How Effective Is a Buddhist Pilgrimage Circuit as a Product and Strategy for Heritage Tourism in India?

Abstract

Buddhist heritage in India is receiving reasonable attention for tourism development with a particular emphasis on promoting Buddhist circuits. One Buddhist pilgrimage circuit covering eight locations including four most sacred places, namely, Bodhgaya, Sarnath, Kushinagar, and Lumbini, is popular for spiritual and religious reasons. Fieldwork conducted in these four sites reveals complex patterns of visitation that question the idea of a circuit as a tourism product. The primary circuit-goers are foreign Buddhist followers, but the magnitude of their visitation is very low. They constitute less than 10 percent of visitors and are far outnumbered by domestic visitors. Domestic visitors driven by recreational purposes hardly complete the entire circuit; their visits are directed to two popular sites while other sites are used as “middle-of-the-trip centers” or places for daytrips. The interviews with various stakeholders including religious institutions, private tour operators, and relevant government agencies, show that the itineraries of circuit-goers depend on several factors including the convenience of travel, accommodation facilities, the ability to perform pilgrimage rituals, and institutional governance for tourism. This paper argues that Buddhist pilgrimage circuits operate more as a cultural landscape at a cognitive level rather than as a distinct physical route and a product that can be effectively translated into as strategy for tourism development in Buddhist sites.