States rebrand offbeat destinations to fit a contemporary travel wish list

Even as the political drumbeat on domestic tourism gets louder, state tourism departments go offbeat and experiential with the pitch

Food, hidden hotspots, adventure and culture—these form the thrust of the marketing pitch from state tourism boards, not pilgrimages or monuments as was the norm in the past, as all scramble to rise to the challenge tossed out by the Prime Minister on social media.

Go to 15 domestic spots by 2022, the PM tweeted and the tourism boards, expecting a multiplier effect given the nature of such challenges, are dredging the list to come up with innovative experiences. Some are marketing their past with a twist, such as Madhya Pradesh and Chattisgarh tourism boards. Some such as Gujarat Tourism are