Arunachal Pradesh Tourism has launched its latest campaign, 'Take a New Turn in Arunachal', to position the state as India's ultimate frontier for discovery and cultural immersion. Announced by the Minister of Tourism, Pasang Dorjee Sona, in New Delhi, the initiative seeks to attract tourists by showcasing the state's rich cultural narratives and experiential travel opportunities.
The campaign is anchored in Arunachal Pradesh's refreshed brand identity, "Beyond Myths and Mountains", and invites travellers to explore beyond the scenic landscapes to uncover the stories and human experiences in destinations like Tawang, Ziro, Anini, Namsai, Dong, and Mechukha. "Arunachal is a region as old as history, with rising mountain peaks, colourful vegetation, Buddhist heritage, snow-capped landscapes, diverse tribal culture, and breathtaking biodiversity," said Sona.
The state has seen a significant increase in tourism, with over 1 million visitors annually in 2023 and 2024, driven by strategic branding and improved connectivity. The new tourism policy focuses on enhancing road and air connectivity, visitor amenities, and accommodation capacity by 50%. It also promotes diverse tourism segments, including farm, spiritual, adventure, eco, tribal, and border tourism.
The campaign features films and visuals capturing authentic local interactions, aiming to project Arunachal Pradesh as a top destination nationally and globally. The Tourism Department is also partnering with travel platforms and tour operators to expand its reach and improve traveller experiences.
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