Adventure & Wildlife Magazine - Vol 1|Issue 5-6| Nov 16 - Jan 17 Vol 1|Issue 5-6| Nov 16 - Jan 17 | Page 66

ADVENTURE & WILDLIFE
G
uwahati, 24th December 2016: Adding to the festivities of Christmas, Dr Himanta Biswa
Sarma, The Honourable Minister of Tourism, Government of Assam, today unveiled key elements of the
Government’s Roadmap towards transforming Assam into a Global Sustainable Tourism hotspot.
Dr Himanta Biswa Sarma made key state policy announcements at the Assam Travel Trade conclave 2016, in the
presence of the newly appointed Brand Ambassador – Bollywood star and International Celebrity Priyanka Chopra.
Elaborating on his Government’s approach and focus Dr. Himanta Biswa Sarma, said: “The concept of Awesome
Assam has been inspired by the vision of our Honourable Chief Minister Shri Sarbananda Sonowal. His strong
leadership and support has made it possible for us to embark on this journey of taking Brand Assam to the world.
“Further, Assam is probably one of the world’s most naturally beautiful destinations that exists which has not been
affected by concretisation. We are also a state of our villages and our simple yet beautiful people. After a lot of research
and due consideration, we are convinced that leveraging these key strengths of our state to position it as amongst
the world’s leading destinations for ‘Transformational Sustainable Tourism’ and the ideal location to ‘Rediscover
Yourself ’. This in-turn leads to significant tourism revenue to the state and exponential sustainable job-creation is the
most optimal approach. The appointment of Priyanka Chopra as our brand Ambassador, our soon to be announced
Tourism Policy and our new Home-stay scheme are all key steps and fully in-line with this approach.
“While this is our approach, and while the Government is taking various steps on-ground to make this a
reality, in today’s world of branded communication, it is also essential that we make every effort to communicate
Awesome Assam and our efforts to the rest of the world. It was thus imperative that we appoint a brand ambassador
who not only embodies the values and aspirations of Assam but also is well disposed to take this transformation
and our story to the world at large. Priyanka Chopra was a perfect fit and we are delighted to have her as our Brand
Ambassador and the face of our Awesome Assam journey,” added Dr. Himanta Biswa Sarma.
Key Highlights of Dr. Himanta Biswa Sarma’s address at the event, also included the launch of ‘Aamaar Aalohi’ –
an innovative semi-urban and rural Homestay initi ative and the state’s plans of launching a new Global advertising
and promotions campaign featuring Brand Ambassador Priyanka Chopra. The focus of the campaign would be to
effectively position the state as one of the state especially from international tourists and enhancing employment and
revenue opportunities for its rural population.
“Commenting on her appointment as the Brand Ambassador of Assam, Priyanka Chopra, said: “Quite simply, I fell
in love with Assam. I have had many discussions with the team here and when I looked at what Assam had to offer to
tourists, not just in India but across the world, I was honoured to come on board as the Brand Ambassador of Assam.
I am looking forward to Discovering Assam and am excited to take it to the world.”
In addition to attending the Assam Travel Trade Conclave 2016, which was also attended by Mrs. T. Y. Das,
Chief Secretary, Tourism Dept., Govt. of Assam, Mr. R.C. Jain, Secretary, Tourism Dept. Govt. of Assam,
Mr. Anurag Singh, Managing Director, Assam Tourism Development Corporation Ltd. (ATDC), other key
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Vol 1|Issue 5-6|Nov 16 - Jan 17