Modi Magic: Indian elections attract global audiences as election tourism peaks

(May 17, 2024) When the ‘rockstar’ of Indian politics — Prime Minister Narendra Modi — was holding a five kilometer road show in his parliamentary constituency of Varanasi on May 13, among the onlookers and those cheering for him were several foreigners who had come to be part of the world’s largest ‘festival’ of democracy. 

Among them was Anna Anderson from the US, who, along with her group of four friends, waved and cheered for Modi, often hailed a global leader and a familiar face all over the world. Anna might not fully understand the dynamics of the mammoth Indian elections, but she was thrilled to witness and experience first-hand, what it feels like to be in the epicenter of Indian elections, that too in soaring temperatures. Election tourism was first introduced as an experimental model in 2012 in Gujarat, back when Narendra Modi was Chief Minister. The concept, which started out in Mexico in 2005, found success here too and this year’s mammoth election is likely to see some 30,000 ‘election tourists’. 

 

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The rise of election tourism 

As the mammoth Indian election is underway, election Tourism is at its peak with foreign nationals from all over the globe arriving in India, Varanasi in particular, as it happens to be the most VVIP constituency in the country. “We were so looking forward for this moment. Modi is a charismatic figure and getting to see him before our eyes is a memorable experience for all of us,” Anna tells Global Indian. 

The group, which arrived in Varanasi recently for sightseeing and soak in all things spiritual, plan to be part of more road shows and public meetings by PM Narendra Modi in the days to come. Varanasi is witnessing an electoral frenzy like no other, as Modi filed his nomination yesterday.

Despite the sweltering heat, Anna and her friends  had no issues waiting for PM Narendra Modi to arrive amid chants of “Bharat mata ki Jai” which filled the air across all thoroughfares in the city through which Modi’s cavalcade traveled. 

“We walked a lot as there was restricted movement due to the road show. Yes, it was very hot but every moment was worth it. We now have something more to tell our people back home. Elections in India are so full of energy and enthusiasm,” says Anna, whose group spent their time in the iconic Assi ghat.

Anna and her group were briefed on all aspects of Indian elections before they went around Varanasi to experience the election fever. “Modi’s fan following in Varanasi is something to be experienced. We have never came across such huge following for any leader. No wonder Narendra Modi is a global leader,” says Anna, who also visited the Kashi Vishwanath temple, Sarnath among other places. 

Foreign tourists at Varanasi | Photo Credit: Business Line

The group has more election related events lined up in the days to come. “We are here for another 20 days and want to make the most of this ancient city and the elections as well,” adds the “election tourist.” 

When it comes to the famous Assi ghat, not only did Modi himself pick up the spade and cleaned it soon after his victory in 2014, as part of ‘Clean India’ campaign, he went on to host French president Emmanuel Macron and the then Japanese Prime Minister Shinzo Abe on the serene ghat, where the star attraction is the “Ganga aarti” in the evening, which leaves those witnessing it, spellbound. Even the Kashi Vishwanath corridor underwent complete renovation a couple of years ago. These moves by the Prime Minister led to a massive boost in domestic and international tourism. 

On the bandwagon 

Gujarat-based Akshar Travels is one such travel company which has launched election tourism packages for foreign tourists this election season. “We have a six-night, seven-day election tourism package where foreign tourists will get to learn various aspects of Indian elections,” informs Manish Sharma, founder and CMD of Akshar Travels, who is also the Chairman of Tourism Corporation Society of Gujarat. 

Priced at Rs 25,000 per person, the package combines election related activities with sightseeing tours. The package, which includes local transportation, breakfast and poll related activities enables tourists to participate in rallies, roadshows by India’s top politicians, particularly PM Narendra Modi and even provides opportunities to meet and eat with local politicians as well, for those who might be interested. 

Manish Sharma

While the Prime Minister was busy campaigning in other parts of the country so far, the focus is now in parts of Uttar Pradesh, particularly Varanasi, where he will be addressing a series of public meetings, hold roadshows among other outreach programmes. People of will cast their vote on June 1. 

“Several tourists from the US, UK and Europe have already arrived or will be arriving shortly in Varanasi to witness the Modi magic, the thrill and excitement of elections while simultaneously indulging in spiritual activities,” says Manish Sharma. 

Niche tourism

The use of elections as a niche Tourism product was first experimented in Gujarat in 2012 when Narendra Modi was the Chief Minister. It was even tried and tested in 2019 general elections as well during which over 8,000 foreign tourists opted for the election package, which covered the two states of Uttar Pradesh and Maharashtra, which sent the most number of MPs (80 and 48 respectively) to the Lok Sabha.

This time around, the number of foreign tourists is expected to go up to 25,000 to 30,000. “This concept was inspired by the poll Tourism concept prevalent in Mexico during 2005. The idea came up for discussion at the prestigious World Travel market in London. Ever since, the concept has had a fair number of takers and has bolstered the resolve of its designers to take it to the next level,” informs Sharma.

The idea took shape from the fact that many random foreigners, who happened to be present during election time, watched with keen interest the rallies and public meetings addressed by politicians. Seizing the opportunity, operators like Sharma wasted no time in cashing in on Modi’s popularity and the high octane 2024 Lok Sabha polls.

Photo for representation only | Credit: Sara Di Giannantonio

From researchers, students to heritage and history lovers, journalists and those who want to experience the sheer excitement of elections, have opted for the election package this time.  

The parliamentary constituency has elected Modi twice in the 2014 and 2019 general elections. Now, the people of Varanasi, the world’s most ancient city, appear all set to pick Modi once again. On June 1, about 19.62 lakh voters in Varanasi will determine the fate of PM Narendra Modi, who is contesting from this seat for the third consecutive time. According to the records available with the tourism department, about 53.8 million tourists visited Varanasi in 2023 of which 13,700 were foreign tourists. 

Building Brand India 

Political analyst Rajalakshmi Joshi says PM Modi’s target of winning 400+ seats has generated a lot of buzz worldwide. “There have been numerous rallies, marathons, walks in support of Modi in various cities of the US, UK, Germany, Philippines, UAE, etc with the goal to see Modi as PM for the third consecutive time,” points out Joshi, which she says is an indication of soaring global popularity of the Indian PM. This in turn has  caught the attention of foreigners as well, who want to see him in person if they get a chance.

Rajalakshmi Joshi

Addressing tens of thousands of people of Indian origin in Australia, the US, the UAE, Japan and elsewhere, Modi has effectively created a novel tool of foreign policy, she says, adding, “And it’s one that the whole world is talking about.”