Uttar Pradesh, home to iconic landmarks like the Taj Mahal and sacred rivers, is now turning its gaze to hidden gems through a groundbreaking awareness campaign for homestays and B&Bs. The tourism ministry’s bold plan seeks to transform ordinary homes into extraordinary hospitality hubs, fostering inclusive growth across urban and rural divides.
Launching soon, the multi-pronged drive includes TV spots, print ads, and on-ground activations in 75 districts. Aspiring hosts will gain insights into lucrative incentives, such as tax rebates and skill development workshops tailored for women-led ventures. The policy framework simplifies approvals, cutting red tape to mere days.
Why now? Post-COVID shifts have travelers craving genuine connections—staying with locals offers just that, minus the cookie-cutter hotel vibe. UP Tourism data shows a 40% rise in searches for ‘homestay UP,’ signaling ripe opportunities.
The campaign underscores sustainability: eco-friendly practices, waste management, and community involvement are mandatory. Tie-ups with OTAs like MakeMyTrip will amplify visibility, while a dedicated portal tracks performance and offers upgrades.
Critics of mass tourism will applaud this decentralized approach, which spreads benefits beyond metros. From Bundelkhand’s rustic charm to Awadh’s regal warmth, homestays promise diverse flavors. As UP Tourism Director put it, ‘We’re not selling rooms; we’re selling stories.’ This could spark a tourism renaissance, benefiting millions.