UP poised to become a tourism powerhouse’

As the Chief Guest at BW Hotelier Indian Hospitality Summit & Awards (IHA-2024), Brajesh Pathak, Deputy Chief Minister of Uttar Pradesh, offered invaluable insights into Uttar Pradesh’s rise as a tourism and hospitality powerhouse. He was all praise for the concept of IHA and shared it has been a milestone in hospitality excellence. “Such events play an important role in promoting India’s hospitality sector globally and encouraging investment and innovation in the state of Uttar Pradesh. Events like these pave the way for a bright future for India’s hospitality industry.” Pathak assured that the state government will fully support the hospitality industry in every situation. “Together, we must work to create a developed and welcoming state,” he said. 

Envisioning UP as a leading tourism destination
To promote the state as a leading tourism destination, both for domestic and international travellers, villagers are being encouraged to convert their homes into homestays. “A subsidy of 10 to 25 per cent is extended to invest in the hotel business.” Uttar Pradesh Tourism Department has already drafted and implemented heritage, air service and eco-tourism policies. “Under the tourism policy, buildings, forts, mansions and palaces built before January 1950 can be converted into heritage hotels.” In fact, the tourism department has identified 229 villages in the state to be converted into homestays.  

“We will gather and promote information about tourist attractions in these villages on social media. Special incentives will be provided for heritage hotels, including the Chief Minister’s Tourism Fellowship Programme, installation of signage along major routes and increased publicity and broadcasting efforts. Additionally, there will be 25 per cent subsidy on capital costs, 5 per cent subsidy on bank loans up to Rs 5 crore for five years, 100 per cent exemption on stamp duty and land use changes and 50 per cent reimbursement on excise license fees for the first year,” informed Pathak. 

Sharing more on the Chief Minister Tourism Fellowship Programme and its significance to promote tourism in the state, he said, “Youth up to 40 years are given Rs 40,000 per month to indulge in research. Additionally, funding will be provided for field visits. To apply for this programme, the candidate must be a graduate with at least 60 per cent marks from a recognised institute or university. There is also a departmental provision of a fixed budget to promote tourism in the state.” 

Boosting religious tourism in key cities
To promote religious tourism in UP, the government has invested over Rs 85,000 crore in various projects which will not only increase tourism potential but also create new employment opportunities. “Religious tourism is growing rapidly in Varanasi, Ayodhya and Mathura. With the construction of the Ram Mandir, Ayodhya has become a major religious hub and the demand for pilgrimages to the holy city and other places associated with Lord Rama is increasing fivefold. On the other hand, the Kashi Vishwanath Corridor has revitalised Varanasi’s tourism sector, attracting over 10 crore visitors in 2023. Additionally, there are plans to enhance the temple complex in Mathura, making it more grand and seamlessly integrate it with Vrindavan,” he said. 

Leveraging digital platforms for tourism growth 

With the goal of increasing tourism fivefold by 2028, plans are underway to promote the sector through various platforms. “The state government is facilitating and supporting international and national level tour and travel marts, conferences, exhibitions and other events. Additionally, 360-degree panoramic data of major landmarks in Lucknow and Prayagraj is being collected which will be integrated with the Metaverse Integrated System to create a 3D-enabled web and mobile app,” informed Pathak, adding tourists will be able to take a virtual tour of major landmarks of these cities. “QR Code Enabled Audio Tour Portal is in process. Through this portal, tourists can listen to audio guides of major tourist destinations by scanning QR codes from their smartphones. This facility can be availed at major landmarks of Prayagraj, Ayodhya, Varanasi, Shravasti, Lucknow, Agra, Mathura and a few other cities,” he said. 

Strategies to boost hospitality and job creation 
To boost hospitality sector’s growth and create jobs for local communities, the UP government has several strategies in place. “We will help with marketing and promotion, including 50 per cent reimbursement of space rent and reimburse 100 per cent of the cost of Responsible Tourism Society of India certifications,” he added. The UP Deputy CM also informed that the state government offers financial assistance to hospitality bodies, management institutes and recognised travel associations for hospitality and travel sector research. It also sanctions projects under schemes like Swadesh Darshan, PRASHAD, HRIDAY (Heritage City Development and Augmentation Yojana), Paryatan Parv and Assistance to Central Agencies for Tourism Infrastructure Development to develop tourism-related infrastructure. 

Landmark projects and growth potential 

Hoteliers and investors from around the world have shown their confidence in the Uttar Pradesh government, leading to investments worth lakhs of crores flowing into the state. “This trust stems from the government’s commitment to fulfilling its promises. Additionally, the unwavering love and trust of the people motivate us to keep working tirelessly. We are driving development not just in Ayodhya and Varanasi, but across all cities and villages in the state,” he shared. 

Pathak also laid out several initiatives taken by the government to attract private sector investment in the tourism and hospitality sector. “Hundred per cent Foreign Direct Investment (FDI) is permitted in the tourism and hospitality sector and also in tourism construction projects. To promote tourism, active participation is being ensured in mission mode and public-private partnerships in the tourism sector are being promoted,” he added.  

To enhance the ease of doing business in the tourism sector, portals of the National Single Window System (NSWS) and Foreign Investment Facilitation (FIF) have been created. Roadmaps and models have been developed to guide the growth and enhancement of tourist destinations. “A destination-based skill development training programme has been initiated to train local people living near tourist destinations. A uniform GST rate will be applied for all hotel rooms to ease tax calculation in the tourism sector,” he emphasised. 

Policies supporting local businesses and startups 

To support local businesses and startups in the tourism and hospitality sectors, the UP government has a number of policies and incentives in place. “This includes a 5 per cent interest subsidy for five years on bank loans up to Rs 5 crore, along with a 25 per cent subsidy on eligible capital investments between Rs 10 lakh and Rs 10 crore, subject to a ceiling subsidy of Rs 2 crore. Additionally, a one-time grant of Rs 10,000 for one year is being provided to youth clubs in educational institutions for tourism-related activities. The government is also encouraging NGOs to support and empower local entrepreneurs with skill development initiatives,” he said, adding the state government has a tourism policy that focusses on promoting investments, employment generation and brand value. The policy also promotes theme-based tourism including eco-tourism, heritage tourism and cultural tourism. As a step in this direction, the UP Ecotourism Development Board has been established. 

Leadership transforming Uttar Pradesh 

The Uttar Pradesh Deputy CM also highlighted the state’s transformation, pointing out that prior to 2017, Uttar Pradesh was considered unsafe and underdeveloped. “Today, thanks to strong leadership at both the national and state levels, we are recognised as a developing and progressive state. The double-engine government has turned the impossible into reality. Our focus is on building a robust and developed state, with numerous projects underway to unlock the state’s full potential,” he concluded.