A three-day festival to promote tourism in Northeast India, Nepal and Bhutan commenced in Siliguri on Friday to celebrate World Tourism Day.

Named the Kanchenjunga Tourism Festival (KTF), it had Ricky Kej — music composer and three-time Grammy winner — as the guest of honour on the opening day.

Ricky Kej, who is also an environmentalist, made his first visit to this region on Friday. His presence added a unique dimension to the celebration, as he expressed deep interest in the sustainable development of the region.

Kej has been an advocate for environmental awareness and sustainability. Through his music and collaborations with global organisations such as the United Nations, Kej promotes conservation, climate action, and ecological sustainability. His unique approach to using music as a tool to drive awareness has made him a prominent figure in the field of environmental activism.

“This is my first visit to this region and I am very enthusiastic about the region’s rich cultural and natural heritage. I am absolutely mesmerised by the beauty here. I would be very happy to be a part of this region in the future and contribute to its sustainable development,” said Kej.

“We need to highlight the need for balanced growth. We should emphasise the importance of preserving the natural environment while boosting tourism. Sustainable tourism is the way forward. It can uplift communities, create jobs and ensure that the region’s incredible biodiversity is protected for future generations,” Kej added.

Raj Basu, convener of the Association for Conservation and Tourism (ACT), the organisation that is hosting the event at the City Centre here on Friday said that Kej’s comments were well-received by the attendees, with many expressing optimism about the positive impact his involvement could bring to the region.

“His commitment to environmental causes and passion for sustainable development align with the growing movement towards eco-friendly tourism in the hills and Dooars. Kej is well known for his deep commitment to environmental sustainability and shared his vision on how responsible tourism and travel can contribute to preserving the planet and its diverse cultures,” said Basu.

“His presence has inspired conversations about how this region can adopt more sustainable practices while expanding its tourism infrastructure. KTF, which showcases local culture, crafts and natural wonders, is set to continue throughout the weekend,” Basu added.