By Tajdar H. Zaidi
In a strategic move to position Uttar Pradesh as a global tourism and investment hotspot, the Yogi Adityanath-led government is preparing for a high-impact participation at the prestigious Pacific Asia Travel Association (PATA) Travel Mart 2025, scheduled to take place in Bangkok from August 26 to 28, 2025.
The initiative marks a significant step in the state’s mission to internationally showcase its vast cultural, spiritual, and historical wealth.
Promoting UP as a World-Class Destination
The upcoming event offers Uttar Pradesh a powerful international platform to attract both global tourists and investors, amplifying the state’s visibility and unlocking its vast economic and tourism potential.
The UP Tourism Department is preparing a visually engaging and content-rich presence at the event, aiming to draw attention to its signature experiences.
At the heart of this initiative will be a 36-square-meter exhibition stall, meticulously designed to represent the state’s Buddhist, cultural, and religious circuits.
Major spiritual and heritage hubs such as Varanasi, Ayodhya, Prayagraj, Sarnath, Kushinagar, and Shravasti will be prominently featured—each offering a deep dive into Uttar Pradesh’s sacred geography and historic richness.
Technology-Driven Storytelling
The stall will be equipped with LED walls, auto-navigation displays, and Augmented Reality (AR) features, including an interactive digital selfie panel, where visitors can virtually place themselves amidst iconic locations from across Uttar Pradesh.
Visitors will also be able to explore the One District One Product (ODOP) initiative, local arts, and indigenous crafts through interactive showcases that blend heritage with innovation.
Detailed models and artistic renderings of temples and ancient structures will help tell the story of UP’s vibrant spiritual and architectural legacy.
Bangkok Roadshow to Bolster Outreach
In addition to its presence at the PATA event, the UP government plans to organize a one-day international tourism roadshow in Bangkok. Scheduled either just before or immediately after PATA, the event will be held at one of Bangkok’s premier venues, such as The Westin Grande Sukhumvit, Bangkok Marriott Marquis Queen’s Park, or Radisson Blu Plaza.
The roadshow will bring together over 100 key stakeholders, including travel agents, influencers, media representatives, and industry leaders. Attendees will engage in curated seminars, workshops, and networking sessions focused on UP’s tourism packages, investment prospects, and unique visitor experiences.
The setting will feature an inviting atmosphere with high tea, film screenings, and interactive presentations.
Multi-Platform Promotional Blitz
To support this international outreach, the government has crafted a focused multi-channel promotional campaign targeting Thailand’s audience. Thirty-second commercials will run during prime-time slots across three leading Thai TV and radio channels for three consecutive days.
Additionally, UP Tourism advertisements will appear across 10 high-traffic locations in Bangkok—including airports, malls, metro stations, and transit terminals—with 15 daily ad displays at each site.
Digital billboards and transit media will reinforce the messaging, while strategic tie-ups with two mainstream and two travel publications will provide extended visibility in both print and digital formats.
Enhanced Visitor Experience at the Pavilion
Visitors to the UP pavilion at PATA 2025 will receive a warm welcome, complete with hospitality services including refreshments, tea, coffee, and drinking water.
To help guests explore UP’s offerings in depth, a range of promotional materials—including brochures, maps, press kits, and short video films—will be distributed. Materials will be printed in 200 sets of English and 100 sets in Thai, ensuring clear communication with the local audience.
Engaging and Capturing Audience Data
A dedicated visitor book and card collection system will be implemented at the stall to collect feedback and contact information from interested guests. QR codes linked to UP’s official tourism website and mobile app will make it easy for visitors to access additional information and plan their journeys.
The promotional effort will be powered by striking slogans such as:
“Uttar Pradesh: The Land Where Lord Buddha Lived and Preached”
“Begin Your Bodhi Journey in Uttar Pradesh”
These messages are tailored to resonate with both spiritual tourists and international investors seeking authentic and culturally meaningful destinations.
A Vision for Global Tourism Leadership
Uttar Pradesh’s robust participation at PATA Bangkok 2025 is more than a tourism campaign—it reflects the Yogi government’s long-term vision to transform the state into a leading global tourism destination. With a strategic blend of technology, tradition, and targeted promotion, the initiative is expected to significantly elevate UP’s global brand image.
The event will not only boost tourist footfall but also open up new avenues for foreign investment, aligning with the broader vision of “Uttar Pradesh: The Land of Infinite Possibilities.
