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Uttar Pradesh is taking its Buddhist tourism circuit to Tokyo as part of Tourism EXPO Japan 2026, which begins on September 24 and continues until September 27.
The state is using the international tourism platform to promote its Buddhist destinations, luxury travel experiences and investment opportunities to Japanese travel companies and visitors.
At the expo, Uttar Pradesh Tourism is presenting six destinations — Sarnath, Kushinagar, Shravasti, Kapilvastu, Kaushambi and Sankisa — as a connected Buddhist journey.
Together, the sites trace important stages associated with the life and teachings of Buddha, giving travellers the opportunity to explore several pilgrimage locations within one state.
Sarnath is expected to be one of the key highlights of the state's presentation following its inclusion on the UNESCO World Heritage List in July 2026.
The destination is associated with Buddha's first sermon, while Kushinagar is known as the place of his Mahaparinirvana.
“Japan is a priority market for Uttar Pradesh’s Buddhist Circuit because our connection is both spiritual and cultural. Our objective at Tourism EXPO Japan is to work directly with tour operators and travel planners so that the six Buddhist destinations are presented as one connected and easily accessible journey,” said Jaiveer Singh, Minister of Tourism and Culture, Uttar Pradesh.
The state delegation is scheduled to meet Japanese travel agencies, Buddhist pilgrimage specialists, luxury travel planners, hospitality companies and potential investors during the trade days.
Discussions are expected to cover travel itineraries, accommodation, wellness tourism and experience-based tourism projects.
The push comes as visitor numbers at the Buddhist destinations have increased significantly. Tourist arrivals across the six sites rose from 22.40 lakh in 2022 to 81.83 lakh in 2025. Foreign tourist arrivals also increased from 48,498 to around 4.43 lakh during the same period.
Between January and June 2026, the circuit recorded 30.07 lakh visitors, including about 2.02 lakh foreign tourists.
Tourism investment is another part of the state's pitch. Around 250 tourism units, involving proposed investments of nearly ₹4,345 crore, have been registered across the six destinations under the Uttar Pradesh Tourism Policy.
Beyond Buddhist pilgrimage, the Uttar Pradesh pavilion will promote destinations including Varanasi, Ayodhya, Agra, Lucknow and Braj, along with wildlife, rural stays, cuisine and traditional crafts.
The broader aim is to encourage international visitors to combine Buddhist pilgrimage with longer cultural and leisure journeys across the state.
