India, Feb. 12 -- When the Assam state explored the possibility of hosting the renowned global pop star, Shakira, after a tourism bump from her recent Post Malone concert, it reflected a broader shift in how states were beginning to view live concerts, and music. What was once seen as a mere cultural or entertainment activity is increasingly being treated as a tourism and economic strategy. Globally, cities and nations compete for these events, not just for prestige, but for the measurable impact they bring to segments such as hotels, airlines, restaurants, and local businesses.

On January 6, 2026, the Centre created a Live Events Development Cell with the explicit goal of turning India into a global live-events hub by 2030. The initiati...