Arunachal Pradesh Launches Ambitious New Tourism Policy And Brand Identity

Arunachal Pradesh has launched a new tourism policy and brand identity with the aim of positioning the northeastern state as a world-class tourism destination. The policy emphasizes preserving the state's pristine landscapes, rich tribal culture, and unique biodiversity while promoting sustainable tourism and community empowerment.

Arunachal Pradesh Launches Ambitious New Tourism Policy And Brand Identity

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New Brand Identity

Along with the new policy, Arunachal Pradesh has introduced a new logo and brand identity with the tagline: "Arunachal: Beyond Myths and Mountains." This branding signifies a shift in the state's tourism strategy, aligning with the evolving aspirations of modern travelers seeking immersive experiences. The new logo features turquoise mountains beneath an orange arc symbolizing the rising sun, a nod to Arunachal Pradesh's identity as the first place in India to witness the sunrise.

Key Focus Areas Of The New Tourism Policy

The new tourism policy places a significant emphasis on experiential tourism, with key areas of focus including:

1) Farm Tourism: Encouraging visitors to experience rural life and agricultural practices.

2) Wine Tourism: Promoting local fruit-based wines and their production.

3) Wellness and Spiritual Tourism: Leveraging the state's serene environment for wellness retreats and spiritual journeys.

4) Adventure Tourism: Capitalizing on the mountainous terrain and rivers for activities like trekking, mountaineering, river rafting, and jungle safaris.

5) Film Tourism: Attracting filmmakers to the state's scenic locations.

6) Ecotourism: Promoting responsible travel to natural areas, conserving the environment, and improving the well-being of local people.

7) Tribal Tourism: Showcasing the diverse tribal cultures, traditions, and festivals of the state.

9) MICE (Meetings, Incentives, Conferences, and Exhibitions) Tourism: Developing infrastructure and facilities to attract business events.

10) Border Tourism: Exploring opportunities in areas bordering Tibet, Bhutan, and Myanmar.

Key Components And Strategies Of The Policy

1) Infrastructure Development: 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. The policy also targets a 50% increase in accommodation capacity.

2) Investment Promotion: The government is taking steps to attract investment in the tourism sector by creating land banks at the district level for tourism projects and establishing a facilitation cell as a one-stop solution for investor queries and grievances, in collaboration with Invest India.

3) Skill Development and Capacity Building: The policy prioritizes skill development and aims to create an inclusive workforce by conducting skill gap assessments and partnering with premier institutes like the Indian Institute of Tourism and Travel Management (IITTM) and the Institute of Hotel Management (IHM) to train local guides and small businesses.

4) Marketing and Promotion: A comprehensive marketing strategy will be implemented, leveraging offline marketing, digital promotions, social media outreach, and event-based promotions to enhance Arunachal Pradesh's global appeal. The state is also collaborating with overseas tour operators and major aggregators like Airbnb and MakeMyTrip to promote its homestays and tourism products.

5) Sustainability and Community Empowerment: The policy emphasizes preserving the state's natural heritage and rich tribal culture while ensuring that tourism benefits local communities and promotes sustainable practices. The government is also looking to learn from global best practices in ecotourism.

Expected Outcomes

With the implementation of the new tourism policy, the government aims to:

a) Double domestic tourist arrivals.

b) Increase inbound tourism tenfold.

c) Position Arunachal Pradesh as a world-class tourism destination.

d) Promote sustainable and culturally immersive travel experiences.

e) Boost the local economy and create employment opportunities.

f) Preserve the state's unique natural and cultural heritage.

In conclusion, Arunachal Pradesh's new tourism policy and brand identity represent a significant step towards transforming the state into a leading tourism destination by focusing on experiential and sustainable tourism, infrastructure development, investment, skill development, and effective marketing strategies. The tagline "Arunachal: Beyond Myths and Mountains" invites travelers to explore the diverse offerings of this pristine and culturally rich frontier of India.