The Uttar Pradesh government is turning to the state’s young population to make its tourism promotion more personal and digital-first. Under the ‘Visit My State Uttar Pradesh’ campaign, UP Tourism has invited young residents to create short videos showcasing the distinctive culture, attractions and experiences of their hometowns.
Lucknow: The initiative aims to encourage Gen Z and other young residents to act as cultural ambassadors, presenting their cities through their own experiences and perspectives.
Tourism and Culture Minister Jaiveer Singh said Uttar Pradesh’s cultural identity extends across its districts, cities and villages, encompassing not only established tourist destinations but also local cuisine, crafts, festivals, traditions, people and stories.
The campaign requires participants to produce a 60-second reel in which they appear on camera and narrate what makes their city special. The participant’s face and voice must be clearly visible and audible, while the video should be recorded outdoors with a recognisable tourist attraction or landmark in the background.
Entries can be submitted in Hindi or English and must end with the campaign line, “Visit My State Uttar Pradesh.”
Local stories at the centre
UP State Tourism Development Corporation Chairman Amrit Abhijat said the initiative puts local residents at the heart of destination storytelling. According to him, a short video can combine a destination, a personal perspective and a local experience, giving familiar landmarks a fresh presentation while helping lesser-known places reach wider audiences.
For example, participants from Lucknow could highlight the city’s cuisine, chikankari, historic neighbourhoods and cultural spaces. Young residents from Braj, Bundelkhand, Purvanchal and the Terai can similarly showcase the traditions, attractions and experiences associated with their regions.
Using reels to promote tourism
The campaign reflects the growing role of short-form video and social media in how younger travellers discover destinations. By encouraging residents to tell their own stories, UP Tourism aims to make destination promotion more participatory while bringing everyday local experiences into the state's broader tourism narrative.
Participants can submit entries through the campaign’s online form and use videos shared on UP Tourism’s social media platforms as format references.
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