Introducing the Culture Travel Index
A recently launched report, The India Culture Travel Index by global travel app Skyscanner, puts data behind a feeling many Indian travellers have known for years: food is a destination. The report analyses the evolving behaviours driving travel choices
and reveals that cultural experiences—with local food at the forefront—are increasingly shaping holiday plans. This isn't just about finding a good place to eat after a day of sightseeing; it's about the journey happening in reverse. Travellers are starting with the experience they want, such as exploring a region’s food, and then building an entire trip around it.
A Nation of Food-First Travellers
The findings are compelling. According to the index, regional food experiences are a top travel motivator, with 43% of Indian travellers stating they would plan a trip specifically for them. This trend is backed by other recent data, which shows nearly 40% of travellers identify local cuisine as a major factor when planning holidays. This shift highlights the rise of 'gastronomic tourism,' where travellers actively seek immersive culinary journeys. The appetite for these authentic experiences is so strong that many now consider a destination's food culture before finalising their plans.
What's Driving the Trend?
Several factors are feeding this movement. The influence of social media and YouTube is significant, with 42% of travellers citing them as a key driver behind their interest in culture-led travel. The growing popularity of food and heritage trails, which 41% of travellers are interested in, also plays a crucial role. This isn't just a young person's game, either. While travellers aged 22-27 are increasingly embracing food-led trips, the 28-40 age group remains the primary driver of culinary tourism. Even family and honeymoon travel are adapting, with cooking classes, market visits, and curated dining experiences becoming central to itineraries.
Top Destinations and Experiences
The index points to states with strong cultural and culinary identities as top performers. Kerala, Rajasthan, and Uttarakhand have emerged as leading destinations for travellers seeking to explore India’s heritage and living traditions. Beyond specific states, the report identifies major festivals as powerful travel magnets. A staggering 72% of travellers would plan a trip just to attend an event like Durga Puja in Kolkata or Ganesh Chaturthi in Maharashtra, where food is integral to the celebration. This indicates a move towards treating festivals as limited-time experiences worth an entire holiday.
Planning Your Own Culinary Trip
So, how can you embrace this trend for your next vacation? Start by thinking about the food you want to experience. Is it the hearty, rustic flavours of Punjab, the complex vegetarian thalis of Gujarat, or the fresh seafood of the Konkan coast? Use food as your starting point, not your endpoint. Look for homestays that offer cooking classes or guided food walks that take you to hidden local eateries. With 41% of Indian travellers planning two or more culture-focused domestic trips in the next year, it's clear that exploring India's diverse palate has become a travel priority.
