Interviews

TealFeel Co-Founder Karen Mulla Highlights Alignment Of Music Festivals With Responsible Tourism And Sustainability

TealFeel Co-Founder Karen Mulla Highlights Alignment Of Music Festivals With Responsible Tourism And Sustainability

TealFeel, an innovative venture that is the brainchild of three passionate travelers: Karen Mulla, Karl Vazifdar, and Mallika Sheth. TealFeel has been launched to cater to the growing demand for conscious luxury travel, focusing on wildlife conservation, environmental preservation, and personal wellness.

According to a recent report by BookMyShow, India's music festival footfall surged by nearly 82% in 2023, reaching an impressive 13.5 million attendees. These festivals not only celebrate music but also champion responsible tourism, sustainability, and planetary care. Artists and bands have been vocal advocates for consciousness and sustainability, initiatives that resonate deeply with travelers and music lovers alike.

In our latest interaction with Karen Mulla, she discusses the vision behind TealFeel and how it aligns with the broader trends of responsible tourism and sustainability that are captivating the hearts of Indian audiences.Here are edited excerpts:

Q1. Can you share your insights on the significant increase in the number of travellers from India to leading music festivals worldwide in recent years?

The surge in Indian travelers attending leading music festivals worldwide in recent years can be attributed to several factors. Primarily, there has been a notable shift in the cultural landscape of India, with a growing appreciation for diverse musical genres and a desire among Indian youth to explore global cultural experiences. Additionally, increased accessibility to international travel, coupled with the rise of social media and digital platforms, has played a pivotal role in fueling this trend. These festivals offer a unique blend of music, culture, and community, creating irresistible opportunities for Indian travelers seeking immersive and unforgettable experiences abroad.

Q2. What factors do you believe have contributed to this exponential growth in Indian travellers attending music festivals globally?

Indians have shown an increased interest in unique experiences as a whole. Whether it's sporting events, music festivals, or other events, today’s travelers are adding these to their trips to enhance their memories.

  • A significant rise in disposable income
  • The proliferation of digital media and social networking platforms
  • The growing influence of international artists and the globalization of music culture have further fueled the enthusiasm among Indian music lovers to explore festivals beyond borders.

Overall, a combination of economic empowerment, technological advancements, and cultural exchange has contributed to the remarkable growth in Indian attendance at music festivals worldwide.

Q3. How do you interpret the findings of the recent report by BookMyShow indicating an 82% increase in footfall at music festivals in India in 2023 compared to the previous year?

The recent report by BookMyShow indicating an 82% increase in footfall at music festivals in India in 2023 compared to the previous year reflects a burgeoning trend towards experiential entertainment and cultural engagement among Indian audiences. This significant rise can be attributed to various factors, including the diversification of festival offerings, heightened marketing efforts, and a growing appetite for unique live experiences.

Additionally, the successful implementation of robust safety protocols and immersive event experiences has instilled confidence among attendees, driving higher participation rates. As India continues to emerge as a dynamic hub for cultural exchange and entertainment, the upward trajectory of music festival attendance underscores the evolving preferences and behaviors of Indian consumers in the realm of live entertainment.

Q4. Music festivals are increasingly incorporating themes of responsible tourism, sustainability, and environmental care. How do you see this trend impacting the overall festival experience and attendee engagement?

The incorporation of themes of responsible tourism, sustainability, and environmental care into music festivals has transformed the overall festival experience and heightened attendee engagement in profound ways. Beyond serving as platforms for musical expression, festivals have emerged as catalysts for positive social and environmental change, fostering a sense of collective responsibility among attendees.

By integrating eco-friendly practices, promoting sustainable initiatives, and advocating for environmental stewardship, festivals not only minimize their ecological footprint but also inspire attendees to adopt more conscious behaviors. This symbiotic relationship between festivals and sustainability not only enhances the festival experience but also amplifies the impact of collective action towards building a more sustainable future.

Q5.As the co-founder of TealFeel, a company focused on conscious travel, how do you perceive the alignment between music festivals and the values of responsible tourism and sustainability?

As the co-founder of TealFeel, a company dedicated to conscious travel, I perceive a profound alignment between music festivals and the values of responsible tourism and sustainability. At the core, any experience that enhances a memory for our clients during their trip is of significance.

Music festivals serve as powerful platforms for cultural exchange, community engagement, and environmental advocacy, making them natural allies in promoting sustainable travel practices.

By championing eco-friendly initiatives, supporting local communities, and fostering cultural appreciation, festivals embody the principles of responsible tourism and offer transformative experiences for attendees. As advocates for mindful exploration and sustainable travel, TealFeel is committed to partnering with festivals and travelers alike to promote ethical and sustainable tourism practices, ensuring that cultural experiences are enriching, respectful, and environmentally conscious.

Q6. Can you provide examples of initiatives taken by artists and bands to promote consciousness and sustainability within the music festival scene?How do these initiatives resonate with travellers and music lovers?

The most recent and significant example of initiatives taken by artists is Coldplay. Coldplay has reduced their tour emissions by 59 percent. When they first announced their Music Of The Spheres Tour, the band aimed to make the tour as “environmentally beneficial as possible,” aiming to cut their direct carbon emissions by half. Meanwhile, the K-pop scene has also seen a movement towards better eco-friendly practices in merchandise production. For instance, the group VICTON offered their fans (known as “ALICE”) the option to purchase a digital album instead of a physical one, with the photo card being mailed to them.

From adopting eco-friendly tour practices to advocating for environmental causes on stage, artists have emerged as powerful advocates for positive change. Many musicians have implemented carbon offset programs to mitigate the environmental impact of their tours, while others have partnered with environmental organizations to raise awareness and funds for conservation efforts. Additionally, artists have increasingly incorporated themes of sustainability and social justice into their music and performances, inspiring fans to reflect on their own impact and take action. These initiatives resonate deeply with travelers and music lovers, fostering a sense of shared responsibility and collective action towards building a more sustainable future.

Q7. Looking ahead, what do you envision for the future of music festivals in terms of their alignment with conscious travel and sustainability goals?

Looking ahead, I envision music festivals playing an increasingly pivotal role in promoting conscious travel and sustainability goals on a global scale. As awareness of environmental and social issues continues to grow, music artists themselves can be leaders of change. Their concerts and music festivals will be compelled to adopt more sustainable practices, prioritize community engagement, and advocate for positive change.

This may include implementing renewable energy solutions, reducing waste through recycling and composting initiatives, and partnering with local organizations to support environmental conservation and social justice efforts. By embracing conscious travel principles and fostering a culture of environmental stewardship, music festivals have the potential not only to entertain and inspire but also to catalyze meaningful social and environmental change for generations to come.

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