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A detailed summary on impact of the World Culture
Festival on India with focus on capital, New Delhi.
WCF INSIGHTS
ANMOL NARANG
+91 9560519059
DEEPANKAR LAMBA
WORLD CULTURE FESTIVAL
+919777529953
1 | E x e c u t i v e S u m m a r y
KEY HIGHLIGHTS
Executive Summary
3.5 million
WCF was world’s biggest gathering
in 2016.
9.8%
#26
Y.o.y. increase for March in Foreign
Exchange Earnings. Highest for the year. WCF rank was 26 among all time
gatherings in terms of number of
people.
5th 1 of 6 32
Best Month of last 27 month in terms of
forex earnings Tourists visiting Delhi in March had
come to attend the World Culture
Festival
WCF witnessed Political Diplomats
from 32 countries together at one
place
2016 has been a year of happenings for India. India witnessed the Pathankoat Terror attacks, tension on
India-Pak border and a slowdown in economy. Amongst all this anxiety, The Art of Living organised
“one of its kind” event- World Culture Festival in Delhi.
World Culture Festival, organised by The Art Of Living Foundation has not only made a huge cultural
impact by bringing in performers from 155 countries on one platform but has been able to bring a lot of
intangible impact as well.
In this report, primary and secondary research was done. Various government department’s
(Department of Tourism, Department of Economic Affairs) data was studied to understand the
impact of this event. The impact on WCF has been quantified using a framework developed: ESD
Model. ESD stands for Economic, Social and Diplomatic Impact.
2 | H i g h l i g h t s
The World Culture Festival
HIGHLIGHTS
Revival of tribal art forms:
WCF saw the revival of some
of the most indigenous tribal
art forms from states like
Chhattisgarh, Maharashtra
and Sikkim
For the Grand Art of
Living Symphony, the
tracks were sent out to
more than 8000 participants
who rehearsed online all
over the world
8500 musicians with 45
different musical
instruments performed on
stage at once
One of the World’s largest
Peace meditation: This was the
first time in the world 3.5
million people meditated for
world peace at one location
More than 20,000
international guests attended
the event set up over an area
of 7 acres
World’s largest stage:
WCF witnessed the
world’s largest oval
shaped stage set up
over an area of 7 acres
3 | T h e S t u d y
World Culture Festival not only made a huge cultural impact by bringing in representatives from 155
countries on one platform but also made a significant impact on the economy, society, environment,
reviving culture and introducing people to spirituality. This report is the 3rd
in the series of reports
written to understand the impact of World Culture Festival. The earlier Reports primarily predicted the
impact of WCF on Delhi and Bangalore’s economy and were written prior to the event, whereas this
report analyses the impact of WCF after completion of the event . Primary and secondary research
was done and impact of The World Culture Festival has been analysed using a framework
developed called the ESD Model
The Study
ECONOMIC
CC
DIPLOMATIC
4 | E c o n o m i c I m p a c t
When an event of the magnitude of the World Culture Festival is organised, it boosts the economy of
the state to a large extent. The economic Impact of WCF is measured by studying the following
Parameters for the month of March.
1. International Tourism
• Foreign Tourist Arrivals
• Foreign Exchange Earning
4.1 Tourism
Primary research with the Art Of Living International Team at Bangalore revealed that approximately
20000 Internationals had come for this massive event in Delhi from different parts of the globe.
The impact of WCF on International Tourism Industry was analysed by studying the trend for
Foreign Tourist Arrivals (FTA) and Foreign Exchange Earning (FEE) from January to June
2016.
Economic Impact
Exce
rpts
Fro
m t
he
WC
F
6.8%
11.3% 12.1%
10.7%
3.7%
7.3%
January February March April May June
FTA yoy increase in 2016 over 2015
The month of March, the month of WCF witnessed the highest year on
year (yoy) growth in International Tourism.
5 | E c o n o m i c I m p a c t
1 out of every 6 tourists in Delhi had come to attend the
World Culture Festival
1 out of every 8 tourists in Karnataka had come to attend WCF
in Delhi.
The Prime Minister of Colombia, Mr Juan Manuel Santos
thanked His Holiness Sri Sri Ravi Shankar for initiating the
peace dialogue between Colombian govt and FARC guerrillas
and playing a pivotal role in ending the civil
war in the state which costed lives of approximately
220000 people and displaced close to 6 million
people. Mr Santos was awarded the
Noble Peace Prize in October this year.
Tourism Highlights
Annexure 1 contains additional details on the data presented above
6 | E c o n o m i c I m p a c t
The impact of the International Tourism industry on Indian Economy can be quantified in terms of
foreign exchange earnings (FEE). The Government data indicates that approximately 8.17 lakh foreign
tourist arrived in different cities in India in the month of March. Data from the Department of
Tourism for FEE has been analysed and the summary is presented below.
3.5%
1.5%
3.9%
5.9%
11.5%
1.9%
4.5%
6.3%
9.8%
8.6%
3.1%
6.5%
January February March April May June
2015 on 2014
2016 on 2015
Year on year increase in FEE(US $) via International Tourism Based on a press release in March by the Ministry of Tourism
4. 2 Forex
200
42
Delhi
Total
WCF generated
$42 million was earned during the WCF by the international tourism sector
21% foreign exchange earning of Delhi was during WCF.
Foreign Exchange Earning ($ Millions)- International Tourism for March
9.8% increase in foreign Earnings from $1783 Million to $1956 Million in March was the
highest year on year increase for India for 2016.
11% of Karnataka’s forex earnings came from WCF in March
7 | D i p l o m a t i c I m p a c t
Political Diplomats from 34 countries had come to WCF and all of them addressed the people through
the dais in World Culture festival or the Global Leadership forum. Apart from providing a boost to
economy and culture, WCF has made a huge diplomatic impact as well.
Diplomatic Impact
75%
35%
50%
18%
29%
50%
75%
G4 G20 BRICS UN IORA ACD SAAR
C
% representation in WCF
8 | A n n e x u r e
Highlights of performances during WCF
Grand symphony of music presented by 8500 musicians playing 40 different instruments
1700 Bharatnatyam performers were trained by 3 Padma awardees
1700 Kathak dancers choreographed by Kathak maestro, Pandit Birju Maharaj
Vedic chanting by 1000 plus pundits
375 drummers from South Africa
300 Brazilian dancers performed Samba, Frero & Capoieral
More than 1445 Odissi dancers
More than 1100 Kuchipudi dancers
About 1620 Kathakali and Mohiniattam dancers
1400 Ghoomar dancers from Rajasthan
More than 1150 Bhangra dancers
Over 1500 Garba dancers from Gujarat
Over 1000 singers from West Bengal performed Rabindra Sangeet
1050 Naati dancers from Himachal Pradesh were present
1000 Panthi dancers from Chattisgarh
1008 Dhangari Dhol players from Maharashtra
Cosmic Rhythm dance drama saw 4,600 artists perform 30 dance forms
Large groups from different countries performed dance forms like Brazilian Samba,
Argentinian Tango, Hip Hop and Rap
Sizeable contingents of Bulgarian Folk artists and Swiss Alphorn players
Other international performances included Contemporary Sufi (From Pakistan), Kandyan
dance (Srilanka), Genesis (Taiwan)
Special dance performance was given by 53 Shaolin monks from China
What Global And National Leaders Said About World Culture Festival
Japanese Prime Minister Shinzo Abe
“I sincerely hope we can spread world peace through The Art of Living and through Gurudev Sri
Sri Ravi Shankar’s teachings.”
British Prime Minister David Cameron
“People say that no one can change the world but Sri Sri had made a good start. We are seeing a ray
of hope. Art of Living foundation promotes peace and understanding."
President of Colombia Juan Manuel Santos
"It's a gathering from across the globe to promote values and human life on earth. Sri Sri teaches us
that happiness and peace is inside us. We need to recognize it to be able to live happy. No more
fear, hatred, if we only want happiness."
Hon. David Cameron, Prime Minister of United Kingdom
9 | A n n e x u r e
“People say that no man can change the world, but we know that Gurudev Sri Sri Ravi
Shankar has made a good start. With representatives from 160 countries, The Art of Living has
extended its reach around the world to introduce stability, comfort and support for people who need
it.”
Hon. Sushma Swaraj, Minister for External Affairs, India
“Dear Gurudev, the glory you have bestowed upon us all by organizing this grand World Culture
Festival is without a comparison. Through this tremendous platform, you have elevated the glory
and grandeur of Yoga and Indian music, culture and art. You have managed to bring together an
unparalleled confluence of art and music in this momentous event.”
Hon. Rajnath Singh, Home Minister, India
“Gurudev has worked tirelessly to spread the message of India’s culture to every corner of this
world. It is the message of peace and non-violence of this great country India, that Gurudev Sri Sri
Ravi Shankar Ji is working to spread to everywhere in the world. There can be no greater service to
humanity today than what Gurudev is engaged in.”
World Culture Festival saw participation from politicians, diplomats, celebrities, saints and
millions of people. The event can be compared to cultural Olympics. Apart from celebrating
the diversity this world has, World Culture Festival created a huge economic and diplomatic
impact. It brought in foreign funds for the state of Delhi and was instrumental in showcasing
“brand India” to diplomats and leaders of the world. Such a gathering for such a noble purpose
has never happened before. World Culture Festival has indeed set a new benchmark and has put
up its name in the history books.
Conclusions
10 | A n n e x u r e
Annexure 1
Head Nos Remarks
No of foreign tourists Arrivals in
India in March 817205
No of foreign tourists Arrivals in
Delhi in March 98621
Delhi has a share of 10.2% in overall
Tourism Industry
No of foreign tourists Arrivals in
Karnataka in March 24984
Karnataka has a share of 2.7% in overall
Tourism Industry
Foreign tourists Arrivals In
March in Delhi because of WCF 17000
Primary research revealed that
approximately 3000 people had attended
Mahashivratrti function first
Foreign tourists Arrivals In
March in Karnataka because of
WCF
3000
% contribution of WCF to
tourism sector of Delhi 17.2%
For the month of March, 1 out of every 6
tourists in Delhi was for WCF
% contribution of WCF to
tourism sector of Karnataka 12.0%
For the month of March, 1 out of every 8
tourists in Karnataka was for WCF
For reference to Department of Tourism data for FTA’s and FEE’s, kindly refer the below link.
http://tourism.gov.in/market-research-and-statistics