The Buddhist Circuit : Brand Identity Usage Guidelines (English)

South Asian Buddhist heritage is indisputably one of the most important in the world. A number of sites and locations currently dispersed across the region are directly linked to the historical Buddha’s life and the spread of his philosophy around the...  See More + South Asian Buddhist heritage is indisputably one of the most important in the world. A number of sites and locations currently dispersed across the region are directly linked to the historical Buddha’s life and the spread of his philosophy around the world. Despite the significance of this unique heritage and the fact that around five hundred million Buddhists worldwide strive to visit these most sacred sites in their lifetime, the Buddhist circuit as one integrated whole has not been successfully developed. One of the issues is the lack of a common identity,an engaging interpretation and linkages between sites and locations across the region. As a result of the lack of a common identity, integrity and local linkages, the South Asian Buddhist Circuit remains highly uncompetitive in comparison to similarly significant pilgrimage routes around the world. Acknowledging these challenges and untapped opportunities, South Asian countries have shown a commitment to establishing and applying an inclusive approach to the development of the Buddhist circuit as a holistic pilgrimage route and tourism product across the region. The guidelines in this report are offered as a practical tool for the use of a coherent brand for Buddhist sites and destinations within the circuit and across South Asia. The use of the guidelines seeks to ensure that all graphic, interpretative and even service delivery and architectural efforts to develop and promote the Buddhist circuit are designed and implemented consistently in line with its unique identity. Ultimately, they are expected to enhance the positioning of the Buddhist circuit in the regional and global tourism and pilgrimage market.  See Less -