CM Launches ‘That’s You’ Campaign to Promote Slow Tourism in Himachal Pradesh.
Initiative aims to encourage extended stays, sustainable travel and deeper cultural engagement.
Shimla:
Chief Minister Sukhvinder Singh Sukhu on Wednesday launched the ‘That’s You’ campaign of the Himachal Pradesh Tourism Department, marking a significant shift in the State’s tourism strategy. The new initiative focuses on promoting slow tourism by encouraging visitors to extend their stays and explore lesser-known destinations beyond conventional tourist hubs.
Launching the campaign, the Chief Minister said that ‘That’s You’ has been specially designed to welcome tourists at key entry points of the State, including entry routes, airports and heritage railway stations. The objective is to create a more personal and immersive connection between travellers and the Himalayan natural environment.
CM Sukhu stated that the campaign reflects the State Government’s strong commitment to environmental sustainability and inclusive growth. By motivating tourists to spend more time in rural and offbeat villages, interact with local communities and participate in traditional lifestyles, the initiative aims to strengthen the local economy while reducing the pressure on overcrowded tourist destinations.
“In today’s fast-paced world, the ‘That’s You’ campaign invites visitors to pause, slow down and truly experience Himachal Pradesh. It encourages them to engage with local people, understand their culture, customs and cuisine, and appreciate the natural beauty of rural areas,” the Chief Minister said.
Director of Tourism Vivek Bhatia informed that the campaign would be implemented at major arrival points, including the Chandigarh–Shimla entry route, Gaggal and Bhuntar airports, and along the historic Kalka–Shimla toy train route, ensuring wide visibility among incoming tourists.
The Chief Minister’s Principal Advisor (Innovation, Digital Technology and Governance) Gokul Butail, along with other senior officers, was present on the occasion.
The ‘That’s You’ campaign is expected to redefine tourism in Himachal Pradesh by promoting meaningful travel experiences, sustainable practices and long-term benefits for local communities.
