Uttar Pradesh is pivoting its tourism strategy towards museums, rural tourism, and experience-based travel to attract new visitors, according to Additional Chief Secretary (Tourism) Amrit Abhijat. Speaking at the Discover UP conclave in Lucknow, he outlined the state's evolving approach, which includes developing four world-class museums: a Museum of Rituals and a Naval Museum, part of which has already been inaugurated.
Museums as interactive destinations
“Museums are no longer static spaces. They are becoming engaging, interactive destinations,” Abhijat said. The focus is on city, village, and theme-based museums. Plans are underway for a perfume museum in Kannauj and craft-based experiential centres near Varanasi to showcase traditions such as sari weaving. Interpretation centres linked to culture, crafts, textiles, literature, military heritage, and local history are also being developed.
Shift to experience-led tourism
Abhijat emphasized that tourism is no longer purely destination-driven. “Visitors are looking for experiences,” he said, citing rising interest in wellness, medical, mango, and heritage tourism. The ‘Visit My State’ campaign, conceived by Chief Minister Yogi Adityanath, encourages residents to explore UP through interconnected itineraries. “It is not just a campaign but an effort to build a travel culture and help people discover the diversity of their own state,” he added.
Integrated tourism circuits and infrastructure
The state is moving from destination promotion to destination development, focusing on integrated tourism circuits. These include the Baba Neeb Karori Maharaj circuit linking Delhi, Vrindavan, Firozabad, Sankisa, and Lucknow, and the proposed Bundelkhand Fort circuit centred on key forts such as Kalinjar. Naimisharanya is also being developed as a major spiritual destination. Infrastructure-led growth is evident in Varanasi and Ayodhya; Varanasi alone now has nearly 1,100 homestays, along with new four- and five-star hotels, boosting local jobs and entrepreneurship.
Ecotourism and investment
Ecotourism is being expanded in Dudhwa and Katarniaghat, while an international firm has initiated work on a nearly 500-acre grassland conservation and tourism project. Investment proposals worth around ₹36,000 crore have been received under the state’s tourism policy, with subsidies of up to 25% of capital investment, capped at ₹40 crore. Rural tourism is another focus area, with 40 new villages added, taking the total to 263. The initiative aims to connect urban tourists with village life, culture, and agriculture-based experiences.
