Apart from enjoying the novelty of being the state richest in art, culture and literature, Bengal boasts of its picturesque landscapes as well. From the class apart British infrastructure in Kolkata to the tranquil hills of Darjeeling, this state has got many feathers in its hat.
Being a state that attracts a good number of travellers, the present day government has made tourism its priority, and efforts have been made with the goal of giving the Tourism Department a complete makeover. The West Bengal tourism unveiled its brand new identity- “Experience Bengal”, which was the first step towards the grand makeover. The word “Beautiful” has been replaced with “Experience” as West Bengal Tourism rightfullly believes that it would be incorrect to identify West Bengal only with its places of attractions.
Visiting West Bengal is altogether a different experience for any traveller. Along with mountains, forests and sea, the experience will include the quintessential Bengali culture, cuisine, religion, handicraft, history and lifestyle. The use of the logo is coupled with a new tagline ‘The Sweetest part of India’, not only to remind one of Bengal’s fame and glory for sweets but also to highlight the humility and sweetness of the people of Bengal for their unparalleled hospitality. To put it simply, sweetness is in the blood of the state and its people, be it in the form of sugar or the warmth that they possess.
Apart from the visual makeover, West Bengal tourism has developed completely new sets of artworks for print and outdoor & FM jingles which are in sync with the new logo. Also, a new promotional film featuring ShahRukh Khan with shorter edits for television are in the making. Based on these artworks , West Bengal Tourism has undertaken a slew of promotional activities which includes Pan India Television and FM campaign, airport branding, hoarding and bus shelters and aggressive publicity through online and the social media ,to represent the new brand to the domestic and international audience. The Facebook page of West Bengal tourism has crossed more than 7 lakh Likes within a span of 2 years and is currently a shade behind Kerala and Gujarat. Efforts are being made to make the official website of the department clutter free, visually appealing and contemporary in style for synergy. The website in its new form will be launched before the festive season.
The budgetary allocation for Tourism Department has increased manifold over the years, from a meager Rs 44 crore in 2011-12 to Rs 257 crore in 2015-16. The Government has come up with a Tourism Policy 2016, which has laid down the action plan for the development of tourism in the state.
The policy has laid down Primary Tourist Circuits in the state namely-Darjeeling Himalayas, Dooars foothills, Bengal Heritage, Coastal Bengal, Kolkata and Sundarban mangroves within which six primary products have been identified.