Criticised from many quarters for promoting music and entertainment events instead of education or healthcare, the state government today claimed that public investment of Rs 23.5 crore last year on festivals led to Rs 133.42 crore in an economic boost.
Tourism Minister Paul Lyngdoh said this today while outlining plans for this year’s Cherry Blossom Festival.
Addressing the media, he stated that the festivals collectively drew 3.86 lakh attendees and led to direct revenue of Rs 29.1 crore from ticket sales, Rs 33.8 crore from hotel bookings, Rs 37.1 crore from allied sectors, including Rs 6.9 crore from food and beverage. Event-related expenses were estimated at Rs 18 crore.
In addition, 5,509 daily jobs across various event-linked sectors were created, Lyngdoh said, benefitting youth, artisans and the informal economy. Hotels across Shillong and Sohra witnessed full occupancy rates, with tourist numbers from around the country and abroad increasing.
For every Rs 1 spent on tickets, Rs 334 in an “economic ripple effect” was felt across hospitality, travel and local shopping, the minister added.
The Cherry Blossom Festival this year will be held on November 14 and 15 and is set to return to Polo Ground in Shillong. Polo was the site of the concerts at the festival in 2021 but the space proved inadequate given severe traffic problems and inability to meet demand. Police resorted to tear gas to clear the entrance after some would-be concert goers became frustrated and violent after not being let into the venue. Bhoirymbong then became the chosen venue for subsequent editions of the festival, though ‘Shillong’ was still retained in the official event name.
The festival will introduce a full pedestrian zone along the stretch from Pinewood Hotel to Polo Grounds for the two-day event. The government and organisers will have their task cut out to make this appealing as this stretch is one of the least salubrious in the state capital.
Supporting the government’s claims, event management company Rockski proprietor Jason Manners said that the 2024 edition of the Cherry Blossom Festival was the biggest yet, with over 70,000 attendees across two days, 2.5 times larger than 2023’s. 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. Ticket prices will thus be slightly higher but the goal is to deliver a premium experience, Manners added.
