Rajasthan Launches Summer Tourism Push Beyond Jaipur

Rajasthan Tourism launches a new summer campaign promoting hidden destinations like Bundi and Barmer to attract travellers beyond the winter season.

Rajasthan is changing the way travellers look at summer holidays. The Rajasthan Tourism Department has officially launched its new “Rajasthan in Summer” campaign to promote off-season travel and encourage tourists to explore a different side of the state beyond the usual winter rush.

The initiative focuses on lesser-known destinations such as Bundi, Barmer and parts of Udaipur, aiming to showcase authentic cultural experiences, heritage stays, local traditions and quieter travel experiences during the summer months.

For years, Rajasthan has mainly been viewed as a winter destination due to its desert climate. However, tourism officials now want to reposition the state as a year-round travel destination by highlighting experiences that go beyond crowded tourist hotspots.

According to the Tourism Department, the campaign will work alongside existing initiatives like “Visit My State” and “Holiday in Rajasthan”. The idea is to attract both Indian and international travellers looking for immersive and experience-driven travel instead of regular sightseeing trips.

Officials believe summer travel in Rajasthan can offer a completely different atmosphere. With fewer crowds, travellers can enjoy heritage hotels, local markets, wildlife experiences and cultural attractions at a slower and more relaxed pace.

Joint Director of Tourism Daleep Singh Rathore said the campaign is being implemented under the guidance of Deputy Chief Minister and Tourism Minister Diya Kumari. He added that the focus is on building sustainable tourism while promoting destinations that often remain unexplored by mainstream tourists.

As part of the campaign strategy, Rajasthan Tourism is planning strong digital outreach through social media campaigns, storytelling-based content and curated travel experiences. Instead of only promoting famous cities like Jaipur and Jaisalmer, the department now wants travellers to discover hidden gems across the state.

Destinations like Bundi are gaining attention for their stepwells, palaces and old-world charm, while Barmer is being promoted for its folk culture, handicrafts and desert experiences. Udaipur, often crowded during peak tourist season, is also expected to attract travellers looking for quieter luxury stays and monsoon-style experiences during the warmer months.

The tourism department believes this shift could help distribute tourist traffic more evenly across the year while also supporting local businesses, artisans and hospitality providers in smaller towns.

Travel experts say the campaign reflects a growing trend among modern travellers who now prefer meaningful and less-crowded experiences over packed tourist itineraries. Experience-based tourism, local storytelling and slower travel continue to shape travel choices, especially among younger travellers and content creators.

With summer travel becoming more flexible and domestic tourism demand remaining strong, Rajasthan’s latest tourism push could encourage more travellers to look beyond seasonal travel patterns and explore the state in a completely new way.