Chief Minister Thakur Sukhvinder Singh Sukhu on Tuesday launched the ‘That’s You’ campaign of the Himachal Pradesh Tourism Department, marking a major shift in the state’s tourism strategy from destination-centric travel to the concept of slow tourism. The initiative aims to encourage tourists to extend their stay and experience the state beyond its conventional tourist hotspots.
Launching the campaign, the Chief Minister said it has been specially designed to welcome visitors at key entry points of the state, including border entry routes, airports and heritage railway stations. The objective is to create a deeper and more personal connection between tourists and the pristine Himalayan natural environment.
Thakur Sukhvinder Singh Sukhu said the emphasis on slow tourism reflects the state government’s commitment to environmental sustainability and balanced development. By motivating tourists to spend more time in lesser-known villages and actively participate in local traditions and culture, the campaign seeks to strengthen the local economy, reduce pressure on overcrowded destinations and highlight the natural beauty of rural Himachal Pradesh. In today’s fast-paced world, the ‘That’s You’ campaign encourages visitors to pause, stay longer and interact with local communities to better understand the region’s culture, customs and cuisine.
Director of Tourism Vivek Bhatia said the campaign would be rolled out at major arrival points, including the Chandigarh–Shimla entry route, Gaggal Airport, Bhuntar Airport and along the historic Kalka–Shimla toy train route, ensuring wide visibility among incoming tourists.
The launch event was also attended by the Chief Minister’s Principal Advisor (Innovation, Digital Technology and Governance) Gokul Butail, along with other senior government officers.
