Arunachal Pradesh has launched a new tourism brand campaign called “Take a New Turn in Arunachal”, which aims to present the state as a place for meaningful and real-life travel experiences, rather than just a scenic holiday destination. The campaign has been developed by the Department of Tourism and marks a major shift in how the state is promoted to travellers across India.
The campaign was formally launched at Arunachal House in New Delhi in the presence of Tourism Minister Pasang Dorjee Sona, who also handles the portfolios of Education, Parliamentary Affairs and other departments. Speaking at the event, he said that Arunachal Pradesh is home to a rich mix of cultures, landscapes and traditions that give visitors a chance to discover stories, communities and everyday life, not only natural beauty.
The new campaign builds on the state’s refreshed identity, “Beyond Myths and Mountains,” and encourages travellers to look past the usual images of mountains and monasteries. Instead, it highlights real interactions with local people, traditional practices, festivals, and the diverse ways of life found across the state. Places such as Tawang, Ziro, Anini, Namsai, Dong and Mechukha have been showcased as key destinations, each representing a different cultural and emotional experience for visitors.
The minister said that Arunachal Pradesh has strong tourism potential because of its ancient heritage, Himalayan landscape, rich forests, wildlife, Buddhist heritage and vibrant tribal traditions. The state already attracts visitors interested in heritage tourism, adventure activities, wildlife, nature tourism and local festivals.
Tourist arrivals in Arunachal Pradesh have grown sharply since the pandemic years. The state received more than one million visitors in both 2023 and 2024, which is higher than the pre-COVID period. Officials believe this growth is the result of better connectivity and stronger tourism promotion along with increasing interest in experiential travel.
The government’s latest tourism policy also focuses on better roads, improved air links, upgraded facilities for visitors and an expansion of available accommodation by nearly 50 per cent. The policy also promotes eco-tourism, tribal and cultural tourism, spiritual travel, adventure tourism, farm tourism and border tourism so that travellers have more options to choose from.
The “Take a New Turn” campaign presents travel as something shaped by emotions, conversations and discovery. For example, Tawang is shown as a spiritual centre, Ziro as a home of indigenous music and culture, Anini as a quiet natural retreat, Namsai as a river-side spiritual hub, Dong as the first sunrise point of India, and Mechukha as a mix of peace and adventure.
