Assam Tourism utilizes the global image of Priyanka Chopra to boost its identity

Published on : Tuesday, October 24, 2017

priyanka-chopraThe land of rich and diverse culture, India is often visited by people from all over the world travel in order to relish its deep rooted history. Be it Kashmir in the North, Gujarat in West, Assam in the East or Tamil Nadu in South, the country provides wide array of options in its every region.

According to the published reports from the World Trade and Tourism Council, the total contribution in 2016 of the travel & tourism to Indian GDP was USD 208.9 billion, a 9.6 percent of GDP and is expected to increase by 6.7 percent this year and 10.0 percent of GDP in 2027.

It evidently shows that there is an immense opportunity for the government to utilize both global as well as domestic travelers to the fullest. In all these years, the state governments have kept no stones unturned to make travel more friendly by creating better infrastructure, boosting hotel & hospitality industry, and marketing and advertising about the tourism options available.

In one such undertaking, in late 2016, the Assam Tourism selected Bollywood actor and global star Priyanka Chopra as the brand ambassador for a period of two years. The main idea was to influence Chopra’s global identity and showcase the North East Indian state all over the world as well as in India.

In its newest endeavor, the tourism board has introduced a digital film which provides a peep into Assam’s rich culture along with its magnificent natural beauty, portraying the uniqueness of the Northeast. In the said video, Chopra is seen in Assamese mekhela chador (traditional Assamese dress for woman) and picking up the steps of Bihu (traditional Assamese dance). The video also showcases cultural heritage, festival, temples, folk dances and much more of Assam.

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