‘Where India Feels Different’ branding in Rs 500 cr state tourism push
Times of India | 5 September 2026
Kolkata: Chief minister Suvendu Adhikari on Friday unveiled a new logo along with a fresh brand identity and announced a Rs 500-crore push for tourism infrastructure as part of the state’s ambitious plan for further development of tourism.
The new tourism branding will not be limited to infrastructure and destinations as the state will be weaving Bengal’s cultural identity into its tourism campaign.
Tourism dept employees and officials will wear traditional Bengali attire on the preceding working day of 12 designated occasions during the year — including Saraswati Puja, Dol, Buddha Purnima, Poila Baishakh, Jamai Shashti, Rathayatra, Rakhi Purnima, Janmashtami, Durga Puja’s Ashtami, Kali Puja, Bhai Phonta and Poush Sankranti. The tourism employees and officials who will have to come to office or be part of any programme on these 12 days will also have to don the traditional attire.
Alleging that Bengal has lost its edge as a preferred tourist destination over the years, Adhikari said, “There was once a ‘Destination West Bengal’. But over time, the state’s tourism potential has hardly been tapped. Tourists pass through Darjeeling and Kalimpong in our state and travel to Sikkim. The footfall there is higher than our Hills. We are determined to change this,” he said.
All state-run tourist guest houses, spread from the Sundarbans and coastal Bengal to the Dooars and Darjeeling hills, will be modernised under the new plan.
A major focus will also be on improving water-based connectivity and tourism. Adhikari said Kolkata had been finally selected to be linked with the Water Metro project, becoming the country’s 17th city to get the service.
The state government is planning to introduce modern boats for river tourism and transport. In another major proposal, Mandarmani is set to be developed into an international-standard beach destination on the lines of Goa. The Sundarbans will be promoted through a dedicated ‘Destination Sundarbans’ initiative. He announced that the formal introduction of tigers at the Buxa Tiger Reserve on Oct 2 is expected to further boost wildlife tourism.
State tourism minister Shankar Ghosh said Debjit Dutta, Bengal chapter chairman of Indian Association of Tour Operators (IATO), has designed the logo of the dept.