Tourism is top on agenda of Rajasthan government. The state delegation is going to participate in the world's largest travel trade show – International Travel Bourse (ITB) Berlin. The gala travel trade show is being held from 5-7 March, 2024. The department of tourism will have its pavilion in hall number 5.2/228.
Tourism minister Diya Kumari, chief secretary Sudhansh Pant and tourism department principal secretary Gayatri Rathore will be participating in the event along with the delegation.
“The importance of tourism in state economy is known to everyone. This government is keen on promoting tourism. That's why chief secretary Sudhansh Pant is being sent there at the world's largest travel mart,” said a senior official.
N C Goel has also attended ITB Berlin as chief secretary
This is not the first time chief secretary is leading the delegation along with tourism minister. Former IAS N C Goel, who was chief secretary between December 30, 2017 and April 30, 2018, had also participated in the ITB Berlin. Goel was handling tourism department as additional chief secretary prior to becoming chief secretary.
Sudhansh Pant had also contributed a lot in promoting tourism when he was serving as the collector Jaisalmer. During that period (April 1997-January 1999), he had launched several initiatives to promote tourism while conserving local culture and ethos. At that time, he had come out with do's and don'ts for tourists so as to limit their demeanour as per the local culture and ethos.
Government is serious about promoting tourism
From day one, the new government looks serious about promoting tourism and culture. First and the foremost deputy chief minister Diya Kumari was given the portfolio of tourism. Diya Kumari knows the nuances of industry and the state will benefit with his vision.
Principal secretary Gayatri Rathore, who has been doing great work in promoting Rajasthan tourism and increasing the share of tourism in state's revenue, was retained to lead the tourism department. The government decided to continue with her efforts and innovations, which Gayatri Rathore implemented to tide over the dip the tourism industry he saw during Covid-19.
Under the leadership of Gayatri Rathore, tourism industry bounced back with elan.
What benefit Rajasthan can get from this mart?
ITB Berlin is the world's largest tourism trade fair. Rajasthan is focusing on tapping European market market. Among the European tourists visiting the international tourist circuit, about 65% come to Rajasthan.
The government will also promote Palace on Wheels, a luxury train that was launched by the Indian Railways in association with the Rajasthan Tourism Development Corporation to promote tourism in the desert state.
An exhibition on Rajasthan tourism will also be set up in the state's pavilion at ITB Berlin.
The officials of tourism department will participate in B2B meetings to draw more and more European tourist to Rajasthan.
Prakash Bhandari is a veteran journalist with over 50 years of experience. He has worked with The Times of India for 30 years and contributed to leading publications as well as international news agency AFP.
