To foster the growth of tourism sector in Uttar Pradesh, the state government has announced to fund and support market research in the fields of tourism and hospitality.
In recent years, tourism in UP is witnessing an unprecedented growth, positioning the state among India’s most visited destinations.
Over 650 million tourists visited the state of UP in 2024, while in just the first quarter (Jan-March) of 2025, the state recorded a remarkable feat of 1.09 billion visitors, reflecting its growing popularity among domestic and foreign travellers alike.
Recognising this momentum, and in line with UP Chief Minister Yogi Adityanath’s vision of a Viksit Uttar Pradesh, the Department of Tourism has invited applications for Market Research Studies under the UP Tourism Policy 2022.
The initiative seeks proposals from institutions and organisations to conduct in-depth studies on the travel, tourism and hospitality sectors, helping the government better understand tourism trends, visitor experiences and investment potential.
The ultimate goal is to make UP one of India’s most visitor-friendly and economically vibrant tourism destinations.
UP Tourism and Culture Minister Jaiveer Singh said the research topics will be finalised based on the evolving needs of the industry.
“Tourism in UP is growing at an extraordinary pace. Last year, we welcomed over 650 million tourists, and this year, in just a few months, we have already crossed the 1.09 billion mark,” he noted.
This shows how UP is becoming the heart of India’s tourism map, Singh said.
Through this program, the state will support educational institutions, researchers and organisations who wish to study various aspects of tourism in UP.
This could include studies on improving hotel facilities, enhancing tourist experiences, preserving heritage sites, and promoting rural and eco-tourism.
The findings will help plan better tourism infrastructure, ensure cleanliness and safety, and create more opportunities for youth in travel, hospitality, and event management.
Recognised travel associations, chambers of commerce, travel and hospitality bodies, reputed NGOs (working in areas such as wildlife, heritage, craft, or environment conservation), and management institutes or universities can apply.
The initiative also gives young students and researchers an opportunity to contribute meaningfully to the state’s growing tourism ecosystem.
Applications can be submitted online through the official UP Tourism portal https://up-tourismportal.in.
The portal will remain open from October 15 to November 15, 2025. For each approved research study, financial assistance of up to ₹10 lakh will be provided by the UP Department of Tourism.
The topic will be finalised per the relevance and requirements of the industry.
Not more than 5 studies will be sanctioned each year. Preference will be given to research conducted via recognised hospitality.
Singh informed the initiative reflects the UP government’s forward-looking vision.
“By encouraging meaningful research and supporting innovative ideas, we are ensuring that every district, every tourist circuit, and every local enterprise contributes to the state’s development story. Tourism will continue to play a central role in achieving a Viksit Uttar Pradesh,” he said.
UP Principal Secretary, Tourism and Culture, Amrit Abhijat, said UP’s focus on research-driven growth will help the state strengthen its tourism policy framework and attract more investment.
“With data-backed insights and professional studies, we aim to create a roadmap that enhances the visitor experience and builds long-term confidence among investors, entrepreneurs, and global travellers,” he said.