Guwahati, Dec. 24: There is something in Assam that makes Bollywood heartthrob Priyanka Chopra stop for a second.

"Why are the trees greener and the people so happy here?" asks Priyanka, the Assam tourism brand ambassador who was here to mark her start in the new role. The actress has signed a two-year contract with the state government to promote Assam tourism both at the national and international levels. She will also feature in still and video commercials of state tourism.

The Bollywood superstar and former Miss World, who became an international rage with her riveting performance in the blockbuster US TV series Quantico, was the cynosure of all eyes here today.

She went to the Kamakhya temple, which she described as "incredible" as it was good to have blessings of Ma Kamakhya. "I am happy my year ends with this and will begin with it as well," she said. "I am happy that Assam has chosen me as the brand ambassador," she added.

This is the first time that the state government has engaged a celebrity of Priyanka's stature to promote Assam as a tourist destination.

Priyanka said her experience of coming to Assam was wonderful and she would do everything to showcase the state to the world. "Assam is a perfect example of diversity," she said.

Northeast, she said, it is the country's crowning glory with each state having its own "essence".

The actress said it was her dream to see rhinos and "the minister" had assured her in this regard.

"The focus has to be on the right issues," she said in reply to a query on problems like terrorism and floods plaguing the state.

"The true essence of Assam and the Northeast is not appreciated fully in India and maybe even the world does not know much about it, but I am committed to present the incredible part of Assam's diversity and unity to the outside world with the right perspective," she said.

"I may not have been born in Assam but I am an Indian and take incredible pride in my country. Assam is a part of India and I am as much a part of this state as any other part of the country. I am committed to discover Assam and showcase it to the world," the actress said.

She called on chief minister Sarbananda Sonowal in the evening and discussed the potential of tourism in Assam and the need to strategise the promotion initiatives.

Sonowal thanked Priyanka for accepting the proposal of the government for becoming the brand ambassador to promote Assam tourism and said her aura and clout would bring rich dividends to state tourism.

Sonowal highlighted the beautiful landscape, wildlife potential and rich cultural and traditional resources of Assam and requested her to promote it.

Sonowal informed Priyanka about the factors that adversely affect tourism in Assam. "It is the mindset of the people that is a major deterrent in Assam becoming a major tourist hotspot. The promotional campaign should counter this," he said.

Assam tourism minister Himanta Biswa Sarma said the budget of Assam tourism would be increased from Rs 100 crore to Rs 450 crore next year.

"A new tourism and film policy is coming up and we have announced a new homestay scheme, Aamar Aalohi, today," he said.

He said terrorism has bid goodbye to Assam and there is no reason to fear now. "There would be a full-fledged campaign from April and Priyanka would be taken to all parts of the state," Sarma said.

"We wish to showcase the rich culture and heritage of the state and Priyanka Chopra is the best person to take the Assam story to global landscape," he said.