Interview / Ranjeet Kumar Dass, tourism minister, Assam
Q/ What are the focus areas in Assam’s tourism policy for 2025 and beyond?
A/ Assam’s tourism policy is built around sustainable and inclusive growth, focusing on five key areas: river tourism, eco-tourism, cultural tourism, adventure tourism, and the development of lesser-known destinations. Formulated with support from the World Bank, the policy reflects a clear vision for tourism-led economic development in the state. Currently, tourism contributes about 5.5 per cent to Assam’s GDP, and the goal is to raise this to 10 per cent in the coming years. To achieve this, Assam is actively promoting public-private partnerships (PPPs). Several tourism-related MoUs were signed during the Advantage Assam 2.0 summit, laying a strong foundation for future investments.
Q/ How is Assam positioning itself as a unique destination in comparison to other northeastern states?
A/ Assam offers a distinct mix of experiences that set it apart within the northeast. From the iconic wildlife of Kaziranga to the spiritual serenity of Majuli, and from scenic river valleys to the legacy of tea gardens, Assam seamlessly combines nature, culture and history in a way that few places can. Its vibrant festivals and deep-rooted traditions further enhance its appeal. Geographically, Assam is also in a unique position—it sits at the heart of the northeast and serves as the entry point to the region. As such, Assam complements the tourism offerings of neighbouring states and plays a key role in promoting the northeast as a connected, diverse and fast-emerging tourism destination.
Q/ What are the flagship initiatives being planned to promote Assam?
A/ We are implementing a multi-pronged strategy to expand Assam’s reach among both domestic and international audiences. This includes launching a dedicated Assam Tourism campaign, enhancing digital marketing efforts, collaborating with travel influencers, and actively participating in global tourism fairs. These initiatives aim to build a stronger brand identity for Assam, and boost visibility.
To appeal across different tourism segments, several targeted initiatives have been introduced. For tea tourism, the Tea Tourism Infrastructure Development Scheme offers a 50 per cent subsidy (up to Rs2 crore per tea estate) to upgrade tourist facilities. For river tourism, the Brahmaputra Carnival—a flagship event—will showcase the river’s cultural and ecological richness. To develop rural tourism and ensure community participation, the Amar Alohi Community-Based Homestay Scheme is being implemented. Under this initiative, clusters of 10 households near key destinations receive 100 per cent subsidy up to Rs1 crore to build homestays, along with marketing and operational support.
Q/ How is Assam preparing to handle increasing tourist footfall at Kaziranga, Majuli and other hotspots?
A/ With growing interest in Assam’s key destinations, the state is investing in better infrastructure and improved last-mile connectivity. At the same time, Assam is promoting community-based tourism models that empower local communities and help evenly distribute tourist traffic. This helps reduce pressure on popular sites and encourages visitors to explore lesser-known gems.
Q/ What measures are being taken to improve safety and accessibility for solo women travellers and international tourists?
A/ Ensuring a safe and welcoming environment for all tourists is a top priority. Assam is working on establishing dedicated tourist police units and creating more women-friendly accommodations. Efforts are also underway to improve signage and wayfinding across major tourist sites. Socially, Assam has always been considered a relatively safe state for women, and the government is committed to maintaining and strengthening that reputation by implementing traveler-friendly infrastructure and support systems.
Q/ With the Brahmaputra being promoted for river tourism, what new developments can we expect in the cruise sector?
A/ The Brahmaputra stands at the core of Assam’s river tourism strategy, and to further amplify its potential, the government is organising the Brahmaputra Carnival, a flagship event designed to highlight the river’s cultural, historical, and ecological significance. Assam already has a legacy of luxury river cruises, with successful operations spanning nearly two decades. Building on this, the government is expanding its cruise tourism offerings. During the Advantage Assam 2.0 summit, a number of MoUs were signed with private players to enhance and diversify cruise offerings, aiming to establish the Brahmaputra as one of Asia’s premier river cruise destinations.
Q/ Where do you see Assam’s tourism industry in the next five years?
A/ In the next five years, tourism is expected to become one of Assam’s largest employment generators. We are confident that Assam will emerge as one of the top five tourist destinations in India, appealing to both international and domestic travellers. With its unique blend of culture, nature and hospitality, Assam is poised to become a standout destination on the global tourism map.