82% of Indian Travelers Seek Cultural Experiences Abroad

A significant shift in travel preferences is taking place among Indian travelers, with a strong emphasis on cultural experiences. According to a report by the travel platform Skyscanner, approximately 82 percent of Indian travelers are keen to visit destinations primarily for their cultural offerings. This trend is particularly pronounced among younger generations, with 84 percent of millennials and 80 percent of Generation Z expressing interest in cultural tourism.

Cultural experiences extend beyond mere sightseeing; they encompass the knowledge gained during travels. The report highlights that 39 percent of travelers deem a trip successful when they return home having learned something new about the location or its people. This growing curiosity is reshaping how Indian travelers perceive and engage with their journeys.

Festivals as Key Attractions

Indian festivals, renowned for showcasing the country’s rich and diverse culture, are becoming major attractions for travelers. Approximately 76 percent of Indian travelers report modifying their travel plans to attend cultural events, indicating that festivals are now central to holiday decisions rather than mere side activities. More than half of the respondents, specifically 55 percent, have participated in local festivals, fairs, or cultural events during their trips.

Among the most anticipated festivals are Durga Puja in Kolkata, which captures the attention of 53 percent of travelers, followed by Lathmar Holi in Barsana at 51 percent, and Onam in Kerala at 35 percent. These events not only celebrate local traditions but also attract a significant number of visitors eager to immerse themselves in authentic cultural experiences.

Exploration of Heritage Sites

In addition to festivals, Indian travelers are increasingly interested in exploring heritage sites and cities that carry cultural and historical significance. The report indicates that 53 percent of travelers are drawn to historical cities such as Jaipur and Varanasi. Furthermore, 39 percent are motivated to visit UNESCO World Heritage Sites, including the Taj Mahal in Agra and Hampi in Karnataka.

Regions like Kerala and Rajasthan, celebrated for their festive traditions and architectural splendor, are highlighted as culture capitals, with 32 percent and 30 percent of travelers respectively expressing a desire to explore these areas.

As travelers seek unique experiences, there is also a notable interest in lesser-known destinations that quietly preserve cultural traditions. An impressive 93 percent of respondents indicated a willingness to discover hidden gems that offer authentic cultural experiences, demonstrating a strong appetite for exploration beyond popular tourist spots.

Highlighting this cultural tourism trend, Neel Ghose, a travel trends and destinations expert at Skyscanner, states, “Indian travelers are moving beyond holidays taken only for leisure. The growing quest for depth has given rise to a new archetype – the culture curious traveler – one who seeks knowledge, connection, and fulfilment. For them, success is measured in stories carried home that deepen their sense of people and place.”

The findings from Skyscanner’s report reflect a significant transformation in the travel landscape, as Indian travelers increasingly prioritize cultural engagement, fostering a deeper connection with the destinations they visit. This trend not only enhances personal experiences but also contributes to the growth of cultural tourism in various regions.