A rising travel trend! he increasing popularity of T musical events, live music festivals and history is growing in leaps and bounds and it is difficult for the travel industry to just ignore it. With the travel industry gearing up for another exciting y
people are travelling across locations, cities, countries and time zones for the love of music. It was unknown to many just a few years ago, but has now become a cliché in India, topping all the travel trends.
If you are unfamiliar with the term Music Tourism, but have travelled to Mumbai to listen to Ed Sheeran, Justin Bieber or Coldplay, then surely you have indulged in music tourism. Thanks to a thriving music scene, the indulgence of young people and travellers has given a boost to this industry. It also proves the point that young Indians and millennial travellers are now willing to travel in huge numbers for concerts of their favourite international music artistes.
Music tourism and festivals are not only a great way for independent artistes and amateurs as well from across the globe to showcase their talents, but it boosts local employment and gives a chance to the cities to bring upon their culture, ethos and heritage. Such fests make way for a lot of jobs and tourism in the fest city.
Commenting on music tourism, Varun Gupta, CEO, Goomo, said, "A number of events boasting famous international artistes have debuted in India over the past few years, producing a year-long packed schedule of music festivals across the country. With more and more state governments looking to boost tourism through musical and cultural events, we have witnessed people from all over the country travelling to various places just to attend these festivals and enjoy the local music, art and culture."
Some of the sought-after and major leading music festivals in India include NH7 weekender (Multi-city fest), Sunburn (EDM fest Pune), Hornbill International Music Festival (Kohima, Nagaland), Ziro Festival of Music (Arunachal Pradesh), The Great Indian October Fest (Bengaluru) and Ragasthan (Rajasthan). These are but a few.
India is home to almost 20-25 big ticket music and food festivals. And if industry numbers are referred, around 1.5 million unique attendees are likely buyers for these fests. In the year 2015, Sunburn observed an annual footfall of 350,000, which clearly proved that music tourism is no longer new and unheard of in India.
And while you might assume that it is only the big, international music stars that attract crowds in India, there has been an increase in the interest in other genres too. One such example is Ragasthan, a desert camping festival held in the expansive dunes of the Thar Desert. It is a cornucopia of shared experiences, tradition, culture and music, drawing an overwhelming number of travel and music and travel aficionados from the farthest corners of India. Artistes exceeding 50 in number, a dozen film screenings under the open sky, bars and restaurants, art installations, a sociable camping space, morning yoga sessions, and football on the softest playground are all part of the itinerary at the festival, promising visitors three days of uninhibited excitement. Another example is the Dhrupad Mela in Benaras. This annual, five-day-long music festival celebrates the Dhrupad genre of Hindustani classical music and is held at the Tulsi Ghat of this ancient city. These music festivals do not just attract Indian tourists, but also give foreign tourists a chance to explore Indian music, culture and art in the very region to where it belongs. “Music is a great unifier and music festivals offer abundant entertainment even as they bring together a varied range of individuals, helping to make the destination a landmark for fun.” Some of the most famous music festivals in the world have put the destinations they are based in on a global music map. “The Kasauli Rhythm & Blues Festival by Genesis Foundation has done the same for Kasauli,” says Prema Sagar, founder trustee of Genesis Foundation. The festivals also act as grounds for budding partnerships. The festivals enthrall the people with a number of underground artistes and new genres of music that include rock, pop, EDM (electronic dance music), and blues to name a few.
AN UNCOVENTIONAL EXPERIENCE INDIA IS HOME TO ALMOST 20-25 BIG TICKET MUSIC AND FOOD FESTIVALS. AND IF INDUSTRY NUMBERS ARE REFERRED, AROUND 1.5 MILLION UNIQUE ATTENDEES ARE LIKELY BUYERS FOR THESE FESTS.
These days the most epic way to explore a tourist destination is through its events and carnivals. For enthusiastic travellers as well as passionate music lovers, this assorted mix of the most awesomesauce music carnivals whether held in the hills, or under a banyan tree or inside a fort are worth travelling for. There are several music fiestas for a lifetime worth of experience. To name a few we have the following : Hornbill – Kohima, Nagaland; Magnetic Fields – Alsisar Mahal, Shekhawati, Rajasthan; Enchanted Valley Carnival, Lonavala, Maharashtra; Sunburn – Pimpri,pune; The Great Indian October Fest – Bangaluru; Ziro Festival – Ziro Valley, Arunachal Pradesh. On googling, we can find many music festivals held during various months of the year.
Holidays now are no more limited to seasons as people take a holiday combined with a music festival. find that certain cities are culturally affiliated with a particular genre of music, which attract performers and fans alike on an almost constant basis.
Experts opine that such trips might not be very cheap. “Music tourism is not very affordable. Fans travelling to these festivals understand the pressure on the supply situation, and generally book themselves much in advance, also because most of the international festivals announce their dates way earlier, for fans to plan, ” says Manmeet Ahluwalia of Expedia India. It is not just the Indian music festivals that are held across Goa, Shillong, Kolkata, Delhi, Pune, Bengaluru and Arunachal Pradesh, that attract visitors from all around the globe but several international festivals, including Tomorrowland (Belgium), Coachella (California, USA) and Rock In Rio (Rio De Janeiro, Brazil) attract music patrons from other cities and countries. “There has been an impressive demand from domestic travellers, who indulge in music festivals; whether a traveller’s passion lies in EDM, grind core, house, rock, folk or techno genres of music, there is something for everyone,” says Rajeev Kale of Thomas Cook, India. Vaibhav Kohli, an advertising professional, who is an EDM fan, has already planned his first visit to Tomorrowland during July this year. Tomorrowland is the biggest electronic music festival in the world and the programme features several internationally renowned DJS, dazzling firework displays, and mind-boggling stage designs: there's nothing else like Tomorrowland. Usually, we travel to places for sightseeing, but a trip like this is something that one remembers forever. Indians are not only lining up to attend music fests in their own country, but are also travelling around the world to experience such gigs. With its diverse culture and historically rich background, India is not only a traveller’s paradise but also a festival enthusiast’s sanctuary. The rich heritage of Indian classical and folk music which are about to become extinct due to fast, technological advancements, ignorance and lack of patronage, are being revived, protected and projected by this type of tourism .
TRAVEL AND MUSIC INDIANS ARE NOT ONLY LINING UP TO ATTEND MUSIC FESTS IN THEIR OWN COUNTRY, BUT ARE ALSO TRAVELLING AROUND THE WORLD TO EXPERIENCE SUCH GIGS.