A recent study by IIM-Lucknow has unveiled Ayodhya as Uttar Pradesh's premier tourist destination. Known for its ancient roots in the Hindu epic Ramayana and the magnificent Ram Mandir, Ayodhya has seen a surge in tourism since the pran prathishta ceremony in January. Discover why Ayodhya is drawing more visitors this year.


Ayodhya: Uttar Pradesh’s Most Sought-After Destination

The study, commissioned by the state Tourism Department, was conducted by the Centre for Marketing in Emerging Economies (CMEE) at IIM-Lucknow. An official spokesperson provided more details about this tourism study to Zee News. Led by Satya Bhushan Dash and assisted by Market Excel, this research offered valuable insights into the branding and marketing strategies needed to promote Uttar Pradesh’s diverse tourist spots.


Key Findings from the Study

The spokesperson explained that the research aimed to gauge the perceived image of Ayodhya across different socio-demographic groups. Using both qualitative and quantitative methods, the study identified the main factors motivating travelers to visit Ayodhya.

For domestic tourists, key motivators include:

  • Quality Time with Loved Ones: Many tourists prioritize destinations where they can spend meaningful time with family and friends.
  • Cultural and Historical Significance: Ayodhya’s rich history and cultural heritage make it an attractive destination.
  • Safety and Security: The perceived safety of a location significantly influences travel decisions.

Influence of Online Platforms

The study also highlighted the impact of online platforms on tourists' holiday plans. Digital media and online reviews play a crucial role in shaping travelers' decisions, underscoring the importance of a strong online presence for tourist destinations.


Tourism Growth in Uttar Pradesh

Ayodhya's unique destination imagery has been a major driver of tourism growth in Uttar Pradesh. The city's historical and cultural appeal, combined with effective marketing strategies, has positioned it as a top choice for travelers.



The IIM-Lucknow study underscores Ayodhya’s growing prominence as a tourist hub in Uttar Pradesh. With its deep cultural roots, significant historical landmarks, and enhanced online presence, Ayodhya continues to attract visitors from across India. As tourism strategies evolve, Ayodhya’s popularity is expected to soar, further solidifying its status as UP’s top tourist destination.