Uttar Pradesh taps Gen Z reel makers as city cultural ambassadors
UP government invites Gen Z creators to make 60-second reels about their cities; winners become cultural ambassadors.
The Uttar Pradesh Tourism Department has announced a new campaign under the 'Visit My State Uttar Pradesh' initiative, inviting Gen Z content creators to produce 60-second reels highlighting what makes their cities special. Winners of the contest will be appointed as cultural ambassadors for their respective cities.
The department said the move recognises how short videos and creator voices now shape travel discovery among younger audiences. By using a format familiar to digital-native users, the government aims to make tourism promotion more participatory and bring local stories into wider circulation.
Participants can showcase heritage, cuisine, traditions, people, hidden gems, and unique experiences from their hometowns. For example, a resident of Lucknow could highlight its food, chikankari embroidery, old neighbourhoods, or cultural spaces. Similarly, participants from Braj, Bundelkhand, Purvanchal, and the Terai region can present traditions and experiences unique to their areas.
The campaign reflects a broader shift in how destinations are discovered, with personal recommendations and creator-driven content increasingly influencing travel choices. The government hopes to channel this digital interest toward local culture, tourism, and civic pride.