One City, One Voice, 60 Seconds: Young Residents Invited to Tell Uttar Pradesh’s Story Through Reels
Heritage, Food, Traditions and Hidden Gems to Feature in First-Person City Stories
Young Storytellers Can Take Uttar Pradesh’s Culture to Wider Audiences: Jaiveer Singh
Lucknow, August 31, 2026: With Gen Z playing an increasingly influential role in digital culture and travel discovery, the Uttar Pradesh government is inviting young residents to become cultural ambassadors for their own cities. Under the ‘Visit My State Uttar Pradesh’ campaign, UP Tourism has called upon participants to create a reel of up to 60 seconds in their own voice, highlighting what makes their city unique.
The campaign aims to showcase the state’s rich heritage, culture, cuisine, traditions, people, lesser-known destinations and distinctive local experiences through the eyes of residents who know these places closely. By putting residents at the centre of the storytelling process, the initiative seeks to transform personal knowledge and local connections into engaging tourism content for wider audiences.
Giving Local Stories a Digital Platform
The focus on short-form video content reflects the changing way younger audiences discover travel destinations. Short videos, personal recommendations and creator-led storytelling are increasingly influencing travel choices and conversations. Through this campaign, the government aims to channel this growing digital interest towards local culture, tourism and a greater sense of pride in one’s city.
Tourism and Culture Minister Jaiveer Singh said Uttar Pradesh’s cultural identity is reflected in every district, city and village. He said the state’s heritage can be experienced not only at popular tourist destinations but also through its local cuisine, crafts, festivals, traditions, people and stories.
“Through ‘Visit My State’, we want Gen Z and other young residents to become cultural ambassadors and present their cities in their own words. Their voice can help travellers discover Uttar Pradesh in a more personal and engaging way,” he said.
Simple Format for Participation
The participation format has been designed to be simple and accessible. Each entry must be submitted as a reel of no more than 60 seconds. Participants must appear on camera and narrate their city’s story themselves, with their face and voice clearly visible and audible.
The video should be recorded outdoors, with a prominent tourist landmark or recognisable destination clearly visible in the background. Participants can create their reels in Hindi or English, but every entry must conclude with the line:
“Visit My State Uttar Pradesh.”
Participants can submit their entries through the online form provided by UP Tourism. They can also refer to videos created under the ‘Visit My State Uttar Pradesh’ campaign on UP Tourism’s social media platforms for guidance on the format.
Residents at the Heart of Destination Storytelling
Amrit Abhijat, Chairman, UPSTDC and Additional Chief Secretary, Tourism, Culture and Religious Affairs, said the campaign places local residents at the centre of destination storytelling.
He said a 60-second reel can bring together a place, a personal voice and a local experience. While popular landmarks can be presented from fresh perspectives, lesser-known destinations can also gain greater visibility through authentic local storytelling.
“Together, these stories will present Uttar Pradesh as one connected journey across faith, heritage, nature, cuisine and craft,” he said.
From Lucknow to Braj, Bundelkhand and Purvanchal
The campaign provides young residents across the state an opportunity to highlight the distinctive character of their respective regions. A participant from Lucknow, for instance, can showcase the city’s cuisine, chikankari, historic neighbourhoods or cultural spaces.
Similarly, participants from Braj, Bundelkhand, Purvanchal and the Terai can highlight their region’s traditions, heritage, food and unique experiences. The initiative complements the promotion of major tourist attractions by bringing everyday local experiences and lesser-known stories into Uttar Pradesh’s broader tourism narrative.
By using a digital format that is familiar to young audiences, the government aims to make tourism promotion more participatory, expand the reach of local stories and inspire a new generation to discover, appreciate and share the cultural and tourism wealth of their own surroundings.