An extensive “Rajasthan in Summer” campaign has been initiated by the Rajasthan Tourism Department with the aim of promoting off-season travel and rebranding the state as a destination that can be enjoyed all year round. The initiative’s goal is to increase domestic and international tourism by promoting less-visited sites like Bundi, Barmer, and Udaipur through digital outreach and immersive narrative powered by experiences.

Launched with the goal of rebranding the state of Rajasthan as a year-round tourist destination, the “Rajasthan in Summer” campaign promotes off-season travel. By showcasing immersive experiences based on heritage, culture, wildlife, and local lifestyles, the program hopes to transcend Rajasthan’s conventional winter-centric tourist image.

During the summer, the campaign will work in tandem with other promotional efforts like “Visit My State” and “Holiday in Rajasthan” to draw in tourists from near and far. The goal, according to organisers, is to provide alternatives to tourist-driven travel during peak season by showcasing a more peaceful and genuine side of Rajasthan.

According to Daleep Singh Rathore, Joint Director of Tourism, Deputy Chief Minister and Minister of Tourism Diya Kumari is supervising the campaign’s execution. The initiative’s focus is on sustainable tourism growth, he continued, and its purpose is to promote Rajasthan as a year-round destination.

An organised outreach plan centred on digital storytelling, social media interaction, and experiential tourism is being developed by the department as part of the campaign strategy. Modern visitors seeking immersive and meaningful experiences will be enticed by tailored thematic tales that promote less-explored places across the state.

Cultural evenings, sunrise and sunset tours, and lake tourism will be Udaipur’s main attractions. The stepwells, ancient alleyways, and architectural importance of Bundi will make it a secret heritage attraction. Stays in palaces, heritage hospitality, traditional food, and nightly cultural programs will remain highlights of Jaipur and Jodhpur.

Barmer and the surrounding Thar Desert region will be advertised as a great place for desert tourism, solo travel, and rural immersion. An important feature of the promotion will be animal tourism. The department plans to promote the increased wildlife sightings in Ranthambore National Park during the summer to keep visitors interested even during the dry season.

Instead than using traditional forms of tourism advertising, the campaign will focus on digital-first communication formats, such as cinematic travel storytelling and short-form video material, according to officials. The strategy’s target audience consists of younger travellers who value trips based on personal experience.

Additionally, the department emphasised that the effort is in line with the government’s larger goals of developing tourist infrastructure, preserving heritage, and promoting less well-known locations. Supporting local livelihoods and strengthening tourism-linked economic activity across the state, the campaign is also anticipated to involve players in the hospitality industry, operators of heritage hotels, travel agencies, craftsmen, and folk performers.