AbstractThis study explores the strategic use of digital marketing techniques by the Uttar Pradesh Tourism Authority (UPTA), focusing on opportunities, barriers, and pathways to strengthen tourism promotion. The objectives are to examine the digital marketing techniques currently employed by UPTA, identify their strengths and opportunities in enhancing tourism competitiveness, analyze weaknesses and threats limiting effective implementation, and propose strategic pathways for future digital promotion. Using a secondary data–based methodology, including government reports, policy documents, academic studies, and credible news sources, the research applies a SWOT framework to evaluate UPTA’s initiatives. Findings reveal key strengths such as Uttar Pradesh’s rich cultural and spiritual heritage, centralized tourism portals, active social media campaigns, and the successful Digital Mahakumbh 2025, which demonstrated global engagement. Opportunities include leveraging India’s expanding digital ecosystem, emerging technologies like AI and VR/AR, and partnerships with international agencies. Barriers comprise limited digital literacy, infrastructural constraints, resistance to change, and weak global integration. Based on these insights, the study proposes a strategic roadmap emphasizing capacity building, technological enhancement, immersive experiences, and sustainable practices. The research concludes that while UPTA has achieved notable progress, a structured, technology-driven, and globally integrated approach is essential to position Uttar Pradesh as a leader in digital tourism, promoting economic growth and global visibility.
Maurya et al. (Wed,) studied this question.