Uttar Pradesh, India’s spiritual heartland and a cradle of living heritage, is set to command global attention at the World Travel Market (WTM) London 2025, being held from November 4–6. Representing India’s cultural depth on the international tourism map, the Directorate of Tourism, Government of Uttar Pradesh, will highlight the state’s transformation into a vibrant destination that harmonizes tradition, sustainability, and modern tourism experiences.This year’s showcase carries a strong narrative — positioning Uttar Pradesh not just as a destination, but as a journey through faith, nature, and human connection. With themes built around eco-tourism, rural life, and spiritual experiences, the pavilion aims to attract global travellers seeking meaning beyond material travel.From the timeless grace of the Taj Mahal to the awakening calm of the Buddha Circuit, and from the sacred triad of Ayodhya, Prayagraj, and Kashi to the fragrant lanes of Kannauj, the state’s story is one of continuity — where every path leads to discovery. Uttar Pradesh’s participation at WTM London also reflects its Vision 2035, which focuses on expanding international outreach, nurturing B2B collaborations, and inviting responsible investments in the tourism sector.Speaking ahead of the event, officials from the Directorate noted that Uttar Pradesh’s tourism narrative has evolved from pilgrimage to experience, weaving spirituality with sustainability. Visitors to the UP Pavilion will experience interactive displays, cultural showcases, and destination storytelling designed to capture the imagination of global travel trade partners.By taking its “fragrance and faith” to London, Uttar Pradesh is not merely promoting destinations — it is extending an invitation to the world to witness the living soul of India.
