Ahead of Cherry Blossom Festival in Shillong later this year, the Meghalaya government has announced that it is now actively pushing for an ambitious 'Concert Economy' model to promote music festivals in the state.

Music-loving state CM Conrad K. Sangma said that while it has always existed in the northeastern state, it is now more structured than before and has yielded unprecedented 5.7 times returns on investment, generating jobs, boosting tourism, and putting the state on the music map, according to the Meghalaya government.

It further said that a public investment of Rs 23.5 crore in FY25 has already generated Rs 133.42 crore in economic impact. Over 76,000 visitors attended just 13 days of events, contributing nearly 5 per cent to the state’s annual tourist footfall. Hospitality revenues soared to Rs 33.78 crore, with hotels in Shillong and Cherrapunji fully booked and tourists extending their stay well beyond the main events.