New Delhi, April 2, 2025 —“In some regions, you’ll find majestic mountains, in others the call of the wild; some areas boast serene rivers, while others are renowned for their cultural heritage. Combine all these elements into one state, and you have Arunachal,” Shri Manjunath R, IAS, Director of the Department of Tourism, Government of Arunachal Pradesh, summed up the essence of the beautiful state of North Eastern India, while addressing the media today at Shangri-La Hotel, New Delhi. In a vibrant ceremony, Arunachal Pradesh made a significant leap in its tourism journey with the unveiling of its new brand identity and tourism policy. This north-eastern state of India, renowned for its majestic mountains, rich tribal cultures, and biodiversity, has set a course to become a major player in the global tourism industry. “Arunachal is a splendid blend of tribal traditions and cultures,” said Shri Manjunath. He emphasized the state’s new brand identity as an invitation to discover the untouched and unexplored terrains that promise a life-changing experience.
The centerpiece of the event was the introduction of the state’s new tourism logo. This logo is a simple yet artistic representation of a sunrise over mountains, echoing the tagline “Beyond the myths and mountains.” It captures the essence of what Arunachal Pradesh stands for—a destination beyond the ordinary, rich with secrets waiting to be uncovered.
Shri Pasang Dorjee Sona, Hon’ble Minister for Tourism, delved into the strategic goals of the newly launched tourism policy. He highlighted the state’s ambition to position Arunachal Pradesh as a world-class tourism destination while maintaining its natural landscapes and promoting sustainable tourism. “With this policy, we aim to double the number of domestic tourists and increase international arrivals tenfold,” Sona stated, aligning his vision with the aspirations of today’s travelers seeking immersive and adventurous journeys.
The tourism policy is centered around experiential tourism, with specialized focus areas such as Farm Tourism, Wine Tourism, Wellness Tourism, Adventure Tourism, and Tribal Tourism. To realize this vision, the government is committed to building local capacities and addressing skill gaps. Shri Mopi Mihu, Hon’ble MLA and to the Minister for Tourism, shared plans for skill development initiatives in collaboration with top institutions like IITTM and IHM.
Investment in the tourism sector is pivotal to the policy. Shri Ranphoa Ngowa, IFS, Secretary, Department of Tourism, underscored the state’s proactive measures to attract investors, including the establishment of a facilitation cell and collaboration with Invest India. This initiative aims to provide investors with comprehensive support and access to land banks at the district level, further simplified through the state tourism website.
To elevate Arunachal Pradesh’s visibility globally, a robust promotional strategy will be rolled out. The strategy comprises both offline and digital marketing channels, leveraging social media and event-based promotions to showcase the state’s rich tourism offerings.
With these changes, Arunachal Pradesh is poised to redefine experiential travel, inviting adventurers and culture enthusiasts alike to explore the unspoiled beauty and vibrant heritage of India’s final frontier. As the state opens its arms to the world, it promises not just a journey, but a profound discovery of landscapes, traditions, and untold stories woven through time.
In Arunachal Pradesh, foreign tourist arrivals (FTAs) grew by 300% to 4,496 in 2023, while domestic tourist visitors (DTVs) increased 368.91% to 1.04 million over 2022. With this dynamic shift in tourism policy and branding, the Government of Arunachal Pradesh is poised to establish the state as a world-class travel destination that offers unique, sustainable and culturally rich experiences for travellers across the globe.
