Rajasthan's Tourism Department introduced the 'Adopt a Tourism Site' initiative under the Rajasthan Tourism Policy 2025 to modernise the state's tourism ecosystem. The initiative invites private players, local communities, and tourism stakeholders to restore, manage, and operate heritage and eco-tourism locations. Rajasthan is among India's premier tourist destinations, earning approximately ₹1.35 lakh crore in tourism revenue in 2024–25. Through this PPP (Public-Private Partnership) model, ancient monuments, forts, stepwells (baoris), religious sites, water bodies, and eco-reserves will be taken up for private partnership to provide better infrastructure, digital experiences, and sustainable operations. Under Chief Minister Bhajanlal Sharma, this initiative aligns with UNEP sustainable tourism principles and the Union government's 'Dekho Apna Desh' and 'Incredible India' campaigns. Key heritage assets targeted: UNESCO World Heritage Sites (Jantar Mantar, Keoladeo Ghana, Hill Forts of Rajasthan), Jaipur Walled City (UNESCO World Heritage City since 2019), stepwells of Bundi and Abhaneri, and eco-tourism sites in Ranthambore, Kumbhalgarh, and Tal Chhapar. This PPP-based heritage tourism model — balancing conservation and commercialisation — carries risks: over-commercialisation, loss of cultural authenticity, and community displacement. These trade-offs are critical analytical themes for RPSC RAS Mains.
Rajasthan Tourism Policy 2025: 'Adopt a Tourism Site' Initiative to Modernise Heritage and Eco-Tourism Through Private Partnership
Rajasthan's Tourism Department introduced the 'Adopt a Tourism Site' initiative under the Rajasthan Tourism Policy 2025 to modernise the state's tourism ecosystem. The initiative invites private players, local communities, and tourism stakeholders to restore, manage, and operate heritage and eco-tourism locations. Rajasthan is among India's premier tourist destinations, earning approximately ₹1.35 lakh crore in tourism revenue in 2024–25. Through this PPP (Public-Private Partnership) model, ancient monuments, forts, stepwells (baoris), religious sites, water bodies, and eco-reserves will be taken up for private partnership to provide better infrastructure, digital experiences, and sustainable operations. Under Chief Minister Bhajanlal Sharma, this initiative aligns with UNEP sustainable tourism principles and the Union government's 'Dekho Apna Desh' and 'Incredible India' campaigns. Key heritage assets targeted: UNESCO World Heritage Sites (Jantar Mantar, Keoladeo Ghana, Hill Forts of Rajasthan), Jaipur Walled City (UNESCO World Heritage City since 2019), stepwells of Bundi and Abhaneri, and eco-tourism sites in Ranthambore, Kumbhalgarh, and Tal Chhapar. This PPP-based heritage tourism model — balancing conservation and commercialisation — carries risks: over-commercialisation, loss of cultural authenticity, and community displacement. These trade-offs are critical analytical themes for RPSC RAS Mains.
Key facts
- Rajasthan Tourism Policy 2025 introduced the 'Adopt a Tourism Site' PPP initiative for heritage and eco-tourism.
- Private players and communities are invited to restore, manage, and operate selected tourism locations.
- Rajasthan earned approximately ₹1.35 lakh crore in tourism revenue in 2024-25.
- UNESCO World Heritage Sites, stepwells of Bundi and Abhaneri, and Ranthambore are among target assets.
- Jaipur was declared a UNESCO World Heritage City in 2019.
- The initiative aligns with UNEP sustainable tourism principles and 'Dekho Apna Desh' campaign.
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Practice MCQ from this story
SolveTap an option below. Correct or incorrect feedback appears instantly.
Which statement correctly describes the 'Adopt a Tourism Site' initiative under Rajasthan Tourism Policy 2025?
The 'Adopt a Tourism Site' initiative is linked to Rajasthan Tourism Policy 2025. Its aim is to improve visitor facilities and sustainable upkeep at heritage and eco-tourism sites by involving private entities, local communities and tourism stakeholders in site management and operations. The other options misstate its government level, year, sector or geography.
Source: Business Standard / Rajasthan Tourism Department / Free Press Journal
Frequently asked questions
What is the 'Adopt a Tourism Site' initiative introduced under the Rajasthan Tourism Policy 2025?
The 'Adopt a Tourism Site' initiative is a PPP (Public-Private Partnership) scheme under the Rajasthan Tourism Policy 2025 that invites private players, local communities, and tourism stakeholders to restore, manage, and operate heritage and eco-tourism locations across the state.
How much tourism revenue did Rajasthan earn in 2024-25?
Rajasthan earned approximately ₹1.35 lakh crore in tourism revenue in 2024-25, making it one of India's premier tourist destinations.
Which notable sites are among the targets of the 'Adopt a Tourism Site' initiative in Rajasthan?
Notable target sites include UNESCO World Heritage Sites, the stepwells of Bundi and Abhaneri, and Ranthambore National Park. Jaipur, declared a UNESCO World Heritage City in 2019, is also part of this ecosystem.
With which national campaign and international framework does the Rajasthan Tourism Policy 2025 align?
The initiative aligns with the Central Government's 'Dekho Apna Desh' campaign promoting domestic tourism and the UNEP (United Nations Environment Programme) principles for sustainable tourism.
When was Jaipur declared a UNESCO World Heritage City?
Jaipur was declared a UNESCO World Heritage City in 2019, recognising its outstanding universal value as a planned historic city built in the 18th century.
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