UttarThe NorthernPradesh Spectacle Knowledge Partner Title Uttar Pradesh-The Northern Spectacle Author Roots Research Private Limited Team Date February 2015 Copyright No part of this publication may be reproduced in any form by photo, photo-print, microfilm or any other means without written permission of FICCI and Roots Research Private Limited. Disclaimer The information and opinions contained in this document have been compiled or arrived at from sources believed to be reliable, but no representation or warranty expressed is made to their accuracy, completeness or correctness. This document is for information purpose only. The information contained in this document is published for the assistance of the recipient but is not to be relied upon as authoritative or taken in substitution for the exercise of judgment by any recipient. This document is not intended to be a substitute for professional, technical or legal advice. All opinions expressed in this document are subject to change without notice. Neither Roots Research Private Limited and FICCI, nor other legal entities in the group to which they belong, accept any liability whatsoever for any direct or consequential loss however arising from any use of this document or its contents or otherwise arising in connection herewith. Many of the conclusions and inferences are specific inferences made by Roots Research Private Limited in their expert capacity specifically in tourism sector and does not have any correlation with financing related outlook that as a research organization may have. Contact FICCI Roots Research Private Limited Address Headquarters Rahul Chakravarty 2, Aspen Greens Director, FICCI Nirvana Country Federation House 1, Tansen Marg, Sector-50, Gurgaon-122018 New Delhi 110001 Tel : +91-9811352666, +91-9899733521 Tel : 91-11-23311720-Direct/ Email : [email protected] 23738760-70 (Ext.342) [email protected] Fax : 91-11-23765333 Web : www.rootsresearch.co.in Email : [email protected] For Further [email protected] [email protected] Information [email protected] [email protected] Table of Contents Executive Summary 1 Most Visited Places 5 Emerging Products and Places 5 Tourism Circuits 6 Heritage ARC 6 Wildlife Tourism 7 Buddhist Tourism 7 Role of Government Initiatives 7 Roots Research-FICCI Ten Point Roadmap for Sustainable Growth of 8 Tourism in Uttar Pradesh 1. Introduction 11 2. Tourism Statistics 15 2.1 Tourism in India 16 2.2 Tourism in Uttar Pradesh 20 3. Tourism Trends and Preferences 23 3.1 Emerging Products and Places in UP Tourism 24 3.2 Changes in Domestic Tourist Profile 25 3.3 Changes in Foreign Tourist Profile 26 4. State Initiatives to promote Tourism 27 4.1 Heritage Tourism 28 4.2 Wild-Life Tourism 30 4.3 Buddhist Tourism 32 Table of Contents contd. 5. City 35 5.1 Varanasi 36 Overview and tourism trends 36 Marketing opportunity 38 5.2 Agra 39 Overview and tourism trends 39 Marketing opportunity 40 5.3 Lucknow 40 Overview and tourism trends 40 Marketing opportunities 41 5.4 Kushinagar 41 Marketing Opportunity 43 5.5 Sravasti 44 Overview and tourism trends 44 Marketing opportunity 45 5.6 Dudhwa 46 Overview and tourism trends 46 Marketing opportunity 47 5.7 Chambal 47 Overview and tourism trends 47 Marketing opportunities 49 6. Roots Research-FICCI Ten Point Roadmap for 51 Sustainable Growth of Tourism in Uttar Pradesh 7. Bibliography 54 Executive Summary 1 Executive Summary “It rises above the banks of the river like a solitary tear suspended on the cheek of time.” – Rabindranath Tagore on Taj Mahal India is a fascinating land, referred to as “next to heaven” owing to her rich heritage, culture and natural habitat; so much so that she never fails to astound any traveler across any part of the country. Specially, Uttar Pradesh is viewed as the heart of India hence is also known as the heartland of India. On January 26, 1950, when India became a republic, the state was given its present name, Uttar Pradesh (literally, “Northern State”). Its capital is Lucknow. Uttar Pradesh is known for its rich culture and tradition. Ayodhya and Mathura are the birthplace of Lord Rama and Lord Krishna respectively, which are located here in Uttar Pradesh. UP attracts a large number of both national and international tourists. Uttar Pradesh certainly has the largest number of tourist-worthy spots as compared to any State in India. Uttar Pradesh is not only an attraction for domestic tourists but it also attracts a large number of foreign tourists. It has a rich mix of heritage, wildlife and religious tourist spots. The following table shows the % share of domestic tourism during the year 2013. In terms of Domestic tourism, Uttar Pradesh stands at 2nd rank having 13.3% share of domestic tourism after Tamil Nadu. 02 | Uttar Pradesh-The Northern Spectacle S. No. State/UT Domestic Tourists Visits in 2013 Number % share 1 Tamil Nadu 244232487 21.3 2 Uttar Pradesh 226531091 19.8 3 Andhra Pradesh 152102150 13.3 4 Karnataka 98010140 8.6 5 Maharashtra 82700556 7.2 6 Madhya Pradesh 63110709 5.5 7 Rajasthan 30298150 2.6 8 Gujarat 27412517 2.4 9 West Bengal 25547300 2.2 10 Chattisgarh 22801031 2 Total of Top 10 states 972746131 84.9 Others 172534312 15.1 Total 1145280443 100 Percentage share of top ten Domestic Tourists Arrival destination in India 2013 Chattisgarh West Bengal 2% 2% Others Tamil Nadu Gujarat 2% 15% 21% Rajasthan 3% Madhya Pradesh 6% Uttar Pradesh 20% Maharashtra Andhra Pradesh 7% Karnataka 9% 13% Source: Indian Tour ism Statistics at a glance 2013 – Ministr y of Tour ism http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/Incredible%20India% 20final%2021-7-2014%20english.pdf The following table shows the state-wise percentage share of foreign tourist visits in 2013. Uttar Pradesh is at 4th rank having 10.3% share after Maharashtra, Tamil Nadu and Delhi. 03 | Uttar Pradesh-The Northern Spectacle Foreign Tourists Visits in 2013 S. No. State/UT Number % share 1 Maharashtra 4156343 20.8 2 Tamil Nadu 3990490 20 3 Delhi 2301395 11.5 4 Uttar Pradesh 2054420 10.3 5 Rajasthan 1437162 7.2 6 West Bengal 1245230 6.2 7 Kerala 858143 4.3 8 Bihar 765835 3.8 9 Karnataka 636378 3.2 10 Goa 492322 2.5 Total of Top 10 states 17937718 89.9 Others 2013308 10.1 Total 19951026 100 Percentage share of top ten Foreign Tourist Arrival destination in India 2013 Goa 3% Karnataka 3% Others 10% Maharashtra Bihar 4% 21% Kerala 4% West Bengal 6% Tamil Nadu Rajasthan 7% 20% Uttar Pradesh Delhi 10% 12% Source: Indian Tourism Statistics at a glance 2013 – Ministry of Tourism http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/Incredible%20India% 20final%2021-7-2014%20english.pdf 04 | Uttar Pradesh-The Northern Spectacle UP also has 'three' tourist destinations listed in the World Heritage site of UNESCO viz. Taj Mahal, Fatehpur Sikri and Agra Fort. Apart from this it is well known for its religious places in form of Varanasi, Sarnath, Kushinagar, Ayodhya and Mathura. It is also home to numerous wildlife sanctuaries and parks. Most Visited Places Uttar Pradesh is popular for its historical monuments and places of religious significance. It attracts tourists from all over the world for its heritage, religious history, wildlife and ecosystem. It is also blessed with the presence of Taj Mahal, one of the Seven Wonders of the World. The most visited places in Uttar Pradesh are the following: 1. Allahabad 2. Ayodhya 3. Govardhan 4. Agra 5. Mathura 6. Chitrakut 7. Varanasi 8. Lucknow 9. Vrindavan 10. Radhakund Emerging Products and Places UP Government is stressing on tapping this Heritage and Eco tourism in different parts of the state. The Uttar Pradesh (UP) government plans to advance Eco-Tourism in the state. 05 | Uttar Pradesh-The Northern Spectacle The Eco-Tourism, produced by the state's Forest and Wildlife, is imagined to be outfitted with world-class offices along the National Highway passing through the area and would be utilized by vacationers and local people alike. A financial plan of Rs. 5 Crore each has been dispensed to create the zones of Lion Safari, Etawah and Dudhwa National Park. Also. the government has started 'Van Mahotsav' which included planting 3.15 lakh trees in 80 recognized destinations. Tourism Circuits Uttar Pradesh has tremendous untapped tourist potential and attracts tourists from all over the world for its heritage, religious history &, wildlife an ecosystem. Chief Minister Mr. Akhilesh Yadav has announced the Heritage Arc comprising Agra-Lucknow-Varanasi. Now Government is taking steps like proper lighting of heritage sites, development in terms of infrastructure etc. which would make these places more accessible and safe. Heritage ARC UP tourism presents unforgettable HERITAGE ARC tour. The tour starts with Agra and after passing through Lucknow ends at Varanasi. It is the wondrous essence of India in an AMAZING TOUR! Just a couple of hours drive from New Delhi…….. AGRA is the fabled capital of the great Mughal Emperors. It is home to the incomparable wonder of the world……. The TAJ MAHA! Rekindle its romance. Relive history and heritage of the fabulous Mughal monuments. Amaze yourself at the stunningly beautiful ghost city of Fatehpur Sikri. Take home the artistry of Agra's famed marble-inlay craft work. Discover LUCKNOW the courtly capital of the colourful Nawabs of Awadh. The city where their lively heritage lives on in the mesmeric dance form Kathak, the wafting aroma of Great Cuisine & Kababs the art of Chikan embroidery and the imposing heritage monuments. Come find your way in the maze of delightful markets. Indulge royally in some great shopping. 06 | Uttar Pradesh-The Northern Spectacle Drench yourself in the holiness of VARANASI.