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Uttar Pradesh is seeing growing traveller interest in destinations beyond its established pilgrimage centres, with lesser known cultural, heritage, wildlife and experiential tourism circuits attracting attention at the Uttar Pradesh International Trade Show (UPITS) 2026. The Uttar Pradesh Tourism pavilion recorded more than 10,000 printed itineraries and destination guides picked up by visitors, while around 500 digital route maps were accessed through QR codes. The development was reported on September 30, 2026.
The response indicates that travellers are looking beyond the state's widely known destinations such as Ayodhya, Varanasi and Prayagraj. Visitors showed interest in routes connected with the Neeb Karori Baba trail, Kannauj's traditional perfume-making heritage, and wildlife and ecotourism destinations in less-visited parts of Uttar Pradesh. The tourism showcase therefore highlighted the state's potential to offer different travel experiences within a broader destination network.
“Under the leadership of CM Yogi, Uttar Pradesh is presenting its tourism diversity through connected and experience-based journeys. The response at UPITS shows that travellers are keen to explore the state beyond its best-known destinations,” said Jaiveer Singh, Tourism and Culture Minister, Uttar Pradesh.
The tourism pavilion also became a platform for discussions with the travel trade. Tourism department representatives held discussions with around 20 tour operators on integrating emerging destinations and routes into travel packages. More than 100 investment and collaboration enquiries were also received, covering areas such as hospitality projects, wayside amenities, experiential stays and destination development.
The interest generated at the exhibition also extended to digital travel planning. Visitors could scan QR codes to access destination information and route maps, allowing them to retain travel material for future planning. The combination of printed guides and digital resources provided visitors with practical information on destinations that may not traditionally feature in mainstream Uttar Pradesh travel itineraries.
According to Amrit Abhijat, Additional Chief Secretary, Tourism, Culture and Religious Affairs, the pavilion was designed to connect visitor interest with the travel trade and future tourism activity. “The pavilion worked simultaneously as a visitor engagement space and a travel trade platform. The distribution of around 10,000 itineraries, digital engagement, investment enquiries and discussions with tour operators give us a useful base for follow-up,” he said.
The showcase also used interactive experiences to promote Uttar Pradesh's diverse tourism offerings. A virtual reality presentation based on Braj Leela introduced visitors to the cultural and spiritual traditions of the Braj region, while other digital installations offered immersive glimpses of destinations across the state. Live demonstrations of zardozi embroidery and Kannauj attar production further connected tourism with local crafts and traditional industries.
Cultural performances, including Mathura's Mayur dance and Kathak from Lucknow, added another dimension to the tourism presentation. The pavilion brought together religious, heritage, rural, cultural, craft and nature-based tourism experiences, reflecting the state's effort to expand visitor interest across different districts.
With travellers showing interest in emerging routes and tourism businesses exploring new opportunities, the UPITS response could support the development of new travel packages and hospitality offerings across Uttar Pradesh. The tourism department is now looking to convert the enquiries and visitor interest generated at the exhibition into tour operations, partnerships and wider destination development.
