In a major push to reposition West Bengal as a premier travel destination, the state government on Friday unveiled a new tourism logo and branding, along with the slogan “Dekhbo notun rupe, dekhbo notun chokhe (See it in a new light, see it with new eyes). The announcement was made by Chief Minister Suvendu Adhikari at a grand ceremony held at Dhanadhanya Auditorium in Kolkata.

The high-profile event, organised by the State Tourism Department, was attended by Tourism Minister Shankar Ghosh, Industries Minister Tapas Roy, Minister of State for Information and Cultural Affairs Purnima Chakraborty, along with senior administrative officials.

The unveiling ceremony marked what the government described as the beginning of a “new chapter” in Bengal’s tourism strategy.

Announcing a substantial allocation of Rs 500 crore, the Chief Minister outlined an ambitious roadmap to revive and expand tourism infrastructure across the state.

Expressing concern over missed opportunities in the past, he remarked that despite its vast natural and cultural wealth, West Bengal has not fully capitalised on its tourism potential. He noted that many tourists currently pass through the state en route to destinations like Sikkim, rather than exploring Bengal itself.

Infrastructure overhaul and new projects

As part of the initiative, all state-run tourist lodges—from the Sundarbans to Darjeeling—will undergo rapid modernisation.

A major highlight of the plan is the inclusion of Kolkata in the proposed ‘Water Metro’ network, which aims to transform river-based transport and tourism along the Ganges. The project is expected to position Kolkata as the 17th city in India to adopt such a system.

In addition, the government announced plans to introduce modern river cruise boats and develop Mandarmani beach into an international-standard coastal destination, drawing comparisons with Goa’s popular beaches.

Focus on environment and wildlife tourism

Emphasising sustainability, the Chief Minister launched the ‘Destination Sundarbans’ initiative, under which 20 lakh mangrove saplings will be planted this year to restore ecological balance in the region.

In another key announcement, the Forest Department will release tigers into the Buxa Tiger Reserve in North Bengal on October 2, aimed at strengthening wildlife tourism and conservation efforts.

Highlighting Bengal’s rich cultural heritage, the government has also introduced a unique initiative promoting traditional attire. Tourism Department employees will wear traditional Bengali clothing on 12 designated occasions, including Saraswati Puja, Poila Baisakh, Durga Puja (Ashtami), Kali Puja, and Poush Sankranti, among others.

Officials stated that this move is intended to integrate local culture more deeply into the tourism experience.

A new horizon for Bengal tourism

Tourism Minister Shankar Ghosh, speaking at the event, said the initiative reflects a vision of leadership and renewal. He described the unveiling of the new logo as the beginning of a transformative journey to showcase Bengal on the global stage.

Observers believe that the combination of strong financial backing, infrastructure upgrades, and a renewed branding strategy could significantly enhance West Bengal’s position on the global tourism map.

With a mix of heritage, ecology, and modernisation, the state government appears set on redefining Bengal’s identity as a must-visit destination.

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