London: Uttar Pradesh Tourism made a remarkable debut at the World Travel Market (WTM) London 2025, marking its presence on one of the world’s most prestigious tourism platforms. The vibrant Uttar Pradesh pavilion was inaugurated by Ms. Diya Kumari, Hon’ble Deputy Chief Minister and Minister of Tourism, Rajasthan, setting the tone for a three-day celebration of India’s spiritual, cultural, and heritage diversity.
The inauguration reflected India’s collaborative tourism spirit and Uttar Pradesh’s growing prominence as a global tourism destination.
Showcasing the Soul of India – From Varanasi to Kannauj
Speaking on the occasion, Mr. Jaiveer Singh, Hon’ble Minister of Tourism & Culture, Government of Uttar Pradesh, emphasized that the state’s participation in WTM London represents a strategic step in positioning Uttar Pradesh as a leading international tourism destination.
“Uttar Pradesh is a timeless confluence of culture, spirituality, and heritage,” Mr. Singh said. “From the eternal ghats of Varanasi and the sanctity of Ayodhya to the grandeur of the Taj Mahal and the living traditions of Kannauj perfumery, our state embodies the spirit of India. At WTM London, we proudly bring this splendor to Europe with the hope of deepening cultural appreciation and welcoming more global travelers to experience Uttar Pradesh.”
A Cultural Showcase at the Uttar Pradesh Pavilion
The Uttar Pradesh stall stood out as a vibrant cultural hub at WTM 2025, drawing visitors into an immersive experience of India’s spiritual heartland. The pavilion highlighted the state’s sacred circuits, featuring Ayodhya, Mathura-Vrindavan, Prayagraj, and Varanasi, along with grand annual events such as Dev Deepawali, Deepotsav, and Rangotsav.
Visitors also explored heritage and architectural marvels including the Taj Mahal, Lucknow’s Nawabi heritage, and the forts of Bundelkhand, which together narrate the timeless splendor of Uttar Pradesh’s history.
Perfume Tourism and Living Traditions of Kannauj
A major attraction was the focus on Perfume Tourism in Kannauj, India’s ancient perfume capital. The stall showcased the traditional deg-bhapka method of natural fragrance-making — an age-old art that continues to define Kannauj’s identity as the ‘Perfume Capital of India’.
The pavilion also celebrated Uttar Pradesh’s vibrant festivals, crafts, cuisine, and performing arts, bringing the essence of India’s living traditions to a global audience.
Strengthening Global Tourism Partnerships
Beyond the cultural showcase, the Uttar Pradesh stall facilitated B2B meetings with leading international travel trade partners, opening avenues for collaboration and tourism growth. Several co-exhibitors from Uttar Pradesh — including tour operators, hoteliers, and travel service providers — participated actively, ensuring a robust presence and promoting the state’s tourism potential on the global stage.
Uttar Pradesh: A Spiritual and Cultural Powerhouse
As the birthplace of Lord Rama and Lord Krishna, home to the Kashi Vishwanath Temple, and host of the world’s largest spiritual congregation, the Maha Kumbh, Uttar Pradesh continues to inspire pilgrims, travelers, and culture enthusiasts from around the world.
Well-connected through international airports at Delhi, Varanasi, Lucknow, and Kushinagar, the state offers an unparalleled blend of spirituality, heritage, cuisine, and craftsmanship — making it a must-visit destination for global travelers seeking the soul of India.
