The Mahakumbh is one of the world’s largest religious gatherings

In a candid interview with Shri Mukesh Kumar Meshram, Principal Secretary of Tourism and Culture and Director General of UP Tourism for the Government of Uttar Pradesh, we explore the state’s ambitious plans to elevate its tourism sector. Known for its rich historical and cultural heritage, Uttar Pradesh has long captivated both domestic and international tourists. With new initiatives in infrastructure, digital tools, and niche tourism, the Uttar Pradesh State Tourism Development Corporation (UPSTDC) is reshaping the visitor experience to meet modern expectations while preserving the state’s cultural legacy. From enhancing connectivity to major cities like Varanasi, Agra, Lucknow, and Ayodhya to promoting eco-tourism, spiritual circuits, and regional cuisine, UPSTDC is positioning Uttar Pradesh as a globally connected and sustainable travel destination.

Uttar Pradesh has a rich cultural and historical heritage that attracts tourists globally. Could you share some of the key initiatives the UP State Tourism Development Corporation is taking to enhance the state’s tourism infrastructure?

UPSTDC is undertaking a wide range of initiatives to boost the state’s tourism infrastructure and make it a more attractive destination for both domestic and international travellers. A significant part of the strategy to boost tourism involves improving connectivity to key tourist hubs, such as Varanasi, Agra, Lucknow, and Ayodhya, by enhancing road networks, expanding railway links, and increasing air travel options. This improved access is expected to make travel more convenient and encourage more tourists to explore the state’s vast cultural and historical offerings.

In addition to improving transportation, UPSTDC is heavily investing in upgrading the infrastructure around important heritage and religious sites. For example, in places like the Taj Mahal in Agra and the Kashi Vishwanath Corridor in Varanasi, modern tourist complexes have been built, offering better facilities such as hotels, restaurants, and shopping centres, as well as enhanced security and sanitation. Visitor information centres have been established to provide tourists with guided tours and detailed information about the historical significance of these locations, enriching their overall experience.

The government is also focusing on promoting niche tourism sectors such as eco-tourism and rural tourism. Several eco-tourism projects are being developed, particularly in the state’s numerous wildlife sanctuaries, wetlands, and riverfronts. Initiatives like the Ganga River circuit are aimed at attracting nature lovers and adventure seekers by offering activities such as boat cruises, trekking, and bird watching/. In rural areas, homestays and cultural tours are being promoted to give visitors a chance to experience the traditional lifestyle, crafts, and cuisine of Uttar Pradesh.

In line with global tourism trends, UPSTDC is also leveraging technology to create a more tourist-friendly environment. The introduction of digital tools such as online ticketing platforms, virtual reality tours, and mobile apps for destination guides is helping to simplify the travel process and provide tourists with valuable information at their fingertips. These digital services are designed to enhance the pre-visit experience, making it easier for travellers to plan their trips.

Through these comprehensive initiatives, the Uttar Pradesh government is not only preserving its rich cultural heritage but also ensuring that tourism becomes a key driver of economic growth in the state. By modernizing infrastructure, promoting sustainable tourism, and embracing digital transformation, UPSTDC is positioning Uttar Pradesh as one of India’s top travel destinations, drawing visitors from across the globe to experience its unique blend of history, spirituality, and natural beauty.

The Buddhist Circuit has garnered interest from international tourists, especially from ASEAN countries. What are your efforts to attract more tourists from ASEAN nations to these sacred sites?

Uttar Pradesh has always been a significant site for spiritual awakening and is home to several great sages and religious preachers. Since Uttar Pradesh is blessed to be the place where Lord Buddha spent 25 rainy seasons in the state and gave his first sermon, UP is highly placed within the Buddhist community in ASEAN countries. The Uttar Pradesh government has undertaken a series of strategic efforts aimed at enhancing both the visibility and accessibility of the sacred sites.

The Buddhist Circuit, which includes key locations like Sarnath, Kushinagar, and Shravasti, Kapilvastu among others where Lord Buddha spent significant moments of his life—has become a focal point of religious and spiritual tourism for followers of Buddhism, especially from countries with large Buddhist populations such as Thailand, Myanmar, Vietnam, and Cambodia. Recognizing the cultural and spiritual significance of these sites to ASEAN countries, the government has prioritized improving infrastructure, promoting international collaborations, and leveraging modern marketing strategies to attract more visitors.

A central effort has been the development of world-class infrastructure at these sites to ensure a more comfortable and enriching experience for international tourists. Kushinagar, a key site where Buddha is believed to have attained Mahaparinirvana (final liberation), has recently seen the inauguration of an international airport. This major development makes it easier for pilgrims and tourists from ASEAN countries to directly access the Buddhist Circuit without needing to transit through major hubs like Delhi. The establishment of this airport is part of the state’s larger effort to improve air connectivity, and additional flight routes are being negotiated with airlines to further facilitate direct travel from Southeast Asia to these sacred destinations.

The government is also working closely with ASEAN countries through diplomatic channels and tourism boards to promote the Buddhist Circuit on an international scale. Targeted marketing campaigns are being carried out in ASEAN nations through road shows, international tourism fairs, and cultural exchange programs. These initiatives aim to highlight the deep spiritual and historical significance of the Buddhist Circuit, as well as the modern conveniences and services now available to travellers. Special tourism packages are also being offered, specifically tailored to meet the expectations and preferences of visitors from ASEAN nations. These packages often include guided tours, cultural immersion experiences, and visits to key Buddhist sites in neighbouring states as well, creating a more holistic pilgrimage experience.

With an increasing demand for diverse food options among tourists, how is UP balancing the introduction of international food chains with the promotion of local and regional cuisines?

Uttar Pradesh is striking a thoughtful balance between catering to the demand for international food options and promoting its rich local and regional cuisines, recognizing that food plays a vital role in enhancing the overall travel experience for tourists. As the state sees a growing influx of both domestic and international tourists, it has embraced the arrival of well-known global food chains to cater to diverse culinary preferences. Popular fast-food brands, international cafés, and restaurant chains are now available in major tourist hotspots like Agra, Lucknow, and Varanasi, providing familiar options to travellers from abroad as well as younger tourists who seek variety and the convenience of globally recognised food outlets.

However, while the state acknowledges the importance of offering international food choices, it is equally committed to preserving and promoting its traditional food heritage, which is a significant part of Uttar Pradesh’s cultural identity. The government and tourism bodies have taken proactive steps to ensure that visitors have access to authentic local flavours, which provide a deeper connection to the region’s history and traditions. Initiatives like promoting Awadhi cuisine from Lucknow, famous for its delicate kebabs, biryanis, and kormas, as well as Mughlai dishes and the vibrant street food scene, are central to this effort. Iconic street foods like kachoris, samosas, jalebis, chaats, and Banarasi paan are being highlighted as must-try experiences for tourists. These local delicacies are not only culinary attractions but are also integral to the cultural heritage of cities like Lucknow, Varanasi, and Agra.

To further promote local and regional cuisines, Uttar Pradesh has been organizing a variety of culinary events, including food festivals, heritage food trails, and cooking workshops where tourists can learn about the rich history behind these dishes and even try their hand at preparing them. Festivals such as the Lucknow Mahotsav showcase the diverse food culture of the state, with stalls featuring traditional Awadhi, Mughlai, and regional specialities, attracting food enthusiasts from around the world. Additionally, the government has been working to promote Uttar Pradesh’s traditional foods through collaborations with hotels, encouraging them to feature regional dishes prominently on their menus. This ensures that tourists staying in hotels and resorts can experience authentic local flavours alongside international fairs.

Uttar Pradesh is also focusing on supporting and modernizing its local food businesses, especially small restaurants, dhabas, and street vendors, which are central to the region’s food culture. The state has implemented initiatives to improve hygiene and food safety standards for these businesses, ensuring that tourists can enjoy the street food experience in a cleaner, more organized environment. This includes offering training to local food vendors on best practices in hygiene, cooking techniques, and customer service, as well as promoting digital payment systems to enhance convenience for travellers, particularly international tourists who may prefer cashless transactions.

Are there specific regions or cities in Uttar Pradesh that the state is actively promoting as ideal hubs for international food and beverage outlets?

The Uttar Pradesh government is actively working to promote local cuisines, and food heritage at major hubs for international food and beverage outlets, recognizing the growing demand for diverse culinary experiences from both tourists and the expanding urban population. Among the key cities being positioned for this development are Agra, Lucknow, Varanasi, and Noida, all of which have a significant flow of domestic and international visitors. These cities serve as major cultural, historical, and business centres in the state, making them attractive locations for global food chains, fine dining establishments, and international cafés that cater to a variety of palates.

Moreover, the government is promoting partnerships between local businesses and international food brands to encourage collaboration and investment in the state. By attracting well-known global food chains, Uttar Pradesh is positioning itself as a more globally connected destination, capable of catering to the tastes and preferences of a wide range of tourists. These initiatives are part of a broader strategy to modernize the state’s tourism offerings while preserving and promoting its rich cultural heritage.

With the recent emphasis on promoting eco-tourism, what steps is UP taking to make its tourism sector more sustainable and environment-friendly?

Uttar Pradesh is continuously working to establish its prowess as an eco-tourism spot and ensure that its tourism sector becomes more sustainable and environment-friendly. One of the key steps the state is taking is the development of eco-tourism projects in its natural reserves, wildlife sanctuaries, and riverfront areas. For instance, the government is promoting the training of nature guides to engage the experience of tourists coming to Dudhwa National Park. Curated tours are also being organised to engage students and young people in bird-watching activities and gain insight into the bird’s habitat.

The management at the Dudhwa National Park is also making efforts to offer eco-friendly accommodations, including forest lodges and campsites that minimize environmental impact while offering tourists an immersive experience in nature. The state is also focusing on reducing the carbon footprint of tourism by encouraging the use of renewable energy in tourist facilities and implementing strict waste management practices. Hotels and resorts, especially those located near sensitive ecological zones, are being encouraged to adopt sustainable practices such as rainwater harvesting, solar energy, and waste recycling. Additionally, the government is fostering community-based tourism initiatives that involve local communities in eco-tourism projects. This not only promotes sustainable tourism but also provides economic benefits to the local population, ensuring that tourism development is inclusive and environmentally responsible.

Furthermore, Uttar Pradesh is working to raise awareness about sustainable tourism practices among both tourists and tourism operators. Educational campaigns and eco-tourism workshops are being conducted to emphasize the importance of preserving natural habitats and reducing pollution, ensuring that visitors can enjoy the state’s natural beauty without causing long-term damage. By integrating these eco-friendly measures into its tourism strategy, Uttar Pradesh is positioning itself as a forward-thinking destination that values sustainability and environmental conservation, while still offering enriching and memorable experiences for tourists.

Could you tell us about some of the challenges the tourism sector faces during post- pandemic, and how UP State Tourism Development Corporation is addressing these challenges?

The tourism sector was one of the hardest-hit industries by the COVID-19 pandemic, and faces numerous challenges as it seeks to recover and rebuild in the post-pandemic world. A significant challenge is the decline in international and domestic travel, owing to lingering health concerns, travel restrictions, and changing consumer behaviour. While there is a growing desire to travel again, tourists are now more cautious, prioritizing health, hygiene, and safety. Another major obstacle is the shift toward more remote, nature-based, or off-beat destinations, as people seek less crowded, more socially distanced experiences. This trend has led to a significant decline in footfall at traditional tourist spots and increased competition for new destinations.

In response to these challenges, the Uttar Pradesh State Tourism Development Corporation (UPSTDC) has implemented several strategies to revive the state’s tourism sector. One of the key approaches is the promotion of domestic tourism, capitalizing on India’s growing middle class and their increasing interest in exploring regional destinations. UPSTDC has focused on highlighting lesser-known yet culturally rich locations across the state, such as the historic towns of Prayagraj, Varanasi, and Ayodhya, as well as nature spots like Dudhwa National Park and the Vindhya Range. Through a combination of targeted marketing campaigns, promotions, and improved infrastructure, the Corporation is working to make these destinations more accessible and appealing.

UPSTDC has also emphasized improving health and safety standards across the state’s tourism infrastructure, ensuring that hotels, resorts, and transport services meet rigorous cleanliness and hygiene protocols. This commitment to safety has been central in rebuilding trust with tourists. Additionally, the Corporation has collaborated with local stakeholders to offer new and innovative tourism experiences that align with post-pandemic preferences, such as rural tourism, eco-tourism, and wellness retreats. These new offerings cater to the growing demand for sustainable and responsible tourism, which has become a prominent trend as travellers seek meaningful and low-impact vacations.

Furthermore, UPSTDC is leveraging digital technology to enhance the visitor experience, making it easier for tourists to plan, book, and navigate their trips. The introduction of digital platforms for ticketing, virtual tours, and interactive guides helps to improve accessibility and convenience for tourists. By enhancing its digital infrastructure, UPSTDC is also able to better track visitor patterns and preferences, enabling it to offer more personalized services and improve marketing strategies.

In conclusion, the post-pandemic tourism recovery in Uttar Pradesh is being driven by a combination of safety protocols, digital innovations, and a shift towards sustainable tourism. UPSTDC’s proactive efforts to diversify offerings, enhance infrastructure, and promote regional travel are key to reviving the state’s tourism industry and positioning it for long-term growth.

With India’s G20 Presidency highlighting India’s diverse cultural heritage, has UP State Tourism Development Corporation seen an increase in international interest?

Presiding the G20 summit has provided a unique and highly visible platform to highlight the country’s rich and diverse cultural heritage, and Uttar Pradesh (UP), with its deep historical, spiritual, and cultural significance, has seen a marked increase in international interest as a result. As one of the most visited states in India, UP is home to some of the country’s most iconic landmarks, including the Taj Mahal in Agra, the ghats of Varanasi, the religious town of Ayodhya, and the Buddhist sites of Kushinagar and Sarnath. The G20 Presidency has elevated India’s profile on the global stage, and Uttar Pradesh, with its combination of historical grandeur and spiritual importance, has become a focal point for international tourists seeking to experience India’s ancient traditions, architecture, and religious diversity.

The UP State Tourism Development Corporation (UPSTDC) has been quick to capitalize on this global attention, launching several initiatives to attract international visitors. The Corporation has strategically increased its marketing efforts in key international markets, particularly in countries with a large Indian diaspora or those with an established interest in cultural and heritage tourism, such as the US, UK, Japan, Australia, and several European nations. Special campaigns, both digital and traditional, have been designed to promote UP’s unique attractions in alignment with the G20’s theme of cultural exchange and sustainable development. UPSTDC has also participated in international tourism fairs and trade shows, showcasing the state’s cultural offerings and its new, enhanced tourism infrastructure to global audiences.

In addition, the emphasis on religious and spiritual tourism has resonated particularly well with international visitors. Varanasi regarded as the spiritual heart of India, and the holy city of Ayodhya, home to significant temples and historical landmarks, are drawing tourists from across the world who seek to connect with India’s spiritual roots. Similarly, the state’s Buddhist heritage, with sites like Sarnath and Kushinagar, has gained international prominence, attracting travellers from countries like Japan, Thailand, Sri Lanka, and Myanmar, where Buddhism holds great significance.

Moreover, UPSTDC has developed and promoted new tourism products, such as heritage walks, cultural festivals, and immersive experiences that allow international visitors to engage with local traditions, crafts, and cuisine. These efforts align with the global tourism trend of seeking authentic and meaningful travel experiences, which are central to the current post-pandemic tourism recovery phase. By focusing on creating these authentic cultural exchanges and providing tailored experiences, UPSTDC has been able to cater to the evolving preferences of international tourists, positioning the state as a prime destination for those interested in exploring India’s deep cultural and spiritual heritage.

Safety and accessibility are key concerns for tourists. Could you share the steps being taken to ensure a safe and inclusive travel experience for all in Uttar Pradesh?

Safety and accessibility are critical concerns for travellers, and the Uttar Pradesh State Tourism Development Corporation (UPSTDC) is committed to ensuring that visitors, whether domestic or international, enjoy a secure, inclusive, and memorable experience in the state. One of the most significant upcoming events that will require robust safety measures is the Mahakumbh Mela, which will be held in Prayagraj in 2025. The Mahakumbh is one of the world’s largest religious gatherings, attracting millions of pilgrims, spiritual leaders, and international visitors. With the massive scale of the event, it is essential to put in place a comprehensive security and accessibility framework to ensure the safety and well-being of every attendee.

To ensure a safe and orderly environment, extensive security measures are being deployed for the Mela. A state-of-the-art surveillance system will be implemented, with thousands of CCTV cameras installed throughout the Mela grounds, enabling real-time monitoring of every corner of the site. In addition to the technological surveillance, there will be a strong physical presence of security personnel, including manual policing across key areas, to maintain public order and quickly address any concerns that may arise. The security arrangements will also include specialized dog squads, water police, and aerial surveillance using drones, ensuring that every inch of the Mela area is under vigilant watch. This multi-layered security approach is designed not only to safeguard the vast numbers of pilgrims and tourists but also to provide a sense of comfort and assurance to international visitors, who may be travelling in large numbers for the first time.

Moreover, the safety strategy will also include disaster management protocols, with emergency response teams ready to address any potential crisis, such as fire outbreaks, medical emergencies, or stampedes. The local police and emergency services will be working closely with UPSTDC to ensure that visitors receive prompt medical care if needed. Medical camps, first aid stations, and specialized emergency response teams will be stationed at strategic locations throughout the Mela grounds to ensure that help is always within reach.

Equally important is the inclusivity of the event, as ensuring accessibility for all visitors is a central concern for the authorities. The state is taking a proactive approach to make the Mahakumbh Mela accessible to people with disabilities and those with limited mobility. Ramps, accessible toilets, and dedicated transport services are being set up to ensure that individuals with special needs can navigate the Mela grounds comfortably. Accessible pathways will be created, and volunteers will be deployed to assist visitors who may require additional help. This emphasis on accessibility reflects a broader commitment to creating an inclusive tourism experience across Uttar Pradesh, ensuring that the state’s cultural and spiritual heritage is open to everyone, regardless of their physical abilities.

Beyond the Mahakumbh Mela, Uttar Pradesh’s commitment to safety and accessibility is evident in its broader tourism initiatives. The state has been working on improving its tourism infrastructure, ensuring that hotels, transportation, and tourist sites meet international safety and accessibility standards. Public awareness campaigns are being conducted to educate local businesses about the importance of providing an inclusive environment for all visitors, regardless of their background or physical abilities.