Assam Collaborates with BookMyShow to Organise Global Music Concerts

The Government of Assam has launched an ambitious partnership with Bigtree Entertainment — owner of the ticketing giant BookMyShow — to position the state as a premier hub for large-scale music events. The strategic memorandum of understanding (MoU), inked in Guwahati between the Assam Tourism Development Corporation (ATDC) and BookMyShow, was witnessed by Chief Minister Himanta Biswa Sarma during an official signing ceremony on Tuesday. By bringing the country’s leading ticketing platform on board, the state seeks to streamline event ticketing, attract marquee performers, and strengthen Assam’s profile on the global entertainment map.

A seamless ticketing ecosystem

Chief Minister Sarma announced the collaboration via social media, declaring, “Ticketing made seamless! Assam is poised to become the next big destination for concerts and events, with BookMyShow as the one-stop platform for all tickets.” Integrating BookMyShow’s technology promises frictionless digital ticketing, cashless transactions, real-time analytics, and easy seat selection for audiences, removing logistical bottlenecks that have historically limited large events in the region. This is expected to spur demand, raise footfalls, and lend credibility to Assam’s fledgling concert market.

Transforming Assam’s cultural landscape

Sarma framed the move as a transformative step in the state’s cultural economy. By hosting a steady calendar of national and international music concerts, the government aims to:

1. Create a concert economy – New revenue streams for artists, venues, vendors, and ancillary businesses such as hotels, transport, food, and merchandise.

2. Boost tourism – Fans traveling for high-profile shows will contribute to hotel occupancy and tourist spending, complementing Assam’s established eco-tourism and heritage circuits.

3. Engage youth and generate jobs – Event production, marketing, security, and hospitality roles will open up, offering up-skilling opportunities for young professionals in the creative and service sectors.

4. Rebrand Assam globally – High-visibility concerts can reshape perceptions, showcasing a modern, vibrant, and culturally rich state.

Infrastructure readiness

The Chief Minister highlighted that Guwahati, with its improving hospitality sector, upgraded convention facilities, and expanding transport links, is ready to host international acts. He cited the city’s stadiums and newly built indoor arenas as capable of meeting global production standards. The government also plans to leverage emerging infrastructure in other urban centers such as Dibrugarh and Jorhat, distributing event activity beyond the capital and ensuring equitable regional development.

State-wide ripple effect

While Guwahati is expected to anchor the first wave of concerts, the partnership’s design is state-wide. ATDC envisions a circuit of venues—river-side parks, heritage sites, university grounds, and purpose-built auditoria—capable of hosting events from indie gigs to large-scale festival formats. This decentralized model is intended to maximize tourist dispersion, stimulate local economies, and embed music tourism into Assam’s broader “Brand Northeast” narrative.

Strategic collaboration mechanics

Under the MoU, BookMyShow will provide end-to-end event management support, including artist liaison, production expertise, marketing, and ticketing operations. ATDC, for its part, will facilitate venue permissions, coordinate with local authorities, and design tourism packages that bundle concert tickets with experiences such as wildlife safaris, tea-estate stays, and river cruises. The partnership aligns with Assam’s “Act East” policy goals by creating cultural bridges with Southeast Asia and attracting international performers who can route India tours through Guwahati en route to Bangkok, Yangon, or Singapore.

Long-term vision

Officials describe the alliance as a cornerstone in a multi-year plan to make Assam a staple stop on global touring calendars—much like Goa for electronic dance music or Rajasthan for heritage festivals. Success metrics will include audience numbers, incremental tourist arrivals, direct and indirect job creation, and international media impressions.

In sum, the ATDC-BookMyShow partnership is more than a ticketing tie-up; it is a calculated cultural investment aimed at reshaping Assam’s identity, diversifying its economy, and situating the state on the global entertainment map. If executed well, Assam could see a virtuous cycle of tourism growth, creative-industry development, and heightened international visibility—all powered by the universal language of music.