Govt launches campaign to promote summer tourism

Jaipur: State tourism has announced the launch of the “Rajasthan in Summer” campaign to reposition the state as a year-round destination.

The campaign seeks to highlight the more immersive experiences that summer offers. Officials said that the season allows travelers to encounter Rajasthan in a more authentic way, watching dawn break over Udaipur’s lakes, wandering through Bundi’s historic lanes, or experiencing the vast solitude of the Thar Desert under the blazing sun.

Unlike traditional advertising, the initiative leans heavily on digital storytelling. Short films, social media reels, and curated narratives will showcase Rajasthan’s heritage and culture, appealing to younger travelers who increasingly value meaningful journeys over conventional sightseeing. Integrated with the ‘Visit My State’ and ‘Holiday in Rajasthan’ drives, the campaign aims to reach both domestic and international audiences.

Each region will be presented through its own theme. Udaipur will emphasize serene lake tourism and cultural evenings, Bundi will be promoted as a “hidden heritage” destination, while Jaipur and Jodhpur will highlight palace stays, traditional cuisine, and curated cultural nights.

The Thar Desert, including Barmer, is being positioned for solo travel and immersive rural experiences. Wildlife tourism will also feature prominently, with Ranthambore National Park promoted for its heightened summer activity.

Joint director Daleep Singh Rathore noted that the campaign is not only about attracting tourists but also about sustaining livelihoods. By involving heritage property operators, artisans, travel agencies, and cultural performers, the state hopes to generate employment and support small businesses.