UTTAR PRADESH TAPS WOMEN ENTREPRENEURS AS DESTINATION STORYTELLERS

In an innovative B2B engagement model, Uttar Pradesh Tourism is deploying nearly 50 women entrepreneurs, investors, and digital creators as destination storytellers through its “Visit My State” campaign, moving from Lucknow to Varanasi and Sarnath from October 7–9. Organized with FICCI FLO, the three-day familiarization journey targets participants across fashion, sustainable design, hospitality, travel, education, wellness, and digital communication.

The initiative aims to convert firsthand experiences of cuisine, craft, faith, and heritage into new travel narratives, market connections, and collaborations—effectively building a distributed, influencer-driven marketing apparatus for UP tourism.

B2B Takeaway: This is a template worth watching. Instead of traditional trade FAM trips, UP is building a network of micro-ambassadors with commercial and creative stakes in destination promotion. For DMCs, these creators represent new distribution channels for niche experiential products.

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