Guwahati, June 25: In a significant move to position Assam on the global entertainment map, the Assam Tourism Development Corporation Limited (ATDC) signed a memorandum of understanding (MoU) with BigTree Entertainment Private Limited—better known as BookMyShow—on Monday to host international-standard concerts in the state.

Chief Minister Dr. Himanta Biswa Sarma, who was present at the signing ceremony in Guwahati, called the collaboration a major leap in Assam’s cultural evolution and tourism development.

“This marks a new phase in Assam’s journey—merging our rich heritage with global contemporary culture,” Dr. Sarma said. “With the enthusiasm of our youth, our natural beauty, and growing infrastructure, Assam is poised to become a premier destination for live concerts and cultural tourism.”

The Chief Minister further observed that recent live concerts in India have catalysed a significant cultural movement, facilitating artistic expression and contributing to the transformation of urban centres into hubs of creativity.

He cited the example of Meghalaya as a regional model in this area and noted that the natural setting of the North Eastern region has positioned it as a distinctive destination for musical experiences. He suggested that Assam, by combining its traditional cultural heritage with the dynamism of its young population and natural landscape, is well situated to develop a sustained live concert culture. He added that such efforts would also help enhance Assam’s cultural profile on a larger canvas.

BookMyShow, one of India’s top entertainment platforms, has extensive experience in organising large-scale music events across the country. The partnership aims to tap into the rising popularity of live music experiences in India and attract international performers and concertgoers to Assam.

The Chief Minister also cited improvements in transport, air connectivity, and hospitality as key enablers of the plan. “From Guwahati to Dibrugarh, Jorhat, and Silchar, our cities are ready to welcome global audiences,” he said, adding that Assam’s concert venues would complement its famed tourist landmarks like Kamakhya, Kaziranga, and Manas.

Tourism Minister Ranjeet Kumar Dass, Chief Secretary Dr. Ravi Kota, BookMyShow CEO Ashish Hemrajani, and other senior officials were present during the event.

Officials said the move is part of a broader strategy to integrate Assam into international tourism and entertainment circuits while driving economic growth through cultural engagement.

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