The maiden Uttar Pradesh Travel Mart (UPTM) witnessed for the very first time a focused initiative by the UP government to showcase before the world the great tourism potential in the state beyond the Taj Mahal and the Ghats of Varanasi By Sudipta Dev
The very first Uttar Pradesh Travel Mart (UPTM) that was organised in Lucknow from February 22-24, 2015, saw as many as 73 international tour operators from across the world, and many leading domestic operators, get a new awareness of the lesser known destinations in the state that have immense tourism potential. Organised by the UP government in association with FICCI, it is for the very first time that a north Indian state has held a travel mart to promote its diverse attractions that could be a great draw for both inbound and domestic tourists. The focus of the travel mart was to promote The Heritage Arc on the banks of Yamuna, Gomti and Ganga, covering three distinct regions, that is Agra, Lucknow and Varanasi. The effort is not only to concentrate on the cities but the many nearby places of interest that are not so well known.
The colourful inaugural ceremony showcased the myriad cultural diversity of the state. The inaugural ceremony was organised in La Martiniere College grounds, against the backdrop of the iconic school building. Inaugurating the travel mart, the state chief minister, Akhilesh Yadav, said, “Tourism is a priority for us. The Heritage Arc was suggested to me by someone from the travel industry and we decided to promote the same. It is the travel trade industry that understands tourism, so please give us your suggestions. Our tourism potential is hidden, we need to showcase everything.” Amrit Abhijat, secretary, tourism, Government of UP, explained that The Heritage Arc is not just about monuments but life along the three rivers, the lifestyle of people and their culture.
Among the major new initiatives taken by the state government is the Agra-Lucknow Express Way which will be the longest in the country, intra state air connectivity, (Lucknow-Agra-Varanasi-Allahabad) which is starting soon, Lion Safari in Etawah (incidentally the CM’s pet project), beautification of Gomti river in Lucknow, a Lucknow Eye and many other projects.
The travel mart is focused on promoting inbound tourism into UP. Jyotsna Suri, chairperson, Committee on Tourism, FICCI averred that while the prime minister of the country understands tourism, it is the chief ministers of different states who have to drive the initiative. Pointing out that UP has much beyond the Taj Mahal and Ghats of Varanasi, Rahul Chakravarty, director, FICCI, said, “We have assembled here to give identity and shape to the chief minister’s vision.” The tourism attractions in the state range from wildlife in Dudhwa National Park to the heritage of Lucknow to river tourism. “There are more tigers in Dudhwa than any other national park in the country,” added Chakravarty.
Promotion of Lucknow
Lucknow, the capital of Uttar Pradesh, has been rejected on the tourist map, and there was a general consensus that this should be rectified. There is a concentrated effort to brand Lucknow and promote the city in a way which will make tourists feel that they are in the land of the nawabs. Efforts are being made by Uttar Pradesh Hotel and Restaurant Association to popularise Awadhi cuisine. The association’s hotel management institute in Noida will train young chefs in the nuances of this cuisine. “We want to promote Awadhi cuisine across India,” stated Surendra Jaiswal, president, Uttar Pradesh Hotel and Restaurant Association, adding that the focus on tourism has energised the hospitality and travel industry in the state.
Meanwhile, in another major development, regional air connectivity will witness a fillip, post Holi, with launch of flights between Agra, Lucknow and Varanasi. Jaiswal mentioned that they have always been demanding for this. “The roadways also have to be improved in The Heritage Arc regions as this will particularly benefit the budget tourists,” he said. The many tourism associations in the state were hopeful that in the future UPTM will become as successful as Kerala Travel Mart and other important travel marts organised in the country.