UP Govt. appoint Gen Z reel makers as cultural ambassadors

The Uttar Pradesh government on Monday announced a campaign to engage Gen Z content creators to promote tourism under the ‘Visit My State Uttar Pradesh’ campaign. He invited participants to share 60-second reels showing what makes their city special. The winners will be appointed cultural ambassadors of their cities.

“As Generation Z increasingly shapes digital culture and travel discovery, the government aims to give young residents a new role as cultural ambassadors. From heritage, culture, food and traditions to people, hidden gems and unique experiences, the campaign seeks to highlight the stories of destinations through those who know the places up close,” the Ministry of Tourism said in a statement.

The government said the selection of reels reflects a wider change in how younger audiences are discovering destinations.

“Short videos, personal recommendations and creator voices are increasingly shaping the travel conversation, helping established attractions and local experiences reach a wider audience.

The campaign aims to channel this digital interest into local culture, tourism and pride in their city,” he added.

Culture, tradition

“For example, a resident of Lucknow can talk about their cuisine, chikankari, old quarters or cultural spaces, just as participants from Braj, Bundelkhand, Purvanchal and Terai can showcase traditions and experiences from their own cities,” the tourism department said.

He adds: “Using a format familiar to young digital users, the government aims to make tourism promotion more participatory and local stories to reach a wider audience.”

Published – 31 Aug 2026 23:54 IST