Tourism is the second largest industry with the number of people it employs. Travel makes one modest. Every time we travel, we become part of a global movement that has the power to drive positive change for our planet and for all people. The beauty of nature will leave you speechless once you start travelling and make you a story teller once you finish travelling. Tourism in India has the possibility to promote faster, sustainable and more inclusive growth. It could be used as a powerful antidote to tackle poverty.
The world has realized that India has a lot to offer, not only from the Tourism point of view but also economically and technologically. India is increasingly recognized as a destination with many facets. India is an incredible country which has many travelling options for both, the domestic and the international tourists. One among these is the beautiful and the biggest state of the country Rajasthan. Over the past 2.5 years of BJP rule in the state, Rajasthan has emerged out as a global state. Under the leadership of current Chief Minister Vasundhara Raje, Rajasthan has witnessed a growth in tourism like never before. Let us throw light upon how CM Vasundhara Raje has changed the perception of Rajasthan.
Rajasthan was always infamous of being a desert state, but far-sightedness of Chief Minister Raje and her policies and plans have changes the way the world had always looked at Rajasthan. From nowhere to sixth most visited tourist destination in Asia, Rajasthan has undoubtedly grown into a tourist state. Rajasthan is a state with stunning palaces and heritage hotels, glorious traditions and diverse cultures, colorful history and warm people and it was necessary for the state tourism and economy to take this perception of Rajasthan on an international platform. Chief Minister Raje with her team Rajasthan and the Tourism Department reviewed the decade old state’s tourism policies and came out with plan –Rajasthan Tourism Campaign 3.0
Rajasthan then came out with an all new advertisement series like never seen before saying Rajasthan- Jane Kya Dikh Jaye! Rajasthan Tourism Department teamed up with the leading advertising company Ogilvy and Mathers and came up with this advertisement series which instantly got hit. Not only did the amazingly ear delight music of this campaign hit the audience straight in the heart but the campaign became a success with the increasing tourists every month. The ‘new Rajasthan’ attracts over 33 million domestic tourists and 1.5 international travelers annually. This would not have been possible without the efforts of CM Raje and her team. She in the past two and a half years of her regime visited districts, villages and hamlets around the state and talked to people emphasizing on the fact that the government is doing its part and the people must do their part. CM Raje herself visited the popular and undiscovered tourist destinations across the state and urged people to maintain cleanliness and promote tourism.
Rajasthan’s heritage has always been one of the most crucial aspects of Rajasthan tourism. CM Raje says, “To protect & safeguard our heritage, just like our homes, is a responsibility shared by every Rajasthani.” Rajasthan is a state where you would find everything you would ask for. Deserts, Lakes, Wildlife Sanctuaries, Heritages palaces, Forts, Museums, Adventure sports, and what not, literally the state has everything! Also, to promote tourism within the state and help people easily reach their favorite tourist destination, the state has established easy air connectivity. For the same the Rajasthan’s civil aviation department has signed an air services operation agreement with the Supreme Airlines for increasing the air connectivity between various cities of the state. One of the travel agents, Karan Singh said, “Poor air connectivity between cities was affecting tourism arrivals. Now with these services being launched, tourists would certainly come in more numbers and stay more in the state.”
Hasn’t a lot has already been done and achieved in Rajasthan? YES! But not to forget, a lot has to be done. By the mean time, come, witness a spectacular mélange of colors, come experience Rajasthan, Jane Kya Dikh Jaye!
