A press conference in Le Meridien, Delhi, was held on 26 August 2023 to announce the upcoming Punjab Tourism Summit and Travel Mart. Travellers to Punjab can look forward to a range of experiences with the newly introduced strategies.
Those seeking a spiritual journey will be able to explore Rupnagar, Amritsar, and Tarn Taran in the Devotional Circuit. At the same time, those interested in border regions will be able to visit Amritsar, Ferozepur, and Fazilka in the Border Tourism Circuit. For relaxation and wellness, the Wellness Circuit will offer options in Rupnagar, Hoshiarpur, Gurdaspur, and Pathankot, while eco-friendly exploration could be enjoyed in Mohali, Hoshiarpur, and Pathankot in the Eco-tourism Circuit. These circuits will highlight the diverse attractions of Punjab and cater to various interests.
The government has established the policy of Invest Punjab, offering financial aid and benefits under its Industrial Policy 2022. Pre-existing policies such as the Adventure and Water Tourism Policy, will be further enhanced. Punjab Tourism also seeks to improve the film shooting circuits of Punjab and build infrastructure that will both provide ease in exploring the film locations and invite filmmakers and producers into Punjab's lush green lands and unique architecture to make films. An initiative to introduce "advanced technologies soon" was also stressed by Punjab Minister of Tourism and Cultural Affairs, Ms. Anmol Gagan Mann.
The Principal Secretary of Tourism and Cultural Affairs, Ms. Rakhi Gupta Bhandari, expressed her excitement for sustainable development emphasising the "Punjabi way of life, the rural legacies…promoting a lot of people which Punjab has not shown to people yet." She presented an enlightening slideshow that offered a fresh perspective on tourism in Punjab.
She highlighted the potential for women's tourism, agri-tourism, NRI dental, and film tourism. The government plans to establish ayurvedic spas and resorts, improve water sports, and take advantage of the peaceful surroundings that are plentiful in the state, including riverbanks and rural landscapes. Additionally, she highlighted lesser-known Punjabi delicacies like "atta chicken" and sites that contain the remains of some of the oldest civilisations in the world.
Rajiv Mehra, the president of the Indian Association of Tour Operators, emphasised the need to "bring back tourism in Punjab." With such work put towards the state's tourism, the state government aims to conserve, showcase, and boost the recognition of Punjab's various historic forts, museums, wetlands, traditional garments, festivals, and more. The Punjab Tourism Summit and Travel Mart is slated to be held on September 11-12, 2023 at Amity University in Mohali.