The final day was a fitting climax. Internationally acclaimed British band Clean Bandit delivering an electrifying performance that had the audience swaying to their global hits. Bollywood sensation Kanika Kapoor added her signature charm, while Dutch-Moroccan DJ R3HAB brought the house down with his high-energy beats, transforming the arena into a pulsating dance floor. Local stars, including Khasi Bloodz and SK Korn, continued to shine, representing the vibrant talent of Meghalaya and showcasing the region’s deep connection to music.

The festival kicked off on November 15 with a spectacular Day 1, headlined by global R&B icon Akon, who mesmerized the crowd with hits from his Superfan Tour. Legendary band Boney M, on their Farewell Tour, delivered a nostalgic performance. Other highlights include renditions by Jasleen Royal, an electrifying show by international artist Lucas, and powerful performances by regional favourites like The Great Society, Rito Riba and Queen Sensation. The day also featured the highly anticipated Sakura Fashion Design Contest, alongside art installations and diverse food stalls that kept the crowd engaged throughout.

Adding to the festival’s success, the Japan Arena stood out as a hub, hosting anime screenings, cosplay competitions, and interactive activities that drew in fans of all ages. Across both days, visitors also enjoyed karaoke sessions, sumo wrestling demonstrations, and a host of engaging activities in the Japanese arena that made the festival an inclusive experience for all.

Akon, who arrived Assam yesterday was welcomed with a spectacular Khasi Welcome to Northeast at Hotel Mayfair Guwahati. Followed which, he also experienced a traditional welcome by the Khasi Seng Community.

The relentless efforts of Government of Meghalaya, through these festivals not only brings thousands of tourists to the state, creating an exceptional example of boosting economic growth but also promotes the local and aspiring stars of Meghalaya making the MGMP Artists perform at such a big platform. While inaugurating the festival yesterday, Hon’ble DoNER Minister Shri Jyotiraditya Scindia shared his incredible experience saying he has never seen such energy in any festival across India. He lauded the efforts of the Government and the people of Meghalaya, saying, “Hats off to Conrad; hats off to you all(the people of Meghalaya)”

Under the leadership of Hon’ble Chief Minister Shri Conrad K. Sangma, the government has worked tirelessly to elevate the festival’s stature on the global stage. The seamless organization, diverse programming, and focus on showcasing local talent alongside international stars exemplify the vision and dedication of the Hon’ble Chief Minister, who is himself a musician and an ardent lover of music.

• As the curtain falls on this year’s festivities, the Shillong Cherry Blossom Festival has once again proven to be a landmark event, bringing together the best of global and local culture while celebrating the unique beauty of Meghalaya’s Cherry
  

  Blossoms.

Hon’ble Tourism Minister Bah Paul Lyngdoh stated, “It is indeed a privilege for me to bring the curtains down for the 4th edition of Lit Fest, 2024.” He said that this edition of Shillong Literary Festival has been the most successful edition of the literary festivals. “Lit Fest, 2024 is just a precursor for the next level where we will elevate and enhance the experience of literature.” He thanked his excellency, the Ambassador of Turkiye for inviting musicians of Meghalaya and accepted the invitation stating that the state will certainly take its best musicians to perform in Turkiye. Cuisine, culture, climate, customs- all of these are very strong and powerful USPs of Meghalaya, as a state.

Day Three of the festival opened with ‘The Lighthouse Family’, a candid conversation with His Excellency Firat Sunel, Ambassador of Türkiye, moderated by Cyril V. D. Diengdoh, IAS, Director of Tourism, Government of Meghalaya. His excellency Firat Sunel gave an eloquent introduction into his book where he took the audience to the “historical fiction set against the backdrop of Second World War.” On being asked about how he manages diplomacy and literature together, he added, “As a diplomat you meet a lot of people. You don’t need to run behind the story. The story comes to you.”

The session Words on Screen: Bollywood x Northeast, featuring Nicholas Kharkongor, Director of Axone and Nancy Nisa Beso in conversation with Mayank Shekhar, explored the intricate relationship between the film industry and the representation of Northeast India.

Travel: The World and Northeast India, a conversation between Samrat Choudhury and Mitra Phukan, took attendees on a metaphorical journey reflecting on growing prominence of travel writing. Choudhury, while discussing his book ‘A Braided River’ and his travel anecdotes besides the Brahmaputra, said, “The Brahmaputra is the original highway of the entire region”.

The magic of oral storytelling came alive during the session: The Power and Magic of Oral Storytelling, where Desmond Kharmawphlang engaged in a spirited discussion with Janet Dkhar. Desmonfmd Kharmawphlabg said, “There is a misconception that all the epics are written. There are these amazingly long complex stories which are not characteristic as epics as they are not there in the written version”, reflecting on oral storytelling in Garo hills and Jaintia Hills of Meghalaya.

Nina Sabnani, in conversation with Samanda Nora Pyngrope, unravelled the art of storytelling in animation and film during the session Crafting Worlds.

In the penultimate session of the three-day celebration of literature titled ‘Publishing Unveiled: The Art of Fact and Fiction’, Elizabeth Kuruvilla and Anindita Ghose examined the delicate balance between truth and imagination in publishing. The session provided aspiring writers with valuable insights into navigating the world of literature and publishing.

The festival concluded with a closing ceremony, featuring a keynote address by His Excellency Firat Sunel in presence of Bah Paul Lyngdoh, Hon’ble Minister of Tourism. The welcome address to the closing ceremony was given by Cyril VD Diengdoh, Director of Tourism, Government of Meghalaya.

The evening culminated in a mesmerising musical performance, Mamma Mia, by the talented students at St. Edmund’s School, leaving the audience enthralled. Every evening, the artists from MGMP performed in the festival alluring the visitors.

The 4th edition of this literary extravaganza, till date, has been the most successful festival in terms of footfall (Over 15,000 visitors) as well the line-up of speakers and moderators, ranging from the legends like Vikram Seth, Shobha De, Jerry Pinto, Anita Agnihotri, Arupjyoti Saikia, Kynpham S Nongkynirh, Sanjoy Hazarika, Madhu Raghavendra, Patricia Mukhim, Malavika Banerjee, Kanishka Gupta and many other doyens from the field of art, literature and cinema.

Adding to the cultural allure, Japan has been announced as the festival’s partner country. This collaboration celebrates the striking similarity between the cherry blossoms in Meghalaya and those in Japan—a resemblance first noted by the Japanese Ambassador during his visit to Meghalaya in 2023. Visitors will have the chance to immerse themselves in Japanese culture through a dedicated stall that showcases traditional heritage and customs.

The tradition of celebrating “Hanami” (Cherry Blossom) dates back over a thousand years in Japan, and the Shillong Cherry Blossom Festival, launched in 2016, holds the distinction of being the first autumn Cherry Blossom Festival in the world. Since its inception, this unique festival has attracted travellers from across India and beyond. Last year’s edition saw record attendance, with visitors from all over the country and international attendees as well, and this year’s event is expected to be even more spectacular.

The “Year of Legends” theme promises to make this festival an unforgettable experience, combining celebrated artists with cross-cultural connections. In addition to the music, festival-goers can enjoy a range of activities, including fashion shows, cosplay competitions, art installations, food and wine stalls and more. Tickets are now available on BookMyShow and RockskiTickets, setting the stage for a countdown to one of India’s most exceptional festivals. Whether you’re drawn to music, nature, or cultural exploration, Shillong eagerly awaits to celebrate the “Year of Legends” in grand style.

The event was jointly organised by a group of travel agents. This pivotal meeting promised to be a game-changer, offering equal rights and authority to every participant and this meeting ensured that all voices will be heard and decisions will be made collectively by the travel fraternity. A panel of tax experts and lawyers were available during the meeting to offer insights and guide participants through potential strategies to overcome these challenges.

To make this discussion accessible to the entire travel fraternity, those who were unable to attend in person participated online. This provided them access to live discussions and debates, allowing participants to engage with the panel from the comfort of their homes or office.

Naveen Nahar from Citadelii Travelz Factory LLP, expressed the importance of this gathering, saying, “The travel industry is going through challenging times, and it is crucial that we address these issues collectively. This meeting is a platform for everyone to discuss TCS, GST and other complexities with tax experts and legal professionals. We need to find simplified solutions that will benefit all stakeholders in the industry. We are here to find solutions, not play politics”

Pradeep Shishodia from Liana Tourism emphasized the role of every member of the travel fraternity in making this movement a success, “This meeting is more than just a discussion; it’s a movement. Each one of us must contribute to the cause. Even if you can’t be there physically, your support is essential. Participation through the online platform ensured that one stayed informed and engaged in these vital conversations. Let’s take this movement forward together.”

The Travel Industry Meet was a call for unity within the industry to tackle critical trade issues head-on. By participating in this event, either in person or online, travel agents and professionals contributed to shaping the future of the industry.

A hosted lunch will offer a further chance for networking, rounding off a day dedicated to the promotion and celebration of global tourism.

For registration and more details, please visit here.

Dr Ashish Kumar Bhutani, IAS, Secretary, Ministry of Cooperation, Government of India in the presence of Dr Vijay Kumar D., IAS, Commissioner & Secretary, Agriculture and Farmers’ Welfare Department inaugurated the Meghalaya Pavilion that featured the launch of Meghalaya Collectives with twenty-one food processing brands and FPO’s.

Under this Meghalaya Collectives initiative, the Government of Meghalaya plans to provide a platform for more than twenty exclusive brands of the state to easily access through the domestic and international markets. These brands include value added products made from renowned Lakadong Turmeric, Khasi Mandarin, Kew Pineapple, Local Ginger, Cashew Nuts and many other indigenous products.

A Memorandum of Understanding (MoU) was also signed between the National Cooperatives of Organic Limited (NCOL) and MEGNOLIA to create a partnership focused on the procurement, marketing and sale of organic products from Meghalaya. This agreement facilitates MEGNOLIA’s promotion of organic farming and the expansion of the market for local non-perishable organic produce, with NCOL utilising its marketing network to increase product value.

The MoU was signed between Dr Vijay Kumar D, IAS, Commissioner & Secretary, Agriculture and Farmers’ Welfare Department, Government of Meghalaya and Vipul Mittal, Managing Director of NCOL.

Bhutani said, “The innovativeness and uniqueness of Meghalayan farmers have always impressed me. I am amazed by the type of packaging and processing of the produce. I am sure with the NCOL link, they will be able to take it far and wide. Let us give our farmers, the assurance that every grain grown by them will be purchased at a remunerative price. The is the assurance that we want NCOL to give the farmers, so we can get greater volume for selling in International markets.”

While signing the MoU, Kumar reflected on the Government’s vision towards launching the Meghalaya Collectives. He said, “It is a wonderful day for Meghalayan farmers. The state is predominantly tribal, and the communities work collectively with a communitarian culture. Therefore, we thought that there should be a brand to represent the culture and the people. There are a number of cooperatives, FPOs, SHG for women. These different collectives create a plethora of products. We want all our farmer collectives to have their own brands, which the government will co-brand. Thus, all the different products will be supported through Meghalaya Collectives, in collaboration with NDDB, NCOL, APEDA, and the Government of India, to provide them with a much larger platform.”

Mittal emphasised, “We look forward to providing market access to certified organic growers, especially to the cooperative network. Our chief promoter is NDDB, which also promotes Mother Dairy. We are also promoted by GCMMF which promotes Amul, we are confident that we can provide huge market access to the farmers of Meghalaya using this marketing muscle.”

Subsequently, the Agricultural and Processed Food Products Export Development Authority(APEDA) also launched its report on promoting Agri-export from Meghalaya.

A panel discussion on building food-brands for remote community-based organisations took place with expert insights on branding and marketing strategies, real-life success stories from community-based organisations and interactive Q&A sessions. The panelists included R M Mishra, Chairperson, Meghalaya State Investment Promotion Board, Defenderson Shadap, OSD, Directorate of Food Processing, Government of Meghalaya (Moderator), Nitin Puri, Founder, KisaanSay, Vipul Mittal, MD, NCOL, Bhumika Malhotra, North Head, Zepto, and representatives from Entrepreneurs and Collectives of Meghalaya.

“Germany has a wealth of experiences awaiting Indian travellers. From vibrant cities to stunning landscapes, Germany as a travel destination offers an unparalleled blend of culture, history and entertainment,” said Romit Theophilus, Director, the German National Tourist Office, India.

This successful event paves the way for GNTO India’s upcoming four-city roadshow in November, during which Visit Berlin will collaborate with other German partners to connect with travel agents across India.

Closing her remarks, Krishnamurthi reminded the forum of the importance of sustainable tourism, which sometimes resulted in policies that seem not in line with tourism promotion but are necessary for sustainable tourism.

Nobel Pardamean, Deputy Director of Tourism Marketing for South and Central Asia at the Ministry of Tourism and Creative Economy of the Republic of Indonesia, spoke about the growing number of Indian tourists discovering the wonders of Indonesia. In 2024, 671,136 Indian tourists visited the country. While Bali remains the most popular destination, Pardamean encouraged tourists to explore lesser-known yet stunning locations such as Batam, Bintan, Yogyakarta, Bromo, Mandalika and Labuan Bajo. He also highlighted special segments tailored for the Indian market, including weddings, honeymoons, MICE, family trips, luxury travel, wellness, filming locations and events.

A video presentation followed, capturing the essence of Badung and showcasing its top attractions and activities. Attendees were also treated to a captivating performance of Indonesian cultural dance.
During the media meet, Pardamean and Ida Bagus Nama Rupa (Gusde), Director of Junglegold Bali, provided valuable insights into Indonesia’s tourism landscape. The event then concluded with a lucky draw, offering complimentary stays at prestigious properties across Indonesia for the fortunate winners.

EVA Air highlighted its strong travel routes between India and Taiwan, with codeshares and interline options through Singapore and Bangkok. Taiwan aims to broaden its reach and attract both leisure and business travellers from India prior to ITB Mumbai.

Noel Saxena, Taiwan Tourism’s India representative emphasised the growing potential of India’s MICE Market. Taiwan is planning more such events, including another roadshow in Mumbai and a leisure FAM trip to Taiwan for top Indian travel partners.

The primary goal of the roadshow was to strengthen tourism ties between India and Iran. The Iran Tourism Board engaged with Indian travel agents and tourism professionals to establish solid business connections and position Iran as a top travel destination. The roadshow also included collaborations with key organisations such as MTOA, TAAI, TAFI and IATO to boost Iran’s visibility among their members.

Hosseinabadi said, “We are thrilled to present the beauty and historical richness of Iran to the Indian market. This roadshow has provided a unique platform to share Iran’s cultural tapestry, including our historic landmarks and renowned hospitality. We look forward to deepening our partnerships with Indian travel agents and encouraging more Indian travellers to explore the wonders of Iran.”