Abhilash Bapanasha
&
Madhurjya Saikia
(madhurjyatu15@gmail.com)
What comes to your mind when you hear the word ‘Assam’? For many tourists, the immediate images might be of Kaziranga National Park, the Kamakhya Temple, or the river island of Majuli. Others may think of monuments from the Ahom era, the Manas National Park, Umananda Island, or Assam’s world-renowned tea heritage. While these are undeniably rich attractions, Assam holds far more potential—much of which remains underexplored. In the paragraphs that follow, we examine the scope of Assam’s tourism beyond its famed national parks, wildlife sanctuaries, and archaeological sites of historical, religious, and cultural importance. We focus on how the state’s diverse cultural and ethnic fabric can offer a unique and compelling dimension to tourism—one that not only enriches visitor experiences but also strengthens the local economy.
UN Tourism defines cultural tourism as “a type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination.” These attractions are intrinsically tied to the unique material, intellectual, spiritual, and emotional features of a society—its arts and architecture, historical legacy, culinary traditions, literature, music, creative industries, and the living cultures embodied in values, beliefs, and lifestyles.
In this context, Assam must begin to explore the cultural value of food beyond its material function. Food is often one of the first points of intercultural engagement. By consuming a dish from a particular community, a visitor symbolically embraces a part of that culture. Why, then, can’t there be more ethnic eateries representing each of Assam’s indigenous communities? Such initiatives serve not only as culinary experiences but also as acts of cultural preservation—documenting and sustaining indigenous knowledge systems through food and its associated practices. Another complementary dimension is ecotourism, which emphasises natural environments while offering immersive cultural experiences. Majuli stands as a successful example, where visitors engage with the island’s ethnic identity, particularly the Mising community and the rhythm of Assamese village life. Similar ecotourism ventures could be explored in areas inhabited by communities such as the Mishing, Bodo, Dimasa, Karbi, and Moran in districts like Dhemaji, Lakhimpur, BTR districts, Dima Hasao, Karbi Anglong, and Dibrugarh. These ventures could seamlessly integrate cultural and ecological elements. Additionally, promoting takeaway souvenirs can help communicate Assam’s distinct identity to the world. These could include traditional attire, packaged food items, and documented cultural works such as books. With targeted government subsidies and support, such endeavours could evolve into success stories—showcasing Assam not just as a destination, but as an experience worth remembering.
In 2024, tourism contributed 18% to global GDP, valued at nearly USD 10 trillion. As a major sector in international commerce, it serves as a key source of foreign exchange and investment for many countries. Prioritizing tourism is essential to promote environmental sustainability, social inclusion, and gender equity. To maximize its benefits for Assam, increased investment, better coordination, and enhanced competitiveness are crucial.
The Assam Tourism Policy 2022 presents a comprehensive strategy to accelerate the growth of the tourism sector and position Assam as a top tourist destination both nationally and internationally. The policy aims to boost the state’s economy by increasing tourist footfalls and creating new tourism-orientated products rooted in Assam’s rich cultural traditions and festivals. A key focus is placed on ensuring that tourism benefits local communities, particularly through the development of homestays in remote and under-represented tribal areas under the ‘Amar Alohi’ scheme. Promoting community-based tourism will help generate sustainable livelihoods and preserve indigenous cultures. The policy also emphasises the use of digitisation, innovation, and advanced technologies, including artificial intelligence (AI), to improve service delivery, tourist experience, and destination management. These initiatives are closely aligned with the Sustainable Development Goals (SDGs) 2030 to support a more inclusive, resilient, carbon-neutral, and resource-efficient tourism model. Additionally, under the Ministry of Tourism’s ‘Capacity Building for Service Providers’ scheme, the government is offering financial support for students to pursue education in government-sponsored tourism and hospitality institutes. Overall, the policy aims to create a future-ready tourism ecosystem in Assam that supports economic growth, social inclusion, and environmental sustainability while showcasing the state’s unique cultural and natural heritage.
Assamese people are naturally hospitable, with cultural customs such as offering betel nut, tea, and water to guests being deeply rooted in their traditions. To showcase this rich heritage, the organisation and promotion of local community events and festivals should be prioritized, including their integration into the annual events calendar and digital platforms like the Utsav Portal. Effective marketing and promotional strategies are essential for generating demand, increasing tourist arrivals, and boosting visitor spending. A well-planned and consistent approach is needed to position Assam as a leading hub for tribal and cultural tourism. The Assamese diaspora, including Non-Resident Indians (NRIs), forms a significant market segment and should be encouraged to “rediscover their roots” through targeted initiatives. Strengthening Assam’s cultural and tribal tourism brand requires the development of a strong institutional framework, with a special focus on tribal regions. Collaboration with research institutions for research and development (R&D), strategic promotion, and the adoption of global standards will be critical in enhancing the visibility, quality, and sustainability of Assam’s tourism sector on the international stage.