In a bid to position Uttar Pradesh as a premier global tourist destination, Chief Minister Yogi Adityanath’s government is set to showcase ‘Brand UP’ and ‘Destination UP’ at 12 major international trade fairs and travel expos.
The extensive promotion strategy involves utilising various channels, including organising roadshows and widespread campaigns, with the overarching goal of elevating the state’s visibility on the global tourism stage.
Among them, Japan, Israel, China, America, France, Singapore, Britain, Australia, Germany, Russia and the UAE are prominent. Simultaneously, a detailed plan has been devised to highlight Uttar Pradesh as a tourist hotspot at the various events in nearly 50 cities across 28 countries, including India.
The Uttar Pradesh Tourism department has initiated action on these plans, with ongoing efforts to engage agencies for international brand building, marketing, publicity, and operations, with a focus on organising national and international roadshows.
“A detailed action plan has been prepared to project Uttar Pradesh as ‘Brand UP’ and as the most favourite tourist destination nationally and internationally. The plan focuses primarily on the significant role of international trade shows, travel fairs, and expos in achieving this objective,” a government spokesman said.
The international events that will be targeted through this process include ITB Asia (Singapore), IFTM Top Resa Paris (France), JATA Tokyo (Japan), WTM London (UK), USTOA, FITUR Madrid (Spain), AIME Melbourne (Australia), IMTM Tel Aviv (Israel), MITT Moscow (Russia), ATM Dubai (UAE), and COTTM Beijing (China).
As per the action plan, international roadshows are scheduled for cities like London, Manchester, Birmingham, and Glasgow in Britain; Madrid, Bilbao, and Barcelona in Spain; Rome & Milan in Italy; and Berlin, Munich, and Frankfurt in Germany.
Similarly, roadshows will be held and stalls will be set up at the exhibitions to be held  in Lisbon in Portugal, Oslo in Norway, Stockholm in Sweden, Paris in France, The Hague in the Netherlands, and Helsinki in Finland.
‘Brand UP’ and Uttar Pradesh tourism will also receive extensive promotion in major American cities such as San Francisco, Los Angeles, New York, and Chicago. Additionally, international roadshows are planned for Buenos Aires (Argentina), Brasília (Brazil); Shanghai & Beijing (China); and Sydney, Melbourne, and Brisbane (Australia).
In the Gulf countries, the outreach will cover Dubai (UAE), Muscat (Oman), Doha (Qatar), Kuwait City (Kuwait), Beirut (Lebanon), Moscow (Russia), and Tel Aviv (Israel).
Among South-East Asian countries, the promotional activities have been planned for Singapore, Bangkok (Thailand), Tokyo (Japan), Phnom Penh (Cambodia), Manila (Philippines), Hanoi (Vietnam), Jakarta (Indonesia), Kuala Lumpur (Malaysia), Seoul (South Korea), Colombo (Sri Lanka), Thimphu (Bhutan), and  Kathmandu (Nepal).
As part of the global promotion plan for Uttar Pradesh tourism and ‘Brand UP’, efforts would be made to ensure that branding activities in foreign countries take place in areas with maximum footfall, a government official said.