Will ‘Brand UP’ make the Indian state a global tourist hotspot?

Thursday, February 1, 2024

In a groundbreaking move to elevate Uttar Pradesh (UP) to the zenith of global tourism, Chief Minister Yogi Adityanath’s government is propelling ‘Brand UP’ and ‘Destination UP’ onto the world stage. This ambitious initiative is set to unfurl at 12 major international trade fairs and travel expos, promising to transform UP into a global tourist beacon.

The strategy, brimming with vibrancy and culture, aims to catapult Uttar Pradesh’s visibility through a series of roadshows and campaigns. Major countries like Japan, Israel, China, America, France, Singapore, Britain, Australia, Germany, Russia, and the UAE are on the radar, with a detailed plan to spotlight UP as a tourism jewel in over 50 cities across 28 countries, including India.

Efforts are in full swing, with the Uttar Pradesh Tourism Department mobilizing agencies for international brand building. This colossal project not only aims at marketing and publicity but also orchestrates national and international roadshows. Envisioned by Chief Minister Yogi, the plan is to position UP as the ‘Most Favorite Tourist Destination’ globally.

Key to this are International Trade Shows and Travel Fairs like ITB Asia, IFTM Top Resa Paris, JATA Tokyo, and WTM London. The execution involves dynamic promotional campaigns across chosen international locations, working in tandem with Indian embassies to amplify success.

Cities like London, Madrid, Rome, Berlin, and Paris will host international roadshows, alongside major American cities like San Francisco and New York. The plan also extends to Buenos Aires, Beijing, Sydney, Dubai, and many more, ensuring UP’s presence in the Gulf, South East Asia, and beyond.

This global promotion plan for UP tourism and ‘Brand UP’ is meticulously designed to maximize visibility in high-footfall areas, encompassing prime time slots across TV, radio, print, digital, and other media sources worldwide. This extensive publicity and brand development campaign, steered by the Department of Tourism, is set to make Uttar Pradesh not just a place to visit, but a destination to experience.

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