Skyscanner Finds 8 in 10 Indians Plan Trips Around Culture in 2025

Skyscanner has released its latest Cultural Tourism report, highlighting a rising trend among Indians travelling in pursuit of authentic local heritage, traditions, and experiences. The findings show that 82 per cent of Indian travellers are very keen on visiting destinations primarily for their cultural offerings, with younger generations – Millennials (84 per cent) and Gen Z (80 per cent) – at the forefront of this wave of cultural curiosity. This enthusiasm is evolving into a quest for depth, as many travellers define cultural tourism not by the sights they see but by the knowledge they gain, with 39 per cent considering a trip successful when they return home having learnt something new about the place or its people.

The report also reveals a striking shift: 76 per cent of Indian travellers have altered their travel plans to attend a cultural event, emphasising how traditions and festivals are no longer ancillary activities but central to holiday decisions. This cultural curiosity isn’t bound by geography. Seven in ten travellers say they are open to exploring cultural experiences domestically and internationally. At its heart, Indians are seeking authentic, immersive adventures that allow them to participate, learn, and return home with stories that feel genuinely transformative.

Festivals as the Biggest Magnets for Cultural Travel

Indian festivals are emerging as some of the biggest draws for travellers. The report shows:

• Over half of Indian travellers (55 per cent) have attended local festivals, fairs, or cultural events.
• Durga Puja in Kolkata (53 per cent), Lathmar Holi in Barsana (51 per cent), and Onam in Kerala (35 per cent) top the list of occasions travellers are most eager to witness live this year.
• Beyond festivals, 53 per cent of travellers are drawn to historic cities such as Jaipur and Varanasi, while 39 per cent are inspired to explore UNESCO World Heritage Sites such as the Taj Mahal in Agra and Hampi in Karnataka. Skyscanner data even shows searches to Varanasi, one of India’s most storied cultural cities, rising by 76 per cent for travel in 2025 compared with the previous year.
• Kerala (32 per cent) and Rajasthan (30 per cent) have also emerged as India’s culture capitals, celebrated for their festive traditions, architectural splendour, and local heritage.

Growing Interest in Underrated Destinations

Beyond the well-trodden routes, travellers are keen to explore places that preserve traditions away from the crowds. An impressive 93 per cent are eager to seek out lesser-known destinations offering authentic cultural experiences, signalling a strong appetite for hidden gems where genuine traditions flourish away from crowded tourist trails. One way to discover these hidden treasures is by using Skyscanner’s ‘Explore Everywhere’ search feature, with filters such as ‘underrated destinations’ and ‘art and culture’ to make finding a unique, tradition-rich escape easier than ever.

“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. Interestingly, our report also highlights that 71 per cent prefer to travel with family, followed by 62 per cent with friends, and 56 per cent with a partner or spouse. This shows travel today is shifting from sights seen, to connections deepened — and Skyscanner’s all-in-one app makes it easier and more affordable to plan those meaningful journeys.”

From Observing to Immersing

As this cultural wave grows, a few patterns are emerging, showing how Indians plan and experience escapes rooted in tradition. The report shows that nearly four in 10 want to explore heritage villages or eco-cultural communities, while 38 per cent are drawn to culinary trails revealing the historic roots of local cuisines. Reflecting on this trend towards hands-on, participatory experiences, Dr Aditi Rawat, Associate Fellow, Pahle India Foundation, said, Dr Aditi Rawat, Associate Fellow, Pahle India Foundation, policy think tank advancing research-led ideas on India’s economic development and governance, said, “Cultural tourism is fast becoming a defining lens through which Indian travellers experience their country and the world. The trend is moving towards combining cultural discovery with comfort, luxury, and leisure – a blend that encourages longer stays and deeper engagement. Catalysed by rising accessibility, robust infrastructure, and digital connectivity, it is reshaping travel from passive sightseeing to immersive storytelling, where visitors engage with living heritage, local traditions, and cultural narratives that define each destination.”

Safety and Smart Planning Drive Choices

Practical considerations remain front and centre for Indian travellers. When choosing a cultural trip:

• Safety (45 per cent) tops the list of considerations, followed by authenticity (33 per cent) and seasonality (31 per cent).

Forty-one per cent of travellers start preparing one to two months ahead. Their inspiration comes from a mix of influences: 45 per cent turn to social media, 39 per cent rely on friends and family, and 27 per cent use apps like Skyscanner to discover the right destinations and deals.

When it comes to finalising plans, value remains top of mind, with 60 per cent saying the best time to book festival flights is their most helpful planning insight, while 58 per cent rely on fare comparisons to make smarter choices.

To further assist Indians in charting their journeys, Neel Ghose added, “For travellers seeking inspiration, describing your ideal getaway on Skyscanner’s app-only AI feature, Savvy Search can help uncover temple cities, native lands, royal palaces, and more. The tool curates a list of destinations based on the prompts, directing you to Skyscanner's flight search, letting you compare the best prices. And, when it comes to planning, for those looking to make the most of their holiday around a festival, a simple hack is to use the ‘Whole Month’ view to spot the cheapest days to fly around the date! Smart planning choices like these can help unlock cultural experiences without breaking the bank, letting you create memories and returning home with learnings that last a lifetime.”

A Broader Shift in Tourism

This growing interest suggests that culture-led exploration will shape the future of India’s tourism industry. Sharing insights on this rising phenomenon, Dr Rawat said, “This shift is being fulfilled by traditional towns and authentic locale-based experiences that connect travellers with communities and their way of life. Think the Northeast India, with its extraordinary cultural diversity and pristine landscapes, or Kerala, with its backwaters, classical art forms, and Ayurvedic traditions, both now firmly on the radar of discerning tourists. From tribal festivals in Arunachal Pradesh to tea and wellness in Assam, or narrative Kathakali performances in Thrissur, we are witnessing curated experiences true to each destination’s strengths. Coupled with leisure travel and government initiatives such as Dekho Apna Desh, Swadesh Darshan 2.0, and Adopt A Heritage, this cultural discovery is transforming tourism into a powerful custodian of India’s identity. It is revitalising economies, positioning diversity as a global asset, and turning sites and practices into hubs that attract global visitors, empower local communities, and shape the future of India’s tourism economy.”