Gujarat is expanding beyond its traditional pilgrimage appeal by investing in heritage, wildlife, events and infrastructure to position itself as a year-round tourism destination
The western Indian state of Gujarat is positioning itself as a year-round tourism destination, with a growing focus on heritage, archaeology, wildlife, weddings, wellness and global events.
Tourism stakeholders believe Gujarat’s biggest strength lies in the diversity of experiences it offers visitors.
Yuvraj Saheb Ranjitsinh Parmar, founder of heritage hospitality and consulting company Palaces of India and founding member of the Heritage Tourism Association, Gujarat, said: “We have two kinds of domestic tourism. One is the Gujarati travellers travelling within the state, which itself is a massive segment. The second is travellers from other parts of India. Predominantly, the largest segment amongst them is spiritual tourism.”
Pilgrimage destinations such as Dwarka and Somnath continue to record strong post-pandemic visitor growth. Beyond religious tourism, Gujarat is increasingly attracting leisure travellers interested in wildlife, desert landscapes, heritage and festivals.
The state is home to several Indus Valley Civilisation sites, including Dholavira and Lothal. Parmar believes archaeology remains one of Gujarat’s most under-promoted tourism assets despite growing international interest in heritage exploration.
“Archaeology is a big product, and many international markets are interested in it. Beyond archaeology, Gujarat offers deserts, wetlands, coastlines and grasslands, making it a strong destination for wildlife and birding enthusiasts. Gujarat remains the only habitat of the Asiatic lion and the Indian wild donkey. It also houses one of the world’s largest flamingo breeding colonies and India’s first Marine National Park, where visitors can walk on the seabed during low tide to observe coral reefs, octopuses and starfish without scuba diving,” Parmar added.
Last year, the state government opened the Vadnagar Archaeological Experiential Museum in Vadnagar, the birthplace of Indian Prime Minister Narendra Modi. The National Maritime Heritage Complex is also under construction near Lothal in Ahmedabad and will showcase India’s maritime heritage.
International visitors are particularly drawn to Gujarat’s combination of wildlife, heritage, crafts and textiles. According to Parmar, travellers from Australia, New Zealand and the US are among the leading inbound markets, alongside visitors from France, Germany, Italy, Japan and Taiwan.
Tourism infrastructure is also expanding rapidly. Gujarat chief minister Bhupendra Patel recently approved a tourism infrastructure push worth 11.85 billion rupees (US$123.8 million) to upgrade roads in South Gujarat, including routes linked to the historic Ahmedabad-Dandi heritage corridor and Surat’s Mora-Suvali Beach Road.
For the 2026-27 budget, the state government earmarked 2.36 billion rupees (US$24.7 million) to improve facilities around the Statue of Unity, the world’s tallest statue dedicated to Sardar Vallabhbhai Patel, India’s first home minister and a key pre-independence leader. The government has also declared 2026 as Gujarat Tourism Year.
Gujarat has further proposed 12.78 billion rupees (US$133.5 million) to transform Ahmedabad into an “Olympic Ready City” ahead of the 2030 Commonwealth Games, with investments planned in sports infrastructure and public transport integration.
Wedding tourism is also emerging as a major focus area for the state. Regional conferences linked to the Vibrant Gujarat Global Summit recently highlighted tribal tourism and wedding tourism as future growth drivers.
Meanwhile, tourism companies are working to reposition lesser-known destinations as year-round attractions.
Bhavik Sheth, chief operating officer of Evoke Experiences, said destinations such as Dholavira continue to suffer from seasonal perceptions.
“People think of Dholavira only as a winter destination because of the heavy influence of Rann Utsav (an annual tourism festival which takes place in neighbouring Dhordo). But apart from the White Desert, there is a fossil park, museum and the scenic ‘Road to Heaven’ that has become popular through social media,” he said.
Evoke Experiences is now targeting corporate groups and product launches at its Dholavira property while also promoting leisure travel. The company is also seeking to increase occupancy at its tent accommodation near the Statue of Unity by targeting students and educational tourism.
Corporate travel, sporting events, entertainment shows and conventions are contributing to Gujarat’s expanding visitor economy. Parmar believes the lead-up to the 2030 Commonwealth Games in Ahmedabad could significantly raise the state’s international profile over the coming years.
However, tourism stakeholders noted that geopolitical uncertainty in the Middle East has affected international travel sentiment, particularly as many travellers flying to India transit through Gulf hubs. Parmar said that while key feeder markets such as Europe, North America and Australia remain strong, delays in flight bookings are affecting winter travel planning.
Industry experts also believe Gujarat now requires sharper destination-focused marketing.
“Gujarat has been participating in major international trade shows for many years. However, there is a need for private and public stakeholders to jointly promote specific circuits and products instead of talking about everything the state has to offer,” said Arun Anand, managing director, Midtown Travels.
That approach is already beginning to take shape. The Heritage Tourism Association, which represents 75 heritage properties, launched the Pehle Gujarat Dekho campaign last year. Rather than promoting standalone hotels, the association has curated six themed travel journeys focused on history, archaeology, crafts, textiles, wildlife and palace stays.
Further strengthening the state’s visibility, Thomas Cook India signed a memorandum of understanding with the Gujarat government earlier this year to promote the state’s tourism offerings across domestic source markets.
According to India’s Ministry of Tourism, Gujarat ranked as India’s third most visited state by foreign tourists in 2024, attracting 2.274 million international visitors. The state also welcomed 184.014 million domestic visitors that year.
