The raw beauty of India’s north-east region has long been known to domestic explorers, but the world is starting to wake up to its tourism potential
India’s north-eastern region – home to seven states – is emerging as an important centre of tourism activities. Although domestic market demand is leading, there has been a gradual increase in the number of international travellers to the region.
Arun Srivastava, joint director general of India’s Ministry of Tourism, said growing interest in North-east India is no stroke of good luck; rather, it is a result of earnest destination promotions through roadshows and participation in international travel and tourism tradeshows.
Indian tour operators are waking up to the region’s shine. To cater to growing interested in North-east India among its international clients, Intrepid Travel launched a new product last year covering destinations like Guwahati, Darjeeling, Sikkim, Shillong and Kohima.
Rama Mahendru, country general manager – India, Intrepid Travel, said: “Destinations like Shillong and Cherrapunji (Meghalaya), Kaziranga National Park (Assam), and Tawang (Arunachal Pradesh) are frequently visited. Domestic tourists are particularly drawn to the region’s adventure options, heritage sites, and vibrant festivals such as the Hornbill Festival in Nagaland. Among international travellers, demand is rising but still represents a niche segment compared to domestic tourism.”
Travellers from Europe, Australia, and the US are particularly keen on the region, drawn to its cultural diversity, tribal heritage, and untouched natural beauty.
North-east India’s raw beauty also sets it up for success in adventure tourism. The Adventure Tour Operators Association of India (ATOAI) recently hosted its annual convention in Tawang, Arunachal Pradesh.
“I strongly believe that Arunachal Pradesh is the next big adventure destination, not only domestically but globally too,” remarked Ajeet Bajaj, president, ATOAI.
The region’s magnetism was also picked up by online travel platform Agoda. Its annual New Horizons ranking found that Guwahati is the fastest growing destination for international travellers to India.
Krishna Rathi, senior country director – India at Agoda, shared: “Guwahati, which is now in India’s top 20 rankings for international visitors, was not in the top 50 before. As a gateway to the north-east, Guwahati offers a unique blend of nature, culture, and modernity with highlights like the Kaziranga connection, river cruises, and nearby wildlife sanctuaries.”
Interest has been rising steadily, according to Agoda. Major events like the Hornbill Festival, Shillong’s Cherry Blossom Festival, and Ziro Music Festival have garnered much attention, as they feature diverse lineups of artists and performers such as Boney M, Akon, Clean Bandit and Lucas (NCT). Additionally, high-profile concerts such as those by Bryan Adams in Shillong in 2024, along with Ed Sheeran’s scheduled performance in Shillong on February 12, 2025, are contributing to the region’s growing reputation for hosting prominent musical events in India.
North-east India’s tourism potential has encouraged hospitality chains to invest in the region. Confident hoteliers said enhanced air, road and rail infrastructure, coupled with government initiatives like the Act East Policy, have significantly boosted the region’s economic potential and accessibility – and tourism is a beneficiary.
Currently, travel demand in the north-east is a well-balanced mix of leisure and business segments.
“We have seen strong recovery in both segments post-pandemic,” observed Manmeet Singh, general manager of Novotel Guwahati. “Domestic demand rebounded first, with leisure and business travel returning robustly. International demand has followed, supported by relaxed travel restrictions and a renewed interest in offbeat, less crowded destinations like the north-east.”
Singh added: “International arrivals have steadily increased to 11 per cent from previous nine per cent, supported by targeted government initiatives to promote the north-east as a global tourist destination. Travellers from South-east Asia, Europe, and beyond are drawn to the region’s unique blend of natural beauty, cultural diversity and adventure opportunities.”
Sarbendra Sarkar, founder and managing director, Cygnett Hotels & Resorts, told TTG India that there are plans to “strengthen our presence in North-east India by establishing properties in key cities and untapped destinations, focusing on eco-tourism and experiential stays”.
“We have our young and vibrant value brand Cygnett Style coming up in Dibrugarh, Assam in early 2025. We also have five more properties coming up in the region – Cygnett Inn – Golaghat, Cygnett Inn – Barpeta, Cygnett Park – Guwahati, Cygnett Inn – Tawang, and Cozzet – Itanagar,” detailed Sarkar.
Industry players believe that there is still some way to go for North-east India to realise its full tourism potential.
“Despite recent improvements, the region still lacks seamless international connectivity. While Guwahati and Imphal are developing as gateways, direct international flights remain limited, making it inconvenient for foreign tourists to access the region,” opined Mahendru.
She also highlighted that certain parts of the region, such as Arunachal Pradesh, require special permits for access and processes are lengthy, which can deter international travellers from visiting.
