Guwahati : Assam is set to establish a permanent concert arena within the next two years as part of its broader strategy to position itself as a leading destination for large-scale live entertainment, tourism and cultural events.

The announcement was made by Assam Tourism Development Corporation (ATDC) Managing Director Kumar Padmapani Bora alongside the release of a new report titled The Assam Blueprint: Turning Live Music Economy into a Tourism Multiplier, prepared jointly by BookMyShow, ATDC and EY-Parthenon.

The report examines the economic impact of major live entertainment events in the state, using American music star Post Malone’s first-ever solo headline concert in India, held in Guwahati, as a case study. It concludes that a structured calendar of large-scale events could generate more than Rs 700 crore in cumulative economic impact for Assam over the next five years.

Speaking on the state’s vision, Bora said the emerging concert economy extends far beyond entertainment and has the potential to drive tourism, cultural promotion, youth engagement and economic development.

“The concert economy is not just about entertainment. It is about creating opportunities for tourism, employment and local businesses while showcasing Assam to audiences from across the country and beyond,” he said.

Bora added that the government is working towards building an ecosystem where large events become recurring attractions capable of generating sustained economic benefits. As part of this vision, a dedicated permanent concert arena is expected to be operational within two years.

According to estimates by BookMyShow and EY-Parthenon, the Post Malone concert generated an overall economic impact of approximately Rs 43 crore. Of this, nearly Rs 32 crore flowed directly into Assam’s economy, while the event also contributed around Rs 5 crore in Goods and Services Tax (GST) revenue.

The concert drew nearly 20,000 attendees despite disruptions in airline services during the event period. More than half of the audience travelled from outside Guwahati, representing over 200 cities and towns across India.

The report highlights the significant spending generated by visitors beyond ticket purchases. It found that for every Rs 100 spent on a concert ticket, attendees spent an additional Rs 899 on accommodation, transportation, dining, shopping and related services.

Hotels across Guwahati recorded almost 30 per cent higher occupancy rates during the concert weekend, while transportation providers witnessed demand growth exceeding 50 per cent. Restaurants, cafés and retail establishments also reported increased customer traffic and sales.

The event’s impact extended beyond the city, with many visitors exploring popular tourist destinations including Kamakhya Temple, Kaziranga National Park, Majuli and Sivasagar, helping strengthen Assam’s position as a gateway to the Northeast.

The report also points to the region’s growing significance in India’s live entertainment sector. Assam hosted 55 ticketed events during the year, while Guwahati recorded a remarkable 188 per cent increase in live-event attendance in 2025, indicating rapidly growing consumer demand for large-scale entertainment experiences.

Naman Pugalia, Chief Business Officer for Live Events at BookMyShow, said the next phase of growth in India’s live entertainment industry would be driven by the emergence of new cultural hubs outside traditional metropolitan centres.

He described the Northeast as one of the country’s most promising markets, citing its rich musical heritage, enthusiastic audiences and evolving event ecosystem.

Raghav Anand, Partner and Leader, Media and Entertainment at EY-Parthenon, said Assam’s experience demonstrates how live entertainment can be viewed as economic infrastructure rather than merely a one-time event.

According to Anand, the state’s progress has been supported by coordinated policy initiatives, institutional support, infrastructure development and efforts to assess economic outcomes through data-driven analysis.

The Post Malone concert also generated significant short-term employment opportunities, engaging around 2,500 workers across sectors such as security, hospitality, logistics, production and venue management. Local vendors involved in food services, branding, payments, staging and sustainability operations also benefited from the event.

BookMyShow founder and Chief Executive Officer Ashish Hemrajani said the collaboration with Assam Tourism was aimed at building a long-term ecosystem rather than simply organising isolated events.

“Live entertainment, done at scale, is one of the most powerful economic multipliers a state can invest in,” he said, adding that the five-year roadmap seeks to establish Assam as a recurring destination for world-class entertainment experiences.

The momentum is expected to continue later this year, with legendary rock band Guns N’ Roses scheduled to perform in Guwahati on November 17, 2026, further reinforcing Assam’s ambition to become a prominent stop on international concert circuits.