Heritage neglect shadows Amritsar’s hospitality revival plans

Anjali Singh, Chairperson, CII Northern Region and Co-founder and Creative Director, Sujan, a luxury hospitality chain recently announced Sujan’s Rs 150-crore investment in Punjab’s hospitality sector, with Amritsar as the starting point. SUJAN runs luxury properties, including Sujan Sher Bagh, a luxury safari camp in Ranthambore tiger reserve, Sujan Jawai, Jawai Bandh and Sujan The Serai in Jaisalmer.

Past attempts to revive Amritsar’s vast tourism potential have seldom delivered sustained results, with only a few projects continuing to draw visitors.

“Punjab is increasingly being recognised as an attractive destination for high-quality investments and Sujan ₹150-crore commitment—beginning with Amritsar—confirms this growing momentum,” said Anjali Singh. “This investment will elevate the state’s premium tourism landscape and signal a shift towards tourism-driven economic growth. With supportive state policies and ease-of-doing-business reforms, Punjab is well placed to experience a significant rise in tourism and related investments.”

While the city attracts over one lakh visitors on peak days, largely due to the Golden Temple, it struggles to retain them. The lack of cleanliness and civic management, especially within the walled city where most heritage sites are located, deters prolonged stays. Open dumping and sewage issues remain common, while other tourist areas face similar neglect.

While the city attracts over one lakh visitors on peak days, largely due to the Golden Temple, it struggles to retain them. The lack of cleanliness and civic management, especially within the walled city where most heritage sites are located, deters prolonged stays. Open dumping and sewage issues remain common, while other tourist areas face similar neglect.

Equally pressing is the perception problem. Punjab continues to be viewed mainly as a pilgrimage or local travel destination, not a heritage-luxury one. Despite several initiatives to shift this image, gaps in infrastructure, continuity, and large-scale execution persist. Substantial funds have already been spent on developing heritage sites such as Rambagh Gate and Museum, Gobindgarh Fort, and Maharaja Ranjit Singh’s Summer Palace and Pul Moran—all of which hold potential for luxury events and weddings. Yet, in the absence of routine maintenance, these efforts appear wasted.

Under the Centre’s PARSHAD scheme (Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive), the state government announced heritage development initiatives last year. However, due to poor amenities and inadequate local tourist support systems, their impact remains minimal. Singh’s proposal to identify heritage sites for rebranding and to appoint a tourism ambassador is a welcome step, but local authorities must act proactively to ensure progress.

Equally overlooked is Harike Pattan Wetlands—an internationally significant eco-tourism site that remains grossly underfunded and undervalued.

Gunbir Singh, Past Chairman of CII Punjab, stressed the need for decisive government action and private participation to enhance tourism. “The employment potential and revenue benefits of building Amritsar’s tourism value remain untapped. With such large investments, a genuine single-window clearance system for projects is essential,” he said.

He added that domestic airlines are encouraged to add more flights to Punjab without state-level permits, while international services can operate within their respective regulatory frameworks. Singh also announced that a CII Tourism Conclave of Northern India is planned for January 2026. In addition, the Punjab Association for Rafting and Adventure Sports (PARAAS) has been registered and recognised by both national (TIRF) and global bodies (WRF), opening new avenues in adventure and sports tourism.