Balancing Heritage and Modern Tourism in Rajasthan’s New Policy, ETTravelWorld

Jaipur: Tourism minister Diya Kumari Thursday pitched for the promotion of concert, conference, and event tourism to diversify Rajasthan’s offerings as it seeks to improve its rankings nationally. The tourism department is already sponsoring events like the IIFA Silver Jubilee, Jaipur Lit Fest, Runway Festival, Polo Cup, and cyclothons.

Speaking at the Economic Times Rajasthan Business Summit, the tourism minister said these activities will bridge the gap between the season and off-season. However, senior officials of the department said the priority is also on further developing heritage tourism.

Rajesh Yadav, principal secretary (Tourism), said they are planning to revive the historical havelis of Shekhawati, which have high potential for heritage tourism. Yadav said Rajasthan was placed at 5th position as the most visited state, and the target is to secure the third position nationally within three years, especially in foreign tourist arrivals.

While the new tourism policy, which Yadav said will be rolled out this year, is likely to promote a blend of old and modern experiences, the industry feels that heritage cannot be overlooked.

Surendra Singh Shahpura, senior vice president of the Federation of Hospitality and Tourism of Rajasthan, said heritage properties need additional govt support.

“To make the experience authentic, we spend on local artisans for designs, murals, and frescoes every year. If the govt can help us, more entrepreneurs would be interested in heritage tourism, which has traditionally been Rajasthan’s main strength,” said Shahpura.

With the rush of hotels and the fast development of other tourism experiences, a shortage of skilled personnel has emerged as a major concern. Karan Rathore, chairperson of the Services Export Promotion Council (SEPC), said, “The govt should support initiatives to create more skilled people to keep pace with the development of the sector.”