In Haridwar, where centuries-old rituals continue to define its identity, a quieter shift is taking shape. Varun Bajaj, Founder, Amrit Bhawan, highlights the potential to attract a wider mix of travellers, encourage repeat visits, and bring the region’s largely untapped ecosystems into focus through thoughtfully curated, place-based experiences.
Amrit Bhawan is an upscale, heritage boutique retreat in Haridwar that offers a tranquil riverside experience away from the city’s hustle. It is a restored Art Deco family home featuring eight unique guest rooms named after the Sapt Rishi constellation. While Haridwar offers moments of devotion, discovery, and quiet wonder, within the house and by the river, experiences invite guests to slow down, reconnect, and feel the rhythm of the sacred city in a personal way.
From Pilgrimage to Experiential Travel in Haridwar
With the rise of experiential travel in India, traditional pilgrimage markets are witnessing a shift, and Amrit Bhawan is adapting by offering place-based experiences.
Varun said, “Travel has been shifting toward more experiential journeys, where people want a deeper connection with the places they visit. In Haridwar, the dominant narrative has long been the pilgrim experience, which is often structured and time-bound. While that remains important, it has left many other aspects of the region unexplored.”
He added, “Our curated experiences aim to open up another dimension of Haridwar, allowing guests to engage more closely with its landscape, culture, and everyday life. Over the past few years, we have been conducting walking experiences through Kankhal, Har Ki Pauri, and Chandi Devi, approaching these places through curiosity and storytelling. The newer experiences, such as the Garhwali Village visit and the rose plucking experience, are a natural extension of that philosophy, taking exploration beyond the city.”
Expanding Appeal While Scaling with Sensitivity
According to Varun, curated experiences play a key role in diversifying Haridwar’s tourism ecosystem by broadening its appeal beyond a single visitor type. By introducing multiple ways to engage with the destination, such as exploring nearby villages, learning about local agriculture, and experiencing everyday life, the city can attract a wider audience. This layered approach enhances engagement and encourages repeat visits, giving travellers fresh reasons to return over time. It can also contribute to a more balanced tourism ecosystem where interest is spread across experiences and seasons rather than concentrated in peak periods.
Varun also explained that experiences are deeply rooted in local ecosystems and are not easily scalable. He said, “These are not plug-and-play scenarios. These are dependent on individuals, communities, farmers, villages, and small-scale operators, who are not necessarily part of the tourism value chain. The first step is to build trusted, long-term partnerships and ensure a fair economic model so that everyone involved can sustain their participation. Growth then depends on steady visitor demand, which allows the ecosystem to develop organically. Ultimately, the goal is not rapid scale, but thoughtful growth that remains aligned with the community and the level of demand.”
Structuring the Unstructured
The primary challenge in building these experiences was structuring something inherently unstructured. The supply already exists, but it is fragmented and not designed for hospitality. Bringing it together requires coordination at multiple levels. Schedules need to be aligned to ensure consistency in quality and build trust with local partners. There is also an element of educating both guests and partners regarding expectations from the experience. This process takes time, but once the framework is established, it becomes much easier to operate. The focus then shifts from creation to refinement.
Positioning Beyond Pilgrimage
Speaking about the long-term positioning of the property, Varun mentioned, “From the outset, Amrit Bhawan has been positioned as a leisure-focused, experience-led property rather than a traditional pilgrimage hotel. These initiatives naturally build on that vision, allowing guests to engage with the destination in a more layered, thoughtful way, while remaining aligned with our broader aim of presenting Haridwar beyond its conventional narrative. We want our guests to choose their own ‘lens’ for how they view and engage with the city.”
Varun highlighted a series of guest-centric upgrades focused on comfort and authenticity. He noted improvements such as enhanced accessibility to the private Ganga ghat, upgraded outdoor seating for all seasons, the introduction of Ayurvedic wellness offerings, and a refined food programme that emphasises local, seasonal flavours, all designed to elevate the overall guest experience while staying true to the property’s core philosophy.
