Why is the birthplace of Buddha ignored?

Lack of innovative marketing strategies and poor vision in the leadership responsible for limited tourist flow in Lumbini


Abhilasha Rayamajhi
Kathmandu

Buddhism is estimated to be practiced by 488 million people around the world. Lumbini, the birthplace of Lord Buddha is a holy place for Buddhists from all around the globe. However, only 748,294 tourists ( including Indian and domestic tourists) visited Lumbini in 2015 according to Lumbini Development Trust. Out of the total 748,294 tourists only 129,180 tourists were passport holders. Even total accounts for less than 0.00016 per cent of total global Buddhist population. When compared to 2014, the trend of tourists who visited Lumbini has dropped by 38 per cent. The trend of tourist’s visits this year is slowing picking up with the arrivals of around 600,000 of tourists till June.

Jerusalem, the place of worship for Jews, Christians and Muslim receives around 3.5 million tourists each year according to research.

Similarly, Mecca which is the holiest city for Muslims invites 6 million tourists annually. Pilgrimage and religious travel is a giant business. Every year, 300 million travellers visit for religious purpose and spend USD 18 billion.

The development of tourism in Lumbini can be a boon to the entire tourism industry. But the stakeholders do not seem to be serious in promoting Lumbini as a peaceful city.

Nonexistent government? 

The number of tourists who visit Lumbini is negligible despite the huge religious significance. Moreover, the spending pattern and days of stay is even more shocking.

The foreigners who visit Lumbini are there for one night stay. Nepali and Indian tourists spend two nights on an average says Rajan Sakya, CEO at KGH Group of Hotels, Resorts and Travel. About 90 per cent tourists who visit to Lumbini are there via India through Indian agents.

According to him, “ Even though Lumbini is the birthplace of Lord Buddha it has not been promoted well using innovative marketing strategies in the international market.” He adds, “ In Nepal everyone is frustrated with the government as it has no clear vision not only in tourism sector but everywhere.I would say the government is almost nonexistent.” Similarly, Bishwesh Shrestha, Executive Director of Shuang Qi Tours says, “ Government has done very less to promote Lumbini as a destination. When compared to Chitwan, Pokhara or Nagarkot, Lumbini has been in shadows since ages.” “ The development of hydropower and Lumbini is similar in Nepal.Despite the huge potential they are underutilised due to lack of proper planning and mismanagement,” he adds. He shares that we have not been able to capitalise such a huge market of tourists.

Will it miss the deadline? 

Air connectivity is the major hurdle in tourism industry and also in Lumbini’s tourism development.

Lumbini can attract majority of Buddhist tourists if it has direct flight connectivity from countries such as Srilanka, Thailand, China, Japan, Hong Kong, Malaysia and others where majority of Buddhists reside.

“ In the pace at which the construction work is taking place, The Gautam Buddha International Airport which is supposed to be completed by 2017 will not be complete before five years,” Sakya claims.

The construction was moving at a snail’s pace due to lack of coordination between government agencies and shortage of raw materials.

Om Sharma, Project Chief at South Asia Tourism Development Project, Gautam Buddha Airport Upgrading Component clarified that out of 25 per cent work that was supposed to be completed by this fiscal year 21 per cent has been completed.

He explains that construction is disrupted due to monsoon season, shortage of raw materials and power supply. However, he claims, “ If a supporting and cooperative environment is created we will be able to construct Gautam Buddha International Airport in the stated time frame.”

Poor coordination

Gyanin Rai, Chief Administrative Officer, Lumbini Development Trust ( LDT), says, “ The coordination among the ministry, LDT and NTB has been very weak.” He adds, “ Holistic interest in development of Lumbini is not present.Most of the officials work according to their personal interest rather than need basis.” He claims, “ Lumbini has not been in the national priority; nor is it featured in the official documents such as the passport. Campaigns and aggressive promotions have not been carried out by anyone to promote it.” According to him both NTB and the Ministry do not consult, discuss or with LDT before carrying out promotional activities in national or international sector.

Further he says that there are not many Travel agencies that has focused on promotion of Lumbini.

Private sector has also not been proactive to promote Lumbini as a tourist destination. Only a handful of travel agencies and tour operators are focused on innovative marketing strategies for the international promotion of Lumbini as the birth place of Buddha.

Follow the Buddha’s way

“ Most people in Nepal are only concerned about proving to the world that ‘ Buddha was born in Nepal’ and they are in a state of fear that someone will steal this from them,” exclaims Bikram Pandey Kaji, Chairman of Himalaya Expeditions. Rather than making claims and slogans of ‘ Buddha was born in Nepal’ the government and stakeholders should put all the energies in development of Lumbini.

He says, “ Most tourists visit Lumbini after visiting other destinations which are situated in India and stay there for a single day.” It is believed that from the even from the death bed, the Buddha recommended his disciples to first visit his birthplace (Lumbini), where he attained enlightenment ( Bodhgaya), the place where he gave his first sermons ( Saranath) and where he passed into Mahaparinirvana ( Kushinagar).

He recommends, “ There must be discussions between the Nepal Tourism Board, Airlines, Hotel Association of Nepal ( HAN), Travel agencies, Lumbini Development Trust and the Ministry of Culture, Tourism and Civil Aviation on building innovative strategies to promote Lumbini in national and international level.”

Photos: Sanu Raja Maharjan / THT

The article was published on August 7, 2016 in The Himalayan Times Perspectives.