Uttar Pradesh eyes Europe after strong tourist influx from UK, Germany

Uttar Pradesh (UP), one of India’s most historically and spiritually rich states, is fast emerging as a global tourism hotspot. Prateek Hira, President & CEO of Tornos and Director of River Rhapsody, recently highlighted the state’s tremendous tourism potential during an exclusive interview. As a member of the Tourism & Medical Value Travel Committee, Hira outlined UP’s strategies to attract international tourists, particularly from Europe, by showcasing its unparalleled heritage, spiritual legacy, and growing infrastructure.
Uttar Pradesh has long been a part of India's spiritual and cultural character. Uttar Pradesh is home to the Taj Mahal, one of the most well-known buildings in the world, as well as the historic city of Varanasi, which is occasionally referred to as the oldest surviving city in the world. In addition to its well-known attractions, Hira emphasised that the state is a flourishing hub for religious tourism. From Mathura and Vrindavan, the birthplace of Lord Krishna, to Ayodhya, where the magnificent Ram Temple is currently under construction, Uttar Pradesh is a well-liked destination for those seeking spiritual solace.

“The cultural and spiritual fabric of UP is unmatched,” said Hira. “Tourists are no longer looking for just sightseeing; they want immersive experiences, and our state offers that in abundance.”
Due to its spiritual offerings, Uttar Pradesh has seen a rise in foreign tourists in recent years. As interest in Ayurveda, yoga, and Hinduism grows worldwide, the state is establishing itself as a top spiritual tourism destination. With an incredible 650 million people over 45 days, the Kumbh Mela—the world's largest religious gathering—recently solidified Uttar Pradesh's position as a hub for spiritual and cultural tourism.

“The scale of the Kumbh Mela is unparalleled. It’s a spectacle that showcases India’s deep-rooted spiritual traditions to the world,” Hira remarked. He noted that European travelers, in particular, are keen on exploring authentic cultural and wellness experiences, making UP a perfect destination for them.
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UP is expanding its tourism appeal, but its spirituality and legacy continue to be its key draws. Dudhwa National Park, a sanctuary for tigers, elephants, and one-horned rhinos, is open to anyone who enjoys wildlife. Another new wildlife hotspot is the Chambal region, which is well-known for its gharial crocodiles and unspoiled landscapes. Adventurers can take Ganges river cruises or hike the picturesque Vindhya and Shivalik mountain ranges.

“We want visitors to see Uttar Pradesh beyond the Taj Mahal,” he noted. “Whether it’s a wildlife safari, a boat ride on the Ganges, or exploring colonial-era architecture, there’s something for everyone.”
A major boost to UP’s tourism industry is the state’s growing prominence in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Noida, located near Delhi, has emerged as a key business hub, hosting international events and conventions. With top-notch infrastructure, expanding international airports, and enhanced connectivity, UP is increasingly becoming a preferred destination for business travelers.
"UP is now a strong contender in the MICE tourism space thanks to its world-class convention centres and effective transport networks," Hira said. "Business travellers can combine their professional commitments with an exploration of the state's cultural diversity."
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UP has long been a favorite haunt for tourists from the UK, Germany, and France. But now, the state is shaking things up, setting its sights on fresh European explorers smitten by India’s cultural and spiritual charm. As budget-friendly international travel takes off, adventurers from Poland, the Netherlands, and the Nordic region are eyeing UP as their next mystical escape!
As UP continues to expand its tourism sector, sustainability remains a key focus. The government and tourism stakeholders are working towards responsible tourism that not only boosts the economy but also preserves the state’s rich heritage and environment.
“The future of UP’s tourism is about quality over quantity,” Hira highlighted. “We are committed to attracting mindful travelers who appreciate the depth of experiences UP has to offer.”
Uttar Pradesh is gradually becoming a major player in Indian tourism because to its unmatched blend of spirituality, adventure, history, and contemporary infrastructure. UP is prepared to embrace international visitors with open arms and a wealth of life-changing experiences as the globe searches for more profound, significant travel experiences.