In Focus

The Taj retains its wonder

Indians swelled with pride the world over when their votes placed the Taj Mahal as one of the new Seven Wonders of the World. But amidst the jubilation, we must not miss out on the challenges that this event provides India. By Andrea Lopez

So, it's happened again - Emperor Shah Jahan's monument of love has made it to the new list of Seven Wonders of the World again. While the magnitude and scale of being counted as one of the seven wonders is important, the impact the Taj Mahal will single-handedly have upon the tourism economy of the region where it is located validates its position.

However, leaving the poll's authenticity and the authority aside, it is important to examine how this will affect Indian tourism, particularly, tourism in Uttar Pradesh. While many feel that the Taj's inclusion proves the monument's global appeal, others point out that a mere title does not correct the flaws that the city of Agra presents to visiting tourists. Prem Subramaniam, head of Infrastructure Development Finance Company (IDFC), says, "It isn't sufficient that the monument has been given such a status. The idea is how to enhance a visitor's experience to the city. Everything about Agra is unfriendly - right from poor access to the monument to dismal amenities. Visitors who come with high expectations often go back hugely disappointed."

Heritage amidst filth

The Taj Mahal needs no marketing; the monument stands tall and will continue to garner a steady stream of visitors. But India is a poor host if it fails to keep the precincts of the monument fit for tourists. Although the Archaeological Survey of India (ASI) has planned to invest in touching up the monument after the end of the monsoons to conceal the stains on the white marble, the filth and overcrowding, fuelled by widespread immigration into the city has clouded the entire mystic experience of walking around the domed edifice.

According to Subramaniam, technology will go a long way in enhancing a tourist's experience. "Many heritage monuments worldwide present visiting tourists with headsets that provide commentary about its history and outstanding features. It would be a welcome move if the government considers using technology such as this to its advantage," he says.

Organising boat rides and flute recitals around the Taj would also be a revenue-generating initiative for local craftsmen and boatmen in the area. Rohit Kohli, managing director of Creative Travels, says, "The Taj being one of the new seven wonders of the world isn't going to change anything. Tourists face enough of an ordeal in merely getting to the monument. Instead of celebrating its success, we need to seriously analyse where we are heading in terms of poor infrastructure and amenities."

Concessions required

Hotels and restaurants in Agra are pleased with the Taj's renewed status and are bracing themselves for increased number of tourist arrivals. Annually, the Taj generates tourism worth over Rs 10 billion; the ministry of tourism now hopes the figure will climb to 100 billion.

In lieu of this, it has announced concessions to all tourists from SAARC and BIMSTEC (Bangladesh, Sri Lanka, and Myanmar, Thailand) countries visiting ASI-certified heritage monuments in India. The announcement was made by Minister for Tourism & Cutlure, Ambika Soni in what she claimed was a means to promote 'regional solidarity'. Till recently, foreign nationals paid Rs 750 to walk into the Taj Mahal while Indians paid Rs 50.

The move will undoubtedly add impetus to the monument's popularity. Says Hector D'Souza, president of L'Orient Travels, "The concession will offer a big boost to tourists and will be a positive step in improving relations with neighbouring countries. A concession for students will also be a welcome move. As far as the monument goes, the Taj is in dire need of a makeover."

D'Souza adds, "There is tremendous potential for Agra to become a destination which would be preferred by tourists for a longer duration of stay because of the attractions in the surrounding region like Fatehpur Sikri and Bharatpur."

Meanwhile, Subramaniam adds, "If the ASI could be persuaded to part with 20 per cent of its revenues from entrance fees and create an SPV whose intent would be to use this seed capital, funds from the Jawaharlal Nehru Urban Renewal Mission programme for another matching quantum, and further capital raised through corporate involvement, it should be possible to improve the existing conditions, right from relocation of unauthorised construction along all roads leading to the Taj to creating parking and pedestrian walkways." Until the next Seven Wonders of the World poll, then.