The Department of Tourism, Assam has finally decided to market the state of Assam to increase tourist arrival and position the state as a much sought after destination on national and international map. The process started with a multi-agency pitch to search a right partner who can create the expected magic and Square Communications Pvt. Ltd emerged as a winner. The agency has been awarded with the responsibility of providing a strategic and creative vision to brand Assam and redefine it completely.
Square Communications is the same agency that has launched multi-modal and multi-narrative domestic and international campaign for Uttarakhand Tourism in past and is currently nurturing the brand ‘Unforgettable Himachal’ for Himachal Tourism.
In a statement, Navneet Kapoor, Founder and President of Square Communications said “Assam is more than just Kaziranga, Bihu and tea estates and to showcase it in a different light we decided to explore every nook and corner of the state and produce an action plan which can go beyond the regular communication.”
Speaking on it further Navneet Kapoor said “Tourism has a huge multiplier effect by way of creating direct and indirect jobs, which delivers prosperity across the state. As a Tourism consultant our plan is to walk that extra mile and explore the model of development in the light of job creation, infrastructural development ideas and perception creation of a progressive Assam. Tourism is the world's biggest industry and Assam with its rich culture & heritage is poised to be the next big thing in this sector.”
We learned from our sources that Square Communications is preparing a feasibility report on Assam’s potential as a tourist destination for South-East Asian countries because of the geographical proximity it shares with these nations. To strengthen it further, it is working closely with Korea Cultural Centre to develop a Tourism exchange programme for the state.
Currently, Assam ranks much lower in domestic tourist arrival list of India holding 21st position and foreign tourist arrival rate is even lower in the state. Square along with Department of Tourism, Assam, plan to promote the state not just during peak periods but throughout the year. In their action plan they are focusing on upgrading the existing circuits and developing new circuits.
The proposed plan is in line with the state's efforts to provide a further boost to the sector which is witnessing a slow growth rate of 3.84% in tourist arrival. To achieve this, Square is proposing PPP model Public- Private Partnership to develop niche tourism segments such as Adventure Tourism, Eco Tourism, Rural Tourism, Medical Tourism, Wellness Tourism, and MICE Tourism.
According to recent reports, all these developments are a part of a new tourism vision which aims to double the annual footfall of international and domestic tourists in three years.
And their collaboration with Square Communications, a professional expert from the industry is making their seriousness about the same quite evident.
About Assam Tourism
Assam is a state of picturesque beauty with 27 districts. With green valleys, blue hills, the mighty Brahmaputra, awesome wildlife, ancient monuments, timeless temples and a reverberating rural life, all the districts of Assam have something unique to offer.
Assam is synonymous with breathtaking natural beauty, teeming wildlife, immaculate tea gardens and warm, beautiful people. It’s strategic location in the northeast of India, and it’s accessibility from the rest of the country makes it the gateway to the north eastern states.
The Assam Tourism Development Corporation Ltd. was incorporated on the 9th June, 1988 and registered under the Companies Act, 1956 Vide No. - 02-03006 of 1988-89. The State Govt. of Assam has promoted and set up the Corporation for growth and development of tourism in Assam.