Lumbini's status as the revered birthplace of Lord Buddha and a UNESCO World Heritage Site is its fundamental asset.1This provides an internal, unique spiritual and historical value, recognized throughout the world.

This unique heritage positions Lumbini as a key destination for more than 500 million Buddhists worldwide and for a wider audience interested in peace, mindfulness and cultural history. The sacredness of the place is of paramount importance.

Lumbini's universal appeal extends beyond Buddhism. Buddha's teachings focus on peace and compassion, have a universal appeal that transcends religious affiliation. In an era of growing global stress and an intensifying search for meaning and well-being (as evidenced by the rise of wellness tourism), Lumbini can be positioned as a sanctuary for spiritual seekers of all persuasions, not just devout Buddhists. Lumbini's inclusion in the New York Times' list of the best places to visit in 2025 is indicative of this broader appeal. Marketing and development should therefore strategically target not only the Buddhist pilgrim market, but also the rapidly growing global wellness and mindfulness tourism segments. This significantly broadens the potential visitor base.