UTTAR PRADESH Pro-poor Tourism Development Project

Draft Terms of Reference

Design and Supervision Consultant for the Development of “Buddha Walk- Gachchhami” in Kushinagar, U.P.

June 2015 1. Project Background The state of Uttar Pradesh is home to some of India’s most iconic tangible and intangible assets and is one of India’s biggest tourist draws, attracting 226 million domestic and just over 2 million international visitors out of 1.1 billion domestic and nearly 7 million international tourists visiting India1. Paradoxically, despite such staggering numbers, Uttar Pradesh remains one of India’s most low-income states, with a 37.7 percent poverty rate2.. Moreover, the economic and service delivery benefits of the tourism sector have had little trickle-down effect in the state in general, and in the communities adjacent to cultural assets in particular. Many of the state’s most recognized assets are home to or surrounded by some of the poorest communities, and the assets themselves fact great threats as a result of, for instance, limited institutional capacities and lack of coordinated management. The Uttar Pradesh Pro-Poor Tourism Development Project (the Project) aims to address this paradox by unlocking the potential of the unique heritage of Uttar Pradesh through pro-poor tourism development for inclusive growth and poverty reduction in asset-rich but particularly low-income areas of the state. Ultimately, the Project is expected to improve living standards, create job opportunities and promote thriving local enterprises among the poor communities living in Agra, the Buddhist Circuit and the Braj region, while protecting the state’s unique heritage through a restructured tourism sector. To this end, the Project will provide Uttar Pradesh with the necessary policies, approaches, capacities and infrastructure to help structure its tourism economy using a pro-poor approach. The Project aims at: (i) increasing the benefits to the state’s residents and its poor through the provision of jobs and public services to some of the poorest communities in the state living in heritage rich but poor areas, (ii) enhancing the management of the state’s unique natural and cultural assets as endogenous sources of inclusive growth, and (iii) enabling productive private investments and associated job creation opportunities especially to youth and women.

1 Ministry of Tourism, GoI, 2013. It is important to note that in 2013, the state hosted the Kumbh Mela in Allahabad. The Kumbh is believed to be the largest religious gathering on earth (held every 12 years on the banks of the 'Sangam'- the confluence of the holy rivers Ganga, Yamuna and the mythical Saraswati). The gathering attracted about 120 million people, according to data from the event organizers. 2 The World Bank Country Partnership Strategy for India, 2013-2017

The Project is aligned with India’s 12th Five-Year Plan (2013), which stresses pro-poor tourism as a priority aimed at increasing the net benefits to the poor and at ensuring that tourism growth contributes to job creation, particularly for poor female and young workers, and ultimately to poverty reduction. The Government of Uttar Pradesh shares this vision and is currently updating its 2002 Tourism Development Policy, prioritizing the Agra, the Buddhist Circuit and the Braj region as drivers for the socioeconomic development of the state. The Project has four proposed components: (i) destination planning and governance, (ii) tourist products development and management, (iii) support to the local creative economy, and (iv) project management.

2. Consultancy Motivation During Project preparation, a number of background studies were conducted, including in-depth profiling of the selected destinations, an assessment of tourism value chain linkages in the state, mapping of the local creative economy, and a GIS-based inventory of the natural, built and cultural assets in the Project target areas. See Annex 1 for the main findings of the background studies as they relate to the Buddhist Circuit destinations to be supported under the Project. The proposed investments under each project Component have been designed based on these findings, as well as consultations with over 500 stakeholders from national, state and local government levels, NGOs, the private sector, and local communities in the destinations. One of the activities to be supported by the Project as part of Component 2, Tourist products development and management, is the development of “Buddha walks” in and around, Kushinagar. The walk will correspond to the historical footsteps of Lord Buddha through the region, and they will represent new tourist products aiming to create new spaces and authentic experiences for pilgrims and tourists based on the stories of the Buddha’s life. Through the development of the walks, Project investments will bring improved basic services and infrastructure for the benefit of tourists and local communities, improved interpretation of the destinations’ main monuments and sites, and increased geographical and economic linkages between pilgrims, tourists and local communities, ultimately improving the tourist/pilgrim experience, encouraging more effective stewardship of the area’s assets, improving local living conditions, and stimulating economic opportunities for local communities. During Project preparation and as a precursor to the current contract, background work for the development of the walks began with in-depth scholarly research into the Buddhist sutras (texts) to define the paths the Buddha walked through the region. Subsequently, fieldwork to geographically retrace the routes and consult local experts and communities on the history and characteristics of the areas in question was conducted by a tourism planner and a Buddhist pilgrimage expert working under the Project. The maps resulting from this exercise are being verified by Buddhism scholars and will ultimately be validated

by representatives of monastic and religious bodies to ensure their authenticity and accuracy. The development of the walks under the current contract should build upon this work and be validated by the concerned Buddhist bodies. 3. Consultancy Objectives The objectives of the consultancy services are:

i. To review the walks previously studied and re-traced in Kushinagar during the project preparation and screen the proposed interventions in conformity with the Project’s ESMF, including assessment of the nature and extent of potential environmental, social (including gender), and cultural impacts and risks involved based on the identified preliminary routes and scope of works.

ii. To prepare a Detailed Project Report (DPR), including detailed maps, drawings, designs and any relevant engineering specifications for the development of the Buddha walks (Gachchhami) in and around Kushinagar. The DPR will be offered as an input to a longer-term goal of developing – but also preserving and protecting – the area around Kushinagar and the local communities in a manner that is pro-poor, sustainable, and sensitive to the sanctity of the sites.

iii. To supervise the execution of the proposed path development by a Contractor(s), including monitoring of progress, quality assurance, contract management, technical decision-making, verification of quantities, recording and certifications of measurements, etc. The Consultancy services shall necessarily include ensuring successful and timely completion of construction works and related safeguards activities.

4. Scope of Work In addition to preparing a DPR for the development of the walks and the provision of basic services, infrastructure and visitor amenities in the surrounding communities, which will necessarily include public stakeholder consultations and an impact analysis, the Consultant will be responsible for supervising all works carried out during implementation. To this end, the qualified expert Consultant will be responsible for the following tasks:

i. Environmental and social screening and analysis

Detailed environmental and social screening and analysis of the proposed interventions in conformity with the Project’s ESMF, including assessment of the nature and extent of potential environmental, social (including gender), and cultural impacts and risks involved based on the identified preliminary routes and scope of works. A separate social and environmental analysis shall be required for development of riverfront at Hiranyavati River behind Ramabhar Stupa in Kushinagar in order to aseess the pros and cons of integrating this component into the walkway of Buddha Path. Based on screening results, consultants may have to carry out either rapid or detailed environmental and/or

social and/or cultural impact assessments to quantify exact impacts. Based on impact categories, consultants may have to prepare mitigation plans in line with the Project’s ESMF.

ii. DPR preparation

Micro detailing of any architectural, engineering, civil, restoration/or and

rehabilitation works to be financed under the subproject, including special design and materials to be used as well as any soft components (e.g. cultural and environmental management).

Preparation of environmental, social, physical cultural resources and gender management/action plans as required, as indicated in section ii.

Cost estimates including capital costs and operational costs for the subproject activities in each location.

Detailed execution action plan with responsible agencies, timeframe and monitorable schedule of implementation and indicators.

iii. Supervision

Assessment of Contractor team and qualifications to ensure adequate skills

and briefing/training on requirements and standards. Review of Contractor plans, methods and equipment to ensure compliance

with implementation plan, safety requirements, etc. Supervision of compliance with all relevant standards and requirements,

including safety, safeguards measures, etc. Monitoring and recording of all works, ensuring adherence to the DPR,

conducting timely oversight of financial processes, monitoring and reporting on work progress, quality assurance.

Supervision of closing of works. 5. Specific Tasks and Outputs

i. Background to DPR preparation and definition of scope of work:

Walks/Site survey will include an in situ detailed reconnaissance survey of the areas identified during Walk retracing to verify the secondary data collected. The survey should assess: (i) the current status of the tourist infrastructure, recreational facilities, volume and flows, hospitality facilities, management and ownership of sites, etc; and (ii) the surrounding communities and their relationship with the key Buddhist sites along the proposed Walks (i.e., religious, livelihood, etc.), as well as any permanent structures used by communities and tourists/pilgrims, etc. An essential feature of the base map is to identify the current gaps in terms of tourist infrastructure along the proposed Walks as well as the exact location of the surrounding communities and use areas for pilgrimage and livelihood

functions, as well as the current status of their basic services.

Output: Updated physical, social, cultural and ecological profile and updated base map of the Walks identified in the retracing stage.

Stakeholder mapping and consultations. The Consultant will map and

consult with local stakeholders and communities, including those likely to influence, contribute and be affected by the proposed interventions under the subproject to appraise their suggestions, insights and concerns, and recommend measures to incorporate those relevant suggestions while carrying out the DPR detailing. The Consultant will ensure that all stakeholder mapping and consultations both take a gender-sensitive approach and consider the views/needs of youth.

The DPR should also suggest measures to ensure that those who may be potentially affected have access to subproject benefits both from its implementation to the maintenance and operation phase.

The details of preliminary proposed works as well as salient findings will be discussed with the key stakeholders including inter alia the State Department of Tourism, GoUP, religious authorities, ULBs, Gram Panchayats, State Department of Forestry, Universities, monastic and religious bodies, local experts, local communities, tourists and pilgrims, and local businesses.

Output: Stakeholder mapping for all areas identified during retracing,

and consultations minutes, with gender and youth considerations.

Institutional and economic feasibility studies will be carried out in order to inform the operation and maintenance of the Walks after their development. Specific measures will be suggested from the financing to human resources for the maintenance and further operations of the sites and paths in a way that ensures their social, cultural, religious and ecological characteristics and sustainability.

Output: Institutional mapping, feasibility study reports and consultations minutes.

Definition of preliminary scope of works will be based on the findings of all

prior research, data collection and consultations, and will detail the exact

works proposed for each walk in the three locations.

Output: Detailed scope of works for each walk.

ii. Environmental and social screening and analysis.

Rescuing the original greenery and ecology of the areas along the proposed Walks is an important feature of this DPR, as a means for rescuing the authenticity of the place and its significance from a sociocultural and religious viewpoint. An study of the native fauna and flora, and subsequent environmental and social screening and analysis of the proposed Walks are critical and will be carried out in conformity with the Project’s ESMF, including assessment of the nature and extent of potential environmental, social (including gender) and cultural impacts and risks from the proposed development, once the preliminary scope of work has been defined in the previous step. The Consultant will use the screening checklist given in the ESMF.

The analysis will consider, but will not be limited to:

Native flora and fauna Solid waste Sewerage Drinking water supply Existing forest areas/ tree felling/ tree planting Rivers, river banks, river water Religious uses of assets Local community uses of sites or walk areas Local community livelihoods Potential need for resettlement Specific impacts on women and/or youth The value and integrity of the monuments/sites themselves.

The analysis will further study the surrounding communities, their basic needs and the ways in which they may benefit from the subproject intervention, in terms of living standards and income opportunities. The Consultant should explore ways of engaging the local communities in the promotion, co-management and maintenance of the walks to ensure a sustainable model. Training and capacity building needs may also be assessed to this end.

The analysis will also identify any adverse impact due to proposed interventions such as loss of immovable assets, natural habitats, livelihood or sources of livelihood or any other negative impact, including quantification of impacts and specific mitigation measures in line with the Project’s ESMF. Based on the degree of impacts, if required, an Environmental Management Plan (EMP) and Resettlement Action Plan (RAP) shall be prepared along with the DPR. The Consultant may also prepare a Gender Action Plan (GAP) and/or a Physical Cultural Resources Management Plan (PCRMP) if deemed necessary during the impact assessment, according to the provisions of the ESMF.

Output: Social and environmental study, analysis, risks identification, opportunities and benefits identification, recommendations for rehabilitation of the ecology of the areas, mitigation and management plans where necessary.

iii. DPR preparation:

Micro detailing of any architectural, engineering, civil and rehabilitation works to be financed under the subproject, including special design and materials to be used. The micro detailing should be sensitive to the history and significance of the main Buddhist sites as well as the surrounding sociocultural and ecological features as previously identified in the secondary data collection, sites survey and consultations. Key aspects to be detailed include, inter alia:

i. landscaping (e.g. of areas surrounding protected monuments, pathways)

ii. ecological rehabilitation (native flora and fauna) iii. planning and development of vending and cultural/religious zones,

as appropriate iv. lighting (of monuments, pathways, rest areas) v. sitting and resting areas, including street furniture

vi. public amenities (e.g. toilets, clean drinking water, dustbins) vii. interpretation (e.g. information boards, signage) of main sites

viii. where feasible, traffic management solutions (e.g. pedestrianization of road sections, improvement/relocation of parking areas)

ix. new tourist activities (e.g. meditation areas, etc.)

The micro detailing may lead to special specifications in terms of design, materials and workforce for the later execution of works. Special attention should also be given to appropriate technologies and indigenous techniques (i.e., mud, bamboo, etc.) and local materials for ease maintenance and operation of the sites.

The Consultant will also include all relevant soft aspects aimed at sustainable management and maintenance of the Walks and their surroundings, within the DPR preparation. Such aspects may include, inter alia:

i. economic linkages with local communities (e.g. local food/drink/crafts vendors)

ii. long-term management plans for maintenance of the walks (e.g. maintenance of green areas, signage)

iii. any required training programs

iv. branding and promotion of the walks

Output: Micro detailing of architectural, engineering drawings and of soft components.

Cost estimates including detailed specifications will be provided for all the recommended interventions. This will also comprise the detailed estimate of cost to be incurred for development of visitor amenities and recreational facilities along the Walks sensitive to the history and significance of the main Buddhist sites as well as the surrounding sociocultural and ecological features. The capital and operational costs will be estimated based on the subproject specifications.

Output: Detailed cost estimates for all proposed interventions.

Detailed execution action plan. The plan will be prepared as per Government of Uttar Pradesh, World Bank and Standard Procurement Manual of the Department; along with tender specifications, tender drawings, and bill of quantities (BOQ) etc. complete. It will include timeframe, responsible agencies, monitorable schedule of implementation and indicators pert chart and management plan covering all stages of the implementation process to ensure coordination and minimization of disruption for the general public; IEC and capacity building components; training requirements; and community participation.

Output: Detailed execution action plan for all investments.

iv. Supervision:

Assessment of Contractor team and qualifications. The Consultant will

scrutinize the Contractor’s superintendence, personnel and suggest modifications, if any, with approval of the SPCU/TSU. The Consultant will also organize an orientation program for the Contractor’s key personnel and SPCU/TSU staff on the major requirements of agreements, obligations, duties and responsibilities of various personnel involved in contract management.

Review of Contractor plans, methods and equipment. The Consultant will review the Contractor’s tender drawings and survey, and suggest modifications if required, as well as preparing updated/additional drawings as required during the contract period based on site condition. The Consultant will assess the construction and/or rehabilitation methods proposed by the Contractor to ensure they are satisfactory with particular reference to the technical requirements, project implementation schedule and environmental / social / gender / physical cultural resources aspects, as well as safety of works, personnel and the general public. Regular inspection of the Contractor’s equipment, machinery, installations, etc. should also be conducted to ensure they are adequate and in accordance with the terms and conditions of the contract. The Consultant will also assist the Client with all aspects of contract management throughout implementation for all subprojects.

Supervision of compliance with all relevant standards and requirements. The Consultant will monitor and ensure the Contractor’s and suppliers’ full compliance with applicable safeguards policies and any Environmental, Physical Cultural Resources, Gender or Resettlement Management/Action Plans and recommend remedial measures in case of deviations. The Consultant will also supervise and advise the Contractor on all matters of risk and safety, including maintenance of sites during works, environmental aspects and labor welfare, and will maintain records of the appropriate safety data.

Monitoring and recording of all works. The Consultant will supervise all works to ensure that the DPR is adhered to, and will ensure modifications in case of deviations. The Consultant will be responsible for testing, measuring and quality assurance of all materials and works in progress, and maintaining accurate records of all data, including any necessary modifications. The Consultant will also supervise financial, billing and payment aspects of works, preparing cash flow projections and financial statements, and closely monitor timelines and schedules, preparing monthly progress reports (including any issues and plans for resolving them) and reviewing the work program where necessary to ensure timely completion.

Supervision of closing of works. Once works are nearing completion, the

Consultant will inspect works and indicate to the SPCU/TSU any outstanding work to be carried out by the Contractor. The Consultant will certify “as constructed” drawings for each component of the works, ensure satisfactory “closing” of works sites, and ensure that all requirements and standards have been met. The Consultant will also be responsible for preparing an Operation and Maintenance Manual for any built assets, in collaboration with the Contractor(s).

Any other assignment given by the client.

Output: Completed regular field monitoring checklists, including recommended improvements/modifications where necessary; complete records of tests, measurements, finances, progress reports, etc.

6. Other Related Tasks and Responsibilities

Submission and approval of the DPR: The Consultant will make a comprehensive presentation on the overall recommendations of the DPR to the Department of Tourism, Uttar Pradesh, District Officials and the GoUP, and other state, local or central agencies, as identified in the stakeholder mapping and required. The DPR will then be finalized including any revisions in costs based on suggestions received.

Securing clearance from appropriate authority: The Consultant will assist

the Department of Tourism, GoUP, in obtaining necessary permissions and clearances from competent authorities to implement the proposals made in the DPR.

Mobilizing resources for timely execution: After acceptance of consultants’

program by client, the Consultants will be fully responsible to mobilize the resources required to maintain the agreed schedule of work within the total person months agreed under the contract for the services. In case of any delays, which are not beyond the control of consultants, the client reserves the right to require the Consultant to provide additional resources and personnel as may be required to make up the lost time, for which no additional payment shall be made. During execution of contract, the expert or person who is not found able to deliver or perform as per the expectation of the client, which is supposed to be within his control, shall be demobilized by the Consultant with immediate effect and his replacement arranged with prior approval of the client.

Familiarity with Project documentation: For all key tasks, the Consultant should be familiar with the key Project documents, including the Environmental and Social Management Framework, the Operation Manual, a any relevant Management Plans stemming from safeguards screening, and related documents.

5 Deliverables

i. Reconnaissance Survey Report (RSR) within 2 weeks: The contents of the RSR should include a physical, social, cultural and ecological profile and historical and updated maps of the Walk areas, including the surrounding communities; details of the stakeholder mapping and consultations minutes; a report on institutional mapping and consultations, detailed scope of work for the walk route, and a complete social and environmental screening and analysis, including risks, opportunities, and recommendations for mitigation and managements and native ecology study, as per the ToR. The RSR should include an adequate description of the project preparation arrangements, proposed design criteria, approach and methodology, revised activity and input plan, details of any issues arising, personnel schedule, work plan, and supervision plan.

ii. Draft Detailed Project Report within 8 weeks: The DPR should include micro detailing of any architectural, engineering drawings and of soft components; EMP/RAP/GAP as required; detailed cost estimates for all proposed interventions; and a detailed execution action plan for all investments, as per the ToR.

iii. Final Detailed Project Report incorporating all comments from the major stakeholders within 12 weeks.

iv. Regular supervision reporting before, during and after works: Completed regular field monitoring checklists, including recommended improvements and/or modifications, complete records of tests, measurements, progress reports, etc.

6 Qualifications The Consultancy firm should comprise a multi-disciplinary team for the assignment with proven, and successful, experience in carrying out similar assignments in pilgrimage routes in India and/or abroad. Team leader should have 20 years of experience in successful similar assignments and team members a minimum of 8 years experience to support staff and 15 to core experts. A suggested list of experts is provided below.

Experts No. Team Leader with proven experience in establishing pilgrimage routes (50 marks for Leadership & 100 marks for Expertise)

1

Buddhism/Buddhist pilgrimage expert 1 Tourism master planning, branding and promotion expert with experience in pilgrimage

1

Lawyer with experience in pilgrimage

PPD expert with experience in pilgrimage 1

Landscape Conservation expert with experience in pilgrimage 1

Cultural heritage expert / archeologist with experience in pilgrimage 1

Architect/Civil Engineer with experience in appropriate technology preferably on bamboo, mud construction and similar indigenous technologies

1

Civil Engineer with experience in sewerage, drainage and solid waste management 1 Public Health Expert with experience in pilgrimage 1 Environmental expert with experience in pilgrimage 2 Social expert (including gender expertise) with experience in pilgrimage 3 Economist / livelihoods and SME expert Support Architect/Engineer/Research Associates 4

Auto CAD Operator 2 Topographical surveyors 2

Other qualifications include:

Proven experience in data collection and analysis as well as problem conceptualization and their translation into practical recommendations for subproject appraisal and implementation. Proven experience in qualitative analysis as well as participatory methods is also essential.

Previous experience in the design, implementation and/or evaluation of Projects related to pilgrimage walks in India or aborad.

Capacity to convene sectoral agencies and experts for developing an integrated and socially sensitive approach to destination development planning.

Knowledge of World Bank safeguards policies. Excellent communication skills and proven capacity to engage with relevant

infrastructure, heritage, environment and culture related government and expert agencies in India preferably.

Capacity to coordinate and supervise the assignment as well as deliver high quality products maintaining a tight work schedule is critical.

The core consultancy team will be evaluated on the basis of their qualifications and working experiences in these fields of work on earlier successfully completed assignments. 7 Submission of Proposals The hardcopy of the Expression of interest should be in a single sealed envelope, clearly marked as “EOI for Design and Supervision Consultancy for the Development of “Buddha Walk- Gachchhami” in Kushinagar, U.P. under UP Pro Poor Tourism Development Project" from<< Bidder Name>>”. The envelope shall indicate the name and address of the bidder to enable the proposal to be returned unopened in case it is declared "late.” It shall contain no interlineation or overwriting, except as necessary to correct errors made by the bidder itself. Any such corrections must be initialed by the person (or persons) who sign(s) the proposals. All pages of the proposal must be sequentially numbered and shall be initialed by the Authorized Representative of the bidder.

8 Venue and Deadline for submission a. Proposals must be received at the address specified below latest by 03.00 PM on 23

July 2015 at below mentioned address: Department of Tourism, Government of Uttar Pradesh 4th Floor, Paryatan Bhawan, C-13, Vipin Khand, Gomti Nagar, Lucknow-226010, Uttar Pradesh

b. Any proposal received by the Department of UP Tourism after the above deadline shall be rejected and returned unopened to the Bidder.

c. The bids submitted by telex/telegram/ fax/e-mail etc. shall not be considered. No correspondence will be entertained on this matter.

d. Department of UP Tourism shall not be responsible for any postal delay or non-receipt/ non-delivery of the documents. No further correspondence on the subject will be entertained.

e. Department of UP Tourism reserves the right to modify and amend any of the above-stipulated condition/criterion depending upon project priorities vis-à-vis urgent commitments.

Annex 1: Background studies main conclusions The main findings for all Project target areas, including the Buddhist Circuit sites of Uttar Pradesh, included:

(a) Institutional, policy and regulatory overlap and limited institutional coordination. A lack of coordination and unified strategy between national, state and city-level authorities and agencies responsible for urban development, service provision, tourism planning and development and heritage conservation results in overlapping and/or mismatched policies, plans and investments. Such overlap and coordination gaps have the potential to negatively impact local communities and tourists but also the heritage assets themselves, either through poorly planned, ad hoc development or complete neglect.

(b) A lack of high-quality tourist “products” and a tourism “experience”. Without the necessary provision of basic services (e.g. clean drinking water, public toilets, solid waste management), facilities (e.g. rest areas, food services) and infrastructure (e.g. road access, lighting), tourists are left to visit monuments or sites often in uncomfortable conditions. In addition, low quality interpretation, signage and guide options, or a complete lack thereof, limits tourists’ understanding of the destinations and their historical, cultural, religious or natural context and value, impacting overall tourist satisfaction and reducing return rates. Moreover, a lack of alternative destination activities (e.g. museums, learning centers, souvenir shopping, shows and evening activities) reinforces point-to-point tourism, results in tourists spending great proportions of their time inside their accommodation, provides few incentives for tourists to spend more time and money in the locations, and represents a missed opportunity for broader storytelling about the destination.

(c) Limited economic and non-economic linkages between the tourism sector and local communities. Local communities in tourist/pilgrimage destinations are geographically and economically separated from the benefits of tourism/pilgrimage in their localities. Organized tours/pilgrimages take point-to-point routes between monuments, temples, sites and specific souvenir outlets that pay a commission, physically bypassing communities. This physical isolation hinders the potential inclusion of such communities in the tourism value chain through, for instance, the sale of locally made crafts, food and beverage services, and rest and recreation options.

For the Buddhist Circuit specifically, the main findings included the following issues and challenges:

(d) Buddhist pilgrims spend very little time at the Buddhist sites of Uttar Pradesh, compared to other sites. Despite Buddha’s strong historical connections with Uttar Pradesh, tourists spend just 25 percent of their

time in the state, opting to stay longer at the Buddhist sites of Bihar and Nepal. Similarly, non-Buddhist tourists spend an average of 2-4 days in the Uttar Pradesh Buddhist Circuit, out of a total of 20 days in India. Reasons include poor road conditions and a lack of destination activities, but also the lack of a strong identity for even the main UP sites and limited awareness of other historically significant sites in the state, especially among non-Buddhists who are not targeted by marketing efforts.

(a) Package tours, group travel and temple stays dominate the UP Buddhist Circuit tourism market. Just under three-quarters of all tourists interviewed in the Buddhist Circuit had pre-booked a tour from their home country, resulting in a significant loss of potential earnings for tour companies and service providers in the state. In addition, many foreign visitors to the area travel in large groups organized by Buddhist centers in their home countries and are accommodated at corresponding centers and temples in UP, where food, beverages and even toiletry items are either provided for free and/or bought in from the home country, further limiting the visitors’ expenditure in the area.

(b) A lack of information and ineffective sales techniques complicate the purchase of goods from locals. Difficulties in determining high or low quality of artisanal items, a lack of clear labeling specifying raw materials and place of origin and aggressive sales approaches deter (particularly foreign) tourists from purchasing products, some of which are locally made, from local entrepreneurs.