Culture is increasingly shaping how and where Indians choose to explore. As travellers move beyond traditional sightseeing, they are seeking deeper, more authentic experiences that connect them with the local heritage, traditions, cuisine, festivals and communities. Leading global travel app, Skyscanner has launched The India Culture Travel Index, a report that reveals that India’s appetite for culture-led travel continues to grow
Through The India Culture Travel Index, Skyscanner analysed the evolving behaviours driving culture-led travel in India. The findings uncover five defining trends that together form the R.O.O.T.S. of India’s growing culture-led travel movement:
R – Rediscovering heritage
Heritage continues to be the strongest driver of culture-led travel. It is the top motivator for Indian travellers, with 47% saying they would plan a trip around heritage and historical sites. Kerala, Rajasthan and Uttarakhand rank among the country’s leading cultural destinations, reflecting travellers’ growing interest in exploring India’s architectural landmarks, historic communities and living traditions.
O – Open discovery
As Indian travellers become more open to discovering destinations through culture, they are embracing more immersive experiences beyond traditional sightseeing. Social media and YouTube (42%), along with the growing popularity of food, craft and heritage trails (41%), are the biggest drivers behind growing interest in culture-led travel.
Beyond domestic travel, 46% of Indian travellers have already travelled internationally for a cultural event, festival or heritage trail, while a further 43% aspire to do so, highlighting a growing curiosity to explore culture both within India and around the world. This openness extends closer to home too, with one in four Indian travellers (25%) heading to Tier 2 and Tier 3 towns for cultural experiences, beyond the usual metro circuit.
O – Once-in-a-year experiences
Festival tourism is emerging as a powerful travel driver, with 72% of Indian travellers saying they would consider planning a trip specifically to attend a major cultural or religious festival. India’s iconic festivals are powerful travel motivators, with Durga Puja (58%) emerging as the top festival travellers would consider travelling to attend, followed by Ganesh Chaturthi (52%) and Navratri Garba (47%).
The findings suggest that travellers are increasingly treating major festivals as limited-time experiences worth planning an entire holiday around, rather than simply activities to enjoy after arriving at a destination.
T – Traditions & Taste
Food, crafts, and local traditions continue to play an increasingly important role in shaping culture-led travel. Regional food experiences rank among the top reasons for travel, with 43% of Indian travellers saying they would plan a trip around them. The growing popularity highlights an appetite for experiences that connect travellers with a destination’s local traditions, flavours and way of life.
S – Smarter planning
As cultural experiences become a bigger travel priority, travellers are becoming more intentional in how they plan their journeys. Most Indian travellers begin planning their culture-led trips well in advance, with 40% starting three to six months ahead and 36% beginning one to three months before departure.
Festival timing has become the biggest booking consideration, with 36% of travellers saying availability during key festival or event dates matters most, followed by affordable prices for transport and accommodation (32%).
With many cultural experiences taking place at specific times of the year, Skyscanner’s Price Alerts allow travellers to monitor fare changes without having to repeatedly search, while Whole Month search lets them compare prices across different travel dates to identify the best value around festivals, heritage trails and other cultural experiences.
Looking ahead, India’s appetite for culture-led travel shows no signs of slowing. With 41% Indian travellers planning to take two culture-focused trips within India over the next year, 32% expect to take three to four. While enthusiasm remains high, safety concerns (49%) and high travel costs (37%) continue to be the biggest barriers to taking more culture-led journeys.
Neel Ghose, Travel Trends and Destinations Expert, Skyscanner India, said: “For a long time, people chose a destination first and discovered its culture once they arrived. We’re increasingly seeing that journey now happens in reverse. Travellers are starting with the experience they want, whether that’s 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.
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 Price Alerts, to find better value when planning travel. “
