With the onset of summer vacations and well before the festivals of Ram Navami and Navratri, cities crucial for religious tourism in Uttar Pradesh—Varanasi, Mathura, and Ayodhya—are witnessing an influx of millions of devotees. Varanasi alone saw a record-breaking influx of 95.63 lakhs pilgrims in the month of March, flocking to seek the blessings of Kashi Vishwanath.
Preparations are in full swing to transform the inaugural Navratri festival at the Ayodhya temple, following the consecration of the Ram Lalla idol earlier this year, into a grand and momentous occasion. The event is expected to draw a significant influx of religious tourists from all corners of the country.
Typically, the month of Sawan witnesses such massive gatherings at Kashi Vishwanath. Similarly, in Ayodhya, more than two lakh visitors each day visited the newly constructed Ram Mandir and Hanumangarhi during the month of March. In Mathura-Vrindavan, the surge in crowds began 15 days before the festival of Holi and has shown no signs of abating yet, with pilgrims even seeking accommodation in Agra due to the lack of space in hotels, ashrams, and guesthouses.
The official envisions a holistic transformation through these initiatives, where tourism not only facilitates cultural exchange and economic growth but also fosters community development and empowerment.
Observing the heavy footfall for darshan at Ram Lalla in Ayodhya, there has been a notable increase in the number of flights operating from the recently operational airport. Presently, there are 24 daily flights operating from Ayodhya, with some routes being serviced twice a week and others four times a week, including services to Hyderabad initiated this week. Flights to Mumbai, Delhi, Bangalore, and Ahmedabad have been operational since earlier.
At present, Varanasi’s Kashi Vishwanath Temple is experiencing the highest footfall among religious tourism sites in Uttar Pradesh. Since the construction of the new corridor, there has been a significant surge in tourists visiting Varanasi.
Additionally, donations to the Kashi Vishwanath Temple have seen a considerable rise. On March 31, donations amounted to INR 83.34 crores for the fiscal year, marking a 42.43 per cent increase compared to the 2022-23 fiscal year when donations totaled INR 58.51 crores. Prior to the construction of the corridor, donations were approximately INR 26 crores up to the fiscal year 2019-20.
The surge in donations during March alone has broken all previous records, with contributions amounting to INR 11.14 crores, the highest for any single month according to temple management. This indicates a revival in pilgrimage travel post-pandemic and an enduring spiritual fervor among devotees.
Chief Medical Superintendent of the Ayodhya district hospital Dr Arun Prakash Shrivastava said, “We have been asked to be ready to deal with Covid-19. So we have established four special quarantine wards in the district hospital, where we will quarantine the foreigners for 14 days if symptoms of Covid-19 are found in them during their Ayodhya visit on Ram Navami, which is on April 17.”
The state’s religious tourism sites are experiencing an unprecedented surge, indicating a revival in pilgrimage travel post-pandemic and an enduring spiritual fervor among devotees.
Prakhar Mishra, Director Tourism, Governement of UP expressed high expectations regarding the impact of recent developments, including the newly constructed Ram Lalla Temple, the Kashi Vishwanath Corridor in Varanasi, and the Mathura-Vrindavan Corridor.
“We are expecting a significant surge of tourists prior to the festive season begins. The newly constructed Ram Lalla Temple, the Kashi Vishwanath Corridor in Varanasi, and the Mathura-Vrindavan Corridor will not only attract tourists from all corners of the country but also significantly boost local markets, particularly those associated with the One District One Product (ODOP) initiative,” he said.
The official further said, that these projects will set new records in terms of tourist footfall, drawing visitors eager to explore the rich cultural and religious heritage of Uttar Pradesh. “Furthermore, the enhanced connectivity and amenities provided by these developments are expected to create a ripple effect in the local economy, leading to increased demand for locally produced goods and services. This, in turn, is projected to generate a surge in employment opportunities, providing indirect livelihoods to the local populace,” he added.
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People thronged markets in the national capital on Sunday, ahead of Holi, making last-minute purchases of colours or gulals, trendy water guns, and colourful wigs.
Sadar Bazar in the national capital wore a festive look as shops recorded huge footfalls of people buying different kinds of items for the celebration of the festival of colours.
Masks inspired by leaders across the political spectrum, including Prime Minister Narendra Modi, CM Yogi Adtiyanath, and Congress leader Rahul Gandhi, among others, were trending in markets, bringing a distinct political flavour to the Holi celebrations ahead of the Lok Sabha elections.
A shopkeeper in one of the crowded markets in the national capital said the demand for masks and water guns with photos of political leaders was higher as compared to the other items on sale.
“Water guns with images of PM Modi are in great demand. People are paying well for these water guns. However, the overall sales this year are slightly lower than last year. However, the markets are buzzing,” he said.
Another dealer of Holi items said the demand for colours and gulal was higher than last year.
Speaking to ANI, Md. Rashid, a shopkeeper in the Sadar market, said, “The water guns with images of PM Modi, Rahul Gandhi, and CM Yogi are in demand as the elections are not too far away now. This year, we sold more items as compared to last year.”
Another shopkeeper, Saleem Ahmed, who sells colourful wigs, also talked up the sales this year.
“Everyone wants to wear a festive look on Holi. These colourful wigs are selling big this year. The overall sales this year, ahead of Holi, is better than the previous year. The pleasant weather is also one of the reasons why pre-Holi shoppers are turning out in such big numbers,” he said.
People across the country flocked to nearby markets to purchase sweets and colours. The streets were dotted with make-shift shops selling gulal, colours, toys, and other decor.
Many travellers are taking three days off to extend the holiday to nine days, thanks to the unique opportunity of Holi and Good Friday falling in the same week. According to various travel agencies and online portals, there has been a huge surge in demand, with close to 350 per cent increase in both domestic and international travel for the extended Holi weekend compared to last year.
Not just enthusiastic countrymen but overseas tourists as well could be seen breaking into unbridled celebrations ahead of Holi.Tourists were seen flocking to Pushkar in Rajasthan to not just bask in the local celebratory flavour around ‘Pushkar ki Holi’ but also mingle with locals.
One of the tourists visiting Pushkar expressed his delight saying he was’very excited’ to be in India to cerebrate Holi.
“I feel very happy to be here. This is one of the holiest sites in the world. I am getting good energy and celebratory vibes from the locals. It just feels very nice. I am excited to experience the ambience around the festival here,” he told ANI.
Holi, a festival celebrated with as much fervour in the country as it is overseas, will be marked on March 25, Monday, this year.
The festival is preceded by a ritual of lighting bonfires called Holika Dahan, signifying the burning of the demon Holika.
Some of the country’s oldest and most popular pilgrimage sites, such as Vrindavan, Mathura, and Barsana, draw revellers on this day, smearing themselves with the colours of Holi.
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Delving into the intricate facets of India’s aviation industry, Akasa Air‘s Co-Founder & Chief Commercial Officer, Praveen Iyer talked all and more about the prospects of growth, challenges, and the pursuit of sustainable, customer-centric innovation. Emphasising India‘s proclivity to undervalue its vast potential, Iyer advocated for a paradigm shift in mindset, urging a recognition and harnessing of the nation’s exceptional capabilities and top-tier service in aviation.
Unprecedented growth trajectory post-Covid
Visibly, India’s aviation sector is charting a swift upward path, with domestic travel primarily leading in 2023. Iyer added that the aviation industry’s trajectory in India over the past year post-Covid stands as a critical point of analysis. As also highlighted by him, the recent statistics in India’s flights show a remarkable upswing, with just November 25 marking a record-breaking 4,67,000 passengers, highlighting a significant resurgence from the industry’s previous lows. This surge, said Iyer, signifies a substantial recovery.
“The visible infrastructure development sets the stage for a robust decade ahead. The growth story appears sustainable, unlike the unsustainable rapid growth witnessed in the past. We’re now seeing steady, consistent growth, demonstrated through network expansions by airlines, be it domestic or international,” he said.
“Unlike the unsustainable growth spurts witnessed in previous decades (such as between 2000-2010 or 2015-16, characterised by growth rates ranging from 25% to 40%), the current trend emphasises consistency,” he added.
Regulatory landscape, infrastructure development paving the way
The aviation landscape in India has seen an incredible evolution, particularly in terms of regulations and infrastructure, said Iyer. According to him, the strides made in infrastructure development have positioned India at the forefront globally.
“I would say we have better infra from anywhere in the world,” he commented, highlighting the impressive state of infrastructure such as Terminal 2 (T2) at Kempegowda International Airport and upcoming plans for Navi Mumbai and Delhi.
Emphasising the comprehensive nature of this growth, he further added, “It’s the overall infrastructure that we have built around travel and tourism, which is just phenomenal. This holistic approach has not only boosted major cities but also smaller towns, tier 2 & 3 cities, shaping up their infrastructure to cater to the increasing demand,” he shared.
However, he also emphasised India’s tendency to underestimate its potential, urging a realisation of the untapped market with only 6 per cent of the population having taken to the skies. India’s to underestimate its potential. “Our consistent flaw lies in underestimating ourselves. The exceptional caliber of world-class service we offer is truly remarkable, and this reflects in the influx of tourists. Take, for instance, the phenomenal 300 per cent surge in foreign tourist arrivals in J&K; it’s not a shocker at all,” he said.
“With a population exceeding 140 crores, only a fraction have embraced air travel. There’s immense untapped potential. This is barely touching the tip of the iceberg; there’s a vast journey ahead of us,” he asserted.
For India, sky’s the limit but there’s a long way to go. “We’re nowhere near where we supposed to be,” added Iyer.
Challenges & strategies
In the Indian airline industry, challenges are an inherent part of the journey. Yet, this is the essence of the aviation space, especially for airlines, said Iyer, adding that addressing these head-on has been the modus operandi for the airlines.
“Infrastructure hurdles, particularly the limitations faced in expanding capacity within constrained airports, have been formidable. However, the tides are turning, and we’re witnessing progress. Our industry is growing, and the need for increased capacity is evident where we, as a country, are looking at an eventual fleet size of 1300-1400 aircraft in future,” he said.
He was also happy to mention that the investments are pouring in to transform these challenges into opportunities. “While external challenges persist, such as the perpetual obstacle of fluctuating ATF (aviation turbine fuel) prices impacted by global geopolitical tensions like wars, we’ve maneuvered through these headwinds,” he said.
Mitigating these challenges has been a pivotal part, he added. Despite factors beyond control, like ATF prices, Iyer said that the industry has strategised to fortify the industry within the means. “Initiatives such as the ability to lease aircraft within the country are some ways we’ve embraced these challenges, turning them into opportunities for growth and stability.”
Airlines are free to charge air fares as per their operation viabilities subject to compliance to DGCA rules, MoS in the Ministry of Civil Aviation Dr V. K. Singh stated in a written reply to a question in Lok Sabha. But they must also comply with DGCA guidelines in case of cancellations and delays, he said. DGCA, on its part, keeps a check on regulations compliance by scheduled domestic airlines, he shared.
Technological advancements and sustainability
Technological innovation in aviation, especially in pricing, revenue management, and customer touchpoints, are pivotal focus too, said Iyer, speaking during the Fireside chat at Economic Times Travel & Tourism Conclave recently held in New Delhi.
When asked, Iyer said that today technology reigns supreme as the nerve centre of operations. “The focus primarily centers on pricing and revenue management, where significant investments in Machine Learning and AI by airlines predict and cater to consumer behaviour. These advancements extend far beyond mere airport infrastructure. Passengers now receive precise updates on gate allocations and baggage belt locations, enhancing the overall travel experience. These developments underline a larger commitment to customer-centric technological advancements, with each airline and newly constructed airport raising the bar in tech enablement,” he stated.
While innovations like facial recognition have long been implemented in some international airports, India is steadily progressing toward integrating similar initiatives, aiming for a seamlessly interconnected travel experience, he added.
Addressing sustainability is another crucial focus within the aviation industry, Iyer said.
“Initiatives at Akasa Airlines, for instance, include the procurement of highly fuel-efficient aircraft, boasting a 16% reduction in carbon emissions compared to other narrow-body aircraft. These steps contribute to a larger vision of environmental preservation. Emphasis on biofuel production and implementation is another significant stride, considering India’s elevated carbon emission status. Investments in eco-friendly airport infrastructures and sustainable practices, such as biodegradable meal packaging and crew uniforms, just as Akasa does, are visible markers of a commitment to greener practices,” he added.
“Sustainability begins at an individual level, the journey towards a more environmentally conscious aviation industry hinges on collective efforts to drive this agenda forward from within,” stated Iyer.
Akasa Air: the launch, competitive edge & plans for international routes
Akasa, India’s newest airline, launched its first commercial flight on August 7, 2022 to support the growing demand across India with the greenest and youngest fleet in the country.
The inception of Akasa Air stemmed from a collective vision shared among industry professionals, as per Iyer. “We together saw a window of opportunity when the pandemic allowed us time to strategise. This dedicated effort during a challenging period led to the conceptualisation of Akasa Air,” he shared.
The core driver behind Akasa Air’s establishment was the identification of substantial growth potential within specific income segments, he added. “We observed a consistent growth in the middle and higher middle-class income groups, which directly translates into increased disposable income and greater willingness to spend on travel,” he noted, adding that this guided the airline to project a robust trajectory for the next decade, despite the unforeseen disruptions caused by the pandemic in 2021.
When asked, Iyer shared that what sets Akasa Air apart was the collaborative effort of professionals aiming to pioneer innovation in the aviation sector, a trend they had predicted might be mirrored by others in the industry.
Their predictions surpassed initial estimations, and the airline pleasantly surprised with the overwhelming response, said Iyer. “We underestimated the potential for 2022-23 but we are extremely happy to note how things have panned out for Akasa,” he shared.
Celebrating the milestone of 20 aircraft, the airline now gears up to venture into international operations, already holding rights to key destinations like Doha, Kuwait, Jeddah, Riyadh, and Medina, Iyer shared.
Further, with the competition gaining ground in the aviation market, Akasa Air aims to distinguish itself through affordability, he added. He also highlighted the remarkable response received for the crew’s uniforms, particularly the sneakers, and the enterprise’s gender-neutral approach.
The airline also aims to secure a reputation for its punctuality, aspiring to be one of the most reliable carriers, not just in the country but globally, Iyer said.
Additionally, through “Pets on Akasa,” the airline provides the opportunity to bring your beloved pets along, either in the cabin or the cargo section. This initiative aligns with Akasa’s vision of fostering an all-embracing and compassionate travel atmosphere. Presently, Pets on Akasa service is accessible for domestic flights within India.
“Our aspiration is to forge an airline that people connect with, one that evokes positivity and satisfaction during travel,” he emphasised.
“Our future blueprint centers on creating an airline that embodies a feel-good factor and stands out for its reliability,” Iyer concluded.
Passenger revenues are expected to reach USD 717 billion in 2024, up 12 per cent from USD 642 billion in 2023. Revenue passenger kilometers (RPKs) growth is expected to be 9.8 per cent year on year. IATA stated that 4.7 billion people are expected to travel in 2024, a historic high that exceeds the pre-pandemic level of 4.5 billion in 2019.
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In the run-up to the big-ticket final clash between India and Australia in the ICC Cricket World Cup 2023 at Narendra Modi Stadium in Gujarat on Sunday, Akasa Air issued a travel advisory saying that due to airspace closure at Ahmedabad, flights arriving and departing from the city may experience delays.
“Due to airspace closure at Ahmedabad on 19th Nov 2023, between 13:15 hrs and 14:10 hrs on account of the ICC Cricket World Cup 2023 finals, flights arriving and departing from Ahmedabad may experience delays,” the airline posted on X.
“Also, in anticipation of heavy road traffic due to fans travelling to the match venue, we recommend that you plan for extra travel time and reach the airport at least 3 hours prior to the departure of your flight,” it said.
Air fares from Hyderabad to Ahmedabad have surged as cricket fans from Hyderabad are traveling to Ahmedabad to watch the 2023 ICC Men’s Cricket World Cup final. The price of tickets has increased to INR 40,000 ($540) on Saturday, compared to the usual INR 6,000-7,000 ($80-$94) fare. Airlines have taken advantage of the high demand and increased flight charges.
“In view of the above, if you choose not to travel due to the above, you may rebook on an alternate available Akasa flight, at no additional cost, for travel within the next 7 days, by calling our Akasa Care Centre on +91 9606 112131,” it added. India and Australia will lock horns in the final of the ICC Cricket World Cup at Ahmedabad’s Narendra Modi Stadium on November 19. India will be looking to lift the trophy for the third time while the Aussies will be looking forward to making it their sixth title win.
India squad: Rohit Sharma (C), Shubman Gill, Virat Kohli, Shreyas Iyer, KL Rahul, Ravindra Jadeja, Shardul Thakur, Jasprit Bumrah, Mohammed Siraj, Kuldeep Yadav, Mohammed Shami, Ravichandran Ashwin, Ishan Kishan, Prasidh Krishna, Suryakumar Yadav.
Australia squad: Pat Cummins (C), Steve Smith, Alex Carey, Josh Inglis, Sean Abbott, Cameron Green, Josh Hazlewood, Travis Head, Marnus Labuschagne, Mitch Marsh, Glenn Maxwell, Marcus Stoinis, David Warner, Adam Zampa, Mitchell Starc.
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