BY DEBAJYOTI CHAKRABORTY
KOLKATA | 5 SEPTEMBER 2026
The West Bengal Tourism Department has launched a massive global marketing campaign, “Emotions of Bengalis around the world – Durga Puja Global Connect 2026,” to showcase the state’s grandest festival across major international hubs, including New York’s Times Square, London’s Piccadilly Lights, Dubai’s Burj Khalifa, and major airports in Japan and Sydney.
The initiative was announced during the inauguration of West Bengal Tourism’s new brand identity, featuring the slogan, “We will see it in a new way, we will see it with new eyes.” The event, held at the Dhan Dhanya Theatre in Kolkata, was attended by Chief Minister Suvendu Adhikari, Tourism Minister Shankar Ghosh, Industries Minister Tapas Roy, and Minister of State for Tourism Purnima Chakraborty.
Global Outreach and Cultural Collaborations:
To execute the campaign, the state government plans to partner with 25 Bengali organizations and cultural institutions across 10 countries. To maximize local engagement and eliminate language barriers, the tourism department will produce country-specific advertisements and video content.
The promotional material will highlight the core elements of Durga Puja, including:
- Artistry & Craftsmanship: The intricate process of idol-making and the work of local artists.
- Festival Aesthetics: Unique pandal themes and innovative lighting designs.
- Lifestyle & Culture: Traditional and contemporary Bengali Puja fashion, alongside iconic festive cuisine.
High-Profile Influencer Drive:
In a bid to achieve massive digital penetration, the state government aims to hire at least 2,600 digital influencers, mandating that each creator possesses a subscriber base exceeding one million followers. Additionally, a professional agency will be appointed to manage and streamline the global promotional drive seamlessly
To amplify its digital reach, the tourism department is planning to enlist 2,600 influencers and content creators for a massive promotional campaign. The selection strategy will target two distinct categories: 60 percent of the creators will focus on travel, tourism, culture, and heritage vlogging, while the remaining 40 percent will represent food, art, fashion, lifestyle, and photography.
Hiring will be strictly data-driven, focusing on creators with at least 1 million followers or subscribers who command high views and extensive reach. Notably, expatriate Bengali influencers are being highly prioritized for this initiative. Through this digital push, the state aims to generate a staggering 200 crore combined views and impressions across social media platforms, a project for which the tourism department has already issued a formal ‘Request for Proposal’.
This aggressive digital push builds upon the state’s growing global appeal. In December 2021, UNESCO inscribed Kolkata’s Durga Puja onto its Representative List of the Intangible Cultural Heritage of Humanity, making it the very first Indian festival to receive this prestigious honour.
Currently, West Bengal draws the second-highest number of foreign tourists in India, trailing only Maharashtra. Over the last few years, the coveted UNESCO heritage tag has significantly heightened global curiosity, sparking a massive surge of interest among international travelers eager to experience Durga Puja firsthand.
Diplomatic Engagement During Durga Puja:
- Cultural Diplomacy: Foreign missions in Kolkata—including those from the UK, France, Germany, Italy, and the US—actively participate in the festival. Diplomats regularly attend art previews, join pandal parikramas (tours), and take part in official inauguration ceremonies.
- Collaborative Projects: Several consulates collaborate directly with local puja committees. These partnerships foster international heritage dialogues and result in unique, cross-cultural art installations.
- Tourism and Travel: Consular offices, such as the Royal Thai Consulate-General, leverage the festive season to strengthen bilateral cultural ties and actively promote travel between their home countries and Bengal.
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