I grew up in Guwahati in the Nineties, a time when Assam hardly ever made it to nationwide conversations, not to mention international information. It was usually outlined by insurgency, bandhs, and a way of isolation — each geographical and cultural. Yet, life carried on in its personal unhurried rhythm. Rainy mornings smelled of petrichor, afternoons had been reserved for siestas and freshly brewed lal cha, and summer evenings unfolded by the Brahmaputra’s banks. Bihu and Durga Puja introduced the metropolis alive, momentarily dissolving the troubles of the time. But for these past its borders, the state remained a distant, unfamiliar land — decreased to tea gardens, dense forests, and one-horned rhinoceros. The concept of it as a thriving tourism hub felt inconceivable.
Tea gardens in Golaghat
| Photo Credit:
ANI
Cut to 2025, and Assam is making headlines for all the proper causes. There was the current UNESCO addition of Charaideo Moidams — the 700-year-old mound burial system of the Ahom dynasty, usually referred to as the ‘Pyramids of India’ — to its World Heritage List. It has introduced the medieval kingdom’s legacy into the international highlight, resulting in the announcement of a brand new Charaideo Museum. The state, which banks closely on its wildlife locations to draw vacationers, has additionally declared Sikhna Jwhwlao, a significant hall between Manas and Raimona National Parks, as its eighth nationwide park, additional cementing its popularity as a biodiversity hotspot. The indisputable fact that Assam was ranked No. 4 on The New York Times’ ‘52 Places to Go in 2025’ checklist — for its “incomparable biodiversity”, “tea estates and river islands”, and its deep-rooted historical past and indigenous cultures — has additionally added to the buzz.
And the developments don’t finish there. Luxury tourism is on the rise with The Postcard Hotel’s debut in the Durrung Tea Estate and Reliance’s partnership announcement with the Oberoi Group to construct a seven-star lodge. Is Assam lastly on the brink of a long-awaited tourism breakthrough?
In Kaziranga
| Photo Credit:
Ritu Raj Konwar
The numbers communicate
Tourist arrivals in Assam have surged dramatically over the previous 5 years, signalling a shift in the state’s travel panorama. Domestic footfall, which had plummeted to simply 13.5 lakh in 2020-21 as a result of the pandemic, rebounded sharply to 98.12 lakh in 2022-23 earlier than settling at 70.36 lakh in 2023-24. International arrivals inform an identical story — rising from a mere 347 in 2020-21 to a excessive of 26,128 final yr, in accordance with Assam Tourism. Come summer, when temperatures climb to a toasty 32 levels Celsius, the state authorities hopes the numbers will improve much more.
Tourists at Diphlu River Lodge
| Photo Credit:
Courtesy Rare India
In help of this, final month, at the Advantage Assam 2.0 Summit held in Guwahati, the state secured ₹4.91 lakh crore in investments, with 270 MoUs signed, specializing in tourism, tradition, and hospitality. At a time when overtourism in common locations comparable to Goa and India’s many hill stations — and its attendant troubles of environmental degradation, rising actual property prices, and overstretched infrastructure — are driving vacationers to hunt much less congested choices, Assam hopes to step up as a tranquil different.
“Earlier, people only knew about Kaziranga [home to the endangered rhino] and, to a lesser extent, Manas. Now, with Instagram and content creators, even community festivals that were once local events are getting national attention,” says Amit Kumar, govt editor of EastMojo, considered one of the Northeast’s main digital multimedia information platforms. He factors to hidden gems comparable to Goalpara’s Jain Caves and Kaipholangso Waterfall in Karbi Anglong, now weekend locations because of social media creators in search of contemporary, high-engagement content material. “With insurgency at an all-time low [according to Minister of Home Affairs Amit Shah this week, “violent incidents in the state decreased by 70%”], beforehand inaccessible areas at the moment are welcoming extra guests,” he provides.
Amit Kumar
| Photo Credit:
Special association
The state can be additional strengthening its enchantment. There are the ‘Awesome Assam’ campaigns in different Indian states, proactive tourism initiatives, higher highway and digital connectivity, and the introduction of a vacationer police power to make sure customer security. The Guwahati airport is present process a significant growth, too. Scheduled to open quickly, it’s rising its runway capability and can be in a position to accommodate 13.1 million passengers yearly.
Rhinos in Kaziranga
| Photo Credit:
Courtesy Rare India
Rural tourism is developing, with homestays in Majuli, Goalpara and Nagaon providing immersive experiences. “I work with women to help them set up homestays — not just as a business but as a way to introduce authentic Assamese culture to travellers,” says Arijit Purkayastha of Koyeli Tours and Travels. Tea tourism, as soon as confined to particular seasons, can be increasing, reinforcing Assam’s place as a year-round vacation spot.
Rise of boutique travel
There’s a shift in direction of experience-driven tourism as nicely, exemplified by hospitality manufacturers comparable to The Postcard. Set inside the 140-year-old Durrung Tea Estate, this boutique property marks a turning level for high-end hospitality in a area lengthy neglected by luxurious travellers.
“From the very inception of The Postcard, we recognised the immense potential of India’s Northeast. Durrung stood out for its accessibility, deep-rooted tea legacy, and seamless connection to Assam’s culture and wildlife,” says founder and CEO Kapil Chopra. In 2022, the Assam authorities allowed tea estates to make use of 5% of their land for eco-friendly tourism.
Kapil Chopra
| Photo Credit:
Courtesy The Postcard
“We chose Assam as our first destination in the Northeast for a very strategic reason: India’s tea trails begin here. Durrung is also surrounded by five national parks and offers excellent accessibility — just three hours from Guwahati, two from Itanagar, and 15 minutes from Tezpur airport, which is being upgraded,” states Chopra, including that as a substitute of a large-scale growth that disrupts the place’s pure magnificence, “we’ve taken a more thoughtful approach, with just 12 rooms spread across 1,400 acres of pristine tea estate”.
At The Postcard Durrung, life strikes at the unhurried tempo of the tea pluckers. Mornings start with a tea appreciation masterclass led by an property sommelier, the place company be taught to differentiate the most interesting Assam brews. Meals are a deep dive into the area’s flavours, from tangy tenga curries to smoked meats ready with age-old tribal methods. Days unfold with immersive excursions — a go to to Sengeli Mari Gaon, the place 500 girls weave eri and muga silk, or a hike by way of Nameri National Park, a paradise for birdwatchers. “What’s really special about Assam is how beautifully untouched and deeply engaging the state is. Every experience here offers a deep connection to history and tradition.” Assam, Chopra believes, has all the makings of a premier luxurious travel vacation spot — it simply hasn’t been positioned that manner till now.
Chalets at The Postcard Durrung
| Photo Credit:
Courtesy The Postcard
From December to March, a brand new three-month Brahmaputra Carnival in Guwahati is providing river cruises, water sports activities, and glamping in luxurious tent on islands. It is being projected as the largest competition of the Northeast.
Navigating the highway forward
Addressing key infrastructural gaps is a precedence add travel specialists. “For boutique hotels to flourish and promote Assam’s unique culture and flavour, I can only hope the government puts some policies in place,” says Shoba Rudra, founder accomplice of Rare India, considered one of India’s main aggregators of boutique properties. Though the state has come far since a 2020 research revealed in the International Journal of Management, Technology, and Social Sciences famous that Assam suffers from “lack of infrastructure and communication bottlenecks, apart from general geographical isolation”, making travel cumbersome for guests, there may be nonetheless a solution to go.
Shoba Rudra
| Photo Credit:
Special association
“Assam was once synonymous with wildlife tourism, but now we’re seeing an interest in archaeology, culinary, religious and even dance tourism, with people travelling to learn Sattriya — the classical dance form that originated in Vaishnavite monasteries”Arijit PurkayasthaFounder-director of Koyeli Tours and Travels, considered one of Assam’s largest DMCs
While cities comparable to Guwahati have seen speedy growth, many promising locations — particularly in Upper Assam and the hill districts — stay tough to entry. Initiatives comparable to the Assam Tourism (Development and Registration) Bill, 2024, and the tea tourism scheme, which goals to develop 50 estates as tourism hubs, sign progress.
Devotees at Maha Mrityunjay Temple in Assam
| Photo Credit:
PTI
Is this progress sustainable?
“We are aware of the adverse impact of tourism elsewhere in the country, and beyond,” says Assam’s tourism minister Ranjeet Kumar Dass. “While trying to increase tourism and promote new destinations, we want the activities to be sustainable.” However, many are sceptical. “Sustainability is always considered after reaching a certain point of growth. Assam hasn’t reached that point yet,” says Amit Kumar of EastMojo. He is particularly essential of beauty tourism initiatives comparable to the deliberate beautification of Deepor Beel, Assam’s solely Ramsar web site. “There have been a lot of plans for cycle tracks and light shows, but what will you beautify if you don’t protect it?” Waste mismanagement stays a significant concern, and Kumar has flagged unlawful mining, deforestation, and poorly deliberate infrastructure as rising threats. Additionally, Assam’s seismic vulnerability is usually neglected in planning — all very important elements that ought to be thought of whereas placing tourism insurance policies in place.
“Kaziranga is adequately promoted, but Majuli is yet to hit critical mass. The cultural context of these places holds a lot of interest, as do Assam’s textiles and crafts, which have immense potential yet to be explored,” Rudra concludes.
With inputs from Rahul Karmakar
Changemakers’ choose
Rima Das picks Majuli
The state’s rise as a travel vacation spot isn’t nearly its panorama and heritage; it’s additionally pushed by its folks. Five Assamese trailblazers, from filmmaker Rima Das to musician Papon, give their travel suggestions.
Rima Das
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Special association
Rima Das, filmmaker
“In Majuli, visit the satras, and stay in a chang-ghar”
The filmmaker behind India’s official entry to the 2019 Academy Awards, continues to push the boundaries of Assamese cinema with the movie’s sequel. Village Rockstars 2 acquired an exceptional reception at the Berlinale final month. Known for her intimate, visually wealthy storytelling, Das has been instrumental in bringing Assamese cinema to the international stage. “Assam has long been known for its storytelling traditions, and now, with global recognition, there’s even more curiosity about its cinema,” says Das, who has collaborated on My Melbourne, an anthology movie targeted on inclusivity.
For Das, Majuli — considered one of the world’s largest river islands — is a must-visit for its nature, tradition, and spirituality. “Every time I visit Majuli, it reminds me of how deeply storytelling is woven into Assamese life. It is home to over 30 satras [Vaishnavite monasteries established by saint Sankardev in the 15th century].”
Majuli
| Photo Credit:
Special association
“I once met an old monk in a satra who recited ancient tales with such emotion that I felt transported to another time. These satras are not just religious spaces, but living museums of art, music and folklore.” She additionally recommends guests to the state strive the conventional Mising thali that includes candy and bitter fish curry, rice steamed in banana leaves, and apong (rice beer). And for an immersive island expertise in Majuli, a heritage chang-ghar (stilt home).
Purnima Devi Barman
| Photo Credit:
Special association
Purnima Devi Barman, wildlife biologist
“Visit Sikhna Jwhwlao for its golden langurs”
Named Time journal’s Woman of the Year 2025, Barman’s journey started in the paddy fields of Pubmajirgaon. Determined to save lots of the larger adjutant stork (hargila), as soon as seen as a foul omen, she took a grassroots strategy, forming the all-women ‘Hargila Army’ in 2007. By mixing science with custom, she turned conservation right into a cultural motion, internet hosting child showers for storks and integrating them into Assamese festivals. In the final decade, the hargila inhabitants has grown from 450 to over 1,800.
Golden langur
| Photo Credit:
Special association
Barman champions Assam’s lesser-known biodiversity hotspots, urging travellers to discover past Kaziranga. Apart from the two big ones, “Assam has six other national parks, including the newest, Sikhna Jwhwlao, each with its own beauty and biodiversity”, she says. At Sikhna Jwhwlao, she asks guests to maintain their eyes peeled for the golden langur, which is “only found in this region”, in addition to uncommon butterfly species comparable to Moore’s Cupid. “Walking through the forest feels like stepping into another world.”
Jahnu Barua
| Photo Credit:
Special association
Jahnu Barua, filmmaker
“Tezpur has stories of ancient kingdoms and legendary battles”
The 12-time National Award-winning director has formed Indian cinema along with his deeply humanistic storytelling. Barua’s movies, together with Halodhia Choraye Baodhan Khai (1987) and Bonani (1989), have introduced Assamese cinema international recognition. This yr, he additionally discovered sudden fame as an actor, along with his function as Uncle Ken in Paatal Lok 2. “This was the first time I saw a genuine approach to portraying the Northeast, so I accepted the role,” he says with amusing.
Barua laments the normal lack of nationwide consciousness about Assam. “Elsewhere in India, they have this notion that Assam is almost primitive. But we have a rich history, where men and women are equal, and dowry is unheard of.” He believes that the greatest solution to perceive Assam’s historical past and tradition is to have interaction with its residing traditions and historic centres. One such place is Tezpur, a metropolis steeped in mythology and historical past.
Artists carry out the Japi dance in Tezpur
| Photo Credit:
ANI
“It is not just about scenic beauty or tea gardens — it holds stories of ancient kingdoms, legendary battles, and even connections to the Mahabharata. It’s where history and folklore blend seamlessly.” Barua additionally highlights Hajo, a city that displays Assam’s inclusive non secular cloth. “It’s one of the few places where Hinduism, Islam, and Buddhism coexist harmoniously. That itself tells you what Assam is about.”
Papon
| Photo Credit:
Special association
Papon, musician
“Try a river cruise where every bend brings a shift in rhythm, flavour, and identity”
Angaraag Mahanta, popularly generally known as Papon, has delivered unforgettable hits comparable to ‘Moh Moh Ke Dhaage’, ‘Jiyein Kyun’ and ‘Kaun Mera’. Beyond Hindi films, his unbiased work carries the soul of his house state, formed by its wealthy folks traditions and distinctive cultural crossroads.
Papon describes Assam as the bridge between India and the Far East. “I was lucky to be born in a place where I could grasp both worlds — western and eastern music, and of course, Indian music.” He can be captivated with showcasing Assam’s cultural depth. His newest venture, a film-in-progress, traces the Brahmaputra’s journey from Assam to Bangladesh, and is meant to discover the river’s function as a lifeline of traditions, music and delicacies. He sees a river cruise as an immersive solution to uncover Assam’s hidden gems, from distant tribal villages to centuries-old non secular websites.
River cruise
| Photo Credit:
Courtesy Rare india
“I’ve taken a short trip before, but this time, I want to travel its entire length in Assam,” Papon says. “Every bend in the river brings a shift in rhythm, flavour, and identity. Through this film, I hope to showcase 10 to 11 distinct forms of music, ways of living, food traditions, and cultural expressions that thrive along the Brahmaputra.” Companies comparable to Antara Cruises and Assam Bengal Navigation assist plan cruises.
Lovlina Borgohain
| Photo Credit:
Adimazes
Lovlina Borgohain, boxer
“In Karbi Anglong, try the local greens and smoked meats”
Last month, this boxing sensation made historical past as soon as once more by clinching gold at the 2025 National Games. The Olympic bronze medallist, who rose to international fame at Tokyo 2020, has turn into a driving power for Indian boxing, particularly for ladies in the sport.
“There are so many talented young girls in Assam who can excel in boxing if given the right opportunities. We need more infrastructure and coaching at the grassroots level,” says Borgohain. Determined to encourage the next era, she actively works to encourage younger ladies to take up the sport. Tourists can try native tournaments, comparable to the Assam Inter-District Junior Boxing Championship (normally held mid yr), and assist unfold the phrase. “If you wish to actually expertise Assam’s magnificence, you have to go to lesser-known locations like Manja in Karbi Anglong. It’s a spot of unimaginable pure magnificence.
Tribal girls return from weekly market in Karbi Anglong
| Photo Credit:
Ritu Raj Konwar
The conventional Karbi delicacies is a must-try — particularly the fragrant Joha rice, wild greens, dried fish, smoked meats and fermented bamboo shoot dishes. The native weaves [like pini, a type of skirt, and choy-an, a jacket for men] and handicrafts additionally make for lovely souvenirs.” Borgohain is hopeful that the international highlight on Assam will prolong to sports activities growth as nicely, giving younger athletes the help they should shine.
The author is an unbiased journalist and photographer who covers travel, meals, tradition and sustainability.
Published – March 14, 2025 03:15 pm IST
