World Tourism Day has been celebrated annually on September 27 since 1980. An initiative by the United Nations World Tourism Organisation, the aim of the celebration has been to focus on looking at tourism from a global scale beyond economic impact and more in line with fostering socio-political as well as cultural dialogue, exchange and harmony.
Culture is one of the primary motivations for travelling. Be it nationally or internationally. In India, we are fortunate to have historic marvels in every nook and corner. Places of religious worship, archaeological sites, monuments, forts and palaces. Sadly, many of these are either poorly preserved and maintained or simply not marketed and promoted. For the financial year of 2024-2025, the Union Budget allocated Rs 2,479 crore with the hope of improving infrastructure and marketing tourist destinations. The budget allocation also led to a direct increase in travel and tourism stocks.
Despite this, the recent events at Taj Mahal make me wonder if the celebration of World Tourism Day serves a larger, deeper impact or is it merely a day to inundate social media with travel photographs and videos? Does allocating large budgets materialise in good practice conservation or mass tourism?
Taj Mahal is one of the seven wonders of the world and receives an approximate of eight million visitors annually. Overtourism and visitor numbers had surged to the point where the authorities were forced to charge a fine to people lingering for longer than three hours. Despite these growing numbers, the positive economic impact and hefty revenue the monument generates for all of Agra, the historic marvel’s condition is dismal at present. There is vegetation cutting into ornate marble work and cracks developing in the walls. A lone peepal tree has sprouted on the grand dome of the magnificent structure as water leaks on the tombs of Shah Jahan and his wife Mumtaz, the eternal love story that the Taj is an ode to. To add to the sorry state of affairs is water flooding around the monument. A testament to poor city planning and unplanned development, which is a growing concern with cities across India. Is this really the way a UNESCO World Heritage site should be preserved? Does having a single day to celebrate world tourism make a difference? While it does encourage dialogues on nurturing peaceful coexistence and mutual cultural appreciation globally, I am not certain of the onground impact such celebrations make.
The Archaeological Survey of India, the custodian of the Taj is now left with the arduous task to build the trust back of locals and tourists who rely on the national body’s expertise in preservation and maintenance of the monument. It must also respond to the rising questions of corruption and mismanagement of funds. There is also the larger question of a clash of political ideologies as the possible cause of neglect. Could the Mughal history of the monument be the reason for the lack of attention and preservation? Historically, politics and religion have heavily influenced the commissioning of a building. Be it the temples of ancient India or Taj Mahal of Mughal India. However, we do live in a democracy with a culturally diverse landscape. The historic sites, the broad range of languages and dialects, the regional cuisines, crafts, arts. The list is endless. If we subtract politics and religion from this equation, heritage, cultural marvels can be preserved for the power they have. To be meeting points for cultural diversity and to bring together communities in peace and harmony.
Saudi Tourism for example, has recently launched a week long exhibition titled ‘Spectacular Saudi’ in Mumbai. The event, inaugurated on September 24 aims to give the cultural connoisseur a taste of Saudi. Thus, not only luring and intriguing more tourists to visit Saudi Arabia but also encouraging cross-cultural dialogues, which foster good socio-political relations. True to this year's theme for World Tourism Day of ‘Tourism and Peace’.
There is a 6.54 per cent projected growth rate in the global cultural tourism market by 2030 and the Indian tourism ministry reports suggest that almost 40 per cent of tourists who arrived in India last year could be categorised as cultural tourists. Should these figures not be a compelling enough reason to preserve cultural heritage sites not just on World Tourism Day, irrespective of religious and political divides?