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Traditionally, sacred spaces and modern urban landscapes have been perceived as incompatible, akin to oil and water. However, Ayodhya’s grand Ram Mandir is poised to challenge this paradigm. The temple and its surroundings should not be viewed merely as spots for divine selfies but as bustling centres for both the devout and high-flying corporates. Who would have anticipated that spirituality could yield significant economic rewards?

Over the past decade, India has witnessed a remarkable surge in religious and spiritual tourism. Pilgrimage destinations like Haridwar, Varanasi, and Rishikesh have transformed into vibrant tourism hubs, drawing devotees from around the world. This surge not only boosts local economies but also empowers micro, small, and medium-sized enterprises (MSMEs) while fostering opportunities for intercultural exchange. India has adeptly blended spiritual awakening with contemporary tourism, making it a universal aspiration.

The Rise of the Sanatan Economy:

India’s rich spiritual heritage has evolved into a potent economic force, with over 20 lakh temples weaving a dynamic economic fabric across the country. Hindu temples, serving as spiritual centers and economic catalysts, contribute 2.32% to India’s GDP, valued at INR 3.02 lakh crore (approximately USD 40 billion). Religious tourism stimulates economic activity through the purchase of ritual items, offerings, and services, thereby supporting numerous livelihoods.

Religious and spiritual tourism in India has flourished, with 55% of Hindus embarking on pilgrimages, according to NSSO data. The recent construction of the Ram Mandir in Ayodhya has triggered a spiritual renaissance across the country and beyond, resulting in a significant economic impact. Well-known congregations and pilgrimages generate a thriving market for travel, accommodation, and local crafts. Initiatives like PRASAD have improved infrastructure and overall experiences at religious sites, enhancing the prosperity of pilgrims and fostering economic growth in these regions. The average daily expenditure per person for religious travel in India is around INR 2,717, resulting in a daily spending of nearly INR 1,316 crore on spiritual journeys and an annual spending of almost INR 4.74 lakh crore. This data highlights the preference of Indian travellers for pilgrimages over business travel, allocating a larger share of their financial resources to religious tourism.

In recent years, there has been a significant increase in people embracing religious beliefs, particularly after the pandemic. Over a quarter of the population has shown a growing commitment to religious customs, largely attributed to the construction of the Ram Temple in Ayodhya. The temple is scheduled for consecration on January 22, 2024.

A Massive Brand Potential:

The “Pran Pratishtha” (consecration ceremony) of Ayodhya’s Ram Mandir is poised to be an extraordinary event, upholding immense cultural and spiritual significance while presenting a unique opportunity for the global branding of Uttar Pradesh. Yogi Adityanath, the state’s Chief minister, envisions the temple as the “Rashtra Mandir,” symbolizing the unity of India across cultural, spiritual, and social dimensions.

Historically known as Saketa, Ayodhya is one of India’s most ancient inhabited cities with a rich history dating back thousands of years. Widely believed to be Lord Rama’s birthplace, the city’s cultural splendor, reflected in its elaborate rituals, bhajans, and vibrant processions, has been infused into its brand identity. Ayodhya stands as a destination brand encapsulating the vivid essence of Indian history, culture, and spirituality. It serves as a testament to the enduring power of faith and tradition, with its brand image shining as a symbol of India’s rich heritage. It acts as a beacon of hope for those seeking spiritual enlightenment and cultural immersion, and its allure is expected to grow with time. The Ram Mandir of Ayodhya has already established itself as a robust brand, embodying centuries of devotion and the aspirations of millions. It signifies a deep-rooted cultural heritage that resonates with people globally, transcending geographical boundaries. The temple’s image is synonymous with unity, faith, and reverence, making it a beacon of hope and spiritual significance for devotees worldwide.

The Ram Mandir possesses a unique personality that can be described as timeless, revered, and unifying. It embodies the values of peace, harmony, and devotion, attracting people from diverse backgrounds. Steeped in tradition, it exudes contemporaneity, building its connection with a global audience.

The branding potential of this much-hyped shrine extends beyond its religious magnitude. It catalyses economic advancement, intensifies tourism activities, and contributes to holistic development in Ayodhya and Uttar Pradesh. The increase in visitor footfalls, including pilgrims and tourists, has already caught the attention of prominent retail brands such as Zudio, Westside, Pantaloons, Cantabil, and Kalyan Jewellers. Quick-service restaurants like Starbucks and Domino’s Pizza are also considering establishing a presence in Ayodhya, further boosting the local economy.

Atul Parakh, CEO of Bigul, a new investment platform based in India, notes, “Ayodhya’s Ram Temple inauguration is anticipated to be a momentous occasion with enormous economic implications. The number of tourists visiting Ayodhya is rising, driving up demand for lodging—that is, hotels and resorts.”

Ayodhya’s food and beverage business, retail stores offering religious merchandise, and tourism industry have seen positive impacts. The city is attracting investor attention, and mall developers are exploring opportunities to build shopping malls. Dishoom Cinemas is gearing up to cater to entertainment needs. The expected increase in economic activities is projected to initiate substantial city expansion, leading to an 8-10-fold rise in tourism.

Redefining Tourism in the Pilgrimage Powerhouse:

The Ayodhya destination brand is experiencing an unprece-dented surge in tourism, positioning it as a leading global pilgrimage destination that surpasses even esteemed sites such as Vatican City, Mecca, and Jerusalem in visitor numbers, as experts claim. This transformation is poised to redefine Ayodhya’s brand identity and usher in a new era of economic opportunities. Analysts predict substantial gains for the hospitality, railways, consumption, and aviation industries as tourism is propelled monumentally. The hospitality industry is expected to witness a rise in demand for budget hotels and guesthouses. This anticipated increase can be attributed to the affordability of such accommodations, making them attractive options for travelers. Furthermore, travel and tour operators specializing in religious tourism and pilgrimage packages are also poised to experience a demand escalation, primarily due to enhanced air connectivity, special pilgrimage trains, and improved road transportation to Ayodhya, benefiting the aviation, rail, and road infrastructure sectors.

Ayodhya is expected to see a threefold increase in pilgrim arrivals with the inauguration of its revamped railway station and the Maharishi Valmiki International Airport in December 2023. The Indian Railways has proposed to operate over 1,000 trains to Ayodhya on the occasion of the temple inauguration, and leading airlines have launched multiple flights to Ayodhya, ensuring seamless connectivity from major cities.

Ayodhya is becoming a tourism and economic hub, with well-known hotel brands investing in the region. The city is emerging as a significant religious travel destination, with a surge in travel bookings and interest from online travel platforms. The influx of tourists is expected to boost Ayodhya’s annual visitor numbers, stimulate job creation, and unlock diverse business opportunities. Ayodhya’s appeal as a spiritual tourism destination is expected to drive the growth of the tourism industry in the years ahead. Moreover, companies like Indian Hotels Company Limited (Taj), EIH Limited (Oberoi), Thomas Cook India, Spicejet, Rail Vikas Nigam, Transport Corporation of India, and Jai Prakash Associates are also likely to reap the rewards of increased tourist and pilgrim traffic resulting from the opening of the temple. This multi-sectoral growth underscores Ayodhya’s evolving destination brand and its economic significance in the years ahead.

The surge in tourism has the potential to reshape Ayodhya’s economy and cityscape, demanding meticulous planning to ensure sustainable development that benefits the local community. Responsible city development is crucial to preserving the city’s ecological balance while optimizing its potential for all stakeholders. Remarkable achievements

and tremendous potential mark Ayodhya’s ascent as a destination brand. Its reputation as a global pilgrimage centre, coupled with facilitated connectivity and investments, positions Ayodhya as a city on the brink of a transformative journey, offering both spiritual seekers and tourists an unforgettable experience.

Ayodhya’s Renaissance: From Past to Prosperity:

Ayodhya is reshaping its destination branding image amidst tradition and progress. The construction of the Ram Mandir has solidified the city’s status as a religious centre and an emerging business and economic hub. With an ambitious investment of over INR 85,000 crore, Ayodhya is set to embrace modernity while honouring its glorious history and culture as part of a decade-long redevelopment project. The upswing in pilgrims and tourists to this ancient city is poised to propel the economy into exponential growth for Ayodhya and its surrounding districts. The extensive infrastructure projects, supported by 37 state and national agencies, encompass aesthetics, cleanliness, efficiency, accessibility, experience, modernity, culture, and health, ensuring that Ayodhya emerges as a world-class city for the 21st century. Ayodhya’s Ram Mandir consecration is a profound branding opportunity that redefines the destination brand image and creates boundless opportunities for prosperity and development. The city’s immense potential and global branding strategy have piqued the interest of retail brands, infrastructure developers, and investors, positioning Ayodhya as a destination for new heights in branding potential.

Ayodhya’s evolution from the pages of history to a destination brand of the future is like a timeless saga, blending heritage and innovation. It is not an archetypal city but a canvas for pilgrims, tourists, and investors to paint India’s harmonious symphony, echoing the past and resonating with the future.

—  The Author is an Assistant Professor, Deptt. of Commerce and Management Studies, St. Xavier’s College (Autonomous), Kolkata