Uttar Pradesh is packing its best stories for London. From the marble calm of the Taj Mahal to the evening aarti on the ghats of Varanasi, from the temple town of Ayodhya to the perfume workshops of Kannauj, the state will present its full tourism menu at World Travel Market (WTM) London 2026, which opens at ExCeL London on Tuesday, November 3 and runs till Thursday, November 5.
Uttar Pradesh Tourism will welcome visitors and travel trade representatives at Pavilion N11-500. The announcement, made on November 2, frames the visit as a pitch to international tour operators, travel agents and destination management companies, the people who decide which places make it into next year’s holiday brochures and itineraries.
What the UP pavilion will showcase
Spiritual tourism sits at the heart of the pavilion. Ayodhya, Varanasi, Prayagraj and Mathura-Vrindavan will be presented together, a circuit that covers the birthplaces of Lord Rama and Lord Krishna, the Shri Kashi Vishwanath Temple and the Maha Kumbh. For many international visitors, this is the most recognisable face of the state, and the pavilion leans into it.
Culture gets equal billing. The showcase will feature the state’s big living festivals, Deepotsav, Dev Deepawali, Rangotsav and Taj Mahotsav, alongside heritage stops from the Taj Mahal in Agra to Lucknow’s old quarters and the forts and landscapes of Bundelkhand. The message is that Uttar Pradesh is not a single-sight destination but a year-round calendar of events.
Then comes the quieter, more unusual pitch: experiential travel. Visitors will be introduced to perfume tourism in Kannauj, widely known as the perfume capital of India, where the centuries-old deg-bhapka technique of natural fragrance-making is still practised. Nature and wildlife experiences, wellness tourism, traditional crafts, cuisine and performing arts round out the offer.
Why London, and why now
WTM London is one of the world’s leading travel trade exhibitions, and this year’s conference programme is built around the theme “Resilience, Rebound and Reinvention: The Next Era of Global Travel”. Last year’s edition drew 46,500 attendees from 182 countries, which gives a sense of the room Uttar Pradesh will be walking into.
Tourism and Culture Minister Jaiveer Singh said the state is “a timeless confluence of culture, spirituality and heritage”, adding that the WTM presence should strengthen engagement with international travellers and tourism partners while showcasing the state’s unique experiences. Additional Chief Secretary Amrit Abhijat said the participation is part of a focused strategy to build a stronger presence in key international markets and create new opportunities for sustainable growth in international tourism.
The United Kingdom is also a natural market for the pitch. Longstanding cultural and historical connections, strong personal ties and a substantial Indian diaspora make Britain an important source market for tourism to India, and WTM London is where those relationships get refreshed each year.
Business first, brochures second
Beyond the displays, business-to-business engagement is the central component of the visit. The exhibition will give Uttar Pradesh Tourism a chance to sit down with international tour operators, travel agents and destination management companies, develop new commercial relationships, and push for new travel products aimed at overseas markets.
Tour operators, hoteliers and travel service providers from the state will also get to present their own products and services, strengthening the state’s tourism ecosystem.
Uttar Pradesh is not travelling alone. The Ministry of Tourism, Government of India, is leading the country’s participation at WTM London 2026 under the Incredible India banner, with state governments, Union Territory administrations, tour operators and hospitality businesses joining the national pavilion effort.
What travellers should watch for
- New itineraries: Expect tour operators to build fresh UP circuits around Ayodhya, Varanasi and Prayagraj after the show, especially spiritual and festival-led routes.
- Festival travel: Deepotsav, Dev Deepawali and Rangotsav are being pitched as reasons to visit outside the usual peak season.
- Craft and cuisine trails: Kannauj perfumery, traditional crafts and regional food are the experiential hooks aimed at travellers who want more than monuments.
- Wellness and nature: Wellness retreats and wildlife experiences feature in the pavilion’s wider offer for slower, longer stays.
For Indian travellers, the London showcase is also a useful signal. When a state puts this much effort into selling itself abroad, domestic infrastructure, signage, guides and experiences usually improve alongside it. The pavilion opens on November 3, and the deals and itineraries struck there will shape how the world travels to Uttar Pradesh in the year ahead.
FAQs
When is WTM London 2026?
World Travel Market London 2026 runs from November 3 to 5 at ExCeL London.
Where is the Uttar Pradesh pavilion?
Uttar Pradesh Tourism will be at Pavilion N11-500, welcoming visitors and travel trade representatives.
What is Uttar Pradesh showcasing?
Spiritual destinations like Ayodhya and Varanasi, festivals like Deepotsav and Dev Deepawali, heritage sites including the Taj Mahal, and experiences such as Kannauj perfume tourism.
Who is leading the UP delegation’s pitch?
Tourism and Culture Minister Jaiveer Singh and Additional Chief Secretary Amrit Abhijat have fronted the state’s WTM London 2026 announcement.
Can ordinary travellers attend WTM London?
WTM London is a trade event for travel professionals, but the itineraries and partnerships formed there shape the holiday options available to regular travellers.
Uttar Pradesh’s pitch is simple: come for the Taj and the temples, stay for the festivals, the food and the fragrance. London gets the first look this week.
