PMML positions itself as Delhi’s new experiential tourism stop; eyes 1 million visitors with industry effort
SATTE and Prime Ministers Museum and Library came together to showcase the facility as a must visit landmark in the capital city. Blending high-tech immersive tour with profound historical narratives, the event actively engaged the travel trade and media on April 23
Set in the heart of New Delhi at Teen Murti Marg, the Prime Ministers Museum and Library (PMML) emerges as a one-of-its-kind immersive institution on the global stage. Moving beyond the confines of a conventional archival space, PMML positions itself as a dynamic confluence of history, culture, and cutting-edge technology. It showcases the democratic journey of India through a modernistic lens, offering a glimpse into futuristic tech while documenting the contributions of Indian Prime Ministers to date.
To highlight the immense potential of PMML as a premier tourism product, the South Asia Travel and Tourism Exchange (SATTE) collaborated with PMML to curate a special familiarisation (FAM) tour. The tour, organised on April 23, brought together key media and travel industry professionals who were offered an up and close opportunity to explore its compelling offerings, designed for both domestic and inbound itineraries. Among the delegates present were Ashwani Lohani, Director of PMML; Priyanka Mishra, CEO of PMML, Garud Rahul Deelip, Financial Controller, PMML and Pallavi Mehra, Regional Head Delhi, Senior Group Director and Publisher at Informa Markets.
Highlighting the institution’s profound narrative while setting the tone, Mehra said, “The Prime Ministers Museum and Library is an exceptional institution that beautifully blends history with modernity while offering a comprehensive narrative of India’s democratic journey. It stands not merely as a museum, but as a living chronicle of leadership, vision, and the evolution of our nation.”
Museum must feature prominently on every visitor’s Delhi itinerary
For tour operators and travel agents, PMML offers an organised and seamlessly packaged product. Director Lohani agreed and emphasised its global exclusivity. He noted, “The world has known no second museum of its kind. It also boasts one of the world’s largest collections of personal archival material, comprising nearly 30 million documents linked to over 1,300 prominent figures and institutions, offering unmatched resources for research in modern and contemporary Indian history.”
Lohani further urged stronger collaboration with the tourism industry to position the PMML as a mustvisit destination. He noted that the museum should feature prominently on every visitor’s Delhi itinerary, while also encouraging greater domestic engagement, asserting that every Indian should experience this landmark institution.
Currently, the museum sees strong footfall, but the administration is actively engaging the travel trade to scale these numbers. “In peak days, we usually have 1,000 to 1,500 visitors. The financial year before last, we had almost 0.6 million visitors. Last financial year closed around 6,40,000. But with these industry efforts, we are expecting that we can at least go to the 1 million mark,” highlighted Deelip from PMML.
Crucially for inbound tour operators, the museum acts as a tool for “soft diplomacy”. PMML CEO Mishra noted, “Special orientation sessions can be arranged for foreign tourist groups to help them understand the scale and unique nature of the world’s largest democracy before they tour the exhibits.”
To further streamline group movements, the museum has designated holding areas, flexible 90-minute tour slots, and a roster of professional, trained in-house guides fluent in English, Hindi, Spanish, and soon, German. Additionally, the campus offers ample parking for both cars and large tourist coaches.
Tech-driven, experiential
Spread across a 30-acre campus, the institution encompasses the historic 1929 Edward Lutyens-designed building, the former residence of India’s first Prime Minister, Jawaharlal Nehru, and the newly constructed Pradhanmantri Sangrahalaya (PMS 2). Beyond the museum galleries, the campus houses the region’s only planetarium and a massive public library wing featuring over 4 lakh books and an archive of 30 million personal documents from approximately 1,300 VIPs and VVIPs. On April 14, 2022, the museum opened its doors to the public.
What sets PMML apart for the modern tourist is its integration of immersive, digital technology, which reflects not only the modern tech but also gives the glimpses of futuristic tech. Experiential key highlights of the institution include ‘Bhavishya ki Jhalkiyan’, a virtual helicopter ride that flies visitors over India’s major infrastructure and developmental milestones; ‘Desh Suraksha’ a dedicated showcase of nations advancements in national security and defense; ‘Selfie with Prime Minister’, an Augmented Reality (AR) experience allowing visitors to sit for a photo with their favourite Prime Minister; ‘Walk with PM,’ initiative is unique virtual experience where guests can walk alongside a Prime Minister of their choice.
AI Holobox is a recently added initiative, with 3D avatars of visionary leaders like APJ Abdul Kalam and Sardar Vallabhbhai Patel. These avatars are designed to interact intelligently with visitors, drawing insights from historical literature to provide thoughtful responses to their queries. Models of Mahatma Gandhi and Atal Bihari Vajpayee are currently in progress. Handwritten Letters are another highlight which uses interactive robotic technology, guests receive a personalised, physically pen-signed letter from any Prime Minister.
Industry feedback
The FAM tour received a positive review from the travel trade. Among the attending members Anil Kalsi, Vice President, TAFI who remarked, “The tech, the exceptional experiences, the ambience, the culinary options, great location, and ample parking make the Prime Ministers’ Museum and Library a must-visit for all. The awareness of taking your picture with the Prime Minister, the helicopter ride experience over Indian advancements, Raksha 7D, and Modi ji’s signed personal letter are amazing. This information has to be shared and publicised. For Delhiites as well, it’s a must-do.”
“The Pradhanmantri Sangrahalaya within the campus presents a comprehensive and engaging narrative of the lives and contributions of India’s Prime Ministers through state-of-theart, interactive exhibits. Visitors can enjoy unique experiences such as ‘Selfie with PM’ and ‘Walk with PM,’ which add an engaging and contemporary dimension to the historical journey,” said Shagun Dhawan, Head of Business Development at Krisia Holidays.
“Overall, the visit was both intellectually stimulating and thoroughly enjoyable. I would highly recommend including PMML in your Delhi itinerary for a well-rounded experience that combines history, innovation, and nature,” she added.
Deepika Chowdhry, Director, TOFT India Wildlife Association emphasised, “PMML has strong potential to be positioned within Delhi’s cultural and heritage circuits, particularly for curated experiences focused on governance, history, and nationbuilding. The visit was also insightful, well-organised, and enriching, offering a deeper understanding of India’s democratic evolution through an engaging and thoughtfully curated format.”
Rajat Sawhney, Senior Vice President, Association of Domestic Tour Operators of India, noted, “It was my first visit to the museum, and I thoroughly enjoyed the experience. This museum is a must visit for the ones who are visiting to Delhi.”
“The special planetarium show was especially amazing. All the exhibits, and technology was great. We will recommend the tour operators to bring the groups to the institution and promote it,” shared Rajesh Arya, President, Global Association of Events and Hospitality Professionals (GAEHP).
Other industry professionals from PATA, TIA, TAAI, were also present for the tour.
Enhancing the cultural experience are the culinary options within the premises. The Forest Table, where the delegates were hosted for a high tea, shines with its serene, nature-inspired setting, offering a rejuvenating dining experience surrounded by lush greenery and outstanding cuisine. Similarly, Canteen Stories impresses with its menu and quick-serve dishes, making it an ideal place to relax and reflect after a day of exploring the museum.
