Art festivals as tourism magnets: Exploring the success of konark festival in promoting destination appeal

Art festivals serve as significant instruments in the promotion of cultural tourism, integrating heritage preservation with economic development. The Konark Festival, held annually at the UNESCO World Heritage-listed Sun Temple in Odisha, India, exemplifies the potential of such events to enhance cultural identity and tourism appeal. Showcasing classical Indian dance forms, including Odissi, Bharatanatyam, and Kathak, accompanied by traditional music, the festival underscores India’s intangible cultural heritage while drawing both domestic and international tourists. The current study critically examines the role of the Konark Festival in advancing Odisha’s position as a cultural tourism destination and its contribution to regional economic growth. It evaluates quantitative data on tourist inflows and economic performance, alongside qualitative insights from stakeholders, including festival organizers, artisans, and local businesses. The findings reveal a marked increase in tourism-related revenue during the festival period, with substantial benefits accruing to the hospitality sector, local artisans, and micro-enterprises. Furthermore, the Konark Festival operates as a strategic branding initiative, positioning Odisha on the global tourism map through collaborative marketing efforts and public-private partnerships. However, the analysis identifies critical challenges, including visitor management, environmental degradation, and the seasonal concentration of tourism activity. Addressing these challenges through sustainable tourism practices is essential for long-term benefits. The study proposes the Konark Festival as a replicable model for leveraging art festivals to promote cultural tourism and stimulate regional development, emphasizing the necessity of integrating cultural preservation with sustainable economic strategies.