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

SriLankan Airlines marked its 46th anniversary on 1 September 2025, celebrating nearly five decades of connecting people, cultures, and trade across the globe. Known for its warm Sri Lankan hospitality and award-winning service, the airline continues to be a proud ambassador for the nation while maintaining global standards in operations. With a focus on growth and innovation, SriLankan Airlines remains committed to expanding its network while offering passengers seamless travel experiences that blend comfort with cultural richness.

To mark the occasion, the airline has introduced attractive anniversary offers for travelers. Passengers booking through the official website between 1 and 5 September 2025 can enjoy 20% off Business Class and 15% off Economy Class return fares to all online destinations. Members of the FlySmiLes loyalty programme will also earn 46% bonus miles if they book within the first two weeks of September, symbolising the airline’s 46 years in the skies.

The celebrations also extend to the airline’s dedicated staff, recognising their contribution to its success. Throughout September, a series of special internal events will be held, including religious services to invoke blessings on the airline and its employees. This initiative reflects the company’s belief that its workforce is an integral part of its journey and continued excellence.

Over the decades, SriLankan Airlines has adapted to changing market demands and challenges in the aviation industry. It remains one of South Asia’s leading international carriers, offering an extensive route network and maintaining a reputation for reliability and service quality. The airline’s resilience and strategic vision have allowed it to remain competitive and relevant in a dynamic global market.

In 2025, SriLankan Airlines has received multiple prestigious accolades, further cementing its industry position. These include Best People’s Airline of the Year at the Hybiz TV Business Excellence Awards, Outstanding Food Service by a Carrier – South Asia at the PAX Readership Awards, and Most Loved Brand in Aviation in LMD’s Most Loved Brands list. It also secured Silver in the Best Regional Airline category at the ShareTrip–Monitor Airline of the Year and was named Best Airline for South Asia at the International Tourism Awards.

Looking ahead, SriLankan Airlines aims to build on its achievements by enhancing passenger experiences, expanding its destinations, and strengthening its role as a bridge between Sri Lanka and the rest of the world. The airline’s legacy is not only defined by years in service but also by the trust, loyalty, and memories it has created for millions of travelers.