Taking the initiative to enhance rural tourism and promote sustainable livelihoods in Uttar Pradesh, the UP Tourism Department signed two significant Memorandums of Understanding (MOUs). The signing ceremony, held at the UP Tourism Directorate in Lucknow, saw the presence of key dignitaries including Mukesh Kumar Meshram, Principal Secretary, Tourism and Culture; Deepa Ranjan, Mission Director, UPSRLM; and Eesha Priya, Special Secretary, Tourism, among others.
MoU with State Rural Livelihood Mission (UPSRLM)
The first MOU, a five-year agreement, was signed between the Directorate of Tourism, Uttar Pradesh, represented by Mukesh Kumar Meshram, and the State Rural Livelihood Mission (UPSRLM), represented by Mission Director Deepa Ranjan. This collaboration aims to promote tourism and develop tourism infrastructure while empowering rural communities through sustainable livelihoods and improved access to financial services.
Key initiatives under this MOU include:
– Identifying and addressing infrastructure gaps in selected villages.
– Developing tourism infrastructure and mobilizing communities for tourism activities.
– Organising capacity-building programs and promoting homestays.
– Conducting training programs for Self-Help Groups (SHGs), homestay owners, and tourist guides.
– Enhancing social media management, content creation, and familiarization trips.
UPSRLM’s role will involve:
– Identifying potential SHGs and mobilizing communities.
– Building the capacity of SHG members through training programs.
– Supporting village cleanliness and promoting tourism villages via social media.
– Sharing relevant data with the Directorate of Tourism and maintaining tourism infrastructure as needed.
MOU with Manyawar Kanshiram Institute of Tourism Management
The second MOU was signed between UPSRLM and the Manyawar Kanshiram Institute of Tourism Management. This partnership aims to develop sustainable food service enterprises in the state. UPSRLM will create replicable models of sustainable food service enterprises, with technical support and capacity building provided by the Institute.
Strategic goals
Through these strategic initiatives and partnerships, UP Tourism aims to transform the state’s tourism landscape, creating a vibrant ecosystem that benefits both tourists and local communities. Promoting rural tourism will significantly boost local economies, provide diverse livelihood opportunities, and enhance infrastructure to host a variety of tourism experiences.
The bridge, which has been rechristened as ‘Kireedam Bridge’, is located at a scenic spot with lush green paddy fields around it. Sensing its potential as a tourist destination, Kerala Tourism has included the bridge in its new scheme ‘Cinema Tourism’, which aims to showcase locales across the state that turned into memorable spots for the blockbuster hits shot there.
These efforts aim to offer tourists an authentic taste of village life while uplifting rural communities across Uttar Pradesh. To this end, 229 villages have already been identified for tourism development. These initiatives will empower rural communities through skill development and promote their art, craft, culture, and cuisine, giving them the recognition and support they deserve.
Jaiveer Singh, Minister of Tourism and Culture, Uttar Pradesh, remarked, “These MOUs are a testament to our commitment to elevating the entire tourism ecosystem of Uttar Pradesh. By encouraging rural tourism, we are not only boosting local economies but also providing rural populations with various means of livelihood and employment.”
Mukesh Kumar Meshram, Principal Secretary, Tourism and Culture, Uttar Pradesh, added, “Our collaboration with UPSRLM and the Manyawar Kanshiram Institute is a significant stride towards sustainable tourism and community empowerment. This initiative will enhance facilities and infrastructure, offering tourists an authentic experience of rustic village life.”
Deepa Ranjan, Mission Director, UPSRLM, stated, “This partnership will empower rural communities by integrating them into the tourism value chain. It will create new opportunities for economic growth and sustainable development in the villages.”
Eesha Priya, Special Secretary, Tourism, concluded, “We are focused on developing a comprehensive tourism strategy that benefits all stakeholders. The synergy between tourism development and rural livelihood enhancement is crucial for the holistic growth of our state.”
