By H H Mohrmen
Recent reports in the media that Shillong has emerged as the most sought-after destination in Asia is indeed heartening. The MDA government, in general, and the Tourism Department, in particular, deserve commendation for a job well done. Travel platform Skyscanner released its Travel Trends Report 2025, revealing the top destinations where Indians plan to travel. According to the report, Meghalaya’s Shillong is set to be the top Indian city that travelers are considering for next year.
Shillong has overtaken Baku, the historic capital of Azerbaijan, to become the most popular destination for Indian travelers in 2025. It is also the only Indian city on the list of places Indian travelers prefer to visit in the coming year. The findings, based on a sample of 1,000 Indian respondents, showed that 66% of Indian travelers plan to travel more in 2025.
“Shillong in India sits on top among the most buzzing destinations, followed by Baku, Azerbaijan, and Langkawi, Malaysia, which offer travelers a diverse range of experiences and an ideal mix of relaxation and adventure,” the report states.
The Current Status of Tourism in Meghalaya
There is no denying that tourism in the state has grown significantly. Previously, tourism revolved around the “three Ss” (Shillong, Smit, and Sohra), but now many more destinations are available for tourists. At the same time, it is also undeniable that tourism in Meghalaya has yet to reach its full potential. Because of this, many still refer to it as “Maggie noodle tourism” or “alu- muri tourism.” Currently, it’s still largely sightseeing-based, benefiting primarily hoteliers, tour operators, and restaurateurs, while locals receive only minimal benefits in the form of entry fees and parking fees. There is limited opportunity for the youth to even operate as guides.
While we congratulate the State Government for making Meghalaya a top travel destination for Indian tourists, the need of the hour is to move beyond sightseeing and create a tourism model that offers broader opportunities for more people to engage with the state.
The Land of Festivals
A Meghalayan living abroad, while visiting the state recently, remarked on seeing the billboards and posters, “So we even have healing festivals now.” She was referring to the numerous and varied festivals celebrated in the state. There are three types of festivals celebrated here: religious, cultural, and music festivals, but the festival the visitor mentioned was an evangelical event organized by a particular church to preach the gospel to non-believers.
Religious festivals that could attract tourists include various Behdieñkhlam festivals, Ka Noh Sakyriat, Ka Chad Sukra, Ka Pastieh Kopati, Rongkusi, Durga Puja in Jaintia Hills, Ka Shad Suk Mynsiem, Ka Shad Pomblang Smit in Khasi Hills, Shad Sajer in Ri Bhoi District, and Wangala Dance in Garo Hills. These festivals are connected to traditional religions and farming practices of the people and are celebrated annually.
Cultural festivals include New Year celebrations and Christmas events in Jowai and Shillong, along with the neglected Bamphalar in Jowai. Music festivals, like Cherry Blossom, NH7, and Megong, attract music lovers from across the country. There are also shows and gigs organized by music enthusiasts in different parts of the state. However, these events benefit only a few people and have a limited impact on the local economy. Additionally, local bands and musicians often do not benefit from these events.
The Government deserves credit for introducing the Meghalaya Grassroots Music Program (MGMP), a project supporting local talent. Many artists have benefitted from MGMP. While Shillong’s title as the “rock capital of India” remains intact, tourism and festivals in Meghalaya face a major problem: waste.
Cleanliness and Waste Management
A friend who visited recently remarked on how clean a particular village claimed to be but questioned how they managed waste. How is waste in the village disposed of? The 2016 Waste Management Rules prohibit open burning, so can we call a village the “cleanest” when we don’t know how they finally dispose of their waste? Claiming to be a clean village is not only about cleaning the houses, streets, and paths but also includes segregation and proper management of waste.
Waste management is a crucial issue that the government often overlooks in its tourism promotion efforts. Litter not only creates an eyesore but also harms the environment. Waste is expected to become a global crisis, with projections suggesting that by 2050, there will be more plastic than fish in the oceans. The question is how the government can achieve the global Sustainable Development Goals when the state lacks policies to manage waste effectively, particularly at popular tourist destinations.
Litter on roads is primarily caused by passengers discarding waste from moving vehicles. On October 2, communities clean the roads, but within hours, they are littered again. It is not local residents who litter the streets but passengers in passing vehicles. The All Khasi Meghalaya Tourist Taxi Association (AKMTTA) has a valid point in demanding that the Government regulate vehicles, particularly those ferrying tourists, as these are a major source of waste.
One way to control littering is to ensure that both Meghalaya and Assam-based tourist taxis operating in the state instruct their passengers not to throw waste except in designated disposal facilities. The Transport Department can control and monitor the drivers and taxis registered with them, but they cannot regulate taxis from another state operating in Meghalaya.
The Transport Department of Meghalaya should mandate that taxis ferrying tourists, especially those from another state, register with the tourism department to ensure safety and maintain cleanliness. To ensure that local operators also benefit from the business, another option is to have tourists from Assam disembark at the Inter-State Bus Terminal and transfer to local taxis, thereby benefiting the local economy and supporting waste control efforts. This arrangement would be a win-win solution for taxis from Assam and those operated by locals. To keep the state clean and tourists safe, the Government needs to take this matter seriously. It is within the government’s purview to ensure that all taxi drivers undergo training on waste management and on the security and safety of tourists.
Tourism as an Unlimited Opportunity
When Shnongpdeng was promoted as a tourist spot, the nearby village of Darang also wanted to enter the tourism business. Initially, Shnongpdeng locals feared competition as they shared the same river, Umngot, and thus had similar appeal. However, at a meeting organized by the late Donny M Wahlang, Additional Deputy Commissioner of West Jaiñtia Hills District, they were made to understand that tourism is a limitless opportunity, offering benefits to multiple communities, each with unique attractions. Despite administrative support, tourism in Darang has yet to reach its potential due to a lack of community participation.
Beyond Sightseeing Tourism
What does Meghalaya offer to attract tourists? Although we lack monuments like the Taj Mahal or Qutub Minar, we have natural and cultural heritage such as sacred forests, living root bridges, waterfalls, rivers, and canyons. These, however, only facilitate short visits, so we must promote destinations where tourists can stay longer.
The Government should collaborate with locals to identify destinations with unique offerings. Rural tourism, designed to provide immersive experiences, would involve more people. A proposal for this type of tourism was submitted to MBMA but is still pending. Tourism should aim to create youth employment, boost farmers’ incomes, and support affordable home stays.
Meiramew Cafes and the Circular Economy
Once, while visiting Krangshuri, we noticed litter from shops selling packaged snacks. Kong Patricia Mukhim questioned their earnings from these items, suggesting instead that they sell local products like yams and sweet potatoes, which yield higher profits. Selling locally produced food benefits not only the sellers but also farmers and locals involved in food preparation.
In the past, boiled yams and sweet potatoes were sold bound with bamboo strips (thri). Seasonal items like Soh-ot (local chestnuts) could be dried, processed, and packaged. There is vast potential if we think creatively.
An Indian visitor to Amlarem, after tasting the food, remarked, “I didn’t expect to have such good biryani here.” Despite the rich and diverse indigenous food system of the War people, there are only a few good local food options for visitors. Meiramew Café in Khweng, promoted by NESFAS, has attracted many food enthusiasts. This model could inspire government-supported local food options. It is time for the Government to design tourism products that will benefit rural communities, allowing them to have a share of the tourism “cake” and enjoy its rewards too.