The launch, announced by Tourism Minister Lalnghinglova Hmar, is designed to draw visitors onto working farms, connect them with local growers and create new tourism‑driven income streams for rural households.
Organised by the State Tourism Department together with the Khawzawl Deputy Commissioner’s office, the event is the first of its kind in Mizoram and reflects a policy shift toward ensuring that the economic benefits of tourism reach the communities that host visitors.
Under the festival’s simple premise, tourists enter participating farms, pick fruits, vegetables or other produce themselves and then pay for the items they harvest, forging a direct market link between visitors and farming families.
The “pluck and pay” celebration kicks off a series of state‑wide festivals, including the Anthurium Festival in Reiek, the Hnahsin Kût in Champhai, the Travel Fest in Aizawl and several music and cultural events, signalling a broader push to diversify Mizoram’s tourism offering.
Tourism in the northeastern state has surged since the Sairang‑Aizawl railway line opened in September 2025; state assembly data show arrivals nearly doubled from 427,302 in 2024 to 841,322 in 2025, underscoring the potential impact of new experiential attractions like the farm festival.