Guwahati, June 10: Assam is projecting an economic impact of more than ₹700 crore from live concert activities over the next five years, according to a report by BookMyShow, Assam Tourism Development Corporation (ATDC) and EY-Parthenon. The study highlights the North-East as one of India’s fastest-growing live entertainment markets, long known for its rich musical heritage and vibrant independent music scene.
Audience behaviour reflects this momentum. Assam hosted 55 ticketed events last year, while Guwahati recorded a 188 percent surge in live-event attendance in 2025, underscoring the region’s rapid rise as a destination on national and international touring circuits.
Chief Minister Himanta Biswa Sarma, writing on social media, said: “700 crore! Yes, that’s the economic impact of the planned concert activities over the next 5 years in Assam. From tourism to transport to stays, every sector of the economy is set to get a major fillip from the concert economy.”
Guwahati is increasingly positioning itself as a hub for India’s experience economy, driven by strong audience demand, improved connectivity, infrastructure investments and supportive policy changes. This mirrors a broader national trend where large-format live entertainment is reshaping new cultural and economic destinations beyond traditional metros.
Recent events illustrate the scale of impact. Post Malone’s historic performance in Guwahati mobilised around 2,500 personnel across security, hospitality, logistics and venue management, while generating short-term employment and engaging local vendors in staging, branding, food and beverage, payments and sustainability operations.
ATDC Managing Director Kumar Padmapani Bora said the concert economy in Assam is about more than entertainment. “It is about tourism, culture, youth engagement and economic growth working together. Our objective is to build a facilitative ecosystem where large events become repeatable opportunities that bring visitors into the state, create local employment, and showcase Assam to national and global audiences,” he noted.
