India, 4th September 2025: Leading global travel app Skyscanner recently released its latest Cultural Tourism report, highlighting a rising trend among Indians travelling in pursuit of authentic local heritage, traditions, and experiences. According to the findings, 82% of Indian travellers are very keen on visiting destinations primarily for their cultural offerings, with younger generations – Millennials (84%) and Gen Z (80%) leading this rising wave of cultural curiosity. This enthusiasm is evolving into a quest for depth as many travellers define cultural tourism not by the sights they see but by the knowledge they gain, with 39% considering a trip successful when they return home having learnt something new about the place or its people.

The report also reveals a striking shift: 76% of Indian travellers have altered their travel plans to attend a cultural event, underlining how traditions and festivals are no longer side activities but central to holiday decisions. This cultural curiosity isn’t limited by geography. 7 in 10 travellers say they are open to exploring cultural experiences domestically and internationally. At its core, Indians are seeking authentic, immersive adventures that allow them to participate, learn, and return home with stories that truly feel transformative.  

Festivals as the Biggest Magnets for Cultural Travel

Indian festivals are emerging as some of the biggest draws for travellers. As per the report:

• Over half of Indian travellers (55%) have attended local festivals, fairs, or cultural events.
• Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) lead the list of occasions travellers are most eager to witness live this year. 
• Beyond festivals, 53% of travellers are drawn to historical cities like Jaipur and Varanasi, while 39% are inspired to explore UNESCO World Heritage Sites such as Taj Mahal in Agra and Hampi in Karnataka. In fact, Skyscanner data shows searches to Varanasi, one of India’s most storied cultural cities, has risen by 76% for travel in 2025 compared to the previous year!
• Celebrated for their festive traditions, architectural grandeur, and local heritage, Kerala (32%) and Rajasthan (30%) have also emerged as India’s culture capitals. 

Growing Interest in Underrated Destinations

Beyond these, travellers are curious to explore places that preserve traditions away from the crowds. A remarkable 93% are eager to seek out lesser-known destinations offering authentic cultural experiences, signalling a strong appetite for hidden gems where authentic traditions thrive away from crowded tourist trails. One way to explore these hidden treasures is by using ‘Explore Everywhere’ search feature on Skyscanner, with filter options like ‘underrated destinations’ and ‘art and culture’ to make it easier than ever to find the perfect spot for a unique tradition-rich escape. 

“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,” said Neel Ghose, Skyscanner Travel Trends and Destinations Expert. “For them, success is measured in stories carried home that deepen their sense of people and place. Interestingly, our report also highlights that 71% prefer to travel with family, followed by 62% with friends, and 56% with a partner or spouse. This shows travel today is shifting from sights seen, to connections deepened — and Skyscanner’s all-in-one app makes it easier and more affordable to plan those meaningful journeys.”

From Observing to Immersing

As this cultural wave builds, a few patterns are emerging, showcasing how Indians plan, and experience escapes rooted in tradition. The report shows that nearly 4 in 10 want to explore heritage villages or eco-cultural communities, while 38% are drawn to culinary trails revealing the historic roots of local cuisines. Reflecting on this trend towards hands-on, participatory experiences, Dr. Aditi Rawat, Associate Fellow, Pahle India Foundation, policy think tank advancing research-led ideas on India’s economic development and governance, said, “Cultural tourism is fast becoming a defining lens through which Indian travellers experience their country and the world. The trend is moving towards combining cultural discovery with comfort, luxury, and leisure – a blend that encourages longer stays and deeper engagement. Catalysed by rising accessibility, robust infrastructure, and digital connectivity, it is reshaping travel from passive sightseeing to immersive storytelling, where visitors engage with living heritage, local traditions, and cultural narratives that define each destination.”

Safety and Smart Planning Drive Choices 

In their sojourns, practical considerations remain front and centre amongst Indian travellers. When choosing a cultural trip:

• Safety (45%) tops the list of considerations when choosing a cultural trip, followed by authenticity (33%) and seasonality (31%).
• 41% travellers start preparing one to two months ahead. Their inspiration is shaped by a mix of influences: 45% turn to social media, 39% rely on friends and family, and 27% use apps like Skyscanner to discover the right destinations and deals.
• When it comes to finalising plans, value remains top of mind, with 60% saying the best time to book festival flights is their most helpful planning insight, while 58% depend on fare comparisons to make smarter choices.

To further assist Indians in charting their journeys, Neel Ghose added, “For travellers seeking inspiration, describing your ideal getaway on Skyscanner’s app-only AI feature, Savvy Search can help uncover temple cities, native lands, royal palaces, and more. The tool curates a list of destinations based on the prompts, directing you to Skyscanner’s flight search, letting you compare the best prices. And, when it comes to planning, for those looking to make the most of their holiday around a festival, a simple hack is to use the ‘Whole Month’ view to spot the cheapest days to fly around the date! Smart planning choices like these can help unlock cultural experiences without breaking the bank, letting you create memories and returning home with learnings that last a lifetime.”

A Broader Shift in Tourism

This growing interest is an indicator that culture-led exploration will also steer the future of the country’s tourism industry. Sharing insights on this rising phenomenon and its implications, Dr. Aditi Rawat, said, “This shift is being fulfilled by traditional towns and authentic locale-based experiences that connect travellers with communities and their way of life. Think the Northeast India, with its extraordinary cultural diversity and pristine landscapes, or Kerala, with its backwaters, classical art forms, and Ayurvedic traditions, both now firmly on the radar of discerning tourists. From tribal festivals in Arunachal Pradesh to tea and wellness in Assam, or narrative Kathakali performances in Thrissur, we are witnessing curated experiences true to each destination’s strengths. Coupled with leisure travel and government initiatives such as Dekho Apna Desh, Swadesh Darshan 2.0, and Adopt A Heritage, this cultural discovery is transforming tourism into a powerful custodian of India’s identity. It is revitalising economies, positioning diversity as a global asset, and turning sites and practices into hubs that attract global visitors, empower local communities, and shape the future of India’s tourism economy.”

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• Strong travel intent to travel during the festive period with family/ extended families and adhoc group of friends
• Festive tours include special regional group departures from high-potential source markets like West Bengal, Karnataka, Gujarat and Maharashtra. Tours accompanied by an experienced regional tour manager

Mumbai, September 4, 2025: Traditionally, Indian festivals have been celebrated at home or in ancestral houses, with families gathering under one roof. However, a strong trend being witnessed is that Indian consumers are increasingly choosing to travel and celebrate festivals – together as multi-generational family units and friends. Thomas Cook India and SOTC Travel’s India Holiday Report 2025 reiterates this changing consumer behaviour, reflecting demand for longer festive breaks, higher holiday spends and a growing appetite for new experiences—from heritage and luxury stays to cruises and unexplored destinations.

To tap into this growing festival travel trend, Thomas Cook (India) Limited – India’s leading omnichannel travel services company – and its Group Company, SOTC Travel, have introduced a specially curated range of holidays for the upcoming festive season, featuring special group tour departures from Kolkata for Durga Puja and Karnataka for Dussehra, as well as from high-potential markets of Gujarat and Maharashtra. In addition, the companies have also announced special Diwali departures across key pan-India markets.

In addition, the Companies have announced a special offer: Discounts of up to Rs.10000 per transaction across select holidays via HDFC credit cards.

Festive tourism trends

·        Longer stays and increased spends: From the traditional 3 days Indians are now extending their stays   to 6-12 days (multi-generational families combining school vacations like Dussehra, Durga Puja and Diwali). Young India’s millennials/GenZ and working professionals are embracing extended trips, combining weekends with festival holidays for a 5-6 day break

·        Favourite destinations:

o   Domestic & Indian Subcontinent: Andaman, Kerala, Kashmir, Himachal Pradesh, Rajasthan, Goa, Karnataka, North East, Sri Lanka, Bhutan and Nepal

o   International: Thailand, Singapore with Bintan, Malaysia, Sabah, Indonesia, Vietnam, Oman, Australia-New Zealand, Switzerland, France, Finland, Japan, Georgia, Germany, Spain, Austria, Kenya, South Africa, Dubai, Abu Dhabi, Maldives, Mauritius, South Korea

o   Visa-Free, Visa-on-arrival and easy-visa destinations in demand: Thailand, Malaysia, Philippines, Sri Lanka, Nepal, Bhutan; Dubai-Abu Dhabi, Indonesia, Maldives

·        Spiritual Journeys: Leveraging festive sentiment, Thomas Cook and SOTC have curated spiritual journeys through their Spiritual Journeys & Darshans portfolio – featuring Char Dham, Kashi, Ayodhya, Rameswaram, Tirupati, Amritsar, Varanasi, Prayagraj, Dwarka and Sri Lanka with special themed tours such as ‘Ramayan Anant Yatra’ and ‘Ramayan Trails’

·        Premium/affordable luxury travel: Customers are opting for luxury resorts and spas, with destinations like France, Switzerland, Scandinavia, South Korea, Japan, Singapore, Australia, New Zealand, Oman, Morocco, Seychelles

·        Cruising: Strong interest for sailings across South East Asia and the Middle East (Costa Cruises, Resorts World Cruises); premium sailings like Disney Cruise Line in Australia and Singapore; domestic (Cordelia)

·        Festival regional group tours: The Companies are witnessing strong interest in their regional tours: Adhbhut Asia, Alokik Asia, Ashadharon Vietnam, Duronto Dubai O Abu Dhabi, Akorshonio France O Swiss with departures accompanied by regional tour managers; on-tour puja and curated vegetarian meals on select tours

Mr. Rajeev Kale, President & Country Head, Holidays, MICE, Visa – Thomas Cook (India) Limited said, “Travel has become non-negotiable and festive tourism serves as a powerful cultural driver. We are witnessing a strong and exciting trend—Indians are no longer staying at home but increasingly choosing to celebrate festivals while travelling. This is reiterated in our India Holiday Report 2025 that also reveals a strong shift—85% of Indians are increasing their travel frequency and budgets, driven by a desire to celebrate culture in immersive, meaningful ways.

Hence, to maximise this opportunity we have launched innovative festive regional groups tours like Adhbhut Asia, Alokik Asia, Ashadharon Vietnam, combining local and authentic experiences to meet the aspirations of India’s new-age travellers.”

Mr. S.D. Nandakumar, President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited said, “India’s festive calendar is fast emerging as a powerful travel driver. Families and friends and are increasingly using these breaks to create multiple holidays rather than a single long annual holiday. Significantly, this trend is not restricted to customers from metro cities, but also from India’s tier 2 and 3 markets, reflecting a strong, nationwide aspiration to travel. Travellers are also embracing new formats—cruise holidays, boutique and heritage stays, luxury villas and immersive experiences like culinary trails and adventure activities.. At SOTC, we have designed our festive portfolio to blend celebration with exploration—curating domestic and international tours that allow Indians to experience their festivals in unique settings, while creating deeper connections and lasting memories.”

What tourists need to know

The official language is Spanish. While English is spoken in major tourist areas, hotels and restaurants, it’s helpful to learn some basic Spanish phrases, especially if you plan to travel to rural areas. The official currency is the Argentine Peso. However, US dollars are widely accepted for exchange in major cities. It’s a good idea to carry some cash, as it can be more useful in rural areas where international cards may not be accepted.

There are no direct flights from India to Argentina. The most popular route is from Delhi to Buenos Aires, with a layover in a major hub like a city in the US or Europe. The journey can take around 25 hours. Popular tourist destinations include Buenos Aires, Iguazu Falls, Salta and Jujuy and Mendoza.

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