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‘Padharo Mhare Desh’: Rajasthan govt reverts to old tourism slogan

The previous bjp government had replaced the grand old campaign slogan ‘padharo mhare desh’ (welcome to my land)and introduced ‘jaane kya dikh jaye’ as the new slogan for rajasthan tourism in 2016..

In an order issued on January 25, the Congress government in Rajasthan has rolled back the previous BJP government’s order and replaced the tourism slogan ‘ Jaane Kya Dikh Jaye ’ with the state’s old tourism slogan ‘Padharo Mhare Desh’. The state Tourism Department has also added ‘Rajasthan - The incredible state of India’ in the department logo, along with ‘Padharo Mhare Desh.’

Ever since it formed the government in Rajasthan , the Congress has been working on changing the previous government’s decisions such as renaming the Atal Seva Kendra with its old name Rajiv Gandhi Seva Kendra. It has also tabled a bill in the state assembly to remove the education eligibility clause from PRI (Panchayati Raj Institutions) elections and reintroducing direct election of mayor. The state government is also cancelling inactive MoUs inked in Resurgent Rajasthan.

The previous BJP government had replaced the grand old campaign slogan ‘Padharo Mhare Desh’ (Welcome to my land) and introduced ‘Jaane Kya Dikh Jaye’ as the new slogan for Rajasthan tourism in 2016.

The Tourism department’s January 25 order also directs that the new logo be used.

Also read: Beautiful Padmini, a queen in history or a poetic fantasy?

“Padharo Mhare Desh is Rajasthan tourism’s traditional logo and connects with the state’s tradition and culture. Changing it to ‘Jaane Kya Dikh Jaye’ (JKDJ) makes no sense. The previous government spent a huge amount of money for the new slogan just to oblige an advertising firm,” said Vishwendra Singh, state Tourism Minister.

Singh said, “To make foreign tourists feel welcomed and connected, the department is seeking suggestions from people for a slogan in English through online and by word of mouth.”

He said, “Our tourism policy as promised in the manifesto will be ready in another 20 days and will focus on tourists, facilities, services etc.”

Also read: Bhangarh: The curse of a Tantrik

The Minister said a joint committee has been constituted of RTDC officials and member from employees union to identify properties which need to be upgraded and those which are running in losses.

The president of the employee union of Rajasthan Tourism Development Corporation (RTDC) Tej Singh Rathore said, “It is a good decision as Padharo Mhare Desh has made its identity and a good message was there in the tourism sector. Whereas JKDJ failed to make its identity among the tourists and people in the sector.” He added the addition of a line in English will help connect with foreign tourists.

BJP spokesperosn Mukesh Pareek said, “The change of slogan is their thought and we have no objection but it would be good if they continue doing the good work of the BJP government in order to encourage the tourism sector. The record tourist flow in Rajasthan during the previous government should be continued. Changing the name will not bring development but focus on tourism sector will.”

Sachin Saini is Special Correspondent for Rajasthan. He covers politics, tourism, forest, home, panchayati raj and rural development, and development journalism. ...view detail

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Rajasthan Tourism’s new logo brilliantly captures the essence of the state

Rajasthan cm vasundhara raje recently unveiled the new logo through a video on facebook and youtube..

The land of deserts, camels and colours — Rajasthan — is wooing tourists with a brand new logo and campaign.

Rajasthan Chief Minister Vasundhara Raje recently unveiled the new logo in a Youtube and Facebook video, which is a combination of breathtaking sand art and stop-motion photography.

Watch the video here .

The hashtag for the state tourism is #MyRajasthan, and the tag line ‘Jaane Kya Dikh Jaye’ works well with the TVCs that accompany the campaign. It can be inferred that through its tag line, the state tourism is also trying to showcase the versatility of the destination that has long since been the go-to place for most tourists from across the world.

Watch one of the TVCs here .

The campaign has been designed by Ogilvy and Mather, the same agency that had previously come up with the brilliant ‘Hindustan ka Dil Dekho’ campaign for Madhya Pradesh tourism.

• Rajasthan Tourism

A 19-year-old youth was found dead soon after he was caught while allegedly committing a sacrilege at a gurdwara in Ferozepur’s Bandala village, Saturday, police said. Though videos surfaced in which villagers can be seen thrashing Bakshish Singh, they claimed that when they handed over the youth to the police he was alive.

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Behind the scenes: A look at Rajasthan Tourism's new ad campaign

Updated on: 01 February,2016 08:30 AM IST  |  Suprita Mitter |

From hot air balloon rides, six-seater motorbikes, haunted villages and impregnable fort walls, Rajasthan Tourism's new campaign uses innovative ideas including sand animation to showcase the state

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The logo-istics One of the videos of the campaign and the new logo features a camel, a moustache and birds, used sand animation. This unique idea came through when Mahesh Gharat, group creative director at Ogilvy & Mather (O&M) approached Suresh Eriyat, founder and creative director, Eeksaurus. "I told him about the campaign and he said, why can't we use sand to animate the logo as it is closely associated with Rajasthan. I was sceptical initially since no one had ever done it before and we have seen a typical sand art style, which includes backlighting. Everyone had seen that form and I didn't want to do anything typical," shares Kharat who worked on the project with Azazul Haque, also a creative director. "We wanted the logo to depict the friendly, playful state. The moustache represents Rajasthani pride while everyone associates camels with the state. The two birds represent the Bharatpur bird sanctuary, which is an ideal spot for tourists," Gharat adds.

Sand story "Sand is rudimentary. So I thought, why not use sand to animate the logo. No one had done it before. This wasn't initially part of the plan but the client loved the idea. Even corporate clients don't respond so soon with approvals. The difficulty was to actually execute it. To execute a sand sculpture is easier than animating it. Dhimant Vyas helped us with the animation," shares Eriyat, who headed the sand animation film. Working with sand however wasn't easy for the team. "Sand is a very delicate medium to animate, specially with embossed forms. One second of animation requires 24 frames to see the movement. The same embossed elements have to be sculpted repeatedly, to control its forms," shares lead animator Dhimant Vyas.

"Normally, people animate sand with under light or back light on a glass table, it shows sand particles in dark forms. But we experimented with different styles and did not use common method. The team of Eeksaurus and I tried different ways to animate sand, it was easy to make one frame nicely but animation requires multiple frames with controlled movements on the shapes. Finally, we arrived at a unique technique — 2D animation was done first for the complex animation, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the three dimensional depth that is seen in the film and then lovingly animated over, frame by frame, with sand on table and a top mounted camera. There is no cut in the film. So, if there is any change in the ideas, it would need a reshoot for the whole animation," he adds. With this method, the film took 15 days to shoot, with nine to 10 hours of shoot a day.

Picture this The other films in the campaign showcase unique aspects that one can come across in the state. "I was in Rajasthan for two months. We were looking for places that don't easily look like Rajasthan, for example, the large water body near Kota. We were in Udaipur when a friend of mine told us about this place. It is 22 km away from Kota. The entire idea of the campaign was to reflect how you accidentally come across an unusual sight in Rajasthan, that's where the tagline, Jaane kya dikh jaaye, came from. We didn't use Padhaaro Mare Des because for many years Rajasthan has been inviting people. This time we wanted to talk to people who have been there before but want to come back again to see more than what usual tourists do," shares Kharat.

The first video that was launched was the one showcasing the long walls of the Kumbhalgadh fort. "The Kumbhalgadh video was shot by a drone in one shot without any cuts. The length of the wall is unbelievable. Initially, I had a story in mind but when I saw the wall I thought this needs to be highlighted. I have experimented with shooting with drones before. It is tough when the shoot is for a long duration. The wind at that height was problematic too. We wanted to shoot at 5.30 pm as the light is perfect then. So I started at 2.30 pm and did dummies till we got it right. And exactly on time, we executed it in a single take," reveals Prakash Varma of Nirvana Films, who shot the commercials. Unlike the West, India doesn't usually promote haunted tourism but this campaign includes Kuldhara, a haunted village near Jaisalmer. "This one was particularly aimed at the younger audience who likes to experiment and explore. We wanted to go beyond the usual colour and music shown to present Rajasthan," says Gharat. The second leg of the project will be out in October/November this year.

The team at O&M Mumbai was beaming at the success of the campaign. "We have a lot of experience in doing tourism ads. Especially for tourism, where there is history, nature, art and culture, one must be careful about what they want to present. The Chief Minister's team wanted us to highlight the cooler, younger side of Rajasthan. People are aware that Rajasthan has a great desert, lots of colour and music. We don't need to tell them that again. We tried to showcase the side that people haven't seen before," concludes Piyush Pandey, executive chairman and creative director, Ogilvy South Asia.

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Rajasthan Tourism’s new campaign

How ogilvy turned rajasthan into rohansthan, nehasthan, meerasthan, jennysthan….

The Government of Rajasthan has finally decided to market the state of Rajasthan after an interval of 25 years and has rolled out a multi-year, multi-modal and multi-narrative domestic and international campaign on January 15. Titled ‘Jaane kya dikh jaaye’, the campaign consists of six films, of which five are named after the protagonists who feature as tourists in the videos. The sixth film is a stop-motion animation on sand which reveals the new logo of Rajasthan Tourism.

Rajasthan has always been a major tourist attraction. So, what has suddenly changed to have warranted a campaign of this sort after 25 years?

The campaign, which has been conceptualised by team Ogilvy and guided by Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, aims to change the way the state has always been perceived. The challenge was to attract the youth to a different Rajasthan, a destination for adventure seekers and explorers.

“The Rajasthan Tourism campaign is the campaign I have been waiting for the last one decade. Rajasthan is my home state and I think I owe it an impactful and effective campaign. I look forward to the exciting times ahead,” says Pandey.

The first film depicts how Jane finds her Rajasthan, when a diversion on NH-76 leads her to a view of Garadia Mahadev in Kota. The second video titled Aryasthan shows how Arya finds his Rajasthan in the middle of the Thar desert.

While the third film shows Binoy visit the mysterious deserted village of Kuldhara at night, the fourth film features Meera, who finds her Rajasthan amidst colourful hot air balloons in the clear blue sky. The fifth film is set in Kumbalgarh Fort where Huan finds her Rajasthan.

The sixth and the last film introduces the revamped logo of Rajasthan Tourism. Created by Eeksaurus studios and directed by Suresh Eriyat, founder and creative director, Eeksaurus, the video is a stop-motion picture created on sand.

With regards to execution, after the entire 50-seconds animation on paper was ready, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the three-dimensional depth that is seen in the film and then animated over frame by frame with sand — the most elementary component related to Rajasthan.

Commenting on the campaign, Eriyat, says, “The state of Rajasthan creates an immediate recall for sand, so we decided to capitalise on this factor. Sand animation calls for a great amount of attention to detail, and therefore, every movement and change in surroundings has been looked upon very delicately.”

The campaign, along with the TVCs, will also be advertised extensively on print, outdoors, radio and digital platforms.

Vivek Verma, senior vice-president, Ogilvy & Mather, Mumbai, says, “We went beyond the general places to show the lesser-known sides of the state. To some, the state may be peaceful, and to others it may be adventurous. We decided to explore every nook and corner of the state. I would say, come to Rajasthan, “Jaane kya dikh jaaye (you never know what you might discover)!”

The music created by Amar Mangrulkar mainly consists of Rajasthani folk and is used as the background score. “We decided that there was nothing better than local folk music for this campaign through which the audience will connect better with the state. It gives a different feel to the videos,” he says.

The films capture some of the best images of Rajasthan, be it the authentic Rajasthani culture, places of historical importance, the camels that walk across the desert, or the music, stuff that any tourist would die for.

“To work on the Rajasthan Tourism campaign was a challenging experience. Changing perception isn’t an easy task. After several brainstorming rounds, we stumbled upon a very simple idea to make Rajasthan look different from the eyes of different travellers. It becomes Aryasthan through the eyes of Arya and Meerasthan through the eyes of Meera. The campaign has shaped up well and we are thrilled to be on the team that is bringing about this perception change,” say Azazul Haque and Mahesh Gharat, group creative directors, Ogilvy & Mather, Mumbai.

The state government is expected to spend over Rs 100 crore on this campaign over the next few years.

Despite some of the best tourist attractions, the state’s lack of tourism marketing over the last quarter of a century as compared to its neighbouring states, has resulted in a sharp dip in the number of international tourists (its share has fallen from 33 per cent of international travellers to 20 per cent), as well as domestic tourists (the state gets half of Madhya Pradesh’s 63 million domestic tourists). This is not only a missed opportunity in terms of attracting international tourists, but for economic growth as well.

The state government has created a Steering Committee to monitor the creation and implementation of this campaign. It includes Mira Mehrishi (member secretary, Chief Minister’s Advisory Council), Shailendra Agarwal (principal secretary, Tourism), Malvika Singh (writer and member, Chief Minister’s Advisory Council), Shoba Narayan (author and journalist), and Anil Chaplot, (director, Tourism).

According to Narayan, the campaign mandate for Ogilvy & Mather was to come up with something fresh and digitally native. “Tourism marketing has considerably changed with the internet and social media, and we look forward to presenting something from Rajasthan Tourism for this new world,” she says.

The campaign is part of an overall plan for Rajasthan Tourism’s Phase 3. The Rajasthan Tourism Phase 1, which took off during Independence and carried on until the early 1980s, focussed on the state’s landscape. The second phase began with the heritage hotels and forts. The current phase will combine assets from both phases along with an aggressive marketing campaign, a new logo, and an experience calendar that is being developed.

Unconventional, yet traditional

Commenting on the revamped logo, Bhupal Ramnathkar, founder and managing director, Umbrella Design, feels that it is better than the previous one. “The new logo will last longer in the minds of the audience. The way the camels and the birds create an impression of a Rajasthani person’s face is amazing. It goes well with the imagery which is to discover something new,” he says.

Emmanuel Upputuru, founder, chief integration officer, ITSA Brand Innovations, says, “The effort is commendable, although it is not something extraordinary. The concept of showing a place from the eyes of a third person in advertisements is not something new or unique. With regards to execution, there are sparks, but if you consider the bigger picture then the message is lost somewhere in between.”

Upputuru feels this is so because of a more individualistic concept used in the campaign. “The videos showcase how a person sees the state of Rajasthan. It does not speak on behalf of the state. It is all about what you see in the state,” says Upputuru. “Moreover, as a tourist, I would never want to be in a situation during my visit to the state as presented in Aryasthan in which Arya finds his Rajasthan when he is stuck in the middle of the Thar desert,” he adds.

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While the campaign is quite fresh in appeal, the problem of falling tourists is caused by other factors. overlooking problems faced by tourists, lack of infrastructure expansion, attitude of officials, inability to look beyond the existing sites are few reasons. How can you provide good experience when you have just one ticket window on a day amer Palace witnesses 15-20,000 tourists? Traffic jams to roads leading to sites in tourist season? Inability to tackle guides and touts for pressuring tourists to emporium? Inviting is one things, ensuring great experience is another. Government need to ensure their vision translates well down. It might be out of place here but these were my thoughts which points to inconsistencies!

Good points. Thanks will pass this along to relevant person.

Hello, Thanks for sharing such a fantastic blog.I really appreciate your blog to share information about Rajasthan …Visiting in Rajasthan is amazing experience.Royal Rajasthan is not only the the land of Kings but also famous in tourist destinations in all over the India. Rajasthan is only one of the place where tourists can enjoy with many of things such as culture, civilizations, history, fairs & festivals, Songs & dances, food, forts, temples, lakes, hills and natural beauty with adventure tours. best blog…

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Rajasthan Tourism New Logo: Padharo Mhare Desh

Rajasthan Tourism has replaced the slogan ‘ Jaane Kya Dikh Jaye ’ with the state’s old tourism slogan ‘Padharo Mhare Desh’ .It has also added ‘Rajasthan – The incredible state of India’ in the department logo .Rajasthan is famous for deserts, camels and Rajasthani culture thus the new slogan and logo represent state’s tradition and culture.

Also Read: Tourism Logos of Different States

Old logo “Jane Kya Dikh Jaye” was launched in 2016 during BJP goverment but the new government has changed it again back to ‘Padharo Mhare Desh’ as it appeals more welcoming and royal invitation to tourists from all over the world.

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Rajasthan Tourism to go back to its campaign 'Padharo Mhare Des'

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We are in touch with parties which contested against bjp: sachin pilot, alwar man thrashed by police, claims bjp mla, congress leads in rajasthan, trails in telangana, stiff fight in mp, new party wants 'bjp-congress mukt rajasthan', with guest sharjah, 2019 world book fair opens on saturday, mumbai iskcon's 'rath yatra' festival starts from saturday, they didn't land in chopper: vijayan on women sabarimala entrants, mumbai gynaecologists march to 'save girl child', emergency-fame retired judge c.s. dharmadhikari dead.

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Why Rajasthan Tourism is making headlines with the new video campaign?

By akshay sharma on january 21, 2016 | spotlight.

Rajasthan, the land of camels and vast deserts, is making news all over with its new video campaign. They have released a series of videos, the first one of which quickly takes the viewers through everything that Rajasthan is known for to introduce the new logo of Rajasthan Tourism Board. The other videos take a different perspective and use a character to showcase how they see Rajasthan. The videos have managed to connect very well with the audience and are being widely shared all over.

What is so special about the videos?

Watch the video once and you will know why we are talking about it. They have created various elements in sand art that can be associated with the beautiful state and then used stop motion photography to create this amazing video. From forts to camels, the video has got it all.

Like we mentioned, the other videos take a single character, a traveller, and tell a story from their perspective. They have named the videos by prefixing the traveller’s name before Rajasthan.

It is said that if your marketing activity doesn’t educate or entertain the audience, you need to go back to the drawing board. The Rajasthan Tourism videos educate the viewers about attractions in Rajasthan with some of them adding humour to the equation as well.

Rajasthan Tourism’s tagline, “Jaane kya dikh jaaye” also goes well with the videos as they present the state as a place full of surprises. The video campaign is accompanied by a very interesting new logo. Moustache has been a part of the traditional Rajasthani attire for men and camels have long been associated with deserts. The new logo very neatly blends together these two.

You can find all the videos on their YouTube channel . Do tell us what you think of these new videos by Rajasthan Tourism Board.

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Rajasthan Tourism gets a brand new logo and website

In a bid to increase tourist footfalls in the state, rajasthan tourism launches a new tourism campaign..

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Rajasthan Tourism has literally relaunched themselves with an all new look. The state tourism board has launched a brand new logo, a fresh website, and an entirely different URL for their official portal.

According to recent media reports, all of this is a part of a new tourism campaign that has been launched by the state government in a bid to double the annual footfall of international tourists from 1.5 million to 3 million by the year 2020. Even though the larger objective is to draw foreign tourists, the Government of Rajasthan is also aiming to increase domestic visits from 33 million to 50 million tourists on an annual basis.

Also read: Offbeat Jodhpur: Gardens, camel reserves, and lakes

The new Rajasthan Tourism website tourism.rajasthan.gov.in opens with attractive photographs of the most picturesque tourist spots around the state. The new website also provides a better user experience with the most useful links easily available on the home page. While there are Discover, Experience, and Plan help travellers zero down on their choice of destination and plan their entire trip, the links available towards the bottom of the page provides an easy access to the most popular experiences that Rajasthan offers. Published By: AtMigration Published On: Jan 18, 2016 --- ENDS ---

Rajasthan Tourism’s ‘Jaane Kya Dikh Jaaye’ Ad Campaign compels you to backpack right now to see the lesser known sides of this massive state.

If India is a traveller’s dream, then its 29 states are a country within themselves. After the colourful tales of Madhya Pradesh; exotic scenes of Kerala; vast landscapes of Gujarat; breathtaking beauty of North Eastern States, ladies and gentlemen, it’s time to witness the inviting landscape of Rajasthan.

The multi-crore rupees media campaign aims to double the footfalls in the state from the existing 1.5 million to 3 million by 2020. This mega advertising campaign kick-starts the ambitious plans of the Rajasthan government to herald Rajasthan 3.0, which is not only about landscape, harsh terrains, heritage forts but an integrated approach focussed around experience, infrastructure, cleanliness, security and marketing.

This creative campaign showcases Rajasthan through the eyes of different travellers and aims to highlight some of the lesser known facets of this historic state. Given the vastness of this state and its diversity, every traveller is sure to find and spot his own mini version of Rajasthan. From Meerasthan (a small girl transports into her own world of awe and wonder as she goes for a hot air balloon ride with her father), Aryasthan (Rajasthan as seen through the eyes of a Arya and his friends marooned in the centre of a desert) to Huansthan (a Chinese traveller stands bewitched by the epic scale and never ending walls of Kumbalgarh Fort, her Great Wall, but away from China), these series of videos capture everything Rajasthan has to offer you- warm people, amazing sunsets, stunning landscape and the diversity at every step.

Aryasthan – Rajasthan Through Arya’s eyes

Place: Thar Desert

Binoysthan – Rajasthan Through Binoy’s eyes

Place: Kuldhara – A haunted village in Jaisalmer

Janesthan- Rajasthan through Jane’s eye

Place: Garadia Mahadev

Meerasthan- Rajasthan through Meera’s eyes

Huansthan – Rajasthan Through Huan’s eyes

Place: Kumbhalgarh fort in Udaipur

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Account Management: Vivek Verma – Senior Vice President Pooja Jaggi – Group Account Manager Shoaib Alim – Account Supervisor Vaishali Upadhyay – Account Executive Maria Suratwala – Assistant Account Executive Production House: Nirvana Films Director: Prakash Varma

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Government Initiatives to promote Tourism in Rajasthan

Government of Rajasthan has vision of doubling (present 1.5 million to 3.0 million tourists) the footfall of International Tourists traffic by the year 2020. In the same period, the Government also aims to increasing the Domestic Tourist traffic from the present 33 million to 50 million tourists. Consequently, various initiatives have been taken by Rajasthan Government to improve state of tourism in Rajasthan, including:

Recent Activities undertaken by State Departments:

• In October, 2019, Tourism Department has signed an agreement with UNESCO for the Project Promoting Intangible Cultural Heritage and Developing Cultural Tourism in Jodhpur, Barmer, Jaisalmer and Bikaner districts in Rajasthan. Under this project 10 Cultural Spots will be developed.
• Tourism Department is advertising its activities at national & international levels through various media for effective marketing of the state tourism.
• A project for development of Ecological Park has been Sanction at a total cost of 15 crore in Laxmangarh (Sikar).
• A project of Light and Sound with an outlay of 890 lakh has been sanctioned to make the people acquainted with the life of Swami Vivekananda. This project is being developed at Ajit Museum, Fateh Vilas, Khetari (Jhunjhunu).
• To disseminate the knowledge of historical places to tourists, Sound and Light show would be developed at 9 historical places, namely, Sambhar Salt Complex, Jai Niwas Garden (Jaipur), Machkund (Dholpur), Sanwaliya Seth (Chittorgarh), Kumbhalgarh Fort (Rajsamand), Chittorgarh Fort, Meera Bai Smarak (Merta), Pratap Gaurav Kendra (Udaipur) and Gadisar Talab (Jaisalmer).
• A proposal for development of wildlife circuit project in the state with an estimated cost of 248.03 crore is under consideration with Ministry of Tourism, Government of India.
• For tourism development of the tribal areas tribal circuits project amounting to 61.35 crore has been sent to Ministry of Tourism, Government of India for consideration under Swadesh Darshan Scheme. The tribal circuit includes Udaipur, Pratapgarh, Banswara and Dungarpur districts.

Recent Awards:

• Lonely Planet Magazine India Award in category of “Lonely Planet Travel Award for Best Destination-Culture (Indian) for 2019″ at Mumbai on 7” May, 2019.
• Lonely Planet Magazine India Award in category of “Best Destination for Indulgence (Indian) for 2019” at Mumbai on 7 May, 2019.
• “Best Decorated award” in Travel and Tourism Fair-2019 (TTF-2019) organized at Hyderabad on 6 July, 2019
• “Best Marketing Campaign award” in FICCI Travel and Tourism Excellence -2019 organized at New Delhi on 23 August, 2019.
• “Best Destination Award” by the Pacific Area Travel Writers Association (PATWA) on 30 August, 2019 in New Delhi.
• “Best wedding Destination” in India was awarded to Rajasthan by Travel and Leisure India 2019.

Some Other Important Initiatives:

1. ppp in tourism sector:.

Rajasthan Government has identified various projects to be developed in public private participation mode in tourism sector.

• Water based activities like cruise and boating in Chambal and other water bodies.
• ATVs (All Terrain Vehicles) in sand dunes of Jaisalmer / Barmer / Bikaner
• Mountaineering and Trekking activities in Mount Abu/Jaipur
• Establishment of Golf Resorts and Convention centers.
• Night viewing of monuments at Jaipur, Udaipur, Jaisalmer, Bharatpur, Chittorgarh.
• Development of eco-tourism in various places in state.
• Development of tourism at Sambhar & Jaisamand lake

2. Promotion of Agri-tourism

• Read in Detail

3. Promotion of Eco-tourism in Rajasthan

The Government of Rajasthan notified Rajasthan’s Eco-tourism policy in 2010. This policy has been framed with a view to sensitize the public , government departments, NGOs and others about eco-tourism and for laying down the framework for its growth in the State in a sustainable manner. Sunda Mata temple in Jalore district, Bassi in Chittorgarh district, Kumbhalgarh in Rajsamand district, Hamirgarh and Menal, both in Bhilwara district have been developed as per guidelines of eco-tourism.

• Potential Eco-tourism Sites in Rajasthan

4. Government to Government partnerships 

• Rajasthan Government engagement with Singapore has led to a direct flight and a skill development centre for hospitality.

5. Holding fairs and festivals:

Department of Tourism, Rajasthan is engaged in organization of various fairs and festivals to promote tourism in state. Fairs organized in Rajasthan include:

• Nagaur Fair, Nagaur (Jan-Feb.)
• Kite Festival (held on 14th Jan of every year)
• Desert Festival, Jaisalmer (Jan-Feb.)
• Baneshwar Fair, Baneshwar (Jan-Feb.)
• Gangaur Festival, Jaipur (March-April)
• Mewar Festival, Udaipur (March-April)
• Elephant Festival, Jaipur (March-April)
• Urs Ajmer Sharif, Ajmer (According to Lunar Calendar)
• Summer Festival, Mt.Abu (June)
• Teej Festival, Jaipur (July-August)
• Kajli Teej, Bundi (July-August)
• Dussehra Festival, Kota (October)
• Marwar Festival, Jodhpur (October)
• Bundi Festival, Bundi (November)
• Pushkar Fair, Ajmer (November)
• Matsya Utsav, Alwar (November)
• Kumbhalgarh Festival, Rajasamand (December)
• Winter Festival, Mt. Aby (December)
• Camel Festival, Bikaner (January)

6. Policy incentives:

Rajasthan Government also provides various policy incentives for development of tourist infrastructure including hotels, convention centers, tourist places.

• Incentives available for establishment of Hotels in Rajasthan (Read more: here )
• Regional Connectivity Scheme to improve intra-state air connectivity. (Read Post: here )
• Development of a ‘Mega Desert Tourist Circuit’ comprising Bikaner, Jodhpur, Jaisalmer, Pali, Mount Abu and Sambhar.

7. Rajasthan Tourism 3.0

Rajasthan tourism 3.0  is a multiyear, multi-modal, multi narrative and multi-crore global campaign to galvanize tourism in the state. Rajasthan Tourism 1.0 lasted from Independence till the early 80s and was powered by Rajasthan’s landscape. Rajasthan Tourism 2.0 began in the 1980s with heritage hotels that married historical narrative with commercial hardware. But Rajasthan Tourism 3.0 ­ is government’s goal of 50 million foreign and domestic tourists ­ based on enhancement of Rajasthan’s current literature, music and folk festivals with new museums, exhibits and events, strong enough for tourists to plan itineraries around them.

8. Marketing Campaign:

Successive Rajasthan Governments have been constantly revamping the marketing campaigns to project state as preferred tourist destination. In 2019, the government has revert to the state’s old tourism slogan ‘ Padharo Mhare Desh ’. The state Tourism Department has also added ‘Rajasthan – The incredible state of India’ in the department logo, along with ‘Padharo Mhare Desh.’

9. Promotion of Religious Tourism:

• Rajasthan Government has decided to renovate 11 religious sites to promote religious tourism in state.

10. Rajasthan Tourism Policy

• In a bid to attract more tourists and ease the setting up of tourism-related projects, Rajasthan  revamped its tourism unit policy in 2015.
• Now in September 2020 , Rajasthan Cabinet has approved Rajasthan Tourism Policy 2020 to to reposition Rajasthan as a preferred tourism destination for both domestic as well as international tourists by offering tourists a high quality experience.

11. Development of Ajmer under  Pilgrimage Rejuvenation and Spirituality Augmentation Drive ( PRASAD ) & Heritage City Development and Augmentation Yojana ( HRIDAY ) Scheme

Rajasthan continues to face challenges that impede its growth as a tourist destination. The state needs to improve on the sanitation of its public spaces and the ease of travel around the state so as to add to its international appeal. The state should also consider providing more online payment and reservation services as more tourists are resorting to using the internet to plan and book their holidays in India.

Further Reading:

• Rajasthan Tourism Government initiatives ( PDF )
• Rajasthan tourism unit policy ( PDF )

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Indian States With Their Tourism Taglines

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India is one of the oldest civilizations in the world with a kaleidoscopic variety and rich cultural heritage. India comprises 28 States and 8 Union Territories.

They are Andhra Pradesh, Assam, Arunachal Pradesh, Bihar, Chhattisgarh, Goa, Gujarat, Haryana, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Manipur, Meghalaya, Mizoram, Nagaland, Odisha, Punjab, Rajasthan, Sikkim, Tamil Nadu, Telangana, Tripura, Uttarakhand, Uttar Pradesh, and West Bengal. Union Territories are Andaman and Nicobar Islands, Chandigarh, Dadra and Nagar Haveli and Daman and Diu, National Capital Territory of Delhi, Jammu and Kashmir, Lakshadweep, Ladakh, and Puducherry.

As we know, just like Indian tourism has the tagline “Incredible India!” along with the slogan “Atithi Devo Bhava” , states have the freedom to pick their own taglines and slogans. So, let’s check out the ” Tourism Slogans of All Indian States and Its Union Territories” .

Here are the Indian States With Their Tourism Taglines:

Here are the Indian Union Territories With Their Tourism Taglines:

Check Out Tourism Taglines of Every Country In The World

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Tourism in Rajasthan: Challenges & Proposals

• September 6, 2022
• 11 min read
• No Comments
• By Vikram Singh Dhodhaliya(Editor-in-Chief)
• Rajasthan Tourism
• Tourism in Rajasthan: Challeng ...

Tourism in Rajasthan: Challenges & Proposals

Abstract : Rajasthan State is one of the most attractive tourist destinations in India and has a prominent place on the world tourist map. It has varied tourist attractions for both domestic & international tourists. Rajasthan, which is a premier tourist destination, attracts tourists for its historical forts, palaces, art and culture. In the world scenario also, tourism has emerged as the biggest industry and possesses great employment potential. The boost in tourist arrivals has resulted in the swift growth of the tourism sector in Rajasthan. The growth of the tourism sector has resulted in employment generation, foreign exchange earnings, development of infrastructure facilities, capital investment, socio-economic growth, increase in the contribution to GDP and so on. This paper is an effort to understand the perspective of tourism in the economic development of Rajasthan and identify the factors influencing the growth of tourism. It also identifies the challenges and opportunities of tourism development in Rajasthan

Introduction:

The tourism industry in Rajasthan is a very important economic  activity, which has a direct and indirect impact on the economic, social and cultural life of the people. This industry has many benefits to the state in terms of foreign exchange earnings, employment generation, increase standard of living, regional development, promotion of international understanding, conservation of local arts and crafts etc. The State Government has already realized the potential of this industry for economic development in the state and has adopted various measures to promote tourism in the state. The popular slogan, “Padharo Mhare Desh”, means Rajasthan invites and welcomes tourists. The Government of Rajasthan and the private sector both are engaged in the development of the tourism industry. The Department of Tourism in Rajasthan mainly relates to exploring new places, planning and developing new areas, advertisement and motivational activities to enhance the tourism industry; similarly, the private sector generates employment by investment in already developed and new potential areas. All these activities increase the income level of society and help in economic growth and development. But it has been observed that the potential of the tourism industry in Rajasthan has not been fully utilized as it was expected to be. Before discussing the problems, it would be worth to glimpse at the growth of tourism in Rajasthan.

Over the last two decades, Rajasthan has emerged as one of the the leading state in India and the state was the third preference of tourists after Goa and Kerala as travelled destinations in India.Rajasthan is a natural choice for international and domestic tourists. The rate of growth of domestic tourism is expected to be 7% while that of foreign tourists, is likely to be 5% as per the studies conducted by “TCS Projections” up to the year 2020. At present, the state economy-industry sector contributes 32.5% agriculture sector and 22.5%. The service sector is 45% while tourism contributes 15%.

The objectives of the present study are as follows:

• To identify the hurdles and problems in the development of tourism in Rajasthan.
• To suggest measures to overcome the problems and hurdles in the way of proper development of tourism in Rajasthan and to suggest further measures for development.
• To evaluate the role of government agencies in the development of tourism in Rajasthan.
• Tourism potential has not been fully utilized in the state of Rajasthan.
• State government and government agencies have not played an effective role in exploiting the tourism potential of the State.

Poor Conveyance System:

The poor conveyance system is a crucial problem in the development of tourism in Rajasthan. Though the famous tourist destinations are having well connectivity, there are so many spots of tourist importance where adequate and proper conveyance facilities are not available. Most of them are unidentified due to this reason. Besides, in urban and semi-urban areas the traffic system is not proper or even in miserable condition. Most of the roads are not well maintained.

  Inadequate Advertisement :

Inadequate advertisement and weak publicity of many important tourist destinations are the major problems. Tourists are not well-informed about attractions of a particular destination, accommodation facilities available and other services of their interest; all these adversely affect the tourism and revenue in Rajasthan. Now State Government is serious in this regard and a systematic advertisement system has been adopted.

Insufficient Accommodation:

In the last few years, domestic, as well as foreign tourists, are attracted to Rajasthan, but the accommodation facilities are not increasing accordingly. Seasonal pressure of tourists also cause price hike ; this situation adversely affect the budget of tourists, and they are forced to cut their stay in Rajasthan. Now Government of Rajasthan has taken a policy decision to promote the hotel industry and many relaxation and incentives have been announced for the hotel industry.

Non Availability of Tourists Reception Centers:

Whenever a tourist comes to visit Rajasthan he wants someone to guide him properly, but in place of proper guidance, he is often misguided by strangers because there is not the facility of Tourists Reception Center. Though the Government of Rajasthan has established TRCs at important tourist destinations, these TRCs are facing the problems of understaffing. Sometimes the TRCs personnel does not have proper information about touristic attractions.

Insufficient Communications Facility:

The present time is known as Information and Communication Technology time, but in Rajasthan, ICT facilities are in poor condition. Most of the area is out of this service. Tourists, especially foreigners, find difficulty calling their natives or accessing a site. It has been found that many times they leave their tour without completing it due to poor communication facilities.

Seasonal Business:

Rajasthan is a deserted land, most of the area is under the desert. The hot and dry climate does not suit tourists. They visit the land in winter. Thus, the problem of seasonal business arises. Hoteliers curtail the staff due to the down season. The staff and the persons who are directly and indirectly associated with the tourism industry face part-time unemployment problems. They have to depend on other sources of earnings. The seasonal business cause losses to the government as well as others.

Price Discrimination:

Keeping in view the higher earnings, especially from foreign tourists, the State Government charges high tariffs from foreign tourists. We can see this price discrimination in many places, for instance, while visiting heritages, national parks, zoos or even using cameras, foreign tourists are charged higher rates. This practice should be banned because it hears them, and we should not forget that we have invited them.

Problems of the Officials of RTDC:

Shortage of funds and facilities, instability of tourism policies, lack of training for human resource development, lack of coordination, lack of professionalism in policies formulations, shortage of professional in RTDC, poor innovativeness in marketing, Lack of personnel at TRCs and hotel units, impediment from local people, insufficient communication with travel agencies, non-cooperation of travel agents and absence of performance evaluation etc. are some of the major problems associated with RTDC.

Proposal for Tourism in Rajasthan :

Rajasthan is a natural choice for international and domestic tourists. The rate of growth of domestic tourism is expected to be 7% while that of foreign tourists, is likely to be 5% as per the studies conducted by “TCS Projections” up to the year 2020.

At present, in the state, economy-The industry sector contributes 32.5% agriculture sector and 22.5%. The service sector is 45% while tourism contributes 15%. Several industry drivers such as government initiatives, diverse product offerings, growing economy, Increasing disposable income levels and marketing initiatives along with key trends such as an increasing number of women and senior citizen tourists, multiple short trips and weekend holidays, and innovation of innovative tourism concepts and tour packages are playing a pivotal role in shaping the Indian tourism sector. The number of tourists is increasing day by day in Rajasthan. A key attributable reason for the success of tourism in the State is the increasing investments in the tourism sector. The Government of Rajasthan allotted Rs. 167 crores for the tourism sector for the financial year 2017-18. In the budget 2018-19, the State government has given a relaxation of 50% on stamp duty while purchasing tourism property. At Mahi Project in Banswara district, the government has announced to expend 10 crore rupees for the development of 100 islands and Rs.2crore in other districts for the development of historical and cultural places which are important from the point of view of tourism. Besides, Rs.33 crore, 25 lacs on conservation of the 19 monuments. The State Government has allotted Rs 7 crore for the development of Mangarh Dham.

The entertainment and tourism units which were getting the benefit of tax rebates under entertainment tax and luxury tax before GST, such units will get GST-based benefits. Lastly, tourism is known as the smokeless industry. Rajasthan has been endowed by nature, historical and cultural heritages, young and hardworking generation. The State Government has taken the tourism sector under priority all these indicate that though there are many problems and hurdles in the development of the tourism sector, the prospects are very high. The Government of Rajasthan and RTDC have the primary responsibility for tourism development, but the RTDC himself is suffering from the problem of a shortage of staff. Many RTDC units are in losses. Their working and operations are not proper. Now it is the duty of the government to fulfil staff, improve infrastructure, aggressive advertisement policy, effective marketing strategy, relaxation in taxes, and control over malpractices then certainly it will attract foreign as well as a domestic tourists to the State and the tourism industry in Rajasthan will be greatly flourished.

Opportunities for the Tourism Industry in Rajasthan

Tourism in Rajasthan is one of the fast-growing industries. There are many tourism products in the state which attract tourists such as forts and palaces, shopping, safari tours, wildlife sanctuary parks, heritage and pilgrimage places, lakes in Rajasthan and many more. There are many popular tourist destinations in the state which attract tourists from India and abroad including historic cities (Jaipur, Udaipur, Bikaner), wildlife centuries (Sariska Ranthambore, Keoladeo) and desert locations (Jodhpur, Jaisalmer). Jaipur and other cities of Rajasthan have developed some unique selling propositions to attract domestic and foreign tourists. Some of the hotels of Rajasthan are providing traditional food in a very traditional style. The state runs the “Palace on Wheels, ‘Heritage on Wheels and the luxury train ‘Royal Rajasthan on Wheels, which is a famous attraction for foreign tourists. The government can promote medical tourism by providing super speciality medical facilities at a cheaper rate the government can also develop infrastructural facilities for promoting camp tourism and eco-friendly nature tourism. If efforts are made by RTDC to promote tourism, by means of adopting a better marketing strategy, and providing services at a cheaper and reasonable rate compared to that being provided by the other countries, then definitely the inflows of foreign tourists will go up from the present level. If this is achieved, then the tourism industry in Rajasthan will be greatly benefitted. Thus, it can be said that the tourism industry in Rajasthan is a very important economic activity, which has a direct and indirect impact on the economic, social and cultural life of the people.

Tourism is a triadic composition of social, natural and the cultural phenomenon, which is emerging as the world’s largest employment generating industry. Tourism in Rajasthan offer many unique products such as forts and palaces, heritage hotels, colorful fairs and festivals, local art and handicrafts. The total number of foreign tourist arrivals in the state has increased. It showed an increasing trend except few years during the study period. No doubt tourism industry in Rajasthan suffers some social and environmental problems. Though it is true that the state government is giving concentration both on the development of the tourism and activities related to tourism industry in Rajasthan.

• Manisha Sharma

Tourism in Rajasthan: Problems and Prospects

• Seema Choudhary1 , Dr.S. B. Yadav 2

              Role of Tourism in Economic Development of Rajasthan

• Vikram Singh Dhodhliya

            Rajasthan Rural Tourism

• Websites National Government / State Government htpp:// www. Incredibleindia.org.; tourism.gov.in; com  htpp:// www.rtdc.in;rajasthantourism.gov.in

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Cool solution: how ice-cream saved drought-hit farmers in India

As the climate crisis forces people to abandon their land in Rajasthan, a new industry has sprung up in the desert state, with thousands of gaily decorated vans setting off to sell ice-cream across the country

T he parched villages of Gangapur in the desert state of Rajasthan have a new season in their calendar. Between November and February , car workshops along the town’s dusty mile-long market open before sunrise, cylindrical stainless-steel food containers are put on display, and traders stock up on chocolate and strawberry syrups.

Come March, the villagers start preparing to migrate. In the workshops, thousands of vehicles are converted into vans for selling a variety of ice-cream, from plain condensed milk flavoured with cardamom to chocolate, vanilla and pistachio, while local farmers turned dessert makers have their old mini-trucks serviced in readiness for the drive to distant towns and cities, where they will sell the sweet treat for the next nine months.

Ice-cream has become a lifeline for villagers in north-west India as decades of water scarcity have ruined farm yields and families’ livelihoods.

The ice-cream business has also spawned an entire industry in the town itself, yielding the rarest of all commodities: jobs. The number of vehicle repair shops and stores selling ice-cream paraphernalia has increased from 50 in 2015 to about 500 today.

Every year, an estimated 50,000 trucks are converted during the four-month season. Even the local printers are hiring staff to produce posters of ice-cream scoops against a backdrop of local temples and warrior kings.

There are an estimated 140 million internal migrants in India – people who leave their homes to find work at construction sites and factories, or as daily-wage workers in other states. Their decision to migrate is often rooted in mounting climate losses back home.

While remittances have bolstered household incomes and local economies, an entire industry growing out of a migration pattern is unusual.

“This market caters to 500 mini-trucks every day during the peak season from November to February,” Kalu Mohammad Pathan says in his workshop, as two workers slide under a truck for final checks before its owner leaves for Indore, an eight-hour drive away in the neighbouring state of Madhya Pradesh.

These trucks have become ubiquitous fixtures across cities in India, easily identifiable by their brightly coloured posters and neon lights.

“We earn enough during this season to survive the year,” says Pathan. “If there was no migration for this ice-cream business, people would have remained impoverished in these villages around Gangapur.

“There is no water here, no jobs,” he says. “And the landless find it difficult to migrate as setting up the business costs money, but now there is work for those left behind. Each workshop has created over 10 jobs.”

Rajasthan, known for its majestic forts, desert safaris, palaces and temples, is among the Indian states recording the highest migration numbers to other states, Indian statistics ministry data shows. The exodus from Rajasthan has been fuelled by the harsh climate of the arid region, with low rainfall leading to poor agricultural production.

People in Gangapur cannot remember the last good spell of rain. But the severe drought at the turn of this century – which destroyed crops of maize, peanuts and chillies, and left their animals starving – is still fresh in their memory. That was when the number of people seeking work outside Rajasthan began to swell.

Among those who left was Kanhaiya Prajapati, who was 16 in 2005 when he joined a fellow villager’s ice-cream truck travelling to Gorakhpur in the neighbouring northern Indian state of Uttar Pradesh.

“The farm yield had plummeted and there was no other income in sight. I returned home with 5,000 rupees after four months. It was decent money and the next year I decided to go on my own,” says Prajapati, sitting in front of his new ice-cream truck, an upgrade from the wooden cart he started his journey with almost 20 years ago.

In the past decade, about 100 people from Prajapati’s village of 350 have joined the same line of work, most driving the trucks.

They have all heard tales of the “snack culture” in the more prosperous states of Gujarat and Maharashtra, where families and friends visit roadside food carts until late at night, buying ice-creams, colas and ice lollies – unlike in their village, where the day ends at sunset.

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Bhairav Lal Dhangar, 31, was 14 years old when his father, tiring of travelling 95 miles (150km) to Madhya Pradesh to graze his cows and buffaloes, bought a secondhand mini-truck.

“I have rented a place in Manasa [a small temple town] and I make the ice-cream myself. I am able to save at least 15,000 rupees [£140] every month to send to my family, which I would not be able to in my village,” he says.

The remittances have helped people’s families at home build concrete houses and install wells for their homes and to irrigate their farms.

Inspired by the success of the migrating men, a growing number of villagers started taking ice-cream trucks to neighbouring districts such as Bhilwara, where demand for milk at the local state-run dairy shot up, officials at the dairy said.

About two hours from Gangapur, in the lake city of Udaipur, a car dealer says they sell up to 600 mini-trucks – colloquially called chhota haathi , meaning “small elephant” – during the four-month season, and most are for ice-cream trucks.

More than 600 miles away from Gangapur’s market, Shankar Singh sets up his truck near a temple in suburban Mumbai. His assistant cleans the counters, lights an incense stick and switches on the LED lights that spread a fluorescent blue and orange glow around the vehicle.

“My family is able to eat because of this business. I can’t close this shop even for a day,” says Singh, who like many others will skip the journey back to his village to vote in the elections.

He cites the loss of earnings over the peak summer time – as well as a lack of faith in any political party solving his area’s problems of water scarcity, poor public transport and inadequate hospitals – as reasons to avoid the trip home to vote. Nevertheless, Mumbai is just a workplace for Singh and many others like him.

A common poster on ice-cream trucks in Gangapur shows Rajasthan’s desert, camels and traditionally attired women, with an old tourist slogan Padharo mhare desh (“welcome to our land”) emblazoned in bold letters. It’s a message to their customers but also a proud reminder of home.

• Global development
• South and central Asia

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