Lucknow: On the occasion of World Heritage Week, the Uttar Pradesh Tourism Department has launched two innovative public campaigns aimed at deepening people’s connection with their cultural roots. These initiatives seek to inspire citizens to identify, document, and share the rich heritage present in their surroundings, while fostering a stronger sense of pride and ownership.
The campaigns are open for participation until April 18, and interested individuals can register through the official website of Uttar Pradesh Tourism. The initiative provides a unique opportunity for people to showcase their heritage to a wider audience and narrate its story in their own words.
Two Campaigns to Celebrate Heritage
The first campaign, titled “UP Heritage Through My Lens,” encourages participants to capture the essence of heritage through photography and videography using their mobile phones. Citizens can submit images of ancient or lesser-known historical sites, or short videos featuring local temples and cultural landmarks.
Participants are invited to explore a wide range of subjects, including mythological sites, historical fairs, obscure forts, pilgrimage destinations, and other unique locations that remain largely unknown to the general public. The initiative aims to uncover hidden gems across the state and bring them into the spotlight.
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Showcasing Personal History Through ‘Personal Treasure’
The second campaign, “Share Your Personal Treasure,” focuses on heritage preserved within households. Under this initiative, individuals can share stories and images of ancestral heirlooms that carry emotional and historical value for their families.
These items may include antique coins, traditional piggy banks, old letters, vintage locks, ancestral utensils, or traditional jewelry. By encouraging people to share such personal artifacts, the campaign highlights the importance of preserving not just public heritage but also private, family-held legacies.
Encouraging Public Participation in Heritage Preservation
Speaking about the initiative, Tourism and Culture Minister Jaiveer Singh described the campaigns as a unique effort to connect people with their roots.
He stated that through these initiatives, every individual now has the opportunity to identify and present their heritage from their own perspective. He especially urged the younger generation to participate actively and take pride in their culture, traditions, and heritage.
A Shift Towards Participatory Tourism
Additional Chief Secretary Amrit Abhijat emphasized that such initiatives are transforming the tourism landscape. He noted that the campaigns mark a shift from passive tourism to participatory engagement, where citizens themselves play a key role in defining and showcasing heritage.
According to him, this approach empowers people to decide what constitutes their heritage and how it should be presented, thereby ushering tourism into a new, more inclusive era.
An Opportunity to Tell Your Story
With these campaigns, the Uttar Pradesh Tourism Department is not only promoting the state’s cultural richness but also democratizing the concept of heritage. By inviting public participation, it aims to create a collective narrative that reflects both well-known landmarks and hidden stories preserved in homes and communities.
As the deadline approaches, citizens across the state are being encouraged to step forward, capture their surroundings, and share their unique heritage stories with the world.
