The new age of travelling is shifting landscapes one trip at a time. It’s beyond just regular sightseeing. Today, it’s staycations, wellness retreats, luxury escapes, and right now it’s all about soaking in culture. Why? Because experience value has found its place at the core.

Cultural tourism is making strides and Indian travellers are totally on board. Around 82 per cent of Indian travellers are looking for destinations that offer authentic local heritage, traditions, and experiences, according to the latest Cultural Tourism Report by Skyscanner.

In today’s era, people are not only keeping a travel budget aside but also curating itineraries specifically around the festive seasons. In fact, seven in ten travellers say they are open to exploring both local and international cultural diversity.

“Indian travellers are moving beyond holidays taken only for leisure. The growing quest for depth has given rise to a new archetype – the culture-curious traveller – one who seeks knowledge, connection and fulfilment,” says Neel Ghose, Skyscanner travel trends and destinations expert.

Festive first travel

Celebrating festivals is no longer a side activity. It’s becoming the main travel plan.

76 per cent of Indian travellers have altered their plans to attend a cultural event. And the hottest draws? Kolkata’s Durga Puja (53 per cent), Lathmar Holi in Barsana (51 per cent), and Onam in Kerala (35 per cent). For younger travellers, it’s about dancing, feasting, celebrating rather than just being passive observers.

Almost 55 per cent of Indian travellers have attended local festivals, fairs, or cultural events, the survey shows. And where is the bandwagon heading? Varanasi secures the top spot.

Interestingly, heritage cities are seeing renewed love. Kashi or Varanasi, one of the oldest Indian cities that brims with culture, heritage and traditions, has witnessed a 76 per cent jump in searches for 2025, followed by Jaipur, Agra, and Hampi.

Another growing category is the intrigue of the offbeat. A striking 93 per cent of travellers want to explore underrated destinations – tea festivals in Assam, tribal gatherings in Arunachal, or local heritage in Kerala. These offbeat spots are where authenticity thrives away from the commercialised masses.

Who are the trendsetters?

There are no brownie points for guessing who is leading this change – Millennials (84 per cent) followed by Gen Z (80 per cent).

At a time when travel trends are changing at lightening speed, solo travel is lowkey last season! It may have been the hype once, but family-first is back (fam jams for the win). 71 per cent prefer travelling with family, 62 per cent with friends, and 56 per cent with a partner.

And as this cultural wave builds, patterns are clear. Nearly four in ten want to explore heritage villages or eco-cultural communities, while 38 per cent are drawn to culinary trails revealing the historic roots of local cuisines. Dr. Aditi Rawat, associate fellow, Pahle India Foundation, explains that cultural tourism is evolving into “immersive storytelling,” blending comfort and discovery for longer, more meaningful stays.

Experience value remains the marker of success and 39 per cent of travellers consider a trip meaningful only if they return home having learnt something new about the place or its people.

Gathering anecdotes and lifetime experiences is all good, but before that comes the important yet boring part – planning. And the survey emphasises how this digitally driven age holds safety and smart planning at the centre.

Safety ranks as the top priority for 45 per cent of cultural tourists, followed by authenticity and timing. Most travellers start planning one to two months in advance, inspired by social media, family recommendations, and apps too.

Travel in 2025 is changing. While films like Zindagei Na Milegi Dobara gave us La Tomatina dreams, Millennials and Gen Z are all set to check off the bucket list with festivals and heritage closer to home.

– Ends

Travel Mission connects Hong Kong tourism industry partners with India’s travel trade across 5 major cities. Indian visitor arrivals recorded a 94% recovery to pre-pandemic levels Hong Kong (NewsVoir) The Hong Kong Tourism Board (HKTB) has successfully concluded its annual Hong Kong Travel Mission to India, held from August 18th to 26th across five major cities that started from Bengaluru, Mumbai, New Delhi, Hyderabad and concluded in Chennai.

This year’s mission featured a strong delegation of 41 Hong Kong tourism industry partners, including iconic attractions, theme parks, leading hotels, destination management companies (DMCs), airlines, and cruise lines. The Hong Kong team engaged with over 750 Indian travel agents and tourism professionals, including representatives from key satellite markets. Against the backdrop of a strong recovery in India market, the travel mission highlighted how Hong Kong is evolving its offerings to appeal to leisure, business, and family travellers alike, and is known for its visa-free and direct flight options.

The timing couldn’t be better. Between January and July 2025, Hong Kong welcomed 233,000 Indian visitor arrivals, an 8% year-on-year growth in arrivals, reaching 94% of pre-pandemic levels. India now ranks 11th among key visitor source markets, with travellers staying an average of four nights, and nearly two-thirds choosing overnight stays. Connectivity is also stronger than ever, with 53 weekly flights from Delhi, Mumbai, Bangalore, Chennai, and Hyderabad, making Hong Kong India’s most accessible international destination in Asia.

The data tells a promising story. More Indians are discovering Hong Kong for the first time (43% in 2025), family and group travel is on the rise (up from 29% in Q1 to 43% in Q2), and India ranks 5th in per capita spending, reflecting demand for premium travel experiences and services among Indian visitors to Hong Kong. On the business travel side, MICE travel has registered a strong rebound, with arrivals up 33% year-on-year and 55,587 Indian delegates visiting Hong Kong in the first half of 2025 for Business Travel and MICE.

Puneet Kumar, Director – South Asia, Hong Kong Tourism Board, said, “There is no place like Hong Kong that is such a super cosmopolitan city with world class theme parks, attractions, best in class infrastructure, unique experiences that are only available in HK such as Derby racing, yachting, island hopping, our city’s culinary & nightlife is second to none, world famous Art & Cultural events yet you can find the nature’s calm within few minutes as we have oceans, mountains, hiking trails, beaches, 263 island, water sports that attracts active adventure seekers from around the world. Hong Kong is a year-round destination with a packed calendar of mega events, festivals from Summer Viva to Tai Hang Fire Dragon Dance to Halloween to Hong Kong Wine & Dine to WinterFest and most spectacular New Year Countdown Fireworks. There is never a dull moment in Hong Kong making it the perfect destination for leisure & cruise holidays, family trips & celebrations, or MICE travel.” With a near full recovery in arrivals, visa-free travel and an expanding portfolio of events and cruise offerings, Hong Kong is set to welcome even more travellers from India in the future to experience leisure, family holidays, or business incentives. The city offers experiences that are fresh, diverse, and rewarding throughout the year.

About Hong Kong Tourism Board (HKTB) The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked with marketing and promoting Hong Kong as a travel destination worldwide and enhancing visitors’ experience once they arrive. These include making recommendations to the Government and other relevant bodies on the range and quality of visitor facilities.

The HKTB’s missions are to maximise the social and economic contribution made by tourism to the community of Hong Kong and to consolidate Hong Kong’s position as a unique, world-class, and most desired destination.

(Disclaimer: The above press release comes to you under an arrangement with Newsvoir and PTI takes no editorial responsibility for the same.). PTI PWR

(This content is sourced from a syndicated feed and is published as received. The Tribune assumes no responsibility or liability for its accuracy, completeness, or content.)

The new age of travelling is shifting landscapes one trip at a time. It’s beyond just regular sightseeing. Today, it’s staycations, wellness retreats, luxury escapes, and right now it’s all about soaking in culture. Why? Because experience value has found its place at the core.

Cultural tourism is making strides and Indian travellers are totally on board. Around 82 per cent of Indian travellers are looking for destinations that offer authentic local heritage, traditions, and experiences, according to the latest Cultural Tourism Report by Skyscanner.

In today’s era, people are not only keeping a travel budget aside but also curating itineraries specifically around the festive seasons. In fact, seven in ten travellers say they are open to exploring both local and international cultural diversity.

“Indian travellers are moving beyond holidays taken only for leisure. The growing quest for depth has given rise to a new archetype – the culture-curious traveller – one who seeks knowledge, connection and fulfilment,” says Neel Ghose, Skyscanner travel trends and destinations expert.

Festive first travel

Celebrating festivals is no longer a side activity. It’s becoming the main travel plan.

76 per cent of Indian travellers have altered their plans to attend a cultural event. And the hottest draws? Kolkata’s Durga Puja (53 per cent), Lathmar Holi in Barsana (51 per cent), and Onam in Kerala (35 per cent). For younger travellers, it’s about dancing, feasting, celebrating rather than just being passive observers.

Almost 55 per cent of Indian travellers have attended local festivals, fairs, or cultural events, the survey shows. And where is the bandwagon heading? Varanasi secures the top spot.

Interestingly, heritage cities are seeing renewed love. Kashi or Varanasi, one of the oldest Indian cities that brims with culture, heritage and traditions, has witnessed a 76 per cent jump in searches for 2025, followed by Jaipur, Agra, and Hampi.

Another growing category is the intrigue of the offbeat. A striking 93 per cent of travellers want to explore underrated destinations – tea festivals in Assam, tribal gatherings in Arunachal, or local heritage in Kerala. These offbeat spots are where authenticity thrives away from the commercialised masses.

Who are the trendsetters?

There are no brownie points for guessing who is leading this change – Millennials (84 per cent) followed by Gen Z (80 per cent).

At a time when travel trends are changing at lightening speed, solo travel is lowkey last season! It may have been the hype once, but family-first is back (fam jams for the win). 71 per cent prefer travelling with family, 62 per cent with friends, and 56 per cent with a partner.

And as this cultural wave builds, patterns are clear. Nearly four in ten want to explore heritage villages or eco-cultural communities, while 38 per cent are drawn to culinary trails revealing the historic roots of local cuisines. Dr. Aditi Rawat, associate fellow, Pahle India Foundation, explains that cultural tourism is evolving into “immersive storytelling,” blending comfort and discovery for longer, more meaningful stays.

Experience value remains the marker of success and 39 per cent of travellers consider a trip meaningful only if they return home having learnt something new about the place or its people.

Gathering anecdotes and lifetime experiences is all good, but before that comes the important yet boring part – planning. And the survey emphasises how this digitally driven age holds safety and smart planning at the centre.

Safety ranks as the top priority for 45 per cent of cultural tourists, followed by authenticity and timing. Most travellers start planning one to two months in advance, inspired by social media, family recommendations, and apps too.

Travel in 2025 is changing. While films like Zindagei Na Milegi Dobara gave us La Tomatina dreams, Millennials and Gen Z are all set to check off the bucket list with festivals and heritage closer to home.

– Ends

Travel Mission connects Hong Kong tourism industry partners with India’s travel trade across 5 major cities. Indian visitor arrivals recorded a 94% recovery to pre-pandemic levels Hong Kong (NewsVoir) The Hong Kong Tourism Board (HKTB) has successfully concluded its annual Hong Kong Travel Mission to India, held from August 18th to 26th across five major cities that started from Bengaluru, Mumbai, New Delhi, Hyderabad and concluded in Chennai.

This year’s mission featured a strong delegation of 41 Hong Kong tourism industry partners, including iconic attractions, theme parks, leading hotels, destination management companies (DMCs), airlines, and cruise lines. The Hong Kong team engaged with over 750 Indian travel agents and tourism professionals, including representatives from key satellite markets. Against the backdrop of a strong recovery in India market, the travel mission highlighted how Hong Kong is evolving its offerings to appeal to leisure, business, and family travellers alike, and is known for its visa-free and direct flight options.

The timing couldn’t be better. Between January and July 2025, Hong Kong welcomed 233,000 Indian visitor arrivals, an 8% year-on-year growth in arrivals, reaching 94% of pre-pandemic levels. India now ranks 11th among key visitor source markets, with travellers staying an average of four nights, and nearly two-thirds choosing overnight stays. Connectivity is also stronger than ever, with 53 weekly flights from Delhi, Mumbai, Bangalore, Chennai, and Hyderabad, making Hong Kong India’s most accessible international destination in Asia.

The data tells a promising story. More Indians are discovering Hong Kong for the first time (43% in 2025), family and group travel is on the rise (up from 29% in Q1 to 43% in Q2), and India ranks 5th in per capita spending, reflecting demand for premium travel experiences and services among Indian visitors to Hong Kong. On the business travel side, MICE travel has registered a strong rebound, with arrivals up 33% year-on-year and 55,587 Indian delegates visiting Hong Kong in the first half of 2025 for Business Travel and MICE.

Puneet Kumar, Director – South Asia, Hong Kong Tourism Board, said, “There is no place like Hong Kong that is such a super cosmopolitan city with world class theme parks, attractions, best in class infrastructure, unique experiences that are only available in HK such as Derby racing, yachting, island hopping, our city’s culinary & nightlife is second to none, world famous Art & Cultural events yet you can find the nature’s calm within few minutes as we have oceans, mountains, hiking trails, beaches, 263 island, water sports that attracts active adventure seekers from around the world. Hong Kong is a year-round destination with a packed calendar of mega events, festivals from Summer Viva to Tai Hang Fire Dragon Dance to Halloween to Hong Kong Wine & Dine to WinterFest and most spectacular New Year Countdown Fireworks. There is never a dull moment in Hong Kong making it the perfect destination for leisure & cruise holidays, family trips & celebrations, or MICE travel.” With a near full recovery in arrivals, visa-free travel and an expanding portfolio of events and cruise offerings, Hong Kong is set to welcome even more travellers from India in the future to experience leisure, family holidays, or business incentives. The city offers experiences that are fresh, diverse, and rewarding throughout the year.

About Hong Kong Tourism Board (HKTB) The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked with marketing and promoting Hong Kong as a travel destination worldwide and enhancing visitors’ experience once they arrive. These include making recommendations to the Government and other relevant bodies on the range and quality of visitor facilities.

The HKTB’s missions are to maximise the social and economic contribution made by tourism to the community of Hong Kong and to consolidate Hong Kong’s position as a unique, world-class, and most desired destination.

(Disclaimer: The above press release comes to you under an arrangement with Newsvoir and PTI takes no editorial responsibility for the same.). PTI PWR

(This content is sourced from a syndicated feed and is published as received. The Tribune assumes no responsibility or liability for its accuracy, completeness, or content.)