Ajanta & Ellora

Maharashtra Tourism Development Corporation,
The Republic of India
Assistance to the
Formulation of the Management Plan
for Visitor Centres
under the Ajanta Ellora Conservation
and
Tourism Development Project (II)
in
India
FINAL REPORT
August 2010
JAPAN INTERNATIONAL COOPERATION AGENCY
ORIENTAL CONSULTANTS CO., LTD.
I DO
JR
10-002
Maharashtra Tourism Development Corporation,
The Republic of India
Assistance to the
Formulation of the Management Plan
for Visitor Centres
under the Ajanta Ellora Conservation
and
Tourism Development Project (II)
in
India
FINAL REPORT
August 2010
JAPAN INTERNATIONAL COOPERATION AGENCY
ORIENTAL CONSULTANTS CO., LTD.

PREFACE
Japan International Cooperation Agency (JICA) conducted the Study on the

Assistance to the Formulation of the Management Plan for Visitor Centres under
the Ajanta Ellora Conservation and Tourism Development Project (II) in the
Republic of India, and organized a study team headed by Mr. Yuuichi FUKUOKA of
Oriental Consultants Co., Ltd. from March 2010 to August 2010.
The study team held a series of discussions with the officials concerned of the
Government of India, and conducted several field investigations. As a result of
further studies in Japan, the present report was finalized.
I hope that this report will contribute to the project and to the enhancement of
friendly relations between our two countries.
Finally, I wish to express my sincere appreciation to the officials concerned of

the Government of the Republic of India for their close cooperation extended to
the study team.
August 2010
Shinichi YAMANAKA
Chief Representative,
JICA India Office
Japan International Cooperation Agency
SUMMARY
SUMMARY
1. General
This Summary is based on the main report which covers the findings and Operations
and Management plans prepared by the JICA Study Team. In an effort to spread the
information on the Ajanta and Ellora sites to a wider audience, the Executive Summary
bring together essential information which is scattered in the main report and puts it
into seven sections: General, Ajanta, Ellora, Institutional Organization, Schedule/Time-
bound Action Plan, Financial Considerations, and The Way Forward.
1.1. Background of the Project

1.1.1. Ajanta Ellora conservation and tourism development Project
The visitor centres constructed at Ajanta and Ellora are being implemented by the
Maharashtra Tourism Development Corporation (MTDC) the “State Tourism
Development Master Plan” with the aim of conserving the cultural heritage and its
surrounding environment, and to promote comprehensive tourism development
including infrastructure, thereby contributing to regional development.
Since the preparation of a management plan was not included in the scope of work for
the Yen Loan Project, JICA has provided Technical Assistance to MTDC to perform this
Study to formulate a comprehensive management plan for the visitor centres. This
management plan aims to address many problems related to the sites such as visitor
flow planning, integrating the visitor centres with the archaeological sites, etc.
1.1.2. Background of Ajanta & Ellora visitor centres

The Ajanta and Ellora Caves are UNESCO World Heritage Sites located in the
Aurangabad district in the state of Maharashtra, located approximately 400 km east-
northeast of Mumbai. They are often referred to as Ajanta-Ellora like a single
archaeological site; however, the Ellora Caves (latter stages of the 5th-10th century) are
some 30 km. west of Aurangabad city, while the Ajanta Caves (first stage 1st century,
latter stage 2nd century, 5th - 6th century) are located approximately 120 km north of
Aurangabad city. Both are situated a one-day trip from Aurangabad. Reaching the sites
was a formidable challenge for tourists until paved access roads were constructed by
the Yen Loan Project.
It would be physically very tiring to visit both sites in a day, because of numerous
steps and slopes in both heritage sites. Due to this, it is increasingly common to spend
two days with an overnight in Aurangabad; one day for Ajanta and another day for
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Ellora and other tourism sites near Aurangabad such as Grishneshwar Hindu Temple,
Daulatabad Fort and Bibi-Ka-Maqbara Mausoleum.
The Ajanta Visitor Centre (AVC) and Ellora Visitor Centre (EVC) are tourism facilities
being constructed near the respective archaeological sites. In addition to exhibition and
interpretation spaces, both facilities have restaurants, shops, and space for events. The
visitor centres have tourist amenities/facilities, and a site museum is one of their many
functions.
There is a lack of leisure facilities in Aurangabad District, and it is pointed out that the
lack of leisure facilities results in the increase of local visitors in the caves and they
could be diverted to the visitor centres if they have suitable attractions for them.
1.2. Foundation for Management Planning

1.2.1. Major problems for management planning to address
Although there are many problems at the sites, certain problem areas if not solved will
eat away at sustainability of the visitor centres. These we consider to be major
problems. The major problems for the existing Visitor Centres are high operating cost,
low revenues and long visitor timelines. Each topic is described below.
a. High visitor centre operating cost
• Facilities have large floor areas and exhibition space.

• MTDC Visitor Centre equipment is expensive to run.
b. Low visitor centre revenue
• Number of visitors to Visitor Centres is low compared to other World Heritage Sites.
• Visitor flow of site allows avoiding the Visitor Centres. EVC is located 10 minutes in
the opposite direct to the caves. AVC is next to the parking lot but not on the route
to the caves.
• ASI is collecting Entrance Fee but not collecting or distributing a portion for MTDC
since the monuments and the Visitor Centres are not integrated at one site.
c. Long visitor timelines

• The timelines for visiting the sites are lengthy and tiring, even if the order of site
itinerary varies.
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Table 1-1 Timelines for visiting the heritage sites
Event Ajanta Ellora
From Aurangabad to Site Parking 2 hr. 1 hr
Visit to View Point omitted -
Visit to Grishneshwar Hindu Temple - 1 hr
Possible wait for Shuttle bus 15 min -
Shuttle bus ride to Site 10 min -
Visit to extensive ASI monument sites 2-3 hr 2-3 hr
Shuttle bus ride to VC 10 min -
Shopping 20 min -
Minimum Tour MTDC Visitor Centre 1 hr 1 hr
From Site Parking to Aurangabad 2 hr. 1 hr.
TOTAL 8 hr 6 hr
Source: JICA Study Team
• Hindu Temple visit for locals competes with visit to the monument sites.
1.2.2. Vision for integrated visitor-centred experience

Collaboration among ASI and the State Government with MTDC is the most important
factor to revise the current flow of visitors to the sites and the system of ticketing
including the entrance fee for the heritage site and visitor centre, bus ride, amenity fee
and parking fee.
Both ASI and the travel trade referred to the necessity of introducing measures to limit
the visitor numbers to some specific caves with paintings due to their fragility and to
improve visitor experience. According to a professional tour guide, many of the
domestic visitors come to the site for picnicking and are not serious visitors, but enter
into the painted caves simply because they are open.
The Study Team considers that the introduction of a new tariff system that charges
extra fees for the entry into the fragile caves would be an easier and more effective
way to control the visitor numbers then partial close-off or reservation system for
specific caves. The new tariff system, however, should display high quality photos to
make an alternative available in the new visitor centres.
In this way, stakeholders with different backgrounds and interests can be linked in
such a manner that their interests are not mutually contradictory, thereby creating a
mechanism of sustainable tourism site management. In view of these aspects, the
following contents may be assumed for the site management plan.
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1.2.3. Entrance fee
The entrance tariff is an important revenue source for the visitor centres. ASI entrance
fee to the caves of Rs.250 ($5.6) for foreign visitors is still inexpensive, if it is
compared with other World Heritage sites in the world, where $10 is a typical amount
and it can be set for a similar amount for admission fee of the visitor centre including
ASI entrance fee.
Although, the admission fee to national monuments for Indians has to be nominal
because of their public status and interests, ASI is planning to increase the entrance
tariff all over India from Rs. 10 to Rs. 50.
1.2.4. Ticketing system

Introduction of a single (integrated) ticket system is regarded by many as one of the
most critical issues closely related to the visitor management. Since there is a lack of
confidence among the concerned institutions, proposing a transparent system to
distribute the revenue from ticket sales to respective institutions would be an important
mechanism to be realized.
All visitors to the caves must converge into a single mode of travel from a certain point
at the visitor centre right after the point where the Ajanta/ Ellora cave road passes by
the visitor centre – by some form of a green ‘eco-bus’. This means that every
legitimate visitor to the cave must use this mode (shuttle bus).
For visitors travelling to the caves through tour operators other than MTDC or its
franchisees, or on their own, this is the place where a comprehensive admission fee is
taken covering: (a) two-way fare for the eco-bus between the visitor centre and the
heritage site, (b) parking fees for transport, (c) entrance fees for the caves, (d)
entrance fees for the visitor centre and (e) maintenance cess for the amenity area.
This should alleviate the issue that vendors working in the amenity area feeling
disadvantaged because of a privilege barrier imposed on people accessing their
services/goods.
In case of end-to-end tours being conducted by operators other than MTDC, they can
have an arrangement with MTDC to cover the unified cost of the comprehensive
admission-fee and their operating cost + profit. This would mean that such operator
pays a monthly pro-rata portion of revenue to MTDC, and MTDC shares another pro-
rata of its receipts with ASI.
It is recommended to charge extra fees to enter into fragile painted caves in Ajanta to
protect the invaluable monument. Replica caves and exhibits that are planned for
Ajanta Visitor Centre can be a good excuse and compensation for the additional fees.
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Conversely, introduction of additional charge is recommended to promote the use of
the Ajanta Visitor Centre.
As an excuse for increased ticket price, as well as to promote private businesses in the
VCs and their neighbourhood, it is recommended that the new ticket system should
allow re-entry to the caves. With this arrangement, visitors will be able to spend the
hottest time of the day in the air-conditioned VCs to have lunch and to enjoy shopping,
and revisit the caves in the late afternoon when temperature cools down.
1.3. Marketing Strategy

Since the trip to Ajanta Ellora sites is as long as is the tour of the caves themselves, the
visitor centres have a strategic role to play in adding comfort to visitors and providing
detailed historical and academic information about the caves to peek visitor interest.
The information about the comfort, functions and services that visitor centres provide
needs to be added to promotional brochures and tourism websites. It needs to be
attractively presented so that the visitor centres are attractions that are part of the
Ajanta-Ellora tourism packaging so they can add value in attracting specific market
segments to major tour packages in India.
1.3.1. Current tourism marketing limitations of Ajanta and Ellora

• The isolated location of Ajanta and Ellora Caves in the tourism network has been
limiting its potential for growth, especially that of foreign visitors who tend to tour in
India.
• Ajanta and Ellora is not a “must-see” destination like Taj Mahal and Varanasi. It is
sold for special interest tourism of Buddhism rather than for general interest
package tours.
• Ajanta and Ellora would not be pilgrimage destinations because they were not
involved in the life of Buddha. Moreover, pilgrimage is a niche market in Japan and
other East Asian countries; therefore promoting Ajanta and Ellora like a Buddhist
pilgrimage site is irrelevant.
• However, the concept of World Heritage Corridor is important for Ajanta and Ellora
because it has potential to be a new tour route that connects Ajanta and Ellora with
other tourism sites like Sanchi, Mandu and Nasik. In this context, Maharashtra
Tourism should strengthen the relationship with Madhya Pradesh State to promote
visitor flow between the two states.
1.3.2. Domestic visitors

Domestic visitors that constitute more than 90% of the total visitor arrivals contain a
large number of people from nearby large cities including Aurangabad and Mumbai.
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There are a large number of students (30% of local visitor arrivals) who come to visit
the caves for educational purposes. According to tour guides, there is a large portion of
visitors who come to the caves for recreation and to have fun with their friends and
family members due to the nominal entrance fee of Rs.10. The sites have greenery and
are actually used as parks for number of visitors.
a. New Activities for Domestic visitors (including foreigners living in Aurangabad)
• Picnic and recreation
• Shopping and restaurant
• Museum
• Events and festivals
• Seminar and conference

1.3.3. Foreign visitors
For the foreign visitors, efforts should be made to attract package tours from Europe
and Americas. One of the reasons for a small number of package tours from Europe
and Americas would be an isolated location of the caves from established tour routes
because they generally “tour” in India. Therefore tour routes that include the caves
should be identified and promoted rather than promoting Ajanta and Ellora
independently.
a. New Activities for Foreign visitors

• General interest package tours from Europe and Americas
• Pilgrims and general interest tourists from countries in Southeast Asia such as
Thailand, Malaysia, and Singapore.
• It is noted that the concept of the World Heritage Corridor is noteworthy taking into
account the improving road conditions in India, and also the strengthening of the
linkage between Ajanta/Ellora and Mandu and other World Heritage Sites in Madhya
Pradesh is strongly recommended.
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2. Ajanta Visitor Centre (AVC) Summary
1.1. Background
The Ajanta Caves (first stage 1st century, latter stage 2nd century, 5th - 6th century) are
UNESCO World Heritage Sites approximately 120 km north of Aurangabad city. One-
way travel time between Aurangabad and Ajanta Caves is 2 hours.
AJANTA SITE MAP
Figure2-1 Ajanta detail map
2.1.1. AVC mission

Since Ajanta caves are famous for the cave paintings illustrate the story of Buddhism
and stunning figures of sculpture to decorate the walls, the caves were cut out of rock
by merely hammer and chisel and built as secluded retreats of the Buddhist monks
who preached and performed religious rites in the temples and monasteries, the
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Ajanta visitor centre should continuously act as the centre for learning of the
Buddhism culture as it was in ancient times.
Therefore, the aspects of education and interpretation of caves and arts in conjunction
with Buddhism culture should be prioritized as a core function in its operations,
especially to children. Performing arts such as dance and music should be developed
with the inspiration from the caves, sculptures and paintings to move education into
edutainment; hence appeal to the senses will provide effective learning and
enlightening experience that overcomes any language barrier.
The missions of the visitor centre are as follows:
• Tourism facility: To provide touristic information and functions, and for MICE.
• Interpretation facility: To provide interpretation and orientation for the caves.
• Edutainment facility: To provide learning experience for children and students

through AV, hands-on, handicraft making, excursions and entertainment by
performers and artists.
MTDC confirmed that the visitor centres should integrate all of these aspects in order
to maximize the effects of the overall Project. Plans for operations in all three areas are
still to be formulated.
2.1.2. AVC facilities

A summary of the Ajanta Visitor Centre facilities is presented in Table 2-1.
Table 2-1 Summary of Ajanta Visitor Centre facilities

Ajanta Visitor Centre
Land Area 323,695 m2
Floor area 20,442 m2 (including covered corridor)
Exhibition space: 6,697 m2(including auditorium)
Functions Visitor Centre, Exhibition Room (Permanent &
Temporary), Restaurants, Museum Shop, Hall, Toilets,
Amphitheatre
Source: MTDC
AVC has a dome (27 m) at the entrance hall that glows when illuminated at night like a
large lantern. The spiral shape of the building layout parallels the horseshoe shape of
natural cave formation in the ravine.
Although the scale of the building is quite large, one third of the total floor area is
occupied by the replica of four caves with paintings, namely, No. 1, 2, 16 and 17, for
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visitors to realistically (1:1 scale) experience the caves. The caves are considered to be
fragile and the replicas provide a way to reduce visitor numbers to them.
AVC has only 8 shops, probably in consideration for the existing Shopping Plaza. There
are three types of restaurants in AVC: cafeteria, restaurant and student eating place.
An experienced tour guide pointed out that the lack of good restaurants in Ajanta is a
reason for his visitor reluctance to stay longer in the sites because they need to go
back to Aurangabad to have lunch or dinner at a reasonably clean restaurant. In this
sense, inviting good restaurants has a strategic importance for the visitor centres.
2.1.3. Visitor arrivals to the caves

The number of visitor arrivals to the Ajanta Caves was 319,427 in 2008. The
percentage of foreigners visiting Ajanta Caves was 9.2% in 2008, which means that
the visitors to the caves are predominantly domestic. Although in 2008 some decrease
of foreign visitor numbers occurred due to the world economic crisis and the terrorist
attacks in Mumbai, the statistics show a favourable trend of visitor arrivals, in particular,
that of foreigners to the World Heritage sites.
Entry fees to the caves are Rs. 10 for domestic and Rs. 250 for foreign visitors.
Although the percentage of foreign visitors is 9.2% for Ajanta, the income from foreign
visitors constitutes 71.7% for Ajanta under the current tariff system. The total amount
of income from ticket sales was Rs.10.2 million for Ajanta.
2.2. AVC Visitor Management Optimization

2.2.1. Flow line problems
Because the Ajanta visitor centre has parking for only 40 cars and 4 large buses, it can
be assumed that the original design intent was to utilize the current parking facilities
developed under Phase-I adjacent to the visitor centre. However, this will create
confusion to the visitors since the shuttle bus pick-up and drop-off point does not exist
at the visitor centre yet and people have to walk 8 minutes or be shuttled from the
visitor centre to the shuttle bus parking area.
Another visitor flow problem exists in relation to the existing shopping plaza
constructed under the Phase 1 project, since the shopping plaza is not situated in the
flow line between the visitor centre and the caves.
In terms of time, it takes at least a couple of hours to navigate the cave sites because
of their uniqueness, significance and extensiveness on hilly locations.
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The location of Ajanta visitor centre is far away from the caves (4 km bus drive) and it
is not a pleasant distance to walk in the hot climate.
It is very important to integrate the visitor flow plan to the visitor centre with the
visitor flow to the caves, otherwise the visitor centre will be underutilized and not
provide the amenities that they could offer to visitors.
In addition, there are bottlenecks to the flow line created at three ticketing locations:
• Amenity ticket check line before going to the shuttle bus waiting area
• Shuttle bus ticket line to the heritage site
• Entry ticket line to the heritage site at ASI office
2.2.2. Integrating 2-sites (Ajanta cave & visitor centre) for 1-visit
For the purpose of integrating the cave site on a visitor-centred basis, it is
recommended to have different schedules for the two seasons in Ajanta: Fair weather
months (November till March) visiting the caves in the afternoon, and harsh weather
months (April till October) visiting the caves in the morning. The two time line
schedules for Ajanta are compared in the figure below.
Figure 2-2 Timeline Comparisons
2.3. Ajanta Site Protection

Ajanta cave is experiencing rapid growth in visitors. Nearly 298,810 visitors in 2001
and is growing with each year at the rate of 9.5% for foreign visitors. The connectivity
with Aurangabad and major surrounding places is becoming more efficient with and
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the popularity of caves with its paintings is growing worldwide to attract visitors.
Protections for the caves and paintings are few.
• Humidity has increased by uncontrolled numbers of visitors which leads to fungus

growth, attracting insects and eventually bats.
• Huge number of visitors enter each wall painting cave at a time. This is
deteriorating the paintings and restoration is becoming necessary.
• The impact of negative tourism activity needs to be decreased and inadequate

security encourages vandalism and theft.
• The quality of visitor experience needs to be enhanced. Current visitors flow

degrades the experience with delays, crowding, disorientation and confusion.
The Ajanta Caves site, cannot comfortably overcome the shortfalls of the existing
conditions. In the near term, the protection to cave paintings and the visitors
experience can be improved as follows:
• A pollution free green zone between AVC and Ajanta Caves.
• All public vehicles stop at the visitor centre parking lot, however, allowing ASI staff
to freely enter to the site. Thus the efficiency of conservation of caves and
preservation of paintings increases significantly.
• Introduction of Green buses from the visitor centre to avoid traffic congestion for
visit to Ajanta Caves.
• Ajanta Visitor Centre, with multimedia interactive exhibitions, to provide educational

interactive introduction and enhance the interest and understanding of visitors, prior
to their visit to the caves.
• All public amenities to be included in Ajanta Visitor Centre, to facilitate decreased

time spent at the Caves.
• More controlled number of visitors to the caves at one time to reduce pressure from
population to the painted walls and improve safety in the site.
• Introduction of professional and trained staff for visitor management who will work
and manage visitors without any restrictions between the ASI site and MTDC site.
A more comprehensive management plan to assess and plan for resource use is
recommended.
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2.4. AVC Commercial Facilities
2.4.1. AVC restaurants
There are three types of restaurants in AVC: cafeteria, restaurant, and student
restaurants. Cafeteria and Restaurant have air conditioning, and Student Restaurant is
situated outside with roof as shown in the photographs below.
Cafeteria is located with the best view followed by the Restaurant. Student restaurant
is very simple space used for student lunch or snacks with drinks from Student
restaurant.
Available space and seats for restaurants in AVC are as follows:
Table 2-2 Restaurant facilities in AVC
Floor area (m2) No of seats
Cafeteria 283 60
Restaurant 340 96
Student Restaurant 263 80
Sub-total 886 236
Source: CCDC
2.4.2. AVC shops

The number of available shops in AVC is only eight (8) and total floor area is 142 m2,
while approximately 70 small shops are operating at the existing Ajanta Shopping Plaza
and it is assumed those shops will remain as they are. Therefore conflicts with the
existing shops at the shopping plaza may not be a problem in terms of relocation.
To avoid the competition with the existing shops, higher-end products sales with a
thematic relation with the Ajanta caves should be considered for AVC shops. It is also
important to create new products with the coordination of local craftsmen and artists.
2.4.3. AVC parking

Although the available parking space in AVC is very limited (40 cars and 4 buses),
Phase-I project has already established a large parking space on the other side of AVC
(240 cars: Rs. 15/car, 16 buses: Rs. 25/bus and 200 two wheelers: Rs. 5/two wheeler),
so the combined parking capacity of AVC is quite large.
2.5. AVC Tentative Staffing Plan

Number of staff for the Ajanta visitor centre was planned as follows:
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Table 2-3 Tentative organisation of visitor centre (Ajanta)
Line Staff
Service Staff Total
Dept Head Section Chief Section Staff
6 7 15 52 80
2.6. AVC Financial Plan

Based on the assumptions for base case scenario outlined in the main report, annual
cashflows for Ajanta are as follows:
2.6.1. Base case (Ajanta)

Ten (10) year cashflow based on the base-case scenario for Ajanta visitor centre is
calculated as shown below.
Table-2-4 Ten (10) year cashflow (Ajanta base Case)

（Unit: Rs. Lakh）
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Revenue Estimates 159.5 163.4 167.0 170.8 174.7 178.8 181.5 184.2 187.1 190.0
Expenditure total 461.4 482.8 505.7 529.7 554.9 581.4 609.2 638.4 669.0 701.2
MTDC activities net cashflow -301.9 -319.4 -338.6 -358.9 -380.2 -402.6 -427.7 -454.2 -482.0 -511.3
Daily visitor to visitor centre 413 415 418 421 424 427 429 430 431 433
Ajanta 10 year base case shows deficit of approximately 302 lakhs in 2011. The deficits
will increase thereafter since revenues increase less than costs. Visitors are assumed to
increase 0.3%/year and 5% per year for local and foreigners respectively and cost
escalation is 5%/year.
In 2011, the total revenue will be 159.5 lakhs. Approximately 50% will come from
admission and the remainder are the revenues from the rents and revenue share of
restaurant, shopping mall and parking activities by private companies.
While the rents or revenue share is expected to be about 50% of the revenue in the
base case, they are less certain than admission revenue. The amount of rents and
revenue share are decided through bids from private companies and the bids will be
affected by various factors. If appropriate bidders are not invited, the price of offer of
rents or profit share will remain low since competitions does not exist.
Also, if business environment to bidders is depressed or bidders expect their future

business will be depressed, then the price of rent may remain low and the deficit may
be bigger than the base case.
The total expenditure is 461.4 lakhs and personnel expenses and maintenance cost is
336 lakhs, or 73% of the overall expenditure.
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Among the personnel cost, exhibition & education cost is the largest. This is because
higher cost of personnel for exhibition & education is allocated considering it is the
most important function to attract visitors and only private sector personnel with such
experience can accomplish the task in consultation with ASI.
2.6.2. Optimistic case

Comparing to the base-case, an optimistic case is also calculated for the visitor centre
and the following assumptions are made with details discussed in the main report:
• Higher growth rate of visitors
• More people from the caves
• Higher tariff
• Higher rents and shared revenue
Table-2-5 Comparison of Average Daily visitors to AVC, optimistic vs base case

Optimistic Case Base case
Local Foreigner Local Foreigner
Yr 2008 (Cave visitor number is adjusted ) 279 28 279 28
Yr 2011 380 33 380 33
Yr 2014 and after 1,841 158 383 38
Based on the above assumptions, the optimistic 10-year cashflow scenario for Ajanta
visitor centre is calculated as shown below.
Table-2-6 Ten (10) year cashflow (Ajanta optimistic case)

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
MTDC activities net cashflow -216.0 -104.7 5.2 114.1 93.7 72.1 49.4 25.4 0.1 -26.6
Daily visitor to visitor center 413 941 1470 1999 1999 1999 1999 1999 1999 1999
The calculation shows that the visitor centre is profitable in the optimistic case
primarily due to the larger revenue increase by increased visitor numbers toward the
4th year comparing to the base case scenario.
As was seen in the optimistic case, Ajanta visitor centre has cash deficiency. Ajanta
visitor centre, during initial years, deficits are due to the low visitors; then according to
the growth of visitors they make profit; then later because costs escalate while visitor
number stay flat; in the last years they make losses.
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In the optimistic case since higher tariffs than current caves are estimated, no
escalation is considered. (Rents and income shares considers 3% per year). Therefore,
if tariffs can be raised in later years, then there will be no deficits with Ajanta visitor
centre.
The following shows the Optimistic cashflow for Ajanta visitor centre with 3% tariff
escalation.
Table-2-7 Ten (10) year cashflow (Ajanta optimistic case with 3%/yr tariff
escalation)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
MTDC activities net cashflow -216.0 -97.9 26.9 159.1 154.6 149.4 143.5 136.9 129.5 121.3
As shown in 10 year cashflow in optimistic case for Ajanta will recover from deficits
from 2013 as the number of visitors grows. The profit will decrease as revenue remains
the same and the cost increases due to escalation.
In optimistic case, there is no escalation in tariff during 10 years is considered as tariffs

are increased from the current level at the cave. However, if tariff escalation is
considered in future, deficits will be eliminated.
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3. Ellora Visitor Centre (EVC) Summary
3.1. Background
The Ellora Caves (latter stages of the 5th-10th century) are UNESCO World Heritage
Sites located some 30 km west of Aurangabad city. One-way travel time between
Aurangabad and Ellora Caves is slightly less than 1 hour.
Figure3-1 Ellora site map
3.1.1. EVC mission

The uniqueness of Ellora caves is represented by three faiths of Hinduism, Buddhism
and Jainism in unison. The great and endurance by craftsmanship of Kailash Temple
has become one of the greatest architectural wonders with the entire composition
chiselled out from the world’s largest monolith.
Due to its adjacent location from the downtown of Aurangabad, the Ellora visitor centre
could offer various attractions since the majority of visitors to the area including the
visitors to Grishneshwar Temple are locals from the region; however educational and
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interpretative aspects should be kept as a core function of the centre including
exhibiting of performing arts in a night venue.
The missions of the visitor centre are as follows:

through AV, hands-on, handicraft making, excursions and entertainment by
performers and artists.
MTDC confirmed that the visitor centres should integrate all of these aspects in order
to maximize the effects of the overall Project. Plans for operations in all three areas are
still to be formulated.
3.1.2. EVC facilities

A summary of the Ellora Visitor Centre facilities is presented in Table-1
Table-3-1 Summary of Ellora Visitor Centre facilities

Ellora Visitor Centre
Land Area 210,000 m2
Floor area 11,806.69 m2 (including covered corridor)
Exhibition space: 1,909 m2 (including auditorium)
Functions Visitor Centre, Exhibition Room (Permanent & Temporary),
Restaurants, Museum Shop、Seminar Room, Toilets, Amphitheatre
Source: MTDC
EVC has a 1:10 scale replica of Kailash Temple to show its layout. There are 60 shops
in the complex.
3.1.3. Visitor arrivals to the caves

The number of visitor arrivals to the Ellora Caves was 592,661 in 2008. The percentage
of foreigners visiting Ellora Caves was 3.1% in 2008, which means that the visitors to
the caves are predominantly domestic. Although in 2008 some decrease of foreign
visitor numbers occurred due to the world economic crisis and the terrorist attacks in
Mumbai, the statistics show a favourable trend of visitor arrivals, in particular, that of
foreigners to the World Heritage sites.
One of the reasons for a larger domestic visitor volume to Ellora is said to be the
presence of Grishneshwar Hindu Temple in the same village. The temple is very
important in Hindu religious terms and many of the domestic visitors to Ellora combine
their pilgrimage with the visit to the archaeological site. It is noted from a tourism
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viewpoint that the temple is open to non-Hindus and has good potential to attract
foreigners to observe Hindu religious activities. Further, the Ellora Visitor Centre is
located midway between the temple and the caves; therefore a flow line with the
temple needs to be considered to plan visitor management in Ellora because many of
the visitors to Ellora also visit the temple.
Entry fees to the caves are Rs. 10 for domestic and Rs. 250 for foreign visitors.
Percentage of foreign visitors is 3.1% for Ellora, but the income from foreign visitors
constitutes 44.3% for Ellora under the current tariff system. The total amount of
income from ticket sales was Rs. 10.3 million for Ellora.
3.2. EVC Visitor Management Optimization Flow line problems

The flow line to the heritage site of Ellora caves and that to EVC is divided by National
Road 211, and this is a problem for integrating management of flow lines, without
which the visitor centres will be underutilized. Unlike Ajanta, all passengers arriving to
Ellora by vehicles need to get off at the roadside near ASI’s ticket booth to purchase
ticket before entering the parking for visitors.
The entry ticket used to be sold at the entrance to the Kailash Temple, and visiting
other cave temples used to be free of charge. The change of the ticket booth location
enabled ASI to charge entry fee to all the visitors who visit any of the caves in Ellora.
This modification, however, resulted in hindering smooth visitor flow into the
archaeological site.
It is possible but tough for average tourists to see all the caves on foot. Therefore it
would be worth considering to introduce local transportation for visitors in Ellora
starting from the visitor centre.
Between the Ellora caves and the visitor centre, there is a magnificent tree avenue
adorned by the canopy of old fig trees. This should be kept for future visitors to use on
the way to the caves from the visitor centre since it provides good shade and a
historical atmosphere.
3.2.1. Integrating 2-sites (Ellora caves & visitor centre) for 1-visit
For the purpose of integrating the cave site on a visitor-centred basis, it is
recommended to have different schedules for different types of visitors: (1) Domestic
(a. Local Visitors and b. Students) as well as (2) Foreign tourists (a. in winter and b. in
summer months). Excluding local visitors who have no specific flow, the three resulting
timeline schedules for Ellora are compared in the figure below. It shows students
18
visiting the caves in the afternoon, and foreign tourists visiting at noon in the winter
fair weather months and in the morning in summer harsh weather months.
Figure-3-2 Timeline Comparisons

3.3. EVC Vehicle Management Optimization

Ellora Caves is experiencing rapid growth in visitors resulting in visitor peaks that in
recent years have exceeded site-design capacity. Traffic congestion results from high
peaks in visitation on particular days at particular times and is associated with bus
excursions that bring Tourists to the site.
The existing parking capacity for vehicle numbers is limited, and the existing circulation
planning does not include all vehicle types: namely private vehicle, bus, auto-rickshaw,
bicycle, and pedestrian traffic. During peaks in visitation, pedestrian and vehicular
congestion occurs at multiple locations. Current traffic congestion degrades the visitor
experience with delays, crowding, disorientation and confusion due to insufficient
information and directional signage, bus noise, and vehicle exhaust emissions. In
addition, current facility layout and operations involve several pedestrian-vehicular
conflict points that are potential movement hazard.
19
The Ellora Caves site cannot comfortably accommodate current volumes of operations
without active vehicle management especially during peak season.
The benefits of proposed visitor’s flows are as follows:
• Improved signage and directions to sites
• Restricted traffic management strategies and introduction of smaller MTDC vehicles

servicing a loop circuit specially for travelling to Jain Caves and stopping all public
vehicles beyond parking area.
• Reconfiguration of flow of visitors
• Congestion reduced at the present Parking lot / Shopping area is eased.
• All public and private vehicles parking space is relocated to Ellora Visitor Centre
accommodating more vehicles.
• The present parking lot at Ellora Caves can now be more efficiently used only for
Shuttle Bus drop off / pick up point with maximum 20-seater Shuttle Buses
recommended.
A 20-minute round-trip circuit route promises a comfortable site visit for tourists.
3.4. EVC Commercial Facilities

3.4.1. EVC restaurants
There are two similar restaurants (Restaurant-1 and Restaurant-2) at Ellora visitor
centre. Each restaurant has inside space with air conditioning, outside covered area
and student open platforms. Available space and seats for restaurants in EVC are as
follows:
Table-3-2 Restaurant facilities in EVC
Floor area (m2) No of seats
Restaurant-1 217 96
Restaurant-2 351 121
Restaurant (below pergola) 338 120
Student (covered area) 134 40
Student (open area) 228 96
Total 1,268 473
Source: CCDC
3.4.2. EVC shops

The number of available shop spaces in EVC is sixty (60) and total floor area of 916 m2.
The issue of relocation and competition of the existing shops may exist.
20
Extensive ancillary space is provided for: (1) shopping mall area with more than 2,000
m2 including covered corridors and amenities with 60 shops, and (2) craft centre area
with 482 m2 including central plaza, activity platform with 4 shops (floor area: 234 m2).
On the access road before the Ellora cave site, there are approximately 15- 20 small
shops in operation, which is less than the available shop space at the Ellora visitor
centre.
Because of the large number of small shops available for EVC, it is difficult to focus on
only thematic products as in the case of AVC. EVC shops should introduce and sell
diversified items available in Aurangabad district.
EVC craft centre, which is larger than the module of 60 shops and adjacent to central
plaza, can be utilized as a demonstration and display space for artisans and craftsmen
in rotation. Visitors can also experience making some handicrafts and art works.
3.4.3. EVC parking

The available parking space of EVC is large enough for a while (142 cars, 18 ST buses,
9 tourist buses, 34 auto rickshaw, 40 taxis, 199 motorcycles and 14 shuttle buses). The
opportunity for private companies in terms of size of business is larger due to the fact
that the existing parking lot at Ellora cave (Rs. 15/car, Rs. 20/bus, Rs. 5/two wheeler
and Rs. 2/bicycle) will be relocated to the EVC parking, private companies might be
interested in the operation of EVC parking.
For the privatization of parking, it should be noted that the funds for shuttle bus from
Ellora Visitor Centre to the cave should also be provided by private company.
3.5. EVC Tentative Staffing Plan

Number of staff for the Ellora visitor centre was planned as follows:
Table-3-3 Tentative organisation of visitor centre (Ellora)

Line Staff
Service Staff Total
Dept Head Section Chief Section Staff
6 7 14 48 75
3.6. EVC Financial Plan

Based on the assumptions for base case scenario outlined in the main report, annual
cashflows for Ellora are as follows:
21
3.6.1. Base case (Ellora)
Ten (10) year cashflow based on the base-case scenario for Ellora visitor centre is
calculated as shown below.
Table-3-4 Ten (10) year cashflow (Ellora Base Case)

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
MTDC activities net cashflow -119.6 -127.8 -136.9 -146.6 -156.9 -167.9 -179.9 -192.7 -206.3 -220.7
Daily visitor to visitor centre 1,139 1,183 1,228 1,275 1,324 1,374 1,427 1,481 1,537 1,595
The deficit in the initial year is approximately 120 lakhs, which is smaller than that of
Ajanta base case. Compared with the average daily visitors of 413 persons/day in 2011
with Ajanta base case, it is 1,139 persons/day with Ellora base case. Also, since the
floor area of 11,807 m2 with Ellora visitor centre is smaller than that of 20,442 m2 with
Ajanta visitor centre, Ellora has smaller costs of facility maintenance and utilities
running costs.
The trend of the deficit is same as the Ajanta base case. The deficit will increase in 10
years due to the gap between the increase in visitors and the escalation rate of costs.
In 2011, the total revenue is 270.8 lakhs, and admission revenue is approximately 63%,
which is larger than Ajanta bas case, due to more expected visitors to Ellora.
As was discussed with Ajanta base case, revenue of rents and revenue share are less
certain and subject to bidding with private company. Since expected revenue from
admission is larger, revenues are more certain with Ellora than Ajanta base case.
Expenditure total is 390.4 lakhs and personnel expenses and maintenance cost is 76%
of the overall expenditure.
3.6.2. Optimistic case

Comparing to the base-case, an optimistic case is also calculated for the visitor centre
and the following assumptions are made with details discussed in the main report:
• Higher growth rate of visitors

• More people from the caves
• Higher tariff
• Higher rents and shared revenue
22
Table3-5 Comparison of average daily visitors to EVC, optimistic vs base case
Optimistic Case Base case
Local Foreigner Local Foreigner
Yr 2008 (Cave visitor number is adjusted ) 736 24 736 24
Yr 2011 1,112 27 1,112 27
Yr 2014 and after 2.332 57 1,243 31
Based on the above assumptions, the optimistic 10-year cashflow scenario for Ellora
visitor centre is calculated as shown below.
Table-3-6 Ten (10) year cashflow (Ellora optimistic case)

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
MTDC activities net cashflow -9.4 64.5 137.3 209.3 192.7 175.2 156.8 137.3 116.8 95.1
The calculation shows that the visitor centre is profitable in the optimistic case
primarily due to the larger revenue increase by increased visitor numbers toward the
4th year comparing to the base case scenario.
Ellora visitor centre, during initial years, deficits are due to the low number of visitors;
then according to the growth of visitors they make profit. Then later because costs
escalate while visitor number stays flat, in the last years they decrease the profit.
In the optimistic case since higher tariffs than current caves are estimated, no
escalation is considered. (Rents and income shares considers 3% per year). Therefore,
if tariffs can be raised later years, then there will be no decrease in profit with Ellora
visitor centre.
The following shows the Optimistic cashflow for Ellora caves with 3% tariff escalation.
Table 3-7 Ten (10) year cashflow (Ellora optimistic case with 3%/yr tariff
escalation)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
MTDC activities net cashflow -9.4 74.3 162.6 255.9 255.8 255.3 254.3 252.8 250.8 248.3
Except the initial year, there are no deficits during 10 years in Ellora optimistic case.
23
4. Institutional Organization
4.1. Establishment of Ajanta & Ellora Heritage and Integrated
Development Authority (AEHIDA)
When control is required over a large area, with both private and public land ownership
as is the case for Ajanta & Ellora world heritage sites encompassing surrounding areas,
a particular pattern of land use needs to be enforced in order to:
• Prevent haphazard or unstructured development
• Focusing on a particular theme or set of themes
• Ensuring long term economic, social and environmental sustainability; in certain

cases cultural assets can also be included in their purview – such as the usage of
urban design controls to reinforce a visual character brought about by a precedent
monument/artefact (the city of Cairo, for example, mandates the usage of white as
the standard colour for all its buildings).
• Improving general development in the area
In addition to establish the authority, the Study Team would like to suggest for the
sake of sustainable operations and management of the visitor centres, that the
following advisory committee to be constituted.
Advisory Committee will provide the Director advice, directions, policies and guidelines
for creation of contents & event programmes focused on visitor centres’ attractions.
Members of this advisory committee will facilitate the decision making process and
consist of the following representatives:
• Performing Arts
• Academia
• Handicrafts and Arts

• MTDC and ASI
• Ajanta & Ellora subject experts (who have demonstrated long-term commitment and
interest over the last decade or so)
• Business associations/entities having interest in supporting culture & heritage
The name of the Authority should be “Ajanta & Ellora Cultural Heritage and Integrated
Development Authority (AEHIDA)” with institutional setup as shown below.
24
Ajanta & Ellora Heritage and Integrated Development Authority
(AEHIDA)
Administration and Coordination among all Stakeholders
Independent Operating Entity to run VCs

(Society, Trust, Section – 25 Company)
Advisory
Director
Committee
Deputy Director Deputy Director

Administration/ PR Exhibition/ Edutainment
Administrative Officer Exhibition Officer
Accountant Curator
Building & Site Manager Edutainment Officer
PR officer
Figure 4-1 Institutional Setup of final stage
4.2. Independent entity to be considered

In India, line department museums receive an annual operation allocation from the
budget of the governing organization. Earned revenues are not retained by the
museums but go to a national treasury, not benefitting the museum directly. For this
reason, there is little incentive to improve the delivery and quality of services.
Decision making is restricted and policies concerning administration fees, opening

hours, operational programmes and pay-scale of personnel are set by the governing
body. Memberships, sponsorships, donations and fundraising opportunities are limited.
In order for the visitor centres to overcome the above issues, the institutional set-up of
the visitor centres should aim to attain functional sustainability.
25
In this regard, the institutional framework is an important influencing element in
determining organisation design and needs to be addressed and determined include:
• Whether Visitor Centre is to be a sub-unit within MTDC entity or as a separate entity.
• Whether Visitor Centre is to be managed and controlled by a “for-profit” entity or by

a “non-profit” entity
In the case of the visitor centres, it is recommended to be managed by a not-for-profit

entity to (a) enable appropriate platform to receive grants and to hold a corpus, (b)
provide tax incentive to donors, including private donors, (c) enable dedicated
governance structure, (d) co-opt multiple stakeholders, both public and private, (e)
enable staff pay-scales and operations of the visitor centre relatively independent of
MTDC/parent sponsors and etc.
In case of the Visitor Centres being run as not-for-profit entity, there are three ways of
registration of independent entity available in India.
• Trust
• Society
• Section-25 Company
Where there are assets and properties involved, especially in terms of lands, valuable
objects and buildings, a trust is usually established.
The final decision on the type of non profit entity would be based upon specific
preferences and circumstances of the MTDC/government sponsor in addition to the
objective of the visitor centre. The Study Team recommends that in case non profit
entity mode is decided by MTDC/government sponsors, then the process may be
initiated to examine the specifics of each option including consultations with their legal
experts.
In case a Society is chosen for the operation of visitor centres, a Society needs a
minimum of seven managing committee members. The Board of Management is in the
form of a governing body or council or a managing or executive committee.
The procedure varies from state to state. However generally the application should be
submitted together with various documents, but a declaration by the members of the
managing committee that the funds of the society will be used only for the purpose of
furthering the aims and objects of the society is mandatory.
Unlike the trust deed, the memorandum of association and rules and regulations need
not be executed on stamp paper.
26
5. Schedule/Time-bound Action Plan
5.1. Work Schedule for soft and grand openings
Although the opening schedules of Ellora and Ajanta visitor centres are slightly
different due to the completion of their construction works, it is much more efficient
that establishment of an external organization and preparatory works for visitor centres
should be done for both Ellora and Ajanta together.
The figure below shows a general procedure up to the soft opening of the visitor
centres and necessary actions to be taken in the schedule when the completion of civil
works at AVC is set to zero (0).
0 1 2 3 4 5 6 7 8 9 10 11 12
Production and Installation of Cave Replica at AVC Cleaning / T&C at AVC Final
Civil Works at AVC completed Inspection
Defect Liability Period for Civil Works at AVC
Construction Works by Final
Cleaning / T&C at EVC
the Contractors Inspection
Working by the Government of India Arrangement of Integrated Ticketing System in coordination with
Tickets Printing
（Including Assistance by Consultants） ASI and relevant State Departments
（Combining of Admission Fee to the Cave and VC, Amenity Fee, Shuttle Bus, etc.）
Visitor Flow Improvements in coordination with Flow Map Printing

ASI and relevant State Departments
（Relocation of Parking Area at Ellora, Shifting of Ticket Check-points）
Rearranging Exhibition Information （Catalogue and Guidebook） Guidebook Printing
Reconfirmation (Curator） Preparation of Input Data Test Operation

of Exhibition Data Format
Contents Study for IT System Installation for Data Input
IT System IT System
Establishment of Staff Training
Preparation Office Employment in Abroad Employment Employment and Outsourcing
（Executive （Executive (PR / Clerical / Facility / IT staff）（Outsourcing Services and Staff）
Staff/Curators) Staff）
Operation & Marketing Staff Training in India Development of Operation Manual Operation Simulation
Concept, Organisation,
Schedule, Establishment
SOFT OPENING
Staff Training in India Preparation of Opening Ceremony
of Training Programme
Preparation of Programme
（Exhibition, Symposium, Event）
Marketing & Promotion Activities
SWOT analysis, Benchmarking for Marketing & Promotion

Contracting Production and menu Development Tenant Work
Operations and Marketing Strategy
with Tenant
Establishment of Authority, Independent Entity, Advisory Committees (Restaurants, Shops)
Figure 5-1 Schedule for the Soft Opening
27
Although it was originally assumed that the opening of the Ellora and Ajanta visitor
centres was March 2010 and the end of 2010 respectively, the Study Team found that
the construction will be delayed beyond these target dates.
For Ajanta visitor centre, most of the civil works have already been completed;
however major exhibition works for cave replica have not commenced yet and it will
take at least another 8 months to complete (i.e. around March 2011).
For Ellora visitor centre, most of the civil works have already been completed and
minor outstanding works and installation of exhibition items needs to be done.
According to MTDC, the Ellora visitor centre will be completed in October 2010.
The preparatory works that are necessary as for pre-opening activities include staffing
and training of the visitor centres, establishing internal and external organizations set-
up and marketing activities. This all requires more than one year before the soft
opening, so they should be worked on in addition and in parallel to the completion of
the construction activities, and before the handover of the site.
28
6. Financial Considerations
6.1. Financial Sustainability
It should be noted both Ajanta and Ellora visitor centres are constructed for the
capacity of larger visitor numbers than current expected to the visitor centres.
Therefore, it is inevitable to have deficits initially.
Below, important items for the financial sustainability are discussed.
While personnel cost is fixed cost and utility cost is variable cost, both are considered
here as fixed because of the following reasons:
• Fixed cost of personnel and maintenance cost is more than 70% of the total
expenditure.
• Electricity, which is about 50% of the total utility cost, required regardless of the
number of the visitors, although there will be slight increase in a crowded situation
for A/C.
Therefore, revenue is the item which will most impact cashflows of the visitor centres.
Revenue consists of: (1) admission revenue, and (2) revenue from rents/revenue share.
Admission revenue is calculated tariff and the number of visitors, therefore once tariff
is decided, the number of visitors is the major factor with admission revenue.
Revenues of rent or revenue share account for 40-50% of the total revenue with
Ajanta and Ellora base cases. As was discussed previously, revenue from rents and
revenue share are very much subject to bidding of private company, and expected
revenues are very uncertain.
As seen in the optimistic case, as the number of visitors grows, Ajanta and Ellora will
have profits or can sustain their operation without financial supports.
Therefore, the most important item for the cashflow is the number of visitors to the
visitor centres.
In order to increase the visitors, it is important to hire competent personnel to be in

charge of marketing, attractive exhibits and education to improve the visitor centres
cashflow. Programmes involving contents development are keys to attract people and
concerned personnel with adequate experience should be in place.
29
6.2. Sources for Additional Revenue
Amount and source of revenue is evaluated in the sections on Ajanta and Ellora
respectively. Here we summarise three types of options for sources of additional
revenue to accrue for the visitor centres depending upon the intensity of further capital
investments and prepared expenditures.
(1) Option 1 - Regular Visitor Centre Activities

The spaces for the additional activities are already allocated and it is only necessary for
arrangement of programmes and coordination with artists and performers specifically
related to the world heritage sites and histories:
• Special performance shows and classes
• Special arts events and classes

• Special education and research seminars
• Special film and poetry events
Dance and music performance combined with dinner would be appreciated by both
locals and foreign tourists. Other than this, VCs can provide venues for exhibitions,
conference and other events, and the planning of a chain of activities would be
important to ensure the sustainability to operate VCs. An organisation tasked to
manage, and events plan in VCs needs to be established. Interviews with local people
have revealed that they would even go to VCs without visiting the caves, if there are
good restaurants and shops, beautiful lawns dotted with shady trees, museum and
other leisure facilities that meet their needs and preference.
Other value-added activities can be pursued but need additional cost in terms of
supporting facilities including in adjacent areas/special promotion, etc. Some activities
would themselves have additional cost implications, regulatory implications,
organisation implications, and etc.; hence these can be considered more effectively
after initial core activity has become consolidated and achieves critical mass.
• Retreat (Ajanta)
• Buddhist Education & Research Centre (Ajanta)
• Exhibition grounds for permissible business events (Ellora. Ajanta can also be
explored)
• Conventions & Club (with defined permissible activities)
30
(2) Option 2 - CSR and corporate sponsorships
Corporate sponsors can contribute to create a Corpus in addition to government
contributions.
• Interest on corpus can be used towards offsetting O&M costs.
Corporate sponsors can provide financing in return for logo/naming facility/appropriate

branding. Some options are as follows:
• Designated spaces: e.g. exhibition hall, auditorium, amphitheatre, landscaped/

garden areas.
• Designated artefacts/replicas; exhibiting objects.
• Sponsorship of specific additional/value added activities.

Museum, art and culture and world heritage can potentially attract a wide range of
models including basic philanthropic models and CSR or Corporate Social Responsibility
efforts.
(3) Option 3 – Adjoining land development

Land development of adjoining area/designated area for permissible tourism purposes
which may be considered in the long-run (after 8-10 years); if this option is taken up, it
is as follows:
• PPP model integrating the above with support to visitor centre O&M cost/revenue
deficit of O&M.
Membership fee: “Friends of Ajanta & Ellora”: targeting both domestic and
international individuals as well as institutions.
31
7. The Way Forward
7.1. Incomplete Assumptions
The goal of this report is to formulate a Management Plan for the Ajanta-Ellora Visitor
Centres. The chapters in this report have addressed the main areas of the sites based
on the foundation of a new institutional setup for MTDC. The relationship of chapters is
shown below as falling into 5 areas: Foundation for Management Planning, Foundation
for Organization, Management of VC, Management of External Activities and PPP.
Foundation for Management Planning Foundation for Organization
3.1 Visitor Management Plan (to improve visitor 4.1 Institutional Setup (Authority, Advisory
experience with reduced time and increased Committees and Independent Entity)
amenities)
Management of VC (covering
management, staffing, Management of External
operations & maintenance) Activities
4.2 Operations Planning 3.2 Tourism Marketing

4.3 Maintenance Plan Strategy
4.4 Risk management 4.10 Enhanced Management
4.5 Internal Organization and Efficiency and Visitor
Human Resource Plan Attraction
4.6 Operation and
Commissioning Plan for
Commercial Areas
4.8 Financial Plan
4.9 Schedule / Time-bound
Action Plan for the
Opening of AVC/ EVC
PPP Management
4.7 Basic Plan for Outsourcing to the Private Sector
Figure 7-1 Flow of preparatory activities in terms of FR Chapters
As regards organizational issues, particularly in preparing Sections 4.1 “Institutional

Set-up” and 4.7 “Basic Plan for Outsourcing to the Private sector,” the following
assumptions were made:
• That it would eventually create the Ajanta & Ellora Heritage and Integrated
Development Authority to sustain the mission and policy of the visitor centres as
32
well as to manage and conserve the World Heritage sites from inadequate
developments and activities.
• That it would create an independent entity as a Society rather than a Trust or
Section-25 company in order to obtain financial flexibility, advantage in taxation and
to achieve accountability in operations and administrations of the visitor centres.
• That the entity would fully design and plan the role for private sector participation
by tender as a kind of Public-Private Participation (PPP). Such design work is the
necessary basis for tendering.
However, in submitting Draft Final Report, subsequent discussions with MTDC have
suggested that providing MTDC a management plan is not enough and are not
practical for MTDC to follow up and initiating the process of realizing the management
plan due to the limitations within MTDC: namely those of staff and budget.
7.2. Negative Risks of Near-term PPP Tender

To move forward in spite of its limitations, MTDC has proposed to tender and sublet
the operations management of the visitor centres to private sector entities in the near-
term. However the following negative risks are envisaged that make this very
impractical.
• Jeopardising the original concept of the establishing the visitor centres as a

supplementary to Ajanta-Ellora World Heritage sites.
• Although the PPP arrangement of the visitor centres is quite attractive to private
sector entities due to no large capital investment required such as planning, design
development and construction of facilities and infrastructure, near-term tendering
could lead to entice project developers experienced in “hard” or physical
infrastructure such as roads, airports, commercial complexes, to dominate the
control of Visitor Centres. However, this project is not a typical “hard” infrastructure
project. There is need for complex coordination, consensus building, stakeholder
coordination from an institution perspective and not entirely from infrastructure
development/control/management perspective (e.g. between MTDC, MoT, State
Government, ASI, business communities having CSR interests for heritage
promotion, etc.).
• The responsiveness of CSR support could be negatively impacted. There is scope for
institution development in a manner and providing mechanism for involving
business communities from a CSR and culture / heritage preservation perspective.
But this needs careful nurturing and a planned approach for obtaining the true
potential of possible involvement.
33
• Public concerns about the objectives and benefits of the project could arise if
tendering fails to get responses as have been experienced in projects even after
qualifying firms and entities. An assessment of several PPP and other procurement
projects leads to a conclusion that projects need to be properly planned and
developed to ensure the most optimal responses and protection of public interest in
context. A near-term tendering situation could lead to situation of the image of the
project becoming adversely impacted (also called as Reputation & Branding risks).
• Working with the private sector requires the existence of full design and detailed
specifications of the facilities and performance requirements as part of the tender
for private sector entities to bid on. Without a proper PPP tendering (such as
performance requirements, monitoring and evaluation mechanism and penalty and
reward arrangements), it is difficult to maintain an expected level of performance
quality and sustain the original concept of the visitor centres (i.e. world class
standard of operations and attractions with visitor friendly, conservation friendly and
pollution fee for the world heritage sites).
• Lasting long-term impact requires not just physical investment but institutional
support which cannot be achieved by near-term tendering. What is required is
performance that will harmonise with the requirements of institutional development
support.
In conclusion, we do not recommend PPP tendering in the near term.
7.3. Necessity of Greater Role for MOT

MTDC faces constraints in planning and ensuring collaboration with ASI, including
single ticketing plan, content development, and other activities; similarly MTDC faces
constraints in catalysing with the state government for creation of regulatory
framework of a statutory development authority. However, MOT is in a position to
facilitate these critical enablers of tourism development and support for the Visitor
Centres. MOT also has the strong capability of projecting (branding & promoting)
Ajanta & Ellora internationally and provides a pan-India image.
In addition, because close coordination is necessary with not only MTDC and the
Maharashtra State Government, but also with ASI and Cultural Department, it would
seem that MOT’s needs to take the leading role in all aspects from technical to financial
as soon as possible.
There are also advantages for MOT to continue to participate, support and assist the
State Government/MTDC during the initial critical phase (covering soft opening and
grand opening) for the development of the Visitor Centres to meet their true potential.
34
If the state government/MTDC level constraints are very severe, perhaps direct, and
longer period of MOT commitment and support need to be envisaged.
7.4. Organisational Structures

In the long run, permanent bodies are needed to run the sites: namely Authority,
Advisory Committees and Independent Entity. However, since the institutional setup of
these bodies takes a long time, we recommend that a temporary entity be set up to
oversee the development work for the sites and visitor centres. The duties and design
of the temporary entity is discussed in the next section. The proposed overall
organization is shown below.
MOT
Authority,
State government Advisory
Committees &
Independent
MTDC
Entity
(Permanent
bodies)
OMFU (temporary entity)

MTDC Preparation Team Team of experts
Operations development of Sites and VCs
Figure 7-2 Organization of temporary and permanent entities in relation to

operations development
7.5. Operations Management Facilitation Unit (OMFU)

Instead of the MTDC Preparation Office previously proposed in Section 4.1.1 to assume
day-to-day preparatory activities toward opening, the JICA Study Team now
recommends an Operations Management Facilitation Unit (OMFU).
OMFU can serve as an ideal bridge between existing project management of visitor
centres within/by MTDC as government referred agency and until the operations of
visitor centres are established as working institutions.
35
The Visitor Centres are planned to be of international standards and are the first of
their kind in India. In going forward, brand build up of the Visitor Centres needs
dedicated effort and continuous tactical planning cum implementation so that it will be
reflected in the tourist experience and services provided, making targeted and
professional approaches to attract business interests and participation through CSR and
other avenues, balancing the interests of key stakeholders, etc.
The one possible concern is that the support and structure to support the Visitor
Centres may be put on par with several other regular projects that are demanding
attention from the authorities. If the objective of authorities is to promote Ajanta &
Ellora to occupy a brand position on par with the brand occupied by the Taj Mahal
today, special effort and coordinated support is needed especially/or at least in the
build up to soft opening and grand opening phases.
In this context, OMFU would be a critical enabler for operations of the Visitor Centres
in a planned and time-bound manner with an integrated facilitative support concept
towards this end.
OMFU would combine personnel who will be employees of the new centres and are
thus permanent/dedicated stakeholders together with specialist experts to support
them in the needed areas. This is intended to be a practical and perhaps innovative
approach given the circumstances, requirements, and an opportunity for realizing a
higher potential of the Visitor Centres in the Indian context.
In the context of MTDC facing constraints in setting up a fully staffed Preparatory

office in-house within MTDC focused exclusively on development activities towards the
Visitor Centre, the following work structure is proposed to provide daily support to
facilitate the preparatory activities leading to the soft opening of the Visitor Centres.
36
Operations Management Facilitation Unit (OMFU)
MTDC Preparation Team Expert Team (Multidisciplinary)
Director
• Operations Management Specialist
• Institutional Specialist
• Edutainment Specialist
• Administration/Financial Specialist
Administration Edutainment & • PR/Visitor Management Specialist
& Finance Content • Marketing/Promotion Specialist
Development • Heritage/Conservation Specialist
Figure 7-3 Operations Management Facilitation Unit (OMFU) as MTDC Preparation

Office
(1) MTDC Preparation Team (refer to shaded box in green)

Minimum of three positions are to be recruited as a core group: namely Director,
Administration & Finance Head, and Edutainment & Content Development Head.
• These three positions are proposed to be funded by the Government based on

appropriate budgetary allocation.
• They need not be from the government sector, and can be retained as consultants
in the build up to the Visitor Centres. Eventually, they would be transferred to the
entity operating and managing the Visitor Centres.
(2) Expert Team (refer to shaded box in pink)

This consists of specialist expert/consultant team that would support MTDC Preparation
Office in a wide range of activities including development of marketing & promotional
strategies, monitoring, MIS, follow up among multiple stakeholders including MoT,
State Tourism, MTDC at Mumbai, Delhi as well as Aurangabad, ASI etc. Expert Team
will also support the Government appointed team of MTDC Preparation Office in their
work regarding coordination activities with various authorities concerned, institutional
set-up, PPP structure development, staffing and training, outsourcing and tender
procedure etc. All these will be undertaken in a facilitative role.
The necessity of Expert Team rests on the following:
37
• The need to create capacity and follow through on the Visitor Centres Management
Plan. Also, the present situation wherein MTDC may not have personnel or
otherwise face constraint that such personnel may have multiple tasks other than
visitor centres.
• Diversified specialist skill sets needed in an integrated manner.
• Pay-scale limitations of the government fee scale, especially with respect to the
specialist skill sets required.
• Budgetary constraints of the state & central governments. In this regard, scope or
possibility of funded support may also be considered if required.
Expert Team will perform its roles initially on behalf of MTDC by providing specialist
assistance to MTDC Preparation Office personnel who will be trained through OJT in
this manner. Expert Team will be disbanded eventually after soft opening and
operations achieve critical mass and momentum. They are to help provide programme
management services to enable / support the major initiatives needed in this context.
MTDC Preparation Office will be eventually transferred into the Visitor Centres / entity
operating and managing the Visitor Centres.
MTDC represented by the Managing Director, Executive Engineer having responsibility

for the Visitor Centre will undertake to review progress on a fortnightly or monthly
basis.
The whole project preparatory office/OMFU is envisaged to operate out of Mumbai (or
Aurangabad or Delhi if necessary), during the period till handover of the Visitor Centres
from contractor/vendors and acceptance by MTDC. This will enable the OMFU to
support activities and tasks in this regard.
The project preparatory office/OMFU is envisaged to shift to Aurangabad in the

subsequent period till conclusion of its mission with transfer of MTDC Preparation
Office and disbandment of Expert Team.
Without the OMFU approach, the near-term PPP tender approach cannot address the
core issues for soft opening or grand opening or further consolidation of the visitor
centres and promote its intrinsic sustainability.
This approach is advisable to adopt, given the immense prestige and expectations of
the project and given the confirmations that this project is being given the required
attention and support from the local, state, and central government levels as a special
priority project.
38
TABLE OF CONTENTS
Preface
Summary
Table of Contents
Location map
List of Figures and Tables
Abbreviations
1. Background of the Study ........................................................................... 1

1.1. Background of the Project................................................................................... 1
1.1.1. Ajanta-Ellora conservation and tourism development project ................................1
1.2. Visitor Centres.................................................................................................... 3
1.2.1. Visitor centre characteristics ...............................................................................3
1.2.2. Uniqueness of Ajanta & Ellora visitor centres .......................................................4
1.3. Outline of the Study ........................................................................................... 6
1.3.1. Objectives of the study ......................................................................................6
1.3.2. Study areas.......................................................................................................6
1.3.3. Scope of works for the study ..............................................................................6
1.3.4. Expected outputs of the study ............................................................................6
1.4. Approaches of the Study ..................................................................................... 6
1.4.1. Maximising the effects of the overall project........................................................7
1.4.2. Find out practical organization structure and staffing schedule .............................7
1.4.3. Cooperating with relevant agencies.....................................................................7
1.4.4. Securing financial and technical self-sustainability ...............................................9
2. Findings of the Study .............................................................................. 11

2.1. Facilities and Sites .............................................................................................11
2.1.1. Basic design findings ....................................................................................... 11
2.1.2. Facility services and utility designs .................................................................... 14
2.2. Visitor Circulation Flow.......................................................................................18
2.3. MTDC’s Basic Policy on the Management Plans ....................................................26
2.4. Institutional Capacity of MTDC ...........................................................................27
2.4.1. Business model for MTDC operated hotels & facilities......................................... 28
2.4.2. Corporate HQ monitoring system for optimum usage of facilities ........................ 28
2.4.3. Present human resource management policies for operations (incentives
and marketplace orientation for HR performance).............................................. 28
2.4.4. Inferences from capacity assessment for visitor centre project ........................... 29
2.4.5. Human resources ............................................................................................ 29
2.4.6. MTDC’s financial capacity ................................................................................. 30
2.5. Outsourcing of Management and Operations .......................................................33
2.6. Cooperation among relevant organisations ..........................................................33
2.6.1. Cooperation with ASI (Archaeological Survey of India) ....................................... 33
2.6.2. Cooperation with other tourism stakeholders..................................................... 40
2.7. Revenue and Expenditure Sources......................................................................41
2.7.1. Cash flows ...................................................................................................... 42
2.8. Similar Cases in India ........................................................................................44
2.8.1. Kuoni Academy, Mumbai .................................................................................. 45
2.8.2. Institute of Hotel Management (IHM), Aurangabad............................................ 46
2.8.3. Dr. Babasaheb Ambedkar Marathwada University Museum, Aurangabad.............. 48
2.8.4. State Archaeological Museum, Aurangabad ....................................................... 49
2.8.5. Institute of Hotel Management, Catering Technology & Applied Nutrition,
Mumbai........................................................................................................... 50
2.8.6. Chhatrapati Shivaji Maharaj Vastu Sangrahalava Museum, Mumbai ..................... 52
2.8.7. Dr. Bhau Daji Lad Museum ............................................................................... 53
2.8.8. National Museum............................................................................................. 54
2.9. Analysis of Tourism Market to Ajanta Ellora Aurangabad ......................................54
2.9.1. Overview of visitor arrivals to the caves ............................................................ 54
2.9.2. Visitor arrivals to historical monuments ............................................................. 56
2.9.3. Tourism in India .............................................................................................. 58
2.9.4. Tour routes in India ......................................................................................... 61
2.10. Setting Up the Opening Schedule .......................................................................66
2.11. Summary of Problems........................................................................................67
3. Foundation for Management Planning .................................................... 70

A. Major Problems for Management Planning to Address.................................................70
B. Effect of Problems ....................................................................................................71
C. Priority Management Plan Topics ...............................................................................71
3.1. Visitor Management Plan....................................................................................73
3.1.1. Ending the two-sites system (ASI & MTDC) ....................................................... 73
3.1.2. Integrating 2-sites (Ellora caves & visitor centre) for 1-visit ................................ 75
3.1.3. Integrating 2-sites (Ajanta cave & visitor centre) for 1-visit ................................ 81
3.1.4. Vision for integrated visitor-centred experience ................................................. 88
3.1.5. Cooperation & ticketing.................................................................................... 89
3.2. Tourism Marketing Strategy................................................................................91
3.2.1. Packaging the visitor centres as Ellora & Ajanta features .................................... 92
3.2.2. Targeting major market segments .................................................................... 92
3.2.3. Attracting high-yield visitors ............................................................................. 93
3.2.4. Inclusion in state and national tourism circuits .................................................. 94
4. Management Plan.................................................................................... 95
4.1. Institutional Set-up ............................................................................................95
4.1.1. Institutional requirements ................................................................................ 95
4.1.2. Creation of special advisory committees ............................................................ 96
4.1.3. Establishment of Ajanta & Ellora heritage and integrated development
authority ......................................................................................................... 98
4.1.4. Nature of independent entity.......................................................................... 101
4.1.5. External entity to be considered ..................................................................... 104
4.2. Operations Planning......................................................................................... 112
4.2.1. Mission & basic policies .................................................................................. 113
4.2.2. Functions & contents ..................................................................................... 116
4.2.3. Operations & management plan ..................................................................... 117
4.3. Maintenance Plan ............................................................................................ 124
4.3.1. Physical requirements & capabilities................................................................ 124
4.3.2. Technical self-sustainability............................................................................. 125
4.3.3. Maintenance for building ................................................................................ 126
4.3.4. Maintenance for M&E installation .................................................................... 127
4.3.5. Operation and maintenance costs ................................................................... 128
4.4. Risk management............................................................................................ 131
4.4.1. Security requirements .................................................................................... 131
4.4.2. Safety and security plan ................................................................................. 132
4.4.3. Facility safety requirement ............................................................................. 135
4.4.4. Visitor’s safety and health requirement ........................................................... 136
4.5. Internal Organisation and Human Resource Plan ............................................... 138
4.5.1. Sourcing personnel ........................................................................................ 139
4.5.2. Staffing schedule (numbers & ranks) .............................................................. 139
4.5.3. Skill requirements .......................................................................................... 143
4.5.4. Staff training plan .......................................................................................... 150
4.5.5. Contract terms .............................................................................................. 155
4.6. Operation and Commissioning Plan for Commercial Areas: restaurants,
shops, parking areas .................................................................................................. 155
4.6.1. Restaurants................................................................................................... 156
4.6.2. Shops ........................................................................................................... 158
4.6.3. Parking space ................................................................................................ 159
4.6.4. Form of operation.......................................................................................... 161
4.7. Basic Plan for Outsourcing to the Private Sector ................................................ 164
4.7.1. Type of vendors for operations ....................................................................... 164
4.7.2. Types of PPP relationships.............................................................................. 167
4.7.3. Exploring PPP options for the visitor centre ..................................................... 171
4.7.4. Alternatives for PPP framework focussed on immediate/short term
solutions ....................................................................................................... 175
4.8. Financial Plan .................................................................................................. 177
4.8.1. Base case assumptions (revenue) ................................................................... 178
4.8.2. Base case assumptions (expenditures)............................................................ 187
4.8.3. Base case cashflow........................................................................................ 190
4.8.4. Optimistic case .............................................................................................. 194
4.8.5. Financial analysis........................................................................................... 197
4.8.6. Financial sustainability ................................................................................... 201
4.9. Schedule/Time-bound Action Plan for the Opening of AVC/EVC .......................... 202
4.9.1. Responsibilities & deadlines............................................................................ 203
4.9.2. Work Schedule for soft and grand openings .................................................... 205
4.9.3. Time-bound action plan ................................................................................. 206
4.10. Recommendation for Enhanced Management Efficiency and Visitor
Attraction................................................................................................................... 210
4.10.1. Sources for additional revenue..................................................................... 210
4.10.2. Risks / sensitivity factors ............................................................................. 213
4.10.3. Increase linkage with agencies, private sector and community....................... 215
4.10.4. Defining market segments........................................................................... 216
4.10.5. Integration with regional development plan and attractions ........................... 218
4.10.6. Recommendation for improving the existing exhibition plan to augment
tourist attraction............................................................................................ 220
5. The Way Forward .................................................................................. 225

5.1. Incomplete Assumptions .................................................................................. 225
5.2. Negative Risks of near-term PPP tender ............................................................ 226
5.3. Necessity of Greater Role for MOT .................................................................... 227
5.4. Organisational Structures ................................................................................. 227
5.5. Operations Management Facilitation Unit (OMFU) .............................................. 228
Appendices:
1. Member List of the Study
2. Study Schedule
3. List of Participants
4. Outlines of M & E Installation
5. List of Regular Maintenance for Major Items
6. Annual Inspection Maintenance Schedule for M & E Installations
7. Job Profile of the Visitor Centre Staff
Figure 1 Location map of the project areas
Figure 2 Location map of the project areas (Ajanta)
Figure 3 Location map of the project areas (Ellora)
List of Figures
Figure 1-1 Design Bird's eye view of the Ajanta Visitor Centre ............................................... 5
Figure 1-2 Design Bird's eye view of the Ellora Visitor Centre ................................................ 5
Figure 2-1 Ajanta site map .................................................................................................24
Figure 2-2 Ajanta detail map ..............................................................................................25
Figure 2-3 Ellora site map ..................................................................................................26
Figure 2-4 Organization structure of ASI .............................................................................35
Figure 2-5 ASI Circles in India ............................................................................................36
Figure 2-6 Composition of domestic and foreign visitors (2008) ............................................56
Figure 2-7 International visitor arrivals and tourism income..................................................59
Figure 2-8 International visitor arrivals to India by country and region ..................................60
Figure 2-9 Tour routes in India ...........................................................................................64
Figure 2-10 World Heritage Corridor .....................................................................................65
Figure 3-1 Effect of problems .............................................................................................71
Figure 3-2 Ellora site map ..................................................................................................74
Figure 3-3 Viewing routes by category of visitor ..................................................................75
Figure 3-4 Ellora flow 1 (Students) .....................................................................................77
Figure 3-5 Ellora flow 2 (Foreigners – Winter) .....................................................................78
Figure 3-6 Ellora flow 3 (Foreigners – Summer)...................................................................79
Figure 3-7 Timeline comparisons ........................................................................................80
Figure 3-8 Parking layout at visitor centre ...........................................................................81
Figure 3-9 Ajanta flow 1 (Winter) .......................................................................................84
Figure 3-10 Ajanta flow 2 (Summer).....................................................................................86
Figure 3-11 Timeline comparisons ........................................................................................87
Figure 3-12 Parking layout at visitor centre ...........................................................................88
Figure 3-13 Spatial tourism structure ....................................................................................93
Figure 4-1 Institutional setup at initial stage........................................................................96
Figure 4-2 Institutional Setup of final stage....................................................................... 101
Figure 4-3 Typical structure of secretariat.......................................................................... 109
Figure 4-4 Flow for preparation of the visitor centre operation and management plan.......... 114
Figure 4-5 Planning activities for operations of the visitor centres ....................................... 123
Figure 4-6 Areas for A/C operations and fresh air supply (AVC) .......................................... 130
Figure 4-7 Areas for A/C operations (EVC)......................................................................... 131
Figure 4-8 Emergency networks ....................................................................................... 134
Figure 4-9 Typical flow of preparing training programmes .................................................. 151
Figure 4-10 Operation planning process for commercial areas .............................................. 161
Figure 4-11 Vendor options ................................................................................................ 165
Figure 4-12 Alternatives for PPP ......................................................................................... 170
Figure 4-13 Possibility of collaboration with private sector at the visitor centre ...................... 170
Figure 4-14 Possible options for private sector pParticipation................................................ 171
Figure 4-15 Flow of PPP option (Scenario A) ....................................................................... 172
Figure 4-16 Flow of PPP option (Scenario B) ....................................................................... 174
Figure 4-17 Ajanta base case 2011..................................................................................... 197
Figure 4-18 Ajanta optimistic 2011 ..................................................................................... 198
Figure 4-19 Ajanta optimistic 2020 ..................................................................................... 198
Figure 4-20 Ellora base case 2011 ...................................................................................... 199
Figure 4-21 Ellora optimistic 2011....................................................................................... 200
Figure 4-22 Ellora optimistic 2020....................................................................................... 200
Figure 4-23 Time schedule for the soft opening................................................................... 206
Figure 4-24 Linkage with World Heritage Corridor................................................................ 218
Figure 5-1 Flow of preparatory activities in terms of FR chapters ........................................ 225
Figure 5-2 Organization of temporary and permanent entities in relation to operations
development ................................................................................................... 228
Figure 5-3 Operations Management Facilitation Unit (OMFU) as MTDC preparation office ...... 229
List of Tables
Table 1-1 Major components of the Ajanta Ellora Conservation and Tourism Development
Project............................................................................................................... 1
Table 1-2 Characteristics of visitor centre............................................................................ 3
Table 1-3 Summary of Ajanta & Ellora Visitor Centres .......................................................... 4
Table 2-1 Assumptions and calculations for the visitor centres.............................................12
Table 2-2 MTDC’s personnel number and their education background..................................30
Table 2-3 MTDC 2005 income statement............................................................................30
Table 2-4 Hotels 46 rooms ................................................................................................31
Table 2-5 Restaurants 225 seats........................................................................................31
Table 2-6 Financials of hotels owned and operated by MTDC ..............................................31
Table 2-7 Financials of restaurants owned and operated by MTDC.......................................32
Table 2-8 Financials using the elements of the PDCA Cycle .................................................32
Table 2-9 Constraints and opportunities at Ajanta and Ellora sites .......................................39
Table 2-10 List of major corporations in Aurangabad ............................................................41
Table 2-11 Number of visitor arrivals to the Ajanta and Ellora caves ......................................55
Table 2-12 Number of visitor arrivals to ASI’s ticketed monuments (2008) .............................57
Table 2-13 Number of hotel rooms by state .........................................................................61
Table 2-14 Summary of problems........................................................................................68
Table 3-1 Area, space, and functions of AVC & EVC ............................................................70
Table 3-2 Timelines for visiting the heritage sites ...............................................................71
Table 3-3 VC functions and participants .............................................................................72
Table 3-4 Market segments ...............................................................................................72
Table 3-5 Comparison of admission fees for World Heritage Sites and Museums...................90
Table 3-6 Beach tourists vs. cultural tourists ......................................................................93
Table 4-1 Allocation of expenses for an employee in the case of for-profit & not-for-profit
entities ........................................................................................................... 103
Table 4-2 Comparison among Trust, Society and Non profit Company................................ 106
Table 4-3 Check point structure for pre-condition analysis................................................. 113
Table 4-4 Tentative organisation of visitor centre (Ajanta)................................................. 141
Table 4-5 Tentative organisation of visitor centre (Ellora) .................................................. 142
Table 4-6 Tentative staffing plan with ASI collaboration and coordination .......................... 143
Table 4-7 Issues and support measures for human resource development ......................... 143
Table 4-8 Job profile of the major VC staff....................................................................... 144
Table 4-9 Tourism Administration Course Curriculum by Staff Category.............................. 154
Table 4-10 Museology courses curriculum .......................................................................... 155
Table 4-11 Restaurant facilities in AVC............................................................................... 156
Table 4-12 MTDC Ajanta restaurant facilities and financial performance............................... 157
Table 4-13 Restaurant facilities in EVC............................................................................... 157
Table 4-14 MTDC Ellora restaurant facilities and performance ............................................ 158
Table 4-15 Comparison of licensing and revenue sharing .................................................... 163
Table 4-16 Recommended types and term of contracts for commercial activities .................. 164
Table 4-17 Role of visitor centre operator ......................................................................... 164
Table 4-18 Example of PPP relationship (Case I) ............................................................... 168
Table 4-19 Example of PPP relationship (Case II) ............................................................... 169
Table 4-20 Key characteristics & risk of PPP options (Scenario A)....................................... 172
Table 4-21 Advantages and disadvantages (Scenario A) .................................................... 175
Table 4-22 Advantages and disadvantages (Scenario B)...................................................... 175
Table 4-23 Original projected visitor arrivals in 2010 and actual .......................................... 178
Table 4-24 Visitors growth rates ....................................................................................... 179
Table 4-25 Assumed percentage of visitor centre visitors .................................................... 179
Table 4-26 Daily visitors to caves and visitor centre............................................................ 179
Table 4-27 Operation days per year................................................................................... 179
Table 4-28 Tariff: Current and base case assumption.......................................................... 180
Table 4-29 Assumptions for restaurant incomes ................................................................. 182
Table 4-30 Existing MTDC restaurants ............................................................................... 182
Table 4-31 Assumptions for restaurant costs...................................................................... 183
Table 4-32 Assumptions for initial cost for restaurant ......................................................... 183
Table 4-33 1st year income, expenses, and rent and rents of Ajanta restaurants.................. 184
Table 4-34 1st year income assumptions for shops.............................................................. 184
Table 4-35 Assumptions for cost for shops......................................................................... 185
Table 4-36 Assumptions of rents for local shops ................................................................. 185
Table 4-37 Operating profit for shops ................................................................................ 185
Table 4-38 Ajanta parking................................................................................................. 186
Table 4-39 Ellora parking.................................................................................................. 186
Table 4-40 Personnel cost................................................................................................. 186
Table 4-41 Income share ................................................................................................. 187
Table 4-42 Ajanta visitor centre organization ..................................................................... 187
Table 4-43 Ellora visitor centre organization........................................................................ 188
Table 4-44 Payscale / cost to company .............................................................................. 188
Table 4-45 General expenses (% of personnel cost) ........................................................... 189
Table 4-46 Utility cost ....................................................................................................... 190
Table 4-47 Equipment maintenance cost ........................................................................... 190
Table 4-48 Audio visual soft renewal assumption ................................................................ 190
Table 4-49 Ajanta base case – Results (daily visitors to AVC: 413 persons) .......................... 191
Table 4-50 Ellora base case – Results (daily visitors to EVC: 1,139 persons)......................... 192
Table 4-51 Ten (10) year cashflow (Ajanta base case) ........................................................ 193
Table 4-52 Ten (10) year cashflow (Ellora base case) ......................................................... 193
Table 4-53 Assumptions for Ajanta optimistic case ............................................................. 194
Table 4-54 Comparison of average daily visitors to AVC, optimistic vs. base case ................. 194
Table 4-55 Assumptions for Ellora optimistic case............................................................... 195
Table 4-56 Comparison of average daily visitors to EVC, optimistic vs. base case ................. 195
Table 4-57 Ten (10) year cashflow (Ajanta optimistic case)................................................. 196
Table 4-58 Ten (10) year cashflow (Ellora optimistic case) .................................................. 196
Table 4-59 Ten (10) year cashflow (Ajanta optimistic case with 3%/year tariff escalation) .... 199
Table 4-60 Ten (10) year cashflow (Ellora optimistic case with 3%/year tariff escalation) ..... 201
Table 4-61 Financial contributions of different concept options........................................... 212
Table 4-62 Issues and support measures for enhancing the attractiveness of visitor centres
(1).................................................................................................................. 216
Table 4-63 Issues and support measures for enhancing the attractiveness of visitor centres
(2).................................................................................................................. 220
Table 4-64 Summary of types of exhibits ........................................................................... 221
Table 4-65 Exhibition Content Summary by Locations (Ajanta) ........................................... 222
Table 4-66 Exhibition Content Summary by Locations (Ellora) ............................................. 223
Table 4-67 Major Content Summary for Movies, Panels and Walk Through Kiosks (Ajanta) ... 223
Table 4-68 Major Content Summary for Movies, Panels and Walk Through Kiosks (Ellora) .... 224
Abbreviations
AAI Airport Authority of India
AEDP Ajanta – Ellora Conservation and Tourism Development Project
ASI Archaeological Survey of India
AVC Ajanta Visitor Centre
BSNL Bharat Sanchar Nigam Ltd.
DFR Draft Final Report
DTCA Department of Tourism and Cultural Affairs
EVC Ellora Visitor Centre
FD Forest Department
FDM Forest Department of Maharashtra
FR Final Report
IDFC Infrastructure Development Finance Company Limited
IGNFAC Indra Gandhi National Fine Arts Centre
IGRMS Indira Gandhi Rashtriya Manav Sangrahalaya
IHM Institute of Hotel Management
ILF & S Infrastructure Leasing & Finance Services Limited
INTACH Indian National Trust for Art and Cultural Heritage
IR Inception Report
ITR Interim Report
JICA Japan International Cooperation Agency
MAHA MAHA Vitaran, Maharashtra State Electricity Distribution Co., Ltd.
M&E Mechanical and Electrical
MJP Maharashtra Jeevan Pradhikaran (formerly Maharashtra Water Supply &
Sewerage Board)
MOT Ministry of Tourism
MPD Maharashtra Police Department
MSED Maharashtra State Electricity Distribution Co., Ltd.
MSRTC Maharashtra State Road Transport Corporation
MTDC Maharashtra Tourism Development Corporation
O&M Operation and Maintenance
OMFU Operations Management Facilitation Unit
OJT On the Job Training
PMC Project Management Consultant
PMU Project Management Unit
PPP Public-Private Partnership
PWD Public Works Department, Government of Maharashtra
ST Bus State Transport Bus
SPV Special Purpose Vehicle
UPTDC Uttar Pradesh Tourism Development Corporation
Assistance to the Formulation of the Management Plan for Visitor Centres
under the Ajanta – Ellora Conservation and Tourism Development Project (II)
1. Background of the Study

1.1. Background of the Project
1.1.1. Ajanta-Ellora conservation and tourism development project
Maharashtra is the second most populous state, the third largest state by area. It is known to
be one of the richest states in India, but there is large disparity of income within the state.
The Maharashtra State Government prepared the “State Tourism Development Master Plan”
with the aim of conserving the cultural heritage and its surrounding environment, and to
promote comprehensive tourism development including infrastructure, thereby contributing to
regional development. For the implementation of the master plan, the Government of India
requested to the Government of Japan for financial assistance.
The agreement to provide Yen Loans for the “Ajanta-Ellora Conservation and Tourism
Development Project” was concluded in 1992 and Phase I was initiated in March 1993. Phase I
was successfully completed in 2002, and another loan agreement was concluded in March
2003 for Phase II. Phase II is now nearing completion toward the loan closing in July 2011.
A summary of the major elements in the Ajanta-Ellora Conservation and Tourism Development
Project is shown in Table 1-1.
Table 1-1 Major components of the Ajanta Ellora Conservation and Tourism
Development Project
Phase Major Components
Phase I (1993 – 2002) Monument/heritage conservation (ASI)
Loan Amount: Improvement of roads (PWD)
3.745 million Yen Improvement of Aurangabad Airport (AAI)
Afforestation (FD)
Water supply and sewerage system (MJP)
Electricity supply (MSEB)
Visitor management system (MTDC)
Tourism promotion (MTDC)
Phase II (2004-2010) Monument/heritage conservation (ASI)
Loan Amount: Aurangabad Airport terminal building (AAI)
7.331 million Yen Afforestation （FDM）
Improvement of roads（PWD）
Water supply and sewerage system （MJP）
Tourism development （MTDC）:Ajanta & Ellora Visitor Centres, Lonar
development, media and PR､web-site and reservation system､human
resources development
Source: MTDC
The Ministry of Tourism is the executing agency of the Ajanta Ellora Conservation and Tourism
Development Project, which is being implemented by diverse agencies including those of the
central government such as ASI, AAI, MTDC and other state government institutions, etc. The
visitor centres constructed at Ajanta and Ellora are being implemented by the Maharashtra
Tourism Development Corporation (MTDC). Construction of the Ellora Visitor Centre facilities
and its exhibits were largely completed as of January 2010. Facility construction at Ajanta is
Final Report
1
also complete, but as the work order for its exhibits has been delayed, its completion is
expected towards the end of 2010.
A major problem, however, is that the preparation of its management plan is not included in
the scope of work for the Yen Loan Project and there is a growing concern that it would not be
ready by the time the visitor centres are to be opened. This management plan covers critical
topics such as institutional arrangement, staffing, budgeting, operation and maintenance,
operation policy of commercial areas for shopping, eating and drinking. Moreover, visitor flow
planning, integrating the visitor centres with the archaeological sites, still remains an issue to
be coped with.
In addition, although visitor numbers to the World Heritage Sites are large, both visitor centres
are constructed in remote and rural areas, and their locations deviate from the current line of
visitor flow to the archaeological sites. Therefore, it is feared that their scale may not balance
with the number of visitors once they open up for business.
Other issues to be addressed are as follows:
• MTDC does not have experiences in operation and management of visitor centres with
exhibition and edutainment functions.
• Although exhibits will focus on cultural heritage, ASI is not involved in the operation of
visitor centres, and the facilities are not registered under the Museum Law. This would
indicate that the source of information for exhibitions is limited, and may affect sustainable
operation of the visitor centres.
• Existing employment system lacks in flexibility for rewarding those who achieve good
results, and makes it difficult for the visitor centres to recruit competent personnel and
improve their services quality.
• Many of the visitors may not be interested in seeing the replica models of cave temples,
which are supposed to be the main attraction of the visitor centres, since the real temples
are located nearby.
• Due to long travel time to get to the archaeological sites, many of the visitors may not have
sufficient time to spare for the visitor centres.
• Due to the large scale of the visitor centres, expenses to operate, manage and maintain the
facilities such as water, electricity, and fuel are high.
• Involvement of local government bodies is insufficient despite the fact that the Project is
intended for regional development, and that the involvement of local communities is a
prerequisite for heritage conservation. Moreover, collaboration with the “soft” components
of the Yen Loan Project such as human resource development, afforestation and micro
finance needs further considerations.
• Interpretation provided by continuously playing audio-visual and IT equipment tends to

become boring relatively easily. To avoid this requires higher levels of skills.
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In this context, JICA has provided Technical Assistance to MTDC to perform this Study to
formulate a comprehensive management plan for the visitor centres, based on a thorough
study of the facilities, similar facility development, and taking into account the possibility of
outsourcing their operations.
1.2. Visitor Centres

1.2.1. Visitor centre characteristics
In response to the growth of globalization and international tourism, new institutions are being
created and old ones are being redefined. One such a new institution is the Visitor Centre or
Interpretation Centre which is attached to a tourism site (cultural, historical or natural) and
which provides visitors with experiences and information on the significance and meaning of
the site to which it is attached.
Visitor Centres are part of the world museum trend to move away from simple storage and
display to meaningful interpretation and interactive experience. In fact, the Visitor Centre lies
on a continuum between Tourist Information Centre (TIC) and Museum as shown in the
following table.
Table 1-2 Characteristics of visitor centre
Tourist Information Visitor Centre (VC) or Museum (also Heritage

Centre (TIC) Interpretation Centre Centre)
Definition Centres providing: Centres providing: A museum is a building or
institution which houses a
Information on the area's Information (such as trail maps
collection of artefacts.
attractions, lodgings, and facilities, etc.) and coordinates
Museums collect and care
maps, and other items permits and guided tours.
for objects of scientific,
relevant to tourists.
In-depth educational exhibits and artistic, or historical
artefact displays (for example, importance and make them
about natural or cultural history) available for public viewing
for communicating the significance through exhibits that may
and meaning of the site, to be permanent or
educate and raise awareness. temporary.
Media used include, audiovisual
display, graphic panel, film,
replica, etc.
Location At ports of entry, transport At places of interest connected to Large ones in major cities,
centres, hotels and cultural, historical or natural sites local ones in towns and
restaurants even countryside sites
Purpose Portal of tourist Communication, education, Buildings for collections of
information information dissemination. To aid artefacts
and stimulate the discovery
process. Edutainment.
Entrance Free Entrance fee, Event fee Entrance fee
Finance Government budget, sale Government budget, possibly PPP Government budget,
of books & pamphlets operation, handicraft shops museum shops
At Ajanta & Ellora the Visitor Centres have adequate physical space that includes models,
graphic panels, maps, audiovisual displays, auditoriums, restaurants and souvenir shops. What
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is not fully developed are the operational or soft elements that have the potential to add
significantly to the growth of tourism by enhancing visitor experience.
To lay the groundwork for reaching the full potential of the sites, this project is engaging in
studies to optimize the circulation and flow of visitors from parking, through information
transfer, edutainment, cave visit, restaurants, souvenir shops and return to vehicles. It will
also specify detailed appropriate training for staff for performing their normal services as well
as directing people to information sources. It will also cover staff training to manage all
aspects of the facility, hold events & lectures, prepare pamphlets, and arrange ancillary
services such as guiding and children’s nursery. Non-core jobs as conservation and research
are services usually done by specialized, external entities. And lastly it will offer plans covering
organization and staffing, and financial sustainability.
1.2.2. Uniqueness of Ajanta & Ellora visitor centres

As shown in Figures 1, 2 & 3, the Ajanta and Ellora Caves are UNESCO World Heritage Sites
located in the Aurangabad district in the state of Maharashtra, located approximately 400 km
east-northeast of Mumbai. They are often referred to as Ajanta-Ellora like a single
archaeological site, but the Ellora Caves (latter stages of the 5th-10th century) are some 30 km.
west of Aurangabad city, while the Ajanta Caves (first stage 1st century, latter stage 2nd
century, 5th - 6th century) are located approximately 120 km north of Aurangabad city. The two
archaeological sites differ in time and location, and so are registered separately by UNESCO as
two World Heritage Sites. But both are situated in rural areas and remote from large cities.
Reaching the sites had been a formidable challenge for tourists until paved access roads were
constructed by this Yen Loan Project. Each archaeological site is a one-day trip from
Aurangabad.
The Ajanta Visitor Centre (AVC) and Ellora Visitor Centre (EVC) are tourism facilities being
constructed near the entrance gates to the respective archaeological sites. A summary of the
facilities is presented in Table 1-3.
Table 1-3 Summary of Ajanta & Ellora Visitor Centres

Ajanta Visitor Centre Ellora Visitor Centre
Land Area 323,695 m2 210,000 m 2
Floor area 20,442 m2 (including covered corridor) 11,806.69 m2 (including covered corridor)
Exhibition space: 6,697 m2(including auditorium) 1,909 m2 (including auditorium)
Functions Visitor Centre, Exhibition Room Visitor Centre, Exhibition Room
(Permanent & Temporary), Restaurant, (Permanent & Temporary), Restaurant,
Museum Shop, Hall, Toilet, Amphitheatre Museum Shop、Seminar Room, Toilet,
Amphitheatre
Source: MTDC
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Figure 1-1 Design Bird's eye view of the Ajanta Visitor Centre
Source: MTDC
Figure 1-2 Design Bird's eye view of the Ellora Visitor Centre
Source: MTDC
In addition to exhibition and interpretation spaces, both facilities have restaurants, shops, and
space for events, and come equipped with more functions than those in the site museums.
The visitor centres have tourist amenities/facilities, and the site museum is one of their many
functions.
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1.3. Outline of the Study

1.3.1. Objectives of the study
The objectives of the Study are to facilitate a smooth opening of the Ajanta and Ellora Visitor
Centres (AVC and EVC) with an appropriate management structure, operation system, staff
and budget with an emphasis on maintenance of facilities and equipment in a technically and
financially sustainable manner.
1.3.2. Study areas

The Study Areas are:
• Ajanta and Ellora Caves, Visitor Centres and their surrounding areas in the Aurangabad
District,
• Mumbai where MTDC’s headquarters is located, and

• Delhi where MOT’s and ASI’s headquarters are located.
1.3.3. Scope of works for the study

The Study was implemented in accordance with the Implementation Framework agreed upon
between JICA and MOT/MTDC in December 2009, and the scope of works for the Study and
the demarcation of responsibilities between the Indian and Japanese sides were based on the
framework.
1.3.4. Expected outputs of the study

Expected outputs of the Study are the following three items:
• A management plan for Ajanta Visitor Centre (AVC) and Ellora Visitor Centre (EVC),
• An action plan for the opening of the visitor centres with a detailed work schedule, and
• Recommendations to enhance the attractiveness of the visitor centres to promote visitor

arrivals.
1.4. Approaches of the Study

Considering the above-mentioned background, the approach of the Study is as follows:
• Maximising the effects of the overall project
• Cooperating with relevant agencies
• Significance of cooperation with ASI

• Coordination with other relevant institutions
• Securing financial and technical self-sustainability
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• Securing technical self-sustainability

• Securing financial self-sufficiency and financial / institutional flexibility
1.4.1. Maximising the effects of the overall project

This Study should be implemented as part of the Yen Loan Project. The Project consists of a
wide range of components, including heritage conservation, airport, roads, water supply,
electricity, afforestation and human resource development, as already described in Table 1-1.
Consideration is essential so that all such components combined would create the maximum
efficacy.
As the Project advocates the promotion of regional development through the conservation of
monuments and surrounding environments and infrastructure development, a regional
development perspective is also important in preparing the management plan for the two
visitor centres. Maintaining close liaison with the Project Management Consultant (PMC) and
Project Management Unit (PMU) is considered indispensable for the smooth implementation.
The two visitor centres can be referred to as multipurpose facilities, with shops, restaurants
and space for events. They are more or less “Japanese roadside stations (Michi-no-eki)” rather
than museums. Since the facilities are in large-scale, they have versatile potential on one hand,
but there is a risk, on the other, of not being able to cover the costs for operation,
management and maintenance, including water supply, electricity and fuel expenses.
Therefore, making concrete recommendations to utilise commercial space in the complexes as
a source of revenue would be an important issue for the management plan.
1.4.2. Find out practical organization structure and staffing schedule

It is important to set the service level and target segments of visitor centres in a practical
manner, otherwise MTDC will face difficulty in technical and financial sustainability.
In this regard, the Study Team visited various people in hospitality and tourism businesses to
facilitate understanding of management know-how practiced in India.
The Study Team also investigated some hospitality management training institutions and
interacted with them to examine possibility of collaboration areas with them and to exchange
ideas. However, the visitor centres possesses other functions rather than hospitality
management: namely museum management.
The Study Team visited some institutions educating museology, curatorship, handicraft and
products development and cultural affairs, which are also important to technically sustain and
enhance the attractiveness of the visitor centres.
1.4.3. Cooperating with relevant agencies

Cooperation with relevant agencies is a key issue to strengthen institutional capacity. This is
because the success or failure depends largely on the success or failure in establishing
cooperation with relevant agencies. Therefore, how cooperation can be achieved in an ideal
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manner has to be studied and pursued. It will become possible to set the directions for
organisation planning and staff scheduling when possible cooperation partners have been
identified. Therefore, seeking cooperation possibilities has the highest priority in the Study in
order to elaborate on a management plan.
(1) Significance of cooperation with ASI

ASI has an important function as a source of academic and historical information for the
exhibitions and public relations activities by the visitor centres. Self-sustainability of the visitor
centres after their opening will depend largely on the activities of ASI, such as heritage
conservation and restoration, research, record retention, hosting of special exhibitions,
educational activities, events and international conventions, and publishing ventures.
On the other hand, the visitor centres do not only compensate visitors during maintenance or
closure of the caves administered by ASI, and mitigate congestion in the sites, but also have
the potential to control visitor flow by providing the visitors with information, amenities, and a
certain leeway, such as drifts, delay tactics, and transition function. The visitor centres can
also play an important role by displaying easy-to-see mural painting replicas, or giving
interpretation on the historical backgrounds, or providing venues for ASI to present their
research results.
In this context, cooperation between ASI and MTDC will result in a complementary relationship,
create synergy effects, which are thus indispensable for sustainable development of the
Project. The Study will seek, propose and realise cooperation between ASI and MTDC.
(2) Coordination with other relevant institutions

The visitor centres are not only related to the Ajanta and Ellora Caves, but also positioned as
tourist facilities of the state of Maharashtra. Ellora Ajanta Aurangabad Festival has been held
every year in December by Aurangabad Festival Committee with cooperation from the
Maharashtra State Tourism, MTDC, local government bodies, universities and the private
sector, in which renowned musicians and dancers are invited to present traditional
entertainment. The visitor centres, equipped with an amphitheatre and conference halls, would
be an ideal venue to host such events. The visitor centres also have space for local people to
open shops to sell local handicrafts, and thus promote regional development. Coordination
with the sponsor of the festival and local people is important to promote the use of the visitor
centres.
As a large number of Indian school children visit the Ajanta and Ellora Caves, the visitor
centres equipped with audio-visual equipments will be ideal places to provide interpretation
about the historical backgrounds of the heritages sites. Cooperation with the Ministry of
Education to develop educational programs may be worth consideration.
On the other hand, there are institutions other than ASI, which can provide academic
information and graphical data like the archives concerning Ajanta and Ellora Caves. The Indira
Gandhi National Fine Arts Centre possesses related literature, and universities, colleges,
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institutions, etc. could strengthen their respective functions by coordinating with the visitor
centres. Coordination with them will also be investigated.
Equipped with the potential to serve as base facilities for the internationally renowned Ajanta
and Ellora World Heritage sites, rather than simple exhibition facilities located at a tourist
attraction, it is no exaggeration to say that coordination is the key to success or failure of the
two visitor centres.
1.4.4. Securing financial and technical self-sustainability

Even if staffs are employed and the visitor centres are opened, sustainable operation and
management will require a great amount of preparation and effort. The scale of both visitor
centres will be quite vast, having gross floor space of 10,000m2 and as, in addition to
illumination, exhibition equipment such as audio-visual and IT equipment, air conditioning
equipment, etc. will be installed, expenses for their operation, management and maintenance
will also be large. Therefore, autonomous management by the visitor centres, inclusive of
operation and maintenance both financially and technically will be an indispensable challenge
in order to achieve the goal of the Project as a whole.
(1) Securing technical self-sustainability

One-way travel time between Aurangabad and Ajanta Caves and Ellora Caves are 2 hours and
1 hour, respectively, and if one were to visit both sites in a day, travel time alone would be 6
hours. If two hours were to be spent at Ajanta and Ellora and time for lunch taken on the road
in between, total time required would be more than 11 hours altogether. In other words, a
tourist who joins such package tour would only have time enough to use the comfort station
and probably have a cup of coffee at best. Therefore, recommended itinerary for Ajanta and
Ellora is to visit both sites in two days. To cater to the two-day itinerary, visitor centres have to
be planned to have functions and services that would be attractive enough to persuade visitors
and tour operators to spend a whole day at each site.
For the visitor centres to continue to be attractive for visitors, the Study will propose measures
to secure technical self-sustainability by clarifying the required functions and technical capacity
of the visitor centres.
(2) Securing financial self-sufficiency and financial / institutional flexibility

Financial assistance may have to be provided to secure financial self-sustainability. The main
source of income of both sites is the entry fee, but such income is delivered to state coffers
through ASI, and thereafter apportioned to ASI as a heritage conservation and administrative
budget and does not become a source of revenue to operate and manage the visitor centres.
In consequence, circumstances require the visitor centres to independently establish with a
source of revenue and a suitable business model.
On the other hand, it is difficult to provide incentives for high performance under the rigid
government wage system; such incentives system might specially be required to attract best
possible talent for non urban setting such as in the Ajanta Ellora areas; especially if we want
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them to play active role in creating the favourable visitor experience. Therefore, it is desirable
that the visitor centres become an organisation, in which a self-supporting accounting system
is applicable. For this cause, it is proposed that the Study will adjust visitor centre functions
and investigate phased strengthening of institutional capacity and private partnership for each
zone or sector.
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2. Findings of the Study

Based on the 1st Works in India from 21st March to 17th April 2010, the 2nd Works in India from
16th May to 10th June 2010 and the 3rd Works in India from 4th July to 17th July 2010, the Study
Team identified findings on various aspects in the current situation of the project through
interviews and discussions with authorities concerned and relevant institutions, and from the
results of the analysis of documents obtained from stakeholders.
2.1. Facilities and Sites

In analyzing the current state of facility/equipment/exhibition plans, the Study Team
conducted an on-site simulation, assuming conditions in which the visitor centre is actually
operated and maintained and used by visitors. The simulation covered different timeframes
before opening, after opening, and after closing when there are no visitors.
Especially for security, it was necessary to conduct study and analysis which fully considered
cases, where many visitors are circulating in the visitor centre and where visitors rapidly
increase or decrease, to extract operational and managerial issues through the simulation. For
safety reasons, the following conditions required particular attention:
• Bottleneck in the flow line (peak hours, emergency evacuation)

• Places where the service flow line crosses with the visitor flow line
• Places where children or the elderly may stumble or fall
• Blind corners in terms of safety and security
• Places where fingers and arms may be pinched
The elements leading to creation of attractiveness or improvement in comfort at the visitor

centres was also confirmed and included in the list above.
2.1.1. Basic design findings

The Study Team found that no proper feasibility study was covering revenue and operating
cost cash flows for each visitor centre except that an overall feasibility study was made for the
AEDP that included the visitor centres. This is a major problem for the sites since financial
support from the government is not anticipated and even construction of the Visitor Centres
had been stopped due to a lack of government funding.
The scale of the buildings and capacity of services were formulated based on the year 2010
projections of visitor inflow to the Caves obtained from MTDC. In order to avoid over
investment due to large seasonal fluctuation of the visitor inflow, the percentage of visitors to
go to the centres was calculated based on those who visit the Caves at the peak hours on the
average peak days in the high season, and 50% of facility development framework for the
seasonal fluctuation was considered. The assumptions and calculations for each visitor centre
are shown below.
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Table 2-1 Assumptions and calculations for the visitor centres

AVC Assumptions and Calculation Steps Number of People
(Ratio)
Projected average visitors inflow on peak days in high season 6,006
Ratio of the peak hours on peak days in high season (66.7%)
No. of peak hours visitors (lunch hours from 12:00 to 15:30) 4,006
Ratio for the facility development frameworks (consideration of fluctuation) (50.0%)
Design No. of visitors for the facility development framework 2,003
EVC Assumptions and Calculation Steps Number of People

(Ratio)
Projected average visitors inflow on peak days in high season 9,051
Ratio of the peak hours on peak days in high season (66.0%)
No. of peak hours visitors (lunch hours from 12:00 to 15:30) 5,974
Ratio for the facility development frameworks (consideration of fluctuation) (40.0%)
Design No. of visitors for the facility development framework 2,389
Source: Main Report, Tourist Complex & Theme Park, AEDP (Jan 2002)
Although some considerations were given to avoid over investment, the above assumptions
still reflect somewhat “overdesigned physical outcomes” compared to the actual visitor
numbers in 2010. This should be taken into account in estimating technical functionality and
financial sustainability of the visitor centres.
The land acquisition for both sites has already been done and is owned by MTDC. There are
no restrictions for the commercial use of the lands. However, the process of acquisition of the
lands left some unpleasant feelings among the previous landowners and therefore requires
some incentives and positive actions through activities and functions of the visitor centres.
(1) Ajanta visitor centre (AVC)

Both buildings were designed in a way to blend with the surrounding environment especially to
the Caves so they are inviting, accessible and environmentally friendly. The major materials
used for the buildings are local stones, concrete (exposed) and wood. Both buildings were
designed to be approximately 4 m below the ground level.
The ground condition of AVC is very rocky and hard and therefore it was financially and
technically difficult to go down deeper, although the architect wanted to do so during the
original design.
The dome (27 m) at the entrance hall of AVC had a conceptual design image reminiscent of
the shape of a pagoda and it glows when illuminated at night like a large lantern lit in the
night. The spiral shape of the building layout parallels the horseshoe shape of natural cave
formation in the ravine
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Dome shape of AVC entrance hall Horseshoe shape of caves
Auditorium Restaurant
Although the scale of the building is quite large, one third of the total floor area is occupied by
the replica of four caves with paintings, namely, No. 1, 2, 16 and 17 which are considered to
be fragile and need measures to reduce visitor numbers.
(2) Ellora visitor centre (EVC)

EVC also follows a similar concept, but the soil condition was opposite to the one in Ajanta
(Black cotton soil: essentially laterite soil) and therefore the structure design considered this
aspect in the building foundation.
The difference between AVC and EVC designs is the methodology of exhibition. AVC dedicates
a large space for cave replica (1:1 scale) for visitors to realistically experience the caves, while
EVC displays 1:10 scale replica of Kailash Temple to show its layout. AVC has only 7 shops,
which is probably a consideration for the existing Shopping Plaza, while EVC has 60 shops in
the complex.
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Shops Restaurant
Exhibition hall Replica of Kailash Temple
2.1.2. Facility services and utility designs

The facility services design for both visitor centres including electrical and mechanical works
also considered the local climatic conditions (scorching heat, dry in the winter and humid in
the summer). Both facilities have long open corridors with natural ventilation and light to save
energy consumption. Some exhibition halls, administration rooms and offices have skylights to
take advantage of natural light within the facility.
(1) Outline of the M&E installation for AVC

a. Electrical installation
Incoming power from MSED (Maharashtra State Electricity Distribution Co., Ltd) is 11 [kV] two
(2) Express Overhead Lines (exclusively for AVC) and isolated from the existing distribution
lines to Ajanta Caves.
Since there is neither branch-off nor connection to the other buildings on the way to AVC,
stable power supply to AVC can be expected.
Power supply capacity of MSED’s Primary Sub-station is 33/11 [kV] is 2 [MVA] (= 2,000 [kVA])
and has adequate capacity to supply AVC.
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The Sub-Station at the AVC premises is an outdoor open type (11 kV/415-240V), and two (2)
number of oil-immersed self-cooling transformers (power capacity: 750 [kVA]) were installed.
HT incoming cables were terminated and connected to the transformers, but not energized yet.
Emergency Generator-sets have been installed inside the indoor generator room having a
capacity of one (1) 415/240V 750 [kVA] and one (1) 250 [kVA]. Total connected load of
electrical installation was designed as (full load capacity) for the Summer and Rainy Seasons
is 885 [kW], and 597 [kW] for the Winter Season.
Taking into account the demand factor, the maximum power demand during the Summer and
Rainy Season when the AVC building is fully operating is assumed to be 414 [kW] and 183
[kW] for Winter Season respectively.
Therefore, the above one of two 750 [kVA] transformers is considered as a Stand-by.
b. Telecommunication installation
A MDP (Main Distribution Frame) which is able to accommodate 70 incoming telephone lines
has been installed. BSNL’s (Bharat Sanchar Nigam Ltd.) has 300 pairs.
Main Telephone cables have been installed to Fardapur which is approx. 2 km away from AVC.
Ten lines have been connected and in use at the Ajanta Pick up point. There are no problems
regarding supply of the telephone lines to AVC, however there have been no request to
connect telephone lines by AVC so far.
c. HVAC installation
Water cooled reciprocating chillers have been installed which include two (2) 135 [RT] working
chillers and one (1) Stand-by with the same capacity as the working chillers. There are three
(3) chillers in AC Plant Room.
The Centralized Cooling System have been exclusively equipped with three (3) units each of
Chilled water pump 11.3 [kW], Condenser water pump 9.3 [kW] and Cooling tower 5.5 [kW].
A Make-up Water Tank has also been installed to the cooling towers since city water supply in
not stable.
Quality of the city water is considered quite “Hard” therefore, a Water Softener Equipment
(Water Softener System) has been installed with chemical dosing pump.
The design intent for the selection of "Water-cooled Chiller" system for AVC needs to be
discussed.
Each area (zone) and room has a total of nine (9) AHU-Air Handling Units and three (3) FCU-
Fan Coil Units.
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There are total ten (10) air supply fans for each Cave, AC Plant Room, and a total of thirty-
nine (39) exhaust fans for Kitchen, AC Plant Room and Toilets.
d. Fire fighting system
Two (2) Fire Water Tanks with 50 m3 capacity have been constructed. The system includes:
One (1) 240 [LPM] x 70 [m] Head x 7.5 [kW] Jockey Pump, one (1) 2,400 [LPM] x70 [m] Head
x 55 [kW], Main Pump and Stand-by Pump with same capacity as the Main Pump.
Jockey Pump monitors the water pressure inside the fire pipe work to the indoor and outdoor
fire hydrant and start automatically when the water pressure drop down below 6.5 [kg/cm2]
and stops automatically when the water pressure reaches 7.5 [kg/cm2].
When the Fire Hydrant valve is opened and water discharge is started, the water pressure
inside the fire pipeline drops down.
As soon as the water pressure drops to 6.0 [kg/cm2] the Main Pump starts automatically and
the Stand-by Pump starts automatically when the water pressure continues to fall to 5.0
[kg/cm2] and back up water supply for the Fire Fighting system is activated.
In addition, Main Pump and Stand-by Pumps do not stop automatically and the only possible
way to stop them is manually.
e. Plumbing works
Two (2) Fire Water Tanks of 50 m3 respectively have been constructed which consist of the
following:
250 [LPM] x25 [m] Head x 3.7 [kW] Water Pump, Two (2) pump sets --- Two (2) pumps in
one set with automatic alternating operation function.
300 [mmφ] Water Main with its pressure of 2 [kg/cm2] has been laid up to Ajanta View Point
by MJP (Maharashtra Jeevan Pradhikaran, Works Division Aurangabad) but have not reached
AVC yet.
AVC is now receiving water by Tank Lorry.
(2) Outline of the M&E Installation for EVC

a. Electrical installation
Incoming power from MSED (Maharashtra State Electricity Distribution Co., Ltd) is 11 [kV] one
(1) Express Underground Line (exclusively for EVC).
Since there is neither branch-off nor connection to the other buildings on the way to EVC,
stable power supply to EVC can be expected.
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Power supply capacity of MSED’s Primary Sub-station is 33/11 [kV] is 1.3 [MVA] (= 1,300
[kVA]) and it has enough capacity to supply EVC.
The Sub-Station in at EVC premises is an outdoor open type oil-immersed self-cooling

transformers and two (2) 11kV/415-240V, 630 [kVA].
HT incoming power cables were terminated and connected to the transformers but not
energized yet.
Two (2) 415/240V 230 [kVA] Emergency Generator-sets have been installed in the indoor
generator room. Total connected load of electrical installation with (full load capacity) of the
Summer and Rainy Season is 609 [kW], and 412 [kW] for Winter Season.
Taking into account the demand factor, the maximum power demand during the Summer and
Rainy Season when the EVC building is fully operating is assumed to be 265 [kW], and 111
[kW] for Winter Season. Therefore, one of two 630 [kVA] transformers is considered as a
Stand-by.
b. Telecommunication installation
A MDP (Main Distribution Panel) which is able to accommodate 70 incoming telephone lines
has been installed.
BSNL’s (Bharat Sanchar Nigam Ltd.) 500 pairs. Main Telephone cable has been laid up to EVC
Pick up point.
There are no problems on supply of the telephone lines to EVC, however no request for the
connection of telephone lines by AVC have been made so far.
c. HVAC installation
Water cooled reciprocating chillers have been installed. Two (2) 70 [RT] working chillers and
one (1) Stand-by with the same capacity as the working chillers. There are total three (3)
chillers in the AC Plant Room.
Chilled water pump with 15 [kW] power, Condenser water pump 9.3 [kW] and Cooling tower
1.5 [kW] ---three (3) units each have been installed for the Centralized Cooling System
exclusively.
A Make-up Water Tank has also have been installed to make up water to the cooling towers
since city water supply is not stable.
Quality of the city water is quite “Hard” therefore, a Water Softener Equipment (Water
Softener System) has installed with chemical dosing pump.
The design intent of the selection of "Water-cooled Chillers" for this AVC is unknown.
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Each area (zone) and room has a total of eight (8) AHUs-Air Handling Units and four (4) FCUs-
Fan Coil Units.
There are several air supply fans for each Caves, AC Plant Room, and exhaust fans for Kitchen,
AC Plant Room and Toilets, however, the exact numbers of these fans installed is unknown.
d. Fire fighting system
Two (2) Fire Water Tanks of 45m3 capacity respectively have been constructed.
One (1) 240 [LPM] x70 [m] Head x 7.5 [kW] Jockey Pump, one (1) 2,400 [LPM] x70 [m] Head
x 55 [kW] Main Pump and Stand-by Pump with same capacity as the Main Pump have been
installed.
Jockey Pump monitors the water pressure inside the fire pipeline connected to the indoor and
outdoor fire hydrant and start automatically when the water pressure drops down below 6.5
[kg/cm2] and stops automatically when the water pressure reaches to 7.5 [kg/cm2].
When the Fire Hydrant valve is opened and water discharge is started, the water pressure
inside the fire pipeline drops down.
As soon as the water pressure drops to 6.0 [kg/cm2] the Main Pump starts automatically and
the Stand-by Pump starts automatically if the water pressure continues to fall to 5.0 [kg/cm2]
and back up water supply for the Fire Fighting system.
In addition, Main Pump and Stand-by Pumps do not stop automatically. Only possible way to
stop them is Manual.
e. Plumbing works
Two (2) Fire Water Tanks of 45m3 capacity respectively have been constructed including 250
[LPM] x25 [m] Head x 3.7 [kW] Water Pump , two (2) pump sets --- Two (2) pumps in one set
with automatic alternating operation function.
200 [mmφ] Water Main with its pressure of 1.6 [kg/cm2] has been laid up to 100 m away
from EVC by MJP (Maharashtra Jeevan Pradhikaran, Works Division Aurangabad) but have not
reached EVC yet.
EVC is therefore receiving water by Tank Lorry.
2.2. Visitor Circulation Flow

(1) Travel time to the sites
One-way travel time between Aurangabad and Ajanta Caves is 2 hours and between
Aurangabad and Ellora Caves slightly less than 1 hour by Toyota Innova. Hence, it would be
physically very tiring and is not recommended to visit both sites in a day, because of numerous
steps and slopes in both heritage sites. Due to this, it is increasingly common to spend two
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days with an overnight in Aurangabad; one day for Ajanta and another day for Ellora and
other tourism sites near Aurangabad such as Grishneshwar Hindu Temple, Daulatabad Fort
and Bibi-Ka-Maqbara Mausoleum. In any case, since both sites are large, tools allowing visitors
to plan what to see within their allotted timeframe need to be developed for visitors’
convenience.
(2) Flow line constraints in Ajanta

Currently there are many flow constraints for visitors to both caves, which prevent full use of
the facilities. This is extremely problematical since it adds visitor unfriendliness to sites which
are already time-consuming and hot to visit.
In Ajanta, there are bottlenecks to the flow line created at four ticketing locations:
• Parking ticket and Amenity ticket line to the parking lot

• Amenity ticket check line before going to the bus waiting area
• Bus ticket line to the heritage site (4 km bus drive)
• Entry ticket line to the heritage site
Signboard for parking and Ticketing booth for parking and Amenity ticket check point
amenity amenity
Shuttle Bus Ticketing Office at Ajanta Ticketing Officer at Ajanta
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Other than the above-mentioned route into the Ajanta Caves, there is another access route
from Upper View Point. This is a historical approach route when a British officer rediscovered
the Ajanta Caves during the hunt of tigers in 1815. Access road to the Upper View Point, which
deviates from the State Road No.8, was paved as a component of the Phase I Project. From
the Upper View Point, a trail leads to the Lower View Point and down to the Ajanta Caves. The
walk takes only 20 minutes. There is a gate where ASI checks the ticket, and visitors who
came from the Upper View Point are instructed to purchase ticket at the ticket booth, which is
located at the official entrance where most of the visitors use, because tickets are not sold at
the gate for the view points.
The alternative approach route is not for everybody but for nature lovers and those who wants
to experience the original approach to the caves. This alternative route may be historically
important and refreshing for those who are well fit, but it complicates the visitor flow. Visitors
who arrived from Upper View Point have to walk additional 10-15 minutes to purchase ticket
and then go back the same way to go to see all the caves. It is also noted that visitors who
take this route does not pay for the amenity fee.
Some members of the Study Team who came down by walking from the Upper Viewing Point
through the Lower Viewing Point successfully avoided paying amenity ticket and arrived at the
ASI ticketing booth 30-45 minutes earlier than other members who came to the same place by
car by way of Ajanta T-Point, the Shopping Plaza and an irritating bus ride.
Upper Viewing Spot Lower Viewing Spot

Although there are two gates to the Ajanta heritage site, only one is for entry (near the ASI
Ticket Booth) and both were used for exit.
It takes at least a couple of hours to navigate the sites because of their uniqueness,
significance and extensiveness on hilly locations.
The location of the Ajanta visitor centre is far away from the caves (4 km) and it is not a
pleasant distance to walk in the hot climate.
Because the Ajanta visitor centre has parking for only 40 cars and 4 large buses, it can be
assumed that the original design intent was to utilize the current parking facilities developed
under Phase-I adjacent to the visitor centre. However, this will create confusion to the visitors
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since the shuttle bus pick-up and drop-off point does not exist at the visitor centre and people
have to walk 8 minutes or be shuttled from the visitor centre to the shuttle bus parking area.
Another visitor flow problem exists in relation to the existing shopping plaza, since the
shopping plaza is not situated in the flow line between the visitor centre and the caves.
It is very important to integrate the visitor flow plan to the visitor centres with the visitor flow
to the caves, otherwise the visitor centres will be underutilized and not provide the amenities
that they have to visitors. However, the Study Team could not obtain a visitor management
plan from ASI even in a draft form (ASI’s Visitor Management Plan will be finalized in August
2010).
It is a problem to develop a unified flow management plan for the entire site, which includes
the flow line to the heritage site in addition to the visitor management within the visitor centre.
Hence, it is important to study and analyze not only the location of AVC in relation to the gate
to the cave, ticket booth for admission to the cave, ASI management office, existing
restaurants, and shuttle bus stops, but also to evaluate the layout plan of the visitor centre
and its complex. A lot of design work needs to be done in this area.
(3) Flow line constraints in Ellora

The flow line to the heritage site of Ellora caves and that to EVC is divided by National Road
211, and this is a problem for integrating management of flow lines, without which the visitor
centres will be underutilized. Unlike Ajanta, all passengers arriving to Ellora by vehicles need to
get off at the roadside near ASI’s ticket booth to purchase ticket before entering the parking
for visitors.
Entry ticket used to be sold at the entrance to the Kailash Temple, and visiting other cave
temples used to be free of charge. The change of the ticket booth location enabled ASI to
charge entry fee to all the visitors who visit any of the caves in Ellora. This modification,
however, resulted in hindering smooth visitor flow into the archaeological site. The location of
ticket booth may have to be revised in this context.
EVC
EVC from Kailash Temple Ticketing Window at Ellora Caves
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It is possible but tough for average tourists to see all the caves on foot. Therefore it would be
worth considering to introduce local transportation for visitors in Ellora starting from the visitor
centre.
Between the Ellora caves and the visitor centre there is a magnificent tree avenue adorned by
the canopy of old fig trees. This should be kept for future visitors to use on the way to the
caves from the visitor centre since it provides good shade and a historical atmosphere.
Tree avenue to the Ellora caves from EVC Old fig tree
Street hawkers keep chasing after foreign visitors and this disrupts the ambiance of the
historical site.
The flow line in the EVC building is twofold: entry from the restaurant side at the back, due to
the location of the parking space, and entry from the front, where the tourist information
centre is located. This is a problem because it requires extra control of visitor flow lines. Local
Indians, who drive themselves, have to walk from their parking spot, which is located in the
middle of both entries, after dropping off their family at the entrance. This presents a third
flow line to control.
Private parking on the right Toward the entrance of EVC

In order not to waste time prior to visit the actual caves, the majority of visitors wish to go
immediately after the orientation; however under the current concept, the shuttle bus departs
from the back of the building where visitors have to go through the chain of shops between
the exhibition hall and the restaurant complex. The problem is separating the flow lines
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between the incoming visitors before visiting the caves to receive interpretation and
orientation at the front part of the complex, and outgoing visitors after visiting the caves to
refresh and relax in the restaurant and buy some gifts and souvenirs at the back part of the
complex before going back to their hotels and homes.
A comprehensive and integrated plan showing AEDP Phase (I) and Phase (II) components
including the heritage sites, the existing ancillary facilities, shops, parking spaces and access
road is necessary for planning visitor management and the flow line of visitors. As a first step,
an Indian consultant is preparing a topographic map and land use plan encompassing the
entire site of Ajanta caves and AVC including 270 ha of plot of land owned by MTDC for future
development.
(4) Integrated ticket

Both MTDC and ASI agree on the necessity of introducing an integrated ticket at each site that
includes the entry fee to the caves, transportation to the caves, and fees for the visitor centre
that is currently charged as “amenity fee” in Ajanta. To engender confidence between the two
parties, MTDC needs to develop transparent capability to deliver the correct amount of
entrance fees, especially to ASI. The problem is part of a larger one: namely that of
integrating facilities operations of both MTDC and ASI.
The following site and detailed maps are showing the visitor flow lines from Aurangabad to the
heritage sites in relation to the location of visitor centres.
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Figure 2-1 Ajanta site map
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Figure 2-2 Ajanta detail map
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Figure 2-3 Ellora site map
2.3. MTDC’s Basic Policy on the Management Plans

The Study Team expects to set a direction for formulation of the management plan based on
the plan to solve the fundamental operational issues at the sites and the ideas and policy of
MTDC.
The Study Team reconfirmed that MTDC understands the positioning of visitor centres within
the context of MTDC’s limited financial and technical capabilities, but at the same time MTDC
has a challenging vision in a much larger context of the comprehensive tourism opportunity in
Aurangabad district as a whole. The plan to materialize this larger goal requires solving site
issues so the sites are effective at attracting different market segments of visitors.
The Study Team realized that there are many potential tourism sites in and around
Aurangabad such as (Bibi-ka-maqbara, Aurangabad Caves, Daulatabad Fort, Lonar Crater and
Grishneshwar Hindu Temples). Sufi cultural traditions in Sulibhanjan – Khuldabad near Ellora is
chosen as a site of Rural Tourism Project implemented by MOT with assistance from UNDP.
Himoroo weaving is renowned all over India, and the area abounds in music, dance, and
artisan traditions that have potential to be supplementary tourist attractions.
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Although the Ajanta – Ellora caves were promoted in Europe, US and Japan, a relatively small
number of foreign tourists visit the caves only during the winter time when the temperature is
relatively mild. It is noted that foreign visitors, in particular, tour groups are predominantly
from Japan and East Asia. Europeans who often dominate tourism scenes in India are
relatively rare and they are mostly independent tourists. It is understandable that MTDC wants
to promote the tourism in Aurangabad using the visitor centres as a nucleus for development.
To set a direction for formulation of the management plan, the Study Team confirmed with
MTDC the mission and expectations of visitor centres as follows:
through AV, hands-on, handicraft making, excursions and entertainment by performers
and artists.
MTDC confirmed that the visitor centres should integrate all of these aspects in order to
maximize the effects of the overall Project but plans for operations in all three areas have not
been fully formulated yet.
MOT explained that either the Managing Director of MTDC or the Principal Secretary of
Department of Tourism and Cultural Affairs, the State Government of Maharashtra, will be the
signatory of concession agreement from the public sector.
2.4. Institutional Capacity of MTDC

In this section, we begin to analyze the institutional capacity of MTDC to manage both visitor
centres by reviewing MTDC’s organisation, finance, human resources, ability to manage similar
facilities, and experience in commissioning to the private parties.
The following are the major viewpoints and indexes covered below in the analysis of the
current institutional capacity of MTDC:
• Human resources having professional knowledge for exhibitions/cultural asset

tours/events/educational activities and programs
• Human resources having professional knowledge in equipment maintenance and

management including audio-visual equipment
• MTDC financial capacity
• Financial data of facilities owned by MTDC
• Management analysis method in hotels, restaurants and visitor centres owned by MTDC
• Confirmation of the contents of contract documents in the case of outsourcing by MTDC
• MTDC’s great strength is that it has a clear legal mandate to develop and promote tourism
facilities and operations. Further MTDC has presence in key tourism locations in
Maharashtra.
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MTDC, however, faces some key constraints. Officials are aware of such constraints and
several measures for institutional strengthening have been initiated. These could take a few
years to fall in place. In this context, the following areas are assessed in the context of
implication for the proposed Visitor Centres.
• Business model for MTDC operated hotels & facilities
• Corporate HQ Management (monitoring) system for optimum usage of facilities
• Present human resource management policies (for operations)

• Inferences from capacity assessment for visitor centre project
2.4.1. Business model for MTDC operated hotels & facilities

Among many state tourism development corporations in India, many of which still stick to the
outdated state-run tourism model, MTDC is exceptional and one of the most advanced tourism
development corporations. Presently MTDC primarily operates and undertakes its mandate
with their own staff but it is now seriously considering to lease out their properties, mainly
hotels and restaurants, to the private sector. In this context, MTDC intends a thorough review
of its organisation structure and business model. This is also mandated in the Tourism policy
of 2006.
In line with other progressive states, it is envisaged that MTDC will move in the direction of
enabling and creating facilities including hotel and resort facilities rather than operating them.
This implies a greater orientation towards PPP and outsourcing models to optimise both use
and return on assets.
Even in regard to the above expected enhanced orientation towards PPP and outsourcing, this
may be easier/more practical in new and emerging projects rather than existing projects and
facilities that are already in operation.
2.4.2. Corporate HQ monitoring system for optimum usage of facilities

The occupancy, cost, revenue, profit, and various physical and financial parameters are
continuously being monitored by HQ for assessment and improvement. The computerisation of
these activities into an integrated MIS is in process and expected to be complete within the
next 1-2 years. In this context, the shift in focus of corporate HQ from information gathering
to analysis and decision-making will be strengthened.
A parallel activity in MTDC is introduction of budgetary system that is focussed on evaluation

and outcome based budgeting. (The emphasis is intended shift from merely spending funds to
the actual utility and outcomes of the funds spent.)
2.4.3. Present human resource management policies for operations (incentives and
marketplace orientation for HR performance)
In regard to operations of hotels, resorts and facilities, under present MTDC guidelines there
are limited incentives or pay differentiation measures for better performance.
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In the context of commercial operations or where competition is with similar commercial

operations, this would create an overall institutional constraint. While no quantitative private
sector comparator assessment has been made, but as inferences from officials and
professionals in the field, it may be surmised that these constraints also impact quality and
cost optimisation for O&M.
From performance motivation system, there is limited orientation of target-setting based on

performance of comparable private sector properties and benchmarking on a dynamic (rapid
response) basis.
This aspect is also related to the whole complex schema of HR issues including rigidities in job
descriptions/conventions and limited flexibility in deployment/redeployment of staff.
2.4.4. Inferences from capacity assessment for visitor centre project

The visitor centre complex has constraints for being supported and developed within the
traditional/established institutional framework and corporate body of MTDC including within its
existing organisation structure, HR compensation and performance management policies or
based entirely on in-house technical resources.
In this regard, we can take advantage of the factor that MTDC itself is in broad transition in
these areas and align the visitor centre project accordingly with the emerging direction of
MTDC policies that provide greater flexibility.
However, MTDC will have to evolve a new model for ensuring optimum operation and
management of the visitor centre complex, including close collaboration with other agencies.
2.4.5. Human resources

The main functions of MTDC are public relations for tourist resources in the state,
management of directly owned hotels, and licensing and approval of tourist concerns.
Therefore, MTDC does not have people having professional knowledge of exhibits, education
or events, nor people for the maintenance of large-scale equipment.
The largest hotel MTDC owns is Mahabaleshwar hotel with approximately 120 rooms.
Assuming 50% of room utilization and 2 person per room, total visitors per year are calculated
43,800 (120 rooms x 2 visitors/room x 365 days/year x 50%)
Ajanta and Ellora visitor centres are designed for more than 1 million people each. The largest
size of the hotel MTDC currently manages receives in the range of 40,000 visitors, which is 4%
of each visitor centre.
As they have to deal with large-scale equipment incorporating exhibition and convention
functions with the visitor centres, MTDC feels that it is difficult to directly manage and
maintain them based on the current knowledge and skill level of their staff. The current
staffing situation and their educational background of MTDC’s are shown in the following table.
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Table 2-2 MTDC’s personnel number and their education background

Educational Executives 3rd Class 4th Class Total Ratio
Background Employers* Employers**
Master 7 3 0 10 2.7%
Bachelor 12 37 0 49 13.3%
Others 23 78 5 106 28.7%
No statement 16 188 204 55.3%
Total 42 135 193 369 100%
2 positions are 1 position is empty
empty
* 3rd Class Employers: Including Senior Clerk, Resort Manager, Assistant Manager, Driver, Telephone
Operator, Clerk, Electrician, Cook, and so on.
** 4th Class Employers: Including Assistant Cook, Waiter, Laborer, Guard, Cleaner, Sweeper, Room boy,
Helper, Gardener, and so on.
Source: MTDC
2.4.6. MTDC’s financial capacity

The revenue of MTDC including operating tax and grant-in-aid in 2005 was Rs. 17.9 crores
against Rs.14.4 crores of expenditures as shown below.
The total revenue of the government of Maharashtra in revised estimates 2009-2010 is Rs.
88,498 crores (covering Government of Maharashtra, Medium term fiscal policy, Fiscal policy
strategy statement and Disclosures for Maharashtra 2010-2011)
Although the years of comparison are different, the size of MTDC income is about 0.02% of
the income of Maharashtra State.
Table 2-3 MTDC 2005 income statement

(Rs. Crore)
Income 1. Operating Income (1) Holiday Resort 6.5
(2) Hotel & Restaurant 2.1
2. Lease/Rent 2.6
3. Other Activity Income 1.0
4. Interests, Misc 3.4
5. Grant in Aid 2.3
Total 17.9
Expenditure 1. Operating Expense (1) Holiday Resort 3.8
(2) Hotel & Restaurant 1.9
(3) Reservation & Booking Office 0.7
(4) Regional Office Expense 1.3
2. Administrative Expense 4.0
3. Grant in Aid 2.7
Total 14.4
Profit before Int. Depreciation & Tax 3.5
Source: MTDC
(1) Financial data of MTDC facility (Aurangabad Region)

The performance of MTDC owned hotels and restaurants in Aurangabad region, based on
actual data, is analyzed below.
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MTDC owns and operates 3 hotels and 3 restaurants, and leases 3 hotels and 1 restaurant to
private companies for operation.
Facilities owned and operated by MTDC
Table 2-4 Hotels 46 rooms

No. of Rate
No. Name No. of Rooms
Employees (Rp/room)
1 Holiday Resort, Fardapur 29 6 679
2 Ajanta T Junction Guest House 5 3 1,100
3 Holiday Resort, Lonar 12 3 967
Source: MTDC
Table 2-5 Restaurants 225 seats

No. of Spending/seat
No. Name No. of Seats
Employees (Rp/seat)
1 Ellora Restaurant 60 5 200
2 Ajanta Restaurant 120 8 200
3 Vihara Restaurant, Fardapur 45 3 200
Source: MTDC
Facility owned by MTDC and leased for operation

Hotel
• Holiday Resort Aurangabad
• Wayside Amenity Centre, Sillord,
• Holiday resort, Kahiayakunji, Fardapur
Restaurant
• Tarangan Restaurant, Lonar
Financial data of the leased facilities is not available. Based on the review of MTDC lease
contract of hotels and restaurants, performance and financial information are not required by
MTDC to the lessee. The following are the financial results of MTDC’s own facilities.
Table 2-6 Financials of hotels owned and operated by MTDC

Financial (lakh)
2008
No. Name
Expenditure Profit
Income Salary Others
Total (Loss)
1 Holiday Resort, Fardapur 34.2 26.9 11.2 15.8 7.2
2 Ajanta T Junction Guest House 4.2 2.0 0.5 1.5 2.2
3 Holiday Resort, Lonar 8.8 8.3 3.6 4.7 0.5
Source: MTDC
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Table 2-7 Financials of restaurants owned and operated by MTDC

Financial (lakh)
2008
No. Name
Expenditure Profit
Income Salary Others
Total (Loss)
1 Ellora Restaurant 13.8 15.4 6.1 9.3 -1.5
2 Ajanta restaurant 31.8 29.5 8.0 21.5 2.3
Source: MTDC
(2) MTDC’s management

As indicated, in Aurangabad region, some facilities make profit and others make loss. While
MTDC review financial results and may take actions, for example, an action to sell a facility, we
feel that objective management activities are not carried out.
Management activities should include: 1) Setting up goals, 2) monitoring actual performance,

and 3) taking corrective action on problems (problems are the difference between goal and
actual). This is called the Plan-Do-Check-Action (PDCA) cycle.
MTDC management activity seems only to monitor the results of actual performance without
comparison with the original target. Therefore, in case a facility is making profit, MTDC may
not find the problem that the facility is making less profit than it should make.
Using financials of hotels and restaurants in Aurangabad region, financials using the elements
of the PDCA cycle are shown below.
Table 2-8 Financials using the elements of the PDCA Cycle

Financial (lakhs) Annual Utilization
2008 Expected (%)
No. Name Revenue
Income Expendit Profit
Salary Others (lakh) 2008
ure Total (Loss)
1 Holiday Resort,
34.2 26.9 11.2 15.8 7.2 59.1 57.8 %
Fardapur
2 Ajanta T Junction
4.2 2.0 0.5 1.5 2.2 16.5 25.5 %
Guest House
3 Holiday Resort,
8.8 8.3 3.6 4.7 0.5 34.8 25.3 %
Lonar
Annual expected revenue is calculated based on the number of rooms, and tariff for each
facility. Utilization is the ratio of actual income to Annual expected revenue. If utilization is low,
there may be a problem with attracting visitors.
As shown in the above table, while all the hotels in region make profit, occupancy rate of two
hotels is very low and the reason should be analyzed, and corrective actions should be taken
as necessary. The important thing is to set up targets and compare actual performance with
the targets for possible corrective actions.
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2.5. Outsourcing of Management and Operations

Public and private sector partnership in India is more advanced than in Japan in certain sectors
such as road and infrastructure developments; the legal system concerning coordination with
the private sector is also developing. The Study Team also found some examples of operations
and management of museums in Mumbai. The museums making a proper profit to cover their
own recurrent costs include: Chhatrapati Shivaji Maharaj Vastu Sangrahalaya (Prince of Wales)
Museum and Dr. Bhau Daji Lad (Victoria & Albert) Museum. The systems they employ to be
self sufficient need to be identified to use as guidelines for MTDC to do the same and achieve
financial sustainability.
There are examples of MTDC outsourcing operations and management of small scale visitor
centres, hotels, restaurants, etc. owned by MTDC. Whilst making use of such know-how
accumulated through past experience, an appropriate outsourcing of management and
operations will be sought through this Study provided the design of the operations is fully
made, which is not the case yet.
2.6. Cooperation among relevant organisations

Linkage with related organisations in addition to linkage of their sites is indispensable in order
to raise the quality of service of both visitor centres. From this viewpoint, the Study Team
analyzed the possibility of linkage with related organisations and will make suggestions based
on the results, in order to study measures to build better links with related organisations.
2.6.1. Cooperation with ASI (Archaeological Survey of India)

Particularly, MTDC’s cooperative relationship with Archaeological Survey of India (ASI) is an
important objective that will influence the future of the Project. The Study Team found that
there are some agreements already made with ASI in regard to the management of the visitor
centre by providing space for ASI in both visitor centres. ASI also showed interest to have an
on-site laboratory in each visitor centre in order to quickly examine and test materials related
to the conservation of monuments.
MTDC has already requested ASI and State Road Authority to consider and adopt a single
ticketing system in Ajanta. MTDC also requested ASI to allow extending opening hours for
Ajanta caves from sunrise to sunset which has already been adopted at Ellora caves.
The Study Team found that ASI does not object to adopt the single ticketing system as long as
the accounting issues for ticketing are solved by all the stakeholders concerned.
Creation of a unique business model is mandatory to attract private sector firms. In parallel to
interpretation function, cultural and educational activities should be held in the visitor centres.
In order to do so, cooperation among relevant organizations is necessary, in particular with
ASI.
The Study Team found that ASI is not only researching, conserving and excavating
archaeological sites and objects and monitoring structure and conditions of caves, but also
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holding seminars, lectures for university students, public awareness workshops, essay contests
with school children and organizing world heritage week and day in regard to heritage
conservation and culture. Visitor Centres have abundant spaces for showing new findings and
holding these ASI activities.
After thorough discussions with ASI Superintendent of Aurangabad, it was revealed that ASI
possesses vast knowledge of the history of the caves, Buddhism and the cultural importance of
monuments. ASI also has very interesting ideas to attract visitors. Thus, it is vital for MTDC to
collaborate with ASI in order to sustain the operations of the Visitor Centres in the long run.
(1) Objectives of the ASI Survey

The ASI, under the Ministry of Culture, is the premier organization for the archaeological
researches and protection of the cultural heritage of the nation. Maintenance of ancient
monuments and archaeological sites and remains of national importance is the prime concern
of the ASI. Besides it regulate all archaeological activities in the country as per the provisions
of the Ancient Monuments and Archaeological Sites and Remains Act, 1958. It also regulates
Antiquities and Art Treasure Act, 1972.
The study areas, Ajanta and Ellora sites, involve the ancient monuments and archaeological
sites and remains protected by ASI. In addition ASI has much experience of museum
management in India, and especially some of ASI’s museums are near heritage sites like this
study areas. Therefore the way of cooperation with ASI and knowledge and skills should be
studied. The objectives of this survey on ASI are:
• To ensure that the proposed management plan is harmonious with the monument
conservation programmes of ASI.
• To take note of references to knowledge and information for managing museums in India.
• To draw up the mutually compatible flow of visitors between the Visitor Centre and caves
with ASI, and their consultant.
(2) Organizational structure of ASI

The ASI is a large organization with an organized work force at the base and the Director
General at the apex. ASI’s major activities inter-alia are as follows:
• Conducting archaeological explorations and excavations.
• Maintenance, conservation and preservation of protected monuments and archaeological

sites and remains of national importance.
• Chemical preservation of monuments and antiquarian remains.
• Architectural survey of monuments.
• Epigraphical and numismatic studies.
• Setting up and re-organization of Site Museums.
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• Training in Archaeology.
• Bringing out archaeological publications.
• Archaeological expeditions outside India.
• Horticulture operation in and around ancient monuments and sites.
• Implementation and regulation of - The Ancient Monuments and Archaeological Sites and
Remains Act, 1958.
• The Antiquities and Art Treasures Act, 1972, etc.
There are archaeologists, conservators, epigraphist, architects and scientists in ASI for
conducting archaeological research projects through its Circles, Museums, Excavation Branches,
Prehistory Branch, Epigraphy Branches, Science Branch, Horticulture Branch, Building Survey
Project, Temple Survey Projects and Underwater Archaeology Wing.
The Circle is the one of the departments of ASI that serves for the maintenance of ancient
monuments and archaeological sites and remains of national importance. ASI divides the
entire country into 24 Circles for the maintenance of ancient monuments and archaeological
sites and remains of national importance. There are 2 Circles in Maharashtra state: Mumbai
Circle and Aurangabad Circle. The Aurangabad Circle covers whole Maharashtra state except
Mumbai area and it is divided into 9 sub-circles. It has 168 monuments to protect all over the
Circle and a science branch near office in Aurangabad city area.
Figure 2-4 Organization structure of ASI
Source: ASI web; http://asi.nic.in/asi_aboutus_organization_circle.asp
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Figure 2-5 ASI Circles in India
Source: ASI web; http://asi.nic.in/asi_aboutus_organization_circle.asp
(3) Activities of ASI circles

The Circles carry out archaeological fieldwork, research activities and implement the various
provisions of the Ancient Monuments and Archaeological Sites and Remains Act （AMASR
Act）, 1958 and Antiquities and Art Treasures Act 1972. This includes the following:
• Carrying out village-to-village survey of antiquarian remains; exploration of archaeological

sites, documentation of loose sculptures.
• Excavation of archaeological sites.
• Conservation and day-to-day maintenance of protected monuments.

• Providing basic amenities at the monuments for tourists.
• Issuing of NOC for any sort of construction, additions and alterations to existing structures
or new constructions coming under 100 m to 300 m (regulated area) from the protected
monuments.
• Issuing permission for filming, photography and cultural programmes at the protected
monuments.
• Organising public awareness programmes on various occasions like Word Heritage Day
(April 18), World Heritage Week (November 17-25), Museum Day (May 18) and other
important occasions.
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• Registration of antiquities and issuing non-antiquity certificates.
• Interaction with various universities and research institutions.
(4) ASI activities in the Ajanta and Ellora sites

Particularly at the Ajanta and Ellora sites, Aurangabad Circle conducts Item 3. Conservation
and day-to-day maintenance of protected monuments, Item 4. Providing basic amenities at the
monuments for tourists, Item 7.Organising public awareness programmes on various occasions
like Word Heritage Day (April 18), World Heritage Week (November 17-25), Museum Day (May
18) and other important occasions as well as others.
Details are described below.
Conservation and day-to-day maintenance of protected monuments

• Security: Security guards who belonging to ASI check tickets and at the same time visitors
have to go through a metal detector.
• Cleaning: Dustbins are installed and Sweepers are in the caves.

• Monitoring: Many scales are set on rocks for measuring movement of gaps of cracks on
rocks.
• Control of the number of visitors: ASI regulates that 40 or fewer persons can enter the
caves particularly with murals within 20 minutes at a time. Therefore a janitor stands to
count the number of entrants to each cave particularly with murals.
• Elimination of bats and beehives: For bats, ASI sets the net at the entrance of caves but not
all caves. For beehives, ASI eliminates them on closing day.
Security gate Monitoring to measure movement of crack

Providing basic amenities at the monuments for tourists;
• Drinking water, toilet: There are some water spots and toilets.
• Souvenir shop: Only in Ajanta, there is a small souvenir shop.
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Drinking water spot Showcase in the souvenir shop
(5) Findings on the Ajanta and Ellora sites

Unless the two sites (monuments and visitor centres) are integrated into a single functioning
system, problems will continue to plague both. However, cooperation between ASI and MTDC
can create synergy by each offering of opportunities to overcome constraints as shown in
Table 2-9.
In the study, some constraints were found at Ajanta, Ellora sites (VCs and caves) on both VCs
and ASI in association with VCs and ASI, but also at the same time some opportunities were
found. For instance, they can exchange knowledge so that they would reduce their
constraints: VCs offers training programme of hospitality and ASI’s staff can get a better
attitude for tourism. On the other hand ASI offers information of the newest research
outcomes for exhibition in VCs, and VCs can get materials for self-sustainable exhibition. In
addition, ASI can interpret research outcomes and it has activities for promotion.
And as there is huge space, VCs can control the number of visitors at the caves especially with
murals for conservation. For instance, in the auditorium, showing movies of interpretation of
caves, activities by ASI and as well as others and safety precautions on the sites serve multiple
purposes: safety for visitors, conservation for ASI and increase of visitors at VCs.
Thus tourism and conservation at the Ajanta, Ellora sites are compatible and create synergistic
effects.
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Table 2-9 Constraints and opportunities at Ajanta and Ellora sites

Constraints
MTDC’s • Exhibition plan does not assimilate ASI’s opinion. It could be self-sustainable exhibition by ASI’s
VCs research outcomes.
• Planning of VCs and Visitor flow (ticketing) do not assimilate ASI’s opinion. It is necessary to
cooperate with ASI because visitors should think of a heritage park as a single entity including
all caves and VCs.
• Admission fee is paid to the national treasury through ASI, therefore it is not used for
maintenance and operation cost for VCs.
ASI • ASI does not have an on-site laboratory or meeting room. Therefore to some extent ASI can not
conduct to survey and have meetings efficiently and effectively.
• ASI lacks an opportunity to explain its research outcomes and activities at the site. This is partly
because it does not have an on-site museum.
• ASI’s security staff and a souvenir shops lack hospitality attitude. Hospitality is very important to
get repeaters for being self-sustainable tourism destination.
• World heritage sites are regulated on setting new structures even for safety. But there is no
first-aid station on the site.
Opportunities
MTDC’s • VCs can rent out spaces for various purposes. VCs has huge spaces containing ASI’s laboratory,
VCs meeting rooms, Auditoriums and Amphitheatre.
• VCs can contribute training programmes. VCs plans to employ tourism experts and conduct
training programmes in the VCs before opening.
ASI • ASI can widely tell about its research outcomes and hold activities on the site. ASI has vast
knowledge, information and high resolution photographs on the caves, history and religion.
Also, VCs have huge exhibition areas.
• ASI can hold various educational activities. Because ASI has experience of seminars and
workshops at caves. Also, VCs have auditoriums and orientation spaces.
If the opportunities are conducted with the way of complementing the MTDC and ASI
relationship the constraints might have possibility to be resolved.
For instance, MTDC offers training program on hospitality and ASI’s staffs can participate and
get better attitude towards tourism. On the other hand, ASI offers information on the newest
research outcomes and materials for self-sustainable exhibition. In addition, ASI can provide
other services such as interpret and analyzed research outcomes and can provide assistance
for product promotion. And the VCs have huge available space that can be used for
promotional material displays such as billboards and murals for conservation. The auditorium,
for instance can be used to show movies regarding interpretation of caves, milestone of
conservation efforts of ASI and other presentation materials that can promote safety
precaution in the sites for visitors. In this way, conservation efforts of ASI will be enhanced
while increasing visitors in VCs.
In addition, One immediate effort that MTDC and ASI may need to consider is to set up a new
working group that will: 1) review the constraints and opportunities observed in these sites; 2)
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come up with comprehensive exhibition materials package that serve the purpose and vision of
MTDC and ASI.
2.6.2. Cooperation with other tourism stakeholders

(1) Aurangabad Festival Committee
There is no section for tourism at local government levels. However, Aurangabad has
experiences of successfully hosting the Ellora Ajanta Aurangabad Festivals. The festival has
been organized by Aurangabad Festival Committee, under which stakeholders with different
backgrounds have collaborated. They include, although members change year-by-year, MTDC,
Aurangabad Hotel and Restaurant Association, Tourism Promoters Guild, Chamber of
Marathwada Industries and Agriculture, and INTACH.
This is a good example of MTDC’s capability to collaborate with local government bodies and
other tourism stakeholders. It also shows that local government bodies and local people are
also interested in participating in tourism. Although the committee is organised specifically for
the festival, a similar organisation may be created to promote the decentralisation of tourism
administration.
(2) Tourism Promoters Guild

Tourism Promoters Guild is an organisation consisting of members from universities, the travel
trade and others. Compared with the Hotel and Restaurant Association, it covers a wider range
of people; therefore it is regarded to be more open and participatory organisation compared
with the former. The characteristics of the organisation have good affinity with that of the
visitor centres, functions of which include not only restaurants and shops but also museum
and venues for cultural activities. The organisation is reported to be not very active at present
but the visitor centres have a potential to revitalise it.
(3) Shop owners associations

There are many small shops near the entrance to the caves both in Ajanta and Ellora. They
have an association at each site to protect their business because they have been relocated, or
afraid of being relocated for conservation purpose from favourable locations near the caves.
In Ajanta, shop owners have been complaining of MTDC’s amenity fee of Rs.7 that is charged
to both domestic and foreign visitors at the entrance of the parking before they reach the
Shopping Plaza, where their shops and restaurants are located. They are not complaining of
the fee itself but the location it is charged; the current location to collect the fee limits the
number of people who come to the Shopping Plaza. Besides, many of the shop owners feel
that they have been almost forcibly relocated from the original location near the entrance gate
of the Ajanta Caves. MTDC’s land acquisition process in Ajanta is also criticised by some locals.
In Ellora, small shops and restaurants line up along the National Road section between the
visitor centre and ASI’s gate into the archaeological site. They are also afraid of being
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relocated from their current location like in Ajanta, and the Study Team was explained that the
shop owners’ association was established to protect their business from such conduct.
For both locations, the opening of the visitor centres may affect their business negatively,
because it introduces new competitors. The visitor centres, however, could bring more
potential customers if they provide additional attractions for visitors and locals, and are used
for venues for events and festivals. The management plan for the visitor centres should be
designed taking this aspect into account. Fortunately, visitor statistics show an increasing
trend for both domestic and foreign visitor numbers. Interviews with the travel trade in
Aurangabad also revealed that spending two days for Ajanta and Ellora is increasingly popular
thanks to the promotion activities by MOT, MTDC and local tour operators to increase
awareness about the abundance of tourist attractions in the area, which means that time
spent at each site could be extended if the visitor centres provide services and facilities that
cater to the needs of the visitors.
(4) Mécénat (corporate patronage of art and culture)

Mécénat is a French word that means corporate activities to support art and cultures. In India,
it is often referred to as CSR or Corporate Social Responsibility. It is a corporate activity to
provide patronage to art and culture thereby contributing to the society where they operate,
as well as disseminating a favourable corporate image. Due to India’s booming economy,
mécénat is becoming widely recognised among corporate representatives, and supporting
conservation and cultural activities related to World Heritage sites should attract their attention.
Despite its appearance, Aurangabad is an industrial city thanks largely to the industrial estates
developed by Maharashtra Industrial Development Corporation (MIDC) and its efforts to invite
world renowned corporations since 1960s. Table 2-10 shows a list of major corporations that
operate in Aurangabad.
Table 2-10 List of major corporations in Aurangabad

Bajaj Auto Greaves Cotton Seminis Seeds
Baxter Johnson & Johnson Siemens
Colgate-Palmolive Kenstar Škoda Auto
Endress+Hauser Lombardini India Sterlite Optical Technologies
Forbes Gokak Ltd Mahyco Seeds / Monsanto Videocon
Franke MAN Diesel Wockhardt
Goodyear
They may not be stakeholders of tourism development but many of them are potential patrons
for art and cultural activities related to the visitor centres.
2.7. Revenue and Expenditure Sources

The Study Team found it quite difficult to obtain any financial and accounting information from
various organizations as official evidences, except those of tariffs for water supply, electricity
and telephone lines.
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Verbal information has been obtained for salary scales for engineers as well as maintenance
staff and staff working in hospitality industry as general information.
It is important to determine the demarcation of costs for promotion activities before the
opening of the visitor centres; this should be clarified with MOT and MTDC. Insofar as revenue
projections of the Visitor Centres (both at Ajanta & Ellora) are concerned, it would be broadly
classified into two streams:
• Capital receipts: usually by way of one-time or recurring grants which may be received from
the State Government, Central Government or as donations from other domestic (National)
or International sources, or from the lease and/or sale of assets.
• Revenue receipts: usually by way of fees/ visitor charges from services offered by the
facilities, including rentals.
Expenditure, on the other hand, would broadly be comprised of:
• Capital expenditure: Used to create assets for operations – much of this has already been
incurred by the MTDC in creating the physical built forms of the visitor centres.
• Revenue expenditure: Expenses on various aspects of operations, viz. Establishment

(salaries & overheads), operating costs (energy, water, maintenance, telecommunications,
conveyance), procured services (security, exhibition/ event management etc.),
miscellaneous recurring expenditure (consumables, contingencies, depreciation & sinking
funds)
The difference between the two would be classified as revenue surplus or deficit. With the
progress of time, certain factors would change or alter, till such time as the entire set of assets
is deemed expendable, and the investment made over such time is deemed to have served its
economic purpose. The sum total of such costs incurred over the duration of time (i.e. till such
investment deemed to have served its economic purpose), is known as life-cycle cost.
Typically, life-cycle duration is taken as 20 years.
Estimates of revenue receipts can be had from:
• Other MTDC-owned establishments offering analogous services (as proposed in the Visitor
Centres).
• Similar facilities currently operating in the Ajanta & Ellora cave sites and its area of
influence (e.g. areas which work as resting/ stopover points en route), which also offer
competing variants of identical or analogous services as to what has been proposed in the
Visitor Centres.
2.7.1. Cash flows

Activities catering to visitors with these purposes may be developed into revenue streams by
way of:
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• Hospitality & leisure activities
• Commissioned research facilities with captive clientele
The revenue streams for these activities are being worked out separately.
We collected the following information for revenue and expenditure items for visitor centre
cash flow.
• Ajanta and Ellora caves and other museum tariffs
• MTDC payscale
• Non-skilled personnel cost for MTDC hotels and museums
• Additional capital expenditure unit cost for restaurant
• Utility unit cost for electricity, telephone, water
For MTDC to receive subsidy from the state or central government, it should coincide the
budget request timing, which is according to a fiscal year beginning April. Based on the
discussions with various stakeholders and investigation made in Aurangabad, Mumbai and
Delhi, the Study Team drafted the following list of assumed items for both revenues and
expenditures for visitor centres:
(1) Assumed revenue sources

• Admission fee
• Lease/rentals (shop, restaurant, cafeteria, craft centre, auditorium, amphitheatre, exhibition

hall and conference hall)
• Shuttle bus services

• Education activities
• Museum products (publications, posters, DVD, posters, handicrafts and souvenirs)
• Parking spaces
(2) Assumed operating and maintenance costs

• Recurrent costs for electricity, water, ITC, waste disposal and gas and fuel
• Personnel costs (including accommodation and transportation)
• PR and publication costs
• Maintenance costs for equipment and facility
• Planning and administration costs
An experienced tour guide pointed out that the lack of good restaurants, in particular, in
Ajanta is a reason for his customers’ reluctance to stay longer in the sites because they need
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to go back to Aurangabad to have lunch in a reasonably clean restaurant. In this sense,

inviting good restaurants has a strategic importance for the visitor centres.
Introduction of a re-entry system to the caves would encourage visitors to stay longer at the
visitor centres since it allows serious visitors to come back to the visitor centres to have lunch
and miss the hottest time of the day in the visitor centres. It is also noted that the re-entry
system would give good rationale for the price increase.
The Study team conducted interviews with stakeholders with different backgrounds about
possible amount of entrance fees to the historical monuments and upcoming visitor centres.
Most of the interviewees first referred to the possibility of increasing foreign visitors' entrance
fees, but they gradually shifted their focus on various possibilities for getting additional
revenues from domestic visitors as discussion continues, and many agreed on the necessity to
increase domestic visitors’ entry fee, which is Rs.10 at present, from the viewpoint of
enhancing visitors’ experience in the caves saying that many of the local visitors come to the
caves for picnicking rather than for observing the caves for their historical value.
There is a lack of leisure facilities in Aurangabad District, and it is pointed out that the lack of
leisure facilities results in the increase of local visitors in the caves and they could be diverted
to the visitor centres if they have proper attractions for them.
The Study Team considers that the entrance fee for domestic visitors, which is Rs.10 at both
sites is too small considering India’s improved economic situation and growth trend of
disposable income. The entrance fee for the foreigners, which is Rs.250 at both sites, is still
inexpensive if it is compared with other world heritage sites, which is around $10 on average.
For both types of visitors, a reason should be given to rationalise the increase of entrance fees.
New attractions and services in the visitor centres could be planned as a rationale for the price
increase.
2.8. Similar Cases in India

The Study Team visited various museums, restaurant, shops and institutions in New Delhi,
Mumbai and Aurangabad, obtained some information of examples of managing facilities for
tourists, and visited some tourism facilities to evaluate the level of services and how they are
contracting out the various services.
Further to the study of similar cases, the Study Team also discussed with relevant institutions
and candidate organisations the feasibility of contracting out or to have possible collaboration
which could clarify any problems to be solved in-house.
There are major differences in delivery of services and level of facilities between the high-end
hotels and restaurants in Mumbai and public and MTDC owned facilities in Aurangabad. The
employment of capable and trained staff is the key for the functionality of the visitor centres;
however the payment rate of personnel and incentives will also determine the attractiveness of
their positions. If the project intends to employ young local people in the vicinity of the sites
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and Aurangabad, a proper training programme should be developed and implemented and
assisted by hospitality management schools in Mumbai and Aurangabad.
2.8.1. Kuoni Academy, Mumbai

Kuoni Academy is basically a privately owned Swiss company by vocational institute with 2,000
staff which offers intern certificate, hands-on knowledge, and provision for internship. It has
partnership with VFS-Visa Facilitation Service (having 358 global Back-offices) which trains
consulate students from south-east Asia and other parts of the world focused on low income,
mid-class, generally poor people. Enterprise model include franchises with privately owned
organizations in 5 centres controlled by Kuoni centres in Delhi, Bombay, Hyderabad, Chennai,
Bangalore which directly controls 12 partnerships.
Moreover the academy introduces the franchise system with legal and financial staffs. The
most important point is accessibility which affects travel time. If it takes 3 hrs to get to school,
students will not have enough time to study. The KUONI Academy does not compete with
University because it is primarily a vocational school. But there are typo-programs, MBA
program and 2 years master course in collaboration with universities in UK and Switzerland.
Kuoni Academy has 21 centres in all over India and Maharashtra state total 5 centres, 3 at
Mumbai, 1 at Pune and 1 at Nagpur, primarily a vocational school. There are also short
programs, 4 months, 6 months and 1 year with ticketing system. Under the programs, student
studies for 2-4 hours and then student can go to higher education or internship to match their
situation. Because the KUONI Academy is oriented more towards job training then promoting
internship, example such as for McDonalds Restaurants, Thomas Cook as well as others.
Higher education programs involve partnership with private companies as IMF, UK; Rome,
Italy; also Malaysia. Vocational training is generally (3rd) term internship is in the foreign
country of origin.
Vocational schools provides one year internship certificates, UG-under graduate, Post graduate,
Bachelor of Business Management, MBA-Master Business Administration generally for low, mid-
class income people. Higher vocational education involves partnerships with private
organization for enterprise training as McDonalds Restaurants, Italian and United Kingdom for
travel knowledge as Hogd, Robinson Group.
The KUONI Academy teaches foreign languages, majorly French and German, and recently
opened a class for Japanese and Chinese.
Kuoni Academy is self sustained, fee based, private, corporate planning, franchise fee/royalty,
advertise proposals in-house, do search and have legal staff. The Academy trains owner
management every 3 months as a rule.
Kuoni has 50/50 partnership with Government of Malaysia in regard to education/

empowerment for travel industry, operational travel management, teach hospitality, and teach
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foreign language such as French/German. Chinese and Japanese language is in the works
considered.
Kuoni is a 5/6 year franchise company with catchment area near their academy. It has a
scientific catchment using GPS system. Primary research is costly therefore they have to be
right from the beginning to foster to upper, middle, lower class students with access time
balance of (1.5 - 2) hours.
AV room of Kuoni Academy Regional Head-West and Students of Kuoni

Academy: one student was speaking in Japanese
and another student came from Aurangabad.
Bedroom of Kuoni Academy for training PC room of Kuoni Academy
2.8.2. Institute of Hotel Management (IHM), Aurangabad

Institute of Hotel Management was created by Dr. Rafiq Zakaria through his funding and the
Taj hotel group. The institute is located adjacent to the Taj Hotel in Aurangabad and students
are having on-the-job training at the hotel. IHM was founded about 15 years ago. Taj is
considered an economic hotel in Ajanta area, but decided not to go forward. They found
people who want to return to Aurangabad. There are no comparable school for hospitality in
India. Students (Indian origin) come from all over the world. Students from Aurangabad area
number about 10%.
They also have association with University of Huddersfield, UK for academic program.
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The program is are scheduled for 4 years where120 weeks will be spent which include 36
weeks of on-the-job training experience at hotels, etc. (operation, project, senior level
assistance should have experience with on-the-job practice for 12 weeks each). There are 2
courses, one is in business operations and the other is restaurant.
Types of Hotel Management Courses offered include Professorship, Culinary, and Hotel
Management. Tuition fee is (Rs. 16 lakhs) for 4 years. The accommodations to the hotels
number 225 men. Approximate ratio of male / female grads is 50/50.
Total students number is about 700 and to 44 teachers. Man to woman ratio is 1:1. Total of
180 students are accepted out of 1000 applications. The tuition cost for food and lodging is
presently Rs. 1,600,000 (Rs. 16 lakhs).
Course restrictions are that foreign nationals may not apply unless there is a mix of
nationalities that apply and Indian origin acceptable. The ratio of 1 in 5 are selected after
passing the national entrance exam. Presently there are 46 Teachers and the ratio is 1 to15
students. International degree/certification is awarded after graduation by the University at
Yorkshire, England.
Hospitality job is not considered attractive, thus many graduates work for non-hospitality
companies. For example, Louis Vuitton pays 5 times more for their position than a hotel. Marks
& Spencers, UK department store chain, is another example which pay more.
Presently, the top 5 grads are girls. Hospitality grads mainly go into houses, retail,
management, real estate management, tourist management, etc. Grads generally have a (100-
150%) chance of acquiring jobs depending on the graduate institute.
Management grads have 100-150% chance to get jobs depended on work/study level with
guaranteed skill in IT and/or Management of choice.
Hospitality service teaches students how to observe and entrust service with inclusion or
exclusion of service. Students are thought to pay special attention to behaviour pattern of
guests whether or not to pay attention to guests which depend on their actions. The school
philosophy is to learn to observe guest whether one should be left alone or needs assistance
for whatever reasons.
Educating management models teach one to run own operation and outsource later as the
needs arise, guarantee on return investment, and restaurant management.
Revenue in regard to “Operations/Investments” on restaurants shall have a “Bench mark” of

30% for material costs and to place 20% back into business for growth.
The aim is to provide world class archives by upgrading IT and capacity to modernize
electronic data to achieve simultaneous translations, modern digital equipment to upgrade
capacity in every way.
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The present cost ratios for doing business are 1:2-Aurangabad, 1:3-Bombay, 1:4-Ajanta, 1:5
New Delhi.
Radial development analyzed shows great potential in Aurangabad’s suburban development

within the 100 Km radial area which show it will take less time to reach the city centre in the
radial development future study.
Local shopping trends tend to energize the younger generation to promote “Livelihood” and
sales competition between locals. Urgency is to direct customers to government “authorized
stores”. Most importantly, the main goal should be to implement and promote top attractions
towards getting “Value for the Money”.
Challenging future planning is the key. Most importantly, studies show that “Buddhism” is a big
draw in India. Future planning should include the thought to promote locals/foreigners for
future theme attractions. The main intentions may be directed towards Sri Lankan people to
promote “value for money” which is important for attracting the tourism movement in
Aurangabad.
Lower demographic staff are generally local people where it may be harder to sell to them
since they won’t simply buy anything. Ajanta needs big time activities but have better position
due to being advertised exclusively, most importantly, to focus on the travellers such as to
Ellora, where visitors go because it is easily reached and advertised.
Interaction: Japan side suggested “workshops” classes should be incorporated to interact with
students and Japanese instructors should be on campus to facilitate students to understand
tourism methods in Japan by utilizing power point presentations or other possible means.
One big aim is to get students involved. The Principal has visions to involve students on
visionary work for tourism. Young students have great vision and ideas of the future. Brilliant
ideas come from students in regards to conceptual ideas as proven from design projects given
recently such as “Hotels for 2030”. Brilliant visionary designs were emphasized in their designs
for hotels using modern technology, IT, holographic companions, glass walls as screen,
retractable partitions, etc. Also, fashion shows to emphasize local fashion design capabilities
inspired by international design styles using local/international fabrics. There are no limits on
architectural design, fabric or stone jewellery design.
2.8.3. Dr. Babasaheb Ambedkar Marathwada University Museum, Aurangabad

The University participates in (archaeology) excavation and collects artefacts found. The
University received a grant in 1973 from government commission to explore Indian culture.
Department of History was formed to explore Indian culture (archaeology). The university has
artefacts ranging from 200BC-280BC.
“Museology” was formed one year post graduate diploma/degree to receive a “curator”
certificate which is approved by the city government. Funds are from private industry and
grant from Culture of Ministry.
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The curator post graduate program begun two years ago. Six staff members are presently
active at the university as translators of manuscripts (3,000 works are collected to date.
Archives have 26,000 items collected as manuscripts, photographs, artefacts. School children
visit with families or by themselves and the museum curator will directly introduce them to
exhibits and educate them. Indian culture has great interest to European visitors as well who
want to learn about Indian culture.
Museological course has started this year. After graduation, it is impossible to get curatorship
degree but only diploma certification.
There is a special course presently offered which does site research of the Ajanta caves and
documents findings for record and history of the caves.
2.8.4. State Archaeological Museum, Aurangabad

The study team visited the State Archaeology Museum since it has been used for Ellora
Festival. The museum has an area for the people gathering such as the festival. As a museum,
their exhibition and research capability seems very limited due to the lack of people
Concerning the Ajanta-Ellora festival, the festival was held at this museum 3 or 4 times but not
always held as a rule. It is conducted by the commissioner with collaboration with the Tourism
Department. There were 10,000 people at the festival continued for 3 or 4 days.
There are 12 to 13 monuments in Aurangabad protected by the State Government. The

Department of Archaeology and Museum (State Government) is executing 2 projects for
ancient monuments, a garden outside of Khuldabad village and a fortress built by Shahaji.
There are 13 museums in Maharashtra and 2 museums in Aurangabad area. One is this State
Archaeology Museum and the other is in Paithal.
The small Laboratory of the State Archaeology is in Pahur where there is a large museum.
Revenue from the entrance fee which comes to approximately (Rs. 3,000 per month) goes to
the Tourism Department and the museum is allocated from state side. Concerning the
maintenance budget cost last year it was Rs. 21,500 (2.15 lakhs).
The Museum is officially closed on Mondays and was agreed to internationally. Museum
opening hours during week is from 10:00 hrs. – 17:30 hrs.
It is difficult to employ technical staffs, especially “museology” staffs because the State
Government does not allow technical staff posts at this position. The museum has requested
the State Government to incorporate the post to facilitate operations.
The museum offers official lectures when the students are scheduled to visit. It is not
presently allowed by the government officially, however, the museum requests the State
Government to permit it unofficially
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In collaboration with ASI, just ASI helps the state Archaeology. They do not exchange person
as well as others.
Employee number the following; One Director (seat in Mumbai), One Assistant Director, One
Assistant Curator, One Clerk, three Cleaning staff, two Security (for the museum and office
during the night)
Entrance fees are Adult (Rs. 3), Child (below 12 years old) Rs. 1.
The price is the same for Indian and foreigner but generally there are a few foreigners which
account for 10% of visitors.
2.8.5. Institute of Hotel Management, Catering Technology & Applied Nutrition, Mumbai
The Institute of Hotel Management, Catering Technology & Applied Nutrition was set up in
1954, and a Registered Society financed and administered by Government of India, Ministry of
Tourism and has a Board of Governors consisting of eminent persons from the Government,
industry, academic and management fields.
The Institute has the largest facilities of its kind in the country, is well equipped and has fully
furnished laboratories and classrooms. They have 6 Kitchens, 4 Bakery Laboratories, 1 Front
Office Laboratory, 2 Housekeeping & Laundry Laboratories, 2 Training Restaurants, 1
Auditorium, 1 Audio-Visual Room, 14 Classrooms and Gymnasium, 24 hrs Internet Facility.
Students can have on-the-job training to become familiar with the actual business practice.
This institute has 2 full-time courses, and 1 part time course. The degree courses affiliated
with the national council for hotel management catering technology & IGNOU have 2 courses
available.
One certification is M.Sc. in Hospitality Administration, which takes two years. This
Programme is a judicious blend of intensive classroom contact and distance learning. The
other course certified is B.Sc. in Hospitality and Hotel Administration. Students have to pay
INR 8,300 tuition fee for the courses.
The Bachelor of Science programme in Hospitality and Hotel Administration is offered jointly by
the National Council for Hotel Management and the Indira Gandhi National Open University.
The 3-year programme familiarise students with all the required skills, knowledge and attitude
to efficiently discharge supervisory responsibilities in the Hospitality sector. The programme
also involves in-depth laboratory work for students to acquire required knowledge and skill
standards, in the operational areas of Food Production, Food and Beverage Service, Front
Office Operation and Housekeeping. The programme focus on substantial management inputs
in areas of Sales and Marketing, Financial Management, Human Resource Management, Hotel
and Catering, Law, Property Management, Entrepreneurship Development, Computers with
special focus on Tourism Studies.
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Courses Affiliated to the National Council for Hotel Management and Catering Technology have
5 courses offered. They have A. Post Graduate Diploma course in Accommodation Operations
& Management, one and half year, B. Post Graduate Diploma Course in Dietetics and Hospital
Food Service, one year, C. Certificate course in Hotel & Catering Management (BI-Annual), 21
weeks full time, twice a year (June / July & Nov. / Dec.), D. Craftsmanship Course in Food
Production & Patisserie, One & half year, E. Craftsmanship Course in Food & Beverage Service,
24 weeks (half year full time, twice a year in June and December).
The part time courses and other courses include; a. Craftsmanship course in cookery, b.
Craftsmanship course in Bakery, c. Craftsmanship course in Bartending, each 3 months, twice
a year (July / Jan.) 2-5 p.m. , d. Craftsmanship Course in Accommodation (Housekeeping)
Services, 3 months, full time, e. Khansama Course in Hotel Operations, 6 months duration, 6
months training (June / Dec.), f. Certificate Courses in Basic / Advanced French Language,
evening courses 5.30 p.m. to 7.30 p.m., 3 months, g. Certificate course for Airlines Cabin Crew
positions, 24 weeks, Mon. - Fri, 9 a.m. to 15 p.m.. Students have to pay INR 2,500 tuition for
the said course items (a – c) above.
The student ratio (male / female) is 80/20. The jobs in Hotel and Tourism are not attractive to
students, thus many graduates do not work for them. When graduates get jobs on tourism
industry, the pay is INR 15 - 20,000 per month, at first. IT companies pay more than 2 times.
They have Training Hotel, IHM Mumbai, Hospitality Management Applied Training Centre
(HMATC). IHM Mumbai has the distinction of opening the first training hotel in the country. A
long cherished, distant dream became a reality when Hospitality Management Applied Training
Centre (HMATC) was commissioned on 1st of December 1998. The HMATC is the Training
Hotel of IHM, Mumbai and is designed to provide the 3-Star rated accommodation facility with
high quality of service. The HMATC has 41 luxurious rooms, a 30 seat restaurant, a conference
room, and a mini-conference room. The facility is available only for registered guests and
walk-in guests are not permitted.
Kitchen of HMATC for training Executive Deluxe Room of HMATC
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2.8.6. Chhatrapati Shivaji Maharaj Vastu Sangrahalava Museum, Mumbai

The museum follows guidelines set-forth by the state government regarding exhibitions and
activities. The museum is an autonomous body managed by the board of trustees and the
museum is a private organization. The State and Central Governments will only release their
funds for specific development projects and have continued the present system since 2004.
Total museum land area is 65,000m2 and information on total floor area of the building was
not available. There is museum related course and art conservation course affiliated with the
Mumbai University having two year course diploma and this is the only available course in
Maharashtra.
Total expenditure is INR 40,000,000 (4 crores), where 70-75% of it is salaries for staff, 20% is
electricity, O/M cost and administration expenses, 10% is operational cost for educational
activities, seminars, workshops as well as others. Revenue is composed of 65% admission fee,
30% rental income of gallery spaces and auditorium. The sales of publications such as guide
books are expected to be INR 22,000-25,000/annum.
Concerning donations, the museum is a member of the “Museum Society of Bombay” getting
sponsorship and utilization of donated money has to be accountable to all donors in order to
demonstrate the proper utilization of funds. Recently, the museum is publishing news letters
and collaborating on planned exhibitions with external institutions.
The museum does not currently pay tax. Under regulation, if they generate some profits, they
can accumulate this and will be able to use them during the next 5 years.
There are total of 170 staff, where 150 are permanent staff and 20 staff is on part-time
contract basis. 150 permanent staff is composed of 4 senior managers which include Director
and Assistant Directors, 8 curators, 13 office and administration staff, around 70 gallery staff
include young ladies, gallery attendee, watchmen and gardeners, 55 contract staff is
outsourced including 40 security staff and15 housekeeping staff. The working system for
security staff only adopts a shift style so the museum is secured for 24 hrs.
Although the museum is an autonomous body, the museum needs to follow the State
Government policy for the job security of employees. Therefore, they are extending
employment period for those who had become retirement age by adopting outsourcing
especially for housekeeping and gardener staff
The change of entrance fee can be altered by the board of trustees and the museum is only
required to intimate the State Government for their change according to the guidelines of the
State Government.
The security is also very important for the museum to strengthen their safety and the museum
therefore started outsourcing these staff to facilitate their present system.
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The number of visitors annually totals 700,000 (7 lakhs)/annum including foreign visitors. The
foreigners number 42,000/annum. The entrance fee for students is IDR 15 and the same price
for Indians and foreigners alike, because many foreign students are presently visiting the
museum. The foreign visitors (up to12 year old) will be charged IDR 300 and Indian visitors
(12 years old) will be charged IDR 25.
The museum is presently facing a parking problem and this may affect the potential visitor
attendance. There are no parking spaces for large buses and private cars, but they are able to
park in front of the museum.
There is small café at the museum, but now a new one is in planning along with the
renovation plan that was approved by the central government grant, for the Ministry of Culture.
2.8.7. Dr. Bhau Daji Lad Museum

The museum has put a trust system that is composed of the Bombay Municipal Corporation
(BMC) and the Jamnalal Bajaj Foundation since 2003. The funds from Bajaj Foundation were
used for the restoration of the museum building and around 2000 objects. The land, building
and all objects belong to BMC.
The original amount of the trustee fund is around INR 200,000,000 (20 crores). The museum
was subsidized by the BMC from 2003 to 2009. Recently the museum became financially
independent from the BMC.
There are 6 people from the BMC, 3 people from the Bajaj and 10 people from INTACH and
other museums, and the Mayer is the chairperson on the board of trustees (BOT).
Staffs working in the museum are from various sectors, of private sector or semi-private sector.
The museum is outsourcing private consultants who are mainly young people for planning
exhibition, education and event. Workers for maintenance are outsourced as well.
Museum staff managed/supervised by Trust Management has provided their expertise from
the private sector such as exhibition staff chosen from educated young graduates trained in
their staff requirement. Incentives have been developed to attract young graduates in wanting
to work for the government organization. Financial problem solving was the function of the
Trust’s research administration.
There are 10-12 administration people including secretary assistants, officers and as well as
others and 23 gallery staffs including 10 gallery attendants. Security staffs for the building and
garden are from the municipal and security cameras are not presently in place, however, metal
detectors are in use, and will need to be up-graded.
The annual number of visitors is 200,000 (2 lakhs) in each last 2 year. There are 500-600
visitors everyday and 3,000 visitors per day on Saturday and Sunday. There are many family
visitors in the museum because of a zoo next to the museum. The museum focuses on
education.
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The maintenance cost and running cost for the museum shop is borne by the trust. The
museum shop sells around INR 90,000 per year. The museum does not have a café.
There are demands of usage of the museum from filming firms, but the trust deed prohibits it.
2.8.8. National Museum

The Study Team visited the National Museum in New Delhi to understand the operational and
managerial aspects from ASI. The National Museum also houses the National Museum Institute
of History of Art, Conservation and Museology within the building and provides a three year
diploma course.
The admission fee is INR 300, but includes free audio guide to all visitors. The available
languages are in English, French, German, Japanese and Hindi languages.
Front façade of the National Museum All belongings are to be stored in this cloakroom
before entering into the Museum.
2.9. Analysis of Tourism Market to Ajanta Ellora Aurangabad

2.9.1. Overview of visitor arrivals to the caves
Table 2-11 shows that the number of visitor arrivals to the Ajanta Caves was 319,427 and
592,661 for the Ellora Caves in 2008. The percentage of foreigners visiting Ajanta and Ellora
Caves was 9.2% and 3.1% respectively in 2008, which means that the visitors to the caves are
predominantly domestic. Although in 2008 some decrease of foreign visitor numbers due to
the world economic crisis and the terrorist attacks in Mumbai, the table shows a favourable
trend of visitor arrivals, in particular, that of foreigners to the World Heritage sites.
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Table 2-11 Number of visitor arrivals to the Ajanta and Ellora caves
Ajanta Ellora
Domestic Foreign % Total Domestic Foreign % Total
2001 283,281 15,529 5.2% 298,810 442,329 10,460 2.3% 452,789
2002 269,959 17,639 6.1% 287,598 383,214 10,627 2.7% 393,841
2003 289,130 23,139 7.4% 312,269 432,762 13,727 3.1% 446,489
2004 271,681 28,642 9.5% 300,323 377,909 15,977 4.1% 393,886
2005 263,943 28,700 9.8% 292,643 311,168 14,833 4.5% 326,001
2006 272,556 33,188 10.9% 305,744 325,083 14,444 4.3% 339,527
2007 314,354 33,802 9.7% 348,156 505,848 19,201 3.7% 525,049
2008 290,062 29,365 9.2% 319,427 574,370 18,291 3.1% 592,661
AGR* 0.3% 9.5% 1.0% 3.8% 8.3% 3.9%
Note: * Annualised Growth Rate
Source: India Tourism Statistics 2008, MOT, MTDC, ASI
One of the reasons for a larger domestic visitor volume to Ellora is said to be the presence of
Grishneshwar Temple in the same village. The temple is very important from Hindu religious
terms and many of the domestic visitors to Ellora combine their pilgrimage with the visit to the
archaeological site. It is noted from a tourism viewpoint that the temple is open to non-Hindus
and has good potential to attract foreigners to observe Hindu religious activities. Further, the
Ellora Visitor Centre is located midway between the temple and the caves; therefore a flow line
with the temple needs to be considered to plan visitor management in Ellora because many of
the visitors to Ellora also visit the temple.
Entry fees to the both caves are Rs.10 for domestic and Rs.250 for foreign visitors. Figure 2-6
shows the composition of domestic and foreign visitors in terms of visitor arrivals and income
from ticket sales calculated from the above-mentioned tariff system.
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Figure 2-6 Composition of domestic and foreign visitors (2008)
Source: India Tourism Statistics 2008, MOT, MTDC, ASI
Although the percentage of foreign visitors is 9.2% for Ajanta and 3.1% for Ellora, the income
from foreign visitors constitutes 71.7% for Ajanta and 44.3% for Ellora under the current tariff
system. Although the visitor number to Ellora is greater than that of Ajanta by 85.5% in 2008,
the total amounts of income from ticket sales are almost identical at the two sites; Rs.10.2
million for Ajanta and Rs.10.3 million for Ellora.
It is noted that the ASI’s statistics of visitor arrivals to the protected monuments do not always
mean tourism. For example, Bibi-ka-Maqbara in Aurangabad received 983,867 visitors in 2008,
which is almost twice as much as that of Ellora. Daulatabad Fort located between Aurangabad
and Ellora received 447,943 visitors, which is larger than that of Ajanta. The popularity of Bibi-
Ka-Maqbara probably comes from its location close to the urban centre of Aurangabad. Since
there is no big park or green space in Aurangabad, the famous mausoleum surrounded by a
beautiful garden is probably used as a park by locals due to its convenient location and the
nominal entrance fee of Rs.10.
2.9.2. Visitor arrivals to historical monuments

Table 2-12 is presented to provide an overall view of the visitor arrivals to the historical
monuments in India. The data comes from ASI’s protected monuments where they issue ticket
for entry. There are 27 World Heritage Sites in India, out of which ASI manages 15 sites. The
table lists the top 47 sites including 15 World Heritage Sites according to total visitor arrivals,
out of ASI’s 118 ticketed monuments. ASI’s 118 ticketed monuments received a total of
31,465,367 in 2008, and foreigners constituted 8.5% (2,679,763) of the total visitor arrivals.
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Table 2-12 Number of visitor arrivals to ASI’s ticketed monuments (2008)

Name of Monuments ASI Circle Visitors total Foreign visitors %
1 Taj Mahal Agra 3,225,843 591,560 18.3%
2 Qutab Minar Delhi 2,398,877 277,453 11.6%
3 Red Fort Delhi 2,330,315 153,551 6.6%
4 Agra Fort Agra 1,675,507 385,697 23.0%
5 Sun Temple, Konark Bhubaneswar 1,480,149 9,067 0.6%
6 Charminar, Hyderabad Hyderabad 1,413,473 12049 0.9%
7 Golconda Fort, Golkonda Hyderabad 1,259,659 18,021 1.4%
8 Bibi-ka-Maqbara Aurangabad 983,867 14,818 1.5%
9 Gol-Gumbaz, Bijapur Dharwad 841,949 3,257 0.4%
10 Daria Daulat Bagh, Srirangapatnam Bangalore 731,472 23,989 3.3%
11 Ellora Caves Aurangabad 592,661 18,291 3.1%
12 Purana Quila Delhi 586,931 9,644 1.6%
13 Nalanda Excavated Site Patna 532,673 30,436 5.7%
14 Group of Monuments, Hampi Bangalore 512,158 30,036 5.9%
15 Museum Murshidabad Jaipur 496,638 303 0.1%
16 Fatehpur Sikri Agra 483,725 191,242 39.5%
17 Humayun’s Tomb Delhi 483,310 223,076 46.2%
18 Daulatabad Fort Aurangabad 447,943 7,980 1.8%
19 Raigad Fort Mumbai 414,442 190 0.0%
20 Akbar’s Tomb Agra 334,305 40,801 12.2%
21 Chittaurgarh Fort Jaipur 334,298 20,585 6.2%
22 Shaniwarwada, Pune Mumbai 329,932 6,152 1.9%
23 Ajanta Caves Aurangabad 319,427 29,365 9.2%
24 Mattancherry Palace Museum Kochi Thrissur 319,263 90,201 28.3%
25 Caves at Badami Dharwad 309,580 7,389 2.4%
26 Caves, Temples & Inscription, Junnar Mumbai 302,793 68 0.0%
27 Udaigiri & Kandagiri Caves Bhubaneswar 291,526 2,725 0.9%
28 Western Group of Temples, Khajuraho Bhopal 290,527 89,174 30.7%
29 Group of Monuments, Mamallapuram Chennai 277,683 36,163 13.0%
30 Kooch Bihar Palace Jaipur 272,212 63 0.0%
31 Vihal Temple, Venkatatapuram Bangalore 272,205 12,153 4.5%
32 Jantar Mantar Delhi 269,598 9,746 3.6%
33 Ahom Raja’s Palace Guwahati 266,649 88 0.0%
34 Elephanta Caves Mumbai 256,966 16,924 6.6%
35 Zanana Enclosure, Kamalapur Bangalore 239,953 17,883 7.5%
36 Samath Excavated Site Patna 238,874 84,243 35.3%
37 Group of Temples at Pattadakal Dharwad 224,309 5,925 2.6%
38 Gwalior Fort Bhopal 213,672 16,452 7.7%
39 Rani-ki-Vav, Patan Vadodra 213,230 2,152 1.0%
40 Chitradurga Fort, Chitradurga Bangalore 210,635 474 0.2%
41 Rani Roopmati Pavillion, Mandu Bhopal 206,067 2,382 1.2%
42 Royal Complex, Mandu Bhopal 198,821 2,999 1.5%
43 Durga Temple Complex, Aihole Dharwad 189,732 5,529 2.9%
44 Sun Temple Modhera Vadodra 185,969 2,452 1.3%
45 Bekal Fort Pallikkare Thrissur 173,894 341 0.2%
46 Rajgiri & Krishnagiri Fort, Gingee Chennai 162,231 3,207 2.0%
47 Buddhist Monuments, Sanchi Bhopal 151,936 12,333 8.1%
118 ASI sites total 31,465,367 2,679,763 8.5%
Note: World Heritage Sites are shown with bold letters.
Source: India Tourism Statistics 2008, Ministry of Tourism
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Taj Mahal in Agra tops the list with the total visitor arrivals of 3.23 million, which is an amazing
figure compared with other world heritage sites in the world. It is followed by Qutab Minar
(2.4 million) and Red Fort (2.3 million) in Delhi, and Agra Fort (1.7 million). All these sites are
World Heritage Sites and located along the Golden Triangle of Delhi – Agra – Jaipur, which is
regarded by the travel trade as the first time visitor’s destination in India. Compared with the
top four sites, Konark Sun Temple (1.5 million) in Bhubaneswar, Orissa, Charminar (1.4
million) and Golkonda Fort (1.3 million) in Hyderabad, Bibi-Ka-Maqbara (1.0 million) in
Aurangabad, Gol-Gumbaz (0.8 million) and Daria Daulat Bagh (0.7 million) in Karnataka are
characterised by a fact that visitors are predominantly domestic.
Ellora Caves occupies the 11th place, and Ajanta Caves the 23rd in terms of visitor number.
They may be receiving large numbers of visitors from the international standard, but the
numbers are not so conspicuous from the Indian standard.
Percentage of foreign visitors to the 15 World Heritage Sites are generally higher than the
overall average of 8.5% thanks to worldwide publicity. However, shares of foreigners are
noticeably low even in the World Heritage Sites such as Konark Sun Temple (0.6%),
Pattadakkal (2.6%) and Ellora (3.1%). Ajanta (9.6%) is only marginally higher than the
national average. By contrast, shares of foreigners in the monuments along the Golden
Triangle such as Taj Mahal (18.3%), Qutub Minar (11.6%), Agra Fort (23.0%), Fatehpur Sikri
(39.5%) and Humayun’s Tomb (46.2) are much higher than the rest of the monuments. The
table shows that foreign visitors still concentrate in the Golden Triangle in the northern India,
and that driving foreign visitors out of the Golden Triangle to other parts of India like Ajanta
and Ellora is still an important theme of tourism development in India.
It is also noted that ASI does not manage all the tourism resources in India. Temples serving
for religious purposes, privately owned historical properties, townscapes, and nature areas are
examples of tourism resources that are not managed by ASI. Therefore Table 2-12 covers only
partial aspect of tourism in India. As an example, there is no Cultural World Heritage Site in
Rajasthan and Kerala, both of which are well known to be successful in tourism development.
Therefore, to get an overall picture of tourism in India, other information sources need to be
researched to supplement ASI-based information. The following sections will supplement the
information from ASI with tourism statistics and information from tour operators.
2.9.3. Tourism in India

As shown in Figure 2-7, India enjoyed double-digit growth for consecutive five years from
2003 to 2007. In 2008, India received 5.28 million international visitors but the growth rate
was slightly curved due to the global economic downturn and Mumbai Terrorist Attacks in
November. In 2009, MOT’s preliminary figure indicates that international visitor arrivals
decreased by 3.2% to 5.11 million due to the impact of the terrorist attacks combined with the
swine flu. But in relative terms international tourism in India is still going well considering the
enormity of impact on tourism from Mumbai Terrorist Attacks, and that the world visitor
arrivals grew only 2% in 2008 and decreased by 4% in 2009.
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Annualised growth rate of international visitor arrivals to India from 2001 to 2008 is 11.0%,
which is exceptionally high. This high growth rate of visitor arrivals is attributed not only to
tourism but also to the increase of business travel to India, in particular, software industries. It
is noted that the growth rate is much higher than the growth rate of international visitor
arrivals to Ajanta and Ellora during the same period, which are “only” 9.5% and 8.3%.
Figure 2-7 International visitor arrivals and tourism income
Figure 2-8 shows international arrivals to India by region, and from top 10 countries. It is
noted that India receives relatively small numbers of visitors from neighbouring countries as
South Asia constitutes only 20% of the visitor arrivals. In many countries, visitor arrivals from
neighbouring countries usually account for 60 to 80%. By contrast, Americas and Europe
consists 57% of the total visitor arrivals.
Increase of visitor arrivals is the most noticeable from USA, which is closely followed by UK.
Growth rates of neighbouring countries like Sri Lanka and Bangladesh are relatively low. Visitor
arrivals from Japan were 150,732, which is five times as much as the figure in 1985. Growth
rate is not as high as USA and UK but is growing at a steady pace.
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Figure 2-8 International visitor arrivals to India by country and region
Ministry of Tourism summarises the visitor arrivals to major tourism sites by state and by
domestic and international visitors. According to the statistics, the number of domestic visitors
in 2008 was 563 million, which was a 6.9% increase from the previous year, and that
international visitors were 1.4 million, a 6.4% increase.
Distribution of hotel rooms is a good indicator of local tourism. Table 2-13 shows the number
of hotel rooms by state. Maharashtra State has 19,327 hotel rooms, which is the largest figure
in India. The number almost doubled in the four years from 2005 to 2008, and the annualised
growth rate is as high as 24.5%. Maharashtra is followed by Tamil Nadu (11,699), Delhi
(9,554), Kerala (8,648), Rajasthan (5,206) and Karnataka (4,866). The table shows tourism is
less developed in the eastern part of India.
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Table 2-13 Number of hotel rooms by state

State/Union Territory 2005 2006 2007 2008 AGR
Andhra Pradesh 6,844 6,475 5,976 7,390 2.6%
Arunachal Pradesh - - 10 31 0.0%
Assam 272 272 491 638 32.9%
Bihar 743 375 294 373 -20.5%
Chhattisgarh 44 68 160 160 53.8%
Delhi 6,931 8,565 8,855 9,554 11.3%
Goa 4,497 4,657 4,241 5,364 6.1%
Gujarat 2,871 3,177 3,097 3,984 11.5%
Haryana 1,196 1,295 1,520 2,525 28.3%
Himachal Pradesh 1,162 1,296 852 915 -7.7%
Jammu & Kashmir 408 239 286 239 -16.3%
Jharkhand 145 198 249 278 24.2%
Karnataka 3,475 3,382 4,007 4,866 11.9%
Kerala 7,728 7,463 8,487 8,648 3.8%
Madhya Pradesh 2,019 1,987 1,848 2,025 0.1%
Maharashtra 10,025 16,955 16,318 19,327 24.5%
Manipur - - - 0 0.0%
Meghalaya 50 50 119 119 33.5%
Mizoram 28 28 0 0 -100.0%
Nagaland - - - 0 0.0%
Orissa 512 898 768 876 19.6%
Punjab 1,624 2,201 2,281 2,297 12.3%
Rajasthan 4,123 5,537 5,454 5,206 8.1%
Sikkim 28 56 28 115 60.1%
Tamil Nadu 7,017 7,729 9,976 11,699 18.6%
Tripura - - 101 101 0.0%
Uttarakhand 395 359 386 1,010 36.7%
Uttar Pradesh 2,870 3,193 697 3,452 6.3%
West Bengal 2,366 2,960 2,756 2,796 5.7%
Andaman & Nicobar Is. 131 106 151 106 -6.8%
Chandigarh 452 452 603 192 -24.8%
Dadra & Nagar Haveli 124 232 272 272 29.9%
Daman & Diu 42 90 90 140 49.4%
Lakshadweep 30 30 30 30 0.0%
Pondicherry 217 276 359 359 18.3%
India total 67,613 75,502 83,781 95,087 12.0%
2.9.4. Tour routes in India

The Study Team conducted interviews with the local travel trade and tourists they
encountered during the site survey, and collected tour itineraries in India using internet to
supplement tourism statistics and documents relevant to the Study area.
According to the interviews with local tour operators, tourists from East Asia such as Japan
and Korea are relatively common in the Study area compared with other tourism sites in India,
where European and American tourists tend to dominate. It may be interpreted that the
potential of attracting European and American tourists is less achieved. To investigate on this
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issue, the Study Team conducted an analysis of tour itineraries collected from tour operators
and through internet.
(1) Tour routes analysis in India

The Golden Triangle of Delhi, Agra and Jaipur has been the most popular tour route in India
over the decades due to many favourable conditions other than the abundance of World
Heritage Sites such as 1) proximity to an international gateway airport, 2) exceptionally good
conditions of the roads connecting the three cities, 3) better urban infrastructure that
facilitated construction of star category hotels, and 4) presence of business travel market that
hedges the risk of tourism investment. As already seen in Table 2-12, international visitors still
concentrate in the Golden Triangle.
The National Five Year Plans have been stressing the importance of tourism due to its
potential to create employments in rural areas. In this context, efforts have been made to
diffuse tourists from the Golden Triangle to more rural areas, diversify tourism, and to create
new tourism circuits. The efforts have been partially rewarded as summarised below thanks
largely to the improvement of the road network:
Golden Triangle
• Golden Triangle is still the most popular tour routes by car in India, but is increasingly
targeted at first-time visitors.
• Ranthambore National Park in Rajasthan is increasingly popular, and an overnight stay in

the park is often inserted between Jaipur and Agra and, thus, the Golden Triangle is
transforming into the Golden Quadrilateral.
Western extension
• Variations of Rajasthan routes are the second most popular, and are often added to the
Golden Triangle like a western extension, rather than being sold as independent Rajasthan
itineraries.
• Udaipur is often the southernmost place of Rajasthan itineraries. After arriving at Udaipur
by car, most of the tours use flights back to Delhi or to proceed to Mumbai and South India.
There are some tours that further proceed to Mumbai via Gujarat, or travel back to Delhi by
car.
South India
• Kerala’s backwater boat trip is probably the third most popular tour itinerary in India. An
itinerary within Kerala is often combined with a Golden Triangle + Rajasthan itinerary,
which totals for 14 days.
• Alternatively, Kerala is combined with the Temple Circuit in Tamil Nadu without or with an
itinerary in the north.
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Eastern extension
• Khajuraho and Varanasi are popular tourism destinations often combined with the Golden
Triangle. It is now popular to travel from Agra to Khajuraho by car visiting Gwalior and
Orchha on the way. There are tours that use flight or train from Delhi or Agra to Varanasi.
• From Khajuraho, many tours proceed to Varanasi by air or train. It is possible to travel by
car from Khajuraho to Varanasi (400km 12hours) and the travel time could be shortened by
future road improvement, but it is currently limited to independent tourists.
• Varanasi is the gateway to the Buddhist Circuit in UP and Bihar. It is also a gateway into
Nepal due to the flight connection between Kathmandu, but there are tours that start from
Varanasi to reach Kathmandu by car visiting Lumbini and Chitwan National Park on the way.
Southern extension
• Agra or Khajuraho is the starting point of the southern extension, which visits historical
cities in Madhya Pradesh such as Gwalior, Orchha, Bhopal/Sanchi and Indore/Mandu.
Mandu is often the southernmost of place to visit, and most of the tours use flight from
Indore to go back to an international airport like Delhi or Mumbai.
• Compared with the western extension of Rajasthan routes and the itinerary in Kerala, the
southern extension is not very popular.
Aurangabad/Mumbai
• Aurangabad is mostly visited by flight or train from Mumbai. It is sometimes combined with
the Buddhist Circuit in UP and Bihar and sold as Buddhist SIT (special interest tours) rather
than as general interest packaged holidays.
• A 14 day suggested itinerary was found that starts from Delhi and visits Jaipur, Agra,
Bhopal/Sanchi, Ujjain, Indore/Mandu, Ajanta and Ellora, and ends at Mumbai by car and
train.
• Mumbai is often used as a gateway to visit Kerala and other parts of South India. Kerara
itineraries often have a Tamil Nadu temple circuit extension and/or a Pattadakal and Hampi
extension. Aurangabad is sometime added to Kerala itineraries as a 2 to 3 days extension
but tours visiting various places in Maharashtra and nearby states are rare except for luxury
train journey of Deccan Odyssey.
Figure 2-9 summarises the tour routes in India. There are more variations of tour routes in
India such as those visiting Himalayas and the northeast, but tour itineraries that have
relevance to Ajanta and Ellora are only presented.
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Figure 2-9 Tour routes in India
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(2) World Heritage Corridor

World Heritage Corridor is a tourism concept presented by MOT, in particular, MOT’s Tokyo
Office. Figure 2-10 shows a brochure of World Heritage Corridor that was distributed in Japan
several years ago.
Figure 2-10 World Heritage Corridor
Source: MOT Tokyo Office
It was a timely response to the increasing awareness of World Heritage Sites in the world;
there are 13 World Heritage Sites along the tour route from Delhi to Mumbai, which should
appeal to a number of travel enthusiasts who wants to visit as many World Heritage Sites as
possible in their life. The idea itself seems timely and good, but the major constraint to realise
the tourism concept when the idea was presented, or even at present, is the lack of transport
infrastructure in India.
However, continuous efforts of India’s road authorities have been paving the way to realise
the tourism concept. In particular, National Highways Development Programme had a big
impact to shorten the travel time between tourism destinations and to improve tourism
network in India. It is now possible to cover the above travel route by car although there are
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some road sections that need to be improved or widened. The concept of World Heritage
Corridor is noteworthy in that it aims to diversify tour routes and distribute visitors from the
Golden Triangle to other rural areas, and that the concept would benefit Ajanta and Ellora.
(3) Implication for Ajanta and Ellora

From the above observations of tour itineraries in India, following conclusions can be drawn:
• The isolated location of Ajanta and Ellora Caves in the tourism network has been limiting its
potential for growth, especially that of foreign visitors who tend to tour in India.
• Ajanta and Ellora is not a “must-see” destination like Taj Mahal and Varanasi. It is sold for
special interest tourism of Buddhism rather than for general interest package tours.
• Ajanta and Ellora would not be a pilgrimage destination because they were not involved in
the life of Buddha. Moreover, unlike India, pilgrimage is a niche market in Japan and other
East Asian countries; therefore promoting Ajanta and Ellora like a Buddhist pilgrimage site is
irrelevant.
• The concept of World Heritage Corridor is important for Ajanta and Ellora because it has
potential to be a new tour route that connects Ajanta and Ellora with other tourism sites
like Sanchi, Mandu and Nasik. In this context, Maharashtra Tourism should strengthen the
relationship with Madhya Pradesh State to promote visitor flow between the two states.
2.10. Setting Up the Opening Schedule

The targeted open date will be decided based on the progress of construction for both visitor
centres and consultation with MTDC.
MTDC originally expected that completion of EVC would be at the end of March 2010 and AVC
by the end of December 2010. However, after the site investigations and hearing from the
related parties concerned, the construction completion and opening will be delayed to a much
later stage for both facilities primarily due to unsolved financial issues between the contractor,
MTDC and JICA. The financial aspect is perhaps the most important problem to be solved for
both sites.
Setting up of the soft and grand opening schedule will depend upon the construction
completion schedule of AEDP (II) and affect the timing of necessary events and actions taken
thereto, and thus efforts and countermeasures to solve remaining issues which are delaying
the completion should be made to reach agreement soon. Otherwise, the action plan for the
opening of the visitor centres with a detailed work schedule will not be materialized on time.
For the purpose of the study, the Study Team confirmed with JICA that the action programmes
for the opening of the visitor centres can be made based on the tentative construction
completion date as point zero (0).
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2.11. Summary of Problems

The findings in Section 2 above identified many problems for the sites. These are summarized
below for each item in the Implementation Framework. It is implicitly understood that the
Study would address all the outstanding problem areas of the sites.
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Table 2-14 Summary of problems

IMPLEMENTATION PROBLEMS / ISSUES
FRAMEWORK
1) SITUATION ANALYSIS REGARDING AVC/EVC AND MTDC
i) Review of basic physical features, design concept and exhibition plan of AVC/EVC
- Visitor unfriendliness of the historical sites: long travel distance to get to the sites, long and
strenuous site touring on hills and hot climate.
- Visitor unfriendliness of VCs: long distance from historical sites, large facility length and long in-site
travel time, bottlenecks causing waiting in line, unclear multiple flow lines.
- Under utilization of VCs.
- Not having full data describing and illustrating the problems that are required for planning of
solutions.
ii) Confirmation of timing of the opening of AVCIEVC based on actual progress in construction and institutional
set-up
- Even with delayed opening schedule, fully integrated operations plan for the Heritage Sites
including finance is not available.
iii) Review of MTDC's basic strategy/plan for the management of AVC/EVC
- Not having approved design alternatives for management planning at different times and service
levels in the future.
- No integrated site utilization plan.
- Not integrating planning with MTDCs own internal development plans.
iv) Capacity assessment of MTDC from institutional, financial, and human resource aspects as well as its
experience/capacity in management of tourist facilities
- MTDC lacks staff capacity to prepare and manage museum features of VCs. It also lacks
institutional arrangements to work in an integrated and unified manner with ASI.
- Soft elements of Visitor Centres are unfinished and not offering features which can independently
draw people to them.
- Physical facilities are too expensive to run.
- Proven systems for self-sufficiency at other similar institutions in India have not been studies to
identify the best practices and lessons learned.
- Not establishing enough cooperation and linkage with ASI to integrate historical and VC site
operations.
- Not linking with other main tourism stakeholders
2) FORMULATION OF MANAGEMENT PLAN OF AVC/EVC AND ACTION PLAN FOR THE OPENING
OF THE CENTRES covering critical topics such as institutional arrangement, staffing, budgeting, operation
and maintenance, operation policy of commercial areas for shopping, eating and drinking.
i) Organization plan (mandate, relation with MTDC headquarters, organization structure, line of command,
job description of key posts, etc.)
- Although exhibits will focus on cultural heritage, ASI is not involved in the operation of visitor
centres; thus the limited source of information for exhibitions may affect sustainable operation of the
visitor centres.
- Not yet defining and establishing supporting relationships with ASI and other institutions in this
field.
ii) Human resource plan (job description of each post/staff, staffing plan, recruitment plan, training plan, etc.
- Not having and operations design from which to plan adequate numbers and skill levels of staff.
- Existing employment system lacks in flexibility for rewarding those who achieve good results, and
makes it difficult for the visitor centres to recruit competent personnel and improve their services
quality.
- MTDC does not have experiences in operation and management of visitor centres with exhibition
and edutainment functions.
iii) Financial plan (taking account of required expenditure for operation and maintenance, MTDC's own
budget and expected revenue from ticket sales and lease/rent)
- There is no practical plan to achieve financial self-sufficiency much less sustainability.
- Due to the large scale of the visitor centres, expenses to operate, manage and maintain the
facilities such as water, electricity, and fuel are high. Further financial support from the government
is not anticipated.
- Not fully managing site control. Not defining appropriate service levels and target market segments
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(such as Japan and East Asia) for the VCs with reference to similar experience in India. Not
integrating the historical and VC areas financially or to be friendly for visitors.
- No integrated ticketing system.
- Not having an orientation program that visitors understand is imminently valuable.
- Not fully utilizing the AVC cave replicas as a way of reducing visitor pressures on the most fragile
Ajanta caves.
v) Maintenance plan and relevant manuals (facility and equipment maintenance, cleaning, repair, security)
- Not defining appropriate design capacity or maintenance plan.
vi) Commercial space management plan including outsourcing plan (restaurants, shops and parking space)
- Not having concrete recommendations to utilise commercial space in the complexes to generate
significant revenue, especially at EVC where shop space is large as well as number of hawkers.
vii) Visitor management plan to accommodate large number of visitors in an effective and visitor-friendly
manner within AVC/EVC and in connection with the neighbouring World Heritage Sites managed by
Archaeological Survey of India (ASI)
- Not having a visitor flow maps and itineraries, and a plan integrating the visitor centres in remote
and rural areas with the current line of visitor flow to the archaeological sites.
- Many of the visitors may not be interested in seeing the replica models of cave temples, which are
supposed to be the main attraction of the visitor centres, since the real temples are located nearby.
- Due to long travel time to get to the archaeological sites, many of the visitors may not have
sufficient time to spare for the visitor centres.
viii) Recommendation for efficient and sustainable management of AVC/EVC including possible PPP (Public
Private Partnership)
- Not planning the steps to realize outsourcing of operations in a way that generates revenue from
the investment already made in the physical facilities. Not using effective systems and opportunities
from similar institutions in the design of operations yet.
ix) Time-bound Action Plan for the opening of AVC/EVC based on the above i) to viii)
- Even with opening schedule delay, not having enough time to implement critical remedial actions
to solve remaining issues.
3) RECOMMENDATION FOR ENHANCED MANAGEMENT EFFICIENCY AND VISITOR ATTRACTION IN FUTURE

i) Recommendation for improving the existing exhibition plan to augment tourist attraction
- Not having a regional development plan to maximize and integrate the features and facilities of the
sites and the region, and also not planning ways for the sites to contribute to regional development.
- Not taking advantage of music, dance, and artisan traditions that abound in the area and have
potential to be supplementary tourist attractions.
- Not exploring having VCs cater to local visitors who want a picnic venue.
ii) Recommendation on enhanced partnership with ASI and local community to augment tourist attraction
- Involvement of local communities is insufficient despite the fact that the Project is intended for
regional development.
- Not mollifying unpleasant feelings among the previous landowners of EVC due to land acquisition
technique.
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3. Foundation for Management Planning

Prior to discuss and implement the Management Plan, there are major problems that have to
be solved in order for the visitor centre to be fully functional for various people to visit and
researchers and students to use.
In other words, foundation problem solving is a key assumption to proceed with the discussion
and development of the management plan and these solutions have to be expedited and ready
prior to implementing the management plan, otherwise the proposed plan will always have
underlying flaws.
A. Major Problems for Management Planning to Address

Although there are many problems at the sites, certain problem areas if not solved will eat
away at sustainability of the visitor centres. These we consider to be major problems. The
major problems for the existing Visitor Centres are high operating cost, low revenues and long
visitor timelines. Each topic is described below.
(1) High visitor centre operating cost

• Facilities have large floor areas and exhibition space.
Table 3-1 Area, space, and functions of AVC & EVC

Ajanta Visitor Centre Ellora Visitor Centre
Land Area 323,695 m2 210,000 m 2
Floor area 20,442 m2 (including covered corridor) 11,806.69 m2 (including covered corridor)
Exhibition space: 6,697 m2(including auditorium) 1,909 m2 (including auditorium)
Functions Visitor Centre, Exhibition Room Visitor Centre, Exhibition Room

(Permanent & Temporary), Restaurant, (Permanent & Temporary), Restaurant,
Museum Shop, Hall, Toilet, Museum Shop、Seminar Room, Toilet,
Amphitheatre Amphitheatre
Source: MTDC
• MTDC Visitor Centre equipment is expensive to run.
(2) Low visitor centre revenue

• Number of visitors to Visitor Centres is low compared to other World Heritage Sites.
• Visitor flow of site allows avoiding the Visitor Centres. EVC is located 10 minutes in the
opposite direct to the caves. AVC is next to the parking lot but not on the route to the caves.
• ASI is collecting Entrance Fee but not collecting or distributing a portion for MTDC since the
monuments and the Visitor Centres are not integrated at one site.
(3) Long visitor timelines

• The timelines for visiting the sites are lengthy and tiring, even if the order of site itinerary
varies.
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Table 3-2 Timelines for visiting the heritage sites

Event Ajanta Ellora
From Aurangabad to Site Parking 2 hr. 1 hr
Visit to View Point omitted -
Visit to Grishneshwar Hindu Temple - 1 hr
Shuttle bus ride to Site 10 min -
Visit to extensive ASI monument sites 2-3 hr 2-3 hr
Shuttle bus ride to VC 10 min -
Shopping 20 min -
Minimum Tour MTDC Visitor Centre 1 hr 1 hr
From Site Parking to Aurangabad 2 hr. 1 hr.
TOTAL 8 hr 6 hr
• Hindu Temple visit for locals competes with visit to the monument sites.
B. Effect of Problems
If the findings of a project do not reveal any significant problems, then management planning
can proceed normally according to the TOR. If however significant problems are revealed
during the Findings, then plans to solve such problems must be addressed by management
planning as Ground Works as otherwise the problems will disturb the success of normal
management plans. This effect of problems is illustrated in the following Figure.
Findings
If Planning to
yes
problems Solve
Problems
no
Normal
Management
Planning
Figure 3-1 Effect of problems
C. Priority Management Plan Topics

As stated in Section 2, the sites have significant problems. Specifically three priority topics
were taken up with MTDC for discussion and clarification during the 2nd Works in India:
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Priority topic 1 : site operations improvement

• Effort to improve the visitor experience and make the sites “visitor friendly” and less time
consuming.
• Integration of ticketing and operations for the ASI Heritage site and the MTDC Visitor
Centre.
• Setting up of a reasonable fee system which the market can bear.
• Creation of annotated site maps.
Priority topic 2 : revenue improvement

• Increasing the functions of the visitor centres to make them standalone attractions.
• Soliciting tender proposals from a private sector operator after creating tender
specifications and documentation to commission the private sector operator. A key element
would be for each bidder to submit a full business plan for the facility.
A preliminary table of functions and participants is shown below for discussion.
Table 3-3 VC functions and participants

Participants
Visitor Centre Functions
MTDC ASI Industry Community Institutions
Basic Tourism √ √
Selling √ √
Interpretation √
Education √ √
Upgraded
Entertainment √ √
Convention √ √ √ √
Priority topic 3 : marketing enhancement

• Determining which market segments are major ones that can be attracted to each of the
sites and then developing market campaigns for each of them.
A preliminary table of market segments is shown below for discussion.
Table 3-4 Market segments

Market Segments
Students
Indians Middle/Upper Class
Others
Asians from Buddhist countries
Foreigners Backpackers & others
From Developed countries
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3.1. Visitor Management Plan

In order to manage various types of people (different age, private or group, gender, education,
income and their origin, as well as differing in their purpose of visit and interest, visiting
season, mode of travel and their behavioural patterns), the visitor centres need to solve the
existing issues for visitor flow hindering the smooth operation and management of visitors and
provide the required tools, materials and measures discussed below.
3.1.1. Ending the two-sites system (ASI & MTDC)

Each of the sites at Ellora and Ajanta is currently set up physically as a two-site system: at one
site are the caves which are under the supervision of ASI and at the other is the visitor centre
which is under the supervision of MTDC. The two sites are separated from each other by a
significant distance as is shown on the Ellora and Ajanta Site maps below. From the visitor’s
point of view, this is an intolerable situation since it means that the sites are not integrated
and that visitors need to understand how best to navigate two sites during one visit.
In order to measure the effectiveness of a tourism site to provide a good visitor experience, it
is suggested to use the concept of Tourism Time which is the average time that tourists spend
at a site. Time is an important measure for tourism since the more time tourists spend
sightseeing at a site, the more money they spend for food, souvenirs, accommodation, etc.
The reverse is also true: if they spend little time at a site and quickly move on, they have little
time to spend money on things.
The situation of Ajanta visitor centre is currently falling in this negative case in that the
majority of tourism time will be spent on transportation and strenuous walking in the caves.
Basically, tourism consists of phases that provide things before, during and after the peak
moment of experiencing the attraction. The sum of these things is considered to be a Value
Chain because each is a link that affects the others. In a competitive world, tourism sites
which omit links in the chain of things that tourists want will lose out to better organized and
managed sites. This unnecessarily reduces their financial success.
Visitor management tries to maximize all phases to get the best economic results (value) from
tourism resources (tourism attractions).
An integrated one-site visitor-centred system for each Ellora and Ajanta is the planning goal.
Just how it can be accomplished is discussed below and in many chapters of this report under
many topics from organization, institutional cooperation to visitor management planning.
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Figure 3-2 Ellora site map
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Figure 3-3 Viewing routes by category of visitor
3.1.2. Integrating 2-sites (Ellora caves & visitor centre) for 1-visit
A. Ellora visitor flow variations
For the purpose of integrating the cave site on a visitor-centred basis, the flows for at least
two categories of tourists need to be considered: Domestic & Foreign. Each flow variation is
outlined below.
(1) Domestic tourists (Local Visitors & students)

a. Local visitor
This would include visitors primarily residing in the neighbouring areas.
They have either visited the Caves before or are well acquainted with the Cave site and the
Grishneshwar Temple and therefore would be specifically interested in certain religious aspects
of the site.
They would visit the site as a day excursion with their families/friends and/or as a site
pilgrimage. The Ellora Visitor Centre can be utilized as an initial orientation stop for
entertainment, education and relaxation.
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For this type of visitor, the time allotted before 10 am can be utilized to visit the Grishneshwar
Temple before arriving at the Visitor Centre. Also, since they would be visiting from the
neighbouring areas (not necessarily from Aurangabad) some additional time could be allocated
for travel.
They can arrive at the Visitor Centre by 10 am and spend time seeing in the Exhibition,
Shopping and Crafts Centre. They can then have lunch at the restaurant and be picked up to
be taken to the Caves.
Since they are generally unaccompanied by professional guides they could visit the Cave Site
after lunch and spend the rest of their time at their own discretion. Hence no specific flow is
outlined for them.
b. Students
Flow 1 primarily covers Students visiting the site since they generally arrive in large groups
without a professional guide. Hence it would be easier to manage them as a group at one
place at a time.
Additional time is allocated prior to the visit to better organize the logistics of such a large
group (such as breakfast, travel etc.)
They can arrive at the Visitor Centre by 10 am and spend time in the Exhibition, Shopping and
Crafts Centre till lunch time. They can take their meal in the Students’ Area and then be picked
up to be taken to the Caves.
Since they would have visited the Exhibition prior to their visit to the Caves, it would be
beneficial to them since they would understand and comprehend the Cave site.
They can also be allowed to spend more time at the Caves where they could study, sketch etc.
at their own discretion.
At 5 pm they must assemble at the Amphitheatre for the Cultural Program, as an option.
General Note:
All Visitors must arrive at the Amphitheatre by 5 pm where a Cultural Program organized every
evening. It should be the last stop for the visitors before they leave the site.
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Figure 3-4 Ellora flow 1 (Students)
(2) Foreign tourists

The hot climate of India will especially impact foreign tourists. Hence a different schedule is
proposed for the winter fair weather months and for the summer inclement weather months.
These are described below.
a. Foreigners in winter fair weather months
Flow 2 is recommended during fair weather months at Ellora (November till March) when it is
comfortable to be outdoors till the afternoon.
It is also recommended to be guided through the Caves by a professional tour guide so that all
important aspects are covered in a stipulated time frame.
They should visit the Ellora Visitor Centre in the morning. They should visit the Orientation Hall
and Museums and gather information regarding the Caves.
Hence they will have the advantage of knowing what to see before they visit the Caves.
A scheduled pick up from the Tourist Information will then take them to the Cave site.
Since they would be accompanied by professional guides they can effectively survey all
essential points of interest.
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Upon their return they will be dropped off at the Food and Beverage end where they can take
their meals in the Restaurants.
They can then visit the Crafts Centre and browse through the Shopping Area till evening.
At 5 pm they must assemble at the Amphitheatre for the Cultural Program.
Figure 3-5 Ellora flow 2 (Foreigners – Winter)
b. Foreigners in summer inclement weather months (April, May, June and October)
Flow 3 is recommended during harsh weather months at Ellora (April to October) when the
Cave Site is mostly accessible during the morning hours. It is also recommended to be guided
through the Caves by a professional tour guide so that all important aspects are covered in a
stipulated timeframe.
Foreign tourists should arrive at the Tourist Information at the Ellora Visitor Centre and
purchase their ticket in the morning. If they are touring with a professional guide then
appropriate arrangements can be made.
A scheduled pick up from the Tourist Information will take them to the Cave Site.
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Upon their return they will be dropped off at the Tourist Information at the Ellora Visitor
Centre. They should then visit the Orientation Hall and Museums to reconfirm what they have
seen at the Cave Site.
After orientation they can take their meals in the Restaurants.
They can then visit the Crafts Centre and browse through the Shopping Area till evening on
their own.
At 5 pm they must assemble at the Amphitheatre for the Cultural Program.
By this route, the Visitors will be indoors during most of the day and avoid the inclement
weather.
Figure 3-6 Ellora flow 3 (Foreigners – Summer)
The three flow line schedules for Ellora mentioned above are compared in the figure below.
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Figure 3-7 Timeline comparisons
B. Ellora Traffic Optimization
Ellora Caves is experiencing rapid growth in visitors resulting in visitor peaks that in recent
years have exceeded site-design capacity. Traffic congestion results from high peaks in
visitation on particular days at particular times and is associated with bus excursions that bring
Tourists to the site.
The capacity for vehicle numbers is limited, and the existing circulation planning does not
include all vehicle types: namely private vehicle, bus, auto-rickshaw, bicycle, and pedestrian
traffic. During peaks in visitation, pedestrian and vehicular congestion occurs at multiple
locations. Current traffic congestion degrades the visitor experience with delays, crowding,
disorientation and confusion due to insufficient information and directional signage, bus noise,
and vehicle exhaust emissions. In addition, current facility design and operations involve
several pedestrian-vehicular conflict points that are potential movement hazard.
The Ellora Caves site cannot comfortably accommodate current volumes of operations without
active traffic management.
• The benefits of proposed visitor’s flows are as follows:
• Improved signage and directions to sites
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• Restricted traffic management strategies and introduction of smaller MTDC vehicles

servicing a loop circuit specially for travelling to Jain Caves and stopping all public vehicles
beyond parking area.
• Reconfiguration of flow of visitors
Each action can incorporate minor, moderate, or major changes that will result in varying
degrees of improvement for long term.
• Congestion reduced at the present Parking lot / Shopping area is eased
• All public and private vehicles parking space is allocated to Ellora Visitor Centre
accommodating more vehicles
• The present parking lot at Ellora Caves can now be more efficiently used only for Shuttle
Bus drop off / pick up point with maximum 20-seater Shuttle Buses are recommended
A 20-minute round-trip circuit route promises a comfortable site visit for tourists.
Figure 3-8 Parking layout at visitor centre
3.1.3. Integrating 2-sites (Ajanta cave & visitor centre) for 1-visit
A. Ajanta visitor flow variations
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For the purpose of integrating the cave site on a visitor-centred basis, the flows for at least
two categories of tourists need to be considered: Domestic & Foreign. Each flow variation is
outlined below for the two seasons in Ajanta: Fair weather months (November till March) and
harsh weather months (April till October).
(1) Ajanta in winter fair weather months (November till March)

a. Foreign and domestic visitors
This would include foreign visitors and local visitors residing in the neighbouring areas who
would visit the site as a day excursion with their families/friends and/or as a site pilgrimage.
The Ajanta Visitor Centre can be utilized as an initial orientation stop for entertainment,
education and relaxation.
In Flow 1, Foreign and Domestic tourists should arrive at the Ajanta Visitor Centre by 9 am
and spend time seeing in the Galleries and the Cave Museums, and gather information
regarding the Caves. Hence they will have the advantage of knowing what to see before they
visit the Caves.
During their tour of the Exhibition Areas, they should also visit the Museum Shop, Cafeteria
and Temporary Exhibition Space at their own discretion.
They should reach the Restaurant by 1:30 pm and take their lunch after which, a scheduled
pick up at 2:15 pm from the Visitors Plaza will then take them to the Cave site.
It is recommended that this type of visitor be guided through the Caves by a professional tour
guide so that all important aspects are covered within a stipulated timeframe.
Upon their return they will be dropped off at the Shopping Plaza to browse through the shops
till 5:15 in the evening.
A pick up will then drive them to the Visitor Centre Amphitheatre by 5:30pm for the scheduled
Cultural Program.
b. Students
Flow 1 primarily covers Students visiting the site since they generally arrive in large groups
without a professional guide. Hence it would be easier to manage them as a group at one
place at a time.
Additional time is allocated prior to the visit to better organize the logistics of such a large
group (such as breakfast, travel etc.)
They can arrive at the Visitor Centre by 9 am and spend time in the Exhibition Areas, Museum
shop and Cafeteria till lunch time. They can take their meal in the Students’ Area and then be
picked up to be taken to the Caves by 2:15.
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Since they would have visited the Exhibition prior to their visit to the Caves, it would be
beneficial to them since they would be prepared to understand and comprehend the Cave site.
Upon their return, they will be dropped off at the Shopping Plaza to browse through shops.
A pick up will then drive them to the Visitor Centre Amphitheatre by 5:30 for the scheduled
Cultural Program.
General Note:
All Visitors must arrive at the Amphitheatre by 5 pm where a Cultural Program organized every
evening. It should be the last stop for the visitors before they leave the site.
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Figure 3-9 Ajanta flow 1 (Winter)
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(2) Ajanta in summer inclement weather months (April, May, June and October)
The hot climate of India will especially impact foreign tourists. Hence a different schedule is
proposed for the winter fair weather months and for the summer inclement weather months.
This is described below.
a. Foreigner and domestic tourists in summer inclement weather months
Flow 2 is recommended during harsh weather months at Ajanta (April, May, June and October)
when the Cave Site mostly accessible during the morning hours.
Foreign and Domestic tourists should arrive at the Entrance Foyer at the Ajanta Visitor Centre
and purchase their ticket in the morning.
If they are not travelling with a professional guide then appropriate arrangements can be
made otherwise.
A scheduled pick up from the Visitor Plaza will take them to the Cave Site.
Upon their return they will be dropped off at the Shopping Plaza where they can browse
through the shops till lunch time.
They could then either walk across to the Restaurant at the Visitor Centre or a pick could be
arranged accordingly.
They should take their lunch and visit then visit the Galleries and Cave Museums to reconfirm
what they have seen at the Cave Site.
During the tour, they can visit the Museum Shop, Cafeteria and the Temporary Exhibition
Space at their discretion.
At 5:30 pm they must assemble at the Amphitheatre for the scheduled Cultural Program.
In this route, the Visitors will be indoors during most part of the day and avoid the inclement
weather.
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Figure 3-10 Ajanta flow 2 (Summer)
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The two flow line schedules for Ajanta mentioned above are compared in the figure below.
Figure 3-11 Timeline comparisons
B. Ajanta traffic optimization
Ajanta cave is also experiencing growth in visitors. Nearly 298,810 visitors in 2001 as per the
records and is growing with each year, especially for foreign visitors so that their growth rate
is at 9.5%. The connectivity with Aurangabad and major surrounding places is becoming more
efficient and the popularity of caves with its paintings is growing worldwide to attract visitors.
Protections for the caves and paintings are extremely difficult. Humidity increased by
uncontrolled numbers of visitors which leads to fungus growth, attracting insects and
eventually bats.
Huge number of visitors entry to each wall painting cave at a time are especially deteriorating
the paintings and restoration is becoming necessary.
The impact of negative tourism activity needs to be decreased and inadequate security
encourages vandalism and theft.
The quality of visitor experience needs to be enhanced. Current visitors flow degrades the
experience with delays, crowding, disorientation and confusion.
The Ajanta Caves site, cannot comfortably overcome the shortfalls of the existing conditions.
In the near term, the protection to cave paintings and the visitors experience can be improved
as follows:
• A pollution free green zone between AVC and Ajanta Caves.

• All public vehicles to stop at the visitor centre parking lot, however, allowing ASI staff to
freely enter to the site. Thus the efficiency of conservation of caves and preservation of
paintings increases significantly.
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• Introduction of Green buses from the visitor centre to avoid the traffic congestion for visit
to Ajanta Caves.
• Ajanta Visitor Centre, with multimedia interactive exhibitions, to provide educational

interactive introduction and enhance the interest and understanding of visitors, prior to
their visit to the caves.
• All public amenities to be included in Ajanta Visitor Centre, to facilitate decreased time
spent at the Caves.
• More controlled number of visitors to the caves at one time to reduce pressure from
population to the painted walls and improve safety in the site.
• Introduction of professional and trained staff for visitor management who will work and
manage visitors without any restrictions between the ASI site and MTDC site.
Each action can incorporate minor, moderate, or major changes that will result in varying
degrees of improvement for a long term. A more comprehensive management plan to assess
and plan for resource use is recommended.
.
Figure 3-12 Parking layout at visitor centre
3.1.4. Vision for integrated visitor-centred experience

It is possible that the visitor centres will reduce visitor bottlenecks to heritage sites and
achieve optimal flow of visitors. However, collaboration among ASI and the State Government
with MTDC is important to revise the current flow of visitors to the sites and the system of
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ticketing including the entrance fee for the heritage site and visitor centre, bus ride, amenity
fee and parking fee.
Both ASI and the travel trade referred to the necessity of introducing measures to limit the
visitor numbers to some specific caves with paintings due to their fragility and to improve
visitor experience. According to a professional tour guide, many of the domestic visitors come
to the site for picnicking and are not serious visitors, but enter into the painted caves simply
because they are open.
ASI is planning to introduce a reservation system for specific caves, which needs to consider
those who coming from the distant places. The Study Team considers that the introduction of
a new tariff system that charges extra fees for the entry into the fragile caves would be an
easier and more effective way to control the visitor numbers, then partial close-off or
reservation system for specific caves. The new tariff system, however, should display high
quality photos to make an alternative available in the new visitor centres.
In this way, stakeholders with different backgrounds and interests can be linked in such a
manner that their interests are not mutually contradictory, thereby creating a mechanism of
sustainable tourism site management. In view of these aspects, the following contents may be
assumed for the site management plan.
• Flow plan inside the visitor centre

• Flow plan connecting the visitor centre with the parking lot, historical site, etc.
• Extraction of detailed activities necessary for the visitor centre to contribute to regional
development
• Proposal for establishment of a co-management relationship among those parties
concerned in the site. Basically people and organizations with different interests (such as
tourism business, community development and heritage conservation) form a new entity
to coordinate and manage a tourism site.
• Identification of functions which the visitor centres should execute so as to establish a co-
management scheme among stakeholders in the site
3.1.5. Cooperation & ticketing

The entrance tariff is an important revenue source for the visitor centres. ASI entrance fee to
the caves of Rs. 250 ($5.6) for foreign visitors is still inexpensive, if it is compared with other
World Heritage sites in the world, where $10 is a typical amount and it can be set for a similar
amount for admission fee of the visitor centre including ASI entrance fee. Besides, taking into
account India’s favourable economic condition and increasing trend of disposable income, it
would be possible to charge more fee to Indian visitors which is currently Rs. 10 only.
However, the admission fee to national monuments for Indians has to be nominal because of
their public status and interests.
Comparisons with other World Heritage sites and museums in India and abroad are tabulated
below:
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Table 3-5 Comparison of admission fees for World Heritage Sites and Museums
(Unit: US$=Rs. 45)
Site Local Foreigner Remarks
Taj Mahal 0.22 16.7
Ajanta 0.22 5.6
Ellora 0.22 5.6
Petra (Jordan) 1.41 46.6
Great Wall of China 20
Angkor Wat (Cambodia) 20
Pyramid (Egypt) 11
Machu Picchu (Peru) 44 22 for children
Museum Local Foreigner
National Museum (Angkor Wat) 3 12 2 for Camera
Egyptian Archaeological Museum 11
National Museum (New Delhi) 0.22 6.7 6.6 for camera
Bombay Museum (Mumbai) 0.55 6.7 4.4 for Camera
Dr. Bhau Daji Lad Museum (Mumbai) 0.22 2.2
Almost none of them charge an entry more than Rs. 30/- on an average (single use only) in
India. A multiple use (unlimited entries within timeframe of say, 24 hours) should also usually
not be more than 3 times the single use pricing, i.e. say, Rs. 90/- per day.
Introduction of a single (integrated) ticket system is regarded by many as one of the most
critical issues closely related to the visitor management. Since there is a lack of confidence
among the concerned institutions, proposing a transparent system to distribute the revenue
from ticket sales to respective institutions would be an important mechanism to be realized.
MTDC, in this regard, is perhaps most well placed by way of mandate and flexibility – it is a
Corporation and not an authority, and can assume service functions at the discretion of its
Board. Through this, MTDC can:
• Absorb the entrance fees to the caves within the fare of the end-to-end guided tours which
may be commenced from Aurangabad, using transport arranged by it.
• Share a pre-specified percentage/ portion of sales with the ASI – this arrangement can be
handled through an open – ended contract.
All visitors to the caves must converge into a single mode of travel from a certain point at the
visitor centre right after the point where the Ajanta/ Ellora cave road passes by the visitor
centre – by some form of a green ‘eco-bus’. This means that every legitimate visitor to the
cave must use this mode (shuttle bus).
For visitors travelling to the caves through (i) tour operators other than MTDC or its
franchisees, (ii) on their own, this is the place where a comprehensive admission fee is taken,
covering: (a) two-way fare for the eco-bus, (b) parking fees for transport, (c) entrance fees for
the caves, (d) entrance fees for the visitor centre and (e) maintenance cess for the amenity
Final Report
90
area. This should alleviate the issue that vendors working in the amenity area feeling
disadvantaged because of a privilege barrier imposed on people accessing their services/goods.
In case of end-to-end tours being conducted by operators other than MTDC, they can have an
arrangement with MTDC to cover the unified cost of the comprehensive admission-fee and
their operating cost + profit. This would mean that such operator pays a monthly pro-rata
portion of revenue to MTDC, and MTDC shares another pro-rata of its receipts with ASI.
It is recommended to charge extra fees to enter into fragile painted caves in Ajanta to protect
the invaluable monument. Replica caves and exhibits that are planned for Ajanta Visitor
Centre can be a good excuse and compensation for the additional fees. Conversely,
introduction of additional charge is recommended to promote the use of the Ajanta Visitor
Centre.
The ASI Consultant suggested that fragile painted caves should partially and alternatively be
closed off from public display and the only way to see this should be the replicas at the AVC.
This trick is used globally by every museum for rare and sensitive artefacts, which require
special attention. However, whether this should entail an additional fee may need to be
assessed on a case-to-case basis. The majority of visitors would expect viewing all the
important caves.
As an excuse for increased ticket price, as well as to promote private businesses in the VCs
and their neighbourhood, it is recommended that the new ticket system should allow re-entry
to the caves. With this arrangement, visitors will be able to spend the hottest time of the day
in the air-conditioned VCs to have lunch and to enjoy shopping, and revisit the caves in the
late afternoon when temperature cools down.
However, there will always be people who would look for a ‘quick-in’, ‘quick-out’. For them,
the increased ticket price will mean lesser value for money – it’s like selling them something
they may not even need. A better approach may be to keep both options available, and then
gradually phase one out depending on patronage. The VC charges can be apportioned into
either mode.
3.2. Tourism Marketing Strategy

Since the trip to Ajanta Ellora sites is as long as is the tour of the caves themselves, the visitor
centres have a strategic role to play in adding comfort to visitors and providing detailed
historical and academic information about the caves to peek visitor interest. The information
about the comfort, functions, and services that visitor centres provide needs to be added to
promotional brochures and tourism websites. It needs to be attractively presented so that the
visitor centres are attractions that are part of the Ajanta-Ellora tourism packaging so they can
add value in attracting specific market segments to major tour packages in India.
Final Report
91
3.2.1. Packaging the visitor centres as Ellora & Ajanta features

For packaging the features of visitor centres into the marketing and promotion tools of the
Ajanta – Ellora world heritage sites, the following aspects should be highlighted:
• Mission of visitor centres
• Themes and storylines of exhibitions
• Functions and available services of visitor centres

• Photos of visitor centres with beautiful scenery and legible access map
• Opening hours and admission fees
In addition to the above, the following tactics are necessary to entice visitors:
• Branding the visitor centres (logo, trade marks, style of font, colour and design, etc.)
• Create mascot or character site specific and unique to visitor centres
• Create catchy phrase or slogan to showcase visitor centres or the heritage sites
• Create theme for restaurants and shops (menu, products and souvenirs with themes)
• Find anecdotal story of the heritage sites
Although the materials and brochures for Ajanta and Ellora Tourism are well done and may
have exhausted the available budget of MTDC, they have by no means exhausted creative
approaches to marketing.
One less used approach is to show more specific individuals deeply enjoying their Ajanta -
Ellora experiences including the visitor centres (carefully chosen individuals to appeal to the
target market) since people experiencing pleasure attracts people. This has the benefit of
integrating Ajanta – Ellora visitor centres’ tourism products via the tourist rather than in terms
of categories which are really overwhelming since they cover such a wide range of subjects.
Reducing them to the experience of single individuals makes them much more palatable. This
approach has been particularly effectively developed by Japanese television which makes TV
shows based on present the diary of one or more narrators in a foreign land experiencing its
treasures.
3.2.2. Targeting major market segments

The Tourism Market Strategy targets markets for allocating promotional efforts and funding. It
is proposed that at least the following groups be reached:
(1) Regional and local tourists
(2) General tourists to India
(3) People in Buddhist nations
Final Report
92
(4) Foreign visitors (known in the tourist trade as “beach tourists” who are interested in some
cultural experience to supplement their primary focus of relaxation). In terms of market
size this market segment is large whereas the market size of cultural tourists is small. The
characteristics of beach-tourist and cultural tourist markets is compared in the Table below
and illustrated spatially in the Figure.
Table 3-6 Beach tourists vs. cultural tourists

Item Beach tourists Cultural tourists
Origin Short haul All over the world
Type of Trip Stay in one place Touring
Area of activities One day trip area Tourism circuit for 1-2 weeks
Motivation Rest and relax Cultural interest
Market size Large Small
Price elasticity High (price affects demand) Low (price affect demand less)
Figure 3-13 Spatial tourism structure
(5) Japanese. An Ajanta mural is part of Japanese school history as the roots of Japan's World
Heritage Mural in Horyuji Temple. Its publishing has a high profile.
3.2.3. Attracting high-yield visitors

High-yield visitors are those who spend a lot on accommodations, shopping and tours. When
such visitors stay is long, they likely spend more in all categories. Therefore, “Nights Spent” is
viewed in this regard as a better relative measure of tourism statistics than “arrivals,”
especially in the analysis in Section of Financial Plan.
Final Report
93
Since those visitors stay at high-class accommodations in Mumbai or Aurangabad, their

relatively low length of stay would suggest that they are not finding offerings of interest to
cause them to stay longer. Since the main offerings in India are numerous, one may suspect
that they are not being fully exploited in terms of providing a full tourism experience
(ambiance) of sightseeing, dining, shopping and entertainment. Also do more promotion
together with hotels where the bulk of tourists stay.
Clearly, there is a potential tourist market in providing additional attractions for such non-
tourists who are already in India. This could be a major aim of the AEDP (II) in providing the
facility and development of the visitor centres, the Aurangabad airport, the improved road
access to Ajanta and Ellora, and the improved electricity and water supply system to Ajanta
and Ellora visitor centres. However, casual observation would suggest that Aurangabad is just
beginning to enter the realm of providing tourism ambiance rather than just tourism sites.
3.2.4. Inclusion in state and national tourism circuits

It is also recommended that parallel efforts be made to include information about the visitor
centres at the sites to existing Indian tourism circuits as follows:
(1) Buddhism Circuit Tours
(2) World Heritage Circuit Tours
(3) Indian Antiquities Tours
(4) Regional Tourism Circuit
(5) General Interest Package covering historic buildings, scenic location, natural parks, etc.
Note: Specific Interest Packages are small niche markets, so the returns would probably
not justify the expense.
Final Report
94

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Maharashtra Tourism Development Corporation,

The Republic of India

JAPAN INTERNATIONAL COOPERATION AGENCY

ORIENTAL CONSULTANTS CO., LTD.

JAPAN INTERNATIONAL COOPERATION AGENCY

ORIENTAL CONSULTANTS CO., LTD.

Japan International Cooperation Agency (JICA) conducted the Study on the

Finally, I wish to express my sincere appreciation to the officials concerned of

1.1. Background of the Project

1.1.2. Background of Ajanta & Ellora visitor centres

1.2. Foundation for Management Planning

a. High visitor centre operating cost

• Facilities have large floor areas and exhibition space.

b. Low visitor centre revenue

c. Long visitor timelines

1.2.2. Vision for integrated visitor-centred experience

1.2.4. Ticketing system

1.3. Marketing Strategy

1.3.1. Current tourism marketing limitations of Ajanta and Ellora

1.3.2. Domestic visitors

a. New Activities for Domestic visitors (including foreigners living in Aurangabad)

• Picnic and recreation

• Shopping and restaurant

• Events and festivals

• Seminar and conference

a. New Activities for Foreign visitors

AJANTA SITE MAP

Figure2-1 Ajanta detail map

Source: JICA Study Team

2.1.1. AVC mission

The missions of the visitor centre are as follows:

• Interpretation facility: To provide interpretation and orientation for the caves.

• Edutainment facility: To provide learning experience for children and students

2.1.2. AVC facilities

Table 2-1 Summary of Ajanta Visitor Centre facilities

2.1.3. Visitor arrivals to the caves

2.2. AVC Visitor Management Optimization

• Shuttle bus ticket line to the heritage site

• Entry ticket line to the heritage site at ASI office

Figure 2-2 Timeline Comparisons

Source: JICA Study Team

2.3. Ajanta Site Protection

• Humidity has increased by uncontrolled numbers of visitors which leads to fungus

• The impact of negative tourism activity needs to be decreased and inadequate

• The quality of visitor experience needs to be enhanced. Current visitors flow

• A pollution free green zone between AVC and Ajanta Caves.

• Ajanta Visitor Centre, with multimedia interactive exhibitions, to provide educational

• All public amenities to be included in Ajanta Visitor Centre, to facilitate decreased

Available space and seats for restaurants in AVC are as follows:

Table 2-2 Restaurant facilities in AVC

Floor area (m2) No of seats

2.4.2. AVC shops

2.4.3. AVC parking

2.5. AVC Tentative Staffing Plan

2.6. AVC Financial Plan

2.6.1. Base case (Ajanta)

Table-2-4 Ten (10) year cashflow (Ajanta base Case)

Also, if business environment to bidders is depressed or bidders expect their future

2.6.2. Optimistic case

• Higher growth rate of visitors