Arunachal Tourism Unveils “Take a New Turn in Arunachal” Campaign to Highlight Experiential Travel
Arunachal Pradesh Tourism has launched a bold new campaign titled “Take a New Turn in Arunachal” as part of its refreshed brand identity “Beyond Myths and Mountains”, aiming to position the northeastern state as a top destination for experiential and immersive travel rather than just scenic sightseeing. The campaign was formally unveiled by Pasang Dorjee Sona, Minister of Tourism, Education, RWD, Library and Parliamentary Affairs, at a launch event held at Arunachal House in New Delhi.
The initiative reframes travel to Arunachal Pradesh as a cultural journey and personal experience, inviting travellers to look beyond postcard views and explore human stories, tribal traditions, nature-based activities, and deep cultural interactions across the state. The campaign showcases six key destinations - Tawang, Ziro, Anini, Namsai, Dong, and Mechukha - each chosen to illustrate unique aspects of Arunachal’s identity, from spiritual heritage and indigenous culture to adventure and tranquil wilderness.
Officials from the Department of Tourism, Government of Arunachal Pradesh emphasised that the campaign aligns with broader efforts to improve tourism infrastructure, connectivity, and sustainability, while fostering partnerships with travel platforms and tour operators to reach new domestic and international markets. The narrative highlights that travel in the state is about participation rather than observation, where visitors can engage with communities, learn traditions, and uncover hidden gems that define the essence of the region.
By pushing experiential tourism to the forefront, Arunachal aims to attract a diverse audience - from culture enthusiasts and nature lovers to adventure travellers - while distinguishing itself as a multi-dimensional tourism destination on India’s travel map.
