Lucknow, May 13 (PTI) Positioning the current global uncertainty as an opportunity, Uttar Pradesh Tourism has moved swiftly to operationalise the ‘Visit My State’ campaign, announcing free entry to state-run museums for children and families for the next two months, alongside curated summer travel circuits, accommodation discounts and destination-specific packages aimed at keeping travellers within the state during the vacation season.
The action plan was finalised at a high-level meeting chaired by Tourism and Culture Minister Jaiveer Singh on Wednesday, following Chief Minister Yogi Adityanath’s directions issued a day earlier in line with PM Narendra Modi’s call to prioritise domestic travel and reduce non-essential overseas spending.
The meeting was attended by senior officers of the tourism department.
Jaiveer Singh, according to an official statement, said Uttar Pradesh Tourism is preparing a full-scale execution strategy rooted in a nation-first approach.
“Under the PM’s vision and CM Yogi’s guidance, UP will convert this challenge into an opportunity. If people are reconsidering international vacations, UP should be their first choice. ‘UP Nahi Dekha Toh India Nahi Dekha’ must now translate into actual travel movement,” he said.
Officials discussed leveraging high-footfall destinations such as Ayodhya, Varanasi, Mathura-Vrindavan, Agra, Prayagraj and Mirzapur by creating longer stay itineraries instead of single-destination trips.
Tourists visiting Agra will now be encouraged to extend their journey to nearby destinations such as Bateshwar Dham, Baba Neeb Karori Janmasthali in Firozabad and Rapdi Eco Tourism Park.
Similarly, pilgrims visiting Ayodhya could be linked with nearby wellness, rural and cultural tourism experiences to expand average stay duration.
Officials posted at the divisional level were asked to hold structured meetings with tour operators, hotel associations and restaurant bodies in Agra, Mathura, Ayodhya, Varanasi and Lucknow to redesign itineraries and improve tourist spending.
He specifically asked officials to integrate visits to gaushalas with ancient temple circuits and create stronger rural tourism linkages.
Plans were also discussed to offer up to 25 per cent discounts at Rahi tourist accommodations, along with special pricing partnerships with hotels and eateries during the upcoming vacation period.
Officials also reviewed plans to aggressively promote destination weddings within Uttar Pradesh, with Ayodhya, Varanasi and Bundelkhand forts identified as key venues. The Chunar Fort in Mirzapur and Chhattar Manzil in Lucknow were also discussed as upcoming destinations for weddings, private events and curated gatherings. To promote ODOC (One District One Cuisine) through public participation, plans were chalked out to hold cooking competitions.
The department also discussed bringing school students into adventure tourism through structured camps and curated visits.
Cultural productions based on Rashmirathi, Maithili Sharan Gupt’s literary works and India’s 1947 freedom movement will also be organised across all 18 divisions through district administrations.
Officials have been asked to conduct meetings through Zoom and Google Meet, reduce diesel and petrol consumption by 50 per cent, adopt car pooling at the directorate level and avoid unnecessary travel to Lucknow without prior approval. Fuel consumption will be reviewed after two months, it said.
Singh also directed officials to prepare a strategy involving influencers and celebrities to promote lesser-known destinations, local products and emerging tourism experiences across Uttar Pradesh.
Officials said the broader campaign will also push wellness, wildlife, rural and cuisine tourism while promoting ODOP products, GI-tagged goods, local artisans and self-help groups through tourism-led spending. PTI ABN — MNK MNK
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