The Yamuna Expressway Industrial Development Authority (Yeida) is set to develop the Heritage City in Raya, Mathura, using a hybrid model, pending board approval.

The 11,653-hectare project, planned as the Raya Urban Centre, will highlight cultural, religious, and tourism aspects, drawing inspiration from the Braj region and Lord Krishna's legacy. It aims to cater to the thousands of pilgrims visiting Mathura and Vrindavan daily, improving travel and amenities. The development will combine public-private partnerships (PPP) for religious and tourism facilities, while YEIDA will handle the residential and commercial areas. Located along the Yamuna Expressway, the Heritage City will also ease traffic congestion and provide modern amenities, including a dedicated parking hub. A detailed proposal is expected to be reviewed by the board in early November for final approval.

The project will feature a 350-acre heritage center, 103- acre wellness zone, 97-acre green park, 46-acre tourist transit facility, 42-acre convention centre, and a 35-acre Ayurveda hub. The city will also include hotels, service apartments, and old-age homes. Located outside flood-prone areas, it is designed to enhance Mathura's status as a global hub for religious tourism, cultural heritage, and wellness, reinforcing the Braj region's spiritual significance.