Bhubaneswar: The Odisha government has unveiled a new tourism tagline—“Think India, Think Odisha”—signalling a strategic shift in how the state positions itself globally. Announced in April 2026, the rebranding aims to align Odisha more closely with the broader narrative of Indian tourism while asserting its unique identity.
For years, Odisha was promoted under the tagline “India’s Best Kept Secret,” which generated curiosity but also implied relative obscurity. The new slogan reflects a more assertive approach, presenting the state as a destination that encapsulates the essence of India’s cultural, spiritual, and natural diversity.
The repositioning draws strength from Odisha’s rich tourism portfolio, including landmarks such as the Konark Sun Temple, expansive coastlines, diverse wildlife habitats, and deeply rooted cultural traditions.
Beyond branding, the move carries clear economic intent. By enhancing its visibility and appeal, the state aims to attract higher domestic and international tourist inflows, stimulate investment, and create employment opportunities across hospitality and allied sectors.
The shift from being “discovered” to being “recognised” underscores Odisha’s evolving confidence as a tourism destination, positioning it as a key representative of India’s heritage on the global stage.
-OdishaAge
