Uttar Pradesh welcomes 22.7 lakh foreign tourists; Hits record 65 Cr visitors in 2024
Jaiveer Singh
To spotlight ‘Spiritual Heritage & Living Culture’ as its 2025 tourism pitch.
Uttar Pradesh is rapidly climbing the ladder to become one of the most sought-after tourist destinations in India. In 2024, the state welcomed 22.7 lakh foreign tourists and recorded an all-time high of 65 crore total visitors. With tourist-friendly policies, consistent visibility, and proactive engagement activities throughout the year, Uttar Pradesh has carved its niche in the cultural and spiritual tourism segment.
Jaiveer Singh, Minister of Tourism, Government of Uttar Pradesh, sheds light on what more is on the state’s planning & strategy bucket list.
What have been the tourist arrival figures, and how are you positioning the state to attract global travellers in 2025?
Uttar Pradesh is strengthening its global footprint by participating in premier tourism. In 2024, the state welcomed 22.7 lakh foreign tourists (up from 16 lakh in 2023) and achieved an all-time high of 65 crore total visitors, reaffirming its position as India’s most visited destination. For 2025, our pitch is ‘Spiritual Heritage & Living Culture’—a deeply Indian offering that blends pilgrimages with wellness retreats, craft trails, perfume tourism, cultural festivals and immersive rural stays, ensuring that every global traveller takes back not just memories but meaning.
How is your state planning to further tap into the domestic market and encourage repeat visits? What are your key source markets?
Domestic tourism has been the anchor of Uttar Pradesh’s remarkable growth story, and our strategy is to deepen these journeys through variety and repeat experiences. Seasonal mega-events like Deepotsava in Ayodhya and Dev Deepavali in Varanasi are promoted digitally to attract families and millennials, while short-stay curated circuits—spiritual trails, weekend getaways and gastronomic tours—encourage more frequent visits. Affordable homestays under our new Homestay Policy, along with wellness and cultural itineraries, further support this goal.
Our key source markets remain Delhi-NCR, Mumbai, Kolkata, Bengaluru and Lucknow, driven by superior connectivity. By packaging pilgrimage with food, craft and wellness, Uttar Pradesh ensures domestic travellers have a reason to return time and again.
For the remaining year, what new products or experiences is your board planning on developing?
The next few months will see Uttar Pradesh diversifying its offerings to attract new segments. We are rolling out night-safari experiences at Kukrail in Lucknow, expanding river-based tourism along the Ganga, and packaging Kannauj’s famed perfume industry as a niche global attraction. Under our ambitious rural tourism plan, over 234 villages are being developed, with 93 already active, offering pottery workshops, farm stays, folk dances and rangoli experiences.
Varanasi and Ayodhya are being enhanced with curated heritage walks, while the One District One Cuisine initiative is being introduced to showcase unique culinary traditions. These efforts ensure Uttar Pradesh is not just a pilgrimage hub but a truly differentiated global destination.
Could you share recent or upcoming initiatives to improve accessibility, transport, and hospitality infrastructure in your state?
The launch of the Maharishi Valmiki International Airport in Ayodhya has transformed access to this sacred city, while expressways such as the Purvanchal and Bundelkhand corridors are reducing travel time across regions. Rail upgrades and six new integrated transit complexes in Ayodhya are easing last-mile connectivity. Simultaneously, the state is developing wayside amenities every 50 km on key highways, restoring museums, and upgrading ghats and pilgrimage infrastructure.
Supported by the Tourism Policy, private investments have added over 100,000 new hotel rooms in 2024–25, ensuring Uttar Pradesh has the capacity to welcome a growing influx of both domestic and foreign visitors with ease and comfort.
