Government of Rajasthan has vision of doubling (present 1.5 million to 3.0 million tourists) the footfall of International Tourists traffic by the year 2020. In the same period, the Government also aims to increasing the Domestic Tourist traffic from the present 33 million to 50 million tourists. Consequently, various initiatives have been taken by Rajasthan Government to improve state of tourism in Rajasthan, including:
Recent Activities undertaken by State Departments:
- In October, 2019, Tourism Department has signed an agreement with UNESCO for the Project Promoting Intangible Cultural Heritage and Developing Cultural Tourism in Jodhpur, Barmer, Jaisalmer and Bikaner districts in Rajasthan. Under this project 10 Cultural Spots will be developed.
- Tourism Department is advertising its activities at national & international levels through various media for effective marketing of the state tourism.
- A project for development of Ecological Park has been Sanction at a total cost of 15 crore in Laxmangarh (Sikar).
- A project of Light and Sound with an outlay of 890 lakh has been sanctioned to make the people acquainted with the life of Swami Vivekananda. This project is being developed at Ajit Museum, Fateh Vilas, Khetari (Jhunjhunu).
- To disseminate the knowledge of historical places to tourists, Sound and Light show would be developed at 9 historical places, namely, Sambhar Salt Complex, Jai Niwas Garden (Jaipur), Machkund (Dholpur), Sanwaliya Seth (Chittorgarh), Kumbhalgarh Fort (Rajsamand), Chittorgarh Fort, Meera Bai Smarak (Merta), Pratap Gaurav Kendra (Udaipur) and Gadisar Talab (Jaisalmer).
- A proposal for development of wildlife circuit project in the state with an estimated cost of 248.03 crore is under consideration with Ministry of Tourism, Government of India.
- For tourism development of the tribal areas tribal circuits project amounting to 61.35 crore has been sent to Ministry of Tourism, Government of India for consideration under Swadesh Darshan Scheme. The tribal circuit includes Udaipur, Pratapgarh, Banswara and Dungarpur districts.
Recent Awards:
- Lonely Planet Magazine India Award in category of “Lonely Planet Travel Award for Best Destination-Culture (Indian) for 2019″ at Mumbai on 7” May, 2019.
- Lonely Planet Magazine India Award in category of “Best Destination for Indulgence (Indian) for 2019” at Mumbai on 7 May, 2019.
- “Best Decorated award” in Travel and Tourism Fair-2019 (TTF-2019) organized at Hyderabad on 6 July, 2019
- “Best Marketing Campaign award” in FICCI Travel and Tourism Excellence -2019 organized at New Delhi on 23 August, 2019.
- “Best Destination Award” by the Pacific Area Travel Writers Association (PATWA) on 30 August, 2019 in New Delhi.
- “Best wedding Destination” in India was awarded to Rajasthan by Travel and Leisure India 2019.
Some Other Important Initiatives:
1. PPP in Tourism Sector:
Rajasthan Government has identified various projects to be developed in public private participation mode in tourism sector.
- Water based activities like cruise and boating in Chambal and other water bodies.
- ATVs (All Terrain Vehicles) in sand dunes of Jaisalmer / Barmer / Bikaner
- Mountaineering and Trekking activities in Mount Abu/Jaipur
- Establishment of Golf Resorts and Convention centers.
- Night viewing of monuments at Jaipur, Udaipur, Jaisalmer, Bharatpur, Chittorgarh.
- Development of eco-tourism in various places in state.
- Development of tourism at Sambhar & Jaisamand lake
2. Promotion of Agri-tourism
3. Promotion of Eco-tourism in Rajasthan
The Government of Rajasthan notified Rajasthan’s Eco-tourism policy in 2010. This policy has been framed with a view to sensitize the public , government departments, NGOs and others about eco-tourism and for laying down the framework for its growth in the State in a sustainable manner. Sunda Mata temple in Jalore district, Bassi in Chittorgarh district, Kumbhalgarh in Rajsamand district, Hamirgarh and Menal, both in Bhilwara district have been developed as per guidelines of eco-tourism.
4. Government to Government partnershipsÂ
- Rajasthan Government engagement with Singapore has led to a direct flight and a skill development centre for hospitality.
5. Holding fairs and festivals:
Department of Tourism, Rajasthan is engaged in organization of various fairs and festivals to promote tourism in state. Fairs organized in Rajasthan include:
- Nagaur Fair, Nagaur (Jan-Feb.)
- Kite Festival (held on 14th Jan of every year)
- Desert Festival, Jaisalmer (Jan-Feb.)
- Baneshwar Fair, Baneshwar (Jan-Feb.)
- Gangaur Festival, Jaipur (March-April)
- Mewar Festival, Udaipur (March-April)
- Elephant Festival, Jaipur (March-April)
- Urs Ajmer Sharif, Ajmer (According to Lunar Calendar)
- Summer Festival, Mt.Abu (June)
- Teej Festival, Jaipur (July-August)
- Kajli Teej, Bundi (July-August)
- Dussehra Festival, Kota (October)
- Marwar Festival, Jodhpur (October)
- Bundi Festival, Bundi (November)
- Pushkar Fair, Ajmer (November)
- Matsya Utsav, Alwar (November)
- Kumbhalgarh Festival, Rajasamand (December)
- Winter Festival, Mt. Aby (December)
- Camel Festival, Bikaner (January)
6. Policy incentives:
Rajasthan Government also provides various policy incentives for development of tourist infrastructure including hotels, convention centers, tourist places.
- Incentives available for establishment of Hotels in Rajasthan (Read more: here)
- Regional Connectivity Scheme to improve intra-state air connectivity. (Read Post: here)
- Development of a ‘Mega Desert Tourist Circuit’ comprising Bikaner, Jodhpur, Jaisalmer, Pali, Mount Abu and Sambhar.
7. Rajasthan Tourism 3.0
Rajasthan tourism 3.0  is a multiyear, multi-modal, multi narrative and multi-crore global campaign to galvanize tourism in the state. Rajasthan Tourism 1.0 lasted from Independence till the early 80s and was powered by Rajasthan’s landscape. Rajasthan Tourism 2.0 began in the 1980s with heritage hotels that married historical narrative with commercial hardware. But Rajasthan Tourism 3.0  is government’s goal of 50 million foreign and domestic tourists  based on enhancement of Rajasthan’s current literature, music and folk festivals with new museums, exhibits and events, strong enough for tourists to plan itineraries around them.
8. Marketing Campaign:
Successive Rajasthan Governments have been constantly revamping the marketing campaigns to project state as preferred tourist destination. In 2019, the government has revert to the state’s old tourism slogan ‘Padharo Mhare Desh’. The state Tourism Department has also added ‘Rajasthan – The incredible state of India’ in the department logo, along with ‘Padharo Mhare Desh.’
9. Promotion of Religious Tourism:
- Rajasthan Government has decided to renovate 11 religious sites to promote religious tourism in state.
10. Rajasthan Tourism Policy
- In a bid to attract more tourists and ease the setting up of tourism-related projects, Rajasthan  revamped its tourism unit policy in 2015.
- Now in September 2020, Rajasthan Cabinet has approved Rajasthan Tourism Policy 2020 to to reposition Rajasthan as a preferred tourism destination for both domestic as well as international tourists by offering tourists a high quality experience.
11. Development of Ajmer under Pilgrimage Rejuvenation and Spirituality Augmentation Drive (PRASAD) & Heritage City Development and Augmentation Yojana (HRIDAY) Scheme
Rajasthan continues to face challenges that impede its growth as a tourist destination. The state needs to improve on the sanitation of its public spaces and the ease of travel around the state so as to add to its international appeal. The state should also consider providing more online payment and reservation services as more tourists are resorting to using the internet to plan and book their holidays in India.
Further Reading:
- Rajasthan Tourism Government initiatives (PDF)
- Rajasthan tourism unit policy (PDF)
