WCF INSIGHTS

WORLD CULTURE FESTIVAL

A summary report on impact of the World Culture Festival on India with focus on capital, New Delhi.

KEY HIGHLIGHTS

Executive Summary2016 has been a year of happenings for India. India witnessed the Pathankot Terror attacks, tension on India-Pak border and a slowdown in economy. Amongst all this anxiety, The Art of Living organised “one of its kind” event- World Culture Festival in Delhi.

World Culture Festival, organised by The Art Of Living Foundation has not only made a huge cultural impact by bringing in performers from 155 countries on one platform but has been able to bring a lot of intangible impact as well. In this report primary and secondary research was done. Various government department’s (Department of Tourism, Department of Economic Affairs) data was studied to understand the impact of this event. The impact on WCF has been quantified using data on the economic and diplomatic fronts.

World Culture Festival has been a historic event. Such a kind of event has not only

brought glory to India but has set a new benchmark in terms of the impact and

magnitude. Events like World Culture Festival can truly help realizing the dream of

“Vasudev Kutumbakam”

1

$42million ₹8.8Billion 93%Forex earning during the WCF is estimated to have been added

to Delhi's exchequer because of WCF.

Increase in forex earnings/day during WCF in Delhi

9.8% 12% #26Y.o.y. increase for March in Foreign Exchange Earnings. Highest for the

year.

increase in international tourism in March was the highest recorded

y-o-y change.

WCF rank was 26 among all time gatherings in terms of number

of people.

3.5million 1 of 6 32WCF was world’s biggest

gathering in 2016.Tourists visiting Delhi in March had come to attend the World

Culture Festival

WCF witnessed Diplomats from 32 countries together at one

place

The World Culture Festival

HIGHLIGHTS

With an aim to bring people from all cultures together and celebrate the Unity in Diversity, the event witnessed 35 lakh people from 155 countries come together for this mega cultural extravaganza on the banks of River Yamuna.

2

World’s largest Peace meditation: This was the

first time in the world

3.5 million people meditated for world

peace at one location.

More than 20,000 international guests attended the event.

World’s largest stage: WCF witnessed the world’s largest oval shaped stage set up

over an area of 7 acres

Over 37,000 artists from all over the world performed in the World

Culture Festival.

8500 musicians with 45 different musical

instruments performed on stage at once

For the Grand Art of Living Symphony, the

tracks were sent out to more than 8000 participants who

rehearsed online all over the world

Revival of tribal art forms: WCF saw the

revival of some of the most indigenous tribal art forms of India from

states like Chhattisgarh, Maharashtra, and

Sikkim.

375 drummers arrived from South Africa. The drums were shipped in

October 2015 to the Mumbai Port and then transported to Delhi.

Assumptions

• Delhi and Karnataka’s share in International tourist Arrivals for 2016 was approximately at similar level as of 2015 i.e.10.2% for Delhi and 2.7% for Karnataka.

• The spending trend for International tourists considered here is based on historic data trends over the past 5 years which implies that on an average that each international tourist exchanges 1,40,800 INR worth of his country’s currency to Indian Rupees.

World Culture Festival not only made a huge cultural impact by bringing in representatives from 155 countries on one platform but also made a significant impact on the economy, society, environment, reviving culture and introducing people to spirituality. This report analyses the impact of WCF after completion of the event . Primary and secondary research were done and impact of The World Culture Festival has been analysed on the economic, social and diplomatic fronts after the event was hosted successfully

The Study3

“Today is such a wonderful occasion – people

from so many countries have all gathered here to

send out a message to the world that we all are

one! We are all a One World Family. The Art of

Living is more of a principle, a philosophy of living

life to its fullest”

His Holiness Sri Sri Ravishankar

Founder - Art Of Living

“When you break away from the small “I” to

the vast “We”, then you need the Art of Living!

We in India are the people who begin our

journey by saying Aham Brahmasmi and

culminate at the milestone of Vasudhaiva

Kutumbakam. This is the Art of Living”

Narendra Modi Prime Minister- India

ECONOMIC SOCIAL DIPLOMATIC

When an event of the magnitude of the World Culture Festival is organised, it boosts the economy of the state to a large extent . The economic Impact of WCF is measured by studying the following Parameters for the month of March.

4.1 Tourism Approximately 20000 Internationals had come for this massive event in Delhi from different parts of the globe. The below chart represents the distribution of people from different countries.

The impact of WCF on International Tourism Industry was analysed by studying the trend for Foreign Tourist Arrivals (FTA) and Foreign Exchange Earning (FEE) from January to June 2016.

Economic Impact4

4000

2700

3300

2600

NORTH AMERICA

SOUTH AMERICA

EUROPE

MIDDLE EAST

FAR EAST2700

2400RUSSIA

AFRICA1300

OCEANIA1000

The month of March, the month of WCF

witnessed the highest year on year (yoy)

growth in International Tourism.

Year on Year growth in International Tourism

January February March April May June

7.3%

3.7%

10.7%12.1%11.3%

6.8%

2.1%

9.6%

1.2%

5.6%

0.7%

4.4%

FTA yoy increase in 2015 over 2014 FTA yoy increase in 2016 over 2015

• Foreign Tourist Arrivals • Foreign Exchange Earnings

Approximately 3000 International Tourists had visited the international centre of the Art Of Living , Bangalore prior to coming for WCF in Delhi.

e To

urist

Visa

s ( la

khs)

New Delhi Mumbai Dabolim Chennai Bengaluru Kochi Kolkata Hyderabad

0.110.120.160.290.300.54

0.96

1.99Delhi and Bengaluru Airport, the Airport of Arrival for tourists who had

come to be part of WCF, are in top 5 airports for tourists availing e Visas.

1 out of every 6 tourists in Delhi had come to

attend the World Culture Festival

1 out of every 8 tourists in Karnataka had come to

attend WCF in Delhi.

UK 13%

Bangladesh 14%

Canada 4%

Germany 4%USA 12%

UK 13%Bangladesh

14%

Out of the top 5 countries for International Tourism for March, Art of Living has International Centres in Canada, Germany and USA. .

7300 people came from these regions

Distribution of International tourists

Number of E visas Issued

Based on a press release for March by Ministry of Tourism.

Based on a press release for March by Ministry of Tourism.

The impact of the International Tourism industry on Indian Economy can be quantified in terms of foreign exchange earnings (FEE). The Government data indicates that approximately 8.17 lakh foreign tourist arrived in different cities in India in the month of March. Data from the Department of Tourism for FEE has been analysed and the summary is presented below.

Foreign Exchange Earnings= No. of International Tourists X Average Expenditure per tourist

4.2 Forex

42

200

Total WCF generated

$42 million

was earned during the WCF by the international tourism sector. 21% foreign exchange of delhi was earned was during

WCF.

Foreign Exchange Earning for March ($ Million)

9.8% increase in foreign Earnings

from $1783 Million to $1956 Million in March was the

highest year on year

increase for India for 2016.January February March April May June

6.5%

3.1%

8.6%

9.8%

6.3%

4.5%

1.9%

11.5%

5.9%

3.9%

1.5%

3.5%

2015 on 20142016 on 2015

Year on year increase in FEE(US $) via International TourismBased on a press release in March by the Ministry of Tourism

For details, please refer to the annexure

12.4

6.5

Typical Day Wcf Day

Forex Earning per day via tourism ($ Million)

93%

GDP/day-Delhi (Rs Cr)

Typical day WCF day

1240

1060

16%

GDP=C+I+E+G where C-Consumption, I-Investment made by industry, E-Excess of Exports over Imports and G-Government Spending. The Consumption (C) will be impacted during WCF. A typical tourist to Delhi spends on food, stay, and travel for sure. All the spending on these items will in turn contribute to the state exchequer through taxes and increase the GDP of Delhi . The following assumptions have been considered for analysing the impact of WCF on Delhi's economy.

Delhi Economy was approximately INR 32,860 crore in the month of March and as can be seen from the below figure that the GDP per day of Delhi is predicted to have grown from an average of INR 1060 crore to INR 1240 crores during March 11- March 13.

4.3 GDP

₹10000 Price for a domestic round trip ₹200 Avergae spending on a

meal

₹40000 Price for an international round trip ₹500 Average spent for Taxi

10% Stay in Hotels, rest with friends and volunteers ₹2000 Average spent for a one

night stay

60% Would like to eat out 45% Metro over Cab

Of Delhi’s monthly GDP for march came from WCF

is estimated to have been added to Delhi's exchequer because of WCF.

2.7% ₹ 8.8 Billion

The annexure contains additional details on the presented data

Diplomats from 32 countries had come to WCF and all of them addressed the people through the dias in World Culture festival or the Global Leadership forum. Apart from providing a boost to economy and culture, WCF has made a huge diplomatic impact as well.

World Culture Festival has been able to bring many diplomats and politicians together in India to market to them the emerging and new India.

Diplomatic Impact5

75%

50%

29%18%

50%

35%

75%

G4 G20 BRICS UN IORA ACD SAARC

Afghanistan Andean Australia Belgium Bhutan Colombia EU France Germany

Ghana Indonesia Latvia Iraq Israel Japan Jordan Kenya Lithuania

Mexico Nepal Netherlands North Rhine-Westphalia Norway Pakistan Slovenia Sri Lanka

Suriname Switzerland UK USA Russia UAE

Diplomats in WCF

• SAARC • BRICS • Commonwealth Nations • UN • G20 • G4

• BIMSTEC • Meking Ganga Corporation • Asia Corporation Dialogue • Indian Ocean Rim Association • United Nations.

India is a member country of:

% representation in WCF

India

Iraq

Iraq

Philippines

PhilippinesIraqTurkeyUSA

FranceIndiaBrazilSaudiArabia

Philippines

PakistanBrazil

Chicago

TurkeySpain

France

USA

Spain BrazilUSAVenezuela

UKItaly

Spain

Phillipines

0

2

4

6

8

10

12

14

16

2010 2011 2012 2013 2014 2015 2016 2017

EmoLonal-NosAnalysisforGathereings

An event can be categorised as a successful event only if it is able to make a positive change in the society. The social impact of World Culture Festival has been measured by studying similar mass gatherings of this decade and doing an emotion analysis of these gatherings. The bubble colours in the below graph depicts the type of emotions connected with the gatherings.

Social Impact6

Emotion Analysis of gatherings>1 Million post 2010

Gat

herin

g Si

ze (M

illio

n)

Negativity and Grief

Positivity and Celebration

There have been few positive emotions generating gatherings of the scale of World Culture Festival. WCF not only induced positive emotions of celebration and enjoyment but also saw

participation from people all over the globe.

Since 2010, there have a total of 30 gathering of more than 1 million

That have taken place as protest or anti-terrorism rallies, gathering for funerals or shrine visit ceremonies

inducing emotions of fear, anger and hatred.

That relate to rallies and events that induce emotions of celebration and enjoyment

17 Gatherings

13 Gatherings

Kumbh Mela gathering of 2013 with 30 million people in India and gathering in Arabeen, Iraq in 2015 with 26 million people have not been represented in graph. Kindly refer to the annexure for details

WCF ranked 26th among all time gathering in terms of number of people

WCF ranked 6th amongst all gatherings taken place in India till date.

WCF is the Biggest gathering of 2016

The annexure contains additional details on the social impact.

AB+

Sri Sri Ravishankar was instrumental in bringing millions of people to the

banks of River Yamuna which is considered to

the most polluted river of the country.

WCF enabled volunteers across the globe to take up leadership roles and

work in teams across cultures and countries to make this event a grand

success

World Culture Festival introduced lakhs of people to meditation, spirituality and the idea of Vasudev Kutumbakam.

SOCIAL IMPACTSri Sri Ravishankar Implemented a revolutionary idea of bringing people together for the first time not for a competition but for a celebration.

27470Cr State Expenditure 0

6081 Participants 37000

71 Nations Participating 155

1.5 Audience Strength 3.5

6301Avg International

Attendees per day 6667

World Culture Festival complimented the Prime Minister's foreign relations strategy and was able to play a pivotal role in strengthening India’s soft power and increase diplomatic relations.

“Sri Sri met in Havana and Cuba with the negotiators of the FARC (terrorist outfit) leaders

to encourage them to follow the Gandhian principle of non-violence, and to cultivate the

art of meditation and breathing. His efforts were successful and FARC has laid down their arms

and are making efforts to join the mainstream." JUAN MANUEL SANTOS

President of Colombia

"People say that no one can change the world but Sri Sri had made a good start. We are

seeing a ray of hope, I Invite you to address the house of commons at the UK”

DAVID CAMEROON Former Prime Minister UK

“In ahimsa and inter-religious harmony, India sets an example for the rest of the world, and I believe the World Culture Festival is taking place in that spirit.”

HIS HOLINESS THE DALAI LAMA Spiritual Master

“So, may the pigeon of peace fly from India all over the world, because in India is present the

messages of God. We will make peace because God himself is peace. In our country, we have

dreamed and spoken about the beauty of India and Indian civilization for centuries”

HIS EMINENCE DR AHMAD Grand Mufti and the chairman of the Superme

IFTAA Council

World Culture Festival saw participation from politicians, diplomats, celebrities, saints and millions of people. The event can be compared to cultural Olympics. Apart from celebrating the diversity this world has, World Culture Festival created a huge economic, social and diplomatic impact. It brought in foreign funds for the state of Delhi and was instrumental in showcasing “brand India” to diplomats and leaders of the world. Such a gathering for such a noble purpose has never happened before. World Culture Festival has indeed set a new benchmark and has put up its name in the history books.

“For 35 years, the Art of Living has widely spread its message of peace, humanitarianism,

and cultural awareness. The World Culture Festival allows people from all across the world the chance to experience and celebrate diverse

cultures in a respectful and positive atmosphere”

JUSTIN TRUDEAU Prime Minister of Canada

“My hope is that this may serve as a stepping stone towards helping us to rise

above our lower nature and above our individual consciousness, as individuals and as nations, which will make one indeed proclaim

the Sanskrit verse, Udara charitanam tu vasudhaiva kutumbhakam – he has become so broad that this world has become his family”

HIS EMINENCE M A S ADHIN Vice President, Suriname

In India we have always dreamt of a One World Family, Today that dream seems to be taking the shape of reality.

Gurudev Sri Sri Ravishankar

AuthorsA

DEEPANKAR LAMBAFounder, Stellar Grid 9777529953 deepankar.lamba@stellargrid.in

ANMOL NARANGBusiness Consultant, Ernst&Young 9560519059 anmolnarangaol@gmail.com

Anmol Narang has a total corporate

experience of 5 years with different

multinational corporations. He currently works

as a business consultant at Ernst & Young. He is

an economics enthusiast and loves crunching

numbers.

Graduate from the University of Manchester,

Deepankar co founded Stellar Grid, a solar

energy startup thats aimed at organising this

emerging market in India. Having a knack for

visual marketing and data visualisation, he’s

also worked on several reports and branding

projects.

Photography Credits

AKHIL PATELFounder, Rangers Pictures 9969148572 rangresapictures@gmail.com

KUNAL MEHTAFounder, Rangresa pictures 9757113780 rangresapictures@gmail.com

AnnexureA

Table 1

Head Nos Remarks

No of foreign tourists Arrivals in India in March 817205

No of foreign tourists Arrivals in Delhi in March 98621 Delhi has a share of 10.2% in overall Tourism Industry

No of foreign tourists Arrivals in Karnataka in March 24984 Karnataka has a share of 2.7% in overall Tourism Industry

Foreign tourists Arrivals In March in Delhi bec of WCF 17000Primary research revealed that

approximately 3000 people had attended Mahashivratrti function first

Foreign tourists Arrivals In March in Karnataka bec of WCF 3000

% contribution of WCF to tourism sector of Delhi 17.2% For the month of March, 1 out of every 6 tourists in Delhi was for WCF

% contribution of WCF to tourism sector of Karnataka 12.0% For the month of March, 1 out of every 8 tourists in Karnataka was for WCF

For reference to Department of Tourism data for FTA’s and FEE’s , kindly refer the below link. http://tourism.gov.in/market-research-and-statistics

Table 2

Heads Nos Remarks

Total Foreign tourists 20000 Total Foreign Tourists in Delhi for WCF

Average expenditure/tourist in India (lakhs)

1.40 As per historical data of last 5 years of Ministry of Tourism (ReferTable 3 below)

Total foreign exchange earning due to WCF

$42,000,000 (Total Foreign tourists X Avg expenditure per tourist.)/Exchange Rate

Table 3

Year Number (millions) Year Amount (US$ million)

Amount (in Crores)

2010 5.78 2010 14193 648892011 6.31 2011 16564 775912012 6.58 2012 17737 944872013 6.97 2013 18445 1076712014 7.68 2014 20236 123320

Average expenditure per tourist (in INR) 140443Source: Ministry of tourism, Government of India

Table 4Heads Value Remarks

Total Gross value added by India in Q4 2015-16 ( billion INR)

27383 Published Government data

Total Gross Value added in March (Billion INR)

9128 Uniform distribution of spending has been considered

Total Gross Value added in March in Delhi (Billion INR)

3293.6% of GDP of March as Delhi's GDP of 4.5 lakh crore is 3.6% of India' GDP of 125 lakh crores

Total Gross Value added/day in March in Delhi (Billion INR)

10.60 March GDP/31

Expenditure on Travel by flight/train (Billion INR) 8

An average ticket cost of INR 40000 for Internationals (20000 in nos) and INR 10000 for Nationals. 40% of tourists had come from Delhi- NCR region

Expenditiure/day on Flight/train travel (INR)

6686

Expenditure/day on food (INR) 360 60% people would like to eat out and average meal cost is Rs 200/meal

Expenditure/day on taxi (INR) 280500/day for taxi and 100/day for own transport/metro users. 45% population would be using taxi and rest to use own transport/metro

Expensitrure/day on Hotel (INR) 200 10% attendees for WCF to stay in Hotel

A typical tourist spending/day (INR) 7526

Number of tourists/day for WCF (Million) 1.17 3.5 million people had attended the 3 day event

Total Gross value added because of WCF (Billion INR)

8.78 No of tourists * Average tourists spending

Delhi GDP/day (Billion INR) 10.6

Gross value created/day due to WCF (Billion INR)

1.8 On an average, a typical tourist is assumed to have stayed for 5 days in Delhi

% increase in GDP per day 16.6%

% contribution of WCF to Delhi economy for month of March 2.7%

Table 5Impact Analysis of gatherings>1 million

Country Place Year Emotion Associated Number (million)

UK Wedding of Prince William 2011 Festive 1

Italy John Paul's 2 Beatification 2011 Happy 1

Spain World Youth Day 2011 Festive 1.4

Saudi Arabia Hajj 2012 Gratitude 3.16

Spain Indepence Movment 2012 Anger 1.5

India Kumbh 2013 Happy 30

Pakistan Commemorate Majlis of Iman 2013 Happy 2

Brazil World Youth Day 2013 Celebrative 3

Chicago Parade and Rally 2013 Anger 2

USA After SC decision on Doma 2013 Anger 1.5

India Funeral 2014 Sad 15

Philippines Annual fest of Jesus 2014 Festive 3.2

Turkey Meeting agianst Terrorism 2014 Anger 2

Spain Independence Mvement 2014 Anger 1.8

Phillipines 100th Anniversary of Church 2014 Festive 1

Iraq Arabeen 2015 Mourning 26

Iraq Shrine Visit 2015 Sad 12

Iraq Martydom Anniversary 2015 Sad 8

Philippines Mass (After Pope visit) 2015 Festive 6.5

Philippines Nazrane Parade 2015 Sad 5.5

France Ralles 2015 Anger 4.4

France Anti Terrorism Rally 2015 Anger 1.4

Iraq Karbala (Martydom) 2016 Sad 5

Turkey Democracy and Martyrs Rally 2016 Sad 5

USA Chicago Club World series 2016 Happy 5

India WCF 2016 Centred 3.5

Brazil Protest 2016 Anger 3.4

Brazil Protest against President Impeachment

2016 Anger 1.4

USA NBA Championship Prade 2016 Celebrative 1.3

Venezuela Protest 2016 Anger 1