ADOPT A HERITAGE 2.0 PROGRAM

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Context

Last date of submission of application for the current phase of for “Adopt a Heritage 2.0” Program has been decided as 31st December 2023.

Details

• The "Adopt a Heritage 2.0" program initiated by the Archaeological Survey of India (ASI) aims to enhance the upkeep and preservation of India's cultural heritage sites in alignment with the vision of 'Virasat Bhi, Vikas Bhi'.
• This program is a revamped version of the earlier scheme, the "Adopt a Heritage Scheme," launched in 2017.
• The Archaeological Survey of India (ASI) is a premium government agency that has 3696 monuments under its protection which are spread throughout the country.
• These monuments not only exhibit the rich cultural heritage of India but also play a significant role in fostering the economic growth.
• ASI had launched the “Adopt a Heritage 2.0” programme on 4th September 2023.
• The programme seeks collaboration with the private/public sector companies / trusts / societies / NGOs etc. through their CSR funding who intend to provide, develop, and maintain ‘amenities’ at centrally protected monuments and sites.
• Italy, with numerous UNESCO Heritage Sites, successfully engaged corporations for heritage maintenance after a period of government financial constraints, marking a significant collaboration for preservation efforts.

Adopt a Heritage 2.0 Programme

• Collaborative Effort: It involves the Ministry of Tourism, Ministry of Culture, ASI, and State/UTs governments, promoting collaboration between various stakeholders for responsible tourism.
• Amenities and Monument Adoption: Stakeholders can apply to adopt a monument or specific amenities at a monument through a dedicated web portal. This defines the amenities sought for different monuments under the Ancient Monuments and Archaeological Sites and Remains Act (AMASR), 1958.
• Corporate Contribution: The program seeks to encourage corporate stakeholders to contribute to the preservation of heritage sites, fostering corporate social responsibility (CSR) activities for the next generations.
• Appointment Term: The appointed stakeholders will have a term of five years initially, extendable up to five more years.

Adopt a Heritage Scheme (2017)

• Launch and Objective: Launched on World Tourism Day in 2017, the scheme aims to develop synergy among partners for responsible tourism, involving public and private sector companies in the maintenance and development of tourist infrastructure at heritage sites.
• Monument Mitras: Agencies or companies, termed 'Monument Mitras,' participate through the 'Vision Bidding' process, associating their CSR activities with the best vision for the heritage site.

Rationale and Previous Attempts

• Challenges in Maintenance: Heritage sites face operational and maintenance challenges, necessitating immediate provision of basic amenities and long-term sustainable infrastructure.
• Previous Corporate Involvement Attempts: Efforts such as the National Culture Fund, 'Campaign Clean India,' and initiatives by entities like India Tourism Development Corporation (ITDC) and ONGC have involved public-private partnerships in heritage management.

Conclusion

The "Adopt a Heritage 2.0" program aligns with the objective of preserving India's rich cultural heritage through corporate involvement and strategic partnerships, aiming for sustainable heritage management and promotion of responsible tourism.

PRACTICE QUESTION Q. Discuss the significance of the "Adopt a Heritage 2.0" program in the context of preserving India's cultural heritage. Also, analyze the challenges and prospects associated with integrating corporate engagement in the maintenance and development of heritage sites, drawing comparisons with global models. (250 Words)