Concert tourism policy set to position Assam as a premier live music hub

Staff Reporter

Guwahati: In a landmark move aimed at positioning Assam as a premier destination for live music and entertainment, the Government of Assam has officially notified the "Policy on Concert Tourism in Assam." This forward-looking policy, aimed at boosting tourism, cultural exchange, and economic development, earlier received the approval of the state cabinet.

Concert tourism refers to travel undertaken by individuals or groups to attend live music events, including concerts, music festivals, and cultural performances. This form of tourism has gained global prominence, contributing significantly to the economy, hospitality industry, and cultural exchange. In many regions, music tourism has become a major driver of visitor footfall, generating revenue for local businesses, hotels, restaurants, and transport services.

Announcing the policy, the state government highlighted its ambition to tap into Assam's rich musical heritage and scenic venues to attract domestic and international music lovers. From indigenous dance forms like Bihu and Xatriya to contemporary genres such as Rock, Pop and Electronic Dance Music (EDM), the state aims to showcase its diverse soundscape on the global stage.

Assam's enhanced connectivity by air, road, and rail, coupled with a dynamic youth population and picturesque landscapes like riverfronts, tea gardens, and heritage sites, make it an ideal destination for hosting large-scale concerts and music festivals. Citing the success of events like the Ziro Festival of Music and NH7 Weekender in the Northeast, officials noted the region's proven potential in hosting globally recognised musical events.

The key objectives and vision behind the policy are to establish Assam as a music and entertainment hub within the next three years. It seeks to host 3-5 major international music festivals annually; develop world-class concert venues with modern sound and lighting technology; launch a dedicated Assam Concert Tourism Calendar; collaborate with top-tier global event organizers; and promote local tourism through concert-tourism packages blending music with Assam's natural and cultural attractions.

The policy envisions a sustainable and inclusive approach, ensuring community participation and environmental conservation.

The government expects a significant boost to the state's economy through increased tourism-related spending. Local businesses, restaurants, hotels, transport operators, and the hospitality sector are likely to benefit immensely. Job creation, both direct (event staff, security, stage crew) and indirect (vendors, logistics, catering), is another major advantage.

Further, Assam's brand as a vibrant cultural and entertainment hotspot will receive a massive push through global media coverage, influencer engagement, and digital promotions.

The state government has mulled providing support and incentives. To attract leading international organizers, the policy offers Viability Gap Funding (VGF) up to Rs 5 crore per event; free access to government-owned grounds and stadiums; a streamlined permission process and interdepartmental coordination for security, waste management, and traffic control; and facilitation of liquor licensing for event durations, along with official promotion through government channels and media partners.

As for the eligibility criteria, organizers must have a global presence, ownership of renowned concert brands, and a proven track record of conducting at least 10 large-scale concerts in India with international artists and a minimum of 20,000 paid attendees per show.

The government has identified three key cities for hosting concerts: Guwahati-Northeast India's gateway city with top-tier infrastructure and cultural appeal; Dibrugarh-a rising urban hub with a strong youth presence; and Jorhat-known for its heritage and tourism potential.

The Concert Tourism Policy is designed to position Assam as a premier entertainment destination by leveraging a large surge in tourism, investment, and employment opportunities. Through strategic partnerships with leading concert organizers, Assam will unlock new economic possibilities and solidify its status as a vibrant cultural and musical hotspot.

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