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The project will focus on Agra and the Braj region, which despite being two of the prime tourist and pilgrimage destinations of India and UP, have some of the state’s highest poverty rates.

To ensure a destination-level approach, the project will finance the preparation of a tourism development plan for Agra, leverage and partner with the private sector, as well as other key agencies working in the city, such as the World Monuments Fund.

Given its association with the Krishna mythology and its popular parikrama (pilgrimage) routes, the Braj region draws millions of pilgrims annually. The project will revitalize some of these assets, many of which are intrinsically linked to local communities’ way of life with major emphasis on rescuing the living heritage of the region.

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