Photo Courtesy: nenews
Guwahati: Assam is positioning itself as a primary destination for India's live entertainment industry, with a new report projecting that a structured calendar of major events could generate over Rs 700 crore in economic impact within the next five years. The study, titled The Assam Blueprint: Turning Live Music Economy into a Tourism Multiplier, was developed by BookMyShow, the Assam Tourism Development Corporation (ATDC), and consulting firm EY-Parthenon.
To support this goal, ATDC Managing Director Kumar Padmapani Bora announced that the state plans to construct a permanent concert arena within the next two years. Officials intend to move beyond standalone cultural events by creating a sustainable ecosystem that draws visitors, supports local employment, and strengthens the state’s hospitality and retail sectors.
The report cites the success of Post Malone’s recent concert in Guwahati as a key case study. Despite local airline disruptions, the event attracted 20,000 attendees, with more than half travelling from outside the city. The performance contributed Rs 43 crore to the economy, including Rs 32 crore in direct spending and Rs 5 crore in GST revenue. For every Rs 100 spent on tickets, visitors contributed approximately Rs 899 to local transport, dining, and lodging, with hotel occupancy rising by nearly 30 percent during the weekend.
Reflecting on the strategy, BookMyShow founder and CEO Ashish Hemrajani stated, "Live entertainment, done at scale, is one of the most powerful economic multipliers a state can invest in."
Beyond the immediate financial gains, the events have encouraged regional tourism, with attendees visiting landmarks such as Kaziranga National Park and Majuli Island. With Guwahati recording a 188 percent surge in live-event attendance in 2025 and an upcoming performance by Guns N' Roses scheduled for November 17, the state is increasingly integrating live entertainment into its long-term economic development roadmap.
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