Dissertation

A STUDY OF HERITAGE TOURISM IN

INDIA
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

Master Of Tourism Administration

UNDER THE GUIDANCE OF:

Prof. M. Mohsin khan

SUBMITTED BY:

Tarique Ekram
14 MTA - 04

FACULTY OF COMMERCE
ALIGARH MUSLIM UNIVERSITY
2014 2016

DECLARATION
I, Tarique Ekram, hereby declare that present work A STUDY OF HERITAGE
TOURISM IN INDIA

is the original piece of work undertaken by me as a part of

Master of Tourism Administration (MTA) degree. This study is the record of

authentic work carried out by me during the academic year 2015-2016 and
has not been submitted to any other University or Institute towards the award
of any degree. All the details and analysis provided in the report hold true to
the best of my knowledge.

TARIQUE EKRAM

ACKNOWLEDGEMENT
The entire work would have been impossible without the active support of so
many individuals to whom I am whole heartedly thankful. The learning
experience for me during the course of this study will be close to my heart for
life. The present shape of this work could never been achieved without the
guidance, supervision and help by a number of people.
I am thankful to my dissertation guide Prof. M. Mohsin Khan who gave me
full opportunity to enrich my knowledge and experience of the academic
world. His guidance during the entire duration of this study was the main
motivating factor for me to continue with this work in an enthusiastic manner.
I also express my thanks to the faculty members of our Faculty of
Commerce for their continuous support and guidance. I am full of thanks for
all our teachers and classmates for their blessings and encouragement.
This project was a great source of learning and value addition for me. The
successful completion of this dissertation bears imprint of my family for
providing me support and cooperation second to none in this world.
And of course without forgetting, I am thankful to ALMIGHTY for blessing me
with the ability to do all that I can.
However, I accept sole responsibility for any possible error that might be there
in this study. I would be extremely grateful to the readers of this report if they
bring such mistakes to my notice so that they can be rectified.

Tarique Ekram

TABLE OF CONTENTS

CHAPTER NAME

CHAPTER - 1:
INTRODUCTION

CHAPTER- 2:
OBJECTIVES AND RESEARCH
METHODOLOGY

CHAPTER- 3:
LITERATURE REVIEW

CHAPTER- 4:
HERITAGE TOURISM IN INDIA

CHAPTER- 5:
RECOMMENDATION AND CONCLUSION

REFERENCES

Chapter 1
INTRODUCTION

INTRODUCTION
n simple terms Tourism is the act of travel for the purposes of
leisure, pleasure or business, and the provision of services for this
act. There are two important components that make up tourism.
These are the practice of travelling for pleasure recreation etc. and
the business of providing tours and services for persons travelling.
The issues incorporated in the first component are discretionary
income i.e. money to spend on non-essentials, the time involved and the
infrastructure in the form of accommodation facilities and means of
transport. Other component has four basic services to be provided for
Tourists. These are, travel arrangements, board and lodge, food and
entertainment.

The United Nations Conference on International Travel and Tourism held

in Rome in 1963 considered a definition and recommended that it be
studied by the United Nations Statistical Commission. A revised definition
was prepared and adopted. The conference considered the term Visitor as
any person visiting a country1 other than that in which he has his usual
place of residence, for any reasons other than following an occupation
remunerated from within the country visited.

Definition
Tourists, i.e. temporary visitors staying at least twenty four hours in the
country visited and the purpose of whose journey can be classified under
one of the following headings:
Leisure (recreation, holiday, health, study, religion and sport)
Business, family, mission, meeting.

Excursionists, i.e. temporary visitors staying less than twenty four hours
in the country visited (including travelers on cruises).

Tourism in the World Scenario

Tourism is emerging as a key driver of 21st century economic and social
evolution. It is the largest creator of jobs, wealth and investment in the
world. Over 8% of all jobs worldwide was dependent on travel and
tourism in 1999 and travel and tourism supported the creation of over
5.5.million jobs per year till 2010. Spending by international visitors
amounted 8% of world exports in 1999 with further impact by the export
of Travel & Tourism related goods. In the year 2006, World Travel &
Tourism Council (WTTC) forecasted that the travel & tourism would
generate 234 million direct & indirect jobs worldwide accounting for
8.7% of the global employment during the next ten years.
According to them, India is going to be a tourism hot-spot from 2009 to
2018, having the highest 10-year growth potential.

The Travel &

Tourism Competitiveness Report 2007 ranked tourism in India sixth in

terms of price competitiveness and 39th in terms of safety and security.
Despite short- and medium-term setbacks, such as shortage of hotel
rooms, tourism revenues are expected to increase by 42% from 2007 to
2017.

Tourism in India: An Overview

Tourism is an important engine of growth for the economy. There has
been a remarkable growth in the recent years in foreign tourist arrivals to
India due to the various efforts made including promoting India through
the Incredible India campaign in overseas market. It has increased by
about 65% from level of 2.38 million in 2002 to 3.92 million in 2005.
While the foreign exchange earnings grew by about 96% during the same
period. In the year 2006, the tourist arrivals increased to 4.43 million
registering an impressive increase of 14.2% over 2005. With the increase

in the number of flights to & from India coupled with the escalating
propensity among middle class travelers to travel abroad. Indian
Outbound market is expected to get a quantum jump in 2006-2007.
The figure may reach 8 million marks with visible trend. It is
estimated that year on 15% growth will be maintained. Among short have
destinations Indians visit Dubai, Singapore, Thailand, Malaysia, Nepal,
Sri lanka, Hong Kong, Maccau, Maldives, Uzbekistan, Kazakhstan etc.
Among the long Haul destinations preferences are for USA, Canada, UK,
Australia, New Zealand and France, Germany, Austria, Italy and
Switzerland. Most of the holidaymakers use the packages tours offered by
tour operators like SOTC, Raj Tours, Cox & Kings etc. Most national
tourism organizations are confident that a vibrant market such as India
will yield high growth, making its desirable target market for 2007-2008
or 2009.
Tourism in India is the largest service industry, with a contribution
of 6.23% to the national GDP and 8.78% of the total employment in
India. In 2010, total Foreign Tourist Arrivals (FTA) in India were 5.78
million and India generated about 200 billion US dollars in 2008 and that
is expected to increase to US$375.5 billion by 2018 at a 9.4% annual
growth rate.[1] The majority of foreign tourists come from USA and UK.
Kerala, Tamil Nadu, Delhi, Uttar Pradesh and Rajasthan are the top five
states to receive inbound tourists. Domestic tourism in the same year was
740 million. Andhra Pradesh, Uttar Pradesh, Tamil Nadu and
Maharashtra received the big share of these visitors. Ministry of Tourism
is the nodal agency to formulate national policies and programs for the
development and promotion of tourism.
In the process, the Ministry consults and collaborates with other
stakeholders in the sector including various Central Ministries/agencies,
the state governments and union territories and the representatives of the
private sector. Concerted efforts are being made to promote new forms of
tourism such as rural, cruise, medical and eco-tourism. The Ministry of
Tourism also maintains the Incredible India campaign. India can boast of
one of the most ancient civilization in the world. Its rich and diversified
culture, tradition, heritage, cuisine and hospitality are the new source
attraction features if tourism. The 7th 5 Year Plan, for the first time,
moved towards the promotion of India as an ultimate holiday destination
with its newly introduced beaches, hill stations, adventure sports and such

other alternative tourism attractions as may be economically viable,

environmentally sensitive, socially and culturally respectful.

What is Heritage?
Heritage is a word with many meanings, most relating to its general
interpretation as that which is inherited from 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.

What is Heritage Tourism?

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."
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.

Typology of Heritage Tourism

1. Tangible
a. Natural Heritage
b. Caves
c. Natural Reserves
d. EcoParks
e. Built Heritage
f. Historic buildings
g. Museums Monuments

2. Intangible
a. Indigenous oral, Textual traditions
b. Indigenous Practices and rituals etc.
c. Popular Culture

d. Festivals
e. Carnivals, Performing and Visual Arts etc.

Why it is Important for India?

Heritage tourists are one of the highest yield tourism groups.

Heritage tourists spend 38% more per 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).
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
o Medical Treatment
27 World Heritage Sites.
3667 ASI protected monuments.

The Benefits of Cultural Heritage Tourism

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 heritage tourism
creates new opportunities for tourists to gain an understanding of
an unfamiliar place, people or time
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.
Heritage attractions increase local value-added through expanding
visitor expenditures (entrance fees, tours, local transport,
merchandising, etc).
Diversification of the tourism experience beyond sun, sea, sand
Differentiation of tourism product.
Promotes conservation of natural, built & traditional heritage.
Destination imaging, intellectual property, branding and media
value.
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 ethic.
Builds societys cultural confidence and image of self-worth.

The Challenges of Cultural Heritage Tourism

The trend towards processes of commodification, or the culture of
consumption
When a communitys heritage is the substance of what it offers
visitors, protecting that heritage is essential. So a major challenge
in cultural heritage tourism programs is ensuring that increased
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.

What is needed to take heritage tourism to the next level?

Leadership (ASI, Missions)

Vision
Action
Investment
Education
Planning
Integrated Development Plans for Heritage Cities and Sites

Chapter 2
Objective
Research and Methodology

OBJECTIVES OF THE STUDY

Cultural/heritage tourism is a rapidly growing niche market. This
market is fueled by an increasing number of domestic and international
tourists, and by the increasing availability of global communication.
Therefore, this study has specific objectives in order to repetitive
understand cultural/heritage tourism.
The first objective of the study is to identify the cultural/heritage
destination.
To study heritage tourism is important for growth of Indian
tourism.
To explore the role of appointed officials and others in
managing/promoting heritage tourism
To explore the nature of the built environmental impacts of urban
heritage tourism and their typology.
To examine the perception of the built environmental impacts of
heritage tourism in urban settlements from the perspective of key
participants, or stakeholders.

RESEARCH AND METHODOLOGY

Research Methodology is the study of research methods and rules for
doing research work. Research is defined as Diligent and systematic
inquiry or investigation into a subject in order to discover or revise facts,
theories, and applications
Websites Research Methodology is a systematic way of solving a
problem it includes the research methods for solving a problem.

Type of Research
Descriptive research is the description of the condition as it exists at
present in India
Data source - Secondary data

Data collection method - There will be no data collection method since

data source is secondary data.
Data collection tools Internet, Books, and Research Papers.
Data Collection
The task of data collection begins after a research problem has been
defined. In this study data was collected through secondary data source.
Secondary Data: Secondary data consist of information that already exits
somewhere, having been collected for some other purpose.

Chapter 3
Literature Review

Intangible Cultural Heritage, ICH: the perspective, UNESCO,

according to the UNESCO ICH Convention 2003, the intangible cultural
heritage (ICH), or living heritage, is the mainspring of our cultural
diversity and its maintenance a guarantee for continuing creativity that are
part of a network and interlinking system. For the purposes of this
convention (ICHC), consideration will be given solely to such intangible
cultural heritage as is compatible with existing international human rights
instruments, as well as with the requirements of mutual respect among
communities, groups and individuals and so sustainable development.
This departure is mainly as a result of the character of its subject
matter one that is primarily without material form and whose expressions
and physical manifestation are, in fact, secondary. In this sense, it is the
mirror image of the previous cultural heritage. Conventions where the
material heritage (movable cultural property, monuments and sides) was
the central subject of protection and any intangible values contingent on
these (Blake, 2009: 45).
Contesting heritage and Religion Lile King, 2001 explain the
subject of contesting heritage and related enduring role of religion could
be visualized at various scales, like global, national, regional, local and
bodily, and at various degrees of shared sense of religious belonging
(Kong 2001: 226).
It seems that some of the heritage practices (and also religio-ritual
traditions) commonly associated with the ancient time were alive and
later passed on to the later generations. Lowenthal (1998: 226) argues that
heritage, far from being fatally predetermined or God-given, is in large
measure our own marvellously malleable creation. Of course heritage is
not an innate or primordial phenomenon; people created or converted it
into symbolic form, and in many cases associated it with religion.
Where Geography and History Meet: Heritage Tourism and the Big
House in Ireland Nuala C. Johnson This paper is focused on the
relationship between geography and history. The author discuss the
heritage tourism is an ideological treatment of history nature and
tradition. According to author, heritage tourism, of course, poses
questions about authenticity and about the representation of geographical

and historical knowledge. In this paper author define the heritage tourism
and heritage conservation, exaggerate the naivety of tourists, presumably
deputed by the univocal narrative and overlook the affiliation of
protection.
Tourism and the World of Culture and Heritage Greg Richards
In this paper Greg Richards discussed the terms cultural tourism and
heritage tourism. According to him, cultural tourism covers visits to all
types of cultural attractions, including discrete attractions such as
museums and monuments, cultural performances and other cultural
manifestations, including the consumption of the way of life of other
cultures. Cultural tourism has in recent years seen as shift away from
hard cultural resources such as built attractions towards soft resources
such as performances. Heritage tourism is largely concerned with the
cultural legacy of the past, or the hard cultural resources usually
contained in old buildings, museums, monuments and landscapes or
represented and interpreted in specialized heritage centres.
In this paper author explained current trends in cultural and
heritage tourism as well as impact of globalization on cultural and
heritage tourism. Heritage, Tourism and Places: A Review G.J.
Ashworth. The subject of this paper is the relationship between three
distinct phenomena: heritage, tourist, and its context of places. The first is
represented here by the commodified artifacts, buildings, memories and
experiences of the past; the second is confined specifically to heritage
tourism; while the third focuses principally on the management of places.
This triangular relationship has been viewed in three main ways which
follows a roughly overlapping chronological sequence.
The literatures on the various aspects of tourism are quite enough.
But literature on the various aspects of travel, tourism, recreational and
hospitality are found only in the western country. Many scholars have
written books dealing with their views with different issues of tourism.
A book written by Cooper C. (1999) entitled Tourism Principles
and Practices was elaborating theoretical framework of tourism. He
underlined concept and indicators of tourism demands. He also
emphasized on economic, environmental and socio-cultural impact on
tourism development. He highlights issues pertinent to the future of
tourism development.

Romila Chawla (2003) wrote an important book entitled Tourism

in the 21st Century. She emphasized on important features of the tourism
industry, its contribution to the national integration and creation of
harmonious social and cultural environment and also suggests the
promotion of arts, crafts and culture and brings about prosperity and
sustainable development. Twenty first century is the age of information
technology and tourism. She gives aspects and challenges of tourism in
the Twenty first century.
J. K. Sharma (2000) wrote his famous book Tourism Planning and
Development: A New Perspectives. He attempts the basic foundations of
tourism planning and development caters to tourism designers, planners
and developers of varied experiences and knowledge for planning of
tourism industry in near future. He describes the concept of tourism
planning, approaches, techniques and principles applied at various levels.
He emphases on integrated approach and incremental increase in quality
of tourism services and effective management of tourism. He gives
transportation, services, information and promotion, physical
environment and tourism organizations as the basic components for
tourism planning and development in a particular region. He not only
attempts to present an alternative tourism planning and development
process which is sustainable, but also recommends for conceptualizing
sustainable development.
Dr. O. P. Kandari and Ashish Chandra (2004) wrote a book entitled
Tourism Development Principles and Practices. He noted that planning
and assessment are important parts of sustainable development of
tourism. He focused on issues of tourism development, particularly from
economic, ethnic and environmental perspectives and also explained the
Goals and strategies for effective tourism practices, I identified and key
issues of carrying capacity and community participation. He also stated
that role of tourism in rural development is fundamentally an economic
one and can help to sustain and improve the quality of life in rural areas.
M.A. Khan (2005) wrote a book on Principles of Tourism
Development which deals with hotel industry and tourism, these are the
two significant sectors of modern day economy, tourists are honored
guests and the hotels offer them the demanded hospitality. He also
focused on the role of information technology in tourism industry.

Manish Ratti (2007), in his Tourism Planning and Development

book which deals with the tourism industry also provides a number of job
opportunities to the local people, adverse effect on the destinations; it
contains vital information on tourism planning and management, crucial
issues are given an elaborate treatment.
Dr. Kulwant Singh Pathania and Dr. Arun Kumar (2008),
Tourism in India focused on all aspects related to the tourism and
outdoor recreations as resources based have been useful for the
development of any tourist destination in India.
Dr. M.M. Khan (2009), wrote an important book series on
Encyclopedia of Tourism. He emphasized on theoretical framework of
tourism development such as fundamental aspects, salient features and
various organization. He gives the role of tourism organization at the
international and national levels for the development and promotion of
tourism industry, all phenomenon has been explained in Vol-I. In Vol-II,
he stated the origin of tourism, types of tour operations, system of social
organizations, different theories of criminality, relation between tourism
and hotel industry. Vol - IV deals with the basic aspects of ticketing and
booking, global ticketing, complete history of ticketing and booking of
air, rail, water and road transportation for travelling.
M. B. Potdar (2003) in her research work (Unpublished doctoral
Thesis) entitled Tourism Development in South Konkan reveals a
treasure of tourism, beaches, horticulture, scenic beauty, historical
monuments, temples and churches, local folk arts, handicrafts, food and
festivals, biotic life are the resources available for ideal tourism in South
Konkan. Therefore there is tremendous scope for tourism development in
South Konkan. She studied economic and socio-cultural impact on local
people by considering case studies in study region. In her research work,
she lighted on some problems and suggested remedial measures for better
development of tourism in south Konkan.
Subhash N. Nikam (2003), has presented in his research work
(unpublished doctoral thesis) entitled Potential and Prospects for
Tourism Development in Nasik District. His attempt has been made to
understand for the tourism development by considering four case studies
and find out the potential and prospects for the planning at different
destinations in the district.

Tourism is a social, cultural and economic phenomenon which

entails the movement of people to countries or places outside their usual
environment for personal or business/professional purposes
(Understanding tourism: basic glossary, 2014). Tourism is a leisure
activity which involves a discretional use of time and money and
recreation is often the main purpose for participation in tourism (Ghosh,
2001).
Tourism is emerged from the movement of people to and their stay
in various destinations. There are two basic elements in tourism, such as
the journey to the destination and the stay. In short, tourism means the
business of providing information, transportation, accommodation and
other services to travelers (Ghosh, 2001).
Tourism industry includes all the socio-economic activities that are
directly or indirectly involved in providing services to the tourists
(Dabour, 2003).
Tourism can be classified into several distinct categories. They
would include holiday travel, visiting friends and relatives (VFR),
business travel, health treatment, shopping, conference, incentive travel,
official mission, education, sport and others travel (Malaysia Tourism
Promotion Board, 2004).
Tourism marketing is an integrated effort to satisfy tourists by
making available to them the best possible services. It is a device to
transform the potential tourists into actual tourists. It is the safest way to
generate demand and expand market (Shamsuddoha, 2005).
As an important element of Marketing Mix, promotion plays the
vital role in tourism marketing as like any products and services. Tourists
want to know about the attractions and facilities of a particular
destination. They also desire to know about other related information of
his or her visit to make the tour safe, secured and enjoyable ( Ali and
Parvin, 2010).
When tourists plan for a trip, they look for available information,
services and facilities, tour operators, things to see and do, safety and
security, accommodation and transportation and others necessary
information about the location from different sources. Internet is the
mostly used media for getting information in this modern age. Besides
surfing on internet, people also visit travel agents, tour operator and other

organizations to get reliable and realistic information. Here stands the

term of tourism marketing. All these above tools which are used for the
publicity of tourism destinations are known as tourism marketing
(Weiermair & Mathies 2004, 97-100). Heritage is the things of value
which are inherited. If the value is personal, we speak of family or
personal heritage; if the value is communal or national, we speak of our
heritage (Edgell, 2006).
Heritage places are those which help an understanding of the past;
enrich the present and which will be of value to the future generations.
For the places of archeological and architectural values, it is the people
and activities that form the cultural heritage ( Ahmed, 2006).
Heritage tourism is defined by the National Trust for Historic
Preservation (NTHP) as traveling to experience the places, artifacts, and
activities that authentically represent the stories and people of the past
and present. It includes cultural, historic and natural resources (National
Trust for Historic Preservation, 2008).
Heritage tourism uses assets historic, cultural and natural
resources that already exist. Rather than creating and building
attractions, destinations look to the past for a sustainable future. Indeed
these assets need preservation and often restoration or interpretation, but
the foundation for creating a dynamic travel experience lives on in the
stories and structures of the past (Hargrove, 2002).
Definitions and descriptions of what constitutes heritage tourism
are far from consistent. (Silberberg, 1995) uses a definition from the
Economic Planning Group of Canada for cultural tourism: visits by
persons from outside the host community motivated wholly or in part by
interest in the historical, artistic, and scientific or lifestyle/heritage
offerings of the community, region, group or institution. Marketing is
the critical element of heritage.
Heritage tourism is a highly competitive and market oriented
business, and many heritage sites around the world place great emphasis
on attracting and maintaining a viable market share. The importance of
marketing heritage tourism is attached to understanding the nature of
demand for heritage so that product development and promotional
strategies may be devised in accordance with the needs and expectations

of visitors .In heritage management our customers are our visitors (Gitera,
2008).

Cultural/Heritage Tourism
As mentioned, Prentice (1993) defined the term heritage as not
only landscapes, natural history, buildings, artifacts, cultural traditions
and the like that are literally or metaphorically passed on from one
generation to the other, but those among these which can be promoted as
tourism products. He also suggested that heritage sites should be
differentiated in terms of types of heritage: built, natural, and cultural
heritage. Furthermore, Hall and Zeppel (1990) supply definitions for
cultural tourism and heritage tourism. The former is tied with visual
attractions, performing arts, and festivals, whereas the latter involves
visits to historical sites, buildings, and monuments. Heritage tourism is
referred to as experiential tourism because visitors often wish to immerse
themselves in the historical environment and experience.
In her study of the connection between heritage and tourism,
Peterson (1994) reveals three major reasons for visiting historic sites: to
experience a different time or place, to learn to enjoy a cerebral
experience, and to share with others or teach children the history of the
site. Heritage tourism is also described as a segment of travelers who are
highly motivated by performing and visual arts, cultural exhibitions, and
other related attractions. As tourists are becoming more sophisticated,
their need to recapture the past has been increasing. Tourists have been
visiting cultural/heritage sites more frequently. Cultural/heritage tourism
offers several benefits to tourists and residents, as well as governments.
First of all, cultural/heritage tourism protects historic, cultural, and natural
resources in communities, towns, and cities. People become involved in
their community when they can relate to their personal, family,
community, regional, or national heritage. This connection motivates
residents to safeguard their shared resources and practice good
stewardship.
Second, cultural/heritage tourism educates residents and tourists
about local/regional history and traditions. Through the research about
and development of heritage/cultural destinations, residents will become

better informed about local/regional history and traditions which can be

shared with tourists.
Third, cultural/heritage tourism builds closer, stronger
communities. Knowledge of heritage provides continuity and context for
communities, which instills respect in their residents, strengthens
citizenship values, builds community pride, and improves quality of life.
Fourth, cultural/heritage tourism promotes the economic and civic
vitality of a community or region. Economic benefits include: the creation
of new jobs in the travel industry, at cultural attractions, and in travelrelated establishments; economic diversification in the service industry
(restaurants, hotels/motel, bed-and-breakfasts, tour guide services),
manufacturing (arts and crafts, souvenirs, publications), and agriculture
(specialty gardens or farmers markets); encouragement of local
ownership of small businesses; higher property values; increased retail
sales; and substantial tax revenues (Virginia Department of Historic
Resources, 1998)

Chapter 4
HERITAGE TOURISM
IN INDIA

HERITAGE SITES IN INDIA

India has 32 World Heritage Sites listed by UNESCO and that makes
India among one of the top countries globally in terms of number of
world heritage sites. UNESCO identifies World Heritage Sites as places
that belong to all the peoples of the world, irrespective of the territory on
which they are located. This means, these World Heritage Sites in
India are considered to be of immense cultural and natural importance in
the world. With the latest entry of The Great Himalayan National Park
and Rani ki Vav, India now has 32 of these! Out of these 32 world
heritage sites in India, 25 sites are of cultural importance and 7 are of
natural importance. Some of them are as follows:

1. Taj Mahal, Agra, Uttar Pradesh

Taj Mahal, Uttar Pradesh

One of Seven Wonders of the World, White Marble Mughal

Architecture, the Taj Mahal was build by emperor Shah Jahan in the

memory of his wife Mumtaj Mahal. It is located at the bank of river

Jamuna in Agra. It was completed in 1653 with then estimated cost of 32
million Indian rupees which would today stand upto 58 billion Indian
rupees. It is considered as the best example of Mughal architecture
worldwide and is called the Jewel of Muslim Art in India. This is
probably the monument that is most recognised the world over for its
association with the heritage of India.

2. Fatehpur Sikri, Uttar Pradesh

Fatehpur Sikri, Uttar Pradesh

The the name of the city itself denotes the victory (Fateh) of Akhbar over
Chittor and Ranthambore, Fatehpur Sikri constitutes of four main
Monuments. The Jama Masjid, The Buland Darwaza which is the greatest
door of Asia made of a specific wood imported from Australia which
would sink in water. Panch Mahal or Jada Baai ka Mahal, which is
also considered as the origin place of the Navaratnas (Birbal, Tansen etc).
It also contained the Diwan-e-khas and Diwan-e-aam. Interior to the
Buland Darwaza lies the Tomb of Salim Chishti. All these Mughal
buildings are a part of the World Heritage Sites in India.

3. Red Fort , Delhi

Red Fort, Delhi

Famous for/as: Shahjahanbad, Persian, Timuri and Indian Architectural

Styles, Red Sandstone Architecture, Moti Masjid.
Situated in the centre of the historic city of New Delhi, the Red Fort was
built by emperor Shah Jahan when he shifted his capital
from Agra to Delhi, or what was known as Shahjahanabad at that time.
The fort became the political hub of the Mughals. Under Shah Jahan,
Mughal art and architecture reached its zenith, and the Red Fort is the
perfect example of that. One can see the blending of Indo-Islamic,
Timurid, Hindu and Persian forms of architecture in several facets of the
Red Fort. Its made up of red sand stone and houses several other smaller
buildings such as the private pavallions, the Diwan-e-aam, the Diwan-ekhas. The Red Fort is one of the most popular UNESO World Heritage
Sites in India and is managed directly by the Archaeological Survey of
India.

4. Humayuns Tomb, New Delhi

Humayuns Tomb, New Delhi

Famous for/as: Precursor to Taj Mahal, Mughal Architecture, A Tomb,

Many Water Channels, A Pavilion and A Bath.
This World Heritage Sites in India was built by Begum Bega, the first
wife of Humayun between 1565-1572. IT is the only monument which
has gone several restoration work and is complete. Its a tomb complex
consisting of several smaller monuments including the tombs of Isa Khan
Niyazi, an Afghan noble in Sher Shah Suris court of the Suri dynasty.

5. Elephanta Caves, Maharashtra

Elephanta Caves, Maharashtra

Famous for/as: Hindu and Buddhist Caves, Caves on Island in Arabian

Sea, Basal Rock Caves, Shiva Temples.
The Elephanta caves are located on an island in the Arabian City, not very
far from the city of Mumbai. The chain of sculpted caves located
on Elephanta Island is also known as Gharapuri. There are numerous
archaeological remains which offer us a glimpse into the rich. cultural
past of Indian civilization. These caves are famous for their rock-cut
sculptures and carvings depicting Shiva as the Creator and the Destroyer
of the Universe. The most important of all the caves here is Cave 1, where
one can see the Sadashiva at the entrance of the cave, which depicts 3
sides of Shiva: as the Creator, Preserves and Destroyer. The caves are
carved in solid basalt rock and lie 10 kilometers east to the city
of Mumbai.

6. Ellora Caves, Maharashtra

Ellora Caves, Maharashtra

Famous
for/as: Buddhist,
Jain
and
Hindu
Temples
Monasteries, Caves Excavated out of Hills, Rock-cut Architecture.

and

The Ellora Caves are an important UNESCO World Heritage site and an
archaeological site, ranging 29 kilometers Northwest of the city
of Aurangabad. The Ellora Caves are well known for their Indian-rock cut
architecture. There are about 34 rock cut temples and caves which can be
dated to about 600 to 1000 AD, are important in terms of understanding
the lives of the people living in these times. The presence of Hindu,
Buddhist and Jain temples and sculptures portray the tolerance which was
extended towards different faiths and beliefs in Ancient Indian History.
Excavated site consists of Charanandri Hills, Buddhist Hindu and Jain
rock-cut temples, Viharas and Maths of 5thand 10th century.

7. Great Living Chola Temples, Tamil Nadu

Brihadeshwar Temple built by the Cholas, Tamil Nadu

Famous for/as: Chola Architecture, Sculpture, Painting and Bronze

Casting.
These temples were built in Southern Part of India during the rule of
Chola empire. The Brihadisvara Temple, the Temple at Gangaikonda
Cholapuram and the Airavatesvara Temple are the most important of all
of these temples. The Brihadisvara temple was built under the reign of
Rajaraja 1, and is a milestone when it comes to Chola architecture. The
temple at Gangaikondacholapuram was patronized by Rajendera 1 and
was dedicated to Lord Shiva. And the the Airavatesvara temple was built
during the time of Rajaraja II, and is aesthetically different from the other
two. These temples stand testimony to the architectural splendour and
beauty of Chola art, architecture and sculpture. These temples are living
temples and the rituals and festivities which were observed by people
thousands of years ago, are still held. Hence, these 3 temples reflect the
ancient culture and heritage of the Tamilians and form an inseparable part
of their ancient history.

8. Mountain Railways of India

Kalka-Shimla Train, Himachal Pradesh (Source)

The mountain railways of India comprise of the Darjeeling Himalayan

Railway, the Nilgiri Mountain Railway and the Kalka-Shimla
Railway and are a part of the World Heritage Sites in India. North Bengal
is one of the most beautiful scenic temptations on Earth. Fun Toy Train,
beautiful Tea Plantations and long tunnels or the Tiger Hills, all will cater
to your delight. Built during the 19th and early 20th century, these
engineering marvels were a bold and ingenuous solution to the problem
of connectivity in the rugged mountains and a gem in the heritage of
India. Besides they pass thru the most beautiful terrain and you would
love to take a romantic and fun ride here.

9. Jantar Mantar, Jaipur, Rajasthan

Jantar Mantar, Jaipur, Rajasthan

Famous for/as: Architectural Astronomical Instruments, Maharaja Jai

Singh II, Largest of its kind Observatory.
The Jantar Mantar is an astronomical observatory built in 18th century
Rajasthan. It is an astronomical observatory which was built by the
Rajput King Sawai Jai Singh of Rajasthan in 1738 CE. It is a collection of
19 astronomical instruments including worlds largest stone Sundial. All
these instruments are man-made. The observatory consists of instruments
which were used to calculate celestial coordinate systems, the horizonzenith local system, the equatorial system and the ecliptic system. One of
Indias best preserved observatories, this monument is a great example of
the scientific as well as the cultural heritage of India.

10. Sundarbans National Park, West Bengal

Sunderbans National Park, West Bengal

Famous for/as: Biosphere Reserve, Largest Estuarine Mangrove

Forest, Bengal Tiger and Salt-Water Crocodile, Shared with
Bangladesh.
Famous for the Royal Bengal Tigers, the Sunderban National Park is a
known Tiger reserve and a Biosphere reserve located in the Indian State
of West Bengal. It is situated on the Sunderban Deltas formed by the river
Ganges in Bay of Bengal. It is one of the largest reserves in India covered
mostly by dense Mangrove forests. Its the worlds largest mangrove
forest reserve. Home to the critically endangered Royal Bengal Tiger,
there are also other animal species such as the gangetic dolphin, spotted
dear, wild boar and other mammal and amphibian species. The rare salt
water crocodile is another attraction of this reserve. The tiger population
of India is the maximum in this location. Because of frequent contacts
with local inhabitants, several tigers have been labelled as man-eaters.

IMPACT OF HERITAGE TOURISM

1) Physical impacts
One of most serious effects of tourism on the physical heritage
environment is wear and tear. The deterioration of the built environment
occurs in a number of ways, although the most direct occurs when visitors
touch, climb on, or rub historic structures and artifacts. In addition to
direct structural damage, surrounding green spaces and landscaping are
also affected, suffering considerable wear and tear as visitors veer from
sidewalks and other prescribed pathways. This often results in compacted
soils, where little will grow, and increased soil erosion. Litter is another
problem associated with heritage places. Garbage is a major problem and
Ritual litter is common in and around religious places. Also air pollution
contributes to the dilapidation of heritage sites as well.

2) Socio-Cultural impacts
The most significant problem related to this and among the most
deplorable social outcomes of tourism is the forced displacement of local
populations. Heritage conservation and tourism have a major role to play
in the forced relocation of indigenous and powerless populations.
According to Greenwood, the Social impacts of heritage tourism are hard
to measure. Tourists often enter locals sacred space to watch and
photograph rituals. Local residents often become annoyed and feel that
their sacred or personal space is being transgressed by nonbelievers or
outsiders. This often results in conflict when the behavior of cultural
tourists become intolerable to local worshippers and pilgrims. There is
also a threat of over-commodification of culture, when destination
populations perform rituals for tourists, which may in the process lose
their original social or religious value.
This lack of true ownership of culture is one of the most often-cited
frustrations among indigenous peoples and local community members in
cultural tourism destinations, where culture as a tourism resource is
controlled by outsiders. Most commentators today, in line with principles
of sustainable development, argue that the use of a societys culture
should be done on that societys terms and according to what they seem

to be the appropriate use.

But several commentators have observed
tourism as a positive force in reviving lost or declining elements of
culture. Societal self-esteem and cultural pride are often increased
through tourism as local people present their chosen ethnic elements to
outsiders.

3) Economic impacts
Economic benefits are the most important reasons behind the
development and incentives to communities and governments. The most
direct form of economic impact in heritage tourism is revenue regenerated
through entrance fee. Heritage tourism is especially prone to create
employment opportunities, providing infrastructure and public services
for the community, helping fund the preservation and management of
historic sites, and overall stimulating the local and national economy.
The World Tourism Organization has listed six major areas of economic
benefits of tourism:
Export Earnings.
Employment.
Rural Opportunities.
Infrastructure Investment.
Tax Revenues.
Gross Domestic Product.

The National Trust for Historic Preservation defines the benefits of

Cultural Heritage Tourism (cultural heritage tourism) as following. The
Cultural heritage tourism can have a tremendous economic impact on
local economies. To economic benefits like new businesses, jobs and
higher property values, tourism adds less tangiblebut equally
importantpayoffs. A well-managed tourism program improves the
quality of life as residents take advantage of the services and attractions
tourism adds. It promotes community pride, which grows as people work
together to develop a thriving tourist industry.

Heritage Management and Cultural Heritage

Tourism
In case of India, it is strongly emphasized that both heritage management
and cultural heritage tourism hold huge potential for national
development and also will reemphasize the shared relationships, values of
cultural tourism, sustainability besides building the capacity for their
preservation.
India, as the country well known for its cultural diversity and
heritage should surely be able to make proper use of its rich cultural
assets both for the purpose of enhancing cultural contacts for the
promotion of its multilateral relations within the SARRC and the wider
world and also for local economic, social and cultural development as
with the implementation of a properly worked out sustainable tourism
strategy, it would be possible not only to increase the number of
international tourists but also to earn much needed income and
investments for cultural heritage activities in the direction of preservation,
promotion and management of cultural assets so as to be able to achieve
cultural sustainability.

World Heritage Sites, UNESCO and India

The General Conference of UNESCO in its meeting in Paris on 16th
November 1972, at its seventeenth session, adopted the Convention for
the Protection of the Cultural and Natural World Heritage, for listing out
Sites and Monuments from the member countries which are of
exceptional interest and universal value, the protection of which is the
concern of all mankind; and to promote co-operation among all Nations
and people to contribute for the protection of these universal treasures
intact for future generations.
i.

ii.

Thereafter the same Convention concerning the Protection of the

World Cultural and Natural Heritage came into force on 17
December 1975.
Since then the international community has been aware of its
responsibility towards the world heritage that transcends the
political and geographical boundaries.

iii.

UNESCO has played a prominent role all through the six

conventions till 2005 and other declarations contributing
towards the establishment of legal framework for preservation
of cultural heritage. Some of the important conventions and
other declarations are as follows:

1954 Convention for the Protection of Cultural Property in

the Event of Armed Conflict (Hague Convention) with
regulations for the execution of the convention as well as the
Protocol and the Conference resolutions;
1970 Convention on the Means of Prohibiting and Preventing the
Illicit Import, Export and Transfer of Ownership of Cultural Property;
1972 Convention concerning the Protection of the World Cultural and
Natural Heritage;
2001 Convention on the Protection of Underwater Cultural Heritage;
2003 Convention for the Safeguarding of the Intangible Cultural
Heritage;
2005 Convention on the Protection and Promotion of the Diversity of
Cultural Expressions;
In India there are altogether 32 World Heritage sites in India,
out of which 6 are natural and 24 are cultural sites. The cultural properties
herein range from the early cave paintings in Bimbedka, Madhya Pradesh
to the 19th century Nilgiri Mountain Railways in Tamil Nadu; and
Mughal architecture in Delhi and Agra to that of the ancient capital of
Vijayanagara in Hampi, Karnataka.
These World Heritage sites as are significant heritage places
attract a large number of national and international tourists. Though these
are great assets culturally speaking, with many layers of history,
archaeology, architecture, landscape, nature and culture; most
importantly, they are also living communities and importantly are also
among the most vulnerable places in the country. In keeping with the
importance of these sites, numerous agencies both at National, State and

local levels have been entrusted with their preservation, protection and
management.
The Archaeological Survey of India (ASI), set up under the
Ministry of Culture, is a premier organization for the archaeological
researches and protection of the cultural heritage of the nation. The
maintenance of ancient monuments and archaeological sites and remains
of national importance is also one of its prime responsibilities.
According to the provisions of the Ancient Monuments and
Archaeological Sites and Remains Act, 1958 and Antiquities and Art
Treasure Act, 1972, the ASI regulates all archaeological activities in the
country and also regulates the antiquities. In order to facilitate proper
maintenance of ancient monuments and archaeological sites and remains
of national importance, the whole country has been split into 24 Circles.
The organization also has a large strength of work force of
trained archaeologists, conservators, epigraphist, architects and scientists
for conducting archaeological research projects through its various
Circles, Museums and branches like Excavation Branches, Prehistory
Branch, Epigraphy Branches, Science Branch, Horticulture Branch,
Building Survey Project, Temple Survey Projects and Underwater
Archaeology Wing.

National Mission on Monuments and Antiquities

The sheer magnitude of extraordinarily rich, vast and diverse cultural
heritage in the form of built heritage, archaeological sites and remains
since prehistoric times as found in India are the icons of both the cultural
expression and evolution over many centuries. The knowledge,
understanding and, perhaps, interest in our past: the heritage of India, the
process that helped the India to come into being and as to how this
heritage is closely related to the people and an exact manifestations, has
been said to be of enormous importance for the maintenance and
preservation of the unique culture of India.
Unfortunately, no comprehensive database has been maintained about
these archaeological resources in terms of built heritage, sites and
antiquities. It is feared that as a consequence of which, the future
generations will remain ignorant about their rich, finite, non-renewable

and irreversible resource of our country, with their fast disappearance

both physically and also from peoples memory. This state of affairs
surely calls for immediate conduct and completion of a comprehensive
survey of such resources, following which suitable archaeological
heritage resource management and policy need to be formulated and
rigorously implemented.
Fortunately on the occasion of Indian Independence Day, 2003.the Prime
Minister of India announced the setting up of a National Mission on
India's Tangible Heritage. Accordingly the National Mission on
Monuments and Antiquities has been launched on 19th March 2007. This
National Mission on Monuments and Antiquities has proposed for
launching of its activities throughout the country with independent
functional strategy in each state and union territory. It is expected that the
mandate of the Mission must have been achieved within the stipulated
time frame of five years i.e. 2007-2012 and that is under review.
In order to achieve the goal of effective preservation of the rare Cultural
Heritage, India has also adopted several laws and rules, as follows:
The Ancient Monuments Preservation Act, 1904
The Ancient Monuments and Archaeological Sites and Remains
Act, 1958
AMASR ACT 2010 - Gazette Notification
The Ancient Monuments and Archaeological Sites and Remains
Rules, 1959
The Antiquities and Art Treasures Act, 1972
The Antiquities and Art Treasures Rules, 1973
The Treasure Trove Act, 1878

World Heritage Sites Management in India Challenges to

overcome
The General Assembly of States Parties to the World Heritage
Convention at its 17th session (Paris, 2009), having examined the
relevant information, called upon States Parties to cooperate in continuing
the process of reflection on the future of the World Heritage Convention,
addressing inter alia the following important topics:

 The relationship between the World Heritage Convention, conservation

and sustainable development;
The credibility of the public image of the Convention, awareness-raising
and community involvement in its implementation;
Capacity-building for States Parties, particularly for developing
countries and other stakeholders, to implement the Convention;
Strategic management and the Global Strategy for a Credible,
Representative and Balanced World Heritage List;
Cultural heritage management is largely concerned with the
policy and practice of managing cultural heritage. Now a days, the
management of cultural heritage has become more broad based and hence
now is referred to management of cultural heritage resources, a
combination of both the process of identification, interpretation,
maintenance, and preservation of significant cultural sites and physical
heritage assets available in a country besides the intangible aspects of
heritage, like traditional skills, cultures and languages. This has become
so primarily for the threats that have become increasingly assertive .These
various threats come primarily from unplanned and casual urban
development, large-scale agriculture, mining activity in close proximity
and looting, erosion both chemical and physical and often unsustainable
number of visitors allowed into these sites. Hence continuous
management of cultural heritage, and their interpretation and presentation
to the visitors and other interested sections of our society has become a
challenge, which has also become an important aspect of tourism. The
conservation of the world heritage sites, which involves, all the processes
of looking after a place so as to retain its cultural significance and which
includes maintenance and may according to circumstance include
preservation, restoration, reconstruction, and adaption and will be
commonly a combination of more than one of these, is of great
significance.
Despite many aforesaid measures taken by the Government of
India, it is still being felt that more measures are necessary focusing upon
enhancement of management skills of site authorities in meeting the
challenges of threat on the heritage. As management and conservation of
these sites requires much greater attention, awareness and training in
order to preserve for present and future generations this great national

resource that is World Heritage in India, coordination, joint conservation

and management planning and cooperative programme development, will
also need to be made part of an integrated action plan as they are found to
be lacking .Given the fact that a multiple of agencies are involved in the
task of preservation of cultural heritage, there is an urgent need to
improve the inter agency collaboration for the better conservation and
management of this national treasure for the future generations. Though it
has been claimed that the State government departments and the central
Government department, while dealing with the World Heritage site
issues, have taken measures for improving the situation of the World
Cultural World Heritage sites ,yet the different Integrated Management
Plans fall short of the pressures coming from the direction of ; visitor
facilities and interpretation.
With an ever increase in the number of foreign and Indian
tourists, being encouraged by our Government for obvious reasons of
revenue generation, the challenges of site protection, conservation and
management are bound to increase. The importance of conduct of Base
line studies and cultural, natural, and social impact assessment studies for
proper evaluation of the best potentials for sustainable tourism at each
site, need to be given primacy. After such steps, the tourism strategies can
be drawn up to guide both site managers and also the administration.
Then only we can assure better preservation and protection to our
archaeological, architectural, and landscape heritage, nature and culture,
and above all the living traditions of the local population while ensuring
better income from tourism.
The realization of such a policy will also bring Capacity
Building for Integration of Cultural Resources Management into the
National Development Programs, into a sharper focus and also give a
fillip for improvement of education, the share of information and
knowledge, the diffusion of best practices, which in the end can
contribute to integration of sustainable development principles within the
national cultural heritage tourism strategy, an important pillar of inclusive
national development.
Cultural heritage tourism is now a days also said to be holding a
huge potential investment and national development and also will
reemphasize the shared relationships, values of cultural tourism,
sustainability, and regional development besides building best practices

and transferring of capacity to neighboring countries in need of expert

technical help for their sustainability of the cultural heritage programs.
All these can be attained with our sustained emphasis on imparting proper
knowledge and training skills about management of cultural heritage sites
in a professional manner, which can then ensure its contribution to the
growth of national economy with increased tourists inflow and
development of related areas connected with it.

TOURISM POLICY OF INDIA

Tourism emerged as the largest global industry of the 20th century and is
projected to grow even faster in the 21st century. India has immense
possibilities of growth in the tourism sector with vast cultural and
religious heritage, varied natural attractions, but comparatively small role
in the world tourism scenario. The government of India announced the
first tourism policy in November 1982, but new initiatives towards
making tourism as the catalysts in employment generation, environmental
re-generation. It would lead to larger foreign investment. After ten years
government has feels the need to improve first policy, then newly
introduced by the name the National Action Plan for Tourism in 1992.
The report of the National Committee on Tourism was submitted in 1988,
in this report two five-year plans provided basic perspective framework
for operational initiatives.
The tourism policy, 1982 was more aggressive statement in marketing
than a perspective plan for development. Following measures were
suggested by the policy1) To take full advantage of the national heritage for attracting tourists.
2) To increase tourist resorts.
3) The status of an export industry to tourism
4) To adopt the approach to develop few tourist circuits.
5) To invite private sector.
In the National Action Plan for Tourism, seven objectives are given they
are as follows1) Socio - economic development of region.

2) Increasing employment opportunities.

3) Development of domestic tourism.
4) Preserving national heritage and environment.
5) Development of international tourism.
6) Diversification of the tourism products.
7) Increase in Indias share in world tourism.
As per the action plan, foreign exchange earnings were estimated to
increase from Rs. 10,000 crore in 1992 to Rs. 24,000 crore by 2000 and
as per the plan aims, increasing employment in tourism to 28 million
from the present 14 million, hotel accommodation also increased from
44,400 rooms to 1,20,000 by 3 years.
Our mission is to promote sustainable tourism as a means of economic
growth and social integration and to promote the image of India abroad as
a country with glorious past, a vibrant present and a bright future. The
new tourism policy is announced in 2002, which incorporates the 7-S
mantra of Swaagat (welcome), Soochanaa (information), Suvidhaa (
facilitation), Surakshaa ( security), Sahayog (cooperation), Saurachna (
infrastructure) and Safaai ( cleanliness).
The key elements of the National Tourism Policy, 2002 are1) To consider tourism as a major engine of economic growth.
2) Multiplier effects of tourism for employment generation, economic
development and rural tourism.
3) Focus on international and domestic tourism.
4) Advantage of the burgeoning global travel and trade and the vast
untapped potential of India as a destination.
5) Critical role of the private sector.
6) To create and develop integrated tourism circuits based on unique
heritage.
7) Tourist coming to India should get physically invigorated, mentally
rejuvenated, culturally enriched and spiritually elevated.

HIGLIGHTS OF INDIAN TOURISM

The following are the scope and highlights of Indian Tourism
Increase in GDPC making the tourism industry a unifying force
Helping to preserve, retain and en rich our cultural heritages

promotional measures for tourism

Offering more Tourism Education
Growth in Health Care Management
Progress in Health Care Industries
Multi-socio cultural Activities
Growth in Hotel Industry
Expansion in Transport [Both Urban and Rural], Air Travel and
shipping
Focus on Rural Tourism
Motivating private sectors to attract more tourists

SWOT Analysis of Indian Tourism

SWOT Analysis Strengths, Weaknesses, Opportunities and Threats of the Indian
Tourism at an overall level, in view of the challenges thrown up by competing
nations, as understood from the feedback received from different sources, discussed
above, are elaborated below

Strength
India has an immense bouquet of destinations of diverse types, more
than what many countries have to offer together at an aggregate level.
A rich saga which offers an unique combination of past and present,
which includes architecture, culture, modern amenities and facilities as
well
Some products like Rural Tourism are unique in nature, which no
other country has thought of or conceived of.
A wonderful promotional campaign which has attracted attention of
millions of globe trotters across the world.

Weaknesses
Lack of co-ordination amongst the States as well as Centre in
promoting destinations/ products. The Centre as well as the State
promotes destinations independently. Such multiplicity of destinations
creates confusion in the minds of the foreign tourists visiting / willing
to visit India as where should one start from?
Procedure for release of Visa is a comparatively lengthy procedure,
compared to the South East Asian nations
Certain airports lack appropriate infrastructure which promulgates
foreign airlines to shy away from them
Lack of appropriate connectivity amongst certain prime destinations
within the country. E.g. Air fares between certain domestic
destinations within the country is equivalent or somewhat more than
connecting flights abroad
Lack of quality accommodation facility amongst major destinations
across the country. Demand spurs higher room rent, which eats up
considerable proportion of a foreign tourists budget. Subsequently,
the tourist stays for a considerably lesser time and in the process has
limited period of exposure to the country and its resources in general
Climate of certain locations within India being temperate in nature,
there is considerable hindrance in marketing those places as a 365
day destination unlike major South East Asian Countries, which have
geared up its infrastructure to deal with this type of climate

Opportunity
India as a destination provides value for money compared to the
other South East Asian as well as South Asian nations
India offers diverse kinds and types of destination, in form of a
complete package, compared to the south east/ far east countries which
strongly promote one or two themes/ products.
Wide base of English speaking population a major advantage
compared to the South East Asian nations

 Booming economy, growing foreign investment in the major sectors

have prompted immense flow of foreigners in recent times. Word of
mouth has promoted Indian Tourism on the whole.
The International events like the upcoming Commonwealth Games in
New Delhi in the year 2010 presents India with a platform to attract
more and more foreign visitors.

Threat
China is developing its infrastructure keeping in mind the 2008
Olympics and it plans to use this as a major event in attracting tourists.
The Beijing Lhasa railway line is an important indicator in this
direction.
Pro active and systematic marketing efforts of the comparatively
smaller South East Asian nations and their focus on developing an
infrastructure based on tourism.
Off late, Sri Lanka is actively promoting its tourism resources with
focus mainly on its natural resources (sprawling beaches, evergreen
forests, tea gardens)
Dubai is aggressively marketing itself as a major tourism destination.
The worlds most ambitious project, the Dubai waterfront is shaping
up to be a major tourist attraction of the world, which on completion is
likely to draw scores of tourists to witness this engineering marvel.

Indias Toursim Statistics

FOREIGN TOURISTS ARRIVALS IN INDIA (FTAS)
Tourism is an important sector of the economy and contributes
significantly in the countrys GDP as well as Foreign Exchange Earnings
(FEE). With its backward and forward linkages with other sectors of the
economy like transport, constriction, handicrafts, manufacturing,
horticulture, agriculture etc, tourism has the potential to not only be the
economy driver, but also become an effective tool for poverty alleviation
and ensuring growth with equity. The following table shows the number
of foreign tourists arrivals in India during 2004 2015

Foreign tourist arrivals, 2004-2015

Year

Number (millions)

% Growth

2004

3.46

26.8

2005

3.92

13.3

2006

4.45

13.5

2007

5.08

14.3

2008

5.28

4.0

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

7.68

10.2

2015

8.03

4.6

FOREIGN EXCHANGE EARNING (FEE) FROM TOURISM IN

INDIA
The revenue through foreign exchange is analyzed in respect of growth of
exchange earnings from tourism over a period of time and percentage of
exchange earnings from tourism. Tourism is one of the important sectors
in India for Foreign Exchange Earning. The following table depicts the
Foreign Exchange Earning from tourism in India, from 2004 to 2015 are
as follows:

Foreign exchange earnings from tourism in India, 2004-2015

Year

Amount (US$ million)

2004

6,170

2005

7,493

2006

8,634

2007

10,729

2008

11,832

2009

11,136

2010

14,193

2011

16,564

2012

17,737

2013

18,445

2014

20,236

2015

21,058

% Growth
38.2
21.4
15.2
24.3
10.3
-5.9
27.5
16.7
7.1
4.0
9.7
4.1

Chapter 5
Recommendation and
Conclusion

51

RECOMMENDATION
This study examined how heritage tourism contributes to the preservation
of cultural heritage and the economic improvement of local and indigenous
people.
I have indicated that achieving principles of sustainable development
through heritage tourism is not an easy task. This research has discussed various
issues, obstacles and challenges related to sustainable tourism development.
Nevertheless, further studies can potentially bring more understanding to
cultural heritage tourism in its different dimensions. The implications of
strategies proposed in the appendix to this research for example, need further
investigation, whether or not they can truly contribute to sustainable
development.
I consider issues that need further studies. First, the change of ministry
(currently the Ministry of Tourism and Creative Economy) provides two
possible themes to be investigated including the extent and/or the consequences
of the new policies in achieving economic welfare of communities and the way
cultural heritage tourism is managed. In my understanding, new policy should
mean implementing something new that potentially creates positive
consequences but might to some extent create negative impacts. Although
commitment on developing sustainable tourism has been stated, such a concept
needs to be examined especially because cultural matters are no longer managed
by the new ministry. Will sustainable cultural heritage tourism be achieved if
economic issues are the only focus in tourism development?
This research tries to understand the conduct of cultural heritage tourism
and recommend ways to achieve sustainable principles. Data obtained for this
research was mostly from the previous ministry as well as the regional and local
governments who had not followed and implemented the new policy of the
central government. Thus, it is necessary to investigate the influence and
contribution of the new policy to the economic well-being of communities and
to the preservation of cultural heritage.
Second, countries in the world inevitably face obstacles and challenges in
developing tourism (and cultural tourism in particular). This research has found
that traditional social status of communities such as issues of nobility as well as
perceptions of communities about tourism affect the willingness of communities
to participate in cultural heritage tourism. I consider this an important issue to
be investigated further because communities in other destinations in the world
might recognise traditional social status. This issue might not represent
communities in general. However, because it was mentioned by a respondent
who has been dealing with cultural heritage tourism for almost twenty years in
his area, I would say that this obstacle exists and needs to be examined.
Third, possible future research can also examine the impacts or the link
52

between tourism awareness campaigns and the implementation of sustainable

cultural heritage tourism. It can be argued that lack of awareness and interest of
communities for tourism and cultural activities is caused by lack of
understanding, education and the few economic benefits obtained. To
understand whether or not tourism campaigns contribute to the communities
awareness, it is necessary to examine the campaigns. Indeed, countries in the
world are working on raising communities awareness through a number of
efforts. Hence, in-depth study about the influence and/or contribution of
government efforts to raise community awareness is essential.
This study has explored the Indonesian governments campaigns for
tourism development. My findings indicate that education about tourism is
necessary to encourage community participation although the fact shows that
lack of awareness on culture and tourism is still a major issue in Indonesia.
Further research on cultural heritage, tourism (with various forms of tourism)
and community awareness can be made in other developing countries which
might contribute to the literature of tourism studies. Nyaupane and Timothy
argue that in the context of heritage places, few statements have been made
and very little is known about public awareness of the management, importance,
or designation of historic sites (2010 226). Ramukumba (2013) affirms that the
purpose of encouraging community participation in tourism requires an
understanding about tourism and that it is necessary to encourage community
awareness.
Fourth, the political dimension of cultural heritage tourism can be further
studied focusing on the relationship between government (executive) and
peoples representative council (legislative) in different levels of government.
This research has discussed communities point of view on the political aspect
of tourism but further explanation of the legislative members point of view
about sustainable cultural heritage tourism is required. Qualitative tools can
search for an explanation of this issue.

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CONCLUSION
Cultural tourism if well planned could be raised to an important income
and employment generating sector and could also provide an incentive for
increasing cultural awareness and activity and therefore produce a wide range of
social benefits too. The indigenous cultural tourism of Assam requires
integration of the components, like, the desire of the community to share
cultural legacy with the tourists, an intact cultural resource base which could
provide the foundation for a communitys cultural heritage product and also an
accessible travel market for its growth and development
Tourism is an important sector of the economy and contributes
significantly in the countrys GDP as well as Foreign Exchange Earnings (FEE).
With its backward and forward linkages with other sectors of the economy like
transport, constriction, handicrafts, manufacturing, horticulture, agriculture etc,
tourism has the potential to not only be the economy driver, but also become an
effective tool for poverty alleviation and ensuring growth with equity.
It has been emphasised that a rich treasure of cultural heritage is
existing in India and a thorough investigation of the factors which may lead to
the growth of cultural heritage tourism in India was needed. The researcher has
undergone the various stages of the research and has come out with certain
interesting findings and has suggested various improvements. The efforts would
help the government and policy makers to have a better understanding of
cultural heritage tourism and to formulate better strategies to promote cultural
heritage tourism in India.

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REFERENCES
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007774
4. http://www.slideshare.net/VaibhavChauhan1/heritage-tourism-in-india
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6. Lugosi, P. 2007. Consumer participation in commercial hospitality,
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13.Various thesis and pdf on internet.

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