New Delhi – The Department of Tourism, Government of Arunachal Pradesh, has launched a new brand campaign, “Take a New Turn in Arunachal”, aiming to position the state as India’s ultimate frontier for cultural immersion and experiential travel.
The campaign was unveiled by Shri Pasang Dorjee Sona, Minister of Tourism, Education, RWD, Library, and Parliamentary Affairs, at Arunachal House in New Delhi. It builds on the state’s refreshed brand identity, “Beyond Myths and Mountains”, and invites visitors to explore not only scenic landscapes but also the rich stories, traditions, and interactions with local communities.
Highlighting destinations such as Tawang, Ziro, Anini, Namsai, Dong, and Mechukha, the campaign focuses on unique experiences — from spiritual heritage and tribal festivals to adventure and nature-based tourism.
Speaking at the launch, Minister Sona described Arunachal Pradesh as “a region as old as history” and praised its diverse attractions, including wildlife, heritage, adventure sports, and vibrant tribal culture.
Tourism in the state has grown significantly since the pandemic, with over 1 million tourist visits recorded annually in both 2023 and 2024 — a strong increase compared to earlier years. The government attributes this to strategic branding, improved connectivity, and diversified travel offerings.
Under its new tourism policy, Arunachal Pradesh plans to expand accommodation capacity by 50%, enhance road and air links, and promote niche travel segments such as farm tourism, spiritual tourism, eco-tourism, tribal tourism, and border tourism.
The “Take a New Turn in Arunachal” campaign will be promoted through films, print visuals, and partnerships with travel platforms and tour operators to reach new domestic and international markets.
Arunachal Pradesh, known as the “Land of the Dawn-Lit Mountains,” hopes this initiative will strengthen its image as one of India’s most sought-after travel destinations.
