The initiative 'Jaisalmera' was launched in 2018 with the goal of fostering a sense of belongingness and promoting responsible tourism among students in Jaisalmer.

With an aim to instil a sense of belonging in the children towards their city, I Love Jaisalmer approached the Education Department to reach children through schools.

60% of Jaisalmer’s economy is dependent on tourism. With the Desert Festival called off in 2020 and the tourism rate dropping 69% due to COVID-19, Jaisalmer was desperately in need of tourists to revive its economy.