Festivals, heritage villages and food trails are leading India’s new wave of experience-driven travel.
A new wave of Indian travelers is redefining the way the country explores its own cultural landscape. From Durga Puja processions in Kolkata to Onam celebrations in Kerala, festivals are no longer background events, they are the reason people travel.
Speaking to Business Today, Aditi Rawat, Associate Member, Pahle India Foundation, said, “Increasing disposable incomes, exposure to social media and a post-pandemic desire for authenticity are pushing people to directly engage with local life – whether it’s staying in heritage villages, joining culinary trails or learning crafts. For younger travelers, it’s about identity and discovery; for older ones, of nostalgia and connection; for international visitors, of culture and meaning.
Skyscanner data suggests that more than 76% of Indian travelers are now adjusting their plans to attend cultural events, a figure that highlights how festivals are influencing their travel decisions more than ever. “Festivals are no longer just add-ons to itineraries, but key motivators of travel intent,” Neel Ghose, travel trends and destinations expert at Skyscanner, told Business Today. “Nearly two in five cultural travelers agree that they come back transformed, having learned something new about the place or people.”
Major Indian festivals such as Durga Puja, Lathmar Holi and Onam are becoming travel magnets, generating national and international interest. “These iconic celebrations attract travelers in India and abroad as they showcase living traditions in their most vibrant form,” Ghose noted. He added that searches in Varanasi – known for events like Dev Deepawali, Mahashivratri and Ganga Mahotsav – increased by 76% for travel in 2025 compared to the previous year.
Cultural tourism also moves India up the global value chain. “Private investments in heritage hotels, homestays and cultural enterprises are redefining how India is perceived globally – less as a monumental destination, more as a living civilization,” Ghose said. “With supportive government infrastructure and community co-ownership experiences, cultural tourism can become India’s most sustainable growth model. »
The growing appeal of cultural travel has also created opportunities for smaller destinations. “Pairing landmark events with lesser-known cities – like exploring Mandawa after the Pushkar Fair or Chettinad after Pongal – offers travelers a more authentic and less crowded getaway,” Ghose added.
With India already heading into its post-Diwali wedding season, Skyscanner is also noting an increase in the number of destination weddings. “Eighty-five percent of Indians have had or are planning a destination wedding,” Ghose said. “Goa remains a top choice, but hidden gems like Gokarna, Kalimpong and Mahabalipuram are booming.”
He added that couples are increasingly planning pre-wedding getaways and themed celebrations, turning weddings into multi-day travel experiences.
