Bihar, adorned with UNESCO World Heritage sites like the Mahabodhi Temple in Bodh Gaya and the ruins of the ancient Nalanda University, is set to embark on its first-ever international roadshow in Cambodia and Vietnam. These countries have deep-rooted Buddhist traditions, making them ideal targets for attracting pilgrims seeking to connect with their spiritual roots in the Northern State, also known as the ‘Cradle of Buddhism’.
According to sources in the Bihar Government, plans for the roadshow are in the final stages, with details being ironed out to ensure its success. The primary objective is to tap into a stream of visitors interested in exploring sacred sites and delving into Bihar's rich spiritual legacy.
Abhay Kumar Singh, Chairman and Secretary of Bihar's Department of Tourism, sees this initiative as a significant catalyst for placing the State prominently on the global tourism map. He emphasized the immense tourism potential of Bihar, particularly in areas dominated by Buddhist heritage. “Major destinations like Gaya, Bodh Gaya, Rajgir, Nalanda, and Vaishali are already popular among foreign tourists interested in Buddhist pilgrimage,” he told The Pioneer. He added, "We are awaiting final approval from the concerned authorities."
The international roadshow will serve as a platform for Bihar to showcase its cultural and historical treasures. Rajnish Kaistha, Senior Vice President of the Indian Association of Tour Operators (IATO), highlighted Bihar's appeal as the ‘cradle of Buddhism’ and a repository of Buddhist-related sites. By participating in such roadshows, Bihar joins other states like Goa and Kerala in demonstrating its vast potential in the tourism and hospitality sector. “During Covid period, tourism sector had taken a huge beating. Now the tourists’ movement within domestic and international is on surge. The States need to exploit this opportunity,” he said adding that following the COVID-19 pandemic and the resumption of charter flights, particularly Vietjet, India has been experiencing an influx of Buddhist pilgrims eager to embark on journeys along the Buddhist circuits.
This surge allows the revival of the sector, especially in regions renowned for their Buddhist heritage such as Bihar, Uttar Pradesh, and other parts of northern India. Bihar has identified the Buddhist Circuit, encompassing sites like Bodhgaya, Rajgir, Nalanda, Patna, Vaishali, Lauriya, Nandangarh, and Kesariya, as a key tourism attraction.
The event will feature presentations, exhibitions, and networking opportunities to spotlight Bihar's UNESCO World Heritage sites and promote its hospitality infrastructure. The aim is to raise awareness and generate interest among Cambodian and Vietnamese travelers, encouraging them to include Bihar in their travel itineraries, added Sushil Kumar Singh, Chairman of Jatak Travels and IATO Bihar and Jharkhand Chapter.
He emphasized the state government's recent policy measures especially the Tourism policy announced last year that aims at revitalizing the tourism sector. These measures prioritize community engagement, recognizing the pivotal role that local communities play in shaping Bihar's tourism landscape as well as helping curb the migration of locals to metros in search of livelihood.
He also cited a recent Niti Aayog report, noting, 'Given the fact that India has been recognized as a destination for spiritual tourism for both domestic and international tourists for ages, we must unleash the potential of spiritual tourism.' The report added that the potential of Buddhist tourism could be explored to attract tourists, especially in the post-pandemic era."
The State's Tourism Policy 2023, announced last year, outlines ambitious goals, including significant investments and the creation of one lakh new jobs in the tourism sector over the next five years. Additionally, the roadshow presents an opportunity for Bihar to strengthen ties with Cambodia and Vietnam, fostering cultural exchange and collaboration in the tourism sector, said Singh.
MP Bezbaruah, Secretary General of the Hotel Association of India (HAI) too lauded the tourism boosting measures in the Bihar Government’s tourists policy. He said, “To incentivize tourism units, the policy offers subsidies on capital investment, reimbursement of land conversion charges, stamp duty and registration fees, repayment of GST, and reimbursement of certification costs for green certification. Furthermore, the costs of organizing events and meetings will be subsidized.”
Such initiatives like holding international roadshows represent the Bihar Government’s strategic effort to leverage its rich cultural heritage and strengthen ties with neighboring countries, ultimately driving sustainable growth in the tourism sector while preserving the state's cultural legacy, added Singh.
