Arunachal Pradesh Tourism unveils ‘Take a new turn in Arunachal’ campaign

The Department of Tourism, Government of Arunachal Pradesh, has launched its latest tourism brand campaign titled ‘Take a New Turn in Arunachal’, presenting the State as India’s frontier for discovery, cultural engagement and experience-led travel. The campaign was unveiled at Arunachal House, New Delhi, in the presence of Pasang Dorjee Sona, minister of tourism, education, rwd, library and parliamentary affairs, Government of Arunachal Pradesh.

Built on the State’s refreshed brand identity ‘Beyond Myths and Mountains’, the campaign seeks to shift perceptions of Arunachal Pradesh from a primarily scenic destination to one defined by stories, people and lived experiences. It encourages travellers to look beyond landscapes and monasteries to explore the cultural depth and human connections embedded within the State’s destinations, including Tawang, Ziro, Anini, Namsai, Dong and Mechukha.

The campaign narrative emphasises that travel in Arunachal Pradesh is shaped as much by unexpected encounters and local interactions as by physical locations. By foregrounding personal moments and cultural immersion, ‘Take a New Turn in Arunachal’ reframes the State as a place where journeys unfold through experiences rather than itineraries alone.

Speaking at the launch, Pasang Dorjee Sona described Arunachal Pradesh as a region defined by geographical diversity, heritage and biodiversity. He noted that the State brings together Buddhist heritage, snow-covered mountain ranges, varied vegetation, tribal cultures and wildlife, alongside opportunities for adventure, festivals and nature-based tourism. According to Sona, these elements collectively position Arunachal Pradesh as a comprehensive tourism destination.

The campaign is launched against the backdrop of sustained growth in the State’s tourism sector. In both 2023 and 2024, Arunachal Pradesh recorded more than 1 million tourist visits annually, reflecting a marked increase compared to pre-pandemic levels. This growth has been supported by a coordinated approach that combines branding initiatives, infrastructure development and experiential tourism offerings.

Under its new tourism policy, the State government has prioritised improvements in road and air connectivity, enhancement of visitor amenities and an expansion of accommodation capacity by approximately 50%. The policy also promotes a range of tourism segments, including farm tourism, spiritual tourism, adventure tourism, eco-tourism, tribal tourism and border tourism, reinforcing Arunachal Pradesh’s positioning as a multi-dimensional destination.

Within the campaign, each featured destination functions as a narrative anchor. Tawang is positioned around spiritual heritage and Himalayan landscapes, while Ziro highlights indigenous culture and local rhythms. Anini is presented as a land of lakes and waterfalls, Namsai as a centre of spirituality shaped by riverine culture, Dong as the site of India’s first sunrise and raw natural beauty, and Mechukha as a destination where adventure intersects with tranquillity.

These narratives are conveyed through campaign films and print executions that focus on authentic human moments, everyday interactions and spontaneous experiences. The creative approach underscores discovery through participation rather than observation, aligning with the campaign’s central message.

Sona added that the campaign builds on the logo and branding refresh introduced last year under ‘Beyond Myths and Mountains’. He expressed confidence that the initiative will strengthen Arunachal Pradesh’s visibility in national and international tourism markets.

In parallel, the State Tourism Department is working with travel platforms and tour operators to expand reach in emerging source markets. These partnerships are intended to simplify access, improve on-ground experiences and support Arunachal Pradesh’s long-term tourism growth strategy.