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TOWARDS SUSTAINABLE SPIRITUALISM Buddhist Tourism - Linking Cultures, Creating Livelihoods

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

YEAR September, 2014

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

No part of this publication may be reproduced in any form by photo, photoprint, COPYRIGHT microfilm or any other means without the written permission of YES BANK Ltd. & ASSOCHAM.

This report is the publication of YES BANK Limited (“YES BANK”) & ASSOCHAM and so YES BANK & ASSOCHAM has editorial control over the content, including opinions, advice, statements, services, offers etc. that is represented in this report. However, YES BANK & ASSOCHAM will not be liable for any loss or damage caused by the reader's reliance on information obtained through this report. This report may contain third party contents and third-party resources. YES BANK & ASSOCHAM takes no responsibility for third party content, advertisements or third party applications that are printed on or through this report, nor does it take any responsibility for the goods or services provided by its advertisers or for any error, omission, deletion, defect, theft or destruction or unauthorized access to, or alteration of, any user communication. Further, YES BANK & ASSOCHAM does not assume any responsibility or liability for any loss or damage, including personal injury or death, resulting from use of this report or from any content for communications or materials available on this report. The contents are provided for your reference only. The reader/ buyer understands that except for the information, products and services clearly identified as being supplied by YES BANK & ASSOCHAM, it does not operate, control or endorse any information, products, or services appearing in the report in any way. All other information, products and services offered through the report are offered by third parties, which are not affiliated in any manner to YES BANK & ASSOCHAM. DISCLAIMER The reader/ buyer hereby disclaims and waives any right and/ or claim, they may have against YES BANK & ASSOCHAM with respect to third party products and services. All materials provided in the report is provided on “As is” basis and YES BANK & ASSOCHAM makes no representation or warranty, express or implied, including, but not limited to, warranties of merchantability, fitness for a particular purpose, title or non – infringement. As to documents, content, graphics published in the report, YES BANK & ASSOCHAM makes no representation or warranty that the contents of such documents, articles are free from error or suitable for any purpose; nor that the implementation of such contents will not infringe any third party patents, copyrights, trademarks or other rights. In no event shall YES BANK & ASSOCHAM or its content providers be liable for any damages whatsoever, whether direct, indirect, special, consequential and/or incidental, including without limitation, damages arising from loss of data or information, loss of profits, business interruption, or arising from the access and/or use or inability to access and/or use content and/or any service available in this report, even if YES BANK & ASSOCHAM is advised of the possibility of such loss. Maps depicted in the report are graphical representation for general representation only.

YES BANK Ltd. The Associated Chambers of Commerce and Industry of Tushar Pandey Senior President & Country Head - PSPM D. S. Rawat Secretary General Registered and Head Office 5, Sardar Patel Marg 9th Floor, Nehru Centre, Chanakyapuri Dr. Annie Besant Road, New - 110021 Worli, - 400 018 Tel : +91 11 4655 0555 CONTACTS Tel : +91 22 6669 9000 Fax : +91 11 2301 7008/9 Fax : +91 22 2497 4088 Email : [email protected] Northern Regional Office Website : www.assocham.org 48, Nyaya Marg, Chanakyapuri New Delhi – 110 021 Tel : +91 11 6656 9000 Email : [email protected] Website : www.yesbank.in

Shri Shripad Yesso Naik Hon'ble Minister of State for Tourism & Culture (I/C) Transport Bhawan, Parliament Street New Delhi - 110 001

MESSAGE

(Shripad Yesso Naik) 16 September, 2014

Hkkjr ljdkj i;ZVu ea=ky; ifjogu Hkou] laln ekxZ ubZ fnYyh & 110001 Government of India Ministry of Tourism ijost+ nhoku Transport Bhawan, Parliament Street lfpo New Delhi - 110001 Tel. : 91-11-23711792, 23321395 Parvez Dewan Fax : 91-11-23717890 Secretary E-mail : [email protected]

FOREWORD

For a country which believes in “Atithi devo ”, tourism has emerged as India's fourth biggest foreign exchange earner growing at CAGR of 13 percent. With a contribution of 6.6 percent towards India's GDP and 7.7 percent towards total employment, India's Travel, Tourism and Hospitality industry has the potential to induce sustainable development at the grassroots and become the backbone of our economy, truly adding 'Inclusiveness' to Vibrant India. In his vision of 'Brand India', Hon'ble Prime Minister Shri has also underlined the importance of Tourism and Tradition as great enablers.

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

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

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

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

Thank you.

Sincerely,

Rana Kapoor President MD & CEO

MESSAGE

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

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

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

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

I am certain that the publication 'Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods' will provide an innovative platform for various stakeholders to create sustainable business enterprises around Buddhist Circuit.

Thank you.

Sincerely,

Dipak Haksar Chairman, ASSOCHAM National Council on Tourism Chief Operating Officer, ITC Hotels

MESSAGE

Religious and Spiritual Heritage of India is unparalleled. Buddhism, itself spans thousands of years from Lord Buddha's footsteps to King 's disseminations. One of the major unifying characteristics of South, South-East and East Asia, the Buddhist heritage spans a long and rich history dating back to almost 2, 500 years.

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

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

The YES BANK-ASSOCHAM publication, “Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods”, hopes to create a holistic discussion framework in the way forward to promote this niche sector of tourism.

D.S. Rawat Secretary General

CONTENTS

1. Introduction to Buddhist ...... 01

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

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

2. Buddhist ...... 07

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

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

2.3. Community Based Models in Buddhist Tourism: ...... 11 Economic & Socio-Cultural Dimensions

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

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

3.1. Bihar...... 20

3.2. Uttar Pradesh ...... 21

3.3. ...... 21

3.4. & ...... 22

3.5. ...... 22

3.6. ...... 23

3.7. ...... 24

3.8. ...... 24

3.9. ...... 25

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

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

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

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

5. Conclusion: Roadmap for sustainable growth of ...... 33 Buddhist Tourism in India

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

1.1 A Brief History

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

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

Following his enlightenment, Buddha travelled to Sarnath (Isipathana), where he delivered his first sermon - Dhammacakkappavattana Sutta. Dharmekha at Mrigadava or Deer Park in Sarnath is believed to be the spot where the sermon was given. The archaeological

2 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods museum near the site has a rich collection of Buddhist Relics and antiques. Buddha established his first disciples () here to promote his new doctrine.

Buddha is believed to have travelled to Rajagaha, , , Urvela and Lativanna. identified by archeologist include Ghositarama, Jivakarama, and Veluvana.

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

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

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

Since Buddha’s journey covered a wide area of the Gangetic plain and was later spread to Southeast Asia through his disciples, Buddhism encompasses diverse and vibrant practices and traditions. 1.2 Global Overview

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

Buddhism has evolved into three major branches: , and . Despite of regional variations and different schools of thinking, Buddhism has retained its unique identity.

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

3 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Buddha’s disciples spread Buddhism beyond the borders of India to Southeast Asia, where these ideas have played a major role in shaping culture and traditions. The map shows various regions of Southeast Asia and their affiliation with particular branches. Mahayana, the most widely accepted form, is concentrated in China, , South Korea and Vietnam. Theravada Buddhism, the second-largest branch, is concentrated in countries such as , Burma (Myanmar), , Laos and Cambodia. Vajrayana, Buddhism, the smallest of the three major branches, is concentrated in , , and Mongolia.

1.2.1 China

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

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

Example: Jing’an Temple, Shanghai üThe temple was converted into a plastic factory during the Cultural Revolution. üMunicipal Government’s worked on rebuilding and enlarging the Jing’an Temple, completing renovation in 2010 üDevelopment of planned commercial district and pedestrian street alongside the Temple.

Initiatives undertaken by the Government:

üRebuilding Buddhist Sites

üExploiting the tourist potential of existing monasteries

üOrganizing celebrations and tourism festivals around great temples

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

4 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods 1.2.2 Thailand

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

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

1.2.3 Bhutan

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

Initiatives undertaken by the Government:

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

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

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

1.2.4 Indonesia

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

üA master plan to restore Borobudur was evolved

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

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

5 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods categories, which are - the General Category (international professional athletes, national athletes, international and national runners), the Local Category (citizens of Central Java and Yogyakarta), and Students Category. This has helped attract athletes and tourists from across the world.

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

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

2.1 Overview of Buddhist Heritage

“It is better to travel well than to arrive”

Buddhism holds its roots in the heart of the Indian subcontinent. Lord Buddha, born in amidst lush Indo-Gangetic plains, travelled extensively throughout modern day Bihar, UP and Nepal, his and preaching forming the pillars around which the Buddhist thought and lifestyle emerged.

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

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

8 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods 2.2 Buddhist Circuits and Spatial Distribution

“Do not dwell in the past, do not dream of the future, concentrate the mind on the present moment”

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

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

State Key Sites

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

Arunachal Pradesh Monastery Bihar Complex at Bodh Gaya; Nalanda;

Goa Arambol (Harahara); Bandora (Bandivataka); Kudne (Kundivataka); Margao (Mathagrama); Rivona (Rishivana)

Himachal Pradesh Gandhola Monastery; Ki Monastery; ; Dhankar ; Gemur Monastery; Gozzangwa Monastery; ; ; Kungri Monastery; Lhalung Monastery; ; Rewalsar; Shashur Monastery; Tangyud Monastery; Tayul Monastery

Jammu and Kashmir Dzongkhul Monastery; Monastery; Bardan Monastery; Basgo Monastery; Monastery; Monastery; Monastery; Monastery; Hundur Monastery; Korzok Monastery; Kursha Monastery; ; Monastery; Lingshed Monastery; Mashro Monastery; ; Mulbekh Monastery; Namgyal Tsemo Monastery; Phugtal Monastery; ; R a n g d u m M o n a s t e r y ; R i z o n g M o n a s t e r y ; S a n i M o n a s t e r y ; Sankar Monastery; Monastery; Monastery; Monastery; Monastery; Stongdey Monastery; Sumda Chun; Takthok Monastery; ; Monastery

Karnataka

Madhya Pradesh ; Deur Kothar; Dharmrajeshwar

Maharahstra ; Bedse Caves; ; ; ; Ghorawadi Caves; Jogeshwari Caves; ; Karla Caves; ; Pandavleni Caves

Odisha ; Ratnagiri; Brahmani temple; ; Marichi temple; Puspagiri ; Ratnagiri; Udayagiri and Khandagiri Caves

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

Sikkim ; ; ; ; Phensang Monastery; Phodang Monastery; Ralang Monastery; ; Tsuklakhang Palace

Tamil Nadu Chudamani Vihara Uttar Pradesh ; ; Jetavana; Sravasti; ; Sarnath; Varanasi

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

Major Buddhist Sites across Indian States

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

üGaya (Bodhgaya) - Sarnath - Kushinagar - Piparva

üBodhgaya (Nalanda, Rajgir)-Patna (,Vikramshila), Sarnath - Kapilavastu - Sankisa Piparva

üJammu & Kashmir - Ambarani, , Harwan, Parihaspura

üHimachal Pradesh - , Spiti, Kinnaur

üPunjab - Sanghon (near Ludhiana)

üHaryana - Yamunanagar, Stupa at Sugh, Asangh (Jind)

üChandigarh - Museum

üDelhi - Asoka edict at East of Kailash

üMaharashtra - Karala, Ajanta caves, Ellora, Kanheri, Pitalgora, Nasik caves

üMadhya Pradesh - Sanchi, Sardarah, Murakott

üAndhra Pradesh - Amravati, Borrah Caves, Salihunda, Nagarjunkonda

üOrissa - Dhauli, Udagiri

üChhattisgarh - Sirpur

üWest Bengal - Kolkata (Indian Museum),

üSikkim - Rumtek, Kalimpong

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

10 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Some of the innovative product themes that are being developed in this niche across the world are as under:

üPublicity events like half marathons near popular sites

üBicycle tours

üMeditation tours

üVolunteer tours

üTrekking itineraries

üVillage tours 2.3 Community Based Models in Buddhist Tourism Economic & Socio-Cultural Dimensions

“No one saves us but ourselves. No one can and no one may. We ourselves must walk the path”

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

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

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

11 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Cooperative Model Ensuring Equitable Development

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

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

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

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

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

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

12 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Community Models for Buddhist Tourism adopted from Rural Tourism Models: Addressing Socio-Economic Concerns

Awareness

Community Focus Loyalty Image Administration focus

Quality

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

Edge of India – Sustainable Community Tourism Enterprise Development

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

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

Unique Features of the Project

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

13 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods üThe project gives equal emphasis to capacity building measures, while utilizing the existing infrastructure (homestays) to offer an authentic ethnic experience

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

Cooperative Approach to Tourism: Enhancing Destination Life cycle

Rejuvenation Reduced growth

CRITICAL RANGE OF Stagnation ELEMENTS OF CAPACITY Stabilization Consolidation

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

Development Cooperative Model provides the institutional framework to work on pertinent issues like common and peripheral infrastructure, capacity building and training, certification Involvement and compliance etc.

Cooperative Approach ensures a consolidated platform to initiate business plans & execution Exploration Time Time

Source: YES BANK

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

14 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods 2.4 Present Development Scenario & Technology Tools

The Buddhist Circuit is an important pilgrimage destination for the 450 million practicing Buddhists as well as travelers interested in history, culture or religion. The Circuit attracts tourists from 30 countries and 16 states of India2.

Buddhist Tourism: Attracting Major Investments

?The Ministry of Tourism recently launched the Strategy for Integrated Tourism Development of the Buddhist Circuit in Uttar Pradesh and Bihar under the project ‘Investing in the Buddhist Circuit’. W h i l e I n t e r n a t i o n a l F i n a n c e Corporation, a wing of World Bank, will provide INR 180 lakh, Tourism Ministry would contribute INR 225 lakh and the contribution of Bihar and UP is INR 22.50 lakh each for the project. Local communities will be involved and creation of around 10,000 jobs is estimated. The strategy aims at infrastructure development, skill development, increased market access, involvement of communities and enhancing the visitors experience in the Buddhist circuit. ?The new Government is aggressively leveraging Buddhist Tourism as a part of its foreign policy. The ‘Look East’ policy targeted at seamlessly connecting South East and ASEAN countries to the Indian hinterland through the critical North East Region (NER) ?Union finance minister Arun Jaitley's recent decision to focus only on Sarnath - Bodh Gaya section of the Buddhist Circuit has been described as "a masterstroke" by travel and tour operators, who are anticipating a 15% rise in the number of tourists to the circuit (Source: Times News Network) ?Recently, Indo-Japan partnership between the culturally rich cities of Varanasi and Kyoto was accepted and adopted by both the governments. Kyoto is expected to play a vital role in Varanasi's journey to be transformed into a Smart Heritage City. The partnership is expected to focus on urban development in addition to tourism, arts, culture, heritage preservation and education ?The Department of Tourism and Culture, Government of Chhattisgarh, plans to develop the ‘Buddhist Tourism Circuit’ in Sirpur in association with the Centre. The Government is also making efforts to get ‘World Heritage Site’ recognition for Sirpur, which is of great religious importance for Buddhism, Shaivism and Vaishnavism.

2 Press Information Bureau/ IFC

15 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Technology Tools to Leverage Buddhist Tourism

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

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

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

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

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

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

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

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

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

3.1 Bihar

Major Destinations Bihar is the most crucial State in terms of Buddhist Tourism and home to a plethora of destinations tracing the life journey üBodhgaya of Lord Buddha towards enlightenment and the consequential üPragbodhi birth of Buddhism. Hence, the destinations in the State not üBarabar Caves only cater to leisure tourists, but also scholars and üChampanagar practitioners of Buddhism. üDona üGhosrawan The State Government has identified the Buddhist circuit – üGurpa Bodhgaya – Rajgir – Nalanda – Patna – Vaishali – Lauriya üHajipur Nandangarh – Lauriya Areraj – Kesariya – Vikramsila for üIndasala Caves developing essential facilities for tourists. üJethian The Government is trying to devise new business strategies üKesaria Stupa for marketing Buddhist heritage in the State. This should help üNalanda improve and enhance the visitor experience in places üRajgir connected with Buddhism in the State. One such proposal is üVaishali the development of a Theme Park' near the Buddhist stupa at üKurkihar Rajgir, Nalanda. Bihar State Tourism Development Corporation üLauriya Nandangarh (BSTDC) will also be offering a 3-day Buddhist tour üPatna commencing from Patna. üBhagalpur

20 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods 3.2 Uttar Pradesh Major Destinations üSarnath Uttar Pradesh has been bestowed with a unique üAshoka Pillar heritage and cultural traditions gathered through the üChaukhandi Stupa ages and also been graced by many luminous üDhamek Stupa personalities. Prominent among those who traversed üMulagandhakuti Vihara the land was Lord Buddha. Known as the first üSravasti missionary of spirituality, Buddha lived and preached in üKushinagar Uttar Pradesh and thus made the land the 'Cradle of üNirvana Stupa Buddhism'. He taught and travelled extensively in Uttar üRamabar Stupa Pradesh in Kapilvastu, Sarnath, , Kaushambhi, üMathura üKaushambi Sankisa and Kushinagar. üPrabhosa üSankassa The State Government organizes annual Buddha Mahotsav festival at various sites to attract tourists to these locations. Major Destinations 3.3 Himachal Pradesh üRewalsar üTabo Monastery üDharamsala Buddhism in the State of Himachal can be traced back to üNako Gompa the spread of the religion in the early 8th century. Over üGuru Ghantaal Monastery the centuries this activity has become deep rooted, üKardang Monastery particularly in the Lahaul, Spiti and Kinnaur valleys. üLhalung Monastery üDhankar th It’s only after the 14 Dalai , Tenzin Gyatso, üShashur Monastery escaped from Tibet with his followers in 1959 and took üKey Monastery

21 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods in India, the focus on spread further and attracted immense international attention to the State.

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

Buddhist festivals are celebrated with much fanfare in Himachal Pradesh due to its large immigrant Tibetan population. These festivals are popular with international tourists, particularly the ones related to Buddha’s birth and death anniversaries, and also the sacred days such as the birthdays of the Bodhistavas. The State Government plans to capitalize on the global interest of Tibetan Buddhism and attract more tourists through Festival Tourism. 3.4 Jammu & Kashmir

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

The State Government has identified two Buddhist Major Destinations monastery circuits - first one comprises of Shey, Stakna, üHemis Monastery , Matto, Tak-Tok, Chembray and Hemis, while the üLamayuru Monastery second circuit includes of Spituk, Likir, Phyang, Alchi, üThiksey Monastery Lamayuru and Ridzong. The monasteries situated in the üSpituk Monastery Leh region stand as a representative to all the four üZangla Monastery different schools coming under Buddhism - Nyingmapa, Saskyapa, Drukpa and Gelugspa.

There are ambitious plans to link the Ladakh district to the Buddhist circuit of the country in order to attract more international tourists. Government will be restoring the existing monasteries in the region, set up tourism centers and improve the road infrastructure connecting the sites. The annual Ladakh Festival will be further promoted to tourists as a platform of experiencing the Buddhist culture and heritage of the region. 3.5 Odisha

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

22 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods the world. In the 7th century, the visit of Hiuen Tsang to Odisha vividly accounts the flourishing of Buddhism in the State.

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

The Odisha Tourism Development Corporation (OTDC) in association with Global Co- operation of Society of South Korea is promoting Buddhist destinations by organizing special tour packages and road shows for tourists from South Korea. Such programs have also been extended to other major Buddhist countries - Japan, Sri Lanka, Thailand, China and neighboring Southeast asian countries for highlighting the Buddhist tourism potential of the State. OTDC is also creating new tourist facilities near the destinations of Lalitgiri, Ratnagiri, Udaigiri, Langudi, Dhauli and Jirang, and renovating the existing accommodation facilities. 3.6 Andhra Pradesh

Buddhism flourished in State for few centuries in the early Major Destinations periods and declined during the latter part of 1st Century CE. üAmravati There are approximately 140 listed Buddhist sites in the state üNagarjunakonda providing a panoramic of the from 3rd üChandavaram th century B.C. to 14 century A.D. Fourteen Buddha relic caskets üAnupa have been so far recovered from sites in the State, the largest üThotlakonda number for any State in India. üBavikonda üBhattiprolu The State Government has identified two Buddhist circuits – üSankaram Lower Valley covering Sagar, Amaravati and üLingalametta other adjoining locations, and North Coastal Circuit covering üUndawalli Caves Buddhist sites around District. It has also been üGhantasala proposed to develop Buddhist sites, monuments and Buddhist üSalihundam clusters in Hyderabad, Vijayawada and Visakhapatnam. üBojjannakonda üPhanigiri An ambitious project called Nagarjunakonda Buddhavanam has been proposed by the Government near Nagarjuna Sagar, depicting the life of Buddha

23 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods through . Additional facilities including entrance arch, information centers, ticketing counter, museum, tourist amenities, open air theatres, stupas, interpretation centers, landscaping, amphitheatres, bronze statues, restaurant and signage will also be developed as part of the project. 3.7 Madhya Pradesh

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

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

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

In particular, Sanchi is the focus destination for Buddhist tourists coming to the state. Having been already declared a world heritage site, the State will be promoting Sanchi in the markets of Japan, South Korea and Thailand by organizing special festival weeks during Buddha Poornima. There are also plans to develop a meditation center at Sanchi. 3.8 Maharashtra

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

24 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods all the Buddhist caves in Maharashtra, Ajanta and Ellora Major Destinations caves are the most famous and World Heritage Sites; üAjanta Caves they represent one of the masterpieces of and üEllora Caves paintings. üAurangabad Caves üElephanta Caves Maharashtra Tourism Development Corporation (MTDC) üPitalkhora Caves is in the process of developing seven Buddhist sub- üBedse Caves circuits in the state. The mail circuit will be commencing üDeekshabhoomi from the coastal town of Nalasopara and will continue to Chaityabhoomi in , in Gorai and other Buddhist destinations before ending at Dikshabhumi in . The circuit is being developed to attract visitors from all over India, and in particular countries like South Korea, Japan and other Buddhist countries. MTDC will be developing as many as 25 sites and caves connected with Buddhism and improving essential tourist facilities on the Nashik- circuit. New tourist amenities will be created at Pandavleni, Junnar, Karla, Bhaja and Bedsa caves.

In addition, MTDC has signed a MoU with the Japanese Government to promote Buddhist destinations in the State and offered a place in to set up an office. The Japanese International Cooperation Agency (JICA) has also provided funding for Ajanta- Ellora Conservation and Tourism Development Project (AEDP). The corporation also plans to establish interpretation centers in Mansar, Nagpur and Nalasopara for providing information about the sites and their relevance to Buddhism. 3.9 Gujarat Major Destinations Gujarat lures travelers with its rich treasure of cultural üJunagadh attributes, remnants of the past, diverse and üBaba Pyara Caves colorful ambience. The land of temples, caves, üDevni Mori topographical hotspots and architectural wonders, the üRajkot State also maintains footprints of Buddhism, inviting üKutch travelers, pilgrims, researchers, scholars and students üVadnagar alike travelling from across the globe. üVadodara üSana Caves Buddhism existed in the State from the time of Emperor üTalaja

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

25 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods circuit in the State and are promoting it to international tourists alongside other tourist destinations in the State. 3.10 North East Region (NER)

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

3.10.1 Sikkim

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

3.10.2 Arunachal Pradesh

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

26 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods BUDDHISM BEYOND BORDERS 4 Buddhism Beyond Borders “We are what we think. All that we are arises with our 4 thoughts. With our thoughts, we make the world”

4.1 The Sub-continent Circuit

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

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

28 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods primary constituents of the 'Subcontinent Circuit', while the Buddhist heritage in other countries recuperates and recovers in the backdrop of socio-political turmoil.

Looking at the variety of branches of Buddhist thought, physiographic and sociological segmentations, we can demarcate the tourist offerings into the following broad themes:

1. The Himalayan Belt

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

Within this overarching region, there are multiple options to be explored, the notable ones mentioned as under:

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

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

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

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

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

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

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

This circuit is well developed in parts, while some regions require better product consolidation and packaging.

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

30 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods 3. Nepal-Sikkim-Bhutan-Arunachal

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

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

4. 2 The ASEAN Circuit

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

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

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

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

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

Source: YES BANK Analysis

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

32 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Roadmap for sustainable growth of Buddhist Tourism in India 5 Conclusion: Roadmap for sustainable 5 growth of Buddhist Tourism in India “A jug fills drop by drop”

Buddhist Pilgrimage as a tourism product is a potential goldmine that is not only an economic enabler, but a key livelihood generator and political integrator. However, there is stiff competition from other countries in the region, and there is a need to have a focused, action oriented strategy towards developing peripheral infrastructure and itineraries around our Buddhist heritage. Given below are the three major aspects that will greatly reinforce our vision for achieving 1% share in international tourist arrivals

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

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

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

34 Towards Sustainable Spiritualism: Buddhist Tourism - Linking Cultures, Creating Livelihoods Image & Map Credits

üWikipedia üParth Joshi üwww.edgeofindia.com üYES BANK üGoogle üIndiamike üWisdom Quarterly - American Buddhist Journal üGoyal Bros. Publication üMDoNER üInternational Bar Association

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

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

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

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

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