The Department of Tourism and Government of Arunachal Pradesh 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 formally launched at Arunachal House, New Delhi, by Pasang Dorjee Sona, Minister of Tourism, Education, RWD, Library and Parliamentary Affairs, Government of Arunachal Pradesh.
Anchored in the state’s refreshed brand identity, “Beyond Myths and Mountains,” the new campaign invites travellers to look beyond Arunachal Pradesh’s celebrated landscapes to uncover the stories, people and lived experiences that define the region. Moving past conventional sightseeing, the campaign highlights the state as a destination where journeys are shaped by unexpected moments, meaningful local interactions and a deep cultural connection.
Through evocative storytelling, ‘Take a New Turn in Arunachal’ shines a spotlight on the state’s iconic destinations, including Tawang, Ziro, Anini, Namsai, Dong and Mechukha. Each location is positioned not merely as a place on the map, but as a narrative that reflects Arunachal’s spiritual heritage, indigenous cultures, pristine natural beauty and spirit of adventure. The campaign reinforces the idea that in Arunachal Pradesh, travel is about seeing stories, not just sights.
Speaking at the launch, Pasang Dorjee Sona said, “Arunachal is a region as old as history, with rising mountain peaks, colourful vegetation, Buddhist heritage, snow-capped landscapes, diverse tribal cultures and breathtaking biodiversity. 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.”
Arunachal Pradesh’s tourism sector has witnessed robust post-pandemic growth, with the state recording over one million tourist visits annually in both 2023 and 2024, a significant rise compared to pre-pandemic years. This surge has been driven by a holistic tourism development approach that combines strategic branding, improved connectivity and the promotion of immersive travel experiences.
The state’s new tourism policy focuses on strengthening road and air connectivity, upgrading visitor amenities and increasing accommodation capacity by approximately 50 percent. It also places strong emphasis on developing diverse tourism segments such as farm tourism, spiritual tourism, adventure tourism, ecotourism, tribal tourism and border tourism, reinforcing Arunachal Pradesh’s appeal as a truly multi-dimensional destination.
The campaign is being rolled out through compelling films and print visuals that capture authentic human moments, spontaneous encounters and warm local interactions. These creative elements bring alive the essence of Arunachal Pradesh as a land of discovery shaped by lived experience and genuine connection.
“We refreshed our logo and branding with ‘Beyond Myths and Mountains’ last year. This campaign builds on that foundation. We are confident that this initiative will strongly 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,” the minister added.
Aligned with this vision, the Department of Tourism is also forging partnerships with leading travel platforms and tour operators to expand Arunachal Pradesh’s reach, particularly in untapped source markets. These collaborations aim to streamline traveller access, enhance on-ground experiences and further strengthen the state’s positioning as India’s last great frontier of travel and discovery.