Rajasthan's Summer Tourism Transformation

The Rajasthan government is launching the 'Rajasthan in Summer' campaign to boost tourism beyond winter. Emphasizing culture and local experiences, the initiative integrates with ongoing drives to attract tourists year-round, focusing on both digital strategies and unique destination themes.

The Rajasthan government is set to launch ''Rajasthan in Summer'' campaign on a large scale to promote off-season tourism and position the state as a year-round travel destination.

The initiative aims to redefine Rajasthan's image beyond winter tourism by promoting immersive and experience-based travel rooted in culture, heritage and local lifestyles, an official said.

The campaign will be integrated with the ''Visit My State'' and ''Holiday in Rajasthan'' promotional drives to attract both domestic and international tourists during the summer season.

''The primary objective is to establish Rajasthan as a year-round tourism destination,'' Joint Director-Tourism Daleep Singh Rathore said.

He said that the campaign is being implemented following the direction of deputy chief minister and Tourism minister Diya Kumari.

''A comprehensive outreach strategy is being developed with a focus on digital campaigns, social media storytelling, experiential tourism and promotion of lesser-known destinations. As part of the initiative, destination-specific tourism themes are being curated across major regions of the state,'' he said.

Udaipur will be promoted through lake tourism, sunrise and sunset experiences, and cultural evenings, while Bundi will be positioned as a ''Hidden Heritage'' destination showcasing its historic streets, stepwells and architecture, Rathore said.

Jaipur and Jodhpur will focus on palace experiences, heritage stays, traditional cuisine and curated evening cultural programmes.

The Thar Desert region, including Barmer, is being developed as a destination for solo travel, desert tourism and rural immersive experiences.

''Wildlife tourism will also form an important component of the campaign, with special emphasis on promoting summer wildlife activity at Ranthambore National Park to maintain tourist inflow during the off-season period,'' he said.