Rajasthan tourism department has initiated pioneering tourism reforms to improve the tourism environment in the state. The department is actively working to achieve the target of 5 crore domestic tourist arrivals in the state. From shahi trains to fairs and festivals, the department is pulling all stops.
Chief Minister Vasundhara Raje’s economic advisory council is monitoring all the events. Tourism season has started and the department is focusing on foreign and domestic tourists.
On chief minister Vasundhara Raje’s instructions, tourism department started global media campaign. Last year Rs 63 crore was spent for global publicity while this year Rs 25 crore has been sanctioned.
Aggressive marketing of the state through this media campaign has paid handsome dividends as the number of tourist arrivals has increased by 17%. Buoyed by the results, the tourism department has prepared a marketing plan on different international platforms, which include road shows as well as advertisements on foreign TV channels and magazines.
Within the country, banners and hoardings have been put up in selected cities and publicity campaign in news channels, newspapers and magazine has been planned.
Since, tourism play key role in Rajasthan’s GDP, the government wants more tourists and longer stay. Director tourism Pradeep Borad said that the aim is to attract more tourists. Last year 17% more tourists came and efforts are to get even more tourists than the previous year. He said that as usual ‘Palace on Wheels’ is getting a good response. The department is also working to operate another train on a shorter route.
The state has something for everyone. There are six world heritage sites, two dozen internationally popular monuments, tiger projects, lakes, forests and even sand dunes, which are the most popular among foreigners.
“Other states have been relying on celebrities like Amitabh Bachchan making them brand ambassadors whereas Rajasthan’s own products are a brand in their own right. This media campaign is playing an important role to popularize our tourists’ attractions. We are hopeful of touching the magical figure of 5 crore tourists this year,” said Borad.
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