Pro-poor tourism and poverty-alleviation in Mathura

Abstract

Tourism has long been recognized as a powerful engine of economic development, especially in developing countries where traditional industries may be insufficient to meet employment and income generation needs. As a multifaceted sector, tourism encompasses a wide range of services including hospitality, transportation, guiding, and cultural exhibitions, which collectively provide numerous entry points for economic engagement. In recent decades, tourism has gained further significance for its potential role in poverty alleviation, particularly when aligned with inclusive and sustainable development goals. Pro-poor tourism has emerged as a strategic approach that aims to ensure that the benefits of tourism are equitably distributed, especially among the poorer segments of the population. By integrating marginalized communities into the tourism value chain as service providers, entrepreneurs, artisans, and cultural custodians pro-poor tourism can generate livelihoods, empower local voices, and contribute to community well-being. This research explores the potential of tourism to alleviate poverty in Mathura, a historic city in Uttar Pradesh, India, renowned for its religious significance, especially as the birthplace of Lord Krishna. Mathura attracts millions of domestic and international pilgrims annually, offering a unique opportunity to leverage cultural and religious tourism for inclusive development. Despite the inflow of tourists and the city’s rich heritage, large segments of Mathura’s population continue to face socio-economic challenges, including unemployment, underemployment, and lack of access to basic services. This paradox of prosperity amidst poverty underscores the need for a targeted, community centered approach to tourism development. The study is grounded in the framework of pro-poor tourism, examining how tourism in Mathura can be harnessed to benefit the city’s economically disadvantaged groups. It emphasizes three critical pillars: local participation, sustainability, and resource optimization. Local participation ensures that residents are not mere bystanders in the tourism economy but active stakeholders who shape and benefit from it. Sustainable tourism practices are essential to preserving the city’s ecological and cultural integrity while promoting long-term economic viability. Lastly, the effective use and enhancement of existing tourism resources such as religious sites, cultural festivals, handicrafts, and local cuisine are explored as key strategies for expanding the tourism offering and diversifying income sources. A key component of the research involves documenting and analyzing the tourism resources available in Mathura. This includes tangible assets like temples, ghats, and historical monuments, as well as intangible heritage such as traditional music, dance, rituals, and storytelling. The study evaluates how these resources are currently utilized and identifies gaps in infrastructure, promotion, and community engagement. Furthermore, it seeks to establish clear linkages between tourism activities and poverty reduction strategies by investigating best practices, policy frameworks, and successful models from similar contexts. By adopting a case study methodology, the research aims to develop a context-specific framework for pro-poor tourism in Mathura, offering practical recommendations for policymakers, local authorities, tourism stakeholders, and non-governmental organizations. It aspires to contribute to the broader discourse on sustainable tourism development in India by highlighting Mathura as a viable model for culturally rooted, community-led poverty alleviation through tourism. The findings are expected to inform not only regional planning efforts but also contribute to national strategies aimed at achieving inclusive growth through tourism.