Unlocking Religious Tourism in Lumbini

In the sweltering heat of 44 degrees Celsius, two to three million pilgrims are currently participating in the Hajj pilgrimage in Mecca. Last weekend,  I was in Lumbini, where temperatures were similarly high, and I began to ponder why there weren’t any pilgrims visiting Lumbini at this time of the year. This thought prompted me to reflect on the significance of religious tourism. The Kabbah, the holiest site for Muslims worldwide, attracts around 13 million visitors annually. During my visit to Saudi Arabia in December 2024, I observed that religious tourism is the primary attraction for the 110 million tourists who visit each year. This trend is evident at other significant religious sites such as  Jerusalem and the Vatican. For instance, the Basilica of Our Lady of Guadalupe in Mexico City welcomes approximately 10 million visitors each year. Hindus flock to the Ganges River, which is estimated to receive 20 million visitors annually. The Kumbh Mela in 2025 is expected to attract 400 million people, underscoring the significance of spiritual travel and tourism. The festival is estimated to have contributed a 1% boost to India’s GDP.

Lumbini, the birthplace of Buddha, attracts around one million visitors annually. This is quite surprising given that there are approximately half a billion Buddhists around the world. In April 2025, France 24 television reported that more than 450,000 people queued at the Temple in Kandy, Sri Lanka, which supposedly houses the tooth relic of Buddha. Meanwhile, the Golden Temple in Amritsar, India, attracts 30 million visitors a year, although the number of Sikhs worldwide is similar to that of Buddhists, marking many Hindus also visiting the shrine. With 1.2 billion Hindus and half a billion Buddhists, it raises a concern about why Lumbini only attracts about a million visitors? Here are the five reasons:

First, a masterplan built by world-famous Japanese architect Kenzo Tange was something Nepalis did not know how to implement. I recall a Minister who  frequently dialed numbers pasted on the back of his mobile phone as he did not want to learn how to save them. Plans need good teams to execute,and there were none.

Second, in 1985, the Lumbini Development Trust was established to develop Lumbini. Like the other institutions created by Shah rulers, it aimed to provide benefits to its loyal supporters and distribute resources. This trend continued after 1990, with every Vice-Chair appointed by the tourism minister who serves as the Chair, generating controversy. The trust has also been accused of profiting from contracts or delaying projects if payments are not made. If someone wishes to make a donation or undertake construction, they often find it necessary to pay off multiple individuals.

Thirdly, similar to many religious tourist destinations, visitors are often treated like ATM cards, exploited for as much money as possible. They are viewed as one-time visitors, leading to a service industry that prioritizes profit over delivering quality experiences.   High charges with minimal service have become the norm. Local engagement is crucial, as demonstrated by the development of Boudha in Kathmandu, which has transformed into a significant Buddhist pilgrimage site with various centers for spiritual practices.

Fourth, people need to understand that UNESCO primarily provides credibility rather than funding. At times, their involvement can add unnecessary layers of bureaucracy. Many international agencies engage in activities without adequate coordination, often directing efforts from their comfortable offices in Kathmandu or other cities worldwide. It is encouraging that the Asian Development Bank and World Bank are collaborating to implement some projects in Lumbini.

Fifth, there is the geo-political struggle. When Prime Minister K P Oli met with Prime Minister Narendra Modi of India on the sidelines of BIMSTEC Summit in Bangkok in April 2025, one of the major concerns raised by the Indian Prime Minister was the activities of the Chinese in Lumbini. The Indian government has also refused to grant rights for aircraft to operate in and out of the Bhairahawa International Airport. The airport, a remarkable addition to the region was constructed by a Chinese contractor through funding from the Asian Development Bank (ADB).

Developing Lumbini as a tourist destination and strengthening the local economy requires a significant shift in the mindset. It is important to consider designating the 5,260 square Kilometer Greater Lumbini Area as a separate zone, like the national parks.  This would encourage the visitors to extend their stay by exploring nearby locations like Tansen. Since the government is distracted by the petty issues, there remains potentials for the private sectors to seize the opportunity to collaborate with global firms on innovative Public-Private Partnership projects to enhance Lumbini’s potentials.

During a conversation with Prof. Subarna Lal Bajracharya, the Vice Chancellor of Lumbini Buddhist University, I was highly impressed when he presented the 3D model of the upcoming campus planned for Devdaha, which is fifty-seven kilometers from Lumbini. The new campus aims to accommodate a student population of 22,000. Currently, the university has 3,000 students including 300 international students. He sees the interest from international students in pursuing Buddhist studies, art and other streams as a significant opportunity.

We need to cultivate more imagination in this area, driven by private initiatives. Religious sites are often intertwined with politics and local challenges, but that should not serve as an excuse for stagnation. Global tourism estimates for religious, spiritual and wellness tourism are projected in trillion dollars, not just billions. Nepal possesses the remarkable asset of being the birthplace of Buddha, one of the greatest minds in history. We must leverage this opportunity to positively impact the economy and utilize peace as a form of soft power in a world that desperately needs healing.