Arunachal Pradesh Tourism Launches ‘Take a New Turn in Arunachal’ Brand Campaign

New tourism campaign highlights experiential travel across six key destinations

The Department of Tourism, Government of Arunachal Pradesh, launched its new tourism brand campaign, ‘Take a New Turn in Arunachal’, at Arunachal House, New Delhi, on January 6, 2026. The campaign aims to position the state as a destination centred on experiential travel, cultural immersion, and discovery-led tourism.

The launch was presided over by Pasang Dorjee Sona, Minister of Tourism, Education, RWD, Library and Parliamentary Affairs, Government of Arunachal Pradesh.

The campaign builds on the state’s refreshed tourism identity, ‘Beyond Myths and Mountains’, and seeks to encourage travellers to look beyond scenic landscapes and explore human stories, local interactions and cultural experiences across Arunachal Pradesh.

Key destinations featured in the campaign include Tawang, Ziro, Anini, Namsai, Dong and Mechukha. Each destination is presented as part of a broader narrative focused on lived experiences rather than conventional sightseeing.

Speaking at the launch, Pasang Dorjee Sona said, “Arunachal is a region as old as history, with rising mountain peaks, colourful vegetation, Buddhist heritage, snow-capped landscapes, diverse tribal culture, and breathtaking biodiversity. It has all the ingredients to be a top tourist destination, from heritage and wildlife to adventure, nature, unique festivals, and a distinct culture. The very idea of Arunachal Pradesh has resplendence ingrained in it, and the experience of this land is no different.”

Arunachal Pradesh has recorded steady growth in tourism following the pandemic. In 2023 and 2024, the state received over 1 million tourist visits each year, marking a significant increase from pre-pandemic levels.

According to the Tourism Department, this growth is being supported by a combination of branding initiatives, improved connectivity and expanded experiential offerings. The state’s tourism policy focuses on improving road and air connectivity, strengthening visitor infrastructure and increasing accommodation capacity by around 50 per cent.

The policy also prioritises multiple tourism segments, including farm tourism, spiritual tourism, adventure tourism, eco-tourism, tribal tourism and border tourism.

Under the campaign, each featured destination is positioned around a specific experiential theme. Tawang highlights spiritual heritage and Himalayan landscapes, while Ziro focuses on indigenous culture. Anini is presented for its lakes and waterfalls, Namsai for its spiritual and river-based traditions, Dong for its sunrise experience, and Mechukha for adventure-based travel.

Campaign outreach includes films and print creatives that showcase local communities, everyday interactions and destination-based narratives.

Referring to the state’s branding strategy, Sona added, “We refreshed our logo and branding with ‘Beyond Myths and Mountains’ last year. This campaign builds on that foundation. We are confident that this initiative will positively project Destination Arunachal in national and global tourism markets and help us emerge as one of India’s most sought-after destinations in the coming years.”

The Tourism Department is also working with travel platforms and tour operators to improve market access and strengthen on-ground travel experiences across the state.