UP Tourism Shines with Faith Heritage at IATO Conference in Puri
IATO Conference in Puri (Image UP Govt)
From Kannauj’s perfumes to Ayodhya’s Deepotsav, Uttar Pradesh positions itself as India’s most diverse tourism destination by 2030
By TRH State Desk
PURI, August 23, 2025 — Uttar Pradesh Tourism gained the spotlight at the 40th annual conference of the Indian Association of Tour Operators (IATO) in Puri, Odisha, with a grand showcase of its spiritual, cultural, and lifestyle tourism potential.
The four-day conference (August 22–25), themed “Rejuvenate Inbound @2030”, brought together nearly 1,000 tour operators, hoteliers, policymakers, and media representatives. “On the inaugural day, the UP Tourism stall emerged as the centre of attraction, presenting a blend of faith, fragrance, and modernity,” said the UP government in a media statement.
Key highlights included:
- Kannauj’s world-renowned perfume-making tradition, positioned as a pillar of “perfume tourism.”
- Ayodhya’s Deepotsav and grand cultural celebrations, symbolizing the state’s vibrant festivals.
- The Kashi–Ayodhya–Prayagraj spiritual triangle and cultural circuits such as the Ramayan Circuit.
- Focus on eco-tourism, wellness, agro-tourism, and river tourism in regions like Dudhwa and Bundelkhand.
Tourism Minister Jaiveer Singh said the Yogi Adityanath government aims to make Uttar Pradesh India’s most diverse tourism hub by 2030, ensuring that every visitor connects deeply with the state’s traditions and spirituality.
Principal Secretary Mukesh Kumar Meshram emphasized that beyond heritage monuments, UP is also advancing with modern tourism facilities, private investment, and innovative experiences.
“Under CM Yogi Adityanath, transformative projects like the Kashi Vishwanath Dham redevelopment, Shri Ram Temple in Ayodhya, Prayagraj Kumbh, Mathura-Vrindavan upgrades, and new airports have brought global recognition to Uttar Pradesh,” added the state government in the media statement.
Cultural showcases at the conference included Varanasi’s riverfront, Deepotsav celebrations, and eco-tourism initiatives, reinforcing UP’s identity as a destination where faith meets modernity.
The IATO conference also provided a platform for UP to highlight investment opportunities and build partnerships. Officials including DG Tourism Suman Billa, Chhattisgarh Tourism Chairperson Neelu Sharma, and senior UP Tourism representatives attended the event.
Uttar Pradesh has been pitching the religious tourism potential in the state in recent months. The state government has also been pitching for conservation of heritage buildings and tapping them for tourism potential. UP had gained global spotlight during the Mahakumbh in Prayagraj this year.
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