Assam to see quantum jump in tourism expenditure in FY18

The state govt has signed Bollywood actor Priyanka Chopra as its tourism brand ambassador

Assam is on an overdrive to promote the state as an attractive tourist destination. Close on the heels of roping in Bollywood actor Priyanka Chopra as its tourism brand ambassador, Tourism Minister, Himanta Biswa Sarma, said on Saturday the budgetary allocation for the sector will see four-fold jump in the next financial year. 

“In the next fiscal, we will allocate Rs 460 crore for the tourism department. It would be a quantum jump from the present 100 crore,” said Sarma, who also holds the all-important finance portfolio in the state, besides health and education. 

Sarma also said the state would soon formulate a tourism policy that would try developing the sector as an industry and specify focus areas. He also said a “unique project” called ‘Amar Aalohi’, meaning our guest, would be unveiled soon. This project would encourage villagers to arrange homestays for tourists. This would be done keeping in mind the promotion of tea tourism, religious circuits and ethnic culture where guests would be required to venture into the interiors of the state and could choose for homestays. 

“We will soon create infrastructure under this project. We will also impart soft skills and hospitality training to those villagers who join the homestay project,” added Sarma while addressing media persons along with Chopra. 

Chopra, who visited the state for the first time on Saturday after being signed as brand ambassador, said she hoped to show Assam to the world through her eyes. She had signed a two-year contract with the state government to promote Assam tourism at both national and international platforms. 

“What is incredible about Assam is its diversity. The culture and grace of the Assamese people is what I find striking about the state,” she said. 

Sarma had launched a new logo of Assam tourism with the punchline “Awesome Assam” in September. A sum of Rs 15 crore was allocated then to undertake publicity campaign under the new logo that depicts the one-horned rhino, world-famous Assam tea and the mighty Brahmaputra on one canvas.  

The state government also announced special incentives, such as quick clearance of permissions to film producers who wish to shoot in the state. 

Around 55,16,565 tourists, including 24,720 foreigners, visited the state in 2015.