Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Statue of Unity: A Boost for Tourism- A Case Study from India

Author(s): Sayan Banerjee and Sarbjit Singh Oberoi

The Statue of Unity, the Tallest Statue in the world, is a tribute to Sardar Vallabhbhai Patel's life, a role model of unity and statesmanship in India. The Statue was to accelerate tourism within the region and the surrounding 2,200-acre preserve along the Narmada River, where it is located. In addition to the Statue, which stands on an island in the river, there is an exhibit hall and memorial garden at the base. The project includes a canopied bridge to the island, a visitor's center, a hotel with a conference center, a transit center, and a 3.5 km road from the nearby town of Kevadia. This project was launched in 2010 as a public-private partnership model and was completed in 2019. This paper studies the life cycle of this project and explores how it would boost India's tourism sector

Get the App