The Role of Digital Media in Positioning Buddha’s Birthplace as a Global Heritage Site

Abstract

Abstract: Lumbini is the birthplace of Gautama Buddha, protected as a UNESCO World Heritage Site, embraces deep religious, cultural, and archaeological implications for global Buddhist communities and beyond. Despite increasing international tourist arrivals and growing digital visibility, Lumbini has not fully leveraged its global distinction to achieve sustainable socio-economic benefits and a strong digital heritage character. This study examines the role of digital media in promoting Lumbini as a Buddhist pilgrimage destination and its influence on sustainable Buddhist tourism development. Using a qualitative, descriptive research design based on secondary data, the study is grounded in Digital Heritage Theory, Soft Power Theory, Participatory Culture Theory, and Heritage Branding Theory. The findings indicate that digital platforms like social media campaigns, virtual reality experiences, mobile applications, and user-generated content have played a critical role in enhancing global awareness, intercultural dialogue, and symbolic soft power related to Buddhism. However, uneven digital strategies, weak institutional coordination, infrastructural limitations, and ethical anxieties in representative sacred heritage limit their effectiveness. The study concludes that an integrated, participatory, and ethically grounded digital heritage strategy is crucial for enhancing Lumbini’s global presence, fostering sustainable Buddhist tourism, and promoting Nepal’s cultural heritage in the digital era.