Darjeeling, Jan. 22: Peeved with the government’s lackadaisical attitude towards promoting the Queen of the hills, a few local entrepreneurs and social organisations have decided to make Darjeeling a more “tourist-friendly destination”.

The enthusiasts have chalked out a “feel-good campaign”, which will start by the end of February.

Local confectionery giant Glenary’s will tie up with other prominent restaurants like Parks and Joey’s and social organisations such as Marg 55, which comprises Siliguri, Kurseong and Darjeeling subdivision residents from all walks of life, for the programme.

Christened “Welcome Home,” the promotional blitzkrieg aims to attract the attention of hordes of outstation school students and their parents.

The campaign will coincide with the boarders joining various schools in the hill town after the three-month winter vacation.

“We plan to put up hoarding and colourful festoons between Siliguri and Darjeeling. Local volunteers will garland the parents at various points on their way to Darjeeling,” said Ajay Edwards, proprietor of Glenary’s and the brain behind the upcoming campaign.

Once they reach Darjeeling, a warm welcome will be accorded to them in front of their respective schools.

The enthusiasts, to be divided in small groups, will serve the visitors with local confectionery delights.

A “Thank You” card will also be presented to each parent for sending her/his children to Darjeeling for formative education.

Besides, the group promises to look after their “wards well during their absence.”

Beautification and clean-up work along National Highway 55 has already begun, starting from Sukna to Darjeeling, in earnest.

“At present, we are working on solid waste management along NH55. Plans are also afoot to achieve 100 per cent literacy in the area through night schools,” said Aruna Chettri, a member of Marg 55.