Lucknow: The state govt is now looking to turn Gen Z into cultural ambassadors to promote the state’s culture and tourism, an official spokesperson said on Monday. Included as part of the Visit My State Uttar Pradesh initiative, the initiative invites young people in the state to promote their cities through 60-second reels.Participants can create short videos showcasing what makes their city unique, from heritage and cuisine to traditions, crafts, people, hidden gems and local experiences.The campaign seeks to move beyond conventional tourism promotion by putting residents at the centre of destination storytelling.Tourism and culture minister Jaiveer Singh said the cultural identity of Uttar Pradesh was reflected across its districts, cities and villages. “Through ‘Visit My State’, we wanted Gen Z and other young residents to become cultural ambassadors and present their cities in their own words,” he said, adding that their voices could help travellers discover the state in a more personal and engaging manner.UPSTDC chairperson and additional chief secretary, tourism, culture and religious affairs, Amrit Abhijat, said the campaign would bring together “a place, a personal voice and a local experience” through the short-video format.Officials said the campaign tapped into the growing influence of short videos and creator-led recommendations on travel choices, while encouraging young residents to view their own surroundings as destinations worth exploring and sharing.
