स य - 14/2018/710/ (न त)/2017 षक, अवन श क म र अव थ, उ0 0 श सन स व म, मह नद शक, पय टन, उ0 0, लखनऊ पय टन अन भ ग लखनऊ दन क, 16 फरवर, 2018

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1 स य - 14/2018/710/ (न त)/2017 षक, अवन श क म र अव थ, म ख स चव, उ0 0 श सन स व म, मह नद शक, पय टन, उ0 0, लखनऊ पय टन अन भ ग लखनऊ दन क, 16 फरवर, 2018 वषय - उ र द श पय टन न त-2018 क य पन मह दय उपय त वषय क स ब ध म म झ यह कहन क नद श ह आ ह क उ र द श पय टन वभ ग र वष म द श क पय टन क बह म ख वक स क उ य स पय टन न त य पत क गय थ उ र द श म पय टन क व वध स भ वन ओ तथ बदलत प र य क गत उ र द श पय टन न त-2016 क अव मत करत ह ए उसक थ न पर स ल न उ र द श पय टन न त-2018 य पत क ज त ह क पय स ल न उ र द श पय टन न त-2018 म कय गय वध न /ल य क अन स र अ तर क य व ह स न त कर न क क कर स ल नक-यथ भवद य, (अवन श क म र अव थ ) म ख स चव स य - 14/2018/710/ (न त)/2017 तद दन क:: त ल प न न ल खत क स चन थ एव आव यक क य व ह ह त षत:- 1- म ख स चव, र यप ल, उ म य स चव, उ म ख स चव, म 0 म यम, उ0 0 1 Page Department of Tourism, Government of Uttar Pradesh

2 4- अ य, र ज व प र द, उ अव थ पन एव औ गक वक स आय त, उ0 0 श सन 6- क ष उ प दन आय त, उ0 0 श सन 7- स चव, पय टन म लय भ रत सरक र, नई द ल 8- सम त अपर म य स चव/ म ख स चव/स चव, उ0 0 श सन 9- सम त वभ ग य, उ0 0 श सन 10- सम त म डल य त एव सम त जल धक र, उ सम त उप नद शक/ य पय टन अ धक र 12- ब ध नद शक, उ0 0 र य पय टन वक स नगम ल0 13- व ब अ धक र, पय टन वभ ग क इस नद श क स थ षत क इस व ब- स इट पर अपल ड करन स न त कर 14- ग ड फ इल स ल नक-यथ आ स, (ए0प 0 स ह) उप स चव 2 Page Department of Tourism, Government of Uttar Pradesh

3 UTTAR PRADESH TOURISM POLICY Page Department of Tourism, Government of Uttar Pradesh

4 Uttar Pradesh UTTAR PRADESH TOURISM UP NAHI DEKHA TO INDIA NAHI DEKHA Title Client Uttar Pradesh Tourism Policy 2018 Department of Tourism, Government of Uttar Pradesh Knowledge Partner Ernst & Young LLP Copyright No part of this publication may be reproduced in any form by photo, photoprint, microfilm or any other means without the written permission of Government 4 Page Department of Tourism, Government of Uttar Pradesh

5 TABLE OF CONTENT 1- INTRODUCTION 6 2- UTTAR PRADESH TOURISM 8 3- VISION & MISSION TARGETS VALIDITY PERIOD STRATEGY TOURISM INITIATIVE DIGITAL STRATEGY DEFINITIONS FISCAL INCENTIVES AND BENEFITS INCENTIVES FOR HERITAGE PROPERTIES GRANT/SANCTION OF INCENTIVES AND CONCESSIONS LAND BANK PROPOSED PROJECTS BED & BREAKFAST SCHEME IMPLEMENTATION OF THE TOURISM POLICY INVESTOR FACILITATION ANNEXURES 66 5 Page Department of Tourism, Government of Uttar Pradesh

6 CHAPTER 1 INTRODUCTION 1. India's travel and tourism sector ranks 7 th in the world, in terms of its total contribution to the country's Gross Domestic Product (GDP), generating INR 14.1 Trillion (Approximately USD Billion), equivalent to 9.6% of India's GDP in It is forecasted to rise by 6.7% per annum to INR 28.5 Trillion (Approximately USD Billion), 10.0% of GDP in Additionally, the sector created 40.3 Million jobs in 2016, which ranks India 2 nd in the world, in terms of total employment generated. The sector accounts for 9.3% of the country's total jobs. Ministry of Tourism, Government of India s Annual Report highlights the multiplier effect of investment in tourism, by stating that an investment of INR 10 Lakh creates 90 jobs in the tourism sector. 3. India's travel and tourism sector was also the fastest growing amongst the G20 countries, growing by 8.5% in 2016, heralding faster upcoming growth in the sector and the country Money spent by foreign travellers in India only represents 12% of the total tourism revenues and totalled INR 1.5 Trillion (Approximately USD 22.8 Billion) in Statistics from the UN World Tourism Organization (UNWTO) shows that India received only 9 Million international arrivals in 2016, placing it at the 40 th place in the world; a tenth of those received by top-ranking France. 5. Uttar Pradesh is the fourth largest state in India, with an approximate area of 2,40,928 Sq. Km. It is also the most populous state in the country, with a population of Million (2011). Uttar Pradesh is one of the most favoured state for tourists in India, with a consistent ranking amongst the top states in terms of tourist arrivals. 1 Travel & Tourism Economic Impact 2017 India, report by World Travel and Tourism Council, WTTC 2 Travel & Tourism Economic Impact 2017 India, report by World Travel and Tourism Council, WTTC 6 Page Department of Tourism, Government of Uttar Pradesh

7 6. In 2016, Uttar Pradesh was ranked the 2 nd state in terms of the total tourist arrivals, 2 nd in terms of the domestic tourist arrivals and 3 rd in terms of the foreign tourist arrivals 3. The tourism industry in Uttar Pradesh has a significant contribution to the state s economic growth. The contribution of tourism to employment generation, both direct and indirect, is of immense importance to the state. 7. The Government of Uttar Pradesh understands the importance of the tourism sector and has already identified tourism as a priority sector. In order to tap the infinite possibilities offered by the sector, strategic and organized initiatives are needed to make the state a major tourist attraction. A tourism policy lays down a strategy to implement the vision of the Department of Tourism, Government of Uttar Pradesh, for a targeted growth of the sector. The state government envisions a new tourism policy, with a sharp focus on establishing Brand Uttar Pradesh as the most preferred tourist destination not only in the country, but also on the global map. 8. This policy will help Uttar Pradesh in creating a sustainable, progrowth, and pro-poor ecosystem. The policy envisages a dynamic and long term approach to achieve the true growth potential of the tourism sector in the state. The policy proposes aggressive initiatives, attractive incentives and requisite regulatory reforms, that will help ensure large scale investment support, through efficient management and private participation. This policy will help Uttar Pradesh to establish a perfect synergy and a supporting strategy for establishing valuable partnerships between the public and the private sector and among various sectors for an improved environment necessary for achieving viable and tangible growth in the tourism sector. 9. The State Government grants the status of Industry to all the activities of the tourism sector. With exception to the benefits for providing land, facilities applicable to the industries will also be available to the tourism sector. 3 State Tourism Department 7 Page Department of Tourism, Government of Uttar Pradesh

8 CHAPTER 2 UTTAR PRADESH TOURISM 1. Directorate of Tourism A. About: Established in the year 1972, the Directorate of Tourism, is the developmental, promotional and regulatory arm of the Government of Uttar Pradesh. B. Objectives: The role includes overall planning and execution of the central/state schemes for the development, up-gradation and improvement of the tourism infrastructure in different parts of the state. To support the private sector, in the form of incentives for setting up various tourist facilities and promotion of various tourist destinations and products of the state. 2. Uttar Pradesh State Tourism Development Corporation (UPSTDC) A. About: Uttar Pradesh State Tourism Development Corporation Ltd. (UPSTDC) was established in the year 1974, under the company s act B. Objectives: The main objective of establishing UPSTDC is to provide tourist accommodation, restaurants, and wayside amenities to the tourists and to open recreational centres and organize package tours, ensuring promotion of tourism in the state, through vigorous publicity. It is currently operating 45 tourist bungalow/hotels and 13 UPTOURS divisions. PPP of UPSTDC properties for lease, sale or revenue sharing model, based on a transparent selection process. 3. World Bank Pro-Poor Project A. About: The Uttar Pradesh Pro-Poor Tourism Development Project (the Project), funded by the World Bank, aims to unlock the potential of the unique heritage of Uttar Pradesh through pro-poor 8 Page Department of Tourism, Government of Uttar Pradesh

9 tourism development for inclusive growth and poverty reduction in asset-rich but particularly low-income areas of the state. B. Objectives: The Project aims at: i. Increasing the benefits to the state s residents and its poor through the provision of jobs and public services to some of the poorest communities in the state living in heritage rich but poor areas; ii. Enhancing the management of the state s unique natural and cultural assets as endogenous sources of inclusive growth; iii. Enabling the productive private investments and associated job creation opportunities, especially to the youth and women; and iv. Use of skill development institutions, hotel management institutes for the training and placement of support services utilized for hospitality, hotels &restaurants like carpenters, electricians, plumbers, gardeners, painters, drivers, guides, etc., with the help of existing hospitality industry. 4. Braj Teerth Vikas Parishad A. About: The Braj Teerth Vikas Parishad, earlier known as the Braj Planning and Development Board, was constituted under the Uttar Pradesh Braj Planning and Development Board Act B. Objectives: The objective of the board is coordinating and monitoring the implementation of plans for evolving harmonious policies for integrated tourism development, heritage conservation and management in the region. It also gives advice and guidance to any department/local body/authority in the district of Mathura, with respect to any plan, project or development proposal, which effects or is likely to affect the heritage resources of the Braj region. 9 Page Department of Tourism, Government of Uttar Pradesh

10 CHAPTER 3 VISION & MISSION VISION To establish Uttar Pradesh as a preferred tourism destination in India, and achieve country s highest tourist arrival and tourism receipts, driving employment generation and ensuring best visitor experience. MISSION To drive a sense of inclusive tourism development in the local community of Uttar Pradesh, and make optimum use of the tourism experiences across vibrant cities, attractions, nature, wildlife, adventure, food, handicraft(including the promotion of One District One Product Scheme ), heritage, religion and culture of Uttar Pradesh. 10 Page Department of Tourism, Government of Uttar Pradesh

11 CHAPTER 4 TARGETS The Department of Tourism, through implementation of this tourism policy, aims to achieve the following targets: 1. To become the most preferred tourist destination in the country by To achieve an annual increase of 15% domestic tourist arrival and 10% foreign tourist arrival, consistently over the next five years. 3. To attract investments with a target of INR 5,000 Crore per year. 4. To provide employment to approximately 5,00,000 people per year. 5. To impart training to 10,000 tourism service providers, over the next five years. 6. To convert 10 heritage buildings (Buildingswith heritage value) to heritage hotels per year. 7. To attract 1,00,000 tourists to national parks and wildlife sanctuaries in Uttar Pradesh per year. 8. To improve regional connectivity of all religious and cultural attractions within the state, through road, rail and air. 9. To promote the state as a leading MICE destination in the country. 10. To elevate the standards of public service facilities across the state and provide high quality visitor experience. 11. To improve local entrepreneurship avenues, through execution of tourism events and festivals like Deepotsav, International Literature Festival, International Ramayana Conclave, Geeta Mahotsav,Ganga Mahotsav, Gorakhpur Mahotsav, Lucknow Mahotsav, Rangotsav Barsana,Taj Mahotsav, Shipotsav Noida, UP Divas and other city based mahotsavs. 12. To promote city-wise events and festivals with a predefined calendar, and promoting the same nationally and internationally. 11 Page Department of Tourism, Government of Uttar Pradesh

12 CHAPTER 5 VALIDITY PERIOD This policy will remain in force for five (5) years, from the date of its issuance. Tourism units started/established/expanded operationally during such period will qualify for subsidy/ benefits/ exemption/ waiver/ concession under the provision of this policy. 12 Page Department of Tourism, Government of Uttar Pradesh

13 CHAPTER 6 STRATEGY Uttar Pradesh has immense tourism attractions, experiences and services. This tourism policy is framed around the core theme of brand Uttar Pradesh Tourism, to augment the brand value and brand recall in the mind of visitors. This policy will work on six guiding pillars, which have been identified to successfully achieve the policy mission and lay a comprehensive development framework for the long term development. These pillars include: 1. Strengthening tourism infrastructure. 2. Promoting investments and employment generation. 3. Augmenting brand Uttar Pradesh. 4. Focus on religious/spiritual tourism. 5. Promoting theme based tourism (Eco Tourism, Heritage Tourism, Cultural Tourism, Vedic Mini City Tourism, Agri Tourism, Crafts Handloom & Textile Tourism, Weekend Tourism, Adventure Tourism, Caravan Tourism, MICE Tourism, Wellness Tourism, Water & Cruise Tourism, Rural Tourism and Sports Tourism). 6. Sustainable tourism through community growth and up-gradation of local skills. 13 Page Department of Tourism, Government of Uttar Pradesh

14 Tourism Infrastructure Investments & Employment Uttar Pradesh Tourism U.P Nahi Dekha to India Nahi Dekha Brand Uttar Pradesh Religious/Spiritual Tourism Theme Based Tourism Sustainable Tourism&Community Growth 14 Page Department of Tourism, Government of Uttar Pradesh

15 These pillars form the basic composition of the policy framework to promote Brand Uttar Pradesh for tourism in India and overseas. The strategy to translate the vision statement and guiding pillars in reality will be derived from the following actions: 1. Strengthening Tourism Infrastructure A. In order to overcome the shortage of tourism infrastructure like hotels, resorts, public utilities at tourist places, connectivity, parking, etc., the Department will encourage private sector participation through PPP mode to develop infrastructure and facilities at identified tourist places. B. The Department will undertake the Integrated Tourism & Infrastructure Development Roadmap for: i. Garhmukteshwar, Ayodhya(Including 84-Kosi Parikrama); ii. The Buddhist Circuit; iii. Mathura District(Including 84-Kosi Parikrama, Vrindavan,Goverdhan,Barsana,Gokul,Nandgaon); and iv. Bundelkhand, Naimisharanya(Including 84-Kosi Parikrama & Misrikh) Chitrakoot. C. The Department will establish a 40 room hotel in Badrinath and a 100 room hotel in Haridwar. D. The Department will also undertake a feasibility study of mythologically significant sites like Hastinapur, Barnava & others in Uttar Pradesh, to construct permanent structures/installations, as mark of identity to the era, the city is known for. E. The Department will plan for integrated tourism development of the cities by inviting planning and architecture colleges of the country, such as the National Institute of Design Ahmedabad, CEPT University, School of Planning & Architecture, etc. F. The tourism infrastructure will be upgraded in a planned manner at identified areas, coming under 5-10 KM radius of major tourist spots. Standard facilities for drinking water, toilets, parking, paved roads, rides, parks and street lighting will be provided, to enable quality visitor experience. G. Using the World Bank's project of pro-poor tourism initiative as a pilot, the Department will develop and promote tourism, which will 15 Page Department of Tourism, Government of Uttar Pradesh

16 contributetowards the economic upliftment of the lesser privileged, through inclusive development, planning of tourism assets and infrastructure, through execution of projects seeking Central Government, multilateral and bilateral funding. H. Remote tourism destinations will be connected through the state of the art infrastructure. I. Cooperation from the Central Government for strengthening of tourism infrastructure and addressing impediments in tourism sector (State will apply and benefit from the tourism centric schemes of the Central Government like Swadesh Darshan, PRASHAD, Hunar Se Rojgar, etc.). J. The Department will coordinate with other departments to ensure effective maintenance of water supply, sewage system, approach roads and parking facilities at tourist destinations. K. Connecting highways to airports withstreet lights and public convenience facilities. 2. Promoting Investments and Employment Generation A. In consultation with relevant authorities, the Department will create land bank to facilitate creation of tourist spots and up-gradation of infrastructure. B. The Department will facilitate creation of hotels, Bed and Breakfast establishments at various cities of religious/cultural importance. C. CSR initiatives shall be promoted in the tourism sector. 3. Augmenting Brand Uttar Pradesh A. The Department will link its marketing initiatives to the action items listed in the policy, in collaboration with both the public and the private sector. B. The Department will adopt a top down approach to create Brand Uttar Pradesh as a leading tourist destination. A brand tagline and theme will be designed and marketed across all traditional & digital advertising platforms and at all tourist locations. C. The Department, with the assistance of branding agency, will develop ad films on the local folk dance and other cultural 16 Page Department of Tourism, Government of Uttar Pradesh

17 offerings of the state.with the objective of spreading awareness about Uttar Pradesh's culture & heritage and also to revive the dying art of the state, the Department will disseminate these ad films across all advertising and media platforms. D. Development of new tourism website, mobile application and social media touch points will be revived. E. The Department will prioritize and pre-plan its content calendar for each of the social media platforms like Facebook, Twitter, Instagram, YouTube, etc., to share information about the destination and its tourism attractions. F. The Department will engage with the industry partners such as TAFI, IATO, TAAI, FHRAI, HRANI, UPHRA, online travel agents like Expedia, Make My Trip, Yatra, etc., and other non-travel partners to develop tailored packages and offer special tourism discounts. 4. Focus on Religious/Spiritual Tourism A. Strengthening and up-gradation of civic amenities and facilities at religious tourist destinations across the state. B. Establishment of shrine boards to effectively regulate and monitor pilgrimage facilitation and management. C. The private sector will be encouraged to participate on PPP mode towards creation of accommodation facilities at religious destinations. D. Creation of tourist facilitation centres to enhance the visitor experience at religious destinations. These centres will be set up in the next two years at Gorakhpur,Mathura, Vrindavan, Vindhyachal, Ayodhya, Naimisharanya, Varanasi, etc. E. Integration of available Ashrams at various religious locations with the Department for providing alternate boarding/lodging options. 5. Promoting Theme Based Tourism A. Eco Tourism i. In coordination with the Uttar Pradesh Forest Corporation (UPFC), the Department will provide civic and tourist 17 Page Department of Tourism, Government of Uttar Pradesh

18 amenities in national parks and wildlife sanctuaries, to ensure visitor satisfaction. ii. Nature Interpretation Centres, Nature Camps, Boating and Nature Tour Programs will be organized and managed at centralized level in Lucknow. iii. Engagement of local communities to ensure equitable distribution of benefits and socio-economic upliftment of the locals. iv. Bird Sanctuaries at Nawabganj, Hastinapur, Sur Sarovar, Ranipur Sanctuary (Banda), Kaimoor Sanctuary (Mirzapur), Samaspur Sanctuary (Rae Bareli), Surha Taal Sanctuary (Ballia) and Patna Sanctuary (Etah) to be promoted. v. MoU has been signed between UPFC and UPSTDC, to promote eco-tourism in the state. B. Heritage Tourism i. Recently recognized by UNESCO as the Intangible Cultural Heritage of Humanity, Kumbh will be promoted extensively in the national and the international markets. ii. All UNESCO world heritage sites will be promoted through dedicated marketing channels, including participation in summits, fairs, and roadshows in select countries. iii. The Department will work with architects and Archaeological Survey of India (ASI), to undertake restoration projects of sites at Kushinagar, Kapilvastu, Sarnath, Shravasti, Agra, Fatehpur Sikri, Barsana, Gokul, Nandgaon, Vrindavan, Goverdhan, Ayodhya, Kashi, Naimisharanya, Chitrakoot, Vindyachal, Devipatthan, Tulsipur and other under developed potential tourist sites in the state. C. Cultural Tourism i. To promote culture exchanges, the Department will release annual calendar for all religious/cultural events and organize events with the objective to promote tourism and establish Uttar Pradesh as a brand. 18 Page Department of Tourism, Government of Uttar Pradesh

19 ii. The Department will form a special task force with experts/consultants to organize cultural events, food festivals and other art based festivals. D. Vedic Mini City Tourism i. The Department will promote Vedic science practices within the tourist area as a theme. E. Agri Tourism i. The Department will setup a government interface to cater to the need of the agri-tour operators. This interface will coordinate and provide linkages with regional/local/concerned government bodies. ii. The Department, with the help of local players of agri market and tour operators, will develop special tour packages for promoting agri tourism. F. Craft, Handloom & Textile Tourism i. To promote regional crafts industry of various districts, like Moradabad s craft, Bhadohi s carpet, Agra s inlay work and Zardoji, Varanasi s silk, Gorakhpur s terracotta, Nijamabad & Khurja s pottery and Lucknow s Chikan. ii. Shilpgram and Shilp Bazaar will be established across the state to promote Uttar Pradesh s rich handicraft legacy. iii. The Department will develop textile tourism circuits including Khadi to promote the indigenous art by linking it to major tourist destinations. iv. The Department will organise thematic fairs and exhibitions to publicize the broad variety of handicrafts. Special visits to the handloom units will be integrated in the itineraries created by travel agents/tour operators. G. Weekend Tourism i. To encourage weekend tourism, the Department will upgrade tourist facilities for visitors to consider visiting 19 Page Department of Tourism, Government of Uttar Pradesh

20 nearby destinations from key locations. Proposed destinations include: City Pilgrimage Historical Eco Tourism Lucknow 1. Ayodhya 2. Kichocha Sharif 3. Dewa Sharif 4. Naimisharanya 5. Bithoor 1. Lucknow 2. Bithoor, 3. Gorakhpur 4. Faizabad 1. Kishanpur Wildlife Sanctuary 2. Dudhwa National Park 3. Nawabganj Wildlife Sanctuary 4. Katarniaghat Wildlife Sanctuary 5. Suhelwa Wildlife Sanctuary 6. Samaspur Wildlife Sanctuary 7. Kukrail Noida and Ghaziabad Varanasi Allahabad 1. Mathura 2. Vrindavan 3. Garhmukteshwar 4. Barsana 5. Nandgaon 6. Govardhan 7. Shukratal 8. Shakumbhari Devi 9. Bateshwar 1. Sarnath 2. Jwala Devi Shaktipeeth 3. Vindyachal Vindyavasni 1. Sangam 2. Kadavasini 3. Shringverpur, 4. Goshitaram Math 5. Prabhas Giri 6. Kaushambi 1. Agra 2. Fatehpur Sikri 3. Sikandra 4. Bateshwar 5. Bah 1. Ramnagar Fort 2. Mirzapur 3. Chadauli District (Vijaygarh Fort, Agori Fort, Singrauli Durg) 4. Bhitari 1. Allahabad 2. Kada 3. Mirzapur 1. Chambal National Park 2. Sur Sarovar Wildlife Sanctuary(Keetham) 3. Okhla Wildlife Sanctuary 4. Patna Wildlife Sanctuary 5. Hastinapur Wildlife Sanctuary 6. Amangarh Tiger Reserve 1. Chandraprabha Wildlife Sanctuary 2. Surha Taal Wildlife Sanctuary 3. Kaimur Wildlife Sanctuary 4. Hathinala Eco Point 5. Rajdari, Deodari 7. Chunadari, Mukhadari 8. Windom Lakhaniya Dari 9. Sirsi Fall 10. Rihand Dam 11. Son View Point 12. Salkhan Fossil Park 1. Samaspur Wildlife Sanctuary 2. Alwara Lake, 3. Ranipur Wildlife Sanctuary 4. Sabri Fall 20 Page Department of Tourism, Government of Uttar Pradesh

21 Gorakhpur 7. Chitrakoot 1. Kushinagar 2. Ayodhya 3. Varanasi 4. Chapia 5. Devipatan 6. Goraksha Peeth Jhansi 1. Lalitpur(Buddhistc ave) 2. Jain temple complex, Lalitpur 1. Faizabad 2. Balrampur 1. Dashawatar Temple 2. Forts in Bundelkhand 3. Nahar Ghati 1. Bakhira Sanctuary (Sant Kabir Nagar District) 2. Sohagi Barwa Sanctuary 3. Suhelwa Wildlife Sanctuary 4. Parvati Aranga Wildlife Sanctuary 5. Wetlands in Balrampur 1. Bhagwan Mahavir Wildlife Sanctuary 2. Rajghat Dam 3. Mata Tila Dam 4. Vijay Sagar Wildlife Sanctuary 5. Baruah Sagar 6. Pahunj and Tal Behat ii. Marketing support will be provided by the Department for industry partners promoting weekend destination. H. Adventure Tourism i. The Department will leverage multiple opportunities arising from the varied topography that Bundelkhand, Sonbhadra, Chitrakoot, Ramgarh Tal, etc. offers to tourists and create a unique proposition for various adventure sports like paragliding, zip-lining, etc. ii. The Department will provide assistance in administering all adventure sports and related activities, such as registration, regulation, planning, promoting, training, monitoring and providing infrastructure. iii. The Department will facilitate creation of training institutes and adventure sports academy. I. Caravan Tourism i. Owing to the immense natural beauty and historical significance of the Bundelkhand and Vindhya region, the Department and UPSTDC, in collaboration with private 21 Page Department of Tourism, Government of Uttar Pradesh

22 players, will identify sites and undertake projects to promote caravan parks. J. MICE Tourism i. Special mention of MICE hotels (More than 5,000 Sq. Ft. area) in social media and websites to promote the hotels. ii. Initiatives to be jointly undertaken by the Department and industry players to promote Uttar Pradesh s business event offerings, conducting of market feasibility studies and bidding activities. iii. The Department will engage and build corporate tie ups with the companies which organize such meetings that will further increase the earnings. K. Wellness Tourism i. The Department will identify specialized centres for AYUSH: Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homeopathy, and will collaborate with them for setting up their units in Uttar Pradesh. ii. The Department will organize International Yoga Conclave and promote wellness centres to draw more traffic and position Uttar Pradesh as a wellness tourist destination. L. Water & Cruise Tourism i. The Department will have the authority to undertake tourism activities in the water bodies under the jurisdiction of the Development Authority, Jal Nigam and the state government. ii. The Government of India has sanctioned a scheme allowing cruise boats to ply between Assi Ghat and Raj Ghat in Varanasi. iii. The Department will plan special tour packages for cruise tourism, including house boats, motor boats and water sports activities on River Ganges, post the feasibility study. 22 Page Department of Tourism, Government of Uttar Pradesh

23 iv. The probable cruise route would be Kanpur, Shringverpur, Kaushambi, Allahabad, Mirzapur to Varanasi. Probable site for water sports activities would be Rihand Dam, Matatila, Rajghat Dam, Ramgarh Taal (Gorakhpur), Chittorgarh Taal (Balrampur) and different barrage sites in Uttar Pradesh. M. Rural Tourism i. Villages known for special form of handicrafts, music, dance or art will be identified and introduced to the urban and foreign tourists to encourage their stay in the state. This will enable tourists to experience special village cuisine, culture, art and lifestyle. ii. Development of local infrastructure, market linkages (Both backward and forward integration) and academic centres, with the help of local community. iii. Establishment of facilitation office to ease the single window clearances for rural tourism. iv. Development of projects facilitating the promotion of local art, handicraft, cuisine, lifestyle, etc., of upto INR 50 Lakh. N. Sports Tourism i. Promotion of important sports facilities in the state such as the Budh International Circuit (BIC) in Greater Noida, Golf Course in Noida and Lucknow, Badminton Academy in Lucknow, International Cricket Stadium in Kanpur and International Cricket Stadium in Lucknow. ii. Ravine Motor Sports will be established in different regions for further attracting sports tourism iii. Department will promote traditional sports in Uttar Pradesh like Kushti, Kabaddi etc. iv. Probable sites for sports tourism would bebundelkhand and Vindhya region. 23 Page Department of Tourism, Government of Uttar Pradesh

24 6. Sustainable Tourism through Community Growth and Upgradation of Local Skills A. The government envisions development plans for the sector, which would ensure benefits to the local community on economic, social and environmental fronts. i. The development and management of tourism destinations will be done in such a manner that effective conservation of environment, natural resources, local traditions, culture and products is taken care of. ii. To ensure community participation, effective strategy of IEC (Information, Education and Communication) will be used at the local level. State Level Tourism Development Councilwill play a crucial role in ensuring joint participation of all the departments and stakeholders. iii. The planned initiatives will focus on generating employment opportunity, besides enabling households and individuals to produce and supply products that are demanded by industry, for the local people to get maximum economic benefit out of tourism. iv. Ensuring cleanliness drives under the Swachh Bharat Abhiyan. v. Regular training courses will be planned to promote enrolment of new people to the tourism sector and skill upgradation programmes for the tourism service providers will be undertaken at regular intervals. vi. Improving people skills of individuals coming in direct contact of tourists will also be ensured through soft skills and foreign language training. 7. Supporting Pillars A. Premium Tourist Transport i. The Department will establish 10 helipads, each with a value of upto INR 2 Crore in the state, to further improve the regional connectivity. All regulatory authority approvals will be taken prior to such establishment. 24 Page Department of Tourism, Government of Uttar Pradesh

25 ii. Hop-on and Hop-off bus service will be introduced at Lucknow,Agra,Allahabad,Varanasi and Mathura. iii. In consultation withthe Department of Civil Aviation, new air sectors will be identified to & from Agra, Lucknow and Varanasi, to new destinations within India and overseas, to facilitate the movement of inbound tourists. In addition, air transport will be developed from major air heads to major corners of tourist interest, via PPP development and upgradation of air-strips, helipads, air taxis and leveraging Central and State schemes on regional connectivity iv. All major tourist destinations will be connected through quality four lane highways and where needed, the existing 4 lanes will be upgraded to 6 lanes highway. The Department will actively pursue this with the Public Works Department (PWD), Uttar Pradesh Expressways Industrial Development Authority (UPEIDA) and Uttar Pradesh State Highways Authority (UPSHA). v. The Department will create travel packages, aligned with the need of consumers, to major tourism destinations with the help of UPSTDC & the private sector. Hop-on and Hop-off bus services with value added services like exclusive photography tours will also be introduced at major tourist destinations. The Department will also facilitate deployment of luxury buses and other variations of buses on busy tourism routes. vi. At present, only a few major tourist destinations are connected to the National Capital Region by superfast express trains. In co-ordination with the Indian Railways, efforts will be made to connect all major tourist destinations with the National Capital Region with high-speed rail services. vii. Brand Uttar Pradesh Tourism will be promoted through strategic tie-ups with the Indian Railways and Airports (Government and Private), to instil the positioning of Uttar Pradesh as a progressive tourism destination through dissemination of tourism communication. 25 Page Department of Tourism, Government of Uttar Pradesh

26 viii. State capital Lucknow will be connected to all the state capitals of India by road, rail and air. B. Disinvestment of Tourism Properties i. Land bank will be created by pooling of unutilized land of various departments including Revenue, Irrigation &Nazul land. The Department will disinvest INR 100 Crore in 3 years. Such land parcels shall be given on long term lease through e-bidding process for 30 years.15% of the accrued revenue shall be retained by the Uttar PradeshTourism Department/UPSTDC for making the scheme a success. ii. In order to ensure efficient running of its existing UPSTDC tourism properties and optimum utilization of its resources towards development of better commercial services for tourists, the Department will continue to disinvest its lossmaking/closed or not-in-use tourism assets. iii. Properties will be offered for disinvestment, through the e- tendering process. Potential Uttar Pradesh Tourism Department/UPSTDC properties available for disinvestment are listed in Annexure I. iv. Properties to be operated on Lease and Development Agreement or Development and Management Contract through PPP after formulation of SPV. C. I.T. Enabled Infrastructure i. Free Wi-Fi connectivity will be made available at major tourist spots of the state. The Department will identify 10 tourist spots every year to be Wi-Fi enabled. D. Development of Way Side Amenities i. Modern wayside amenities will be developed, catering to tourists/travellers of all socio-economic categories on strategic/major highways, leading to tourist destinations. ii. The Department will also plan to set handicrafts emporiums along the wayside amenities. 26 Page Department of Tourism, Government of Uttar Pradesh

27 CHAPTER 7 TOURISM INITIATIVES 1. Kumbh The Department, to elevate the visitor experience during Kumbh, will: A. Invite artists from across the country and organise a day-long festival, street-side performances, carnivals and other engagement activities. B. Have the street-side infrastructure painted in graffiti to give the city of Allahabad a colourful look and feel. C. Invite the High Commissioners/Ambassadors of all countries to experience the Kumbh first hand to further strengthen ties with all countries. D. Organise presentations for the global communityto educate them about the scientific, social& religious significance of Kumbh. 2. Tourism Police A. The number of tourism police will be increased and will be deployed at all significant tourism spots in the first phase, which will include Allahabad, Varanasi, Mathura, Ayodhya and prominent tourism spots. Specialised police stations will be established at Varanasi,Ayodhya,Mathura and Allahabad on the lines of the tourism police station at Agra. Such police stations shall provide specialised services for international and out of state tourists in conjunction with the Department. B. Special emphasis will be given to the security of female tourists. To ensure the same, female staff will be added to the task force. C. The local bodies and local population will also be consulted while expanding this task force. An induction and training programme for tourism police force will be designed and conducted by the Department. D. The tourism police team will be provided with the necessary support to perform their duties. 27 Page Department of Tourism, Government of Uttar Pradesh

28 3. Registration of Service Providers A. The Department will prepare an Act to provide a platform for ensuring regularization of hotels (Including all-star categorization), guest houses, resorts, tourist trade, travel agents, tour operators, adventure sports operator, guides and persons engaged in the business of tourism. B. Registration of service providers/stakeholders under this Act will be mandatory. The list of registered service providers will be displayed on Uttar Pradesh Tourism website and portals. 4. One Stop Travel Portal Solution A. The Department has launched a One Stop Travel Solution Portal for easy booking facility to tourists. B. The portal will have provisions to book hotels, flights, train, cabs, buses, etc., all under one single umbrella. The portal will be available in eight languages i.e. German, French, Spanish, Japanese, Korean, Mandarin, Hindi and English. 5. Tourism Festivals A. Uttar Pradesh, with its strong and diverse culture is home to many events and festivals. To promote Uttar Pradesh as a preferred tourism destination, the Department will organize events and fairs at national and international level. The state organizes special festivals, listed below: i. Ayodhya Deepotsav ii. Rangotsav Barsana iii. Dev Deepawali iv. Lucknow Mahotsav v. Gorakhpur Mahotsav vi. Bundela Mahotsav vii. Buddha Mahotsav viii. Ayurveda Mahotsav ix. Ganga Fair 28 Page Department of Tourism, Government of Uttar Pradesh

29 x. Deva Mela xi. Karthik Purnima xii. Ramayana Mela B. A wide marketing campaign will generate publicity and will help Uttar Pradesh draw much awaited media and consumer attention. Below is the list of events planned: i. Balloon Festival ii. Uttar Pradesh Travel Mart iii. Travel Writers Conclave iv. Taj Mahotsav v. International Literature Festival vi. International Ramayana Conclave 6. Excellence Awards A. Best Cultural Destination in India Award for the year by Lonely Planet Magazine. B. Best Mobile Application from the Skoch Group under Smart Governance Awards Category in C. Awarded for Adapting to social media for the convenience and mobility of Tourist by Digital Empowerment Foundation. D. National Award the Most Film Friendly State in the year Page Department of Tourism, Government of Uttar Pradesh

30 1. Content Creation CHAPTER 8 DIGITAL STRATEGY A. The Department will engage a media agency to create new and unique content, which can appeal to the evolving travelling community i.e. millennial. The Department will develop new image bank and video assets of Uttar Pradesh Tourism, which can further be disseminated across various marketing channels. B. The Department will develop creative content in form of ad films, videos, website content, textual literature, editorials, advertorials, etc., and will promote the creative assets through extensive media buy across all advertising channels. 2. Revival of Consumer Touch Points A. The Department will revive the consumer touch points of Uttar Pradesh Tourism by sharing destination information about all lifestyle, cultural, religious, nature & wildlife and heritage elements. i. Website The Department will develop a consumer friendly, informational and visually appealing, engaging and transactional website for Uttar Pradesh Tourism, which will serve as one stop solution provider for visitors. ii. Mobile Application The Department will develop a user friendly mobile application, sharing necessary travel information and things to do in the state. iii. Social Media The Department will pre-plan a content calendar for each of the social media platform like Facebook, Twitter, Instagram, YouTube, etc., to share Uttar Pradesh tourism attractions, hidden gems, local stories, etc. in an engaging manner. iv. Consumer Engagement: Video content, images, questioning posts draw community engagement. The Department will recognise and promote official hashtags for Uttar Pradesh Tourism, for users to start contributing content about the state. 30 Page Department of Tourism, Government of Uttar Pradesh

31 CHAPTER 9 DEFINITIONS 1. Tourism Units: Tourism Unit means a legal entity under the relevant law, engaged or to be in providing any service related to travel and tourism. Following units would be considered as Tourism Units : A. Hotel B. Budget Hotel C. Heritage Hotel D. Resort E. Sport Resort F. Tented Accommodation G. Tourism & Hospitality Training Institutes H. Adventure Tourism Projects I. Theme Parks J. Convention Centres K. River Cruise Tourism Unit L. Wellness Tourism Unit 2. New Tourism Unit: A 'New Tourism Unit' means a Tourism Unit which is set up and which commences commercial operations during the operative period of this policy. 3. Existing Tourism Unit Undergoing Expansion: Existing Tourism Unit taking up expansion of more than fifty percent of its existing capacities (Built up area and investment). Only one expansion project (Commencing commercial operations within the policy period) of an existing tourism unit will be eligible for assistance during the operative period of the policy. 4. Commercial Operations: Date of Commercial Operations of a Tourism Unit is the date on which the Tourism Unit is open to tourists on a commercial basis, after due testing, trial running and commissioning under the relevant government rules. 31 Page Department of Tourism, Government of Uttar Pradesh

32 5. Eligible Tourism Unit: New Tourism Unit and Existing Tourism Unit Undergoing Expansion during the operative period of this policy would be considered as Eligible Tourism Units. 6. Tourism Service Provider: Any partnership firm or private limited company or public limited company or corporation, duly registered under the law and providing any service related to travel and tourism including Travel Agents, Transport Operators, Ticketing Agents, Tourist Guide, etc. 7. Hotel: A Hotel, including accommodation of minimum 50 lettable rooms and a minimum investment of INR 10 Crore (Excluding the cost of land). 8. Budget Hotel: A Budget Hotel or a motel having accommodation of minimum 20 lettable rooms and a minimum investment of INR 2 Crore to a maximum investment of INR 10 Crore, which provides basic amenities at an affordable rate. 9. Heritage Hotel: A Heritage Hotel means a hotel run in a fort, a fortress, a palace, a haveli, a castle, hunting lodge or residences with heritage features, built prior to 1 January 1950 and approved by the Government of Uttar Pradesh, as per the guidelines of Ministry of Tourism, Government of India (Heritage Hotel/Heritage Grand/Heritage Classic). 10. Resort: A Resort will include a minimum 30 rooms and a minimum investment of INR 10 Crore, with a minimum area of 2 Acre.The bathroom carpet area should admeasureatleast 3.5 Sq. Mt. It should have a restaurant/dining hall with a seating area of minimum 40 Sq. Mt. (Excluding the kitchen and storage).it should have, on its plot, a minimum open space (Unbuilt area) of 6000 Sq. Mt. It should have at least 4 of the following facilities: A. Indoor games (Example: TableTennis, Squash, Billiards, Bowling Alley, etc.) with a minimum built area of 25 Sq. Mt. B. Conference Room (Minimum carpet area of 30 Sq. Mt.) 32 Page Department of Tourism, Government of Uttar Pradesh

33 C. Swimming pool D. Tennis or Badminton Court or Golf or other outdoor games area E. A Health Club (Minimum built-up area of 20 Sq. Mt.) F. A lounge (and measuring at least 35 Sq. Mt.) 11. Sports Resort: A Sports Resort with adventure related sports will be entitled for capital investment subsidy only on equipment. 12. Tented Accommodation:Tent facilities should have clear ground admeasuring at least 1000 Sq. Mt. It should have tented accommodation capacity for at least 20 persons. There should be a minimum of 10 tents. The gross carpet area of tents should admeasure at least 200 Sq. Mt. All the tents should have attached toilets. The tents should be put on a platform raised to a minimum of 2.5 feet above the ground. The tent site should have adequate security. The site should have eco-friendly structures admeasuring at least 200 Sq. Mt. for such purposes as food, recreation, relaxation and lockers. It should have adequate electricity, water supply, sewerage disposal and drainage facility. The tented accommodation should be permanent in nature. 13. Tourism & Hospitality Training Institute: The Institute must be offering tourism/hospitality courses that are recognized/certified by the regulatory authorities. 14. Theme Park: should be based on a single or series of themes having a plot measuring at least 10,000 Sq. Mt. (Approximately 2.5 Acres), with a minimum investment of INR 2 Crore pertaining to the cost of equipment alone. It may have amusement rides, water slides, accommodation (At least 10 lettable rooms), restaurant, theatre, shopping area, activity area and theme areas. It is, however, not mandatory to have all these features. 15. Adventure Tourism Projects:Adventure Sports should have the requisite infrastructure, equipment and trained staff, along with appropriate safety-and-rescue set-up, that will provide tourists 33 Page Department of Tourism, Government of Uttar Pradesh

34 with an opportunity to undertake permissible adventure and such other activities like mountaineering, river rafting, etc. All requisite permissions from various competent authorities as also a comprehensive insurance cover will have to be obtained beforehand. 16. Convention Centre: A covered pillar-less, air conditioned hall, having minimum carpet area of 5000 Sq. Ft. space, that provides place for meetings, conventions/conferences and exhibitions, and can accommodate at least 500 persons at one point of time. 17. River Cruise Tourism Unit: Any Boat/Yacht with a minimum seating capacity for 4 persons, which is licensed by the Transport Department, Government of Uttar Pradesh and having capacity to operate in the lakes/rivers of the state for pay-and-use facilities. Boats/Yachts used by hotels to transport or entertain their guests and/or goods/raw materials will not be covered under this definition. 18. Wellness Tourism Unit: A unit engaged in developing (Ayurvedic, Yoga and Naturopathy,Unani,Siddha and Homeopathy) wellness centres, with a minimum investment of INR 2 Crore. 19. Sound and Light show/laser show:minimum Investment in the equipment cost to the tune of INR 1 Crore. Note: Hotels and other tourism units classified under the Ministry of Tourism, Government of India guidelines shall also be eligible for obtaining concessions and incentives under this policy. Other activities related to tourism, as notified by the Tourism Department of Central/State Government, from time to time, will also be eligible for obtaining concessions and incentives under this policy. 34 Page Department of Tourism, Government of Uttar Pradesh

35 CHAPTER 10 FISCAL INCENTIVES & BENEFITS To enhance the interest of private sector and boost the tourism sector at large from the notification of the policy, the State Government grants the status of Industry to the tourism sector. With exception to the benefits for providing land, facilities applicable to the industries will also be available to the tourism sector, as below: 1. Sanction of electricity load, on priority. 2. Taxes of local bodies including Nagar Nigam and Jal Sansthan as levied on the industries, to be applicable on the tourism units. 3. Hotel construction to be permitted in the industrial areas as per the policy decided by relevant industrial authority. 4. Rebate on the purchase of plants and machinery or equipment s coming under the tourism units/tourism industry. Note:There is a ceiling of INR 1,000 Crore subsidy for 3 years by the Department of Tourism, Government of Uttar Pradesh. The sum of all incentives mentioned in this policy eligible to individual units will be capped at 30% of the EligibleCapital Investment made by the unit. Tourism Circuits for Incentives (Within 20 KM of all tourist sites, as per the notification from the Department of Tourism, Government of Uttar Pradesh) The total number of Tourism Units which would be entitled for Capital Investment Subsidy and Interest Subsidy each is also mentioned against all the locations. Example: 10 units each means that at a particular location, 10 units are eligible for Capital Investment Subsidy and 10 units are eligible for Interest Subsidy over the validity period of the policy i.e. 5 years. 1. The Ramayana Circuit A. Ayodhya 10 units each B. Chitrakoot 10 units each C. Shringverpur 5 units each 35 Page Department of Tourism, Government of Uttar Pradesh

36 2. The Krishna/Braj Circuit A. Mathura 10 units each B. Vrindavan 10 units each C. Goverdhan 10 units each D. Gokul 5 units each E. Barsana 5 units each F. Nandgaon 5 units each 3. The Buddhist Circuit A. Kapilvastu 10 units each B. Sarnath 10 units each C. Kushinagar 10 units each D. Kaushambi 10 units each E. Shravasti 10 units each F. Sankisa 5 units each 4. Wildlife & Eco Tourism Circuit (Within 20 KM of all Wildlife Sanctuaries and National Parks) A. Dudhwa National Park 10 units each B. Pilibhit Tiger Reserve 10 units each C. Katarniaghat (Bahraich) 10 units each D. Bakhira Sanctuary 5 units each E. Chandra Prabha Wildlife Sanctuary 5 units each F. Hastinapur Wildlife Sanctuary 10 units each G. Kaimoor Sanctuary 10 units each H. Katarniaghat Wildlife Sanctuary 10 units each I. Kishanpur Wildlife Sanctuary 10 units each J. Lakh Bahosi Sanctuary 10 units each K. Mahavir Swami Sanctuary 10 units each L. National Chambal Wildlife Sanctuary 5 units each M. Nawabganj Bird Sanctuary 10 units each N. Parvati Arga Bird Sanctuary 5 units each O. Patna Bird Sanctuary 5 units each P. Ranipur Sanctuary 5 units each Q. Saman Sanctuary 5 units each R. Samaspur Sanctuary 5 units each 36 Page Department of Tourism, Government of Uttar Pradesh

37 S. Sandi Bird Sanctuary 5 units each T. Sohagi Barwa Sanctuary 5 units each U. Suhelva Sanctuary 5 units each V. Suraha Tal Sanctuary 5 units each W. Vijai Sagar Sanctuary 5 units each Note: Construction of hotels shall be permitted only beyond the reserve area. All the laws pertaining to Forest and wildlife protection will be complied 5. The Bundelkhand Circuit A. Charkhari (Mahoba) (Repeat) 5 units each B. Chitrakoot (Repeat) 10 units each C. Kalinjar 5 units each D. Jhansi 10 units each E. Deogarh 10 units each F. Lalitpur (Repeat) 10 units each 6. The Mahabharata Circuit A. Hastinapur 5 units each B. Kampilya (Farukkhabad) 5 units each C. Ahichchhatra 5 units each D. Barnava (Baghpat) 5 units each E. Mathura (Repeat) 10 units each F. Kaushambi (Repeat) 10 units each G. Gonda (Repeat) 5 units each 7. The Shakti Peeth Circuit A. Vindhyavasini Devi (Vindhyachal) 10 units each B. Pateshwari Devi Devipatan (Balrampur) (Repeat) 5 units each C. Kadavasini (Kaushambi) (Repeat) 5 units each D. Lalita Devi (Naimisharanya) 10 units each E. Jwala Devi (Sonbhadra) (Repeat) 10 units each F. Shakumbhari Devi (Saharanpur) 5 units each G. Shivani Devi (Chitrakoot) (Repeat) 10 units each H. Katyayini Devi (Mathura) (Repeat) 10 units each 37 Page Department of Tourism, Government of Uttar Pradesh