Rajasthan is looking to attract Japanese travellers with a broader range of experiences, moving beyond the state’s well-known forts, palaces and royal heritage. At Tourism EXPO Japan 2026 in Tokyo, Japanese tour operators and travel trade representatives showed interest in lesser-known destinations, wildlife, rural tourism and the state’s Buddhist heritage.
During B2B meetings on the second day of the expo, the Rajasthan Tourism Department presented opportunities centred around local culture, nature, wildlife, handicrafts, cuisine and rural experiences.
The Rajasthan Tourism delegation, led by Tourism Secretary Suchi Tyagi and including Joint Director Ajay Sharma, engaged with Japanese travel industry representatives to discuss ways of developing new tourism circuits and experiences for the market.
Spotlight on Rajasthan Beyond the Traditional Circuit
Jaipur, Udaipur, Jodhpur and Jaisalmer continue to be important destinations, but the department also introduced Japanese travel professionals to Shekhawati, Hadoti and other less-explored parts of the state.
The discussions focused on experiential travel, including opportunities to discover village life, folk traditions, local handicrafts, regional cuisine and wildlife.
These experiences could offer Japanese visitors a more immersive way of exploring Rajasthan while complementing the state’s established heritage destinations.
Kolvi Caves Highlight Rajasthan’s Buddhist Legacy
Rajasthan’s Buddhist heritage was another key focus during the discussions.
The tourism delegation highlighted the Buddhist caves at Kolvi in Jhalawar, located in the Hadoti region. The ancient rock-cut complex features stupas and a large Buddha image. Buddhist caves can also be found in the nearby areas of Vinayaka and Hathigaon.
The department presented Kolvi as an example of Rajasthan’s lesser-known cultural heritage and an opportunity to showcase the state’s historical links with Buddhist traditions to Japanese travellers.
Japanese Students Show Interest in Cultural Experiences
The expo also generated enquiries from Japanese students and university representatives interested in student exchanges, educational travel and longer stays in Rajasthan.
Discussions included opportunities to experience the state’s folk arts, handicrafts, rural communities and local traditions. Such programmes could combine tourism with cultural and educational exchange.
Rajasthan Seeks Wider Engagement in the Japanese Market
Through its participation at Tourism EXPO Japan 2026, Rajasthan Tourism is presenting a wider portfolio of experiences to Japanese travel stakeholders.
The state’s offering extends from heritage and architecture to wildlife, rural tourism, handicrafts, spiritual attractions and local culture. The B2B meetings in Tokyo highlighted interest in exploring these additional experiences alongside Rajasthan’s established tourist destinations.
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