U.P. govt. to appoint Gen Z reel makers as cultural ambassadors

The Uttar Pradesh government on Monday announced a campaign to engage Gen Z content creators to promote tourism under the ‘Visit My State Uttar Pradesh’ campaign. It has invited participants to share 60-second reels showcasing what makes their city special. The winners will be appointed cultural ambassadors of their cities.

“As Gen Z increasingly shapes digital culture and travel discovery, the government is looking to give young residents a new role as cultural ambassadors. From heritage, culture, food and traditions to people, hidden gems and unique experiences, the campaign seeks to highlight destination stories through those who know these places closely,” read a statement by the Tourism Department.

The government said the choice of reels reflects a wider change in how younger audiences discover destinations.

“Short videos, personal recommendations and creator voices increasingly shape travel conversations, helping established attractions and local experiences reach wider audiences.