International Journal of Physical and Social Sciences

Festivals are very important in the history of human being. Festivals and events have flourished in recent decades and interest in understanding their significance in the tourism academy has also been risen accordingly. In recent years, the festival tourism is a new form of tourism products in the economic growth of a nation and drawing attention of policy makers all over the world. Various regions are holding many different types and content of festival activities, but at the same time, how to set up own brand festival is posing a difficult question to the organizers as well as to the local administration. Research and subsequent planning for creative festival tourism, can better meet the demand of tourism consumers and drive the development of regional economy, It will further promote the healthy development of festival tourism. The overall assessment of Dhanuyatra of Bargarh district under the state Odisha in India, world's biggest open-air theatre as a tourist destination and the locality helps us to understand the complete concept of festival tourism and also scope of its integration with rural tourism, eco tourism. This proposed approach towards tourism and festival industry is to create a framework to present Dhanuyatra as a focal point to attract tourist to Odisha and specifically to Western Odisha. The employment opportunity, development of infrastructure, branding of the festival will pave the way for sustainable growth of economy of the region as well as of the state. This study is making many innovative suggestions for the complete packaging of the festival in the broader framework of festival tourism.