Cox & Kings will create, market and operate these tour packages for various destinations and circuits in Gujarat for a period of one year and it will be made available through its network of offices, franchisees and other consumer touch points. The company is also mandated to promote the destination through promotions in the media and provide consumers the facility to book online on its website.

Commenting on the selection of Cox & Kings, Sanjay Kaul, Managing Director, Tourism Corporation of Gujarat said: "We are delighted to appoint Cox & Kings as our marketing partner for this year, as we believe that they have the expertise and reach to promote Gujarat as a destination in the Indian domestic market."

Speaking on this development, Yusuf Poonawala, Vice President, Bharat Deko, Cox & Kings said: "We promote different destinations in India and have the expertise to project the untapped tourism potential of Gujarat and we thank TCGL for entrusting us with this responsibility."

In the last two years, Gujarat has witnessed tremendous interest coupled with the fact that actor Amitabh Bachchan has been promoting the destination. This campaign has brought Gujarat into the spotlight.