Arunachal unveils ‘Take a New Turn’ tourism campaign
Itanagar: Arunachal Pradesh’s Department of Tourism has launched a new tourism brand campaign titled ‘Take a New Turn in Arunachal’. The campaign marks a strategic shift in how the state positions itself on India’s tourism map.
Through the initiative, the department aims to project Arunachal not just as a scenic destination. Instead, it highlights immersive cultural narratives and lived human experiences.
The department unveiled the campaign at Arunachal House in New Delhi. Tourism Minister Pasang Dorjee Sona attended the event.
The campaign builds on the state’s refreshed brand identity, “Beyond Myths and Mountains.” It encourages travellers to move beyond postcard images of valleys and monasteries. Instead, it invites them to explore stories, traditions, and local interactions.
Destinations such as Tawang, Ziro, Anini, Namsai, Dong, and Mechukha anchor the campaign narrative. Each location represents a distinct cultural and experiential identity.
Addressing the gathering, Minister Sona highlighted the state’s vast tourism potential. He cited Arunachal’s ancient heritage, Himalayan terrain, rich biodiversity, Buddhist legacy, and vibrant tribal cultures.
He said the state offers a complete tourism ecosystem. This includes heritage tourism, wildlife experiences, adventure travel, nature-based tourism, indigenous festivals, and unique cultural practices.
Meanwhile, Arunachal has seen strong post-pandemic growth in tourist footfall. The state recorded over one million visitors annually in both 2023 and 2024. This marks a sharp rise compared to pre-COVID years.
Officials attributed the growth to improved connectivity, focused branding, and a shift towards experiential tourism.
At the same time, the state’s new tourism policy focuses on infrastructure expansion. It prioritises better road and air connectivity. It also targets upgraded visitor facilities and a planned 50 per cent increase in accommodation capacity.
The policy further promotes diverse tourism segments. These include eco-tourism, tribal tourism, spiritual tourism, adventure tourism, farm tourism, and border tourism.
Through the new campaign, the department reframes travel as a journey into stories rather than sights. Each featured destination carries a distinct theme.
Tawang reflects spiritual heritage. Ziro captures indigenous rhythms. Anini highlights pristine lakes. Namsai showcases riverine spirituality. Dong offers the first sunrise experience. Mechukha blends adventure with tranquillity.
Campaign films and print creatives focus on authentic local interactions. They capture spontaneous moments and human connections. Together, they reinforce the state’s tourism philosophy of discovery through experience.
Minister Sona said the campaign builds on last year’s branding refresh. He added that it will strengthen Arunachal Pradesh’s presence in national and global tourism markets.
The Tourism Department is also working with travel platforms and tour operators. The aim is to tap new source markets while improving accessibility and visitor experiences on the ground.
Often called the “Land of the Dawn-Lit Mountains,” Arunachal Pradesh continues to pursue sustainable tourism growth. The state follows a progressive policy framework that balances development with cultural and ecological preservation.