Jaisalmer is redefining itself as a must-visit destination, appealing to a diverse range of travellers seeking both adventure and elegance in the heart of the Thar Desert
BY NIRAALEE SHAH
In the heart of the Thar Desert, Jaisalmer, famously known as the “Golden City,” stands as a captivating jewel of Rajasthan. With its golden sandstone architecture shimmering against the vast desert backdrop, it is increasingly becoming a premier tourist destination. The city’s rich heritage, architectural marvels and evolving hospitality trends are drawing travellers seeking both luxury and authenticity.
Jaisalmer’s allure lies in its historical and cultural depth. The city’s most iconic structure, the Jaisalmer Fort, is a UNESCO World Heritage Site and one of the largest living forts in the world. Constructed in the 12th century, the fort boasts a majestic yellow sandstone façade that seems to change colour with the shifting desert light. Inside, the fort houses a maze of narrow lanes, exquisite havelis (traditional mansions), and bustling markets, offering visitors a glimpse into the opulent lifestyle of the Rajput rulers.
The city’s havelis, such as Patwon Ki Haveli and Salim Singh Ki Haveli, are architectural masterpieces adorned with intricate carvings and latticed windows. These historic buildings offer an immersive experience into the grandeur of bygone eras. Additionally, Jaisalmer’s rich cultural tapestry is reflected in its vibrant festivals, traditional music, and dance performances, making it a dynamic destination year-round.
In recent years, Jaisalmer has witnessed a notable surge in tourism. According to the Rajasthan Tourism Development Corporation, Jaisalmer welcomed approximately 1.5 million visitors in 2023, reflecting a 12 per cent increase from the previous year. This growth trend is expected to continue into 2024-2025, driven by several factors:
Increased domestic tourism: With domestic travel gaining momentum post-pandemic, Indian travellers are increasingly exploring offbeat destinations. Jaisalmer’s distinctive desert charm and historical significance appeal to this growing segment.
International visitors: International tourism has also rebounded, with European and American travellers showing a keen interest in Jaisalmer’s heritage sites. The city’s inclusion in various travel itineraries and travel blogs has contributed to a steady influx of foreign tourists.
Peak seasons: The winter months (November to February) continue to be the peak season for Jaisalmer, attracting a significant number of visitors. However, the monsoon season has also started to see increased tourist activity due to the unique desert scenery and cooler temperatures.
NEW HOSPITALITY TRENDS
As Jaisalmer continues to grow in popularity, the hospitality sector is evolving to meet the demands of modern travellers while preserving its unique cultural essence. Several emerging trends and initiatives are shaping the city’s tourism landscape for 2024-2025.
LUXURY DESERT CAMPS & RESORTS
One of the most notable trends in Jaisalmer’s hospitality sector is the rise of luxury desert camps and resorts. These establishments offer an opulent desert experience while preserving the natural beauty of the surroundings. Examples include:
Suryagarh Jaisalmer: Known for its royal ambience and contemporary amenities, Suryagarh provides guests with an immersive experience of Jaisalmer’s desert heritage.
The Serai: Located in the heart of the Thar Desert, The Serai combines luxury with sustainability, offering eco-friendly accommodations that blend seamlessly with the desert environment.
EXPERIENTIAL TRAVEL
Travellers are increasingly seeking authentic and immersive experiences. Jaisalmer is catering to this demand through various experiential travel offerings:
Desert trails: Desert Trails Khuri is where experiential travel meets adventure. This boutique luxury camp offers guests tailormade itineraries. Embark on thrilling camel safaris on their private sand dunes, immerse yourself in local Rajasthani culture, and savour traditional cuisine under the starlit desert sky. Experience Khuri like never before with Desert Trails, where every moment is a journey into the heart of the desert.
Desert Trails Khuri cultural immersion: Guests can now engage in cultural experiences such as Rajasthani folk music performances, traditional cooking classes at Dhani Village, hands-on craft workshops, Thar Desert night safari, and guided tours of historic forts and havelis.
Sustainable tourism initiatives: In response to the growing awareness of environmental issues, Jaisalmer’s hospitality sector is adopting sustainable practices. Desert Tulip Hotel & Resort is leading the way with initiatives like solar energy utilisation, water conservation, and waste management systems. These efforts not only reduce the ecological footprint but also enhance the overall guest experience by integrating sustainable practices into luxury accommodations.
Desert Trails Khuri, on the other hand, involves local communities in Dhani Village and Satto Village for tourism activities which is gaining traction. The programmes offered by Desert Trails Khuri, support local artisans and promote traditional crafts are enhancing the overall tourist experience while benefiting the local economy.
LUXURY DESERT CAMPS & GLAMPING
Desert camps have long been a staple of Jaisalmer’s tourism, but the trend is evolving towards luxurious “glamping” experiences.
Desert Trails Khuri offers a blend of comfort and adventure. This camp feature plush luxury Swiss tents with modern amenities, private bathrooms, and gourmet dining, providing a unique experience that combines the thrill of desert life with the luxury of boutique luxury accommodations. This trend caters to travellers seeking both adventure and indulgence in a remote setting.
BOUTIQUE HOTELS & HERITAGE STAYS
The rise of boutique hotels and heritage stays is another notable trend. These properties emphasize personalised service and unique design, often set in restored historic buildings. Mandir Palace provides an intimate atmosphere with a focus on traditional Rajasthani architecture and decor. This trend caters to travellers seeking an authentic and luxurious experience, blending modern comforts with historical charm.
WELLNESS & SPA RETREATS
In response to the growing wellness tourism trend, several hotels and resorts in Jaisalmer are incorporating wellness and spa facilities.
Jaisalmer Marriott Resort & Spa, for instance, offers rejuvenating treatments and wellness programmes amidst the serene desert environment. These retreats provide a holistic escape for travellers looking to relax and rejuvenate while enjoying the tranquil desert setting.
TECH-ENHANCED EXPERIENCES
Technology is also playing a role in enhancing the tourist experience in Jaisalmer. Many hotels are integrating digital tools to offer convenience and personalised services. Innovations such as mobile check-ins, virtual concierge services, and interactive room controls are becoming common. These technological advancements cater to the needs of modern travellers who seek seamless and efficient service during their stay.
Jaisalmer’s blend of tradition and modernity offers travellers a unique and memorable experience, from eco-friendly initiatives and luxury desert camps to cultural tourism and technological enhancements, Jaisalmer is redefining itself as a must-visit destination, appealing to a diverse range of travellers seeking both adventure and elegance in the heart of the Thar Desert.
