Mumbai: Actor-producer John Abraham has been roped in as the brand ambassador of Arunachal Pradesh Tourism and he says he has always been fascinated with Northeast India.

"I am honored to have been chosen to promote the tourism of Arunachal Pradesh. I have always been fascinated with northeast India: each state has its unique beauty, history and culture. It (Arunachal) is a state rich with culture, mysticism, great people and stunning views. When I'm there, all I need is some music, my boots to walk around and a mind free from all worries to be able to embrace the mesmerising beauty of Arunachal Pradesh," he said.

The state's Tourism Department has, with the help of Viacom18, has roped in popular action hero and Bollywood superstar as its brand ambassador.

John's love for the Northeast has often been highlighted through his immense support to the region. Besides owning the Northeast football team, John has supported the seven sisters through his participation in "Run for North East", a marathon hosted earlier in January.

Arunachal Tourism Secretary Joram Beda said: "Our focus this year lies in boosting the tourism sector and making Arunachal Pradesh a 'Must See, Must Experience' state. For this vision's success, we need like-minded partners that see and understand our vision and can help us chart this path. We found such a partner in Viacom18 who have helped us get John Abraham, a superstar, an adventurer and a great human being on board.

"John has played a pivotal role in promoting Northeast India, primarily by putting NEUFC on the map of sports. We believe our association with him will strengthen our purpose of putting out our state in the Indian diaspora as a prominent tourist destination."