- Assam signs MoUs with Big Tree Entertainment and BookMyShow to boost international concert tourism.
- Partnerships aim to organize global concerts and streamline ticketing under the new Concert Tourism Policy.
- Initiative seeks to make Assam a key touring destination while driving economic growth through music tourism.
India's northeastern state of Assam signed strategic partnerships with entertainment companies on Monday as part of an ambitious new policy to establish itself as a major destination for international concert tourism, state officials said.
The Assam State Tourism Department entered into memorandums of understanding (MoUs) with Big Tree Entertainment Public Limited and ticketing platform BookMyShow to facilitate the organization of international concerts and streamline event ticketing across the state.
The agreements form the cornerstone of Assam's Concert Tourism Policy, which received approval in the state's annual budget last month. The initiative aims to position Assam as a key stop on the international touring circuit while stimulating economic growth through music tourism as reported by IQ Magazine.
"This agreement marks a new beginning in Assam's cultural journey," Chief Minister Himanta Biswa Sarma said following the signing ceremony. "Live concerts nowadays have grown into a powerful cultural movement across India, bringing people together, encouraging artistic expression and transforming cities into creative hubs."
Under the policy framework, the state plans to develop entertainment infrastructure in three major cities: Guwahati, Jorhat, and Dibrugarh. The initiative includes provisions for state-of-the-art concert venues equipped with world-class lighting and sound technology, supported by viability gap funding from Assam's tourism department.
The state has already allocated 209 crore rupees ($25 million) to transform Dibrugarh's Khanikar Stadium from its current 5,000-seat capacity to accommodate 35,000 spectators. The ambitious renovation project, which was put out to tender in June, is expected to take two years to complete and would make the venue the largest in Assam, surpassing Guwahati's 25,000-seat Sarusajai Stadium.
American rapper Post Malone is scheduled to perform in Guwahati this December as part of the inaugural events under the new policy. The artist previously performed in India at the Zomato Feeding India Concert in Mumbai in 2022.
Sarma acknowledged that Assam had previously lost opportunities in the concert economy to other Indian states, citing neighboring Meghalaya as an inspiring example of successful music tourism development.
The BookMyShow partnership specifically aims to create a unified ticketing platform for all concerts and events in Assam, making the service more user-friendly for attendees while establishing a centralized booking system.
The Concert Tourism Policy represents part of Assam's broader strategy to diversify its tourism offerings beyond traditional cultural and natural attractions. The state government expects the initiative to generate significant employment opportunities in hospitality, event management, and related service sectors while enhancing Assam's cultural profile on the national and international stage.
