UPITS-2025 to blend cultural heritage with new tourism investment opportunities

The Uttar Pradesh Tourism Department will present a grand, modern pavilion at the Uttar Pradesh International Trade Show-2025 (UPITS-2025), scheduled from September 25 to 29 at the India Expo Mart, Greater Noida.

Designed as an immersive and eco-friendly showcase, the pavilion will highlight the state’s rich cultural heritage, investment potential in tourism, and rapid economic growth.

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Equipped with cutting-edge features such as digital storytelling, AR/VR displays, auto-navigation kiosks, and selfie zones, the pavilion will also offer vibrant cultural experiences. These will include the Peacock Dance of Braj, tribal dances from Sonbhadra and Lakhimpur, the Bundeli Dance of Jhansi, and Kathak performances from the Lucknow Gharana.

UPITS-2025 is expected to draw global investors, policymakers, business leaders, academic representatives, international delegations, and tourism professionals. The event will serve as a dynamic platform for discussions on new avenues of tourism and investment in Uttar Pradesh.

UP Tourism and Culture Minister Jaiveer Singh emphasized on Wednesday that this initiative aims to position tourism as a key driver of the state government’s ambitious \$1 trillion economy vision. The Tourism Department will also promote its mobile app, offering visitors curated information on spiritual, Buddhist, rural, and wellness tourism.

The pavilion will further showcase ‘One District One Product (ODOP), handicrafts, temple architecture, and innovations in rural tourism. Investors will be informed about attractive opportunities, including PPP-ready heritage projects, capital subsidies, land allotment, tax exemptions, and single-window clearances.

To encourage meaningful engagement, the pavilion will feature comfortable lounges, B2B interaction spaces, and media kits. According to the Tourism Minister, the platform will not only strengthen partnerships between investors, policymakers, and international stakeholders, but also highlight how Uttar Pradesh is creating new opportunities for global investors and entrepreneurs. Tourism, he added, lies at the heart of the Yogi government’s vision for Viksit India @ 2047.

Principal Secretary for Tourism and Culture Mukesh Kumar Meshram remarked that the pavilion will go beyond being an exhibition, offering a holistic experience. Through cultural showcases and policy dialogues, Uttar Pradesh will be positioned as a competitive global tourism destination. He further noted that the initiative will generate employment, transform heritage into a source of income, and promote sustainable tourism practices.