Most Indians Will Travel for Culture in 2025

Indian travellers are increasingly placing culture at the heart of their journeys, with 82% saying they will choose destinations in 2025 primarily for their cultural offerings, according to a new report by travel app Skyscanner.

The Cultural Tourism Report 2025 of Skyscanner highlights that younger generations are leading the shift, with 84% of Millennials and 80% of Gen Z travellers keen to design their holidays around cultural experiences.

Nearly four in ten respondents said they considered a trip successful when they returned home having learnt something new about a place or its people.

The study found that festivals are major motivators for travel. Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%) and Onam in Kerala (35%) emerged as

the most sought-after cultural events for the coming year. Beyond festivals, travellers are drawn to historic cities such as Jaipur and Varanasi, and UNESCO World Heritage Sites including the Taj Mahal and Hampi. Searches for Varanasi have risen by 76% for travel in 2025 compared to last year, Skyscanner data showed.

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A growing preference for lesser-known destinations was also observed, with 93 per cent of

travellers saying they would consider visiting less crowded places if they offered authentic cultural experiences.

“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,” Ghose added.

The report notes that family remains the most popular choice of travel companions (71%), followed by friends (62%) and partners or spouses (56%).

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Food trails, heritage villages and eco-cultural communities are gaining attention, with nearly four in ten respondents interested in hands-on cultural immersion. "Cultural tourism is fast becoming a defining lens through which Indian travellers experience their country and the

world," said Dr Aditi Rawat, Associate Fellow at the Pahle India Foundation. "The trend is moving towards combining cultural discovery with comfort, luxury, and leisure – a blend that encourages longer stays and deeper engagement."

Practical considerations remain central to decision-making. Safety was cited by 45% of respondents as their top concern when selecting a cultural trip, followed by authenticity (33 %) and seasonality (31%). Social media influences 45% of choices, while 39% rely on friends and family recommendations and 27% on

online travel platforms.

To help travellers plan smarter, Skyscanner has integrated tools such as Savvy Search and "Whole Month" view for comparing fares around festivals. "Smart planning choices like these can help unlock cultural experiences without breaking the bank," Ghose claimed.

According to experts, the trend marks a broader transformation in India’s tourism economy. "This shift is being fulfilled by traditional towns and authentic locale-based experiences that connect travellers with communities and their way of life," Dr

Rawat said, pointing to the growing appeal of destinations such as Northeast India and Kerala. She added that government initiatives including Dekho Apna Desh and Swadesh Darshan 2.0 were helping align tourism with cultural preservation, positioning diversity as a global asset.