Arunachal Pradesh Unveils New Tourism Brand to Expand Market Reach
The Department of Tourism, Government of Arunachal Pradesh, has launched a new tourism brand campaign titled “Take a New Turn in Arunachal” at a media briefing held in New Delhi on January 6. The launch took place in the presence of senior state tourism officials and representatives from the travel and hospitality industry.
The campaign is designed to position Arunachal Pradesh as a multi-dimensional destination, catering to segments including culture, adventure, eco-tourism, farm tourism, and meetings, incentives, conferences, and exhibitions (MICE). The refreshed brand identity will support both domestic and international promotional efforts.
Pasang Dorjee Sona, Minister for Tourism, Government of Arunachal Pradesh, said the new brand will be backed by parallel marketing initiatives. These include a series of domestic roadshows and participation in international travel trade exhibitions such as World Travel Market and ITB Berlin.
As part of the campaign, destinations including Tawang, Ziro, Anini, Namsai, Dong, and Mechuka will be promoted across key source markets in India and overseas.
The state is also looking to engage new international markets, including South Korea, under the new brand framework. According to the tourism minister, Arunachal Pradesh has previously conducted outreach in emerging markets such as Costa Rica and is now working on building awareness in additional countries.
Community participation remains a key focus of the state’s tourism strategy. Under the tourism policy introduced last year, the government is encouraging local involvement through homestays, with subsidies and other financial assistance. The number of homestays in the state has increased, contributing to local income generation while offering visitors opportunities to experience regional culture, cuisine and traditions. The tourism department is also planning a homestay convention to help owners align their offerings with evolving traveller expectations.
According to data from the Ministry of Tourism, Government of India, Arunachal Pradesh recorded 0.87 million domestic visitors and around 5,000 international visitors in 2024. The state has set a target to achieve a 15–20% compound annual growth rate in overall tourist arrivals over the next decade.
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