Ayodhya, Uttar Pradesh, has ascended to prominence as a leading tourist destination in the state, according to a comprehensive study conducted by the Centre for Marketing in Emerging Economies (CMEE) at IIM-Lucknow. The study, commissioned by the state Tourism Department, aimed to evaluate the perception and attractiveness of various destinations in Uttar Pradesh.

Insights from the Study

The research, led by Satya Bhushan Dash, utilised both qualitative and quantitative methods to assess the image perception of destinations among diverse socio-demographic groups. It highlighted Ayodhya’s allure based on factors such as historical and cultural significance, safety, and unique destination imagery. The study identified three distinct tourist segments—searchers, traditionalists, and maximisers—each displaying distinct travel preferences and behaviours.

Government's Perspective

Uttar Pradesh Tourism Minister Jaiveer Singh underscored the study's significance in shaping the future of tourism in the region. He emphasised the state's commitment to enhancing tourism experiences through initiatives focusing on cleanliness, improved transportation, and budget-friendly accommodations. With 12 dedicated tourism circuits catering to a variety of tastes, Uttar Pradesh aims to ensure memorable experiences for every visitor.

Destination Attributes and Visitor Motivations

The study emphasised the influence of online platforms in shaping travel decisions, with domestic tourists prioritizing quality time with loved ones and experiences rich in historical and cultural value. Ayodhya's blend of heritage sites, cultural richness, and scenic beauty resonates strongly with tourists seeking authentic and enriching travel experiences.

How To Reach Ayodhya?

From Lucknow:

Travellers can reach Ayodhya from Lucknow by road via NH330, a journey of approximately 130 kilometres taking about 3 hours. Alternatively, trains and buses are available with regular services connecting the two cities.

From Delhi:

For visitors from Delhi, Ayodhya is accessible via a train journey to Faizabad Junction, followed by a short road trip to Ayodhya. The distance from Delhi to Faizabad is around 600 kilometres, with the train journey taking approximately 8 hours.

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Ayodhya’s emergence as a preferred tourist destination reflects Uttar Pradesh’s growing appeal as a hub of cultural and historical tourism. The insights gleaned from the IIM-Lucknow study provide a roadmap for enhancing infrastructure and promoting Ayodhya’s unique attractions to a broader audience of travellers.