Harnessing Festivals for City Tourism

Following the release of Zoya Akhtar’s 2011 film “Zindagi Na Milegi Dobara,” which showcased the vibrant festivals of Spain, Indian tourist arrivals in the country skyrocketed. Nearly 60,000 Indians visited Spain that year. This surge highlights the powerful influence festivals can have on a city’s tourism appeal.

Spain, which has become the second-most visited country in the world, has cemented its status as an important European destination for tourists. In 2022 alone, it welcomed over 100 million international visitors, a testament to its enduring appeal. Its earnings through tourism are predicted to reach €202.65 billion this year, marking an 8.6 per cent increase over the record set in 2023.

The nation’s tourism industry thrives during the summer, from June to August, coinciding with its most celebrated festivals. Another of its cities, Pamplona, normally home to approximately two lakh residents, undergoes a remarkable transformation during its annual festival. It hosted an astonishing 1.7 million visitors in 2022. The heart-pounding bull run, a cornerstone of the festivities, draws daring adventurers from around the globe.

While the influx of tourists brings an enormous economic boost, logistical challenges arise in orchestrating such massive crowds. Ensuring public safety, maintaining sanitation standards, and fostering sustainable tourism amidst the chaos are Herculean tasks. These challenges are faced by festivals around the globe, and success hinges on how smoothly city governments handle their responsibilities.

Take the example of the Kumbh Mela, a traditional Indian gathering where tens of millions of Hindu devotees come together to cleanse their sins in the Ganges River. This centuries-old tradition is considered the world’s largest human gathering.

In 2019, over the 49 days, a staggering 240 million people flocked to the city of Prayagraj to bathe in the sacred Sangam, the meeting point of the Ganges, Yamuna, and Saraswati rivers. The visitors included 10.30 lakh foreign tourists as well.

This more than a month-long fair transforms into a “pop up megacity” built specifically for the occasion. It constructs rows of cottages, huts, and platforms alongside essential amenities, all meticulously organised by the government, local authorities, and police to ensure a smooth and secure experience.

The budget for the last Ardh kumbh mela was nearly $400 million which took place in Prayagraj, 2019. This investment resulted in significant infrastructure upgrades, including the construction of 122,000 toilets and over 4,200 premium tents for pilgrim accommodation. Also, around a lakh cleaning agents were deployed to look after hygiene and cleanliness.

Safety was a paramount concern. To manage the massive influx of devotees, a police force of 10,000 was deployed. Further, to prevent overcrowding and potential stampedes, authorities limited bathing time at the holy Sangam to 41 seconds. The authorities came up with a helpline number as well.

Alluring tourists

Overcoming these challenges, many cities have started using festivals as tools to charm more visitors, ultimately boosting the local economy. This approach extends beyond cultural festivals to include events that particularly attract newer generations.

One such event is the Coachella Valley Music and Arts Festival. The Coachella festival takes place in Indio City, California. In 2022, the California desert drew nearly 14 million visitors, who spent around $7 billion during the festival. The hospitality sector earns around $600 million every year. The festival is known for its large-scale art installations, diverse lineup of artists, food, and drink. In addition to music, the festival also offers activities like dance competitions, classic games, and a Ferris wheel.

Culture with contemporary flair

In a competitive world economy, many cities are emphasising their unique strengths—history, culture, traditions, and local sports—to carve a distinctive identity for themselves. Some have transformed their traditional practices or rituals into grandiose festivals. This can be seen as either a response to people’s desire for urban entertainment or as a strategic tool for city tourism.

Take, for example, the Carnival Festival of Rio de Janeiro, Brazil. It began in 1641 and has grown to become one of the world’s largest street gatherings, merging religion and tradition with contemporary flair. This week-long festival is celebrated to honour a deity or deities.

Over the years, this festival has become synonymous with the colourful spirit of Rio de Janeiro, co-branding with the city. From its humble beginnings as Parisian masquerades to the enormous shows of today, complete with extravagant floats and elaborate costumes, the carnival has maintained its essence as a celebration of community, culture, and joy.

This demonstrates the dominance of festivals in urban landscapes rich in culture. It reinvents urban identity as a form of entertainment that can be seen as a festival or cultural event, resulting in ‘festivalisation.’

India’s fests

The term “festivalisation” refers to the transformation of regular cultural activities into new, distinct events. This involves reconfiguring these activities from their original form into something new.

For instance, the Pushkar Fair of India, also known as the Pushkar Camel Fair or Pushkar Mela, is a popular seven-day event that takes place from October to November. The fair’s origins can be traced back to its historical role as a hub for trading livestock in the deserts of Rajasthan. Today, along with the livestock trade, the festival includes various competitive activities such as ‘matka phod,’ ‘longest moustache,’ and ‘turban tying competition.’ It even features a football match between the local Pushkar Club and a team of foreign tourists. The festival attracts two lakh tourists each year.

These unique festivals, whether originating from religious fervour, traditional practices, or a simple celebration of nature, have become synonymous with the cities that celebrate them. It also shows that the preservation, promotion, and hosting of these festivals with the intent to harness their tourism potential lie in the hands of city administration. India, being a country of great diversity, has many such festivals that are yet to be promoted globally, highlighting our rich cultural diversity. This tourism-centric approach can attract a wider range of tourists, boost the local economy, and foster a stronger sense of belonging among the people.

Although the influx of tourists translates into an enormous boost to the local economy, the logistical challenges of orchestrating such a massive number of visitors are immense.