Globally, tourism has become one of the largest and high growth economic sectors. The same is the case for India, particularly in recent years. However, the North East Region (NER) of India has a smaller share, and Meghalaya in particular has lagged behind despite the possibilities. In this study, tourism attractiveness is studied through a two-phase assessment procedure termed as situational analysis and diagnosis, which feature an interaction of tourism supply (tourism destinations and tourism infrastructure development) and tourism demand (Domestic Tourist Arrivals, DTA, Foreign Tourist Arrivals, FTA, and tourism revenue) variables. Statistically, the study applies descriptive tools, correlation and regression analysis. The study reveals that tourism attractiveness in Meghalaya depends heavily on tourism supply. However, this supply is not able to establish a stable and sustainable tourism demand. The results of the study indicate presence of entrepreneurial opportunities in Meghalaya’s tourism industry, but they are not prominent or absolute.

Tourism is considered an industry and defined as per the demand approach as the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes (WTO, 1995). As such, the range of activities under the umbrella of tourism has been in perennial existence and growing continuously. However, according to the Online Etymology Dictionary, the word ‘tourist’ and ‘tourism’ first appeared in 1780 and 1811 respectively. Since then, the industry has grown considerably and encompassed direct or indirect effects on the progress and development of various fronts such as economic, social, political, cultural, overall national development as well as international relations (WTO, 1995; Ashley, 2000; Goodwin, 2006; WTTC, 2006 and 2012; Fayissa et al., 2007; Brida et al., 2008; Zortuk, 2009; and Vellas, 2011).

Globally, tourism has experienced continued expansion and diversification in the last six decades. More economies have identified tourism as one of the engines for growth and development. It has become one of the largest and high growth economic sectors. International tourism maintained momentum in 2011 as tourist arrivals grew by 4.6% reaching 98.3 crore from 94 crore in 2010 (27.7 crore in 1980 to 52.8 crore in 1995). The continent of Europe which accounts for over half of all international tourist arrivals worldwide was the fastest growing region. In contrast, the Middle East and North Africa recorded a decline in arrivals due to the Arab Spring and political transitions. Financially, international tourism receipts for 2011 are estimated at $1,030 bn. It increased from $928 bn in 2010 thereby setting new records in most destinations despite economic challenges in many source markets. In addition, the number of international tourist arrivals worldwide is expected to increase by 3.3% a year from 2010 to 2030 representing 4.3 crore more international tourist arrivals every year and reaching a total of 180 crore arrivals by 2030. During the same period, the tourist arrivals to emerging economies are expected to increase at 4.4% a year as compared to 2.2% in advanced economies. Accordingly, the market share of emerging economies has increased from 30% in 1980 to 47% in 2011 and is expected to reach 57% by 2030 being equivalent to over 100 crore international tourist arrivals (WTO, 2012).

Entrepreneurship Development Journal, Tourism of Meghalaya, Entrepreneurial Opportunities, North East Region (NER), Domestic Tourist Arrivals (DTA), Foreign Tourist Arrivals (FTA), Tourism Supply, Tourism Demand, Directorate of Tourism, Government of Meghalaya, Tourism Status of Meghalaya.