Rajasthan Chief Minister Vasundhrara Raje said on Sunday that 'living heritage' needs to be promoted proactively through heritage and historical buildings.
"Living heritage' needs to be promoted proactively through our heritage buildings and historical buildings like forts and palaces, " she said at the fifth annual convention of the Indian Heritage Hotels Association meeting held at the Fateh Prakash Palace here.
"These monuments should depict 'life' by way of organizing celebrations, events and festivals, " Raje added.
About the heritage hotel movement which is going from strength to strength, the Chief Minister said: "These buildings are steeped in tradition and define our way of life.
"I had always believed in the 3As of tourism - 'Access', 'Accountability' and 'Authority'.
However, I want to add another A to these - 'Articulation'. "
Stressing on the tourist arrival in the state, the Chief Minister said that the target of 50 million mark for the tourist arrival in the state will have to be achieved and the tourism department is geared up for and taking a number of initiatives in this direction.
"The new tourism marketing campaign had been well received and was appealing to the young tourists, who are now visiting the state, " Raje said.
She also said that some fairs and festivals had been given on public private partnership (PPP) mode and more such fairs could be taken up on such an arrangement.
Meanwhile IHHA President, Maharaja Gaj Singh of Jodhpur in his address urged the Union Tourism Ministry to frame a national policy on heritage tourism, saying it would give a fillip to the heritage hotel movement.
He also said that the theme for this year's Annual Convention is aptly "Looking Beyond".
"When an organisation becomes 25 years old it has to have newer visions and perspectives given the rapidly changing times.
Within the realm of the tourism sector, new developments are taking place, " he added.
Arvind Singh Mewar also threw light on the concept of 'living heritage' and how it was different from monumental heritage and natural heritage.
The time has come when heritage needs to be conserved, preserved and made living, " he said.
An MoU was signed between IHHA and the Kaushal Bhaav Skill Solution (KBSS) for "heritage as an employable sector under Sector Skill Council with particular reference to indigenous and traditional building practices".
The Chief Minister also released a coffee table book on heritage hotels prepared by IHHA.
Some other publications like the IHHA Magazine, Lesser Known Heritage of India, Small and Beautiful Hill Stations of India were also released.
Earlier in the day, IHHA Vice President Steve Borgia outlined the importance of the Convention Theme "Looking Beyond".
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