• Project Description

Project Description


Project Development Objective (PDO)

The Project Development Objective is to increase tourism-related benefits for local communities in targeted destinations

Project Beneficiaries

The Uttar Pradesh Pro-Poor Tourism Development Project is expected to have far-reaching social, economic and environmental benefits at local and state levels.

The project will benefit communities and entrepreneurs near some of the main tourist attractions in its targeted areas. Entrepreneurs engaged in or seeking to engage in the tourism value chain, such as rickshaw drivers, local artisans, street vendors and food and beverage providers, as well as general community members, will benefit from greater access to basic services and enhanced income generation opportunities and jobs. Further, entrepreneurs and small business owners will benefit from skills development and diversification, support to business development and enhanced linkages with the tourism value chain.

The project will also benefit both low and high-spending domestic and foreign tourists visiting each destination by improving their overall experience. It will do so by (i) enhancing interpretation and improving access to monuments and sites; (ii) diversifying and better tailoring tourist activities; (iii) providing improved basic and tourism-related services; (v) improving destination management; and (vi) raising the operating standards of tourism personnel .

Given the prominent role played by the public sector at all levels in tourism planning, development and promotion, the project also seeks to benefit the Government of Uttar Pradesh and the Department of Tourism in their pro-poor tourism endeavors. It will do so by helping the government test new approaches at a manageable phase-wise scale and by providing the tools and capacity strengthening for the development of destination-level visions, planning and promotion strategies in a more inclusive, coordinated and sustainable manner

Project Results Indicators

The key results expected from the project are:

  • Increase in average daily tourist expenditure in project destinations, disaggregated by domestic and international tourists.
  • Increase in tourists average duration of stay in project areas, disaggregated by day visitors and overnight visitors.
  • Number of households in subproject areas with improved conditions, disaggregated by gender.
  • Number of entrepreneurs in project destinations with increased income, disaggregated by gender.

Project Components

The project has four key components, as outlined below.

Component 1: Destination Planning and Governance (US$3.7 million):

It aims to test new approaches and establish the institutional structures, policies and coordination mechanisms necessary for bringing together the public and private sectors and local communities for effective destination-level tourism planning and governance. It will achieve this by providing a combination of advisory and technical assistance and financing for (i) the participatory formulation of destination-level tourism development plans for selected destinations; (ii) support to the refinement of branding and promotion strategies for target destinations; (iii) support to public-private dialogue and the strengthening of public, private and community institutions involved in the tourism sector for coordinated destination management and investments; (iv) the improvement of the state visitor information system; and (v) and training of individuals and groups employed in the tourism sector.

Component 2: Tourist Products Development and Management (US$35.78 million):

It aims to enhance the tourist experience while simultaneously contributing to improving local living conditions and livelihood opportunities by transforming existing tourist “attractions” into tourist “products” that incorporate local communities both physically and economically. Activities under this component include advisory and technical assistance and financing for (i) the enhancement of public areas and the surroundings of current main attractions; (ii) the provision of interpretation and information through visitors centers and signage; (iii) the rehabilitation of destination-level products and diversification of activities beyond monuments sightseeing; (iv) the provision of facilities and services for tourists and local communities alike, such as drinking water, shaded rest areas, toilets; and (v) the improvement of access to main sites and tourist products and their adjacent communities

Component 3: Support to Local Economic Development (US$13.23 million):

It aims to improve the linkages of those involved in the productive and creative economies with the tourism value chain in the project target areas by providing advisory, technical assistance and financing for (i) mapping of local productive and creative industries and support to business development and tourism service providers with the highest pro-poor impacts; (ii) the provision of training, information, tools and infrastructure for business development, production and marketing within the tourism value chain; (iii) enhancement and diversification of skills; and (iv) promotion of locally produced goods linked to tourism products.

Component 4: Project Management (US$4.43 million):

Its aims to provide the necessary technical, advisory and financial support for the adequate implementation, management and coordination of the project using country system through (i) the establishment and operation of a State Project Coordination Unit (SPCU) at the state Department of Tourism in Lucknow and the hiring of relevant technical specialists as Technical Support Units (TSUs) to support the Development Authorities in implementation; (ii) the development of a project monitoring and information system; and (iii) project communication

Project Cost

The component-wise project cost and financing is as below:

Amount in Million USD

Project Components


IBRD Financing

GoUP Funding

1: Destination Planning and Governance
2: Tourist Products Development and Management
3: Support to Local Economic Development
4: Project Management




Total Costs


39.9 0


Front End Fees




Total Financing