BJP ropes in McCann Erickson for branding UP as tourism hub
Pulling out all the stops to sell Uttar Pradesh as an emerging tourism hub, the state government has roped in Indian arm of McCann Erickson for its branding, the CEO of which is eminent lyricist and writer Prasoon Joshi.
And the state's new tagline is “UP nahi dekha toh India nahi dekha", Tourism Minister Rita Bahuguna Joshi informed in the Uttar Pradesh Assembly on Monday.
"We are committed to promote tourism sector in a big way and Prasoon Joshi's McCann has been engaged for its branding. The catchy tagline 'UP Nahi Dekha Toh India Nahi Dekha' (If you have not seen UP, then you have not seen India too) is attracting attention," the minister said while replying to a question raised by Congress member Aradhana Mishra in the assembly.
She added that the government is focusing on developing infrastructure facilities of tourism spots and their beautification.
"Ramayana, Buddha, Krishna, Spiritual and other circuits are being developed under various schemes. Mahotsavas were also held in a number of districts to promote tourism and showcase local talents," Joshi said.
When Congress leader Ajay Kumar Lallu asked the minister about what the government has done to ensure air connectivity, she replied, "five MOUs have been signed for the air connectivity."
Boasting about the work done by her government for tourism sector, she claimed that what the BJP did in last 10 months had not been done by previous governments, even in past 40 years.
The minister further asserted that tourism has been the focus area of UP Chief Minster Yogi Adityanath, something she said could also be used to generate employment.
Earlier, the World Bank on Thursday committed USD 40 million (about Rs 260 crore) for the development of tourism facilities in Uttar Pradesh.
An agreement for IBRD credit of USD 40 million from the World Bank for the UP Pro-Poor Tourism Development Project was signed on Thursday, a finance ministry statement said.
The five-year programme is worth approximately USD 57.14 million, of which USD 40 million will be financed by the bank, and the remaining amount will be funded out of state Budget, it said.
The programme is aimed at increase tourism-related benefits for local communities in targeted
destinations, it said.
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