LUCKNOW: The Uttar Pradesh government has launched an initiative to involve young residents in promoting the state’s diverse cultural and tourism attractions, seeking to leverage the growing influence of Gen Z on digital trends and travel choices.
Under the ‘Visit My State Uttar Pradesh’ campaign, the state Tourism Department has invited residents to make 60-second reels highlighting what makes their city or locality distinctive. The initiative aims to encourage young people to become cultural ambassadors and showcase their surroundings through personal experiences.
Tourism and Culture Minister Jaiveer Singh said Uttar Pradesh’s cultural heritage is spread across its districts, cities and villages and can be experienced through local cuisine, handicrafts, festivals, traditions and stories.
“Through ‘Visit My State’, we want Gen Z and other young residents to become cultural ambassadors and present their cities in their own words. Their voice can help travellers discover Uttar Pradesh in a more personal and engaging way,” he said.
According to the campaign guidelines, each participant must submit a reel of no more than 60 seconds and appear on camera while narrating the city’s story in their own words. The participant’s face and voice must be clearly visible and audible.
The video has to be recorded outdoors, with a tourist attraction or an identifiable landmark appearing in the background. Entries may be made in either Hindi or English and must end with the line, “Visit My State Uttar Pradesh”.
Amrit Abhijat, chairman of the Uttar Pradesh State Tourism Development Corporation (UPSTDC), said the campaign sought to put local residents at the heart of tourism storytelling.
He said the short-format videos could combine a destination with personal perspectives and local experiences, giving well-known attractions a fresh presentation while helping lesser-known places reach wider audiences.
For instance, Lucknow residents could highlight the city’s cuisine, chikankari, historic neighbourhoods and cultural spaces. Participants from Braj, Bundelkhand, Purvanchal and the Terai could similarly showcase the traditions, heritage and everyday experiences unique to their regions.
Officials said the initiative would supplement conventional promotion of major tourist destinations by bringing lesser-known places and local stories into the state’s broader tourism narrative.
The government expects the digital-first campaign to make tourism promotion more participatory, increase the reach of local stories and encourage young people to explore and share the cultural attractions around them.