Rajasthan Tourism will participate in the international travel exhibition beginning Thursday, with Tourism Secretary Shuchi Tyagi and Ajay Kumar Sharma, Joint Director (Marketing), Department of Tourism, representing the state.
Tourism Commissioner Rukmani Riar said the presentation would highlight a wider spectrum of travel experiences, including wildlife tourism, rural tourism, handicrafts, local cuisine, wellness, destination weddings and meetings, incentives, conferences and exhibitions.
The effort will also focus on drawing attention to destinations beyond the established tourist circuit and encouraging Japanese visitors to explore more parts of the state.
About 25,250 tourists from Japan visited Rajasthan in 2025, giving the state a base to expand its engagement with the Japanese travel market.
Jaipur has traditionally been one of the main destinations for Japanese tourists travelling to Rajasthan. The tourism department now plans to place greater emphasis on Udaipur, Jodhpur, Jaisalmer, Bikaner, Ranthambore, Bharatpur and the Shekhawati region.
Officials said Japanese travellers have shown interest in art, architecture, traditional crafts, nature and local culture. Rajasthan will use the exhibition to present its havelis, forts, stepwells, textiles, handicrafts and folk traditions along with experiences linked to village life, regional cuisine and artisan communities.
The state is also looking to develop tourism products that allow visitors to engage directly with craftspeople, local communities and traditional practices rather than restrict itineraries to monument visits.
Tourism officials believe the emphasis on craft traditions and built heritage can help deepen tourism engagement with Japan, where cultural preservation and traditional arts also occupy an important place.
India and Japan have long-standing cultural links, including historical connections associated with Buddhism. In recent years, tourism and people-to-people exchanges have also formed part of the broader India-Japan Special Strategic and Global Partnership.
At the Tourism EXPO, Rajasthan will present experiences ranging from the desert landscape of Jaisalmer and wildlife tourism in Ranthambore to the painted havelis of Shekhawati, the lakes of Udaipur and rural cultural experiences across the state.
The department will also hold interactions with Japanese tour operators, travel companies, media representatives and other tourism industry stakeholders.
A key objective will be to explore new itineraries covering multiple destinations so that international travellers stay longer in Rajasthan and experience regions that are not generally part of conventional packages.
The participation comes as India and Japan seek to expand cooperation in tourism, culture and people-to-people exchanges. At the India-Japan Annual Summit in 2026, both sides reiterated the importance of greater tourism and cultural engagement.
The Rajasthan government has also been working to expand the state presence in overseas tourism markets while linking tourism development with investment, infrastructure and employment.
Under Chief Minister Bhajan Lal Sharma, the state has been focusing on developing new destinations and improving tourism infrastructure. Deputy Chief Minister and Tourism Minister Diya Kumari has also stressed greater international outreach and wider positioning of Rajasthan in overseas markets.
Officials said participation in Tokyo would have a business component in addition to destination promotion.
Meetings with the Japanese travel trade are expected to focus on new tourism products, multi-destination circuits and potential partnerships that can bring a wider range of Japanese travellers to Rajasthan.
Riar said strengthening the state presence in international markets and presenting the diversity of tourism experiences remained an important priority.
The department, she said, would place greater attention on lesser-known destinations and locally rooted experiences while continuing to promote the established tourism circuit.
Tourism EXPO Japan 2026 will provide Rajasthan an opportunity to build on the existing flow of Japanese visitors and position destinations beyond Jaipur before tour operators and travellers in one of Asia major outbound tourism markets.
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