Govt to highlight UP's cultural, spiritual & natural diversity at Japan Tourism Expo in Sept
The Uttar Pradesh Tourism Department will participate and highlight the state's heritage to a global audience, particularly visitors from Japan and the Asia-Pacific region, a statement issued on Wednesday said.
A themed pavilion spanning 54 square metres will be set up at the venue. This space will offer immersive glimpses into Uttar Pradesh's cultural richness to captivate international tourists and investors alike.
Parallelly, the third edition of the Uttar Pradesh International Trade Show (UPITS-2025) will also reflect the state's vibrant heritage. A 465-square-metre pavilion at India Expo Centre and Mart in Greater Noida will host live demonstrations of traditional folk art, classical dances, and showcases of the famed Buddhist circuit — all curated to draw attention from global visitors.
Beyond tourism promotion, the move also aligns with strengthening Indo-Japanese economic ties. In 2023–24, the government stated, India exported goods worth Rs 42,800 crore to Japan, including engineering goods, chemicals, and pharmaceuticals. In return, imports from Japan totaled Rs 1.47 lakh crore, dominated by electronics, advanced machinery, and rare-earth materials. The UP government looks forward to attracting investment in the state's tourism sector, particularly in heritage hotels, wellness centres, and eco-resorts under the PPP model — sectors increasingly attractive to Japanese investors.
The government also claimed that 2.4 lakh Japanese tourists visited India in 2024, contributing approximately Rs 1,200 crore to the Indian economy. These tourists stayed an average of 16.3 days, spending about Rs 1.45 lakh per person. In contrast, 2.33 lakh Indian tourists travelled to Japan, spending roughly ¥56.1 billion (Rs 3,366 crore).
Recognizing this mutual tourism potential, the government aims to strategically position Uttar Pradesh not only as an attractive investment destination but also as a 'most favored tourist destination' for Japanese travelers.
At the Japan Tourism Expo, information about Uttar Pradesh's top tourist destinations will be shared with Japanese visitors. To make this easier, special booklets will be printed in both English and Japanese. Visitors will also be able to access details and make bookings through the UP Tourism Department's mobile app.
A major focus will be on the Buddhist Circuit (Sarnath, Kushinagar, Shravasti, Kaushambi, Sankisa, and Kapilvastu), which is expected to attract Japanese Buddhist tourists. In addition, Ayurveda, Yoga, Naturopathy, and Rural Tourism will be promoted to match the health and spiritual interests of Japanese travelers.
The UP pavilion will use advanced technology like digital LED screens, auto-navigation displays, and AR-based selfie panels to offer an immersive experience. Visitors will also get a glimpse of the state's handicrafts, culture, music and festivals, enriching their overall experience, said the statement.
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