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The Ministry of Tourism (MoT), Government of India will launch a campaign to publicise the tourism potential of the Himalayas and promote the destination internationally. To be called '777 days of the Indian Himalayas', the campaign will be launched on September 27 this year on the occasion of World Tourism Day. It will have a twofold objective—one to attract more international tourists to India during the lean summer season, and second to remind the world that 73 per cent of the Himalayan region is in India.