UP tourism’s initiative: Environment, Culture and Conservation

The state of Uttar Pradesh is central to the nation’s travel and tourism industry, contributing tremendously towards the sector, inviting tourists from the various regions of the country as well as inbound visitors. In 2023, UP attracted an impressive 48,01,27,191 visitors marking a significant rise in arrivals with 31,85,62,573 visiting the state in 2022 when compared the rapid year-on-year growth in visitors stands at a whopping 50.68 per cent. This showcases the government’s commitment towards exhibiting the state as a premier global destination for travellers with the ambitious plan to draw over 85 crore tourists this year.

The growth of tourism in Uttar Pradesh can be attributed to various factors such as the government’s focus on infrastructure, historical and spiritual connection, vibrant culture and cuisine along with people’s travel preferences. Tourism has also led to a demand for responsible and sustainable practices in order preserve the tourist destinations as well as the environment along with the local communities. Amidst the shift in trend, the Indian Government has further emphasised this demand in the Union Budget for 2024-25, calling for preservation of tourist destinations and cultural conservation.  

The Uttar Pradesh Tourism Board is leading by example as it has recently signed a Memorandum of Understanding (MoU) with the International Centre for Responsible Tourism (ICRT). This visionary move aims to instill responsible tourism practices across the state, further advancing the state’s bid towards upholding the environment as well as the cultural heritage.

Jaiveer Singh, Minister of Tourism and Culture, Government of Uttar Pradesh, emphasises the state’s commitment to enhancing tourist destinations and facilities while ensuring environmental sustainability. “This MoU would foster a mutually beneficial relationship with ICRT, contributing to the overall growth of tourism in Uttar Pradesh. The MoU with ICRT is particularly significant from an environmental perspective, with a focus on boosting rural tourism without harming the environment,” he notes.

Uttar Pradesh is decorated with natural beauty and spiritual energy reverberating within the state from the ghats of Varanasi to Dudhwa National Park; it is blessed with scenic beauties. The government is also focussing on infrastructural development in areas that are exuberant in terms of religious, eco and adventure tourism. The upcoming Mahakumbh 2025 presents both challenges and opportunities for showcasing UP’s tourism potential particularly significant from an environmental perspective, with a focus on boosting rural tourism without harming the environment.  

Additionally, Uttar Pradesh EcoTourism Development Board (UPETDB) has signed an MoU with the objective to foster a strategic partnership aimed at elevating the promotion and development of eco-tourism in the state. This partnership plans on leveraging EaseMyTrip’s reach and technological expertise to highlight the state’s rich eco-tourism offerings. The brand will also curate and market tourism packages showcasing unexplored destinations, cultural experiences, culinary delights, and traditional crafts.

Emphasising on the importance and benefits of the MoU, Rikant Pittie, Co-founder, EaseMyTrip, states, “With its rich history, popularity, and stunning natural beauty Uttar Pradesh hosts a plethora of underrated and unexplored destinations waiting to be discovered by more people. We are confident that our collaboration with the UPETDB will not only benefit both parties but also contribute significantly to the growth and enhancement of tourism across the state.”

These initiatives offer a boost to the Union Government’s vision to embrace preservation of environment, culture and heritage to ensure responsible tourism across the nation. Uttar Pradesh’s course of action towards attaining sustainable practices provides a promising outlook for the country’s travel and tourism sector. Other states are anticipated to follow UPETDB’s footsteps and incorporate measures to aid in sustainable and responsible tourism practices across the country.