Lucknow: Uttar Pradesh Tourism has launched the ‘Visit My State Uttar Pradesh’ campaign to encourage Gen-Z and other young people to showcase the culture, heritage and unique identity of their cities through 60-second reels.
The initiative seeks to give local residents an opportunity to tell the stories of their hometowns in their own voices. Participants can highlight heritage sites, local cuisine, handicrafts, traditional practices, festivals, cultural experiences and lesser-known destinations that deserve wider attention.
The campaign aims to present Uttar Pradesh not merely through its well-known tourist attractions but through the personal experiences of people who know their cities and communities closely. Young participants will appear on camera and introduce viewers to distinctive aspects of their hometowns in a short, engaging format.
Using Digital Platforms to Promote Tourism
The campaign has been designed around the growing influence of short-form digital content on travel decisions. Young travellers increasingly turn to reels, short videos, personal experiences and creator recommendations when discovering destinations and planning trips.
Through the initiative, Uttar Pradesh Tourism hopes to use this digital trend to promote both established tourist destinations and lesser-known places across the state.
Tourism and Culture Minister Jaiveer Singh said Uttar Pradesh’s cultural identity extends far beyond its famous tourist attractions. Every district, city and village has its own stories, traditions and distinctive character.
He said local cuisine, handicrafts, festivals, customs, communities and personal stories collectively reflect the state’s rich cultural heritage. Through the ‘Visit My State’ campaign, young people are being encouraged to become cultural ambassadors for their cities and present Uttar Pradesh to the world from a fresh perspective.
Tell Your City’s Story in 60 Seconds
The participation process has been kept simple. Participants are required to create a reel of up to 60 seconds, featuring themselves on camera while clearly presenting the unique identity or story of their city.
The participant’s face must be clearly visible and the audio should be clearly audible. Rather than following a fixed script, participants are encouraged to narrate their city’s story in their own words and style.
The reel should be recorded in an open location, preferably with a prominent tourist attraction or a place closely associated with the city’s identity visible in the background. Participants can create their videos in either Hindi or English.
Each video must end with the phrase “Visit My State Uttar Pradesh.”
Participants can submit their entries through the online application form provided by Uttar Pradesh Tourism.
Additional information about the campaign and examples of participating videos are available through the tourism department’s social media platforms.
Additional Chief Secretary, Tourism, Amrit Abhijat, said the campaign encourages local residents to share stories about their cities and nearby tourist destinations. He said a 60-second reel can effectively combine the uniqueness of a place with the creator’s own voice and local experience.
According to Abhijat, such short stories can offer new perspectives on well-known destinations while also giving lesser-known locations greater visibility. Collectively, these contributions can showcase Uttar Pradesh’s diverse heritage, spirituality, natural beauty, cuisine and handicrafts to audiences across India and abroad.
For instance, a resident of Lucknow could highlight the city’s cuisine, chikankari embroidery, historic neighbourhoods or cultural landmarks. Similarly, young people from the Braj, Bundelkhand, Purvanchal and Terai regions can showcase their local traditions, distinctive cultural practices and tourism experiences.
Through the campaign, Uttar Pradesh Tourism aims to put local voices at the centre of destination promotion and encourage a new generation to become storytellers and ambassadors for the places they call home.
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