New report showcases India’s potential as a global heritage tourism leader, ET TravelWorld
The heritage tourism sector, a significant contributor to job creation and economic growth, is undergoing a transformative phase. To showcase its importance, address challenges, and outline future strategies, the PHD Chamber of Commerce and Industry (PHDCCI) and KPMG in India have launched a comprehensive report titled ‘Heritage Tourism as a Tool for Sustainable Tourism’. This report was unveiled at the 13th edition of PHDCCI’s International Heritage Tourism Conclave.
The report explores the sector’s vital role in sustainable development, emphasising the delicate balance between cultural preservation and economic growth. It highlights seven essential pillars for sustainable heritage tourism development, including effective government initiatives, strategic marketing, and international recognition.
The travel and tourism sector significantly boosted the global economy in 2023, accounting for 9.1 per cent of global GDP, a 23.2 per cent increase from the previous year. This sector supports over 50 million jobs in APEC countries and has numerous indirect benefits. Domestic and international visitor spending also saw notable increases. Meanwhile, India’s heritage tourism experienced remarkable growth, with increased revenue from ticketed monuments. There is a growing emphasis on sustainable travel, with global and Indian initiatives supporting this trend.
Globally, the travel and tourism industry created 27 million new jobs in 2023, a 9.1 per cent increase from 2022. This sector supports employment and economic growth in many regions. Domestic visitor spending rose by 18.1 per cent, exceeding pre-pandemic levels. International visitor spending increased by 33.1 per cent but remains 14.4 per cent below 2019 levels. The heritage tourism market reached USD 587.1 billion in 2023 and is expected to grow further.
In India, the heritage tourism sector is thriving. The country has 42 world heritage properties, including cultural and natural sites. The Archaeological Survey of India (ASI) protects 3,687 national monuments. Revenue from ticketed ASI monuments increased significantly from INR 101.5 crore in 2021-2022 to INR 252.85 crore in 2022-2023. Digital engagement has also grown, with virtual tours available for popular sites like the Taj Mahal and Qutub Minar. Agra and Delhi saw the highest tourist footfalls.
Sustainability is a crucial aspect of modern tourism. An impressive 83 per cent of global travelers believe sustainable travel is vital. Additionally, 61 per cent want to travel sustainably. The global market for sustainable tourism is projected to reach USD 1.51 trillion by 2024. In India, the Swadesh Darshan 2.0 program aims to develop tourism infrastructure with sustainability in mind.
The increasing popularity of heritage tourism and sustainable travel reflects a shift in consumer preferences. Travelers now prioritize meaningful and responsible experiences. This trend is expected to continue, bringing economic and environmental benefits. With initiatives like digital engagement and sustainable tourism programs, the future of the industry looks bright.
Commenting on the report, Vivek Agarwal, Head – Public Infrastructure, KPMG in India said, “Heritage tourism not only celebrates our past but also shapes our future by fostering economic growth, community empowerment, and global cultural exchange. Our analysis highlights India’s pivotal role in global heritage tourism, emphasizing strategic pillars for sustainable development. From effective government initiatives and community engagement to leveraging technology and strategic marketing, India’s potential is vast. As India navigates the aftermath of the COVID-19 pandemic, our insights aim to assist policymakers and stakeholders in harnessing the nation’s cultural assets for resilient, sustainable tourism development.”
Aalap Bansal, Partner, Industrial & Infrastructure Development Advisory (IIDA) mentioned, “Embracing India’s rich cultural heritage isn’t just about preserving our past; it’s about forging a sustainable future through strategic development. Heritage tourism offers a unique opportunity to integrate our historical assets with modern infrastructure and industrial growth. By investing in our cultural treasures, we not only attract global visitors but also stimulate local economies and foster community development. Through consistent investments in industrial and infrastructure initiatives, we can build a legacy that honors our heritage.”
By leveraging India’s rich cultural heritage and strategic initiatives, the sector can overcome challenges and thrive in the post-pandemic landscape, ensuring the preservation of cultural legacies and the empowerment of local communities.
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