UP tourism to get a boost at Dubai's Arabian Travel Mart

Lucknow: As part of efforts to showcase UP on the global canvas, the UP govt will participate in the globally acclaimed Arabian Travel Mart (ATM) to be held in Dubai from April 28 to May 1, an official spokesperson said on Friday.

Officials concerned said that the state tourism department was preparing to put up a grand show at the gala event. "As part of the initiative, the department will organise a roadshow and set up an elaborate 50-square-metre pavilion at the event venue. The pavilion will highlight key tourism circuits, including the sufi circuit, river, health and wellness and eco-rural tourism," they said.

Adding that visitors will experience parts of UP in the pavilion, they said: "Those visiting the pavilion will get a chance to experience the charm of Kannauj's perfumes, the regal architecture and artistry of Agra and a series of captivating cultural performances, including the peacock dance of Vrindavan, Bundeli folk dance of Jhansi and the classical Kathak of Lucknow."

Officials noted that the UP-themed pavilion will feature modern amenities and be a hub for B2B and B2G meetings. In addition, the tourism department will also promote its official website and mobile application, offering detailed insights into travel services and facilities across the state.

The Arabian Travel Mart will offer a multi-sensory experience of Uttar Pradesh's tourism landscape. Key attractions will include perfume tourism – showcasing Kannauj, the perfume capital of India; sufi circuit – spiritual trails through revered sites; royal heritage – palaces, forts and the timeless pride of Agra; eco and rural tourism – immersive experiences in natural and village settings; health and wellness tourism – exploring Unani and Ayurvedic traditions; river tourism – serene journeys through the state's sacred rivers.

The pavilion will have interactive displays, thematic entry gates, selfie points and digital content to engage visitors. Guests will enjoy musical performances featuring traditional instruments and folk songs across Uttar Pradesh. As part of the promotional material, visitors will receive brochures, branded bags and pen drives containing comprehensive information about tourist destinations, travel itineraries, promotional films and a detailed map of Uttar Pradesh.