A session on the Northeast at the India Today Tourism Survey & Awards 2026, held last week in Goa, brought together three pioneers of the region’s tourism ecosystem—Jahnabi Phookan, Oken Tayeng and Larsing Ming Sawyan—to discuss how the tourism potential there could be unlocked while preserving the unique cultural and natural assets.
A recurring theme throughout the discussion, ‘Reimagining domestic tourism in India’s most undiscovered region’, was that the Northeast should avoid the pitfalls of mass tourism and instead focus on a model of “high-value, low-volume” tourism.
Phookan, co-founder of Jungle Travels India and Assam Bengal Navigation Co., highlighted the immense but underutilised potential of the Brahmaputra river, arguing that river tourism works best as a niche, immersive experience that connects visitors with local communities, village life and the region’s ecological heritage, rather than large-scale cruise operations.
Tayeng, an MLA from Arunachal Pradesh, emphasised that tourism policies must be tailored to individual destinations rather than imposed through blanket frameworks. Given the extraordinary diversity of landscapes, tribes and cultures across the Northeast, successful tourism development requires detailed local understanding and customised interventions.
Sawyan, a hospitality leader and sports administrator from Meghalaya, reflected on the state’s transformation into a tourism destination, explaining how events, music festivals, sports and community-led initiatives helped build a positive brand for the region. He argued that tourism growth should be driven by collaboration between governments, communities and private stakeholders, with a strong focus on sustainability and local ownership.
The panel also addressed emerging challenges, including overcrowding in destinations such as the Kaziranga National Park, declining visitor etiquette and the need for stronger environmental safeguards. The speakers called for better tourist awareness, stricter regulation and a long-term vision that balances accessibility with conservation.
Ultimately, the session positioned the Northeast as one of India’s most promising tourism frontiers—rich in nature, culture, wildlife, adventure and authentic experiences. With improved connectivity, growing curiosity among travellers and a commitment to responsible tourism, the region is poised for significant growth in the years ahead.
FIVE KEY TAKEAWAYS
- The Northeast should prioritise quality over quantity.
- One-size-fits-all tourism policies do not work.
- Tourism is as much about branding as infrastructure.
- Conservation must remain central to tourism growth.
- The Northeast is entering a new growth phase.
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