• URMILA KUMARI
• DR. MONIKA

Abstract Rajasthan, India’s largest state, has carved a niche in the global tourism industry for its forts, palaces, and desert landscapes. However, an often underexplored dimension of its tourism economy lies in its traditional cattle fairs . Events such as the Pushkar Fair, Nagaur Cattle Fair, and Bateshwar Fair transcend their original purpose of livestock trading to become vibrant cultural festivals that merge religion, commerce, and heritage. This research paper explores the cultural-economic convergence within these fairs, analyzing their role in promoting rural livelihoods, sustaining folk traditions, and enhancing Rajasthan’s global tourism appeal. The study employs a qualitative research design supported by secondary data, case studies, and policy analysis. Findings reveal that cattle fairs not only contribute significantly to Rajasthan’s tourism revenues but also act as custodians of intangible heritage, reinforcing community identity while creating economic opportunities. Challenges of commercialization, infrastructure gaps, and sustainability concerns are also examined. The paper concludes by recommending strategies such as eco-cultural tourism, digital promotion, public-private partnerships, and inclusive development policies to maximize the potential of cattle fairs as instruments of cultural diplomacy and rural economic empowerment

Rajasthan tourism, cattle fairs, cultural heritage, rural economy, Pushkar Fair, cultural-economic convergence.

"Promotion of Tourism in Rajasthan via Cattle Fairs: A Cultural-Economic Convergence", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.d503-d514, September-2025, Available :http://www.jetir.org/papers/JETIR2509368.pdf

"Promotion of Tourism in Rajasthan via Cattle Fairs: A Cultural-Economic Convergence", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppd503-d514, September-2025, Available at : http://www.jetir.org/papers/JETIR2509368.pdf