Bijendra Gogoi
In a landmark move that promises to redefine Assam’s place on the global entertainment map, the Assam Tourism Development Corporation (ATDC) has joined hands with BigTree Entertainment Pvt. Ltd, the name behind the iconic brand BookMyShow. Known for staging unforgettable musical spectacles like Coldplay’s Ahmedabad concert, Ed Sheeran’s India tour, U2, Lollapalooza India, and Guns N’ Roses, BookMyShow’s foray into Assam is not merely a business collaboration; it is a resonant declaration of trust in the state’s artistic and infrastructural potential.
This partnership signals a new chapter in Assam’s cultural journey, opening the gates for global artistes to grace our soil and for Assamese audiences, especially the youth, to find their own voice in the rhythms of modern music. With an ever-growing fascination among young people for genres like pop, rock, EDM, and hip-hop, this initiative is transformational.
Across India, live concerts have evolved into more than mere performances; they have become thriving cultural ecosystems. They bring together communities, foster artistic innovation, and breathe new life into cities. Assam, long known for its heritage steeped in folk traditions like Bihu, Bagurumba, and the spiritual cadence of Xatriya, is now poised to balance the classical and the contemporary. In doing so, it offers a cultural tapestry that few destinations can match – one that honours its roots while embracing global musical currents.
Assam’s natural splendour – riverfronts, misty tea gardens, heritage sites, and wildlife sanctuaries – lends itself seamlessly to immersive concert tourism. Today’s travellers seek experiences, not just events. Assam can offer both. As the world shifts towards experiential tourism, our state stands ready to welcome visitors with sound, soul, and scenery.
Our neighbouring state Meghalaya has already shown what’s possible when vision meets music. In just 13 days of hosting seven major concerts last year, the state garnered Rs 133.5 crore in revenue against an investment of Rs 23.5 crore. These events drew 3.86 lakh attendees, created 5,500 daily jobs, and welcomed music fans from 20 different states. From global sensations like Akon, Bryan Adams, Boney M with Maizie Williams, DJ R3HAB, Bryan Adams, Ed Sheeran and Mr Big to upcoming performances by Jason Derulo and The Script, Meghalaya has placed itself firmly on the world’s concert map.
The ripple effects of such cultural investment are profound – employment, tourism, local entrepreneurship, and a renewed sense of regional pride. Assam, with its deeper pool of natural and cultural resources, can not only follow in Meghalaya’s footsteps but also chart a path of its own, bolder and broader.
Recognising the transformative potential of live music, the Assam Cabinet approved a dedicated policy for concert tourism on May 21. This forward-looking framework seeks to position Assam as an international epicentre of live music, aiming to host three to five major international concerts annually. A curated concert tourism calendar will allow travellers to plan ahead, pairing global musical experiences with tours of Assam’s famed tea trails, national parks, spiritual sites, and distinctive cuisine.
Strategic plans are already in motion to build world-class venues, open-air amphitheatres, high-capacity arenas with advanced acoustics, and performance spaces that echo with both modern innovation and traditional warmth. Cities like Guwahati, with its robust connectivity and cultural pulse, will lead the charge. Meanwhile, Dibrugarh, the Tea City; Jorhat, the cultural and academic hub; and Silchar, the nerve centre of Barak Valley, will play pivotal supporting roles, each city offering its own unique rhythm to Assam’s growing concert movement.
Concert tourism is more than entertainment; it is a thriving economic engine. Revenue streams will flow from ticketing, accommodations, local transport, dining, and retail. Beyond that, a vibrant job market will emerge, from sound technicians to security personnel, caterers to stage managers, and artiste liaisons to handicraft sellers. Local artisans and MSMEs will discover new platforms and new audiences. Flea markets, food festivals, and merchandise stalls around concert venues can offer rich, textured experiences that benefit communities directly. Assam’s youth will find new careers not just in performance, but in production, design, event management, and content creation.
To nurture this cultural economy, the government will extend viability gap funding of up to Rs 5 crore per event and offer public venues free of cost to reputed organisers. A single-window clearance system will streamline the bureaucratic maze, facilitating swift approvals related to safety, licensing, and environmental compliance. These steps ensure that the artiste, organiser, and audience can focus solely on what matters: the music.
Against this backdrop, the recently signed agreement is more than just an entertainment initiative; it marks the beginning of a movement. It represents a bold reimagining of Assam as a global destination where tradition and modernity coexist in harmony, a place where the echoes of folk songs resonate alongside the rhythms of Grammy-winning performances, and where one can sip the world’s finest tea in the morning and sway to world-class music by evening.
It is time to dream bigger, to envision Assam’s forests and fields, its vibrant cities and riverbanks, not just as scenic destinations but as stages for stories to be sung, strummed, and celebrated. With purpose and passion, Assam is composing a new cultural symphony, one where every beat draws the world closer to our land. Assam is no longer just a place to visit. It is a place to celebrate. And now, it is time for the world to take the stage.