Lucknow: Over the past decade, UP’s tourism sector has witnessed a remarkable transformation, making it one of India’s fastest-growing tourism economies, driven by improved connectivity, destination development and a renewed focus on culture, heritage and visitor experiences.From the spiritual centres of Ayodhya, Varanasi, Prayagraj and Mathura to the heritage landscapes of Lucknow and Agra, the forests of Dudhwa and the sacred geography of Chitrakoot and Naimisharanya, the tourism map of Uttar Pradesh is steadily expanding.New circuits, better infrastructure and growing traveller interest are encouraging visitors to look beyond traditional itineraries and explore the state’s diverse offerings.And now, the govt has launched the ‘Visit My State’ campaign to encourage people to discover Uttar Pradesh through its destinations, cuisine, crafts, festivals, traditions and local stories.The campaign seeks to deepen engagement with the state’s cultural and natural assets while fostering pride and participation among residents themselves.In short, tourism is creating opportunities for homestay operators, artisans, guides, performers, transport providers, food entrepreneurs and small businesses.Against this backdrop, Uttar Pradesh Tourism and The Times of India is hosting the Discover UP: People, Places, Possibilities Conclave on Friday. Tourism minister Jaiveer Singh will be inaugurating the conclave, while additional chief secretary, tourism, culture and religious affairs, Amrit Abhijat, will be taking on questions on the theme.The event — that will bring together policymakers, tourism leaders, entrepreneurs, investors, hospitality stakeholders, academicians and community representatives — will discuss the next phase of the state’s tourism journey.The list includes CEO, State Transformation Commission, Manoj Kumar Singh, secretary to CM Surendra Singh, Prof Venkataramanaiah Saddikuti, IIM Lucknow, besides scores of people who have benefited from the tourism boom in the state.The conclave will explore how tourism can create greater value for destinations and communities through stronger experiences, longer visitor stays, investment, innovation and local participation.Discussions will range from grassroots success stories and tourism’s multiplier effect on the economy to emerging destinations, new tourism products and the future roadmap under the Visit My State initiative.
