TravTalk India Online Magazine
The Department of Tourism, Government of Meghalaya, has unveiled its Autumn Calendar 2025, reinforcing the state’s ambition to become one of Asia’s most vibrant cultural and inbound tourism hubs. From the world-famous Cherry Blossom Festival to kayaking championships and literary gatherings, the line-up reflects the state’s growing clout on the global tourism map.
Surbhi Sharma
According to the Autumn Calendar 2025, the much-awaited Shillong Cherry Blossom Festival will be held on 14–15 November at Shillong’s JN Stadium. It will host international stars like Jason Derulo, The Script, and Nora Fatehi. Over the years, the festival has become a global magnet for music tourism.
Highlighting the role of festivals, Paul Lyngdoh, former Tourism Minister of Meghalaya, said, “These festivals should not be seen as expenses but as investments that attract visitors, empower our local talents, boost the local economy, and create resources to support other essential sectors.”
In 2024, the presence of icons like Akon, Boney M, and Clean Bandit at the festival drew huge crowds, generating nearly ₹60 crore in economic returns on an investment of just ₹5 crore, Lyngdoh said.
Festivals driving foreign footfall
According to the Meghalaya Tourism Board, international attendance at the Cherry Blossom Festival and other marquee events has steadily risen over the past three editions. For this year, the state anticipates an even larger share of foreign arrivals, underscoring the festival’s rising global stature.
The appeal extends beyond music. The Megha Kayak Festival, which will be held on 14–18 October at Umtham Village, Ri-Bhoi, has, in the past few years, cemented Meghalaya’s reputation as a global kayaking destination, while the Shillong Literary Festival, scheduled to take place on 20–22 November, draws thought leaders. Together, these events are helping shift the state’s brand from a niche domestic destination to an international cultural hotspot.
Building infrastructure for global events
Large-scale festivals present both opportunities and challenges. The state government is investing in infrastructure and connectivity upgrades, from expanding road networks to enhancing digital access around key venues. Discussions are underway with the Union government and private investors to accelerate hospitality capacity, including boutique hotels and eco-resorts, particularly in Shillong and Ri-Bhoi. Officials say the long-term vision is clear: to make the state a year-round inbound destination, balancing marquee festivals with nature-based, cultural, and wellness experiences that appeal to international travellers.
Travel operators’ role
Local tour operators are already witnessing the ripple effect. Jason Jarman Lamare, Co-Founder, Pioneer Adventure Tours, said festivals have become powerful catalysts for not only domestic but also inbound business. “There is a clear boost in footfall. Many international visitors extend their stays to explore local experiences like trekking, ziplining and bungy jumping. Younger, experience-driven travellers are drawn by concerts and festivals as entry points to Meghalaya.”
He added that international tourists increasingly seek authentic and immersive itineraries, from cultural storytelling sessions to community-run eco-stays. Collaboration with global travel platforms is growing, though infrastructure and regulatory challenges remain.
Hospitality trends
Hotels in Shillong are reporting similar trends. Sumit Mitruka, CEO, Summit Hotels, noted a marked increase in international bookings during major festivals, especially from Europe and Southeast Asia. “The Cherry Blossom Festival has transformed our inbound guest mix. Guests are choosing Meghalaya not just for landscapes, but also for its cultural vibrancy,” he said.
Properties are adapting to meet international expectations — adding global cuisine options, multilingual signage, and cultural sensitivity training for staff. Many are also embedding sustainability into their offerings, from eco-conscious design to community partnerships, to appeal to responsible inbound travellers.
Long-term strategy
While the festivals provide a high-octane draw, Meghalaya Tourism Board emphasises its broader strategy, developing year-round inbound tourism. This includes spotlighting lesser-known experiences. International collaborations are already in motion. Grassroots artists from Meghalaya will perform at the North-East India Festival in Singapore and at the World Expo in Osaka, Japan this year, further embedding the state into global cultural circuits.
Economic impact
The government insists these initiatives are about more than entertainment — they are strategic economic levers. In 2024, an overall expenditure of ₹23.5 crore generated ₹133.42 crore in returns, alongside direct job creation. The Chief Minister’s Meghalaya Grassroots Music Project (CM-MGMP) alone has supported over 7,750 artists across 13,000 shows, creating 175 salaried jobs.
Way forward
With its Autumn Calendar 2025, the state is staking its claim as a global destination for culture, music, and adventure. The convergence of government vision, private sector adaptation, and international partnerships is creating a new playbook for inbound growth. If supported with sustained infrastructure upgrades, stronger global marketing, and continued focus on grassroots empowerment, Meghalaya has the potential to transform from a domestic gem to a year-round international tourism powerhouse.
