For years, Sikkim stood as the Northeast’s premier tourism destination, drawing tourists with its natural beauty and consistent tourism promotion efforts. It was the shining star of the region’s tourism industry.
W-A-S.
But today, Sikkim Tourism is at risk of being eclipsed by its neighbors. Other Northeastern states have embraced global visibility, leveraging international celebrities and major events to capture the attention of tourists. Meghalaya, Nagaland, and Arunachal Pradesh have broken free from national boundaries, placing themselves firmly on the international tourism map.
In just the past few weeks, the world has witnessed how these Northeastern States flexed their tourism muscles.
The Shillong Cherry Blossom Festival in Meghalaya has garnered worldwide attention, largely due to the performances by iconic artists such as Boney M and Akon. Adding to the allure, the legendary rock band Europe rocked the nearby Garo Hills, further elevating the region’s status.
And the excitement doesn’t stop there. Rock legend Bryan Adams is set to perform in Shillong on December 10, an event that promises even more global exposure for the hill town and state.
Meanwhile, Nagaland’s Hornbill Festival has become another global spectacle. The ongoing festival has attracted high-profile attendees, including none other than Oscar-winning composer A.R. Rahman. The 25th edition of the Hornbill Festival has also seen a surge in international delegations, influencers, and celebrities, each of whom is amplifying the state’s presence on social media. This collective digital presence offers invaluable promotion, establishing Nagaland’s tourism as a brand with international appeal.
Arunachal Pradesh is no stranger to this trend either. The state continues to attract attention through innovative promotional strategies and celebrity endorsements, such as a recent tie-up with Bollywood star John Abraham.
In stark contrast, Sikkim’s tourism promotion has stagnated. While it’s understandable that the state faced challenges during the pandemic and road connectivity issues — these disruptions were not permanent. Sustained tourism campaigns during the interim could have ensured that Sikkim did not fall behind its competitors, at least in terms of tourism mileage.
Routine tourism promotion activities, while necessary, will no longer suffice. The competition from other Northeastern states is fierce. Tourists now have more options than ever before, and merely relying on past achievements and natural beauty is no longer enough to ensure Sikkim’s dominance. Tourism is a constantly evolving product that requires continuous branding, fresh initiatives, and innovative strategies — something that has been ignored here.
If Sikkim’s tourism stakeholders — particularly the Tourism Department — do not take innovative action soon, the state could miss out attracting new tourists and coming generation of visitors. A failure to adapt to the changing dynamics of global tourism will mean that the beautiful state, once a leader, may be left behind.
Interestingly, Byran Adam’s visit to Shillong is part of his ‘So Happy It Hurts’ tour.
Ironically, tourism sector in other Northeastern States are ‘So Happy’ seeing so many major activities that ‘It Hurts’ here cause Sikkim tourism promotion is not happening at that level.
Sikkim Tourism must innovate or be left behind.
- SA Editorial
