Itanagar, Apr 4: With sweeping vistas of turquoise mountains and a rising sun arcing across its new logo, Arunachal Pradesh is looking to reintroduce itself to the world.
At a high-profile event in New Delhi on Thursday, the state’s tourism minister, Pasang Dorjee Sona, unveiled a fresh tourism policy and brand identity aimed at drawing both domestic and international visitors to India’s northeasternmost edge — a land often described as breathtaking, mysterious, and largely untouched.
The rebranding includes a new tagline, “Arunachal: Beyond Myths and Mountains,” and a vibrant logo that evokes the state’s poetic nickname, the “Land of the Dawn-Lit Mountains.” But the campaign is more than cosmetic. It marks the start of an ambitious plan to position Arunachal as a premier destination for sustainable and experiential travel.
“Our new policy aims to position Arunachal Pradesh as a world-class tourism destination while preserving our natural heritage, rich tribal culture, and biodiversity,” Sona said at the launch.
The initiative comes at a time of rapid tourism growth for the state. In 2023, Arunachal saw a staggering 300 percent increase in foreign tourist arrivals, while domestic visits surged nearly 369 percent — crossing the one million mark for the first time.
Officials say the new tourism blueprint will focus on adventure, tribal, wellness, spiritual, farm, and even wine tourism — a first for the region — alongside MICE (Meetings, Incentives, Conferences, and Exhibitions) and border tourism. It's a move to offer more immersive, off-the-beaten-path experiences in a state known for its pristine landscapes and indigenous cultures.
“Arunachal has so much to offer,” Sona said. “I urge everyone to experience its beauty and share our story with the world.”
To prepare for the influx, the government is investing in local capacity building. Tourism Advisor and MLA Mopi Mihu announced partnerships with the Indian Institute of Tourism and Travel Management (IITTM) and the Institute of Hotel Management (IHM) to assess skill gaps and train local guides and small tourism businesses.
A new tourism facilitation cell will also be established, alongside district-level land banks designed to streamline investments and assist potential stakeholders.
“This cell will serve as a one-stop solution for disseminating information and addressing investor concerns,” tourism secretary Ranphoa Ngowa said.
