Complementing Art Tourism through Folk Art: Analysing the potential of Art Tourism through Mithila painting in Mithilanchal (Bihar, India).

Abstract

Mithilanchal (in Bihar) is an essential place in India's cultural landscape due to the centuries-old practice of Mithila painting in the area, which has attracted several researchers, scholars, and writers from different parts of the world over the years. Various NGOs have also played an important role in the popularisation and evolution of this art in the global market. The Government of India has launched multiple initiatives to promote this area as a destination for international tourism, including regional tourism development plans such as the Ramayana Circuit and the Ayodhya Circuit, which connects Janakpur (Nepal) in the Mithila region. The study suggests that various non-governmental organizations and government agencies have been advocating for Madhubani art, aiding its broader visibility. Artists have consistently innovated this art form across fashion, handicrafts, and other creative avenues to gain international acknowledgement in the digital age. Tourism has been shown to aid in restoring the local community’s pride and engagement with their cultural heritage, traditions, and values. Additionally, tourism can assist in revitalizing traditional skills and fostering a connection to the cultural environment.