At THE WEEK Heritage Awards, the conversation around India’s cultural wealth went beyond nostalgia and pride. The panellists—administrators, policymakers, and heritage experts—converged on a single theme: India’s heritage must be protected, preserved, and innovatively marketed if tourism is to reach its full potential.
Tourism in India is not just a leisure activity, it is a livelihood engine. The industry has generated 46.5 million jobs, and with the right strategy, it can create many more. As Chief Associate Editor & Director of THE WEEK Riyad Mathew, put it, “Our journalism has always been about the human touch, and tourism is no different—it is the human stories behind monuments, traditions, and landscapes that make heritage come alive.”
Meghalaya: Livelihood from the land
For Meghalaya, the verdant landscapes are both a source of pride and sustenance. Brenda Pakyntein, director of the state’s tourism department, emphasised the unique character of her region. “We have a natural landscape in our state. It is not just beauty—it is a source of livelihood. Protecting and showcasing it is essential,” she said. The state has increasingly tied its tourism plans to conservation, highlighting how heritage includes not only monuments, but also natural ecosystems.
Maharashtra: Culture for everyone
Representing Maharashtra, Tanuja Pandey, advisor to Maharashtra tourism department, painted a vivid picture of a state teeming with culture. “We are the richest state in culture and heritage. We have Buddhist circuits, the entire Western Ghats, a 720-km coastline, and the only railway station in the country that is UNESCO-listed. Post-Covid, we ranked number one in international arrivals. We have everything for everybody,” she noted.
Yet, Pandey was candid about challenges. “We need to market right. Storytelling is crucial. Tourists want experiences, not just monuments. We need better guides, light-and-sound shows, and digital outreach. At the same time, sites must be made differently abled-friendly and more open. Screening at heritage sites, involving youth volunteers, and organising cleaning drives are all part of making tourism sustainable.”
Madhya Pradesh: Humble state, rich heritage
For Madhya Pradesh, humility and heritage go hand in hand. Dr. Ilayaraja T, IAS, MD of MP tourism board, reminded the audience of the state’s deep cultural resources. “We are a humble state, but we have 18 UNESCO sites, 787 monuments, tiger reserves, textile heritage, and some of the cleanest and greenest cities in the country,” he said.
Dr. Ilayaraja stressed the urgency of restoration. “Many monuments are still in a dilapidated state. We need to curate stories around each site to engage the youth. Digitisation of manuscripts is another major challenge. Involving stakeholders and offering rustic, authentic experiences will ensure that heritage becomes living, not forgotten.”
Telangana: Beyond the Charminar
Hyderabad, often identified solely with the Charminar, has far more to offer, argued Shri Sreevatsa Kota, IAS, Joint Metropolitan Commissioner of the Hyderabad Metropolitan Development Authority. “Hyderabad has a long and huge cultural heritage. But our focus now is holistic. We are working on restoring lakes, reviving lost traditions, and ensuring tourism offers solace to international travellers,” he said. With a new government, Telangana is keen to reimagine itself as a tourism leader, anchoring economic growth in cultural revival.
Heritage as economic asset
The debate also underscored heritage as an economic driver. Ratish Nanda, CEO of the Aga Khan Trust for Culture, reminded the audience that “heritage is an economic asset. Not every site can or should be commercially leveraged, but if preserved properly, heritage will always give back.” He praised the Archaeological Survey of India for its “stellar work despite limited human resources,” while also pointing out that countries like the UK invest far more aggressively in protecting their past.
A holistic vision
The panellists agreed that tourism cannot be seen in silos. As Sunil K. Thomas, Senior Assistant Editor at The Week, who was moderating the session, summed up, “Tourism is a holistic sector. It is not just about the Centre or state governments, or the ASI. It includes hotels, airlines, tour operators, and communities. Everyone must be part of the strategy.”
Tanuja Pandey captured the spirit of the evening with a remark that resonated widely: “India is still on the world’s wish list. In our chaos lies our calm. We have everything, and we should aim to be number one in global tourism.”
