A three-day festival to boost north Bengal and Bhutan and Bangladesh cross-border tourism will begin here on September 27, World Tourism Day.

Named the Kanchenjunga Tourism Festival, it will have Ricky Kej, music composer and three-time Grammy winner, on Day One as the guest of honour.

Raj Basu, convener of the Association for Conservation & Tourism (ACT), the organisation that is hosting the event at the City Centre here, said: “September 27 is World Tourism Day. To highlight tourist destinations of two countries that share borders with north Bengal, we will observe September 28 as Nepal Day and September 29 as Bhutan Day.”

On Ricky Kej, Basu said: “Kej is known for his deep commitment to environmental sustainability and will share his vision on how responsible tourism and travel can contribute to preserving the planet and its diverse cultures. He will deliver the keynote address, which is expected to set the tone of sustainability and harmony, aligning with the festival’s overarching goal of promoting peace through tourism."

The theme of the festival, he said, was "Tourism for Peace" with exhibitions, panel discussions and cultural performances.

“It will bring together tourism professionals, environmentalists, and cultural enthusiasts to reflect on the future of tourism and its role in shaping a more peaceful and interconnected world,” said an organiser.

Former footballer Bhaichung Bhutia, also the ambassador of ACT, will join the festival. On Saturday, he was present with Basu to launch the ACT's website, www.acttribe.com.

Bhutia, based in Sikkim, said the festival would help promote the region. “It will underscore tourist destinations, local cultures, cuisines and other attractions in and around Sikkim, Darjeeling, along with Bhutan, Nepal and Bangladesh," he said.