Karnataka is making strategic moves to challenge Rajasthan's dominance in India's lucrative destination wedding market. The southern state is positioning its diverse heritage circuits and natural landscapes as compelling alternatives to traditional wedding destinations like Jaipur and Udaipur.
Building the Wedding Tourism Ecosystem
The state government has outlined dedicated packages and pilot projects in its latest tourism policy to establish Karnataka as a competitive wedding destination. Tourism officials have confirmed that discussions have already begun with wedding tourism experts from Jaipur, recognizing the need to learn from Rajasthan's organized approach to this specialized sector.
A comprehensive mapping exercise is currently underway to identify potential wedding venues across both government and privately owned properties. "We have to identify mines, forts and other spaces where government and private stakeholders own land that can be used for wedding tourism," revealed a senior official to TOI.
Leveraging Karnataka's Unique Advantages
Industry experts point to Karnataka's incredible diversity as its strongest selling point. While Rajasthan offers royal palaces and desert landscapes, Karnataka can provide heritage weddings in Mysuru, Hampi and Halebid, plantation weddings in Coorg, jungle experiences in Chikkamagaluru, and beach weddings along its extensive coastline.
Chitradurga fort is among the specific heritage sites being studied for wedding potential as the government holds inter-departmental meetings to explore permitting weddings in select heritage locations. The mining department and other stakeholders are actively involved in these discussions.
Substantial Economic Potential
The financial stakes are enormous. According to Prathima Manohar, co-founder of GoodPass and expert member of World Economic Forum's Future Council on Experience Economy, the Indian destination wedding market is valued at $1.9 billion.
"Even if Karnataka captures just 3% of that market — a very conservative starting point — it translates to about Rs 6,000 crore a year," Manohar explained. She emphasized that with proper branding of unique circuits and a single digital inventory of venues and services, Karnataka could rapidly climb the destination wedding ladder.
Industry veteran Shravanth Vasisht of Tim-Tim Holidays highlighted the multiplier effect a strong wedding ecosystem could create. "With domestic vacations already costing around Rs 70,000 per person for a six-day trip, imagine that spend multiplied across an entire wedding party," he said, adding that streamlined permissions and Karnataka's unique feel could make the ecosystem work beautifully.
Learning from Rajasthan's Success
Rajasthan currently dominates the high-value destination wedding segment, attracting Hollywood and Bollywood celebrities alike. The recent wedding of billionaire Raju Mantena, attended by US President's son Trump Jr, exemplifies the scale and glamour associated with Rajasthan's wedding industry.
Wedding planners from Jaipur have been invited to Bengaluru to assist in Karnataka's development process, acknowledging that wedding tourism is far more organized in Rajasthan. The northern state's success stems from its distinctive feel — the hospitality, warmth of hosts and staff, and the royal infrastructure converted into commercial wedding models.
As Karnataka builds its capabilities, the government is ensuring local industry stakeholders get first preference. "The Events Association of Karnataka is also interested. We want to give the industry in Karnataka the first opportunity," the official added.
With tourist footfall showing remarkable growth — jumping from 81.4 million in 2021 to 284.5 million in 2023 — and tourism revenue demonstrating strong performance (KSTDC reported total turnover of Rs 125 crore and Jungle Lodges & Resorts achieved Rs 130 crore turnover in 2023-24), Karnataka has a solid foundation to build upon as it enters this competitive but highly rewarding market.
