To promote the virgin peaks of Himalayas and attract both domestic and international tourists during lean summer season, Ministry of Tourism today launched a new campaign here.

Tourism Minister K Chiranjeevi launched the campaign — ’777 days of Incredible Indian Himalayas’ on World Tourism Day.

The campaign aims to attract more foreign tourists during the lean summer season, making the Indian Himalayas a 365-day destination for the travellers.

It would spread awareness about the fact that 73 per cent of the Himalayan range lies in India.

Chiranjeevi also launched two new promotional films — ’Greatest Show On Earth’ and ‘Life Altering Journey on Himalayas’ — along with a map of the Himalayas.

The launch also included a discussion on how to brand, promote and market the Indian Himalayas, a presentation by the six Himalayan states — Jammu and Kashmir, Himachal Pradesh, Uttarakhand, West Bengal, Sikkim and Arunachal Pradesh — and on how to develop the Himalayas as a tourist destination amongst both domestic and the foreign travellers.

Adventure Tour Operators Association of India (ATOAI) is collaborating with the Ministry in the campaign and has designed special adventure programmes for 777 days starting from September 27.

The Himalayas offer a great variety of adventure sports such as skiing in winters, whereas in summers, tourists can enjoy expeditions in the Himalayan mountain range like white water rafting and also adventure sports like mountain trekking.

ATOAI would organise trekking, river rafting, Himalayan run, mountain and bike events as part of this campaign.

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