India, April 4 -- Arunachal Pradesh tourism minister Pasang Dorjee Sona on Thursday unveiled a new tourism policy and logo for the state tourism department with an aim to attract domestic and international visitors to India's northeastern edge - a land often described as breathtaking, mysterious, and largely untouched.

The rebranding includes a new tagline - 'Arunachal: Beyond Myths and Mountains' - and a logo that reflects the state's nickname - the 'Land of the Dawn-Lit Mountains'. But the campaign is more than cosmetic. It marks the start of an ambitious plan to position the state as a premier destination for sustainable and experiential travel.

"Our new policy aims to position Arunachal Pradesh as a world-class tourism destination w...