To promote the virgin peaks of Himalayas and attract both domestic and international tourists during lean summer season, Ministry of Tourism today launched a new campaign here.

Tourism Minister K Chiranjeevi launched the campaign — ’777 days of Incredible Indian Himalayas’ on World Tourism Day.

The campaign aims to attract more foreign tourists during the lean summer season, making the Indian Himalayas a 365-day destination for the travellers.

It would spread awareness about the fact that 73 per cent of the Himalayan range lies in India.

Chiranjeevi also launched two new promotional films — ’Greatest Show On Earth’ and ‘Life Altering Journey on Himalayas’ — along with a map of the Himalayas.

The launch also included a discussion on how to brand, promote and market the Indian Himalayas, a presentation by the six Himalayan states — Jammu and Kashmir, Himachal Pradesh, Uttarakhand, West Bengal, Sikkim and Arunachal Pradesh — and on how to develop the Himalayas as a tourist destination amongst both domestic and the foreign travellers.