Cultural Travel Boom: 8 in 10 Indians Plan Trips Around Heritage and Festivals

Skyscanner Reveals 8 in 10 Indians Plan Trips Around Culture in 2025

Team L&M

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,” he added.

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.

Dr. Aditi Rawat, Associate Fellow, Pahle India Foundation reflected on this trend towards hands-on, participatory experiences.

“Cultural tourism is fast becoming a defining lens for Indian travellers. They now use it to experience their country and the world. The trend is shifting. Travellers want cultural discovery with comfort, luxury and leisure. This blend encourages longer stays. It also promotes deeper engagement,” she says.

“Better accessibility is driving this change. Strong infrastructure is supporting it. Digital connectivity is accelerating it. Travel is no longer just passive sightseeing. It is becoming immersive storytelling. Visitors now engage with living heritage. They explore local traditions. They experience cultural narratives that define each destination,” she adds.

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 comes from many sources. About 45% use social media. Another 39% rely on friends and family. Around 27% use apps like Skyscanner for destinations and deals.

This growing interest shows that culture-led exploration will shape the future of India’s tourism industry. Sharing insights on this trend, Dr. Aditi Rawat said, “Traditional towns and authentic local experiences are driving this shift. They connect travellers with communities and their way of life. Think of the Northeast, with its cultural diversity and pristine landscapes. Or Kerala, known for its backwaters, art forms and Ayurvedic traditions. Both are now on the radar of discerning tourists.

From tribal festivals in Arunachal Pradesh to tea and wellness in Assam, curated experiences are growing. Narrative Kathakali performances in Thrissur also highlight local strengths.

Leisure travel and government initiatives like Dekho Apna Desh, Swadesh Darshan 2.0 and Adopt A Heritage are supporting this shift. Cultural discovery is now transforming tourism. It is becoming a custodian of India’s identity, revitalising economies and promoting diversity globally.”