India Is Witnessing A Rise In Cultural Tourism In 2025: Report

Leading global travel app Skyscanner recently released its new Cultural Tourism Report, unveiling the latest trends among Indian travellers. The report highlights a major shift towards meaningful experiences that combine cultural journeys with comfort, luxury, and leisure. The study reveals that 82 per cent of Indians plan trips in 2025 based on the cultural offerings of a region. Interestingly, the younger generations are driving this shift. How? 84 per cent of Millennials and 80 per cent of Gen Z travellers primarily plan trips around cultural experiences in the country.

Emerging Trends In Travel Preferences

According to the report, the key attraction of these travel plans is festivals. The global travel app also observed a notable change in travel planning: 76 per cent of Indians have adjusted their travel plans around major festivals in the country. Additionally, 93 per cent of travellers are exploring lesser-known cultural hubs to experience authentic traditions.

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Besides festival-driven travel, 53 per cent are drawn to historic cities like Jaipur and Varanasi. Based on Skyscanner tools, such as its Explore Everywhere search filter for unexplored destinations and cultural trails, 39 per cent of travellers now prioritise UNESCO World Heritage sites, including the Taj Mahal and Hampi. The report also highlights a 76 per cent surge in searches for Varanasi this year compared to last year. Here are some more details about the popular spots mentioned:

1. Kolkata

Kolkata during Durga Puja is a city like no other. The streets are filled with massive pandals, creative art displays and the buzz of music and dance. Food stalls line every corner, and the festive vibe keeps the city awake till late at night.

2. Barsana

Holi in Barsana is not your regular festival of colours. Here, women playfully hit men with sticks while everyone celebrates with music, laughter and clouds of gulaal. It is a unique tradition that makes Barsana's Holi one of the most unforgettable cultural experiences in India.

3. Kerala

Onam is Kerala's biggest celebration and a true showcase of its culture. Homes are decorated with flower carpets, grand feasts are served on banana leaves, and snake boat races fill the backwaters with excitement. It is a festival that perfectly blends tradition, food and community spirit.

4. Jaipur

Jaipur, the Pink City, is full of royal charm and heritage. Its palaces, forts and old markets take you back to Rajasthan's regal days. Beyond the history, the city is alive with colourful streets, traditional crafts and a warmth that makes exploring it a joy.

5. Varanasi

Varanasi is a living piece of history, one of the oldest cities in the world. Life here revolves around the Ganges, from sunrise prayers to evening aartis at the ghats. Narrow lanes, old temples and timeless rituals give the city an atmosphere unlike anywhere else.

6. Agra

Agra is world-famous for the Taj Mahal, a monument that never fails to impress with its beauty. But the city has more to offer - Mughal-era forts, tombs and bustling bazaars that add to its charm. A trip here is as much about history as it is about soaking in local life.

7. Hampi

Hampi is a UNESCO World Heritage Site that feels like stepping into the past. The landscape is dotted with ancient temples, crumbling ruins and giant boulders that create a unique setting. Once the capital of the Vijayanagara Empire, today it is a mix of history, art and relaxed traveller vibes.

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Travellers Are Immersing Themselves In Cultural Journeys

The latest priorities in planning a trip, as per the report, are:

• Safety (45 per cent)
• Authenticity (33 per cent)
• Seasonality (31 per cent)

While 40 per cent of travellers are interested in exploring heritage villages or eco-cultural communities, 38 per cent showed enthusiasm for historic cuisines. Social media plays a significant role in influencing 45 per cent of travel enthusiasts, with 39 per cent influenced by friends and family, and 27 per cent relying on travel apps for inspiration and bookings. The pattern also reveals that 41 per cent of travellers begin their planning one to two months in advance.