Daijiworld Media Network – Varanasi

Varanasi, Jul 21: The redevelopment of the Kashi Vishwanath Dham Corridor has transformed Varanasi into a major tourism and economic hub, but experts say the broader tourism potential of eastern Uttar Pradesh remains largely untapped.

Speaking at the Business Standard Ubharta Purvanchal conclave in Varanasi last month, stakeholders stressed the need for a comprehensive tourism strategy to ensure that the economic benefits generated by the Kashi Vishwanath Temple extend across the entire Purvanchal region.

Vishwa Bhushan, Chief Executive Officer of the Shri Kashi Vishwanath Temple Trust, said more than 325 million devotees and visitors had visited the temple between its inauguration by Prime Minister Narendra Modi on December 13, 2021, and June 29, 2026.

He noted that not every visitor to Varanasi comes solely for the temple, with many also visiting Sarnath, the Parshvanath Jain Temple or travelling for business.

Citing a Uttar Pradesh Tourism survey conducted by a private agency, Bhushan said tourists from within the state spend an average of Rs 7,000 per person during their visit, while visitors from other states spend around ?8,000. International tourists spend an average of Rs 20,000, including on travel, accommodation, food, religious offerings, saris and local handicrafts.

According to the survey, 75 per cent of visitors are domestic tourists from outside Uttar Pradesh, 23 per cent are from within the state and the remaining two per cent are international travellers.

Bhushan estimated that tourism linked to the temple now generates nearly Rs 5.5 trillion annually for the local economy, a sharp increase from earlier estimates of Rs 1.25-1.5 trillion.

Businessman Rajendra Goenka said the Kashi Vishwanath Temple should serve as the growth engine for the entire Purvanchal region rather than just Varanasi. He advocated developing an integrated tourism circuit connecting destinations such as Ayodhya, Prayagraj, Sarnath, Kushinagar, Vindhyachal, Gorakhpur, Chunar Fort, Ballia and Azamgarh.

He said Varanasi's image had improved significantly due to better cleanliness and infrastructure but added that many attractions across eastern Uttar Pradesh still require improved facilities and stronger promotion. He also called for permanent tourism infrastructure similar to that created during the Kumbh Mela at Prayagraj.

Rajat Mohan Pathak of the Synergy Group said the city's tourism profile has shifted substantially, with religious tourists now accounting for around 70 per cent of total visitors, compared with about 50 per cent earlier.

He said rising tourist numbers had encouraged rapid growth in homestays, restaurants and cafés, adding that regulations may soon be required to manage the expanding hospitality sector. He also pointed to ongoing infrastructure projects, including township development along the Ring Road and road widening, as signs of a long-term strategy to support tourism.

Girish Vasudev Kulkarni, Founder and CEO of Divinity Worldwide, said his organisation works with nearly 16,980 temples across 70 countries and observed that many temples struggle with low awareness and poor visitor numbers. He said the Tourism Promotion Board should ensure that visitors to the Kashi Vishwanath Temple are encouraged to explore other destinations across Purvanchal.

Rahul Mehta, Chairman of the Tourism Committee of the Indian Industries Association (IIA), said Varanasi has emerged as one of India's leading religious tourism destinations over the past three years. However, he noted that international tourist arrivals have declined and called for targeted measures to revive foreign tourism while sustaining domestic growth.