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‘Showcasing lesser known rajasthani destinations a priority’

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Pradeep Kumar BorarThe tourism landscape in Rajasthan is flourishing and with the launch of new media campaign “Jane Kya Dikh Jaye” many more domestic tourists are visiting Rajasthan to explore the lesser known destinations, says Pradeep Kumar Borar, Special Secretary and Director, Tourism, Government of Rajasthan, in conversation with Elets News Network (ENN).

Please tell us a bit about your marketing and promotion focus plan for 2018-19.

Our marketing strategy is aimed at promoting Rajasthan’s offering beyond what is already known through media and influencers, digital and social media campaigns, and on-ground activation. The coordinated effort will bring to life different and new experiences in Rajasthan from the eyes of various travellers and explorers enchanted by Rajasthan. Further, in our bid to make Rajasthan a favoured destination for domestic and international travellers, the government, in recent years, has increased the tourism budget.

Also, with the launch of new media campaign “Jane Kya Dikh Jaye” many more domestic tourists are coming to Rajasthan to explore the lesser-known destinations and experiences such as Garadia Mahadev Temple in Kota, Khumbhalgarh or Rajsamand that we have to offer. We have seen an increase and it’s also visible, at our music and cultural festivals like the Pushkar Fair, Magnetic Fields Music Fest, Jaipur Lit Fest, Jodhpur Riff Festival, and Udaipur World Music Festival. The new destinations which are being promoted and highlighted are Neelkanth in Alwar, Wax Museum Udaipur, Naval Mahal of Udaipur, Sawai Madhopur Shilpgram, Harsha Mata Temple, Chand Baori (Stepwell) – Abhaneri in Dausa, Jawahar Kala Kendra in Jaipur, Wax Museum Jaipur, Rajmandir Cinema Hall in Jaipur and lesser-known destinations in Rajasthan circuits like Shekhawati (Jhunjunu-Churu-Sikar) as well as Hadoti (Bundi-Kota-Jhalawar) etc.

What are the important trade fairs, the department is going to be part of for keeping the State tourism sector updated with the best of globally-followed industry practices?

This year the department is participating in domestic travel marts like Great Indian Travel Bazaar (GITB), India International Travel Exhibition (IITE), India Travel Mart (ITM), India International Travel Mart (IITM), Travel & Tourism Fair (TTF), India International Travel & Tourism fair (IITT), SATTE ( South Asia’s leading travel show), India International Trade Fair (IITF) events happening in many cities and also in the international marts such as IFTMTopResa (Paris), Mountain Echo – Literary Festival, ITB Asia Singapore (Internationale Tourismus-Börse, the world’s largest tourism trade fair), World Travel Market (WTM) London, FITUR Madrid (short for: Feria Internacional de Turismo, in Spanish or International Tourism Trade Fair, in English) and ITB Berlin. Please share with us your roadmap for the betterment of tourism sector of the state in the coming years.

In our bid to make Rajasthan a favoured destination for domestic and international travellers, the government has increased the tourism budget in recent years. As a result of our various unique and effective marketing initiatives, the State’s tourism has witnessed significant growth. Today, the State is ranked among the top tourist destinations in India. Recently National Tourism Awards were given to Rajasthan for the overall development of tourism in the state under “Best State – Comprehensive Development of Tourism” category and best promotional films. Our roadmap for a continued rise in tourist footfall includes improving intra-state air connectivity to ensure that all our tourist spots are well connected. Collaborate with influencers, celebrities and media to promote the lesser-known destinations and experiences through our marketing programmes and work closely with our trade partners.

What new tourism-related product offerings are in the pipeline to promote State’s tourism landscape?

The new destinations which are being promoted and highlighted are Neelkanth nd Bhangarhin Alwar, Wax Museum and Fish Aquarium Udaipur, Naval Mahal of Udaipur, Shilpgram in Sawai Madhopur, Harshal Mata Temple nd Chand Baori (Stepwell) at Abhaneri in Dausa, Jawahar Kala Kendra in Jaipur, Wax Museum at Nahargarh Jaipur and lesser-known destinations in Rajasthan such as those in Shekhawati region (Jhunjunu-Churu- Sikar), Hadoti region (Bundi-Kota- Jhalawar) as well as Wagad region (Dungarpur-Banswara), etc.

What percentage of the total marketing budget is allocated towards social media and Business to Consumer (B2C) activities?

Around 10 per cent of our overall tourism budget is allocated towards social media and B2C marts activities and the rest on marts and advertising.

Akin to Maharashtra Tourism Development Corporation (MTDC) that has a tie-up with Airbnb, a global aggregator in the hospitality sector. does Rajasthan Tourism also have any similar plans for a tie-up with Airbnb to promote heritage properties that have now been certified by the department?

The Department is open to tie-ups.

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