Hornbill Festival 2024: Study to Reveal Economic Impact and Visitor Insights by February 2025

KOHIMA: A detailed report examining the economic impact and visitor perceptions of the 25th Hornbill Festival is anticipated to be released in February 2025. The research, organized by Kohima Science College, Jotsoma, evaluates the festival's influence on attendees from Nagaland and beyond.

The research, which includes more than 30 members of the team, is headed by Associate Professor of Botany and Co-investigator Noune Terüno, with Assistant Professor of Anthropology. Supported by postgraduate students and graduates who contributed to a similar 2022 study, the team conducts the research through the "Springfest Model," a globally recognized framework for assessing cultural events.

The study will measure the festival's economic impact and analyze visitor satisfaction levels. Surveys from 1,500 participants will capture spending on accommodations, food, transport, and shopping. Visitor satisfaction will be evaluated using a scale ranging from 1 (very poor) to 7 (fantastic).

Dr. Kapfo noted that the study focuses on "new money" that domestic and international tourists bring into the country. However, local visitors, who make up the majority, are not included in the expenditures. Data on overall attendance from the Tourism Department will be used to estimate total economic revenue by multiplying visitor numbers with average spending figures.

The study not only covers economic research but includes case studies on infrastructure, merchants, and homestays. The outcome is placed in the context of the estimated economic impact of the Hornbill Festival in 2022, which brought in Rs. 109 crores.

According to preliminary figures for 2022, Indian tourists expended an average of Rs 20,000 and the foreign tourists spent Rs. 30,000. More than 95 percent of visitors rated it as "fantastic".

The report is expected to carry key suggestions to make the Hornbill festivals of the future editions better.

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