The Arunachal Pradesh Department of Tourism has unveiled a new campaign called “Take a New Turn in Arunachal” to attract more travellers by focusing on experiential tourism rather than just traditional sightseeing. The initiative is built around the brand identity “Beyond Myths and Mountains,” aiming to showcase the state’s rich culture, diverse landscapes and immersive travel experiences.
Tourism Minister Pasang Dorjee Sona launched the campaign at an event in New Delhi, saying that Arunachal has much more to offer than just mountains — including cultural heritage, tribal traditions, nature and genuine human stories. The campaign highlights six key destinations: Tawang, Ziro, Anini, Namsai, Dong and Mechukha, each chosen for its unique character and visitor appeal.
This is because government officials claimed that with this new policy, travelers will have an avenue to experience Arunachal Pradesh apart from what they have perceived previously. The policy will encourage internal and external travelers to experience these spiritual destinations, cultures, adventure that Arunachal has to offer, and see with their own eyes.
The campaign also places an emphasis on improving infrastructure, enhancing connectivity and promoting sustainable tourism so that more people can access remote areas safely and comfortably. Tourism officials noted that recent improvements — such as better air and land connectivity — are helping support the state’s growing tourism footprint.
With this initiative, Arunachal Pradesh hopes to position itself as a meaningful and memorable travel destination where travellers can enjoy a mix of heritage, nature, culture and adventure rather than just traditional sightseeing.
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