UP tourism hubs net Rs 50,000 crore investmentLord Ram idol in Ayodhya

Virendra Singh Rawat

To woo global backpackers, the Uttar Pradesh government has planned roadshows in the top cities of the US, Europe and Asia.

Coming on the heels of the consecration of the Lord Ram temple in Ayodhya, which UP is pitching as a global religious and cultural tourism hub, the state has drawn up an itinerary to hold roadshows and also tap marquee trade fairs across the continents.

The exercise would cover 50 cities spanning 28 countries in the continents of North America, South America, Europe, Asia and Australia.

These countries include the US, France, China, Argentina, Russia, Japan, the United Kingdom (UK), United Arab of Emirates (UAE), Qatar, Kuwait, Israel, Lebanon, South Korea, Brazil, Oman, Thailand, Singapore, Spain, Italy, Germany, Sweden, Portugal, Norway, France etc.

“The purpose of these roadshows and participation in trade and travel expositions is to showcase ‘Brand UP’ as a preferred investment destination, and also to pitch UP as an international tourism hub across the spectrum viz. religious, heritage, spiritual, cultural, ecology etc,” a senior official said.

Some of the prominent cities are San Francisco, Los Angeles, New York, Chicago, Buenos Aires, Shanghai, Beijing, Sydney, Melbourne, Brisbane, Dubai, Muscat, Oman, Doha, Qatar, Kuwait, Beirut, Tel Aviv, Moscow, London, Madrid, Singapore, Bangkok, Tokyo, Seoul and Colombo.

For a 360 degree promotional and marketing impact, the Yogi Adityanath government will coordinate with the respective Indian Embassies.

For example, roadshows will be held in London, Manchester, Birmingham and Glasgow in the UK apart from similar activities in Spain, Italy and Germany.

Meanwhile, the state has identified tourism as a key sector to power its ambitious $trillion economy goal and create job opportunities and create self employment opportunities.

UP is dexterously showcasing tourism as a potent soft power to cultivate a positive image for the state at a global level and leverage it for attracting investment for faster socioeconomic growth.

Earlier, in the run up to the UP Global Investors Summit (GIS) 2023, the state government had organised similar roadshows in foreign countries led by senior cabinet ministers and officials.

It bore fruits and the state netted investment proposals from domestic and international investors to the tune of Rs 35 trillion across sectors at the GIS in February 2023.

Now, the state is also preparing to organise a groundbreaking ceremony to launch projects proposed during the GIS.

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