N unexpected level of modernisation welcomed me at the Jaipur International Airport. With a number of global airlines offering direct flights to Jaipur, Air Arabia, Etihad Airways, Oman Air, Scoot (begins this year) and Air India Express to name a few – R

Hawa Mahal surrounded by the chaos of Johari Bazaar (jewellers market), I could understand why. The city of artists, poets, writers and dreamers, Jaipur’s essence lies in its inherent capability of being able to create beautiful things — and this has always been attractive to cultured travellers.

Most of the tourists begin at Jaipur and proceed on the “Golden Triangle” route by travelling to Delhi and Agra for a quintessential Indian sojourn. A monumental 13.5 per cent is contributed by the tourism industry to the state’s GDP (this includes Jaipur and other cities). These numbers are the result of 1.2 million domestic and 0.6 million international tourists that visit each year. Rajasthan Tourism Board (RTB) understands the dynamic needs of the FIT (free independent traveller) that has ventured into Rajasthan. To keep up with this trend, RTB revamped itself with an all new branding that’s made waves across the media. RTB’s multi-year, multi-modal, multi-narrative and multi-crore global marketing campaign intends to double international tourist numbers to three million and domestic figures to 50 million by 2020.

The capital of Rajasthan is also emerging as the preferred destination for MICE; a number of Indian and international companies pick this package of business, culture and affordability for their conferences. “Jaipur is not only about an aristocratic ambience, it makes business sense too. The city offers unparalleled luxury in heritage accommodation, great sightseeing, shopping and entertainment,” says Agarwal. Jaipur Literature Festival, Great Indian Travel Bazaar, Jaipur Jewellery Show, India StoneMart, Vastra, Resurgent Rajasthan are some of the business events that take place on a grand scale