| ABSTRACT |
The Braj region—centered on Mathura, Vrindavan and adjoining pilgrimage nodes such as Govardhan, Gokul, Barsana and Nandgaon—has experienced a sharp surge in cultural/pilgrimage tourism during the last decade. This paper assesses the socio-economic and environmental impacts of that surge, using official and scholarly sources, a region-level input–output framing, and recent field and secondary data. Key indicators show tourist footfall rising from roughly 7.68 million in 2018 to an estimated 79 million (7.9 crore) in 2023, with local tourist expenditure estimated at about ?15,380 crore in 2023 and projected regional tourism income of ?42,000 crore by 2030 under current development scenarios. The analysis finds significant income generation, growth in microenterprises and seasonal employment gains, but also raises concerns about environmental stress—solid waste, water demand, degradation of historic/ritual places—and socio-cultural commodification. Using an input–output style multiplier approach (plausible multipliers adapted to regional studies and EDII recommendations), the paper provides estimates for employment generation, income multipliers and sectorial impacts across hospitality, retail, transport and services. Recommendations emphasise sustainable infrastructure, waste and water management, capacity building for local entrepreneurship (esp. women and SHGs), heritage-sensitive planning and a phased strategy for balancing day-tourist flows with overnight-tourism development. The paper closes with specific policy actions and a monitoring framework for sustainable cultural tourism in Braj. |
