India to promote Buddhist heritage to attract tourists

INDIA: Looking to cash in on those seeking spiritual enlightenment, Indian tourism authorities said they plan to highlight the country's rich Buddhist heritage to attract tourists in the run-up to 2550th anniversary of Buddha's birth.

Under the slogan, "Come to India, Walk with the Buddha," the campaign aims to attract tourists who would travel to Buddhist heritage sites across India, an official said.

The emphasis will be on 'spiritual' tourism that is "aimed at uplifting the soul and finding peace by following in the footsteps of the Buddha," said a top Indian tourism official, Amitabh Kant.

Despite its proximity to countries with sizeable Buddhist populations, such as Japan and Thailand, India has not been able to attract large numbers of Buddhist tourists - a fact widely attributed to pollution, potholed roads and inadequate hotels.

However, Indian tourism authorities hope to change the image with a 55-billion Indian rupee (US$1.24 billion; euro 1 billion) plan to upgrade roads, highways and hotels around 22 Buddhist sites, particularly in the holy cities of Bodh Gaya, Rajgir and Nalanda in eastern India, Kant said.

Bodh Gaya is home to Buddhism's most sacred shrine, the Mahabodhi temple, where Buddha is believed to have attained nirvana, or enlightenment 2,500 years ago. The temple was declared a UNESCO World Heritage site in 2002.

Along with the improved tourist facilities, Prime Minister Manmohan Singh will be among those overseeing celebrations to mark the 2,550th anniversary of Buddha's birth in November.

(AFP)