Festival Tourism

Ethnic identity is a dynamic social edifice. Ethnic groups define and display their heritage to meet the social, economic, and political interests of the group. Tourism is one outlet for ethnic groups to express their identity while stimulating local economies. Festivals are valued as cultural and social phenomena, and they frequently serve as tourist attractions and instruments of place marketing so much so that some authors have referred to the "festivalization" of policies and places. Accordingly, both the viability of festivals as permanent organizations and their sustainable operations are of concern to many different policy makers and industry strategists. Festivals and events may develop in opposition to the status quo and as platforms for counter-narratives on the causes and consequences, winners and losers of the global economic crisis. Festival tourism in North Eastern India is becoming more popular and economically challenging, as local governments attempt to compete for tourism income and establish a unique brand and identity. Festival tourism, too, creates additional layers of livelihood that have the potential to alter the way poverty-ridden ethnic groups live.