Gujarat Unveils 'Wed in Gujarat' Campaign to Boost Wedding Tourism
The Gujarat government has announced a strategic initiative to launch the 'Wed in Gujarat' campaign as part of the 2026–27 Budget. This ambitious plan aims to position the state as a premier destination for weddings by capitalizing on its diverse cultural and geographical assets. The campaign seeks to market Gujarat as a culturally rich and visually grand venue for destination weddings, targeting both domestic and international audiences.
Leveraging Heritage and Landmarks
Officials have outlined that the campaign will curate multiple religious, coastal, and heritage circuits under a unified branding strategy. Key locations to be promoted include iconic religious sites such as the Somnath Temple, Dwarkadhish Temple, and Ambaji Temple. Additionally, marquee attractions like the Statue of Unity, the Rann Utsav, and Shivrajpur Beach will be highlighted to showcase the state's architectural splendour and natural beauty. The initiative emphasizes Gujarat's traditions and hospitality to attract high-end wedding events.
Challenges with Liquor Prohibition
However, the longstanding policy of liquor prohibition in Gujarat has emerged as a significant challenge during industry discussions. Stakeholders argue that this restriction places the state at a competitive disadvantage in the destination wedding market. Travel and hospitality representatives note that Gujarat loses substantial business to destinations like Goa and Rajasthan, with many Gujarati families opting to host weddings outside the state due to liquor availability.
Narendra Somani, president of the Hotels and Restaurants' Association (HRA) Gujarat, stated, "Regulated easing of liquor rules in select tourism zones could significantly boost the wedding and hospitality ecosystem. Each year, around 500 destination weddings from Gujarat-based families take place in Rajasthan alone, with budgets reaching up to Rs 3 crore." This highlights the economic impact of the prohibition policy on local tourism.
Infrastructure and Development Needs
Tourism players have stressed the necessity for parallel infrastructure development to support the campaign. Manish Sharma, former chairperson of the Travel Agents' Federation of India (TAFI) Gujarat chapter, emphasized, "To host weddings of 500 guests or more, adequate resort and hotel capacity is essential. Promotion must go hand in hand with hospitality expansion and a pragmatic review of prohibition norms, similar to the model adopted in GIFT City." This underscores the need for comprehensive planning to ensure the campaign's success.
While there is no formal move to relax the liquor prohibition law, the discussions indicate ongoing industry pressure for reforms. The 'Wed in Gujarat' campaign represents a bold step towards enhancing the state's tourism profile, but its effectiveness may hinge on addressing these regulatory and infrastructural hurdles to compete effectively in the lucrative destination wedding market.
