Shillong: Tourism Minister Paul Lyngdoh on Friday highlighted the transformative impact of Meghalaya’s cultural festivals, revealing that the state government’s investment of Rs 23.5 crore in the festival last year yielded a staggering economic stimulus of Rs 133.42 crore—roughly six times the return on investment.
Addressing the media, Lyngdoh said the festivals collectively drew 3.86 lakh attendees, supported by 60,000 organic social media posts and 20 million digital impressions. The direct revenue generated included Rs 29.1 crore from ticket sales, Rs 33.8 crore from hotel bookings, Rs 37.1 crore from allied sectors such as transport, F&B, and local shopping, and Rs 6.9 crore specifically from food and beverages. Event-related expenses were estimated at Rs 18 crore.
The festivals also played a significant role in generating employment, creating 5,509 daily jobs across various event-linked sectors, benefitting youth, artisans, and the informal economy.
“There has been growing global interest in Meghalaya, with tourists coming from across India—including 1,762 from Maharashtra—and 224 from overseas,” Lyngdoh stated. The surge in tourism also led to full occupancy in hotels across Shillong and Sohra, which together contributed to 27% of the total economic stimulus.
He added that over 18,000 tourists arrived by air, generating Rs 16.8 crore in aviation revenue, while cab services earned Rs 5.38 crore. “For every Rs 1 spent on tickets, the economic ripple effect yielded Rs 334 across hospitality, travel, and local shopping,” Lyngdoh said.
Announcing plans for the much-anticipated Cherry Blossom Festival 2025, scheduled for November 14 and 15, Lyngdoh revealed that global pop star Jason Derulo—ranked among the top 10 male performers of all time—will headline the event alongside The Script, one of the UK’s top bands, second only to Coldplay.
The festival will move from Ri-Bhoi to JN Stadium, Shillong, a shift driven by logistical reasons and to reinforce Shillong’s position as the “music capital of the country.” Supporting venues will include the MFA Ground and SRGT Ground, making it a multi-venue festival.
In a bid to modernize the experience, the festival will introduce synchronized LED wristbands for attendees and declare a full pedestrian zone along the stretch from Pinewood Hotel to Polo Grounds for the two-day event. “We are promoting walking as a way of life, and this year’s festival will embrace a green and inclusive approach,” Lyngdoh said.
Supporting the government’s claims, Rockski proprietor Jason Massar shared that the 2024 edition of the festival was the biggest yet, with over 70,000 attendees across two days. “Compared to 2023, it was 2.5 times larger in scale,” he noted, adding that tickets were sold out on the first day itself.
This year, however, the government plans to limit daily footfall to 30,000 to enhance the overall experience. “We are moving toward international-level production quality. With two major headliners performing on the same day, ticket prices will be slightly higher, but the goal is to deliver a premium experience,” Massar said.
