Arunachal Pradesh Tourism has unveiled a new brand-led tourism campaign, ‘Take a New Turn in Arunachal’, marking a strategic shift in how India’s easternmost state is positioning itself in the domestic and international travel marketplace. The campaign reflects a move away from destination-only promotion towards experience-driven, story-led travel, aligned with evolving traveller expectations.
The campaign was launched at Arunachal House, New Delhi, in the presence of Shri Pasang Dorjee Sona, Hon’ble Minister for Tourism, Education, RWD, Library and Parliamentary Affairs, Government of Arunachal Pradesh, along with senior officials and industry stakeholders.
Beyond Landscapes: A New Tourism Narrative
Anchored in the state’s refreshed tourism identity, “Beyond Myths and Mountains,” the campaign seeks to reposition Arunachal Pradesh not merely as a scenic destination, but as India’s frontier of discovery, where travel unfolds through human connections, living cultures and immersive experiences.
Rather than focusing solely on iconic visuals, the campaign narrative emphasises local interactions, cultural depth and spontaneous moments, signalling a clear intent to attract experiential travellers, slow tourists and culturally motivated visitors.
Key Destinations as Experience Anchors
Under the new campaign framework, select destinations are positioned as narrative touchpoints, each highlighting a distinct travel proposition:
- Tawang – Spiritual heritage set against Himalayan landscapes
- Ziro – Indigenous culture, music and rural rhythms
- Anini – Remote wilderness marked by lakes and waterfalls
- Namsai – Riverine life and Buddhist traditions
- Dong – India’s first sunrise and raw natural terrain
- Mechukha – Adventure experiences balanced with tranquillity
Campaign films and print creatives focus on authentic, people-centric storytelling, reinforcing Arunachal’s positioning as a destination where discovery goes beyond sightseeing.
Tourism Growth Backed by Policy and Infrastructure Push
The campaign rollout comes at a time when Arunachal Pradesh’s tourism sector is witnessing steady post-pandemic momentum. The state has recorded over one million tourist visits annually in 2023 and 2024, indicating a clear upward trend compared to pre-COVID levels.
This growth is being supported by a broader policy framework that prioritises:
- Improved road and air connectivity
- Upgradation of visitor infrastructure
- Expansion of accommodation capacity by nearly 50 per cent
- Diversification across tourism segments
Key focus areas include eco-tourism, tribal tourism, adventure tourism, farm tourism, spiritual tourism and border tourism, positioning Arunachal as a multi-dimensional destination with year-round potential.
Trade-Focused Approach and Market Expansion
From a trade perspective, the campaign also signals a stronger push towards industry partnerships. The Tourism Department is working to deepen engagement with travel platforms, tour operators and destination management companies to improve market access, particularly in emerging and under-penetrated source markets.
Efforts are also underway to streamline travel access and enhance on-ground visitor experience, an area critical for converting interest into actual footfalls, especially for long-haul and experiential travellers.
Positioning Arunachal for the Next Phase of Tourism Growth
Speaking at the launch, Minister Pasang Dorjee Sona highlighted Arunachal Pradesh’s diverse tourism assets spanning heritage, biodiversity, adventure and cultural richness, noting that the new campaign builds upon the branding groundwork laid over the past year.
With ‘Take a New Turn in Arunachal’, the state appears to be aligning its tourism messaging with global travel trends that favour authenticity, sustainability and deeper engagement over mass tourism.
For the travel trade, the campaign opens new opportunities to curate high-value, experience-based itineraries, while for the destination, it marks a clear step towards strengthening its presence on both national and global tourism maps.
