Assam Partners with BookMyShow to Launch Global Concerts & Boost Cultural Tourism

Assam Eyes Global Stage with Live Entertainment & Tourism Synergy

In a landmark move to redefine cultural tourism in Northeast India, the Assam Tourism Development Corporation (ATDC) has partnered with BookMyShow, India’s premier entertainment platform under BigTree Entertainment Pvt Ltd. The objective: introduce world-class concerts and live performances to Assam, unlocking new opportunities in international tourism, hospitality, and event-based travel.

This collaboration marks a strategic turning point in Assam’s tourism roadmap, designed to enhance its cultural footprint and economic potential through high-impact global entertainment.

Positioning Assam as a Cultural Tourism Hotspot

By blending traditional Assamese heritage with contemporary live music, Assam aims to emerge as a leading destination in the global cultural tourism space. The upcoming concert series will not only attract international artists and diverse music audiences but also amplify the region’s visibility among inbound tourists seeking immersive cultural experiences.

BookMyShow will leverage its robust network and event execution expertise to deliver large-scale performances, transforming Assam into a centre for cultural fusion and modern entertainment.

Traditional Roots Meet Global Rhythms

Assam’s deep-rooted traditions—from Bihu festivals to indigenous dance forms—will now share the stage with global music icons. These live events promise to create a synergistic blend of folklore and modern genres, appealing to both domestic and foreign travellers.

From tea gardens and river cruises to wildlife sanctuaries and historical landmarks, the state offers an unmatched natural backdrop for hosting such global acts. This opens up lucrative possibilities for B2B travel agents, MICE operators, and tour consolidators.

Infrastructure-Driven Expansion to Support Mega Events

What makes Assam even more suitable for global concerts is its rapidly improving infrastructure:

• Airports like Guwahati, Dibrugarh, Jorhat, and Silchar offer strong domestic and growing international connectivity.

• Upgraded road and rail networks enhance accessibility to nearby states and major tourism circuits.

• Hospitality developments across the state provide world-class accommodations for artists, event staff, and attendees.

This infrastructure boost ensures Assam is not just culturally ready but logistically equipped to host international events, conferences, and large-scale tourism projects.

Economic Multiplier for Travel & Local Businesses

This cultural initiative is also a powerful economic catalyst. The expected influx of tourists for concerts will directly benefit:

• Hotels, tour operators, and local transport vendors

• Restaurants, artisans, and cultural performers

• Event support services and MICE suppliers

The result? A broader, more resilient ecosystem for travel trade stakeholders, both within and beyond Assam.

What This Means for B2B Travel Professionals

For B2B travel agents, consolidators, and planners, this opens up exciting new routes and themes:

• Concert tourism packages for groups and international travelers

• MICE and experiential travel tied to scheduled performances

• Collaborations with local DMCs to curate blended itineraries—wildlife + music, culture + cuisine

Assam’s growing stature as a concert destination can now be tapped into to create unique, high-value packages that stand out in a crowded market.

Conclusion: Northeast India’s Cultural Shift Is Here

Assam’s strategic alliance with BookMyShow signals a transformative chapter in India’s cultural tourism evolution. By fusing live entertainment with local heritage and natural beauty, the state is positioning itself as an exciting frontier for event-driven travel experiences.

As the calendar fills with concerts, now is the time for B2B professionals to design tailored offerings for music lovers, young travellers, and premium cultural tourists.

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