On World Tourism Day, 27 September, Odisha Chief Minister Mohan Charan Majhi issued a stirring invitation to the world — positioning the eastern state not merely as a tourist destination but as a living civilisation, one where tradition breathes in every dance, painting, and festival.

Mahaprabhu, Odissi, and the Pattachitra pitch

CM Majhi's message reached for specifics rather than slogans. He invoked the timeless traditions of Mahaprabhu — the Jagannath cult centred at Puri, one of the four sacred dhams of Hinduism — alongside the classical grace of Odissi dance and the intricate hand-painted scrolls of Pattachitra. He added the communal rhythms of Dhemsa, a tribal folk dance rooted in the daily life of Odisha's Adivasi communities, and the state's 'vibrant festivals and rich tribal heritage' to complete the canvas. 'Our identity is deeply rooted in a living cultural legacy,' he wrote, framing heritage not as a relic but as a living force.

'Think India. Think Odisha.' — the branding moment

Three words buried mid-message carry the real strategic weight: 'Think India. Think Odisha.' It is a deliberate echo of national tourism positioning, staking Odisha's claim as a first-thought destination rather than a footnote on India's travel map. Indian states routinely use World Tourism Day — the annual UN Tourism observance held every 27 September since 1980 — to amplify their cultural brand, but the Majhi message goes further, asking citizens to become active ambassadors: 'Let us take pride in this extraordinary heritage, preserve our natural and cultural treasures, and share the unique spirit of Odisha with the world.'

Tribal heritage as a tourism asset

The explicit mention of Odisha's tribal communities is notable. The state is home to one of India's largest concentrations of Scheduled Tribe populations, with distinct cultural traditions that range from the Kondhs to the Bonda people. By placing tribal heritage on the same cultural pedestal as classical Odissi and Jagannath devotion, the CM signals an inclusive tourism vision — one that reaches beyond temple circuits into forested hinterlands and living village traditions. Whether that vision is backed by fresh budget allocations or a formal festival calendar remains the question to watch as the state government's next policy cycle unfolds.

Odisha's ambition is clear: not a stopover, but a destination the world comes to 'discover, experience and cherish.' The next step is turning that aspiration into an itinerary.