–by Khushi Priya

The North East of India has long been associated with misty hills, gushing waterfalls, and picture-perfect places. But behind this quiet surface, it is now writing a different tourism narrative: a story of living cultures, community festivals, and interaction with communities. With more public funding and better infrastructure, states like Meghalaya, Nagaland, Manipur, and Assam are increasingly being branded as cultural destinations that are curated. This offers such a huge opportunity for travel brands.

From Beauty to Infrastructure: The Leap in Meghalaya

Meghalaya is taking the lead in the movement from sightseeing to immersive travel experiences. Within two years, in 2022 the state received 10.24 lakh visitors, and by 2024 the number of visitors reached 16.08 lakh -according to records from the Tourism Department. Our collective growth is intentional and not by chance together with the visitor numbers. In the upcoming 2025 – 26 state budget the state has allocated ₹600 crores towards the enabling of enhancing tourism infrastructure such as interpretation centers in Mawsynram and Sohra, lakeside cultural centers, and the curating of community experiences.

Additionally, the state government is also leasing 273 acres of land for the paltry amount of ₹1/acre for 60 years with the intention that public and private sector growth could quickly develop lake cruises, boutique resorts, and eco retreats that are to be designed to follow and mimic the local aesthetic rose and culture.

Hornbill and Beyond: Festivals Driving Year-Round Culture

The Hornbill Festival in Nagaland remains an annual cultural symbol. In the most recent update, in 2024 the figures show Nagaland drew more than 205,000 visitors, of which 2,527 were international visitors. While these figures provide some interesting data, they reinforce a potential opportunity in that over 60% of tourism footfall occurs in December. There is now an intentional initiative to evenly distribute tourism over the calendar year to promote other smaller festivals – such as the Moatsu of the Ao tribe and Sekrenyi of the Angamis – but I would argue that they need to develop all festivals into large commercial projects on their own.

In Manipur, the revival of the Shirui Lily Festival, after two years of disruptions, highlighted Tangkhul culture through music, folk literature, and storytelling. Assam is seeing a shift in its culture through festivals, such as the Karbi Youth Festival, with curated tribal arts and textiles exhibitions at the core of its experience economy.

Culture as Experience: The New Ethos

What is unique about the NorthEast is the level of community engagement. In rural communities in Meghalaya and Nagaland, homestays are not just a room, but a full experience of eating, living and celebrating. Whether it be weaving workshops at Sualkuchi, night treks through the Jaintia hills or experiencing a traditional Bihu harvest ritual in Assam, the region is changing foreign visitors’ notion of ‘experiencing’ a place.

Government support is increasing access too. Schemes like Amrit Bharat are developing rural railway stations like Haibargaon in Assam (₹15.85 crore facelift), and 90 new buses in Meghalaya are connecting small cultural hubs to big towns.

Looking Ahead: Culture as Capital

For the B2B travel ecosystem – tour operators, DMCs, boutique hoteliers, or cultural investors – Northeast India is no longer just an emerging destination, it is a curated opportunity. The Northeast offers:

• Fully integrated infrastructure for immersive circuits long before others.
• Government-supported hospitality and land partnerships.
• Under-explored rural and tribal experiences catering to the demand for ethical tourism.
• A variety of festival calendars to reduce seasonality risk.