The Department of Tourism, Government of Rajasthan, is preparing to launch the “Rajasthan in Summer” campaign on a large scale to promote tourism during the summer season and strengthen off-season travel across the state.

The campaign aims to reposition Rajasthan beyond its traditional image of winter tourism by promoting quieter, immersive and experience-driven travel opportunities rooted in culture, heritage and local lifestyles.

According to the Tourism Department, the initiative will be integrated with the “Visit My State” and “Holiday in Rajasthan” promotional drives to encourage domestic and international travelers to explore Rajasthan during the summer months. Officials believe that summer allows visitors to experience Rajasthan in a more authentic and intimate manner compared to peak tourist seasons.

Joint Director of Tourism, Daleep Singh Rathore, said that under the guidance of Deputy Chief Minister and Tourism Minister Diya Kumari, the primary objective of the campaign is to establish Rajasthan as a “year-round tourism destination.”

The department is developing a comprehensive outreach strategy focused on digital campaigns, social media storytelling, experiential tourism and the promotion of lesser-known and unexplored destinations.

As part of the campaign, destination-specific themes are being curated for major tourism regions across the state:

• Udaipur will be promoted through serene lake experiences, sunrise and sunset tourism, and cultural evenings.
• Bundi will be positioned as a “Hidden Heritage” destination highlighting its historic lanes, stepwells and architectural legacy.
• Jaipur and Jodhpur will focus on palace experiences, heritage stays, traditional cuisine and curated evening cultural activities.
• The Thar Desert region, including Barmer, is being developed as a destination for solo travel, desert experiences and immersive rural tourism.

Wildlife tourism will also form a key component of the initiative. The department plans to specially promote increased wildlife activity during summers at Ranthambore National Park to maintain tourist inflow during the off-season period.

The Tourism Department has already initiated the creation of digital promotional content, including short films, video stories and social media reels. Unlike traditional advertising campaigns, the initiative will emphasize “experience-based storytelling,” reflecting the growing preference among younger travelers for meaningful and memorable journeys rather than conventional sightseeing alone.

The release noted that Deputy Chief Minister Diya Kumari has consistently directed officials to develop world-class tourism infrastructure, promote lesser-known destinations and strengthen the preservation of Rajasthan’s cultural and heritage assets. Recent high-level meetings have also focused on tourism infrastructure enhancement, heritage conservation, regional tourism circuits and cultural event development.

According to Joint Director Daleep Singh Rathore, the campaign will actively involve the hospitality sector, heritage property operators, travel agencies, local artisans and cultural performers. The state government believes that strengthening off-season tourism will generate local employment opportunities and support small tourism-linked businesses across Rajasthan.

Officials added that the initiative seeks to ensure Rajasthan’s global tourism identity is no longer confined to winter travel alone. The campaign is expected to increase long-stay tourism while bringing international visibility to many of the state’s lesser-known destinations and cultural landscapes.