Festivals have played a crucial role in human history, and in recent decades, festival tourism has gained recognition as a key driver of economic growth. Many regions organize diverse festival activities, yet the challenge lies in establishing unique, brand-worthy festivals. Research and strategic planning for festival tourism can enhance consumer demand and boost regional economies. This paper evaluates the Dhanuyatra of Bargarh district in Odisha, India, the world’s largest open-air theatre, as a potential focal point for festival tourism. The study explores its integration with rural and eco-tourism, emphasizing employment generation, infrastructure development, and branding strategies for sustainable regional growth. Innovative recommendations are proposed for packaging the festival within a comprehensive festival tourism framework.

Festival, Travel and Tourism, Dhanuyatra, Mythology, GDP, Odisha