Jungle Travels India | In the late 1980s, few could imagine India's remote Northeast as a thriving tourist destination. The region's mystique remained largely untouched—until a young couple from Assam decided to dream differently. In 1989, Ashish Phookan and Jahnabi Phookan founded Jungle Travels India (JTI) to take visitors deep into the “jungles of Assam.” What began as an ambitious endeavour in nature tourism has since evolved into a pioneering movement in responsible travel that has transformed landscapes and lives.
Today, their efforts have earned them recognition as "Pathfinders" in the Responsible Tourism Awards 2025 by Outlook Traveller. But accolades aside, it’s a reaffirmation of a journey that has always been dedicated to something much larger than tourism—empowerment, conservation, and cultural preservation.
When they began Jungle Travels India, the tourism map barely acknowledged the northeastern states, Jahnabi told Outlook Traveller. The couple were the early champions of “High Value, Low Volume” tourism—a model they adopted long before it became an industry buzzword. Their approach prioritised minimal environmental impact while maximising local involvement and cultural authenticity.
In 1996, their persistence bore fruit when Jungle Travels India became the first IATA-accredited travel agent in the Northeast. This groundbreaking achievement finally signalled the region’s emergence onto India’s mainstream tourism radar.
What makes their story compelling isn’t just their innovation—it’s the philosophy behind it. Whether it's wildlife tours, river cruises, or hospitality, the Phookans have remained committed to engaging only local communities in their operations. From village women weaving on handlooms to boatmen navigating the Brahmaputra, every experience they curate channels benefits directly back into the region.
Their flagship eco-luxury retreat, Diphlu River Lodge, situated by the Kaziranga National Park, exemplifies this ethos. Opened in 2008, the Lodge features thatched bamboo cottages inspired by traditional Mishing tribal homes. "Even the Duke and Duchess of Cambridge, Prince William and Catherine, chose to stay in 2016—opting for authenticity over ostentation," said Jahnabi.
Diphlu’s charm goes beyond its aesthetic. Village women, often working silently in the informal tourism sector, are invited to perform evening prayer hymns during the guest season—a simple but powerful gesture that brings visibility and dignity to their contributions.
The Phookans' dedication to sustainability extends well beyond hospitality. In 2017, they launched the ABN Foundation, supporting rural community development and environmental conservation across riverine and park-adjacent communities. Every journey taken with ABN contributes to this cause.
And their brand of responsible tourism doesn’t just protect wildlife—it celebrates culture. Their initiative, Lahé Looms (lahe meaning ‘slow’ in Assamese), revives traditional weaving techniques and forgotten motifs and supports artisans—especially women—by positioning handloom as a craft luxury. "We believe that conservation and culture go hand in hand," says Jahnabi. "Each weave tells a story. Each motif is a memory preserved," added Jahnabi.
Despite the increasing interest in eco-tourism, the couple urges caution. With the growing influx of visitors, especially due to social media, experiences often get reduced to photo ops. That’s why JTI’s tours prioritise immersion—encouraging travellers to engage deeply with nature rather than merely capture it.
The Northeast’s tourism landscape has changed significantly since 1989. Back then, there was little infrastructure and even less awareness. “We used to market our region ourselves at global travel marts,” said Jahnabi. However, with the government’s focused push, including the Paradise Unexplored campaign under Incredible India, the region has seen a surge in domestic and international tourists.
Still, the Phookans remain vigilant about the risks of overtourism. “We believe in capping visitors in ecologically sensitive zones, promoting off-peak travel, and guiding people toward lesser-known destinations,” they say.