#WMD2024 Melodic Journeys: The Harmonious Fusion of Music and Tourism in India by Shurbhi Kumar

Music is the universal language of mankind, opening doors to diverse cultures and experiences, much like travel itself, where each destination adds a new chapter to the book of life. In a multi-cultural and vibrant country like India, the harmony of music and tourism cannot be repulsed. From the timeless rhythms of classical ragas to the energetic beats of Bollywood, India's musical heritage not only reflects its rich cultural tapestry but also serves as a powerful magnet for tourists across the world.

India has a diverse landscape and offers many great places for people to visit, from beaches to mountains, from traditional villages to modern metropolis areas, and from deserts to forests. There is nothing on a tourist’s bucket list that cannot be missed. Along with these fulfilling journeys, it is the melody of every street that echoes with its visitors for years. Like the holy ghats of Varanasi, where the music of sitar and tablas reverberates and where the day ends with solemn evening prayers. Classical music forms like Hindustani from the North and Carnatic from the South are not just integral art forms of India’s cultural heritage but also a prospective place for tourists seeking an authentic classical music experience. Similarly, the traditional folk music of Rajasthan, performed by the Langa and Manganiar communities, shows the diverse music taste of India and is attracted by people from various parts of the world. Hence, Indian tourism offers a deeper understanding of its places and culture through the blend of music and other art forms, which are the symbols of its rich heritage and colourful diversity.

In India, many music festivals are organised throughout the country, which draw both domestic and international audiences. These musical festivals enhance tourism and boost the local economies. The Sunburn Festival in Goa, which is known for its enthusiastic electronic dance music, transforms the coastal state into a vibrant party destination, making it a perfect attraction for young travellers and music enthusiasts from around the world. Similarly, Nashik has a music festival called ‘SulaFest’ where the folks are offered musical evenings with exotic wine tastings that offer a unique experience to a diverse crowd. There are many cultural and literature festivals that are organised; for instance, in Jaipur, a literature festival is organised known as ‘JLF’, annually in the month of January, which not only features the cultural heritage of the pink city but also its traditional folk and music. Such festivals lead to a hike in tourism and provide a platform for musicians to showcase their talent on an international stage.

The harmonies of music further promote tourism in India through various institutions and sites that have been developed for tourist attractions lately. The Kalakshetra Foundation in Chennai is an arts and cultural academy dedicated to the preservation of classical dance and music, which offers tourists an opportunity to witness and learn about South Indian performing arts. Such institutions are now widespread in India and promote tourism through their cultural music and dance. For instance, the Shankar Mahadevan Academy in Bangalore provides music enthusiasts with courses and workshops, making it a destination for tourists wanting to delve deeper into Indian music. Often, the tourism packages include going to music schools, plays, and festivals where culture and tourism go hand in hand. They provide an apt platform for people to explore India’s rich musical legacy alongside its rich geography.

Bollywood is another industry that is proactive in attracting international audiences to the beautiful landscapes of India through its cinematography, music, and songs. The film industry is a significant cultural export. Tourists are drawn to locations shown in the movies, like the picturesque landscapes of Kashmir or the bustling streets of Mumbai, which garner lots of tourist attractions. This phenomenon has been termed ‘film tourism', which is actively promoting people across the world to come and have a look in India. Other things, like famous Indian musicians concerts and events, like Arijit Singh or Shreya Ghoshal, also promote Indian music and attract a crowd of enchanted people to India to hear them, further boosting tourism.

Music has immense potential to spread tourism in India, and rather, it has been instrumental in making unknown places heard by people and attracting people globally to share our cultural heritage. Hence, by weaving the rhythms of its diverse musical heritage into the fabric of tourism, a traveller can experience the country's rich cultural soul: “THE INCREDIBLE INDIA!”

Shurbhi Kumar is a passionate writer and cultural enthusiast with a deep love for exploring the rich tapestry of India's heritage. With a background in social studies and a keen interest in music, Shurbhi has dedicated a few pieces of writing in showcasing the unique intersections of art, history and tourism. Being a wanderlust herself, Shurbhi, when not writing (and studying) enjoys travelling, attending music and literary festivals and discovering new facets of India's cultural landscape.