Heritage tourism in India


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India Curated offers an immersive, creative experience of India through tailor-made tours bearing individual tourists in mind. In short, we promote 'bespoke' tours. We are a luxury travel agency that covers North & South India. We place the tourist at the centre of our vision to cater to individual needs, preference and mode of perception.
India is not formed from a linear chronological progression of historical events. We promote a holistic experience of India encompassing tangible (monuments, cities) and intangible ( performing arts, festive events, rituals) aspects to gratify the senses. We combine an instinctive love of India with academic inputs to plan your visit.If you wish to make an enquiry please email info@indiacurated.com.

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Heritage tourism in India

  1. 1. Heritage Tourism: Territoryunexplored Vaibhav Chauhan vaibhav.chauhan@sahapedia.org.in
  2. 2. Heritage is a word with many meanings, most relating to its general interpretation as “that which is inherited fromWhat 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. 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. 4. Typology of Heritage TourismHeritage 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. 5. •Tourism is a powerful economicTOURISM+ 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. 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 anCultural 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. 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. 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. 9. • The trend towards processes of commodification, or the culture of consumption • When a community’s heritage is the substance ofThe Challenges of what it offers visitors, protecting that heritage isCultural 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. 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. 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, andWhy 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. 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. 13. And further in Sight seeing category… 50 43Why 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. 14. And in cultural Activities… 57 60 50Why 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. 15. 1. Fragmentation of effort and lack of integrated approachWhat 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. 16. 1. Leadership (ASI, Missions) 2. VisionWhat is needed to take 3. Actionheritage tourism to the next level 4. Investment 5. Education 6. Planning 7. Integrated Development Plans for Heritage Cities and Sites
  17. 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 andWhat 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. 18. What is IntegratedDevelopment Plan?
  19. 19. Develop a nationwide strategy!!!! What should the strategy include? 1.Strategies to promote preservation andWhere 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. 20. Who needs to step State-level stakeholdersforward? Regional stakeholders Local stakeholders Corporate’s , Business houses etc.
  21. 21. Who needs to step State-level stakeholdersforward? Regional stakeholders Local stakeholders Corporate’s , Business houses etc.
  22. 22. There are major opportunities to expand heritageWhat is the bottom tourism in India and the economic benefits can beline? 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. 23. Thank you