In a bold and culturally rooted move, the Meghalaya government has unveiled its push toward establishing a dynamic ‘Concert Economy’—a transformative model aimed at leveraging the state’s rich musical heritage and scenic beauty to create year-round economic opportunities. The initiative is expected to elevate Meghalaya’s status as a premier destination for music tourism in India.
Music as an Economic Engine
Spearheaded by Chief Minister Conrad K. Sangma, a passionate music enthusiast himself, the initiative comes at a time when the state is witnessing record-breaking returns from music-led tourism. According to official figures, a public investment of ₹23.5 crore in FY25 has generated a staggering ₹133.42 crore in economic impact—a return of 5.7 times on investment.
“Music has always been part of our identity,” said CM Sangma. “What we are doing now is formalizing it into an economic and cultural model that creates jobs, boosts tourism, and uplifts our communities.”
Festival-Driven Growth
The initiative is already showing strong results. Over just 13 days of music festivals, Meghalaya attracted over 76,000 visitors—contributing nearly 5% to its annual tourist footfall. With hotels in popular locations like Shillong and Cherrapunji fully booked, and tourists choosing to stay longer than the event dates, the hospitality sector alone witnessed a revenue spike to ₹33.78 crore.
The concert economy model has also become a powerful employment engine. It supported up to 5,509 daily jobs, with benefits reaching women-led kitchens, tribal food vendors, artisans, event managers, and local youth. For every ₹100 spent on concert tickets, tourists spent an additional ₹334 on food, travel, accommodation, and experiences—highlighting the far-reaching impact across the value chain.
Toward a 365-Day Festival Calendar
Looking ahead, the Meghalaya government plans to expand the concert economy across all districts, building what it calls a “365-day festival economy.” This includes:
- Zero-waste mandates at all events to ensure environmental sustainability
- Tribal sourcing of food and beverages to empower indigenous communities
- 30% reservation for local artisans and home kitchens to ensure grassroots participation
The state is gearing up for the Cherry Blossom Festival later this year, and officials believe it will be a benchmark in showcasing how cultural events can drive inclusive development.
A Blueprint for Cultural Tourism in India
With this strategic push, Meghalaya is positioning itself as a national leader in culture-based tourism and sustainable economic development. The concert economy is not just about entertainment; it’s a holistic approach to using local talent, traditions, and terrains to build resilient communities.
As other states look on with interest, Meghalaya’s experiment with music-led economic revival may well serve as a replicable model across India.
