Gujarat’s Heritage Effort Brings In Tourists But Struggles To Woo Investors

Last year alone, the state's 18 heritage destinations attracted 3.7 million visitors. That is the highest it’s been in four years, pointing to a growing interest in cultural and historical travel sans the backing from industry players the state had originally hoped for.

The Heritage Tourism Policy, launched in 2020 by then Chief Minister Vijay Rupani, was Gujarat’s first focused attempt to turn its heritage into a global spotlight. The idea was to attract private players to develop amenities like museums, banquet halls, and heritage-themed restaurants alongside preserving historical sites. The big vision was to showcase the state’s archaeological wonders and centuries-old architecture to travelers from around the world.

Gujarat is home to four UNESCO World Heritage Sites: Champaner-Pavagadh (declared in 2004), Rani ki Vav, Patan (2014), Ahmedabad (2017), and the ancient Harappan city of Dholavira in Kutch (2021). Together these sites collectively drew in 1.288 million tourists over the last year. Ahmedabad led the race with 715,000 visitors, followed by Rani ki Vav with 364,000, Dholavira with 160,000, and Champaner with 47,000.

The total footfall across all 18 heritage locations hit 3.695 million in 2024, a significant bump after a relatively slow start. For the first three years, many of these sites saw fewer visitors due to limited infrastructure. But after mid-policy reviews and targeted development—like improved roads, signage, rest areas, and accommodations—momentum finally picked up.

Working quietly in the background was an important player—the Heritage Tourism Association (HTA). It helped shape Gujarat’s heritage tourism journey. Set up to support property owners in turning historic sites into travel-friendly destinations, the trust has helped bring several old buildings back to life. An HTA executive shared that many of these places were thoughtfully restored with global tourists in mind, in close partnership with the state tourism board. The goal, the executive said, wasn’t just to attract visitors—but to do it in a way that respects the original charm of each site while making them easier to explore and enjoy.

Not everything went according to plan. A senior official from the state's tourism department admitted that private participation fell short of expectations. While a handful of businesses took advantage of the policy to restore old buildings and launch heritage-style ventures, overall engagement was low. Most of the heavy lifting was led by the government. That said, the effort wasn’t wasted. The improved facilities and visibility helped drive more tourists to lesser-known destinations and created local employment over the past three years in areas that hadn’t see much tourism before.

Vikram Dhoot, Founder of Gujarat Tour and Travels Organizer, shared that the initiative helped many industry operators establish heritage hotels and build packages around the state’s cultural landscape. He added his agency now offers curated tours that mix heritage sites with religious destinations, handicrafts, architecture, textiles, and even wildlife. He noted that while some sites are still catching up in terms of amenities, the experience as a whole has become more enjoyable and traveler-friendly.

One challenge Gujarat continues to face is its status as a dry state. But Dhoot was quick to point out that foreign tourists and visitors from outside the state can easily obtain liquor permits, so prohibition laws have not really hurt tourist numbers. What’s more important, he emphasized, is that the government continues to refine its policies, making them more user-friendly and responsive to concerns raised by tourism stakeholders.