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Ministry of Corporate Affairs

Launch of New Tourism Campaign – “777 Days of Incredible Indian Himalaya”





            The Ministry of Tourism is proposing to launch a new campaign titled “777 days of Incredible Indian Himalaya” aimed at attracting both the national and international travellers.  The campaign shall be launched by the Minister of State (I/C) for Tourism Dr. K.Chiranjeevi at a function in the Capital on 27th September, 2013 to coincide with the World Tourism Day.


            The objective of the campaign is to spread awareness about the fact that 73% of Himalaya lie in India.  Indian Himalayas is an incredible tourism product that can attract both domestic and the international tourists that may have interest in soft and hard Adventurism, the Flora and Fauna of The Himalaya and the Himalayan culture. Till now, this unique product has not been promoted in the national and international markets.


            The campaign is an endeavour of the Ministry of Tourism to make Indian Himalayas into a 365-day destination for the travellers.  The campaign will attract more international travellers to India during the lean summer months and make India a year round destination.  Himalayan tourism offers opportunities to the travellers round the year. In the winters, Himalayas offer a great variety of adventure sports such as Skiing.  Tourists can also enjoy the scenic beauty of the snow-clad Himalayas.  In summers, tourists can enjoy expeditions in the Himalayas, White Water Rafting and also adventure sports such as Mountain Trekking and Skiing.  They can also enjoy the scenic beauty of the attractive Flora and Fauna all around them.  The Himalaya are also of great relevance for the Buddhist tourist on account of peace and serenity they offer.  The Himalayas offer hues and colours of variety of shades giving a unique experience. 


            As part of the function to launch the unique campaign, the Ministry has proposed the following activities:-

  • Discussion on how to brand, promote and market the Indian Himalayas.
  • The uniqueness of the product.
  • Presentation by the six Himalayan States viz., Jammu & Kashmir, Himachal Pradesh, Uttarakhand, West Bengal, Sikkim and Arunachal Pradesh on How to develop Himalayas as a preferred tourist destination amongst both the domestic and the foreign travellers.
  • Launch of two new promotional films on Himalayas.
  • Launch of a map of Himalayas.


Adventure Tour Operators Association of India (ATOAI) is collaborating with the Ministry of Tourism in this campaign and they have designed special adventure programmes running over the next 777 days starting from 27th September, 2013.


Ministry of Tourism hopes that this new campaign will give centrestage for the Indian Himalaya on the World Tourism Map.


Rajinder Chaudhry

Director (Media & Communication)







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