Reema Lokesh – Mumbai
Tucked away in the far eastern zone of India, the state of Auranchal Pradesh (AP) seems to have decided to take up the cause of tourism development and promotion under the leadership of its secretary tourism, Dr Joram Beda, rather seriously. The state has identified and appointed actor John Abraham as its brand ambassador. The state is steadily building its tourism infrastructure, however it is clear in its vision that it is ready to welcome primarily the discerning traveller as responsible and sustainable tourism is its primary priority. It does not want to make a mistake when it comes to the point of carrying capacity. The state is set to focus on the Indian domestic traveller and connect with the right trade partners who will promote the destination effectively.
In an exclusive with Express TravelWorld, Dr Joram Beda, secretary to the Government of AP, department of Planning, Tourism and IPR, stated, “Tourism is an important sector for our state and it is undoubtedly an effective engine of growth. It is a modern concept and though we have started now, we feel it is a good beginning. The Trans-Auranchal highway is coming up in a big way. New growth sectors are emerging. We are strengthening out infrastructure across services from aviation to railways.”
The state is also hoping to attract the right investors for its tourism development. It is preparing itself to be seen at relevant tourism marts and investor meets. From hospitality investment to other tourism support entities, the state is seeking to receive investments across various segments of tourism. Speaking about identifying John Abraham as the state’s face, Dr Beda, mentioned,”John is the perfect choice as his persona goes well with what the state has to convey.”
As the brand ambassador of the state, John Abraham, in an exclusive interaction, expressed himself, by saying, “The North East of India is what the new India is about. The focus is going to be on the North East. It is the gateway to the South East of Asia and it is the cultural hub of India. It has the best sporting talent in the country, especially in the game of football. I would like to say that India does not end at West Bengal, and there so much more beyond that. I am very honoured to be the face of the state and for me it’s a perfect brand fit.”