As we reimagine the shape of tourism and the nature of our cities, too, we must find ways to build collective memories, draw powerful links to culture, preserve our heritage and ecology, and mindfully engage with our host communities.
Picture a homestay, nestled amidst snow-capped mountains and sprawling meadows of green, and a shimmering lake in the valley, where you wake up to the sound of birds, and the buzz of life is still dictated by the changing seasons; and where you can absorb local wisdom and folklore on nature trails guided by local women, having sampled local Garhwali cuisine earlier. This is the reality of Jadipani in Uttarakhand, which transformed from a location off the beaten path to one that travellers actively seek out, hoping to immerse themselves in the local culture and slow living.
Its metamorphosis was driven by its people and local federations, as well as national community institutions. It was the 700 women of the local self-reliant cooperative that were keen to offer visitors authentic experiences linked to Jadipani’s ecology and culture, while also creating livelihood opportunities for themselves. Helping translate this vision to reality, Tata Trusts has been working with MakeMyTrip Foundation, as well as its local associate organisation, Himmotthan Society, to support the region while better understanding the terrain and community. This case serves as a thriving, replicable model of ecotourism, where tourists are offered vibrant, immersive, and unique experiences, while trained members of the community double up as destination stewards and pursue diversified paths to income generation. Not only rural tourism, the demand for sustainable tourism has been rapidly growing in the recent past. As per an industry report, sustainable tourism in India was valued at USD 26.01 million in 2022, and is expected to rise to USD 151.88 million by 2032. While there is a lot that needs to be done in that regard, perhaps we could start with expanding its metrics of success – moving from solely considering footfall and money accrued to including empathy (towards the community and environment), education (among travellers and locals), empowerment (ability to change unsustainable ways) and equity (between all stakeholders).
Travellers today are interested in not only gaining a portal to an alternate life-style, but also in portals into the past – revealing the stories that make up our shared history. Forty per cent of India’s total tourists in 2023 sought cultural tourism, which was a notable spike from the previous year, suggesting the rising interest in the country's heritage, arts, and spiritual experiences. It is this quest that takes visitors to landmarks of cultural and historical significance, whether standing tall, in their original or restored glory, or as ruins of what once was. Red Fort, Qutub Minar, and Humayun’s Tomb in Delhi were among top 10 monuments nationwide recording the highest domestic footfall in 2023 (collectively 48 lakh), according to Delhi’s 2023-24 Economic Survey.
A grand symbol of Mughal architecture, Delhi’s Humayun’s Tomb was the first garden-tomb in the Indian subcontinent. Preserved beautifully, in part due to restoration and built heritage conservation efforts by the Aga Khan Trust for Culture in partnership with the Archaeological Survey of India, and supported by the Tata Trusts, this UNESCO world heritage site attracts visitors eager to learn from this reservoir of culture. The unveiling of the Humayun’s Tomb World Heritage Site Museum this summer – India’s first sunken museum, linking the Humayun’s Tomb complex with Sunder Nursery, has added a new leaf to the interpretation. Housing age-old artefacts, terracotta figures, and installations, this move is expected to shine a brighter light on an already cherished landmark, encouraging more people to visit and engage with the site’s history, while preserving it for many generations to come.
Just as experiences and places imbibed with a deep sense of culture inspire out-of-town travellers, they also encourage local residents to participate in shared, collective experiences and build a greater sense of community. Monuments and parks – in addition to cafes, libraries, social clubs, and more – serve as perfect capsules of community, offering people ‘third places,’ a sociological concept introduced by Ray Oldenburg in 1989. These refer to accessible, affordable locations beyond a person’s home and work, which people from diverse backgrounds can frequent – serving as hubs to serendipitously connect, co-exist, socialize, build relationships, and nurture a shared sense of belongingness and identity.
This idea of curating physical, recreational spaces for the community found great meaning in Jamsetji Tata’s life, too. In his inimitable words, he said, “Be sure to lay wide streets planted with shady trees. Be sure that there is plenty of space for lawns and gardens. Reserve large areas for football and hockey and parks. Earmark areas for Hindu temples, Mohammedan mosques and Christian Churches.”
As we reimagine the shape of tourism and the nature of our cities, too, we must find ways to build collective memories, draw powerful links to culture, preserve our heritage and ecology, and mindfully engage with our host communities. This alone will form the fabric of our blueprint for the path ahead – strengthening our connection with our rich culture and history.
— Mridula Tangirala, Head-Tourism, Tata Trusts
This article was first published on October 26, 2024, on ETHospitalityWorld