2025, Vol. 7, Issue 2, Part B

author(s)
Rabindra Mahato, Manika Das, Sanjay Kumar Thakur and Krishna Kumar Thakur

abstract
This paper presents a secondary research-based analysis of the ecotourism marketing strategies and wildlife branding initiatives employed in the Bodoland Territorial Region (BTR) of Assam, India. Historically marked by socio-political conflict, BTR is rebranding itself as a premier ecotourism destination, leveraging its unique assets like Manas National Park (a UNESCO World Heritage Site), its population of wild water buffalo, and a rich tapestry of indigenous Bodo culture. This study critically examines the official narratives, visual branding, and promotional materials disseminated by the Bodoland Territorial Council and Assam Tourism. It investigates the alignment between marketed branding—centered on the Living Culture and Wilderness ethos and the on-ground realities of conservation, community involvement, and sustainable development. The research identifies a strong potential for a distinct wildlife brand but notes challenges including infrastructural gaps, the overshadowing of smaller community-based initiatives, and the lingering effects of past instability. The paper concludes with strategic recommendations for a more integrated, community-centric, and resilient branding and marketing model that can contribute to both ecological conservation and socio-economic empowerment in the post-accord BTR.