India'’s Cultural Wanderlust growing: Skyscanner Reveals 8 in 10 Indians Plan Trips Around Culture in 2025

• 93% visitors will think about lesser-known locations if they likewise use genuine cultural experiences

• Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) become the leading cultural eyeglasses Indians wish to witness in the coming year

Leading international travel app Skyscanner just recently launched its newest Cultural Tourism report, highlighting an increasing pattern amongst Indians taking a trip in pursuit of genuine regional heritage, customs, and experiences. According to the findings, 82% of Indian tourists are extremely crazy about checking out locations mostly for their cultural offerings, with more youthful generations– Millennials (84%) and Gen Z (80%) leading this increasing wave of cultural interest. This interest is developing into a mission for depth as numerous visitors specify cultural tourist not by the sights they see however by the understanding they get, with 39% thinking about a journey effective when they return home having actually discovered something brand-new about the location or its individuals.

The report likewise exposes a striking shift: 76% of Indian tourists have actually modified their travel prepares to participate in a cultural occasion, highlighting how customs and celebrations are no longer side activities however main to vacation choices. This cultural interest isn’t restricted by location. 7 in 10 visitors state they are open to checking out cultural experiences locally and worldwide. At its core, Indians are looking for genuine, immersive experiences that permit them to take part, find out, and return home with stories that really feel transformative.

Celebrations as the Biggest Magnets for Cultural Travel

• Indian celebrations are becoming a few of the most significant draws for tourists. According to the report:

• Over half of Indian tourists (55%) have actually participated in regional celebrations, fairs, or cultural occasions.

• Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) lead the list of events visitors are most excited to witness live this year.

• Beyond celebrations, 53% of visitors are drawn to historic cities like Jaipur and Varanasi, while 39% are influenced to check out UNESCO World Heritage Sites such as Taj Mahal in Agra and Hampi in Karnataka. Skyscanner information reveals searches to Varanasi, one of India’s the majority of storied cultural cities, has actually increased by 76% for travel in 2025 compared to the previous year!( 1 )

• Commemorated for their joyful customs, architectural magnificence, and regional heritage, Kerala (32%) and Rajasthan (30%) have actually likewise become India’s culture capitals.

Growing Interest in Underrated Destinations

Beyond these, tourists wonder to check out locations that maintain customs far from the crowds. An exceptional 93% aspire to look for lesser-known locations providing genuine cultural experiences, signalling a strong cravings for surprise gems where genuine customs prosper far from crowded traveler routes. One method to check out these concealed treasures is by utilizing ‘Explore Everywhere’ search function on Skyscanner, with filter choices like ‘underrated locations’ and ‘art and culture’ to make it simpler than ever to discover the ideal area for a distinct tradition-rich escape.

“Indian tourists are moving beyond vacations taken just for leisure. The growing mission for depth has actually triggered a brand-new archetype– the culture curious visitor– one who looks for understanding, connection and fulfilment,” stated Neel Ghose, Skyscanner Travel Trends and Destinations Expert. “For them, success is determined in stories brought home that deepen their sense of individuals and location. Surprisingly, our report likewise highlights that 71% choose to take a trip with household, followed by 62% with buddies, and 56% with a partner or partner. This reveals travel today is moving from sights seen, to connections deepened– and Skyscanner’s all-in-one app makes it simpler and more budget friendly to prepare those significant journeys.”

From Observing to Immersing

As this cultural wave constructs, a couple of patterns are emerging, showcasing how Indians strategy, and experience leaves rooted in custom. The report reveals that almost 4 in 10 wish to check out heritage towns or eco-cultural neighborhoods, while 38% are drawn to cooking tracks exposing the historical roots of regional foods. Reviewing this pattern towards hands-on, participatory experiences, Dr. Aditi Rawat, Associate Fellow, Pahle India Foundationpolicy think tank advancing research-led concepts on India’s financial advancement and governance, stated,”Cultural tourist is quick ending up being a specifying lens through which Indian visitors experience their nation and the world. The pattern is moving towards integrating cultural discovery with convenience, high-end, and leisure– a mix that motivates longer stays and much deeper engagement. Catalysed by increasing availability, robust facilities, and digital connection, it is improving travel from passive sightseeing to immersive storytelling, where visitors engage with living heritage, regional customs, and cultural stories that specify each location.

Security and Smart Planning Drive Choices

• In their vacations, useful factors to consider stay front and centre among Indian tourists. When picking a cultural journey:

• Security (45%) tops the list of factors to consider when selecting a cultural journey, followed by credibility (33%) and seasonality (31%).

• 41% tourists begin preparing one to 2 months ahead. Their motivation is formed by a mix of impacts: 45% turn to social networks, 39% depend on family and friends, and 27% usage apps like Skyscanner to find the ideal locations and offers.

• When it concerns settling strategies, worth stays leading of mind, with 60% stating the very best time to book celebration flights is their most practical preparation insight, while 58% depend upon fare contrasts to make smarter options.

To even more help Indians in charting their journeys, Neel Ghose included, “For visitors looking for motivation, explaining your perfect vacation on Skyscanner’s app-only AI function, Savvy Search can assist discover temple cities, native lands, royal palaces, and more. The tool curates a list of locations based upon the triggers, directing you to Skyscanner’s flight search, letting you compare the very best rates. And, when it pertains to preparation, for those aiming to maximize their vacation around a celebration, a basic hack is to utilize the ‘Whole Month’ view to find the least expensive days to fly around the date! Smart preparing options like these can assist unlock cultural experiences without breaking the bank, letting you produce memories and returning home with knowings that last a life time.”

A Broader Shift in Tourism

This growing interest is a sign that culture-led expedition will likewise guide the future of the nation’s tourist market. Sharing insights on this increasing phenomenon and its ramifications, Dr. Aditi Rawat, stated, “This shift is being satisfied by conventional towns and genuine locale-based experiences that link visitors with neighborhoods and their lifestyle. Believe the Northeast India, with its amazing multiculturalism and beautiful landscapes, or Kerala, with its backwaters, classical art types, and Ayurvedic customs, both now strongly on the radar of critical travelers. From tribal celebrations in Arunachal Pradesh to tea and health in Assam, or narrative Kathakali efficiencies in Thrissur, we are seeing curated experiences real to each location’s strengths. Combined with leisure travel and federal government efforts such as Dekho Apna Desh, Swadesh Darshan 2.0, and Adopt A Heritage, this cultural discovery is changing tourist into an effective custodian of India’s identity. It is revitalising economies, placing variety as a worldwide possession, and turning websites and practices into centers that bring in international visitors, empower regional neighborhoods, and form the future of India’s tourist economy.”

Notes to the Editor:

Information based upon a current Skyscanner Cultural Tourism study carried out from 4 to 11 August 2025, amongst 2,000 Indian adult tourists.

About Skyscanner

Skyscanner is an international leader in travel that assists visitors strategy and book their journey with ease and self-confidence. Monthly, Skyscanner links countless visitors, in 180 nations and 37 languages, to more than 1200 relied on travel partners so they can discover flight, hotel or automobile hire alternatives.

Established in 2003, Skyscanner has workplaces worldwide, in Europe, Asia-Pacific and North America where traveller-first developments are established and powered by information and insights. Utilizing the current innovation, Skyscanner streamlines the intricacy of travel and supplies sincere and transparent services, browsing around 100 billion costs every day so visitors can be sure they’ve seen the very best possible choices, all in one location.

About Pahle India

Pahle India Foundation is a not-for-profit thinktank established by Dr. Rajiv Kumar, previous Vice Chairman of NITI Aayog. PIF supplies a reliable, credible, and neutral platform for combining federal government, market, academic community and civil society to make it possible for educated choice making. PIF works carefully with these stakeholders to establish and carry out policies in numerous sectors. Supporting the framing of tourist policies of state federal governments stays a crucial focus of PIF’s work.

(1 ) Skyscanner flight searches from India to Varanasi in between 1 January– 31 July 2025 for travel in 2025 compared to the previous year.