Shillong, Dec 10: The so-called “festival economy” is often derided by those who do not attend them but there is no doubt that they are proving popular.
According to BookMyShow, an online booking platform, consumption at live events more than tripled in the past year, with a 213 per cent increase in 2025 in Shillong alone, though other parts of India witnessed similar growth levels.
Cinema remained the country’s most beloved shared ritual, BookMyShow’s review of the year report said.
“Record-breaking blockbusters, regional triumphs and a powerful wave of re-releases drew audiences back for a second innings,” the company said in a press release.
But 2025 also saw a powerful 17 per cent growth in live entertainment consumption, with 34,086 events across the country turning evenings into memories and weekends into spectacles. The ‘concert economy’ became mainstream, with India firmly establishing itself on the global touring map.
Music tourism became a defining trend of the year. A remarkable 5,62,032 fans travelled to another city for concerts, bringing an economic windfall to hotels, transport, restaurants and local businesses nationwide, BookMyShow said. Premium live experiences saw nearly two times growth in footfalls, with fans opting for VIP pits, elevated decks, premium lounges and immersive hospitality zones.
Over 18 lakh fans attended events solo. India’s cultural boomtowns continued its rise as a powerhouse of live entertainment, with remarkable consumption growth led by cities like Vishakapatanam (409 per cent), Vadodara (230 per cent), Indore (214 per cent), Shillong (213 per cent), Rajkot (159 per cent) and more.
Theatre (plays) enjoyed resurgence as well, registering a 45 per cent growth in consumption, “buoyed by curious new audiences discovering the joy of live performance.”
