TOURISM IN RAJASTHAN – POTENTIAL, CHALLENGES, ROADMAP AND MORE

In 2014, Times of India reported that considered once as the tourism capital of the country,
Rajasthan is fast losing its grip over the storied identity, and Rajasthan tourism's market
share is on a downhill journey. This is also reflected by the stats (see below). Rajasthan is
the only state in the country which offers everything, except sea beaches, be it rich history,
culture, hills, wildlife & nature, dessert, art & crafts and more.

Rajasthan is on 6th Rank in Foreign Tourist Visits

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TOURISM IN RAJASTHAN – POTENTIAL, CHALLENGES, ROADMAP AND MORE

Rajasthan is on 10th Rank in Domestic Tourist Visits

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TOURISM IN RAJASTHAN – POTENTIAL, CHALLENGES, ROADMAP AND MORE

The Purpose of ‘Leisure’ is the least among Travellers to Rajasthan

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Synopsis of ‘GOVERNMENT OF INDIA 20 YEAR PERSPECTIVE PLAN FOR SUSTAINABLE

TOURISM IN RAJASTHAN’
Prepared By A. F. FERGUSON & CO. for DEPARTMENT OF TOURISM MINISTRY OF TOURISM, ART AND
CULTURE.
___________________________________________________________________________

Below are few key takeaways/excerpts from the report (relevant for the case)

THE TOURISM EXPERIENCE SOUGHT FROM RAJASTHAN IS CHANGING:

Traditionally the Rajasthan tourism experience offered palaces, forts, lakes and the desert.
However, based on the 5-year trend in tourist traffic, the experience sought from Rajasthan
is changing. The traditional tourism experience is no doubt desired but the focus is gradually
shifting to more varied tourism products particularly:
• Eco-tourism / wild life tourism (particularly the Sanctuaries)
• Weekend tourism / conference tourism (particularly in Northern Rajasthan given its
proximity to Delhi and NCR)
• Value-added desert tourism (including adventure tourism, desert safaris, desert
sports, etc.)
• Newer (less ‘touristy’) destinations offering the same traditional experience (e.g.
Bundi, distant heritage hotels, etc.)

DOMESTIC TOURISTS ARE GRADUALLY BECOMING MORE IMPORTANT THAN FOREIGN

TOURISTS:

More so since in the last few years (and particularly in 2001) foreign tourists have been
static while domestic tourists have grown. Although, the foreign tourist numbers have
remained stable over the years, they have failed to achieve their growth potential. 


STRATEGIC ACTION PLAN

The Strategic Action Plan for Tourism Development in Rajasthan should focus on the
following:
• Creation of New Circuits/ Destinations
• Creation of New Tourism Products
• Tourism as a Vehicle for Area Development
• Creation of Tourism Relevant Direct Infrastructure
• Exploiting Opportunities to Increase Tourism Revenues
• Tourism Marketing

Creation Of New Tourism Products

Rajasthan should change its perception as being merely a heritage and cultural tourist
destination by offering tourist a diverse range of new tourism products, which would attract
an entire new class/ category of tourist in the state.
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• Identify sites and their potential to develop specific ‘tourism products’ 


• Create tourism magnets based on the recreational activities, family 
entertainment
and leisure facilities
• Explore possibility of developing new products like
§ ‘Boutique’ resort tourism
§ Archaeological tours related to ancient sites
§ Tribal culture tours
§ Sports tourism (Desert rallies, water sports/ regattas, Polo tournaments,
Equestrian events, Golf tournaments)
§ Adventure tourism (mountaineering, paragliding/ handgliding, ballooning,
bungy jumping, etc.)
§ Additional emphasis on promoting emerging (and already experimented)
“niche” tourism products such as Rural tourism and Eco-tourism
§ Market the products special interest segments 


ROLE OF PRIVATE SECTOR AND PRIVATISATION

The development of tourism in Rajasthan in the future would be largely dependent upon
partnership of government agencies (in core infrastructure) and private sector (in tourism
assets and projects).

There is a need for the private sector to play a more contributory role in tourism
development in the state. From owning and managing tourism-related direct infrastructure
in the state, the private sector would now have to play active role in defining the overall
direction of tourism in the state by:
• Ownership of tourist attractions and creation of tourism products 

• Promoting ‘Brand Rajasthan’ 

• Consultative and participatory role in Policy making 

• Seeking community support for tourism

The private sector (especially the local entrepreneurs) would have to undertake
programmes to educate the community, NGO’s and other local organisations on the role
and the value of tourism and the contribution it makes to community life, employment and
economy.

Need For Avenues For Public / Local Community Participation In Planning

Whilst various of the initiatives mentioned earlier are underway, the existing framework
needs to offer more opportunities for the local community to participate in the planning
and decision making process for tourism development. In line with the State Government’s
vision of making the tourism industry a truly People’s Industry, it is felt that local population
should be involved in every aspect of policy making, planning and implementation. The role
of the District level Tourism Promotion Committees that have been set up will thus be
crucial to achieve these objectives

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THE TOROOTS STORY: WHO, WHAT, WHY & HOW!

What is TOROOTS:

TOROOTS is a platform that makes it possible for enterprising people in villages to

collaborate with curated panel of travel bloggers, travel experts and photographers to co-
create and market Experiential Travel packages.

TOROOTS is a platform proudly made in Rajasthan by Rajasthani root entrepreneur for the
domestic & international travellers.

Below are some actual case study of how we are changing the tourism landscape in
Rajasthan and for which we are extremely enthused to collaborate with RTDC:

While experiential travel is exciting, but is not yet very popular primarily due to lack of
experiential travel offerings. They are very few options globally. TOROOTS want to change
that.

Imagine an enterprising person in a village in Rajasthan. His village is picturesque, and rich in
culture and tradition. And can be a great holiday package. Yet, this villager will not be able
to create that product and market it because he just does not have all the skills required to
do it. TOROOTS want to change that.

TOROOTS makes it possible for such villagers to create and market experiences on the
platform by collaborating with experts who can make it happen. The villager and their panel
of curated travel bloggers, travel marketing experts and photographers can co-create
bookable experiential travel products on our platform.

EXAMPLE CASE STUDY:

Gattu Poddar (The Villager) has abandoned Haveli and Gold Leaf Painting Shop in his village
Mhansar (Shekhawati). The village is rich in culture & heritage. There is potential to create a
‘rural’ travel experience; but Gattu does not have the know-how and the means to make it
happen.

On TOROOTS, Gattu Poddar collaborates with Nishant (Travel Blogger & Photographer)
who has the ability to conceptualize a travel experience. He also understands the travel
domain, and has the experience of marketing travel properties, including sharing it on his
popular travel blog.

On the TOROOTS platform, Gattu and Nishant can also pull in partners like FolkTales
(Travel Operator) specializing on experiential travel who can provide backend support.

Thus, as a result, the three are able to create a bookable travel experience and market it.

Final Experience: http://toroots.com/experience/mahansar-and-mandawa---heritag-234

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THE COLLABORATION POSSIBILITY:

In our initial phase we are focusing primarily on Rajasthan region

• for curating alternative tourism products
• which involves the local communities

We want to work with the tourism department on this and as a result

• we can accelerate the process to curate new and unique tourism products
• Involve the native community and create positive a socio-economic impact
• Improve employment scenario as travel has been seen as impact by direct/indirect
employment, employment of women, employment of artisans etc.
• Get Rajasthan back among the most sought destination among
domestic/international travellers by unleashing the untapped potential our beautiful
and vibrant state has to offer.

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