Rajasthan launched a multi-year, multi-modal, multi-narrative and multi-crore global campaign to galvanise tourism in the state with a view to raise the annual tourist arrivals past the 50 million mark by 2020. Unveiling the campaign before a gathering of eminent stakeholders, Rajasthan Chief Minister Vasundhara Raje said: “Tourism is the world’s biggest industry and Rajasthan with its rich heritage is poised to fully exploit the opportunities the state offers…Our plan for tourism is nested within the broader Rajasthan model of development, which has three pillars — job creation, social justice and effective governance.”
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