‘We Accord High Preference To Domestic Tourists As They Form The Core Of Arrivals’

Vinod Zutshi, secretary and commissioner, Rajathan Tourism in conversation with Jyoti Koul talks about the essentials of Rajathan tourism and the state's future strategies

How has tourism to Rajasthan grown over the last two years? What are the factors that have contributed to its growth?

In 2003, Rajasthan received 6.29 lakh foreign tourists and 125.4 lakh domestic tourists, which was an increase of 47 per cent and 51 per cent over corresponding figures of the previous year respectively. The year 2004 was again a record year for arrivals as the state received 160 lakh domestic tourists and 9.6 lakh foreign tourists. A renewed interest of the tourist generated by sustained and effective marketing both nationally as well as internationally is the major reason for such growth. Besides the growth of new forms of tourism like Royal and Heritage tourism, MICE, rural, pilgrim, educational and health tourism and creation of new festivals like Dussehara, Rajasthan Day Celebrations, the Incredible India campaign are other important factors that led to this increase.

What are the new initiatives to promote tourism to the state?

Our strength lies in our rich heritage and vibrant living tradition. In fact, Rajasthan has been one of the pioneers in bringing new concepts, products and attractions such as Palace On Wheels, heritage hotels, fairs and festivals, exotic camel and horse safaris, tented villages, royal weddings, camel and horse polo. Apart from imparting a fresh look to our old products, we are working on new projects like the Jal Mahal tourist complex, an international convention center at Jaipur and rope ways at Udaipur and Mount Abu. Apart from these areas, MICE, rural, film and health tourism are also other areas in which Rajasthan offers tremendous opportunities. Promoting adventure sports in the desert, mountaineering, water skiing, and night safari are also on the anvil. Creating new festivals like Dussehara-Deewali Festival in Jaipur, Balloon Festival in Barmer, adventure sports festival in Kota- will attract more tourists in future.

Has marketing played an important role in attracting tourists? What is your current marketing strategy and what are your tourists' targets?

Our focus is on marketing the entire product range and thus offer a complete Rajasthan Experience rather than focusing on few specific destinations. To this end, we have prepared various customised packages for tourists, wherein a tourist could cover a circuit that would include four to five places. Promoting a single destination is also not cost effective. Rajasthan is now being acknowledged as a Year-Round Destination and to further bolster this advantage, we have started evening activities in summers. The Summer Festival Jaipur is being organised from June 10-15, this year for the first time. We also accord high preference for our domestic tourists as they form the core of arrivals. To this end, a focussed and sustained marketing approach is also being adopted. The Jaipur airport is being declared as an international airport and would further give Rajasthan an edge. In fact, many foreign and domestic airlines have shown interest in using the vast network of airstrips and helipads for their chartered planes. A growth of more than 25 per cent over 2004 arrivals in both segments is what we expect under normal circumstances.

What are the problem areas in the state and how do you propose to solve them?

Few destinations in the state still require good road connectivity; beside basic tourist facilities at some places also need to be upgraded. There is a huge demand for more rooms and hotels in peak season, for which we need to make an environment for new investments. More public and private partnership (PPP) mode projects need to be launched soon. The government is aware of all these problems and a working group has been constituted recently in April to address to all these issues in a time-bound manner. In fact, this committee has already submitted its first report to the government, wherein it would strategise its implementation.

Is there a planned move to promote cultural tourism?

Cultural tourism is our strength in the state. The government has already declared dates for various important fairs and festivals till 2010 in order to help tour operators and tourists alike to prepare their trip. We are in process of creating new fairs and reinventing traditional fairs in order to cater to the diverse needs of tourists. Since the last couple of years, more that five festivals have been added and few more like Deepawali- Dussehara fairs are planned from this year.

How far has the state progressed with respect to infrastructure development?

A tremendous development. The whole state can boast of good network of road and rail connectivity. In fact, many roads have become six-lane superhighways. Power supply is not a problem and the government is providing subsidy on purchase of generators as a back up measure. Despite all this development, there is still a lot more that needs to be done especially in lesser-known destinations. The air connectivity also needs to be improved.

How are you planning to develop new attractions, places and products that could be as attractive as the already established products?

In order to develop new attractions in the state, proper communication, promotion and new investment is very important. A new circuit like Hadoti is being developed as the emphasis is on lesser-known but a potential destination. A mission approach is being adopted to identify the intrinsic strength of circuits and then to explore this potential adopting the PPP mode.