Awesome Assam

Guwahati, 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 initiative 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 Government and Ministry officials, key stakeholder of the Travel and Tourism Industry, and members of the media, Priyanka Chopra also visited the famed Kamakhya Temple, interacted with the Assamese people, enjoyed the traditional cuisine and draped the exquisite Mekhela Chador.

About Amaar Aalohi

‘Amaar Aalohi’ – Rural Homestay Scheme 2016-2017’ is framed by the Department, Govt. of Assam, with the objectives of giving a new dimension and thrust to the Non-Urban and Rural Homestay Facilities in the state of Assam and creation of self-employment opportunities for educated youths in rural and semi-urban areas of tourism potential and importance.

Key Scheme Highlights:

The present scheme aims at providing comfortable homestay facilities of standardized services to the tourists, and to supplement the availability of accommodation in the rural tourist destinations. The basic idea is to provide a clean and affordable place for foreigner and domestic tourists alike including an opportunity for foreign tourists to stay with Assamese families to experience Assamese customs and traditions and relish authentic Assamese/local cuisine.

Under this scheme the following two categories will be executed:-

Head Office

Directorate of Tourism, Govt. of Assam Station Road, Guwahati 781001

Assam, India

Phone: +91-361- 2547102 / 2542748

Fax: +91-361-2547102



Assam Tourism Development Corporation

4th Floor, Asom Paryatan Bhawan

A.K. Azad Road, Paltan Bazar

Guwahati 781008

Assam, India

Phone: +91-361- 2633654

Fax: +91-361- 2738620



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