Itanagar: Arunachal Pradesh’s Department of Tourism has launched a new tourism brand campaign titled ‘Take a New Turn in Arunachal’, marking a significant shift in the state’s approach to positioning itself on India’s tourism map.
The campaign aims to redefine Arunachal Pradesh’s image, moving beyond its reputation as a scenic destination. It focuses on showcasing the state’s rich cultural narratives and authentic human experiences, inviting visitors to immerse themselves in the unique lifestyles and traditions of the region.
The campaign was unveiled at Arunachal House in New Delhi in the presence of State Tourism Minister Pasang Dorjee Sona.
Built 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 that define Arunachal’s diverse landscapes.
Destinations such as Tawang, Ziro, Anini, Namsai, Dong and Mechukha form the narrative backbone of the campaign, each representing 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.
Arunachal Pradesh is steadily emerging as one of India’s most sought-after and meaningful travel destinations, he said.
He stated that the state offers a complete tourism ecosystem. This includes heritage tourism, wildlife experiences, adventure travel, nature-based tourism, indigenous festivals, and unique cultural practices.
Through the new campaign, the department reimagines travel as a journey into stories rather than just sights, with each featured destination presenting a distinct theme.
Tawang represents spiritual heritage, Ziro reflects indigenous rhythms, Anini highlights pristine lakes, Namsai showcases riverine spirituality, Dong offers the experience of the country’s first sunrise, and Mechukha blends adventure with tranquillity.
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.
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The policy further promotes diverse tourism segments. These include eco-tourism, tribal tourism, spiritual tourism, adventure tourism, farm tourism, and border tourism.
