Mongolia plans to establish an eco-city called Maitreya, and has already constructed the foundation for the 54-meter-tall statue of the Great Maitreya Bodhisattva in the Sergelen soum of Tuv Province, along with the surrounding stupas and architectural structures. In 2022, land work was also started, and it made a great deal of noise and concern around the construction of a monument and complex for Lovon Badamjunai, the sacred figure, on the protected Bogd Khaan Mountain, but eventually abandoned the project. Recently, another initiative was launched to build the Zaya Gegeen’s “Gushog” or “Bogd Zonkhova” complex in the fifth khoroo of Chingeltei District, near Tasganii Ovoo, using state funds. Once again, they managed to erect just the foundation layers and then halted the project.

The main purpose of these initiatives was to promote national history, religion, and culture, and to create new tourism products and services. Consequently, all three sites were planned as comprehensive exhibition and service centers. However, it seems that the country has been overly focused on developing religious tourism and has spent significant funds in this direction without fully exploiting the potential advantages and unique opportunities it holds. In fact, Mongolia has substantial potential to develop religious tourism without the need to invest vast sums in building massive statues and stupas.

What do we have? 

According to global trends, many countries have preserved and restored ancient religious monuments, temples, and buildings, using them to promote religious and cultural activities as a means of developing tourism, attracting millions of visitors. Countries in Asia, such as Japan, South Korea, and Thailand, have built special sites for pilgrims, and Tibetan Buddhists in Dharamshala, India have similarly developed these regions. In contrast, Mongolians have been slow to develop ancient temple buildings, Buddhist centers, and complexes for tourism purposes.

Mongolia is home to more than 4,000 historical temples, monasteries, and Buddhist buildings, but how many of them are truly known or visited by the public? The number of visitors to these sites is minimal. If we take well-known ones like Amarbayasgalant, Erdenezuu, Khamariin Khiid, Manzushir, Aglag, and Gandantegchinlen Monastery, how many of them are functioning as actual tourism products? Very few meet the criteria for such a development.

At the policy and decision-making level, past attempts to promote religious tourism have often resulted in erecting monuments and statues, seemingly focusing more on “money laundering” than creating itineraries or programs based on the rich collection of temples and historical monuments.

According to Ch.Buyanbadrakh, Director of the “Mongolian Guide Tour” company and an expert in tourism, Mongolia does have the potential to develop religious tourism without compromising the traditions and core functions of temples and monasteries. She suggests that specific events like the Great Offering Ceremony of the Gongoriin Bumba at Amarbayasgalant Monastery, the “Energy Center” of Khamariin Khiid, and the ritual at Erdenezuu Monastery could attract domestic visitors. These events, such as prayers, meditations, and Buddhist teachings, could be organized periodically.

There is an opportunity to establish a rich spiritual and religious tourism experience by creating an environment for tourists to engage with the monastic lifestyle—providing prayer reading spaces, meditation environments, and guiding visitors with trained monks. Rituals like the offering of prayer flags and symbolic gifts could be introduced, and locals and visitors could even share meals or attend services together. Introducing Buddhist education programs, offering unique sacred items for sale, and providing clear historical information could enhance the overall religious experience.

Thus, there is an enormous untapped potential to utilize Mongolia’s religious sites, their deep-rooted traditions, and their cultural wealth to develop a more robust and sustainable religious tourism industry.

Reflection of reality: Gandantegchinlen Monastery

A glaring example of Mongolia’s failure to capitalize on the potential of religious tourism is the Gandantegchinlen Monastery. According to statistics presented by the Mongolian Tourism Association, about 90 percent of foreign tourists visiting Ulaanbaatar make a trip to this monastery. Given that there aren’t many other attractions in the capital city, tour operators say that the monastery is reluctantly included as a key part of the capital city’s sightseeing itinerary. While the monastery greatly appeals to tourists for its religious history and cultural significance, it often disappoints them due to poor facilities, quality of services, and accessibility, with guides and interpreters frequently facing embarrassment.

Gandantegchinlen Monastery is the main Buddhist center of Mongolia, consisting of three main temples–Dashchoimpol, Gungaachoilin, and Idgaachoizinlin, and also houses Buddhist educational institutions offering high, medium, and lower-level training. It is uniquely situated to become a hub for religious tourism, with its rich history, purpose-built structures, and foundation for such development. However, expanding its operations and enriching it with specialized programs for tourists is necessary. Prior to this, it is critical to improve infrastructure, enhance the quality and accessibility of sanitation facilities, remove the surrounding litter, and ensure that the area remains free from pollution. Religious sites such as temples and monasteries should be sacred and orderly. Unfortunately, in Mongolia, where the central monastery is located in the heart of the capital, the site is often tainted by garbage, dust, and waste—a scenario almost unheard of elsewhere in the world.

For years, there have been discussions at the parliamentary, government, and capital city levels about creating a cultural and tourism zone around Gandantegchinlen Monastery, specifically focusing on the area surrounding the statue of “Avalokitesvara” and developing it as a prominent cultural and religious tourism destination. Some plans have even been drawn up, such as the “Gandantegchinlen Khuree Residential Area” development, which included a proposal for redevelopment in that area. However, no tangible progress has been made. Current officials responsible for tourism continue to talk about transforming the surrounding area into a cultural and tourism hub that preserves its traditional character. Yet, tourism operators are continually urging them to first remove the wooden toilets, trash, and debris from the area.

Last year, the Mongolian Tourism Association gathered feedback from travel companies about how to improve the services at Gandantegchinlen Monastery, and the suggestions included: installing cameras around the area, improving the sanitation facilities, setting up informational boards for tourists, providing training for guides and interpreters, and announcing the dates of religious ceremonies like the “Danshig” Naadam in advance. However, talking about developing this area as a tourism destination without addressing the basic issues like sanitation is rather contradictory.

Exceptional image 

When developing this specialized type of niche tourism, the influence of religious leaders, figures, and dedicated activists plays a significant role. The global attention drawn by the head of the Catholic Church, Pope Francis, and the 14th Dalai Lama’s foreign visits is no coincidence. When Pope Francis visited Mongolia in 2023, around 5,000 tourists from countries like China and South Korea came solely to see him, and the visit led to an increased global awareness of Mongolia, with 17 percent of the world’s population gaining new knowledge about the country. Similarly, the ongoing stream of pilgrims traveling to Tibet to receive blessings from the Dalai Lama demonstrates the pull such religious figures have on tourism.

Looking at this, the attention garnered by the Dalai Lama’s teachings and the subsequent recognition of Mongolia as the home of the 10th Bogd Jebtsundamba Khutagt, along with the global buzz surrounding him, has already placed Mongolia in the global spotlight. We must view this not only from a religious perspective but also as a broader opportunity that can be fully utilized. For instance, Tibetan scholar G.Nyam-Ochir suggests that we should approach the emergence of the 10th Bogd Jebtsundamba Khutagt as a potential source of cultural and religious tourism. He believes that the Bogd Khaan Palace Museum should officially be handed over to the 10th Bogd and preserved as a major cultural heritage site. Ulaanbaatar was once the capital city under the Bogd Khaan’s rule, and it is a city that still retains his legacy. This is an opportunity to move away from the old Soviet-era mindset and transform the city into a cultural and religious tourism hub.

As G.Nyam-Ochir points out, the renovation and upkeep of the Bogd Khaan Palace could provide an opportunity to establish a Buddhist university, with a system akin to that of the famous monasteries in India, where more than a thousand monks are trained. This could become a powerful force in the promotion of Buddhism in Mongolia, enhancing its international image. This initiative could also offer the chance to profit from tourism flows that come for religious teachings, pilgrimages, and leisure travel.

Mongolia has immense potential to develop religious tourism, and perhaps the most opportune time to make this a reality is now, with the installation of the 10th Bogd as Mongolia’s spiritual leader. This moment presents a remarkable opportunity for the country to capitalize on the intersection of religion, culture, and tourism.

By D.CHANTSALMAA