The Rajasthan government formally launched the Rajasthan Tourism Policy 2025 on December 10, 2025, at the Jaipur Exhibition and Convention Centre (JECC), Jaipur, with Chief Minister Bhajan Lal Sharma presiding over the event. The policy's flagship innovation is the 'Adopt a Tourism Site' initiative, which invites private players, local communities, tourism stakeholders, and corporate entities to adopt selected heritage, eco-tourism, and nature tourism sites for a minimum commitment period of five years. Under the scheme, adopting partners take on responsibility for development, regular maintenance, amenity upgrades, and overall visitor experience management of the adopted site. Financial sustainability is built into the model: revenue from on-site commercial ventures — including cafeterias, restaurants, integrated shopping arcades, souvenir stores, and hospitality units — is expected to fund ongoing maintenance costs. The policy mandates a quota for showcasing Rajasthan's local heritage through handicrafts, arts, and traditional cuisine, creating livelihood opportunities for local artisans and vendors. Other key elements of the Tourism Policy 2025 include simplified clearance mechanisms for tourism investors, special incentives for heritage hotels and rural homestays, promotion of adventure tourism zones (particularly in the Aravalli range and Thar desert), and digital infrastructure for tourist facilitation. The policy also envisions Rajasthan as a MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, leveraging the state's convention infrastructure and royal heritage. The 'Adopt a Tourism Site' model is seen as a public-private partnership framework that can help the state monetise its vast but under-maintained tourism asset base without burdening the state exchequer.