The state has launched a new tourism policy and brand identity to boost domestic and international arrivals, with a focus on infrastructure, adventure tourism, and investor-friendly reforms
The Government of Arunachal Pradesh recently introduced its new tourism policy with a vision to position the north-eastern Indian state as a preferred destination for both domestic and international markets. Alongside this policy, the state has also revealed a new logo and brand identity – Arunachal: Beyond myths and mountains.
With the help of the new policy, Arunachal Pradesh aims to double its domestic tourist footfall and increase international arrivals tenfold. The state government is prioritising the upgrade of wayside amenities, transport facilities, and tourist signage to enhance the visitor experience. Additionally, the state aims to expand its accommodation capacity by 50 per cent. Currently, Arunachal Pradesh has 793 registered home stays and 237 registered hotels.
“With the help of our new tourism policy, we are aiming to promote Arunachal Pradesh as an experiential tourism destination. The focus segments include farm tourism, wine tourism, ecotourism, adventure tourism, film tourism, tribal tourism, MICE, wellness and spiritual tourism. We are focusing on aspects like strengthening our road network, improving air connectivity and working closely with key OTAs to promote alternative stays including homestays, farm stays and tented accommodation,” said Pasang Dorjee Sona, minister for tourism, government of Arunachal Pradesh.
“Arunachal Pradesh is witnessing a steady rise in demand as travellers increasingly seek offbeat, immersive and nature-rich destinations. Improved connectivity, infrastructure and focused government promotions have further enhanced its visibility. Key segments include young adventure travellers exploring trekking and biking routes, cultural enthusiasts and spiritual tourists visiting places like Tawang. Moreover, Arunachal Pradesh is well-positioned to become one of India’s most sought-after experiential travel destinations,” added Sarbendra Sarkar, founder and managing director, Cygnett Hotels & Resorts.
The department of tourism of Arunachal Pradesh is keen to enhance the skills and employability of the local workforce in the tourism sector through targeted training, industry collaboration and inclusive initiatives.
“To promote the state as an attractive tourist destination, we will be leveraging a multi-pronged strategy including offline marketing, digital marketing, social media marketing and event marketing,” explained Sona.
Adventure tourism is another niche segment the state’s tourism department is keen to promote. In a boost to these efforts, the Adventure Tour Operators Association of India (ATOAI) held its annual convention in Tawang, Arunachal Pradesh, in December last year. “Arunachal Pradesh is India’s ‘Last Shangri-La’ and our next big adventure tourism hotspot. The state’s pristine forests, snow-capped peaks and winding rivers are perfect for adventure enthusiasts. Travellers visiting the state can engage in adventure tourism activities like trekking through the remote Ziro Valley or rafting on the roaring Siang River,” said Ajeet Bajaj, president, ATOAI.
Adventure @ Mechukha – 3rd National Champs India 2025 took place April 17-20, 2025 in the valley of Mechukha in Arunachal Pradesh. Positioned as ‘India’s First Border Adventure Race’, the sporting event was a part of the Adventure Racing World Series (ARWS) – Asia Series.
Manjunath R, director of the department of tourism, government of Arunachal Pradesh said: “Arunachal Pradesh, which shares borders with Tibet, Bhutan and Myanmar as well as Indian states Assam and Nagaland, offers vast opportunities for border tourism. For travellers looking for adventure, they can explore a range of activities, from hiking and mountain terrain biking to jungle safaris.”
Arunachal Pradesh is also looking to form a Strategic Tourism Growth Council which will oversee the overall growth and strategic direction of tourism in the state. The chairperson of this council will be the chief minister of the state and will have members including tourism minister, chief secretary and secretary – tourism among other high ranking government officials.
“The state will have a single window clearance mechanism to provide all kinds of clearances at one single point instead of investors having to go to multiple offices for various clearances and permissions. This will save them a lot of time and hassles and enhance the competitiveness of the state’s tourism sector,” said Sona.
Hospitality players like Cygnett Hotels & Resorts are also looking to expand their presence in the state. “We already have a presence in Arunachal Pradesh with our Cygnett Inn brand in Itanagar and Tawang. We have a couple of additional properties in the pipeline in the state. We see significant untapped opportunities, especially in emerging destinations like Ziro, Bomdila, and Pasighat. We definitely see Arunachal Pradesh as a strategic growth destination, given its rising appeal among domestic and international travellers,” added Sarkar.
As outright purchase of land in Arunachal Pradesh for commercial and industrial projects by investors from outside the state is restricted, the state government is also exploring long-term leases as a way to attract investment.
“Investors were reluctant due to the lack of clear land ownership or long-term leases, creating uncertainty about the land’s future and the status of their projects. However, the new policy proposes long-term leases, which will be as good as ownership, effectively removing a major bottleneck,” shared Sona.
In Arunachal Pradesh, foreign tourist arrivals grew by 300 per cent to 4,496 in 2023, while domestic tourist visitors increased 368.91 per cent to 1.04 million in the same year.
