ASI’S new photography rule is touristfriendly

It must leverage tech and social media to spread the word about our historical gems

Last week, the Archaeological Survey of India (ASI) issued orders to allow photography within the premises of centrally-protected monuments, except Ajanta Caves, Leh Palace and Taj Mahal. This step was taken after Prime Minister Narendra Modi said more Indians must be encouraged to visit the country’s archaeological treasures and that the photos they take will help others to plan a visit to these monuments. This new rule, with adequate caveats and safeguards, will be a boon for professional photographers, historians and academicians who till now were required to take permission from organisation under a 2016 order.

India’s cultural heritage is unparalleled in the world but many people don’t know about this, and the revenue from this is insignificant. There are several reasons for this: lack of infrastructure, inadequate branding/merchandising, and antiquated rules that prohibit access and photography, even when there are no concerns of artefacts being damaged. India must leverage technology and social media to spread the word about these historical gems and use all media available to amplify their reach. To be sure, there have to be caveats to ensure selfie-happy visitors do not damage historical artefacts or make a nuisance of themselves.

A 2018 report by the World Travel & Tourism Council said India is expected to establish itself as the third largest travel and tourism economy by 2028 . The ASI must take this opportunity to reach out to a larger segment and one way of doing it would be to relax some of its archaic rules such as the one on photography.