(Rajasthan to showcase heritage, wildlife, rural experiences and film tourism at WTM London 2026)
TTT NEWS NETWORK
JAIPUR| 2 NOVEMBER 2026
Rajasthan is stepping up its international tourism outreach after tourist arrivals from the United Kingdom increased more than fourfold between 2022 and 2025. The state will participate in World Travel Market (WTM) London 2026 from November 3 to 5 to strengthen overseas travel trade partnerships, attract tourism investment and expand the reach of its diverse destinations.
Ajay Kumar Sharma, Joint Director (Marketing), Rajasthan Tourism Department, said the state aims to use international tourism platforms to build business relationships and introduce overseas travellers to experiences beyond its established heritage circuit.
“Rajasthan is known internationally for its forts and palaces, but our tourism offering extends to wildlife, rural life, folk culture, religious destinations and film tourism. WTM London gives us an opportunity to present this diversity to international travel businesses and explore partnerships that can bring more visitors to the state,” Sharma said.
The Rajasthan Tourism Department will participate alongside private-sector stakeholders, including travel agents, tour operators and hoteliers. The state will also promote the Palace on Wheels, a flagship tourism product of the Rajasthan Tourism Development Corporation. A roadshow organised jointly with FHRT will provide an additional platform to present Rajasthan destinations and tourism products to overseas markets.
UK emerges as a key source market
Rajasthan received 29,532 tourists from the UK in 2022. The number rose to 96,394 in 2023, 128,994 in 2024 and 133,978 in 2025, according to the figures provided by the department. Arrivals in 2025 were more than four times the 2022 level.
France, Germany, Italy and Spain also remain important European markets. Rajasthan received 131,270 tourists from France, 82,703 from Germany, 71,636 from Italy and 38,841 from Spain in 2025.
“Growth in the UK market is encouraging. We also see scope to strengthen our presence across other European markets. Understanding traveller preferences and working closely with overseas tour operators will help us position Rajasthan more effectively,” Sharma said.
However, overall foreign tourist arrivals in Rajasthan declined from 2,072,407 in 2024 to 1,945,068 in 2025. Sharma said international travel patterns were influenced by global conditions, air connectivity, travel costs and changing visitor preferences. He added that focused promotion and stronger trade engagement would remain important to reaching prospective travellers.
Policies seek to widen tourism investment
The Rajasthan Tourism Policy 2025, Rajasthan Tourism Unit Policy 2024 and Rajasthan Film Tourism Promotion Policy 2025 are intended to support opportunities across the sector. Heritage hotels, rural tourism, ecotourism, religious tourism, wellness and destination weddings offer scope for investment and local employment.
“Tourism investment needs to be supported by infrastructure, quality visitor facilities, efficient approvals and trained local workers. Stronger engagement with investors and international travel businesses can help translate Rajasthan tourism potential into business opportunities and livelihoods,” Sharma said.
Film tourism offers another growth avenue
Rajasthan architecture, historic forts, palaces, lakes and desert landscapes have featured in international productions, including The Fall (2006), The Darjeeling Limited (2007), The Best Exotic Marigold Hotel (2011), The Dark Knight Rises (2012) and The Second Best Exotic Marigold Hotel (2015).
Sharma said international screen exposure could encourage travellers to visit locations featured in films. Efficient filming permissions, coordination among government departments and access to production facilities would help strengthen this segment. Film productions could also generate business for local hotels, transport operators, guides and other service providers.
Under the leadership of Chief Minister Bhajan Lal Sharma and the guidance of Deputy Chief Minister and Tourism Minister Diya Kumari, Rajasthan is seeking to widen its international tourism footprint while connecting destination promotion with investment and employment opportunities.
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