82.1 million tourists visited Bihar in 2023 and the tourism department aims to increase this number going forward.
Despite being endowed with a rich tapestry of cultural heritage, historical monuments, and natural beauty, Bihar remains an underdog on the international tourism map. The state, known for its significant contributions to Buddhism and Jainism and home to ancient universities like Nalanda, has yet to capitalise on its immense tourism potential. Surprisingly, Bihar’s minimal visibility on the intentional travel, further hinders its attractiveness to global travellers, according to the heads of travel trade associations. An urgent need for effective marketing strategies, they suggested, will help propel Bihar’s tourism into the global spotlight.
Jyoti Mayal, President of TAAI, highlighted the need for robust marketing efforts for Bihar. She emphasised Bihar’s rich UNESCO sites and its capacity to host MICE events for up to 5,000 people, during an investment meet & roadshow by Bihar Tourism in Delhi. Despite these strengths, international tourism remains limited beyond the Buddhist and religious circuits, she said. Mayal called for a committed mindset and stronger public-private partnerships to support and promote Bihar’s tourism efforts.
Mayal stressed the importance of building Bihar’s international presence, leveraging Prime Minister Modi’s role as a tourism ambassador. She advocated for effective marketing, targeted promotion, and improved infrastructure to enhance experiential tourism. Utilising technology like artificial intelligence, virtual reality, and virtual tours was suggested to showcase Bihar’s potential.
She also committed to establishing a TAAI regional chapter in Bihar to foster closer collaboration with Bihar tourism. Additionally, she underscored the importance of regular reskilling and creating Bihar specialist programs for travel agents outside the state.
Also speaking at the recent roadshow, Rajiv Mehra, President IATO highlighted several critical points, including the improvements needed in infrastructure around Buddhist sites, marketing, promotions and more.
Bodh Gaya is the main attraction, and the government is doing very well there, Mehra stated. However, he noted the need for significant improvements in wayside amenities to cater to both modern tourists and domestic visitors who expect high-class services. “Investing in main tourist circuits with land or subsidies is crucial. The existing subsidies and initiatives under the new policy are commendable and forward looking,” he said.
Besides, effective marketing and promotion are vital. “Participating in three major international tourism fairs with prominent booths and senior delegations visiting will enhance Bihar’s global presence,” he said. Additionally, Bihar should focus on attracting MICE and other events throughout the year, adopting a 365-day destination approach, suggested Mehra.
In response, Abhay Kumar Singh, Tourism Secretary, Govt of Bihar assured support for the suggestions made. He emphasised the importance of marketing and branding for international markets and acknowledged the need for skill development, especially at touchpoints like airports and railways. “We are working on infrastructure and policy-level enhancements, and the positive outcomes are evident. We will further engage with stakeholders to develop these initiatives,” he said.
Singh also urged the investors to confidently invest in Bihar, highlighting government support and subsidies. He noted that major hospitality groups like Taj, Hyatt, and Sarovar have already invested in the state.
Notably, Bihar’s tourism policy allows tour operators and hoteliers from any state to establish an office in Bihar and obtain GST registration. This grants them access to significant financial incentives, including up to INR 25 crore for constructing hotels, theme restaurants, parks, meditation centers, golf courses, and rural villages. To further bolster confidence in Bihar’s tourism sector, the Bihar Tour Operators, Travel Agency, and Hotel Management Incentive Scheme 2024 was introduced on February 2, 2024. This scheme provides various incentives, such as reimbursement for domestic travel up to INR 15,000 or 50% of travel and accommodation expenses, whichever is lower. For international travel, the reimbursement rates start from INR 30,000, all subject to a maximum of 50% of travel and accommodation expenses.
Bihar Tourism offers investment subsidies to promote tourism, including a 30% subsidy for investments up to INR 10 crore (capped at INR 3 crore), a 25% subsidy for investments up to INR 50 crore, and a 25% subsidy for investments exceeding INR 50, the department shared during the meet. At the event, Bihar Tourism Director, Vinay Kumar Rai also announced that 82.1 million tourists visited Bihar in 2023, with plans to increase this number.
