The Rajasthan Tourism Department is set to roll out a large-scale “Rajasthan in Summer” campaign aimed at boosting off-season travel and positioning the state as a year-round tourism destination.
The initiative will promote Rajasthan beyond its traditional winter tourism image by highlighting immersive travel experiences rooted in heritage culture, wildlife and local lifestyles.
The campaign will be integrated with the “Visit My State” and “Holiday in Rajasthan” tourism drives to attract domestic as well as international travellers during the summer season. Officials said the initiative seeks to showcase a quieter and more authentic side of Rajasthan away from peak season crowds.
Joint Director of Tourism Daleep Singh Rathore said the campaign is being implemented under the guidance of the Honourable Deputy Chief Minister and Tourism Minister Ms. Diya Kumari to strengthen Rajasthan’s identity as a destination for all seasons.
According to the department, a detailed outreach strategy is being developed around digital storytelling, social media engagement, experiential tourism and the promotion of lesser-explored destinations across the state.
As part of the campaign, different tourism regions will be promoted through curated themes.
Udaipur will focus on lake tourism, sunrise and sunset experiences along with cultural evenings. Bundi will be positioned as a hidden heritage destination known for its stepwells, historic streets and architectural legacy. Jaipur and Jodhpur will highlight palace stays, heritage hospitality, traditional cuisine, and evening cultural experiences.
The Thar Desert region, including Barmer, will be promoted for desert tourism, solo travel and rural immersion experiences.
Wildlife tourism has also been included as a major component of the campaign. The department plans to highlight increased wildlife sightings during summer at Ranthambore National Park to sustain tourist footfall during the lean season.
Officials said the campaign will rely heavily on digital content including short film reels and video-based storytelling, instead of conventional tourism advertising. The focus will remain on experience-driven travel narratives that appeal to younger travellers seeking meaningful journeys.
The department said Deputy Chief Minister Diya Kumari has consistently emphasised tourism infrastructure development, heritage conservation and promotion of lesser-known destinations across Rajasthan. Recent review meetings have also focused on regional tourism circuits, cultural events and long-term tourism infrastructure planning.
Rathore said the campaign will involve hospitality stakeholders, heritage hotel operators, travel companies, local artisans and folk performers to strengthen tourism-linked economic activity across the state.
Officials added that the initiative is expected to support local employment, encourage long-stay tourism and bring wider visibility to Rajasthan’s lesser-explored destinations and cultural landscapes.
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