The department of tourism, government of Arunachal Pradesh has unveiled its latest brand campaign, Take a New Turn in Arunachal at a news conference in New Delhi on Tuesday (January 6). The initiative was launched in the presence of senior state government tourism representatives and industry stakeholders.
The new campaign aims to position the state as a holistic destination catering to diverse segments like culture, adventure, eco-tourism, farm tourism and MICE.
“A refreshed brand identity is important to create interest in the market. With this campaign, we will embark on parallel domestic and international promotional activities. We will soon come-up with a calendar of roadshows for the domestic markets while for international markets, we will be participating in different tradeshows like WTM and ITB,” said Pasang Dorjee Sona, minister for tourism, government of Arunachal Pradesh.
Destinations like Tawang, Ziro, Anini, Namsai, Dong and Mechuka will be promoted in both domestic and international markets as part of the new brand campaign.
The north-eastern Indian state is also planning to reach out to new international markets like South Korea with its new brand identity.
“In the past also, we have visited new markets like Costa Rica as part of our international promotions. We are working on plans to create awareness about Arunachal Pradesh in South Korea too,” added Sona.
As part of its tourism policy introduced last year and its new brand campaign outlook, involving the locals through channels like homestays is a priority area for the state government. The tourism minister shared that homestays have seen an overwhelming growth in Arunachal Pradesh on the back of subsidies and financial assistance offered by the state government.
“Homestays on one hand provide revenue to locals and on the other hand for a tourist is a great medium to learn about culture, cuisine and folklore of the locals. We will soon have a convention for homestays where all the owners will come together to learn how to meet the needs of new age customers,” shared Sona.
As per the statistics available with India’s Ministry of Tourism, Arunachal Pradesh recorded 0.87 million and 5,000 international visitors in 2024. The state is targeting to achieve a CAGR of 15 to 20 per cent in overall tourist numbers in the next decade.
