Bridging Monumental and Living Heritage:

A Framework for Cultural Tourism in

Mahabalipuram – A Case for Promoting
Sculpture and Sculptors in the World-
Renowned Stone Carving City
SHIVANI SATHESH
2020BARVC053
Definition of terms
Cultural Tourism: Cultural tourism is a form of
tourism focused on exploring and experiencing the
culture, heritage, and artistic practices of a place. It
often includes visiting historical sites, engaging
with local traditions, observing or participating in
crafts, festivals, and culinary practices, and
learning about the social values, language, and
lifestyle of the local community. Cultural tourism
aims to connect travelers with the authentic and
intangible aspects of a destination's culture.

Tamil Nadu's cultural tourism showcases its rich

heritage, from ancient temples and classical dance
forms like Bharatanatyam to vibrant festivals. The
state's recent tourism policy emphasizes
preserving and promoting these cultural assets to
attract visitors and support local communities.

Image: Tamil Nadu map

Source:https://i.pinimg.com/564x/39/0b/b9/390bb9e49e673352be81cee6e400c908.jpg
Definition of terms
Monumental Heritage: Monumental heritage refers to significant physical structures or sites with historical, architectural, cultural, or artistic value.
These can include monuments, temples, palaces, fortresses, and other buildings or structures that represent a civilization’s achievements and legacy.
Monumental heritage is preserved for its symbolic, aesthetic, and educational value, reflecting a region’s historical identity and artistic achievements.

Living Heritage: Living heritage encompasses the practices, traditions, knowledge, and skills that are passed down through generations within a
community. This includes rituals, performing arts, craftsmanship, social practices, and oral traditions that are actively maintained and practiced by
people in their everyday lives. Living heritage is dynamic, evolving with a community’s environment, cultural interactions, and creativity. It maintains
cultural diversity and fosters community identity and belonging.
Monumental
Heritage

Living Heritage
Image: Photomontage of Monumental and living heritage of Mahabalipuram
Source:Athor
Background study - History
Mahabalipuram is named after the King Mamalla (meaning the great warrior) also known as Narasimhavarman
I (c. 630 – 670)

7th Century: Mahabalipuram established by Pallava kings; becomes a famous harbor town used for trading
with many south eastern countries.

7th Century: Temple building activity marked the beginning of rock-cut architecture in South India, as a part of
Dravidian architectural monument. Some monuments are Rock-cut rathas (Five Rathas) or chariots, the open
air bas-reliefs known as the Descent of the Ganges, the rock-cut decorated caves like the Govardhanadhari,
Mahishasuramardini.

8th Century: Structural architecture flourishes under Pallava king Rajasimha; Shore Temple built.

19th Century, B.C.E. : Pallava dynasty defeated by chola dynasty in 1987 C.E. Historical importance of the place
diminished and it was used only as a port, but eventually destroyed.

19th Century : Rediscovery of Mahabalipuram monuments by archaeologists of anti-quarian art.

1984: Mahabalipuram designated as a UNESCO World Heritage Site.

1990s: Significant development in tourism infrastructure begins.

Background study - Tourism

Eco-
tourism

Emphasis on heritage Launch of the 20-year Significant increase in Implementation of the

tourism, with efforts to perspective tourism plan tourist arrivals. Tamil Nadu Tourism
preserve and promote in 2003, aiming to Enhanced focus on Policy 2023, aiming to
historical sites in the identify new tourism digital marketing and transform the state into
state. products and long term online presence. a global tourism hub.
Growth in domestic and goals. Introduction of various Focus on sustainable
international tourist Development of festivals and cultural tourism, community-led
arrivals. ecotourism and events to attract tourism, and responsible
adventure tourism. tourists. tourism practices.
 Background study – Tourism plan & policy
20-Year Perspective Tourism Plan (2003):
Objectives: Identify new tourism products, set long-term goals, and develop a strategic roadmap for
tourism growth.
Strategies: Focus on eco-tourism, heritage tourism, and adventure tourism. Strengthening tourism
infrastructure and promoting employment generation.

Tamil Nadu Tourism Policy 2023:

Vision: To make Tamil Nadu the most attractive experiential destination in Asia.
Goals: Attract ₹20,000 crore investments over the next five years and facilitate skill development for 3
lakh people.
Key Focus Areas:
Infrastructure Development: Integrated development of high-priority tourism infrastructure.
Private Sector Participation: Encouragement of private sector and community participation.
Digital Initiatives: Implementation of virtual tourist information centers and enhanced technological
integration at tourist sites.
Sustainable Tourism: Emphasis on responsible and community-led tourism.
Information Source:
TamilNadu Tourism Policy - Department of Tourism, Government of TamilNadu (2023)(5 Year Policy)
FINAL REPORT ON 20 YEARS PERSPECTIVE TOURISM PLAN FOR THE STATE OF TAMIL NADU - GOVERNMENT OF INDIA MINISTRY OF TOURISM AND CULTURE
DEPARTMENT OF TOURISM MARKET RESEARCH DIVISION (2003)(20 Year Plan)
Responsible tourism - TamilNadu Tourism Policy 2023
Responsible tourism focuses on reducing negative environmental, economic, and social impacts on tourist
activities and pushing towards increasing a positive impact. The Tourism sector has a huge stake in realizing the
17 Sustainable Development Goals set by the United Nations, especially Goals 8 (Decent Work & Economic
Growth), 12 (Responsible Consumption & Production) and 17 (Partnerships for the Goals).

Sustainable Tourism
People Values Focussed

Environmental
Tourist Host Economic viability
Stewardship

Cultural Respect

Information Source: TamilNadu Tourism Policy - Department of Tourism, Government of TamilNadu (2023)(5 Year Policy)
Community Engagement - TamilNadu Tourism Policy 2023

1. The Department will facilitate active engagement between local authorities and communities to foster
awareness regarding environmental sustainability and cultural preservation through impactful
campaigns.

2. Implementing standardised frameworks that incorporate indigenous knowledge and practices, ensuring
a cohesive approach across the state.

3. Providing mentoring and financial support to empower the local community, amplifying the impact of
awareness campaigns.

4. Encouraging district-level competitions to incentivise the protection of environmental and cultural

heritage.

Information Source: TamilNadu Tourism Policy - Department of Tourism, Government of TamilNadu (2023)(5 Year Policy)
Community Led Growth - TamilNadu Tourism Policy
2023
The development of tourism in any destination must bring about positive economic, social, cultural, and
environmental impacts on the local community. To ensure the realisation of tourism's potential in
generating income and employment, collaborative efforts will be made, involving various stakeholders
such as sectoral entities, local and state-level authorities, the private sector, and the local community.

The policy aims to ensure an authentic display of the State’s unique communities while ensuring a
balanced distribution of tourism benefits as well as the conservation of the State’s natural and cultural
resources.

From this perspective, the Policy shall include:

1. Communities that are integral to Tourism, including Coastal & Fishing communities, Hill & Tribal
communities, Farming communities and Arts & Crafts communities
2. Communities that enable Tourism, such as hospitality partners and employees

Information Source: TamilNadu Tourism Policy - Department of Tourism, Government of TamilNadu (2023)(5 Year Policy)
LITERARTURE REVIEW – TOURISM IN MAHABALIPURAM
TOURIST FOOTFALL PATTERN

Image: Month wise tourist footfall in Mahabalipuram

Source: https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/MP7a314926-f925-
4aeb-b0ed-57081b77fc4c.pdf
Image: Domestic & International arrival 2015-2022 in INR lakhs
Source: https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/MP7a314926-f925-
4aeb-b0ed-57081b77fc4c.pdf

Mahabalipuram got a greater number of tourists in May because of the summer vacations, and November
and December for the comfortable weather and Dance Festival.
LITERARTURE REVIEW – TOURISM IN MAHABALIPURAM
KEY TOURISM ATTRACTIONS

By diversifying the cultural

attractions and involving the local
community, Mahabalipuram can
offer a more varied and enriching
experience for tourists, making it a
more attractive destination for high-
value tourism.

Image: List of key tourist activities in Mahabalipuram

Source: https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/MP7a314926-
f925-4aeb-b0ed-57081b77fc4c.pdf
LITERARTURE REVIEW – TOURISM IN MAHABALIPURAM
TOURIST PREFERENCES
Stakeholder consultation with various tour operators indicates that length of stay is typically shorter ranging
from 1 to 2 days. Foreign tourists who typically visit from France, Germany, Malaysia and UK do not opt to stay
longer. The same may be validated with the Development of Iconic Tourist Sites in India – Mahabalipuram that
states that 97% of the respondents denied staying overnight in Mamallapuram. This trend is majorly due to lack
of tourist products and activities in the destination.
In order to enhance the travel experience in Mamallapuram, respondents have mentioned the need for…

Overall cleanliness
Need of shades to with more cans
Cleaner beaches with Increase on tourist Presence of a few
tolerate the placed in tourist
water sport activities activities wellness
scorching heat areas

Infographic: Tourist preferences

Source: https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/MP7a314926-f925-4aeb-b0ed-
57081b77fc4c.pdf
LITERARTURE REVIEW – TOURISM IN MAHABALIPURAM
TOURIST SATISFACTION ON VRAIOUS ASPECTS

Low levels of satisfaction:

● Tour operator assistance
● Basic amenities
● Shopping experience
● General cleanliness
● Weather
● Differently abled friendly activities

Image: Tourism data

Source:
https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/
MP7a314926-f925-4aeb-b0ed-57081b77fc4c.pdf
Image: Location map of mahabalipuram
Source: https://sd2.tourism.gov.in/DocumentRepoFiles/MasterPlan/MP7a314926-f925-4aeb-b0ed-57081b77fc4c.pdf
LITERARTURE REVIEW – TOURISM IN MAHABALIPURAM
POTENTIAL FOR TOURIST ACTIVITIES
Mahabalipuram is renowned for its stunning heritage monuments and beautiful beaches, the lack of diverse cultural
centers can indeed make it feel somewhat monotonous for visitors seeking varied experiences.

1. Heritage Monuments: Mahabalipuram is famous for its UNESCO World Heritage Sites, including the Shore
Temple, Pancha Rathas, and Arjuna’s Penance. These monuments are significant for their historical and
architectural value but may not offer interactive or dynamic cultural experiences.
2. Beaches: The beaches in Mahabalipuram, such as Mahabalipuram Beach and Kovalam Beach, are popular for
relaxation and water activities. However, they do not provide much in terms of cultural engagement.
3. Potential for Development: There is significant potential to develop cultural centers that showcase Tamil Nadu’s
rich traditions in dance, music, and crafts. Establishing museums, art galleries, and performance spaces could
provide a more rounded cultural experience.
4. Community Involvement: Encouraging local artisans and performers to participate in tourism activities can
enhance the cultural offerings. Workshops, live performances, and craft markets can make the destination more
engaging.
5. Educational Programs: Introducing educational programs and guided tours that delve into the history, art, and
culture of the region can enrich the visitor experience. Interactive exhibits and storytelling sessions can make
the heritage sites more engaging.
PROBLEM STATEMENT
Monumental Heritage Monuments

Tourism Mahabalipuram

Living Heritage Culture and Craft

Tourism is a double-edged sword for local communities, especially in culturally significant destinations like
Mahabalipuram. On one hand, it generates income, creates jobs, and boosts local economies. On the other hand, it risks
eroding cultural values, causing environmental damage, and leading to unsustainable growth if not managed properly.
Community-led tourism, which emphasizes the involvement of local people in decision-making, can mitigate negative
impacts and ensure that tourism promotes positive economic, social, cultural, and environmental outcomes.

Tamil Nadu’s tourism strategy currently prioritizes monument-centric promotion, focusing on the preservation and
marketing of monumental heritage sites while overlooking the state’s rich living heritage, including local crafts and
artisans. This limited approach hinders the sustainable tourism model proposed by Tamil Nadu’s tourism policy, which
aims to integrate community-led development and economic opportunities for local artisans. Without a framework that
equally promotes both monumental and living heritage, Tamil Nadu misses opportunities to fully leverage cultural tourism
to benefit local communities and support heritage preservation in a holistic manner. This research investigates how an
expanded tourism framework could foster a sustainable, inclusive model that aligns with community interests and
enriches cultural tourism.
AIM & OBJECTIVE
Research Aim:

To develop a sustainable cultural tourism framework in Mahabalipuram that integrates both monumental and living
heritage, with a specific focus on promoting local sculptors and their craft in order to create economic opportunities,
enrich visitor experiences, and preserve cultural identity.

Research Objectives:

● Study Current Tourism Practices: Examine Tamil Nadu’s tourism policy, with a focus on its emphasis on monumental
heritage, to understand the gaps in promoting living heritage, particularly the stone carving crafts in Mahabalipuram.

● Compare with Effective Models: Conduct a comparative analysis with cities like Jaipur, where living heritage, crafts,
and monumental tourism are jointly promoted, to derive insights and applicable strategies.

● Identify Stakeholder Challenges: Investigate challenges facing stakeholders, including local artisans, tourism
authorities (ASI, TNTDC), and handicrafts organizations (TNHDC), in integrating monumental and living heritage.

● Develop Recommendations: Propose actionable strategies to promote Mahabalipuram’s stone carving crafts through
an inclusive tourism model that incorporates local artisans, government collaboration, and experiential tourism.
 LITERATURE REVIEW

MAHABALIPURAM CASE STUDY

Select comparable destinations that have successfully
integrated living heritage in their tourism model.
METODOLOGY
(Jaipur, Raghurajpur)

POLICIES AND SCHEMES POLICIES AND SCHEMES

● Tourism model ● Tourism model
● Focus stakeholder ● Focus stakeholder
group group
● Identify gaps in poliicy

RECOMENDATIONS
LIVE STUDY AND
OBSERVATIONS
To summarize key findings and highlight the
significance of the research. Interpret
COMPARITIVE findings and provide actionable
ANALYSIS recommendations.
Compare key factors influencing
cultural tourism success:
• Focus areas of tourism policies,
• Stakeholder collaboration
• Market accessibility
• Visual merchandising
• Customer behavior

INFERENCES
•Policy and Strategy Gaps
•Stakeholder Synergies
•Market and Visitor Dynamics
•Cultural and Economic Impact
 CASE STUDY

&

COMPARITIVE ANALYSIS
LIVING HERITAGE IN TAMIL NADU TOURISM WEBSITE

The Tamil Nadu Tourism website primarily focuses on promoting

the state's natural attractions, heritage sites, and adventure

activities. While it highlights UNESCO World Heritage Sites,

temples, wildlife, hills, and adventure sports, there is limited

emphasis on traditional crafts, local cuisine, or cultural tourism

experiences. The website provides information on various tourist

destinations and activities but lacks detailed sections dedicated to

showcasing the state's rich cultural heritage, crafts, and culinary

traditions.

Image: Tamil Nadu tourism website

Source: https://www.tamilnadutourism.tn.gov.in/destinations/mahabalipuram
GOVERNMENT BODIES IN TN PROMOTING LIVING
HERITAGE

The Tamilnadu Handicrafts Development Corporation

(TNHDC) was set up in 1973 by the Government of

Tamilnadu. "Poompuhar" , the brand name of TNHDC and

unique handicraft store that echos the crafts of

Tamilnadu.

Poompuhar provides marketing assistance to artisans

through its 17 showrooms which are located all over Tamil

NAdu, New Delhi and Kolkata, Poompuhar has 7

Production Centres located for different crafts out of

which one is in Mamallapuram (stone carvings).

Image: Poompuhar website
Source: https://poompuhar.com/
DISPLAY MODEL IN MAHABALIPURAM

In Mahabalipuram, the display model for artisans is largely

traditional. Artisans primarily work in workshops near their homes

or along streets, creating sculptures in plain view of tourists. This

informal setup allows visitors to witness the intricate process of

stone carving but presents an opportunity to develop a more

structured and engaging model.

Image: Poompuhar website
Source: https://poompuhar.com/
LIVING HERITAGE IN RAJASTHAN TOURISM WEBSITE
The Rajasthan Tourism
website embraces
experiential tourism. It offers
detailed insights into forts,
palaces, and museums and
also promotes local crafts,
traditional music, and dance
performances, allowing
visitors to explore
Rajasthan's vibrant culture
virtually.

The Rajasthan Tourism

website is a leading platform
that promotes crafts
through experiential
tourism, offering interactive
insights into the state’s
heritage.

Image: Rajasthan tourism webiste

Source: https://www.tourism.rajasthan.gov.in/content/rajasthan-tourism
ROYAL FAMIL PROMOTING LOCAL HERITAGE
FRIENDS OF THE MUSEUM
A space dedicated to preserving
and promoting the artisans and
GALLERIES craftsmen of Rajasthan.

PRINCESS DIYA KUMARI

FOUNDATION & STORE
PDKF trains local women, and
connects them to the global
market. The store offers a
contemporary adaptation of
traditional Rajasthani crafts.

PALACE ATEL THETHE PALACE

SHOPS ATELIER
A museum shop and design
studio uses traditional crafts to
create high-quality replicas,
souvenirs, and handcrafted
products inspired by the
museum's artifacts.
Image: Source: City Palace brouchure
Designed by Archee Vijaivargia
DISPLAY MODEL

Kiosks in Jodhpur fort

In Rajasthan, the royal family

historically kept artisans near their
forts and residences, and to this day,
as fort owners, they allow artisans to
display and sell their crafts nearby.
This setup bypasses the 100m ASI
buffer requirement but remains
organized to protect the monument,
adding vibrant life and energy that
complements the site.

Shilp Gram Udyog, Jaigarh fort, Jaipur Shops in Jaisalmer. Source: Dheeraj Rathod
LIVING HERITAGE IN RAJASTHAN TOURISM WEBSITE

Odisha Tourism, in collaboration with the Odisha Handicrafts

Development Corporation and NGOs like INTACH, actively

promotes rural tourism. They promote rural tourism by

showcasing the state's rich cultural heritage and natural beauty.

The website highlights various rural tourism destinations,

traditional crafts, and local festivals, encouraging visitors to

experience the authentic rural life of Odisha. It also features eco-

friendly accommodations and community-led tourism initiatives,

aiming to provide a sustainable and immersive cultural

experience.
Image: Odisha tourism website
Source: https://odishatourism.gov.in/content/tourism
NGO’S & SCHEMS IN PROMOTING LIVING HERITAGE

Heritage Village – Raghurajpur: Raghurajpur, the nucleus of the Centre’s

Revival Project, is being developed by INTACH as a Heritage Village with

support from the Government of India and the Government of Odisha. The

centre provides local coordination support to various agencies involved in

the socio-economic and infrastructural upgrading of the locality. This

initiative promotes the village's traditional arts and crafts, such as

Pattachitra painting and palm leaf engravings, attracting tourists while

preserving cultural heritage. The collaboration supports local artisans and

fosters sustainable tourism through community involvement and cultural

Image: Map of best tourism villages from rural tourism website
Source: https://rural.tourism.gov.in/images/map-2.png preservation.
DISPLAY MODEL
Raghurajpur is a picturesque village located

in Odisha, India. Raghurajpur is renowned as

a heritage crafts village, and it is celebrated

for its diverse range of artistic traditions,

including Pattachitra art, Tala Patra Chitra

(Palm Leaf engravings), Stone Sculpture,

Gotipua Semi-classical Dance, Odissi

Classical Dance, Sahijata, Ram Leela,

Sankirtan, Papier Mache toys, Cow dung

toys, Wood Carvings, and more. Every family

is part of this artistic legacy, making the

entire village a vibrant, living gallery of

Odisha’s cultural heritage, inviting visitors to

experience its enduring artistry.

Image: Raghurajpur village
Source: https://timesofindia.indiatimes.com/travel/destinations/unique-and-beautiful-world-of-
pattachitra-in-raghurajpur-odisha/articleshow/98379117.cms
COMPARISON OF THE THREE DESTINATIONS
Mahabalipuram Jaipur Raghurajpur
Primary case study (Live) Primary case study (Literature)

Description Living heritage is closely Unlike Mahabalipuram, Jaipur’s While it doesn’t have monumental
connected to the monumental crafts aren’t tied to specific architecture like Mahabalipuram,
heritage monuments, though they are it shows how living heritage itself
deeply rooted in the city’s cultural can become a major tourist draw
heritage
Craft product Primarily stone sculpture – form Lac jewellery, gemstone jewellery, Primarily Pattachitra, Miniatures
of granite and seashell crafts, Meenakari jewellery:, Bandhani of beetel nut and coconut, paper
palm leaf toys, terracotta textiles, block printing, leather mache sculptures, masks
pottery goods, miniature paintings,
puppets, blue pottery, Jaipuri
razai, wooden furniture
Craft diversity One primary craft and other Wide array of equally significant One primary craft and other
and dominance additional crafts crafts. additional crafts

Craft product Large scale Small scale portable Small scale portable
type

Artisan-Seller The shopkeepers are the The shopkeepers are solely The shopkeepers are the artisans
Integration artisans themselves sellers, not the creators of the themselves
crafts.
Craft Production Craft-based workshop cum Artisan-sourced retail outlet Craft-based workshop-retail
and Retail retail space space
Structure
 Mahabalipuram Jaipur Raghurajpur
Primary case study (Live) Primary case study (Literature)

Space req. Big space Small space Small space

Heritage Government-imposed 100- With the royal family’s authority Artisans are encouraged to work
Authority and meter buffer around over certain heritage sites, and sell their crafts directly from
Market monuments limits artisans’ artisans can set up shops close to their homes. This practice
Proximity shops from being too close, monuments without a buffer integrates craft-making with
despite shopkeepers owning zone, enhancing accessibility for daily life, allowing visitors to see
their land for generations. This tourists and integrating artisans at work and purchase
regulation prioritizes handicrafts with heritage directly from them. Near to the
monument preservation over tourism. heritage site Puri, enhances
proximity for tourism. tourism & craft exposure.
Visual • Experience based model • Display based model • Display cum experience based
Merchandising • In Mahabalipuram, the • In Jaipur, shops are model
and Customer workshops themselves serve strategically designed to • In Raghurajpur, artisans often
Attraction as the primary visual attract tourists with vibrant work from their homes, and
representation of the craft. displays. The emphasis on the village itself serves as an
The hands-on and live visual merchandising ensures open-air exhibition of their
demonstration approach that tourists are easily crafts. The intimate setting
provides an educational attracted to the shops. The provides a personal and
experience but may not strategic placements of shops educational experience by
immediately draw in tourists in popular tourist areas, near creating a unique and
who are just passing by and heritage sites like the City memorable experience for
looking for visually appealing Palace, enhance customer visitors.
displays. engagement and boost sales.
 Mahabalipuram Jaipur Raghurajpur
Primary case study (Live) Primary case study (Literature)

Customer • The primary customers are • The main customers are • The primary customers in
Demographics international buyers who tourists visiting the city. Raghurajpur are tourists.
and Purchasing often purchase items for • The bustling markets and • Tourists often buy Pattachitra
Behavior their homes and religious strategic shop displays attract paintings, palm leaf
institutions. a high volume of impulse engravings, and other crafts as
• There is less foot traffic from buyers. Tourists are drawn to souvenirs or gifts. The direct
tourists buying directly in the vibrant and colorful interaction with artisans
Mahabalipuram. Instead, the presentations of goods, allows visitors to appreciate
focus is on larger, bespoke leading to frequent and the craftsmanship and often
orders from abroad and spontaneous purchases. The leads to spontaneous
religious institutions. This direct interaction with the purchases. The village's charm
creates a unique dynamic crafts adds to the overall and cultural significance
where the sales process is shopping experience. enhance the shopping
less reliant on walk-in experience.
customers and more on
remote, high-value
transactions
 Mahabalipuram Jaipur Raghurajpur
Primary case study (Live) Primary case study (Literature)

Focus areas of Tamil Nadu Tourism Policy 2023 Rajasthan Tourism Policy 2020 – Odisha Tourism Policy 2022 -
tourism policy - Cultural tourism Experiential toursim Rural tourism
Tamil Nadu's tourism policy Rajasthan's tourism policy Odisha's tourism policy promotes
emphasizes cultural tourism focuses on experiential tourism, its cultural heritage, including
and living heritage, focusing on which includes cultural tourism temples, Odissi dance, and Rath
temples, classical music, and and living heritage. The state is Yatra. It supports eco-tourism,
festivals. It aims for sustainable famous for its forts, palaces, and wildlife tourism, and rural
growth and community support. traditional crafts. The policy aims tourism. Rural tourism showcases
However, this policy is the first to offer high-quality experiences traditional lifestyles and crafts,
of its kind, and significant to tourists while conserving offering immersive experiences.
cultural tourism developments natural, historical, and cultural This approach helps preserve
are yet to occur. The previous heritage. Special heritage villages heritage and supports rural
focus was on preserving and craft villages are promoted to economic development.
monuments and discovering showcase traditional arts and
new tourism products, with crafts.
gradual implementation
expected for cultural initiatives.
SPECULATIVE INTERRELATIONSHIP BETWEEN
STAKEHOLDERS IN RAJASTHAN AND ODISHA

RAJASTHAN ODISHA
CHALLENGES TO COLLABORATE MONUMENTAL
HERITAGE WITH LIVING HERITAGE IN MAHABALIPURAM
● Monument preservation

○ Conservation Focus - Priority on the physical integrity of the site over the inclusion of contemporary activities

○ Strict Regulations - Ancient Monuments and Archaeological Sites and Remains (AMASR) Act, 1958 restrict activities
within protected zones around historical sites

● Lack of State-Level Policy Focus on Living Heritage

○ Tourism Policy Gaps - Tourism campaigns have traditionally focused on temples and architecture with less attention
given to crafts and artisans. Policies are required for integrating local artisans into the tourism system.

○ Absence of Structured Programs - economic upliftment of local artisans through their integration with monumental
tourism sites.

● Lack of Collaboration Between Stakeholders

○ Coordination - ASI, Tamil Nadu Tourism Department, Tamil Nadu Handicrafts Development Corporation , NGOs, artisan
cooperatives

○ Poompuhar (Tamil Nadu Handicrafts Development Corporation) - promoting local crafts - but not integrated with
tourism - like tourism specific activities like heritage walks, craft demonstrations, or festivals seen in Jaipur & Odisha
CHALLENGES TO COLLABORATE MONUMENTAL
HERITAGE WITH LIVING HERITAGE IN MAHABALIPURAM
● Limited Promotion of Living Heritage

○ Monument-Centric Promotion - A tourism approach that focuses primarily on the promotion and preservation of
historical monuments, often overlooking local living heritage and artisan communities.

○ Craft Visibility Issues - Tanjore painting, Kanchipuram silk weaving, and stone carving have been promoted. More
these crafts have been promoted more independently, without close ties to the monumental sites in places like
Mahabalipuram.

● Tourism focus

○ Mass Tourism - high footfall - emphasis on quick visits, sightseeing, and large tour groups - does not lead to in-depth
engagement.

○ Limited Interactive Experiences - fewer initiatives designed to engage tourists in interactive, hands-on experiences
with local craftspeople.

● Lack of Large-Scale Cultural Festivals

○ state-organized cultural festivals that integrate both the monumental heritage and living heritage - festivals are
seasonal and do not integrate living heritage
OPPURTUNITIES TO COLLABORATE MONUMENTAL
HERITAGE WITH LIVING HERITAGE IN MAHABALIPURAM
● UNESCO World Heritage Guidelines

○ Enhances visitor engagement & cultural appreciation

○ Supports sustainable tourism

● Heritage Management and Preservation Laws (100 m buffer)

○ Outside restricted buffer

○ Controlled activity inside the site

○ Artisan + Local tour guide collaboration - guided story telling

● Tourism Development Plans for Mahabalipuram

○ A focus on involving local communities, enhancing visitor experiences, and promoting the arts.

○ Holistic cultural experience - Monumental Heritage with Living heritage

○ Community involvement
OPPURTUNITIES TO COLLABORATE MONUMENTAL
HERITAGE WITH LIVING HERITAGE IN MAHABALIPURAM
• Public-Private Partnerships

o Partner with recognized tourism bodies or NGO

o Collaboration - government, local artisans, and private stakeholders

• Promoting Local Handicrafts as Part of the Tourism system

o Work with government-approved tourist guides and local artists through official channels, ensuring that the
initiative has the backing of local authorities.

o “heritage facilitators” - offer workshops, demonstrations, and storytelling tours.

o artisan co-operatives - recognized by the local tourism authorities

o Tourism partnership Tamil Nadu Handicrafts Development Corporation (Poompuhar)

STEPS TO INTEGRATE MONUMENTAL HERITAGE WITH
LIVING HERITAGE IN MAHABALIPURAM
1. Craft Heritage Zones Outside Monumental Sites: To work within heritage conservation laws, establish designated
craft zones or hubs near but outside the restricted areas of monuments, where artisans can engage with tourists
without affecting the monuments.
2. Organize Cultural Festivals at Heritage Sites: Festivals that bring together local crafts, traditional music, and
performances at places like Mahabalipuram could enhance tourist experiences and empower artisans,
3. Empower Artisan Cooperatives: By organizing local artisans into cooperatives or self-help groups, they can be
given a stronger voice in tourism initiatives and have better access to economic resources and government
support.
4. Enhance Collaboration Between Government Bodies: Greater coordination between the Tamil Nadu Handicrafts
Development Corporation, Tamil Nadu Tourism Development Corporation (TTDC), and the Archaeological Survey of
India (ASI) and NGO and artisan cooperative is necessary to create platforms for artisans at key heritage sites.
5. Develop Artisan-Centric Tourism Policies: State tourism could include specific programs aimed at promoting local
artisans and integrating their work with monument-based tourism.
6. Promote Experiential Tourism: Shift the focus from mass tourism to more immersive experiences, where tourists
engage with local artisans through workshops, guided heritage tours, and live demonstrations.
SUGGESTIVE INTERRELATIONSHIP BETWEEN
STAKEHOLDERS IN TAMIL NADU
 SEMINAR LEADING TO THESIS

Revitalizing Traditional Stone Carving: Designing a Sustainable Craft

Village for Sculptor Artisans in Mahabalipuram to Bridge Monumental and
Living Heritage
REFERENCES

1. TamilNadu Tourism Policy - Department of Tourism, Government of TamilNadu (2023)(5 Year Policy)
2. FINAL REPORT ON 20 YEARS PERSPECTIVE TOURISM PLAN FOR THE STATE OF TAMIL NADU - GOVERNMENT OF INDIA
MINISTRY OF TOURISM AND CULTURE DEPARTMENT OF TOURISM MARKET RESEARCH DIVISION (2003)(20 Year Plan)
3. Rural Tourism - Ministry of Tourism, Government of India
4. Odisha Tourism poilcy 2022 - Department of Tourism, Government of Odisha (2022)(5 Year Policy)
5. Rajasthan Tourism Policy, 2020 - Department of Tourism, Government of Rajasthan (2020)(5 Year Policy)
6. INTACH - Indian National Trust for Art and Cultural Heritage
REFERENCES