Uttar Pradesh building an image as an attractive investor-friendly destination

Uttar Pradesh is working on a very industry-friendly tourism policy. To liberalise the policy and make it broad-based, a greater number of sectors have been included for the promotion, support, and nourishment. In this interaction with TTJ, Mukesh Meshram, Principal Secretary, Tourism and Culture and Director General, Uttar Pradesh Tourism, reveals that in the upcoming new policy 2022), the State has identified thirty-three sub-sectors to be promoted. This will attract investments of 10,000 crores and create an additional one million jobs in the tourism sector.

- Ravi Sharma

The vision of UP Tourism rests in the seven ‘S,’ namely, Soochna, Swagat, Suvidha, Suraksha, Swachhta, Sanrachna, and Sanyog. Currently, Yogi Adityanath, Chief Minister of Uttar Pradesh, is heading to different countries to promote ‘Brand Uttar Pradesh.’ His efforts to promote the brand abroad are aimed at building State’s image for promoting its tourism potential and also as an attractive investor-friendly destination. A major effect of the shows would be on the Indian diaspora, for it will advance the connection with them, helping them invest back in the tourism sector of the State. The move is sure to provoke the UP-stated 1-trillion-dollar objective and the need for international investors to be a part of the new growing economy.

Uttar Pradesh has a rich history of art, culture, and heritage for thousands of years. The State is yet to promote the unexplored areas, viz. eco-tourism sites, rural tourism sites, forts, palaces, food, cuisine, and local culture. Many plans have already been made by the State to organise festivals in India and abroad to promote its rich culture aggressively using digital and print media.