Rs 10 lakh assistance, 5 proposals yearly: UP to fund market research studies to devise sustainable strategy for tourism and hospitality

According to the records, Uttar Pradesh recorded 64.9 crore domestic tourists in 2024 and 109 crore in the first quarter of 2025.

However, the challenge is to make this growth sustainable and increase its reach to different areas of the state. While the rising number of visitors has opened new avenues, it has also presented some new operational challenges, as the hospitality industry has witnessed sudden and occasional surges and then lean periods in regions following major events.

Learning from experiences, the Uttar Pradesh government introduced policies to promote homestays, aiming to cater to the sudden increase in influx during major events and at other times. However, the challenge lies in ensuring sustainability beyond these occasions.

“The Uttar Pradesh Tourism Department has invited proposals for Market Research Studies in Tourism and Hospitality, with each approved study eligible for financial assistance up to Rs 10 lakh. Applications can be submitted till November 15,” said an official, adding that it would help in “long-term knowledge base for tourism planning”.

Having seen operational challenges during some recent events, the idea is to form evidence-driven tourism planning, which involves planning new circuits, managing rising footfall, and optimising investments in infrastructure, hospitality, and destination management.

As per the plan, the government will assist up to five high-impact research studies every year in partnership with universities, travel associations, chambers of commerce, NGOs working in wildlife for ecotourism, as well as NGOs focusing on craft, heritage, and environmental conservation.

Officials hope that the research will assist the state not only in evaluating its existing policy but also in deciding on destination prioritisation, among other things.

The potential study domains will include “visitor management” and carrying capacity studies at high-demand destinations such as Ayodhya, Varanasi, Mathura, and Prayagraj. Furthermore, the studies would explore Tourism circuit competitiveness, measuring how circuits such as the Buddhist, Ramayana, and Bundelkhand circuits can be strengthened for global promotion.

These studies will also conduct an impact assessment of rural, ecotourism, and heritage tourism models, so that local entrepreneurs, self-help groups, and artisans can be promoted, as well as hospitality skills and service-quality mapping. The studies suggested purview would also include “sustainability audits” promoting eco-friendly practices, renewable energy as well as getting green building certifications.

“Every destination now demands a scientific understanding of its capacity and potential. These studies will guide how we plan festivals, homestays, logistics, and marketing, ensuring balance between growth and sustainability,” said Uttar Pradesh Tourism Minister Jaiveer Singh.

“We hope that each study we support will translate into practical recommendations for cleaner destinations, better crowd control, and stronger visitor experiences across Uttar Pradesh.”

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