AP Targets Domestic and Global Travellers With New Tourism Branding Initiative

In a major push to position Andhra Pradesh among India’s top travel destinations, the state government has launched an ambitious tourism promotion campaign titled ‘Holiday in Andhra Pradesh’ . The initiative was officially unveiled by Tourism Minister Kandula Durgesh during a virtual review meeting held at the Secretariat in Amaravati.

The campaign is part of the government’s broader strategy to unlock the economic potential of the state’s tourism sector by promoting its diverse mix of beaches, hill stations, pilgrimage centres, eco-tourism spots, and heritage destinations . Officials believe Andhra Pradesh has the natural and cultural assets needed to compete with some of the country’s most established tourism states.

During the meeting, Kandula Durgesh directed officials to place special focus on expanding holiday tourism, temple tourism, and destination wedding tourism over the coming years. He said Andhra Pradesh offers a rare combination of scenic landscapes, spiritual centres, long coastlines, and tranquil hill regions capable of attracting tourists from across India and abroad.

The minister also appealed to residents to explore destinations within Andhra Pradesh for vacations and family celebrations instead of travelling to other states. According to him, increased local tourism would directly benefit sectors such as hospitality, transport, hotels, restaurants, and homestays , while also generating employment opportunities for local youth.

Several popular tourist destinations were highlighted as part of the campaign, including Gandikota, often called the “Grand Canyon of India,” Araku Valley with its tribal culture and coffee plantations, Visakhapatnam known for its beaches and coastal tourism, and Konaseema, famous for its lush backwaters and coconut-lined landscapes. These destinations already attract a growing number of domestic and international visitors, but the government now wants to market them more aggressively through a year-long outreach programme.

As part of efforts to improve the tourist experience, the government is also focusing on airport-to-airport travel packages, upgraded transport connectivity, and better tourism infrastructure . Officials are expected to roll out special promotional activities and awareness campaigns to increase visibility for Andhra Pradesh’s tourism offerings nationwide.

The tourism department sees the sector as a key driver of economic growth, particularly in rural and coastal regions where tourism-related businesses can create sustainable livelihoods. Industry experts have long argued that Andhra Pradesh remains one of India’s most underutilised tourism markets despite possessing significant natural and spiritual tourism potential.

The minister also noted that Andhra Pradesh recently earned the ‘Tourism Promotion City Award’ , describing it as recognition of the government’s efforts to revitalise the sector. The state is scheduled to formally receive the award on June 4.