2025 is a Game Changer, After Ram Mandir at Ayodhya

Decidedly, going by released government figures, to increase domestic tourism by 60 plus crores of travellers in just 45 days is no mean achievement. Not just in India but globally anywhere; one single event, clocking such magical numbers, this has been a force multiplier. If domestic tourism has changed the face of Indian destinations and hospitality chains, then one big ‘new’ development must indeed be the strong growth, overnight as it were, of such awesome magnitude, of pilgrim traffic. ‘New’ may not bring resonance as pilgrimages have been undertaken for centuries, not just among Hindus but among all faiths. But when we say ‘new’, is to smell the coffee, in this case, the economic power of Indian pilgrimage, to create an economic activity of this magnitude, with jobs and employment opportunities, trade and commerce.

60 crore plus is an Incredible Number, only possible to be staged in Incredible India. The organization of the Maha Kumbh festivities would have been a tough challenge for any event manager. That the state government was fully charged, under the watchful stewardship of the Chief Minister, assisted by his team at different tiers, is a given; to go in depth into every aspect, ensure a smooth flow of pilgrims, to their satisfaction, ensure safety and security, and every conceivable convenience, has been a job exceptionally well done, to the admiration of millions across our country, indeed, globally. The handling of the event should well become material for a case study, serving as a manual for similar events worldwide. 

Pilgrim tourism existed since we started to travel, on pony, horseback, carts, whatever. For centuries perhaps it was largely seen as a lower end of the market, with which the organized industry did not identify. But these times have gone, with multi branded entry of hotel chains, airports and airlines. Six lane highways connecting such cities with the rest of India has brought fleets of SUVs and high-end cars into the mainstream of such pilgrimages. Big time real estate developers are not far behind, either, announcing prestigious projects in cities like Ayodhya and elsewhere.   

So much is the outcome that the Uttar Pradesh state government is said to be drawing a comprehensive development plan for a religious circuit around Prayagraj, Chitrakoot and Ayodhya. It is reasonable to assume other state governments are also watching with interest, looking at tapping this emerging stream of business activity, built around faith, perhaps fulfilling a larger mission, where tourism clearly becomes the winner. We can see pilgrim tourism emerging as one big vertical for the organized sector, across price points, ensuring more jobs and livelihoods.

In all these efforts, time is also ripe to ensure that we grow responsibly. Many of these areas are pristine, full of history, meandering rivers and rivulets, where lifestyles are still unspoilt by modernisation. How will we ensure these are kept intact? We would do well to ensure that we alongside determine the ‘ideal’ carrying capacity of each of these pilgrim centres. That we do not disturb the ecological balance anywhere, in fact, we should enhance the local appeal, the pristine quality of such sensitive destinations. Around them, we need to bring experiences in keeping with local traditions, cultures and folklore. 

In the programme around 50 new destinations announced by the central government, a strong element is local appeal that gets highlighted for Indians and global citizens. That uniqueness needs to be nurtured and encouraged. Local architecture is the most obvious to emulate. Use of local materials, styles is essential; modern style glass and concrete must be actively discouraged. 

Off with a resounding start, with the next big development being the completion of the Ram Temple at Ayodhya, slated for mid-2025, we will witness more such opportunities, as these circuits are here to stay, creating newer and newer opportunities for business and commerce, as tourism creates more jobs in the heartlands of Bharat.