MUMBAI, Sept 30
The Uttar Pradesh Tourism Pavilion emerged as the centerpiece of the Uttar Pradesh International Trade Show (UPITS) 2025, attracting over 5.15 lakh visitors across five days at India Expo Mart, Greater Noida. Designed to showcase Uttar Pradesh’s rich cultural and spiritual heritage, the pavilion offered a modern, immersive experience for visitors. Its entrance, inspired by Varanasi’s iconic Ganga Aarti, featured live artists recreating the atmosphere of the ghats. Key attractions, including a VR boat ride on the Ganga and the Golden Buddha Gate, drew thousands, while live performances of Bundelkhandi folk dances, classical Kathak, and Radha-Krishna acts captivated audiences.
The AR-VR zones and digital photo booths kept families engaged, while food counters offering Agra’s petha, Mathura’s peda, and Banarasi paan added a flavorful touch.
The pavilion also showcased investment opportunities, drawing around 200 enquiries from industry stakeholders interested in joint ventures and projects to strengthen Uttar Pradesh’s tourism infrastructure. Students and children actively engaged, seeking collaborations to promote sustainable tourism practices. Every display came with storytelling. Kannauj’s attar, Lucknow’s chikankari, Mathura’s Krishna poshak, Moradabad’s brassware, Saharanpur’s woodwork, Bhadohi’s carpets, Aligarh’s designer locks, and Khurja’s pottery were explained with their origins and histories, making the showcase not just visual but educational. An artisan from Bhadohi noted, “This pavilion gave our craft a new breath of life, people were listening, asking questions, and truly valuing our traditions.” The PPP and investment section drew strong business interest, with approximately 200 enquiries from industry stakeholders keen on investment, joint ventures, and innovative projects to strengthen Uttar Pradesh’s tourism infrastructure. Along with this, children and school students also sought opportunities to collaborate with UP Tourism to promote sustainable practices. “Through this pavilion we brought alive the soul of Uttar Pradesh — a land where timeless traditions meet modern possibilities. From the Ganga ghats to Kannauj’s perfumes, from Buddhist circuits to AR-VR zones, we offered a glimpse of everything that makes our state special.
The love and enthusiasm we received here shows that Uttar Pradesh has truly become the core of India’s tourism,” said Jaiveer Singh, Minister of Tourism and Culture, Government of Uttar Pradesh.
Rajesh Kumar, Director General, Department of Tourism, said, “The response at UPITS has been overwhelming. Our pavilion became a space where every visitor — whether a student, researcher, investor, or family — could connect with something unique. By blending heritage with technology and storytelling, we promoted tourism and gave artisans, performers, and entrepreneurs renewed pride and purpose.”
Uttar Pradesh Tourism was also honoured for its outstanding contribution to the success of UPITS 2025, presented by Nand Gopal Gupta, Cabinet Minister for Industrial Development, and Rakesh Sachan, Cabinet Minister for Khadi and Village Industries.
By combining heritage, crafts, performances, food, and digital experiences, the UP Tourism Pavilion stood out as the true soul of UPITS 2025, fulfilling the vision of “UP Nahi Dekha Toh India Nahi Dekha” and leaving visitors inspired to make Uttar Pradesh their next travel destination.
