In a strategic move to reshape its tourism landscape, Himachal Pradesh Chief Minister Sukhvinder Singh Sukhu officially launched the state tourism department's innovative 'That's You' campaign on Thursday. This initiative marks a deliberate pivot from promoting crowded, conventional destinations to championing the philosophy of slow, immersive travel.
A Welcome Shift Towards Sustainable Travel
The campaign is designed to personally welcome visitors at the state's key entry points. Chief Minister Sukhvinder Singh Sukhu emphasized that the goal is to foster a deeper, more meaningful bond between tourists and the majestic Himalayan environment from the very first moment of arrival. He stated that this focus on slow tourism is a clear reflection of the state government's dedication to environmental sustainability.
Core Objectives of the New Initiative
The 'That's You' campaign is built on several interconnected goals aimed at creating a more balanced and beneficial tourism model for Himachal Pradesh.
By encouraging longer stays in lesser-known villages, the government aims to achieve multiple positive outcomes:
- Strengthen the local rural economy by increasing visitor spending in communities off the beaten path.
- Ease the immense environmental and infrastructural pressure on over-visited popular hill stations and destinations.
- Highlight the untouched natural beauty, rich traditions, and unique culture of Himachal's rural heartland.
Rolling Out the Welcome Mat
Tourism Director Vivek Bhatia outlined the practical rollout plan for the campaign. The special welcome and promotional efforts will be prominently featured at major arrival hubs. These include:
- The primary Chandigarh–Shimla road entry route.
- Gaggal and Bhuntar airports, serving Kangra and Kullu regions respectively.
- The iconic and historic Kalka–Shimla toy train railway route, a UNESCO World Heritage Site.
In essence, the 'That's You' campaign is an invitation. It asks travelers in a fast-paced world to deliberately slow down, extend their visits, and genuinely engage with local communities. The ultimate reward promised is a far richer understanding of Himachal Pradesh's authentic culture, age-old customs, and distinctive cuisine.
