With the launch of its revamped tourism campaign, the Rajasthan Government is expecting to raise its annual tourist arrivals from 1.5 million to 3.0 million by 2020
With the speculation going on about Amitabh Bachchan would be replacing Aamir Khan as ambassador for Incredible India, Rajasthan Tourism launched a multi-year, multi-modal, multi-narrative and multi-crore global campaign to galvanize tourism in the state with an expectation to raise its tourist arrivals.
Vasundhara Raje, chief minister, Rajasthan said, “Tourism is the world’s biggest industry and Rajasthan with its rich heritage is poised to fully exploit the opportunities the state offers. Tourism has a huge multiplier effect by way of creating direct and indirect jobs, which improves the economic status of people across the state.” Further adding to it, she said, “Our plan for tourism is nested within the broader Rajasthan model of development, which has three pillars — job creation, social justice and effective governance.”
With this campaign, the state Government is expecting to increase the annual footfall of International Tourists to from 1.5 million to 3.0 million by the year 2020. Government is not only focussing on its International tourist but is also trying to increase the Domestic Tourist traffic from the present 33 million to 50 million tourists annually.
With the launch of a new logo and brand identity for the campaign. The campaign also includes a new website and an advertisement Print, TV and Outdoor spots which are aimed at attracting both the seasoned traveler and the youth to explore Rajasthan in a whole new way.
Mahesh Sharma, Union Minister of State (IC) for Tourism & Culture, who was also present at the launch said, “The scope for expansion of the tourism industry in India and specially Rajasthan is significant. Rajasthan with its rich heritage has enormous potential to attract travelers from across the globe and also create value for investors in the state.”
To achieve the targeted goal, the state has organises various festival every year which includes — Pushkar Fair, Desert Festival and Kumbalgarh Festival. New events like the Bhakti Music Festival, Coke Studio, International Photo Fest and International Music Festival.
Piyush Pandey, executive chairman and creative director, South Asia of Ogilvy & Mather, which is the creative partner for the Rajasthan Tourism 3.0 campaign said, “Rajasthan Tourism is the campaign I have been waiting for, for the last decade. It is my home state and I think I owe it an impactful and effective campaign. I am looking forward to the exciting times ahead.”
This campaign will not only focus on the cities like Jaipur, Jodhpur, Jaisalmer, et al. but will also spread awareness about the lesser known destinations that the state has to offer.