In a paradigm shift, the construction of the Ram Temple in Ayodhya is not merely a testament to faith and spirituality; it is catalysing a remarkable economic transformation in the vibrant city of Sarayu, turning it into a major economic centre for the nation.
Principal Secretary (Tourism) Mukesh Meshram said, “The wave of development and enthusiasm surrounding new projects in Ayodhya is poised to propel the overall growth of Uttar Pradesh.”
As per the Tourism department, the city witnessed a surge in tourists in the last few years, with numbers rising from a modest three and a quarter lakh in 2021 to an astounding 2.39 crore in 2022. This further increased to 31.5 crore, as claimed by Chief Minister Yogi Adityanath.
“Following the consecration of Ram Lalla on January 22, Ayodhya is set to emerge as a highly developed and prominent tourist destination on the global tourism map. The double-engine government is actively working on the development of religious tourist sites across the state,” the chief minister said and added: “Ayodhya’s increasing prominence is not just limited to its spiritual and emotional significance; it is emerging as a major tourist destination. The city has recently been granted international airport status to facilitate global connectivity.”
The economic impact is anticipated to be substantial, with experts projecting an additional business boom of Rs 50,000 crore, reflecting the nationwide enthusiasm for the upcoming Pran Pratistha ceremony.
Prime Minister Narendra Modi, on December 30, dedicated numerous development projects to Ayodhya, laying the foundation for works worth over Rs 15,000 crore and envisioning Ayodhya as a regional growth hub.
The ambitious redevelopment of Ayodhya, outlined in Master Plan 2031, is slated to be completed over 10 years with an investment exceeding Rs 85,000 crore. The city’s potential to attract pilgrims and tourists is emphasised by the expected 1:10 ratio of residents to tourists.
“Ayodhya holds immense potential as a spiritual destination for tourism, especially with the upcoming opening of the Ram temple. We believe the tourism industry could see a tenfold increase by 2024, making Ayodhya a global spiritual centre,” said Kamlesh Singh, a tour operator in Lucknow.
Tour operators, like Manoj Singh, are witnessing a rapid surge in tourists to Ayodhya and Banaras, with bookings for 2024 experiencing a staggering growth of over 100 per cent. Singh highlights the positive impact on the travel industry and tourism in Uttar Pradesh, positioning it as a much-needed boost after a decline in tourist numbers post-2019.
Manoj Singh reveals that his company is facilitating comprehensive travel arrangements for pilgrims from Kerala and Tamil Nadu to Ayodhya. The 5-day, 4-night trip costs a minimum of Rs 15,000 per person, excluding travel expenses, covering accommodation, food and transportation. Singh emphasises that while there is a set minimum expenditure, there is no upper limit for those willing to spend more.
From January 23 to September 23, a total of 2,03,64,347 tourists visited Ayodhya. Among them, the number of domestic tourists was 2,03,62,713, while 1,634 were international tourists.
The expected business generated by this influx of tourists is estimated to exceed Rs 150 crore, with over a thousand small and large travel agents operating in cities like Lucknow, Varanasi and Prayagraj.
Shri Ram Mandir Construction Committee chairperson Nripendra Mishra foresees a surge in economic activities around Ayodhya after the inauguration of the Ram temple, potentially leading to expansion of the city akin to the National Capital Region.
The Ram Mandir committee is committed to accommodating the faith of devotees by ensuring that 70,000 worshippers have daily darshan. Ayodhya, similar to renowned temples like Padmanabha Swami, Tirupati Balaji, Vaishno Devi, Siddhivinayak and Kashi Vishwanath, is implementing convenient arrangements for devotees.
Since the temple bhoomi pujan on August 5, 2020, Ayodhya has undergone a remarkable transformation. The city is witnessing projects worth thousands of crores, including the construction of Rampath, Bhakti Path, and Darshan Path, aimed at facilitating easy darshan of Ram Lalla. Several temples are undergoing renovation to encourage tourists to extend their stay and explore the rich religious heritage of Ayodhya. Plans for the 84 Kosi Parikrama Marg and approximately 60 associated religious places are also in the proposal stage.
Prof Devashish Das Gupta from the Indian Institute of Management, Lucknow, advocates implementation of a model akin to South Indian temples in Ayodhya. “This model prioritises devotees’ convenience, safety, health and local cottage industries to enhance the overall experience and promote local goods,” he said.
Dinesh Goyal, the national senior vice-president of the Indian Industries Association, anticipates a significant economic boost, estimating an additional business turnover of Rs 50,000 crore in the country due to the preparations for Pran Pratistha. He sees tremendous potential in Ayodhya as a major contributor to the national economy.
“The growing interest in Ayodhya is not limited to its spiritual significance but is also manifesting in the widespread popularity of products related to Ram Lalla. These products include Shri Ram flags, angavastras, garlands, lockets, key rings, pictures of Ram Darbar, models of the Ram temple, decorative pendants, bangles, and more,” Goyal said and added: “Business entities across the country are capitalising on these opportunities, seeking to connect Ayodhya’s identity with consumers nationwide.”