The Government of Arunachal Pradesh has officially launched its new tourism policy, a strategic initiative aimed at positioning the northeastern state as a world-class tourism destination. The policy focuses on preserving its pristine landscapes, rich tribal culture, and unique biodiversity while promoting sustainable tourism and community empowerment.
Alongside the policy, Arunachal Pradesh has introduced a new logo and brand identity: Arunachal: Beyond Myths and Mountains. This fresh branding symbolizes a transformative shift in the state’s tourism strategy, aligning with the evolving aspirations of modern travelers seeking immersive experiences.
A Focus on Experiential Tourism
Speaking at a press conference in New Delhi, Manjunath R, Director of the Department of Tourism, Government of Arunachal Pradesh, highlighted the key priorities of the policy.
“The new tourism policy places a significant emphasis on experiential tourism with key areas of focus including farm tourism, spiritual tourism, adventure tourism, film tourism, MICE tourism, eco-tourism, tribal tourism, and border tourism. Arunachal Pradesh, which shares borders with Tibet, Bhutan, and Myanmar, as well as Indian states Assam and Nagaland, offers vast opportunities for border tourism. Adventure enthusiasts can explore a range of activities, from hiking and mountain terrain biking to jungle safaris,” he stated.
Strengthening Infrastructure and Accessibility
A major component of the new policy is the enhancement of tourism infrastructure. The government aims to improve road and air connectivity, expand wayside amenities, upgrade transport facilities, and install better tourist signages to create a seamless visitor experience. Additionally, the policy targets a 50% increase in accommodation capacity, with Arunachal Pradesh currently home to 793 registered homestays and 237 registered hotels.
Learning from Global Best Practices
“We are planning to visit Costa Rica next month to study its model for promoting biodiversity. Arunachal Pradesh boasts 14 wildlife sanctuaries, three tiger reserves, four national parks, and one biosphere reserve. We are also collaborating with overseas tour operators to market our diverse tourism products and experiences internationally,” said Pasang Dorjee Sona, Minister for Tourism, Government of Arunachal Pradesh.
Remarkable Growth in Tourist Arrivals
The state has witnessed substantial growth in its tourism sector. In 2023, foreign tourist arrivals surged by 300% to 4,496 visitors, while domestic tourist footfalls saw a 368.91% increase, reaching 1.04 million compared to the previous year. With the new policy in place, the government aims to double domestic tourist arrivals and increase inbound tourism tenfold.
Creating a Business-Friendly Environment for Tourism Investment
The Arunachal Pradesh government is also taking significant steps to attract investment in tourism.
“We will create land banks at the district level for tourism projects in collaboration with relevant departments. The details of available land will be published on our website. Additionally, a facilitation cell will be established as a one-stop solution for investor queries and grievances. We are also collaborating with Invest India to reach out to potential investors in the tourism sector,” stated Ranphoa Ngowa, Secretary, Department of Tourism, Government of Arunachal Pradesh.
A Multi-Pronged Promotional Strategy
To enhance Arunachal Pradesh’s global appeal, a comprehensive marketing strategy will be implemented, leveraging offline marketing, digital promotions, social media outreach, and event-based promotions.
Highlighting the significance of the state’s new brand identity, Manjunath R stated, “Arunachal Pradesh boasts an exquisite weave of tribal traditions and cultures, each with its own 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 travelers 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.“