India’s Missing Festival Revenue Data: A Hindrance to Tourism Growth and Transparency

Published on November 24, 2025

Cultural festivals in India, like the annual Shillong Cherry Blossom Festival, have become key drivers of tourism, drawing visitors both domestically and internationally. These events are not only cultural highlights but also significant for regional economic growth, attracting tourists, stimulating local economies, and promoting the unique traditions of India. However, despite their growing importance, the absence of detailed, publicly accessible data about festival revenues and visitor numbers is hindering the potential for better travel planning and accountability within the tourism industry.

Festivals as Key Tourism Drivers

Festivals in India, particularly those like the Shillong Cherry Blossom Festival, serve as key attractions for tourists. By linking cultural celebrations with the beauty of natural phenomena, these festivals offer something unique, providing an experience that draws both domestic and international visitors. For many tourists, attending festivals such as the Cherry Blossom Festival is a highlight of their travel to India. This annual event, with its beautiful cherry blossoms in full bloom, creates a captivating backdrop for cultural performances, arts exhibitions, and local markets, all of which contribute to the appeal of the region.

From a tourism perspective, these festivals help extend travel seasons, fill hotel rooms during off-peak months, and encourage spending in the local economy. Visitors who travel for a festival like the Cherry Blossom event also often explore nearby attractions, extending their stays and contributing to the broader tourism ecosystem. For example, the festival might draw travelers specifically for the cultural and natural experience, while also boosting visits to local landmarks, cafes, restaurants, and shops.

However, the lack of reliable data regarding visitor numbers, revenues, and other economic impacts leaves much to be desired. If the festival organizers fail to disclose concrete data, it becomes difficult for local businesses, tour operators, and even regional planners to accurately forecast the impacts of these events, making it challenging to plan effectively and make informed decisions.

The Transparency Issue

While the state government has made general claims about the financial impact of these festivals, with figures like Rs 20–23 crore invested and returns of up to Rs 130 crore in direct and indirect revenue, these numbers lack the granular detail needed to assess the true economic effect. The only figure made available to the public is a hotel tax revenue of Rs 1.44 crore for the festival period in November, but there is no clear breakdown of other sources of income, such as ticket sales, vendor earnings, sponsorship deals, or government subsidies.

Without this crucial data, stakeholders in the tourism industry, including hoteliers, transport providers, and tour operators, find it difficult to plan effectively. Detailed financial transparency is essential to understanding how much revenue a festival generates and how it impacts local businesses. The lack of such transparency limits the ability to make informed decisions and hampers the growth potential of these events.

Implications for Travel and Tourism Planning

The absence of reliable revenue and visitor data has significant consequences for the travel and tourism planning process. Tour operators, accommodation providers, and transport companies rely on accurate projections of visitor numbers, peak times, and spending behavior to plan their resources. Without this data, they are left guessing how many visitors will attend, which services will be in demand, and how to allocate resources effectively. Inaccurate or missing data can lead to over or underestimating needs, which can harm the quality of the visitor experience.

For instance, a festival might claim to attract thousands of visitors, but without precise numbers, it becomes difficult to predict the demand for accommodations or transportation services. Hotels might struggle to predict occupancy rates, or transport providers may be caught off guard by sudden surges in demand. Accurate data would allow businesses to plan for these surges and create packages and services that better serve the needs of festival-goers.

On a larger scale, the absence of financial data also makes it difficult for the regional government and tourism boards to assess the economic viability and sustainability of these events. Understanding whether the festival provides value for money and contributes to the long-term growth of the local economy is essential to securing funding and future support. Festivals are often seen as a valuable part of a destination’s tourism strategy, but without comprehensive data, it is impossible to fully gauge their impact or make improvements for future years.

Impact on Tourist Confidence and Experience

From a tourist’s perspective, transparency in the management of festivals plays a significant role in shaping their travel decisions. When festivals provide clear and reliable information about their revenue and impact, it builds trust with potential visitors. Tourists feel more confident knowing that an event is well-organized and that their participation will contribute to a thriving, sustainable local economy. On the other hand, a lack of transparency can lead to doubts about the festival’s authenticity and whether it delivers on its promises.

For travelers, understanding the economic impact of a festival can also enhance the overall experience. Knowing that their attendance is supporting local businesses and contributing to regional development can make the experience more meaningful. This can also encourage repeat visits and word-of-mouth recommendations, both of which are vital for the long-term success of any destination.

In addition, when festivals are poorly managed—due to a lack of planning or resources—the quality of the tourist experience suffers. Issues such as overcrowding, traffic mismanagement, safety concerns, or inadequate facilities can mar the event, leading to negative reviews and a loss of future visitors. Transparent data about visitor numbers and revenue can help mitigate these issues by ensuring that festival organizers are adequately prepared for the influx of attendees.

Regional Tourism Beyond the Festivals

For regions like Meghalaya, whose tourism appeal includes a mix of natural beauty, adventure, and cultural experiences, festivals play an important role in attracting tourists year-round. By hosting unique festivals, the region can increase its visibility in the competitive travel market, helping to differentiate itself from other destinations. However, for this potential to be fully realized, accurate data is necessary to understand the broader impact of these festivals on regional tourism.

Festivals such as the Cherry Blossom event not only highlight the natural beauty of the region but also provide a platform to promote other local attractions, such as trekking opportunities, cultural heritage sites, and local handicrafts. Accurate data would allow travel planners to create comprehensive itineraries that combine the festival experience with other activities, ensuring that visitors have a full and rewarding experience while also supporting local businesses across the region.

Additionally, festivals often provide a boost to the off‑season tourism market, helping to distribute visitors more evenly throughout the year. By better understanding the economic impact of these events, tourism boards can strategically target different markets, such as adventure travelers, cultural tourists, and those seeking wellness retreats, to create a more sustainable tourism ecosystem.

A Call for Festival Transparency

The importance of financial transparency in festival management cannot be overstated. By releasing detailed revenue and visitor data, festival organizers and local governments can help foster stronger relationships with tourism stakeholders, build trust with visitors, and improve the overall effectiveness of tourism planning. It’s crucial that all major festivals follow this example to ensure their sustainability and their ability to contribute meaningfully to regional economies.

For festivals like the Shillong Cherry Blossom Festival, greater transparency would not only help organizers improve their planning but would also allow them to market the event more effectively to a global audience. Clear, accessible data on the festival’s economic impact could become a key selling point for international tourists, allowing them to make informed decisions about their travel plans and ensuring that the festival continues to grow in stature and importance.

The Way Forward for Festivals in India

To unlock the full potential of festival tourism, several key steps need to be taken:

• Governments should mandate the publication of audited revenue and expenditure data for major festivals, including breakdowns of ticket sales, vendor earnings, sponsorship deals, and other financial metrics.
• Visitor data should be collected and shared, including the number of unique visitors, their travel origins, the duration of their stay, and their spending patterns.
• Festivals should conduct safety and accessibility audits, ensuring that issues such as crowd management, waste disposal, and public facilities are addressed.
• Travel industry stakeholders, including hotels, tour operators, and transport providers, should be encouraged to share data on visitor demand, which can help to create a more accurate picture of festival impacts.
• Strategic partnerships between festivals, local governments, and travel agencies can help create tailored travel packages that combine festival attendance with other regional attractions.

Conclusion

Festivals like the Shillong Cherry Blossom Festival hold immense potential to drive tourism and economic growth in India’s regional areas. However, the absence of reliable revenue and visitor data hampers the ability to plan effectively and measure the true impact of these events. By embracing transparency and adopting evidence-based practices, festivals can contribute more meaningfully to the local economy, build greater trust with tourists, and ensure their sustainability in the long term. With clear data and better planning, festivals can become an even more powerful tool for promoting regional tourism and enhancing the travel experience for visitors to India.