The campaign launch was presided over by Shri Pasang Dorjee Sona, Hon’ble Minister of Tourism, Education, RWD, Library and Parliamentary Affairs, Government of Arunachal Pradesh, at Arunachal House, New Delhi.
Anchored in the State’s refreshed brand identity “Beyond Myths and Mountains,” the campaign invites travellers to look beyond scenic valleys and monasteries to uncover the rich stories and human experiences that define Arunachal’s iconic destinations, Tawang, Ziro, Anini, Namsai, Dong and Mechukha. This narrative underscores that in Arunachal, travel is not only about destinations but the unexpected moments, local interactions and deep cultural connect that await every visitor.
“Arunachal is a region as old as history, with rising mountain peaks, colourful vegetation, Buddhist heritage, snow-capped landscapes, diverse tribal culture, and breathtaking biodiversity”, shared by Shri Pasang Dorjee Sona, Hon’ble Minister for Tourism, Education, RWD, Library, and Parliamentary Affairs, Government of Arunachal Pradesh at the event. “It has all the ingredients required to be a top tourist destination, from heritage and wildlife to adventure, nature, unique festivals and distinct culture. The very idea of Arunachal Pradesh has resplendence ingrained in it, and the experience of this land is no different”, he said.
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 significant increase from pre-pandemic years.
The surge is driven by a holistic approach combining strategic branding, improved connectivity, and experiential travel offerings. The Government’s new tourism policy prioritises enhancements in road and air connectivity, development of visitor amenities, and expansion of accommodation capacity by about 50%. It also emphasises diverse tourism segments, including farm tourism, spiritual tourism, adventure, eco-tourism, tribal tourism and border tourism, reinforcing Arunachal’s appeal as a multi-dimensional travel destination
‘Take a New Turn in Arunachal’ reframes travel as an invitation to explore beyond conventional sightseeing, to see stories, not just sights. Each core destination featured in the campaign serves as a narrative anchor:
* Tawang: Spiritual heritage and Himalayan vistas
* Ziro: Cultural rhythms and indigenous landscapes
* Anini: Land of lakes and waterfalls
* Namsai: Spirituality and riverine culture
* Dong: India’s first sunrise and untamed beauty
* Mechukha: Where Adventure Meets Tranquillity
These experiences are brought to life through campaign films and print visuals that capture warm human encounters, spontaneous moments and authentic local interactions, reinforcing Arunachal’s defining essence: discovery through lived experience.
“We refreshed our logo and branding with ‘Beyond Myths and Mountains’ last year,” Minister Sona added. “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.”
Aligned to this vision, the State Tourism Department is also forging partnerships with travel platforms and tour operators to broaden Arunachal’s reach, especially in untapped source markets, while streamlining traveller access and enhancing on-ground experiences.
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