Himachal Pradesh kicks off its ‘Chalo Chamba’ campaign

The year-long campaign will put a spotlight on the diverse tourism potential of the state’s Chamba region, which includes nature and wildlife, adventure sports, heritage, food and handicrafts.

The Himachal Pradesh government has launched Chalo Chamba, a new campaign to promote tourism in the state’s Chamba district that’s known for its scenic lakes, adventure sports, such as mountaineering and rock climbing; rich heritage of temple architecture; and handicrafts such as miniature paintings and embroidery.

Pangi valley

‘Chalo Chamba’ is based on three C’s—craft, culture and cuisine—said Chief Minister Jai Ram Thakur, who launched the campaign virtually on April 9. The idea behind the campaign is to explore nature, adventure and heritage tourism opportunities in the Chamba region as a means to help generate employment for locals and boost economic self-reliance in the state, he said. 

After launching the Chalo Chamba logo and a mobile app, Thakur marked the official start of the campaign by flagging off the Brown Bear Motorsports rally, a car and bike rally with nearly 100 participants from 15 states across India. The event gets its name from the critically endangered Himalayan brown bear, which can be found at the Kugati Wildlife Sanctuary in Himachal Pradesh, and parts of Jammu & Kashmir and Uttaranchal.

The year-long campaign will feature events that highlight various aspects of Himachal Pradesh, with a special focus on festivals that showcase the culture of the Pangwala, Gaddi and Gujjar tribes. The Tibetan Institute of Performing Arts (TIPA) have organised a performance at the end of April. The government is also working on holding heritage walks and food festivals across Chamba and Dalhousie. In addition, a water sports festival at the Taleru sports complex at Chamera lake and a paragliding tournament near Khajjiar, will spotlight the opportunities for adventure tourism in the region.

The chief minister has also announced the development of hydro-power projects in the Chamba region. The government also plans to revamp and set up a museum at the Bhuri Singh Power Project and develop Akhand Chandi Palace and Rang Mahal Chambe as heritage and art and culture attractions, respectively.