Bareilly, Uttar Pradesh – Long celebrated for its soorma (kohl), jhumka (traditional earrings), and vibrant cultural tapestry, the city of Bareilly has quietly emerged as a major tourist destination, recording visitor numbers on par with Goa in the past year. According to recent data from the Uttar Pradesh tourism board, Bareilly welcomed over one crore domestic tourists and 1,056 foreign visitors in 2025. This surge in tourism is attributed to the state government's initiative to highlight the city's ancient temples and improve infrastructure.

The key factor driving this transformation is the Nath Corridor project, a ₹230-crore initiative aimed at developing Bareilly into a prominent Hindu pilgrimage site. This project involves linking seven Shaivite temples into a single pilgrimage circuit, thereby enhancing the visibility and accessibility of these religious sites. These temples, some of which date back to the Mahabharata era, are now becoming major attractions for pilgrims and tourists alike.

The Nath Corridor is modeled after similar successful projects in Varanasi and Ayodhya. The corridor centers around the ancient Alakhnath Temple, where ongoing construction symbolizes the city's reimagining. The project includes improved roads, enhanced infrastructure around the temples, and the development of amenities for tourists.

This rise in tourism has had a tangible impact on Bareilly's economy. Hotels in the city are reporting higher occupancy rates, especially on weekends, and taxi services have seen an increase in bookings both within and outside the district. The Bareilly Airport, which opened in 2019, has also played a crucial role, ranking first in Uttar Pradesh and seventh nationally in customer satisfaction.

While Bareilly is gaining recognition as a Hindu pilgrimage center, it has historically been a city of diverse faiths. It is home to the Dargah-e-Ala Hazrat, a significant shrine for Sunni Muslims, and was once known as 'Ala Hazrat ki nagri', a center of Sufi scholarship and devotional culture. The city also has several gurudwaras that are visited by people from Sikh community.

The increased tourist activity in Bareilly is part of a broader trend in Uttar Pradesh, where religious tourism is flourishing. Ayodhya, for example, has become the most visited destination in the state, attracting a remarkable 135.5 million tourists between January and September 2024, largely due to the inauguration of the Ram Temple. Varanasi is another major draw, with millions of domestic and international visitors flocking to the city's ghats and temples each year.

The state government is also focused on extending the duration of tourists' stays by developing light and sound shows and expanding accommodation options through homestay policies. The tourism department collects data from hotels and religious sites to assess the district's annual tourism.

Bareilly offers a blend of ancient temples, vibrant markets, and delicious cuisine. The city is famous for its jhumkas, furniture, and food, especially the Seekh Kabaabs. It's also known as 'Zari Nagari' for its exquisite zari embroidery.