Uttar Pradesh, a state rich in spiritual heritage, is cementing its place as a global hub for religious tourism.
With an annual footfall of 540 million across its iconic cities of Varanasi, Ayodhya, Prayagraj, and Mathura-Vrindavan, the state attracts pilgrims and travellers in staggering numbers.
Adding to the spiritual tourism allure of Uttar Pradesh is the Maha Kumbh in Prayagraj, set to take place in January 2025. In an exclusive interview on the sidelines of recently concluded WTM London 2024, Prateek Hira, President and CEO of Tornos, and Chair of FICCI’s Tourism Committee in Uttar Pradesh shared his insights on the state’s tourism potential, its flagship events, and the challenges and opportunities for growth in domestic and international markets.
Q. How was WTM 2024 London for Uttar Pradesh?
A. WTM is a critical event for Uttar Pradesh. The UK has traditionally been a strong market for both India and our state. While the Taj Mahal remains a major draw, we are now focusing on spiritual tourism, which holds immense potential. The Indian diaspora in the UK, a significant market we previously overlooked, is now a priority. As our Prime Minister suggested, diaspora communities can play a key role in promoting India. They can encourage friends and relatives to visit, helping boost tourist traffic.
Q: How do you see India performing in terms of inbound tourism?
A. India hasn’t fully recovered in inbound tourism post-COVID, though we are on the right track. Uttar Pradesh, in particular, has excelled in domestic tourism. However, geopolitical challenges have slowed recovery for long-haul destinations like the UK, Europe, and the US.
Our optimism lies in major events like the upcoming Kumbh Mela in Prayagraj, where we expect 40 million visitors. Such events attract global attention and showcase Uttar Pradesh as a vibrant destination.
Q. Tell us more about the preparations for the Kumbh Mela. How are you addressing challenges like infrastructure and visitor navigation?
A. Preparations for the Kumbh Mela are well underway. The UP Tourism portal already offers online booking options, and private players like TUTC and Kumbh Village are setting up luxury camps. For the first time, catering by the Taj Group will be part of the Kumbh experience.
A dedicated app will launch soon, designed to guide visitors through the expansive Kumbh area. Unique experiences, such as interacting with Nagas and Aghoris or witnessing the Shahi Snan (grand bath), are being planned to enrich tourist experiences.
Q. What’s next for Prayagraj and Uttar Pradesh tourism after the Kumbh Mela?
A. Prayagraj will no longer be a “blank city” after the Kumbh Mela. Initiatives like the Magh Mela, an annual spiritual gathering, and a newly established circuit connecting Prayagraj with Varanasi and Ayodhya will keep the city in the spotlight.
Ayodhya, India’s “newest destination,” is experiencing exponential growth, now attracting over 500,000 tourists monthly. Additionally, eco-tourism is gaining traction with projects like the Ranipur Tiger Reserve near Chitrakoot and the Amangarh Tiger Reserve bordering Uttarakhand.
Q. How is the Uttar Pradesh government supporting infrastructure and investment in tourism destinations?
A. Uttar Pradesh’s tourism policy is highly conducive for investment. For instance, in Ayodhya, the infrastructure and policy incentives have attracted top hospitality brands like Taj, Sarovar, and Oberoi. The focus is on making destinations investor-friendly, leading to rapid development.
Q. Responsible tourism is a growing concern. How is Uttar Pradesh addressing this?
A. Uttar Pradesh has a robust responsible tourism policy, supported by an MoU with the Responsible Tourism Society of India. This ensures sustainable practices are implemented across destinations. The Kumbh Mela itself will showcase these efforts, serving as a model for responsible tourism with 40 million expected visitors.
Q. Do you believe the closure of India’s international tourism offices has impacted inbound tourism?
A. Personally, yes. While states like Uttar Pradesh have stepped up with aggressive individual campaigns, collective efforts by a central body are always more effective. High commissions and embassies are overburdened and lack the specialization required to handle tourism promotion effectively. The government should consider reopening international tourism offices to complement state efforts and provide a unified approach.
Q. What’s your vision for Uttar Pradesh’s tourism in 2025 and beyond?
A. The focus will remain on leveraging key events like the Kumbh Mela, enhancing spiritual tourism circuits, and promoting eco-tourism. We aim for over 100% growth in certain destinations, like Ayodhya, and continued development in areas like adventure tourism and fossil parks. With sustained efforts in responsible tourism, infrastructure development, and strategic marketing, Uttar Pradesh is set to become a global tourism hotspot