Arunachal Pradesh launches new tourism policy and brand identity, ET TravelWorld

The Government of Arunachal Pradesh has unveiled a new tourism policy and brand identity aimed at positioning the state as a leading global destination. The initiative seeks to enhance visitor experiences while ensuring sustainability, cultural preservation, and economic growth through tourism.

Speaking at the launch in New Delhi, Tourism Minister Pasang Dorjee Sona highlighted the policy’s focus on preserving the state’s natural beauty and diverse tribal heritage while promoting sustainable tourism. “Our goal is to make Arunachal Pradesh a world-class destination. We anticipate a significant rise in both domestic and international visitors, with a tenfold increase in foreign tourist arrivals,” he said.

The policy emphasises experiential tourism, including farm stays, wine tourism, wellness retreats, adventure sports, film tourism, ecotourism, and tribal and border tourism. Strengthening infrastructure and training local communities are key priorities, with partnerships planned with premier institutions such as IITTM and IHM to enhance skills and employment opportunities.

Mopi Mihu, MLA and Advisor to the Tourism Minister, underscored the importance of capacity building, stating, “We will conduct skill gap assessments and offer targeted training programmes to ensure local communities benefit from the growing tourism sector.”

Investment facilitation is another central aspect of the policy, with district-level land banks being set up to streamline tourism-related projects. “A dedicated facilitation cell will provide investors with a single-window solution for information and support,” said Ranphoa Ngowa, Secretary of the Department of Tourism. Collaborations with Invest India will further attract investment to the sector.

Manjunath R, IAS, Director, Department of Tourism, Government of Arunachal Pradesh while highlighting the importance of the state’s new brand identity said, “Arunachal Pradesh boasts an exquisite weave of tribal traditions and cultures, each with its distinct perspective and way of life. The new branding serves as an invitation to explore an untouched and unexplored side of India that is profoundly enriching. Today’s travellers seek experiential and adventurous journeys and with this new identity, we welcome the world to a tourism experience that is pristine, untarnished and life-changing – a true trek into the heart of India’s final frontier.”

Arunachal Pradesh has witnessed a remarkable surge in tourism, with foreign tourist arrivals increasing by 300 per cent in 2023 and domestic visits growing by 368.91 per cent from the previous year. With a fresh brand identity and strategic initiatives, the government aims to establish the state as an unparalleled destination for immersive, sustainable travel experiences.