Rajasthan 2047: Leading Bharat’s Tourism Revolution

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Rajasthan is one of the most culturally rich and historically significant regions in India, offering unique experiences in art, architecture, wildlife, and tradition. However, despite its tremendous potential, the state has not fully capitalized on its tourism sector. There are significant gaps in infrastructure, global visibility, and modern, tech-driven tourist offerings that hinder its growth. By understanding the jobs  of its consumers, employing a consumer and data-driven approaches to strategic marketing, infrastructure development, safety improvements, and technological integration, Rajasthan will become a brand and global leader in innovative, inclusive and sustainable tourism. This article explores the journey required for building a 10x solution for tourism in Rajasthan, with projections for future growth, recommendations, and action steps to be taken.

I) Tourism Growth Calculation for Rajasthan: Path to 2047

Present Scenario:
According to the Rajasthan Tourism Development Corporation (RTDC), Rajasthan saw approximately 40 million domestic tourists and 1.1 million international tourists in 2019. The state’s tourism contributes approximately 10% to Rajasthan’s GDP.

Target for 2047:
By 2047, Rajasthan should at least aim to achieve 200 million domestic tourists and 10 million international tourists annually, contributing 20% to the state’s GDP.

To achieve these targets, Rajasthan needs to increase its tourism numbers by 5x for domestic tourists and 9x for international tourists.

Domestic Tourism:

• Current: 40 million
• Target by 2047: 200 million
  Required Growth: 5x

International Tourism:

• Current: 1.1 million
• Target by 2047: 10 million
  Required Growth: 9x

Now to achieve these targets we need to understand the tourists (consumers). As a resident of Rajasthan and a frequent traveler, I am researching my own needs as a tourist. But to truly understand what (jobs) tourists are trying to accomplish, we need direct, on-the-ground insights from tourists themselves. Through this, we can uncover the real jobs they are hiring Rajasthan tourism for, and this will accurately guide Rajasthan’s tourism strategy.

II)  Tourist Pain Points

1. Connectivity Issues

• Limited Public Transport: Public transport to remote locations like Bhangarh Fort and Keoladeo National Park is limited.
• Poor Signage: Lack of clear, multilingual signs, especially for non-Hindi-speaking visitors, adds to the frustration.

2. Lack of Cleanliness and Hygiene

• Dirty Streets: Complaints about dirty streets, littered monuments, and inadequate public washrooms tarnish the image of Rajasthan as a premium destination.
• Hygiene Standards: visitors often report hygiene issues, particularly in public spaces and near tourist sites.

3. High Costs for Low Value

• Overpriced Entry Fees: Many foreign tourists feel that entry tickets to forts and palaces are overpriced, especially given the lack of added value in terms of guided tours or modern amenities.

4. Limited Activities for Repeat Visitors

• Lack of New Attractions: Rajasthan struggles to offer new, unique experiences for returning tourists, leading to a lack of incentive to visit again.
• Monotony in Experiences: While Rajasthan offers classic experiences, such as camel rides and safaris, more adventurous or innovative options are missing.

5. Untrained Staff

• Poor Service Standards: Hospitality staff often lack proper soft skills, cultural knowledge, and training to effectively engage and educate tourists.

III) Why Tourists Choose Other Destinations

1. Better Facilities Elsewhere

• Bali: Bali offers seamless visa-on-arrival services, affordable luxury accommodations, and pristine beach access.
• Dubai: Dubai’s modern infrastructure, clean environment, and safety draw millions of visitors every year, a competitive advantage Rajasthan lacks.

2. Advanced Adventure Tourism

• New Zealand and Switzerland: These countries offer world-class adventure tourism experiences, including bungee jumping, skiing, and mountain treks, which Rajasthan currently cannot match.
• Rajasthan’s Limited Adventure Offerings: Apart from desert safaris and camel rides, Rajasthan’s adventure offerings are limited, missing the adrenaline rush sought by tourists.

3. Engaging Technology

• France: The Eiffel Tower offers VR-enabled tours, while Japan uses robot guides in its museums, showcasing how technology enhances the tourist experience.
• Rajasthan’s Technological Lag: Rajasthan falls behind in using emerging technologies like VR/AR for virtual tours and AI to personalize experiences.

4. Global Recognition

• Spain’s La Tomatina: The annual La Tomatina festival in Spain attracts tourists from across the globe thanks to targeted marketing and media exposure.
• Thailand’s Songkran: Thailand’s Songkran Festival is known worldwide, yet Rajasthan’s Holi celebrations, equally vibrant, are not marketed effectively.

IV) Gaps in Rajasthan’s Current Tourism Plans

Here are the primary gaps that need to be addressed to ensure the state’s tourism sector energizes: 

1. Inadequate Infrastructure

Accessibility Issues:
Rajasthan’s remote regions are often hard to reach due to poor road conditions and limited public transport options. For instance, popular destinations such as the Bhangarh Fort or Keoladeo National Park remain under-visited simply because they are difficult to access. Building better road infrastructure and establishing local shuttle services can make these sites more accessible to a larger number of tourists.

Lack of Modern Amenities: Insufficient facilities like clean washrooms, hygienic eateries, and ATMs, particularly in remote locations, lead to a poor visitor experience.

Limited Connectivity:
Airports in cities like Jaipur and Udaipur are well-connected to major Indian cities, but international connectivity remains limited. Expanding air routes and adding international flights to cities such as Jaipur, Jodhpur, and Udaipur could open up more direct pathways for international tourists.

2. Weak Branding & Marketing

Global Visibility: Rajasthan’s tourism marketing efforts are often fragmented, leading to inconsistent branding. It has great attractions, but they are not adequately highlighted to the right audiences. According to a 2021 study by the Indian Ministry of Tourism, Rajasthan’s marketing budget is significantly lower than that of destinations like Kerala, Goa, and Delhi. Compared to global tourism hubs like Dubai and Bali, Rajasthan’s marketing is less aggressive and lacks the global visibility required to attract high volumes of international tourists.

Insufficient Digital Footprint: Limited use of digital platforms and tools for global outreach.

3. Limited Tourist Personalization

No Segmentation: There’s a lack of segmentation for tourists (e.g., adventure tourists, wellness seekers, cultural enthusiasts), leading to generic experiences that fail to engage niche groups.

Language Barriers: The absence of multilingual guides and materials restricts Rajasthan’s ability to cater to non-Hindi speaking and international tourists.

4. Safety Concerns

Harassment and Scams: Reports of harassment, scams, and overpricing scare away international tourists, especially women.

Poorly Lit Areas: Lack of safe spaces for women and poorly lit areas in remote tourist destinations remain significant concerns.

5. Lack of Innovation

Absence of Technology: Rajasthan lags behind in adopting cutting-edge technologies like VR/AR for immersive experiences, AI for personalized travel suggestions, and big data for planning and feedback analysis.

Global Competitiveness: Other global tourism destinations like Dubai, Singapore, and Japan have successfully integrated these technologies to enhance the tourist experience.

V) How Rajasthan Can Build a 10x Solution for tourism

1. Leverage Data-Driven Insights

• Use a consumer insighting approach to identify tourist pain points and big data analytics to identify  preferences, high-demand seasons, and top-rated experiences.
• Develop a real-time feedback system to address complaints immediately, enhancing customer/consumer (tourist) satisfaction.

2. Introduce Unique Experiences

• Night Safaris: Introduce unique experiences like night safaris in Ranthambore and hot-air balloon rides in the Thar Desert etc.
• Cultural Immersion Programs: Offer curated programs like pottery workshops, camel-herding experiences, and cooking Rajasthani cuisines.

3. Enhance Accessibility

• High-Speed Rail: Build high-speed rail connectivity to remote destinations like Jaisalmer and Mount Abu.
• Shuttle Services: Develop shuttle services between popular tourist attractions to improve ease of movement for visitors.

4. Invest in Smart Tourism

• AI-Based Chatbots: Introduce AI-powered chatbots to provide 24/7 tourist assistance in multiple languages.
• VR/AR Tours: Utilize VR/AR to provide “preview tours” of forts, palaces, and museums to entice international travelers before they visit.

5. Safety & Hygiene First

• Women-Friendly Spaces: Establish safe zones and women-friendly spaces in cities and rural areas to make women travelers feel secure.
• Hygiene Task Force: Employ a dedicated task force for maintaining cleanliness at all popular tourist destinations.

6. Global Collaborations

• Netflix, Disney+ Hotstar partnerships: Partner with platforms like Netflix, Disney + Hotstar to create documentaries and films showcasing Rajasthan’s unique heritage.
• Airline Tie-Ups: Collaborate with global airlines to offer Rajasthan-focused stopover packages.

7. Focus on Repeat Tourism

• Loyalty Programs: Introduce loyalty programs or discounts for returning tourists.
• New Attractions Yearly: Regularly introduce new attractions and experiences to keep tourists coming back for more.

VI) Strategic Marketing for Rajasthan Tourism

1. Digital-First Strategy

In today’s digital age, marketing tourism requires a shift toward a digital-first strategy. Rajasthan’s tourism industry can benefit from technological advancements such as personalized recommendations, seamless travel planning, and real-time updates.

Tourism App:
Rajasthan can develop a state-of-the-art tourism app that integrates features such as augmented reality (AR) tours, travel itineraries, real-time updates, and offline guides. Such an app would help tourists navigate the state with ease, enhancing their overall experience. For instance, Japan’s “Visit Japan” app provides immersive experiences using AR technology, helping visitors learn about historical sites as they explore.

AI-Based Personalization:
Artificial Intelligence (AI) could be used to suggest personalized itineraries based on visitor preferences, prior activities, and real-time conditions. An AI-driven platform can also help tourists make decisions by suggesting the best time to visit a site or highlighting hidden gems in Rajasthan based on crowdsourcing and user data. This approach is evident in cities like Paris, where platforms such as “Paris Passlib” use AI to recommend attractions based on user data.

Aggressive Digital Campaigns:
An aggressive digital marketing campaign targeting international and domestic tourists should be rolled out across platforms like Google Ads, Facebook, Instagram, YouTube, and other social media channels. Rajasthan’s spark lies in its vibrant culture, palaces, forts, and festivals, all of which can be highlighted through eye-catching visuals and storytelling. As of 2022, global social media platforms have driven over 70% of tourism decisions, with visual content being the key catalyst. Rajasthan must invest in influencer marketing and partnerships with travel bloggers to increase its presence globally. This will drive interest from international markets such as the US, the UK, Australia, and Southeast Asia.

2. Collaborative Tourism Ecosystem

Global Partnerships:
To position itself as a global leader in tourism, Rajasthan must partner with global travel platforms such as Booking.com, Expedia, and Airbnb. These platforms already have a vast reach, and Rajasthan’s inclusion in their portfolios will increase visibility. Rajasthan can work with global brands like Marriott, Hilton, or Accor to enhance hospitality standards, building high-quality, luxury hotel chains that appeal to both international tourists and high-end Indian travelers.

Airlines & Travel Agencies:
Rajasthan should collaborate with airlines like Emirates, Qatar Airways, and Air India to offer special travel packages, discounted airfares, and exclusive Rajasthan-focused tours. By offering packages that combine flights, hotels, and local tours, Rajasthan can make it more convenient for tourists to plan and book their trips.

Local & International Travel Networks:
Rajasthan can expand its reach by collaborating with local and international travel networks like Thomas Cook, MakeMyTrip, and Yatra. Local travel agencies can provide personalized, off-the-beaten-path experiences, helping tourists engage more deeply with Rajasthan’s cultural heritage. Similarly, global travel networks can help Rajasthan create niche travel experiences, such as wellness retreats or luxury desert safaris.

3. Branding Rajasthan Globally

New Brand Identity:
Rajasthan can rebrand itself as “The Kingdom of Timeless Tales,” emphasizing its blend of royal heritage, spiritual retreats, adventure tourism and modern amenities. This narrative would appeal to both cultural tourists and adventure-seekers, positioning Rajasthan as a diverse destination that offers something for everyone. The state should highlight its numerous UNESCO World Heritage Sites, such as Jaipur’s Amer Fort and Jantar Mantar, and incorporate them into its storytelling.

International Roadshows:
To further boost its global visibility, Rajasthan should organize roadshows in international markets like China, the United States, Germany, and Japan. These roadshows could include cultural exhibitions, traditional Rajasthani performances, and promotional tours of Rajasthan’s key attractions. The idea is to bring Rajasthan to global tourism professionals and influencers, showcasing its uniqueness as a destination.

Celebrity Endorsement:
Rajasthan can also enhance its global image by engaging international celebrities and influencers to visit and promote the region. In 2022, for instance, the Rajasthan Tourism Department collaborated with Bollywood stars to promote the state through digital platforms. The success of these campaigns proves that celebrity endorsements are an effective tool to increase global awareness.

4. Festival & Event Promotion

Global Marketing of Events:
Rajasthan is home to several famous festivals, such as the Pushkar Camel Fair, Jaipur Literature Festival, and Desert Festival. These events attract thousands of international tourists each year. To increase their visibility, Rajasthan should focus on global marketing campaigns that promote these festivals as unique and viral cultural experiences. By promoting these events via international travel websites and creating specialized festival packages, Rajasthan can position these events as “must-attend” experiences on the global festival tourism calendar.

Celebrity Participation:
Celebrities play an integral role in amplifying the visibility of events. Rajasthan can invite international celebrities to attend these festivals or become ambassadors of Rajasthan tourism. For example, during the Jaipur Literature Festival, famous authors and public figures from around the world participate, which significantly boosts the event’s global standing.

5. Content-Driven Campaigns

Viral Content Creation:
Content is key to tourism marketing. Rajasthan can create viral content based on its unique cultural and historical sites. For example, “100 Experiences in Rajasthan in 100 Days” can be an engaging campaign where travelers share their Rajasthan adventures via social media, creating a viral buzz and word-of-mouth referrals.

Storytelling:
Storytelling can be a potent tool to connect emotionally with potential tourists. Through personal stories and experiences shared by past visitors, Rajasthan can position itself as a destination that goes beyond the typical tourist trap. Content that emphasizes Rajasthan’s human connection, such as stories of local artisans, camel herders, and desert nomads, will resonate with tourists looking for meaningful experience.

VII) Summarily major actions to meet the growth targets:

1. Leveraging consumer and data insighting.
2. Infrastructure Investment
3. Strategic Marketing & Branding
4. Safety & Innovation
5. Partnerships

VIII) The Vision for Rajasthan

Rajasthan has huge potential to build Bharat and redefine global heritage and sustainable tourism. By efficiently executing a digital-first strategy, enhancing infrastructure, and creating unique travel experiences, Rajasthan can energize its tourism sector. Strategic investments and partnerships will help the state achieve its ambitious targets by 2047, positioning it as a prominent player in the global tourism market.
“Rajasthan, where every desert grain tells a tale,
Where forts rise like whispers of an ancient sail.
Colors of its skies, music in the air,
Every corner, a new wonder to share.”

The journey to transformation begins now. With the right strategies, Rajasthan will rise and shine brighter as a global brand of tourism, bringing prosperity and pride to Bharat.