Assam Launches Concert Tourism Policy
Assam Launches Concert Tourism Policy
The government of Assam plans to facilitate world-class entertainment infrastructure with its new Concert Tourism Policy
Highlights
- Assam unveiled its first Concert Tourism Policy ahead of Post Malone's Dec. 8 concert in Guwahati, part of an INR 209 crore ($22.7 million) investment to develop entertainment infrastructure and diversify the economy beyond traditional tourism.
- The American rapper's first solo headline show in India, produced by BookMyShow Live and Live Nation, will serve as a pilot for the new policy.
- Other northeastern states like Meghalaya are implementing similar concert tourism policies
Assam unveiled its first Concert Tourism Policy ahead of Post Malone's Dec. 8 concert at Khanapara Veterinary Ground in Guwahati, as the northeastern Indian state seeks to diversify its economy beyond traditional tourism.
The Assam Cabinet approved the policy in May to boost cultural tourism and develop new revenue streams. The state government plans to invest INR 209 crore ($22.7 million) in entertainment infrastructure across Guwahati, Jorhat and Dibrugarh, aiming to establish Assam as a destination for major international acts outside India's traditional entertainment centers.
Post Malone: First Major Test for New Policy
Post Malone's Guwahati performance, produced by BookMyShow Live and Live Nation in collaboration with the Assam government, will serve as a test case for the policy. The concert marks the American rapper's first solo headline show in India following his 2022 appearance at Mumbai's Zomato Feeding concert. The performance is part of Post Malone's Big As World Tour.
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BookMyShow said the five-hour show will begin at 5 p.m. local time Nov. 8. Tickets went on sale Sept. 22 at noon, with 14,000 people expressing interest on the official BookMyShow page. According to the Economic Times, lounge area tickets start at 15,999 rupees, while VIP tickets are priced at 4,999 rupees. General admission passes are also available.
"Post Malone represents the very best of contemporary global music, an artist whose unique sound and persona resonate with millions across the world," said Naman Pugalia, chief business officer for live events at BookMyShow. "To bring him exclusively to Guwahati is to open a powerful new chapter for live music in the Northeast."
Other northeastern states are pursuing similar strategies. Meghalaya announced a concert tourism policy earlier this year, with cabinet minister Paul Lyngdoh saying Meghalaya generated INR 133.42 crore in 2024 against an investment of INR 23.5 crore, demonstrating the policy's economic impact.
Author
Kamalikaa Biswas is a content writer at Outlook Respawn specializing in pop culture. She holds a Master's in English Literature from University of Delhi and leverages her media industry experience to deliver insightful content on the latest youth culture trends.
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