From chikankari to street food: UP wants Gen Z to tell its cities’ stories

The Uttar Pradesh government is launching a tourism campaign specifically aimed at attracting Generation Z. In order to make the campaign appealing to the younger demographic, the Uttar Pradesh Tourism Department has devised a unique approach by encouraging young residents to create 60-second reels. These reels should showcase what makes their hometowns special, whether it's the cultural heritage, local food, traditions, or hidden gems.

Tourism and Culture Minister Jaiveer Singh announced that the government hopes to transform Gen Z and other young residents into cultural ambassadors. He explained that Uttar Pradesh's cultural identity can be found everywhere, from celebrated destinations to local food, crafts, festivals, and traditions. What sets Gen Z apart is their ability to present Uttar Pradesh in a more personalized and engaging manner, providing travelers with an authentic experience.

Participants in the campaign must record their reels, which should not exceed 60 seconds. They must feature themselves on camera, with their face and voice clearly visible and audible. The video should be shot outdoors, with a distinctive landmark or recognizable destination in the background. The narration should be conducted in either Hindi or English and must end with the line, "Visit My State Uttar Pradesh."

The campaign is designed to capitalize on the way younger audiences discover places through short videos, personal recommendations, and social media creators. Amrit Abhijat, Chairman of the UP State Tourism Development Corporation, emphasized that this campaign puts residents at the forefront of destination storytelling. He stated that a 60-second reel can effectively combine a place, a personal voice, and a local experience.

For example, a resident of Lucknow could share insights about the city's cuisine, chikankari embroidery, old neighborhoods, or cultural spaces. Similarly, participants from regions such as Braj, Bundelkhand, Purvanchal, and the Terai can showcase their unique traditions and experiences. To participate, individuals can submit their entries through the online form provided by the Uttar Pradesh Tourism Department or refer to the 'Visit My State Uttar Pradesh' videos available on their social media platforms.