India to go the nine yards at global tourism festival

India has given yoga to the world. Now the country is gearing up for its next big export to the West—the sari, or rather, how to drape the quintessential Indian attire. 

Published: 16th July 2017 11:15 AM  |   Last Updated: 16th July 2017 11:15 AM   |  A+A-

Image for representation purpose only.

NEW DELHI: India has given yoga to the world. Now the country is gearing up for its next big export to the West—the sari, or rather, how to drape the quintessential Indian attire. Surprised? Well, delegates and visitors at the International Tourism Fair in London and Berlin will have a dekko of ‘traditional Indian culture’, as the Ministry of Tourism puts it. Their idea of culture being—yoga, sari draping and mehendi (henna) art demonstrations. 

This, officials feel, will showcase India as a multifaceted destination that combines an ancient culture and heritage with a modern innovative and vibrant present. The ministry has earmarked a budget of Rs 5 crore for both the festivals.“The aim of the Indian pavilion at these two international events is to give the visitor the experience of visiting India as a tourist, focusing on its varied tourist attractions,” said a senior official of the Ministry of Tourism.

International tourism festival, ‘World Travel Market’, will be organised in London during November this year while Berlin will host ‘International Tourism Bourse’ in March 2018. The theme of the Indian pavilion at London festival would be Eco-Tourism and at Berlin festival it would be Spiritual Tourism.

“Sari is traditional Indian attire and many foreign tourists have also shown interest in it. Moreover, there are different styles of tying a sari. Similarly, mehendi and yoga are also parts of Indian culture,” added the official.

“Through the theme of eco-tourism we will demonstrate saving the environment and preserving natural luxuries and forest life. Whether it’s about a nature camp or organising trekking trips towards un-spoilt and inaccessible regions, one should always keep in mind not to create any disturbance to nature,” added the official.

Similarly, under the theme of spiritual tourism, India’s popular spiritual destinations like Varanasi, Mathura, Rishikesh, Haridwar, Ayodhya, and other places would be showcased. 

Sitting pretty on the map

■  ‘World Travel Market’ will be organised in London in November while Berlin will host ‘International Tourism Bourse’ in March 2018.
■ To showcase Indian arts and culture, the Ministry of Tourism has planned to have a dedicated activity area for sari tying, mehendi art demonstration, yoga, and cultural performances.
■ The theme at London festival would be eco-tourism and at Berlin festival, it would be spiritual tourism. 
■   The estimated budget of construction for both the festivals is Rs 5 crore.

Mannequins ahoy!

Women performing artistes will showcase how to drape the sari with the help of mannequins. Since India has quite a few draping styles prevalent across the country even today, as many versions would be showcased at the fest. The entire event will be organised within the Indian pavilion premises.

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