Unexplored Tourism Destinations of India Figure 1: Foreign Tourist Arrivals and Domestic Tourist Visits in India

Unexplored Knowledge Partner tourism destinations of India

Unexplored Knowledge Partner tourism destinations of India Statement of limiting conditions

The inferences/analyses made by EY and FICCI in this report are based on information collated through limited primary research, secondary research and our knowledge of the industry. We have taken due care to validate the authenticity and correctness of the information from various sources, but no representations or warranty, expressed or implied, is given by EY or FICCI any of its respective partners, officers, employees or agents as to the accuracy or completeness of the information, data or opinions provided to us by third parties or secondary sources.

Nothing contained herein, to the contrary and in no event shall EY or FICCI be liable for any loss of profit or revenues and any direct, incidental or consequential damages incurred by the client or any other reader of this report. Table of Contents

Executive summary...... 01

1. Unexplored tourism destinations in India ...... 09

1.1 Auroville (Tamil Nadu) ...... 10 1.2 Chitrakoot (Madhya Pradesh) ...... 11 1.3 Desert camps of Rajasthan (Rajasthan) ...... 13 1.4 Diu (Daman & Diu) ...... 14 1.5 Dudhwa National Park (Uttar Pradesh) ...... 16 1.6 Elephanta Caves (Maharashtra) ...... 17 1.7 Hampi (Karnataka) ...... 19 1.8 Lahaul and Spiti (Himachal Pradesh) ...... 20 1.9 Majuli Island (Assam) ...... 22 1.10 Great Rann of Kutch (Gujarat) ...... 24 1.11 Sundarbans Delta (West Bengal)...... 25 1.12 Gurez/Gurais (Jammu and Kashmir) ...... 26

2 Conclusion ...... 29

Executive Summary Executive Summary

The Indian tourism and hospitality industry has emerged as the largest service sector in India. Although the countryis the seventh-largest in the world in terms of its geographical area, it is unparalleled in its beauty, uniqueness, culture and history, which make it a top tourist destination.

India sees the 11th largest tourist inflow in the Tourist inflow into India Asia-Pacific region and the 42nd worldwide, grew at 7% year-on-year according to India Tourism Statistics 2013. Its from 2010 to 2014. tourism industry is flourishing due to an increase in foreign tourist arrivals and a larger number of Indians travelling to domestic destinations. Tourist inflow into the country grew at 7% annually from 2010 to 2014. In 2013, India had 6.97 million registered foreign tourist arrivals — 0.64% of the total foreign tourist traffic in the world.

In 2014, the tourism sector contributed INR7.64 trillion to the GDP and provided employment to 36.7 million people. By the end of 2015, these numbers are expected to increase to INR8.22 trillion and 37.4 million respectively. This would mean that tourism will account for 7% of India's GDP in 2015. In 2014, travel and tourism investments in India accounted for INR2.11 trillion or 6.2% of the total investments – which is expected to rise by 9.3% in 2015.1

1“Travel and tourism industry to grow 7.5% in 2015: report”, Live Mint, http://www.livemint.com/Politics/h3ejs6Bz6NJ0BOW86ar1VL/Travel-and-tourism-industry-to-grow-75-in-2015- report.html, accessed 24 March 2015

02 | Unexplored tourism destinations of India Figure 1: Foreign tourist arrivals and domestic tourist visits in India

8.0 7.00 7.46 6.30 6.50 5.70 6.0 5.10 5.20 5.10 4.40 3.90 4.0

2.0 0.86 1.05 1.15 0.39 0.46 0.53 0.56 0.67 0.75 0.0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Foreign tourist arrivals (in million) Domestic tourist visits to all states and UTs (in billion)

Data for 'Domestic Tourist visits' was not available for the year 2014

Source: “India Tourism Statistics 2013 at a glance”, Ministry of Tourism, India

While the Government has been mainly focusing on more famous tourist destinations such as those in Rajasthan, Kerala and Gujarat; there are many other unique destinations with significant tourism potential, which, if developed and positioned intelligently, can add to the growth of the tourism sector in India.

Figure 2: Growth Rate of foreign tourist arrivals and domestic tourist visits in India

0.25 0.2 0.15 0.1 0.05 0 -0.05 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Growth rate (foreign tourists) Growth rate (domestic tourists) Data for 'Domestic Tourist visits' was not available for the year 2014

Source: “India Tourism Statistics 2013 at a glance”, Ministry of Tourism, India

With the Central Government realizing the importance of tourism in India's economic development by according it priority sector status in the Twelfth Five Year Plan, the tourism sector is set to grow rapidly in coming years. The Government has also taken several steps to promote tourism, e.g., by introducing visa-on-arrival schemes for as many as 43 countries, increasing the Budget outlay for the Ministry of Tourism by 33% in 2015 and mulling expansion of the scope of the Leave Travel Allowance/Leave Travel Concession (LTA/LTC) to hotels and other expenses. This year's Budget also found special mention of heritage sites such as Hampi,the Elephanta Caves and the Varanasi temple town, among others, to focus on their development.

Unexplored tourism destinations of India| 03 Some unexplored tourism destinations have been exploredas part of FICCI's focus on the growth of India's tourism sector, and upcoming themes and projects across the country to attract tourists. This report provides information in a nutshell on each of these destinations, focusing on their main attractions, their connectivity and availability of accomodation facilities in them. Some destinations as mentioned in the current year's budget have been picked up as well. While most of the destinations are selected basedon industry interactions and trends.

Diverse destinations have been covered, ranging from the Majuli Islands — the largest river islands in the Indian sub-continent — to Auroville – a spiritual center near Pondicherry and the desert camps of Rajasthan. A snapshot of the 12chosen destinations with each of their main attractions is presented below:

Destination State Category Main attraction Auroville Tamil Nadu Wildlife/Spiritual 4Spiritual center at the heart of the city 4Surrounding greenbelt providing ample opportunity for development of wildlife tourism

Chitrakoot Madhya Pradesh Religious 4Spiritual legacy of town dating back to the period of the Ramayana – purported to be home to Lord Ram for a large part of his 14-year exile Desert camps Rajasthan Adventure/Nature 4Fully equipped tent in Rajasthan accommodation in the desert with toilet facilities, electricity and food 4Camel safaris over sand dunes

Diu Daman & Diu Adventure/Nature 4Unique mix of heritage including / Heritage forts, museums and caves with beautiful beaches. Dudhwa Uttar Pradesh Nature/Adventure 4Home to animals such as the tiger, National Park / Wildlife the swamp deer – Barasingha, the one-horned rhinoceros — and various other animals including almost 400 species of resident and migratory birds

04 | Unexplored tourism destinations of India Destination State Category Main attraction Elephanta Maharashtra Heritage 4A United Nations Educational, Caves Scientific and Cultural Organization (UNESCO) World Heritage Site since 1987 with beautiful rock-cut caves with stone carvings of Hindu gods and goddesses Hampi Karnataka Heritage 4A UNESCO World Heritage Site since 1986 with remains dating back to the 7th century. Lahaul and Jammu & Adventure/Nature 4Beautiful scenery and Buddhist Spiti Kashmir / Religious monasteries the major tourist attraction of the district 4Adventure activities such as skiing, yak safaris and trekking popular

Majuli Island Assam Nature/Wildlife/ 4One of the largest river islands in Religious the world; home to many different types of plants and animals. 4Also houses 36 monasteries (as of April 2013) known as satras

Great Rann Gujarat Adventure/Nature 4Largest salt desert in the world of Kutch 4Rann Utsav – annual winter festival with music and dance programs, cultural shows, camel safaris, food festivals, etc.

Sundarbans West Bengal Nature/Wildlife 4Largest single block of tidal Delta halophytic2 mangrove forest in the world 4Sundarbans National Park is a national park, a tiger reserve and a biosphere reserve

Gurez Jammu and Nature/Adventure 4Famous for its natural beauty, Kashmir being located in a valley surrounded by snowcapped mountains 4Has historical significance and fell along a section of the ancient Silk Route 4Culture and language of the native tribe is different from that of the rest of the Kashmir

2Halophyte - A halophyte is a plant that grows in waters of high salinity, coming into contact with saline water through its roots or by salt spray, such as in saline semi-deserts, mangrove swamps, marshes and sloughs, and seashores.

Unexplored tourism destinations of India| 05 A study of these locations indicates that they have huge untapped potential as tourist destinations, which can be harnessed to promote tourism in them. The Central Government has taken a step in this direction by launching the Heritage City Development and Augmentation Yojana (HRIDAY). Various state governments have also taken different steps and implemented policy measures to promote tourism in their states. 4Tourism policy: One of the basic initiatives is to have a dedicated state tourism policy which outlines how the states would like to project themselves. The policy also includes focus areas of the government, specific interventions proposed/planned, new/existing incentives to developers/private players and vision for development of tourism in the state, among others.

4Brand ambassadors: Some states such as Gujarat (Amitabh Bachchan) and West Bengal (Shah Rukh Khan) have involved leading Bollywood stars as brand ambassadors for the states, to promote the tourist destinations in the states. Another initiative undertaken by the Government of Diu was to project Diu as the ‘Isle of Calm’. The government had engaged a large advertising agency – Ogilvy & Mather for designing and conducting this campaign.

4Social media: To promote any destination as a tourist destination, it is important to provide accurate information which is easily accessible through various media. Thus, having a good website which includes information regarding tourist attractions, connectivity, best time to travel, tourist facilities and accommodation becomes imperative for promoting any destination. While some of these locations have good websites such as Hampi, Diu and Great Rann of Kutch (Rann Utsav), many locations do not have functional sites/have outdated sites. For instance, Chitrakoot does not have a detailed website promoting itself as a tourist destination.

The key policy interventions and initiatives proposed by FICCI and EY for these destinations are as follows: Organization of marquee events/ festivals

A theme-based event such as a global race, trek or excursion can be organized at these locations. For instance, a camel race on the lines of the Boat Race

06 | Unexplored tourism destinations of India Festival can be held in the Rann of Kutch as well as in the Deserts of Rajasthan. These should be global events held over several days to attract tourists. Development of theme-based activities

While natural beauty and heritage buildings attract tourists, what makes them stay for a longer period are options of diverse activities. Therefore, based on the nature of each location, sporting activities could be promoted. For instance, a good mix of water sports could turn Diu (as also Goa) into a destination that is sought after by younger tourists. Provision of basic tourist facilities

Some of these locations lack basic tourist facilities such as security, guided tours, clean and accessible toilets and easy access for differently abled persons. This needs to be addressed on a priority basis. Preservation of heritage and nature

Some of these locations are also in urgent need of preservation. It is therefore important that tourism is promoted in an ecologically sensitive manner and revenues from it are used to preserve monuments or the ecology. For instance, preservation of the Elephanta Caves in Maharashtra and the ruins in Hampi should be an ongoing process to ensure that they remain as close to their original state as possible. Rapid erosion of Majuli Island in Assam is a problem that can have consequences as dire as the entire island being wiped out and thus needs immediate attention.

Unexplored tourism destinations of India| 07

1. Unexplored tourism destinations in India 1. Unexplored tourism destinations in India

1.1 Auroville (Tamil Nadu)3

Background: Auroville, also known as the City of Dawn, is located in the Viluppuram district in Tamil Nadu. It was conceptualized as an ideal township dedicated to the unity of humanity and was founded by Mirra Alfassa in 1968 as a project of the Sri Aurobindo society. Aurovillewas also declared a project of importance by the United Nations Educational, Scientific and Cultural Organization (UNESCO) in 1966.

Main attraction: Located around 10 km north of Pondicherry, the town has a population of 2,400 people from around 49 countries — of all age groups and social backgrounds, representing human diversity. The center of the town or Peace Area is the location of the Matrimandir, a domed amphitheater with the Urn of Human Unity containing soil from 121 countries and 23 India states. Covered with 56kg of gold, the center of the dome holds a crystal ball that glows with a single ray of sunlight, representing in the words of Alfassa,“a symbol of future realization.” Matrimandir is also equipped with a solar power plant and surrounded by a lake, which acts as a groundwater recharge area.

There are four planned zones in the city — the Residential Zone, providing a habitat of balanced living for individuals and the collective; the Industrial Zone with small- and medium-scale industries to help it achieve self-sufficiency; the Cultural Zone, which is to be a site for educational, sports and cultural facilities, and International Zone, which will demonstrate the contribution of various countries to diversity. Agreen belt lies is envisaged, which will surround the city as a zone for farms, forestry and wildlife habitats.

3“Auroville – The City of Dawn”, Official Website, http://www.auroville.org/, accessed 22 March 2015.

10 | Unexplored tourism destinations of India Connectivity: Auroville is located around 150 km south of Chennai and 10 km north of Pondicherry town. It can be easily reached by the East Coast Road connecting Chennai and Pondicherry. The town is around a three-hour taxi journey away from Chennai. Moreover, one can take a Chennai-Pondicherry bypass bus to the Pondicherry bus station, and a taxi or auto rickshaw onwards to Auroville. The nearest airport is the Chennai International Airport and the nearest railway station the Chennai Central Railway Station.

Getting around: A visit to the Visitors’ Centre provides information on activities in the town through videos and brochures. There are boutiques selling products manufactured at Auroville, restaurants, cycle rentals, etc. The Mantrimandir is a 15-minute walk from the Centre. Guided tours are also available.

Accommodation: Guest houses, maintained as Auroville units, offer simple options, depending on space and budgets. Home stays are another accommodation option. These can be booked through the Auroville Guest Accommodation Service located at the Visitor’s Centre or online.

Recommendations: The town is not designed with a specific goal to attract tourists, and the following would help it build its potential as a tourist destination:

4Accommodation options for tourists looking for a more luxurious stay while enjoying the peace and serenity of the town

4Restaurants serving multi-cultural cuisine

4Involvement of tourists in city’s activities in the areas of education, culture and art,and green practices

4Nature tours in the Green Belt, which can be conducted by locals

4Eco-friendly conveyance within the city and to nearby areas to maintain the environmental balance 1.2 Chitrakoot (Madhya Pradesh)4

Background: Chitrakoot is a town and Nagar Panchayatlocated in the Satna district in Madhya Pradesh. It borders the Chitrakoot district of Uttar Pradesh and lies in the Chitrakoot region, which has significant historical and religious significance. The region is known for its many temples and sites (mentioned in the Hindu scriptures).

4“Chitrakoot – Official District Website”, http://chitrakoot.nic.in/, accessed 23 March 2015. “Chitrakoot, Madhya Pradesh”, Wikipedia, http://en.wikipedia.org/wiki/Chitrakoot,_Madhya_Pradesh, accessed 23 March 2015.

Unexplored tourism destinations of India| 11 Main attraction: The town’s spiritual legacy dates back to the period of the Ramayana. According to the Ramayana, lord Ram, along with his brother and wife, stayed in Chitrakoot for a large part of his 14-year exile from his kingdom. Chitrakoot’s top tourist attractions include Ram Ghat on the bank of the Mandakini river, the Gupt Godavari Caves, the Hanuman Dhara temple, the Bharat Milap temple and the Kamadgiri temple, among others. The Sati Anasuya Ashrama, located 16 km from the town, is another tourist attraction and finds special mention in the Ramayana. Several fairs and festivals are organized in the region, such as the Ramayana Mela, and people gather there every year on Diwali, Makar Sankranti and Ramanavami.

Connectivity: Chitrakoot is closest to the Allahabad airport, which is located 116 km it. The Chitrakoot Dham (Karwi) railway station in Uttar Pradesh is situated 10 km from Chitrakoot. The townis connected through a 5 km approach road to National Highway 76.

Accommodation: Accommodation facilities available in the town are limited and include basic hotels. The Madhya Pradesh Tourism Development Corporation (MPTDC) has two properties, which have air-conditioned rooms.

Recommendations: The Chitrakoot region, which is spreadover both Uttar Pradesh and Madhya Pradesh, has significant religious and cultural importance. The region’s appeal as a tourist destination could be developed by implementation of the following initiatives:

4Smart toilets with bio-digester facilities at all temples and hotels to maintain the green environment

4Eco-friendly conveyance for tourists to travel from the town to nearby attractions

4Specialized heritage tours with knowledgeable guides to answer tourist’squeries (Local people can also conduct such tours.)

4Luxury hotels and cottages near or in the town

4Theme-based restaurants serving authentic local cuisine

12 | Unexplored tourism destinations of India 4Tourist support services such as signage and interpretation centers, parking facilities and easy access provided for differently abled persons 1.3 Desert camps of Rajasthan (Rajasthan)

Background: Rajasthan, the state famous for its alluring Thar Desert, attracts a large number of tourists to its desert camps.

Three cities in Rajasthan — Jaisalmer, Jodhpur and Bikaner — have large stretches of desert. All three have various desert camps arranged by different hospitality players. In Jaisalmer5, the camps are arranged at the Sam sand dunes, in Jodhpur, at the Osian sand dunes and in Bikaner at the Katriyasar sand dunes near Raiser village6. These are the chosen ones for desert camping7.

Main attraction: The desert camps offer a variety of activities to keep tourists busy. Most of themoffer fully equipped tented accommodation with food and toilet facilities, and electricity. The tents are elegantly built with center rooms, verandahs, toilets with all modern facilities including 24-hour running water.

The single night stay package includes a traditional welcome with refreshments, exclusive deluxe camel safaris, desert jeep safaris, folk music and dances at night, camp fires, dinner and breakfast the next morning.

The base camps are generally located 3 to 5 km away from the dunes. Safaris and excursion trips take place at the center of the sand dunes. If a stay extends beyond a day, camel safaris are offered inside villages, giving tourists a glimpse into Rajasthani culture.

Connectivity: Jodhpur seems to be the central location for tourists visiting Bikaner and Jaisalmer. The Osian sand dunes are at a distance of 60 km from Jodhpur. Jaisalmer is located 300 km from Jodhpur airport and Bikaner is located at a distance of 304 km from it. Both Jaisalmer and Bikaner have rail connectivity with the Palace on Wheels,which stops at the junctions. Volvo and deluxe buses also ply on NH-15 to Jaisalmer, and NH 11, 15 and 89 link Bikaner with other major Indian cities.

5“Jaisalmer Desert”, http://www.desertsafarijaisalmer.com/, accessed 13 March 2015. 6“Raisar Camps”, http://raisarcamp.com/, accessed 13 March 2015. 7“Osian Dunes”, http://www.osianresortcamps.com/, accessed 13 March 2015

Unexplored tourism destinations of India| 13 Accommodation: There are accommodation facilities at the camping sites, but most of the camps only have basic amenities. Moreover, since the camps are at a distance from urban areas, food is often stored and limited in quantity. However, most of these desert camp providers offer accommodation that is clean and equipped with all necessities8.

Recommendations: Keeping in view the region’s colorful culture, its desert areas still have huge potential in the areas of adventure sports and camping, which need to be developed further. Some of the potential areas are as follows:

4Smart toilets with bio-digester facilities at all the camps to maintain the green environment

4Special desert tours for enthusiasts who want to know about the culture and history of the region (Local people can also conduct such tours, since they can present the best picture of their rich history, art and culture.)

4Special luxury camps with all amenities

4Adventure sports such as para sailing and desert skiing, which are yet to be explored in the camps 1.4 Diu (Daman & Diu)

Background: Diu, part of the union territory of Daman and Diu, is situated off the southern coast of Gujarat. It was a Portuguese colony, which was taken over by India in 1961. It mainly includes Diu Island and two small areas. The northern part of the island is marshy and the southern part has cliffs and sandy beaches.

8“User Reviews”, Tripadvisor website, http://www.tripadvisor.in/Hotel_Review-g297668-d3174501-Reviews- The_Osian_Sand_Dunes_Resort_Camp-Jodhpur_Rajasthan.html, accessed 24 March 2015. 9“Visit Diu”, Diu Tourism Website, http://visitdiu.in/, accessed 22 March 2015. “Gujarat Tourism”, http://www.gujarat-tourism.net/, accessed 22 March 2015. “Diu Administration Website”, http://diu.gov.in/index.php, accessed 22 March 2015.

14 | Unexplored tourism destinations of India Main attraction9 : Diu Island, also known as the Island of Calm or Ilha de Calma, is rich in Portuguese history, with churches and forts.Its main attractions include:

4Diu Fort: Built in 1535 and overlooking the Arabian Sea, the fort is a massive structure with a double moat and a lighthouse, which is the highest point of Diu. One can view cannons, small chapels and engraved tombstone fragments at the fort. The island’s jail is also located here.

4Fortress of Panikota: Reachable by canoe or motor launch, this is a stone structure built in the sea with a lighthouse and a chapel.

4Diu Museum, converted from St. Thomas Church, has antique carvings, statues and other artefacts.

4St. Paul’s Church, one of the most elaborate Portuguese churches in India, was built in 1610 and has barn and shell-like motifs.

4Beaches: Ghogla, Nagoa and Gomtimata are two of the popular beaches and offer water sports facilities to tourists.

4Naida Caves: Located outside of the town’s walls, the caves have a network of hewn hollows and steps.

Other attractions include the Gangeshwar Temple, the Jallandhar Shrine, the Shell Museum and Vanakbara (a small fishing village). The Diu Festival is celebrated every year in December when craftsmen and performers showcase their culture and talent.

Connectivity: Diu Airport is the nearest to Diu and the nearest railway junction is Veraval, which is 90 km from the town. The nearest railway station is Delwada, which is 8 km away on a meter-gauge line. State and private buses are also available.

Accommodation: There are a wide variety of hotels in different ranges for tourists to choose from. The options include budget, mid-range as well as luxury hotels and guest houses. Hotels are mainly located in Diu town and near beaches.

Recommendations: In order to realize Diu’s full potential as a preferred tourist destination, there are some areas that can be developed further. For example:

4Better maintenance of beaches with an enhanced focus on cleanliness and facilities such as restrooms

4Maintenance of Diu Fort to ensure its preservation and restoration of damage caused by erosion by the sea

Unexplored tourism destinations of India| 15 4Training of local guides to be well-informed and promotion of the history of the landmarks

4Improved connectivity with the town by frequent trains and buses

4Development of public transport to ease tourists’ trips around the island

4Development and promotion of water sport facilities at the lesser known beaches 1.5 Dudhwa National Park (Uttar Pradesh)

Background: The Dudhwa National Park was established in 1977 in the sub-Himalayan region known as the Terai belt. It lies between India and Nepal in the Lakhimpur- Kheri district in Uttar Pradesh and has buffer of reserved forest areas on the northern and southern areas. The southern boundary of the park is marked by the River Suheli and the northern edge lies along the Indo-Nepal border.

Main attraction: Spread across 680 sq. km., Dudhwa houses the most endangered ecosystems on the planet. These include Sal forests, grasslands and swamps. Apart from being home to a sizeable number of tigers, it is the last refuge of critically endangered sub-species of the swamp deer known as the Barasingha. The great Indian one-horned rhinoceros, crocodiles and garuda are the other main attractions at the park. Other animals to be seen include the Sambar deer, barking deer, spotted deer, hog deer, sloth bears, ratels, jackals, civets, jungle cats, fishing cats and leapords. The wetlands of Dudhwa are home to around 400 species of resident and migratory birds that come from far-off lands. Some of the birds found here include the Swamp Francolin, the Great Slaty Woodpecker, the Bengal Florican, the Painted Stork and the Sarus Crane.

Connectivity: Dudhwa National Park can be reached from Lucknow by the National Highway 24 and the Katerniaghat Wildlife sanctuary by the National Highway 28C (through Bahraich) and the State Highway 730 through Lakhimpur. The nearest airport is Lucknow airport at a distance of 250 km and the nearest railway station connecting Dudhwa to Delhi is at Shahjehanpur (110 km).

16 | Unexplored tourism destinations of India Accommodation: There are accommodation facilities at the national parks, but these are basic and offer inadequate amenities. There are around 50 rooms available in various types of hotels, rest houses and thuru huts near the Park.

Recommendations: Keeping in view the rich biodiversity in the region, the reserve still has huge potential in the areas of wildlife and eco-tourism, which need to be developed further. Some of the potential areas are as follows:

4Medical facilities (nearest hospital being 90 km away)

4Smart toilets with bio-digester facilities at all the lodges and hotels to maintain the green environment

4Eco-friendly conveyance at the Park to commute from and to the nearest city

4Movie-shooting and screening in protected area, especially by researchers for private screening (for extra charges)

4Wildlife specialist tours for wildlife enthusiasts who want knowledgeable guides to answer their queries (Local people can also conduct such tours, since they can be knowledgeable about matters pertaining to the forest.)

4Adventure sports such as river safaris and mountaineering, which would add to the reserve’s attractiveness, as well as camping and bonfire arrangements near river banks (to attract tourists)

4Special luxury cottages in close proximity with nature 1.6 Elephanta Caves (Maharashtra)

Background: The Elephanta Caves are a network of sculpted caves located on Elephanta Island, also known as Gharapuri. The Island lies 10 km to the east of Mumbai. Two groups of caves make up the Elephanta Caves — a large group of five Hindu caves and a smaller group of two Buddhist caves.

Main attraction: The caves were designated as a UNESCO World Heritage Site in 1987. They have been carved out of a single solid basalt rock, which represents Mount Kailash, the residence of Lord Shiv. The caves have beautiful stone carvings of Hindu gods and

Unexplored tourism destinations of India| 17 goddesses. There are sculptures of Parvati, Ravana and Lord Shiva (which shows his three forms as the creator, destroyer and the preserver).These statues are the main attraction of the caves and are of religious importance to some tourists. There are many other sculptures, including of Ravana holding up Mount Kailash, Shiv and Parvati on Kailash Mountain, Ardhanarishwar, and the weddings of Shiva, Natraja and Kartikeya. On the eastern part of the island is the Stupa Hill where the Buddhist caves are located. One of these caves has a stupamade in brick, while the other is incomplete10.

Another attraction is Cannon Hill located at the top of the island. It was used to safeguard Bombay harbor during the colonial era. The caves are also the site of the annual Elephanta Festival,which is organized by the Tourism Department of Maharashtra in February every year. During World Heritage Day on 18 April and World Heritage Week between 19 and 25 November, there are special events held at the caves. In addition, there isa mini toy train for tourists who wish to avoid walking through the caves.

Connectivity: The Elephanta Caves can be reached by ferry from the Gateway of India, Mumbai. The nearest airport is the Chhatrapati Shivaji International Airport (at Mumbai), which is 20 km from the Gateway of India and the nearest railway station is at Mumbai at a distance of 12 km from the caves11.

Accommodation: There is no place to stay on the island, but there are good hotels at Mumbai. However, there are many restaurants at the foothill and some at the top. While coming down, there are some eating places(and generally the restaurants serve Indian food).

Recommendations: The region is rich in its heritage, architecture and religious relevance. Some potential areas that could be focused on include:

4Medical facilities on the island (including first aid)

4Smart toilets with bio- digester (non- networked standalone) at strategic locations across the island

4Improved power supply, basic and recreational facilities, and security arrangements

4Proper maintenance of the island, including cleanliness in and around the caves

10“Elephanta Caves,” Wikipedia website, http://en.wikipedia.org/wiki/Elephanta_Caves, accessed 13 March 2015. 11“Maharashtra Tourism” http://www.maharashtratourism.gov.in/mtdc/HTML/MaharashtraTourism/TouristDelight/Caves/Caves.aspx?strpage =ElephantaCaves.html, accessed 23 March 2015.

18 | Unexplored tourism destinations of India 4Enhanced connectivity by high-speed boats to cut down the number of hours taken to reach the caves 12 1.7 Hampi (Karnataka)

Background: Hampi is a village in northern Karnataka, located in the ruins of the ancient city of Vijayanagara. The village is an important place of religious and architectural significance. It is situated 13 km from the town of Hospet(also known as Hosapete) and is on the southern bank of the river Tungabhadra. The principal industries in the village include agriculture, support of the Virupaksha temple and tourism.

Main attraction: The ruins at Hampi have been a UNESCO World Heritage Site — one of the 32 designated sites across India — since 1986. Hampi is spread over an area of 26 sq. km. and is reportedly enclosed by seven lines of protection . The most famous tourist site and center of pilgrimage in the village is the Virupaksha Temple, which is dedicated to Lord Shiva, and its history can be traced back to as far back as the 7th century. The other famous temples in the village include the Vittala Temple, the Krishna Temple, the Hazara Rama Temple and the Chandramauleshwara Temple. The temples at Hampi are known for their large dimensions, ornate ornamentation, bold and delicate carvings, stately pillars, magnificent pavilions and a wealth of iconographic and traditional depictions including subjects from the Ramayana and the Mahabharata. Other important buildings, which form part of the Group of Monuments in World Heritage Sites, includes civil buildings — aqueducts and canals, archaeological museums, etc., and military buildings such as the king’s palace.

Connectivity: The closest railway station to Hampi is at Hospet, which is the major town in the area. Hospet also has a bus station,which connects it to towns including Hyderabad, Goaand Bengaluru . Bengaluru, the capital of Karnataka, is situated 350 km from Hampi and is connected to itby the National Highways 4 and 13, and State Highway 49. The nearest (domestic) airport is Bengaluru Airport.

12“Elephanta Caves could get helipad, power thanks to Jaitley's largesse in Budget 2015”, Firstpost, http://www.firstpost.com/mumbai/elephanta-caves-get-helipad-power-thanks-jaitleys-largesse-budget-2015- 2130791.html, accessed 23 March 2015.

Unexplored tourism destinations of India| 19 Accommodation: Hampi does not offer luxurious accommodation, although many villagers rent out parts of their houses (one or two rooms) to tourists. The only government-run accommodation, along with another cluster of guest-houses, is at Kamalapura, situated 3 km. from Hampi. Virupapur Gadde, situated on the other side of the Tungabhadra, is where the third cluster of guest-houses is located. The river can be crossed by a coracle — a small lightweight boat. Hospet offers more upmarket hotels including those of large hotel chains such as the Hyatt and Royal Orchid.

Recommendations: The region is immensely rich in heritage, architecture and religious relevance, and has huge untapped potential. Some areas that could be focused on include:

4Medical facilities

4Smart toilets with bio-digester facilities (non-networked standalone) in strategic locations in the ruins

4Eco-friendly conveyance to and from Hospet — including state/privately run bicycle rental services

4Specialist heritage tours of the major buildings

4Joint tours and activities at the Tungabhadra Dam to promote tourism in both the locations and cross-leverage their attractions

4Tourist support services such as signage and interpretation centers, parking facilities and easy access for differently abled persons 1.8 Lahaul and Spiti (Himachal Pradesh)15

Background: Lahaul and Spiti is a district in Himachal Pradesh, which was formed in 1960 after merging of the two separate districts of Lahaul and Spiti. The Kunzum la or the Kunzum Pass, situated at a height of 4,590 meters, connects Lahaul to the Spiti valley. The administrative center of the district is Keylong in Lahaul.

15“Lahaul and Spiti”, Official Website, http://hplahaulspiti.nic.in/, accessed 23 March 2015 “Lahaul, India. Lonely Planet,http://www.lonelyplanet.com/india/himachal-pradesh/lahaul-and-spiti, accessed 24 March 2015

20 | Unexplored tourism destinations of India Main attraction: The beautiful scenery and Buddhist monasteries are the major tourist attractionsin the district. However, uncertain weather conditions in the district means that it can only be visited between the months of June to October. The places to visit in and around Lahaul are the Pattan Valley, the Kunzum Pass and the Rohtang Pass. The famous Buddhist monasteries include the Key Monastery (a research and training center for Buddhists in India), the Tabo Monastery and the Dhankar Gompa. Villages such as Khibber and Lanza are largely untouched by commercial operations and offer a serene and calm environment to tourists.

Adventure activities are another tourist attraction in the district. Skiing is a popular adventure sport in Spiti as is the Yak safari. The area is also considered a paradise for trekkers,since it offers many challenging and beautiful treks. Some of the popular ones include Kaza-Langza-Hikim-Komic-Kaza, Kaza-Ki-Kibber-Gete-Kaza, Kaza-Losar-Kunzum La and Kaza-Tabo-Sumdo-Nako.

Connectivity: The district is connected to Manali through the Rohtang Pass. Theclosest airport is the Kullu Manali airport located 160km south of Keylong. The journey takes around six hours by road through the Rohtang Pass from the airport. The closest railway station is in Shimla (340km), which can be reached via Manali.

Accommodation: There are a limited number of hotels in Lahaul and Spiti, although they range from budget to mid-luxury hotels. There are also a few Bed & Breakfast places in Keylong, which offer basic amenities to tourists. Other options include home stays, which are facilitated by some online travel agents.

Recommendations: The district of Lahaul and Spiti derives its beauty from the fact that it still remains untouched from commercial tourism. Therefore, it is important that ecotourism is promoted in the area to ensure that its beauty is publicized without commercializing it. The following are some suggestions for achieving this:

Unexplored tourism destinations of India| 21 4Smart toilets with bio-digester facilities at all the monasteries to maintain the green environment

4Movie-shooting and screening in a protected area, especially by researchers, and private screening for extra charges

4Heritage tours with knowledgeable guides to answer queries (Local people can also conduct such tours.)

4Environment-friendly luxury hotels and cottages near or in town

4Area promoted as a skiing destination by organizing skiing festivals/competitions

4Tourist support services such as signage and interpretation centers, parking facilities and easy access for differently abled persons 1.9 Majuli Island (Assam)

Background: Majuli is the largest r iver island in the Indian subcontinent. It is located in the river Brahmaputra in Assam. The island is surrounded by the Brahmaputra river in the south and Kherkutia Xuti, a branch of the Brahmaputra, which is joined by the Subansiri River in the north. It was formed due to the river Brahmaputra and its tributaries changing their course. Majuli is known for its Assamese neo-Vaisnavite culture.

Main attraction: The island’s main tourist attraction is its natural beauty, since it is located in the middle of the rivers. It is home to many different kinds of plants and animals. It also hosts many birds such as the Siberian Crane, the Greater Adjutant Stork, the Pelican and the Whistling Teal. Its culture and heritage, including handlooms and the colorful culture of the tribes, is another attraction. Majuli has been a center of

22 | Unexplored tourism destinations of India Vaishnavism (a branch of Hinduism centering on Krishna and Vishnu) from the 15th century. It also houses 36 monasteries (as of April 2013) known as satras. In addition, it is famous forthePaal Namm festival at the end of winter.

Erosion: Over the last few decades, the island has been suffering due to erosion by the Brahmaputra. This has intensified with the regular seasonal flooding of the island. According to a 2004 study, It had eroded to 163 sq. km. in 2001 from 290 sq. km. in 1917. The Union Government has sanctioned INR250 crore to protect it.

Connectivity: Majuli is located 20 km. from Jorhat, which is accessible to Majuli by ferry services. The island is around 200 km. from Guwahati — the capital of Assam.

Accommodation: Due to obvious reasons, there are no accommodation facilities at the island. However, hotels of different standards can be found in Jorhat and closer to the mainland.

Recommendations: The region is immensely rich in culture, natural beauty and wildlife. But due to poor connectivity, lack of promotion as a tourist destination, and lately, the erosion, its full tourism potential has been largely underexplored. Some areas that could be focused on include:

4Improved connectivity by boats, ferries, etc.

4Medical facilities on the island

4Smart toilets with bio-digester facilities (non-networked standalone) in strategic locations across the island

4Wildlife specialist tours of the major buildings (Local people can also conduct such tours, since they may be knowledgeable about matters pertaining to the forest.)

4Promotion of the island’s culture and local traditions including its tribal culture, handlooms, boat-making craft, etc.

4Designing of a systematic program to promote its cultural tourism

4Tourist support services such as signage and interpretation centers, parking facilities and easy access for differently abled persons

Unexplored tourism destinations of India| 23 1.10 Great Rann of Kutch (Gujarat)

Background: The Great Rann of Kutch is located in the Thar Desert in Gujarat and is a seasonal salt marsh. It lies to the north of the Kutch District and is spread over an area of around 7,500 sq. km. It is the largest salt desert in the world. The Rann of Kutch is one of the most scenic spots on earth to which a large variety of birds, such as flamingos and larks, flock in the migratory season. The time to visit it is in winter to experience the myriad fascinating views due to the position of the sun during this period.

Main attraction: Apart from being the largest salt desert in the world, what makes Kutch most interesting is the endless desert on one side and the sea on the other. During the monsoon months, the sea covers a part of the area and then gradually recedes in winter to leave a pristine white desert. The Rann of Kutch is the refuge for the last endangered Asiatic wild asses and is also home to the largest breeding colonies of the greater and lesser flamingos.

To enhance the tourist potential of the Rann of Kutch, the Government of Gujarat organizes the Rann Utsav from December to March every year. This is a carnival where tourists can get a flavor of the local culture through activities including musical and dance programs, cultural shows, camel safaris, food festivals, etc. Since this is the best time to visit the area, the carnival also offers desert camps and moonlit camel rides to tourists to enable them to enjoy the beauty of the Rann.

Kutch is also a famous for its handicrafts because of the vibrant colors used by the craftsmen in the region. Tourists can shop for handicraftssuch as garments, embroidered paintings and wall hangings, traditional Gujaratijewelryand also enjoy the traditional food and the relaxing environment.

Connectivity: Kutch is well connected by air, rail and road. It is 86 km from Bhuj airport and is connected via the Dorodo desert to Bhuj. The nearest railway station is also in Bhuj. It is around 400 km. from Ahmedabad and is well connected to the city through a road network.

24 | Unexplored tourism destinations of India Accommodation: Accommodation is in the form of budget to luxury hotels in the towns around the Rann. Some hotels are located near the beach and are most preferred by tourists. The Gujarat Tourism department also sets up tents during the Rann Utsav to attract tourists.

Recommendations: The Rann of Kutch has unique features that are not found anywhere in the world. There is high potential to develop ecotourism in the area. Some of the important features that can be enhanced include:

4Installation of bio-digester toilets and/or other non-networked toilets across the Rann, especially in winter

4Enhanced medical facilities

4Special luxury cottages closer to the desert

4Scheduling of annual camel races and making them well-advertised eventslike the Boat Race Festival in Kerala

4Adventure sports such as desert racing, water sports, etc. organized as an added attraction 1.11 Sundarbans Delta (West Bengal)

Background: Sundarbans region in Bengal is the largest single block of tidal halophytic16 mangrove forest in the world. It is spread over an area of approximately 10,000 sq. m. – 40% of which is India (rest is in Bangladesh). It has been declared as a UNESCO World Heritage Site. The Sundarbans delta is formed by the super confluence of the Ganges, Padma, Brahmaputra and Meghna rivers.

Main attraction: The region includes the Sundarbans National Park which is a national park, a tiger reserve and a biosphere reserve.It is home to a myriad variety of

16Halophyte - A halophyte is a plant that grows in waters of high salinity, coming into contact with saline water through its roots or by salt spray, such as in saline semi-deserts, mangrove swamps, marshes and sloughs, and seashores.

Unexplored tourism destinations of India| 25 trees, reptiles and crocodiles. The delta can be navigated only through water ways and there are a few river cruises which can be availed to explore the area.

The main attraction of the area is to view the wildlife, the forest and the small channels and creeks of the rivers while being in a boat/cruise. Cruises are available for day trips, some of which include a short walk through the mangrove forest and interaction with the locals. Other attractions include Bhagatpur Crocodile Project - a crocodile breeding farm, Sagar Island, Jambudweep, Sudhanyakali watchtower, Netidhopani Watchtower and Sajnekhali Bird Sanctuary.

Connectivity: As discussed above, the delta is accessible only through water transport. The closest major city is Kolkata which has an international airport and has four inter-city railway stations. The journey from Kolkata to the farthest land point takes 3-3.5 hours by road. Tourists then board the cruise/boat from a particular location, depending on the tour operator. These boats/cruises then take the tourists through the delta including watch towers, walks, etc. based on the itinerary.

Accommodation: Accommodation is in the form of budget to luxury hotels in Kolkata. Cruises also offer stay options for one to two nights, however these tend to range from basic to semi-luxurious.

Recommendations: The Sundarbans region has a high potential to develop ecotourism due to its natural attractions. Some of the important features that can be enhanced include:

4Increasing the number of cruises/boats for the trips from Kolkata. The booking for these should be available online.

4Movie-shooting and screening in protected area, especially by researchers for private screening (for extra charges)

4Adventure sports, which would add to the reserve’s attractiveness, as well as camping and bonfire arrangements (if possible) 1.12 Gurez/Gurais (Jammu and Kashmir)

Background: The Gurez or Gurais valley in northern Jammu & Kashmir is situated at about 8,000ft (2,400m) above sea level. Located on the Indo-Pak border, the Gurais region is divided into three parts – only one of which lies in India and is part of the

26 | Unexplored tourism destinations of India Bandipore/Bandipora district. The central township in the area is at Dawar. Due to heavy snowfall, the valley remains cut-off from the rest of the country for nearly six months every year.

Main attraction: Gurez is famous for its natural beauty, being located in a valley surrounded by snowcapped mountains. The Kishenganga river flows through the valley, which adds to the picturesque beauty of the region. The most famous peak in the valley, shaped like a pyramid, is the Habba Khatoon. The region is also known to the trekkers due to its natural beauty.

Gurez also has historical significance and fell along a section of the ancient Silk Route that connected the Kashmir Valley to Gilgit. The ruins of the ancient Sharada University can also be found in the valley. Carved inscriptions in Kharoshthi, Brahmi and Tibetan have been uncovered in the valley.

The residents of the valley belong to the Shina speaking tribe of Dards. The culture and language of this tribe is different from that of the rest of the Kashmir and is closer to the tribes in north Pakistan. This provides an opportunity for tourists to experience a unique culture in the valley.

According to Jammu & Kashmir Tourism Development Corporation officials, up until last year, police permission was required to visit Gurez. The valley is now open for tourists and the state government also plans to promote the destination in the future.

Connectivity: Gurez is located 86 km from Bandipore and 123 km from Srinagar. The closest railway station and airport is at Srinagar. The road connecting Gurez to Bandipora becomes non navigable during the winter months.

Accommodation: Since it is relatively unexplored and inaccessible for nearly half of the year, no major hotels are present in the valley. The tourists usually travel from Srinagar or Bandipore. Further, due to avalanches and lack of space, the existing houses are cramped together offering no space for new buildings.

Recommendations: Gurez offers many opportunities to be developed for its tourism due to its natural beauty, historical significance and cultural uniqueness. Some of the suggestions include:

Unexplored tourism destinations of India| 27 4Improving road connectivity to the valley (the construction of a tunnel which is operational throughout the year is being discussed)

4Provision of basic accommodation facilities – at least during the peak tourist season

4Power is also a major issue in the region and needs to be addressed

4Preparing packages for organized treks and promoting the destination as a trekker’s paradise

4Leveraging the unique local culture and language to attract tourists such as short term language courses

4Encourage movie shoots

28 | Unexplored tourism destinations of India 2. Conclusion 2. 2. Conclusion

The locations we have showcased in brief are just a few of the unexplored and little known tourism destinations in India. There are many religious sites, archeological monuments and heritage sites that have immense potential to be developed by theGovernment through promoting tourism. The Central Government has taken a step in this direction by launching the Heritage City Development and Augmentation Yojana (HRIDAY).

Various state governments have also taken different steps and implemented policy measures to promote tourism in their states.

4Tourism policy:

One of the basic initiatives is to have a dedicated state tourism policy which outlines how the states would like to project themselves. The policy also includes focus areas of the government, specific interventions proposed/planned, new/existing incentives to developers/private players and vision for development of tourism in the state, among others.

30 | Unexplored tourism destinations of India locations do not have functional sites/have outdated sites. For instance, Chitrakoot does not have a detailed website promoting itself as a tourist destination.

Some other policy interventions and initiatives that can be taken for these destinations include: Organization of marquee events/festivals

A theme-based event such as a global race, trek or excursion can be organized at these locations. For instance, a camel race on the lines of the Boat Race Festival can be held in the Rann of Kutch as well as in the Deserts of Rajasthan. These should be global events held over several days to attract tourists. Development of theme-based activities

Unexplored tourism destinations of India| 31 Ernst & Young LLP

Assurance | Tax | Transactions | Advisory

About EY

EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.

Ernst & Young LLP is one of the Indian client serving member firms of EYGM Limited. For more information about our organization, please visit www.ey.com/india

Ernst & Young LLP is a Limited Liability Partnership, registered under the Limited Liability Partnership Act, 2008 in India, having its registered office at 22 Camac Street, 3rd Floor, Block C, Kolkata – 700016

This publication contains information in summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed research or the exercise of professional judgment. Neither EYGM Limited nor any other member of the global Ernst & Young organization can accept any responsibility for loss occasioned to any person acting or refraining from action as a result of any material in this publication. On any specific matter, reference should be made to the appropriate advisor

32 | Unexplored tourism destinations of India

Rahul Chakravarty Pragyal Singh Director, FICCI Director, EY

Federation House 1, Tansen Marg, Golf View Corporate Tower B, Sector – 42, New Delhi 110001 Sector Road, Gurgaon – 122 002

Tel : +91-11-23311720-Direct/ 23738760-70 (Ext.342) Tel : +91 124 671 4565 Fax : +91-11-23765333 Fax : +91 124 464 4050 Email : [email protected] Email : [email protected]