Minjar to world: Chamba’s fair eyes UNESCO spotlight
The historic Chamba town is all set to host a landmark event — ‘Chalo Chamba – Responsible tourism & living heritage meet 2025’, a week-long initiative aimed at promoting responsible tourism and safeguarding the district’s unique cultural legacy.
Jointly organised by theInternational Centre for Responsible Tourism (ICRT), the Association for Conservation & Tourism (ACT) and NotOnMap, in collaboration with the district administration, the week-long event is envisioned as a turning point in shaping a community-driven tourism model grounded in ecological sustainability, heritage conservation and inclusive livelihoods.
The event will commence on Saturday, with a high-level expert consultation for the pre-documentation of the historic Minjar fair, marking the first formal step towards nominating the fair for inclusion in UNESCO’s Intangible Cultural Heritage (ICH) list.
Renowned cultural development expert Dr Madhura Dutta and award-winning documentary filmmaker and heritage storyteller Ajoy Roy will lead the pre-documentation process.
Dr Dutta, who has worked with UNESCO and grassroots communities for over two decades, brings a deep understanding of cultural rights, traditional skills and policy advocacy. Roy, a veteran journalist and filmmaker with over 40 years of experience and documentaries aired on global platforms like BBC, CNN and Al Jazeera, has dedicated his life to telling stories where people, culture and landscapes converge.
“This is a rare opportunity for Chamba to tell its story to the world — through its traditions, its people, and its living heritage,” said Manuj Sharma, co-founder of NotOnMap, one of the key organisers of the initiative.
Chamba Deputy Commissioner Mukesh Repaswal emphasised that Minjar was not just a fair; it is an embodiment of Chamba’s identity and collective memory. “This effort is a major step in giving global recognition to what the community has preserved for centuries,” he said.
Informing about the week-long activities during the meet, District Tourism Development Officer Rajeev Mishra said the opening day would also witness the launch of a Farmer Innovation Centre aligning rural innovation with sustainable tourism. The inaugural address will be delivered by globally celebrated tourism reformer Rupesh Kumar, CEO of the Kerala Responsible Tourism Mission and a core member of the International Centre for Responsible Tourism (ICRT).
On July 27, the Chamba Responsible Tourism Mission will be formally launched in the presence of the Governor of Himachal Pradesh, signifying a strategic policy shift towards heritage-focused, inclusive tourism.
Throughout the week, dialogues, workshops, and immersive experiences will take place across the district — from Khajjiar and Dalhousie to Bharmour and Chhatrari — engaging tourism stakeholders, entrepreneurs and tradition bearers.
On August 1, visiting delegates will witness the Minjar fair, offering them an intimate experience of Chamba’s vibrant living traditions and potential for community-based tourism.
Himachal Tribune