India’s travellers are increasingly seeking journeys that go beyond sightseeing, putting culture at the heart of their adventures. According to the latest Cultural Tourism Report by Skyscanner, 82% of Indian travellers in 2025 are prioritising destinations for their cultural offerings. Millennials (84%) and Gen Z (80%) are leading this movement, proving that India’s younger generations are hungry for authentic heritage, local traditions, and immersive experiences.
For many, cultural tourism is no longer defined by a checklist of monuments; 39% consider a trip successful when they return having learnt something new about the place or its people, signalling a shift from passive sightseeing to meaningful exploration.
Festivals Are the New Magnets
Festivals are emerging as powerful draws for Indian travellers:
- 55% of travellers have attended local fairs, cultural events, or festivals.
- Durga Puja (Kolkata) leads the way at 53%, followed by Lathmar Holi (Barsana) at 51%, and Onam (Kerala) at 35%.
- Historical cities such as Jaipur (53%) and Varanasi (53%), along with UNESCO World Heritage Sites like the Taj Mahal and Hampi (39%), remain top draws for Indian travellers. Notably, searches for Varanasi have surged by 76% for 2025, reflecting growing interest in the city’s rich cultural and spiritual heritage.
- Kerala (32%) and Rajasthan (30%) are emerging as India’s cultural capitals, celebrated for festivals, architectural splendour, and rich heritage.
This trend shows Indian travellers are actively planning trips to coincide with festivals and heritage events, transforming them from side experiences into central motivations for travel.
Hidden Gems & Lesser-Known Destinations
Beyond popular sites, travellers are keen to explore underrated destinations, with 93% expressing interest in offbeat spots where traditions are preserved away from crowds. Skyscanner’s ‘Explore Everywhere’ feature, with filters like ‘underrated destinations’ and ‘art and culture’, makes it easier for travellers to discover these hidden cultural treasures.
From Observing to Immersing
Indians are no longer satisfied with passive observation—they want hands-on experiences:
- Heritage villages and eco-cultural communities appeal to nearly 40% of travellers.
- Culinary trails attract 38%, revealing the history and roots of local cuisines.
“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,” Ghose added.
The report notes that family remains the most popular choice of travel companions (71%), followed by friends (62%) and partners or spouses (56%).
Practical Considerations: Safety & Smart Planning
When planning cultural trips, Indian travellers remain mindful of:
- Safety (45%), authenticity (33%), and seasonality (31%) as top considerations.
- 41% start planning one to two months in advance, relying on social media (45%), friends and family (39%), or apps like Skyscanner (27%) for inspiration.
- Smart booking is key: 60% find the best time to book flights around festivals crucial, and 58% compare fares to maximize value.
Skyscanner’s Savvy Search feature helps travellers pinpoint ideal destinations based on preferences like heritage cities, royal palaces, or temple towns—making planning cultural journeys simpler and more affordable.
A Broader Shift in Tourism
This rise in culture-driven travel signals a transformation in India’s tourism industry. According to experts, the trend marks a broader transformation in India’s tourism economy. "This shift is being fulfilled by traditional towns and authentic locale-based experiences that connect travellers with communities and their way of life," Dr Rawat said. She highlights that traditional towns, local communities, and authentic experiences are now central to tourism growth. From the Northeast’s tribal festivals to Kerala’s backwaters, classical arts, and Ayurveda, cultural tourism is strengthening local economies, preserving heritage, and creating globally appealing experiences.
Government initiatives like Dekho Apna Desh, Swadesh Darshan 2.0, and Adopt A Heritage further empower communities and showcase India’s diversity. Cultural exploration is becoming a tool for economic growth, heritage preservation, and meaningful travel that connects visitors deeply with people and place.
The Cultural Traveller of 2025
Indian travellers in 2025 are seeking more than relaxation—they want enrichment. From attending festivals and exploring historic cities to discovering offbeat villages and tasting local culinary traditions, culture has become the defining lens for travel. With smart planning, immersive experiences, and a focus on authenticity, the modern Indian traveller is transforming tourism into an experience that leaves memories, stories, and knowledge that last a lifetime.
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