Jaipur, Jan 3 (IANS): Rajasthan Tourism is all set to welcome travellers with its grand old campaign 'Padharo Mhare Des' replacing 'Jane Kya Dikh Jaye'-- launched by the previous BJP government -- according to Sreya Guha, Principal Secretary, Department of Tourism.

Guha says the decision is influenced by travellers' need for "something new and catchy" after frequent intervals. "Our marketing department is working on this theme to lure travellers," she said.

Rajasthan has witnessed an ever-increasing number of foreign tourists. "Domestic tourists, too, visit the state in large numbers. So, we are contemplating newer products, themes and new attractions in the state for the new-age domestic travellers who love to explore new locales," said Guha.

Tourism in the state is facing a tough competition with its neighbours Madhya Pradesh and Gujarat, she said.

"Earlier Rajasthan had a natural advantage as there were less competitors. Now, MP and Gujarat are coming up in a big way with very aggressive marketing. So we need to market ourselves in the best way to be the winner," she said.

"We have a meeting lined up with new Tourism Minister Vishvendra Singh and soon after, we'll release a list of new products and attractions," she said.

'Padharo mharo des' was launched as a tourism campaign in Rajasthan in 1993 by then secretary Lalit K Panwar. The campaign continued till 2007.

In 2008, a new slogan 'Colourful Rajasthan' came up. It was in 2016 when 'Jaane Kya Dikh Jaye' was coined as the new slogan for Rajasthan Tourism.