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Last Updated:September 01, 2025, 20:07 IST

Eight in ten Indians now say they plan their trips around cultural experiences, be it grand festivals, local traditions, or ancient heritage, says report.

For decades, Indian holidays often meant quick getaways, famous monuments, or beaches with family. But 2025 is bringing a different mood to the way India travels. According to Skyscanner’s latest Cultural Tourism report, culture has shifted from being a backdrop to becoming the very purpose of a journey. Eight in ten Indians now say they plan their trips around cultural experiences, be it grand festivals, local traditions, or ancient heritage.

Festivals as the New Compass

More than half of Indian travellers (55%) have attended cultural festivals or fairs, and a staggering 76% have even altered travel plans just to witness a cultural spectacle. This year, Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) top the must-see list. Beyond festivals, historical cities like Jaipur and Varanasi, and UNESCO World Heritage sites such as Hampi and the Taj Mahal, continue to pull in culture-curious Indians. Skyscanner data even shows that searches for Varanasi have increased by 76% in 2025 compared to the previous year.

Hidden Gems Take Centre Stage

It’s not just the big names that are drawing attention. An overwhelming 93% of travellers said they would consider lesser-known destinations if they offered authentic cultural experiences. This reflects a growing appetite for hidden gems: villages, towns, and communities where traditions thrive away from crowded tourist trails. One way to explore these hidden treasures is by using Skyscanner’s ‘Explore Everywhere’ search feature, 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.

Travel for Connection And Meaning

“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

The new cultural traveller doesn’t want to just watch; they want to participate. Four in ten want to explore heritage villages or eco-cultural communities, while 38% are keen on culinary trails that reveal the roots of local cuisines. As Dr. Aditi Rawat of Pahle India Foundation puts it, “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, traditions, and narratives that define each destination.”

Safety, Planning, and Smart Hacks

Practicality, of course, remains key. Safety ranks as the top consideration (45%) when choosing a cultural trip, followed by authenticity (33%) and seasonality (31%). Most travellers start planning one to two months in advance, leaning on social media (45%), friends and family (39%), and apps like Skyscanner (27%) for inspiration. And when it comes to booking, value matters! 60% say knowing the cheapest time to fly during a festival is their most helpful hack.

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 Cultural Wave Shaping Tourism’s Future

What’s clear is that cultural curiosity isn’t just a passing trend; it’s reshaping Indian tourism itself. From Kerala’s backwaters and Ayurveda to the Northeast’s tribal festivals, travellers are weaving deeper meaning into their journeys. Supported by government initiatives such as Dekho Apna Desh and Swadesh Darshan 2.0, cultural tourism is becoming both an economic driver and a custodian of India’s diverse identity. As Dr. Aditi Rawat notes, “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.”