In a transformative step aimed at redefining the state's tourism narrative, the Government of Arunachal Pradesh officially launched its new tourism policy—placing a strong emphasis on wellness, spiritual journeys, and sustainable experiences. Alongside this policy, the state also unveiled a new tourism logo, signaling a bold rebranding effort to promote Arunachal Pradesh as a global travel destination rooted in cultural richness and untouched natural beauty.

Speaking at a press conference in New Delhi, Pasang Dorjee Sona, Hon’ble Minister for Tourism, Education, RWD, Library, and Parliamentary Affairs, said the policy envisions positioning Arunachal Pradesh as a world-class destination while preserving its pristine landscapes and tribal heritage. “The focus is not just on attracting more tourists but on offering meaningful, life-enriching experiences through wellness, spiritual exploration, and sustainable tourism,” he stated. With the implementation of the new policy, the state aims to double domestic tourist visits and achieve a tenfold increase in international arrivals.

The comprehensive plan highlights experiential tourism as its cornerstone, with key thrust areas including Wellness and Spiritual Tourism, Farm Tourism, Adventure Tourism, Film Tourism, Ecotourism, Tribal Tourism, Wine Tourism, MICE (Meetings, Incentives, Conferences and Exhibitions) Tourism, and Border Tourism.

To bring this vision to life, the government is placing priority on capacity building and skill development across the tourism sector. Mopi Mihu, Hon’ble MLA and Advisor to the Minister for Tourism, emphasized the importance of training initiatives aligned with industry needs. “We are conducting skill gap assessments and will collaborate with leading institutions like IITTM and IHM to build a capable, inclusive tourism workforce,” he said, also announcing new tourism management courses in state institutions.

Encouraging private investment is another key pillar of the policy. The government will set up land banks at the district level for tourism projects, with accessible listings on the state’s tourism website. “We are committed to making Arunachal investor-friendly through ease-of-business measures,” Shri Mihu added.

Ranphoa Ngowa, IFS, Secretary, Department of Tourism, elaborated on investor outreach plans. “A dedicated facilitation cell will address queries and provide comprehensive support to potential investors. We are also actively partnering with Invest India for sustained engagement with stakeholders in the tourism sector,” he said.

To elevate Arunachal Pradesh’s profile, a strategic promotional campaign—spanning digital platforms, offline channels, and event-led outreach—will be rolled out. This campaign will spotlight the state’s spiritual sanctuaries, meditation retreats, wellness havens, and culturally immersive experiences.

Unveiling the new tourism logo, Shri Manjunath R, IAS, Director, Department of Tourism, described it as an invitation to explore an unspoiled and soulful side of India. “Arunachal Pradesh is where nature, tradition, and inner peace converge. With this new brand identity, we are welcoming the world to a journey that is not only scenic but deeply spiritual and transformative,” he said.

The policy’s launch comes amid a surge in tourism interest. In 2023, foreign tourist arrivals rose by 300% to 4,496, while domestic visits surged by nearly 369% to 1.04 million.

With a renewed focus on wellness, spirituality, and sustainability, Arunachal Pradesh is set to emerge as a haven for travellers seeking peace, purpose, and pristine beauty in the lap of India’s northeastern frontier.