Festival tourism is emerging as another major driver
Culture is becoming a key factor in travel decisions, according to Skyscanner’s India Culture Travel Index.
In a press statement, Skyscanner says that 84 pc of Indian travellers say their interest in culture-led travel within India has grown in recent years, reflecting a shift from conventional sightseeing to heritage, festivals, food and local experiences.
Within India, heritage remains the biggest driver of culture-led travel, with 47 pc of respondents saying they would plan a trip around heritage and historical sites. Kerala, Rajasthan and Uttarakhand ranked among the country’s leading cultural destinations.
The report found that travellers are increasingly discovering destinations through digital platforms and immersive experiences. Social media and YouTube influence 42 pc of respondents, while 41 pc say food, craft and heritage trails inspire their travel choices. Around 25 pc also travel to Tier-II and Tier-III towns for cultural experiences.
Festival tourism is emerging as another major driver. About 72 pc of respondents say they would plan a trip specifically to attend a cultural or religious festival. Durga Puja topped the list at 58 pc, followed by Ganesh Chaturthi at 52 pc and Navratri Garba at 47 pc.
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Food also plays an important role in travel planning. The survey found that 43 pc of Indian travellers would organise a trip around regional food experiences, reflecting growing interest in local cuisine and traditions, says the report.
Planning patterns are also changing. Around 40 pc begin planning culture-led trips three to six months in advance, while 36 pc start one to three months before departure. Festival timing is the biggest booking consideration for 36 pc of respondents, followed by affordable transport and accommodation costs at 32 pc.
Looking ahead, 41 pc of travellers plan to take two culture-focussed trips within India over the next year, while 32 pc expect to take three to four such trips. Safety concerns remain the biggest barrier for 49 pc of respondents, followed by high travel costs for 37 pc.
“For a long time, people chose a destination first and discovered its culture once they arrived. We are increasingly seeing that journey now happens in reverse. Travellers are starting with the experience they want, whether that is witnessing Durga Puja, exploring a heritage trail or discovering a region through its food, and then building the trip around it. That shift is changing not just where people travel, but how they plan,” says Neel Ghose, Travel Trends and Destinations Expert, Skyscanner India.
“When festival dates are fixed and demand is high, comparing different travel dates, airlines, airports and routes can help travellers find better value. For instance, try mixing and matching airlines or airports when you are searching for flights, and use helpful tools like Skyscanner’s Price Alerts, to find better value when planning travel,” says Ghose.
“India’s cultural heritage is not only about monuments, but also the ecosystems around heritage landscapes: creative skilled communities, cultural traditions, and living practices. Studies show a growing number of travellers seeking immersive heritage experiences, underlining India’s need to opportunities,” says Navina Jafa, an expert in heritage tourism, sustainability, cultural strategy.
