
Uttar Pradesh (UP) is India’s true treasure, a state in the middle of the country that reflects its culture, spirituality, and topography. Shri Mukesh Kumar Meshram, IAS, the Principal Secretary of Uttar Pradesh Tourism, believes tourism in India is experiencing a revolution.
From Buddhist circuits and rural homely stays to the sensationally huge Mahakumbh event, the state is developing opportunities to connect with its domestic and international spectators.
After all, he says, tourism is not about numbers; there is more to it than just numbers.
“Tourism is in its nascent stage in Uttar Pradesh, and this sector has the potential to transform Uttar Pradesh into a global tourist destination, and we are working towards making that happen,” says Shri Meshram.
He adds that the state’s upward tourism movement, which he leads, is on the path to transforming Uttar Pradesh into an international tourist destination.
The Rise of Uttar Pradesh as a Tourism Hub
The numbers speak volumes: domestic tourists’ target of Uttar Pradesh touched 48 crores (480 million Rupees, which has put the state way ahead in attracting the tourist populace. But Shri Meshram thinks that this is just the start.
“Never before has investment been coming to Uttar Pradesh,” starts with IAS officer Shri Meshram. “We aim to reach a mark of 60 crore soon to promote Uttar Pradesh as the force to reckon with in tourism in India.”
Uttar Pradesh is India’s sixth largest inbound tourism destination, and it is not idle in trying to move higher up that list. To ensure that its attractions will interest international tourists, the government has used the aspects that make the state stand out from other states or countries, such as spiritual destinations and culture.

The government has also put in place serious incentives to attract investment in tourism facilities. The State’s domestic tourism is also growing.
“The subsidy rates vary from 25-30% for capital structures in priority areas such as hotels, resorts and adventure tourism facilities,” reveals Shri Meshram.
The aim is to construct an environment that will attract tourists and provide them with an unforgettable trip. Uttar Pradesh’s ascending trend as a hub for tourist destinations reflects not only the richness of the state’s heritage and spiritual wealth but also the novelty and modernization of its administration.
“Tourism is beyond tours and its numbers. It is about developing extraordinary tours which make the tourist engaged and carry the homing feeling with them, ” opines Shri Meshram, defining Uttar Pradesh’s tourism profile.
Buddhist Tourism: A Beacon of Spirituality and Global Connection
In the heart of Uttar Pradesh lies an untapped treasure trove of spiritual and cultural Significance. Discussing this transformative vision, Shri Meshram passionately highlights the six major Buddhist sites in the state: Sarnath, Kushinagar, Shravasti, Kaushambi, Kapilvastu and Sankassa.
They are, respectively, associated with Lord Buddha’s life and teachings and attract millions who wish for a meaningful connection to the great teacher.
“Currently there are 39 countries where this religion has a strong stance, numbering a population of more than 60 crores of peoples”, says Shri Meshram. “To these travellers, Uttar Pradesh is not just a tourist destination; it is a pilgrimage site that really helps them find a purpose and a valuable interpersonal connection with Lord Buddha.”

A Global Attraction
The spectral attractiveness of these places is tempting tourists from all over the world, but mainly from nations where Buddhism has always been dominant. This includes Thailand, Japan, Sri Lanka, Myanmar and Cambodia. To these tourists, being in Uttar Pradesh is like travelling on a sacred journey, following in the footsteps of the Buddha.
This influx of international visitors affects the locality that transcends spirituality. The state gains financially from the knock on effects on the general economy through additional employment, increased earnings of foreign exchange and the exchange of cultural goods and services. Local populations depend on tourism to provide hospitality and other services, such as arts and crafts.
Infrastructure Development: Creating a World Class Experience
Since Buddhist circuits have become crucial to the mass traveller, the Uttar Pradesh government has taken initiatives to improve the basic facilities in these places. Ranging from eco-tourism resorts and cultural-oriented establishments to well-groomed accommodations, emphasis is made on adopting concepts that will meet international visitor demand.
The State has done so by providing efficient transport systems, using translators, and organizing religious tourism packages. In addition, cultural activities related to Buddhism, painting, sculpture, and shows that include meditation are being applied as complementary components of tourism.
These efforts seek to not only preserve the spiritual aspects of these sites but also offer tourists a comprehensive understanding of the meaning of Buddhism.
A Vision for the Future
While it continues the process of branding the state to attract masses of Buddhists, Uttar Pradesh also promotes tolerance and a culture of unity with people worldwide.
“Buddhist tourism is not just a segment; it is a key to unlock the destination Uttar Pradesh for the world,” Shri Meshram stressed. He says this effort correlates well with their larger strategy of putting Uttar Pradesh on the global map as a land of spirituality, culture and innovation.

Challenges and Opportunities in Accommodation Infrastructure
While the surge in tourist arrivals is a testament to Uttar Pradesh’s growing appeal, it has brought with it a pressing challenge: insufficient accommodation.
“We have observed that tourism is on the rise but corresponding facilities in the form of guest houses, hotels and other establishments have not evolved in proportion,” says Shri Meshram.
To this end, he says, the state is planning to set up two State Institutes of Hotel Management in Gorakhpur and another place to create a human resource base among students. Moreover, Shri Meshram added that Uttar Pradesh is preparing a land bank under the new land lease policy, which has given private developers a 90-year lease agreement to develop a world-class tourism infrastructure.
“We have also brought into practice heritage policies to turn forts, palaces and other inherited properties into boutiques, hotels, museums and other theme attractions. Not only that, but it also resonates with the concept of heritage tourism or what is now known as the experience economy that is quickly gaining traction,” he explains.
Exploring Rural Tourism: A Hidden Treasure
Rural tourism is one of the most ambitious projects set and implemented under Shri Meshram’s leadership. Uttar Pradesh, particularly the countryside, is rich in culture, food and customs. He says, “we are bringing that to life, and through our ‘Rural Homestay’ project, we are encouraging people to come and taste how it feels to be a farmer, to be living in villages.”

The project aims to provide homestay accommodation in two to six rooms so that guests can enjoy ethnic food and capture the traditional lifestyle of rural communities. To extend the impacts of these campaigns, the state has shifted even beyond the print media. It has now partnered with some bloggers, influencers, YouTubers, and international organizations to support its multilingual crusade.
“While focusing on the rural beauty, we are not only selling tourism but also supporting the economy and preserving our heritage,” adds Shri Meshram.
Mahakumbh: the Crown Jewel of Uttar Pradesh Tourism.
It’s impossible to discuss Uttar Pradesh tourism marvels without mentioning the ‘Mahakumbh,’ which is more than a spiritual event that hosts millions of people worldwide. Shri Meshram called it “a grand celebration of spirituality, culture, and heritage.”
A Spectacle of such magnitude and greatness is the Maha Kumbh. It is not a regular festival but a spiritual procession of massive proportions covering four thousand hectares of land.
Providing a glimpse into the scale of the festival, Shri Meshram says 1.5 lakh tents specially built to make comfortable stay for pilgrims, saints, and international tourists and five thousand food courts displaying the colourful taste of India’s different states are involved.
This includes floating restaurants, helicopter joy rides, and adventure tourism.
“It is not merely the religious fair but rather the Kumbh is a fair accomplished in a lifetime where India is represented in its real sense,” says Shri Meshram confidently.
It is, in fact, a real cultural melting pot where tourists can discover Indian culture through the country’s food, paintings, and more. This Mahakumbh travelling period is celebrated once every 144 years, and from a spiritual perspective, it is a journey from the past to the present.

Spirituality Meets Modernity
Mahakumbh, identified as the “largest congregation of human population”, is a spiritually inclined religious event. People from all the communities come here to bathe in the sacred water of the river Ganga, Yamuna and the mythical river Saraswati.
The holy bath is believed to clear one’s sins and path to salvation. But this Mahakumbh is much more than what it seems – it is a ritual of torch-vision, a bizarre show which fuses tradition with the contemporary.
To boost the event’s experience, it incorporates modern technology facilities. Based on the theme and to witness a spectacle, Mahakumbh City will be divided into differently thematically served areas—a pollution-sensitive area and an area where only environmentally friendly items and activities will be used.
Novel concepts such as floating tents/restaurants add a unique quotient to the event. Solutions like Quick Response (QR) coded e-passes and mobile applications are likely to ease our multifold increase in visitors.
With Respect for the Concept of Duality
The Mahakumbh is the epitome of India’s quest to uphold the principle of unity in diversity. Traditionally, tourists can experience the country’s culture through cultural dances, music, and drama performances by groups from different parts of the country.
Food courts that serve food to everyone will serve a variety of regional cuisines that are most characteristic of India.

According to Shri Meshram, Mahakumbh “is a platform where the whole nation gathers. This is somewhere where provinces are grey, and people turn out in their cheerful finest to enjoy their Traditions”.
Economic and Social Impact
The Mahakumbh is also considered a prime producer responsible for the local and regional economy. It is a platform for government ventures; here, the public can find out about schemes meant for artisans, weavers, and start-ups.
By showcasing handicrafts, local artists get to showcase talent to clients from other parts of the world, which in turn increases their earnings and helps to retain traditional arts and crafts.
In addition, the event creates employment in different sectors, such as hospitality and transport, entertainment, and retail chains.
According to Shri Meshram, the Mahakumbh has cultural significance and the social importance of improving the standards of living of the people of the state. It is also the epitome of event management for the whole of Uttar Pradesh.

New Promotion Concepts
Nowadays, the Uttar Pradesh Tourism Association is sparing no effort in its sitting and traveling promotions.
The state’s ways of reaching prospective guests are as multiple as the earlier mentioned: from road staging and attending global travel fairs to partnering with metro systems and airports.
“Many Buddhist countries such as Thailand, Lao and Cambodia have given us tremendous responses. As we are engaging global Social Media personalities and bloggers, we are ensuring the tapestry of UP reaches a global audience,” says Shri Meshram.
He also outlines social media outreach, including online marketing with youth, new brand positioning through bottom-up touristic experiences, operationalising collaboration with travel agents, and ensuring Uttar Pradesh continues to be popular among the newer generations.