Arunachal Pradesh unveils ‘Take a New Turn in Arunachal’ tourism campaign in Delhi

Targetting domestic and global markets with refreshed tourism push 

In a significant move to strengthen its tourism outreach, Arunachal Pradesh has unveiled a new branding campaign in New Delhi, focussing on experiential travel, cultural engagement and the State’s evolving tourism strategy.

Arunachal Pradesh Tourism on Tuesday unveiled its new destination brand campaign, Take a New Turn in Arunachal, in Delhi, signalling a decisive shift in how the state on India’s northeastern frontier is being positioned on the national and global tourism map.

It was launched at Arunachal House in the capital by Pasang Dorjee Sona, Minister of Tourism of Arunachal Pradesh.

The campaign presents Arunachal Pradesh as a destination of discovery, cultural immersion and lived experiences, moving beyond the conventional imagery of mountains and monasteries. Anchored in the state’s refreshed tourism identity, Beyond Myths and Mountains, the initiative invites travellers to explore the stories, people and unexpected moments that shape the region’s distinctive character.

Addressing the gathering, Sona highlighted Arunachal Pradesh’s vast cultural and natural wealth, describing it as a land where history, biodiversity and living traditions coexist. He underlined that the state offers a rare mix of Buddhist heritage, snow-clad peaks, tribal cultures, unique festivals, wildlife and adventure opportunities, positioning it as a destination with the potential to appeal to a wide spectrum of travellers.

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“We refreshed our logo and branding with Beyond Myths and Mountains last year. This campaign builds on that foundation. We are confident that this initiative will positively project Destination Arunachal in national and global tourism markets and help us emerge as one of India’s most sought-after destinations in the coming years,” said Sona in the launch event.

According to Sona, Arunachal Pradesh’s tourism sector has witnessed strong post-pandemic growth. In 2023 and 2024, the state recorded more than 1 million tourist visits annually, marking a significant increase from pre-pandemic years.

“Post-pandemic growth has been encouraging. The year 2023 was our best so far, as we crossed 1 million tourist arrivals. Looking ahead to 2026, we are expecting a growth of around 15 to 20 pc in arrivals, driven by improved connectivity, new experiences and focused branding,” Sona told India and You on the sidelines of the launch event.

A key focus of the campaign is on  the spotlight on six destinations that together reflect the diversity of Arunachal Pradesh. Tawang is presented through its spiritual heritage and dramatic Himalayan landscapes, while Ziro highlights indigenous culture and pastoral rhythms. Anini, nestled in the Dibang Valley, is showcased for its lakes and waterfalls. Namsai reflects the influence of Buddhism and riverine culture, Dong represents India’s first sunrise and raw frontier beauty and Mechukha is positioned as a destination where adventure meets tranquillity.

The state tourism officials noted that the campaign seeks to reframe travel as an experience rooted in human connection rather than sightseeing alone. Through films and print visuals, the narrative focuses on local interactions, everyday life and spontaneous encounters.

Sona said the newly launched campaign places strong emphasis on community participation, particularly through homestays and local stakeholders.

“Under this campaign, homestay owners will be provided financial incentives and local stakeholders will be actively involved in tourism development. This approach ensures that the benefits of tourism directly reach local communities while also enhancing the visitor experience,” said Sona.

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Addressing concerns around overcrowding at popular hill destinations across the country, Sona said the state is currently not facing issues of overtourism and is focusing on planned, sustainable growth through its new tourism campaign.

“While many hill stations across India are grappling with overtourism, Arunachal Pradesh does not face that challenge. Our focus is on balanced and sustainable tourism growth, ensuring that destinations are not overwhelmed and that local communities benefit from tourism in a structured way,” Sona added.

Under its new tourism policy, the state government is prioritising road and air connectivity, development of visitor infrastructure and a planned expansion of accommodation capacity by nearly 50 pc. The policy also encourages diversified tourism segments, including spiritual, adventure, eco, farm, tribal and border tourism, aimed at creating year-round travel opportunities while ensuring sustainability.

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Officials believe that the new campaign will strengthen the State’s presence in national and international markets. The Tourism Department is also working closely with travel platforms and tour operators to expand outreach in untapped source markets and simplify travel planning, particularly for first-time visitors.

Later this year, in November, the state will host a new expedition race presented by the Adventure Racing World Series, placing Arunachal alongside some of the world’s most iconic adventure landscapes, including Chile, Brazil and New Zealand. The race will serve as a qualifier for the 2027 Adventure Racing World Championship, with the winning team earning direct entry.

Sona said the Adventure@Mechukha vision aims to establish Mechukha as a premier global adventure hub, inviting international teams to experience the region’s rugged landscapes, snow-capped Himalayan terrain and rich cultural traditions.