Spiritual tourism in place, UP shifts focus on adventure, rural experience for growth

With 27 crore visitors last year, Uttar Pradesh now leads in tourist arrivals, surpassing Goa and is transitioning from a pilgrimage-centric approach to a more diverse tourism strategy. In a candid conversation with ETTravelWorld, UP’s Director for Tourism, Prakhar Mishra talks about the new adventure and water tourism policy, plans to restore historical structures for accommodation, role of rural tourism consultants and more.

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