Lucknow, Feb 6 (IANS): The Uttar Pradesh government will organise a three-day conclave of tour operators and travel majors in Lucknow Feb 22-24, officials said Friday.

The Uttar Pradesh Travel Mart is being jointly organised by the state tourism department and the Federation of Indian Chambers of Commerce and Industry (Ficci).

The aim is to sell the tourism potential of the state which is not seen beyond the Taj Mahal in Agra, organisers told IANS.

"The idea is to not only ensure that tourists - both domestic and global - look beyond the iconic monument of love, the Taj Mahal, but also give a platform to tour operators for B2B meetings for business," an official said.

The tourism potential of the state goes much beyond as there is adventure, wildlife, flora and fauna, religious places, heritage sites and varied ancient monuments, he said.

The state government is also promoting 'The Heritage Arc' which runs across Uttar Pradesh, covering three cities - Agra, Lucknow, Varanasi.

Officials said the Uttar Pradesh Travel Mart will be inaugurated by Chief Minister Akhilesh Yadav Feb 22 in the backdrop of Constantia of La Martiniere College for Boys, while business firms will participate Feb 23 and 24.

At least 78 global tour operators have registered themselves for participation in the conclave with 23 inbound and outbound tour operators for the three-day event.

Tour operators will hold introductory tours about places in addition to online marketing of the tourist sites, officials said.

Director General (Tourism) Amrit Abhijaat said the state government is endeavouring to give wide publicity to this sector so that optimum dividend could be reaped, generating employment opportunities for people.

Efforts would be made to revamp tourist facilities within the three km radius of the Taj Mahal, he said.