Assam government has unveiled a comprehensive “Policy for Concert Tourism in Assam,” aiming to position the state as a premier destination for large-scale concerts and international music festivals.
The initiative seeks to tap into India’s growing Rs.12,000 crore live entertainment industry and transform Assam into a hub for cultural and commercial synergy.
Unveiled by Chief Minister Himanta Biswa Sarma, the policy underscores a strategic shift that blends culture with commerce to foster regional development and generate employment.
“This is not just about music; it is about creating a new economy in Assam. Concert tourism will create jobs, attract investment, and give our youth a platform to shine globally,” Sarma said.
Post Malone to Kick Off Assam's Concert Tourism Drive
The policy made headlines with the announcement that Grammy-winning American rapper Post Malone will headline a mega concert in Guwahati on December 8, 2024. Expected to draw over 40,000 fans from across South and Southeast Asia, the event is poised to give a major boost to Assam’s hospitality, travel, and services sectors.
“Assam’s concert economy won’t just serve entertainment purposes it’s about building a vibrant business and tourism ecosystem. Culture and commerce come together to drive business-led regional development. Assam Chief Minister’s bold new policy turns concerts into economic assets” said Meghmala Choudhury, Assistant Resident Director and In-Charge of the NER Chapter at PHD Chamber of Commerce and Industry (PHDCCI).
Key Features of the Policy
The Concert Tourism Policy introduces several measures to streamline and incentivize event hosting:
Simplified permissions for organizing concerts and festivals
Capital subsidies and tax benefits for promoters
Infrastructure development, including new performance arenas and stadium upgrades
Creation of a dedicated Concert Tourism Cell under the Department of Tourism
The policy also encourages partnerships with international production houses and artists to schedule annual events in the state.
Economic Impact and Industry Outlook
According to industry experts, a single high-profile concert can contribute more than Rs. 100 crore to the local economy. The policy is expected to drive demand across multiple sectors — from hotels and transportation to food services and merchandising.
“The ripple effects are significant. From airline bookings to handloom sales near event venues, everyone benefits,” said Abhijit Deka, a tourism entrepreneur based in Dibrugarh.
Beyond immediate economic gains, the policy is set to catalyze growth in allied sectors like event management, audio engineering, and digital content production, opening up new career opportunities for Assam’s youth.
Focus on Sustainability and Culture
To ensure long-term sustainability, the Assam government plans to integrate eco-conscious practices in concert planning including green stage design, waste management protocols, and local sourcing.
The policy also emphasizes the integration of local culture. Traditional musical forms such as Bihu, Zikir, and other folk genres will be promoted, with cultural troupes from across the Northeast slated to open for international acts.
A Growth Blueprint for the Northeast
By launching this dedicated policy, Assam aims to establish itself as the cultural and entertainment capital of Northeast India. Officials hope that the model will inspire neighbouring states to develop similar circuits, creating a pan-regional ecosystem for concert tourism.
As anticipation builds for Post Malone’s performance in December, stakeholders across industries are optimistic that Assam’s strategic bet on music and entertainment could become a defining growth engine for the state.
The beat has dropped and Assam is ready to groove to the rhythm of growth.
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