“Ayodhya has emerged as Uttar Pradesh’s top tourist destination, attracting over 13.5 crore visitors in 2024, driven by the Ram Temple’s consecration. The state’s ‘Dekho Apna Desh’ campaign and global travel mart promotions aim to position Ayodhya, Varanasi, and other spiritual hubs as world-class destinations, boosting infrastructure and cultural tourism.”
Ayodhya Leads Uttar Pradesh’s Global Tourism Campaign
Ayodhya, the ancient city revered as the birthplace of Lord Ram, has solidified its position as Uttar Pradesh’s premier tourist destination, surpassing even the iconic Taj Mahal. According to the Uttar Pradesh Tourism Department, Ayodhya welcomed 13.55 crore domestic tourists and 3,153 international visitors between January and September 2024, outpacing Agra’s 12.51 crore visitors. The consecration of the Shri Ram Janmabhoomi Temple in January 2024, led by Prime Minister Narendra Modi, has been a pivotal catalyst, transforming Ayodhya into a global spiritual hub.
The state’s tourism sector has witnessed an unprecedented surge, with Uttar Pradesh recording 47.61 crore visitors in the first nine months of 2024, nearly matching the 48 crore total for all of 2023. Tourism Minister Jaiveer Singh attributed this growth to the rising popularity of religious tourism, particularly in Ayodhya, Varanasi, and Mathura. Varanasi saw 6.2 crore domestic and 1.84 lakh international tourists, while Mathura, the birthplace of Lord Krishna, attracted 6.8 crore visitors, including 87,229 foreigners.
Chief Minister Yogi Adityanath has spearheaded efforts to elevate Ayodhya’s global appeal. The ‘Dekho Apna Desh – People’s Choice 2024’ campaign, launched in Ayodhya, invites public participation to vote for favorite tourist destinations, aiming to identify and develop religious, cultural, and historical sites. Running until November 25, 2024, the campaign encourages selfies at designated points, with rewards for significant contributors, amplifying its reach through influencers and bloggers.
Ayodhya’s Ram Navami 2025 celebrations further underscored its growing stature. The festival featured over 2.5 lakh oil lamps illuminating the Saryu River’s Ram Ki Paidi ghats, complemented by drone-sprinkled holy water, blending tradition with innovation. Cultural performances, local cuisine stalls, and enhanced infrastructure created a vibrant experience, drawing pilgrims and cultural enthusiasts alike.
Uttar Pradesh is also taking its tourism narrative global. The state will showcase Ayodhya, Varanasi, Mathura, and emerging destinations like Mirzapur and Hastinapur at international travel marts in Dubai, France, Japan, and other countries in 2025. The Arabian Travel Market in Dubai from April 28 to May 1 will kick off this promotional tour, featuring immersive exhibits and multimedia narratives to highlight UP’s spiritual and cultural richness.
Infrastructure upgrades have been critical to this tourism boom. Ayodhya’s connectivity via air, rail, and road has improved significantly, with new hotels, including luxury brands like Wyndham and IHCL, under construction following the 2023 Global Investors’ Summit. The state’s Homestay and Bed & Breakfast Policy 2025 offers financial incentives to support affordable accommodations, addressing the daily influx of 1 to 1.5 lakh pilgrims.
Beyond Ayodhya, the state is developing its Buddhist circuit, with Kushinagar welcoming 16.2 lakh visitors, including 1.53 lakh foreigners. Sites like Suryakund and Guptar Ghat in Ayodhya have been revitalized, with modern amenities like fountains, lighting, and landscaped gardens enhancing their appeal. The government’s focus on sustainable tourism ensures that cultural authenticity is preserved while meeting global standards.
The state’s fiscal year 2024-25 budget allocated Rs 2,500 crore for Mahakumbh 2025 preparations and Rs 10 crore for an International Ramayana and Vedic Research Institute in Ayodhya, signaling a long-term vision for cultural tourism. Industry experts like Mohan Sharma note a 70% spike in religious tour bookings, with Ayodhya as the epicenter of this spiritual renaissance.
Despite challenges, such as occasional overcharging by local guides, the state is addressing these through initiatives like the Holy Ayodhya app, which offers regulated homestay options. As Uttar Pradesh continues its global outreach, Ayodhya’s spiritual and cultural allure is poised to redefine India’s tourism landscape, drawing millions to its sacred sites.
Disclaimer: This article is based on recent news reports, official statements from the Uttar Pradesh Tourism Department, and insights from industry experts. Data is sourced from reputable publications like The Times of India, The Hindu, and Business Standard. Readers are advised to verify details through official channels for the most current information.