Tourism Beyond Festivals

Tourism is often described as an industry that can transform the economies of the North East, but the three states of Nagaland, Meghalaya and Manipur demonstrate how differently governments approach this opportunity. All three possess distinctive natural landscapes, cultural identities and historical attractions. Yet their ability to convert these advantages into sustainable economic activity depends less on publicity and more on whether their policies make travelling, staying and spending money convenient for visitors. A comparison of tourist arrivals in 2025 offers an interesting picture. Meghalaya recorded 18.48 lakh domestic tourist visits and 7,116 foreign visits, while Nagaland registered 1.27 lakh domestic and 5,425 foreign visits. Manipur recorded just 25,281 domestic and 2,892 foreign visits. Although these figures reflect different circumstances, they underline Meghalaya’s much larger tourism economy and Manipur’s continuing difficulties. Meghalaya’s approach offers some important lessons. Its natural attractions, including Cherrapunji, Dawki, Shillong and the living root bridges, provide a strong foundation. However, the state has gone beyond scenic attractions by deliberately promoting music and entertainment tourism. Shillong’s reputation as India’s rock capital has been reinforced through the Cherry Blossom Festival, NH7 Weekender and international concerts. Its 2023 Tourism Policy explicitly identifies music, adventure and experiential tourism as growth areas. The government has also encouraged homestays through substantial subsidies, recognising that tourism must generate income for ordinary households rather than remain confined to hotels and large businesses. Nagaland, meanwhile, has successfully created a distinctive tourism identity through the Hornbill Festival. Its annual celebration has attracted national and international attention and established Kisama as a recognisable cultural destination. The 2025 edition recorded over 2.14 lakh entries. However, the majority were local visitors, and festival attendance should not be confused with outside tourist arrivals. The real challenge is converting ten days of festival enthusiasm into year-round tourism. Nagaland’s 2024 Tourism Policy recognises the need for better infrastructure, accommodation and connectivity. Yet implementation must confront realities that undermine the visitor experience. The Nagaland Liquor Total Prohibition Act, 1989, remains a particularly awkward issue for a state seeking to attract international tourists. While prohibition is a matter of public policy, the government cannot ignore its implications for hospitality, restaurants and conventions. A serious review of the law’s application to licensed tourist establishments deserves consideration. However, poor roads conditions, erratic power supply and inadequate public amenities further weaken the state’s tourism proposition. Manipur has equally compelling attractions, from Loktak Lake and the surrounding wetlands to Shirui Lily, the historic Kangla Fort and its unique association with the origins of modern polo. The Sangai Festival and international polo tournaments provide opportunities to showcase its heritage. However, the continuing ethnic conflict has severely damaged visitor confidence. Restoring normalcy must therefore precede ambitious tourism expansion. The comparison suggests that Meghalaya has demonstrated the clearest evidence of converting tourism into a broader, year-round economic activity. This is not to suggest that its policy is without shortcomings or that the other two states lack potential. Rather, it illustrates the importance of combining natural attractions with entertainment, accessibility, accommodation and community participation. Nagaland needs to move beyond dependence on Hornbill, while Manipur must restore confidence and revive its tourism calendar. All three should measure success through tourist spending, length of stay, local employment and repeat visits, rather than attendance figures alone. Tourism is not built by advertising destinations but by making visitors comfortable enough to return. That is the policy lesson none of these states can afford to ignore.