The 55% Finding Explained
According to Agoda’s ‘2027 Asia Travel Pulse’ report, a remarkable 55% of Indian travellers are likely to visit a lesser-known, or 'offbeat', destination in the coming year. This figure is not just a minor trend; it positions Indians as the most adventurous
travellers in the region, with the Asian average for seeking offbeat locations standing at just 36%. The survey, which gathered insights from over 3,300 travellers across 11 Asian markets, highlights a clear move away from crowded hotspots towards more unique and personal travel experiences. This growing preference suggests that tourists are becoming more intentional and are actively seeking destinations that offer something different from the mainstream.
What's Driving the Offbeat Trend?
Several factors are fuelling this desire to venture beyond the beaten path. A key motivation for Indian travellers is the call of the wild, with 42% identifying outdoor adventures and activities as a primary reason for their trips. This is among the highest rates in Asia. Another significant driver, unique to India, is the pursuit of spiritual journeys. A notable 14% of Indians travel for spiritual or religious reasons, a figure three and a half times higher than the Asian average of 4%. This has led to a surge in interest for destinations that offer deeper, more meaningful experiences. Gaurav Malik, Agoda's Country Director, notes that while travellers seek these unique experiences, value and convenience remain important considerations.
Destinations Gaining Momentum
The shift in preference is already visible in search data. Agoda's platform has seen a dramatic increase in searches for destinations associated with spiritual and adventure travel. Pushkar, for instance, saw a 195% jump in searches, while searches for the Himalayan town of Dharamshala increased by 154%. Leh, in the high-altitude desert of Ladakh, also saw a 143% rise in interest. These locations perfectly capture the essence of offbeat travel, blending natural beauty with rich cultural and spiritual heritage, away from the usual tourist hubs. Other destinations highlighted as offbeat retreats include serene hill stations like Coonoor, Lansdowne, and Yercaud, which offer quiet alternatives to their busier counterparts.
A Shift in Travel Habits
Beyond just choosing different places, the survey indicates a change in how Indians travel. About one in four (26%) are planning longer trips of 8–12 days, which is significantly higher than the Asian average of 15%. This suggests a move towards 'slow travel', allowing for deeper immersion in a destination's culture and environment. This approach not only provides a more enriching experience for the traveller but also helps support local economies more effectively by distributing tourism benefits beyond major cities. The trend also aligns with a growing interest in sustainability, as travellers seek more meaningful connections with the places they visit and the communities that live there.
