Uttar Pradesh, known for its rich cultural and religious heritage, saw a remarkable influx of tourists in 2023, with over 48 crore visitors exploring the state’s diverse attractions. As the state government looks to boost its tourism sector fivefold by 2028, ambitious plans are underway to attract more than 80 crore tourists. This significant target reflects Uttar Pradesh's commitment to enhancing its global tourism appeal while fostering industrial growth.

Government Targets Massive Growth in Tourism Sector

The tourism sector's Gross Value Added (GVA) was recorded at Rs 11,000 crore in 2017. The state government has set an ambitious target of ramping this up to Rs 70,000 crore by 2028. "Chief Minister Yogi Adityanath is dedicated to not only boosting tourism but also integrating it with the state’s broader industrial development goals," said a state government official.

Surge in Tourist Footfall

Tourism in Uttar Pradesh has seen a dramatic increase over the past seven and a half years. Cities of spiritual significance such as Kashi, Ayodhya, Mathura, Chitrakoot, Prayagraj, Naimisharanya, and Gorakhpur have become major attractions, drawing millions of visitors daily. The state's focus on enhancing world-class facilities and promoting multiple destinations is expected to sustain and further this growth.

The tourism sector’s GVA has grown from Rs 11,000 crore in the financial year 2016-17 to Rs 14,000 crore in 2022-23. "Our target is to achieve Rs 70,000 crore by 2027-28. This ambitious goal is supported by our ongoing efforts to develop tourism infrastructure and promote Uttar Pradesh as a top tourist destination," the official added.

Expansion of Tourism Infrastructure

To accommodate the growing number of tourists, the Uttar Pradesh government is undertaking several initiatives to expand its hospitality infrastructure. This includes increasing the availability of hotels, guest houses, and homestays. Additionally, there are plans to rejuvenate government-run tourist and Rahi bungalows.

The One District, One Product (ODOP) initiative is also playing a crucial role in promoting local products to visitors. By integrating local craftsmanship and specialties into the tourism experience, the state aims to offer a unique and authentic travel experience.

Government's Focus on Global Promotion

Under the leadership of Chief Minister Yogi Adityanath, the state government has been actively working on branding and promoting Uttar Pradesh's tourism assets. Efforts include developing key tourist destinations into world-class attractions and enhancing the state’s visibility on the national and international tourism stage.

The state's tourism department is also encouraging public participation through the ‘Dekho Apna Desh—People’s Choice 2024’ campaign. Launched by the Union Ministry of Tourism and Culture, this nationwide initiative seeks to engage citizens in promoting local tourism destinations.

Campaign Seeks Active Public Participation

Jaiveer Singh, Tourism and Culture Minister of Uttar Pradesh, highlighted the importance of public involvement in the campaign. "We are reaching out to regional influencers and respected residents to amplify our promotional efforts. The campaign will leverage social media platforms and various media channels to engage a broader audience," Singh said.

The initiative invites people to vote for their favourite tourist attractions and suggest destinations they wish to visit. Participants can access the digital platform innovated by the Union Tourism Ministry at innovateindia.mygov.in, where they can cast their votes by entering their mobile number, email address, and age, followed by a mobile OTP verification.

Promoting Diverse Attractions

Alongside its prominent religious destinations like Ayodhya, Mathura, and Kashi, Uttar Pradesh is also focusing on promoting lesser-known tourist spots such as the historic forts of Bundelkhand and other regional attractions. This comprehensive approach aims to showcase the full spectrum of what Uttar Pradesh has to offer.

The feedback and insights gathered from the ‘Dekho Apna Desh—People’s Choice 2024’ campaign will be instrumental in refining and enhancing the state’s tourism offerings. "We are committed to developing these destinations to world-class standards, and public feedback is crucial in this process," Singh added.

Encouraging Participation with Incentives

To boost participation, each respondent will receive a digital certificate upon completing their response, which can be shared on social media. The last date for submitting responses is September 15. This initiative is expected to generate valuable insights that will help shape the future of tourism in Uttar Pradesh.

As Uttar Pradesh strides toward its ambitious tourism goals, the state is poised to become a major player in the global tourism industry, offering visitors a blend of spiritual, cultural, and historical experiences.