Enhancing Community participation and Livelihood Promotion for an Environmentally & Culturally Sustainable and Socially Inclusive Tourism Development in Braj Region of Uttar Pradesh (UP Pro-Poor Tourism Development Project).

Project Background & Objectives: The Uttar Pradesh Pro-poor Tourism Development Project aims to address this paradox by unlocking the potential of Uttar Pradesh’s unique heritage through pro-poor tourism development for inclusive growth and poverty reduction in asset-rich but lagging areas in the state. Ultimately, the Project is expected to improve living standards, create job opportunities, and thrive local enterprises, while protecting the state’s unique heritage, with the poor population living along the Buddhist Circuit and the Braj Corridor being the main beneficiaries.

Project location: Mathura

Activities completed and methodology followed: To provide support to community-based tourism initiatives to form associations and collectively assess the markets; provide legal assistance; advice on community-based resource management programs; gender awareness training; assistance with administrative arrangements; scientific assistance using participatory and action research methods. To improve the links between groups and build up their capacity as facilitators and trainers of participatory processesin tourism planning and as social entrepreneurs within the tourist industry. To effectively participate in sharing with all stakeholder’s experience and knowledge about successful strategies, obstacles, and how to overcome them.
• Baseline Survey for the intervention areas
• Data Analysis and Preparation of Report with Suggestive Methodology
• Social mobilization in intervention areas
• Awareness and IEC activities
• Community Institution Building
• Capacity Building of Community Institutions
• Development of Case study of the Project
• Bank Linkage and Financial Literacy
• Convergence with other Govt. schemes SBM & AMRUT for overall Social Development
• Livelihood Promotion/ Income Generating Activities and Programs
• Social and Environmental safeguards monitoring

Results/outcomes achieved:
• Altogether 692 artisans 133 male and 559 female) have been organizedinto 70 new artisans’ groups.
• Income of 14 female Poshak artisans and 12 Tulsi Mala artisans increases by providing them skill training, credit, and market linkage.
• 98 new jobs have been created in intervention areas by providing them training and linkage support.
• 14 artisans groups have been provided financial support by DRDA and DUDA for livelihood promotion and business increase.
• Capacity of 136 artisans was built through training and informative events
• More than 7000 residents and artisans got information regarding the project and economic development with changed behavior towards visitors through 730 thematic consultations organized at the project destination.
• 19 artisan groups can analyze their gaps in the empowerment process by using participatory wealth need assessment (PWNA) and other tools. • 26 women were provided skill training for Poshak making.
• 99 residents build new toilets with the help of Nagar Nigam and Swachh Bharat Mission.
• 15 Households were installed with electric and water connection through convergence

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