Public opinion study
How Well Do You Know North East India?
A Hercules survey of 564 mainland Indians in metro cities tested how well they know North East India. 84.6% would consider a leisure trip within 24 months and 77.4% claim high familiarity. Yet the best-recognised state, Assam, was picked by only 55.9%, and the Net Safety Score is -4.5 points.
Explore the findingsDefinitely or likely to visit for leisure within 24 months
Rated their familiarity 4 or 5 out of 5
37.2% see the region as safe, 41.7% as unsafe
Based on 564 completed responses. Public opinion study.
What we set out to answer, and what we found
We checked whether mainland confidence about North East India survives a simple knowledge test
Does anyone want to travel there?
We measured consideration of a leisure trip within the next 24 months, then looked at safety sentiment and the barriers people name when planning.
Do people actually know the region, or just think they do?
We asked respondents to rate their own familiarity, then tested them on the eight Ashta Lakshmi states, state capitals and international borders.
Are the eight states seen as one region or eight?
We tested cultural plurality against monolithic views, and checked whether the Hornbill Festival and the region’s linguistic diversity are understood.
How should the region be presented?
We asked which themes people are most curious about and which media formats they would most enjoy learning from.
Tourism is the main commercial opening. 84.6% would consider a leisure trip to North East India within 24 months, so spend should move from broad awareness to easy booking, curated packages and clear route information.
People think they know the region better than they do. 77.4% claim high familiarity (4 or 5 out of 5), yet the most recognised state, Assam, is identified by only 55.9%.
Safety is the main conversion barrier. The Net Safety Score is -4.5 points, and 35% of those who say they definitely will visit still see the region as very unsafe because of conflict and law-and-order concerns.
Monolithic stereotyping undermines state-level positioning. Nearly two-thirds (64.0%) see the eight states as one unified culture or as only slightly different. Just 33.3% recognise distinct state cultures.
Basic administrative and border knowledge is weak. Over 4 in 10 cannot pick the correct state-capital pair, and the best-known international border, Bangladesh, is identified by only 60.1%.
Sikkim is the one near-certainty. 96.1% correctly recognise Sikkim as one of the eight Ashta Lakshmi states.
Sikkim Recognition
Correctly place Sikkim among the eight states
84.6% Would Consider a North East Leisure Trip Within 24 Months
How likely are you to consider travelling to North East India for tourism or leisure within the next 24 months?
Likelihood of a Leisure Trip Within 24 Months
Base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Definitely will visit | 43.1% |
| Likely to visit | 41.5% |
| Uncertain | 12.9% |
| Unlikely to visit | 2% |
| Definitely will not visit | 0.5% |
01. 43.1% say they definitely will visit and a further 41.5% are likely to, which makes 84.6% top-two-box consideration.
02. Only 2.5% are unlikely or definitely will not visit, so active resistance is negligible. 12.9% are uncertain.
77.4% Rate Their Familiarity With the Region as High
How familiar do you consider yourself to be with the geography, culture and people of North East India?
Self-Rated Familiarity With North East India
Rating out of 5, base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| 5 | 34.8% |
| 4 | 42.6% |
| 3 | 18.6% |
| 2 | 2.7% |
| 1 | 1.2% |
01. 42.6% rate their familiarity 4 out of 5 and 34.8% rate it 5. Only 3.9% report low familiarity (1 or 2).
02. Confidence peaks among 36 to 45 year-olds: 85.7% rate themselves 4 or 5, against 74.9% of 18 to 24 year-olds. Older professionals are the segment most exposed to gaps they do not see.
03. Younger respondents are more modest. 21.5% of 18 to 24 year-olds give a middling 3, against 11.9% of 36 to 45 year-olds.
Even the Most Recognised State Reaches Only 55.9% Recall
Which of the following are officially among the eight states that make up North East India?
Selected as One of the Eight North Eastern States
Multi-select, share of 564 respondents; the last four are not North Eastern states
View the data behind this chart
| Answer | Share |
|---|---|
| Assam | 55.9% |
| Meghalaya | 55.1% |
| Sikkim | 53.7% |
| Nagaland | 49.1% |
| Arunachal Pradesh | 48.8% |
| Mizoram | 48.2% |
| Manipur | 47.7% |
| Tripura | 45% |
| Himachal Pradesh (incorrect) | 25.4% |
| Uttarakhand (incorrect) | 21.6% |
| Jharkhand (incorrect) | 17.4% |
| Chhattisgarh (incorrect) | 15.1% |
01. Even Assam, the most recalled state, reaches only 55.9%, and Tripura falls to 45.0%. Respondents selected 4.86 states on average.
02. Hill states outside the region are often mistaken for North Eastern ones: Himachal Pradesh (25.4%) and Uttarakhand (21.6%).
03. Asked directly, 96.1% correctly confirm that Sikkim is one of the eight Ashta Lakshmi states. It is the one point of near-unanimous awareness.
04. Younger adults lag. 41.1% of 18 to 24 year-olds pick Tripura against 51.7% of 25 to 35 year-olds (directional).
Over 4 in 10 Cannot Pick the Correct State Capital
Which of these correctly pairs a North Eastern state with its capital, and which countries share a land border with the region?
Which Pair Is a Correct State and Capital?
Single choice, base: 564 respondents; only Nagaland–Kohima is correct
View the data behind this chart
| Answer | Share |
|---|---|
| Nagaland – Kohima (correct) | 58% |
| Meghalaya – Imphal | 12.8% |
| Arunachal Pradesh – Dispur | 11.3% |
| Mizoram – Agartala | 9.9% |
| I am not sure | 8% |
Countries Selected as Sharing a Land Border With the North East
Multi-select, share of 564 respondents; Thailand is incorrect
View the data behind this chart
| Answer | Share |
|---|---|
| Bangladesh | 60.1% |
| China | 55.7% |
| Nepal | 53.9% |
| Bhutan | 50.7% |
| Myanmar | 50% |
| Thailand (incorrect) | 17% |
| None of these | 2.3% |
01. 58.0% correctly pick Kohima as the capital of Nagaland, but 34.0% choose a wrong pairing and 8.0% are unsure.
02. Bangladesh is the best-known border at just 60.1%. Half the audience misses Myanmar (50.0%) and Bhutan (50.7%).
03. Respondents chose 2.9 countries on average and 38.5% chose only one.
Iconic Traditions and Linguistic Diversity Are Poorly Understood
Where is the Hornbill Festival held, and roughly how many languages and dialects are spoken across the eight states?
Where the Hornbill Festival Takes Place
Correct answer: Nagaland; base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Nagaland (correct) | 54.1% |
| Assam | 12.9% |
| Manipur | 11.9% |
| Meghalaya | 11.7% |
| I am not sure | 9.4% |
Estimated Number of Languages and Dialects Spoken
Correct answer: over 200; base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Over 200 (correct) | 39.2% |
| Around 30 to 50 | 32.4% |
| Fewer than 15 | 19% |
| I am not sure | 7.6% |
| Only 3 dominant languages | 1.8% |
01. A bare majority (54.1%) places the Hornbill Festival in Nagaland. 36.5% spread the credit almost evenly across Assam, Manipur and Meghalaya.
02. Only 39.2% know the region has over 200 languages and dialects. 53.2% estimate 50 or fewer, including 19.0% who guess fewer than 15.
Nearly Two-Thirds Hold a Monolithic View of the Region
Which of these statements best reflects your view on the cultural landscape of North East India?
View of the Regional Cultural Landscape
Base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| The eight states share one broadly unified culture | 33.3% |
| Each state has distinct ethnic groups, languages and traditions | 33.3% |
| Minor differences, but largely culturally similar | 30.7% |
| I do not know enough to say | 2.7% |
01. 64.0% view the region monolithically: 33.3% believe the eight states share one unified culture and 30.7% see only minor differences.
02. Exactly one-third (33.3%) recognise cultural plurality, and only 2.7% admit they do not know enough.
A Net Safety Score of -4.5 Points Is the Main Conversion Barrier
How safe do you consider North East India to be for domestic leisure travellers and families today?
Perceived Safety for Leisure and Family Travel
Base: 564 respondents; Net Safety Score: -4.5 points
View the data behind this chart
| Answer | Share |
|---|---|
| Very peaceful, welcoming and safe | 9.9% |
| Generally safe, similar to other regions | 27.3% |
| Neutral / no strong impression | 21.1% |
| Somewhat unsafe, requires caution | 17.6% |
| Very unsafe due to conflict and law-and-order concerns | 24.1% |
01. 37.2% consider the region safe (27.3% generally safe, 9.9% very peaceful), while 41.7% see it as unsafe. The largest group within that, 24.1%, call it very unsafe because of conflict and law and order.
02. 21.1% are neutral, a middle group that targeted security reassurance could reach.
03. Intent and safety fears sit side by side: 35% of those who say they definitely will visit still see the region as very unsafe.
79.7% Rate Regional Physical and Digital Connectivity Positively
How would you rate your perception of modern physical and digital connectivity (airports, highways, telecom) across North East India today?
Perceived Modern Connectivity
Rating out of 5, base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| 5 | 35.6% |
| 4 | 44.1% |
| 3 | 16.7% |
| 2 | 3.4% |
| 1 | 0.2% |
01. 79.7% rate connectivity 4 or 5 out of 5 (44.1% gave 4, 35.6% gave 5). Only 3.6% rate it 1 or 2.
02. 20.4% of 18 to 24 year-olds give a neutral 3, against 7.1% of 36 to 45 year-olds, so younger audiences want more visible proof.
03. Connectivity combined with perceptions of cosmopolitan urban life gives a Modernity and Connectivity Perception Index of 77.48 out of 100.
04. Past visitors rate the region higher than non-visitors on familiarity (4.204 for business visitors and 4.162 for leisure visitors, against 3.574) and on connectivity (4.186 against 3.861, out of 5).
Permit Confusion Is the Largest Barrier to Planning a Trip
What are the primary factors causing you hesitation when thinking about planning a trip to North East India?
Primary Hesitations When Planning a Trip
Multi-select, base: 87 respondents (directional)
View the data behind this chart
| Answer | Share |
|---|---|
| Confusion around Inner Line Permits (ILP) and paperwork | 37.9% |
| Lack of curated tourist information and verified packages | 34.5% |
| Long travel times and perceived difficult terrain | 33.3% |
| Apprehension about local food and dietary options | 33.3% |
| High flight or travel expenses | 28.7% |
| Concerns regarding personal safety and local stability | 28.7% |
| No hesitation or concerns | 9.2% |
01. Paperwork and missing information lead. ILP and paperwork confusion (37.9%) and the lack of curated packages (34.5%) outrank safety concerns and flight costs (28.7% each).
02. Barriers pile up: 60.0% of those deterred by flight costs also cite long travel times, and 53.3% of those citing a lack of curated packages also report permit confusion.
03. 18 to 24 year-olds are hit hardest by permits (48.1% against 20.0% of 25 to 35 year-olds) and by food apprehension (44.4% against 16.0%) (directional).
Curiosity Is Spread Across States, and Podcasts Lead as a Format
Which regional theme would you most like to explore in depth, and through which media formats would you most enjoy learning about the region?
Theme or State People Are Most Curious About
Single choice, base: 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Buddhist monasteries and snow peaks (Sikkim, Arunachal Pradesh) | 17.4% |
| Living root bridges and caves (Meghalaya) | 17% |
| Bamboo architecture and hill communities (Mizoram) | 15.1% |
| Tribal heritage and traditional textiles | 13.7% |
| Ancient rock carvings and palaces | 12.9% |
| Rhino safaris in Kaziranga and tea gardens | 12.8% |
| Loktak floating lake and classical dance (Manipur) | 10.8% |
| Other cultural theme | 0.4% |
Preferred Formats for Learning About the Region
Multi-select, share of 564 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Travel podcasts with local creators | 44.9% |
| Interactive digital maps and cultural explainers | 39.9% |
| In-depth documentary series on streaming | 38.3% |
| Curated photo stories and long-form blogs | 37.9% |
| Short-form video reels | 37.4% |
| Other storytelling format | 0.9% |
01. Curiosity is spread out. Buddhist monasteries in Sikkim and Arunachal Pradesh (17.4%) narrowly lead Meghalaya's living root bridges (17.0%), and even the lowest state theme, Manipur, draws 10.8%.
02. Travel podcasts with local creators lead the formats at 44.9%, ahead of interactive maps (39.9%) and short-form reels (37.4%).
03. Among people who definitely will visit, podcasts are again the top format (112 selections), followed by interactive maps (104).
What we would recommend
Practical priorities drawn from this study for further validation.
Shift budget from inspiration to conversion collateral.
With 84.6% travel consideration, tourism boards can cut generic brand spend and put the money into conversion platforms that clarify transit routes, travel permits and logistics.
Lead with verifiable safety infrastructure.
The Net Safety Score is -4.5 points and 35% of definite visitors are anxious about safety. Campaigns should feature verified guest testimonials, family-oriented packages and visible safety accreditations.
Replace the monolithic lens with state-specific storytelling.
64.0% see the region as one culture or nearly so. Campaigns should market individual state identities, with their own culinary traditions, festivals and micro-cultures.
Build basic geography into every touchpoint.
Over 4 in 10 cannot pick a correct state-capital pair, so itineraries and media should show routes, state borders and transit corridors on a map to make the region feel less intimidating.
Design itineraries around niche themes.
Curiosity is spread across themes, with Buddhist heritage ahead at 17.4%. Segmented itineraries (spiritual heritage, textiles, biodiversity) should beat a single universal draw.
