Shillong, June 27: The Cherry Blossom Festival 2024 has been honoured with two Gold Awards at the WOW Awards Asia 2025, securing wins in the categories of ‘Special Event of the Year – Government/Organisation’ and ‘Festival of the Year.’
The announcement was made on Friday by Tourism Minister Paul Lyngdoh during a press briefing held here. The awards recognize excellence in experiential marketing, live events, and entertainment across Asia, and these accolades mark a significant milestone for Meghalaya’s cultural calendar, a statement said.
According to Lyngdoh, celebrated for its vibrant blend of music, culture, and natural beauty, the Cherry Blossom Festival has become a signature event that showcases the unique charm and spirit of the state, drawing visitors from across India and beyond.
Lyngdoh congratulated all those involved and reaffirmed the government’s commitment to promoting Meghalaya as a premier destination for cultural tourism.
Six-fold return in one year
Lyngdoh said the state government’s investment of Rs 23.5 crore in various festivals last year generated a total economic stimulus of Rs 133.42 crore, a six-fold return on investment.
Lyngdoh said the total attendees to the festival reached 3.86 lakh, 60,000 organic social posts, 20 million reel views.
On the economic stimulus, the minister said the revenue from ticket sales was Rs 29.1 crore, hotel revenue at Rs 33.8 crore, allied activities incuding transport, local shopping Rs 37.1 crore, food & beverages Rs 6.9 crore, event expenses Rs 18 crore.
He said that the festival season also generated employment and livelihood opportunities, with 5509 daily jobs created across event value chains.
The minister noted that visitors from across India and the world attended the festivals, with 1762 visitors from Maharashtra and 224 from Odisha, among other states.
Lyngdoh informed that Shillong and Sohra experienced full occupancy, contributing nearly 27% of the total stimulus. Aviation revenue stood at Rs 16.80 crore, with over 18,000 tourists traveling by air. Cab services earned Rs 5.38 crore.
On the digital and community impact, the minister highlighted the growth of an inclusive ecosystem benefiting women-led home kitchens, local artisans, and micro-enterprises.
“For every Rs 1 spent on tickets, an additional Rs 334 was yielded across hospitality, travel, dining, and local shopping,” he said.
The minister announced the main headliners for the upcoming Cherry Blossom Festival, scheduled for November 14 and 15.
Jason Derulo and The Script will perform at the festival, which will also feature synchronized LED-wrist bands for all attendees.
Walk to festival venue Polo from city
The festival will promote walking as a way of life, with a pedestrian zone declared for the duration of the event, he said.
The minister said Meghalaya has been at the forefront of promoting concert economy, a concept recently highlighted by the Prime Minister. The state government’s efforts have yielded significant returns, proving that concert economy is here to stay and will continue to be a part of Meghalaya’s economy.
Regarding the contribution of tourism to Meghalaya’s GDP, the minister said that tourism has become the third-largest sector in Meghalaya’s economy, a major jump from earlier years due to improved accommodation facilities.
