Tourism Minister Pasang Dorjee Sona: “South India is a huge market; we are here to build lasting connections.”
In a strategic move to attract a larger share of South Indian tourists, the Department of Tourism, Government of Arunachal Pradesh, conducted a high-profile tourism roadshow at The Ritz-Carlton, Bengaluru, on the sidelines of the India International Travel Mart (IITM). The initiative aimed to strengthen Arunachal’s tourism footprint in southern India – especially Bengaluru, a hub of outbound travelers and tech-savvy young explorers.
The roadshow witnessed participation from top officials including Mr. Pasang Dorjee Sona, Minister for Tourism, Arunachal Pradesh, and Mr. Ranphoa Ngowa, IFS, Secretary – Tourism, Secretary of Tourism, along with officials and tourism stakeholders from across the state. They were joined by Mr. Nilu Sharma, Chairman, Chhattisgarh Tourism Board, and Mr. Vivek Acharya, IFS, Director, Tourism, Government of Chhattisgarh, marking a strong inter-state collaboration within India’s travel ecosystem.
Positioning Arunachal as a Must-Visit Destination
Mr. Pasang Dorjee Sona, Minister for Tourism, Arunachal has inaugurated the roadshow, addressing a packed audience of travel agents, tour operators, influencers, hoteliers, and media representatives. He described the roadshow as an important platform to promote Arunachal Pradesh as a diverse, safe, and culturally rich destination with immense tourism potential.
“Bengaluru is a huge market, and that’s why we are here. We’ve been getting tourists from Gujarat, Maharashtra, West Bengal, and Assam, but we believe South India has remained relatively untapped. This roadshow is our way of building bridges with the southern travel trade and inspiring more tourists from this region to explore our beautiful state,” said the Minister in an exclusive interaction with Tourism India magazine.
He emphasized that the state is prioritizing tourism as a catalyst for economic development, particularly through initiatives like community-based tourism, border tourism, and adventure travel.
“Peace and tourism go hand in hand. Promoting the culture and natural beauty of Arunachal Pradesh is also about creating opportunities for our people. Events like these help us spread our wings and create lasting visibility,” he added.
Changing Perceptions Through “Border Tourism”
Responding to queries about the perception of Arunachal as a border-sensitive region, Minister Sona said that rather than limiting tourism, the state’s proximity to international borders presents a unique opportunity for tourism innovation.
“There’s a growing curiosity about border regions across the world. Just as travelers visit the Demilitarized Zone (DMZ) in Korea, our border areas, such as Tawang and Kibithu, are increasingly attracting tourists. Arunachal is one of the safest states, and we want to responsibly promote this new form of tourism,” he explained.
Roadshow Highlights: Culture, Nature, and Stories from the East
Mr. Takom Kena, Tourist Information Officer, Department of Tourism, delivered a detailed destination presentation, showcasing Arunachal’s rich tapestry of tribal cultures, shamanic and Buddhist traditions, forested landscapes, and adventure offerings such as white water rafting, angling, and high-altitude trekking.
Often called the “Land of the Dawn-Lit Mountains,” Arunachal Pradesh is a hidden gem in India’s northeast. With over 80% forest cover, rich biodiversity, 26 major tribes, ancient monasteries, and adventure opportunities, the state is now actively positioning itself as a sustainable and culturally immersive destination.
He also engaged the audience with a session on responsible and sustainable tourism, highlighting: Intercultural sensitivity; Types of tourists and expectations; Hospitality and communication skills and the growing relevance of “good service” in local community-based tourism
The presentation also spotlighted birdwatching circuits, eco-villages, and upcoming tourism infrastructure, including improved road connectivity and digital access for travelers.
Industry Reactions and Collaborations
The roadshow received a positive response from the Bengaluru travel trade. Many tour operators expressed enthusiasm about adding Arunachal to their Northeast India packages. The state’s untouched beauty, cultural authenticity, and increasing focus on sustainable tourism made it a compelling choice for urban travelers seeking offbeat experiences.
Representatives from travel companies, online travel platforms, and media also appreciated the move by Arunachal Pradesh Tourism to host the roadshow in person and explore collaborations with major platforms like Airbnb and MakeMyTrip to boost visibility and bookings.
Looking Ahead: South India as a Strategic Tourism Partner
With the success of the Bengaluru roadshow and growing traction at the IITM Travel Fair, Arunachal Pradesh is looking to host more such events in South Indian cities including Hyderabad and Chennai, while also strengthening its digital marketing strategies targeted at younger travelers.
“We want to invite people not just to see our land, but to experience our stories, our festivals, our food, and our community warmth. Arunachal Pradesh is ready to welcome the South,” concluded Mr. Ranphoa Ngowa, IFS, Secretary – Tourism, Arunachal.
IITM Bengaluru: A Key Platform for Outreach
On July 24, 2025, Mr. Pasang Dorjee Sona also inaugurated the India International Travel Mart (IITM) at Tripura Vasini, Palace Grounds, Bengaluru. The three-day event, one of South India’s largest B2B and B2C travel trade fairs, attracted participation from tourism boards, hospitality brands, airlines, and travel service providers across the country.
Speaking at the inauguration, Mr. Sona noted the increasing interest in niche travel experiences such as tribal culture, Buddhist monasteries, birdwatching, trekking, and eco-tourism – all of which Arunachal is uniquely positioned to offer.
Mr. Pasang Dorjee Sona also added that, It was a proud moment to showcase Arunachal Pradesh as a destination of unparalleled natural beauty, cultural richness, and immense tourism potential at the events like India International Travel Mart (IITM) Bengaluru, where tourism leaders, stakeholders, and innovators have come together to foster meaningful collaborations and drive the growth of India’s travel and hospitality sector.
Dignitaries present included: Dr. R. Rajendra, IAS, Director, Department of Tourism, Government of Karnataka; Mr. Syamaraju, President, FHRAI & Karnataka Tourism Society and Mr. Prashant Shankhinamath, IFS, Managing Director, Jungle Lodges & Resorts Ltd
