can be traced back to
ü
Nako Gompa
the spread of the religion in the early 8th century. Over
ü
Guru Ghantaal Monastery
the centuries this activity has become deep rooted, ü
Kardang Monastery
particularly in the Lahaul, Spiti and Kinnaur valleys. ü
Lhalung Monastery
th
ü
Dhankar
It’s only after the 14 Dalai Lama, Tenzin Gyatso, ü
Shashur Monastery
escaped from Tibet with his followers in 1959 and took ü
Key Monastery

21 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

refuge in India, the focus on Tibetan Buddhism spread further and attracted immense
international attention to the State.

The State Tourism Department has identified the Buddhist circuits of Shimla – Kinnaur -
Spiti – Udaipur - Pangi and Palampur - Dharamshala - Dalhousie, and plans to promote them
in association with Jammu & Kashmir Tourism Department.

Buddhist festivals are celebrated with much fanfare in Himachal Pradesh due to its large
immigrant Tibetan population. These festivals are popular with international tourists,
particularly the ones related to Buddha’s birth and death anniversaries, and also the sacred
days such as the birthdays of the Bodhistavas. The State Government plans to capitalize on
the global interest of Tibetan Buddhism and attract more tourists through Festival Tourism.

3.4 Jammu & Kashmir

Ladakh, the third geo cultural region of Jammu & Kashmir, is the central core of Buddhist
culture in the State. The capital of Ladakh, Leh forms the perfect base for many of the
Buddhist monasteries in the region.

The State Government has identified two Buddhist Major Destinations

monastery circuits - first one comprises of Shey, Stakna,
ü
Hemis Monastery
Thiksey, Matto, Tak-Tok, Chembray and Hemis, while the
ü
Lamayuru Monastery
second circuit includes of Spituk, Likir, Phyang, Alchi, ü
Thiksey Monastery
Lamayuru and Ridzong. The monasteries situated in the ü
Spituk Monastery
Leh region stand as a representative to all the four ü
Zangla Monastery
different schools coming under Buddhism - Nyingmapa,
Saskyapa, Drukpa and Gelugspa.

There are ambitious plans to link the Ladakh district to the Buddhist circuit of the country in
order to attract more international tourists. Government will be restoring the existing
monasteries in the region, set up tourism centers and improve the road infrastructure
connecting the sites. The annual Ladakh Festival will be further promoted to tourists as a
platform of experiencing the Buddhist culture and heritage of the region.

3.5 Odisha
Buddhism existed in Odisha, right from the time of its
Major Destinations
inception, though Lord Buddha never visited the State
during his lifetime. Many scholars believe that modern ü Udaigiri
Jajpur was a sacred land of Buddha Padmaprabha and ü Lalitagiri
the cradle of Mahayana, supported by fact that Jajpur and ü Ratnagiri
its neighborhood are seen to be rich in Mahayana ü Deuli Hill
antiquities. The site of the famous Kalinga War fought
between with Emperor Ashoka and the ruler of Kalinga is in the state. The war which had a
lasting impact on Emperor Ashoka, led to him following Buddhism and spreading it around

22 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

the world. In the 7th century, the visit of Hiuen
Tsang to Odisha vividly accounts the
flourishing of Buddhism in the State.

Buddhist Tourism in the State has observed

the opening up of some new vistas by recent
findings from excavations. Though many
Buddhist monuments already exist in Odisha,
these newly identified sites with religious
relics have added to the existing charm of
Buddhist Tourism in the State. Sites such as
Lalitagiri, Ratnagiri and Udaygiri hills, located
about 90 kms from Bhubaneshwar and 60 kms North East of Cuttack, attract many
Buddhist tourists each year. In addition Buddhist monuments are scattered throughout the
State still awaiting further excavation and study, such as Cuttack, Sambalpur, Balasore,
Ganjam and Phulbani.

The Odisha Tourism Development Corporation (OTDC) in association with Global Co-
operation of Society of South Korea is promoting Buddhist destinations by organizing
special tour packages and road shows for tourists from South Korea. Such programs have
also been extended to other major Buddhist countries - Japan, Sri Lanka, Thailand, China
and neighboring Southeast asian countries for highlighting the Buddhist tourism potential
of the State. OTDC is also creating new tourist facilities near the destinations of Lalitgiri,
Ratnagiri, Udaigiri, Langudi, Dhauli and Jirang, and renovating the existing accommodation
facilities.

3.6 Andhra Pradesh

Buddhism flourished in State for few centuries in the early Major Destinations
periods and declined during the latter part of 1st Century CE.
ü
Amravati
There are approximately 140 listed Buddhist sites in the state
ü
Nagarjunakonda
providing a panoramic view of the history of Buddhism from 3rd ü
Chandavaram
century B.C. to 14th century A.D. Fourteen Buddha relic caskets ü
Anupa
have been so far recovered from sites in the State, the largest ü
Thotlakonda
number for any State in India. ü
Bavikonda
ü
Bhattiprolu
The State Government has identified two Buddhist circuits – ü
Sankaram
Lower Krishna Valley covering Nagarjuna Sagar, Amaravati and ü
Lingalametta
other adjoining locations, and North Coastal Circuit covering ü
Undawalli Caves
Buddhist sites around Visakhapatnam District. It has also been ü
Ghantasala
proposed to develop Buddhist sites, monuments and Buddhist ü
Salihundam
clusters in Hyderabad, Vijayawada and Visakhapatnam. ü
Bojjannakonda
ü
Phanigiri
An ambitious project called Nagarjunakonda Buddhavanam has
been proposed by the Government near Nagarjuna Sagar, depicting the life of Buddha

23 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

through sculptures. Additional facilities including entrance arch, information centers,
ticketing counter, museum, tourist amenities, open air theatres, stupas, interpretation
centers, landscaping, amphitheatres, bronze statues, restaurant and signage will also be
developed as part of the project.

3.7 Madhya Pradesh

Madhya Pradesh boasts of a rich historical past and Major Destinations
associates its name with many ruling dynasties of ü
Sanchi Buddhist Monuments
India. It also claims distinction for snuggling three ü
Deor Kothar
prominent World Heritage Sites, as declared by ü
Dharmrajeshwar
UNESCO, namely Khajuraho Temples, Bhimbetka ü
Barhut Stupa
Caves and Sanchi Buddhist monuments.

Buddhism in Madhya Pradesh traces its history since the times of the Mauryan Emperor
Ashoka. After Ashoka adopted Buddhism, he had constructed many stupas throughout his
Kingdom. Because of this keen interest shown by Ashoka, Buddhism flourished in the
State during the ancient times.

The State Government has identified Bhopal –

Sanchi, to be developed as a Buddhist Circuit. The
circuit has been chalked out by incorporating
Sanchi, Satdhara, Sonari, Murel Khurd and
Andher destinations. Central Government has
sanctioned Rs. 5 crores to Madhya Pradesh Tourism
Development Corporation (MPSTDC) for developing
the circuit and to promote Buddhist tourism in the
state. As part of the proposed plan to improve
facilities at the tourist destinations, MPSTDC will be
developing various facilities including roads, day-
shelters, viewpoints, bus stands, railway station, roadside signage, adequate lighting and
solar lighting at Satdhara, Sonari and Murel Khurd.

In particular, Sanchi is the focus destination for Buddhist tourists coming to the state.
Having been already declared a world heritage site, the State will be promoting Sanchi in
the markets of Japan, South Korea and Thailand by organizing special festival weeks during
Buddha Poornima. There are also plans to develop a meditation center at Sanchi.

3.8 Maharashtra
Maharashtra has been a home for Buddhism since the early periods of the religion. The
State in particular is unequalled for its wealth of splendid rock-cut caves in the country, and
some of them are indispensable for the study of Buddhist art and architecture. Pilgrims
from far off lands come to pay homage to Lord Buddha at these cave temples. Some of
these Buddhist caves in Maharashtra are Ajanta, Ellora, Junnar, Karle, Kanheri and Bhaja. Of

24 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

all the Buddhist caves in Maharashtra, Ajanta and Ellora Major Destinations
caves are the most famous and World Heritage Sites;
ü
Ajanta Caves
they represent one of the masterpieces of sculpture and
ü
Ellora Caves
paintings. ü
Aurangabad Caves
ü
Elephanta Caves
Maharashtra Tourism Development Corporation (MTDC) ü
Pitalkhora Caves
is in the process of developing seven Buddhist sub- ü
Bedse Caves
circuits in the state. The mail circuit will be commencing ü
Deekshabhoomi
from the coastal town of Nalasopara and will continue to
Chaityabhoomi in Dadar, Pagoda in Gorai and other
Buddhist destinations before ending at Dikshabhumi in Nagpur. The circuit is being
developed to attract visitors from all over India, and in particular countries like South Korea,
Japan and other Buddhist countries. MTDC will be developing as many as 25 sites and
caves connected with Buddhism and improving essential tourist facilities on the Nashik-
Pune circuit. New tourist amenities will be created at Pandavleni, Junnar, Karla, Bhaja and
Bedsa caves.

In addition, MTDC has signed a MoU with the Japanese Government to promote Buddhist
destinations in the State and offered a place in Aurangabad to set up an office. The
Japanese International Cooperation Agency (JICA) has also provided funding for Ajanta-
Ellora Conservation and Tourism Development Project (AEDP). The corporation also plans to
establish interpretation centers in Mansar, Nagpur and Nalasopara for providing information
about the sites and their relevance to Buddhism.

3.9 Gujarat
Major Destinations
Gujarat lures travelers with its rich treasure of cultural ü
Junagadh
attributes, remnants of the past, diverse languages and ü
Baba Pyara Caves
colorful ambience. The land of temples, caves, ü
Devni Mori
topographical hotspots and architectural wonders, the ü
Rajkot
State also maintains footprints of Buddhism, inviting ü
Kutch
travelers, pilgrims, researchers, scholars and students ü
Vadnagar
ü
Vadodara
alike travelling from across the globe.
ü
Sana Caves
ü
Talaja
Buddhism existed in the State from the time of Emperor

Ashoka, and alongside Jainism

managed to make a considerable
impact on the culture of the state.
The State Tourism Department is
promoting the destination as
"Buddhist Footprints in Gujarat"
through its website. They have
identified Bhavnagar – Rajkot –
Junagadh as a major Buddhist

25 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

circuit in the State and are promoting it to international tourists alongside other tourist
destinations in the State.

3.10 North East Region (NER)

Buddhism in the Eastern Himalayan sector has a special
Major Destinations
significance. Tibetan Tantric Buddhism has been
introduced by Guru Padmasambhaba more than 400 ü Pemayangtse Monastery
years ago. The mystic Monasteries, belonging to the ü Rumtek Monastery
ü Enchey Monastery
different sects & sub-sects of Mahayana Buddhism
ü Tashiding Monastery
dominate the whole of Sikkim and Eastern Himalayas.
ü Sanga Chelling Monastery
There are a number of Buddhist Monasteries and each
ü Dubdi Monastery
one has its own fascinating history, generating ü Ralang Monastery
tremendous interest among the visitors, be it the
architectural feature or the spiritual message embedded
in them. Tourists throng to these monasteries due to its Trantric legends, colorful festivals
and mask dances.

3.10.1 Sikkim

Sikkim is a tiny yet beautiful state in the north east of India which houses close to 200
monasteries or Gompas belonging to the Nyingma and Kagyu order. These landmarks have
not just influenced the cultural heritage and lifestyle of the people, but also demonstrate
the ancient rituals. The Gompas are adorned with life-like frescoes of hoary Buddhist
legends, rare silk and brocade Thangkas. These monasteries preserve the ancient Tibetan
manuscripts, exquisitely carved wood work and icons of silver and gold. Devoted Lamas
robed in red, chant ancient mantras to the rhythm of drums and trumpets while soft lights
flicker from decorative lamps placed before statues of the great Guru Padmasambhava.

3.10.2 Arunachal Pradesh

For centuries, Arunachal Pradesh has been the

land of Buddhists and known for some of the
largest Buddhist monasteries in India. Most of the
monasteries and Gompas belong to the Nyingma
and Kagyu order. The Gompas are adorned with
life-like frescoes of hoary Buddhist legends, rare
silk and brocade
Thangkas. The Major Destinations
first of the monasteries, established in Arunachal was in ü Tawang Monastery
1860-61. Tawang Monastery, the largest monastery of ü Bomdial Monastery
India and second largest in Asia and 5 km away from ü Urgelling Monastery
Tawang is the Urgelling Monastery - the birthplace of the
sixth Dalai Lama. Both these monasteries are associated with the Lamaistic faith of the
Mahayana school of Buddhism and the Bomdila Monastery, also follows the same faith.

26 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 BUDDHISM
BEYOND BORDERS 4
 Buddhism Beyond Borders
4 “We are what we think. All that we are arises with our
thoughts. With our thoughts, we make the world”

4.1 The Sub-continent Circuit

As can be observed from the
figure below, the rise of the
B u d d h i s t p h i l o s o p hy wa s
centered around the Ganges
valley, from where it spread to
other regions of the world.
From a tourism perspective, the
Indian subcontinent holds the
‘ h i s t o r i c a l ’, o r t h e m o r e
‘authentic’ product, with
Buddha’s journeys as well as
the early development of the
‘ethic and thought’ lying within
its geographical confines, while
the rest of South Asia focuses
more on the ‘consequent’
cultural evolution and
architectural heritage. So while
the rest of Asia offers a glimpse
of the "new Buddhism", the
Indian Subcontinent has a greater product positioning advantage.

While the number of countries within the Indian subcontinent varies in terms of
geographical and political scenarios, we consider India, Nepal, Bhutan and Sri Lanka as the

28 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

primary constituents of the 'Subcontinent Circuit', while the Buddhist heritage in other
countries recuperates and recovers in the backdrop of socio-political turmoil.

Looking at the variety of branches of Buddhist thought, physiographic and sociological

segmentations, we can demarcate the tourist offerings into the following broad themes:

1. The Himalayan Belt

The region comprises the Trans Himalayan

landscapes of Ladakh (excluding Tibet and
Mongolia), Himachal Pradesh, from where
the circuit crosses the border into Nepal and
Bhutan, coming back to India as Arunachal
Pradesh envelops the circuit towards the
east. Geographically, the region is a
kaleidoscope of the largest mountain ranges
in the world, from the barren cold deserts of
Ladakh and Spiti to the lush valleys of
Bhutan and Arunachal.

Within this overarching region, there are

multiple options to be explored, the notable
ones mentioned as under:

?
Indian Trans Himalayan Belt
?
Upper Nepal - Sikkim
?
Sikkim - Bhutan
?
Bhutan - Arunachal Pradesh
?
Nepal - Sikkim - Bhutan
?
Nepal - Sikkim - Bhutan - Arunachal Pradesh

It has to be noted here that while there is a common thread running through the
geography, the cultural influences over the centuries have given a distinct character to the
religion in each place, with different customs and traditions adorning the faith within a
common cultural milieu. We list below some key characteristics of the region with respect
to tourism product offerings/ potential and the possibilities for integrating cross-boundary
destinations within a single itinerary.

Political Span: India, Bhutan, Nepal

Attractions: Architecture, Fairs & Festivals, Art & Culture
Accessibility: Road Connectivity in all regions; Air connectivity needs to be extended
Community Involvement in Tourism Activities: Medium
Possibility of Weekend Excursions: No

29 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Possibility of Long Haul Trips: Yes
Other Product Opportunities: The region is replete with Adventure Tourism activities. The
Adventure-Nature-Pilgrimage consumer positioning aspect needs to be further explored
Current Marketing & Promotion Intensity: Medium
Policy and Political Environment: Stable

2. Ganga Basin – Central & West India – Lanka Belt

This region is more ‘historical’ in nature,

having played host to Buddha’s own
journey, as well as the early development
and spread of the faith. Although the
landscape is less stark and extreme than
its mountainous counterpart, it is as
diverse, from the vast flood plains of the
Ganga to the oceanic wonders of Sri
Lanka.

This circuit starts in UP, travels to Nepal,

and comes back into India traversing
Bihar and Madhya Pradesh before
winding down its way to Sri Lanka
through Maharashtra. From a historical
perspective, the journey traces Buddha’s
footsteps, and then winds down south to
the post-Buddha era of the Mauryas and
the Guptas.

This circuit is well developed in parts,

while some regions require better product consolidation and packaging.

Political Span: India, Nepal, Sri Lanka

Attractions: Sacred Sites, Architecture, Fairs & Festivals, Art & Culture
Accessibility: Road Connectivity in all regions', Air connectivity better than the Himalayas
but still needs more penetration
Community Involvement in Tourism Activities: Low
Possibility of Weekend Excursions: Yes
Possibility of Long Haul Trips: Yes
Other Product Opportunities: The region is replete with Adventure and Nature based
tourism activities. The Adventure-Nature-Pilgrimage consumer positioning aspect needs to
be further explored
Current Marketing & Promotion Intensity: Low
Policy and Political Environment: Stable

30 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

3. Nepal-Sikkim-Bhutan-Arunachal

We focus here on the higher regions

of Nepal that are thematically in
conjunction with the branches and
other major schematics of the
Buddhist faith and practices in other
parts. This itinerary focuses on the
Buddhist Heritage of North East India
and the neighbouring countries of
Nepal and Bhut an. While the
Nepalese and Indian context offers a
multi-religious canvas, the Bhutanese
landscape presents rare glimpses into
Buddhist tradition in challenging
mountain areas.

Political Span: India, Bhutan, Nepal

Attractions: Architecture, Fairs & Festivals, Art & Culture
Accessibility: Road Connectivity in all regions', Air connectivity needs to be extended
Community Involvement in Tourism Activities: Medium
Possibility of Weekend Excursions: No
Possibility of Long Haul Trips: Yes
Other Product Opportunities: The region is replete with Adventure and Nature based
tourism activities. The Adventure-Nature-Pilgrimage consumer positioning aspect needs to
be further explored
Current Marketing & Promotion Intensity: Low (except for Bhutan)
Policy and Political Environment: Stable

4. 2 The ASEAN Circuit

The ASEAN region comprises of the

cluster of ten Southeast Asian nations
as shown in the map. The region holds
a significant share of the global
Buddhist population.

th th
During the 5 to 13 centuries, The
Southeast Asian empires were
influenced directly from India, a period
when Buddhism had flourished in India
and was travelling both towards the
Himalayan regions to the North and
the Indian Ocean to the Southeast.

31 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Apart from Indonesia, most of the countries have a significant share of Buddhists (35-
38%), with all schools of thought amply represented. From a ‘Buddhist Circuit’ perspective,
these countries are more aggressive on the supply side, sending out large number of
pilgrims to the sub-continent.

However, as tourism in general, especially the Indian outbound market to Southeast Asia,
has grown by leaps and bounds during the past decade, there is a need to create a
‘structure’ around these activities, which would make market analysis and conceptualization
of future growth strategies sustainable in the long term.

Institutional
Engagements
Indian Subcontinent South East Asia
Link Intangible
ü Buddhist heritage draws ü
Constitutes almost one-third of
Heritage
pilgrims from Southeast Asia world's Buddhist population
Aggregate Tangible
ü High outbound flow to ü
Buddism progenation an Indian
heritage /
SE Asian countries influence/ ancient lineage
promote
jointly

Source: YES BANK Analysis

With India's Look East Policy fructifying into a number of action-oriented deliverables, the
Buddhist heritage provides not only a strong economic tie-up, but also links these myriad
cultures into a unified fabric of regional cooperation, fostering cultural interaction, peace
and solidarity. Taking into account that China's envisaged Silk Road projects would increase
competition from a tourism as well as a macro economic perspective it is essential that
cross-border tourist movement is facilitated, which would 'lock' tourism revenues to the
region.

32 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 Roadmap for sustainable
growth of Buddhist Tourism in India 5
 Conclusion: Roadmap for sustainable
5 growth of Buddhist Tourism in India
“A jug fills drop by drop”

Buddhist Pilgrimage as a tourism product is a potential goldmine that is not only an

economic enabler, but a key livelihood generator and political integrator. However, there is
stiff competition from other countries in the region, and there is a need to have a focused,
action oriented strategy towards developing peripheral infrastructure and itineraries around
our Buddhist heritage. Given below are the three major aspects that will greatly reinforce
our vision for achieving 1% share in international tourist arrivals

ü
Capacity Building: This is the lacuna why India, despite having so much
potential, loses out on tourism footfalls. Lack of quality human resource,
especially when it comes to service-oriented roles, is a major issue. Academic
institutions in the field of Tourism and Hospitality need to upscale their interface,
while the policies need to align better with market demands

ü
Train Entrepreneurs: Rural entrepreneurs, in recent times, have proved to be the
success story of the emerging Indian economy, and provided that a clear
direction is given, they can very well champion the cause of sustainable tourism
models

ü
Infrastructure Development: Although self-management of models is essential
to make them sustainable, the facilities around destinations and products are
something that the authorities have to ensure. Connectivity, apart from safety
and accommodation are the key components which need to be addressed, as
such products often involve travel to remote destinations

34 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

 Image & Map Credits

ü
Wikipedia
ü
Parth Joshi
ü
www.edgeofindia.com
ü
YES BANK
ü
Google
ü
Indiamike
ü
Wisdom Quarterly - American Buddhist Journal
ü
Goyal Bros. Publication
ü
MDoNER
ü
International Bar Association

35 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

YES BANK, India's fourth largest private sector Bank, is the outcome of the professional &
entrepreneurial commitment of its Founder, Rana Kapoor and his top management team, to
establish a high quality, customer centric, service driven, private Indian Bank catering to the
future businesses of India. YES BANK has adopted international best practices, the highest
standards of service quality and operational excellence, and offers comprehensive banking
and financial solutions to all its valued customers.

YES BANK has a knowledge driven approach to banking, and a superior customer experience
for its retail, corporate and emerging corporate banking clients. YES BANK is steadily
evolving as the Professionals' Bank of India with the vision of “Building the Best Quality Bank
of the World in India” by 2020.

36 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

ASSOCHAM, acknowledged as the Knowledge Chamber of India, has emerged as a forceful,
pro-active, effective and forward looking institution playing its role as a catalyst between the
Government and Industry. Established in 1920, the Chamber has been successful in
influencing the Government in shaping India's economic, trade, fiscal and social policies
which will be of benefit to trade and industry. ASSOCHAM renders its services to over
4,00,000 members which include multinational companies, India's top corporates, medium
and small scale units and associations representing the interest of more than 400 Chambers
and Trade Associations from all over India encompassing all sectors.

ASSOCHAM has over 100 National Committees covering the entire gamut of economic
activities in India. It has been acknowledged as a significant voice of the Indian industry
especially in the fields of Corporate Social Responsibility, Environment & Safety, Corporate
Governance, Information Technology, Agriculture, Nanotechnology, Biotechnology,
Pharmaceuticals, Telecom, Banking & Finance, Company Law, Corporate Finance, Economic
and International Affairs, Tourism, Civil Aviation, Infrastructure, Energy Power, Education,
Legal Reforms, Real Estate, Rural Development etc. The Chamber has its international
offices in China, Sharjah, Moscow, UK and USA. ASSOCHAM has also signed MoUs to set
up partnerships with Business Chambers in more than 75 countries.

37 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods

Notes