Rajasthan strengthens its pitch to UK Tourism Market

Rajasthan is expanding its global tourism identity beyond its iconic forts, palaces and desert landscapes, positioning itself as a diverse destination offering wildlife experiences, rural life, folk culture, ecotourism, wellness and immersive travel experiences. In line with this vision, the Rajasthan Tourism Department is participating in the World Travel Market (WTM) London 2026, one of the world’s leading travel industry events, being held from November 3 to 5.

The state’s participation is focused on strengthening partnerships with the global travel trade, attracting tourism investment and introducing Rajasthan’s emerging tourism products to international markets.

The Rajasthan Pavilion was inaugurated on Tuesday by Rajya Sabha MP and Padma Vibhushan awardee Sudha Murty, Union Minister for Tourism Gajendra Singh Shekhawat, Rajasthan Deputy Chief Minister and Tourism Minister Diya Kumari, Goa Tourism Minister Rohit Khaunte and India’s Deputy High Commissioner to the UK, Kartik Pande. Rajasthan Tourism Commissioner Rukmani Riar, Senior Additional Director Anand Kumar Tripathi and Additional Director Pawan Kumar Jain were also present on the occasion.

Private-sector tourism stakeholders from Rajasthan, including travel agents, tour operators and hoteliers, are participating in the event, providing an opportunity to connect directly with international industry representatives and explore new business partnerships.

According to Rajasthan Tourism Commissioner Rukmani Riar, WTM London provides an important platform to present the state’s tourism offerings in line with evolving global market requirements and changing traveller preferences. The department is also using the platform to promote the Rajasthan Tourism Development Corporation’s flagship tourism products, particularly the, Palace on Wheels, with a focus on increasing its international visibility and encouraging bookings.

UK Tourist Arrivals to Rajasthan Rise More Than Fourfold

The United Kingdom remains one of Rajasthan’s important international tourism markets. Tourist arrival figures over the past few years reflect the growing interest among British travellers in the state.

In 2022, Rajasthan received 29,532 tourists from the UK. The number rose to 96,394 in 2023, increased further to 128,994 in 2024 and reached 133,978 in 2025. This represents an increase of more than four times compared with 2022.

Besides the UK, France, Germany, Italy and Spain are also important European source markets for Rajasthan. In 2025, the state welcomed 131,270 tourists from France, 82,703 from Germany, 71,636 from Italy and 38,841 from Spain.

These markets offer significant opportunities for Rajasthan to strengthen its international tourism presence by understanding traveller preferences and developing targeted promotional strategies.

Beyond Forts and Palaces: Promoting a Wider Range of Tourism Experiences

Deputy Chief Minister and Tourism Minister Diya Kumari said Rajasthan’s global tourism identity must extend beyond its traditional image of forts and palaces to encompass the state’s diverse and emerging attractions.

Wildlife tourism, rural experiences, ecotourism, religious and spiritual destinations, wellness tourism and experiences rooted in local culture can offer international travellers new reasons to explore Rajasthan.

She emphasised that tourism development should not be measured solely by an increase in visitor numbers, but also by the economic benefits it generates for local communities. Expanding tourism activities can create employment and livelihood opportunities for local artists, craftspeople, tourist guides, hoteliers, transport operators and small tourism enterprises.

She also stressed the importance of sustained engagement with international travel trade partners, market-oriented promotional strategies and effective use of digital platforms to strengthen Rajasthan’s position in the global tourism marketplace.

Tourism Policies to Drive Investment and Employment

Under the leadership of Chief Minister Bhajan Lal Sharma and the guidance of Deputy Chief Minister Diya Kumari, the Rajasthan Government is focusing on connecting the state’s tourism sector with global markets, attracting investment and creating new employment opportunities.

Government policies are encouraging investment and entrepreneurship across several segments, including heritage hotels, rural tourism, ecotourism, religious tourism, wellness and destination weddings.

According to Tourism Commissioner Rukmani Riar, international platforms such as WTM provide valuable opportunities to introduce Rajasthan’s tourism potential to prospective investors, overseas tour operators and industry stakeholders.

She highlighted that Rajasthan offers considerable opportunities for international investment, particularly in luxury hospitality, heritage properties, rural tourism and experience-led travel. Alongside policy incentives, the development of supporting infrastructure, improved connectivity, quality tourism services, streamlined approval processes and skilled human resources will be essential to translating these opportunities into sustainable projects.

Rajasthan’s participation at WTM London therefore goes beyond showcasing its established attractions. It represents a broader effort to position the state as a multifaceted global destination, combining its celebrated heritage with nature, culture, luxury and authentic local experiences.

Rajasthan Brings Its Royal Charm to London, Engages with Indian Diaspora on Tourism Partnerships

‘Rajasthan Evening in London’ organised on November 2 in association with FHTR, international travel trade representatives and members of the Indian diaspora participate.

Ahead of the formal opening of WTM London 2026, the Rajasthan Tourism Department, in association with the Federation of Hospitality and Tourism of Rajasthan (FHTR), organised a grand roadshow titled ‘Rajasthan Evening in London’ on November 2.

Led by Deputy Chief Minister and Tourism Minister Diya Kumari, the event brought together representatives of the international travel trade, hospitality industry and the Indian diaspora living in the United Kingdom.

The programme showcased Rajasthan’s historic forts and palaces, wildlife tourism, rural experiences, folk culture, traditional handicrafts and distinctive tourism offerings. Live performances of Rajasthani folk dances, traditional arts and regional cuisine brought the state’s vibrant cultural identity to the international gathering.

During the event, Diya Kumari interacted with representatives of various organisations and members of the Indian diaspora, discussing ways to strengthen their longstanding connections with Rajasthan and explore opportunities for their participation in the state’s tourism development.

Among those present were India’s Deputy High Commissioner to the UK, Kartik Pande; Rajasthan Tourism Commissioner Rukmani Riar; Ajay Agrawal, President of the Rajasthan Foundation’s UK Chapter; Dr. Prahlad Peroda; Vijaya Dave; and Surendra Shekhawat, along with other members of the diaspora. Kuldeep Shekhawat and Sushil Dokwal, representing the BJP delegation, also attended.

Through the roadshow, Rajasthan sought to strengthen business partnerships with international tourism stakeholders while encouraging the Indian diaspora to contribute to the state’s tourism promotion, investment opportunities and cultural outreach.