The Department of Tourism, Government of Arunachal Pradesh, has unveiled its latest tourism brand campaign, ‘Take a New Turn in Arunachal’ positioning the state as India’s ultimate frontier for discovery, cultural immersion, and experiential travel.
The campaign was launched at Arunachal House, New Delhi, in the presence of Pasang Dorjee Sona, Minister for Tourism, Education, RWD, Library and Parliamentary Affairs, Government of Arunachal Pradesh.
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Anchored in the state’s refreshed brand identity, “Beyond Myths and Mountains,” the campaign invites travellers to look beyond scenic valleys and monasteries and uncover the rich stories and human experiences that define Arunachal Pradesh’s iconic destinations—Tawang, Ziro, Anini, Namsai, Dong, and Mechukha.
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The narrative underscores that in Arunachal Pradesh, travel is not merely about destinations but about unexpected moments, meaningful local interactions, and deep cultural connections that await every visitor.
“Arunachal is a region as old as history, with soaring mountain peaks, vibrant vegetation, a rich Buddhist heritage, snow-capped landscapes, diverse tribal cultures, and breathtaking biodiversity,” said Pasang Dorjee Sona 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 cultural traditions. The very idea of Arunachal Pradesh has resplendence ingrained in it, and the experience of this land is no different,” he added.
Arunachal Pradesh’s tourism sector has witnessed strong post-pandemic growth. In 2023 and 2024, the state recorded more than one million tourist visits annually, marking a significant increase compared to pre-pandemic years. This surge has been driven by a holistic strategy combining focused branding, improved connectivity, and the promotion of experiential travel offerings.
Under its new tourism policy, the state government has prioritised improvements in road and air connectivity, development of visitor amenities, and expansion of accommodation capacity by approximately 50 per cent.
The policy also emphasises diverse tourism segments, including farm tourism, spiritual tourism, adventure tourism, eco-tourism, tribal tourism, and border tourism, reinforcing Arunachal Pradesh’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.
“We refreshed our logo and branding with ‘Beyond Myths and Mountains’ last year,” Minister Sona said. “This campaign builds on that foundation. We are confident that this initiative will project Destination Arunachal positively in national and global tourism markets and help us emerge as one of India’s most sought-after destinations in the coming years.”
Aligned with this vision, the State Tourism Department is also forging partnerships with travel platforms and tour operators to expand Arunachal Pradesh’s reach, particularly in untapped source markets, while streamlining traveller access and enhancing on-ground experiences.
Arunachal Pradesh, often described as the “Land of the Dawn-Lit Mountains” is India’s northeastern frontier, offering breathtaking natural beauty, rich tribal cultures, pristine biodiversity, and unique travel experiences. Guided by a progressive and sustainable tourism strategy, the state aims to strengthen its presence on both national and international tourism maps.
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