India's tourism sector has the potential to accelerate economic and social development and transform economies. Rajasthan, known for its Thar Desert, has seen a fourfold increase in tourist arrivals in the last thirty years, attracting tourists from various states and the world. The state is home to several major tourist circuits and locations, each with its own unique attractions. The future of tourism in Rajasthan depends on partnerships between government agencies and the private sector. As tourist numbers increase, Rajasthan needs more hotel rooms to meet demand. The state has developed an ambitious plan to grow the tourism industry and improve visitor experience, including efforts to rehabilitate infrastructure, restore existing sites, and develop new tourism circuits and products. Private investment opportunities have emerged, such as buying private heritage assets, managing RTDC properties on lease or joint ventures, and investing in amusement parks, theme parks, resorts, adventure tourism, andNaturopathy, yoga, and meditation centers. However, the corporation's contribution to providing lodging to visitors was minimal, with a decrease in occupancy in hotels/motels due to insufficient advertising, insufficient marketing, and an unsuccessful marketing plan.