Lucknow: As many as 50 women entrepreneurs, investors and digital creators will travel to Varanasi and Sarnath from Oct 7 to Oct 9 as part of an UP tourism initiative aimed at linking destination promotion with local artisans, businesses and tourism stakeholders.The three-day familiarisation trip, organised with FICCI FLO under the ‘Visit my state’ campaign, will bring together participants from fashion, sustainable design, hospitality, travel, education, wellness and digital communication. The initiative will focus particularly on Banarasi handloom, with participants scheduled to interact with weavers, handloom entrepreneurs and merchants to understand the processes behind the saree, from design and dyeing to weaving, zari work, finishing and retail.The engagement is also linked to the ‘Saree back in fashion’ initiative, under which participants will explore contemporary uses of traditional sarees and potential opportunities around styling, sourcing, retail and digital promotion. Tourism officials said the aim was to connect artisan communities with women who influence consumer choices and business networks.The participants will also experience Varanasi’s food and cultural traditions, including Kashi Vishwanath Temple, Ganga Aarti, a sunrise cruise, Ramnagar Fort and interactions with the local handloom community. The trip will conclude in Sarnath, with visits to Dhamek Stupa, Chaukhandi Stupa, Mulagandha Kuti Vihara and the Archaeological Museum. Sarnath was inscribed as a UNESCO World Heritage Site in July 2026.Tourism and culture minister Jaiveer Singh said the campaign sought to ensure that greater tourism visibility translated into opportunities for weavers, artisans, guides, boatmen, food businesses and young tourism professionals.Additional chief secretary, tourism, culture and religious affairs, Amrit Abhijat said first-hand engagement with destinations could help create more informed travel narratives while widening the participation of local communities in the tourism economy.
