Key Highlights
- Changing interest: Japanese travellers at Tourism Expo Japan asked about solo travel, wildlife, rural life, handicrafts and local cuisine, not just forts and palaces.
- Women and safety: Several Japanese women keen on solo trips raised safety questions and were briefed on the Tourist Assistance Force and women police personnel.
- Palace on Wheels buzz: The luxury train emerged as one of the biggest attractions at the Rajasthan pavilion.
- Big growth: Japanese visits to Rajasthan rose from 4,659 in 2022 to 25,250 in 2025, about 5.4 times.
- But a plateau: Visits dipped slightly in 2025 compared with 2024, showing growth has levelled off.
For decades, Rajasthan has been sold abroad through a familiar set of images: forts, palaces and sand dunes. At the Tourism Expo Japan in Tokyo, Japanese travellers made it clear they want more than that.
The four-day expo, held from September 24 to 27, ended on Sunday, which was also World Tourism Day. Rajasthan Tourism was represented by Tourism Secretary Shuchi Tyagi, along with Joint Director Ajay Kumar Sharma.
What Japanese Travellers Asked About
Visitors and travel trade representatives sought information on:
- Solo travel in Rajasthan
- The Palace on Wheels luxury train
- Wildlife, rural life and folk culture
- Handicrafts and local cuisine
- Multi-city package tours and travel costs
"Discussions also covered linking Jaipur, Udaipur, Jodhpur, Jaisalmer, Bikaner, Ranthambore and Shekhawati through different tourism experiences," Sharma said.
Tour operators also asked about rail, road and air connectivity between destinations, travel times and hotel options.
Women Want to Travel Alone, Safely
One of the clearest signals came from Japanese women travellers. According to Sharma, several expressed interest in exploring Rajasthan independently, with safety emerging as a key concern.
They were briefed on the state's tourist assistance systems, including police support, the Tourist Assistance Force and the availability of women police personnel.
The Palace on Wheels Effect
The Palace on Wheels emerged as one of the major draws at the Rajasthan pavilion. Visitors asked about the luxury train's royal ambience, interiors, travel experience and booking process.
Sharma said Japanese travellers are interested not only in Rajasthan's royal heritage, but also in the distinctive experiences linked to it.
The Numbers: Rapid Rise, Then a Pause
| Year | Japanese visits to Rajasthan | Change |
|---|---|---|
| 2022 | 4,659 | – |
| 2023 | 16,229 | ~+248% |
| 2024 | 25,748 | ~+59% |
| 2025 | 25,250 | ~−2% |
Percentages calculated from official figures.
Japanese tourist visits in 2025 were about 5.4 times the 2022 level.
Why It Matters: The Next Phase Needs New Products
The table tells a story that the headline growth figure hides. After two years of sharp growth, largely a post-pandemic recovery, Japanese visits to Rajasthan levelled off in 2025, slipping slightly below 2024.
That makes the expo's findings important. If the traditional heritage circuit has reached a plateau, the next wave of Japanese visitors is likely to come from new kinds of travel: solo trips, rural and wildlife experiences, food and craft tourism, and premium experiences like the Palace on Wheels.
It also means safety is not just a policy issue but a market issue. Women travelling alone form a growing segment in many markets, and visible, reliable safety systems can directly influence whether that interest turns into bookings.
Building Trade Links
Rajasthan Tourism also held discussions with representatives of leading Japanese travel companies on promoting the state in Japan. Kiyotaka Kobayashi, representing a Tokyo hotel, expressed interest in connecting with Rajasthan's hospitality industry. Takahiro Sato of the Japan Association of Travel Agents also visited the pavilion.
Japanese content creators and influencers showed interest in producing video and digital content on Rajasthan. Several tour operators and influencers also expressed interest in attending the Great Indian Travel Bazaar (GITB) 2027, to which Rajasthan Tourism regularly invites Japanese travel trade.
The India–Japan Tourism Link
Tourism cooperation between the two countries has been expanding. The India–Japan Joint Working Group on Tourism has focused on Buddhist tourism, student travel, exchanges between tourism institutions, familiarisation trips for travel trade and media, and better air connectivity.
Rajasthan has already won Japanese travellers' attention; the numbers show that. The Tokyo expo suggests the next step is to hold it, by offering safe solo travel, deeper local experiences and luxury journeys that go beyond the classic fort-and-palace trail.
With inputs from IANS.
Key Highlights
- Changing interest: Japanese travellers at Tourism Expo Japan asked about solo travel, wildlife, rural life, handicrafts and local cuisine, not just forts and palaces.
- Women and safety: Several Japanese women keen on solo trips raised safety questions and were briefed on the Tourist Assistance Force and women police personnel.
- Palace on Wheels buzz: The luxury train emerged as one of the biggest attractions at the Rajasthan pavilion.
- Big growth: Japanese visits to Rajasthan rose from 4,659 in 2022 to 25,250 in 2025, about 5.4 times.
- But a plateau: Visits dipped slightly in 2025 compared with 2024, showing growth has levelled off.
For decades, Rajasthan has been sold abroad through a familiar set of images: forts, palaces and sand dunes. At the Tourism Expo Japan in Tokyo, Japanese travellers made it clear they want more than that.
The four-day expo, held from September 24 to 27, ended on Sunday, which was also World Tourism Day. Rajasthan Tourism was represented by Tourism Secretary Shuchi Tyagi, along with Joint Director Ajay Kumar Sharma.
What Japanese Travellers Asked About
Visitors and travel trade representatives sought information on:
- Solo travel in Rajasthan
- The Palace on Wheels luxury train
- Wildlife, rural life and folk culture
- Handicrafts and local cuisine
- Multi-city package tours and travel costs
"Discussions also covered linking Jaipur, Udaipur, Jodhpur, Jaisalmer, Bikaner, Ranthambore and Shekhawati through different tourism experiences," Sharma said.
Tour operators also asked about rail, road and air connectivity between destinations, travel times and hotel options.
Women Want to Travel Alone, Safely
One of the clearest signals came from Japanese women travellers. According to Sharma, several expressed interest in exploring Rajasthan independently, with safety emerging as a key concern.
They were briefed on the state's tourist assistance systems, including police support, the Tourist Assistance Force and the availability of women police personnel.
The Palace on Wheels Effect
The Palace on Wheels emerged as one of the major draws at the Rajasthan pavilion. Visitors asked about the luxury train's royal ambience, interiors, travel experience and booking process.
Sharma said Japanese travellers are interested not only in Rajasthan's royal heritage, but also in the distinctive experiences linked to it.
The Numbers: Rapid Rise, Then a Pause
| Year | Japanese visits to Rajasthan | Change |
|---|---|---|
| 2022 | 4,659 | – |
| 2023 | 16,229 | ~+248% |
| 2024 | 25,748 | ~+59% |
| 2025 | 25,250 | ~−2% |
Percentages calculated from official figures.
Japanese tourist visits in 2025 were about 5.4 times the 2022 level.
Why It Matters: The Next Phase Needs New Products
The table tells a story that the headline growth figure hides. After two years of sharp growth, largely a post-pandemic recovery, Japanese visits to Rajasthan levelled off in 2025, slipping slightly below 2024.
That makes the expo's findings important. If the traditional heritage circuit has reached a plateau, the next wave of Japanese visitors is likely to come from new kinds of travel: solo trips, rural and wildlife experiences, food and craft tourism, and premium experiences like the Palace on Wheels.
It also means safety is not just a policy issue but a market issue. Women travelling alone form a growing segment in many markets, and visible, reliable safety systems can directly influence whether that interest turns into bookings.
Building Trade Links
Rajasthan Tourism also held discussions with representatives of leading Japanese travel companies on promoting the state in Japan. Kiyotaka Kobayashi, representing a Tokyo hotel, expressed interest in connecting with Rajasthan's hospitality industry. Takahiro Sato of the Japan Association of Travel Agents also visited the pavilion.
Japanese content creators and influencers showed interest in producing video and digital content on Rajasthan. Several tour operators and influencers also expressed interest in attending the Great Indian Travel Bazaar (GITB) 2027, to which Rajasthan Tourism regularly invites Japanese travel trade.
The India–Japan Tourism Link
Tourism cooperation between the two countries has been expanding. The India–Japan Joint Working Group on Tourism has focused on Buddhist tourism, student travel, exchanges between tourism institutions, familiarisation trips for travel trade and media, and better air connectivity.
Rajasthan has already won Japanese travellers' attention; the numbers show that. The Tokyo expo suggests the next step is to hold it, by offering safe solo travel, deeper local experiences and luxury journeys that go beyond the classic fort-and-palace trail.
With inputs from IANS.