Chamba’s tourism potential takes centre stage in Kolkata

Chamba’s untapped tourism potential took center stage at the 6th Himalayan Orange Tourism Festival in Kolkata, where the “Chalo Chamba” campaign, spearheaded by the district administration and Not On Map, an organisation promoting sustainable tourism, introduced the region’s beauty and culture to a global audience.

The campaign highlighted Chamba’s famous and hidden tourist destinations, traditional products and cultural richness, captivating visitors from India and abroad.

The Himalayan Orange Festival, started in 2010, promotes sustainable tourism across India’s northeastern states of Nepal and Bhutan. The “Chalo Chamba” campaign launched at the event by Association for Conservation and Tourism (ACT), a tourism organisation led by Raj Basu, focused on rural tourism, environmental sustainability, and cultural exchange. The festival also emphasised women’s empowerment and the preservation of tribal traditions.

The Orange Festival, which has now become an annual feature, witnesses participation from communities across Northeast India, Nepal and Bhutan. It has evolved into an annual celebration that serves as a platform for empowering women, supporting tribal communities, and highlighting organic farming and local traditions. The event promotes cultural exchange, eco-tourism and contributes significantly to community development. The three-day festival would end on Sunday.

Representatives from Chamba, including Manuj Sharma, Magandeep, Jyoti, Rajesh, and Admaya Singh, showcased traditional products like the Chamba Rumal and Chamba Thal, as well as the district’s pristine landscapes. Attendees learnt about sustainable tourism initiatives and Chamba’s potential as a hub for eco-friendly travel.

Manuj Sharma, co-founder of Not on Map also called on tourism stakeholders in Chamba to contribute promotional materials and products for broader outreach. “Stakeholders can share their inputs through WhatsApp at 98162-20009 or 011692-70594,” he said.

“With efforts like the “Chalo Chamba” campaign, the district is poised to establish itself as a leading destination for culturally immersive and sustainable tourism, while empowering local communities and preserving its heritage,” he said.

In an effort to promote tourism in Chamba, the district administration, in collaboration with Not On Map and other stakeholders, had launched “Chalo Chamba” campaign in 2021. The initiative aims to showcase the picturesque beauty and rich cultural heritage of the region, bringing lesser-known destinations to the forefront.