Explore the unexplored in Rajasthan
The state tourism department’s marketing strategy is to promote offerings that are beyond what is already known in the international and domestic markets so that visitors can explore the lesser-known destinations, experiences and festivals.
The Rajasthan Government has recently increased Budgets for its tourism department with the aim to promote lesser-known destinations in the international and domestic markets. Pradeep Kumar Borar, Special Secretary & Director (Tourism), Government of Rajasthan, confirms this. “In our bid to make Rajasthan a favoured destination for domestic and international travellers, the government has recently increased our tourism budgets. This will be allocated for both the international as well as the domestic markets.”
Borar adds that the department’s marketing strategy is to promote Rajasthan’s offerings beyond what is already known through the media, social influencers and on-ground activation. “Our coordinated efforts will bring to life different and new experiences that Rajasthan has to offer from the eyes of various travellers and explorers enchanted by Rajasthan. Around 10 per cent of the overall budget under tourism
eyes of various travel-lers and explorers enchanted by under tour-ism is being allocated towards social media on B2B travel marts and advertising. Pradeep Kumar Borar Special Secretary & Director (Tourism) Government of Rajasthan
is being allocated towards social media and B2C travel marts and the rest will be spent on B2B travel marts and advertising,” he adds.
This includes taking part in all the major national and international travel marts such as IFTM Top Resa (Paris), Mountain Echoes literary festival in Bhutan, ITB Asia Singapore, WTM London, FITUR Madrid and ITB Berlin. “With the launch of our new media campaign titled ‘Jane Kya Dikh Jaye’ which means, 'You never know what you may see' we expect many more tourists to visit Rajasthan to explore the lesser-known destinations and experiences. These include the Garadia Mahadev Temple in Kota, the Kumbhalgarh fortress on the Aravalli Hills near Udaipur, and Rajsamand. We’ve seen an increase in numbers already and this is also visible at our music and cultural festivals like the Pushkar Fair, Magnetic Fields Music Fest, Jaipur Lit Fest, Jodhpur Riff Festival, and Udaipur World Music Festival,” Borar adds.
The other new destinations that are being promoted and highlighted are Neelkanth in Alwar, the Wax Museum and the Naval Mahal in Udaipur, Sawai Madhopur Shilpgram, Harsha Mata Temple, Chand Baori (stepwell), Abhaneri in Dausa, Jwahar Kala Kendra in Jaipur, Wax Museum in Jaipur, Rajmandir Cinema Hall in Jaipur and lesser known destinations in Rajasthan circuits like the Shekhawati (Jhunjunu-ChuruSikar) as well as Hadoti (BundiKota-Jhalawar).
When asked if Rajasthan Tourism is looking to tie-up with Airbnb to promote heritage properties that have now been certified by the department, he said that the department is open to tie-ups.