Rajasthan to Showcase Its Tourism Diversity in Japan, from Heritage to Wildlife

Jaipur : Rajasthan is set to showcase the diverse facets of its tourism beyond Jaipur in the Japanese market, bringing together its magnificent forts and palaces, desert landscapes and vibrant folk culture with wildlife, handicrafts, cuisine, rural life and immersive travel experiences.
Rajasthan Tourism is officially participating in Tourism EXPO Japan 2026, beginning Thursday in Tokyo. Tourism Secretary Shuchi Tyagi and Ajay Kumar Sharma, Joint Director (Marketing), Department of Tourism, Rajasthan, are representing the state at the international tourism exhibition.
According to Tourism Commissioner Rukmani Riar, Rajasthan’s presentation in Japan will go beyond its iconic forts and palaces to highlight the state’s potential in wildlife tourism, rural tourism, experiential travel, handicrafts, cuisine, wellness, destination weddings and MICE.
The focus will be on introducing Japanese travellers to new destinations and experiences beyond Rajasthan’s established tourism circuit and encouraging them to explore the state in greater depth.
Growing Japanese Footfall Provides Strong Base
The growing number of Japanese visitors to Rajasthan is providing a strong foundation for expanding the state’s presence in the market. Around 25,250 Japanese tourists visited Rajasthan in 2025.
Jaipur has traditionally been a major destination for Japanese travellers visiting Rajasthan. The state now aims to expand this interest to destinations such as Udaipur, Jodhpur, Jaisalmer, Bikaner, Ranthambore, Bharatpur and Shekhawati.
Given the interest of Japanese travellers in art, architecture, traditional crafts, nature and local culture, Rajasthan will present these strengths through a wider range of experiences. Its historic havelis, forts, stepwells, traditional textiles, handicrafts and folk traditions will form an important part of the showcase.
Experiences centred around rural life, local cuisine and traditional crafts will also be promoted as distinctive tourism offerings for the Japanese market.
Heritage and Crafts as a Cultural Connect
The relationship between India and Japan extends beyond trade and strategic cooperation, with the two countries sharing centuries-old cultural links. Buddhism played an important role in developing early cultural and spiritual connections between India and Japan.
Today, India and Japan share a Special Strategic and Global Partnership, with people-to-people exchanges forming an important part of the relationship.
Although Rajasthan and Japan have distinct cultural identities, their strong emphasis on heritage, traditional crafts, architecture and local traditions offers an interesting connect from a tourism perspective.
Rajasthan is seeking to build on this connection by offering Japanese visitors experiences that go beyond monuments and sightseeing. The focus is on connecting travellers with artisans, local communities, traditional cuisine and living cultural traditions, offering a more immersive understanding of the state.
Taking the Rajasthan Story Beyond Jaipur
Jaipur has long been an important gateway for Japanese travellers visiting Rajasthan. The state is now looking to broaden this engagement by bringing its wider range of destinations and experiences into focus.
At Tourism EXPO Japan, Rajasthan will showcase experiences ranging from the desert landscapes of Jaisalmer and the wildlife of Ranthambore to the painted havelis of Shekhawati, the lakes of Udaipur and the living traditions of rural Rajasthan.
The state will also seek to engage with Japanese tour operators and travel companies to explore new itineraries and travel circuits, with the aim of encouraging visitors to explore multiple destinations and spend more time in Rajasthan.
Tourism Connect in the India-Japan Partnership
Rajasthan’s participation comes at a time when India-Japan relations are expanding beyond strategic cooperation to include greater engagement in culture, tourism and people-to-people exchanges, in line with the broader vision of Prime Minister Narendra Modi.
At the 2026 India-Japan Annual Summit, the two countries reiterated their commitment to strengthening tourism and cultural exchanges.
The Rajasthan Government is also focusing on expanding the state’s presence in international tourism markets while linking tourism with investment and employment. Under the leadership of Chief Minister Bhajan Lal Sharma, efforts are being made to develop new tourism destinations and strengthen tourism infrastructure.
Deputy Chief Minister and Tourism Minister Diya Kumari has been emphasising Rajasthan’s global tourism branding and expanding the state’s outreach to new international markets.
Beyond Branding, Focus on Business Opportunities
For Rajasthan, Tourism EXPO Japan is not merely a platform for destination promotion. It will also provide an opportunity to engage directly with Japanese tour operators, travel companies, media representatives and tourism industry stakeholders.
The state will use the platform to explore potential partnerships around new tourism products, travel itineraries and business opportunities, while strengthening its engagement with the Japanese travel trade.
Tourism Commissioner Rukmani Riar said that strengthening Rajasthan’s presence in international markets while presenting the diversity of its tourism experiences remains a key priority.
The focus, she said, is now on taking Rajasthan’s lesser-known destinations and distinctive local experiences to international travellers, beyond the state’s traditional tourism circuit.
With growing interest among Japanese travellers and strengthening cultural and economic ties between India and Japan, Tourism EXPO Japan 2026 provides Rajasthan with an important platform to take its tourism story beyond Jaipur and showcase the many dimensions of the state to the Japanese market.